Enhancing Leesburg’s Visitor Experience Through Updated Wayfinding

Posted on by Department of Housing and Community Development

Leesburg’s historic downtown is beloved for its rich history, charming shops, and vibrant culture. To help visitors and locals better explore and enjoy all of its wonderful attractions, the Town of Leesburg introduced an updated wayfinding system.

To complete the redesign and modernization of its existing wayfinding system, the Town re-hired the system’s original designer, Frazier Associates. The comprehensive project’s goals included improved vehicular and pedestrian navigation, increased economic activity, and incorporation of Leesburg’s updated branding. Existing signage was assessed in person, and new signage was determined through stakeholder engagement, as well as analysis of current traffic patterns and data. Multiple focus group sessions were held to determine which downtown destinations to highlight and how best to cater to the needs of diverse users. Following extensive data collection and feedback, schematic designs were developed based on Leesburg’s updated branding.

Key elements of the new system include updated vehicular trailblazers, along with the addition of new destination markers and light pole banners that clearly identify the historic downtown district—encouraging exploration of lesser-known areas. The designer consultants also provided expert recommendations on digital kiosks to further enhance the visitor experience.

“This project directly supports one of the Leesburg Movement’s key goals—raising awareness of the entire downtown footprint and encouraging visitors to explore beyond the familiar stops.” said Allison Wood, the small business development and tourism specialist for the Town of Leesburg. “I am especially excited about the addition of lamp post banners, which will enhance the visual identity of our downtown and help drive foot traffic.”

Local public investment for this project totaled over $75,000 and was supported by a $15,000 Virginia Main Street Community Vitality Grant. The result is a vibrant, user-friendly wayfinding system that not only makes navigation intuitive but also promotes local businesses and economic vitality. Once fabricated and installed, Leesburg’s refreshed signage will welcome both residents and visitors and encourage exploration throughout the entire district.

Photo credit: Town of Leesburg & Frazier Associates