In order to help bring Downtown Edinburg back to life, the Mayor, along with the Planning and Zoning Commission, commissioned a team of consultants headed by Broaddus Planning to assist in structuring a Downtown revitalization effort in the form of a Master Plan. The six-month-long planning process included a series of community workshops. These workshops helped create an understanding of the needs and requirements of the project, and develop a common vision. Stakeholders were given opportunities to express their ideas and concerns in community forums, walking tours, and community surveys.

The outcome of the Downtown Master Plan is a strategic implementation plan based on collaboratively-developed, underlying principals. The Plan establishes a visionary framework that helps make Downtown Edinburg a desirable destination. It focuses on themes of economic development, livability, community character, transportation, and sustainability. Specifically, the Downtown Master Plan addresses “town-gown” relationships, providing recommendations for improving physical connections between Downtown and the University of Texas – Pan American. The planning team also developed recommendations for the central courthouse square. Distinct Downtown districts and neighborhoods were identified so that future development is informed and directed. The Texas American Planning Association awarded Broaddus Planning the 2010 Current Plan of the Year for the City of Edinburg master plan project.