2021 State of Downtown Madison by downtownmadisoninc

2021 STATE OF DOWNTOWN MADISON

TABLE OF CONTENTS Introduction

16-17

Education

4-5

Development & Investment

18-19

Retail & Restaurants

6-7

Residents

20-21

Tourism & Attractions

8-9

Housing

22-23

Mobility

10-11

Quality of Life & Safety

24-25

Sustainability

12-13

Office Market

26-27

Capitol East District

14-15

Employment

ACKNOWLEDGMENTS A special thank you to the following people and organizations for their contributions and assistance with the compilation of the 2021 State of the Downtown report: • Broadwing Advisors, LLC (Craig Stanley & Kyle Kopplin) • CBRE (Gretchen Richards) • Clean Lakes Alliance (Adam Sodersten) • City of Madison Assessor’s Office (Michelle Drea & Megan Lukens) • City of Madison Economic Development Division (Meghan Blake-Horst) • City of Madison Parking Utility (Sabrina Tolley) • City of Madison Planning Division (Heather Stouder & Colin Punt) • City of Madison Police Department (Daniel Haueter & Julie Laundrie) • City of Madison Treasurer’s Office (Craig Franklin) • Destination Madison (Ellie Westman Chin, Maureen Martin & Rob Gard)

•F oundation for Madison’s Public Schools (Melinda Heinritz & Sam Schneider) • Madison BCycle (Morgan Ramaker & Helen Bradley) • Madison’s Central Business Improvement District (Tiffany Kenney & Tim Jenquin) •M adison Metropolitan School District (Brianne Monahan & Eric Lequesne) • Madison Region Economic Partnership (Jessica Reilly & Jana Moore) • Metro Transit (Mick Rusch) • Nelson Schmidt (Daniel Nelson Jr., Cody Pearce, Mike Fredrick, Dan Wolf & Robert Knuth) • REALTORS® Association of South Central Wisconsin/South Central MLS (Patty Stuard) • UW-Extension (Matt Kures)

And all other people, businesses and data sources who contributed time and information to this report! 2 | State of the Downtown

INTRODUCTION Downtown Madison, Inc. (DMI) is proud to present its eleventh annual State of the Downtown, a data driven report that provides objective and accurate information about downtown Madison. Eleven years of data has provided us a wealth of information to better understand the current state of our downtown and to help plan for future projects, growth, challenges and opportunities to maintain a healthy and vital downtown Madison. Like many downtowns and communities across the country and world, the impact of the Covid-19 pandemic on downtown Madison has been significant. Although the full extent of the impact is unknown, we hope the numbers in this year’s report will help begin to inform us on the work needed to best sustain, grow and reimagine downtown Madison now and into the future. We encourage residents, businesses, community organizations and city officials to join DMI in using the information in this report to help ensure downtown Madison is a thriving, inclusive, equitable and welcoming place for all.

Ya h

Central Downtown

Greater Downtown Area

Central Business Improvement District . ST AM . H R ST O G ON E S N H JO E

Capitol East District 53703 Zip Code Area

AS W

Lake Mendota

E AV

State Capitol

W JOHNSON ST.

REGENT ST.

LV D

. DR N LE NO

AS W

E AV

Camp Randall Stadium

KING ST

Lake Monona

UNIVERSITY AVE.

N PARK ST

STATE ST

. ST

AV E

Source: Image background provided by City of Madison Engineering

BOUNDARIES & MAP The central downtown is defined in this report as the area bounded by Lake Mendota, Lake Monona, Blair Street and Park Street. The majority of data compiled in this report focuses on the central downtown area. On a broader scale, downtown Madison is often viewed as the Madison isthmus from Camp Randall Stadium on the West to the Yahara River on the East. This broader definition is reflected in various metrics throughout the report, but the primary focus is the central downtown. The geographic boundaries of Madison’s Central Business Improvement District (BID), 53703 zip code area as well as the Capitol East District are also used in the report.

State of the Downtown |

DEVELOPMENT & INVESTMENT › N ew development approved in downtown Madison in 2020: • 6 projects

• 25,359 sq. ft. of commercial space

• 543 new residential units

• 305,000 sq. ft. of office space

› R esidential units

approved for construction in downtown Madison in 2016-2020: 1,900, which is 21% of the total residential units approved citywide

› A cres in downtown

Madison: 420, which is about 1% of acres citywide*

› P ercentage of tax exempt

parcel acres in downtown Madison: 40%*

› U nits approved citywide from 2016-2021^:

•S enior-restricted units: approximately 870 • Income-restricted units: approximately 1,090 • Assisted-units: approximately 140

New Construction in Downtown Madison (in millions) Residential

Commercial

Total $0.6 $247.1

$247.7

$250 $225 $200 $175

$12.3 $124.1

$150

$136.4

$125

$2.7 $89.8

$92.6

$100

$1.0 $74.0

$75.0

$75

$54.1

$3.7

$2.5 $32.3 $50 $26.8 $1.4 $0.7 $36.1 $29.3 $17.1 $22.2 $22.9 $18.5 $25

$2.4 $17.3

$3.5 $16.6

$19.6 $20.1

2011 2012 2013 2014* 2015* 2016* 2017* 2018* 2019* 2020* 2021*

Source: City of Madison Assessors Office (*compiled by DMI). Residential defined as Single-Family, Condominium, 2-unit and 3-7 unit properties only. All other properties including large apartment buildings defined as commercial. Central Downtown area only. Figures represent new and rehab construction projects.

