2025-10-28 WS City Council Agenda
Richfield City Council Agenda
October 28, 2025 -- 5:45 PM
Richfield Municipal Center
Council Chambers
6700 Portland Avenue South
1. Call to Order
2. Item Discussion
a. Presentation of initial concepts for the Downtown Branding and Placemaking Strategy
Project.
3. Adjournment
Auxiliary aids for individuals with disabilities are available upon request. Requests must be made at least 96 hours in advance to the
City Clerk at 612-861-9739.
Includes Materials - Materials relating to these agenda items can be found in the Council Chambers Agenda Packet book located by
the entrance. The complete Council Agenda Packet is available electronically on the City of Richfield website.
Page 1 of 119
City Council Meeting 10/28/2025
Agenda Section: Item Discussion
Agenda Item: 2.a.
Report Prepared By:
Jan Youngquist, Economic Development Manager
Department Director:
Melissa Poehlman, Community Development Director
Item for Consideration:
Presentation of initial concepts for the Downtown Branding and Placemaking
Strategy Project.
EXECUTIVE SUMMARY
The Economic Development Authority (EDA) is working with CivicBrand, a consultant
that specializes in community branding, placemaking, and engagement, to develop a
branding and placemaking strategy for downtown. The project goals outlined in the
contract with CivicBrand include:
• Determine, through community engagement, a shared vision of what downtown
Richfield is, what it means to people, and what sets it apart from neighboring
communities.
• Use the vision to produce a brand identity that resonates and appeals to
residents, visitors, and prospective businesses or developers and does not clash
with the City's logo and color palette.
• Develop branding that can be used to implement our existing wayfinding signage
plan.
• Identify branding and placemaking opportunities to bring recognition to the area,
guide people to and through the district, and build on the area's sense of place.
Through extensive community engagement, the top three attributes of downtown were
identified as:
• Location--the district is seen as a highly convenient and central location.
• Nature and parks--people value the green spaces, walking and biking paths,
and the general access to nature in an urban setting.
• Diversity, especially in food--the multicultural nature of the district is
highlighted, particularly in its food options.
Other themes that arose from the community engagement showed some dissatisfaction
with the district. The top three unfavorable attributes identified were: downtown is
lacking an identity; walkability is perceived to be difficult or dangerous by some
(although others praised the existence of bicycle and walking paths); and the HUB is
often a negative point of reference, described as ugly, run down, and outdated.
Based on community engagement, input from the project advisory committee, and the
Page 2 of 119
consultant's in-person walking tour and site audit of downtown, CivicBrand identified the
following focus areas for the brand strategy:
1. Embrace a dual identity.
2. Begin a shift from errands only to a place to gather.
3. Clarify how to name and frame the district.
4. Build momentum through realistic, incremental change,
5. Celebrate Richfield's urban hometown spirit.
Additional information about the community engagement results and brand focus areas
can be found in the attachments.
CivicBrand will share its initial branding and placemaking concepts at the work session
for discussion. Feedback will inform the refined branding and placemaking strategy and
implementation plan that will be presented to the EDA for recommendation to the City
Council (Council) for approval at future meetings.
HISTORICAL CONTEXT
• Planning for the Lyndale Avenue and 66th Street area as a downtown business
district dates back to the early 1960s.
• In 1998, the "Lakes at Lyndale" Master Plan was adopted for the area and
included the following themes to create a thriving urban center: nature, housing,
people, transit, identity, gateways, and business.
• The Lakes at Lyndale Wayfinding Plan was developed in 2016 and included
recommendations for the locations and types of wayfinding signage, based on
"Lakes at Lyndale" branding. The plan has not yet been implemented.
• In 2017, a market analysis and redevelopment concepts were prepared for the
Nicollet Avenue and 66th Street area to inform land use decisions as part of the
2040 Comprehensive Plan (Comp Plan). The Comp Plan, adopted in 2018,
melded the two areas into the larger Lyndale Avenue/66th Street/Nicollet Avenue
downtown area.
• In September 2022, the City Council adopted the 2023-2026 Strategic Plan
(Strategic Plan), which placed a priority on Community Development, identified a
vibrant downtown as a desired outcome and recommended developing a
downtown strategy as a strategic initiative to support this outcome.
• The EDA was awarded a Business District Initiative grant from Hennepin County
in November 2024 to develop the downtown branding and placemaking strategy.
• The community engagement phase of the project concluded in September 2025,
which included:
o Pop-up engagement at Lakewinds Coop.
o Online survey with 1,143 respondents.
o Two virtual focus groups with business owners, property managers,
residents and representatives from the planning commission and a local
nonprofit.
o One-on-one interviews with a Council/EDA member, Visit Richfield
Executive Director, planning commissioner, and small business owner.
o Small group sessions with Council/EDA members.
Page 3 of 119
RECOMMENDED ACTION
Listen to a presentation of the initial branding and placemaking concepts for
downtown and provide feedback. Areas for consideration include:
Do the initial branding and placemaking concepts:
1. Help achieve the project goals?
2. Highlight the positive attributes and help address the negative attributes
identified through community engagement?
3. Advance the five brand strategy focus areas?
EQUITABLE OR STRATEGIC CONSIDERATIONS OR IMPACTS
• The Strategic Plan identifies a vibrant downtown as a desired outcome,
developing a downtown strategy as a strategic initiative to support this outcome,
and proactively marketing downtown as an action step.
• There are several small businesses owned by women and people of color in
downtown. Implementation of the branding and placemaking strategy is intended
to enhance the economic vitality and vibrancy of downtown, which will help
support these businesses.
POLICIES (RESOLUTIONS, ORDINANCES, REGULATIONS, STATUTES, ETC.)
• The 2040 Comp Plan guides the future land use of the area around Lyndale
Avenue/66th Street/Nicollet Avenue as Mixed Use with the intent of creating a
downtown with residential, commercial, office, and recreational opportunities.
• The 2023-2026 Strategic Plan places a priority on Community Development and
identifies a vibrant downtown as a desired outcome.
CRITICAL TIMING ISSUES
• The contract between the EDA and CivicBrand expires on April 18, 2026, unless
the parties agree in writing to an extension. The project is funded by a grant from
Hennepin County's Business District Initiative Program.
• The grant expires on June 30, 2026 and the contract does not provide for any
extensions.
FINANCIAL IMPACT
• The Hennepin County Housing and Redevelopment Authority provided a $45,000
grant for the project through its Business District Initiative Program.
• The Richfield Economic Development Authority provided a $5,000 match to the
grant, in addition to staff time which is being provided as an in-kind match.
LEGAL CONSIDERATIONS
None.
Page 4 of 119
ALTERNATIVE RECOMMENDATION(S)
None.
ATTACHMENTS
1. Engagement Summary - Downtown Richfield, MN
2. Brand Focus Areas--excerpt from Engagement Summary
3. Project Update
4. RIchfield Placemaking Map
Page 5 of 119
EāúôúøĀøāć SĈĀĀôąy
DOWNTOWN RICHFIELD, MN
Last updated September 30, 2025
Page 6 of 119
2
Study Area
Page 7 of 119
Engagement Overview
3
What we did:
●Site visit with walking and driving tour
●2 virtual focus groups with 15+ community
members
●5 interviews with community members, local
business owners, etc.
