Downtown Hershey Master Plan

8/9/2019 Downtown Hershey Master Plan

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D O W N T O W N

H E R S H E Y a p l a n f o r c o n t i n u e d r e v i t a l i z a t i o n

v o l u m e o n e


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S E C T I O N S

Acknowledgements 1

Background & Process 2

Five-Year Action

Plan 5

Organization

Design

Asset Enhancement

Promotion

Clean, Safe, and Green

Preliminary 11

Enhancement Options

Conclusion/Next Steps 29

P L A N N I N G G R A P H I C S

Devon Patio 13

14 East Underpass 14

West Chocolate Walkability 15

Town Square 16

Performance Venue 17

Community Green 18

Community Green 19

Chocolatetown Square 20

Facade Changes 21

Urban Green Space 22

Adaptive Reuse 23

Caracas Corridor 24

Pronios Corner 25

East Chocolate Walkability 26

Rite Aid Frontage 27On the Cover:

The vistas of downtown Hershey

are distinctly theirs and symbolicof the rich heritage and legacy

of Milton S. Hershey. These

views create the dramatic and

inspirational backdrop for a

continual strive for greatness in the

community.

D O W N T O W NH E R S H E Y

a p l a n f o r c o n t i n u e d r e v i t a l i z a t i o n


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AC K N OW L E D G E M E N T S

This plan was completed with the cooperative

efforts of a number of people, businesses,

institutions, and organizations. Below, they are

recognized for their outstanding efforts, support,

and cooperation in the development of this

planning document.

The Foundation for Enhancing Communities

Downtown Hershey Association Board

Derry Township

Dauphin County The Ofce of Rep. John Payne

First United Methodist Church

The Hershey Story

Hershey Entertainment and Resorts

The Hershey Company

Hershey Trust Company

Milton Hershey School

Hershey/Derry Township Historical Society

Penn State Hershey

Derry Township School District Hershey Volunteer Fire Company

Manada Conservancy


a p l a n f o r c o n t i n u e d r e v i t a l i z a t i o


4/322 Downtown Hershey - a plan for continued revitaliza

Evolution of the Downtown Hershey

Association

The notion of a dedicated downtown revitalizationorganization was rst identied in the DerryTownship Comprehensive Plan in 1991. For more

than 20 years, that seed of an idea was cultivatedin a variety of ways before being formalized inearly 2013 with the formation of the DowntownHershey Association (DHA). The DHA maintains a25 person board of volunteers from local businessesand community members who work in concert withmany other public and private groups and resourcesto help move the downtown revitalization processforward. The mission of the DHA is to bring togethergovernment, residents, the Hershey entities, localbusinesses, and civic organizations to enhance the

beauty of the downtown, attract new businesses,and improve the quality of life for everyone witha walkable, bike-able, safe, welcoming, quaint,and delightful downtown that respects Hersheysheritage.

The Downtown Hershey Plan for ContinuedRevitalization creates a new paradigm in planningand development within Derry Township,emphasizing unbridled enthusiasm for the town thatMilton S. Hershey built, an unprecedented spirit ofcollaboration, and an unwavering commitment to

protecting and enhancing his dream.

Development of Project Boundary

Dening the town of Hershey is difcult due tothe lack of any governmental borders. The village isdened by the iconic crossroads of the aptly thematicChocolate and Cocoa Avenues, respectively, and

emanates in the cardinal directions along those twoaxes.

For the purposes of this plan, the town is a 225acre area bound on the east by East Mansion Road,the west by Hockersville Road, the south by SouthFirst Street, and to the north by the active CSX railcorridor.

Currently, this area encompasses ve (5) distinctzoning districts, as shown on the Derry TownshipZoning Map:

1. Village Core2. Downtown Commercial3. Village Residential4. Public5. Commercial Golf

Additionally, many properties within the study areaare subject to the Chocolate Avenue PreservationOverlay Zone and subsequent review by the DesignReview Board for appropriateness.

B a c k g r o u n d a n d P r o c e s s

P R O J E C TS T U D Y A R E A


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B a c k g r o u n d a n d P r o c e s s

Public Outreach and Stakeholder

Inclusion

In Hershey, planning for continued revitalizationbegan with the stalwart and steadfast pillars of thecurrent community. The process was both deliberate

and intentional in the inclusion of key stakeholdersand broad public input throughout.

