City of Lubbock 34th Street Improvements
The multitude of businesses along the narrow 4.5 mile, four-lane street (being expanded to six lanes) had limited parking for its many customers. Over 600 businesses were impacted, and each supported different concepts on how the street should be improved and aesthetically enhanced. VRA’s major responsibility was to bring consensus among these diverse factions as driveways and parking lots were being eliminated or reduced.
The assignment included the development and implementation of a communication and education plan. It involved a number of focus groups made up of business owners, organizations and elected officials. VRA was responsible for the coordination, facilitation and building of consensus. VRA worked closely with the media throughout the 18-month assignment.
The 4.5 mile project of the urban street took back right of way that the businesses had been converting for over 50 years into their parking lots. Stakeholder concerns were paramount. Through a structured communications plan the 34th Street project became one of the City’s major communication successes
Scope of Work
- Public engagement
- Stakeholder outreach
- Communication Plan development
- Consensus building
- Media coordination
- Government official coordination