Ogden City Wall Avenue Corridor Study, March, 2001

Sear-Brown & Thomas Consultants

The Wall Avenue Corridor Study was created with the voices of the citizens of Ogden. Three public gatherings were held to focus on major topics that would affect the development of Wall Avenue. It was completed to assess the potential for economic development along the corridor and to suggest strategies for improvement. This studied information easily extends to the entire downtown Ogden. In order to establish our city as a viable and sustainable community, its recommendations should be considered and incorporated into further development of the City, especially along Washington Boulevard.

Notes from Study:

All modes of transportation should be accommodated including automobiles, pedestrians, rail, bus and bicycles. Integrating these modes is essential.

Pedestrian oriented area should consider plazas and community areas to provide gathering places or waiting places.

Recommendations also include preserving historic properties, expanding the role of transit, pedestrian circulation, biking and hiking opportunities, and encouraging local arts.

9 Criteria for Creating a "Streetscape:"

1. 1: Enhance development patterns with consistent themes.
2. 2: Integrate connections within the urban area and between the urban area and outlying areas.
3. 3: Define and enforce circulation patterns.
4. 4: Incorporate safety and security.
5. 5: Facilitate pedestrian movement.
6. 6: Screen undesirable features while enhancing desirable features.
7. 7: Integrate environmental concerns.
8. 8: Comply with adopted standards.
9. 9: Create variety within a unified theme.

Street design of a street can impact the streetscape. To minimize pedestrian and vehicle conflict, traffic calming can be implemented with measures such as road narrowing, planted islands and reduced design speed.

A mix of elements gives life to a space. These elements include sun, shade, water features, outdoor seating, triangulation of seating areas, food, and entertainment. With the right mix of amenities, an urban space can thrive.

TRANSIT ORIENTED DEVELOPMENT (TOD)

There are five basic principles of transit oriented development, each inter-related. These ideas include multi-modalism, walkable areas, mixed-use development, plaza or gathering areas, and parking issues. Most important is the ability to walk. A truly walkable environment must have many uses that people can accomplish basic task on foot. All modes of transportation should be accommodated including automobiles, pedestrians, rail bus and bicycles. The integration of these modes is essential to the function of the district. Walkability is the key component of a transit-oriented development. The pedestrian should be the central focus of the district.

Downtown Ogden is currently suffering from lower sales performance and lower lease rates. This is particularly evident on main street shopping areas downtown. Consequently, major competing retail center/precincts have been able to lure shoppers away from downtown Ogden, increasing their market share. The following is a Retail Void Analysis: supermarket, pharmacy, apparel/footwear, sporting goods, toys, computers/office equipment, housewares/furniture, home improvement, specialty retail and entertainment are classified as being limited. Jewelry, book/media and restaurants/cafes are classified as being moderate. No category is classified as being strongly represented.

To revitalize downtown Ogden's retail functions, collaborative efforts must be made to create a strong "sense of place" or community in the City to lure shoppers downtown, and minimize the outflow of retail spending to Riverdale and other competing centers. The most successful shopping environments create an experience for the shopper/visitor or create a place for social gathering. As such, shopping no longer becomes a chore, but a place for experience or socialization with neighbors and friends.

A distinguishing feature of re-energized downtown main streets is their hybrid nature. Sometimes it is a village, other times a main street, or it can be a multi-purpose zone incorporating retail, residential, office, hotel and recreation.

Retail is the glue that ties together such projects as people live, work, shop and play in the same integrated development. In so doing, these compatible demand elements of residential, office, hotel and entertainment provide a captive market for the retail, thereby achieving maximum synergistic benefits.

Increasingly, historic main streets have been making a come back, as retailers seek icon exposure locations, and principles of pedestrian mobility have spawned mixed residential and office uses above the retail streetscape. "Main Street" style mixed-use streets are characterized by unenclosed (i.e. open-air), pedestrian-friendly environments, which feature comparison retail shopping, dining, entertainment and venues for social gathering. Retail functions in mixed-use environments are located at grade level. For retail to thrive, it should be connected together with other complementary uses to create a seamless, continuous development pattern.

