DO WNTO WN M A STER PLA N

Transcription

1 DO WNTO WN M A STER PLA N A 4-PHA SE, 10-YEA R PLA N FO R THE C ITY O F VENETA, O REG O N DOWNTOWN MASTER PLAN MARKET READINESS ANALYSIS & REPORT CODE AUDIT & PROPOSED UPDATES J U N E

2 DO WNTO WN M A STER PLA N VENETA, O REG O N P R E P A R E D B Y : TH E O R E G O N D O W N TO W N D E V E L O P M E N T A S S O C I A TI O N P O B O X S A L E M, O R D O U G H E R TY L A N D S C A P E A R C H I TE C T U R E W I L L A M E T T E S T., S U I T E E U G E N E, O R S E R A A R C H I TE C TS N W 5 T H A V E N U E P O R T L A N D, O R M A R K E TE K, I N C S W B A R B U R B L V D. S U I T E P O R T L A N D, O R

3 AC KNO WLEDG EM ENTS CITIZENS OF VENETA For their participation in the process to develop this plan VENETA CITY COUNCIL / URBAN RENEWAL AGENCY Tim Booker, Mayor Thomas Cotter, President Darrell Carmen, Marion Esty, & Sharon Hobart-Hardin DOWNTOWN PLAN ADVISORY COMMITTEE Linda Boothe, Lee Kelley, Larry Larson, Tami Sakany, Vicki Sourdry, Lee Tayor-Loewe, & Kari Westlund VENETA PLANNING COMMISSION James Eagle-Eye, Chair James Dean, Vice-chair, Jim Bruvold, Lily Rees, & Len Goodwin CITY OF VENETA STAFF Ric Ingham, City Administrator Margaret Boutell, Community Services Director Brian Issa, Associate Planner Dan Watts, RARE Intern Veneta, Oregon June Downtown Master Plan

4 TABLE O F C O NTENTS P R O J E C T B A C K G R O U N D 1 R E V I T A L I Z A T I O N P A R T N E R S & P H I L O S O P H Y 6 R O L E S & R E S P O N S I B I L I T Y F O R I M P L E M E N T A T I O N R E C O M M E N D E D N E X T S T E P S B Y C A T E G O R Y & R E S P O N S I B I L I T Y S T R A T E G I C I N T E R N A L P O L I C I E S 9 2. P L A N N I N G P R O J E C T S & C O D E U P D A T E S R E D E V E L O P M E N T T O O L K I T C A P I T A L I M P R O V E M E N T P R O J E C T S M A R K E T O P P O R T U N I T I E S P A R T N E R I N G, C O M M U N I C A T I O N S & M A R K E T I N G 3 7 C O N C L U S I O N 3 8 Veneta, Oregon June 2006 Downtown Master Plan

5 V ENETA S DO WNTO WN M A STER PLA N PRO JEC T BACKG RO UND Community-b a sed visioning a nd p la nning a re c ritic a l c omp onents in revita lizing a d owntown c ommerc ia l distric t. Ma ny c ommunities d evelop Ma ster Pla ns that define their downtown s vision and serve as roadmaps for redevelopment efforts. Veneta, Oregon is such a community. In 1984, the City of Veneta p ut together a Ta skforc e to stud y the need for, a nd p otentia l of, a n Urb a n Renewa l Distric t to help elimina te b light a nd serve a s a c a ta lyst for red evelop ment. A p la nning gra nt wa s sec ured to a ssist the Ta skforc e in their stud y. The ensuing rep ort/ p la n formed the fra mework for Veneta s Urb a n Renewa l Distric t a nd inc lud ed a list of p rioritized p rojec ts. The p ub lic improvements priority list for included: 1. Highway 26 Intersection 2. Downtown Street Improvements (Territorial 3rd) 3. Downtown Street Improvements ( 3 rd 5 th ) 4. Fire Station 5. City Hall Remodeling 6. Water Source Expansion 7. Highway 126 East Water Main 8. Sewer Lagoon 9. Tanglewood Sewer Pump Station 10. Jeans Road Construction 11. Park Development 12. Territorial Road (Hunter Bolton) 13. Downtown Street Improvements (Dunham 6 th ) 14. Downtown Street Improvements (5 th 8 th ) Veneta, Oregon June Downtown Master Plan

6 In 1998, Veneta s Urb a n Renewa l Agenc y hired Spencer & Kup p er to a mend the Urb a n Renewa l Plan. This up d a te set the ma ximum ind eb ted ness that may b e inc urred und er the Veneta Urb a n Renewa l Pla n a t $13,613,603. The a mend ment also revised the Agenc y s sha re of c osts for the following p rojec ts: City Ha ll c onstruc tion ($200,000), wa ter system d evelop ment ($5.5m), p a rks d evelop ment ($1.0m) and sewer system d evelop ment ($1.4m) setting the tota l p rojec t c osts (inc lud ing the $1.2m a d ministra tion fee) of $9,355,000. The other p rojec ts from the original list remained in the up d a ted p la n, b ut d id not ha ve a fund ing allocation. The revised p la n a lso a uthorized the Agenc y to p a y 100% of the p rojec t c osts on a ll b ut the sewer system imp rovements, whic h wa s set a t 24%. Out of the ma ximum ind ebted ness of $13,613,603, just over $9.35m wa s a lloc a ted to p rojec ts a nd a d ministra tion, lea ving $4,258,603 in una lloc a ted funding for projects. The City a nd Urb a n Renewa l Ag enc y a c tively imp lemented the a mend ed p la n including c onstruc tion of a new City Ha ll, street imp rovements, park d evelop ment a nd infra struc ture imp rovements. However, Veneta s d owntown c ommerc ia l d istric t c ontinued to la nguish even though the c ommunity was exp erienc ing strong growth - - a nd is c urrently the fa stest growing c ommunity in Lane County. In 2005, the City of Veneta sought direc tion to a c c omp lish two ta sks: 1) develop a Downtown Ma ster Pla n to help guid e downtown red evelop ment a nd guid e Urb a n Renewa l s next-step efforts; and 2) d evelop a Market Rea d iness Analysis to identify opportunities for helping capture more resident and visitor spending to complement Urban Renewal efforts. The Oregon Downtown Develop ment Assoc ia tion wa s selec ted to lea d the p rojec t a nd field ed a specialized team to help c rea te the Downtown Ma ster Pla n a nd Ma rket Rea d iness Rep ort. Ea c h of these p rod uc ts wa s d esigned to sta nd a lone, yet c omp lement and sup p ort ea c h other. The Downtown Ma ster Pla n inc lud es a n a na lysis a nd rec ommend a tions for streetsc a p e/ p ub lic sp a c e imp rovements. The Cod e Aud it and Prop osed Up d a tes sec tion a d d resses whic h c omp onents of the existing c od e need to b e up d a ted in ord er to sup p ort the vision for d owntown (a long Broa d wa y, from Territorial to 8 th ; a nd Territorial, from the Hwy. 126 intersec tion to Hunter; a nd the c ommerc ia l/ resid entia l a rea south of Broa d wa y to Hunter and west of Territoria l to 8th). The recommendations in the Cod e Up d a te/ Prop osed Up d a tes illustra te how a p p rop riately up gra d ing storefronts will help imp rove the look, func tiona lity a nd p ed estria n friend liness of the b usiness d istric t. The Ma ster Pla n summa rizes street, streetsc a p e a nd p ub lic sp a c e imp rovements need ed to help c rea te a more inviting a nd vita l c ommerc ia l a rea. The Ma rket Rea d iness Rep ort p rovid es imp orta nt next step s for business development and the rationale behind them. This multi-faceted d owntown p la nning p rojec t b rings together a ll the c omp onents of next step s for d owntown red evelopment. It goes b eyond the original a nd a mend ed Urb a n Renewa l Pla n in that it rec ommend s new p rojec ts, initiatives, policies a nd a lloc a tion formula for Urb a n Renewa l releva nt to the Veneta, Oregon June Downtown Master Plan

