In 2010, the City of Iowa City laid out plans for the reviving of the Towncrest Commercial Area - an area of town originally developed in the 1960s. In 2013, Pro Building Renovation LLC redeveloped the 1000 block of Williams Street, which included two medical buildings: Eye Associates of Iowa City and Towncrest Dental.
The new buildings feature contemporary brick and limestone facades with wrap-around metal awnings. The abundance of greenery and curbside parking surrounding the building is reminscent of a traditional main street.