Sources: City of Madison Planning Division (^general figures from 1/1/2016-8/26/2021 and may not represent the full count of units approved in each category), City of Madison Assessors Office (*compiled by DMI)

4 | State of the Downtown

$10.8 $43.3

Downtown Madison

11%

10.9% 10.5%

10.2% $43.0

$474.5

10.2%

10%

10% 9.7% 9.6%

2021 $69.6*

$680.0

9.3% 9.1% 9.1% 2011 2012 2013 2014* 2015* 2016* 2017* 2018* 2019* 2020* 2021*

Source: City of Madison Assessors Office & Treasurers Office (*compiled by DMI)

In 2021, the tax base in downtown Madison was $3.14 billion, an increase of $1.26 billion, or 67%, since 2011. Sources: City of Madison Assessors Office 2011 & 2021 (compiled by DMI)

Development in Downtown Madison 2016-2020 Avenir

American Exchange development

Moxy Hotel

Multi-Family Buildings Constructed 2016-2020

Total Units Constructed: 849 Approved/Under Construciton Units: 1,879

2-9 10-24 UN

Lake Mendota

SIT

IV Y

# * NS

00 - 199 PROUDFIT ST

)" HORE DR N S

proved or Under nstruction n-Residential lding

S BROOM ST

W WASHINGTON AVE

00+

E DAYTON ST

# *

OLE JOHN N

W DOTY ST

100-199 )" E WASHINGTON AVE

E DOTY ST

" )" )")* #

E AV

D OR

E JOHNSON ST

)" N FAIRCHILD ST

N BROOM ST

N BASSETT ST

)" GE NT

50-99

E GORHAM ST

W GORHAM ST

S BLAIR ST

# *

S WEBSTER ST

ON YT DA

0 - 99

R PA

5 - 49

0 - 24

25-49

# *

E AV

-9

N BLAIR ST

onstructed: 849 r Construction: 1879

e City of Madison ision | July 2021

City of Madison

2011

S BASSETT ST

ily Buildings ed 2016-2020

Citywide Taxes Generated from Downtown Madison

Real Estate and Personal Property Taxes Generated (in millions)

# * # )* #)" * " #* * )" )"#

# *

200+

# * WILLIAMSON ST

N DR

# *

O ST

EBAG

WINN

# *

Lake Monona

Other Projects Approved or Under Construction

Bayview

NOVO

Archipelago Village - WHEDA office building

Image Credit: 1. Potter Lawson 2. Urban Land Interests and Valerio Dewalt Train (VDT) 3. North Central Group and GBA 4. The Kubala Washatko Architects 5. Potter Lawson 6. Potter Lawson

Non-Residential Building

Prepared by the City of Madison Planning Division, July 2021

State of the Downtown |

RESIDENTS Population

Age in Downtown Madison

Downtown Madison

City of Madison

Dane County

2000 22,168

208,054

488,073

233,209

2020 32,996

2000

2021

Under 15 years

0.8%

0.9%

15 to 34 years

87.4%

84.4%

35 to 54 years

7.7%

7.1%

55 to 74 years

2.1%

5.4%

75 years and older

2.0%

2.1%

426,526

2010 24,009

Age Cohort

269,840

561,504

Source: U.S. Census Bureau, 2000 Census; ESRI estimates, 2021*

Source: U.S. Census Bureau, 2000, 2010, 2020 Census

In 2021, the median age of the population in downtown Madison was 23.3 years old. Source: CBRE, ESRI 2021

Race/Ethnicity (percentage change by race) Downtown Madison American Indian & Alaska Native

City of Madison Asian

Black or African Hispanic or Latino American (of any race)

White

Other Race / 2 or More Races

2000

0.3% | 0.4%

6.1% | 5.8%

4.3% | 5.8%

3.7% | 4.1%

85.8% | 84.0%

3.4% | 4.0%

2020

0.4% | 0.5%

13.6% | 9.5%

3.4% | 7.4%

6.4% | 8.7%

73.8% | 71.0%

8.8% | 11.7%

8% 6% 4% 2% 0% -2% -4% -6% -8% -10% -12% -14%

+7.7%

+7.5% +3.7% +0.1% +0.1%

-0.9%

+1.6%

+2.7%

+5.4%

+4.6% -12% -13%

Source: U.S. Census Bureau, 2000, 2020 Census

6 | State of the Downtown

In 2019, the population with a disability in the City of Madison was 8% and in Dane County was 8.3%. Source: U.S. Census Bureau, 20152019 American Community Survey 5-year estimates* (for downtown Madison, the margin of error exceeds the limit to use in the report)

Gender

Occupied Housing Units Spending 30% or More of Income on Monthly Housing Costs

City of Madison

Downtown Madison

Female 46.7%

Female 50.4%

Male 53.3%

Male 49.6%

City of Madison

1.79

2.15

City of Madison

4.0%

96.0%

20.1%

79.9%

Source: U.S. Census Bureau, 2015-2019 American Community Survey 5-year estimates*

Per Capita Income

Vehicles Available per Household City of Madison

Dane County

Downtown Madison

City of Madison

$39,467 $40,614 $38,022 $38,802 $36,996 $36,616 $37,289

35,000 30,000 $34,374 25,000

15,000

31.7%

Downtown Madison

Source: ESRI estimates, 2021*

20,000

50.4%

Households With vs. Without Related Children of Householder Under 18 Years

Average Household Size Downtown Madison

40,000

City of Madison

Source: U.S. Census Bureau, 2015-2019 American Community Survey 5-year estimates* (Households spending over 30% of their income on housing are considered cost-burdened)

Source: ESRI estimates, 2021*

Downtown Madison

$19,338

$35,388 $36,242 $34,200 $34,590

$21,177

$37,038

$38,285

$23,203 $23,278 $24,762 $22,811 $23,044

2009-13 2010-14 2011-15 2012-16 2013-17 2014-18 2015-19

Source: U.S. Census Bureau, 2009-2013, 2010-2014, 2011-2015, 2012-2016, 2013-2017, 2014-2018, 2015-2019 American Community Survey 5-year estimates*

One or Fewer 74.5%

One or Fewer 55.0%

Two or More 25.5%

Two or More 45.0%

Source: U.S. Census Bureau, 2015-2019 American Community Survey 5-year estimates*

*ESRI data are estimates only that may not include local changes or factors such as the increase of population due to recent development projects. These estimates and Census figures are also not direct comparisons due to differences in the sources and data collection methodologies. Comparisons are for estimates only. U.S. Census Bureau, American Community Survey 5-year estimates figures are subject to a margin of error based on a 90 percent confidence interval. Per capita income figures are based on periods that contain overlapping years. Period differences in the figures may not be statistically significant. Figures are adjusted for inflation in 2019 dollars. Income for downtown includes student population. Downtown defined as 53703 zip code for household spending on housing, available vehicles and related children of householder under 18 years data. Besides Population and Race and Ethnicity numbers, all other numbers do not yet incorporate the 2020 Census figures.