7 c urrent need s of the c ommunity - - in a d d ition to up d a ting the list of proposed c a p ita l imp rovements. It p rovid es a b roa d er p ersp ec tive on the d ifferent roles that the City, the Urb a n Renewa l Agenc y, the Cha mb er, a nd c ommunity stakeholders p la y in the red evelop ment of d owntown Veneta. The p la n is intend ed to b e used b y b oth p ub lic a nd p rivate sta kehold ers a s they move forward with a variety of (complementary) redevelopment initiatives. Veneta, Oregon June Downtown Master Plan

8 PRO JEC T AREA Veneta s Urb a n Renewa l a rea enc omp a sses a tota l of 354 a c res loc a ted within Veneta s c ity limits. It inc lud es Veneta s c ommerc ia l a rea s a nd ind ustria l land. The map, below, indicates the boundaries of the Urban Renewal district. Due to the wa y tha t Veneta s c ommerc ia l area s ha ve develop ed over time, the c a sua l ob server is inc lined to a sk Whic h c ommerc ia l a rea d oes the c ommunity c onsid er a s d owntown? Veneta ha s three a lmost c ontiguous c ommerc ia l areas, where ea c h ha s b usinesses tha t a re a p p rop riate in a tra d itional d owntown d istric t. They inc lud e: the Hwy. 126/ Territoria l Roa d intersec tion; Territoria l Roa d from Hwy. 126 to Hunter; a nd a long Broa d wa y b etween Territoria l and 8 th (see map on page 5 and 18). Through c ommunity d isc ussions, the foc us a rea for this p rojec t wa s d efined a s a long Territoria l from the Highwa y 126 intersec tion to Hunter a nd a long Veneta, Oregon June Downtown Master Plan

9 Broadway between Territorial and 8 th (with primary focus given to Broadway from Territorial to 5 th ). Through further c ommunity d isc ussions, the p rojec t a rea wa s then b roken into three sub -a rea s b a sed on their existing typ ologies a nd uses. They inc lud e: Broa d wa y Mixed -Use, Territoria l Commerc ia l, a nd Downtown Neighb orhood d istric ts. Dividing the p rojec t area into three d istric ts wa s va lua b le in a rtic ula ting the different land uses, development styles and vision for each. It was also helpful in illustra ting how ea c h of these a rea s c ould b ec ome more p ed estria n friendly and inviting through distinct (yet complementary) redevelopment styles. The two p rima ry c ommerc ia l a rea s within the stud y a rea, Broa d wa y a nd Territorial, look a nd feel very d ifferent - - with Broa d wa y ha ving the p otentia l to serve a s a muc h q uieter a nd more p ed estria n friend ly mixed -use d owntown d istric t a nd Territoria l ta king on the role of a stric tly c ommerc ia l d istric t where no on-street parking is a llowed a nd b uild ing setb a c ks a nd p a rking a re trea ted differently. The Downtown Neighb orhood d istric t is a n a ma lgam of resid ential a nd sma ll, intersp ersed c ommerc ia l tha t c ould tra nsition to a higher d ensity, a s d evelop ment p ressure d ic ta tes, while keep ing its sma ll town c ha ra c ter. Rec ommend a tions for p hysic a l imp rovements will be outlined b y d istric t. The Ma rket Rea d iness Ana lysis is b a sed on a muc h la rger ta rget ma rket a rea, b ut will include business development recommendations for Broadway and Territorial. Veneta, Oregon June Downtown Master Plan

10 REVITALIZATIO N PARTNERS & PHILO SO PHY The City of Veneta and the Urban Renewal Agency recognize the importance of a n ec onomic a lly thriving, inviting a nd liva b le d owntown, b oth for the loc a l ec onomy a nd q ua lity of life. The guiding p hilosop hy for the Veneta Urban Renewal Agency should be based on the following: The Veneta Urb a n Renewa l Agenc y will use a b a la nc ed a p p roa c h to redevelopment, inc lud ing the use of a va riety of tools a nd stra tegies for stimulating redevelopment and increasing economic activity The Agenc y will sup p ort tip ping p oint, or c a ta lyst, p rojec ts that will help fuel additional investment within the downtown area The Agency will focus on phased projects that include both short- and longertermed timelines & outcomes The Agenc y will sup p ort multiple p rojec ts to help keep red evelop ment moving ahead (and showing success) on a variety of fronts The Agenc y will a d op t c riteria tha t a re used to sift red evelopment p rojec ts through in ord er to better guid e d ec ision-making (see Strategic Internal Policies section on page 9) Veneta, Oregon June Downtown Master Plan