Stakeholder Input

Working with the DHA Board and Derry Township,private interviews occurred with more than 25individuals representing ten unique organizations.Complete minutes of those meetings are included inAppendix 1.

To gain input from the public, a broadly advertisedand promoted public event was held on April10, 2014 at the Hershey Story. That meeting wasdesigned and executed to facilitate measurable inputrelated to twelve (12) essential physical elementsof successful downtowns (heretofore known as theCharacter Preference exercise). In addtion openforum sessions for information-sharing relatedto both public realm and private realm (Blue Skyexercise) development patterns and uses within thedowntown study area, were also conducted.

Character Preference

Describing how something should look or existin the future can be a very nebulous and thereforanxiety-inducing request for non-planners. With thisunderstanding, the Character Preference exercise forthe Hershey community was organized using 102photographs exemplifying the following essentialelements; community brand, streetscape, landscape,pedestrian crossings, site furniture, building styles,architectural character, lighting, paving, park/recreation, seating, and gathering spaces.

Participants were given 15 individual tickets withwhich they were able to cast votes for individualpreferences in each category, allowing them one votefor each category and three additional bonus votesfor areas of particular interest. Simultaneously, anon-line version of the same exercise was posted forbroad community input.

In total, 8,506 votes were cast. Within each category,there were one or two selections that comprised themajority of votes cast. The details of each preferenceprovided the foundation for future design andplanning decisions, to ensure that all solutionswere rmly rooted in community sentiment andpreference.

Blue Sky

To ensure that every participant had an equalopportunity to express their thoughts related topublic and private realm development within thecommunity, two Sticky Walls were posted, andparticipants were asked to write their comments onindividual index cards and adhere them to the wallunder the corresponding public or private area.

By allowing small group discussions to occurconcurrently with individual participation, a broadand inclusive response was achieved. More than 800individual responses were posted and recorded. Theinformation gathered with this exercise providedfurther denition to the design concepts as wellas provided the basis for future land use anddevelopment planning, including zoning ordinancemodications.

Attendance at the event topped 175. Sign-in sheets,agendas, minutes, and support graphics are included

in Appendices 2-5.

Participants voting in the Character Preference exercise on April 10, 2014in the Hershey Story lobby space.





Department of Community and Economic

Development Five Year Action Plan

The DHA has led the effort to bring

together government, residents, the

Hershey entities, local businesses and civic

organizations to enhance the beauty of

the downtown, attract new businesses,

and improve the quality of life for

everyone with a walkable, bike-able, safe,

welcoming, quaint and delightful downtown

that respects our heritage.

Using the Keystone Community ve-point

strategic framework, goals and action items

were developed within each of the ve

core categories below:

1. Organization

2. Design

3. Asset Enhancement (EconomicDevelopment)

4. Promotion

5. Clean, Safe, and Green

These 23 unique goals and 77 supporting

action items will form the basis of the action

plan required for Main Street designation

and thus formulate the road map to

continued revitalization of downtown

Hershey.


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F i v e - Ye a r A c t i o n P l a n

To achieve the vision of the Downtown HersheyAssociation (DHA), goals and action items werederived from the planning process. Input gatheredfrom eld reconnaissance, stakeholder interviews,board meetings, public outreach efforts, staffinterviews, and institutional collaboration formed the

guiding principles of these strategies, with one veryclear constant: the plan and its goals should respectthe heritage and legacy of Milton S. Hershey whileaiming for continued revitalization into the future.

As previously noted, the individual goals areorganized within broad categories dened byPennsylvanias Main Street and Elm Street programs.All goals and respective action items relatespecically to projects, sites, corridors, and buildingswithin the dened boundary of the DHA study area.That said, many of the enhancements proposed will

have replicable elements that apply to the entirety ofDerry Township. For each of the following goals andaction items, consider the boundary as indicated onpage 2.

