Target may not save downtown Minneapolis, but perhaps Taylor Swift can.

More than 1,800 events–concerts, like two sold-out Taylor Swift shows June 23 and 24, festivals, sports and theater performances—are scheduled in downtown Minneapolis from June through September; that’s double last year’s calendar, Leah Wong of the Minneapolis Downtown Council said Thursday at a summer kickoff press conference. “Come to work, stay to play,” was the message conveyed by Wong, Mayor Jacob Frey and leaders of several downtown companies and arts organizations.

The council is focusing its programming efforts on what has become the new in-person work week in a hybrid world: Tuesday through Thursday. The biggest push is “Downtown Thursdays” when buses will be routed off of Nicollet Mall to make way for pedestrian experiences including concerts and mini golf. Parking will be free on Thursdays at the Plaza Ramp on Twelfth Street, and more than two dozen retailers and restaurants will offer promotions. Life Time Work plans to offer complimentary lounge access at its downtown coworking space along with specials at the Thrive Bar within its Target Center athletic club.

Weekly programming is planned for Tuesdays and Wednesdays, June through September as well:

Tuesdays: Nicollet xChange, a Nicollet Mall marketplace between Eighth and Ninth Streets that will have a different theme each week with food trucks, retail, music and more over the lunch hour from 11:30 a.m. to 1:30 p.m.

Wednesdays: “Go Outside with Hennepin County” with midday summer sessions will include outdoor movies and music at The Commons and performances at Fifth and Nicollet.

Return to the office?

Of course the big question is: Will people show up? Last summer, Twins games, concerts and the like drew 8.6 million downtown visits, according to city numbers. But everyday traffic in the central business district is another story. Frey said 64% of downtown workers are “coming into the office.” For his own staff, that means five days a week, but fully in person workgroups remain rare in 2023. Large downtown employers like U.S. Bank and Target Corp. say anecdotally that the office is busier. But there’s no mandate. That does seem to be shifting for some, however.

SPS Commerce, which employs 1,100 at its downtown Minneapolis office, implemented a two or three day in-office requirement in March.

“It was received way better than expected,” said Karin Lucas, senior vice president and chief customer success officer for SPS. “It’s good for people, good for business, and good for the community.” Each work team at SPS sets its in-office schedule with the vast majority working in-person Tuesday through Thursday.

Pohlad Companies adopted a three-day onsite hybrid work model at its RBC Gateway headquarters in April, 2022. Bob Pohlad, a vocal proponent of returning to office as the single best way to revitalize downtown, attended Thursday’s press conference along with Susan Bass Roberts, vice president and executive director of the Pohlad Foundation, a sponsor of some of the summer festivities. As an organization, they told TCB: “We remain committed to Minneapolis and the importance of investing in downtown. It takes all of us to help champion the revitalization and adaptation of our city, and we support positive efforts like this from the Downtown Council, business leaders, and community members.”

Frey said he will continue to put pressure on companies to mandate office time because “it’s the right thing to do.”

“We’ve been doing our part,” he said of the city’s role. “A number of CEOs asked me to increase police officer presence in certain corridors downtown, and we did that. Crime is down dramatically. We all need to lock arms and do this together.”

A full schedule of downtown events is available here.