11 RO LES & RESPO NSIBILITIES FO R IM PLEM ENTATIO N Imp lementing a successful community revitalization effort is a c omp lex ta sk. This is esp ec ia lly true for d owntown red evelopment b ec a use there a re severa l types of projects to undertake and a variety of public and private players to work with. The following flowc ha rt outlines two c a tegories of red evelop ment a c tivities tha t will b e und erta ken for d owntown Veneta a nd the roles a nd resp onsibilities within each. It a lso indic a tes the c rea tion of a Projec t Ma na gement Tea m. This working alliance is critica l to the suc c ess of Veneta s red evelop ment effort. To help clarify how the plan will be implemented, the matrix on the following page outlines next steps by category and responsibility. Public Activities: Agency Coordination & Public Outreach Public Improvements & Incentives Redevelopment & Developer Recruitment Project Review & Approval Zoning & Code Updates Parking Detailed Planning & Studies Private Activities: Business Retention & Recruitment Business District Management & Programming Marketing Special Events & Communication Fundraising Education & Advocacy City of Veneta Information Flow Project Management Team Information Flow Partners City Staff Urban Renewal Council & Planning Commission Made up of Representatives from the City, Urban Renewal, Chamber & Others. The Team meets monthly for communication & project coordination. Chamber of Commerce Business & Property Owners Local Stakehold ers Veneta, Oregon June Downtown Master Plan

12 REC O M M ENDED NEXT STEPS BY C ATEG O RY & RESPO NSIBILITY Veneta s Downtown Ma ster Plan a d d resses the red evelop ment of d owntown through a n integrated a nd c omp rehensive approach. The following sec tions la y out rec ommend ed next step s b y c a tegories a nd responsibilities, shown in the matrix b elow. The numb ers b efore ea c h c a tegory na me d o not ind ic a te a prioritized ord er for imp lementa tion, a s work within all the c a tegories is intend ed to advance together. Next Steps by Category & Responsibility Project Category Lead Entity for Implementation City Urban Renewal Chamber of Commerce 1. Strategic Internal Policies 2. Planning Projects & Code Updates 3. Redevelopment Tool Kit 4. Capital Improvement Projects 5. Business Development & Recruitment 6. Partnering & Communications Veneta, Oregon June Downtown Master Plan

13 1. STRATEG IC INTERNAL PO LIC IES Before emb a rking on the next pha se of c a p ita l imp rovement p rojec ts, it will be important to c rea te new p olic ies for how the Veneta Urb a n Renewa l Agenc y approaches redevelopment and manages the Agency, including: A. Adopt Decision Making Criteria for Urban Renewal. The Veneta Urb a n Renewa l Agenc y should adopt the following c riteria to evalua te p rojec ts. Ha ving set c riteria in p la c e will help the Urb a n Renewa l Distric t strategic a lly participate in, and achieve, the kind of redevelopment envisioned. Urban Renewal projects will: Be in the public interest Ta rget a ROI (Return on Investment) ra tio of 1:5 - - so tha t for every Urb a n Renewa l d olla r sp ent, it will levera ge $5 worth of reinvestment within the district Support quality economic growth Increase the value of adjacent properties Encourage greater marketability of the district Encourage better community design Provide for a greater intensity and mix of uses, including downtown housing Provide a gain in ground-floor retail Sup p ort the rec ommend a tions in the Downtown Ma ster Pla n, Ma rket Readiness Report, and Code Audit/Proposed Updates. B. Adjust the Allocation Plan for the Balance of Urban Renewal Funds. From its c rea tion in 1984 through the d evelop ment of this pla n, the ma jority of the p rojec ts und erta ken b y the Urb a n Renewa l Agenc y ha ve b een p ub lic improvement p rojec ts. The Agenc y should a d just the a lloc a tion p la n to include additional monies for the Red evelop ment Tool Kit a nd c rea te a fund for property acquisition. The City c onservatively estimates tha t future ta x inc rement revenues from the Veneta Urb a n Renewa l Distric t will tota l up to $4.2 million b ased on the c urrent level of ind eb ted ness a nd the p rojec ts outlined in the Urb a n Renewa l Veneta, Oregon June Downtown Master Plan

14 Plan. The new a lloc a tion p la n will b e based on p erc enta ges of a tota l budget and include: Veneta Urban Renewal District s Budget Allocation Chart Types of Projects Assuming an Estimated Budget of: $4.2 million Capital Improvements (see Section 4: Capital Improvement Projects) Redevelopment Tool Kit (see Section 3: Redevelopment Tool Kit) Property Acquisition Fund (see this section, below) Administration, Consultants, Other Planning (see Section 2: Planning Projects & Code Updates) 75 % $3.15 million 5% $210,000 10% $420,000 10% $420,000 Onc e a yea r, the Urb a n Renewa l Boa rd should c ond uc t a review of the a lloc a tion p la n to d etermine whether it need s to b e adjusted. If nec essa ry, the Boa rd will fine-tune the p la n to b etter reflec t the Agenc y s most c urrent goals and priorities. C. Adopt Property Acquisition Policies for Redevelopment. As a p p rop riate, the Veneta Urb a n Renewa l Agenc y will a ssemb le d owntown p rop erties, from b oth op portunistic a nd stra tegic p oints of view, then issue RFPs for redevelopment. However, the Agenc y must b e c a reful a b out its role in p rop erty a c q uisition, a s there is a tenuous balance b etween serving a s a c a ta lyst a nd b id d ing up the p riva te ma rket. If this ha p p ens, it is extremely difficult for private developers to initiate and implement their own projects. Veneta, Oregon June Downtown Master Plan

15 Guiding criteria for property acquisition policy will include: The purchase must be in the public interest. The p urc ha se is need ed to a d d ress issues when p rivate d evelop ment c a nnot move forwa rd. This c ould inc lud e: b rownfield sites a nd a ssemb ling smaller parcels for a single larger scale redevelopment project. The p urc ha se c a n b e resp onsive or p roa c tive, mea ning tha t the Agenc y c a n resp ond to a d evelop er or they ma y ta ke a d va nta ge of stra tegic opportunities. Property Acquisition Recommendations Following a re three rec ommend a tions for a ssemb ling p rop erty for redevelopment in downtown Veneta. They include: 1. Ac q uisition of surp lus ODOT la nd, a t the intersec tion of Luther a nd Territorial, to redevelop as a transit station. 2. Ac q uire p reviously va c a ted street right of wa ys on 2 nd a nd 3 rd Streets between Broadway and Waldo. 3. Ac q uire c a ta lyst p rop erties for red evelop ment if c urrent p rop erty owners a re unwilling/ una b le to red evelop them in a c c ord a nc e to the vision a nd plan for downtown. Veneta, Oregon June Downtown Master Plan

