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This is probably a little too cynical, but Ames will only develop/grow/spread in the manner that Jensen, Hunziker, Friedrich, etc., see fit.
I think an ultimate goal for campustown is to have enough housing and businesses there that the need and desire for students to drive is greatly reduced. Building housing that accommodates driving could also be done. As an example the Crawford School development has parking on lower levels. It's really easy to get anywhere in town or to 30 from a place like that.