A new survey of customers and merchants in the downtown Riverfront Shops district shows a dramatic increase in how safe people feel visiting and doing business along Beach Street.
According to the 2025 Strategic Marketing Research Preliminary Report prepared by GOLD Marketing for the Downtown Development Authority (DDA), 70% of consumers said they feel safe in the area, up from just 32% last year, a 38-point increase.
The annual survey, which engaged 773 consumers and 44 merchants, reflects the ongoing results of the City Commission’s investment in safety, cleanliness and downtown vibrancy.
“This report demonstrates the work being done because of the commission’s continued support of programs funded through the CRA,” said City Manager Deric C. Feacher. “We’ve heard the concerns about safety and cleanliness, and while there’s always room for improvement, this data shows measurable progress that reflects the city’s commitment to our residents, visitors and business owners.”
Over the past year, the city has expanded safety and security initiatives downtown, including additional patrols and security cameras.
The research found both customers and merchants reported feeling safer and more satisfied with the area’s condition and appearance. Negative impressions of safety among less frequent visitors dropped nearly 64% compared to last year. Staff will continue to work with merchants and visitors to continue improving safety and security measures.
“The city has made tremendous strides over the last few years, and these results show that our collaborative efforts are paying off,” Feacher said. “We will continue to stay vigilant and work with our CRA, police and IT teams to make downtown an even safer, more welcoming destination.”
Preliminary report can be accessed at here.