16 2. PLANNING PRO JECTS & CODE UPDATES Although this p rojec t provid es a new p la nning document for d owntown, there is still p la nning work that remains. The City should und erta ke the following shorta nd longer-term p rojec ts in ord er to c omp lement a nd move this work forwa rd. This will help ensure that a ll nec essa ry p olic ies a re ena c ted to sup p ort the p la n and vision for downtown. A. Update and Adopt Urban Renewal Plan. Using this p la n a s a b a sis, it is c ritic a l to up d a te Veneta s Urb a n Renewa l Pla n in ord er to inc orp ora te the p rop osed p rojec ts a nd c ha nges in red evelop ment stra tegies that inc lud e: c rea tion of a Red evelop ment Tool Box a nd a n a lloc a tion for p rop erty acquisition. B. Update Development Standards for Downtown. Working through the Dep a rtment of La nd Conserva tion a nd Development s Cod e Assistanc e Program, the City should apply for a grant to update downtown code based up on the Cod e Aud it a nd Rec ommend ed Up d ates c omp onent. It is important to fa c ilitate this code update a s soon a s p ossib le. As a n exa mp le, the c od e c urrently allows b usiness entra nc es to fa c e non-p rima ry streets - - which is in opposition to the vision for a more pedestrian friendly district. C. Create a Community-wide Master Plan. In the c ourse of this p rojec t, it b ec a me c lea r there is a need for a community-wide ma ster p la n tha t is broader in reach than this plan for downtown. The larger plan should address c ommunity fa c ilities need s a nd identify potential loc a tions that will a ssist in creating new a nc hors a nd b etter synergy b etween uses; wa ys to better connect the c ommunity, inc lud ing to nea rb y the na tura l a rea s through tra il (la nd a nd wa ter) d evelop ment; a nd how to ma na ge new d evelop ment so that Veneta retains its sma ll town c ha ra c ter a nd a ssures a p p rop riate a nd ord erly growth. This p la nning p rojec t c ould b e und erta ken a s a c ommunity project in conjunction with the Ford Institute Leadership Program. Veneta, Oregon June Downtown Master Plan

17 3. REDEVELO PM ENT TO O L KIT In Ma y 2006, City Ad ministrator Ric Ingha m a ttend ed a Red evelopment Workshop sp onsored b y the Oregon Downtown Develop ment Assoc ia tion where c ity agenc ies a nd d evelop ers d isc ussed the imp orta nc e of tools a nd inc entives to help initiate and leverage redevelopment. Until now, Veneta s Urb a n Renewa l Agenc y ha s not used red evelop ment inc entives a nd ha s seen very little reinvestment into the d owntown c ommerc ia l a rea s. In resp onse, the Agenc y should inc lud e a redevelopment tool kit of inc entives to enc oura ge a nd leverage a greater level of private reinvestment into the downtown district. A. Create and Market Redevelopment Tools and Incentives. The c rea tion a nd ma rketing of a c omp rehensive Red evelop ment Tool Kit is a n essential component to help d owntown Veneta a c hieve a more ec onomic a lly vita l a nd a ttra c tive d owntown. This set of inc entives is ma d e up of sp ec ia lized tools for different types of projects. Every incentive listed should be in the tool box, with the und ersta nding tha t the City Ad ministra tor is emp owered to d ec id e whic h inc entives a re a p p rop ria te for ind ivid ua l p rojec ts, then negotia te in good fa ith b efore going to the Agenc y for final project approval. The Redevelopment Tool Kit for downtown should include: Flexibility and streamlining in permitting (i.e., if x, y, z c riteria are met, then the project qualifies for fast-track permitting) Free design assistance (i.e., 15 hrs of professional architectural assistance). Urban Renewal Directors agree to the value of this tool. This type of assistance helps both the developer (by providing much needed technical assistance) and the downtown district (by achieving façade upgrades that complement the existing downtown fabric). Façade Improvement Program. A new façade program should include a zero percent interest rate with a ten year payback. As a special add-on, a small grant of up to $2,500 for signage (no back-lit plastic signs) will be offered in conjunction with a $25,000 loan. Signage Grant Program (i.e., where Urban Renewal would provide a 1:1 matching grant of up to $1000 for signage upgrades.) Waiving, reducing or deferring (up to five years) System Development Charges following staff review (i.e., tra d ing SDC c ha rges a ssoc ia ted with redevelopment of commercial storefronts with required façade upgrades. The rationale behind this is than an existing building has already paid for its impacts and that requiring the amount that would be paid in SDCs to be put directly into the façade is a win for both the City and property owner.) Veneta, Oregon June Downtown Master Plan

18 Outright grants to help fill funding gaps. This tool should be used only in very special cases to help fill a small project gap, where no other funding sources are available. Buy down of loan rates on commercial redevelopment loans. This is another tool to help get projects moving. As interest rates rise, this incentive becomes more popular and necessary. Forgivable debt, where if certain performance criteria are met within a specified length of time, then the project loan transfers to a grant (i.e., The Da lles d emolition loa n for $50k that turns into a gra nt if the p roperty is built upon within 2 years of demolition). This is a creative and flexible program that helps ensure that right things happen in a timely manner. Grants or zero percent loans for required seismic or ADA upgrades. This is another tool to help prompt redevelopment when there is a change of use and/or occupancy. Streetscape improvements as part of specific redevelopment projects. Optioning d owntown op p ortunity site p rop erties for red evelop ment - - making sure the option is transferable to the developer. This tool allows the Urban Renewal Agency to proactively engage in the property redevelopment process. The decision to move forward with the option process should be based on properties that are of strategic importance or offer an immediate opportunity. Vertical Housing Development Zones (VHDZ) where the City makes application, on behalf of a developer, to create a VHDZ district to Oregon Housing & Community Services. The district may be comprised of a single property or larger area. The program allows for a 10-year tax abatement for projects that include housing (either market rate, affordable or a combination of the two) over ground floor retail. The abatement ranges from 20% for one floor of housing, capping at 80% for four floors of housing. Veneta, Oregon June Downtown Master Plan