●Small-group sessions with Council and EDA
●Online survey with 1,143 responses
Page 8 of 119
Engagement Overview
4
What we heard:
●Top attributes: location, natural spaces, and
cultural diversity
●Biggest challenges: The Hub, lack of
cohesive identity, business turnover and
vacancies
●People donʼt think of it as a “downtownˮ or
resonate with that term
●People generally stay in the district for less
than an hour
●People hope for more local businesses,
opportunities for evening activity, and third
places where they can socialize and connect
What we did:
●Site visit with walking and driving tour
●2 virtual focus groups with 15+ community
members
●5 interviews with community members, local
business owners, etc.
●Small-group sessions with Council and EDA
●Online survey with 1,143 responses
Page 9 of 119
What We Found
5Page 10 of 119
Brand Focus Areas
6
1.Embrace a dual identity
2.Begin the shift from errands-only to a place to gather
3.Clarify how to name and frame the district
4.Build momentum through realistic, incremental change
5.Celebrate Richfieldʼs urban hometown spirit
Page 11 of 119
Focus Area 1
7
Embrace a dual identity
The study area may never feel like a singular, uniform place, but it doesnʼt need to. The west side offers newer amenities,
housing density, and access to lakes and nature. The east side brings cultural diversity, affordability, and more local
businesses, even if the built environment could benefit from some reinvestment. Instead of forcing these two sides into
one homogeneous identity, the brand should celebrate their differences and frame them as complementary parts of a
larger district.
Page 12 of 119
8Page 13 of 119
9Page 14 of 119
10
●Feels newer
●Greater density, more housing, taller buildings
●More chain businesses
●Feels more walkable/bikeable
●Has natural center with roundabout at 66th and Lyndale
●Access to lakes/natural amenities
Page 15 of 119
11Page 16 of 119
12
●Feels older
●Larger surface parking lots, less density, single-story
buildings
●More smaller/independent businesses
●Diverse collection of local restaurants/cuisine
●Feels less walkable/bikeable
●Has natural center at The Hub
Page 17 of 119
13Page 18 of 119
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ćĂ ćûüāþ Ăù ôĆ ô öĂûøĆüĉø ÷ĂĊāćĂĊā.“”FOCUS GROUP RESPONSE
14Page 19 of 119
What three words
would you use to
describe Downtown
Richfield today?
Q1
15Page 20 of 119
What do you consider
to be the top 3
attributes of Downtown
Richfield?
Response themes
Q3
16
Based on the responses, the primary attributes of the district are a blend of its
location, natural spaces, and cultural diversity. However, there is a strong
undercurrent of dissatisfaction and a sense that the area is not living up to its
potential, with frequent mentions of outdated infrastructure and a lack of
character.
●Location is the most cited attribute: The district is seen as a highly
convenient and central location. This is due to its proximity to major
highways 35W, 62, Minneapolis, the airport, the MOA, and its central
position within Richfield itself. This makes it a "pass-through" point and
a functional hub for residents.
●Nature and Parks are a major draw: Richfield Lake and Wood Lake
Nature Center are overwhelmingly identified as key assets. People value
the green spaces, walking/biking paths, and the general access to
nature in an urban setting. These are often described as beautiful,
well-maintained, and a source of pride.
●Diversity, especially in food: The multicultural nature of the district is
highlighted, particularly through its diverse food options. Specific
mentions of Mexican, Asian, and other ethnic restaurants, as well as the
variety of food types (from fast food to sit-down), suggest this is a
valued and defining characteristic.
Page 21 of 119
What do you consider
to be the top 3
attributes of Downtown
Richfield?
Response themes
continued
Q3
17
●The Hub is a central, and often negative, point of reference: The Hub
shopping center is mentioned more than any other single location. It is
frequently described as "ugly," "run down," "empty," and "outdated."
While it is acknowledged as the de facto center of the downtown area,
there is a strong sentiment that it needs significant redevelopment or
even a total rehaul to live up to its potential.
●Walkability/Bikeability is a mixed bag: While many people praise the
existence of bike lanes, walking paths, and the general concept of
walkability, an equal number of people feel it is lacking, difficult, or even
dangerous. The roundabouts are a particularly polarizing topic, with
some seeing them as a functional solution for traffic flow and others
finding them confusing or hazardous for pedestrians.
●Lack of a "Downtown Identity": A significant portion of the responses
expresses a feeling that the area lacks a true downtown "feel." Terms
like "generic," "bland," "lacking character," and "not a destination" are
used repeatedly. Many compare it unfavorably to more traditional
downtowns in other Minnesota cities like Northfield or Stillwater.
Page 22 of 119
Which aspects most
strongly define
Downtown Richfieldʼs
identity? Select up to
three.
Q2
18Page 23 of 119
What do you see as
Downtown Richfieldʼs
biggest challenge or
issue?
Response themes
Q10
19
The Hub Shopping Center
By far, the most frequently mentioned challenge is the Hub Shopping Center. It's
described as outdated, run-down, and a general eyesore. Responses highlight its:
●Poor Layout: The parking lot is seen as a "concrete wasteland" and "nightmare"
that is difficult to navigate for both cars and pedestrians.
●Unappealing Businesses: Many feel the stores are low-quality, generic, and do
not provide a reason for people to stay or visit from outside the area.
●Vacant Space: The empty spaces, particularly the former Rainbow Foods, are
seen as wasted opportunities and a symbol of the area's decline.
Lack of Identity and Cohesion
A significant challenge is the general sense that Downtown Richfield doesn't feel like a
downtown at all. Many respondents stated they were unaware the area was even
considered Richfield's downtown. This is attributed to:
●Disjointed Layout: The area is perceived as a collection of scattered strip malls
and businesses with no central "Main Street" or cohesive identity.
●Lack of Destination: It is a place people drive through or go to for a quick
errand, not a destination for social gatherings, browsing, or leisurely activities.
●Car-Centric Design: The abundance of huge, uninviting parking lots and busy
roads makes the area feel unwelcoming for walkers and bikers.
Page 24 of 119
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ćûĂĈúûć Ăù WĂĂ÷ Lôþø NôćĈąø Cøāćøą ćĂ õø ô ăôąć Ăù
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ąøôĆĂā. I ĊĂĈÿ÷ úĂ ùĂą Ăāø ÷øĆćüāôćüĂā Ăāÿy: ćĂ Püzzô LĈöø,
ćûøā ûĂĀø.
“
”SURVEY RESPONSE
What do you see as Downtown Richfieldʼs biggest challenge
or issue?
20Page 25 of 119
Downtown Resident)
What keeps you in
Downtown Richfield?
Response themes
21
Q16
Prime Location and Accessibility The Overarching Benefit)
This is the most cited reason, with residents repeatedly emphasizing convenient
access to major highways 35W, 494, Crosstown/62) and a central location that
puts them within a 10- to 30-minute drive of anywhere in the greater Twin Cities
metro area, including Downtown Minneapolis.
Nature, Green Space, and Walkability
Many residents highlight the proximity to Wood Lake Nature Center and Richfield
Lake Park, valuing the green nature and available walking paths and bike lanes. The
walkability of their immediate neighborhood is a strong positive, allowing for easy
access to nearby existing amenities Lakewinds Co-op, Walgreens, Von Hanson's,
Pizza Luce, etc.).
Housing/Affordability
A significant portion of respondents are tied to the area by homeownership (houses
and condos) or their current apartment/lease. This includes a focus on the relative
affordability compared to other parts of the metro and the quality of their specific
living structure (e.g., City Bella, Henley Apartments).
Community and Vibe
Some residents appreciate the friendly people, good neighbors, and the general
safe and the "Urban Hometown" feel of their immediate vicinity.Page 26 of 119
Qualitative Feedback: The Hub is a major challenge,
but a major opportunity
22
●The Hub is a linchpin for the future of the district.