The majority of tenants in a main street environment are situated in boutique style shops, offering a large selection in comparison and specialty merchandise.

The food/beverage component, represented by restaurants, microbrewery pubs, and sidewalk cafes, enhance day and evening activities. These dining venues extend the length of stay of visitors and employees of the town center, especially after regular business hours. In particular, outdoor seating space for restaurants and cafes create the perception of a busy streetscape.

Lifestyle Centers, such as "The Riverwoods" in Provo, cluster a grouping of lifestyle-oriented retailers in a contrived main street setting. The majority of retailers in such clusters are national name brands and the merchandise mix is typically dominated by apparel, housewares, specialty retail and restaurants/entertainment. Gateway and Trolley Square are other examples of lifestyle centers.

Large format retail has its buildings configured on the periphery of downtown areas in order to accommodate the larger parking requirements.

Office Functions: Some of the locational criteria that are required for a "new generation" office/business parks include the following:

• Emerging high standards of development in surrounding community;
• Nearby educational/technical training;
• Dynamic lifestyle and natural setting;
• Availability of nearby cultural and recreational facilities;
• Proximity to mass transit/major highways;
• Availability of nearby shopping, hotels, fitness facilities, other amenities, etc.;

Specific elements and project characteristics that lead to the creation of a successful mixed-use downtown main streets:

• Creating an Experience: The most successful retail today immerses patrons to create a memorable experience.
• Place Making and Storytelling: The most successful downtown main street settings of today embrace a common theme and character, which tell a story and enhance a sense of place.
• Integrated Mixed Use: To induce round-the-clock day and evening activity, a mix of uses has been created, mostly in vertical mixed-use buildings.
• New Generation Anchor Functions: Successful mixed-use main street core areas have introduced a variety of retail anchor functions such as restaurants, bookstores, apparel, entertainment, sports, toys, housewares, and specialty retail.
• Layers of Activity: Retail, office, accommodation and residential activities are stimulated by conference facilities, health/wellness spas, special events, outdoor recreation center, education/learning, and other activities.
• Main Street Open Air Formats: The entire retail industry and downtowns in particular, have embraced the historic "Main Street" approach to retailing, whereby the street is designed at a pedestrian-friendly scale.
• Balance Between Local and National Retailers: The most progressive downtowns and town centers have recognized a balance is required between local and national interests in order to achieve legitimacy and consistency, while at the same time celebrating local diversity (via the locals).
• Place for Congregational/Socialization: People are social animals and therefore seek environments of social gathering. The purpose of going to the downtown main street is no longer just for shopping, but for meeting friends and relaxation. Courtyards, piazzas, grassy areas, outdoor seating, water fountains and other features have all been integrated into public spaces to facilitate socializing and congregation.
• External Building Facades: Unique building facades play a role in creating streetscapes that are memorable and exiting. Consumers have grown tired of the traditional mall environment, and now seek experiences in their shopping and entertainment activities. New generation retailers have all externalized their storefronts to create visual interest along the streetscape in hopes of luring patrons into their stores.
• Programming Public Spaces: Presence of street performers and public markets animate the public spaces and create the perception of a busy street, full of constant activities.
• Quality & Mix of Tenants: One of the key strengths of the profiled examples is their strong representation of national tenants. Their presence creates a brand recognition that all consumer types understand. A well recognized mix of tenants bring credibility to the project and creates the appeal for all ages. The selection of merchandise also plays a key role in repeat patronage.
• Entertainment as an Anchor: Increasingly, urban entertainment, the arts, learning and culture are being recognized as powerful anchor draws for attracting year-round patronage.
• Pedestrian Orientation: To respond to the need to reduce dependence on automobiles, while at the same time securing a captive audience, the most progressive downtown main street and town center areas have embraced a pedestrian orientation that offers: Streets that are "shopper friendly"; Ability to live, shop, work, play and stay; Ability to become a destination.