The Legacy We Build On
Although The Downtown Difference is newly formed, our roots run deep. As a sister organization to the Downtown Long Beach Alliance (DTLB Alliance), we stand on a strong foundation of progress. For years as the Alliance, we have transformed Downtown through innovative programs, public-private partnerships, and a deep commitment to place-based investment. From installing street signage and supporting small businesses to leading public art campaigns and community cleanups, we have helped make Downtown Long Beach what it is today.
Building on Proven Success
Public Art & Creative Crosswalks
In 2017, we transformed pedestrian safety into public delight by commissioning five creative crosswalk murals along Pine Avenue. Designed by artist Hataya Tubtim, these crosswalks blend images of marine life with Long Beach’s legacy of innovation—like anchovies alongside the Santa Fe Railroad or pelicans alongside the Spruce Goose. The crosswalks were refreshed in 2022 with a “City on the Sea” theme, reinforcing the artistic vibrancy of Downtown while enhancing pedestrian experience. Programs like this have helped build best practices when it comes to ease of implementation, and have led to projects such as the Neighborhood Mural program and placement of murals throughout the downtown.
Wayfinding & Banners That Connect
We have significantly improved urban navigation and neighborhood identity through stylish wayfinding and branding:
- In 2019, 12 pedestrian wayfinding signs were designed by Selbert Perkins and installed Downtown. This signage features maps and icons to guide people to key destinations within a five-minute walk from where they are.
- More broadly, we helped fun the design phase of a citywide wayfinding system, ensuring cohesive pedestrian signage across neighborhoods.
- Our “Opposite of Ordinary” initiative installed over 200 street pole banners spotlighting the unique businesses and neighborhoods of downtown, while also showing how they complement each other to make DTLB a truly unique destination.
Economic & Entrepreneurial Growth
We have made measurable economic impact through:
- Supporting over 250 businesses, facilitating over 300 B2B connections, and hosting dozens of workshops and networking events, including programs such as “Brokers by the Beach,” broker mixers, and most recently, a Spanish-language food series.
- Facilitating outreach and support with thousands of safety contacts and community actions , as well as removal of over 40,000 bags of trash, showing how placemaking goes hand-in-hand with clean and safe environments.
- Enlivening Downtown through events like Paws on the Promenade and interactive wayfinding experiences like scavenger hunts and Hello Lamp Post informational signage.
Learn More About Downtown Long Beach & The DTLB Alliance
The Downtown Difference will partner closely with the team at the Downtown Long Beach Alliance to ensure a strong and more beautiful downtown. Learn more about them by clicking the button!