●Its current aesthetics, vacancies, large surface parking lots, etc. physically and visually separate the district
into two “sides.ˮ It feels disconnected from the rest of the district. This is also perpetuated by the train tracks
running through the district.
●Some have safety concerns about the current condition of that part of the district.
●Many wish for outright redevelopment of The Hub to something that is more dense, has more aesthetic
appeal/renovated facades, creates a “town squareˮ/plaza/central gathering place, and expands on its already
diverse collection of small businesses.
●The sheer amount of developable space within The Hub parcel is a major opportunity for changing the
character of the district.
●It is the most immediately identifiable/most well known part of the district. People know where The Hub is.
●The opening of Loma Bonita has already brought some improvements to the area, and could spur more
incremental change.
Page 27 of 119
PøąĆĂāôÿÿy, I Ćøø Tûø HĈõ ôĆ ćûø öøāćøą Ăù ĂĈą ÷ĂĊāćĂĊā.“”
FOCUS GROUP RESPONSE
23Page 28 of 119
24The Hub is a key location for placemaking activations.Page 29 of 119
Focus Area 2
25
Begin the shift from errands-only to a place to gather
Right now, the district is not on anyoneʼs radar as a destination. It functions almost exclusively as a quick stop for
errands, chain food, or services. The brand must help shift perception toward the idea that this is a place where people
can linger, connect, and spend meaningful time — whether through supporting small local businesses, creating spaces
to gather, or highlighting unique cultural and natural assets.
Page 30 of 119
What do you typically
do when you visit
Downtown Richfield?
Select up to three.
Q5
26Page 31 of 119
How often do you visit
Downtown Richfield?
Q6
27Page 32 of 119
When you visit
Downtown Richfield,
how long do you
typically stay?
Q7
28Page 33 of 119
What would encourage
you to stay longer
when visiting
Downtown Richfield?
Select all that apply.
Q8
29Page 34 of 119
What would encourage
you to stay longer
when visiting
Downtown Richfield?
Select all that apply.
“Otherˮ response themes
Q8
30
Entertainment, Dining & Retail
●Brewery/Bar/Nightlife: This is by far the most requested specific
business type. Responses ask for a "brewery," "wine bar," "taproom,"
"sports bar," or a "pub."
●Restaurants & Cafes: People want a wider variety of dining options,
specifically "nicer" or "higher quality" sit-down restaurants. They also
want more cafes, coffee shops (not chains), and unique food options.
The desire for a "Willy McCoy's type of place" and a "real ice cream
place" were also mentioned.
●Local & Small Businesses: There is a strong preference for "locally
owned," "mom and pop," and "small businesses" over "franchises" and
"chains."
●Specific Retail Needs: Respondents asked for a "dry cleaners," "grocery
store," "movie theater," and boutique/artisan shops. The request for a
grocery store to replace Rainbow Foods (which is in progress) was
common.
Page 35 of 119
What would encourage
you to stay longer
when visiting
Downtown Richfield?
Select all that apply.
“Otherˮ response themes
continued
Q8
31
Urban Design & Aesthetics
●The "Hub" & Redevelopment: The call to "redo," "revamp," "update," or
"rebuild" The Hub is a core part of the feedback. The current state of the
building and its parking lot is a source of frustration.
●Walkability & Infrastructure: Many responses highlighted the need for
improved "walkability" and a less "car-dependent" environment. This
includes requests for "pedestrian malls," "promenades,"
"pedestrian-friendly" designs, and better bike paths and parking. The
roundabouts are a contentious topic, with many people wanting to "get
rid of them" or "make them safer."
●Green Space & Landscaping: Beyond the existing parks, people want
more "trees," "green space," "native gardens," and better-maintained
landscaping to make the area more "aesthetically pleasing."
●Cleanliness & Vibe: A general feeling of "run down" and "dated" is
mentioned, with calls to "clean it up," get rid of "trash," and improve the
overall "vibes" and "aesthetics."
Page 36 of 119
What would encourage
you to stay longer
when visiting
Downtown Richfield?
Select all that apply.
“Otherˮ response themes
continued
Q8
32
Safety & Community Vibe
●Safety & Security: This is a major concern. Comments repeatedly
mention a need for "safety," "security," "police patrol," and a feeling of
being "uncomfortable" or "scared."
●Loitering & Panhandling: Specific comments about "loitering," "pan
handling," and "sketchy people" in the Hub parking lot and bus stops
point to a sense of disorder.
●Community Gathering: People are looking for "third places," "gathering
spaces," and a "community center" where people can socialize and
connect, away from just commercial transactions.
The "Downtown" Identity
●Lack of a True Downtown: Many people explicitly state that Richfield
"has no downtown" or that the area "doesn't feel like a downtown." They
are looking for a defined, cohesive center. Responses suggest that
Richfield should emulate other communities that have successfully
created a "downtown feel," such as Hopkins or Edina's 50th and France.
Page 37 of 119
MĂąø ĆĀôÿÿ õĈĆüāøĆĆøĆ! LøĆĆ ăôąþüāú ÿĂćĆ,
[ĀĂąø] Ćüć ÷ĂĊā ąøĆćôĈąôāćĆ, ÷ąüāþĆ, øāćøąćôüāĀøāć.“”SURVEY RESPONSE
What would encourage you to stay longer when visiting
Downtown Richfield?
33Page 38 of 119
Compared to other
suburban downtowns
in the Twin Cities
region, how likely are
you to recommend
Downtown Richfield as
a place:
Weighted average:
●To relocate a
business/start a new
one: 4.69
●To live: 4.26
●To work: 4.15
●To eat: 4.02
●To visit: 3.61
●To shop: 3.47
Q4
34Page 39 of 119
Are there any barriers
that prevent you from
visiting Downtown
Richfield more often?
Select all that apply.
Q9
35Page 40 of 119
Are there any barriers
that prevent you from
visiting Downtown
Richfield more often?
Select all that apply.
“Otherˮ response themes
Q9
36
●Safety and Crime: Many people feel the area is unsafe, with specific
mentions of loitering, panhandling, and crime. A few respondents noted
that they've been personally harassed or have witnessed concerning
behavior.
●Traffic and Roundabouts: The roundabouts are a major source of
frustration. They're described as confusing, unsafe for pedestrians, and
a source of traffic congestion. This leads some people to actively avoid
the area altogether.
●Lack of Destination and "Vibe": The district is seen as a collection of
strip malls and chain stores rather than a true destination. People feel it
lacks charm, a cohesive atmosphere, and unique, locally owned
businesses that would make them want to stay longer.
●Aesthetics and Upkeep: The area is described as ugly, outdated, and
run-down. The large, unappealing parking lots and general lack of
cleanliness are frequently cited as barriers.
●Limited Offerings: There's a perceived lack of interesting places to go,
such as good restaurants, bars, nightlife, or community gathering
spaces. People feel they have no reason to visit unless it's for a very
specific, quick errand.
Page 41 of 119
What do you see as
Downtown Richfieldʼs
biggest challenge or
issue?
Response themes
continued
Q10
37
Business and Amenities
There is a concern about the businesses in the area, specifically a lack of
diverse and quality options. Key issues raised include:
●"Restaurant Desert": Many people complain about a severe lack of
sit-down restaurants, bars, and a local brewery. The closure of popular
spots like Lyn65 and Protagonist is frequently lamented.
●Business Turnover: Respondents feel that businesses often struggle
and fail to stay open for long, making the area feel unstable.
