The City of Alexandria recently adopted a new planning strategy for Hoffman Town Center that will guide and shape the area for long term stability and success.  The Plan envisions Eisenhower East as a unique destination that sparks curiosity and fun, serving not only those living and working in Eisenhower East, but also attracting local and regional neighbors, something that will be critical to its long-term success. The Plan framework is intended to set Eisenhower East apart by encouraging a built environment that accommodates a variety of uses, encourages social connection and fosters a retail and entertainment district that is welcoming and desirable to a range of customers eager for new experiences. The Plan recommends district-wide management of uses, such as a business improvement district, owner’s or neighborhood association or similar entity to ensure coordinated branding, programming and placemaking and activation of retail – propelling the area as a regional destination. Over time, as the area’s identity develops through branding and programming, consideration should be given to renaming the Eisenhower Avenue Metrorail Station as an additional tool in extending the brand. As part of the Plan’s goal to make Eisenhower East a regional destination, recommendations encourage opportunities for creative placemaking to activate the area with special emphasis on the identified retail focus areas. Placemaking strategies and concepts include farmers and/or art and craft markets, outdoor beer gardens, public art, and other experience-oriented concepts that attract people and create social connections.