A MESSAGE FROM RICKEY L. THIGPEN
FROM THE DESK OF THE VISIT JACKSON PRESIDENT & CEO
Dear Jackson, Mississippi Community, and other Tourism Organization Stakeholders,
I am thrilled to announce the unveiling of the JACKSON
DESTINATION MASTER PLAN
FINAL REPORT, an ambitious blueprint designed to guide Collective Ambition and the future of our destination for years to come. This master plan represents not only the vision for our community but also the collective aspirations of all who live, work, play, and visit here. It is the result of a year of research, community engagement, and strategic collaboration with experts, stakeholders, and local leaders.
At the heart of this master plan is our commitment to current and future analysis, aligning our most significant strategic pillars, including inclusive growth that respects our rich heritage, showcases our unique natural beauty, and fosters a world-class visitor experience. It balances our residents’ needs, our visitors’ expectations, and our environment’s long-term economic health. The goal of this destination master plan was to identify the strengths of the current Jackson marketplace and the potential for growth and to identify recommendations aligning priority projects, amenities and infrastructure that will best support the growth and competitiveness of the region’s tourism and economic development economy. Ultimately our objective is to further position Mississippi’s Capital City as a premier global destination that is as rewarding for our community as it is for the travelers who come to experience, not only, our hospitality and sense of place, but also our authentic culture, history, culinary prowess and OUR PEOPLE!
Key Highlights of the Master Plan include:
• Placemaking Action
• Tourism Assets & Demand Mapping
• Sports
• Arts, Culture & Heritage, and Attractions
• Shopping & Dining
• Entertainment
• Meetings, Conventions, & Conferences
• Lodging & Hospitality
• Events & Annual Festivals
• Authentic Architecture & Inspiring Public Spaces
• Sustainability Initiatives
• Cultural & Heritage Preservation
• Enhanced Visitor Experience
• Community Engagement
• Smart Growth Strategies
We understand that the future of our destination will be shaped not just by our plans, but by our collective actions. This master plan is a call to action for all of us—the tourism and economic development industry, government bodies, business leaders, residents, and visitors alike—to unite in making Jackson, Mississippi a place of pride and inspiration for generations to come.
We thank you, Jackson Master Plan partners, Hunden Partners, Legacy Sports Group LLC, Next Factor, and NEOO Partners, Inc. for their invaluable efforts resulting in this tool that will contribute to the growth of Jackson, Mississippi.
In the coming weeks, we will host a series of town halls and community forums to share the details of this master plan, gather feedback, and answer any questions you may have. We invite you to join us on this exciting journey as we begin to implement the steps that will transform our vision into reality.
Thank you for your ongoing support and commitment to Jackson, Mississippi… The City With Soul. Together, we will create a thriving future for our community and a world-class experience for every visitor.
Sincerely,
Rickey L. Thigpen, PhD President & CEO VISIT JACKSON
PROJECT TEAM
A special thank you to the Visit Jackson Leadership and Project Team(s) for their dedicated efforts in developing this 10-Year Tourism Destination Master Plan. The collaboration between the listed entities, as well as the stakeholder organizations in the city of Jackson, has been instrumental in crafting this instrument, which is designed as a living document to continue providing value to the city of Jackson as a dynamic and actionable roadmap for the future.
VISIT JACKSON
Rickey Thigpen, PhD. President & CEO
Jonathan Pettus Vice President & Chief Marketing Officer
Jennifer R. Chance, CDME Chief Operating Office
Christine Blackmon Chief Experience Officer
Shun Hatten Chief Sales Officer
ADDITIONAL MASTERPLAN PROJECT TEAM MEMBERS
Yolanda Clay-Moore Director of External Affairs, Partnerships & Alliances
Paul Wolf Director of Destination Storytelling
Kim Lewis Destination Development Manager
Floyd Williams, Jr. Director of Sports Marketing & Administration
PROJECT GOALS & OBJECTIVES
This 10-Year Destination Master Plan highlights the supply and demand for tourism assets in Jackson, assesses how the destination is positioned compared to peer and aspirational destinations nationally and finally, based on this analysis, identifies strong opportunities that could elevate Jackson as a destination.
While no two cities are exactly alike, Hunden identified comparable peer and aspirational cities based on several factors, including capital city distinction, local economy, population and demographics, and the assets that drive the visitor economy.
WHERE YOU ARE NOW
Hunden performed an assessment of the tourism landscape in and around Jackson including all assets and related visitation, their attributes and quality, and overall performance.
HOW YOU STACK UP
Based on Jackson’s current supply of assets, how does the destination compare to surrounding markets and the national supply? What have these facilities done to achieve goals and induce visitors?
WHAT ARE THE OPPORTUNITIES
Based on the assessment of where Jackson is now and how the destination compares, Hunden identified areas that represented strong opportunities to elevate Jackson’s tourism offerings.
HOW WE GET THERE
This 10-year Destination Master Plan contains recommendations and strategies built around the findings of the year-long process to advance Jackson as a visitor destination of choice.
OVERARCHING GOAL
Identify the strengths of the current Jackson area marketplace, the potential for growth, and recommend the priority projects, amenities and infrastructure that will best support the growth and competitiveness of the region’s tourism economy.
Under the leadership of Visit Jackson’s Board of Directors and President and CEO Rickey Thigpen, Visit Jackson embarked on this 10-year Destination Master Plan to highlight the importance of the visitor economy and serve as the unifying force that brings Jackson’s key organizations together, collaboratively working to create a dynamic, diverse, and desirable destination experience. This plan is not simply a checkbox exercise or decorative document. It is a practical to-do list, filled with actionable items for not only Visit Jackson but all partnering organizations. This plan is a roadmap to guide Jackson as a visitor destination for the next decade and will set the foundation for Jackson’s bright future.
As a capital city with a rich and diverse history, Jackson holds many untapped strengths that offer significant potential for growth. However, several ongoing challenges persist. Migration to the suburbs has hurt the urban core over the past several decades in Jackson. Recent efforts in the downtown area and in surrounding neighborhoods highlight the promise and opportunity to reestablish downtown Jackson as a hub of activity.
A dense mix of cultural institutions, unique to Jackson, forms a core differentiator and an element of pride for the destination.
Geographically, the city is well positioned to capture significant drive-in visitors. This visitor group is a major influence on the current Jackson tourism economy. Core markets such as Dallas-Fort Worth, Atlanta, New Orleans, Memphis, and Houston are key feeder and expansion markets for the city.
Visit Jackson’s Destination Master Plan (DMP) identifies key opportunity areas for Jackson to focus on to become a better place for both visitors and residents. While this process was a comprehensive one, the work does not
stop at the culmination of this plan. The DMP’s priorities, recommendations, strategies, and tactics provide clear next steps for Visit Jackson and its partners. However, this process also surfaced new areas of consideration and development needs with questions to be answered during the implementation of the DMP. The following are the summarized priority areas of the DMP.
HEADQUARTERS HOTEL & CONVENTION DISTRICT
The Jackson Convention Complex is an impactful, high-quality asset for the city. Despite this, the complex is unable to perform to its true potential due to the limited number of walkable, convention caliber, hotel rooms connected to the center. Increasingly, meeting planners seek destinations that have walkable restaurants, retail offerings, and things to do for visitors. Jackson has the opportunity to create this vibrant district immediately outside the Convention Complex, currently occupied by surface-level parking lots.
EXECUTIVE SUMMARY
DOWNTOWN JACKSON’S VIBRANCY
A recurring theme during Hunden’s stakeholder engagement process was that downtown vacancy has been an ongoing challenge. Organizations and individual stakeholders indicated that many owners lack incentive to sell or maintain their downtown properties. In fact, many of them are out-of-town or out-of-state owners who take little action or responsibility for their property in Jackson. Hunden recommends a strategy and process by which organizations in the City of Jackson can come together to combat this challenge and work toward revitalization of these core areas. One solution involves empowering and funding one or more existing entities to purchase key neglected and underutilized parcels. Other destinations have tackled this challenge and pushed forward initiatives to incentivize accountability of property ownership and vacancy.
HOW DO WE AS A COLLECTIVE TACKLE THESE MAJOR INITIATIVES?