State of the Downtown |

HOUSING › C entral downtown Madison neighborhoods/associations: 6 (Bassett, First Settlement, James Madison Park, Mansion Hill, Miffland [all part of Capitol Neighborhoods, Inc.] and Campus Area Neighborhood Association)

› G reater downtown Madison area neighborhoods/associations: 9 (Bayview Foundation, Inc., Brittingham Apartments Resident’s Association, Greenbush, Marquette, Monona Bay, Parkside Resident Association, South Campus Property Owners Association, Tenney-Lapham and Vilas) Source: City of Madison Department of Planning, Community & Economic Development website

Apartment units in downtown Madison: 9,918, an increase of 33.6% from 2011. Source: City of Madison Assessors Office (compiled by DMI)

Types of Units in Downtown Madison

Apartment Units Condo Living Units Duplexes Single-Family Properties Source: City of Madison Assessors Office (*compiled by DMI)

8 | State of the Downtown

251

170

230 1,181

147

7,423

9,918

2011

2021*

1,245

Multi-Family Rental Vacancy Rates in Downtown Madison

5.89%

6% 4.98% 5%

5.28%

5.31% 4.95%

4.64% 3.70%

3.37% 3.36%

3.63%

3.25%

4.46%

3.56% 2.87%

3.02%

3.68%

2.56%

2% 2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

Source: Madison Gas & Electric, www.mge.com, Q2 figures for 53703 zip code area

Occupied Housing Units by Tenure Downtown Madison

Median Value of Owner-Occupied Housing Units

City of Madison

Downtown Madison Owner Occupied 7.0%

Renter Occupied 93.0%

Owner Occupied 46.1%

Renter Occupied 53.9%

$393,925 City of Madison

$265,882

Source: CBRE, ESRI 2021

Source: ESRI estimates, 2021

Home Sales in Greater Downtown Madison Single-Family 200 150 107 100

129

152

Condos 205

161 158

181 195 186

Median Sales Price in Greater Downtown Madison Single-Family

155 167

$400k

$369K $340K

$350k

$297K

$300k 71

$250k 56

53 44 0 38 50 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Condos

$200k

$296K $247K

$225K 2010

2015

2020

2010

2015

2020

Source: REALTORS® Association of South Central Wisconsin/South Central MLS *downtown defined as the greater downtown area

Average Rental Rate Comparisons Location

Downtown Madison* City of Madison Downtown Ann Arbor, MI Downtown Austin, TX Downtown Denver, CO Downtown Lincoln, NE Downtown Minneapolis, MN Downtown Raleigh, NC Central Business District Seattle, WA Downtown Washington DC

Average Rent $1,725 $1,341 $1,908 $2,981 $2,234 $1,607 $1,548 $1,600 $2,155 $2,364

Average Apartment Size Citywide 842 sq. ft. 842 sq. ft. 878 sq. ft. 865 sq. ft. 843 sq. ft. 944 sq. ft. 782 sq. ft. 957 sq. ft. 692 sq. ft. 745 sq. ft.

Source: RENTcafé, updated June 2021, *downtown Madison defined as Capitol neighborhood area. Per RENTcafé: 1-bedroom apartments are closer to the average apartment size. RENTcafé states Covid-19 may have impacted rent prices in a way that is not yet reflected in their reports and when referencing the data, please keep in mind that the data provided here may not accurately depict the current reality of the market

State of the Downtown |

QUALITY OF LIFE & SAFETY › C hildcare Facilities in Greater Downtown Madison • Daytime Capacity: 628 Source: Wisconsin Department of Children & Families, YoungStar Program. *Downtown facilities include: Creative Learning Preschool Inc., Cultured Kids Vilas, Meriter Children’s Center, Red Caboose Child Care Center, SSM Health Child Care Center, University Avenue Day Care, Inc., UW Child Development Lab, and Tenney Nursery & Parent Center, Inc. Additional child care facilities may be located in downtown Madison that are not included in these numbers.

› P laces of Worship in Greater Downtown Madison • Members in 2021: 15,839 • Average weekly service attendance in 2021 (in-person and/or virtual): 3,298 (25% lower than 2020) • Meals/people served at onsite food pantries/meal programs in 2019: 25,702 (33% lower than 2019) Sources: Bethel Lutheran Church (in-person and virtual service attendance)*, Blackhawk Church-Downtown (in-person service attendance), Calvary Lutheran Chapel, First United Methodist Church*, Grace Episcopal Church*, Pres House (numbers based on students served per month), Madison Catholic Diocese (St. Raphael Cathedral Parish and St. Paul University Catholic Center, numbers are from Oct. 2020), St. John’s Lutheran Church (virtual service attendance), UW Hillel (numbers based on Jewish undergraduate and graduate students at UW-Madison and attendance at Friday services and dinners), and Wisconsin Lutheran Chapel (in-person and virtual service attendance). Additional places of worship may be located in downtown that are not included in these numbers. Some numbers are based on calendar year 2020. *Place of worship included in onsite food pantry/meal program figure.

