The project focuses on several key brownfields properties on both sides of the river that represent a major opportunity to expand the economic potential of the city’s downtown. The project will merge the expanding economic vibrancy of the downtown with the ability to cohesively shape new development, public spaces, environment, and infrastructure together to allow the city to expand in a modern way, yet maintain the values that make it an attractive place to live, work, and visit. In 2015 the city was named the “Most Vibrant Small Town Arts Environment in the United States by Southern Methodist University, the 5th Best Place to Live in America by Outside magazine and the “Most Fun Town in America” by Rand McNally and USA Today in 2011.