Loading...
HomeMy WebLinkAboutAUGUSTA TOMORROWS 2035 VISION PLAN - A BLUEPRINT FOR ACTION AND GROWTH.pdfThe 2035 Plan for Downtown Augusta & North Augusta 11 The 2035 Plan Augusta & North Augusta Blueprint for Action Executive Framework Prepared by Gehl with James Lima Planning + Development, Cranston Engineering, and Beau Welling Design For Augusta Tomorrow The 2035 Plan for Downtown Augusta & North Augusta Welcome to the Augusta 2035 Plan 2 A Co-Created Vision This is a plan shaped through collaboration—with city leaders, stakeholders, residents, and creative partners. From workshops and interviews to online surveys and public events, we gathered input that reflects a shared vision for downtown’s future. The result is both a guide and a call to action—clear in direction, flexible in execution, and built to evolve with community insight. Grounded in Everyday Life At the heart of this plan is the lived experience of downtown. Through a Public Space Public Life survey—conducted with 50 local volunteers—we observed how people actually use and move through Augusta’s public spaces. We studied eight zones in detail, focusing on comfort, safety, and inclusivity, and assessed key elements like seating, lighting, and sidewalks. Combined with 166 online survey responses, this data helped ground the plan in real behavior—not assumptions—and guided our recommendations for early, impactful activation. 3 Community Workshops 6 Focus Group Sessions 166 Survey Respondents 50 Local Volunteers Job creation is accelerating, with over 7,000 new roles added in recent years, particularly in advanced manufacturing, healthcare, tech, and logistics — drawing new talent to the region. Higher education is expanding, with new programs at Augusta University and a growing reputation as a regional knowledge hub. A thriving innovation economy is emerging, led by the Georgia Cyber Center, Fort Eisenhower, and a growing cluster of cybersecurity, defense, and health sciences industries. Setting the Stage Executive Framework Building on Today’s Momentum Augusta and North Augusta stand at a pivotal moment. Long defined by cultural and economic significance, both cities are now energized by a new wave of investment, innovation, and creative growth. This plan recognizes the great work that has come before—from planning efforts to ongoing projects downtown—and seeks to harness that momentum. Rather than proposing a silver bullet, it focuses on connecting areas of energy, guiding future investment, and catalyzing the next era of growth through targeted, people-first interventions. Engaging folks through Gehl — Augusta Tomorrow The 2035 Plan for Downtown Augusta & North Augusta 3 Setting the Stage Executive Framework The Plan's Focus Area Two downtown cores, distinct and connected. This plan centers on a shared opportunity: to strengthen and connect the urban hearts of Augusta and North Augusta. Each city is growing in its own way. Augusta is seeing growth through investments in its arts institutions, downtown public spaces, and civic projects. North Augusta is expanding its residential neighborhoods, enhancing parks, and adding new development along the riverfront. While each city is growing in distinct ways, they are physically and economically connected. Together, they form a dynamic urban corridor with the potential to be stronger and more appealing because of the shared energy between them. With momentum accelerating on both sides of the river, this is the moment to realign vision and resources. Rather than spreading effort thin, this plan identifies where energy is already building—and how focused, people-first investments (that prioritize walkability, public space quality, residential density, and civic amenities) can help bridge gaps, build on what’s working, and shape a more connected, lively downtown. Through this effort, we focused on: ●Bridging city lines to foster a more cohesive sense of place and purpose between Augusta and North Augusta ●Elevating priority zones where catalytic public space, mobility, and development projects can unlock broader impact ●Telling a shared story that reflects local identity while inviting reinvestment, creativity, and exploration across both downtowns Gehl — Augusta Tomorrow The 2035 Plan for Downtown Augusta & North Augusta Downtown North Augusta Hammond’s Ferry North Augusta Greenway Springfield Village + 13th St Bridge Augusta Riverwalk Augusta Broad Street Core Augusta Marina + 5th St Bridge Augusta, GA Understanding how people actually experience Augusta—how they move, gather, and linger in space—was central to shaping this plan. That’s why we led a Public Space + Public Life (PSPL) Survey, a methodology developed by Gehl and used by cities around the world to ground planning decisions in lived experience. Unlike traditional data sources or modeling assumptions, PSPL studies rely on direct observation of everyday life. The approach is people-first, capturing the nuance of behavior in public space—what invites people to stay, what deters activity, and where the city has untapped potential for public life. In cities from Copenhagen to Sydney and Chattanooga to Austin, public life data has been an essential part of how urban projects have been identified and success is measured. In Augusta and North Augusta, this was the first time such a study had been conducted—making it a key foundation for this plan and a powerful tool for future decision-making. 4 North Augusta, SC Movement Survey Stationery Activity Survey An Eye-Level Study Understanding Everyday Life Executive Framework The Purpose of Collecting Observational Data ✔ To ground the plan in real, everyday experience ✔ To provide evidence for objective decision-making ✔ To identify opportunities for activation and change ✔ To benchmark today—so we can measure tomorrow How We Did It 󰰢 50 Local Volunteers 📍 33 Locations Surveyed 📊 166 Online Survey Responses 📅 2-Day Snapshot in August 2024 🗺 8 Focus Zones Studied in Depth Gehl — Augusta Tomorrow The 2035 Plan for Downtown Augusta & North Augusta Key Insights From this observational data, a set of opportunities and challenges has emerged 5 Social, But Scheduled. Downtown is alive—when there’s a reason to gather. Public life in Augusta is highly social: two-thirds of people downtown were observed in groups, a rate higher than many cities we’ve studied. A strong culture of hospitality, pride, and dining anchors this vibrancy—but it’s often event-dependent. Without planned programs, activity drops off. Looking ahead: There’s a clear opportunity to design for everyday sociability—by creating inviting spaces, layering in casual programming, and encouraging spontaneity between events. An Eye-Level Study 1 Vibrant Hubs, Weak Links Energy concentrates in a few key spots—but doesn’t travel far. Broad Street is the city’s de facto “central park,” with more activity than all formal parks combined. Similarly, the SRP area is a major draw. Yet, most other public spaces remain underused—especially waterfronts and parks. Few active edges or visual cues invite people to linger or explore beyond the main hubs. Looking ahead: Strengthening connections between hotspots and improving the experience between them will extend activity and help the whole downtown feel more cohesive and navigable. 3 Destinations Without Daily Life Downtown attracts visitors—but doesn’t meet everyday needs. Dining drives activity—but beyond that, basics like groceries, childcare, and daily services are hard to find. This makes downtown a place to visit, not a place to live. Amenities are dispersed and often inaccessible without a car. Looking ahead: Introducing more everyday essentials downtown can shift the dynamic—making it possible for people to stay longer, return more often, and live more of their lives locally. 2 Two-thirds of the people observed in public spaces are in groups Executive Framework Events more than double the everyday volumes of public life Less than 2% of everyday amenities — including: Grocery | Laundry | Hardware Store | Child Care | Pharmacy | Playground Gehl — Augusta Tomorrow The 2035 Plan for Downtown Augusta & North Augusta Key Insights A snapshot of opportunities and challenges 6 An Eye-Level Study Over 25% of the land use is surface parking, while less than 5% is green space. 25% Surface parking 6,057,645 sq ft 3% Green Spaces 790,867 sq ft 4% Garage Buildings 875,229 sq ft 1% Park areas 298,364 sq ft Car Parks, not People Parks. The urban core is shaped more by parking lots than by public life. Over a quarter of downtown land is devoted to surface parking, while less than 2% is green space. Streets often lack pedestrian amenities, and major gaps between destinations make walking difficult. Looking ahead: Rebalancing the public realm—prioritizing people over parking—can help unlock more welcoming, walkable places where daily life thrives on foot, not just behind the wheel. 4 Shared Energy, Untapped Potential Street life is valued on both sides of the river—but the system isn’t connected. Augusta and North Augusta share a strong culture of sociability and street life, with popular corridors that act as informal community hubs. The park system is well-loved, but fragmented—and green and public spaces within each city often don’t connect well to one another. The river itself, while a symbolic link, remains a physical barrier to seamless movement and shared experience. 5 Looking ahead: By stitching together these spaces—and the two cities—through improved walking and biking connections, coordinated programming, and a clearer public space network, the region can transform isolated assets into an integrated system. The result: a stronger sense of regional identity and a more fluid, inclusive public life on both sides of the river. What we heard—and saw—makes one thing clear: Augusta is ready for more. More everyday life on the streets, more reasons to stay a little longer, and more moments of connection and discovery. These insights don’t just reflect where things stand today—they point to clear opportunities to shape a more vibrant and lived-in tomorrow. Executive Framework Q: What is missing or you wish there was more of in Augusta? / in North Augusta? Grocery store Civic spaces (schools, libraries, etc.) Everyday retail Outdoor spacesRestaurants Nightlife Athletic facilitiesWaterfront activitiesActivities for kids and families Other Au g u s t a No r t h A u g u s t a 60 respondents. 20 respondents. Gehl — Augusta Tomorrow The 2035 Plan for Downtown Augusta & North Augusta Augusta has long been a city of destinations, but what if it became a city of discovery? To build a more vibrant, lived-in downtown, we must shift from being a place people plan to visit to one they effortlessly explore. That means designing for everyday ease—where essentials are close, public spaces invite lingering, and small moments spark unexpected experiences. 7 The City of Joyful Exploration Vision & Goals Augusta already has the raw ingredients: a walkable core, rich culture, and natural beauty. What’s needed is the connective tissue—a comfortable, cohesive public realm network that ties it all together. This plan focuses on sequencing key public space investments to encourage easy movement and connection, while also boosting signature moments and great gathering places—making Augusta not just a place to visit, but a place to stay, and stay longer. Our Shared 2035 Vision Executive Framework Gehl — Augusta Tomorrow The 2035 Plan for Downtown Augusta & North Augusta Strengthen Augusta’s ability to attract and retain talent, grow its residential population by 800 per year for the next 10 years, expand cultural offerings, and invite a broader mix of people to linger—with emphasis on young families and young professionals—while ensuring a balanced representation across age and gender. 2035 Measures of Success ✓ 8,000 new residents by 2035 ✓ Increase in 2–3 bedroom unit mix for families ✓ 25% increase in college grads staying post-graduation 1 Attract 2035 Measures of Success ✓ Double the tree canopy downtown ✓ 10ºF reduction in urban heat islands ✓ Triple amount of green open space and Elevate Augusta’s identity as the “Garden City” by expanding urban greenery, improving the city’s ability to adapt to extreme weather, and promoting wellness through a more integrated natural environment. Strengthen greening as a source of local pride and a shared community effort. The city’s experience with Hurricane Helene and the infrastructure pressures of TIA underscore the need for natural systems, not just for beauty, but for long-term durability and preparedness 3 2035 Measures of Success ✓ 1–5 new startups launched annually in tech, creative, and local industries ✓ Growth in participation in local training, mentorship, and entrepreneurial education programs ✓ Increase in small business grants and venture funding awarded to Augusta-based entrepreneurs Support local economic development by building opportunity pathways for young professionals, entrepreneurs, and creative voices. Foster a culture of growth, learning, and creative confidence. 2 Incubate Create an environment that encourages discovery and serendipity, ensuring that everyday experiences in Augusta are as engaging as its signature events. 5 Surprise From cross-district gestures that connect Augusta and North Augusta, to local links between main commercial hubs and the waterfront, to street-level connections from one block to the next, focus on building more legible and engaging connections between people and place. 4 Connect Expand the chain of activity by creating more opportunities for people to linger before and after events downtown, fostering a more engaging and “sticky” cityscape. 6 ExtendRe-wild 2035 Goals Vision & Goals 2035 Measures of Success ✓ Increase in the percentage of downtown visitors who linger 1+ hour before or after events ✓ Growth in active storefronts and restaurants reclaiming outdoor/public space ✓ Expansion of mixed-use destinations that combine shopping, dining, and culture in a single stop 2035 Measures of Success ✓ Increase in resident and visitor satisfaction scores on downtown vibrancy and uniqueness ✓ Growth in unprogrammed interventions—like pop-up markets, temporary art, and street performances ✓ Measurable uptick in social media check-ins, posts, and first-time visitor returns To bring this vision to life, the following objectives offer a roadmap—anchored in measurable change, local opportunity, and public life at the center. 2035 Measures of Success ✓ Increase in weekday commuter bike ridership to complement strong weekend leisure bike ridership ✓ Transit ridership growth on key routes ✓ 70–80% satisfaction on ease of movement across downtown Executive Framework Not every project will achieve all these goals—some will naturally emphasize certain objectives more than others. That’s both expected and necessary. The key is to maintain a balanced perspective, ensuring that project prioritization aligns with the broader vision while advancing multiple goals in a complementary way. Gehl — Augusta Tomorrow The 2035 Plan for Downtown Augusta & North Augusta 2 1 3 4 The Canopy Network The Green Ribbon The Rippled Edge The 5-Minute Downtown 9 Master Plan Framework Executive Framework Gehl — Augusta Tomorrow [The What] Four Big Moves A framework for momentum, focus, and action. To land make the City of Joyful Exploration we need the right moves in the right places. The Four Big Moves are designed to build early momentum while concentrating energy and investment where it can catalyze the most visible, lasting change. Augusta and North Augusta have strong bones. But today, downtown lacks the everyday ingredients of a complete neighborhood. The opportunity isn’t just adding more destinations—it’s creating a place where people want to linger, connect, and live. This plan sets an ambitious but achievable path: adding 800 new residents per year for the next decade, expanding downtown amenities, and making public space a signature asset for both cities. The Big Moves offer a clear framework for action, drawn from data, public input, and shared priorities. Each Move prioritizes projects that are implementable now, while building toward long-term transformation. The 2035 Plan for Downtown Augusta & North Augusta Big Move #2 Image: Cathedral Junction Christchurch, New Zealand Starting around the Common and Georgia Avenue, there are areas where people have a latent desire to linger. With a few key interventions, these areas can begin to establish themselves as vibrant urban nodes. Nodes around the theatre and medical districts also hold potential for this framework of urban infill. Support commercial activity along N-S secondary streets that feed into Broad Street. Prioritize filling and animating vacant corners to encourage people to keep exploring Boost pedestrian safety with curb extensions, visible crossings, and traffic-calming measures throughout downtown. Expand people-scaled lighting to improve nighttime visibility, comfort, and character Continue to build on showcasing local talent and food culture through regular downtown events and pop-up programs Big Move #1 While many cities highlight the benefits of the 15-minute city, Augusta can focus on even more compact, super-walkable cores. The goal is to cluster and connect amenities within 4–6 block sections, each anchored by a prominent public space, active ground floors, and slower, pedestrian-friendly streets. This approach creates more accessible, vibrant downtown nodes where residents and visitors can reach key destinations with a short walk—and, importantly, park once. Catalytic ProjectsFocus Areas ↗Planning Priorities 10 1 The Common Plus 2 Reynolds Street Diet 3 Jones Alley 4 The Undulating Green 5 minute walk radius About 0.25 miles Downtown North Augusta Downtown AugustaFuture 5-minute hub: the medical district to downtown link A Future 5-minute hub: the museum and culture district Big Moves Executive Framework Big Move #1 The 5-Minute Downtown Downtown North Augusta Downtown Augusta 5 minute walk radius About 0.25 miles Future 5-minute hub – the link between medical district and downtown A Future 5-minute hub – museum and culture district The 2035 Plan for Downtown Augusta & North Augusta Big Move #2 Image: Industry City Brooklyn, New York City Bridging Medical Area with Downtown 12th Street Historic Canal Rail to Trail Waterfront Recreation 5th St Bridge Waterfront Leisure A 5-mile loop connecting key assets on both sides of the river. The plan identifies priority segments to unify the system, with future opportunities to expand the loop and build deeper neighborhood connections. Create engaging moments along the trail that invite people to pause, play, and connect Embrace distinct trail identities while ensuring a seamless, cohesive experience Design visible, welcoming trailheads that link seamlessly into the city Prioritize comfort year-round with natural shade and climate-responsive design Balance multimodal uses so all trail users feel welcome and safe Big Move #2 1 The Woodland Trail 2 Cohesive Branding Strategy and wayfinding implementation Trail-oriented development is a powerful strategy to enhance local recreation and public space while also driving a shift toward denser urban living. An interconnected trail network is a key amenity that young families see as essential to livability. In Augusta, there is a prime opportunity to unify its existing but fragmented trails into a cohesive, co-branded loop between Augusta and North Augusta—The Green Ribbon. Catalytic ProjectsFocus Areas ↗Planning Priorities 11 Big Move #2 The Green Ribbon Big Moves Executive Framework The 2035 Plan for Downtown Augusta & North Augusta Big Move #2 Image: The Wild Mile Chicago, Illinois From Freedom Bridge to 13th Street is an opportunity to extend and bolster invitations along the riverwalk, but the focus of this plan is to amplify these opportunities in a concentrated section from 10th to 8th Street. Extend and widen the boardwalk to support gathering, movement, and lingering Activate the riverfront with accessible boat launches and social piers Introduce a signature riverfront destination, such as a floating café, cultural platform, or event barge, that draws people to the water Extend the life of public spaces with warm, human-scale lighting that invites evening activity Celebrate the river’s ecology with hands-on educational wetland and learning experiences Big Move #3 1 Bargelet Boardwalk Extension 2 Bargelet Commercial Hub 3 Water Taxi Connection The Riverwalk is one of Augusta’s most cherished destinations—yet is also frequently cited as an underutilized asset with opportunities for more: more activities, more places to linger, and more ways to engage with the water. The lower walkway, while scenic, feels narrow and disconnected from the vibrancy of downtown. This plan emphasizes expanding invitations along the waterfront, transforming it into a more engaging public space. Catalytic ProjectsFocus Areas ↗Planning Priorities 12 Big Moves Executive Framework Big Move #3 The Rippled Edge The 2035 Plan for Downtown Augusta & North Augusta Big Move #2 The Canopy Network builds on and branches out from The Green Ribbon, extending into adjacent neighborhoods and underused spaces. Priority zones identified in the map above highlight areas with low tree canopy, excessive paving, and underutilized parcels that could host new public space. Equally important is the creation of an organizational foundation: this plan recommends the establishment of a City Arborist position to lead a long-term urban forestry strategy, supported by local stewardship groups, tree-planting committees, and ongoing community involvement to care for and grow the network together. Ensure active edges around public spaces to spark everyday life and safety Transform streets into layered public places with seating, greenery, and room to gather Grow a citywide micro-forest network to boost ecology and civic pride Invite interaction with creative, movable furnishings that encourage lingering and play Build a network of pocket parks that reflect local culture and needs Big Move #4 1 Tree Stewardship Committee & City Arborist 2 From Parking Plan to Green Parking Once known as the Garden City, Augusta today has less than 2% of its downtown dedicated to open space—far below peer cities like Austin and Boise. To address this gap, the Canopy Network proposes a citywide system of shaded, flexible, and distinctly local public spaces. From new pocket parks to micro-forests and tree-lined streets, this green infrastructure will enhance daily life, reduce urban heat, and strengthen Augusta’s identity as a more livable and climate-resilient city. Catalytic ProjectsFocus Areas ↗Planning Priorities 13 Big Moves Executive Framework Image: River Garden Memphis, Tennessee Big Move #4 The Canopy Network The 2035 Plan for Downtown Augusta & North Augusta [The How] Small steps to big change 14 Catalytic projects, also known as pilot projects, are high-impact interventions that the public can experience firsthand. They’re designed to test ideas, shift perceptions, and inform long-term investment. In Augusta, these projects serve a dual purpose: they bring the Big Moves to life through tangible action, and they help sequence and concentrate momentum from past and current planning efforts. By building on what’s already underway, catalytic projects spark visible change, quickly, while creating a foundation for more lasting transformation. Test: Revealing latent demand for places to linger through pilot projects Measure: Observing and measuring existing patterns of use Catalytic Projects These early actions should offer great experiences while also serving as a platform for learning and adapting based on what resonates with people Gehl has applied this approach around the world, including along Downtown Denver’s renovated 16th Street Mall (shown below), where early street activations helped test design ideas, shape public dialogue, and influence future phases of implementation. Refine: Bringing a new, improved design to life that includes more space for people and greenery Executive Framework Gehl — Augusta Tomorrow The 2035 Plan for Downtown Augusta & North Augusta 15 Growing beyond a venue for seasonal events—the Common will become the city’s everyday living room. Building on its existing footprint, it will be enhanced with movable creative seating, a signature kiosk vendor, shade structures, art, and playful features for kids. Ground-floor activation along the adjacent historic brick facade will frame the space and add vibrancy throughout the day. Key Features 1 A vendor kiosk anchoring the space 2 Moveable and playful seating 3 Active fine grain storefronts and shaded patios along the Common’s edge 4 A signature art piece marking the entrance to Jones Alley 5 Stowable play elements for kids and families that can be “checked out” Broad St Reynolds St 1 acre lawn Augusta Common Catalyzing the 5-minute Downtown Executive Framework The Common Plus 1 Gehl — Augusta Tomorrow The 2035 Plan for Downtown Augusta & North Augusta 16 Jones Alley will become a linear plaza—a walkable, fine-grain alternative to Broad Street. Designed for pop-up retail, street art, and informal gatherings, it will offer a new hidden gem downtown. String lights, colorful murals, and sculptural elements will create an inviting atmosphere for all ages, day and night. The character of downtown is open and on display, but feedback reveals an aspiration for more intimate, discoverable places. Jones Street can become a creative showcase of retail, f&b, art, and play in the city. 12th St 3.5 block stretch James Brown Blvd Key Features 1 A string lighting overhead to create an inviting nighttime ambiance 2 Storefront extensions, outdoor seating, and artistic signage 3 A lively gathering spot with flexible seating 4 Colorful murals, sculptural elements, and hands-on installations that invite all ages to explore and engage. 5 Shared street design prioritizes the pedestrian experience first, but accommodates emergency and service vehicles 2 Catalyzing the 5-minute Downtown Executive Framework Jones Alley Gehl — Augusta Tomorrow 1 block stretch10th St James Brown Blvd The 2035 Plan for Downtown Augusta & North Augusta Reynolds Street will be redesigned from a high-speed cut-through into a calmer, more pedestrian-friendly corridor. Reduced lanes, extended sidewalks, raised crossings, and added trees will create safer connections between Broad Street and the Riverwalk, while also introducing new on-street parking where needed. 17 Broad St Key Features 1 Raised pedestrian crossings at key intersections to slow vehicles and improve visibility for pedestrians 2 Extended sidewalks at intersections to reduce pedestrian crossing distances and calm traffic 3 Additional on-street parking opportunities, providing a strategic response to Broad Street parking concerns 3 Catalyzing the 5-minute Downtown Executive Framework The Reynolds Street Diet Existing Condition Phase 1 — Use paint and surface treatments to reduce Reynolds Street from 4 to 2 lanes, narrowing widths to test the concept now. Phase 2 — Capital redesign with resurfacing, added greenery, and raised crossings to permanently enhance the corridor. Gehl — Augusta Tomorrow 12th St 6 block stretch 6th St 8th St 10th St The 2035 Plan for Downtown Augusta & North Augusta A playful, terraced green space will extend The Common toward the Riverwalk, creating a new civic heart for downtown. Rolling topography will encourage gathering, lounging, and informal play. Framed by future mixed-use development, the space will feature multi-use steps for seating and events, and serve as an anchor for expanded market activity. 18 The character of downtown is open and on display, but feedback reveals an aspiration for more intimate, discoverable places. Jones Street can become a creative showcase of retail, f&b, art, and play in the city. Key features 1 Rolling topography that invites relaxation, social gatherings, and informal play 2 Stepped commercial and residential buildings that follow the site’s natural slope. 3 Multi-functional steps that not only connect The Common to the Riverwalk but also serve as seating areas, gathering spaces, and performance zones. 4 Extension of the existing farmers market into this new grand civic space 8th St Augusta Riverwalk Reynolds St 3.5 acre parcel Development should actively bridge the gap between Broad Street, The Common, and the Riverwalk by introducing animated edges and clear, visual cues that draw people toward the river—and back into the city. 4 Catalyzing the 5-minute Downtown Executive Framework Undulating Green The 2035 Plan for Downtown Augusta & North Augusta 19 Key Features 1 Elevated viewpoints along the trail offer stunning views of the river and surrounding landscapes 2 Creative signage and interactive elements guide visitors while adding a sense of discovery 3 Play spaces integrated along the trail that invite families to gather off the trail experience 4 Revitalized underpass with wayfinding elements, ambient lighting, and public art Near 2-mile route 5th St Bridge Georgia Ave 5 Catalyzing the Green Ribbon Executive Framework The Woodland Trail will close a key loop in the Green Ribbon, extending the path beyond Freedom Bridge to Georgia Avenue. The trail will feature scenic overlooks, nature-based play areas, artful signage, and a reimagined underpass—transforming a disconnected edge into a layered experience for walking, learning, and play along the way. Woodland Trail The 2035 Plan for Downtown Augusta & North Augusta Key Features 1 A unified visual identity will be developed for the Green Ribbon, including logo, name, and color system applied across both cities. 2 Directional signage, trail markers, and interpretive panels will guide users consistently along the trail. 3 Public art installations and storytelling displays will reflect the local culture of Augusta and North Augusta. 4 A regional launch event will celebrate the brand with signage rollouts, trail activities, and community gatherings. 5th St Bridge River Levee trail 6 PHASE 1 Co-Creation & Identity Design Month 0-4 Visual identity and brand story approved by both cities. Unified Green Ribbon Identity PHASE 2 Brand Toolkit & Design Systems Month 4-8 Toolkit distributed and in use by city staff, vendors, and partners. Green Ribbon Brand Toolkit PHASE 3 Signage & Storytelling Development Month 7-14 Trailwide Wayfinding and Signage System (prototype installation) Public Art and Storytelling Integration (phase 1 installations) PHASE 4 Launch Campaign & Public Activation . Month 12-18 Launch Activation and Regional Campaign Brand publicly launched and embraced by the community. PHASE 5 System Expansion & Evaluation Full System Integration + Feedback Loop The Green Ribbon becomes a recognized symbol of connection across the region. Month 12- 18 Launch Campaign and Website development Public Art Installations information material Signage and Storytelling Executive FrameworkCatalyzing the Green Ribbon Fresh and Cohesive Branding & Wayfinding A shared brand and wayfinding system will unify the Green Ribbon across Augusta and North Augusta. With consistent visual identity, signage, and cultural storytelling along the route, this effort will help establish the trail as a major civic asset and a recognizable, inviting place to explore. Precedent: The High Line’s brand identity, wayfinding, and promotional materials offer a strong example of how a cohesive visual system can reinforce a place’s identity and tie together the visitor experience—from signage and maps to print and digital storytelling. The 2035 Plan for Downtown Augusta & North Augusta 21 Key Features 1 A widened Riverwalk path creates a shared space for walking, running, and gathering along the waterfront. 2 Floating platforms and cantilevered decks offer new views and cozy spots for relaxing and socializing over the water. 3 Gradual steps lead to the river’s edge, allowing safe, intuitive access for wading, kayaking, or enjoying nature up close. 4 Comfortable seating, shaded areas, and informal gathering spots support year-round use by visitors of all ages. 7 Catalyzing the Rippled Edge Executive Framework Riverwalk Floating Piers Floating platforms and cantilevered decks will extend the Riverwalk out over the water, offering new places to sit, socialize, and take in the views. With shaded seating, river access, and comfortable paths, the layered edge will invite everyday use while bringing people closer to the river. The 2035 Plan for Downtown Augusta & North Augusta Catalyzing the Rippled Edge Bring in barges and repurpose them to house cafés, local retail, and flexible event space—creating a floating destination just off the River Walk. Designed as a vibrant, riverfront food and culture hub, these barges will offer shaded decks, lounge seating, and rotating programs that reflect Augusta’s creative community. 22 Key Features 1 Floating platforms host cafés, shops, and cultural events, bringing people closer to the river. 2 Adaptable floating spaces support diverse programming from markets to concerts throughout the day. 3 Riverfront platforms feature lounge zones, shaded decks, and water-touch seating for immersive engagement. 4 Partnerships with local vendors ensure the spaces reflect Augusta’s culture and support economic growth. The opportunity to align the community’s urban aspirations with the waterfront’s potential starts here. 8 Executive Framework Bargelets The 2035 Plan for Downtown Augusta & North Augusta 23 Key Features 1 A sustainable fleet of low-emission boats connects Augusta and North Augusta with a scenic river journey. 2 Clear signage and real-time schedules help users navigate the water taxi system effortlessly. 3 Shaded seating, kiosks, and refreshments at docks enhance comfort and create inviting micro-destinations. 4 Seasonal routes and special event service keep the water taxi system active and culturally engaging year-round. 9 Executive FrameworkCatalyzing the Rippled Edge Water Taxi Link A new water taxi service will link the Riverwalk with Riverside Village in North Augusta. With shaded docks, real-time schedules, and a low-emission fleet, the system will create a scenic, functional connection that enhances daily mobility and special events. The 2035 Plan for Downtown Augusta & North Augusta 24 Key Features 1 A citywide campaign aims to plant 200,000 trees, pairing each with a local steward for long-term care and pride. 