Creating an Effective Downtown Revitalization Plan

Heritage Ohio Craig Gossman

Webinar – April 2011 Kinzelman Kline Gossman

Creating an Effective

Downtown Revitalization Plan

Craig E. Gossman, AIA, NCARBHeritage Ohio Webinar April 2011

Finding Sustainable Solutions Through Strategic Thinking & Creative Urban Design

Who We Are Services

+ Market Driven Strategies+ Sustainable Design & Planning+ Architecture+ Historic Preservation+ Site Development+ Design Charrettes+ Public Facilitation+ Placemaking+ Design Guidelines+ Development Strategies+ Tenanting Strategies+ Grants & Funding Expertise+ Downtown Development Corp

Understanding the Realities of the Competitive Marketplace

Where We Have BeenOHIO Cambridge Cincinnati Columbus Dayton Dresden Findlay Hamilton Marysville Mansfield MontgomeryPort Clinton Powell Sandusky Springdale Tiffin Vandalia Xenia Zanesville

INDIANAAuburn Bloomington Crown Point Darmstadt Evansville Floyd County Highland Lafayette Lawrenceburg Middlebury Richmond Southport

KENTUCKYCovington Dayton Independence Lexington Louisville Newport

FLORIDA ILLINOIS LOUISIANA MICHIGAN NEW MEXICONORTH & SOUTH CAROLINA PENNSYLVANIA TEXAS UTAH Greensboro , NC

Birmingham , MI

WEBINAR OUTLINE• WHY PLAN?• WHAT SHOULD THE PLAN CONTAIN?• PLAN COMPONENTS REVIEW • DETAIL ELEMENTS• QUESTIONS / ANSWERS

WHY PLAN?

A good plan today is better than a perfect plan tomorrow. - George S. Patton

WHAT ARE YOUR GOALS FOR THEREVITALIZATION PLAN?• Linkage to Funding?• Business Retention & Recruitment Tool?• Comprehensive Plan Interface?• Adoption of Sustainability Principles?• Need a Tool to Follow and Track Actions?• Enhanced Mixed Use Environment?• Balancing Business Creation With Quality

of Life?

WHAT A DOWNTOWN PLAN CANNOT DO?

• PROVIDE Leadership• ORGANIZE The Community • ELIMINATE Apathy

WHAT CAN A DOWNTOWN PLAN DO?• ENGAGE The Community• CHANGE Attitudes• INSTILL Pride• ARTICULATE The Future (& Process to Get There)

• INSPIRE Leadership

WHAT SHOULD THE PLAN CONTAIN?

• Lay out a bold yet flexible vision• Reflect community values• Provide reasonable certainty and

predictability• Promote Sustainability• Indicate quantity/quality of development • Give guidance for city officials and

stakeholders

AN EFFECTIVE PLAN SHOULD:

• Provide regulatory recommendations• Include a plan for the regeneration &

repurposing of older buildings & blighted areas

• Preserve historic character and urban fabric

• Identify an appropriate implementation timeframe.

PLAN COMPONENTS REVIEW

PLAN COMPONENTS• RECONNAISSANCE• CREATIVE VISIONING• PLAN REFINEMENT &

DOCUMENTATION• ACTION STRATEGIES• IMPLEMENTATION PHASE

RECONNAISSANCE • Market Understanding• Physical Environment Understanding• Regulatory Understanding• Previous Efforts• Stakeholder / Citizen Engagement

RECONNAISSANCE • Market Understanding

+ Demographics Area / Regional + Consumer Characteristics / Tendencies+ Drive Time Analysis+ Competition Area / Regional + Housing / Office Market Indicators+ Downtown Financial Structure

Market Analysis – Consumer Segmentation

Area / Regional Economic Context

Drive Time Analysis

Competitive Environment

Understanding the Competitive Choices

Consumer Needs –Attitudes/Behaviors

Market Demand Drives Development

Competitive Niche Defines Success Opportunities

Physical Environment Matters

Create and Manage “Place”

