On November 30, 2023, ULI Charlotte hosted a panel discussion on how plans for growth in Uptown Charlotte are building toward its long-term success as a central activity district. The event was held in the newly opened Monarch Market, a food and beverage destination in the heart of Uptown, featuring locally based brands. Moderator Gina Sheridan (Chief Marketing and Communications Officer, Charlotte Regional Visitors Association) led the discussion with panelists Cliff Benson (Retail Broker, Thrift Commercial Real Estate), Alex Hondros (Director – Asset Management & Acquisitions, Crescent Communities) and Rick Thurmond (Chief Marketing Officer, Charlotte Center City Partners).

For many years, uptown/downtown areas were considered as the “central business district” of a city. However, that has become an obsolete term, and the growing trend is toward the cultivation of a “central activity district” – with a greater mix of residential spaces and activated retail that engages visitors with outdoor space. It’s a trend that has been accelerated by the pandemic’s impact on urban areas. Uptown Charlotte, which is operating at about 80% population compared to pre-pandemic levels, has unique qualities that have allowed it to rebound more favorably than other similar metropolitan areas. Hondros noted that in contrast to cities such as Dallas and Denver, Charlotte’s Uptown has shown to be more resilient for a mix of uses and possesses a more dynamic environment, thanks to greater diversity, more residential, and more activated retail.

While Uptown is currently still a transactional location – a place where people go for a specific activity such as a game, show, or work and then leave – the long-term goal is to develop Uptown into a destination of its own where visitors are drawn to spend extended time. To cultivate year-round, event-agnostic appeal, the combination of different strategies is key. Dining out is the #2 motivator for visiting Charlotte and the #1 activity once visitors arrive. Benson stressed the importance of creating an experience that is unique and vibrant, which often means creating opportunities to support local businesses. Monarch Market represents an example of blending local and national vendors to draw both tourists and residents alike. Hondros highlighted thoughtful design on outdoor spaces – which are especially appealing to national brands like Sweetgreen coming into the market – to not only draw people into buildings but also create a livelier experience on the street level.

Arts and culture also play a big role in area appeal, from hosting more regular events to the creation of civic attractions like pop-up markets. Thurmond remarked upon Uptown’s unique position of having so many performing arts venues in a single walkable area. Walkability, availability of transit, and safety working well in tandem are key to keep Uptown thriving. Showcasing the ability to park just outside of Uptown and use the myriad opportunities to get around (light rail, Gold Line, biking, scooters, etc.) will be a major factor in success, particularly as the connection to South End via the pedestrian bridge becomes available in 2024.

In looking at the future of Uptown, there has been positive momentum gained with the opening of Monarch Market and the arrival of major national retailers like Sweetgreen, among other projects. Though it is a challenging time for development and there are large-scale, complicated projects within the area which will naturally be slower-moving, further development will continue to expand the district and increase its connectivity to the rest of the city. Overall, Thurmond highlighted shared buy-in from city leaders and the business community for a successful Uptown as Charlotte’s strength over the long term. In continuing that commitment, we will no doubt see sustained progress in Uptown’s growth into a prime destination.

Notes prepared by Joslyn Dunn, Senior Account Manager at Yellow Duck Marketing