The Beacon Operated by Catholic Charities, is a comprehensive day resource center for people experiencing homelessness in Dane County From June – May Average daily guest visits Guests who obtained jobs Guests housed Average monthly volunteers Volunteer hours Number of partner agencies operating out of The Beacon

2018 – 2019 223 123 80 99 16,678 23 (May 2019)

2019 – 2020 208 38 48 120 16,046 0 (May 2020)*

Source: The Beacon (*Services suspended on March 14, 2020 due to COVID-19. They have been slowly opening back up but not to full capacity as of August 2021

10 | State of the Downtown

2020 – 2021 103 62 36 82 16,093 3 (May 2021)*

Lakes in Downtown Madison Phosphorus Concentration (mg/L)

Lake Mendota

Goal = <0.02-0.032

Lake Monona

0.045 0.040 0.035

0.028

0.030 0.025

0.037

0.034

0.032

0.018

0.020 0.015

0.027

0.030

0.026

0.022

0.030 0.026

2010

2011

2013

2014

2015

2016

0.045

NA*

2019

2020

0.025

0.022 2012

0.045

0.036

0.026

0.020

0.045

2017

2018

Source: Clean Lakes Alliance and State of the Yahara Lakes reports (*Covid-19 prevented Long-Term Ecological Research (LTER) from monitoring Lake Monona only sporadically in 2020)

Lake Mendota

Water Clarity (ft)

Goal= >5 – 8.1

Lake Monona

9.7

10 9

7.2

8 7

5.6

4.3

5 4

4.6 4.8

3.6 2010

2011

4.9

4.9 2012

3.6 2013

4.1 2014

5.1

4.9

6.2

5.9

5.2

6.6 3.9

NA*

4.9

4.6 2015

6.6

2016

2017

2018

2019

2020

Source: Clean Lakes Alliance and State of the Yahara Lakes reports (*Covid-19 prevented Long-Term Ecological Research (LTER) from monitoring Lake Monona only sporadically in 2020)

in central downtown Madison: 6 (Brittingham Park, James Madison Park, › Parks

Law Park, Peace Park, Period Gardens & Proudfit Park) / Parks in greater downtown

Madison: 19

in central downtown Madison: 1 / Playgrounds in greater › Playgrounds downtown Madison: 9 (1 all-inclusive playground at Brittingham Park) in greater downtown Madison: 5 (B.B. Clarke Beach Park, Brittingham › Beaches Park, James Madison Park, Tenney Park & Vilas Park)

Source: City of Madison Parks Division website

Criminal Offenses in Downtown Madison* 4000 3750

3,883 3,735

3,623

3,635

3,400

3500

3,542

3,497 3,173

3250

3,167

2,831

2019

2020

2,998

3000 2750 2500 2010

2011

2012

2013

2014

2015

2016

2017

2018

Source: City of Madison Police Department (*offenses include: battery simple assault, burglary, theft from building, theft from vehicle, all other larceny, damage/vandalism of property, drug/narcotic violations, disorderly conduct, liquor law violations, and trespass of real property)

State of the Downtown |

OFFICE MARKET › V acancy rate for office space in downtown Madison: 10.9%, up 1.85% from 2020 › D owntown Madison is comprised of 49.6% Class A, 41.1% Class B and 9.3% Class C office space

Source: Broadwing Advisors, LLC, REDI/Catylist, and JLL, Q2 2020 and 2021. Downtown Madison defined as Madison, WI, CBD (Capitol Square+).

Office Space by Class in Downtown Madison

Class A

Class B

Class C

Inventory: 2,238,517 sq. ft.

Inventory: 1,856,157 sq. ft.

Inventory: 420,167 sq. ft.

Vacancy Rate: 8.3%

Vacancy Rate: 11.5%

Vacancy Rate: 22.0%

Average Asking Lease Rate: $28.00 - $36.00

Average Asking Lease Rate: $24.00 - $28.00

Average Asking Lease Rate: $21.00 - $36.00

Total Inventory: 4,514,841 sq. ft. Vacancy Rate: 10.9% Average Asking Lease Rate: $21.00 - $36.00

Source: Broadwing Advisors, LLC, REDI/Catylist, and JLL, Q2 2021. Downtown Madison defined as Madison, WI, CBD (Capitol Square+).

12 | State of the Downtown

Office Space Vacancy Rates in Downtown Madison 20 17.17% 15.85% 13.91% 15

13.4% 10.9%

10.77%

9.8%

8.99%

9.35%

7.35%

9.05%

2018

2019

2020

7.95%

5 2010

2011

2012

2013

2014

2015

2016

2017

2021

Source: Broadwing Advisors, LLC, Xceligent, Q3 2010-2011, Q2 2012-2017 and Broadwing Advisors, LLC, REDI/Catylist, Q2 2018-2020, Broadwing Advisors, LLC, REDI/Catylist, and JLL Q2 2021. Downtown Madison defined as Madison, WI, CBD (Capitol Square+).

Office Space Vacancy Rate Central Business District Comparisons Portland, OR

2020: 13.5% | 2021: 19.6%

Minneapolis, MN

2020: 12.6% | 2021: 19.0%

City of Madison, WI

2020: 8.4% | 2021: 12.2%

Downtown Madison, WI 2020: 9.05% | 2021: 10.9%

Milwaukee, WI

2020: 9.1% | 2021: 22.2%

Cincinnati, OH

Des Moines, IA

2020: 10.5% | 2021: 20.7%

2020: 14.1% | 2021: 21.1%

Austin, TX

2020: 5.9% | 2021: 22.5%

Indianapolis, IN

2020: 15.6% | 2021: 19.8%

Source: Broadwing Advisors, LLC, REDI/Catylist, and JLL Q2 2021. Downtown Madison defined as Madison, WI, CBD (Capitol Square+).

State of the Downtown |

EMPLOYMENT Number of Employees

Number of Businesses

Employment Status in Downtown Madison

Downtown Madison: 2020: 50,627 2021: 52,260

Downtown Madison: 2020: 1,992 2021: 1,868

Employed: 2020: 97.2% 2021: 96.6%

City of Madison: 2020: 236,099 2021: 261,145

City of Madison: 2020: 11,565 2021: 11,061

Unemployed: 2020: 2.8% 2021: 3.4%

Dane County: 2020: 410,694 2021: 417,974

Dane County: 2020: 22,240 2021: 21,440

Source: CBRE, ESRI 2020 & 2021. Employment status is civilian population 16+ in labor force.

