Project Introduction
Prospect Yards is a bold reimagining of Wilson, North Carolina’s historic downtown—a 160-acre transformation that positions the city as the cultural, economic, and civic heart of Eastern North Carolina. Anchored by the energy of a new downtown ballpark and the kinetic vibrancy of the nationally acclaimed Whirligig Park, the master plan stitches together Wilson’s rich industrial heritage with its future as a thriving, walkable, mixed-use destination. City Collective led the master planning effort with an eye toward creating an unforgettable place that combines authenticity and ambition—where small-town charm meets next-generation urban vitality.
Key Project Challenges
The challenges were as ambitious as the vision: unify a fragmented urban fabric, elevate the city’s identity beyond its past, and develop a plan flexible enough to grow with the market while specific enough to guide catalytic investments. The site included a mosaic of historic buildings, industrial lots, underutilized blocks, and civic anchors—all requiring delicate calibration. Layered atop this were complex market conditions, infrastructure constraints, and the need to deliver both immediate activation and long-term momentum. City Collective’s work involved not just design, but careful orchestration—aligning city leaders, private developers, and community voices toward a shared future.
Key Project Innovations
City Collective brought a powerful blend of vision and pragmatism to the table. Drawing from deep expertise in urban design, sports-anchored districts, and mixed-use development, the team structured a district anchored by six signature civic destinations—each one designed to amplify culture, community, and economic activity. The Jones Street corridor became the connective spine, integrating public life and placemaking from block to block. From curated density gradients to ground-floor activation strategies, from heritage preservation to catalytic infill, Prospect Yards represents a model of 21st-century district-making—delivered through a phased framework ready for implementation and positioned to thrive for decades to come.
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Client
New South Ventures, City of Wilson
Location
Wilson, NC, USA
Primary sector
Sports & Community
Value
$800M USD
Project years
2025
Services provided
Urban Design, Architecture, City Planning, Landscape Architecture
Project team
Principal-in-Charge – Justin Kearnan
Project Manager – Blakes Reeves
Design Lead – Blake Reeves
Collaborators
Land Design, Built Form, Kimley Horn, Civic Brand
Client reference
“City Collective has been a true visionary partner in shaping Prospect Yards — helping us transform 160 acres of historic fabric into a next-generation district that merges authenticity with innovation. With deep expertise in urban design, sports-anchored districts, and mixed-use development through construction, they were uniquely suited to lead this master plan. Their design leadership stitched together creative placemaking, walkable density, and catalytic public spaces in a way that both inspires belief and attracts investment, laying the groundwork for real transformation across Eastern North Carolina.”
– Michael Lemanski, Managing Partner, New South Ventures
