Downtown Aurora Revitalization Plans

The "Lighting the Future" Campaign Guidelines document is a comprehensive branding guide for the "Lighting the Future" initiative. Here's a summary of the key sections:

It outlines the purpose of the brand guidelines to ensure visual and thematic consistency across all materials by communicating the inspirational vision: Aurora’s future is limitless and bright—together we are “Lighting the Future.”

The document also provides logo guidelines by defining the followings:

• Logo Anatomy: Must use the designated logotype with “Lighting the Future” split over two lines.
• Clear Space & Backgrounds: Rules for placement and background contrast.
• Misuse: Do not alter or distort the logo.
• Minimum Sizes: 1 inch for print/web, 2 inches for apparel.
• File Usage: File types designated for print (PMS, CMYK), web (RGB), and apparel.

The guidelines also provide indication as to what scheme of colors shall be used: PMS 7463 (navy blue), PMS 2395 (magenta), and white (#FFFFFF); as well as characters type: Spartan (for professional printed materials), Roboto Condensed (for digital and contrast use); Arial as fallback.

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The Homes for a Changing Region – Phase 2 report outlines a regional effort led by the Metropolitan Mayors Caucus and Chicago Metropolis 2020 to help communities like Aurora plan for long-term, balanced housing that aligns with evolving demographics and economic realities. Aurora was one of three pilot cities selected to implement housing strategies based on a data-driven assessment of current conditions and 2030 projections. The plan seeks to address future housing needs across the income spectrum, from low-income to upscale, using tools like zoning reform, strategic land use, and mixed-income development incentives.

Aurora’s housing policy plan identifies a pressing need for more upscale rental and ownership housing, while also emphasizing the importance of preserving existing affordable and workforce housing stock. Downtown Aurora and areas near Metra transit stations are highlighted as prime zones for higher-density, mixed-use development, offering opportunities to introduce townhomes, condos, and senior housing close to transportation and employment. The report recommends rezoning certain areas and using incentives like density bonuses to make mixed-income projects more financially feasible.

In total, Aurora is projected to need over 12,000 new housing units by 2030 to accommodate expected growth—yet current zoning only allows for about 3,500 units. This gap reinforces the need for proactive redevelopment, especially in central urban neighborhoods and underutilized areas near the Fox River. The city’s efforts are framed around sustainability, affordability, and regional equity, with a goal to provide housing options that allow essential workers, seniors, and young professionals to remain part of the community.

For local businesses, this plan represents a significant opportunity. A more diverse, well-located housing stock will support workforce retention, reduce commute times, and increase foot traffic in downtown areas—helping to sustain a vibrant local economy. The alignment of housing development with job growth and transit accessibility is key to Aurora’s future as a livable, economically strong city.

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The Downtown Aurora Housing Study (2019), conducted by Zimmerman/Volk Associates, analyzes the residential market potential in Downtown Aurora, Illinois, over a five-year period. The study identifies an annual average of 3,040 households that could move into the area, with about 2,150 interested specifically in higher-density housing types such as apartments, lofts, and townhouses. These households largely consist of younger singles and couples (65%), followed by empty nesters and retirees (24%), and a smaller portion of traditional and non-traditional families (11%).

The report highlights a strong preference among these groups for walkable, urban neighborhoods, aligning well with Downtown Aurora’s assets—such as the Fox River, historic architecture, arts venues, and Metra access. The market for new units is diverse in terms of affordability, with potential renters mostly in the $750–$1,500/month range and for-sale units ranging from $150,000 to $300,000. Rental housing is projected to be in the highest demand, followed by townhouses and condominiums. The study estimates Downtown could absorb between 198 and 252 new housing units per year.

Current rental properties in and near Downtown have high occupancy rates, showing an undersupply of modern rental units. Most new residential development should focus on multi-family buildings with modern amenities, emphasizing energy efficiency, connectivity, and pet-friendly features. Proposed unit types include lofts, soft lofts, courtyard apartments, and townhouses designed for walkability and urban integration.

Overall, the study suggests that Downtown Aurora is well-positioned for residential growth, driven by demographic trends and an increasing preference for urban lifestyles. It emphasizes that new housing can support local businesses, preserve population diversity, and contribute to downtown revitalization—making this a key opportunity for both city planners and local stakeholders.

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The 2017 Downtown Aurora Master Plan presents a community-driven vision for revitalizing and enhancing the downtown area, rooted in robust public engagement and supported by local, state, and federal partnerships. The plan focuses on creating a vibrant, walkable, and inclusive downtown that embraces its cultural, historical, and natural assets. Through extensive outreach—engaging over 5,800 residents and stakeholders—the plan reflects broad community priorities such as increasing safety, attracting diverse businesses, supporting the arts, and improving access to the scenic Fox River.

Key goals of the plan include transforming downtown into a regional destination filled with unique businesses, cultural venues, and inviting public spaces. A strong emphasis is placed on leveraging the Fox River as a central natural and recreational asset, enhancing wayfinding and signage, and improving key gateways into the city. The plan also identifies the need for targeted infrastructure improvements and marketing strategies to change outdated perceptions and attract more foot traffic, tourists, and investment.

