Downtown Redevelopment Plan

Since 1999, the City of Waterloo and the Waterloo Development Corporation have developed a close working relationship with VANDEWALLE & ASSOCIATES, working together toward the goal of physical and economic revitalization of downtown Waterloo. In that time, VANDEWALLE & ASSOCIATES has identified economic opportunities, performed downtown and neighborhood planning, created conceptual design of downtown projects, managed implementation, and successfully procured over $20 million in project funding as leverage to attract a projected $200 million of investment in downtown.

A significant component of the Downtown Redevelopment Plan is the Riverloop which connects downtown destinations and creates community gathering spaces along the Waterloo riverfront.

Included in the Riverloop is Waterloo’s Public Market—a facility proposed by VANDEWALLE & ASSOCIATES to address the rapidly growing demand for locally grown foods in the Cedar Valley. The Public Market will build on the success of area farmers markets and the Buy Fresh Buy Local campaign by providing a central location for local food producers and retailers to co-locate. The Public Market will improve the year-round accessibility of local food products, strengthen the economic viability of area farmers, and create a space for the community to gather and enjoy downtown life and regional products.

The Public Market will expand economic opportunities for local producers and vendors not only through the new retail venue, but also through product branding. Public Market staff will help vendors expand distribution of products to larger Midwest markets; ultimately expanding job opportunities in small-scale food processing throughout the Cedar Valley region. VANDEWALLE & ASSOCIATES developed the original Public Market concept and economic mission statement, then helped to procure the funding used to rehabilitate the building where the Public Market is located. The Market will be open by summer 2009.