Located in the fast growing Rogue Valley, Talent has experienced a high growth rate in recent years and forecasts do not indicate any slowing in these trends. One of the longstanding goals of Talent is to establish a vital downtown that grows with the community. Talent's downtown was developed when it was a much smaller town, and needs to expand with the City if it is not to become a simple suburb.

The Talent Urban Renewal Agency hired Fregonese Associates to develop a Town Center Master Plan for West Valley View area. The purpose of the plan was to design a new street network for the area that will incorporate alleyways, pedestrian accesses, and shared parking options. The plans goals were to provide a safe and efficient transportation system, open up properties for business development or re-development, address awkward lot configurations and street geometries, support historic preservation, provide community amenities and support the downtown core area for businesses and for citizen use.

Fregonese Associates completed background research and fact finding, including informal one-on-one meetings with property owners in the West Valley View area. FA subsequently developed three alternative transportation armatures that will be presented at the workshops. After these design stages were completed, the preferred concept was presented to the Planning Commission and to the City Council for final approval. The plan was adopted in the Fall of 2006.