ABSTRACT
Although the physical facets of downtown plans tend to receive the greatest attention and interest because they are so tangible and easily conveyed through graphics, the economic and market issues are equally important for most downtowns and more important for many. Within the context of downtown planning, market analysis should be employed to answer each of journalism's proverbial five "Ws"–who, where, what, when, and why. Whom does the market comprise and what are their characteristics? Where does downtown fit into a community's broad market context? Market analysis should consider the market "potentials" in terms of: the existing pool of individuals using the downtown; the potential users if a greater market share of the pool could be captured by the downtown as it exists; and additional potential users if certain improvements or marketing strategies were enacted. Perhaps the strongest gesture toward teamwork among downtown merchants is the use of storefront window displays for cross-marketing.
