Consultants hired to advise the Town of Carefree on town‑center positioning told the Planning & Zoning Commission they found fragments of strong destination assets but also structural constraints that limit visitor numbers and private reinvestment.

Steve Prokopek introduced Amy Malloy and Heather, consultants from Evolve, who said their outreach to more than 30 stakeholders identified key constraints—fragmented ownership, aging buildings, high rents that discourage tenant reinvestment, low seasonal population and parking limitations—and recommended a set of tactical responses tailored to the town’s scale and character.

“We felt that everybody was unified that we spoke with and wanting to find a way to maximize the town’s potential,” the consultant said, framing Easy Street as an “outdoor mall without a master developer” that needs coordinated merchandising, improved cross‑marketing and targeted events that benefit existing tenants.

Recommendations included creating an infill incentive district or similar economic tools to provide expedited review, fee relief or design‑based incentives for qualifying projects; promoting a tighter tenant mix so complementary businesses can cross‑shop (for example, pairing breakfast and wine options); improving parking and wayfinding; and exploring a business improvement district or voluntary private agreements to fund joint marketing and small capital improvements.

Consultants highlighted local assets—English Rose Tea House, the cactus garden, and views of the surrounding desert—that could form the basis of marketing and programming and suggested smaller, higher‑value events that integrate existing tenants rather than occasional large events that generate parking and disruption concerns.

Next steps: the consultants will prepare a draft report and recommended next actions for staff and the commission and proposed a joint Planning Commission–Council workshop in January to refine priorities and discuss specific tactics such as potential town‑hall parcel strategies and possible public‑private partnerships.

Quotes in the room emphasized the need for a champion among local business owners and that incentives must be realistic for small‑town scale. The presentation closed with an offer from consultants to prepare focused white papers on specific tools (business improvement district, tax‑increment approaches or other financing options) and to support stakeholder workshops.