American millennials are drawn to combining the past with really trendy hangouts for a truly authentic experience. Indeed, the revitalization of many urban communities is being driven in overwhelmingly (97%) by millennials.
One-in-two millennials view historic preservation as important through the lens of engaging in authentic experiences, preserving a sense of community (52%) and creatively re-using structures (51%).
Fifty-three percent of millennials view historic preservation as a way to protect the unique, cultural wealth and diversity of communities. Nearly one-in-two prefer living in a neighborhood with historic character. When sightseeing, three-in-four millennials enjoy exploring the history of an area and 67% are interested in bunking at historic hotels.
More than three-quarters of millennials would rather spend money at businesses supporting efforts to preserve and protect buildings, architecture and neighborhoods over those that don’t.
Furthermore, millennials are twice as likely to prefer shopping or noshing in historic downtowns (52%) and in places with historic appeal (49%), over malls and planned commercial districts (26%) or recently constructed places (22%).
Millennials are interested in being a part of the historic preservation movement through a myriad of experiential and virtual opportunities.
More than half would head to a happy hour in a historic building. Half of millennials would like, follow or share historic places on social media or cast their vote online to choose a historic site to receive funding (59%).