The process begins with aligning Visit Jackson, the City of Jackson, and all major stakeholder groups behind a common vision. From there, specific actions can be identified to push forward these initiatives such as detailed feasibility and impact analysis, needs assessments and alignment processes, and legislative work.
PLAN ENGAGEMENT
Strong local engagement is a cornerstone of a Destination Master Plan. Hunden, MMGY, NEOO Partners, and Legacy Sports Group met with more than 50 stakeholders through a series of in-depth interviews, visioning sessions, and collaborative meetings. This engagement, conducted between February and August 2024, was aimed at identifying areas that the plan needs to address. The following summarizes the DMP’s overall engagement:
864 Resident Responses to the Resident Sentiment Survey
35 Virtual 30-Minute Stakeholder Interviews
2 In-Person Working Group Meetings
2.5 Days Familiarization Tour Visiting Key Attractions & Staff in Jackson
1.5 Days Working Papers Visioning Session with Key Stakeholders
CITY OF JACKSON OVERVIEW
THE CITY WITH SOUL
Jackson’s culture is unique and showcased for visitors primarily through food, music, and sports. Together these elements form the core of Jackson’s unique identity.
CAPITAL CITY
As a capital city, Jackson faces many opportunities and unique challenges. The downtown landscape has many government-related buildings driving activity to the downtown area, but there is also inactivity during non-workday or session time periods.
SUBURBAN GROWTH
The popularity of suburban areas has resulted in a shift in population density over the past several decades away from downtown Jackson, which has hurt the urban core.
DENSITY OF CULTURAL INSTITUTIONS
Jackson has a strong density of cultural institutions not found elsewhere across the state and region. This is a core differentiator of Jackson.
CURRENT PROGRESS & EFFORTS
This Destination Master Plan comes at a time when there are many ongoing efforts to advance Jackson as a place to live, work, and visit. This plan aims to account for these ongoing efforts and assist in pushing the projects forward.
JRA UNION STATION TOD MASTER PLAN
Jackson Redevelopment Authority (JRA) has commissioned Woolpert based in Atlanta to complete a master plan of five key districts in downtown Jackson, all centered around Union Station.
LEFLEUR MUSEUM DISTRICT PLAN
The organizations within the LeFleur Museum District are working together on a long-term vision for the district.
RUSSELL C. DAVIS PLANETARIUM UNDER CONSTRUCTION
Construction is underway on the Russell C. Davis Planetarium, which is planned to open in 2025.
JACKSON TECH DISTRICT
The Jackson Tech District is an 800,000-square-foot commercial, residential, and mixed-use development spearheaded by Jackson native Dr. Nashlie Sephus. Planning and financing efforts are underway.
Local efforts are not limited to only these projects; however, these were referenced throughout the Destination Master Plan process as key projects, currently underway, that will advance Jackson as a place to live and visit.
Hunden and the Visit Jackson team deployed a resident sentiment survey during June and July 2024. The goal of the survey was to understand how the local residents view tourism, the attractions in the community that induce visitors, and the overall dynamic of the visitor economy. The survey received strong feedback with 864 total responses
When friends and family visit you in Jackson, what are the top three things you take them to see or recommend they experience?
JSU Football
COFFEE PROSE
Tougaloo College
District at Eastover Renaissance
Live Music
Basil’s
Civil Rights Museum
Brent’s Drugs
Hal & Mal’s
Eudora Welty House
Outlet Mall
NATCHEZ TRACE
Farish Street Church
Farmer’s Market
864
Big Apple Inn St. Paddy’s Day Parade
COFFEE Ridgeland
Fondren
State Fair
Cigar Shops
Johnny T’s Fairview Inn
BBQ Shopping
Lou’s Green Room Pool Hall TRAILS STAMPS BURGERS BOPS CUSTARD
Sports Museum WALKERS DRIVE-IN
JSU Campus Bars
Highland Village
RESERVOIR
Natural
Amphitheater
Total survey responses received
DOWNTOWN Bowling
Watercolor Salon
Vicksburg Casino
Medgar Evers’ House Planetarium
Belhaven Town Center
Fertile Ground Brewery
Science Museum
IRON HORSE GRILL
LeFleur’s Blu
Children’s Museum
STATE CAPITAL
RESTAURANTS
Rooster’s
BETTINA’S SOUL FOOD
Jackson State University
New Stage Theatre 4th Avenue
Museum of Art
Over 80%
88% of residents rated tourism as extremely important or very important to the Jackson economy
of residents agreed or strongly agreed that tourism contributes to the diversity of Jackson
RESIDENT SENTIMENT SURVEY
RESIDENT ASSESSMENT OF JACKSON’S ASSETS AND ATTRACTIONS
To understand how residents view the quality of the Pillars of Place within Jackson, Hunden and the Visit Jackson team asked residents for their perspectives on the quality level of the assets in Jackson based on a scale of High, Average, and Low.
How Would You Rate the Quality of the Following in Jackson?
Residents rated restaurants, culinary, and dining experiences the highest, with more than 52 percent of respondents indicating that these offerings in Jackson are of high quality. Attractions, museums, historic sites, and arts and cultural experiences also ranked highly, closely following dining.
However, residents identified key areas for improvement, with sports facilities being a significant concern. More than 52 percent of respondents rated these as low quality. Retail shopping and recreational opportunities — both indoor and outdoor — were also noted as needing enhancement.
We need to make people want to walk around, visit shops, restaurants, listen to live bands and enjoy the many ethnicities and communities that make up the residents of Jackson.
A safe downtown, downtown shopping, a “central park” type green space for events and leisure, arts festival for Mississippi artists, more outdoor activities — better utilize Mayes Lake, etc.
Build a convention center hotel.
Continue to bring events like The JXN Food & Wine Festival to the downtown area. This creates a diverse environment within the city. Encourage local government to keep clean and safe parking for all events in the city.
Lake/water activities, sports teams/travel sports venues for sports tourism, nighttime activities and businesses downtown.
The restoration of the Farish Street District.
TOURISM | THE NUMBERS
Jackson has several major attractions that contribute to millions of combined visits each year. These range from shopping districts to Jackson State University, museums, the Convention Complex, and youth sports facilities. These visits, though mostly from local residents, include a significant number of travelers from across the state of Mississippi and the nation.
While Jackson may not traditionally be seen as a tourist destination, the numbers tell a different story. The top 30 most visited places in Jackson contributed significantly to the City’s economy in 2023, with many visitors coming from outside of the state of Mississippi.
TOP 10 TOTAL VISITS BY VOLUME
Based
Source: Placer.ai
TOP
10 ASSETS BY PERCENTAGE VISITS FROM OUT-OF-STATE IN 2023 Based
Out-of-County & In-State Visits 3.6M
936,000
Out-of-State Visits
Assets with the highest percentage of out-of-state visitors are true attractions for the city of Jackson. These include cultural and educational institutions, notable restaurants, and unique shopping and dining areas. TOP 30 ASSETS VISITATION VOLUMES IN 2023 2023 Total Visit Volume 7.6M
Source: Placer.ai
VISIONING SESSION
Dozens of industry and community stakeholders met with the Project team at the Smith Robertson Museum & Cultural Center in July 2024 to identify key opportunities and challenges for Jackson, Mississippi’s visitor economy.
The most significant consensus among the group centered around the need for public, private, and civic sector organizations and community leaders to collaborate intentionally to address foundational challenges from funding to housing. The group stated a critical necessity to bring together the Jackson Redevelopment Authority, Mississippi Development Authority, Central Mississippi Planning & Development District, Hinds County Economic Development Authority, Downtown Jackson Partners, Greater Jackson Chamber, Jackson State University, and others to develop strategies, pool resources, implement action items, and influence policy.
KEY DISCUSSION AREAS:
• Civil Rights and Historical Tourism
• Expansion of Jackson’s “The City With Soul” Branding
• Infrastructure Deficiencies
• Public Safety Concerns
• Lack of Investment in Hospitality, Music, and Festival Scene
• Collaboration Between the Airport and Tourism
• Public Transit and EV Infrastructure
• Hotel and Convention Space Investment
• Development Opportunity Focus: Downtown Revitalization, Midtown and North Jackson, Highway 80 Corridor
DOWNTOWN VIBRANCY AND HOUSING
In July 2024, the State of Mississippi launched and sponsored the Select Committee on Capital and Metro Revitalization to develop strategic initiatives and source new funding for increasing vibrancy in downtown Jackson. The committee’s mission has been to help guide efforts to address blight, homelessness, vacancy, and small business decline throughout the downtown area.
