We sought to identify determinants of downtown image and retail patronage, which contribute to tourism development in small and mid-sized communities. The purpose of our research was twofold: (a) to understand how visitors perceive the business mix, safety, and atmosphere of the Fargo, North Dakota, downtown and (b) to identify what factors influence their perceptions of the downtown and patronage of the downtown retail businesses. A total of 155 visitors to Fargo's downtown participated in our survey. Although we investigated one specific downtown, our findings may be relevant to Extension professionals in other small and mid-sized cities.