Objective: Advancing Downtown Orlando
Project Details
Company Name: City of Orlando
Program: Community Redevelopment Agency/ Downtown Development Board
Location: Orlando, Florida
Role: Project Coordinator
Timeframe: 2013-2014
Challenge
What: ProjectDTO was a comprehensive visioning process and strategic framework designed to update the city’s urban core. This resulted in two primary documents: the DTO Vision Plan (setting 10 major themes for development) and the DTOutlook (the formal redevelopment plan used for funding and prioritization).When: The initiative was launched in late 2013/early 2014 , specifically to address the expiration of the utility of the previous 2003 Downtown Orlando plan and the changing dynamics of the community needs in downtown Orlando.
Where: The Downtown Orlando Community Redevelopment (CRA), a 1,664-acre urban core in Orlando, Florida.
Why: The project was born out of a realization that the “Old Orlando” plan was no longer sufficient for a modern, growing city. Key issues included:
- An outdated strategy which did not account for the post-recession market shifts or the rapid evolution of urban technology and lifestyle preferences.
- The existing infrastructure plan prioritized cars over pedestrians, which yielded a downtown that wasn’t sufficiently welcoming or walkable for residents and guests.
- There was a critical need to transition from a “business-only” district to a “vibrant neighborhood” to attract major corporate anchors- like EA Sports- and high-wage jobs.
- Downtown was also in need of a “creator culture” and a more iconic visual identity to differentiate itself from the surrounding tourist-heavy theme-park districts.
Advisory
The catalyst for ProjectDTO was the realization that the 2003 redevelopment parameters no longer mapped to the reality of a post-recession, tech-forward economy.The Insight: Through feedback loops involving a Task Force of 100+ stakeholders and thousands of community data points, the advisory phase identified a critical gap: Downtown was viewed as a "9-to-5" business district rather than a 24/7 "live-work-play" neighborhood.
The Breakthrough: By synthesizing input from over 5,000 community comments and market research units, the "big idea" emerged: Downtown Orlando must evolve from a functional center into a "vibrant, walkable, and welcoming" urban soul.
Strategy
The strategy for this project was unique in that it moved from a traditional strategic planning exercise to an empathetic urban engagement model. The strategy utilized a ten-theme framework- with 9 subcommittees- outlining focuses on identity, sustainability, access, social fabric, culture, economic competitiveness, lifestyle, amenities and open spaces. This strategy was executed through a dual-track timeline:Visioning workshops led by citizens to define the “soul” of the city.
The market research and technical redevelopment review to provide a plan for funding and zoning the key ideas provided through the visioning workshops.
Framework: The strategy utilized a Ten-Theme Framework (e.g., "The Great Outdoors," "Awesome Outdoor Living," and "Iconic City") to categorize all initiatives.
Phases: The strategy was executed through a dual-track timeline:
Visioning: Empathy-led workshops to define the "soul" of the city.
Gaming & Empathy: By "gaming" future market scenarios (high-density residential vs. commercial shifts), the plan ensured the downtown core remained resilient against economic fluctuations while prioritizing the human experience of the pedestrian.
Management
The project was governed by a multi-tiered management structure to ensure transparency and momentum.
Structure: An Executive Committee and Task Force model provided the overarching standards.
Systems: Management was rooted in Public-Private Partnership (P3) coordination, ensuring that city-led infrastructure projects (like the Downtown Loop) synchronized with private development timelines.
Standards: Strict adherence to Urban Design Guidelines ensured that every new project—from Parramore to the Central Business District—contributed to a cohesive visual and functional identity.
IMPACT: The Cultural Legacy
The true success of ProjectDTO is measured by the IMPACT it left on Orlando’s organizational DNA:Identity: Shifted Orlando’s brand from "The Theme Park Capital" to a legitimate "Creator Culture" hub.
Mission: Cemented a long-term mission to prioritize "The Great Outdoors," leading to an explosion of urban green spaces and parks.
Purpose: Created a sense of shared ownership among residents, turning them from spectators into stakeholders.
Attitude: Fostered a "can-do" collaborative spirit between the CRA and private developers.
Core Values: Codified "Walkability" and "Inclusivity" as non-negotiable standards for future growth.
Trust: By delivering on the "DTO Action Plan" items, the City built immense social capital and trust with its constituents.
Project DTO didn't just change the skyline; it changed the way the City of Orlando performs. It shifted the culture from reactive maintenance to proactive visioning, ensuring that every dollar spent today is an investment in the "welcoming neighborhood" envisioned a decade ago.