While extremely popular, North Avenue Beach is plagued with functional problems, maintenance problems and lack of amenities and a tired identity. It is well known for conflicts between beach-goers, cyclists, pedestrians, and those arriving by car. The project tasks involved analyzing and proposing solutions to functional problems, transportation and access alternatives, a GAP analysis rooted in an economic study for what is working and not working financially, and what programming is missing. Although its amenities do generate revenue, this function is not fully optimized leaving prime opportunities untapped. The Master Plan reviews current conditions at North Avenue Beach, envisioning strategies that would both solve user conflicts, a shuttling system for parking and build a new identity for the entire stretch of waterfront. The Master Plan also proposes new revenue-generating opportunities to not only create an economically sustainable but new amenities that are revenue positive. The final report provides an overview of the process as well as the recommendations for a re-design of North Avenue Beach, with a total of 10 strategies, organized by phased priority of implementation. The North Avenue Beach plan examined the area’s existing conditions including circulation, ecological standards, and current levels of net revenue-generation from contracted tenants. The strategies in this study are designed to improve the visitor experience, enhance the landscape, and generate additional revenue.