This 30-acre urban design master plan examines the potential for a mixed-use innovation district that takes advantage of its proximity to East Carolina University, Greenville’s commercial center, and the historic tobacco warehouse district. It reflects the city’s commitment to revitalizing this neglected area, creating a vibrant urban environment and fostering workforce training and economic development. Potential tenants include advanced manufacturing businesses, art galleries, shops, restaurants, and residential lofts. Streetscape improvements will turn this busy corridor into a pedestrian-friendly, commercial spine of the mixed-use district. Ayers Saint Gross served as the urban design consultant to Brian Wishneff and Associates.