Enhancing Local Community Engagement at the AT&T Discovery District
Organization
AT&T Discovery District
Dallas, TX
Role
User Experience Researcher/Designer
Team
Atifa Shalwani/Benjamin Johnston-Leamon/Kristi Flanders/Melody Chiang
Duration
5 Months
Project Overview
The AT&T Discovery District in Downtown Dallas is a vibrant entertainment hub, but it struggles to engage local residents, who primarily see it as a tourist attraction rather than a community space. The research team aimed to uncover the reasons behind this perception and develop strategies to increase local participation and engagement.
What’s the Problem?
Although Downtown Dallas residents frequently visit the AT&T Discovery District, they do not view it as a space designed for them. Instead, they associate it with tourists and special events rather than an integral part of their community.
Key Challenges Identified:
Tourist-Focused Branding – The space is marketed more for visitors than local residents.
Affordability Issues – Limited budget-friendly food and entertainment options for frequent visits.
Lack of Resident-Focused Events – Few community-driven activities that cater to local interests.
Environmental Concerns – Insufficient shade, pet-friendly spaces, and seating reduce comfort.
Central Problem Statement:
How might we improve community participation in the AT&T Discovery District?
Research Design Method
A multi-method research approach was conducted to gain insights into the local community’s needs and behaviors:
On-Site Observations
Conducted 24+ hours of behavioral mapping using the AEIOU framework (Activities, Environments, Interactions, Objects, Users).
Tracked visitor demographics with the “Where Are You From?” activity.
Findings: Most visitors were not Downtown residents, and certain areas (e.g., grassy spaces) were underutilized.
Resident Survey
Surveyed 30+ Downtown Dallas residents about their engagement with the District.
Findings:
Residents enjoy the space but don’t see it as a daily destination.
Safety, food variety, and atmosphere were positives.
Barriers: Lack of budget-friendly options and community-centered events.
Resident Focus Group
Outreach through LinkedIn, Downtown Residents Council, and Instagram groups.
Engaged 12+ community leaders to explore their vision for the space.
Findings:
Residents want more opportunities to participate, such as volunteering and event planning.
Desire for more community-driven programming, including artisan markets, comedy nights, and fitness events.
Key Engagement Statistics:
73% of residents visit the Discovery District at least once per month.
57% attend at least one event per month.
70% dine at The Exchange regularly.
76% have never visited certain vendors, indicating low awareness.
Solution
The research led to the development of three key design principles to strengthen local engagement:
Play to Your Strengths
Utilize existing local networks (Downtown Dallas Inc., Instagram groups, LinkedIn).
Enhance awareness of events through community-driven communication channels.
Grassroots Communication
Launch a Resident Ambassador Program where locals co-host events.
Organize meet-and-greet sessions to connect new residents.
Implement multilingual outreach to increase inclusivity.
Prioritize Meaningful Resident Relationships
Maintain personal relationships with community leaders.
Host collaborative feedback sessions to co-design programming.
Offer resident perks (discounts, exclusive preview nights).
Proposed Event & Amenity Improvements:
Community-Focused Events: Artisan markets, comedy nights, live local music, outdoor movie nights, and exercise sessions.
Amenities Enhancements: More shade structures, improved pet-friendly spaces, local retail options, and budget-friendly dining.
Impact & Future Recommendations
By incorporating resident-focused events, grassroots outreach, and local-friendly amenities, AT&T Discovery District can strengthen its ties to the community and move beyond its perception as a tourist destination.
Next Steps:
Pilot a Resident Ambassador Program to facilitate local involvement.
Expand grassroots marketing efforts through hyperlocal channels.
Introduce community-driven events that cater to resident needs.
Conclusion
This research highlights a significant opportunity for the AT&T Discovery District to evolve into a true urban hub for both locals and visitors. By fostering community engagement through inclusive programming, improved amenities, and resident-focused initiatives, the District can transform into a place where Downtown Dallas residents feel a true sense of belonging.