19 4. C APITAL IM PRO VEM ENT PRO JEC TS Veneta s origina l Urb a n Renewa l Plan and 1998 Amend ment foc used solely on p ub lic improvements to help sp ur redevelopment. They a lso foc used on the entire Urb a n Renewa l a rea, whic h is muc h la rger than the d owntown p rojec t a rea of this stud y. From now through the end of the d istric t s life, c a p ita l imp rovements will c ontinue to p la y an important role in the Urb a n Renewa l work plan. However, within the new Urb a n Renewa l a lloc a tion plan, funding should a lso b e set a sid e for p rop erty a c q uisition a nd to c rea te the Red evelop ment Tool Kit (see Budget Allocation Chart on page 10). With this new b ud get fra mework in p lac e, the following sec tion outlines recommended c a p ita l imp rovements within two of the p rojec t sub -areas: Broa d wa y Mixed Use (a long Broa d wa y, from Territoria l to 5 th ), Territoria l Commerc ia l (a long Territoria l, from Hwy 126 to Hunter) - - with some streetsc a p e imp rovements rec ommend ed to b etter c onnec t Broa d wa y to the Downtown Neighborhood area. The projects are la id out b y a rea a nd a re listed in a genera l ord er of priority with the c a vea t that flexibility must b e b uilt into the work p la n in order to take advantage of opportunities as they arise. VENETA S IDENTITY Throughout sta kehold er meetings, the c ommunity wa s interested in ma king sure Veneta c eleb ra tes wha t ma kes it sp ec ia l through elements of the streetsc a p e, urb a n d esign, a nd loc a l activities. Veneta ha s severa l strong a ssets tha t it c a n focus on as identity builders. They include: Uniq ue, nea rb y ec o-systems (c onnec tion to wetla nd s, tra ils & wild life): where bio-swales c ould b e imp lemented a s p a rt of streetsc a p e solutions to help ma na ge stormwa ter run-off; c onnec tions c ould b e d evelop ed / imp roved to existing natura l a rea s through the c rea tion of wa ter a nd la nd tra ils; a nd more emp ha sis given to a ttra c ting na ture a nd wild life enthusia sts from a round the country through marketing and activities. Small-town, home-town: the c ommunity wa nts to ensure tha t Veneta ma intains its sma ll town c ha rm, sc a le, a nd friend liness even though it is the fa stest growing c ommunity in La ne County. Up gra d ing d evelop ment c od es to sup p ort c ommunity intera c tion through p ed estria n/ c ommunity-friendly d esign a nd huma n sc a le (b rowsib le storefronts; the ina b ility to build snouthouses with gara ges tha t extend b eyond the front of the house, green front ya rd s for b usinesses, etc.) will help ensure Veneta ma intains the c ha rm a nd scale that make it special. The Arts: Veneta a nd the surround ing a rea is home to a la rge numb er of a rtists, inc lud ing visua l, p erforming, or c rea tive a rtists, a s well a s a rtisa ns a nd c ra ftsp eop le. In a d d ition, those who work in a rts ed uc a tion, a nd those who sup p ort the a rts through a rts organizations, events, a nd galleries a re a lso Veneta, Oregon June Downtown Master Plan

20 imp orta nt c omp onents of the loc a l a rt c ulture a nd ec onomy. There is a strong d esire within the c ommunity to c eleb ra te the a rts through elements of the streetsc a p e (uniq ue a rt b enc hes & tra sh rec ep ta c les) a nd nurture more c onnec tion to the a rts b y enc oura ging live/ work sp a c es a nd other a rts rela ted b usinesses a long Broa d wa y a s p a rt of the red evelop ment focus. Pa rtnering with the Oregon Country Fa ir might b e a good wa y to help d evelop a d owntown a rts distric t/ c ollec tive a long Broa d wa y. Working with the loc a l effort to d evelop a loc a l p erforming a rts c enter will a lso help strengthen this important community component. Agric ulture: With Veneta s geogra p hic loc a tion, there is a good op p ortunity to d evelop a loc a l Growers Ma rket. However, with Eugene a nd Florenc e b oth sta ging Sa turd a y Ma rkets, it will b e imp orta nt to d evelop a strong p la n, uniq ue d a y (Hillsb oro & Milwa ukie b oth ha ve Sund a y Ma rkets to set themselves a p a rt from Portla nd s Sa turd a y Ma rket), outsta nding organization, a nd c rea tive ma rketing in ord er to b e suc c essful. In a d d ition, Veneta s p roximity to outsta nding wineries a d d s a nother d imension to this sma ll, rura l community that should be built upon. History: Veneta s Ap p legate Pioneer Museum a long Broa d wa y is a strong link b etween the c ommunity a nd its pioneer roots. This c ould b e further strengthened with a wa lking/ d riving tour; b y using d esign c ues from some of Veneta s historic a rc hitec ture (i.e. the Cob urg mod el) to help give d owntown red evelop ment p rojec ts a more p ersona l and uniq ue a p p ea ra nc e; a nd b y continuing to work and coordinate with the local museum group. Veneta, Oregon June Downtown Master Plan

21 THE DOWNTOWN PROJECT AREA The map, below provides a closer look at the project area for this plan. The map on the following page outlines the three districts within the project area. WALDO BROADWAY TERRITORIAL 5TH VENETA S DOWNTOWN DISTRICTS Veneta, Oregon June Downtown Master Plan

22 VENETA S DOWNTOWN DISTRICTS BROADWAY MIXED USE TERRITORIAL COMMERCIAL NEIGHBORHOOD COMMERCIAL GENERAL COMPONENTS OF THE PLAN CALL FOR: Imp roving the streetsc a p e through the a d d ition of sid ewa lks, p la ntings, lighting, and furnishings Crea ting sa fer p ed estria n c rossings through up gra d ed c rosswa lks a nd medians, where appropriate Infrastructure up gra d es tha t inc lud e sewer c onnec tions a long the north sid e of Broa d wa y from Territoria l to 5 th, a lift station, a nd elec tric ity a nd irrigation installed under sidewalks for street lighting and plant maintenance Enc oura ging on-site p a rking where p ossib le a nd tuc king off-street sha red parking to the sides and behind businesses Consolid a ting d rivewa ys for sa fer a c c ess/ egress a nd to gain a d d itiona l parking Infilling op p ortunity sites with d evelop ment that a d d s to the p edestrian experience to strengthen and complement the district Activating side yards with outdoor dining Veneta, Oregon June Downtown Master Plan

23 Developing an attractive, functional and efficient transit station option Develop ing Wa ld o La ne, a nd its c onnec tors, to c rea te b etter c irc ula tion p a tterns for b oth vehic les a nd p ed estria ns/ b ikes, m ore p a rking, a nd a c c ess the backs of businesses Greening up front ya rd s of b usinesses b y g etting rid of exc ess p a vem ent and replacing with planting Creation of inviting public spaces that complement the built environment PROJECT FOCUS: Broadway Mixed Use Area WALDO TERRITORIAL BROADWAY 5TH In Veneta, Broa d w a y ha s the b ones of a historic d ow ntow n c om m erc ia l d istric t, w ith sm a ll storefronts sp rinkled a long a q uiet, p ed estria n friend ly street. The problem is that there are several underutilized or vacant lots and non-main Street type b usinesses tha t interrup t the rhythm of the p ed estria n exp erienc e. In a d d ition, the leng th of W. Broa d w a y (eig ht b loc ks from Territoria l to 8th) d ilutes w ha t little reta il energ y tha t d oes exist. In resp onse, the c om m unity a nd p rojec t team is c o nc entra ting on initia l im p rovem ents for Broa d w a y from Territoria l to 5th in order to better focus and consolidate redevelopment and retail energy. Veneta, Oreg on June Downtown Master Plan

24 THE VISION: Broadway Mixed Use Area Redevelopment along Broadway could resemble any of these examples Smaller canopied street trees that are suitable for the Broadway Mixed Use Area Veneta, Oregon June Downtown Master Plan

25 Examples of pedestrian scaled lighting and artful seating that could be used in the Broadway Mixed Use Area and a shared street example for Waldo Lane. Veneta, Oregon June Downtown Master Plan

26 Activating side yards with outdoor dining and retail displays helps create more interest and activity in a downtown district. Veneta, Oreg on June Downtown Master Plan

27 These drawings from a 1998 study show how side yards and fronts of businesses along Broadway can be activated and made much more inviting and vital. Veneta, Oregon June Downtown Master Plan

28 PROJECT FOCUS: Territorial Commercial Area As a sta te highwa y, Territoria l has a d ifferent c ha ra c ter a nd feel tha n the q uieter Broa d wa y. Where Broa d wa y ha s on-street p a rking, Territoria l ha s a wid e c enter turn la ne, b ike la nes a nd a n a b senc e of on-street parking. Where p ortions of Broa d wa y ha ve a more tra d itiona l d owntown feel, Territoria l has d evelop ed a sub urb a n shop p ing character, where ea c h individ ua l b usiness d oes not sup p ort a nd rely on its neighb ors - - making it a distric t where c ustomers p a rk often and wa lk onc e ra ther tha n the op p osite, whic h b etter d esc rib es a tra d itiona l d owntown shop p ing d istric t. In a d d ition, even the ownership of Territoria l d iffers from Broa d wa y a nd a ny imp rovements to the pub lic right of wa y will need to b e coord ina ted with the Oregon Dep a rtment of Tra nsp orta tion sinc e it is a state highway. Tha t sa id, the c ommunity showed a grea t d ea l of interest in ma king Territoria l more p ed estria n friend ly a nd ea sier, a nd sa fer, to c ross b y foot or b ic yc le. There is a lot of interest in exp loring intermittent med ia ns, loc a ted in the center turn lane, that can help calm traffic and serve as a refuge for pedestrians. Even though Territoria l d iffers a grea t d ea l from Broa d wa y, the c ommunity understands this commercial district s imp orta nc e a nd ha s a rtic ula ted a vision for improvements to it. THE VISION: Territorial Commercial Area Redevelopment along Territorial could resemble any of these examples Veneta, Oregon June Downtown Master Plan

29 This detail for proposed improvements on Territorial (and onto Broadway) indicate a variety of improvements to create a safer connection between the east and west sides of Territorial and improve the overall appeal and pedestrian friendliness of the area. The drawing, left, shows a concept for a mixed use transit center at the intersection of Luther and Territorial. Veneta, Oregon June Downtown Master Plan

30 These are examples of large canopied street trees that could be used along Territorial Road. Other streetscape amenities such as lighting, benches, trash receptacles, & bike racks should be coordinated with those along Broadway. Existing conditions along Territorial Road, above. The concept, above, shows Territorial redeveloped with a landscape strip to help buffer pedestrians from moving traffic (since there are no parked cars to do this). It also shows how a planted median strip creates a strong vertical element, effectively helping calm traffic and provide a safety refuge for pedestrians wanting to cross the highway. Veneta, Oregon June Downtown Master Plan

31 Existing conditions along Territorial Road, above. This concept, above, shows how landscape buffering between parking lots and the sidewalk create a much more comfortable pedestrian environment. Veneta, Oregon June Downtown Master Plan

32 PROJECT FOCUS: Neighborhood Commercial Area The a rea south of Broa d wa y, to Hunter, a nd west of Territoria l, to 8 th, is p rima rily resid ential with a sp rinkling of c ommerc ia l d evelop ment throughout. The p la n for this a rea is to sup p ort the d evelop ment of higher density resid entia l over time, with neighb orhood c ommerc ia l d evelop ment a nc horing c orners. The rea soning b ehind enc oura ging higher d ensity resid entia l is to p rovid e more c ustomers within ea sy wa lking d ista nc e of Broa d wa y, Territoria l a nd within the neighborhood. THE VISION: Neighborhood Commercial Area Redevelopment in the Neighborhood Commercial Area could resemble these examples Note: Additional detailed information on each of the proposed districts and their approaches to d evelopment is inc lud ed in the Cod e Aud it a nd Proposed Updates d oc ument. Veneta, Oregon June Downtown Master Plan

33 NEXT STEPS FOR CAPITAL IMPROVEMENTS Ea rlier in this sec tion, the vision a nd d ifferent d esign c ha ra c teristic s for Broa d wa y, Territoria l and a d ja c ent Neighb orhood a rea were outlined. This sec tion will la y out next steps as they relate to: 1. BROADWAY AND WALDO IMPROVEMENTS 2. TRANSIT CENTER DEVELOPMENT 3. TERRITORIAL IMPROVEMENTS In a ny effort to imp lement a range of p ub lic imp rovements, the c omp lic a ted ta sk c omes with p rojec t p rioritiza tion a nd p ha sing. With this p rojec t, the c ommunity is very interested in ma king sure there a re some visib le p rojec ts implemented, in a d d ition to the often invisib le infra struc ture up gra d es tha t a re c ritic a lly imp orta nt. The key is to ta ke a b a la nc ed a p p roa c h to p rojec t implementa tion, knowing tha t b oth short-term a nd longer-term p rojec ts a re imp orta nt a nd they should inc lud e b oth visible a nd out of sight imp rovements. As a genera l rule, use c a p ital imp rovement p rojec ts (suc h a s streetscape improvements) to help inc ent a nd c omp lement d owntown red evelop ment projects. CRITERIA FOR PROJECT PHASING SHOULD INCLUDE: Priority should b e given to p rojec ts that a re nec essa ry in ord er to create new investment, i.e. sewer hookup s tha t will then a llow the north side of Broadway to infill Priority should b e given to c a talyst or tip ping p oint sites or p rojec ts that have high visibility a nd will ha ve a ma jor imp a c t the revita liza tion effort Priority should b e given to c omp leting p rojec ts tha t, for whatever rea son, a re missing c omp onents, i.e. elec tric a l a nd irrigation und er new sections of sidewalk Visib le, more short-term p rojec ts, suc h a s streetsc a p e imp rovements (furnishings, etc.) c a n b e imp lemented a s sta nd a lones when they complete and do not negatively impact, other planned improvements Projec ts tha t have a n ec onomy of sc a le, where severa l ob jec tives c a n be met with one project, should have a higher priority Priority should b e given to p rojec ts where outsid e fund ing c a n b e coupled with Urban Renewal dollars to accomplish more Imp rovements to Broa d wa y a nd Territoria l should b e higher priorities than improvements to side streets and Waldo Veneta, Oregon June Downtown Master Plan

34 STEPS IN THE DESIGN AND CONSTRUCTION PROCESS OF STREETSCAPE IMPROVEMENTS The c onc ep tua l p la n d evelop ed through this p roc ess is a n a ll-importa nt first step in c rea ting the vision and fra mework for d owntown imp rovements. Tha t sa id, it is only the first step. In a n effort to move from c onc ep t to finished p rojec t, there is a n esta b lished p roc ess for imp lementing streetsc a p e imp rovements. They include: Conceptual, or Schematic, Design that sets the vision. Design Develop ment tha t inc lud es survey a nd c ivil engineering inp ut. In this p ha se, a p relimina ry Cost Estimate is c rea ted. The Design will c ontinue to get more sp ec ific a s it moves through the p ub lic inp ut p roc ess a nd b ump s up a gainst b ud get c onstraints. Onc e the Design is fina lized, Construc tion Doc uments a nd Specifications a re c rea ted that c ontra c tors will use in developing bid s and in the construction of the project itself Bid Pha se is where the p rojec t is p ut out for p ub lic bid through Pla n Centers a nd p ub lic notific a tion in newsp a p ers, etc. Fina lists a re interviewed a nd a c ontra c tor is selec ted. The City d evelop s the c ontra c t for servic es. When it is signed, this is a green light for construction to begin. Construc tion Ma na gement is where someone who rep resents the City s interest in the projec t oversees the c onstruc tion to ensure qua lity c ontrol, etc. This ma y b e d one either in-house or c ontra c ted out to a n engineering firm, etc. When a lmost a ll of the work is c omp leted, the Sub sta ntia l Completion Inspection oc c urs. This is where the c ontrac tor is rea d y for the fina l inspection and punch list. Projec t Close-out is the fina l p hase where As Built Dra wings may b e need ed if sub sta ntia l c ha nges were ma d e in the field d uring construction. The following sec tion outlines next step s for ea c h of the three p rojec t a rea s. As Broa d wa y imp rovements a re the highest p riority, their next step s a re d eta iled out. The remaining lists a re simp lified. Keep in mind tha t ea c h step that c a lls for d eveloping a d etailed p la n or d esign should go through the step s outlined above. Veneta, Oregon June Downtown Master Plan

35 DESIGN PROCESS FOR BROADWAY AND WALDO SITEWORK I. CONCEPTUAL DESIGN Complete II. DESIGN DEVELOPMENT A. Prepare Accurate Existing Conditions Base Plan for entire Broadway and Waldo Future Build-out area including side streets. This may include additional survey work and/or assembly of all current information. This should also include all above ground and below ground utilities. B. Prepare a Streetscape Improvements Master Plan in auto-cad. This should include: 1. Existing and new ROW s 2. Modified and new streets, curbs, and sidewalks and plazas. 3. Proposed landscape areas and street trees 4. Proposed Street Light locations 5. Furnishing, including benches, litter receptacles, bike racks etc. 6. City owned lots such as SW Territorial and Broadway 7. Improvements to adjacent private property such as Dairy Mart parking/circulation or other areas where screening etc. is needed C. Prepare engineering for Preliminary Utility Improvements Plan. This would include the following: 1. Storm water drainage improvement (including potential bio-swales and detention. 2. Sanitary Sewer System 3. Domestic water 4. Electric power 5. All other utilities D. Prepare Cost Estimates for all Streetscape Improvement Work. Itemize estimate so that strategic areas can be broken down. For example: 1. Broadway and side streets to the south. a. Street paving and infrastructure b. Utility Improvements breakdown c. Street trees and landscaping d. Irrigation e. Street Lights and furnishings breakdown 2. Waldo Lane a. Street paving and infrastructure b. Utility Improvements breakdown c. Street trees and landscaping d. Irrigation e. Street Lights and furnishings breakdown Veneta, Oregon June Downtown Master Plan