In 2021, 20% of employees citywide were located in downtown Madison. Source: CBRE, ESRI 2021

14 | State of the Downtown

Employment by Industry in Downtown Madison in 2021 (Top 10) 0%

10%

20%

30%

40%

Public Administration

35.9%

Educational Services

19.6%

Accommodation and Food Services Food Services and Drinking Places Professional, Scientific and Technical Services Other Services (excluding Public Administration)

9.7% 7.5% 5.6% 5.3%

Finance and Insurance

4.7%

Health Care and Social Assistance

4.5%

Information

4.0%

Legal Services

3.0%

Source: CBRE, ESRI 2021

Ya h

Ri ve Private-Sector Employers in Greater Downtown Madison (Top 10 by Number of Employees) r

. ST AM . RH ST O G ON E S HN JO E

Lake Mendota N

UnityPoint Health-Meriter 202 S. Park St.

E AV

AS W

SSM Health/Dean Medical Group/St. Mary's 700 S. Park St. and 1313 Fish Hatchery Rd.

KING ST

LV D

EatStreet Inc. 316 W. Washington Ave.

Research Products Corp. 1015 E. Washington Ave.

N LE NO

AS W

E AV

J.H. Findorff & Son Inc. 300 S. Bedford St.

Madison Gas & Electric Co. 623 Railroad St.

W JOHNSON ST.

REGENT ST.

State Capitol

. ST

Camp Randall Stadium

AV E

JO H

N PARK ST

STATE ST

Lake Monona

Zendesk 25 W. Main St. JP Cullen 1 S. Pinckney St. The Edgewater 1001 Wisconsin Place

Source: Image background provided by City of Madison Engineering

National Guardian Life Insurance Co. 2 E. Gilman St.

› 1 2,224 people are employed by the 10 largest private-sector businesses in

downtown Madison compared to 29,492 by the University of Wisconsin-Madison, State of Wisconsin, Dane County and City of Madison combined.

Sources: Madison Regional Economic Partnership (MadREP), August 2021, InBusiness September 2021, Largest 100 Employers in Dane County and University of Wisconsin-Madison, www.wisc.edu/about/facts, faculty and staff in 2020. Size measured by the combined number of full-time and part-time employees. Not all employees work onsite. Downtown defined as 53703, 53706, 53715 and some of 53707 zip codes. Data from InBusiness is based on company self-reporting of Dane County employees compiled by InBusiness staff. Data for individual businesses from MadREP is provided by DatabaseUSA.com, which maintains a database of more than 14 million U.S. business entities. Note that in aggregate, data from DatabaseUSA.com will not be consistent with Emsi labor market data due to differences in definitions, methodology, coverage, and industry/geographic classification. Due to a lack of source data at the ZIP code level, Emsi's ZIP-level estimates can be less accurate when looking at a small number of ZIP codes. This is especially likely to occur in rural areas.

State of the Downtown |

EDUCATION HIGHER EDUCATION IN DOWNTOWN MADISON

University of Wisconsin-Madison

Enrollment (Fall 2020) 45,540

Campus

Budget (2020-2021)

938 acres (main campus)

$3,417,500,000

Research

Schools & Colleges

Expenditure ranking (national) 2019: 8th

Faculty & Staff (2020)

Living Alumni (2020)

24,186

459,324 Source: University of Wisconsin-Madison, www.wisc.edu/about/facts, April 2021

16 | State of the Downtown

PRIMARY EDUCATION IN DOWNTOWN MADISON Madison Metropolitan School District (MMSD)

District Enrollment

Languages (all-district)

26,151 students

Staff (all-district)

100+ languages spoken 27% of students are English Language Learners 14+ Dual-Language Immersion programs

2,760 teachers (60% w/ master’s degree or higher); Total staff = 5,468

Operating Budget 2020-2021: $446,147,088

Development Partner

DMI Member Orgs

Key philanthropic and resource development partner to MMSD: Foundation for Madison’s Public Schools

who are foundation-based Adopt-A-School partners: 11

Source: Foundation for Madison’s Public Schools, July 2021

MMSD Elementary Enrollment by Free & Reduced Price Meals Eligible

MMSD Elementary Enrollment Downtown Madison

All-District

Downtown Madison 60 50 40 30 20 10 0

2010-2011 1,189

11,960

2020-2021 1,020

American Indian/ Alaska Native Asian Black or African American Hispanic/Latino White Other/Multiracial

48.1% 28.1%

26.2%

2010-2011

2020-2021

Source: Madison Metropolitan School District and www.madison.k12.wi.us*

MMSD Elementary Enrollment by Race and Ethnicity Race

50.7%

12,713

Source: Madison Metropolitan School District and www.madison.k12.wi.us*

All-District

Downtown Madison

All-District

2010-2011

2020-2021

2010-2011

2020-2021

0.2%

0.4%

0.3%

7.3%

5.1%

10.0%

8.3%

8.4%

10.7%

18.8%

18.4%

9.9%

10.3%

19.6%

22.6%

68.4%

64.0%

44.4%

40.8%

5.7%

9.5%

6.8%

9.6%

Source: Madison Metropolitan School District and www.madison.k12.wi.us*

MMSD Elementary Enrollment by Special Education Downtown Madison 25 20 15 10 5 0

12.6%

All-District

15.7%

2020-2021

Source: Madison Metropolitan School District and www.madison.k12.wi.us

*Downtown schools include: Lapham (4K-2), Marquette (3-5), Franklin (4K-2) and Randall (3-5). Figures exclude 4K and PK programs for 2010-2011 and include 4K and PK on-site and off-site programs for 2020-2021.

State of the Downtown |

RETAIL & RESTAURANTS Madison’s Central Business Improvement District (BID) Madison’s Central BID is at the heart of downtown’s retail/restaurant area and encompasses the greater State Street, Capitol Square and King Street areas (see map on page 3). The Downtown Madison Mall Concourse is roughly the same boundaries as the BID.

