San Jose’s Downtown Transformation and the Vision of a New Era
During Super Bowl week, downtown San Jose experienced a surge of activity that highlighted its potential as a vibrant urban hub. While Santa Clara’s Levi Stadium was the center of attention for the big game, San Jose’s downtown welcomed nearly half a million visitors, showcasing its appeal through bars, restaurants, and local businesses. This success marked a significant shift from a decade ago when the city faced challenges in drawing crowds during similar events.
The positive momentum is something the city hopes to carry forward, especially with upcoming events like the NCAA Men’s Basketball Tournament at the SAP Center and several FIFA World Cup matches at Levi’s Stadium. These events offer a glimpse into the future of San Jose’s downtown, which is navigating the complexities of transformation and adapting to a new normal as a live, work, and play neighborhood.
A New Leader for a Changing Landscape
Late last year, the San Jose Downtown Association appointed Brian Kurtz as its new CEO. With a background in economic development across major cities such as Buffalo, Pittsburgh, and Tulsa, Kurtz brings a wealth of experience to his role. He recently sat down with the Bay Area News Group to discuss his vision for the area.
A Passion for Urban Spaces
Kurtz’s passion for downtowns began early in life. He recalls spending time with his grandmother and father exploring downtown Pittsburgh, where they would visit department stores, restaurants, and public spaces. “It’s no secret that downtowns are intersections where people cross each other and interact,” he said. “There’s something incredibly special about it.”
Attraction to San Jose
When Kurtz first visited San Jose, he was struck by the energy and community spirit. “There’s something palpable about the excitement and passion here,” he noted. He sees the foundational elements of San Jose’s downtown — including light rail, tree canopies, small businesses, and a mix of residential and office populations — as strong starting points for future growth.
Initial Impressions
In his first three months, Kurtz has focused on listening and learning. He has engaged with stakeholders, small businesses, residents, and property owners to understand the history and future plans for the area. “I’m excited to help define what the future looks like for downtown San Jose,” he said.
Challenges and Opportunities
Kurtz acknowledges the challenges facing downtown, including high office vacancies and the need to increase population density. “We need to grow and sustain our small businesses,” he explained. He emphasized the importance of policy changes and incentives to encourage development, particularly in affordable housing.
Legislative and Policy Insights
From a legislative perspective, Kurtz believes that lowering the cost of development is crucial. “We need to create environments that support small business owners and ensure their sustainability,” he said. He also stressed the importance of continued investment in downtown as a center of economic activity and tax revenue generation.
Goals for 2026
Looking ahead, Kurtz aims to continue engaging with the community to align around a shared vision for the future of downtown San Jose. “Where do we want downtown to be in five, 10 years?” he asked. “What do we need to do to get there?”
About Brian Kurtz
- Name:Brian Kurtz
- Age:40
- Education:BA in Political Science from Gannon University; Master’s of Urban Planning from the University at Buffalo
5 Things to Know About Brian Kurtz
- Born and raised in Pittsburgh, PA (I’m a proud yinzer)
- Married since 2011 and have three awesome daughters
- Big hockey fan and have already developed a love for the Sharks — my record is 1-1 for Sharks games attended since moving here
- Nothing gives me energy like attending a concert and live music — I’m scoping a festival or two for later this year
- Cooking is a relaxation tool for me. I see food and shared meals as a natural connector and like to plan major events, milestones, and frankly everyday life around good food
