Street-Level Magic in Action: DNJ’s 2025 Conference Highlights the Power of Experiential Downtowns
By: Natalie Pineiro
Executive Director
Downtown New Jersey
Downtown New Jersey’s 2025 Annual Conference, Street-Level Magic: Building Experiential Downtowns, convened hundreds of downtown leaders, municipal officials, planners, economic development professionals, and partners from across the state on October 23 at the Stangl Factory in Flemington’s Cultural Arts District. Set within a thoughtfully repurposed historic industrial space, the venue itself embodied the conference’s core message: downtowns thrive when creativity, history, and human-centered design intersect.
This year’s conference theme responded directly to the shifting economic landscape facing downtowns and small businesses. As communities adapt to evolving consumer behavior, hybrid work patterns, and increasing demand for meaningful experiences, the conference focused on how downtowns can move beyond transactional spaces to become vibrant destinations that foster connection, creativity, and economic resilience.
The day began with a keynote address by David Dixon, FAIA, a nationally recognized leader in urban design and placemaking. Dixon challenged attendees to think intentionally about how downtowns are designed for people — emphasizing that successful places are not defined by individual projects alone, but by how streets, public spaces, and buildings work together to create memorable experiences. His remarks set the tone for a program grounded in both big-picture vision and practical, street-level action.
Throughout the day, attendees engaged in a series of breakout sessions exploring the essential components of experiential downtowns. Sessions addressed strategies for year-round destination programming that keeps downtowns active beyond peak seasons, approaches to community engagement that center local voices in experience design, and the realities of serving the modern “hybrid consumer” who navigates seamlessly between digital and in-person shopping and dining. Panelists shared real-world examples, lessons learned, and tools that attendees could bring back to their own communities.
A new and highly anticipated element of this year’s conference was the introduction of guided walking tours, which offered participants an on-the-ground look at experiential downtown strategies in practice. The Redevelopment and Historic Preservation Walking Tour highlighted how Flemington has leveraged adaptive reuse and thoughtful planning to enhance walkability while honoring its architectural heritage. Meanwhile, the Arts and Culture Walking Tourshowcased the role of creative spaces, public art, and cultural programming in activating the downtown and reinforcing local identity. These tours provided a tangible complement to the day’s conversations, allowing attendees to experience firsthand how policy, design, and programming come together at street level.
The conference concluded with a reflective closing session focused on “The Future of Experiential Downtowns.”Attendees were encouraged to synthesize the day’s insights and consider how they can apply new strategies in their own districts — from strengthening small business ecosystems to reimagining public spaces as platforms for connection and creativity. The conversation reinforced the idea that experiential downtowns are not a trend, but a necessary evolution in building resilient, people-centered communities.
Downtown New Jersey extends its sincere appreciation to its speakers, sponsors, exhibitors, partners, and attendees for making the 2025 conference a success. With new ideas sparked, connections formed, and inspiration drawn from both conversation and place, participants left Flemington energized to continue creating downtowns that are not only functional, but truly magical.
ABOUT NATALIE PINEIRO
Natalie Pineiro is the Executive Director of Downtown New Jersey and the Founder of INK Creative Strategies, where she works with communities across the state to strengthen and revitalize their downtowns. In addition to her professional work, she teaches communication courses at Kean University and enjoys mentoring the next generation of changemakers. Natalie is passionate about bringing people together, celebrating local culture, and helping New Jersey’s downtowns thrive.