The Geography of Retail Choice

RECONNAISSANCE • Physical Environment Understanding

+ Downtown Limits + Special Districts+ Characteristics

Built – Architecture / Public Works Natural – Water / Topography

Area / Regional Physical Context

RECONNAISSANCE• Regulatory Understanding

+ Current Zoning / Land Use + Building Permitting

+ Special Districts + Signing + Building Repairs / Code Violations / Inspections

Vision

Zoning – Special Overlay, Form-Based

Design Review

Property / Inspections Maintenance

STAKEHOLDER ENGAGEMENT• Interviews• Social Media• Developer Discussions• Tenanting Economics• City Officials• Regional Competition

Be PROACTIVE not reactive

Act SOONER rather than later

Involve COMMUNITY

Involve MUNICIPALITIES, ECONOMIC DEVELOPMENT and other PUBLIC ENTITIES

Involve CONSULTANTS and CONTRACTORS

Identify/Assemble Key Stakeholders

CREATIVE INTERVENTION• Community Visioning• Early Indicators• Revitalization Plan Framework• Marketplace Testing

CREATIVE “INTERVENTION”• Community Visioning

+ Design Charrettes+ Workshops+ Open Houses

+ Social Media + Issues & Opportunities

Charrettes are what you do until sanity prevails again. - Patrick Condon

Approach - Identify Opportunities

Downtown, Neighborhood Linkages

Trails and Greenway Connections

Re-discovery of “Found Ground”

Integration of Art and Public Improvements

Catalytic Projects

Gateways and Public Spaces

Nobody goes there anymore. It's too crowded. - Yogi Berra

Mix of Uses

Housing+Office+Retail

Stakeholder Involvement

Physical+Financing

Alternatives Discussion

Establishing Community Values

Conceptual Plan Concepts

Sustainable Solutions

Market Driven Development Concepts

Wayfinding Opportunities

Valuable input to the PLANNING process

Identified END USERS

Getting Developers Involved

PLAN REFINEMENT & DOCUMENTATION• The Big Idea• Main Street Approach Document Organization• Development Metrics• Critical Success Factors• Measurable Results

The BIG Idea - Zanesville, OH

Cohesive Conceptual Plan Development

Realistic & Well Founded

Clear Implementation Steps

Early Stakeholder Endorsement

Preliminary Pro-forma

• Multiple parcels mean MULTIPLE OWNERS

• Barriers to LAND CONTROL and ACQUISITION

• Public ASSISTANCE

Controlling and Consolidating Land

ACTION STRATEGIES• Identify Partners & Champions• Recommendations / Strategies• Implementation Strategy / Matrix

Establishing Design Parameters

Floodway Mitigation

IMPLEMENTATION PHASE• Organization Structure • Recommendation Priorities • Catalytic Project Initiation• Community Engagement

Forget the damned motor car and build the cities for lovers and friends. Lewis Mumford

Oxford, OH

Awards

• Ohio Parks & Recreation Association Outstanding Award, 2000

• Ohio Chapter ASLA Merit Award, 2002

Cheapside District, Lexington, KY

Downtown Complete Street Strategies, Lexington, KY

Montgomery, OH

Restoration of Historic Context

Montgomery, OH

SUMMARY

The Basics• CLEAR Market Understanding• “High & Low” Altitude Physical Analysis• Creative Community Interaction• Bold yet Realistic Vision• Reasonable Goals & Recommendations• Process for Attaining Goals• Implementation Action Plan

Beyond Basics• Detailed Market Understanding

+ Consumer Intercept Surveys + Tenanting Analysis + Area Competition Analysis • Catalytic Development + Physical / Economic Modeling

+ Public Realm Enhancement Project + Establishing a FOR-PROFIT Community Reinvestment Corporation

Beyond Basics• Marketing + Public Relations Campaign + Tenant / Leasing Strategy + Tenant Recruitment Strategy• Demonstration Project + Historic Tax Credit Rehabilitation + Radical Repurposing Project + Sustainability Project + Tenant Recruitment

Beyond Basics

• Zoning / Land Use + Zoning Code Reform + Special Districting + FBC / Overlay + Design Review Process Reform + One Stop Shop to Building Permits

QUESTIONS

“Communities can be shaped by choice or by chance” Richard Moe

Craig E. Gossman, AIA, NCARBHeritage Ohio Webinar April 2011

Creating an Effective Downtown Revitalization Plan

Education

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