Safety and Crime
While less prevalent than the other topics, safety and crime are still a concern
for many. Specific issues mentioned are:
●Perception of Danger: The area, particularly around the Hub and bus
stops, is described as feeling "sketchy" and unsafe, especially at night.
●Homelessness and Loitering: Several people mentioned issues with
homeless individuals and loitering, which contributes to the feeling of
unsafety.
Page 42 of 119
Rüúûć āĂĊ üć ýĈĆć ùøøÿĆ ÿüþø ô ĆĈõĈąõôā ĆûĂăăüāú öøāćøą.
Ić üĆ ĆĂĀøĊûøąø yĂĈ úĂ ôā÷ ćûøā ÿøôĉø ôĆ ĆĂĂā ôĆ yĂĈ’ąø
÷Ăāø. Ić üĆ āĂć ô ÷øĆćüāôćüĂā üā ôā÷ Ăù üćĆøÿù.
“
”SURVEY RESPONSE
What do you see as Downtown Richfieldʼs biggest challenge
or issue?
38Page 43 of 119
What do you wish
Downtown Richfield
had that other
suburban downtowns
offer? Or, what do you
feel is missing from
Downtown Richfield?
Response summary
Q12
39
The overwhelming consensus is that Downtown Richfield currently lacks a
defined identity and cohesive "downtown" feel, primarily due to the
dominance of sprawling parking lots, strip-mall architecture (especially at The
Hub), and a lack of desirable amenities.
The three major missing elements are:
1.Dining, Drinking, and Nightlife
The most frequently requested additions are a brewery/taproom and
multiple independent, high-quality, sit-down restaurants with liquor
licenses. Many express regret over losing popular, higher-end local
spots like Lyn65 and Protagonist, and family-style restaurants like
Houlihan's and Champps. The area also needs more patios/outdoor
dining and a non-chain coffee shop/cafe to serve as a central gathering
or "third place" for the community, especially one that stays open later.
2.Aesthetics and Walkability
The current appearance of The Hub is frequently described as "run
down," "ugly," and an "eyesore," with the desire to replace it with a
mixed-use, walkable main street. The area is viewed as too car-centric.
People want better walkability, safer crossings, and less visible
concrete/parking lots, replaced by green space, trees, public
plazas/squares, and public art.
Page 44 of 119
What do you wish
Downtown Richfield
had that other
suburban downtowns
offer? Or, what do you
feel is missing from
Downtown Richfield?
Response summary
continued
Q12
40
3.Shopping and Gathering
There is high demand for small businesses, boutiques, quirky shops,
gift shops, and antique stores over big-box and chain retail to make the
area a true destination. The community also wants more entertainment
options (e.g., a small theater, live music venue, or activity center) and a
centralized community gathering space/town square for events like
farmers' markets and concerts.
In short, respondents feel Downtown Richfield is currently a disjointed, dated,
"get-in-get-out" errand spot that is missing the core, attractive, and walkable
social anchors necessary to make it a destination.
Page 45 of 119
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ąĈÿøĆ/öĂ÷øĆ/ĉüõø ćĂ ôććąôöć üā÷øăøā÷øāć õĈĆüāøĆĆ ĂĊāøąĆ
ôā÷ Āôþø üć ĉøąy öĂĆć-øfùøöćüĉø ùĂą ùĂÿþĆ ćĂ Ăăøā
õĈĆüāøĆĆøĆ ûøąø, øĆăøöüôÿÿy ùĂĂ÷/õøĉøąôúø/úôćûøąüāú
ĆăôöøĆ.
“
”SURVEY RESPONSE
What do you wish Downtown Richfield had that other suburban
downtowns offer? Or, what do you feel is missing from
Downtown Richfield?
41Page 46 of 119
Wôÿþôõÿø ÷ĂĊāćĂĊā, õąøĊøąüøĆ Ăą ąøĆćôĈąôāćĆ ćûôć ôąø
ôăăąĂôöûôõÿø ćûôć ÷Ăā'ć ùøøÿ ÿüþø ćøĀăĂąôąy Ććąüă Āôÿÿ
ĆăĂćĆ.
“
”SURVEY RESPONSE
What do you wish Downtown Richfield had that other suburban
downtowns offer? Or, what do you feel is missing from
Downtown Richfield?
42Page 47 of 119
Downtown Resident)
What do you think
would make Downtown
Richfield a better place
to live?
Response themes
43
Q17
Redeveloping the Commercial Core
●The Hub is consistently described as "dated," an "eyesore," and "run
down," and its redevelopment is seen as the single most critical physical
change. Many want a complete overhaul/modernization of The Hub and
its large, sprawling parking lots.
Solving the Dining and Nightlife Deficit
●High demand for a significant increase in non-fast-food, sit-down
restaurants (especially American/family dining).
●Strong and specific desire for a brewery, brewpub, or neighborhood bar
to fill the gap left by previous closures Lyn65, Protagonist) and provide
essential nightlife/social options.
●Need for more places to work from, hold meetings, and provide evening
activity.
Enhancing Aesthetics and Green Space
●Focus on making the area cleaner and more visually appealing.
●Adding more green space, trees, flowers, and shade to reduce the
concrete/heat island effect of commercial areas.
●Creating and better maintaining public gathering spots, including the
small amphitheater near Lakewinds.
Page 48 of 119
Downtown Resident)
What do you think
would make Downtown
Richfield a better place
to live?
Response themes
continued
44
Q17
Improving Walkability and Transit
●Making the area less car-centric and more friendly to pedestrians and
bikers.
●Improving safety for pedestrians crossing busy streets.
●Adding better-designed public amenities like adequate shade and
seating at transit stops and public drinking fountains.
Better Shopping and Services
●Adding a full-service grocery store to improve local shopping options
(which is almost ready to open).
●Attracting more upscale, unique, local, and diverse retail shops to
replace chain/vacant storefronts and provide shopping variety.
Addressing Safety
●Calls for increased efforts to reduce crime and improve the perception of
safety and security (especially at The Hub).
●Specific requests to clean up the trash, litter, and address maintenance
issues around Richfield Lake and other parks.
Page 49 of 119
Qualitative Feedback: The Future Vision
45
●A place filled with locally owned restaurants, bars, breweries, cafes, boutiques, etc.
●A place filled with art and live music
●A place that celebrates Richfieldʼs cultural diversity (especially with food)
●A place that feels both urban/connected and quaint/vintage
●A place where people can safely and casually hang out at night
●Family-friendly destination
●The Hub ultimately redevelops with updated facades, smaller parcels, reduced
parking, minimized setbacks, mixed uses, etc.
●A place that feels like you should walk/bike through/in it
●Businesses that provide unique experiences, not just services
●Greater density, particularly on the east side of the district
●Commercial spaces maintain affordability
●Capitalize on access to natural amenities
Page 50 of 119
46Pop Up Engagement results Page 51 of 119
OĈą öĂĀĀøąöüôÿ õĈüÿ÷üāúĆ ôąø ôÿÿ ûøÿ÷ ćĂ ăôąþüāú ąôćüĂĆ
ùąĂĀ Ċôy õôöþ Ċûøā ćûø ÷øĉøÿĂăĀøāćĆ Ċøąø õĈüÿć...üù Ċø
Ċôāć ćĂ ąø÷Ĉöø ćûø ăôąþüāú Ćüzø, Ċø ôąø úĂüāú ćĂ āøø÷
ĆĂĀø ûøÿă ùąĂĀ ćûø Cüćy ĂffiöüôÿĆ.
