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Jasper Avenue New Vision / Imagine Jasper Avenue


Staff member
Member Bio
Sep 22, 2015
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Edmonton, Alberta, Canada
The City of Edmonton is currently undergoing a revitalization of Jasper Avenue from 97 St to 109 St. (the section from 100 St. to 102 St. has been mostly completed alongside replacement of the roof of Central Station), and in the initial phases of redesigning from 109 St. to 124 St. as well.

The goal of these projects is to improve the appearance of the avenue, improving the pedestrian experience (including pedestrian safety), and generally returning it to the status of "Edmonton's Main Street."

More information:
Revitalizing Jasper Ave. will require sacrificing some efficiencies

From the intensity of the room, you’d think the 65 people hunched over big white sheets with scented markers were plotting something more complicated than a road.
Imagine Jasper Avenue was the most sophisticated design charrette I’d ever attended.

Held in Christ Church in Oliver last Wednesday, the city’s public engagement event for downtown’s main street (west of 109 Street) had its own hashtag and logo.

A couple of the 100 or so adults who packed the gymnasium during two evening sessions envisioned, among other things, a canal and skating lane down the thoroughfare.

Every soul in the room had experienced a more pleasant and more pride-worthy street than Jasper, so the majority of their wants were obvious: Expanded sidewalks, pretty streetlights and public art, trees and flowers, maybe — gasp! — a bike lane.

Imagine Jasper Avenue is a grand gesture to show the city won’t repeat the fiasco of 99 Street. You may know it as “Scona Road,” but some within the transportation department call the car-centric, poorly consulted, accidental speed-trap “the Beginning of the End.”

Full story (Metro Edmonton)
Drop-In Open House - March 21, 2016
Help confirm the vision that is taking shape for Jasper Avenue.

City staff will share the themes from the comments and feedback received in the first stage of consultation.

Through hands-on activities and discussion, learn about the factors that will influence future design options.

Fun, child-friendly activities will be provided on site.

Date: Monday, March 21, 2016
Location: Oliver School
Address: 10227 118 Street (please use east side doors)
Time: 4:30-8:30pm
Formal presentations at 5pm and 7pm
Was at the Imagine Jasper Avenue session this evening. Mostly information gathering, not much new presented. City seems to be on the right track, and most people I talked to and heard talk sounded very much on board with the principles (pedestrian focus). Looking forward to seeing the first draft plan.
Uphold vision created for Jasper: Community league
As city consultants prepared their whiteboards and notepads for the second round of discussions on Jasper Avenue’s future Monday, community members are worried the messages collected won't make it into the pavement.

Lisa Brown, president of the Oliver Community League — a community that sees Jasper's seven lanes run through it — said the recent open house on Jasper was enlightening for its clarity of message.

"People want to put pedestrians first on Jasper," Brown said. "That was not only the overwhelming message, it was the only message."

Brown added she heard nobody say it was vital to maintain Jasper, west of 109 Avenue, as a transportation corridor.

But while Brown said she's confident city council will receive the message through its Imagine Jasper project, she worries past examples show council may not fund or stand behind what's requested.

"Our biggest thing will be ensuring the city follows through with the recommendations from the public engagement," Brown said, adding council has a weak track record on such projects, including bike lanes in Oliver.

Full Story (Metro Edmonton)
Imagining Jasper Avenue as Edmonton's Main Street
Councillor McKeen kicks off a unique form of public engagement

June 29, 2016

Edmontonians are being asked to ‘frame’ Jasper Avenue from 109 to 124 Street as part of a unique public engagement project underway ahead of reconstruction of Edmonton’s premier Main Street.

Councillor Scott McKeen introduced three interactive public art pieces, in the form of metal frames, at the launch of the newest phase of the Imagine Jasper Avenue project.

Passersby are asked to take a picture and share it, along with their thoughts, on Twitter and Instagram with #ImagineJasperAvenue.

“These frames invite all Edmontonians to start envisioning Jasper Avenue differently, to consider how they would change our shared public space for the better,” said Councillor McKeen.

The frames were made in partnership between the Imagine Jasper Avenue project team, CITYlab and local artist Naomi Pahl. Frames were piloted as part of another project on Jasper Avenue in 2015. The use of frames for the Imagine Jasper Avenue project aims to build on the success of that pilot to engage people who are using Jasper Avenue and to continue a discussion online.

“As people walk along Jasper Avenue and encounter the frames, we hope they see how it ‘frames’ what is currently there and leads them to ask what could be there when Jasper Avenue reclaims its historic position as Edmonton’s Main Street,” said Gadidasu.

The frames are located at:

  • 112 Street and Jasper Avenue, on the north side of Jasper Avenue
  • 111 Street and Jasper Avenue, on the north side of Jasper Avenue
  • 119 Street and Jasper Avenue, on the south side of Jasper Avenue
They will be out on Jasper Avenue for approximately one month.

The section of Jasper Avenue from 109 Street to 124 Street is slated for full reconstruction beginning in 2018. The purpose of the Imagine Jasper Avenue project is to envision an innovative, vibrant and relevant streetscape that will strive to balance the needs of the community, commuters, businesses and visitors. The project began in September 2015 and is anticipated to conclude at the end of 2016, with the presentation of the preferred concept streetscape plan.

