Creating Places of Escape

Why do people go to Walt Disney World? It’s certainly not because it’s a value destination, and I doubt it's primarily for the food. People flock to Florida because they’re looking to escape, to find a place that lets them step away from their everyday lives and explore something new. Disney understands this. They invest millions into creating immersive environments that transport guests to galaxies far, far away. Every detail is designed to deliver an experience that pulls you out of your routine.

Cities, especially when thinking about their downtowns, should take a cue from that mindset. You’re not just working to fill storefronts or repair sidewalks. You’re offering your community a chance to escape, even if only for a few hours. While you won’t have Disney’s budget, you do have resources. And those resources can be directed toward creating spaces that help people feel like they’ve gotten away.

The problem is that most communities don’t think about it this way. They focus on investments, infrastructure, occupancy, and foot traffic. All of that is important. But they often overlook the fundamental question: Are we building a place people want to escape to?

In my experience, this question is rarely asked. And when it is, it’s often dismissed. But it matters. Is your community a place where people can escape the noise, the stress, or the monotony of everyday life? I’ve sat in plenty of meetings about facade grants and traffic calming projects. These are important efforts. But if they aren’t connected to a broader vision that includes the idea of escape, I don’t believe they will ever have the impact we hope for.

From 2008 to 2016, Southwest Airlines ran an ad campaign built around the question, “Wanna get away?” They understood something important. Even when I was a kid, there was a Calgon commercial with a stressed-out mom exclaiming, “Calgon, take me away!” That message was clear. People crave escape.

So, what about your downtown? How does it invite people to step out of the ordinary? How does it offer relief from the chaos of daily life? Too often, downtown enhancements are framed as community improvements. That’s fine, and many of them are needed. But without asking whether those changes help people get away, they may not be as effective as we hope.

One last thought: avoid the temptation to simply replicate what another city has done. There’s a reason there is only one Disney World. Every place needs its own voice, its own identity, and its own unique reason to escape. Discover what makes your community special, and use that to create a meaningful and memorable experience for your residents and visitors alike.