“
”FOCUS GROUP RESPONSE
47Page 52 of 119
Focus Area 3
48
Clarify how to name and frame the district
Calling the area “downtownˮ feels inauthentic to many residents and does not reflect how people use or perceive the
place. The brand strategy must address how to talk about the district: should it be given a name (or names) that it can
grow into, or left unnamed until physical and placemaking improvements make a clearer identity possible? Establishing
this clarity is essential for consistent communication and long-term positioning.
Page 53 of 119
I ĊĂĈÿ÷ āøĉøą öôÿÿ ćûüĆ ôąøô ‘÷ĂĊāćĂĊā.’ Ić’Ć ô ùøĊ
ĆûĂăăüāú öøāćøąĆ ĆĂąć Ăù öÿĂĆø ćĂúøćûøą.“”SURVEY RESPONSE
What do you see as Downtown Richfieldʼs biggest challenge
or issue?
49Page 54 of 119
Qualitative Feedback: Naming the District
50
●Calling the district “downtownˮ feels incorrect or inauthentic. The districtʼs character is somewhere in
between a classic Main Street downtown and a metropolitan downtown.
●Previous work: “Lakes at Lyndaleˮ never really caught on, and is not inclusive of businesses closer to Nicollet
●There is no defined current name for the district. Right now people refer to landmarks — meet by The Hub,
meet by Wood Lake, etc.
●The challenge with a singular name is that there are two distinct “sidesˮ to the study area. Around Lyndale
feels newer/more dense, Around Nicollet is older/has large parking lots/has more small businesses.
●One perspective is that the district could be “namelessˮ but have a distinct character/aesthetic that
establishes it as a destination, in order to avoid giving the area a name that feels incorrect or inauthentic
●Another perspective is that the district needs a name to be marketed as a destination, and that through
repetition any name could catch on eventually
●A naming opportunity exists around the use of 66th street (e.g. Central 66th, West 66th, etc.)
●Any name should give credit to Richfield as a whole
Page 55 of 119
Ić ùøøÿĆ ÿüþø āôĀüāú üć üĆ ô Ććøă ôûøô÷ Ăù ÷øĉøÿĂăüāú üć.“”INTERVIEW RESPONSE
51Page 56 of 119
I ćûüāþ ôĆ ô fiąĆć-ćüøą ĆĈõĈąõ, "÷ĂĊāćĂĊā" ÷ĂøĆā'ć ĆĂĈā÷
ąüúûć...I ĊôĆ ćûüāþüāú Môüā Sćąøøć õĈć ćûôć üĆā'ć üĆā'ć
ĄĈüćø ąüúûć øüćûøą.
“
”FOCUS GROUP RESPONSE
52Page 57 of 119
I ÷Ăā'ć Ċôāć ćĂ Ćøø ĈĆ ćąy ćĂ ĆûĂøûĂąā ĆĂĀøćûüāú
ćûôć üĆā'ć ô ĉøąy úĂĂ÷ fić.“”
INTERVIEW RESPONSE (on naming the district)
53Page 58 of 119
Focus Area 4
54
Build momentum through realistic, incremental change
Large-scale redevelopment — especially of The Hub — is unlikely to happen soon. Progress will be slow, and that reality
must shape the brand. The focus should be on building momentum through small, visible wins that support local
businesses, elevate cultural diversity, and connect people to the areaʼs natural assets. The brand must set realistic
expectations while showing a path forward that grows stronger over time.
Page 59 of 119
DĂĊāćĂĊā ûôĆ ôÿÿ Ăù ćûøĆø üāúąø÷üøāćĆ, õĈć ćûøy'ąø ýĈĆć
þüā÷ Ăù Ćüććüāú üā ô ăĂć ôā÷ ćûøy'ąø āĂć ùĈÿÿy öĂĂþø÷.“”INTERVIEW RESPONSE
55Page 60 of 119
What changes or
improvements to
buildings, streets, or
public spaces do you
think would make
Downtown Richfield
more beautiful or
inviting?
Response themes
Q11
56
Redevelopment of The Hub
The overwhelming desire is for redevelopment of The Hub. This is seen as a
critical step to revitalizing the district.
●Demolition and Rebuild: Many suggest completely tearing down The
Hub and rebuilding it as a modern, mixed-use space.
●Mixed-Use Development: Redevelop the strip mall with multi-story
buildings that feature retail/dining on the first floor and residential
(apartments/condos) above. This would emulate successful areas like
50th & France or downtown Hopkins.
●Reduce/Relocate Parking: Reduce the vast and unattractive surface
parking lots. Suggestions include:
○Converting the surface parking into a more dense, walkable
neighborhood or plaza.
○Moving parking behind the retail buildings or constructing a
public parking garage to free up street-facing space.
●For buildings that remain, update the facades to look more modern,
cohesive, and less "strip mall-y."
Page 61 of 119
What changes or
improvements to
buildings, streets, or
public spaces do you
think would make
Downtown Richfield
more beautiful or
inviting?
Response themes
continued
Q11
57
Focus on Greenery and Public Spaces
Respondents repeatedly call for increasing natural elements and dedicated
public gathering spots.
●More Trees and Landscaping: Plant more trees for shade and beauty
(especially on 66th Street), and integrate green islands/flowerbeds into
the parking lots.
●Green Space and Plazas: Convert portions of empty parking lots into
small parks, urban plazas, or town squares with seating, fountains, and
native plants.
●Outdoor Seating: Add more outdoor patios for restaurants and
dedicated public seating areas/benches where people can gather
without having to make a purchase.
●Park Maintenance: Improve the maintenance and visibility of nearby
assets like Richfield Lake Park (often described as "overgrown") and
Wood Lake Nature Center (update in progress).
Page 62 of 119
What changes or
improvements to
buildings, streets, or
public spaces do you
think would make
Downtown Richfield
more beautiful or
inviting?
Response themes
continued
Q11
58
Enhance Walkability and Streetscape
The area is criticized for being too "car-centric" and not feeling connected.
●"Main Street" Vibe: Reconfigure the streetscape to bring storefronts
closer to the street with parking in the rear, creating a contiguous
walking experience.
●Improved Pedestrian Safety: Focus on making crossings at roundabouts
safer (many feel "dangerous"), adding more intentional pedestrian paths
through large lots, and better bike/walking paths that connect the
different commercial pockets.
●Street Decor and Art: Add public art, murals, sculptures, consistent
street lighting and decorative elements like flags, seasonal banners, or
holiday lights to create a cohesive Richfield identity.
●Address Traffic: Several respondents call for lowering speed limits or
making traffic circles less congested, though others call for removing
the roundabouts entirely.
Page 63 of 119
What changes or
improvements to
buildings, streets, or
public spaces do you
think would make
Downtown Richfield
more beautiful or
inviting?
Response themes
continued
Q11
59
Attract New Businesses and Amenities
There is a strong desire for higher-quality, unique, and local businesses to
create a destination.
●Some respondents call for new business like a brewery, a food hall,
more quality sit-down restaurants (non-chain), cafes, and
entertainment venues. There is significant demand for a non-chain,
local coffee/tea shop.
●The responses indicated a desire to attract a full-service,
mid-to-upscale grocery store to replace the vacant Rainbow Foods
building, which is currently in progress with the opening of Loma Bonita.
●Encourage local, mom-and-pop stores, boutiques, and bookshops to
replace "cheap stores" and "marginal businesses."
Branding and Identity
The area is criticized for not having a cohesive or defined identity. The main
suggestion for establishing a clear, cohesive sense of place is by defining the
area with consistent signage, decor, and public art (like murals); improving
safety and cleanliness by addressing litter, crime, and maintenance; and
celebrating Richfield's unique cultural diversity.
