The Missoula Redevelopment Agency and the City of Missoula sought recommendations to their zoning code and tax increment financing standards for the revitalization of Russell Street. To that end, New Mobility West hired Progressive Urban Management Associates (P.U.M.A.) to diagnose the current zoning code and lead a public design charrette. In October 2014, P.U.M.A. and NMW staff spent three days in Missoula for an intensive immersion and problem solving effort. In order to better understand the market conditions that are likely to drive redevelopment of Russell Street within the study area, P.U.M.A. conducted research on demographics and the retail market. Based on analysis of the market, demographic, and income data, and observed conditions during our site visit, P.U.M.A. identified key opportunities within the Russell Street study area that are favored by market conditions.