2 Public and private efforts increase tree coverage by planting in under-canopied areas, near development and rewilding vacant lots. 3 Community workshops and planting days teach tree care and engage volunteers in hands-on stewardship. 4 School partnerships promote youth-led planting, monitoring, and creative learning around the urban canopy. 5 Tree-inspired art and seasonal events bring the urban canopy to life through creative public engagement 10 Executive FrameworkCatalyzing the Canopy Network Tree Stewardship Committee & City Arborist A new Tree Stewardship Program, led by a City Arborist, will coordinate long-term care for Augusta’s canopy. Community stewards, school partnerships, and public art will help plant and nurture 200,000 trees, creating a more resilient, beautiful city over time. The 2035 Plan for Downtown Augusta & North Augusta 25 Key Features 1 Use signage, pricing, and communication strategies to direct drivers to underused parking garages and reduce surface lot pressure. 2 Identify surface lots with redevelopment potential and prioritize them for conversion into housing, civic uses, or green spaces. 3 Pilot temporary uses on underused lots—like seating, pop-up green space, or food trucks—to test future possibilities and build public support. 4 Involve community members and nearby stakeholders in the design and stewardship of any transformed spaces to ensure they’re well-used and well-loved. 11 PHASE 1 Build a complete, data-backed picture of parking conditions and opportunities. PHASE 2 Create a smart, actionable parking and management plan. Understand and Analyze Strategize and Prioritize PHASE 4 Make parking-to-green-space transitions a permanent, supported process. PHASE 3 Prove the concept with real-world examples that excite the public. Embed and AlignPilot and Test PHASE 5 Build a vibrant, community-owned network of green spaces downtown. Expand and Steward Executive FrameworkCatalyzing the Canopy Network Parking Management Plan A comprehensive parking strategy is a critical next step for managing downtown growth. With a goal of reducing reliance on surface parking, the City should develop a plan to better utilize existing garages, guide the gradual transformation of underused lots, and improve the day-to-day parking experience. This strategy should be informed by data, tested through short-term pilots, and designed to free up valuable land for public uses like housing, gathering spaces, and green corridors. 25% Surface parking 6,057,645 sq ft 3% Green Spaces 790,867 sq ft 4% Garage Buildings 875,229 sq ft 1% Park areas 298,364 sq f The 2035 Plan for Downtown Augusta & North Augusta The first five years focus on building momentum, through visible, high-impact catalytic projects that demonstrate change, energize the public, and build confidence in the plan. Early wins along key corridors, underused sites, and signature public spaces will show what’s possible and lay the groundwork for more complex efforts ahead. From 2030 onward, the emphasis shifts to scaling and refining: expanding mixed-use developments – the Undulating Green anchor development – growing cultural destinations, expanding more street calming measures in the 5-minute neighborhoods – and deeping impact in each focus area. Political capital and community trust built through early successes will help drive implementation and broaden coalitions around further deepneing each Big Move. This phased approach balances urgency with long-term vision, ensuring that early efforts are not only catalytic but also strategic steps toward a more connected and vibrant downtown Augusta and North Augusta Executive Framework [The When] Phasing and Sequencing Moving Forward 2025 203520302026 2027 2028 2029 2031 2032 2033 2034 The Common Plus Placemaking & Initial Vendor Portal to Jones Alley + Facade commercial activation Jones Alley (James Brown Street - 10th Street) Reynolds Street Diet Street and facade art, parklets, street furnishing, recurring alley events Incentivize businesses to face and open up to the alley, supplementing with micro-retail pop-ups to build retail activity in the alley Resurface Jones Alley as a curbless pedestrian shared-use space (maintaining service and emergency access) Paint and flexible bollards to reduce lane widths and create bulb out midblock crossings Layer in planters and potted trees around crossings Capital redesign – resurface the street and create a raised crossing The Undulating Green Phase 1: Implement the rolling green as a first-phase and temporary structures to frame the area Phase 2: Advance urban mixed-use development program The Woodland Trail With a planning and engineering study complete, implement first phase of the trail Layer in art, moments to pause, and play over time, responding to neighborhood interest. Ensure planning and design of the Woodland Trail leaves space for lingering along the trail. Cohesive Branding & Wayfinding With joint Augusta/North Augusta Green Ribbon Committee, develop a cohesive brand and wayfinding plan. Develop signage and deploy throughout the Green Ribbon Planning & Engineering Joint committee & graphic identity development Floating PiersBargelets Water Taxi Link Tree Stewardship Committee (ongoing) Establish a community-based stewardship group—guided by a new City Arborist—to bring together residents, stakeholders, and school partnerships in support of the urban canopy. Green Parking Plan Request for proposal for vendors interested in setting up the first bargelet First