This spring, Ames Main Street unveiled their transformative plan that aims to enhance its vibrancy and appeal. The “Downtown Ames: A Guiding Vision for the Future” outlines strategic improvements to position the area as a premier destination in central Iowa.
“The guiding document is not a fixed plan, predetermined roadmap, or final decision,” said Travis Toliver, Executive Director of Ames Main Street. “Instead, it serves as a starting point—offering ideas and broad concepts to keep the conversation going as we explore ways to improve downtown and suggest possible next steps.”
A central component of the vision is the introduction of an 18-hour downtown that would include expanded restaurant and retail operations to better serve increased housing options. By encouraging businesses to extend their hours and developing diverse residential opportunities, the plan aims to create an environment that supports local enterprises and attracts more residents. This approach also addresses the current housing shortage and promotes an around-the-clock neighborhood atmosphere.
Renderings within the Guiding Vision show opportunities that could be capitalized on, such as making downtown streets more pedestrian-friendly and transforming them into inviting public spaces. Proposals include widening Main Street to accommodate outdoor dining and converting sections of Burnett and Douglas Avenues into multi-use entertainment districts. Enhancing connections across Duff Avenue is also a priority, aiming to integrate Bandshell Park more seamlessly into the downtown area.
“Through these efforts, we’ve shaped a collective vision that honors Downtown Ames’ rich history while paving the way for future growth, innovation, and deeper connections with both the community and visitors,” said Sam Stagg, 2023 Ames Main Street Board Chair and Project Leader.
Strengthening ties with Iowa State University is another key objective. The vision encourages developing off-campus experiences to better engage students and faculty with the downtown community.
The Guiding Vision document was developed in partnership with Bolton & Menk, an engineering and consulting firm that specializes in public infrastructure. The document provides a range of opportunities that incorporates committee and public input. It was official adopted by the City of Ames at the City Council meeting on April 8, 2025.
Overall, the “Downtown Ames Guiding Vision” serves as a flexible framework to inspire ongoing dialogue and collaboration among stakeholders. By focusing on strategic improvements and intentional investments, the plan aspires to transform Downtown Ames into a cultural and economic hub that reflects the community’s aspirations and enhances its quality of life.
View the entire Downtown Ames: A Guiding Vision for the Future document online:
Guiding Vision