Specific solutions to improve vibrancy included the following:
• Work with cultural institutions to provide space for residents and community leaders to meet, since many people are hesitant to gather downtown after 5:00 p.m.
• Identify and support specific clusters of economic activity that can become magnets and accelerators for small business development.
• Support local workforce development and skills training programs.
• Develop incentives to encourage building owners to sell or invest in their properties, while recognizing the challenges in understanding the actual entities/persons who own many downtown properties.
• Establish a Downtown Events Council to help activate interest in the city center by offering new events and festivals, especially since Jackson State University students are moving into the ex-Marriott Hotel/new dormitory space.
• Vastly improve wayfinding, mapping, and storytelling to induce more foot traffic and new tours development in downtown locations.
• Enhance messaging and imagery among locals, visitors, and investors across Central Mississippi to change perceptions of downtown Jackson, with the goal of showing how the area is safe for people from all walks of life.
• Invest in mixed-use spaces that offer housing, dining, entertainment, and cultural activities to create a vibrant hub where both locals and visitors can engage. A successful downtown revitalization could also serve as a catalyst for further investment in surrounding vicinities.
VISIONING SESSION
ARTS, CULTURE AND THE CREATIVE ECONOMY
Residents of Jackson have expressed a desire for their community’s progress to predominantly involve grassroots actions that showcase local arts, culture, history, cuisine, music, film, and other creative endeavors. The local organization Visit Jackson has significant opportunities to convene and amplify the immense, regional talents in those fields. Decentralized actions can accelerate both economic development and community pride, the latter of which is key for advancing the local visitor economy.
Jackson has a deep-rooted music history that positions the City to host large-scale events akin to ESSENCE Festival of Culture or the Beale Street Music Festival in New Orleans and Memphis, respectively. This kind of large-scale, annual event creates an opportunity to position Jackson as a hub for music and cultural festivals, drawing on Mississippi’s rich blues, gospel, and civil rights legacies. Stakeholders emphasized the importance of leveraging this cultural capital to attract both regional and national tourists.
As one of America’s primary gateways for exploring the history of the Civil Rights Movement, Jackson can elevate its place on the U.S. Civil Rights Trail to capitalize on growing visitor demand and spending. The Mississippi Civil Rights Museum, interconnected with the Museum of Mississippi History, features a one-of-a-kind cultural landmark in the country, and plans should make the most of the uniqueness in a significantly more robust way. That includes developing programming and promotion for the 100-year anniversary in 2025 of civil rights activist Medgar Evers’ birth.
CONVENTION DISTRICT AND HOTEL
A reimagined Jackson Convention Complex as the heart of the Jackson Convention District would integrate neighboring hotels, restaurants, attractions, and other amenities to provide a full destination experience for meeting attendees. Developing mixed-use convention center districts becomes the primary strategy for increasing competitiveness and attracting larger groups from across the nation.
Jackson has a highly attractive and walkable downtown footprint at the front door of the Complex. The Mississippi State Capitol has an ornate rotunda and impressive dome. Other nearby sites include the Mississippi Museum of Art and the Governor’s Mansion. Nearly all the sites exist to create a dynamic downtown Jackson experience, leveraging the Complex as a year-round, everyday anchor for economic activity.
Developing a 500-room hotel connected to the Convention Complex remains another key for growing Jackson’s visitor economy over the long term. Attracting investment to develop a new hotel product requires a data-driven feasibility plan, significant improvements in downtown vibrancy, new and expanded City and State incentives, and public infrastructure upgrades.
FUNDING
All the above strategic themes and initiatives require new and expanded funding to support placemaking and promotional efforts. Visit Jackson should consider spearheading the development of a Tourism Improvement District to generate incremental sales tax revenue, like many other cities are now doing across the country. That will require lobbying the state government to create new legislation. Hunden can provide many case studies and recommend proven, dedicated organizations to help inform that process.
Currently, there are limited incentives available to the development community. Therefore, a new tax structure is required to establish a more enabling environment for investors. Increasing revenue sources for downtown development, as mentioned earlier, will require cohesive government, community, and industry collaboration.
PILLARS OF PLACE
From a data and analytics perspective, the Pillars of Place assessment, Hunden’s proprietary assessment, features an in-depth examination of visitor data regarding local attractions, events and shopping/dining nodes, as well as the other Pillars of Place shown below. Hunden’s Pillars of Place are integral to activating a compelling destination where people want to live, work, play, and visit. Hunden assessed the City of Jackson’s competitive set of tourism assets, as determined by Hunden and the Client, to identify opportunities for maximizing the value of assets. Hunden assessed how Jackson compares in each of the asset categories, including:
Hotels & Hospitality
Festivals & Events
Conferences & Meetings
Arts & Culture
Youth & Amateur Sports
Parks, Trails & Outdoor Space
Retail & Dining
HOTELS & HOSPITALITY
OVERVIEW
The Jackson market has a strong opportunity for additional hotel development, specifically a hotel connected to the Convention Complex. High-quality accommodations are dispersed between downtown Jackson and the Ridgeland area nearly ten miles away.
COMPETITIVE HOTEL SET
Source: CoStar, Smith Travel Research
Limited quality hotel rooms as well as the lack of a hotel attached to the
the
HOTELS & HOSPITALITY
FEEDBACK
• A key challenge of the hotels in Jackson are the lack of adjacent, walkable restaurants, bars, and entertainment offerings, an overall destination perception that at times results in visitors choosing to stay outside of the city.
• The Old Capitol Inn and Fairview Inn are two unique independent boutique hotels in Jackson that do great business and perform well. They host social gatherings, weddings, and other events and contribute to the distinct charm of the destination.
• A 111-room Hampton Inn is proposed for the Fondren neighborhood, but no other properties are currently proposed or under construction.
RECOMMENDATIONS & DESTINATION STRATEGY
Significant Need for a Connected Convention Center Headquarters Hotel
• Jackson currently lacks a headquarters hotel that is connected to the Jackson Convention Complex. Almost all of the competitive markets have an attached hotel with its own function space.
• Improving the overall perception of the destination is critical to increasing occupancy and rate at the hotels in Jackson.
• An upscale, boutique hotel and additional select service properties are future opportunities in downtown Jackson.
CONFERENCES & MEETINGS
OVERVIEW
The Jackson Convention Complex is competitive regionally. However, to remain competitive, the overall destination and nearby amenities need to improve to attract high-impact conferences and events. Additionally, a true gap exists in the market for a hotel attached to the already reputable Jackson Convention Complex.
Map highlights hotels, restaurants, and attractions surrounding the Jackson Convention Complex
LEGEND
Jackson Convention Complex
Restaurants
Hotels
Museums / Attractions
REGIONAL MEETING SUPPLY | 15,000+ SF FUNCTION SPACE
Source: CVENT, CoStar, Various
With more than 113,000 square feet of total function space across exhibit hall, ballroom and meeting room space, the Jackson Convention Complex compares favorably with its peer and aspirational cities, not only in terms of total function space, but also the quality that these facilities offer. Comparable exhibit hall space, ballroom space, and meeting space exist in the competitive cities within the Regional Meeting Supply Set.
CONFERENCES & MEETINGS
FEEDBACK
• The Jackson Convention Complex (JCC) is a valuable asset, featuring high-quality interior spaces that position it competitively among regional facilities.
• The Westin Jackson stands out as the primary convention hotel in downtown Jackson, offering extensive function space that makes the hotel an ideal venue for additional meetings and events. However, this property’s limited number of rooms weakens the JCC’s capacity to host larger events that require substantial room blocks from the Westin.
• The convention and meetings industry is highly competitive, and Jackson faces challenges related to overall destination perception. As a result, large groups may overlook Jackson as a suitable location for hosting their events.
• The lack of walkable restaurants, shops, and entertainment assets around the major meetings venues hurts JCC’s ability to sell a complete destination package, which meeting planners seek.
