The mission of Downtown Ventura is to foster a vibrant commercial and cultural district with strategic capital improvements, enhanced maintenance and security, effective marketing and promotions, historic preservation education, and effective administration. This includes:
- A clean, safe, well-lit, and inviting appearance, both day and night;
- Appealing storefronts occupied with an eclectic variety of inviting and interesting retail and service businesses;
- Activities that will attract and benefit area residents, businesses and visitors;
- Historic architecture preservation and adaptive reuse that offers visual unity and quality experiences;
- A healthy mix of retail, restaurant, entertainment and service businesses and be known as having a reputation for welcoming and supporting new businesses, and;
- Creative and lively places where people will shop, enjoy, remember and return.