Page 64 of 119
Business Owner)
What actions or
support from the City
or other partners
would help your
business thrive?
60
Q23
●Aggressively update the "outdated" exterior aesthetic of the commercial areas
and areas that are “run down.ˮ
●Attract in "cool fun restaurants" similar to those found in other destination
areas.
●Support pop-ups, night markets, food trucks, and other events to draw traffic.
●Realize the long-term vision of an inviting "Downtown Richfield" destination that
was previously unrealized.
●Adopt a generally "pro business" attitude and modernize city
infrastructure/processes.
●Consider the use of TIF Tax Increment Financing) or other financial incentives
for redevelopment projects.
●Provide support for businesses looking to open a brick-and-mortar location.
●Prioritize walkability and reduce the "spread out" feeling to make it easier for
staff and clients to access amenities.
●Ensure there is a mix of walkable cafes, restaurants, and a nearby hotel to
support office-based businesses.
●Address the current traffic and crossing issues that make it feel "dangerous to
try to cross Lyndale."
●Build stronger community cohesion and focus on the needs of people alongside
property development.Page 65 of 119
Qualitative Feedback: What does success look like?
61
●A sense of coming together; momentum (there have been attempts at developing the
district for decades, but none have caught on)
●People in the region identify the district as a destination
●Doesnʼt try to force a “downtownˮ in the traditional Main Street sense, but is naturally
viewed as a gathering place and key part of Richfield
●A place where people want to walk around, walk from their house/condo/apartment to
a restaurant or cafe, etc.
●A place people want to spend more time in (rather than quick errands)
●A place that feels authentic/natural and not “retrofittedˮ into a “downtownˮ
●The project spurs economic development in the district, particularly with small/local
businesses and third places
Page 66 of 119
Focus Area 5
62
Celebrate Richfieldʼs urban hometown spirit
Richfieldʼs “Urban Hometownˮ spirit is a key part of its identity — a mix of mid-century modesty, neighborly character,
and urban accessibility. The districtʼs brand should define and amplify this feeling, grounding its evolution in what makes
Richfield distinctive. That means leaning into design cues and aesthetics that honor its mid-century roots (like the
nostalgic charm of The Hub sign), embracing its culturally diverse and locally owned businesses, and positioning the
district as a place that is both quaint and urban. This way, the brand can guide future growth so it feels both authentic
and aspirational — not a copy of neighboring cities, but something unmistakably Richfield.
Page 67 of 119
Uąõôā HĂĀøćĂĊā ąøôÿÿy öôăćĈąøĆ [ûĂĊ üć üĆ ÷üfùøąøāć].“”INTERVIEW RESPONSE
63Page 68 of 119
Qualitative Feedback: Mid-century character is part
of Richfieldʼs distinctiveness
64
●Richfield grew as a classic postwar bedroom community. Its housing stock is a lot of mid-century homes. It
has a mid-century character and small-town feeling.
●The cityʼs brand reflects this character (visually, and with Urban Hometown positioning). Many we engaged
with feel strongly that the district brand should somehow connect with or tap into the “Urban Hometownˮ
feeling.
●There were a handful of references to the old The Hub sign (from its heyday as a shopping center) and that
aesthetically that feels right for the district.
Page 69 of 119
65Page 70 of 119
I ćûüāþ ôć üćĆ ĆĂĈÿ ćûø ćüöþy-ćôöþy ăĂĆćĊôą õĂĂĀ ûĂĈĆøĆ
Āôþø ô ĄĈôüāćāøĆĆ ôā÷ ôăăąĂôöûôõüÿüćy ćûôć üĆ ĀüĆĆüāú
üā ĆĂĀø Ăćûøą ăÿôöøĆ.
“
”FOCUS GROUP RESPONSE
66Page 71 of 119
67Competitor Mapping exercise with Advisory Committee Page 72 of 119
68Built environment discussion with Advisory Committee Page 73 of 119
I ĊĂĈÿ÷ ÿĂĉø ćĂ Ćøø Tûø HĈõ ąø÷øĉøÿĂăø÷
Ċüćû ô Āü÷-öøāćĈąy āĂ÷ ćĂ ąøfÿøöć ćûø ûüĆćĂąy
Ăù ĂĈą ûĂĈĆüāú ĆćĂöþ.
“
”FOCUS GROUP RESPONSE
69Page 74 of 119
Downtown Resident)
What keeps you in
Downtown Richfield?
Response themes
70
Q16
Community and Vibe
Some residents appreciate the friendly people, good neighbors, and the general
safe and the "Urban Hometown" feel of their immediate vicinity.
Page 75 of 119
Qualitative Feedback: Highlight Cultural Diversity
71
●Focus groups noted that a defining characteristic of Richfield is its diversity — in age, background,
race/ethnicity, etc.
●Many of the food businesses around Nicollet have a cultural component — Hispanic cuisines, Asian cuisines,
etc. — that the brand could highlight
Page 76 of 119
Tûø ĆûĂăĆ øôĆć Ăù NüöĂÿÿøć [öĂĈÿ÷ ùøôćĈąø]
SăôāüĆû-üāĆăüąø÷ ÷øĆüúāĆ ćĂ ûĂāĂą ćûø ąøĆćôĈąôāćĆ
ćûôć ôāöûĂą ćûôć Ćăôöø.
“
”FOCUS GROUP RESPONSE
72Page 77 of 119
I ćûüāþ Ăù Rüöûfiøÿ÷ ôĆ ô ÿĂāúøĉüćy ćĂĊā Ċüćû ô ÿĂć Ăù
ĀĈÿćü-úøāøąôćüĂāôÿ ĆĈăăĂąć ôā÷ ô õüú āĂ÷ ćĂĊôą÷Ć
ĆĈăăĂąćüāú ĂĈą øöÿøöćüö öĂĀĀĈāüćy ôā÷ ĂăăĂąćĈāüćüøĆ ùĂą
ôÿÿ ôúøĆ. Tûøąø ôąø Ăćûøą öüćüøĆ ćûôć ùĂöĈĆ Ăā fiāôāöüôÿ
öÿôĆĆøĆ ôā÷ I ùøøÿ ÿüþø ćûüĆ üĆ ô ăÿôöø Ċüćû ĆĂĀøćûüāú
ùĂą øĉøąyĂāø.
“
”FOCUS GROUP RESPONSE
73Page 78 of 119
Qualitative Feedback: Highlight Natural Amenities
74
●Wood Lake Nature Center and Richfield lake are huge assets for the district. Such beautiful natural amenities
being adjacent to a more traditional urban commercial center is something other districts in the region canʼt
replicate.
●The districtʼs positioning could capitalize on the nearby natural amenities and immediate access to the
natural environment.
●Some noted there are poor or not obvious pedestrian connections between the lakes and other parts of the
district. This is reflected by our teamʼs experience accessing Richfield Lake behind Pizza Lucé.
