Planning & Urban Design
Midtown Alliance is the driving force behind Midtown Atlanta’s growing reputation as a top-tier business, leisure and residential destination. Our organization has a long track record of proactive planning, development assistance, and project implementation – all of which contribute to Midtown’s emergence as a premier urban center.
The planning and urban design team at Midtown Alliance is the liaison between the private sector and the public realm and provides staff support to the Midtown Development Review Committee. We assist the development community with the design of high-quality projects consistent with the goals of the Blueprint master plan. We provide a wide array of development resources including economic data, maps, demographics, development trends, zoning consultation, design guidelines and other information to aid the private sector in the build-out of a livable, sustainable Midtown Atlanta.
Our commitment to delivering a high-quality urban environment has generated solid planning work in core focus areas such as land use, transportation and sustainability, and it provides the basis for our successful capital improvements program. These capital projects have transformed Midtown’s major corridors with the construction of new sidewalks and bicycle facilities, decorative lighting, street trees, landscaping, improved crosswalks, and traffic signal management - all of which reinforce the district’s strong urban identity.
Midtown Alliance continues to implement capital improvements and sponsor major planning efforts to maintain and enhance the district.
It all began in 1997 with an innovative community-based planning process known as Blueprint Midtown. Spearheaded by Midtown Alliance and strengthened by direct input from thousands of Midtown stakeholders, the Blueprint is a comprehensive master plan to promote economic development and enrich the quality of life in Midtown. It led to the creation of the Midtown Improvement District and was the impetus behind the single largest rezoning legislation in City of Atlanta history. To this day, the Blueprint continues to provide the framework for a broad range of programs and projects designed to attract new mixed-use development, manage transportation needs, ensure public safety, address environmental maintenance needs and implement a pedestrian-oriented public improvements such as streetscapes, parks and plazas.
Blueprint Midtown II
This 2003 update to the original Blueprint master plan focuses on retail, open space and walkability. It spurred an ongoing focus on developing the Peachtree corridor as a major shopping destination with 14 consecutive blocks of street-level retail from The Fox Theatre to the Woodruff Arts Center.
This vision for a million square feet of retail on Peachtree Street is well on its way. To date, more than 750,000 square feet of retail space has been delivered along the corridor, which is home to an interesting mix of unique shops and restaurants, some of which you won’t find anywhere else in Atlanta.
The Atlanta Connector Project
Jointly led by Midtown Alliance (MA) and Central Atlanta Progress/Atlanta Downtown Improvement District (CAP/ADID) in 2011, this comprehensive effort developed a bold vision for the I-75/85 Connector between I-20 and the Brookwood Interchange. The planning process included public sector leaders from the City of Atlanta and Georgia Department of Transportation, a Leadership Team of Downtown and Midtown stakeholders, and a Creative Team of local design professionals. The first phase resulted in a strategic plan that defines opportunities to enhance the Connector in ways that both improve its appearance and create a positive economic impact for the City, nearby businesses, institutions, and destinations. Work has now progressed toward developing detailed designs, creating partnerships to facilitate implementation, and securing funding for enhancement projects. Funding was recently secured for enhancements of the two Peachtree Street bridges spanning the Connector.
In 2012, Midtown Alliance completed a sustainability action plan called Greenprint Midtown that established a vision and framework for meeting current market demands for greener living in a district that is vibrant, walkable and transit-rich. Through extensive community input and technical analysis, the Greenprint outlined a series of recommended programs and initiatives in the areas of energy, transportation, open space, water, and waste. Successful implementation of this plan requires the participation of every sector of the community – residents, businesses, property owners, and employees. The collective efforts of the community around sustainability are being captured as part of the Midtown EcoDistrict.