RECOMMENDATIONS & DESTINATION STRATEGY
Create a Complete Convention Package with a Headquarters Hotel
• A headquarters hotel of this kind will unlock untapped potential for the Jackson Convention Complex by meeting the needs of larger groups and events. Active and aligned sales efforts between Visit Jackson, the Jackson Convention Center sales staff, and the connected hotel’s sales staff will significantly improve overall performance.
• Improve the Overall Destination Package.
• Planners seek destinations with a complete package. This includes walkable hotels, restaurants, and things to do for attendees during non-event hours.
• The walkability of extensive food and entertainment is valuable to the success of the downtown area. A diverse mix of restaurants and nightlife encourages visitors to extend their stay downtown.
YOUTH & AMATEUR SPORTS
OVERVIEW
The City of Jackson currently has a limited number of youth sports facilities, which hinders the development of local young athletes and restricts the ability to host youth sports tournaments that could attract visitors to our capital city. As a result, Jackson is missing out on valuable sports tourism revenue compared to other regional destinations, largely due to the absence of tournament-grade facilities in the city and surrounding areas.
Parham Bridges Tennis Center
VA Legion Softball Complex
North Jackson Youth Baseball Complex
Mississippi Veterans Memorial Stadium
The Pickle Jar Hank Aaron Sports Academy
Battlefield Park
Buddy Butts Park
The Ark
Map highlights the major sports facilities within the greater Jackson, MS area
2023 LOCAL SPORTS FACILITY SUPPLY
Indoor Facility | “ – ” denotes insufficient visitation that is too small to be measured | Source: Various
The sports facilities assessed attracted between 5 and nearly 11 percent of visitors from more than 100 miles away. The Mississippi Veterans Memorial Coliseum has the highest visitation with more than 900,000 visits in 2023. The Parham Bridges Tennis Center currently ranks as the second most visited sports facility in Jackson, with slightly more than 50,000 visits in 2023. This drop-off highlights a clear gap in the youth sports infrastructure, as there is a noticeable absence of large-scale facilities featuring multiple fields or courts that can accommodate high levels of regional visitation.
YOUTH & AMATEUR SPORTS
FEEDBACK
• Jackson State University’s athletic programs serve as one of the top economic drivers for the city. Football games held at Mississippi Veterans Memorial Stadium are significant drivers of visitation and add significantly to the cultural dynamic of the city.
• Discussions of a few major sports projects in the city include the potential relocation of JSU’s football program to a new stadium and a potential new youth sports complex in South Jackson.
• Baseball can increase in visibility and local participation by youth with the Hank Aaron Sports Academy. A new league is starting in 2025, and included in the planning stages are new team schedules and televised games.
• The city lacks a large youth sports complex that can accommodate large tournaments, provide a safe space for local youth, and expand the talent pool of young athletes.
RECOMMENDATIONS & DESTINATION STRATEGY
Relocate the Jackson State Football Stadium
• Jackson State University is one of the largest economic drivers for the City of Jackson and the downtown area. The City can capitalize on this opportunity further with a potential relocation of the football stadium to the downtown area.
Build on Existing Facilities to Become a Youth Sports Tourism Destination
• Supporting the improvement of existing sports facilities into true tournament caliber complexes is seen as an opportunity to bring in out-of-town visitation. A complete tournament caliber facility functions successfully when located in close proximity to hotels, restaurants, and other food options.
Support Baseball in Jackson, a Large Amateur Sports Driver
• Jackson’s baseball hub, the Hank Aaron Sports Academy, is supporting an amateur development league starting in 2025 with ten new teams located in Jackson. This opportunity will contribute a multitude of players, coaches, umpires, and fans to Jackson.
RETAIL & DINING
OVERVIEW
The distinctive hubs attract more visitors traveling from longer distances compared to conventional retail centers. The city boasts a rich culinary scene of acclaimed restaurants and global cuisines found at Crazy Cat, Estelle’s, Eudora’s, Manship, Pig & Pint, and other locations. Each neighborhood offers unique restaurant options, but the dispersed layout has led to a lack of cohesion, with few truly walkable districts.
The majority of shopping and dining nodes are clustered along major interstates or highways, such as I-55. Downtown Jackson lacks significant retail and restaurants, which leaves the downtown area inactive, ultimately forcing residents and visitors to go to other locations for food and entertainment.
Renaissance at Colony Park Northpark Mall
The Junction
Banner Hall Highland Village The District at Eastover Lakeland Commons
McLaurin Mart Shopping Center
Westland Plaza Shopping Center Outlets of Mississippi
Map highlights the major shopping & dining nodes within the greater Jackson, MS area
RETAIL & RESTAURANT DISTRICTS
FROM BEYOND 100 MILES
Based on geofencing data January 1, 2023 to December 31, 2023
Located outside of Jackson | Source: Placer.ai
The shopping nodes assessed attracted between 6 and nearly 15 percent of visitors from more than 100 miles away. Although Banner Hall had the lowest number of total visits and unique visitors, it was the top shopping node that attracted visitors from more than 100 miles. The more unique and varied districts that offer distinct restaurants and on-site hotels attracted more out-of-town visitors compared to standard lifestyle retail centers or localized shopping centers. A strong opportunity exists to convert these nodes into destination districts.
RETAIL & DINING
FEEDBACK
• Jackson locals are passionate about food and the city’s restaurants reflect Southern culture and hospitality, making the destination unique.
• Staffing challenges and high turnover continue to impact service quality. Additionally, regulatory issues and concerns about crime are pressing areas that need improvement.
• Unlike many cities with walkable districts featuring shops, restaurants, and attractions, Jackson’s restaurant scene is more dispersed. Belhaven Town Center is the first area to develop a walkable district but still lacks a critical mass of offerings.
• Local restaurants have faced challenges related to City infrastructure. Since these businesses often operate on thin margins, some have been at risk of closure.
• Downtown Jackson lacks significant retail and dining options, leaving the area feeling vacant and pushing residents and visitors to seek food and entertainment in other parts of the city.
• Recent developments—such as Highball Lanes, The Pearl Tiki Bar, Capri Theater, and The Station pizza and outdoor music venue in Fondren— demonstrate a growing demand for more distinctive and unique offerings within the city.
RECOMMENDATIONS & DESTINATION STRATEGY
Invest in Creating Mixed-Use, Pedestrian-Friendly Districts within Jackson
• Encourage new developments or revitalize existing hubs to become more walkable. This might involve improving streetscapes, adding public art, and enhancing public spaces like parks or plazas to encourage foot traffic.
• Develop key areas that concentrate retail, dining, and entertainment options, such as near downtown or other existing cultural hot spots. Unify these hubs and their assets with better public transportation or pedestrian pathways.
• Organize public-private partnerships to invest in the revitalization of key downtown spaces. This could involve pop-up markets, seasonal events, or art installations to draw both locals and visitors to the area, transforming the perception of downtown as “vacant” and improving vibrancy.
Photo by Jacord09. Own work,
CC BY-SA 4.0, cropped from original.
FESTIVALS & EVENTS
OVERVIEW
Embracing The City With Soul
• Jackson celebrates its heritage with various events showcasing “The City With Soul,” embracing blues music, Southern cuisine, culture, arts, and history. Annual festivals, concerts, and holiday celebrations attract both residents and out-of-town visitors, boosting both community pride and economic impact.
Major Annual Events and Economic Impact
• Since 2019, Jackson has hosted more than 1,000 events that attracted more than 5 million visitors and generated $600 million in economic impact. In 2023 alone, the City achieved its highest economic impact to date, exceeding $177 million.
Good Supply of Entertainment Facilities
• Major festivals, concerts, and regular events at venues like Hal & Mal’s, Duling Hall, Thalia Mara Hall, Iron Horse, Elvie’s, and other locations each add to the city’s vibrant identity.
Map highlights the top 5 largest events within the greater Jackson, MS area
Jackson
Attendance at events ranges between 6,000 to more than 500,000 visits per year and all have generated economic impact from nearly $715,000 to approximately $49 million. The USA International Ballet Competition event ranks first in the total amount of economic impact it generated.
FESTIVALS & EVENTS
SUMMARY OF ALL EVENTS
* Years in progress and/or not complete | Source: Visit Jackson
Of all events held in Jackson, Mississippi, between 2019 through projected 2025, the most events occurred in 2023 with a total of 251 and had the largest economic impact from all events combined at approximately $177 million.
