The aim is to study how ideologies come through in urban regeneration plans. Neo-liberalism, participatory democracy and environmentalism are systems of ideas competing for the minds of citizens in large parts of the world. Typical urban policies linked to each ideology are listed to provide a basis for identifying features of development plans that reflect aspirations for an entrepreneurial, green or open and inclusive society. A case study from Trondheim, Norway, maps ideological traces in waterfront development plans. The central question to be addressed is whether the internationally widespread allegations of neo-liberal hegemony over urban plans are reasonable. In light of the case data, it can be questioned whether neo-liberal ideology, although influential, is hegemonic in the plans. This doubt lingers, even if the chosen case Nedre Elvehavn is the kind of large-scale transformation of former dockyards close to the central business district that is often regarded as prototypical neo-liberal development in academic planning literature.