DivisaderoTrialParkletImpactReport

AsummaryofdatacollectedbeforeandaftertheinstallationoftheDivisaderotrialparkletonMarch18,2010.

Imagesource:Pavem

enttoParks

TableofContentsExecutiveSummary 3

Context 5Methodology 8PeopleTraffic 9BehaviorAnalysis 10OpinionSurveys 11

BusinessExperience 15Recommendations 18

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ExecutiveSummaryTheDivisaderoStreetParkletisthefirstofthetrialparkletsintheSan Francisco Pavement to Parks streetscape improvementsprogram.Parklets repurposetwotothreeparkingstalls alongablockintoapublicspaceforpeopletoenjoythecity.Parkletsarepublicspacehostedandpartlymaintainedbyalocalbusinessorotherentity.Theparkletanalyzedinthisreportislocatedinthecommercial corridor of Divisadero Street between Grove StreetandHayesStreet,infrontofMojoBicycleCafé.

This study analyzes the public use and perception of the newpublicspaceandtheentireblockaswellashowbusinessownersthink it has impacted their sales. The Great Streets Projectcollectedbeforeandafterpedestriancounts, activitytalleysandsurveystomeasurethese impacts. Theparklet is anearlystagetrial; the City will engage with local stakeholders to determinewhetheritshouldbecontinuedonatrialbasis,removedormadepermanent.

ThefindingsofthisreportshouldbequalifiedbynotingthattheDivisaderocorridor,thoughnotthisparticularblock, wasunderconstruction during the collection of the “before” data andfeaturednewstreetscapeimprovements–again,butnotthisblock–duringthe“after”datacollectionthankstotheCity’sDivisaderoStreetscape Improvement Project. It is impossible to parse theimpactofthetwoprojects.

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Thespacebeforetheinstallationofthetrialparklet.

Thespaceaftertheinstallationofthetrialparklet.

Ourresearchrevealsthatthetrialparklethasalreadyincreasedpedestrian activity in the study area, the satisfaction ofpedestrians in the area and people’s sense of communitycharacter. Some businesses on the block have welcomed theincreasedfoottraffic.

• Thegreatestincreaseinactivitywasseenonweekdayeveningswhenpedestriantrafficrose37%fromanaverageof363to497peopleperhour. Theaveragenumberofpedestriansduringallobservationperiodsincreased13%.

• Theaveragenumberofpeoplesittingorstandingincreased30%from10to13at atime,andtheaveragenumberof weekdayvisitors in particular almost doubled from8 to 14people at atime.

• The percent of people surveyed who thought the area has astrongsenseofcommunitycharacterincreasedfrom80%to90%

• Despitetheincreaseinpotentialcustomerswalkingbyallstores,nearbybusinessesareevenlysplitbetweenwhethertheyagreetheparkletshouldbemadepermanentornot.

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ContextParkletsandthePavementtoParksProgramStreetsandpublicrights‐of‐waymakeupfullyonequarterofthecity’slandarea,morespaceeventhanisfoundinallofthecity’sparks.AccordingtotheCity’sPavementtoParksprogram,manystreets areexcessively wideandcontain largezonesof wastedspace,especiallyatintersections.SanFrancisco’snewPavementto Parks projects are intended to temporarily reclaim unusedroadwayspacesandquicklyandinexpensivelyturnthemintonewpublic plazas and parks. During temporary trial closures, thesuccess of the plazas and parklets is evaluated to understandwhat adjustments need to be made in the short term, andultimately, whether the temporary closure should be apermanentcommunityinvestment.

TheparkletisanewtypeofPavementtoParksProject.Insteadofreclaiminga pieceof underutilizedroadwayat an intersection,parkletsrepurposetwotothreeparkingstallsalongablockasapublicspaceforpeopleenjoythecity.Parkletsdothisbybuildingout a platform into the parking lane so that the grade of thesidewalkgetscarriedintotheparkinglane.TheDivisaderoparkletfeaturesthreecafétables,10chairs,onebench,threebikeracks,landscapedplantersandsolarlightingonaplatform.

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aticbyReBarGroup2010

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Schematicofaparklet.

DivisaderoCorridor

ThetrialparkletislocatedontheDivisaderocommercialcorridorbetween Grove and Hayes Streets. Divisadero is generallyacknowledgedtobeaneighborhood‐orientedretailstreet,withsomecity‐andregion‐widedraw.Areabusinessesincludeseveralcafes and restaurants that are busy during afternoons andeveningsaswellasretailstoresthatattractcustomersthroughouttheday.Acrossthestreet,theIndependentmusichallisapopularnight time attraction. The street is also served by the 24Divisaderobus.

Though there is a great deal of walking‐oriented retail on thestreet,Divisaderoisabusycross‐towndrivingandtransitroute,withnarrowsidewalksinmanyplaces.TheCityhasbeentryingtobetter balance these functions of the street through theDivisadero Streetscape Improvement Project. The trial parkletwas installed in conjunction with the Divisadero StreetscapeImprovement Project. Between fall 2009 and spring 2010 thecorridorreceivednewbusbulb‐outs,medianwideningwithtrees,landscaping,lightingfixtureupgradeandotherenhancements.

The coupling of the parklet and general streetscapeimprovements mean that the data in this report may beinfluencedbythestreetscapeproject.

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oogleMaps

Source:www.sfdpw

.org“DivisaderoStreetscapeProject”6

BusinessHost

MojoBicycleCaféisthehostofthetrialparklet.Thestore,whichopenedin2007,isacombinationbicycleshopandcaféservingpastries,sandwichesandotherlightfood,andawiderangeofhotand cold beverages, including alcohol. Prior to the parkletinstallation,thecaféhadtablesandchairsonthesidewalk.Theownerof MojoCafé is heavily involved inthe local merchant’sgroup.

Thecafeprovidesdailymaintenanceoftheparklet,butallseatingandbikeparking is freeandopentothepublic. Alcohol is notallowedontheparklet.

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ojoCafé

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MethodologyThe study area was defined as the entire west‐side block ofDivisadero Street between Grove and Hayes Streets for thepurposeofthisreport.TheGreatStreetsProjectperformedtworounds of on‐site data collection: a baseline collection onWednesday,March3rdandSaturdayMarch6th,2010andanotheraftertheparklethadbeeninstalledforsixweeks,onWednesday,May5thandSaturdayMay8th,2010.Datawascollectedbetween12and2pmand5and6pmonallfourdays.Weatherconditionswerecomparableonallfourdays,andweregenerallysunnyandverypleasant.

Trained staff and volunteers performed pedestrian and bicyclecounts; stationaryactivitytalleysthat lookedatthenumberofpeopleengagedinvariousactivities,suchassitting,standing,orplayingalongtheblock;andsurveysofusers’perceptionsofthearea.TheGreatStreetsProjectalsosurveyedbusinessesalongthe600blockofDivisaderoaftertheparkletwasinstalledtogaugetheir perception of the parklet’s impact on their businesses.ThesedatacollectiontoolswereinspiredbythoseusedbytheSanFranciscoPlanning Department, and is consistent with themethodology used to analyze previous Pavement to Parksprojects.

Thepedestriancountandactivitytalleysheet, usersurveyandbusinesssurveyareincludedintheappendixofthisreport.

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PeopleTrafficCounts indicate that the parklet attracted new visitors andencouragedasteadierstreamoffoottrafficthroughoutthedayandweek.Thankstoseveralcafes,restaurantsandstoresalongtheblock,thesidewalkalreadyhadheavyfoottraffic,especiallyon weekend evenings, comparable to that seen on ValenciaStreet.Thispatterncontinuedoncetheparkletwascreated,butthe number of pedestrians who visited the site during theweekdays significantly increased – almost to the amountpreviouslyseenonlyonweekends.

• The average number of pedestrians during all observationperiodsrosefrom404to459perhour,anincreaseof13%.

• Thegreatestincreaseinactivitywasseenonweekdayevenings,whenpedestriantrafficrose37%fromanaverageof363to497perhour.

• Pedestrianscontinuedtomakeup95%ofthesidewalktraffic,butthenumberofpeoplewalkingbikesintheareaincreased14%overall,and350%onweekdays.

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HourlyPedestrianCounts

350

500 470 487578

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BehaviorAnalysisThe data collectors counted stationary activity to track whatvisitorsaredoingwhentheystoponthesidewalkalongtheblock.Itemstrackedincludedpeoplestanding,sittingatbenches,sittingat cafétables, sittingontheground, sittingonother surfaces,engagedincommercialactivity,childrenplayingandthenumberofbikesparked.Therewasnosignificantchangeinthetype ofactivity observed after the parklet was installed, but like thepedestrian counts, these observations demonstrate that thenumber of people using the area increased, in particular onweekdaysandevenings.• Thepredominantactivityontheblock(over50%ofusers)beforeandafter theparklet installationwassittingat cafétablesandchairs.