FEEDBACK
• Jackson hosts major festivals, concerts, and other events year-round at local museums, the District at Eastover, Hal & Mal’s, Duling Hall, Thalia Mara Hall, Iron Horse, Belhaven Town Center, the Fondren District, and the State Fairgrounds, all contributing to the city’s vibrant identity.
• Jackson’s ongoing expansion of its festivals and events signals gained positive attention. For a city of its size, the abundance of festivals and events is a notable strength, setting it apart from other localities.
• Even so, the city has the potential to host more events, especially those located downtown and centered around family-friendly activities, the culinary scene, and Jackson’s blues and Civil Rights history.
• A flexible, programmable open space that can scale to accommodate festivals and events would greatly benefit downtown Jackson.
RECOMMENDATIONS & DESTINATION STRATEGY
Leverage “The City With Soul” Brand
• Partner with local businesses, especially focused on food, music, or the arts, to offer immersive cultural experiences that cater to travelers’ interests.
Bolster Existing Festival and Event Venues
• Given the popularity and economic impact of Jackson’s events, consider investing in the expansion of existing venues or creating new, flexible spaces to accommodate larger crowds and more diverse events.
• Events generate substantial economic benefit to the City. To maintain this, it is important that the City invest in the continued growth of hospitality, retail, and entertainment sectors to accommodate and cater to growing visitor numbers.
• A walkable convention center district can have flexible public event space ideal for festivals and community gatherings.
ARTS & CULTURE
For the size of Jackson, there is a strong density of cultural and arts institutions. Culture pushes beyond these institutions and into public spaces, notable iconic restaurants, and much more.
Not all destinations offer a rich culture that visitors can experience, taste, observe, and become fully immersed in, which offers visitors a deeper connection to the local community and its traditions. Culture can be experienced through many means, including the local institutions, festivals and events, restaurants and other venues and most importantly, the people. Throughout Hunden’s assessment of Jackson as a destination many stakeholders indicated the importance of culture in Jackson.
ARTS & CULTURE ATTRACTIONS
RANKED BY % OF VISITS FROM OUT-OF-STATE
Based on geofencing data January 1, 2023 to December 31, 2023
Source: Placer.ai
WHERE DO VISITORS SEEKING CULTURE &
FREQUENT? Of the long-distance travelers who go to the top-visited cultural & arts institutions, on
visitors to the Mississippi Civil Rights Museum, approximately 23 percent are estimated to come from outside the state of Mississippi
Arts & Cultural
ARTS & CULTURE
FEEDBACK
• Connectivity and way finding between cultural assets is a challenge. Actions are in place to improve the connectivity with the LeFleur Museum District Plan and trail expansion, which can connect this area to the cultural assets in downtown Jackson.
• Jackson does a great job booking and hosting festivals and events, however, the city lacks a signature music-driven festival.
• There is limited availability of dining or social venues near these institutions. Visitors have to seek out these options by car, which inhibits the overall visitor experience.
• A major opportunity exists to leverage creative ways to tap into the city’s rich Civil Rights history and cross-promote among the local organizations and nationally.
• Family-oriented attractions for local residents in Jackson are limited, often pushing families to seek entertainment outside the city.
RECOMMENDATIONS & DESTINATION STRATEGY
Build on the Strong Asset Base of Cultural Institutions
• Jackson’s museums and cultural institutions are among the city’s most significant assets, attracting a high percentage of out-of-state visitors. To capitalize on creating a cohesive visitor experience—integrating walkable retail, dining options, and additional attractions—will encourage longer stays and enhance the overall visitor experience.
Create a Cohesive Museum District Package
• Support, prioritize, and develop plans to build a cohesive marketing and branding package of the many cultural institutions in Jackson. These plans should include itineraries for people to seamlessly experience the city’s cultural institutions and discover Jackson’s rich makeup.
PARKS, TRAILS & OUTDOOR SPACE
OVERVIEW
Parks and trails, while often overlooked, can be key drivers of tourism when well maintained and promoted.
Hunden utilized data from Strava to depict trail activity in and around the city of Jackson. The two maps depict notable trails and pathways in two key areas within Jackson that show the highest density of trail activity. The lighter trail color depicts the high activity areas.
Heat map of Belhaven Town Center University and Area
Source: Strava.com
The LeFleur Museum District Plan includes the extension and connection to the Museum Trail, which will connect the LeFleur Museum District with institutions in downtown Jackson.
Museum Trail Extension
Fondren, the District at Eastover, and the immediate surrounding areas undergo significant foot traffic along notable trails and pathways. Connectivity between core retail nodes is a current challenge.
Source: Strava.com
Heat map of Fondren District Veterans Memorial Stadium and Medical Centers
PARKS, TRAILS & OUTDOOR SPACE
FEEDBACK
• There is significant excitement about the potential opportunities that will emerge with the activation of the LeFleur Museum District Master Plan and trail extension to the campus of museums in downtown Jackson.
• There is an opportunity to enhance public park space in Jackson with community events, live music, food trucks, recreation, and festivals.
RECOMMENDATIONS & DESTINATION STRATEGY
Absence of Central Downtown Activated Green Space
• Downtown Jackson lacks a central hub of activity. Many destinations, including many of the peer and aspirational destinations described in the 10-Year Destination Master Plan, have a central gathering place for events, festivals, leisure activities, and many other activations that incorporate green space with commercial space.
Link the Museum District with Downtown Ecosystem
• Seize a major opportunity to support and continue to develop the execution strategy of building out a cohesive ecosystem that links the LeFleur Museum District and Jackson’s downtown cultural institutions.
Focus on the Negative Space Between Assets
• Destination development is not only about major demand-inducing assets. Significant improvements are possible when focus occurs on the negative space, or landscaping, lighting, art, and public realm between demand-inducing assets in Jackson.
DESTINATION BEST PRACTICES
HOW JACKSON COMPARES
Over the course of more than 1,000 studies and market experiences, the Hunden Team has come across numerous best practices for tourism assets and events. Throughout these analyses, commonalities of destinations that demonstrate industry-leading tourism initiatives have risen to the top. Destinations that are industry-leading tourism markets do exceptionally well in the following areas: physical assets, festivals and events, accessibility and convenience, destination perception, marketing, branding, and funding.
Branding
HUNDEN IDENTIFIED THE FOLLOWING AREAS AS A PRIMARY FOCUS FOR VISIT JACKSON
FUNDING
Funding has been an ongoing challenge identified by stakeholders. Several key projects exist that have momentum but are challenged by financing and local support.
PHYSICAL ASSETS
This destination master plan identifies key physical assets Jackson is missing or needs to improve upon to become a stronger, attractive, more resilient destination.
DESTINATION PERCEPTION
Jackson has struggled with the overall perception of the downtown destination, driven by challenges with crime and water issues. Based on stakeholder feedback, residents and those from surrounding areas are most critical and aware of these challenges. Those from farther away are less aware of these negative perceptions. A necessity and a priority will involve a combined local effort to continue to resolve negative perceptions and tell stories of all the great things happening in the city.
HOW YOU STACK UP
PEER & ASPIRATIONAL DESTINATIONS
No destination is perfect, but many cities in the greater regional area are comparable in terms of population, economic and demographic makeup, and these are capital cities with a strong university presence. Comparable peer destinations include Montgomery, Alabama, and Springfield, Illinois.
Through Hunden’s process in creating the master plan, several aspirational cities were identified and studied. These cities represent where Jackson envisions itself in the next ten years. Each destination offers unique qualities that can inspire Jackson’s future destination development. The aspirational nationwide destinations assessed include Birmingham, Alabama; Memphis, Tennessee; Little Rock, Arkansas; and Chattanooga, Tennessee. Each destination has attributes and ongoing initiatives that the City of Jackson can learn from and implement with its own destination.
