In partnership with Teska Associates and Goodman Williams Group, The 1861 Group designed a Master Plan to address small business strategy, housing issues, pedestrian safety and public way improvements in the Lincoln Square neighborhood of Chicago. Of note in this project was a small business environment that was slowing in momentum after decades of success, which was paramount in preserving and strengthening through all proposed strategies.

Strategies included supporting locally owned businesses by attracting new residents with a wider variety of housing, driving visitors to the area through improved non-auto transportation modes and upgrades to public spaces, enhancing landlord-tenant relationships to offer more affordable space for local commercial tenants, and helping the Chamber prioritize vacancies in the area.

The plan was created as a guiding document for a 5–10-year timeframe and was created over a 12-month period. The plan was officially adopted in 2019 and enhanced in 2020 to create achievable goals and metrics. In successive years, the Chamber built a public art plaza in 2021, streetscape improvements and a CTA Station area plan were completed in 2022, and in 2023 65 new affordable housing units were constructed in the area in alignment with the original Master Plan recommendations.