A major component of the plan is economic revitalization through support for small and niche businesses, updated residential and office spaces, and potential boutique hotels. It calls for collaboration between the City of Aurora, Invest Aurora, and Aurora Downtown to streamline permitting, activate vacant properties, and facilitate redevelopment. These efforts aim to increase the downtown population, support entrepreneurs, and provide amenities like grocery stores, gyms, and green spaces that make downtown living attractive.

Finally, the plan elevates arts and culture as a cornerstone of downtown’s identity, recommending a coordinated Arts and Culture Alliance, expanded public art, and simplified approval processes for creative initiatives. By aligning the arts with economic development, transportation, and community engagement, the plan sets the stage for a downtown that is not only economically resilient but also uniquely Aurora—diverse, welcoming, and alive with possibility.

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The FoxWalk Overlay District was established in 1993 to guide the revitalization of downtown Aurora with a cohesive design strategy, blending preservation and innovation. Covering both the Downtown Core and Downtown Fringe zoning districts, the plan emphasizes restoring historic structures, promoting mixed-use development, and creating a pedestrian-friendly environment centered around the Fox River. Major initiatives include the construction of the two-tiered FoxWalk/Riverwalk, enhancement of Stolp Island (a National Register Historic District), and coordination of public-private development through design guidelines and oversight committees.

Since the district’s inception, the City of Aurora has issued over 1,100 Certificates of Appropriateness and approved over $103 million in construction permits within its boundaries. Key milestones include the adoption of several strategic plans such as the Seize the Future Master Plan, the Aurora Riverfront Vision Plan, and the RiverEdge Park Master Plan. These documents emphasize historic preservation, urban walkability, cultural vibrancy, and riverfront accessibility, while discouraging suburban-style sprawl and generic chain developments.

Design guidelines within the FoxWalk District promote pedestrian-scale architecture, reuse of historic materials, and active street-level uses like retail and dining. Building alterations and new construction must maintain historical integrity, respect architectural diversity, and contribute to a vibrant, inclusive public realm. The guidelines specifically limit blank walls, require windows and visual access at the street level, and encourage active riverfront connections with terraces, balconies, and retail spaces.

The district is divided into 30 development blocks, each evaluated for land use, historical significance, and redevelopment potential. Opportunities range from infill residential and mixed-use projects to riverfront enhancements and adaptive reuse of key buildings. Aurora Downtown, a central management organization, coordinates stakeholder engagement and incentive programs to support ongoing revitalization. This unified framework seeks to transform downtown Aurora into a lively civic, commercial, and cultural destination for residents and visitors alike.

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The Countryside Vision Plan is a forward-thinking development strategy crafted to guide the growth of Aurora’s far west side in a way that harmonizes with nature and preserves environmental integrity. Initiated in response to growing environmental concerns and lessons learned from the devastating 1996 flood, the plan prioritizes land-first development by emphasizing conservation, open space, and innovative design. The plan was developed through a partnership between the City of Aurora, Kane County, the Forest Preserve District, and the Conservation Foundation, and covers approximately 4,000 acres bounded by Orchard Road and neighboring municipalities.

A key element of the Vision Plan is the promotion of Estate Residential zoning, which allows for larger, creatively designed lots that maximize open space and blend with the area's natural topography. Developers are encouraged to incorporate green infrastructure for stormwater management, protect natural features, and design around viewsheds and watersheds. Flexible zoning and varied lot sizes support a range of high-quality housing options, while preserving rural aesthetics and minimizing environmental impact.

Non-residential areas are thoughtfully integrated into the plan near key corridors like Orchard Road and I-88. These include office, research, and light industrial uses designed to blend into residential neighborhoods through extensive landscape buffering and context-sensitive site design. Transportation improvements focus on creating a “countryside driving experience,” incorporating rural cross-sections, expanded trail networks, and minimal road widening to protect natural surroundings and improve connectivity.

Implementation of the plan involves comprehensive zoning revisions, infrastructure needs assessments, and financial feasibility studies to ensure sustainable growth. Ultimately, the Countryside Vision Plan reflects Aurora’s commitment to responsible development, enhanced quality of life, and preservation of natural beauty—providing a model for balanced growth that can coexist with urban expansion and downtown revitalization efforts.

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The RiverEdge Park Master Plan outlines a bold and transformative vision for downtown Aurora, centered on revitalizing the Fox River corridor into a vibrant regional park and cultural destination. The plan proposes a series of integrated landscapes and civic spaces that reconnect Aurora’s east and west neighborhoods while embracing the river as the city’s defining natural asset. Key elements include a dramatic pedestrian bridge, a major outdoor performance venue, restored wetlands, and multi-functional public markets and gathering spaces. These features are designed not only to celebrate the city’s history and ecology but also to serve as a powerful catalyst for downtown revitalization.

