We began work on the Oregon, WI Downtown Plan in May 2024, partnering with Redevelopment Resources,. Coined a “small town with a bustling future”, Oregon is home to a passionate community eager to shape a vibrant civic center. As a growing bedroom community, new residents are drawn here for its short commute to Madison, excellent schools, and abundant outdoor recreation. And of course, we can’t forget the beloved “Tin Man” water tower, a symbol of the town’s fun yet thoughtful spirit—something we experienced firsthand throughout this process.
A Community-Driven Approach
From the start, this plan was built on community voices. Oregon is one of the most welcoming places we’ve had the pleasure to work with—residents, business owners, and city staff engaged with us at art fairs, band performances, National Night Out, and senior center open houses. Residents went on walking tours with us, sharing stories and perspectives that shaped our understanding of their hometown. Many families have deep roots in Oregon, fostering a strong sense of heritage and optimism for the future.
City leadership played a vital role, listening to residents, valuing input, and embracing ideas to create a thoughtful, actionable plan. The collaboration led to a strategy that not only respects Oregon’s history but also sets a realistic course for smart, incremental growth.
Preserving Character, Planning for Growth
One thing was clear: downtown is the heart of Oregon. It’s where people shop, dine, and gather for community events. As the town grows, preserving its small-town character remains a top priority. For the design team, this meant:
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- Ensuring new infill developments are context-sensitive, blending seamlessly with existing structures (2-4 stories multi-family, mixed use, public spaces, restaurants).
- Prioritizing the renovation and adaptive reuse of historic buildings, like the Old Village Hall;
- Continuing to retain, expand, and upgrade community facilities in the downtown area.
- Enhancing walkability and connectivity to maintain a welcoming, accessible downtown; and
- Enhancing landscaping in private parking lots and other paved areas.
A Vision for the Future
Guided by community input and a consideration of Oregon’s history, the plan focuses on four key goals:
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- Enhance the downtown center as a place to gather – Residents greatly valued the gathering opportunities provided downtown at Waterman (Triangle) Park, the nearby sporting fields, and organized events in the center.
- Expand housing opportunities for this growing community – Increasing housing possibilities downtown fills a market demand while also increasing downtown population to support future business endeavors.
- Provide additional retail and commercial space for the expanding business interest – Oregon currently boasts few commercial vacancies. Business owners shared the tight market for a downtown space while others expressed interest in a downtown business without an option of where to go.
- Improve walkability and bikeability to create a more connected town – Promoting a healthy lifestyle and providing a people-scaled interaction with downtown was key. The proximity of destinations supports both walkability and bikeabilty, as does reducing traffic speeds.
Over the next 5-10 years, we’re excited to see these ideas take shape—especially the transformation of Triangle/Waterman Park into a dynamic community gathering space. Oregon’s future is bright, and we’re grateful to be part of its journey!
