Earning the Choice: Looking Ahead for Downtown Tucson

DTP’s 2026 Annual Board Meeting offered an opportunity to reflect on a year of growth — and a bigger question about what will make people continue to choose Downtown Tucson.

People have more choices than ever about where they dine, shop, gather, work and spend their time. Downtown is not automatically the destination simply because it is downtown. We have to earn the choice.

That idea was at the center of Downtown Tucson Partnership’s 2026 Annual Board Meeting as we reflected on the past year and, more importantly, looked ahead at what Downtown Tucson needs to become.

For DTP, earning that choice starts with the fundamentals: a downtown that feels clean, safe, welcoming and cared for. But it also requires something more—creating experiences, connections and a sense of place that people cannot easily find somewhere else. Over the past year, we strengthened both sides of that equation.

Caring for Downtown Every Day

Our Clean & Safe Ambassador team completed nearly 119,000 service activities, compared with approximately 79,000 the previous year. That means more cleaning, more business check-ins, more assistance, greater visibility and more consistent service throughout downtown.

This is the daily work of managing the public realm—the details that influence how downtown looks, feels and functions. Our ambassadors are also an important layer of downtown’s broader safety network, working alongside Downtown District and off-duty officers.

At the same time, DTP strengthened its financial and operational foundation, rebuilt essentially its entire administrative team and expanded our capacity to serve downtown, engage stakeholders and respond to the district’s evolving needs.

Connecting the Downtown Ecosystem

DTP doesn’t operate the restaurants, build the developments, run the university, police the streets or produce every cultural experience. But we can connect the people and institutions that do.

DTP sits at the intersection of businesses, property owners, government, public safety, arts and culture, education, residents and visitors. Increasingly, one of our greatest opportunities is turning individual interests into collective action.

Together Tucson is a strong example. What began with three nightlife venues working together on shared safety challenges has grown to 16 participating venues. The program provides a way for venues to share information, establish common expectations and make coordinated decisions about safety. Now, venues outside the DTP district are asking to participate—showing how a solution created downtown can become a model for broader collaboration.

Creating Experiences Worth Choosing

Clean and safe are essential, but they are not enough on their own. People have more options than ever for dining, entertainment, shopping and gathering. Our challenge isn't simply, “How do we tell more people what's happening downtown?” It's also, “How do we make downtown compelling enough to stand out among all the choices people have?”

The strongest downtowns aren't simply busy. They create identity, experiences and opportunities for connection. Connection to a place. Connection to a business. Connection to Tucson's culture. Connection to another person through a shared experience.

That is why creating experiences isn't simply about filling a calendar. It's about giving people reasons to choose downtown—and telling stories that help them understand what makes those experiences distinctly Tucson.

Creating Value Others Choose to Support

One of the strongest signs of DTP's momentum is something organizations are choosing to do voluntarily.

Tucson Electric Power, Tucson IDA and the owners of 345 E. Congress Street are outside the Business Improvement District but have chosen to contribute at an equivalent level, even though they are not required to pay a BID assessment.

Together, those commitments represent nearly $147,000 in additional annual support. But the most important word isn't $147,000. It's voluntary.

These organizations have determined that DTP's work creates enough value that they want to participate. Their investment expands what we can accomplish and demonstrates a shared commitment to downtown's success.

Looking Ahead for Downtown Tucson

The focus on experience, identity and connection will become increasingly visible throughout downtown in the coming year.

A new banner campaign will strengthen downtown's sense of place, while a 32-foot holiday tree, illumination of 61 properties and 154 street trees, and DTP's growing involvement in the Parade of Lights will help create a more cohesive signature holiday experience.

These efforts serve a larger purpose. Downtown is Tucson's front door and an economic asset for the entire region. It supports business growth and investment, helps employers attract and retain talent, reflects Tucson's identity and culture, and serves as a regional gathering place.

As we move into FY2026/27, three outcomes will guide our work:

• A downtown people choose—safe, welcoming, memorable and connected.
• A downtown economy that performs—supporting visitation, merchant success and continued investment.
• A stronger downtown network—built through partnerships, engagement, collaboration and diversified resources.

We also begin the year with new voices helping guide that work. We welcomed Nick Wayne Eggman, Megan Fink, Courtney Fenton, Brock Lynch and Khris Dodge to the DTP Board, alongside our returning board members whose continued leadership and service are essential to the organization.

Ultimately, our work is about ensuring Downtown Tucson continues to matter—economically, culturally and personally. We want downtown to be a place businesses invest in, employers point to when recruiting talent, residents are proud to share with visitors and people throughout our region actively choose to experience.

That choice cannot be assumed. We have to earn it—through a downtown that feels cared for, safe, connected and distinctly Tucson.