The firm's experience with downtown planning goes back to when John Fregonese spent 15 years as the planning director of Ashland, Oregon. While there he made a major impact on the city. His work on the Ashland Site Review Ordinance and Ashland Site Review and Use Guidelines earned the city a Special Award of Merit from the Oregon chapter of the APA. Downtown revitalization also became a focus. From 1985 to 1992, the Ashland Downtown Plan was developed and implemented. The plan included redevelopment and infill strategies, revitalization and expansion of Ashland's historic public plaza, and extensive traffic calming and pedestrian improvements. While in Ashland, Fregonese also lead an effort in the restoration of many historic buildings and fountains including the City Hall built in 1889, and the restoration of the Butler-Perozzi Fountain located in Lithia Park. Ashland is a renowned destination for tourists seeking arts, culture and proximity to outdoor recreation.

The Ashland Downtown Plan examined the downtown area and considered what assets needed enhancement in order to reach the community's goals. Citizen workshops were conducted to form ideas and goals for the plan, out of which a masterplan was developed. Key elements included pedestrian enhancements, park and plaza designs, public art and fountains, and a thorough economic development analysis and strategy. In addition to all necessary comprehensive plan and zoning amendments the plan included construction documents for a variety of streetscape improvements on Main Street and two major plazas in downtown Ashland. Resulting from these efforts, Ashland's downtown is one of the states most popular destinations.