Organizational Strategy

Goal O-1: Create and sustain a community andeconomic development organization following theMain Street model

1. Action: Complete the IRS process to have theDowntown Hershey Association recognized as a501.c.3 organization

2. Action: Work with Derry Township to create adedicated staff position to act as the overseerof the activities of the Downtown HersheyAssociation, meeting the managementrequirements of DCED Main Street designation

3. Action: Create an Organization subcommittee,consisting of seven (7) members (with aminimum of three (3) current DHA boardmembers)

4. Action: Create a Design subcommittee, consistingof ve (5) members (with a minimum of three (3)current DHA board members)

5. Action: Create an Asset Enhancement(Economic/Finance) subcommittee, consistingof ve (5) members (with a minimum of three (3)current DHA board members)

6. Action: Create a Clean, Safe, and Greensubcommittee, consisting of ve (5) members(with a minimum of three (3) current DHA boardmembers)

7. Action: Create a Promotions subcommittee,consisting of seven (7) members (with aminimum of three (3) current DHA boardmembers)

Goal O-2: Redene DHA board structure

1. Action: Establish board terms and limits2. Action: Create subcommittee leadership roles3. Action: Update current bylaws to align with Main

Street/Keystone Communities approach

Goal O-3: Build the DHA nancial portfolio

1. Action: Create multi-year partnerships to growthe DHA

2. Action: Seek grant opportunities3. Action: Establish fundraising activities

coordinated by the Promotions Committee4. Action: Establish a Friends of Downtown Hershey

membership opportunity to provide anoperational on-going funding stream

Figure A (above) - This section of West Chocolate Avenue,

coated in a winter snow fall, is an iconic representation of the on-

going revitalization efforts in downtown Hershey. The intersection

of Chocolate and Cocoa Avenues is truly the nucleus of the

community and the vibrant hub of activity that will be further

enhanced through the broad strategies of this planning effort.




Figure B (above) - Melville Bench by Landscape Forms

Figure C (right)- Poe Litter Receptacle and Emerson Bike Rack

by Landscape Forms

Design Strategy

Goal D-1: Create a unied and cohesive aestheticstreetscape within downtown Hershey

1. Action: Utilize Landscape Forms MelvilleBenches as the downtown standard for allprojects. Bench shall be 6 aluminum bench, withback and intermediate seat divider, and have astandard Ivy powder coat nish.

2. Action: Utilize Landscape Forms Poe LitterReceptacles as the downtown standard for allprojects. Litter receptacles shall be 34 gallon, withside access, and have a standard Ivy powder coatnish.

3. Action: Utilize Landscape Forms Emerson BikeRack as the downtown standard for all projects.

Bike rack shall have a standard Ivy powder coatnish.

4. Action: Utilize Landscape Forms HawthorneLighted Bollard as the downtown standard forall projects. Bollard shall have a standard Ivypowder coat nish and utilize an LED luminairefor maximum efciency.

5. Action: Support the use of period style streetlighting that matches the historic lamps currentlyin use within the downtown core.

6. Action: Utilize Longshadow planters for seasonal

plantings in public spaces: Lake Bluff 24, 32, and/or 38 Marlia 30, 40, and/or 50

7. Action: Work with Derry Township public worksto develop a list of suitable street trees to beincorporated into codes.

8. Action: Install public art in public spaces9. Action: Install wall murals on existing building

walls10. Action: Install patterned crosswalks (to match

existing pattern, color, and material at Rt.743/422 intersection) at the each crosswalk alongChocolate Avenue

11. Action: Install green signal pole and mast arms tomatch Rt. 743/422 style

12. Action: Install patterned crosswalks (to matchexisting pattern, color, and material at Rt.743/422 intersection) at the each crosswalk alongCaracas Avenue

13. Action: Install on-street parking stripes along

Chocolate Avenue14. Action: Promote and support structured parkinginitiatives and projects

15. Action: Promote and support revisions to surfaceparking design and dimensional standards incurrent ordinances

Goal D-2: Coordinate transportation (vehicle, bike,and pedestrian) planning with Derry TownshipComprehensive Plan


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Goal D-3: Create a predictable process for review ofprojects in the downtown

1. Action: Provide suggested text modicationsfor upcoming zoning ordinance updates relatedto demolition, construction, and use or reuse ofcurrent structures

2. Action: Work with Derry Township to appoint aplanning consultant to provide design review fordevelopment projects

Figure D (below)- Green signal poles and mast arms with

historic Hershey Kiss lights will be replicated at all signalizedintersections.