Five primary areas define the park: Wilder Park on the west bank will serve as a green civic plaza and market space; a new cable-stayed pedestrian bridge will connect the two sides over Blues Island, which will be restored as a wildlife sanctuary; the Garden Market area will provide an urban-nature interface with LEED-certified visitor centers and public event spaces; the Performance Venue will accommodate up to 6,000 guests and become a major draw for cultural events; and the Indian Creek Wetland will create an environmental education hub with restored natural landscapes.

The plan emphasizes inclusivity, connectivity, and year-round use, with activities ranging from walking trails and kayak launches to winter skating and sledding. Accessibility, sustainability, and respect for Aurora’s history—such as recognition of the Potawatomi heritage—are woven throughout the project. Infrastructure, including parking and transit access via the Aurora Transportation Center, is carefully planned to accommodate large-scale events while remaining pedestrian- and bike-friendly.

Economically, the park is expected to significantly boost downtown property values and retail activity, with parallels drawn to the success of Millennium Park in Chicago. By anchoring new development and enhancing quality of life, RiverEdge Park is positioned to become not just a park, but a civic engine dynamic symbol of Aurora’s future that unites environment, community, and commerce.

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The 2006 Aurora Riverfront Vision Plan outlines a long-term, comprehensive strategy to revitalize the Fox River corridor as the heart of Aurora's downtown and a key driver of economic growth, community life, and environmental stewardship. The plan reimagines the Fox River from its industrial past into a vibrant civic space where residents and visitors can live, work, shop, and recreate. It emphasizes enhanced public access, the integration of natural landscapes, and a mix of high-quality residential and commercial development along the riverbanks.

At its core, the Vision Plan seeks to restore the health of the Fox River and make it the centerpiece of Aurora’s identity. It recommends the creation of a continuous greenway on both sides of the river with trails, scenic overlooks, and neighborhood connections. Development principles prioritize sustainability, river views, public open space, and walkable, bike-friendly infrastructure. The plan also calls for river-facing architecture—“two front doors”—to ensure buildings engage with both the street and the river.

Three illustrative development scenarios are presented: a residential riverfront neighborhood with public trails and native landscaping; a marina-based district blending mid-rise living with shops and restaurants; and a downtown mixed-use concept featuring integrated parking, rooftop gardens, and a signature pedestrian bridge lined with retail. Each concept is designed to enhance livability, boost Aurora’s tax base, and honor the city’s historical relationship with the river.

To support this vision, the plan identifies funding tools, redevelopment incentives, and strategic partnerships with local and regional organizations. It encourages public education campaigns, cultural programming, and improved access to the river from all neighborhoods—especially underserved ones. This plan positions the Fox River not just as a natural resource, but as Aurora’s front door and a catalyst for a more connected, prosperous, and beautiful downtown.

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The Seize the Future (STF) Master Plan for Downtown Aurora is a comprehensive ten-year revitalization strategy developed through a public-private partnership involving business leaders, city officials, and community stakeholders. The primary goal is to transform Downtown Aurora into a vibrant, mixed-use urban center where residents can live, work, learn, shop, and play. Anchored by the natural beauty of the Fox River, the plan envisions a connected and pedestrian-friendly downtown enriched with cultural, educational, and recreational amenities.

The plan builds upon Aurora’s unique assets, including its historic architecture, thriving arts scene, existing entertainment venues like the Paramount Theatre and Hollywood Casino, and its advantageous location near commuter rail lines. A major focus is increasing the downtown population through the development of over 2,500 new residential units and up to 500,000 square feet of new retail space. This population growth is expected to stimulate economic activity, support small businesses, and attract more investment. Priority development sites and neighborhood-specific plans lay out where and how this growth will occur.

Recognizing the challenges of aging infrastructure and the need for environmental remediation, the plan also addresses upgrading sewers, stormwater systems, and communications technology. Expanded TIF districts, SSA programs, and potential casino revenue are among the financial tools identified to support development. The plan stresses the importance of connectivity — physically linking neighborhoods and enhancing public spaces to create a downtown that is both functional and welcoming.

Ultimately, the STF Master Plan is a blueprint for sustained and inclusive growth that invites investment while preserving Aurora’s historic character and natural assets. Its successful implementation will rely on strong civic leadership, continuous community engagement, and a shared commitment to transforming downtown into a regional destination and economic engine for the city.

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The Strategic Plan for Downtown is a comprehensive framework aimed at revitalizing the downtown area by promoting economic growth, livability, and community identity. Informed by market research and public input, the plan outlines short-, mid-, and long-term goals to upgrade infrastructure, attract investment, and reverse economic decline.

Key strategies include: 1) Creating a balanced mix of retail, office, and residential spaces, 2) Increasing downtown residential density to support local businesses, 3) Improving building conditions and expanding office space, 4) Enhancing recreational amenities and hosting cultural events, 5) Reducing government barriers to development, 6)Improving transportation and parking, 7) Differentiating downtown from nearby communities, 8) Establishing a sustainable funding plan, 9) The plan also emphasizes public-private partnerships, integration with institutions like the College of DuPage, and the importance of civic spaces, safe transit, and a coordinated management structure for long-term success.

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