The Iturbide Street Urban Mall is an aggressive renovation movement lead by private entities, restoration advocates, and city government to preserve and amplify the atmosphere of historic downtown, while developing a tourist-friendly urban infrastructure.
The revitalization project will include wider sidewalks, decorative lighting, park benches, trees, canopies over storefronts, and a misting system for the summer heat.

Iturbide Street Urban Mall and Streets of Laredo Organization entered in an agreement with 4mercury to develop a new website to kick off a national marketing campaign.
The project consisted of extensive flash designs, search engine optimization, and an easy-to-use submit form for interested parties to request more information.