Asset Enhancement (Economic

Development) Strategy

Goal AE-1: Attract development interest to coredowntown

1. Action: Establish a Tax Increment Finance (TIF)District

2. Action: Provide conceptual planning conceptsfor land owners to encourage desirable land uses(see Appendices 6 - 9 for sample projects thatwere developed during the planning process)

Goal AE-2: Pursue public nance sources toincentivize and enhance private development(please see Appendix 10 for a summary of funding

strategies)

1. Action: Prepare Act 13 grant applications tosupport Chocolatetown Square and adjacentenhancements

2. Action: Prepare a request to RACP funding toexpand Chocolate Avenue resurfacing project(scheduled for Spring 2016 construction)

3. Action: Prepare DCNR grant applications forapplicable projects

4. Action: Prepare DEP grant applications forapplicable projects

5. Action: Prepare PADOT/ DCED Multi-Modalgrant applications for applicable projects

Goal AE-3: Work collaboratively with DerryTownship Industrial/Commercial DevelopmentAuthority (ICDA)

Goal AE-4: Establish the Downtown HersheyAssociation as an accredited Main Street program

1. Action: Prepare DCED Keystone Communities

single application for designation2. Action: Activate memberships to National MainStreet Center and the Pennsylvania DowntownCenter to gain access to training and educationalopportunities specic to Main Street programs


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Goal P-7: Promote Downtown Hershey withinmedia outlets

1. Action: Provide press releases to localnewspapers

2. Action: Invite regional television news outlets to

participate in events and press releases3. Action: Generate content to feature on the Derry

Township website4. Action: Utilize social media to increase civic

and community engagement, including#DowntownHershey

Goal P-8: Create promotional partnerships withestablished area organizations

1. Action: Work with area lodging operators for

targeted tourist promotions2. Action: Hold quarterly meetings with conciergestaff at hotels

3. Action: Create content for inclusion on1-800-HERSHEY messages

4. Action: Work with Hershey/Harrisburg VisitorsBureau for broad advertising

Figure E (above) -Residents and visitors celebrate the inaugural

Sweetest Saturday event on September 13, 2014. The event

promoted the activities of the Downtown Hershey Association and

featured live music, dance, unique culinary options, and broad

based community engagement.


Clean, Safe, and Green Strategy

Goal CSG-1: Improve storm water managementwithin the downtown core:

1. Action: Install water quality areas alongChocolate Avenue2. Action: Install water quality areas along Caracas

Avenue3. Action: Install water quality areas along Cocoa

Avenue

Goal CSG-2: Increase recreational opportunitieswithin the downtown core

1. Action: Renovate Chocolate Town Square2. Action: Create a public park adjacent to the

Hershey Community building (Mt. Hershey)3. Action: Work with Post Ofce developers to

create a park within their plan for development4. Action: Work with developers to create a linear

green space or trail system along rail line


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P r e l i m i n a r y E n h a n c e m e n t O p t i o n s

Setting the Stage

The development of the overall plan focused onseveral guiding principles geared toward thestrengthening of the core downtown and theenhancement of a traditional downtown sense ofplace. Among these principles were the following:

1. Expand the overall tax base within the coredowntown and study area (depicted by the reddashed boundary above)

2. Continue to enhance Chocolate Avenue with

pavement markings, median enhancements,trafc calming, and updated signal hardware

3. Grow a broad continuum of housing in thedowntown, preferably on upper oors

4. Create more street-level activity and interactionsto enhance walkability, pedestrian energy, andduration of visitor stays

5. Provide guidance and support for development

patterns in select areas (noted above by colordesignation) with higher density, taller buildings,community supported uses, and creativefenestration to re-establish a traditional MainStreet aesthetic on underutilized properties

6. Encourage the use of diverse constructionmaterials, architectural styles, and built forms tocontinue the evolution of downtown and protect

against homogeneity7. Support projecting signs on buildings to enhance

the traditional retail district aesthetic

8. When possible, explore and support structuredparking within all redevelopment projects9. Emphasize opportunities for adaptive re-use of

high quality architectural stock along CaracasAvenue

The map above graphically depicts several focusareas for economic development activities within thestudy area. Visualizations of a variety of preliminaryenhancement options follow.



Utilizing the results of the information gatheringphases, including an area-wide photo inventoryand eld analysis, the following preliminaryenhancement options were developed. Eachdesign graphic embodies the character preferencesexpressed during the community meeting and

depicts the enhancement in locations specicallynoted during the planning process.

