Westfields - What’s Next? · Source: Urban Land Institute, Washington, Westfields Presentation...

Westfields-What’sNext?

PresentationtotheDullesSuburbanCenterAdvisoryGroup

April19th,2017PresentedbyDavidGillofMcGuireWoodsandBillKeech,Jr.oftheWBOA

WestfieldsBusinessOwnersAssociation

Westfields– What’sNext?


PresentationtotheDullesSuburbanCenterAdvisoryGroupApril19th,2017

PresentedbyDavidGillofMcGuireWoodsandBillKeech,Jr.oftheWBOA

I. IntroductionII. QuickHistoryandBackgroundofWestfieldsIII. WestfieldsataCrossRoadsIV. APositiveChangeHasBegunV. WestfieldsUrbanLandInstitute(ULI)StudyVI. WhatweareseekingforthefutureofWestfields

WestfieldsABriefHistory


WestfieldsOverviewWestfieldsisan1,100AcreClassAofficeparkcreatedin1983bytheHenryA.LongCompany.

Createdasthebestinclass,corporateofficecampusforthegrowingglobalworkforcewellpositionedatthegatewaytoWashingtonDCandFairfaxCounty,Virginia.


WestfieldsQuickFacts

• 1100AcresMasterPlannedCorporateCentercreatedin1983• OneofthefirstandlargestcommercialdevelopmentsinWesternFairfaxCounty• Largest“Class-A”officeparkintheWashingtonRegion• OneofthelargestemploymentcentersinFairfaxCountyandthelargestemploymentcenterinSullyDistrict• Recognizedasacommunityleaderinsupportofschools,andsurroundingcommunity• Approximately25,000peopleworkinWestfields• Instrumentalincreatingthefirstpublic/privatetaxdistrictinVirginia–”Rt.28TaxDistrict”– CommercialPropertyOwnerspayadditionalrealestatetax.• 16MillionSquareFeetapprovedforWestfields,Alittleoverhalfwaydevelopedatthispoint


Your’re ingoodcompanyatWestfields

Source:Logos,TrademarkbelongtotheirrespectiveCompanies

OriginalConceptualMasterPlan



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© WESTFIELDS BUSINESS OWNERS ASSOCIATION (WBOA) 2017Alterations or reproductions of this exhibit is strictly forbidden without prior approval of WBOA

westfieldscenter.comRevised Feb 2017

Westfields InternationalCenter at DullesFairfax, Virginia

Retail

Residential

Commercial

Undeveloped

Hotel

Protected

PARCEL MAP

Source:FairfaxCounty,TripAdvisorInc.,IstockPhoto,Inc.

InvestedintheCommunityfromDayOneTheHenryA.LongCompanyfromtheverybeginningmadeacommitmenttocreateoneoftheverybestcorporatecommunitiesinthenation.ThatlevelofqualityandcommitmentcontinuestodaywiththepropertyownersanddeveloperswhocontinuetotransformandmakesomethingveryspecialhereatWestfields.• 40Milliononinfrastructure• 20MillioninLandscaping• Investedintheregionwiththe

creationoftheRt.28TaxDistrictpayingadditionaltaxforcommerciallandowners.

• CommunityEngagementandSupportthroughlongstandingpartnershipsandcommunityevents.


WestfieldsataCrossRoads

ANewVisionRequired


WhatishappeningtotheSuburbanOfficePark?

Source:WashingtonPost,TheAtlantic,WashingtonBusinessJournal- MichaelNeibauerJune23rd,2015,AarianMarshallandCommunityArchitectDaily

NetDomesticMigrationSlowing?Impactonourtaxbase?

Source:TheStephenS.FullerInstitute

Populationstartstoshift?

Source:TheStephenS.FullerInstitute

APositiveChangeHasBegun

ActionstakenbytheWestfieldsBusinessOwnersAssociation



AnImportantNewDirectionforWestfieldsandtheCommunity

Source:WashingtonBusinessJournal,June26th2015

HeadlineSay’sitAll…

Source:MontgomeryCounty,Maryland/PES,LLC

JustincaseyouwerewonderingabouttherecommendationsforMontgomeryCounty

ThePreserveat

WestfieldsExample1

Akridge,ElmStreetandNorthwoodRavinDevelopment


Multifamily,RetailandTownhomes

Source:Akridge,ElmStreetDevelopment,NorthwoodRavin

Retail,ApartmentsandTownhomes

Source:Akridge,ElmStreetDevelopment,NorthwoodRavin(PreliminaryRenderingsOnly)

AGreatGatheringPlaceandAmenity


Landscaping,ParksandGreenspace


CommonwealthCentre

atWestfields

Example2


Wegman’sComingtoWestfields!


