The City of Springdale and the Downtown Springdale Alliance are working with Alta to develop a Downtown Master Plan for the City of Springdale, one of four primary cities that comprise the Northwest Arkansas region, and the heart of the new 36-mile Razorback Greenway. The goal of this urban development and revitalization program is to enhance downtown as a thriving, clean, friendly, and attractive destination that improves economic vitality and supports new business opportunity.

The Downtown Master Plan outlines a design vision for the area, public space development, guidance for transportation and utility infrastructure, steps for neighborhood preservation, and economic development strategies to support the desired vision, and establishes a framework to guide future private investment.

One of the visions for the downtown area is to make Spring Creek, a waterway that flows through the city, the centerpiece of the master plan. Spring Creek was channelized and routed through a concrete culvert in the late 1960s to reduce flood damage to downtown buildings and property as part of the Spring Creek Urban Renewal Project. The concrete channel and concrete cap extends roughly three city blocks through downtown Springdale and its removal and redesign will make it more accessible to residents and businesses.