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Jasper Avenue from downtown looking west

The purpose of this project is to develop a vision to re-establish Jasper Avenue as the main street of Edmonton, making it a place all Edmontonians can be proud of as well as a symbol of the vitality of the downtown and Edmonton as a whole.


The first phase of construction, between 100-102 Street, is complete.

The next phase will begin with the westernmost section of Jasper Avenue with future phases continuing eastward. Work on Jasper Avenue is being coordinated with the construction of the Southeast LRT along 102 Avenue to minimize traffic congestion downtown.

The Project

City Council approved the financing of this project in March 2008. Council is committed to transforming Edmonton’s urban form and making Edmonton more livable (City of Edmonton Ten-Year Strategic Plan) and this project will help us achieve that vision for the heart of our city.

The project area extends along Jasper Avenue from 97 Street to 109 Street.

Urban Strategies Inc. from Toronto was retained as the prime consultant for this project, working with Phillips Farevaag Smallenberg of Vancouver, along with the local firms of ISL Engineering & Land Services, Armin A. Preiksaitis & Associates and HIP Architects. They facilitated consultations and workshops with business and property owners, the Downtown Business Association, the Downtown Community League, and other stakeholders.

The result is a final report - Toward a New Vision for Jasper Avenue (30 MB) - containing an inspiring and compelling new vision for Jasper Avenue’s streetscape, as well as a range of important city-building initiatives that will surround it.

The underlying principle of this report is that the revitalization of Jasper Avenue’s streetscape can serve as a catalyst for private sector reinvestment, continued renewal and positive change in the corridor.


Jasper Avenue is Edmonton’s main street. However over the decades, Jasper Avenue lost much of its vibrancy and role as Edmonton’s premiere shopping street. Developments in the 70s, 80s, and 90s replaced much of the pre-war historic fabric responsible for the distinctive character and sense of place of the street. 

The charm of Jasper Avenue as a premiere shopping street also diminished through the development of new shopping complexes within and outside of downtown.

In recent years however, the Jasper Avenue district has seen gradual improvements. The level of economic and cultural activity taking place has grown with the opening of more restaurants, retailers, night clubs and lounges in the district. 

Residential development in the downtown is also on the increase, along with new and refurbished artistic and educational facilities.

The Capital City Downtown Plan (approved July 2010) affirms that momentum and the development of Jasper Avenue as a signature cultural and shopping street.

Edmonton's Downtown Story

Something big is happening here, and it’s like nothing that’s come before. It's a total transformation, and change of this scope takes an entire community.

Downtown Newsletter

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For More Information

Duncan Fraser

Sustainable Development

Title Senior Planner and Project Manager


Fax 780-401-7055

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