UpscaleRetailandAmenitiesthatwillhelpcreateamorevibrantcommunity

Source:RegencyCenters

Retail,ServicesandShops


Plaza’sandMeetingPlaces


ULIWestfieldsStudy

ConfirmationofaNewVision


TheUrbanLandInstituteStudyof

Westfields


TheChangingFaceofOfficeSpace• Officespacesbecomingmoreefficientwithfewersquarefeetperemployee• Urbanamenitiesmoreimportantregardlessoflocation• Suburbanofficeparksarevictimsofthistrend,withparksaroundthecountrystruggling• Westfieldshasanadvantage…

Source:UrbanLandInstitute,Washington,WestfieldsPresentationDecember6th,2016

Westfields:What’sWorking• Nicheofficetenantsclusteringaroundanunparalleled“securehub”• Park-likesetting• ProximitytohighwaysandDullesAirport• FairfaxCountyPublicSchools• Adjacenttohealthyresidentialneighborhoods


ChallengesatWestfields• Workingoffoutdatedvision;havenotevolvedintobest-in-classfor2016• Surplusofavailableofficespace,someobsolete• Needtobroadenfocustoincluderetailandresidential• Lackofcohesion,community,andbrand• Trafficcongestionandlackoftransitaccess• Newercompetitorsoffermodernamenitiesandincreasedaccess



Policy/Regulatory:FairfaxCountyComprehensivePlan

• Permitresidentialinthe60dBA corridor• ConsidersimilarrestrictionstotheP3usesinthe65dBAcontour(noiseattenuation)• Mayneedtoallowincreaseddensitytocompensateforthecostofnoiseattenuation.

• Permitdatacentersinmixeduseareasthatincludeindustrial


PhasedActions:LowHangingFruit• UpdateDullesSuburbanCorridorPlan(IncorporateMixedUse)• Regulatorychanges• Detailedmarketingplan• Branding

• Banners• Wayfinding• Events

• Smallareatransportationplan/exploreTDMStrategies• Completeconnectionsbetweensharedusepathnetwork• Criticalpedestrianimprovements


OverarchingMarketingStrategy• Marketoutward-facingusestopotentialretailandresidentialinvestors/developers• Focusoncreatingasenseofcommunityviaretail,residentialandsocialinteraction

• Marketinward-facingusestobrokersasasecure,connectedofficeenvironmentutilizingexistingofficespace• RecognizethatretailandresidentialusesarethefutureofWestfields;theirsuccesswilldriveofficeleasing


ProposedChangestoLandUse• Neighborhoods

• A:Secure/officeconcentration• B:Lowdensityresidential/communityservingretail• C:Pedestrianorientedmixed-use.Communityheart.Needbetterconnectivitywithredevelopment.

ULIRecommendations


MajorTakeaways• Strongassetsleadtoopportunities• Transitionfromabusinessparktoacommunitywithinapark• Thinklikeatown• 1100acresisabigplace• Deservesdiversity• Internalconnectivity• Organicgrowthandchange• Flexibility



MajorTakeaways• Threeneighborhoods,eachwithitsowndistinctcharacter• Needfordatatobetterunderstandmarket• Data+understanding=brandingopportunity


FinalReportcanbefoundhere:http://washington.uli.org/wp-content/uploads/sites/56/2017/04/Westfield-TAP-Report_FINAL.pdf


WhatDoesWestfieldsThink?• WBOABoardofDirectorsendorsestheoverallULIrecommendationwithappropriateflexibilitytoaddressindividualpropertycharacteristics.

• “TheWestfieldsBoardofDirectorsandCommunityareverypleasedwiththeoutcomeoftheULIWestfieldsTAPstudy.ThisisasignificantconfirmationofourcontinuingeffortstomoveWestfieldstothenextlevelasamorevibrant,successfulandsustainablemixed-usecommunity.WelookforwardtoworkingwiththeCountyandcommunitytomakethisvisionareality.”–BillKeech,Jr.,President-WestfieldsBusinessOwnersAssociation

Whatdoweaskofyou?

ImportantconsiderationforthefutureofWestfields,thisCommunityand

FairfaxCounty



HowcanyoumakeapositiveimpactonthefutureofWestfields?• AllowWestfieldstocontinuethepositivemomentumincreatinganimprovedWestfieldsthatwillattract,retainvaluedemployeesandcompaniesandcreateamorevibrantcommunity.• AllowtheflexibilitysoneededtocreateacompellingplacethatpeoplewanttoWork,Live,StayandPlay• AllowtheconsiderationofarevisednoisepolicytopermittheULIWestfieldsvisiontoberealized• SupporttheULIWestfieldsStudyasaframeworkforfuturedevelopmentinWestfields.• THANKYOU!

Westfields - What’s Next? · Source: Urban Land Institute, Washington, Westfields Presentation...

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Transcript of Westfields - What’s Next? · Source: Urban Land Institute, Washington, Westfields Presentation...