West Racine is a traditional neighborhood centered around a three-block-long commercial street dating from the late 19th century.

The focus of the plan is the revitalization of both the business environment and the surrounding residential neighborhood. The plan was developed with an emphasis on community participation, including input from a household survey, regular business owner meetings and interviews, and a series of public workshops.

Three alternate design concepts for the business area resulted from the planning process. Although each concept enhances the neighborhood, each allows for and depends on specific development outcomes of the implementation process.

Other elements of the plan include design guidelines, a market study with detailed recommendations prepared by Business Districts, Inc., a parking study, and the development of comprehensive implementation strategies.