CITY OF JACKSON
2023 Population: 150,924
2028 Population: 146,845
Jackson MSA: 593,791
2023 Out-of-State
Visitor Volume: 936,000
COMPARABLE CITIES
Montgomery, AL
Springfield, IL
Birmingham, AL Memphis, TN
Little Rock, AR Chattanooga, TN
Hunden identified two peer destinations and four aspirational destinations and conducted an assessment of the assets within these cities as compared to those within Jackson. The goal of the comparison is to form a high-level understanding of the assets that these other destinations have and discern if there are areas that can be identified where Jackson has opportunity for improvement.
DESTINATION ANALYSIS
Category Asset
Convention Center
Connected HQ Hotel
Hospitality & Meeting Facilities
Youth & Amateur Sports
Downtown Boutique Hotel(s)
Walkable Select Service Hotels
Professional Sports
Major Collegiate Sports
Major Outdoor
Youth Sports Development
Major Indoor
Youth Sports Development
Mixed-Use District(s), Lifestyle Center(s)
Strong Downtown Retail District
Retail & Dining
Music, Arts & Culture
Upscale Indoor Shopping Mall
Outlet Mall
Outdoor Amphitheater (4,000+ Capacity)
Indoor Entertainment Venue (Music Hall, Club, etc.)
Cultural Arts Theater (Performing Arts, Symphony, Fine Arts, etc.)
Walkable Historic District
Museums & Monuments
Major Biking/Walking Trail
Parks, Trails & Outdoor Space
Waterfront Green Space
Downtown Activated Green Space
Source: Hunden Partners, Various
MS
HOW YOU STACK UP (CONTINUED)
PEER & ASPIRATIONAL DESTINATIONS
The exposed gaps or areas of improvement for Jackson compared to the peer and aspirational cities identified include retail districts, most notably a strong downtown retail district; indoor and outdoor youth sports; a hotel connected to the Convention Complex; a major outdoor amphitheater; and an activated downtown green space or riverfront area. Hunden utilized Placer.ai to understand the total 2023 overnight visitors in comparable and aspirational cities, sorted by total population.
VISITOR TRENDS OF PEER & ASPIRATIONAL CITIES
Total Visitors & Total Night Visits from Visitors Originating from More Than 150 Miles Away
Source: Placer.ai
Jackson is on the smaller end of peer and aspirational cities by population. On a population size-adjusted basis, Jackson underperforms as it relates to driving overnight visitors to the market. Many of the peer destinations have the quantity and quality of assets and destination brand that drive overnight visitors to the market. Hunden’s assessment aims to understand the gaps in Jackson’s tourism product to elevate the city to a level of per capita overnight visitors on par with the peer and aspirational cities identified.
HOW YOU STACK UP
PEER DESTINATIONS
MONTGOMERY, ALABAMA
2023 POPULATION: 196,986
MSA: 390,236
Montgomery, Alabama, is the capital city of the State of Alabama and shares many of the same characteristics as Jackson in terms of destination attributes, size, culture, educational institutions, and geography. The City of Montgomery played a central role in the Civil Rights Movement during the 1950s and 1960s, and many of the local attractions pay tribute to and showcase this history and the poignant figures of that era.
DRIVERS OF OVERNIGHT VISITORS
University, Civil Rights & Civil War
History, Youth & Amateur Sports, Conferences & Conventions, Government, Film
CORE DOWNTOWN DISTRICT(S)
Riverfront, Dexter Avenue
KEY TOURISM PROJECTS & INITIATIVES
Montgomery Whitewater, Multiplex at Cramton Bowl, Union Station Covered Event Space, Riverfront Park & Montgomery Riverwalk Stadium
MONTGOMERY WHITEWATER
The Montgomery Whitewater project was initially targeted at $50M to be funded with $35M from the Montgomery County Commission and $16M in land provided by the City. The cost increased to more than $90M with the remaining funds contributed by $20M coming from a combination of the City and County and $25M from the State. The State recently pulled $20M of the $25M in funding, which is a gap the project still needs to fill. The park is now open and operational and generating significant economic and tourism impact for the City and greater region.
HOW YOU STACK UP
PEER DESTINATIONS
SPRINGFIELD, ILLINOIS
2023 POPULATION: 114,394
MSA: 205,445
Although Springfield, Illinois, may not immediately seem like a peer of Jackson’s, the city shares many similarities and faces similar challenges as a destination. Springfield is the capital of the State of Illinois, and downtown Springfield faces struggles of inactivity due to the lack of critical mass inducing assets. From a historical perspective, Springfield is known as the birthplace of Abraham Lincoln, and many of the institutions revolve around him and his legacy. Although different from the Civil Rights history of Jackson, the assets, institutions, visitor itineraries, and travelers seeking these experiences are similar.
DRIVERS OF OVERNIGHT VISITORS
Abraham Lincoln Heritage, Route 66, Government, Frank Lloyd Wright Dana-Thomas House
CORE DOWNTOWN DISTRICT(S)
Old State Capitol, Illinois State Fair, Route 66 Experience
KEY TOURISM PROJECTS & INITIATIVES
TID to expand BOS Convention Center and add 300-room hotel, Route 66 Events & Artwork, Legacy Pointe Sports Complex (2025)
BOS CONVENTION CENTER
The City of Springfield is advancing the expansion of the BOS Convention Center, supported by recent legislation passed in May 2024. This legislation grants Sangamon County the authority to impose a tax of up to three percent on hotel gross receipts within the county to help fund the project. Although the current phase of the expansion does not include a hotel, discussions are underway about a potential second phase, which could feature a 300-room hotel connected to the BOS Convention Center. Additionally, officials are exploring the possibility of an extra tax on restaurant receipts to further support these initiatives. Local leaders emphasize the need for a hotel, not only due to the BOS Center expansion but also because of a major youth sports complex being developed, which is expected to open in 2025.
The City of Springfield has embarked on a significant 70-acre sports tourism asset named the Scheels Sports Park at Legacy Pointe which is expected to open in spring 2025. The $67-million project is currently under construction and was financed through a publicprivate partnership with the City participating through the use of hotel-motel tax and sales tax funds capped at $45 million. The private funding for the complex came from Legacy Pointe Development and the management of the facility will be Sports Facilities Companies (SFC).
HOW YOU STACK UP
ASPIRATIONAL TOURISM DESTINATIONS
Aspirational destinations are cities whose development is a step ahead as tourist destinations compared to the City of Jackson. These cities were carefully chosen based on factors such as size, culture, geography, assets, public perception, and unique characteristics.
BIRMINGHAM, ALABAMA
2023 POPULATION: 196,190
MSA: 863,000
Birmingham represents an aspirational destination for several reasons. The city has experienced substantial growth, with its downtown area undergoing a significant rejuvenation. This has been highlighted by recent notable projects, particularly in convention, sports, and mixed-use development. These efforts reflect Birmingham’s commitment to advancing its status as a regional hub for entertainment, music, and food. With a focus on enhancing cultural offerings and modern urban experiences, tourists and locals alike are visiting Birmingham to enjoy a dynamic atmosphere.
Birmingham, similar to Montgomery, played a critical role during the Civil Rights Movement. Because of this, a core pillar for Birmingham as a destination features the museums, historical sites, and events that tell the story of the city’s Civil Rights history. The city has continued to tell this important story of the past, however, Birmingham has built up the destination to encompass much more.
DRIVERS OF OVERNIGHT VISITORS
Sports, Civil Rights, Museums, Convention/Group Business, Corporate, Art, Music, Sports
CORE DOWNTOWN DISTRICT(S)
Uptown, Downtown Birmingham Historic District
KEY TOURISM PROJECTS & INITIATIVES
9,380-seat Amphitheatre, BJCC Expansion, Uptown & Protective Stadium
One of the City of Birmingham’s key initiatives has been the Uptown District and activating the Birmingham-Jefferson Convention Complex (BJCC). This area of downtown is home to the 296,000-square-foot Birmingham-Jefferson Convention Center, which is anchored by the 18,000-capacity Legacy Arena. Adjacent to the convention center is Protective Stadium, a 47,100-capacity stadium that was built in 2021 for $175 million and is home to the University of Alabama at Birmingham Blazers football team, the Birmingham Legion FC of the USLC, and the Birmingham Stallions of the UFL. These demand inducing assets have support from two signature hotel properties, the Westin Birmingham and the Sheraton Birmingham Hotel. Adjacent to the stadium is also a TopGolf facility, which induces substantial visitation.
