Veterans Way

Veterans Way art and history walkTHIS IS WATERLOO'S VETERANS WAY

Waterloo's Veterans Way is a place-based art and history walk along 4th Street in Downtown Waterloo. The design concept includes multiple civic destination projects and a connecting walk, with thematic elements honoring Waterloo’s rich history of military service. Additional physical and pedestrian improvements will enhance safety, connectivity, and walkability.  

THE 4TH STREET CORRIDOR CONNECTS THE PROJECTS OUTLINED HERE along with several existing veterans memorials and commemorative spaces, such as the Vietnam Memorial Monument, Veterans Memorial Hall at Soldiers/Sailors Park, Prairie Pathways Plaza, and Sullivan Brothers Iowa Veterans Museum.

THIS STORY WILL CONNECT THE EAST AND WEST SIDES OF WATERLOO across the 4th Street Bridge, becoming a neighborhood-to-downtown connector and economic driver that attracts new visitors to downtown Waterloo.

PHYSICAL AND PEDESTRIAN IMPROVEMENTS will enhance safety, connectivity, and walkability. 

THE VETERANS WAY CREATES A MEANINGFUL DISTRICT, increasing tourism with wide-spread economic impact for the city and region.

Street Map

View Power Point presentation of Veterans Way Projects here

The sites and projects linked together along Veterans Way

Sullivan Brothers Family Memorial

The Sullivan Brothers Memorial, located at theSullivan A convention center, will highlight the story of the Sullivan family, the brothers, and the family’s service to the country. The purpose of the memorial is to inspire people to gather together and to serve their community. The memorial will feature activities and content that honor and respect veterans and their families.

Estimated project budget: $650,000Sullivan B

View the project overview video here
View the project Power Point presentation here

Waterloo Convention Center Signage

The Sullivan Brothers Memorial plaza will include a new monument sign with a video board feature, as well as social media-friendly letter sign that spells out, “Waterloo” for “must-have” photo-ops for visitors and residents.

Estimated project budget:  TBD

Cedar River Landing and River Road Parkway

This exciting project brings new urban living, recreation, and leisure opportunities to the downtown riverfront. This project consists of a multi-story mixed-use building with first floor commercial space and upper floor residential development. Public improvements include trails to the riverfront and permanent docks for kayaks, canoes, and recreational boaters, with easy access to the amenities of downtown Waterloo. Trailhead parking for visitors and future retail/restaurant establishments are planned. Outdoor plaza space connects to bicycle, walking, and water trails where people can gather, play, and share outdoor meals overlooking the Cedar River.

Estimated project budget: TBD

Bridge, Cascades, and Towers Lighting Project

Lighting Bridge PhasesA new, innovative public art installation that will transform the Cedar River into a canvas of living art. Beams of light turn the 4th Street bridge canopy and adjacent light towers into glittering jewels that reflect off the cascading waters of the Cedar River. Lighting under the bridges will symbolically unite the two sides of the river. This project serves as an economic development engine, a source of community advancement, a tool for visitor attraction, and a destination for recreation, art, and entertainment. Lighting displays will be programmed for holidays, events, and community celebrations.

Estimated project budget: TBD

See artist rendering here

Veterans Walk of Honor

The Waterloo Veterans Walk is a placed-based art and history linkage with pedestrian safety improvements and thematic elements honoring Waterloo’s rich veteran’s past. It will serve as place to reflect and learn about the region’s Veteran history, function as a neighborhood-to-downtown connector, and an economic driver to the region by developing another exemplary reason to visit Waterloo. 

This future walk along 4th Street will connect the existing and planned sites that honor the region’s veterans. A uniting theme will be developed that will create a place where all veterans and their families can visit to celebrate service to both community and country. This story will connect the east and west sides of Waterloo across the 4th Street bridge.

The Exchange Club of Waterloo is partnering with the City of Waterloo, Main Street Waterloo and Experience Waterloo to launch the Veterans Walk of Honor component. The annual banners can be sponsored for $200 each and will be on display from Memorial Day through Veterans Day.  New applications for 2023 are currently being accepted until March 31, 2023 or until they are sold out.

Applications can be found at  
Paper applications can be picked up at the Experience Waterloo Office, 500 Jefferson Street.

Estimated project budget: TBD

See sample Veteran Recognition Banners here

Pocket Park on Commercial Street

Across from the newly renovated convention center and Best Western Plus hotel, this little pocket park provides an opportunity for a restive plaza or green space in downtown Waterloo. With some quiet seating, public art, or a small active football/frisbee space, this tucked-away public space could provide a special enhancement to downtown visitors’ crossroads.

Estimated project budget: TBD

See artist concept here

Living Lamps Project – 4th Street Underpass Connection

A lighting project intended to bring glimmer and gleam where 4th Street crosses under Highway 218. This illumination will brighten dark spaces and connect the Church Row neighborhood to downtown core and amenities. Possible themes include lights that signify community stories and/or pillars of light representing community values.

Estimated project budget: TBD

View Sponsorship Opportunities Brochure here