• Theaveragenumberofpeopleintheareaincreased30%from10to13atatime,andtheaveragenumberofweekdayusersalmostdoubledfrom8to14peopleatatime.

• Thenumberofbikesparkedonweekdayafternoonsincreasedsignificantlytoanaverageof10atatime,althoughweekendandafternoonusedecreasedslightly.

• The area continues to be primarily for adults visiting nearbystoresandcafes;onlyonechildwasobservedplayingduringalloftheobservationperiods.However,theafternoonsurveytimewasduringatypicalyoungchildnapperiodsoitmaybethatmorechildrenwerepresentatothertimes.

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enttoParks

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OpinionSurveysUserCharacteristicsTheGreatStreetsProjectwasabletosurvey35peopleintheareabeforeand20peopleaftertheparkletwasinstalled.Allfindingsbelowshouldbequalifiedbythefactthattheanalysisinvolvesaverysmallsamplesize.

• Thepercentofrespondentswhowerevisitingfriendsincreased10%, while the percent who were just passing through andrunning errands decreased 14%. Dining continues to be theprimarypurposeforabout25%ofpeoplecomingtothearea.

• Priortotheparklet,78%ofrespondentsvisitedtheareamultipletimes a week. After the parklet, this droppedto 65%andthepercentwhovisitmultipletimesamonthoryearincreasedfrom9%to30%.Thismayindicatethatpeoplearenotcomingasoften,oritmayindicatethattheparkletisattractingnewpeoplewhopreviouslydidnotfrequentthearea.

• Priortotheparkletinstallation,respondentswalkedanaverageof7.5blockstothearea,andafteranaverageof6.5blocks.Themaximumdistance also decreased from 20 to 15 blocks. Thisdifferencemaybebecausefewerpeoplearecomingfromfartheraway,orbecausetheparkletisattractingmorepeoplefromtheneighborhoodnearby.

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UserSatisfaction

Furthermore,theusersurveysrevealedaslightincreaseinusersatisfaction in the area, and an increased perception ofcommunitycharacter.

• Onascaleofonetoseven(leasttomost), usersrankedtheirsatisfactionwithcharacteristicsof theareaslightlyhigheraftertheparkletwasinstalled.

• The most significant increase in satisfaction was for ease ofwalking,whichincreasedfromanaveragerankingof5.1to5.9.

“Thisareahasastrongsenseofcommunitycharacter”

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UserSatisfaction

Unprompted,20%ofpeoplesurveyedsaidthat they liked the parklet and thereshouldbemoreofthem.

“Iwouldvisitmoreifthereweremoreseating.”Thesurveysrevealedthattheparkletnotonlyprovidedneededbicycleandpedestrianfacilities,but–becauseitcreatedalivelyandattractivespace–alsoincreaseddemandforthemaswell.

• Whengiventheopportunitytomakeotherrecommendationsforimprovingthecorridor,thepercentofrespondentswhosaidthatthe area was too crowded or needed more sidewalk spacedeclinedfrom30%to5%aftertheparkletseatingwasinstalled.

• Thepercentofrespondentswhorecommendedmoretreesandgreenerydeclinedfrom26%to5%.

• Thepercentofrespondentswhorecommendedmorebikelanes,racks,andotherfacilitiesbeinstalledincreasedfrom9%to40%.

• Aftertheparkletwasinstalled,whendirectlyaskediftheywouldvisit the area more often if there was more public seatingprovided,90%ofrespondentsagreedtheywould.

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Before After

Whengiventheopportunitytomakeotherrecommendationsforimprovingthecorridorduringthe“after”survey,respondents’demand for more sidewalk space decreased, while their demand for more bicycle facilities and outdoor seating increased.Becausethiswasanopen‐endedquestion,someoftheanswersmaybemorerelatedtotheoverallscopeoftheDivisaderoStreetscapeImprovementProjectthanthisspecificparkletproject.

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BEFORE

More sidewalk space, less crowdingBuilding maintenance, aesthetics

Outdoor seatingTrees and greenery

Cafes and restaurantsReuse the theater

Tra!c calming and enforcementBike lanes, racks, facilities

Other entertainmentPolice and safety

Less noiseMore parkingMurals and art

Taxi service

AFTER

More sidewalk space, less crowding

Building maintenance, aesthetics

Outdoor seatingTrees and greenery

Cafes and restaurantsReuse the theater

Tra!c calming and enforcement

Bike lanes, racks, facilitiesShops

Less ParkingPublic space activation

Like the parklet, make more!

BusinessExperienceBusinessContext

Becausethesuccessofcurrentandfutureparkletsdependsontheir acceptance by the community – including residents andbusinesses – particular care was taken to survey neighboringbusinessabouthowtheythinktheparklet mayhave impactedtheirbusiness.

• All eight businesses on the block were surveyed: threerestaurants, two retail shops and three other establishments.Hoursofoperationspannedfromasearlyas7amtoaslateasmidnight,attractingcustomersthroughoutthedayandweek.

• Ingeneral,businessesagreedtheDivisaderocommercialcorridorisdoingfineorverywell.

• Mostbusinessesbelievethattheyhavecustomersthatarrivebyfootandbikeinthemixoftheirpatrons.

• Mostbusinessbelievethatabouthalfoftheircustomerscomefromtheimmediateneighborhoodandhalffromtherestofthecity.

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PerceivedBusinessImpacts

Thebusiness surveys reveal that there is a mix of perceptionsregarding how the parklet has impacted neighboringbusinesses.

•  Abouthalfoftheownerssaidtheirbusinessandcustomerlevelshavebeenthesamesincetheparklet,andtheotherhalfissplitbetweenbetterandworse.

•  Threeagreedthattheparkletshouldbemadepermanent,threedidnotandtwowereunsureordeclinedtocomment.

•  Therewasnosignificantchangeintheirperceptionofwheretheir customers seemed to come from (neighborhood orcity)ortheirmodeofarrival.

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Business response and reaction to the parklet is split anddependent onthetypeof business andhowclose it is to theparklet.Someoftheconcernsexpressedbyownerswerethelossof parking and unloading spaces for businesses that requiredeliveryanddrop‐offserviceandtheunfairbusinessadvantagefor the cafes andrestaurants closest to theparklet. The latterconcernofcourseactuallyindicatesthattheparkletisperceivedasabenefittocertainbusinesses.

Theseresultsemphasizetheimportanceofchoosingappropriatelocations for future parklets near compatible businesses andconsideringwhatmitigationsmayincreasecompatibilityincertainlocations.

Furthermore,althoughnottheprimarypurposeofthePavementtoParkprojects,thistrialdemonstratesthatparkletsdohavethepotential to contribute to economic activity in an area. Thesurveys indicate that some businesses have been able tocapitalizeontheincreasedfoottrafficgeneratedbytheparklet.

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RecommendationsData collected from the pedestrian and activity counts, usersurveysandbusinesssurveys,paintafairlypositivepictureoftheimpactstheparklethashadonthe600blockofDivisaderoStreetinthefirsttwomonthsofitstrial.

Thebenefitsoftheparklettopedestriansintheareaisclear.Bycreating an attractive public space for seating, the parklet hasfreed‐up sidewalk space for passing pedestrians, making it abetterplaceforthosewhowanttositandeasierforthosewhowant to walk to other destinations along the block. Theseimprovementstranslateintomorepeoplewalkingupanddownthe block and more people stopping to enjoy themselves,contributingtoaliveliermorevibrantneighborhoodandagreatersenseofcommunitycharacter.

Theimpactsperceivedbybusinessesaremixed.MojoCaféandsomeotherestablishmentsagreetheparklethasincreasedfoottrafficontheblockandinturntheircustomerbase.However,theotherhalfofthebusinessesdonotfeelthattheyhavebenefitedfrom this activity or the parklet. Some businesses want thecompetitiveadvantageofaparkletinfrontoftheirstore.Othersareconcernedaboutthelossofparkingsoclosetotheirstore.

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ReportpreparedbyLizaPratt.

Specialthankstoourexcellentvolunteers:

MattBrill,TerraCurtis,MatthewGarcia,AnnaHamersky,SeikoTakada,AdamHartzel,EsmeraldaJardines,AnneKaplan,DennisLee,LizaPratt,MelissaRiess

andKaitlynTrigger.

sfgreatstreets.org

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