› C ustomers helped by the BID’s Downtown Information Ambassador Program in 2020: 2,997, down from 39,091 in 2019

› C ustomers helped at the BID’s Visitor Center on State Street since its opening in 2010: 197,870 (as of 7/26/21)

Source: Madison’s Central BID

BID Business Type Mix Food & Drink

Total: 212

Service

Total: 360

Total: 378

50%

50 40

BID Business Ownership Mix

Retail

43%

38%

37%

39%

35% 28%

18%

12%

10 0

12% 7%

1998*

2010

2021

Sources: Madison’s Central BID and Gibbs Report 1998 (BID boundaries expanded in 2018 impacting the number of businesses and spaces available. Available spaces do not include properties slated for development.) *greater State Street area only

18 | State of the Downtown

81% National Companies, Chains Regional Companies, Chainlets Locally Owned

Source: Madison’s Central BID, 2021 (Ownership mix figures do not include non-profits. Locally owned includes Wisconsin ownership, locally owned franchises.)

BID Business Space Vacancy Rates

Street Vending in Downtown Madison Mall Concourse

10.2%

9.5%

Food Carts Vending Licenses: 38

(21 currently vending in the Mall Concourse between week days and Saturdays)

7.1%

6.3%

5.9%

5.5%

6.3%

Sidewalk Café Licenses: 85 (79% of Sidewalk Café licenses issued across the City of Madison are located inside the BID)

5 4 3% 3

Art and Craft Vending Licenses: 41

2 1

1998*

2010

2016

2017

2018

2019

2020

2021

Merchant Vending Licenses: 13

Source: City of Madison Economic Development Division, 2021

Downtown Madison Streatery Program The City of Madison created the Streatery program to allow restaurants, taverns and other eligible businesses to expand their business footprint onto the public rights of-way or in privately owned parking facilities if approved.

› 7 café zones downtown (24 total businesses using the parking lane for outdoor dining) › 8 4 cafés on private property (city-wide) Source: City of Madison Economic Development Division, 2021

Pedestrian Counts Comparison 200 State Street - Arts Center

501 State Street

300,000

107 King Street

283,465

233,764

Weekly Average*:

190,389

200,000 126,215

109,636 105,669

100,000 86,718

79,930 27,948

0 JULY 2019

JULY 2020

Monthly Average*:

825,020

38,325 50,000

Daily Average*:

27,123

250,000

150,000

Pedestrian Counts along State Street & King Street

JULY 2021

Source: City of Madison Traffic Engineering Eco-Totem counts

› A ll average pedestrian counts in 2020-2021 down by 58% compared with 2019-2020

Source: Madison’s Central BID (*counts for 2020-2021)

State of the Downtown |

TOURISM & ATTRACTIONS › V isitor spending, visitor supported jobs, and business sales in downtown Madison generated $19.5 million in state and local governmental revenues in 2020, a decrease of 48.5% from 2019

› V isitor spending in downtown Madison in 2020: $114.8 million, a decrease of 62.2% from 2019

› J obs supported by visitor spending in downtown Madison in 2020: 2,484, a decrease of 43.9% from 2019

› C onferences and conventions at Monona Terrace Community & Convention Center in 2020: Number: 10 (down from 60 in 2019), Average attendance: 903 (up from 718 in 2019), Economic impact: $3.4 million (down from $33.3 million in 2019) and Room nights generated: 3,364 (down from 31,568 in 2019)

›

etro Transit bus detours for M downtown events in 2020: •C apitol Square: 0 (32 in 2019)

Visitor Spending in Downtown Madison in 2020 (in millions) 0

• 100 MLK: 0 (5 in 2019) •1 00 State Street: 0 (6 in 2019) • 200 MLK: 0 (23 in 2019) •1 00 King Street: 0 (8 in 2019) • State Street: 0 (4 in 2019) Sources: Destination Madison, Tourism Economics, IMPLAN, Wisconsin Department of Revenue (downtown defined as 53703 zip code), Monona Terrace Community & Convention Center Annual Report 2019, Madison Metro

20 | State of the Downtown

$38.4

Food and Beverage Retail

$32.5

Lodging*

$19.1 $16.3

Transportation** Recreation

$8.5

Total: $114.8

Source: Destination Madison, Tourism Economics (downtown defined as 53703 zip code), *Lodging includes 2nd home spending, **Transportation includes all modes of ground transportation

Visitor Spending in Downtown Madison (in millions) 325 300

Downtown Madison

7000

$257.3 $296.5

5000

200

4000

175

3000

150

2000

125

1000

100

114.8

75 50 2015

6,184

6000

225

City of Madison 8,123

8000

$303.7

$276.1

275 $247.5 250

Number of Hotel Rooms/Accommodations

2016

2018

2017

2019

2,205 1,365 95 2010

2021*

312

2021 ADA Compatible*

Source: Destination Madison (downtown defined as 53703 zip code in 2010 and defined as Capitol/Downtown, State Street/Campus, Central/ Downtown, and Campus areas in 2021). 2021 numbers include hotel/ motel/resort, bed & breakfast, hostel and some campus housing rooms. *ADA compatible rooms are self-reported by front desk staff at each property. Some numbers provided are estimates and not guaranteed. ADA accessible may be interpreted differently by each property. Some Ya in these numbers. properties are not included h

2020

Source: Destination Madison,Tourism Economics (downtown defined as 53703 zip code

Visits to Destinations in Greater Downtown Madison for 2020* Destination

Source: Image background provided by City of Madison Engineering N

Lake Mendota

A W

N PARK ST

STATE ST

AS W

KING ST

E AV

Lake Monona

In-Person

Virtual

Memorial Union

863,855

—

Union South

249,421

—

Wisconsin Union events

22,431

45,526

UW-Madison Athletic Facilities

33,295

2,006

Alliant Energy Center

153,488

—

Henry Vilas Zoo

281,973

1,557,000

Wisconsin Institutes for Discovery

204,310

53,500

Overture Center for the Arts

30,651

343,430

Monona Terrace Community & Convention Center

89,342

7,682

Madison Central Library

E AV

72,949

17,440

Madison Children’s Museum

7,298

186,355

Madison Museum of Contemporary Art

32,276

Not known

Wisconsin Veterans Museum

6,550

47,072

Wisconsin State Capitol Tours

10,243

—

Breese Stevens Field

10,000

—

Wisconsin Historical Museum

8,832

643

2,068,082

2,260,011

Total:

