Meet JL Herbert
Project Manager for Imagine Downtown
JL comes with almost two decades of experience working in community development. In addition to being an entrepreneur and building a 15 year business in Duluth, JL has worked with and in various area non-profits and business groups, that worked to strengthen the local economy. With education in community organizing, sociology, and economic development, she has a passion for facilitating connections, organizing groups, and working to bring people together.
Second big step in the Imagine Downtown Plan…
Getting all 4 working groups up and running. These 4 groups are made up of community members, businesses, organizations, foundations and city employees, who all work together to accomplish each group’s specific objectives. Some of the objectives (you can find these in the Plan links above) are short term wins, and others are working to bring about real and lasting change that may take time to see the results of. To stay up to date on progress for each group, you can view group updates below and see the members that are volunteering their time to this plan.
Economic Development, Housing
Economic Development, Business Attraction and Retention
Public Space Improvement & Activation
Quality of Life & Safety
UPDATES
More than a year after the Imagine Downtown initiative kicked off, community input has shaped a bold new vision for the future of Downtown Duluth. Through focus groups, walking tours, public open houses, and surveys, hundreds of residents have helped define what a welcoming, vibrant, and prosperous downtown should look like.
That collective vision is now live! Explore the full Imagine Downtown 5-Year Work Plan, including data, community input, focus area strategies, and the Catalytic Projects designed to bring the vision to life. Read the full plan here.
Get the highlights of the Imagine Downtown 5-Year Work Plan — the community’s shared vision, top priorities, and key strategies shaping the future of Downtown Duluth. Read the Executive Summary here.
First big step in the Imagine Downtown Plan
Hiring a Project Manager to help facilitate the working groups and move the plan forward. JL Herbert started working for Imagine Downtown in May, 2026.
Working Group Updates and Progress
Logo Pack & Style Guide