Envisioning An Abundant Downtown Los Angeles
Despite major shifts in the office sector, Downtown Los Angeles continues to have the greatest concentration of companies and economic activity in the region, with more than 325,000 jobs and an average annual wage of $120K.
DTLA Alliance Executive Vice President Nick Griffin said that while the last five years have been challenging, the outlook of today’s DTLA is rosier than media narratives would have people believe.
“Coalitions of individuals and organizations, businesses and property owners, city agencies and elected officials are galvanizing around strategies for revitalization that center on public safety and economic development, laying the groundwork for the next phase of Downtown’s evolution,” he said.
Since bad news often gets more coverage than good, it’s understandable if many don’t know that DTLA is a vibrant residential community whose population has grown to over 80,000, or that the market has produced 22% of all the new housing for the city of LA over the last 15 years, Griffin said.
The closing of a few historic restaurants should not take away from the fact that 140 new establishments have opened since the pandemic, exceeding the number that closed and joining 5,000 existing retail businesses generating $4.8B in sales per year, he added.
Similarly, news of the infamous “graffiti towers” and the impact they may have on the city’s image ahead of the 2028 Olympics has taken attention away from DTLA’s 10,000 hotel rooms, which welcome millions of tourists each year and are ready for more. Griffin also noted the $100M and $300M expansions of the Broad Museum and Colburn School, two world-class institutions that comprise the newly established Grand Avenue Cultural District.
None of which is to say Downtown doesn’t have issues, but context is key, Griffin said.
This is why the DTLA Alliance prides itself on being the industry-leading resource for Downtown LA market research and reports, including its annual DTLA Outlook & Insights and quarterly market reports. This month, the organization released new editions of two of its signature reports: DTLA Office and DTLA Retail, providing deeper data on each sector.
While the Downtown office market has struggled in the face of hybrid work, recently, entrepreneurial new ownership groups drawn by the opportunity of repriced assets, the potential of adaptive reuse and DTLA’s inherent geographic and demographic advantages have breathed new life into the sector.
“With DTLA’s collection of Class-A office towers located at the hub of the region’s transit systems, it offers access to an exceptional talent pool of over 500,000 workers with a bachelor’s degree or higher within 10 miles,” Griffin said.
Griffin added that while the retail industry is constantly evolving, the adage of “location, location, location” still holds true.
“Nowhere more so than DTLA, whose huge consumer base of residents, workers and visitors makes it a desirable market for a wide range of retailers and restaurants,” he said. “With 566 retail businesses per square mile in Downtown versus the 51 per square mile in the rest of LA, the market has an unparalleled density and diversity of offerings.”
In addition to telling the story of Downtown, the DTLA Alliance works to improve the area and the experience of its residents, workers and visitors through its security and maintenance operations and placemaking programs. The organization launched the Safe & Clean App in March to make it easier to request assistance with graffiti, trash and safety issues.
Griffin said these are all part of the ongoing effort to enhance public safety and visitor experience in the Downtown Center district, which has also included a series of lighting improvements and the installation of the first three murals of its “Big Art. Bigger Dreams” initiative, a world-class public art program to beautify DTLA before the 2028 Olympics.
The DTLA Alliance also partners with other Downtown Business Improvement Districts, including community groups like the DTLA Residents Association and business groups like the Central City Association, to advocate for Downtown’s interests.
DTLA RA released a survey and letter to City Hall last month, identifying public safety solutions as the top priority for Downtown residents. CCA produced a report quantifying the potential economic impact of converting underutilized office space into much-needed housing.
Griffin said another key partner for the DTLA Alliance is the Office of Councilmember Ysabel Jurado of Council District 14. Elected in 2024, Councilmember Jurado has been a passionate supporter of expanding the LA Convention Center and an advocate for improving public safety and the public realm with community action and creative placemaking, whether that is responding to incidents of tree vandalism, helping improve street lighting or supporting public events.
“Downtown has been through some tough times lately, but it also has a history of reinvention and revitalization to draw on as it continues to adapt and evolve,” Griffin said.
The next phase of Downtown’s renaissance will be driven by a range of market forces. It will also be driven by public and private sector players working to create an environment that is conducive to investment and development, first and foremost by improving public safety and streamlining policies and processes to make it easier to open a business or develop a property in DTLA, he said.
“As Downtown LA prepares for the 2026 World Cup and 2028 Olympics, the safety and appeal of its public realm is a top priority,” Griffin said. “But welcoming the world isn’t just about hosting major events, it’s about attracting people and businesses from around the region and beyond to live, work, play and invest in DTLA, every day, for years to come.”
This article was produced in collaboration between the DTLA Alliance and Studio B. Bisnow news staff was not involved in the production of this content.
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