The Uptown District is comprised of a number of bars, restaurants, eateries, and a public plaza space for pregame activations and other events. This commercial district creates a great walkable atmosphere for those attending meetings and events at the BJCC.
Approximately three blocks from the Uptown District and Protective Stadium will be a 9,380-seat amphitheater operated by Live Nation. The amphitheater is expected to open as early as June 2025. The City of Birmingham approved $5 million in funding for the $50-million project. The amphitheater will be owned by the Birmingham Convention Complex and managed by Live Nation. Funds for construction of the amphitheater exist through community partnerships and the City of Birmingham.
Birmingham is also home to Legacy Arena, an 18,000-seat facility located at the Birmingham-Jefferson Convention Complex (BJCC). The City of Birmingham completed a $125-million renovation of the arena which was completed in 2021. Legacy Arena is home to the Birmingham Squadron, the NBA G-League team of the New Orleans Pelicans. Outside of G-League games, the arena hosted 37 ticketed events including family shows, concerts, and other events. Given that the arena is connected to the BJCC, it is also used for large conventions, trade shows, and similar events related to the convention center.
HOW YOU STACK UP
ASPIRATIONAL TOURISM DESTINATIONS
MEMPHIS, TENNESSEE
2023 POPULATION: 621,056
MSA: 1.3 Million
Throughout Hunden’s assessment of Jackson as a visitor destination, stakeholders repeatedly mentioned opportunities to take pieces of what Memphis, Tennessee has done as a destination. Memphis is known as the “Home of the Blues” and the “Birthplace of Rock ’n’ Roll” and these depictions are felt through places in Memphis like Beale Street, Sun Studio, Graceland, and other notable venues, restaurants, and bars.
DRIVERS OF OVERNIGHT VISITORS
Iconic Music Assets (Graceland, Beale St., Sun Studio), Civil Rights Heritage, Barbecue, Grizzlies
CORE DOWNTOWN DISTRICT(S)
Beale Street, Downtown, Midtown
KEY TOURISM PROJECTS & INITIATIVES
Memphis in May International Festival, Beale Street Music Festival, Liberty Park, Tourism Development Zones (TDZ), TID for Convention Center & Hotel
by
Photo
Liberty Park
The City of Memphis is currently working on a plan to reimagine the former Memphis Fairgrounds Park. In 2005 the fairgrounds’ amusement park Libertyland closed. Following this closure the City of Memphis began work on a plan to create a sports anchored destination development, Liberty Park. Thus far, Tiger Lane, an open area festival grounds has been improved, and $220 million in funds have been allocated toward the renovation of Simmons Bank Liberty Stadium.
An anchoring piece of the overall development opened in 2022 which is the state-ofthe art $60-million indoor sports complex, Memphis Sports and Events Center (MSEC). The MSEC features 16 basketball courts, accommodates 32 volleyball courts, includes 3,500-capacity spectator seating, four VIP suites, and two multipurpose rooms. The facility operator states that they received more than two million visitors each year.
In July 2024, the Memphis City Council approved plans for the redevelopment of several other key parcels of the larger Liberty Park development. The $100-million redevelopment plan includes a 150-room hotel with a restaurant and a bar, 200 new apartments, a High 5 Entertainment venue which will feature bowling, a two-story laser tag, axe throwing, a TopGolf swing suite, and other attractions.
Private developers are contributing much of the development cost of the commercial components, however, the costly MSEC was funded through taxes generated within the tourism development zone (TDZ). For the commercial development, the City of Memphis signed a 30-year ground lease of the land with a ten-year renewal option. The City is expected to contribute $13 million, while the private sector is expected to contribute $112 million to the development.
HOW YOU STACK UP
ASPIRATIONAL TOURISM DESTINATIONS
LITTLE ROCK, ARKANSAS
2023 POPULATION: 203,106
MSA: 533,000
Little Rock, Arkansas, is the capital and the largest city in the State of Arkansas. The City has recently devoted significant effort to their River Market District, a three- to four-block area that anchors one end of the visitor district of Little Rock’s downtown area. Recently, the City unveiled a robust downtown revitalization plan to guide improvements for residents and visitors.
The River Market District is anchored by several signature assets, that can create a lasting impression for visitors. The assets within the River Market District include the Robinson Center Performance Hall, Old State House Museum, the 220,000-square-foot Statehouse Convention Center and 418-room Little Rock Marriott Hotel, First Security Amphitheater, Ottenheimer Market Hall, Julius Breckling Riverfront Park, AGFC Witt Stephens Jr. Central Arkansas Nature Center, and the William J. Clinton Presidential Library and Museum.
The City recently completed a 10-Year Tourism Master Plan to guide the future of Little Rock’s visitor economy. The master plan shows the local dedication to making Little Rock a better place.
DRIVERS OF OVERNIGHT VISITORS
Civil Rights History, Clinton Presidential Library and Museum, Outdoor Recreation, Government, Pinnacle Mountain State Park, Riverfront Park, Culinary & Downtown Nightlife
CORE DOWNTOWN DISTRICT(S)
Riverfront Market District
KEY TOURISM PROJECTS & INITIATIVES
2023 Tourism Master Plan – River Market District Improvements (Food Hall, Amphitheater, Infrastructure & Landscaping), Tourism Product (TopGolf, Family Resort, Indoor Sports)
The City of Little Rock has budgeted significant resources in building out the River Market District in downtown Little Rock. Many cities can learn from this focused effort given to the revitalization of the city’s core downtown district.
The Robinson Center is one of the district’s signature assets. The venue is a 2,222-seat performing arts theatre that was built in 1939. The center went through a $70-million renovation and expansion that were completed in late 2016.
HOW YOU STACK UP
ASPIRATIONAL TOURISM DESTINATIONS
LITTLE ROCK, ARKANSAS (CONTINUED)
Anchoring the River Market District is Ottenheimer Market Hall, a food hall and one of the city’s most popular downtown lunch spots. Built in 1996, the market district was inspired by places like Reading Terminal in Philadelphia and Pike Place Market in Seattle. A key outcome of the tourism plan in 2023 was the need for improvements to bring the venue up to the modern standards expected by locals and visitors alike. The City has now partnered with a developer from St. Louis who specializes in this type of asset, to reimagine what the space will look like.
The City of Little Rock currently is pursuing the creation of a one-cent sales tax increase, named “Results for the Rock.” The one-cent sales tax has the potential to bring in an estimated $650 million to the City over a ten-year period. These funds are expected to go into four main buckets, known as the “Four P’s”: parks and recreation, public safety, public infrastructure, and the Port of Little Rock, with some of the funds to be set aside for other areas. The parks and recreation category is the largest, accounting for 45 percent of the revenue collections, or $295 million over the ten-year period. The following projects have been identified.
PARKS
Outdoor Sports Complex
Zoo Master Plan Implementation
Gen. Park Improvements/Maintenance
Hindman Park Improvements
War Memorial Park Improvements
Rebsamen Golf Pro Shop/Renovations
Zoo Net Operations Increase
Community Center Investment
Rebsamen Center Indoor Tennis Complex
Gen. Trail Improvements/Maintenance
Senior Center/Pickleball
1st Tee Youth Golf Program Expansion/Rebranding
Jim Dailey Fitness/Aquatic Center
Murray/Rebsamen Park Soccer
Source: Arkansas Times
Opposition to the proposed tax has emerged, however, if passed, the impact to the local community and to the City of Little Rock’s tourism economy will be significant.
HOW YOU STACK UP
ASPIRATIONAL TOURISM DESTINATIONS
CHATTANOOGA, TENNESSEE
2023 POPULATION: 184,086
MSA: 580,971
Chattanooga is located in southeastern Tennessee along the Tennessee River and is a modernizing urban area with a rich history, a strong cultural identity, and unique attractions. The city’s geography along the river and between several mountains makes for picturesque landscapes. Chattanooga is expanding substantially with many significant large projects underway that will transform the city.
Chattanooga has diversified its economy from a reliance on manufacturing to a burgeoning technology and entrepreneurial hub, while still maintaining its status as a logistics and manufacturing magnet. As part of a modernization over the past three decades, Chattanooga has revitalized the downtown area, repurposed industrial sites, cleaned up the waterfront, and invested in walk- and bike-friendly infrastructure. The Tennessee Aquarium, Tennessee Riverwalk, 21st Century Waterfront Park, and Creative Discovery Museum have all become downtown tourism and leisure anchors.