For more information:
Project website:
City of Edmonton’s Main Streets Guidelines:

Media contact:
Beth Padfield
Communications Advisor
Office: 780.496.281
Mobile: 780.718.6695
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City encourages residents to Imagine Jasper Avenue
The city is hoping Oliver residents will literally give them a picture of what Jasper Avenue should look like in the future.

Three new blank photo frames have been set up along Jasper — at 111, 112 and 119 streets — which people can use to show planners and engineers what they want as the city gets set to overhaul the street.

The project is set for full reconstruction beginning in 2018 and Senior Engineer Satay Gadidasu said they want to know what it’s like to walk on the street.

“We want to hear from people who are using Jasper Avenue on a daily basis,” he said.

In an early round of public consultation, Gadidasu said people have told them they would like to see more patios, trees and a safer pedestrian environment.

Full Story (Metro Edmonton)
Jasper Avenue’s fancy lights are missing 32 months after construction
For all intents and purposes the work looks done on a re-built stretch of Jasper Avenue from 100th to 102nd Street.

The flowers are in bloom, the benches are ready for pedestrians, and unique sidewalks of stone line the street. But look a little closer and something doesn’t match.

“We’ve been disappointed that it’s taken so long to finish off the last few elements,” said Ian O’Donnell, vice president of the Downtown Edmonton Community League.

It all has to do with the existing street lights and traffic light poles that weren’t part of the original, grand plans.

When the $20-million streetscape project got underway in 2012, a specific vision was presented. Among the features: decorative street lights with smooth, curved poles.

“We’ve been a little puzzled as to why the last few pieces aren’t installed,” O’Donnell said.

Full Story (Global Edmonton)
Imagine Jasper Avenue: Past, Present, Future
Jasper Avenue has been recognized as Edmonton’s Main street for over a hundred years, and holds a unique and interesting history, tied to the evolution and growth of western Canada.

Jasper Avenue: Edmonton’s Historic Main Street
  • 1871- Jasper Avenue emerged as Edmonton’s main street
  • 1912– The amalgamation of Edmonton and Strathcona meant Whyte Avenue and Jasper Avenue began sharing the title of Edmonton’s largest, most bustling street.
  • 1930s- Jasper Avenue continued to gain strength as a commercial centre with the support of streetcars and motorized vehicles
  • 1985- Jasper Avenue saw a series of public investment initiatives, including the underground LRT.
  • 2004- The historic significance of Jasper Avenue became recognized and the block was designated as a municipal historic resource.
Although Jasper Avenue is still considered a popular street in Edmonton, it has become a busier, more vehicle-focused route for commuters into the City’s downtown. This shift in focus helped spark the Imagine Jasper Avenue Project – the goal is to create a vibrant, all-seasons destination.

“We want to create a public space where people can linger and have fun,” comments Facility and Capital Planning Project Manager, Satya Gadidasu. “We’re working closely with City Council, other City departments, area businesses and residents to create a design that balances the needs of all users, giving the pedestrian experience top priority.”

Main Streets Guideline

Aligning to the Main Streets Guideline, created in 2015, the Imagine Jasper Avenue project will improve the pedestrian experience through design changes by:

  • providing additional space for street furniture or landscaping
  • creating a buffer between pedestrians and traffic
  • enticing people to linger on the street by widening the sidewalks and making the area more user-friendly
Redesigning a street to comply with the Main Streets Guideline sets the stage for economic development and growth over the long term. A well-designed Main Street attracts a diversity of active land uses such as retail, restaurants, entertainment, services and civic. These different uses also contribute to generating pedestrian activity and increasing the attractiveness of Main Streets as destinations for people throughout the day and night.

“We are confident that many benefits will come as a result of this policy update because, as a Main Street, streets like Jasper Avenue will become a transportation link as well as a destination that has a tie to business and community revitalization,” said Gadidasu.

Frame Jasper Avenue

Last month, Councillor Scott McKeen introduced three interactive public art pieces, in the form of metal frames, at the launch of the newest phase of the Imagine Jasper Avenue project. The frames are placed along Jasper Avenue where passersby can snap a photo and share their thoughts (on Twitter and Instagram with #ImagineJasperAvenue) on how Jasper Avenue should look as a Main Street.

“These frames invite all Edmontonians to start envisioning Jasper Avenue differently, to consider how they could change our shared public space for the better,” says City Councillor Scott McKeen.

Next time you find yourself walking down Jasper Avenue, take a moment to take a photo through one of the frames. Share it to social media with your thoughts – What do you currently see on Jasper Avenue, and what do you want to see?

The frames are located at

  • 111 Street and Jasper Avenue, on the north side of Jasper Avenue
  • 112 Street and Jasper Avenue, on the north side of Jasper Avenue
  • 119 Street and Jasper Avenue, on the south side of Jasper Avenue
These interactive public art pieces for the Imagine Jasper Avenue project have been made in partnership with CITYlab and local artist Naomi Pahl. Pahl hopes participants will take a moment to digitally capture the people, places and events on Jasper Avenue.

As we move forward, the project team and the public are excited to see Jasper Avenue reassume the role of a place for people, as it historically did. The new vision and guiding principles place an emphasis on the quality of public space and the importance of continued public space improvements.

Once again Jasper Avenue will become, just as the Imagine Jasper Avenue vision states, Edmonton’s premier Main Street – a people place.

For more information please see the project website:

Questions and comments can be sent to:
Skeptical about the outcome of this project in the hands of Edmonton City Planning Department.