Oakland Avenue has been Shorewood’s business district since the community’s founding in the early 1900’s as an early suburb of Milwaukee. The community is very walkable and the unique businesses and services found on the street draw heavily from the adjoining neighborhoods. High traffic volumes, parking, district appearance and the need for additional business investment were the primary issues that drove the project. An intensive public process, market analysis and engineering studies generated a preferred streetscape design alternative that both the local businesses and city operational staff could support. The final design emphasizes walkability, broad terraces for adjoining business use, convenient parking, and paving that unifies the eclectic sidewalk patterns found in the district while minimizing the public space maintenance requirements. Traditional theme lighting, public seating and wayfinding improvements enhance user experience.