The overall concept is to create a newer and grander Naples downtown by developing a vibrant urban core area connecting two major focal areas of the city: Fifth Avenue South (the city’s vibrant entertainment and retail spine), and Grand Central Station (a planned major retail, office and residential development). The area, anchored at the Four Corners (4C) intersection, would also integrate several other new developments on the new growth corridor of of 5th Ave. S./ U.S. 41 E..

There are four primary goals in this master plan. The first primary goal is to reform the traffic flow (without greatly affecting the current traffic pattern), thus creating a pedestrian friendly region.
The second primary goal is to increase the efficiency of the land use, nurturing cost-effective urban development supported by pedestrian life.
The third primary goal is to increase commercial value by supporting more innovative functions and programs for the space.
The fourth primary goal is to enhance the aesthetics, architectural features, ecology, and sustainability: