Spotlight On: Adam Duininck, President & CEO, MPLS Downtown Council
November 2024 — In an interview with Invest:, Adam Duininck, president and CEO of the MPLS Downtown Council, discussed major initiatives shaping downtown Minneapolis, including the 2035 strategic plan, collaborative efforts in public safety, and real estate trends.
What have been the most significant achievements of the Downtown Council over the past year?
When I reflect on the major milestones, a few stand out. First, we’re about to release our long-range 10-year strategic plan, the 2035 plan for Downtown Minneapolis, called Downtown by Design. I’m really excited for that to be unveiled, aiming for mid-November — close to my one-year anniversary here. Right now, we’re in the first or second rounds of editing.
This planning cycle, the approach has been more bottom-up, with a lot of stakeholder engagement and community input. Historically, planning was outsourced to a small group or consultant, but this has been much more of a communication and coalition-building exercise. I’m really proud of that.
I’d also mention the 2,000 events and activations from May through September, either produced by us or in collaboration with the city and partners. It was one of the most ambitious summer schedules we’ve had in a long time. The results were impressive — record hotel occupancy and a significant increase in downtown foot traffic. A University of Toronto study ranked us as the top downtown for a return to activity, largely due to arts, entertainment, and events.
On top of that, we worked on a public policy issue with transportation network companies like Uber and Lyft, which were about to leave due to new city policies. The Minneapolis Chamber and I collaborated heavily at the state legislature. We managed to keep Uber and Lyft here, avoiding worst-case scenarios. It was a behind-the-scenes effort but took a lot of time.
Lastly, there is Holidazzle, our downtown holiday celebration. We paused it in 2023 to rethink the concept. I’m pleased to announce it’s coming back this year. I’m excited to see how it brings families downtown and boosts the restaurant and retail scene, helping to rebuild vibrancy in the heart of the city.
How would you describe the state of downtown Minneapolis, and what initiatives have had the greatest impact on its vibrancy?
Downtown is in a state of recovery, positive growth, and opportunity. Like many downtowns, we face challenges in commercial real estate and the future of work, particularly how often people will return to offices. But we’ve seen positive trends. Hotel occupancy, transit ridership, parking, and office work are gradually increasing. Data on cell phone movements is trending up, and leasing interest is growing.
Some right-sizing is happening; businesses are consolidating regional offices or adjusting how much space they need. While property values are falling, I see it as an opportunity for businesses to purchase buildings at a reduced price, invest in them, and grow.
Our region has strong fundamentals. Walking down Nicollet Avenue, you see major companies like Xcel Energy, U.S. Bank, and Target within blocks of each other. We have a strong business ecosystem, but we also need to nurture it — supporting entrepreneurs and focusing on sectors with growth potential, like sustainability, water management, and med tech. We need to continue to focus on housing and residential integration. We’re well-positioned to lead in these areas.
What role do you see the Minneapolis Downtown Council playing in shaping the city as a vibrant, inclusive, and innovative hub in the 21st century?
We’re at the forefront of this effort, with strong support from the business community and broad consensus within the city. While navigating the political landscape can be tricky, we’ve built bridges with many entities.
When I think about the Commons and Peavey Plaza, I see them as public space investments that connect the city. We need to keep focusing on connectors — like linking the Mill District to the North Loop, integrating Elliott Park and Loring Park to the Central Business District, as well as connecting Nicollet Avenue to the Mississippi River. The river is a huge asset, yet you can visit downtown without realizing it’s just a few blocks away. How do we open that space to drive economic activity?
Our ambassadors are also essential to downtown. They keep it clean, act as eyes and ears on the street, and make the area feel safe and welcoming.
How are you working to attract new investment and promote growth in the downtown area?
It’s a collaborative effort. The Downtown Council works closely with Meet Minneapolis to attract conventions and conferences, and with Minnesota Sports and Events to bring major events like NCAA tournaments and USA Gymnastics trials. These events attract thousands of visitors, fill hotels, and create excitement.
We also partner with Greater MSP, which promotes the region and plays a key role in economic development. Our job is to serve as a resource for potential investors — real estate brokers, venture capitalists, or companies looking to establish themselves here. We meet regularly with developers interested in exploring opportunities in Minneapolis.
We help them understand the city’s trends, long-range plans, and are developing an economic dashboard to provide real-time data, highlighting challenges and steps we’re taking to address them.
What trends are you seeing in both residential and commercial real estate downtown, especially given ongoing development projects?
We’re seeing movement in both directions — some companies are moving from the suburbs into the city, while others are shifting from the downtown core to the suburbs. The commercial vacancy rate is driven by large employers adopting hybrid or remote work policies, leaving significant space available. Vacancy rates vary by office class, ranging from around 15% to the low 20s. However, there’s a difference between what’s vacant and what’s available. Some properties are leased but looking for subleases, so determining the future of that space is a key challenge.
The commercial market remains resilient. Major companies like U.S. Bank have signed long-term leases, showing continued commitment to downtown, which isn’t the case in every city. At the same time, a few office towers have large vacancies, and we need to explore creative ways to repurpose them, such as converting them to housing, mixed-use spaces, or attracting industries like med tech or higher education.
On the residential side, more housing development is needed to keep downtown vibrant, including converting office space into housing and creating more mixed-use developments. Leveraging the city’s arts and entertainment strengths will also attract people and support retail growth.
What measures is the council taking to improve safety, accessibility, and overall community engagement within the downtown area?
Through the Downtown Improvement District, we manage our own safety effort with ambassadors, safety outreach workers, and mental health professionals. These teams are on the ground daily, keeping downtown clean, safe, and accessible while offering support to those in need, including the unhoused. While it is our program, it is integrated with all our public safety partners.
We collaborate with the Minneapolis Police Department, private building security, Hennepin County Sheriff’s Office, and Metro Transit Police for a coordinated safety approach, including nighttime safety initiatives during weekends.
Looking forward, what is your vision for the future of downtown Minneapolis?
Our Vision 2035 plan centers on four key areas. First, we aim to create hassle-free systems — whether it’s simplifying business startups, improving accessibility, or making it easier to get around downtown. We want to remove barriers and make downtown a seamless place to live, work, and visit.
The second is foundational safety. We want downtown to be the safest part of the city, where people never question their security. Progress is being made, but it’s a continuous effort.
Third, we’re enhancing downtown’s unique vibe by promoting arts, culture, and entertainment. We have world-class institutions like Orchestra Hall and the Guthrie Theater, and a nationally recognized restaurant scene. One goal is to earn a Michelin star, further boosting our culinary reputation.
Lastly, we’re focusing on residential growth. Our previous plan aimed to double the downtown population from 35,000 to 70,000. While we haven’t quite hit that; we’re now at 60,000 and plan to keep growing by converting office spaces into housing and integrating with nearby neighborhoods like Elliot Park and the North Loop, creating a seamless urban experience.
We also have a vision around specific projects like fully pedestrianizing Nicollet Avenue, turning it into a green, vibrant, pedestrian paradise that will attract residents and visitors while boosting economic and social vitality.
For more information, please visit:
