· Revitalization for Business Growth: The project presented an opportunity to enhance downtown Ashland's appeal, potentially attracting more businesses and improving the local economy.

· Improved Walkability: By focusing on traffic-calming measures, the plan aimed to make the area more pedestrian-friendly, encouraging foot traffic and safer street crossings.

· Aesthetic Enhancements: The streetscaping element added the opportunity to enhance the visual appeal of downtown, which could also contribute to local pride and tourism.

· Balancing Traffic Flow and Safety: Reducing the lanes from four to two while maintaining efficient traffic flow posed challenges in terms of traffic management and congestion.

· Public Involvement and Buy-In: Gaining consensus on the preferred alternative required careful engagement with the public and local agencies, especially in balancing safety with accessibility and convenience.

· Integration with Existing Infrastructure: Implementing five mini-roundabouts and changing road design needed to align with existing road networks and utilities, which could be complex and time-consuming.

· Effective Public Engagement: The facilitated public involvement process helped refine the design and secure support from local agencies, which was crucial for the project’s success.

· Improved Safety: The redesign with mini-roundabouts and a road diet resulted in better safety for both pedestrians and drivers, reducing the risk of accidents.

· Aesthetic and Functional Improvements: The project successfully integrated both safety enhancements and streetscaping, improving both the functionality and visual appeal of the downtown area, making it more attractive to residents and visitors.

· Award: 2025 ACEC Engineering Excellence Grand Conceptor Award