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About the Project

The section of Jasper Avenue from 109 Street to 124 Street is slated for full reconstruction beginning in 2019. This presented the opportunity to develop a comprehensive vision for the avenue which will direct the design of improvements and upgrades. The purpose of the Imagine Jasper Avenue project was to envision an innovative, vibrant and relevant streetscape that balances the needs of the community, commuters, businesses and visitors.

In 2015, Jasper Avenue was officially designated a Main Street by the City. This means it will be designed, constructed, operated and maintained to a higher standard as per the Main Streets Guideline. The Guideline also required Jasper Avenue be designed with a pedestrian priority and function as both a destination and link. Jasper Avenue is the first main street in Edmonton to be renewed using this guideline.

The Imagine Jasper Avenue project took place from September 2015 to March 2017. It involved four phases of consultation. The process worked through developing a vision and guiding principles, determining priorities and trade-offs, selecting the options for alternative design possibilities, and providing considerations for all user types in the development of the final design.

Vision: Jasper Avenue is Edmonton’s premier Main Street - a people place

Guiding Principles:

  • Create a vibrant, all seasons destination
  • Shape a community street
  • Put pedestrians first, ensuring travel options for all users
  • Increase the green
  • Consider the big picture

Preferred Design Plan

Concept Report

Project Journey

More details about what happened throughout the project, including: What We Heard summaries from each phase; studies and analyses influencing the design; how the vision and guiding principles are reflected in the design; and frequently asked questions are covered in the Project Journey Booklet.

Find out how to get involved in the Imagine Jasper Avenue project.

For More Information

Imagine Jasper Avenue



In Edmonton:  311
Outside Edmonton:  780-442-5311


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