›

I n 2020-2021, total visits (in-person and virtual combined) to destinations in greater downtown Madison was 4,328,093 a decrease of 60% from total visits (in-person) in 2019-2020

Sources: Alliant Energy Center, Big Top Baseball Breese Stevens Field, Henry Vilas Zoo, Madison Children’s Museum (fiscal year July 1, 2020–June 30, 2021), Madison Museum of Contemporary Art, Madison Public Library, Monona Terrace Community & Convention Center Annual Report (guests served at all catered functions, tour attendance and in-person attendance at community events), Overture Center for the Arts (patron experiences in 2020-2021 season), UW Athletic Department (all facilities, July 1, 2020–June 30, 2021), Wisconsin Department of Administration, Wisconsin Historical Museum, Wisconsin Institutes for Discovery, Wisconsin Union (fiscal year July 1, 2020-June 30, 2021), Wisconsin Veterans Museum. *Additional destinations may be located in downtown Madison that are not included in these numbers. In 2020, most destinations closed to the public in March due to the Covid-19 pandemic and remained closed for the duration of the year. Virtual reach includes activities such as virtual program, events, outreach, field trips, camps, tours, festivals, races, curbside pickup, public computer use, conservation awareness days, etc., and may be estimates.

State of the Downtown |

MOBILITY MOBILITY IN DOWNTOWN MADISON IN 2020

Bus (Metro Transit) • Fixed route ridership: 4,693,426 a decrease of 63.5% from 2019 • Paratransit ridership: 61,949, a decrease of 45.3% from 2019 • Routes serving downtown: 15, including UW circulators

Air

Bicycle

• Dane County Regional Airport passengers: 849,335, a decrease of 64% from 2019

• Bicycle counts on Southwest Path at Monroe St.: 296,086, a decrease of 14% from 2019 • Bicycle counts on Capital City Trail at North Shore Dr.: 536,178, an increase of 8% from 2019

Automobile • City of Madison parking spaces in downtown: 4,097 off-street (82 ADA accessible) and 1,153 on-street (27 ADA accessible) metered

Pedestrian • Daily average pedestrian count on State Street and King Street: 27,123, a decrease of 58% from 2019

•A verage weekday traffic: • John Nolen between Broom & Williamson: 43,450 in 2019 • E. Gorham between Wisconsin & Pinckney: 22,150 in 2018 • W. Johnson between Park & Lake: 29,650 in 2019 •E . Washington Ave. between Blair & Franklin: 25,550 in 2018

Bike Share (Madison Bcycle) • Stations: 50 • Miles biked: 799,910, an increase of 747% since 2013 • Trips: 185,000, an increase of 192% since 2013

• W. Washington between Regent & Bedford: 19,800 in 2019

Sources: Metro Transit, Madison BCycle, Dane County Regional Airport, City of Madison Traffic Engineering Eco-Totem counts, City of Madison Traffic Engineering Traffic Counts, City of Madison Parking Utility (Off-street parking spaces include State Street Capitol, Government East, Overture Center, State Street Campus, and Capitol Square North Garages; Brayton, Buckeye, Blair, and Wilson Lots. On-street metered spaces exclude periphery spaces (Schenk’s Corner and Monroe St.) and spaces out-of-service long-term.), Madison’s Central BID (pedestrian counts from 2020-2021)

22 | State of the Downtown

Metro Transit Bus System Ridership 15 14 13,623,461 13 12 11 11,475,597 10 9 10,065,495 8 7 6 5 4 2000 2005 2010

Median Daily Parking Rates Comparison in 2020 $40 $35 $30 $25 $20 $15 $10 $5 $0

14,358,261 12,856,514

2019

$14

$12

$11

Minneapolis

Madison

Milwaukee

Chicago

Sources: City of Milwaukee, City of Minneapolis, City of Madison, Chicago: www.millenniumgarages.com/drive-up-rates/. *Rates are from covered parking facilities owned by each city.The median rates listed for 2020 reflect the standard adopted parking rates, and do not reflect emergency actions and temporary parking rate reductions implemented in 2020 due to the pandemic.There are 3 in Milwaukee, 15 in Minneapolis, and 5 in Madison (Capitol Square North, Government East, Overture Center, State Street Campus, and State Street Capitol Garages.The S. Livingston Street Garage rates were not included in calculations). Chicago’s garages are all leased to commercial enterprises. Early-bird special rates were not considered. Rates were calculated for an 8am-5pm parking day and rounded to the nearest dollar. Median Parking Rates are based on the current published rates as of July 2020.

4,693,426 2015

$39

2020

Source: Metro Transit

Means of Transportation to Work Drove Alone

Carpooled

Public Transportation

Walked

3.4% 0.3% 3.4%

Bicycle

Other (Taxi, Motorcycle, or Other Means)

3.9%

3.7% 1.6%

1.4%

5.7%

10.1%

8.1%

5.7%

4.3%

39.2%

40.1%

15.2%

Worked at Home

9.5% 63.7%

15.8%

10.1% 27.3%

27.5%

Downtown Madison 2011

Downtown Madison 2019

City of Madison 2019

Source: U.S. Census Bureau, 2011 and 2019 American Community Survey 5-Year estimates; figures are subject to a margin of error based on a 90 percent confidence interval. Downtown Madison defined as 53703 zip code. Numbers do not yet incorporate the 2020 Census figures.

Walk, Transit & Bike Score Comparison Location

Occupancy Rates for Garages and Lots in Downtown Madison (percentage)

Walk

Transit

Bike

Downtown Portland, OR

Downtown West Minneapolis, MN

70%

Downtown Madison, WI

50%

Downtown Austin, TX

40%

Downtown Boulder, CO

30%

Source: Walk Score®, www.walkscore.com, July 2021* *Walk Score® measures the walkability of any address based on the distance to nearby places and pedestrian friendliness.Transit Score measures how well a location is served by public transit based on the distance and type of nearby transit lines. Bike Score measures whether an area is good for biking based on bike lanes and trails, hills, road connectivity, and destinations.The scores are based on a weighted average of the scores of many addresses in the neighborhood. 100=high, 0=low.

