The Roosevelt Cultural District is an established urban corridor with myriad uses. Looking to invigorate the corridor and promote a safer, more pedestrian-friendly area, residents and property owners developed a grassroots plan for reinventing the cultural district. Based on this idea, the City of Des Moines formalized the process and brought Bolton & Menk on board to lead design and master plan efforts. The many challenges of the corridor, including pedestrian safety, high traffic volumes, and lack of brand or identity were addressed in a master plan. Through a series of stakeholder group meetings and public open houses, the master plan is a community-generated vision balanced with technical solutions.