Project Profile: Greater Downtown Waco
Waco, Texas
About Waco
Waco is situated along the Brazos River and I-35,
halfway between Dallas and Austin. The City had a
2010 population of 124,805, making it the twentysecond most populous city in the state (The MSA is
234,906.) In 1866,Waco’s leading citizens embarked
on an ambitious project to build the first bridge to
span the wide Brazos River. They formed the Waco
Bridge Company to build the 475-foot (145 m) brick
Waco Suspension Bridge, which was completed in
1870. The cowboys and cattle-herds following the
Chisholm Trail north, crossed the Brazos River at
Waco.
Waco is the birthplace of Dr. Pepper, the Texas
Ranger Hall of Fame and Museum, and the Texas
Sports Hall of Fame.
The 2000 racial makeup of the City was 60.78%
White, 22.65% African American, 1.38% Asian, and
23.64% Hispanic or Latino of any race. Non-Hispanic
Whites were 45.8% of the population in 2010.
© E James P
About Greater Downtown Waco
Waco, Texas, spans the Brazos River and is near the population center of Texas.
In 1900 Waco was the sixth largest city in Texas, a railroad hub, the home of
several universities, and a center of the insurance industry in Texas. Its bustling
downtown reflected its prominence. After a devastating tornado in 1953 and
the coming of suburban sprawl, Waco’s downtown suffered the decline common
to many American cities. Today there is a revival of interest in downtown as
a location for shopping and business and a place to live. Its assets include the
investments and growth of Baylor University a mile to the southeast, the large
and beautiful Cameron Park, the River Brazos waterfront, a number of historic
buildings, McClennan Community College and Texas State Technical College, and
a supportive Chamber of Commerce.
© Alex Briseno
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Project Scope
The Greater Waco Downtown Master Plan states that
the city’s citizens embrace the idea of becoming a
leader in green and sustainable strategies that create
an urban environment built for people. This project will
reconnect residents to the natural environment and
reduce our collective ecological footprint. The Greater
Waco Chamber of Commerce has formed a team to
implement key parts of the Greater Waco Downtown
Plan, with representatives from Baylor University, the
Downtown Development Corporation, the Downtown
Public Improvement District, Waco Industrial
Foundation, and the Brazos River Partnership. The
focus will be on promoting the redevelopment of
catalyst sites; building pedestrian, bike, and transit
connectivity to support downtown redevelopment;
aspects of green design and infrastructure; and
strengthening University-City-Chamber of Commerce
partnerships.
Challenges to Overcome
• Lack of housing options in the urban
core
• Around 24% of downtown land is
vacant
• Delivery of urban development
products that are reasonably priced
for the Waco area
• Transportation system that has been
designed primarily to accommodate
automobile travel
Project Goals
• Great and enduring restaurants and
destination and entertainment retail
• Improved arts/creative infrastructure
• Trees, greenways, and sustainable
infrastructure with a focus on
walkability
• More jobs and amenities
• Cultural establishments
• Easier, greener transit
• An active, accessible river
• Cultivate an outdoor culture
• Place making
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Project Elements: Greater Downtown Waco
Redevelopment
© David Kozlowski
In early July the City of Waco will make a decision whether to accept the Brazos River Partnership’s proposal for a $180
million mixed-use redevelopment of 16 acres along the Brazos River between the downtown commercial core and
Baylor University. If the project is approved, the implementation team will address how this project can be enhanced
and coordinated with other public and private investments to accelerate the redevelopment of downtown Waco.
These may include the” better connections to the river and more activity on the riverfront” identified in the Greater
Downtown Waco Master Plan. The project may consider whether the programming of activities on the Brazos River,
possibly in conjunction with activities at the new Baylor football stadium, might attract additional interest in greater
downtown and help attract young professionals. These activities can also be used to promote stewardship of the
river and increase public engagement in downtown redevelopment issues. The promotion of downtown as a dining
destination through the use of special events and food trucks could be considered, perhaps drawing in some of the
young entrepreneurs at Thinc Space. This effort should address the concerns of existing restaurants.
Green Design & Infrastructure
The project will consider whether or how to make investments in green stormwater facilities to enhance community
identity and also improve water quality in the Brazos River. The feasibility of opportunities for shared energy or water
conservation facilities in the context of new public and private investment downtown will be considered.
Transportation Choices
© David Kozlowski
The Greater Downtown Waco plan described the future when downtown Waco has become an attractive and
convenient place for people to be because the focus is on accommodating people. Residents and visitors have many
transport options – foot, bicycle, the river, or transit, as well as the automobile. Austin Avenue, which runs through
the heart of Waco’s downtown, is a two-way and narrow street, with on street parking and a design that encourages
walking. An important step toward downtown renewal would be the conversion of the one-way arterials parallel to
Austin, Franklin, and Washington Streets into complete, tree-lined, streets that create safe and comfortable routes for
pedestrians and cyclists. Baylor University may consider ways to enhance the impacts of the downtown bus service it
provides for its students.
Equity
Imagine Waco: A Plan for Greater Downtown states that all areas of Greater Downtown prosper as we reach across
the river and are unified behind a common goal. East Waco is vibrant and is centered on a revitalized Elm Avenue
and Martin Luther King, Jr. Boulevard and a waterfront that has come alive. The team will engage residents in East
Waco in considering how the major new investment in the downtown redevelopment site can be coordinated with
improvements to Elm Street, such as attractive green stormwater infrastructure and sidewalk improvements connecting
to the suspension bridge to enhance the quality of life and bring new opportunities for redevelopment to East Waco.
© David Kozlowski
© Tom Cannon
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Greater Downtown Waco Team
Chris McGowan, Director of Urban Development, Greater Waco Chamber of Commerce
Contact: [email protected]
His primary charge is to attract, promote, and facilitate development activity in targeted neighborhoods in Greater Waco.
Rosemary Townsend, Director of Business Affairs & Community Partnerships, Baylor University
Contact: [email protected]
Rosemary is the Director of Business Affairs and Community Partnerships at Baylor University. With expertise in program
development, mentoring initiatives, group facilitation, and grant and non-profit management, she was selected as Baylor
Outstanding Executive Staff member in 2008.
Lisa Sheldon, Board Member - Brazos River Partnership, Waco Public Improvement District
Contact: [email protected]
Lisa has been a partner in Rick Sheldon Real Estate for the past 34 years and involved in the effort transform the Downtown,
particularly the Brazos River Waterfront.
Megan Henderson, Executive Director, Waco Downtown Development Corporation
Contact: [email protected]
Brian Ginsburg, Board Member - New York Clothier & W Promotions, Waco Public Improvement District
Contact: [email protected]
Brian was appointed to the PID Board in 2007 and was chairman of the Design and Service Delivery committee, which
oversees security, streetscape, and landscaping issues in the District.
Smith Getterman, Sustainability Coordinator, Baylor University
Contact: [email protected]
Getterman has been at Baylor serving as Sustainability Coordinator for four years.
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