36 III. 3. Side Streets between Broadway and Waldo a. Street paving and infrastructure b. Utility Improvements breakdown c. Street trees and landscaping d. Irrigation e. Street Lights and furnishings breakdown E. Based upon cost estimate and priorities, determine a Preliminary Phasing Plan. Determine scope of Phase I work. CONTRACT DOCUMENTS FOR PHASE I These d oc uments would b e p rep a red to ob tain bid s, inform c onstruc tion and close out project. These may generally include but are not limited to: A. Demolition, Site Preparation and Erosion Control Plans B. Engineering for all street infrastructure including sidewalks, plazas etc. C. Engineering for all utility work (storm/sanitary sewers, power etc.) D. Landscape Plans for planting areas, street trees, bio-swales etc. E. Irrigation Plans F. Furnishings Plans G. Specifications H. Bid Forms and Contract Requirements I. As Built Dra wings for a ll new improvements Veneta, Oregon June Downtown Master Plan

37 TRANSIT CENTER The d evelop ment of a tra nsit sta tion c ould b e imp lemented a t a ny p oint a nd is not dependent upon other capital improvements. 1. Work with La ne Tra nsit Distric t to forma lize an a greement for a n Exp ress Route stop in Veneta 2. Acquire subject property from ODOT 3. Develop site plan for transit station that may include a mix of uses 4. Work with owner of shopping center property formalize agreement for shared parking and internal circulation, if needed 5. Build new transit center TERRITORIAL IMPROVEMENTS Any typ e of imp rovements that oc c ur within the right of wa y a long Territoria l will have to be coordinated with the Oregon Department of Transportation (ODOT). 1. Work c losely with ODOT on a highwa y/ streetsc a p e imp rovement pla n for Territorial that may include: i. Improved crosswalks, including curb extensions ii. Medians, where appropriate iii. Pedestrian scaled lighting iv. Plantings v. Furnishings 2. Work with p rop erty owners to p rovid e la nd sc a p e b uffer for p a rking lots a long Territorial and side streets (1 block distance). Veneta, Oregon June Downtown Master Plan

38 5. M ARKET O PPO RTUNITIES This sec tion p rovid es a n overview of key b usiness d evelop ment stra tegies and next step s for suc c essfully p romoting a nd c a p ita lizing on the ma rket opportunities identified in the Market Readiness section of the plan. C O M M ITTING TO BUSINESS DEVELO PM ENT A. Review & commit to Redevelopment Guidelines. At the hea rt of Veneta s long term suc c ess is its a b ility to offer b usinesses, resid ents a nd visitors a n environment different from, a nd more insp iring, tha n wha t they c a n find elsewhere. The guid ing p rinc iples, outlined in the Ma rket Rea d iness Rep ort, should b e reviewed a nd c ommitted to in ord er to ensure that a ll p a rtners a re on the same page and serious about business development. PRO DUC T READINESS A. Inventory and assess vacant properties. Marketing business opportunities and p rop erties go ha nd in ha nd. The first step is to foc us on inventorying va c a nt properties to determine which are ready for occupants. B. Adopt & market tools & incentives for redevelopment. New tools and inc entives must b e adopted then a c tively ma rketed in ord er to ra ise awareness and move redevelopment efforts forward. C. Prepare game plan for priority properties. Within the c ore a rea, several p rop erties a re in need of intervention. Identify a selec t numb er of p rop erties and c rea te a game p la n for improvement b a sed on p rop erty owner willingness, interest a nd other fa c tors. This ma y inc lud e stra tegies for addressing of problem properties. D. Contact key property owners. Prop erty owners a re the lync hp in to the right b usiness tena nc y a s well a s p rop erty imp rovements. Id entify the b est outrea c h method / mec ha nism for ea c h key p rop erty then c onta c t key owners. E. Review allowed land uses and occupancies in downtown. Enforc e existing zoning/ b uild ing c od es; up d a te zoning to enc oura ge reta il/ servic e in downtown ground floor retail space. Veneta, Oregon June Downtown Master Plan

39 BUSINESS RETENTIO N & EXPANSIO N A. Encourage businesses identified in the Market Readiness Report to locate downtown. This inc lud es sp ec ia lty reta il, loc a l a rtisa ns, home furnishings businesses and related businesses. B. Build on existing downtown clusters. Using Kelley s Ha rd wa re a nd the Da ily Brea d a s a nc hors, c luster c omp lementa ry b usinesses nea rb y to inc rea se downtown synergy. C. Cross market, purchase locally and promote Shop Local campaign. Enc oura ge b usinesses to c ross-ma rket a nd p urc ha se loc a lly. Promote Veneta businesses through a Shop Local campaign targeted to residents. D. Create a business kudos program. To help sup p ort a nd highlight exemp la ry b usiness p ra c tic es, a business a p p rec ia tion or kud os p rogra m should b e instituted. E. Get the word out through publicity. Inc rea se the a wa reness of Veneta s rec ent suc c esses a nd p la nned c ommunity imp rovements to the c ommunity a nd la rger Eugene ma rket. Use c rea tive a p p roa c hes suc h a s a c ommunity prid e campaign and regular press releases. F. Develop targeted recruitment campaign. Prep a re d owntown rec ruitment c a mp a igns for the top 3-5 reta il/ b usiness p riorities. Use multip le ma rketing tools from a simple brochure to business visitations and sales calls. G. Identify local interest in pursing Bed & Breakfast and a quality RV park. Exp lore these op p ortunities with loc a l p rop erty owners, d evelop ers, a nd entrepreneurs. H. Provide hospitality training. Provid e a nnua l hosp itality tra ining for loc a l sma ll b usiness owners a nd emp loyees to help p rovid e the b est servic e and imp ressions p ossib le to visitors (who ha ve b een known to b ec ome resid ents and even business owners). I. Attend lodging conferences. Attend a nnua l c onferenc es for Oregon lodging Assoc ia tion, the B&B Guild, RV Pa rk a nd &Ca mp ground Assoc ia tion to network with exp erienc ed lod ging ma na ger a nd b usiness owners a nd lea rn about what it takes to be successful with these ventures. J. In planning for growth, identify prime (& appropriate) sites for future lodging facilities. Now is the time to id entify a nd ma ke a p la n for p otentia l hotel sites so that Veneta is ready when lodging of this type can be supported. K. Explore community-initiated development process for lodging. When the market is right, Veneta ma y wa nt to exp lore a p ub lic / p rivate partnership or Veneta, Oregon June Downtown Master Plan