The Town of Pembroke, NC knew that its downtown has the potential to provide a destination for entertainment, commerce and business to both its local population as well as the student and visiting populations connected to the University of North Carolina at Pembroke and the many events held there. In addition to a desire to improve the appearance of the area, Town leaders and local stakeholders also sought to incorporate functional modifications to the area and its corridors to promote use and attract people to the area. The Project Team worked with Town leaders to identify goals for the downtown area and scope potential improvements that would serve to promote those goals. Within the study area, potential improvements were developed and presented in phases to aid Pembroke in implementation in a manner which is manageable, both financially as well as functionally. The Master Plan was finalized in September of 2016.