Durand, Michigan (Census 2000 population: 3,933) is a small eastern Michigan community located in southeast Shiawassee County at the junction of M-71 and Interstate 69. Shiawassee County is a prominent agricultural county with over 2,000 farms and a diversified industrial base.

The city of Durand developed a diverse economy around the railroad. Durand Grand Union Station, situated at the cross sections of two heavily traveled rail lines, was constructed at the turn of the century and continues to operate today as an Amtrack passenger terminal and railroad museum.

The community’s retail and service economy has struggled as new commercial developments, major discount stores and “big box” retailers located in nearby communities have continued to lure Durand area consumers. The impacts have especially been felt in the city’s traditional downtown area and are visible in the form of vacant storefronts, buildings in disrepair, and underdeveloped properties in and surrounding the central business district.

The City of Durand and Durand Downtown Development Authority hired Beckett & Raeder, Inc. and Downtown Professionals Network (DPN) to facilitate the creation of the Durand Economic Enhancement Strategy.  The process is being driven by a commercial and housing market analysis being performed by DPN consisting of:

• Definition of the downtown’s geographic trade area, its market position within the trade area, and the demographic, economic and socio-economic characteristics of the trade area population.

• An assessment of the existing business mix and retail climate and the identification of potential business development opportunities, including business retention, expansion and recruitment opportunities.

• An assessment of potential downtown housing development opportunities and market segments that could be targeted to increase the downtown residential market.

• Identification of major market segments and the development of marketing and promotion strategies that could help attract new businesses, investments and consumers to the downtown area.

• An assessment of visitor and tourist-related marketing and promotional efforts and the formulation of strategies to better capitalize on the community’s railroad heritage and the Durand Grand Union Station as a visitor attraction.

City of Durand Downtown Economic Enhancement Strategy

Prepared for the City of Durand and Durand Downtown Development Authority by

In Association With