Page 79 of 119
75Richfield Lake access near 65th and Rae Page 80 of 119
76Built environment discussion with Advisory Committee Page 81 of 119
Page 82 of 119
̖ɊΑͧۓ͔ɦǻۓԼՄ_˾ɂ͔ǻɊɦۓǻۓɕΑǻˠۓʱɕɦ̅ʱϤƛʞɦۓͧΑɕϤۓǻ͔ɦǻۓ˾ǻϤۓ̅ɦϒɦ͔ۓʇɦɦˠۓˠʱ˗ɦۓǻۓͧʱ̅ʒΑˠǻ͔כۓΑ̅ʱʇ̖͔˾ۓ͋ˠǻɊɦכۓɂΑۓʱۓɕ̖ɦͧ̅ۓ̅ɦɦɕۓ̖לۓƛʞɦۓϖɦͧۓͧʱɕɦۓ̖ʇʇɦ͔ͧۓ̅ɦϖɦ͔ۓǻ˾ɦ̅ʱʱɦͧכۓʞ̖Αͧʱ̅ʒۓɕɦ̅ͧʱϤכۓǻ̅ɕۓǻɊɊɦͧͧۓ̖ۓˠǻ˗ɦͧۓǻ̅ɕۓ̅ǻΑ͔ɦלۓƛʞɦۓɦǻͧۓͧʱɕɦۓɂ͔ʱ̅ʒͧۓɊΑˠΑ͔ǻˠۓɕʱϒɦ͔ͧʱϤכۓǻʇʇ̖͔ɕǻɂʱˠʱϤכۓǻ̅ɕۓ˾̖͔ɦۓˠ̖ɊǻˠۓɂΑͧʱ̅ɦͧͧɦͧכۓɦϒɦ̅ۓʱʇۓʞɦۓɂΑʱˠۓɦ̅ϒʱ͔̖̅˾ɦ̅ۓɊ̖Αˠɕۓɂɦ̅ɦʇʱۓʇ͔̖˾ۓ̖ͧ˾ɦۓ͔ɦʱ̅ϒɦͧ˾ɦ̅לۓÅ̅ͧɦǻɕۓ̖ʇۓʇ̖͔Ɋʱ̅ʒۓʞɦͧɦۓϖ̖ۓͧʱɕɦͧۓʱ̖̅ۓ̖̅ɦۓʞ̖˾̖ʒɦ̅ɦ̖Αͧۓʱɕɦ̅ʱϤכۓʞɦۓɂ͔ǻ̅ɕۓͧʞ̖ΑˠɕۓɊɦˠɦɂ͔ǻɦۓʞɦʱ͔ۓɕʱʇʇɦ͔ɦ̅Ɋɦͧۓǻ̅ɕۓʇ͔ǻ˾ɦۓʞɦ˾ۓǻͧۓɊ̖˾͋ˠɦ˾ɦ̅ǻ͔Ϥۓ͋ǻ͔ͧۓ̖ʇۓǻۓˠǻ͔ʒɦ͔ۓɕʱ͔ͧʱɊלPage 83 of 119
̖ɊΑͧۓ͔ɦǻۓԽԽՁAɦʒʱ̅ۓʞɦۓͧʞʱʇۓʇ͔̖˾ۓɦ͔͔ǻ̅ɕֱ̖ͧ̅ˠϤۓ̖ۓǻۓ͋ˠǻɊɦۓ̖ۓʒǻʞɦ͔ƀʱʒʞۓ̖̅ϖכۓʞɦۓɕʱ͔ͧʱɊۓʱͧۓ̖̅ۓ̖̅ۓǻ̅Ϥ̖̅ɦͧۓ͔ǻɕǻ͔ۓǻͧۓǻۓɕɦͧʱ̅ǻʱ̖̅לۓÅۓʇΑ̅Ɋʱ̖̅ͧۓǻˠ˾̖ͧۓɦϟɊˠΑͧʱϒɦˠϤۓǻͧۓǻۓ͑ΑʱɊ˗ۓ̖ͧ͋ۓʇ̖͔ۓɦ͔͔ǻ̅ɕͧכۓɊʞǻʱ̅ۓʇ̖̖ɕכۓ̖͔ۓͧɦ͔ϒʱɊɦͧלۓƛʞɦۓɂ͔ǻ̅ɕۓ˾Αͧۓʞɦˠ͋ۓͧʞʱʇۓ͋ɦ͔Ɋɦ͋ʱ̖̅ۓ̖ϖǻ͔ɕۓʞɦۓʱɕɦǻۓʞǻۓʞʱͧۓʱͧۓǻۓ͋ˠǻɊɦۓϖʞɦ͔ɦۓ͋ɦ̖͋ˠɦۓɊǻ̅ۓˠʱ̅ʒɦ͔כۓɊ̖̅̅ɦɊכۓǻ̅ɕۓͧ͋ɦ̅ɕۓ˾ɦǻ̅ʱ̅ʒʇΑˠۓʱ˾ɦۓִۓϖʞɦʞɦ͔ۓʞ͔̖ΑʒʞۓͧΑ̖͔͋͋ʱ̅ʒۓͧ˾ǻˠˠۓˠ̖ɊǻˠۓɂΑͧʱ̅ɦͧͧɦͧכۓɊ͔ɦǻʱ̅ʒۓͧ͋ǻɊɦͧۓ̖ۓʒǻʞɦ͔כۓ̖͔ۓʞʱʒʞˠʱʒʞʱ̅ʒۓΑ̅ʱ͑ΑɦۓɊΑˠΑ͔ǻˠۓǻ̅ɕۓ̅ǻΑ͔ǻˠۓǻͧͧɦͧלPage 84 of 119
̖ɊΑͧۓ͔ɦǻۓԿՀՅIˠǻ͔ʱʇϤۓʞ̖ϖۓ̖ۓ̅ǻ˾ɦۓǻ̅ɕۓʇ͔ǻ˾ɦۓʞɦۓɕʱ͔ͧʱɊIǻˠˠʱ̅ʒۓʞɦۓǻ͔ɦǻۓɕ̖ϖ̖̅ϖ̅ۓʇɦɦˠͧۓʱ̅ǻΑʞɦ̅ʱɊۓ̖ۓ˾ǻ̅Ϥۓ͔ɦͧʱɕɦ̅ͧۓǻ̅ɕۓɕ̖ɦͧۓ̖̅ۓ͔ɦʇˠɦɊۓʞ̖ϖۓ͋ɦ̖͋ˠɦۓΑͧɦۓ̖͔ۓ͋ɦ͔Ɋɦʱϒɦۓʞɦۓ͋ˠǻɊɦלۓƛʞɦۓɂ͔ǻ̅ɕۓ͔ͧǻɦʒϤۓ˾Αͧۓǻɕɕ͔ɦͧͧۓʞ̖ϖۓ̖ۓǻˠ˗ۓǻɂ̖Αۓʞɦۓɕʱ͔ͧʱɊןۓͧʞ̖Αˠɕۓʱۓɂɦۓʒʱϒɦ̅ۓǻۓ̅ǻ˾ɦۓ֛̖͔ۓ̅ǻ˾ɦͧ֜ۓʞǻۓʱۓɊǻ̅ۓʒ͔̖ϖۓʱ̖̅כۓ̖͔ۓˠɦʇۓΑ̅̅ǻ˾ɦɕۓΑ̅ʱˠۓ͋ʞϤͧʱɊǻˠۓǻ̅ɕۓ͋ˠǻɊɦ˾ǻ˗ʱ̅ʒۓʱ˾͔̖͋ϒɦ˾ɦ̅ͧۓ˾ǻ˗ɦۓǻۓɊˠɦǻ͔ɦ͔ۓʱɕɦ̅ʱϤۓ̖͋ͧͧʱɂˠɦ֕ۓ_ͧǻɂˠʱͧʞʱ̅ʒۓʞʱͧۓɊˠǻ͔ʱϤۓʱͧۓɦͧͧɦ̅ʱǻˠۓʇ̖͔ۓɊ̖̅ͧʱͧɦ̅ۓɊ̖˾˾Α̅ʱɊǻʱ̖̅ۓǻ̅ɕۓˠ̖̅ʒֱɦ͔˾ۓ̖͋ͧʱʱ̖̅ʱ̅ʒלPage 85 of 119
̖ɊΑͧۓ͔ɦǻۓՀՁՀAΑʱˠɕۓ˾̖˾ɦ̅Α˾ۓʞ͔̖Αʒʞۓ͔ɦǻˠʱͧʱɊכۓʱ̅Ɋ͔ɦ˾ɦ̅ǻˠۓɊʞǻ̅ʒɦęǻ͔ʒɦֱͧɊǻˠɦۓ͔ɦɕɦϒɦˠ̖͋˾ɦ̅ۓִۓɦͧ͋ɦɊʱǻˠˠϤۓ̖ʇۓƛʞɦۓ¡ΑɂۓִۓʱͧۓΑ̅ˠʱ˗ɦˠϤۓ̖ۓʞǻ͋͋ɦ̅ۓ̖̖ͧ̅לۓŷ͔̖ʒ͔ɦͧͧۓϖʱˠˠۓɂɦۓͧˠ̖ϖכۓǻ̅ɕۓʞǻۓ͔ɦǻˠʱϤۓ˾Αͧۓͧʞǻ͋ɦۓʞɦۓɂ͔ǻ̅ɕלۓƛʞɦۓʇ̖ɊΑͧۓͧʞ̖Αˠɕۓɂɦۓ̖̅ۓɂΑʱˠɕʱ̅ʒۓ˾̖˾ɦ̅Α˾ۓʞ͔̖Αʒʞۓͧ˾ǻˠˠכۓϒʱͧʱɂˠɦۓϖʱ̅ͧۓʞǻۓͧΑ̖͔͋͋ۓˠ̖ɊǻˠۓɂΑͧʱ̅ɦͧͧɦͧכۓɦˠɦϒǻɦۓɊΑˠΑ͔ǻˠۓɕʱϒɦ͔ͧʱϤכۓǻ̅ɕۓɊ̖̅̅ɦɊۓ͋ɦ̖͋ˠɦۓ̖ۓʞɦۓǻ͔ɦǻͧۓ̅ǻΑ͔ǻˠۓǻͧͧɦͧלۓƛʞɦۓɂ͔ǻ̅ɕۓ˾Αͧۓͧɦۓ͔ɦǻˠʱͧʱɊۓɦϟ͋ɦɊǻʱ̖̅ͧۓϖʞʱˠɦۓͧʞ̖ϖʱ̅ʒۓǻۓ͋ǻʞۓʇ̖͔ϖǻ͔ɕۓʞǻۓʒ͔̖ϖͧۓ͔̖ͧ̅ʒɦ͔ۓ̖ϒɦ͔ۓʱ˾ɦלPage 86 of 119