DRIVERS OF OVERNIGHT VISITORS
Nature & outdoors, Aquarium, Discovery Museum & Art Museum, Sports, Shopping, Music, Conventions
CORE DOWNTOWN DISTRICT(S)
City Center, Warehouse Row, Waterfront Plan
KEY TOURISM PROJECTS & INITIATIVES
Federal Community Project Fund Program, The Bend Development Project, Civic Center Downtown District Plan, ONE Riverfront Chattanooga
Since its inception in 1986, the River City Company, a nonprofit economic development organization for downtown Chattanooga, has been a key player in driving the city’s economic development. By partnering with local government, private sectors, and philanthropic organizations, this organization has spearheaded numerous transformative projects. Over the past decade, River City has helped convert the historic Ross Hotel into residential apartments, revitalized Miller Park and Walnut Plaza, and supported the construction of a new Tapestry Collection Hotel. Now, the organization is focusing on the ONE Riverfront plan, an initiative aimed at enriching the riverfront park system with welcoming public spaces, and fostering partnerships to redevelop and reimagine riverfront land for the benefit of both residents and tourists.
The Bend is a 120-acre master planned redevelopment of the former Alstom Power manufacturing site along the Tennessee River. The entertainment anchor for this district will be a $115-million new stadium for the Cincinnati Reds Double-A Affiliate, the Chattanooga Lookouts, opening in 2025. The surrounding district will include new housing, office space, retail including a grocery store, and potentially a hotel and small music venue, all at a cost of up to $2.3 billion. To help finance the stadium project, the city-county sports authority issued $80 million in bonds and $5 million in additional debt, repaid by property tax revenue.
SUMMARY OPPORTUNITY MATRIX
WHAT ARE THE OPPORTUNITIES?
Hunden’s detailed assessment of the Pillars of Place resulted in the following key opportunities for Jackson. The framework shown identifies the level of opportunity within each category based on Hunden’s experience working in more than 1,000 different communities as well as an assessment of the quantity, performance, quality, visitation, visitor perception, and accessibility, among many other variables of the assets that fall into the Pillars of Place categories.
Lodging & Hospitality
OPPORTUNITY
1
Short Term (1-5 Years)
Coference & Meeting Facilities Youth & Amateur Sports Retail & Dining Nodes Festivals & Events Arts & Culture Parks, Trails & Outdoor Space
PRIORITY LEVEL
Headquarters Hotel Headquarters Hotel JSU Stadium Relocation
2
Medium Term (5-10 Years)
Plan for reuse of old Marriott Hotel Convention Center Mixed-Use District Plan
3
Long Term (10-20 Years)
Extended Stay Property in Downtown
Execution of Convention Center Mixed-Use Plan
GOAL
Reestablish Downtown Jackson as core dining & shopping node Music / Event Venue in Downtown Farish Street Historic District
Sports-driven District Around JSU Stadium w/ Connectivity to CC District Walkable Dining Offerings for Museum District Patrons
Improvement of SmithWills & North Jackson Youth Baseball into Cohesive Sports Destination Connectivity Between Core Nodes
Continued Push of Culinary & Music-driven Events Support LeFleur Museum District Build-Out & Commercial Rail-Trail Infusion
Expand on Events in Core Areas of Differentiation (e.g. Ballet)
Link Jackson Museum District with Downtown Jackson
Downtown Green Space with Activated Dining / Retail Surrounding
Alignment Among Core Institutions to Create a Cohesive Package to Sell to Visitors Pearl River Activation
To provide strategic action items in the short, medium, and long term that give Jackson a task list to provide the maximum return on investment for the visitor economy, while elevating the quality of life for residents.
RECOMMENDATIONS
STRATEGIC FRAMEWORK
Hunden’s destination master plan identifies key opportunity areas for Jackson to focus on to become a better place for both visitors and residents. The work does not stop at the culmination of this study. There are specific questions that still need answering and entities that need to align or engage to build a path forward that advances this plan and work toward specific goals.
Key Outcomes From the Study Lead to
Critical Questions to Answer
Specific Actions to Answer Questions
Hunden’s methodology of place focuses on a detailed assessment of the core pillars of place. An assessment can include:
Hospitality
Youth & Amateur Sports
Festivals & Events
Conferences & Meetings
Retail & Dining
Arts & Culture
Parks, Trails & Outdoor Space
The assessment of each of these pillars resulted in three key outcomes for Visit Jackson and partner organizations to focus on that will advance Jackson as a destination. These include:
1. Hotel & Convention District
2. Downtown Jackson’s Vacant Buildings
3. Funding of Placemaking Projects & Initiatives
The work has only just begun to explore answers to many questions that begin to tackle the major initiatives and projects identified in this plan. These include but are not limited to:
Hotel & Convention District
• Location
• Size & Uses
• Supply/Demand
• Financing & Incentives
• Brand
• Function Space
• Developer Interest
• Performance & Impact
Downtown Jackson’s Vacant Buildings
• Need for Specific Uses
• Policy Challenges
• City, County, State Alignment
• Dilapidated Buildings
• How to Incentivize Reuse
• Infrastructure
• Owners & Private Interest
Funding of Placemaking Projects & Initiatives
• Information Sharing
• Policy
• City/State Incentive Programs
• How can Visit Jackson actively support Projects that make the city a better place?
To answer these questions and continue to make Jackson a better place for all, the first three assignments should include, but are not limited to the following:
1. Hotel & District Feasibility & Impact Study
2. Needs Assessment & City/County/Authority Alignment Process
3. Placemaking Investment Fund Creation & Incentive Analysis
PLANNING THROUGH 2035
A BRIGHT FUTURE FOR JACKSON
MORE THAN A CONVENTION DESTINATION
Convention attendees are excited to learn that a future event will be held at the newly upgraded Jackson Convention Complex, a state-of-the-art facility now connected to a modern host hotel and surrounded by a vibrant park plaza. This activated space is buzzing with some of Jackson’s best restaurants and shops. On Monday evening, the opening cocktail hour provides stunning views of the city, where attendees can catch a glimpse of the new JSU stadium and the dynamic district under development. On Tuesday evening, one of Jackson’s signature blues artists will play as part of the “Summer Concert in the Park” series in the plaza space outside of the Jackson Convention Complex and all the attendees flow out from the day’s final session into the park plaza space, which is already lively with activity from residents. Convention attendees leave Jackson with a lasting impression of the city and are already excited to return the following year.
A DOWNTOWN RESURGENCE
Downtown Jackson has become the place to be on Friday evenings. With your family visiting, you will head to the hottest new spot, known for serving the best Southern comfort food — the kind that reminds people of their childhood home cooking. After dinner, you all take a stroll and come across a lively street festival on the revitalized Farish Street, featuring local musicians, artisans, food vendors, and small businesses. The festival celebrates community and brings people together around the essence of Jackson — the food, the music, and the people. On Saturday, you and your family sense the excitement and pride at the JSU Tigers football game. The weekend shows you and your family how a cohesive downtown framework of new projects, intertwined with the revitalized historic structure are possible because the City of Jackson and the local organizations and businesses worked together and prioritized the revitalization of vacant and blighted downtown properties. Their unified efforts have reshaped downtown Jackson into a place to live, work, and play.
A PIPELINE OF PLACE BUILDING PROJECTS
Jackson has several active projects in the pipeline that are transforming the city into a premier visitor destination. From the revitalization of the historic Farish Street District to the development of a large indoor/outdoor youth sports complex, significant investments can enhance Jackson for both residents and visitors. Progress on these projects stems through the “Build Jackson” tourism capital improvement grant initiative. Similar to programs across the country that leverage creative funding to support destination-building efforts, local support activates these projects. A collective team of representatives from the City of Jackson, Visit Jackson, the Jackson Redevelopment Authority, the County, and other key organizations are championing this initiative, working closely with project developers to ensure they meet the criteria necessary to receive funding and support. Jackson’s future as a premier destination will be shaped by bold leadership, inclusive planning, and a shared commitment to showcasing the City With Soul to the world.