season of routes, create strong branding and comfortable waiting piers Explore the feasibility of extending the Jones Alley pedestrian treatment westward, from 10th Street to 12th Street Planning & Engineering Install new piers and docks as an expanded riverwalk and lingering space Formalize bargelets into permanent riverwalk restaurant(s) and cafe(s) Identify opportunities to expand the pedestrian alleyway network in both Augusta and North Augusta, building on lessons from Jones Alley Jones Alley (extension) Build on learnings from Reynolds Street diet to test and implement additional street calming measures along core downtown streets Study potential for future pedestrian crossings, building on the learnings from water taxi usage Study the potential for expanded water taxi service and stops Woodland Redevelopment Commence planning for residential development opportunities adjacent to the Woodland Trail Phase 3: Urban development build out of site Phase 4: Final development and connections with the Common and the Waterfront complete Reynolds Street Diet (extension) Explore the feasibility of extending the Reynolds Street road diet from 6th Street to 12th Street Green Ribbon (continued) Develop a complete landscape design and implementation plan for the remaining segments of the Green Ribbon. Identify adjacent residential and mixed-use development opportunities that can benefit from and contribute to the trail as a unique and differentiating amenity. Alongside capital efforts at the Woodland Trail, improve the connectivity of key intersections along other segments of the Green Ribbon to improve connectivity throughout 5-Minute (new frontiers) As planning around 5-minute neighborhoods in Downtown Augusta (Broad St) and North Augusta (Georgia Ave.) advances, identify additional nodes where increased density can support walkability and local vibrancy (e.g.: art district, medical dist.,) The 2035 Plan for Downtown Augusta & North Augusta The 2035 Plan sets a clear and ambitious path for the future of Downtown Augusta and North Augusta. It is grounded in local insight and shaped by real opportunities for transformation. The cities already have much in their favor: a vibrant event culture, sociable main streets, and deep local pride. Yet today’s downtown still faces some challenges, including large areas dedicated to surface parking, limited everyday amenities, and a built environment that makes it difficult to spend a full day downtown without returning to the car. This plan addresses those challenges. It combines strategic and tactical projects to create a more complete and livable downtown. At its center are the Big Moves—a shared framework that guides physical improvements and helps align public, private, and civic energy around a common set of long-term goals. The goal is not to do everything at once, but to sequence the right actions at the right time to build momentum. Early wins can show visible progress, introduce new amenities, and concentrate activity in key areas—laying the foundation for more complex moves in the future. New public spaces, walkable streets, and improved amenities will do more than enhance the downtown experience. They will help attract new housing, support livable density, and invite more people to set down roots in the city’s core. By 2035, the plan aims to welcome 8,000 new residents into downtown. This added population will bring the activity and energy needed to support shops, cafes, cultural life, and new transportation options. The result will be a downtown that is easy to walk, welcoming to all, and full of everyday life—a place people choose not just to visit, but to live and stay. This plan is more than a document. It is a tool for action, offering shared language, clear priorities, and a phased approach that residents, civic leaders, developers, and agencies can rally around. Its success depends on continued collaboration, strong partnerships, and the flexibility to adapt as conditions change. The next decade is a defining window. With early wins, consistent follow-through, and bold leadership, the 2035 Plan can turn vision into visible change—one project, one street, one neighborhood at a time. Attract Extend Connect Incubate Re-wild Surprise Executive FrameworkExecutive Framework Moving Forward & Next Steps Moving Forward The 2035 Plan for Downtown Augusta & North Augusta 2828 Stakeholder Committee Alex Wier, Wier/Stewart Avery Spears Mahoney, North Augusta Forward Bennish Brown, Destination Augusta Carla Delaney, City of Augusta Dennis Trotter, Jordan Trotter Donovan Lee Sin, Augusta National Golf Club Jeannine Steinkuhl, Crowne Plaza North Augusta Dr. Jermaine Whirl, Augusta Technical College Jim Clifford, City of North Augusta Jordan Johnson, City of Augusta Lauren Dallas, Augusta Tomorrow Margaret Woodard, Downtown Development Authority Rafy Bassali, RB Investments Rett Harbeson, Johnson, Laschober & Associates, P.C Dr. Russell Keen, Augusta University Scott Seidl, Augusta Players Shell Berry, Community Foundation for the CSRA Master Plan Committee Chairs: Reab Berry, Morris Communications Thomas H. Robertson, Cranston Engineering Lauren Dallas, Augusta Tomorrow Master Plan Advisors Rob Wynn, Wynn Capital, Augusta Tomorrow President Derek May, Azalea Investments, Augusta Tomorrow Vice President Consultant Team Gehl James Lima Planning + Development, Cranston Engineering Beau Welling Design Thank you and onward! Augusta 2035: Blueprint for Action distills the big ideas, key strategies, and catalytic projects of the 2035 Plan into an essential guide. Designed to be engaging and portable, this document helps partners, stakeholders, and decision-makers align around a shared vision and set of priorities.