Broadway Street serves Alexandria’s vibrant business community. Preparation for this street reconstruction and utility replacement project began years before construction commenced. The Redesigning of Alexandria’s Downtown (R.O.A.D.) group developed a marketing plan to engage the businesses and the community. Initiatives included street celebrations, special events, newsletters, banners, website, social media, and weekly walking tours of the project during construction. With these efforts, the city succeeded in bringing public involvement to an unprecedented level.