Dine’ Cultural and Commerce Center
Translating Navajo cultural identity and community priorities into a flexible mixed-use destination.
Along historic Route 66 in Winslow, Arizona, the Navajo Nation envisioned a destination that could celebrate Diné culture while supporting long-term economic opportunity and essential community services. Working closely with tribal leaders and stakeholders, RVi developed a conceptual master plan for the Diné Cultural & Commerce Center—a mixed-use development intended to serve as both a cultural gathering space and regional destination.
Goals
Our goal was to translate community vision and Navajo cultural identity into a destination that addressed both cultural and community needs, while establishing a flexible master plan framework to support phased implementation and future grant funding opportunities. Our approach hinged on listening, using community input to shape a destination centered around cultural gathering, economic development, healthcare access, recreation, and long-term community services.
Outcomes
At the heart of the mixed-use development is a circular plaza bounded by four separate buildings that form an octagonal shape, referencing the eight-sided shape of a hogan, the traditional dwelling of the Navajo people. Together, the buildings form a cultural and commerce center intended to support a range of functions prioritized by tribal leaders and community members, including a cultural center and museum, art studios and galleries, retail shops, offices, shared workspaces, and a conference center.
Four pathways emanate from the central plaza outward between each building, connecting to the outer quadrants of the development and referencing the Four Directions sacred to the Navajo culture. To the north, a performing arts and event arena will provide needed space for ceremonies, pow wows, concerts, rodeos, and other cultural events. To the east, a planned four-story hotel will provide additional lodging for visitors. Two commercial pads to the south will create opportunities for locally focused retail, dining, and future economic development. To the west, a medical services complex will offer culturally sensitive senior care, rehabilitation, medical offices, pharmacy services, and other healthcare uses.
Community priorities shaped every aspect of the Diné Cultural & Commerce Center master planning process, including traditional homestead space featuring hogans, a sweat house, and agricultural areas where livestock, gardens, and orchards can thrive. An interpretive trail connects the broader development and surrounding landscape. Every facet of the site was planned intentionally to address the needs of the relatively remote and underserved community—honoring centuries-old Navajo traditions while positioning the Winslow area for continued economic opportunity and long-term growth.
The conceptual master plan for the approximately 34-acre site came together through a collaborative, community-centric approach rooted in authenticity. The resulting plan will serve as a framework for development and a necessary tool for future USDA grant funding to support the project’s implementation.
