City of Lubbock 34th Street Improvements
Vesta Rea & Associates, LLC (VRA) developed an extensive communication plan involving multiple focus groups and public outreach meetings on a highly controversial transportation project for TxDOT and the City of Lubbock, TX. The project involved the improvements to 4.5 miles of 34th Street, a major historic shopping urban strip of businesses that catered to different economic groups.
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
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
Project Structure
Prime: Parkhill, Smith & Cooper
VRA served as subconsultant.
Scope of Work
- Public engagement
- Stakeholder outreach
- Communication Plan development
- Consensus building
- Media coordination
- Government official coordination