Route 196 is the “face of Lisbon,” planners told 40 residents at a forum Tuesday, but it may need a facelift if the town is to unlock its economic potential.

Amanda Bunker, a land-use planner and Jennifer Claster, a landscape architect, both with the engineering firm Wright-Pierce, guided a visioning session Tuesday in which public comment will become part of a Route 196 Master Plan.

They showed several pictures of the southern section of Route 196 — from the Topsham town line to the commercial highway area near the high school and Route 9 — then showed photos of other towns to illustrate potential traffic improvements.

The consultants showed pictures illustrating sign clutter, and said green space, landscaping, streetscape improvements, tree planting and improvements to building façades could aid the visual character of the southern gateway into town.

Bunker said “quality of place” is important to the Maine economy.

“Lisbon has quality of place … it’s just that you have to look at it a little too hard,” Bunker said. “But we can be there.”

The Route 196 corridor is “right in the middle of it all,” between Interstate 295 and Interstate 95; and between Topsham and Lewiston.

“There are a lot of concerns about what is the image of Lisbon, and (Route) 196 is the face of Lisbon,” Bunker said. “That is what people see when they’re coming through town and what people see and notice about this corridor tells the story about what Lisbon is. And there are a lot of people who realize they … don’t really like the story that’s being told right now with 196. There’s room for improvement…”

The master plan is intended to help the decision makers by providing a sense of priorities and how the town can best use its money, resources and regulations.

In small groups, residents discussed and recorded their opinions on transportation, visual character and redevelopment. At the end of the meeting, they used “dot” stickers to prioritize the possible improvements.

Some local business owners said the plan should “reflect Lisbon” and help merchants — not just those who may visit — and talked of needs such as more off-street parking in the Main Street area.

Though it wasn’t part of the visioning session, residents also discussed the Route 125 bridge replacement planned by the state Department of Transportation and the Route 196-Main Street intersection.

They also asked for more information about the future of the former Knight-Celotex mill, which Bunker said is still to be decided.

Claster talked about ideas for the Worumbo Mill area, taking into account the possibility it could remain or be torn down, with or without a replacement. Options included a riverfront park, which one resident suggested the town could use for a farmers’ market like the one along Maine Street in Brunswick.

Bunker said having a plan and public support can help the town get grants to help it achieve its vision. For information, visit the project website on the Planning Board page at www.lisbonme.org

dmoore@timesrecord.com