City Wayfinding

What is Wayfinding?

Municipal wayfinding systems are essential for enhancing navigation, promoting economic growth, and fostering community engagement within urban environments. By providing clear and consistent signage, these systems reduce travel frustrations, encourage exploration, and create a sense of place. For instance, well-designed wayfinding can lead pedestrians to their destinations more efficiently, improving their overall experience and increasing the likelihood of return visits. This positive user experience can significantly boost local businesses by attracting more foot traffic and encouraging longer stays in commercial districts.

Beyond navigation, wayfinding systems play a crucial role in promoting active transportation modes such as walking and cycling, which contribute to improved public health and reduced traffic congestion. Effective wayfinding fosters community engagement by connecting people with cultural landmarks, and public spaces, strengthening community bonds and enhancing the overall quality of urban life.

Master Plan Mobility Icon. Graphic illustration of a person walking. The person is inside of a gearOne of the goals of the I AMesbury 2030 Master Plan is to “Establish and/or improve wayfinding and interpretative signage to ensure circulation of pedestrian and vehicular traffic that supports commercial and residential viability.” In a 2022 Community Resilience Study, Amesbury was recommended to create a cohesive wayfinding brand to support community and business viability.


Phase 1 Installation of New Wayfinding

A phased approach was identified for the roll-out of the new wayfinding. Phase 1 is due to be installed late Fall of 2025. Phase 1 will include parking signage in the downtown area and municipal lots, destinations, and city parks. 

Additional phases will be implemented as funds become available. These signs will include gateway, vehicular directional, pedestrian information and municipal buildings and schools.

Additionally, the Chamber of Commerce is undertaking a pedestrian information/kiosk signage project for the downtown business district.

  1. 1 Design renderings of new wayfinding signs for parks
  2. 2 Design renderings of new wayfinding signs for parking
  3. 3 Design renderings of new wayfinding signs for parking
  4. 4 Design renderings of new wayfinding signs for the Riverwalk

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Project Participation

The Mayor would like to thank everyone who participated in the process with workshops, surveys, design review, location selection, and more. A cross-section of city employees, community leaders, business owners, and residents met on several occasions, in different capacities, to weigh in on the project ensuring the wayfinding would meet the needs of our community.

Steering Committee

Chief Craig Bailey, Amesbury Police Department

Matt Bailey, Owner, Mountain Top Landscape Co., Chamber of Commerce Chairman of the Board

Joe Buckley, Public Works Director

Nick Cracknell, Community and Economic Development Director

Kathy Crowley, Amesbury Recreation Director

David Frick, Planning Board Member

Kassandra Gove, Mayor; Former Executive Director, Amesbury Chamber of Commerce

Patty Hoyt, Resident; Educator; Historian

Craig McPherson, Resident; Former Senior Quality M&P Process Manager, AT&T

Matt Sherrill, Owner, Gould Insurance Agency

Previous Members Include

Angela Cleveland- Community & Economic Development Director

Lesley Fawcett, Development Manager, Our Neighbors’ Table

Chief William Scholtz,  Amesbury Police Department

Bill Scott, Community & Economic Development Director


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Community Input

Community engagement began in 2019. Participants are listed with their affiliation at the time of their involvement.

Doreen Arnfield, Council on Aging

Ken Aspeslaugh, Amesbury Trails

Wayne Barbaro, Amesbury Chair

Steve Belmonte, Leo’s Super Bowl & Patriot Vending

Bonnie Brady, Amesbury Carriage Museum

Chris Bryant, Whittier Home & Museum

Shannon Carroll, Amesbury Cultural Council

Catherine Carlson, Fairfield Inn by Marriott

Diane Cole, Bartlett Museum

Karen Cook, Cider Hill Farm

Peter Corrigan, Amesbury Chamber of Commerce Chairman of the Board

Carey Creps

Kathy Crowley, Amesbury Recreation Director

Frank Czar

Christine Dixon, City Clerk



Jennifer Durocher, Cider Hill Farm

Paul Eastman, Phat Cats

Anne Ferguson, Amesbury Improvement Association

Carol Finn, Local Gardner’s Group

Vincent Forzese, REMAX On The River

Lesley Fawcett, Development Manager, Our Neighbors’ Table

Pam Gilday, City Councilor

Mike Gorman, Atlantic Sports Center

David Hall, Coastal Trails Coalition

Anna Hardy, In Home Design Center

Tracy Harris, Hedgehog General Store & Hedgehog Designs

Dan Healey, Water Street Realty Trust

Danielle Holmes

Greg Jardis, Amesbury Industrial Supply

Norm Jutras



 

Barbara Lorenc, Cedar Tree Development & Trades Mill 

Jay McPartland, McPartland Development

Ozzie Morrill, Owner, Morrill Electric Company

Denis Nadeau, Inspectional Services

Jim Nolan, Amesbury Fire Department

Bob O’Brien, CiWorks

Marc Ouellet, Stone Ridge Properties

Marie Pierce, Lowell’s Boat Shop & Museum

Kerry Richards, Hair Company K

Danielle Ricci, Amesbury High School

Michelle Riaz, Brewery Silvaticus

Jonathan Sherwood, Amesbury Trails/Open Space

Cathy Toomey, Stone Ridge Properties

Tanya Tzitzon, Market Square Bakehouse

Dave Viale

Linda, Ashley’s Collection

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