2025-2028 Strategic Plan

Organizational History:

Dubuque Forward was born from a shared recognition that progress happens when the public and private sectors work hand-in-hand. In 2022, a group of community members and business leaders began meeting to explore how new collaborations could help advance the City of Dubuque’s Imagine Dubuque 2037 vision. 

Guided by research and synthesis conducted by urban planning firm Houseal Lavigne Associates that included 15 City plans from the last 20 years, and informed by extensive community feedback, early “passion teams” formed around key areas of opportunity—economic development, housing, mobility, and quality of place.

Through 2023, these teams evolved into action-focused working groups that included entrepreneurial cultivation, housing, mobility, recreation spaces and natural areas, and culture and creativity. Each began identifying projects that could demonstrate visible momentum. The first of these—ranging from placemaking installations to mobility improvements—began to take shape, signaling the organization’s growing capacity and community support.

By 2024, Dubuque Forward had moved from concept to impact. The organization celebrated the opening of its first pocket park, saw new bike lanes implemented downtown, and welcomed its first full-time executive director. These milestones set the stage for a more strategic, sustained effort to align local passion with collective purpose.

In 2025, Dubuque Forward secured its first grants—one from the Children & Nature Network to launch Dubuque Nature Everywhere and another from the City of Dubuque for First Fridays Promotion, expanding cultural engagement downtown. The organization also opened its collaborative office in the historic Caradco Building, anchoring its presence in the heart of the Millwork District. A strategic planning process, along with a scoping visit and subsequent engagement of David Gamble of Gamble Associates, an architecture and urban planning firm, marked the beginning of a comprehensive Downtown Action Plan designed to guide the next phase of community-based development.

While the name Dubuque Forward feels distinctly modern, its roots stretch back nearly a century. In 1930, the Dubuque Chamber of Commerce hosted the “Made in Dubuque” event to celebrate local manufacturing and civic pride. A citywide poster contest produced the winning design, Dubuque Forward, created by Miss Isabelle Seippel—a symbol of optimism and progress chosen to represent the city that year.

Rediscovered thanks to the research of Heritage Works, the Carnegie-Stout Public Library, and local historians Ben Eagle and Mike May, this historic emblem serves as a powerful reminder of Dubuque’s long tradition of innovation, collaboration, and community spirit.

Today, Dubuque Forward continues that legacy—championing community-driven projects that strengthen downtown vibrancy, connect people to place, and help make Dubuque a community of choice where all people can thrive.

Mission: 
Make Dubuque a community of choice where all people can thrive.

Vision: 
Dubuque will be the most inspiring city of its size.

Core Values:

• Encourage bold, forward thought leadership.
• Embody community engagement.
• Foster collaboration.
• Focus on action.

Intentional Community Spark:
We’re here to ignite momentum, elevate local voices, and create visible change.

We are:

• Intentional - We don’t act  for the sake of action. We listen, we gather, we consider. Every move is rooted in community voice, guided by strategic thinking, and built to make a real difference.
• Community - We serve the people of Dubuque. All of them. Our strength comes from the diverse voices that shape our city’s identity and future. We’re here to unite, not divide.
• Spark - We ignite. We activate. We create momentum. Dubuque Forward exists to be the  flashpoint where input turns into impact - where ideas light the path toward something better. 

We are Placemakers+:
We bring stakeholders together–creating opportunities for open communication and alignment that breaks down silos, fosters collaboration, and allows people to advance and amplify collective impact. Through this work, we intentionally spark community connections and support the ongoing, organic evolution of places where people feel pride, belonging, and ownership. 

3-5 Year Organizational Strategic Vision: 
Dubuque Forward will be a well-governed, sustainably funded organization with clear identity and processes that builds trust through effective communication, delivers on a placemaking and collaborative leadership (placemaking+) vision through diverse leadership, and utilizes facilitation for meaningful project completion.

Strategic Pillars & Main Objectives:

North Star Leadership: Provide collaborative facilitation toward shared community vision.

Objectives:

• Conduct a Downtown Core Development Strategy
• Define and provide collaborative leadership
• Champion a SSMID for downtown Dubuque

Grassroots Placemaking: Help and facilitate grassroots projects that support the overall community vision through an actionable, repeatable process.

Objectives:

• Determine scope and associated tools for placemaking
• Select and facilitate grassroots projects
• Connect people with placemaking

Governance & Structure: Establish a clear governance system with defined organizational structure, relationships and roles.

Objectives:

• Create a governance philosophy
• Define organizational structure
• Formalize board governance tools
• Ensure compliance
• Create staff & volunteer onboarding tools
• Recruit board members

Branding & Messaging: Develop distinct brand definition and clear communication strategy. 

Objectives:

• Develop a communications strategy
• Create tools for communicating and engaging other in our efforts

Sustainable Funding: Create long-term viability through diversified revenue.

Objectives:

• Assess organizational readiness and foundation
• Create Infrastructure and systems set-up
• Create fundraising strategy
• Evaluate efforts

Operational Excellence: Establish and implement clear internal processes and methods for decision-making in placemaking, operational, and project execution. 

Objectives:

• Design standard operating procedures
• Create feedback loops and evaluation mechanisms
• Determine staffing needs to complete the work