Downtown Corona had lost its Vitality and Cohesion

The City of Corona, uniquely containing a perfectly circular road, holds historical significance and strong symbolism. Yet in recent years, the Circle City’s downtown core had lost vitality and cohesion. In response, the city launched a request for proposals to develop a comprehensive Downtown Strategic Plan that would honour its history while charting a new future. Storyland Studios, alongside collaborative partners, was chosen to lead this effort. For many of our team members, this project was especially personal: an opportunity to revitalise our own hometown through creative vision, extensive community engagement, and deep-rooted storytelling.

Master Planning with Heart and Purpose

Over a six-month period, we led a holistic effort that included master planning, architectural and landscape design guidelines, environmental storytelling, branding, and website development. Through a robust community outreach process, combining in-person town halls, digital engagement, and outreach, we gathered insights that shaped a vibrant, community-driven vision. Our master plan reimagines Main Street by transforming surface parking lots into welcoming parks, creating a new “Circle of Light” that ties together Corona’s past and future. We built TheCoronaCircle.com to communicate the vision, providing residents and stakeholders easy access to planning documents, branding assets, and project updates.

Centering the Circle City around Story and Place

Through strategic storytelling and integrated design, Corona’s historic downtown is positioned for a powerful revival, reconnecting the community with its roots while offering new opportunities for growth and gathering. The new master plan reinforces Corona’s identity as the “Circle City,” combining vintage charm with modern placemaking principles. Our work ensures that Corona’s heart, which was once a promenade and raceway, will once again shine as a dynamic hub of connection, commerce, and community pride for generations to come.