The intent of these graphics is not to portray theexact details and nal design of the improvement,but rather reveal the inherent opportunities to furtherenhance the sense of place in downtown Hersheyand interpret the communitys voice in real-worldsettings.

The key map below indicates the location of thefollowing 15 conceptual revitalization graphics.

P R O J E C T K E YM A P



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E X I S T I N G

P R O P O S E D


Outside dining spaces are visual cues that a downtownis vibrant and open for business. The existing patiooffering at Houlihans is an important node in the

downtown. The realignment of Park Avenue creates anew opportunity for the Press Buildings other dining

enant. The proposed patio depicted will be positioned totake advantage of sweeping views of the Kissing Tower

and other iconic elements of Hersheys skyline.

D e v o n P at i o S p a c e

1



The existing underpass along East ChocolateAvenue has the potential to be a distinctive featu

in the community. Borrowing heavily from tharchitectural ironwork details in the CommuniCenter courtyard, the street level walls can be

lightened and augmented with special paving tcall attention to the space. The addition of preca

columns, similarly inspired by the CommunityCenter, will create benecial continuity whileplanters can add seasonal color and texture.

1 4 E a s t U n d e r p a s s

E X I S T I N G

P R O P O S E D


2


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E X I S T I N G

P R O P O S E D

Walkability is not simply dened by the presenceof sidewalks. The sidewalks must provide the

space and alignment to move people where andhow they want to get around. Providing widersidewalks ensures that users are able to walk side-

by-side, push strollers, pass on-coming walkers,and generally utilize the sidewalk without barriers.

Adding special paving elements and/or interpretiveplaques will add character and interest as well.

W e s t C h o c o l at e

Wa l k a b i l i t y

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The intersection of Rt. 743 and Rt. 422, or the monostalgic, Chocolate and Cocoa Avenues, form

the nucleus of the downtown. The park spaces thenvelop the southern quadrants of the intersectimust function together during major events,

while having their own unique sense of place ancharacteristics as standalone spaces. These greespaces further link the Hershey Theatre and th

Hershey Volunteer Fire Company, both spaces tthe public and guests experience and visit routin

T o w n S q u a r e

E X I S T I N G

P R O P O S E D T O W N S Q U A R E P A R K R E N O V A T I O N

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E X I S T I N G

P R O P O S E D

A dedicated performance venue enriches the senseof place for a community. Its permanence begins

to suggest to residents and visitors that there is anemphasis on special events and activities in the coredowntown. That level of activity and vibrancy leads

to a positive economic impact to area businessesthat provide necessary services to the attendees of

such events. Additionally, the form and style of thestructure can be an iconic element in a public space

when it is not in use.

P e r f o r m a n c e V e n u e

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Among many of Hersheys assets, the viewsand vistas must be held in the highest regard

Approaching the square from the south, the abilto frame a dynamic view of the past, present, anfuture is evident. The development of a exibl

green plaza that continues the architectural detaof the Community Center will help buffer the

adjacent vehicular corridor and focus the attentitowards the architectural icons in the backgroun

C o m m u n i t y G r e e n

E X I S T I N G

P R O P O S E D

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E X I S T I N G

P R O P O S E D

The realignment of the Chocolate Avenue/Cocoa Avenue intersection presents a wonderful

opportunity to create a new gathering space in thecore community. To enhance thesense of safetyfor pedestrians and welcome visitors to the center

of town, the proposed plaza is elevated abovethe adjacent road network. The elevated plaza is

proposed to extend the public space along the westside of the Community Center to effectively create a

green forecourt to the building.

C o m m u n i t y G r e e n

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To ensure that all four corners at the intersectioof Chocolate Avenue and Cocoa Avenue form

cohesive visual experience, the material selectiomust be consistent with local precedents. The foand character of the retaining walls are inspiredand connected to the adjacent Hershey Commun

Center, an early 20th Century landmark buildinbuilt by Milton Hershey. Matching walls and ste

are proposed for the existing Chocolate TownSquare to further enhance the safety of park use

while creating a more usable program space.

