The URL can be used to link to this page

Home My WebLink About2012-10-23; City Council; 21025; UPDATE VILLAGE REVITALIZATION PARTNERSHIPCITY OF CARLSBAD - AGENDA BILL 8 AB# 21,025 RECIEVE AN UPDATE FROM URBAN PLACE CONSULTING GROUP REGARDING THE VILLAGE REVITALIZATION PARTNERSHIP DEPT. DIRECTOR MTG. 10/23/12 RECIEVE AN UPDATE FROM URBAN PLACE CONSULTING GROUP REGARDING THE VILLAGE REVITALIZATION PARTNERSHIP CITY ATTY. DEPT. CM RECIEVE AN UPDATE FROM URBAN PLACE CONSULTING GROUP REGARDING THE VILLAGE REVITALIZATION PARTNERSHIP CITY MGR. ji^L^ RECOMMENDED ACTION: Receive a report from Urban Place Consulting Group regarding their first six months of work with the Village Revitalization Initiative. ITEM EXPLANATION: The City of Carlsbad contracted with Urban Place Consulting Group on March 14, 2012 to develop programs, policies, financing mechanisms and other initiatives to spur local investment on a self-sustaining basis in the Village area. As part of their scope of work, tonight they are presenting a six month status update of their progress. FISCAL IMPACT: Funding has previously been appropriated for this contract. No additional funding is being requested at this time. ENVIRONMENTAL IMPACT: Pursuant to Public Resources Code section 21065, this action does not constitute a "project" within the meaning of CEQA in that it has no potential to cause either a direct physical change in the environment, or a reasonably foreseeable indirect physical change in the environment, and therefore does not require environmental review. DEPARTMENT CONTACT: John Coates 760-434-2821 iohn.coates@carlsbadca.gov FOR CITY CLERKS USE ONLY. COUNCIL ACTION: APPROVED • CONTINUED TO DATE SPECIFIC DENIED • CONTINUED TO DATE UNKNOWN • WITHDRAWN • RETURNED TO STAFF • AMENDED • COUNCIL RECEIVED THE • REPORT/PRESENTATION OTHER-SEE MINUTES Council received the report. 6 Month Update October 23, 2012 •Scope of Work Overview •User Experience Overview •Initial Findings •Short-Term Accomplishments •The Next 6 Months •Long-Term Challenges Scope of Work Overview Phase 1A-1B (Months 1-6) •Establish Village Workshop •Integrate with CVA Board and Staff •Develop business directory and property owner database •Complete evaluation of the Village •Establish monthly networking series •Develop 3-year work plan •Create 2-4 projects to jump start revitalization User Experience Business Offering Perception Physical Environment Access & Parking Initial Findings 1722 2118 3120 4590 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 SHOULDER SEASON PEAK SEASON Thursday Saturday Bicycle Counts 12996 22638 23940 36210 0 5000 10000 15000 20000 25000 30000 35000 40000 SHOULDER SEASON PEAK SEASON Thursday Saturday Pedestrian Counts Parking Study 36% 52% 86% 58% 83% 73% 42% 90% 0 89% 0%10%20%30%40%50%60%70%80%90%100% Public Parking Lot Occupancy Average Occupancy- Thursday Average Occupancy- Saturday Business Owner & Resident Surveys Rated Well •Friendly dining service •Ease in walking •Cost of parking •Train service access Rated Poorly •Retail mix •Outdoor dining •Ease in bicycling •Quality of bike parking •Informative signage •Public restrooms •Parking availability •Perception of area •Marketing and events User Intercept Survey 51% visit daily or weekly 60% got there by car (33% walked, <4% biked) Over 90% said parking was “very” or “somewhat” convenient 58% female/42% male 60% aged 35-65 Short-Term Accomplishments •Establish Village Workshop •Interim streetscape improvements •Custom bike racks •CVA Board/Staff organization •Communication (“Village Works” brand, website, Facebook, Village Voices, e-blasts, Chamber columns, printed directory) •Outdoor dining (Swirlicious) •SANDAG grants •Police foot patrol •Lighting and informal music Village Workshop 530-A Grand Ave. Interim Streetscape Improvements Custom Bike Racks Custom Bike Racks CVA Board/Staff Organization •Reorganized and refocused Board •Share workspace with CVA •Developing 2013 Work Plan and Budget •Working with CVA staff to: •Improve financial statements and accounting practices •Implement financial control procedures •Develop and implement Farmers’ Market marketing plan Communication Communication Outdoor Dining Project Requested Awarded Roundabout/Trail $850,000 $800,000 Active Transportation Strategies: Implementation $150,000 FULL AMOUNT Active Village Campaign $275,000 $267,000 Bike the Village: 100 Racks $33,000 FULL AMOUNT SANDAG Grants Lighting and Informal Music Lighting and Informal Music The Next 6 Months •Implement SANDAG grants •Parking wayfinding signage •Trash can beauty contest •Farmers’ market marketing •Growing farmers’ market •Increasing outdoor dining opportunities •Temporary informal music •Retail mix •Stakeholder involvement through “Working Groups” Bike Corrals Parking Signage Beauty Contestants Farmers’ Market •Expansion •Days/times •Relocation, visibility Curb Café Pilot Program •Surveys said: not enough outdoor dining •Increase outdoor dining quality and opportunities •Reclaim the streets for people •Complete streets – creating a sense of place •Lola’s in Long Beach: •Increased sales by 15% •Added 3 new employees Outdoor Dining Long-Term Challenges Life After Redevelopment •Maintaining proactive revitalization effort over next 10+ years •Financial resources •Organizational infrastructure •Encouraging Smart Growth, Complete Streets •Tools that don’t rely on the General Fund •Changing mindset to Village development Village Economic Vitality Area Strategy •Financing tools •Property owners •Business owners •Users •City •Smart Growth planning and development •Development standards and incentives •Village master plan, design guidelines This is Carlsbad Village. Walkable Bike-Friendly Family-Friendly Transit-Oriented Vibrant The preeminent downtown of North County San Diego