90% 80% 60%

20% 10%

2011

2015

2019 2020

Overture Center (G)

State Street Campus (G)

Capitol Square North (G)

Buckeye (L)

State Street Capitol (G)

South Livingston St. (G )

Government East/Wilson St. (G) Source: City of Madison Parking Utility (occupancy rates measured from 10am-2pm). Occupancy decreased significantly in 2020 due to impacts from the COVID-19 pandemic on parking demand.The Wilson Street Garage opened in late June 2020, replacing the Government East Garage. Occupancy for Government East/Wilson Street Garages in 2020 is based on the average of Government East occupancy from January through June and the Wilson Street Garage occupancy July through December. G=garage, L=lot

State of the Downtown |

SUSTAINABILITY › L EED Certified and Registered Projects: • Downtown Madison: 27

• City of Madison: 127

Source: U.S. Green Building Council, www.usgbc.org, LEED Project Directory, August 2021 (downtown Madison defined as 53703 zip code)

21% of all LEED Certified and Registered Projects in the City of Madison are located downtown. Source: U.S. Green Building Council, www.usgbc.org, LEED Project Directory, August 2021 (downtown Madison defined as 53703 zip code)

Electric Vehicle Charging Locations in Greater Downtown Madison 2020 Ya h

UW-Madison Lot 36 UW-Madison Lot 17 UW-Madison Lot 20

Lake Mendota N

N R

E AV

AS W

Wisconsin Union Hotel Henry Vilas Zoo UW-Madison Lot 7

UW-Madison Lot 29 City of Madison State Street Campus Garage Ovation 309

N PARK ST

STATE ST

City of Madison Overture Center Garage Hilton Madison Monona Terrace

E AV

The Edgewater Hotel

AS W

KING ST

City of Madison Capitol Square North Garage Madison Gas and Electric – 2

Lake Monona

Madison Gas and Electric – 3 City of Madison South Livingston St Garage Festival Foods

Source: Image background provided by City of Madison Engineering Source: PlugShare, www.plugshare.com, August 2021

24 | State of the Downtown

Lyric Apartments Willy Street Co-op East

Solar Installations Downtown Madison

Community Gardens City of Madison

Downtown Madison

City of Madison

49 Source: The Gardens Network, danegardens.net, August 2021

Electric Vehicle Charging Stations

251

Downtown Madison

Source: Google Project Sunroof, last updated 11/2018, www.google. com/get/sunroof/data-explorer. (downtown Madison defined as 53703 zip code

Community-Supported Agriculture Pick-up Locations Downtown Madison

19 Source: PlugShare, www.plugshare.com, August 2021

Bike-Friendly Businesses Downtown Madison

City of Madison

9 18 Source: Fair Share CSA Coalition, www.csacoalition.org, Farm Search CSA pickup location map, August 2021

13 Source: The League of American Bicyclists, bikeleague.org, August 2021

State of the Downtown |

CAPITOL EAST DISTRICT The Capitol East District is directly east of the central downtown and is bounded by Lake Mendota, Lake Monona, Blair Street and the Yahara River (see map on page 3).

› N ew development approved in the Capitol East District in 2020: • 3 projects

• 13,940 sq. ft. of commercial space

• 75 residential units

• 90,600 sq. ft. of office space

• 151 hotel rooms

› R esidential units approved for construction in the Capitol East District in 2016-2020: 543 › T ax base in the Capitol East District in 2021: $1.4 billion, an increase of 90% since 2013* › R eal estate and personal property taxes generated in the Capitol East District in 2021: $29.6 million, up $12.1 million since 2013*

› O ccupancy rate for the City of Madison South Livingston Street Garage in 2020: 22% Sources: City of Madison Planning Division, City of Madison Assessors Office (*compiled by DMI), City of Madison Parking Utility (Occupancy rates measured from 10am-2pm. Occupancy decreased significantly in 2020 due to impacts from the COVID-19 pandemic on parking demand.)

26 | State of the Downtown

Population in Capitol East District 2000

2010

2020

7,930

7,962

10,241

Source: U.S. Census Bureau, 2000, 2010, 2020 Census

From 2000 to 2020, the population of the Capitol East District has increased by 29%. Source: U.S. Census Bureau, 2000, 2020 Census

Employment in Capitol East District 2020

2021

New Construction in Capitol East District (in millions) Residential Commercial Total $3.8 $3.2 $12.7 $54.1 $52.2 $41.4 $57.9

$55.4 $54.2

55 50 45 40 35 30

$30.8

$25.2

25 20

$2.5 15 $5.9 $3.3 $4.6 10 $8.4 $7.9 5

6,833

$4.8 $26.0

$3.6 $21.6

$2.9 $0.3

$2.5 $5.9

$8.4

$3.2

0 2013 2014* 2015* 2016* 2017* 2018* 2019* 2020* 2021*

7,764 Source: CBRE, ESRI 2020 & 2021

State of the Downtown |

THANK YOU TO THE 2021 STATE OF THE DOWNTOWN SPONSORS Presenting Sponsor

Supporting Sponsors

Major Sponsors

Associate Sponsors

360 Commercial Real Estate & 360 Homes LLC Ho-Chunk Gaming Madison Monona Terrace Community & Convention Center

Produced in October 2021 by:

MISSION STATEMENT: Downtown Madison, Inc. is committed to planning for, sustaining and growing downtown Madison as a thriving regional economic engine that offers a best-in-class quality of life for businesses, residents and visitors. VALUES STATEMENT: DMI strives to be an inclusive organization committed to respect and generosity of spirit. We believe that diversity strengthens downtown Madison and our entire community and encourage our members to engage with, learn from, and develop an understanding of others. We expect behavior that exhibits respect for all people and supports these values at DMI gatherings.

Downtown Madison, Inc. | 122 W. Washington Ave., Suite 250 | Madison, WI 53703 | www.downtownmadison.org