Purpose This study aims to identify the motivations, challenges and desires of the various actors working in contemporary downtown revitalization in mid-sized cities. Design/methodology/approach Using Spokane, Washington, as a case study, 24 semi-structured interviews were conducted with key players in downtown redevelopment, including public administrators, private developers and non-profit representatives. Findings Results indicate that those conducting renewal projects are primarily motivated by economics, but additionally cite heritage preservation values and community development as significant factors. Moreover, contemporary renewal projects are found to be small-scale endeavours, undertaken by individual private investors, as government involvement has significantly diminished. Revitalizers tended to express frustration with a lack of investor and public awareness regarding renewal opportunities, suggesting that increased information dissemination might promote further renewal work within mid-sized urban downtowns. Originality/value Findings provide insight into issues with neoliberal policies in addressing contemporary urban issues, and suggest a more nuanced understanding of contemporary urban development processes beyond the narrowly defined profit-driven paradigm.