̖ɊΑͧۓ͔ɦǻۓՁՃԽIɦˠɦɂ͔ǻɦۓƀʱɊʞʇʱɦˠɕͧۓΑ͔ɂǻ̅ۓʞ̖˾ɦ̖ϖ̅ۓͧ͋ʱ͔ʱƀʱɊʞʇʱɦˠɕͧۓƨ͔ɂǻ̅ۓ¡̖˾ɦ̖ϖ̅ۓͧ͋ʱ͔ʱۓʱͧۓǻۓ˗ɦϤۓ͋ǻ͔ۓ̖ʇۓʱͧۓʱɕɦ̅ʱϤۓִۓǻۓ˾ʱϟۓ̖ʇۓ˾ʱɕֱɊɦ̅Α͔Ϥۓ˾̖ɕɦͧϤכۓ̅ɦʱʒʞɂ̖͔ˠϤۓɊʞǻ͔ǻɊɦ͔כۓǻ̅ɕۓΑ͔ɂǻ̅ۓǻɊɊɦͧͧʱɂʱˠʱϤלۓƛʞɦۓɕʱ͔ͧʱɊͧۓɂ͔ǻ̅ɕۓͧʞ̖Αˠɕۓɕɦʇʱ̅ɦۓǻ̅ɕۓǻ˾͋ˠʱʇϤۓʞʱͧۓʇɦɦˠʱ̅ʒכۓʒ͔̖Α̅ɕʱ̅ʒۓʱͧۓɦϒ̖ˠΑʱ̖̅ۓʱ̅ۓϖʞǻۓ˾ǻ˗ɦͧۓƀʱɊʞʇʱɦˠɕۓɕʱͧʱ̅Ɋʱϒɦלۓƛʞǻۓ˾ɦǻ̅ͧۓˠɦǻ̅ʱ̅ʒۓʱ̖̅ۓɕɦͧʱʒ̅ۓɊΑɦͧۓǻ̅ɕۓǻɦͧʞɦʱɊͧۓʞǻۓʞ̖̖͔̅ۓʱͧۓ˾ʱɕֱɊɦ̅Α͔Ϥۓ͔̖̖ͧۓ֛ˠʱ˗ɦۓʞɦۓ̖̅ͧǻˠʒʱɊۓɊʞǻ͔˾ۓ̖ʇۓƛʞɦۓ¡Αɂۓͧʱʒ̅֜כۓɦ˾ɂ͔ǻɊʱ̅ʒۓʱͧۓɊΑˠΑ͔ǻˠˠϤۓɕʱϒɦ͔ͧɦۓǻ̅ɕۓˠ̖ɊǻˠˠϤۓ̖ϖ̅ɦɕۓɂΑͧʱ̅ɦͧͧɦͧכۓǻ̅ɕۓ̖͋ͧʱʱ̖̅ʱ̅ʒۓʞɦۓɕʱ͔ͧʱɊۓǻͧۓǻۓ͋ˠǻɊɦۓʞǻۓʱͧۓɂ̖ʞۓ͑Αǻʱ̅ۓǻ̅ɕۓΑ͔ɂǻ̅לۓƛʞʱͧۓϖǻϤכۓʞɦۓɂ͔ǻ̅ɕۓɊǻ̅ۓʒΑʱɕɦۓʇΑΑ͔ɦۓʒ͔̖ϖʞۓ̖ͧۓʱۓʇɦɦˠͧۓɂ̖ʞۓǻΑʞɦ̅ʱɊۓǻ̅ɕۓǻͧ͋ʱ͔ǻʱ̖̅ǻˠۓִۓ̖̅ۓǻۓɊ̖͋Ϥۓ̖ʇۓ̅ɦʱʒʞɂ̖͔ʱ̅ʒۓɊʱʱɦͧכۓɂΑۓ̖ͧ˾ɦʞʱ̅ʒۓΑ̅˾ʱͧǻ˗ǻɂˠϤۓƀʱɊʞʇʱɦˠɕלPage 87 of 119
Project Update
DOWNTOWN RICHFIELD, MN
Last updated October 27, 2025
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Placemaking Playbook
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7 While this is private property that is
being marketed for sale, working
with the property owner to create
temporary steps to create a gateway
mural and allow for occasional food
trucks/ event activation can be a
win-win for the city and property
owner.
�t� There is some public space
by the liquor store that
could be activated with
public art, seating, and
shade to become a public
3rd place.
A Interim / Tactical
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There are some nice "semi-public"
gardens and sculptures in here
but they feel hidden like they are just for
the office buildings. Can we make that
feel more obvious and accessible?
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BRANDING OPTION 1 Shapes
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BRANDING OPTION 2 Patchwork
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BRANDING OPTION 3 Line
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Earning & Growing into Downtown Richfield
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