Amesbury has begun installation of wayfinding signage that will help clearly identify key locations and attractions throughout the city. A phased approach was established for the roll-out of the new wayfinding, with Phase 1 to include parking signage in the downtown area and municipal lots, destinations, and city parks. Additional phases will be implemented as funds become available. The additional signs would include gateway, vehicular directional, pedestrian information, municipal buildings, and schools.

“This project has been in the works for a long time, and I’m incredibly grateful to the community members and volunteers who have stood by us and trusted that we’d reach the fabrication and installation stages in due time. From the start, we knew alternative funding would be essential to bring this vision to life. Using ARPA funds in this way will have a lasting impact and support our businesses for years to come", said Mayor Kassandra Gove. "Multiple economic studies and planning documents have identified this gap in our community, and I’m excited to see the results of this work.” 

The project initially began in 2019 as an Amesbury Chamber of Commerce project with a $25,000 earmark in the state budget from the Massachusetts Office of Travel and Tourism. The grant was then authorized by City Council with Bill No. 2019-003, sponsored by Mayor Ken Gray, and was used for an initial survey and design work. Lack of production funding stalled the project until 2021 when the city took it over and Mayor Gove allocated $17,000 in the city’s FY22 Capital Budget to continue with the location planning and message schedule of the Amesbury Wayfinding Project. In 2023, the mayor allocated $200,000 from American Rescue Plan Act (ARPA) funds for the fabrication and installation of signage.

As part of the process, a Steering Committee comprised of 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 the community.

Matt Sherill, a member of the Steering Committee said, "As a business owner in Amesbury, I am grateful to have been included as a member of the Steering Committee of this project that will make it easier for residents and visitors to navigate our city. It shows how collaboration between City Hall and the community can create something lasting and meaningful.”

“As a volunteer member of the wayfinding Committee significant time was spent reviewing the designs to ensure the wayfinding system was both intuitive and consistent with Amesbury’s character, from the selection of the typefaces to the iconography, because these signs are fundamentally about improving the user experience. After years of careful planning and detailed review, we are confident this system will successfully connect people with parking, parks, and local destinations, fostering a stronger sense of place for everyone.”, said Matt Bailey.

In September of 2023, design firm, MERJE presented Design Intent Drawings with typefaces, iconography, and sign specifications including materials and sizes. These drawings and plans were reviewed by the Steering Committee in preparation for fabrication. Following revisions and design approvals, an RFP for fabrication and installation went out to bid which was awarded to MS Signs. 

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.

Executive Director of the Amesbury Chamber of Commerce, Sheila Beach noted, "As the project originated with the Amesbury Chamber of Commerce back in 2019, it's incredibly rewarding to see the wayfinding signs finally being installed! Clear, consistent signage is vital to help direct customers to our local businesses and encourages exploration of all the great attractions Amesbury has to offer. We are also thrilled to build on this momentum by adding a business directory to the system, which is being funded by the Chamber and participating businesses. This will provide even more specific, direct guidance and support for our members and the entire community."

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.

For more information including the timeline of the project, a list of those who participated, and funding sources, visit the wayfinding page.