C h o c o l a t e T o w n S q u a r e

R e n o v a t i o n s

E X I S T I N G

P R O P O S E D

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E X I S T I N G

P R O P O S E D

There are great buildings along Chocolate Avenuethat are functioning very well but could celebrate

their character and history with appropriatearchitectural planning and design. TAwningspresent an opportunity to dramatically alter theappearance of existing buildings with limited

impact to the users. Accompanying faade changescould include new doors, windows, and mostimportantly, projecting (or blade) signage to

highlight the business and animate the pedestrianenvironment.

F a c a d e C h a n g e s

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Reducing impervious coverage in the corecommunity will provide multiple benets to th

environment. The rst benet is an increasedamount of inltration for stormwater, whichcan have positive impacts on water quality,

ooding, and erosion. Additionally, colorful shrand perennial plantings in place of the pavingadd seasonal interest and provide a buffer for

pedestrians from vehicular trafc, while enhanccontinuity within the streetscape.

U r b a n G r e e n S p a c

E X I S T I N G

P R O P O S E D

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E X I S T I N G

P R O P O S E D

Much of West Chocolate Avenue is spatiallycharacterized by single family structures with

consistently deep front yard setbacks. Onesuggested architectural modication includes anew patio and signage which will better engagethe pedestrian and create a more animated andvibrant streetscape environment by providing

outdoor gathering and dining space within the corecommunity. Within the public realm, landscape

enhancements are proposed to enhance the waterquality of stormwater runoff.

A d a p t i v e R e u s e

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Representing a convergence of residential andcommercial development patterns, Caracas Aven

is an important transitional corridor within thcore downtown. Current and future adaptive reuof residential structures enriches the mixed us

character. To promote pedestrian safety, walkabiand visual continuity within the core communit

the plan proposes brick-patterned crosswalkspedestrian-scaled signage, and additional stree

trees. These improvements characterize a consistand cohesive approach to streetscape enhanceme

within the village.

C a r a c a s C o r r i d o r

E X I S T I N G

P R O P O S E D

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E X I S T I N G

P R O P O S E D

Planning for new development opportunities is animportant aspect of the process, but celebrating and

enhancing iconic local businesses and cultivatingtheir continued growth and development is equallyimportant. Pronios Market is a community anchor

where residents meet routinely. The conceptual plandepicts several additions to expand that community

role by providing a new plaza with seasonallandscaping, ample space for public gathering,

and faade improvements to the building whichemphasize the history and legacy of the Pronios

business.

P r o n i o s C o r n e r

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Approaching downtown from the east, there ian opportunity to utilize the broad green spac

for added whimsy and interest for not onlythe pedestrian, but also the vehicular travelerproviding a noticeable change when you arrive the core downtown. The concept depicts a subt

undulation in the sidewalk alignment, whichwill help direct the pedestrian to new views an

perspectives. The provision of lighted bollards wenhance walkability for pedestrians.

E a s t C h o c o l a t e

Wa l k a b i l i t y

E X I S T I N G

P R O P O S E D

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E X I S T I N G

P R O P O S E D

The existing streetscape is characterized by broadsetbacks for pedestrian areas. Within these setbacks,

there are opportunities to add a strong sense ofplace to the community through design. Street treeswill provide shade and overhead structure to thespace while the inclusion of a buffer of colorfulperennials along the curb line will allow for a

variety of low maintenance, high impact plantings.Furthermore, brick or other paving accents

communicate a sense of destination in the paving.

R i t e A i d F r o n t a g e

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C o n c l u s i o n - N e x t S t e p s

Conclusion

The Plan for Continued Revitalization is the resultof intentional collaboration, broad public outreach,copious stakeholder input, creative vision for the

future, and a reverence for the history and heritage ofHershey.

It is also a living document that must evolve asimplementation occurs. Many of the strategies andaction items in this plan document are already inprogress which speaks to the appetite and energy forfresh perspectives and an aspirational blueprint forthe core downtown.

Next Steps

The road ahead is dened by the 23 unique goalseach focused on the long-term vitality and wellnessof the community, making downtown Hershey

amazing, and stewarding the legacy of Milton S.Hershey.

The accompanying 77 action items now become thefocus of implementation activities for the communityThe success of the plan will be measured in part bythese metrics and in part by community sentiment.


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Downtown Hershey Master Plan

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Transcript of Downtown Hershey Master Plan