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Frisco business owner urges council to install wayfinding signage in Frisco Square
Summary
A Frisco Square merchant told the City Council the downtown area needs pedestrian wayfinding signs to better connect residents to shops and spur retail activity; staff previously identified a citywide signage plan but the business owner says a focused Frisco Square approach was delayed.
Steve McKinley, CEO of Urban Value Corner Store, told the Frisco City Council on May 20 that Frisco Square’s retail environment is underperforming despite recent residential growth and asked the council to install pedestrian wayfinding signage in four key locations to connect residents with nearby shops and services.
McKinley said the square was intended to be a “vibrant, pedestrian friendly, mixed use development” but that “in almost the three years since we’ve opened our doors here, I’ve lost count of how many small businesses have come and gone in the square.” He told the council the city previously committed funds for a wayfinding consultant but the project has been delayed and current citywide signage plans are not focused on Frisco Square.
McKinley described a series of meetings and emails with city staff and economic development staff since June 2024, including an in-person visit by city staff to his store. He said he was told FY2025 funds were approved to hire a wayfinding consultant, with progress expected by spring 2025, and that he was later told the project had been delayed and would be handled as part of a citywide program rather than neighborhood-focused signage for Frisco Square.
The presentation was part of the citizen-input portion of the council meeting; no formal vote or staff directive specific to Frisco Square signage was taken during the meeting. Council members later flagged wayfinding and Frisco Square as items for follow-up with staff.
McKinley’s remarks are consistent with the city packet and earlier staff references he cited; he asked the council to prioritize visible, localized signage to “make Frisco Square what it was originally intended to be, a connected, thriving town center.”
Council members verbally agreed to follow up with staff on wayfinding for Frisco Square; no timetable or funding action was recorded at the meeting.
