Waverly Main Street 2013 Master Plan

March 7, 2013 ! Mahan Rykiel Associates | Arnett Muldrow Associates | Community Design Solutions

Waverly Main Street

Waverly Commercial District Master Plan Presentation

Thursday, March 7, 13

Special Thanks

Abell Foundation

France Merrck Foundation

State of Maryland Department of Housing and Community Development

Tonight’s Presentation

•Market Analysis•Physical Planning/Design•Community Branding

Market Analysis

Desired UsesMore Restaurants/VarietyMovie theaterGood Bar/PubCoffee ShopCommunity Gathering SpaceBakeryArts suppliesBike shopFish marketButcher shopYoga studioHigher Quality ApparelFurniture StoreGiftsTeen Hangout SpotSee List From 901 Arts (teen discussion night)Bike Racks

Where are They From?

Trade Area Definition

Primary Trade Area Map

Population

Income

Market Segmentation PTA

Sustaining Seniors24.8%

Cautious Couples8.1%

Conservative Classics4.0%

Affluent Empty Nests7.1% Sustaining Families

Mainstream Families17.2%

Young Accumulators6.7%

Young Acheivers21.3%

Market Segmentation USASustaining Seniors

Cautious Couples10.3%

Conservative Classics9.2%

Affluent Empty Nests7.0%

Sustaining Families6.0%

Mainstream Families12.0%

Young Accumulators8.1%

Accumulated Wealth4.0%

Striving Singles10.7%

Young Acheivers9.9%

Midlife Success12.9%

Retail Gap Analysis

Market Conclusions

The retail market is grossly underserved AND the businesses on the corridor are vibrant.

Market Conclusions

The retail market is grossly underserved AND the businesses on the corridor are vibrant.The demographics of the area are very good, the area is still declining in population but that decline is slowing.

Market Conclusions

The retail market is grossly underserved AND the businesses on the corridor are vibrant.The demographics of the area are very good, the area is still declining in population but that decline is slowing.The Waverly Farmers Market attracts from a broader area than the core businesses (49% compared with over 70%).

Market Conclusions

The retail market is grossly underserved AND the businesses on the corridor are vibrant.The demographics of the area are very good, the area is still declining in population but that decline is slowing.The Waverly Farmers Market attracts from a broader area than the core businesses (49% compared with over 70%).Food related retail represents a huge opportunity.

Market Conclusions

The retail market is grossly underserved AND the businesses on the corridor are vibrant.The demographics of the area are very good, the area is still declining in population but that decline is slowing.The Waverly Farmers Market attracts from a broader area than the core businesses (49% compared with over 70%).Food related retail represents a huge opportunity.Personal Care is a cluster in the area.

Market Conclusions

The retail market is grossly underserved AND the businesses on the corridor are vibrant.The demographics of the area are very good, the area is still declining in population but that decline is slowing.The Waverly Farmers Market attracts from a broader area than the core businesses (49% compared with over 70%).Food related retail represents a huge opportunity.Personal Care is a cluster in the area.Few gains are in convenience stores, liquor stores,

Key Opportunities

We need people to “stay” in the district, right now it is a go in and get it convenience district and not a browsing district.

Key Opportunities

We need people to “stay” in the district, right now it is a go in and get it convenience district and not a browsing district. We need to attract Waverly Farmers Market customers to Greenmount Avenue – the two are disconnected customer bases.

Key Opportunities

We need people to “stay” in the district, right now it is a go in and get it convenience district and not a browsing district. We need to attract Waverly Farmers Market customers to Greenmount Avenue – the two are disconnected customer bases.Waverly needs a place where people can come together that is completely unique.

Key Opportunities

We need people to “stay” in the district, right now it is a go in and get it convenience district and not a browsing district. We need to attract Waverly Farmers Market customers to Greenmount Avenue – the two are disconnected customer bases.Waverly needs a place where people can come together that is completely unique. Getting families/children to be a part of the district is important.

Key Opportunities

We need people to “stay” in the district, right now it is a go in and get it convenience district and not a browsing district. We need to attract Waverly Farmers Market customers to Greenmount Avenue – the two are disconnected customer bases.Waverly needs a place where people can come together that is completely unique. Getting families/children to be a part of the district is important.There is a huge food opportunity for the district.

Key Opportunities

There is need to incubate businesses or reverse incubate businesses using the Waverly Farmers Market as a the tool.

Key Opportunities

There is need to incubate businesses or reverse incubate businesses using the Waverly Farmers Market as a the tool.There needs to be a clear marketing effort that illustrates what the neighborhood is really about and dispels exaggerated perceptions of the community.

Key Opportunities

There is need to incubate businesses or reverse incubate businesses using the Waverly Farmers Market as a the tool.There needs to be a clear marketing effort that illustrates what the neighborhood is really about and dispels exaggerated perceptions of the community.The marketing effort must preserve the authenticity of this neighborhood.

Key Opportunities

There is need to incubate businesses or reverse incubate businesses using the Waverly Farmers Market as a the tool.There needs to be a clear marketing effort that illustrates what the neighborhood is really about and dispels exaggerated perceptions of the community.The marketing effort must preserve the authenticity of this neighborhood.

Physical Planning / Design

Physical Assessment

33rd Street

Greenmount Avenue

32rd Street

31st Street

Venable

Merrymans

Old York Road

33rd Street

Greenmount Avenue

32rd Street

31st Street

Venable

33rd Street

Greenmount Avenue

32rd Street

31st Street

Venable

Recommendations

• Waverly Market• Waverly Commons (Considerations)• Greenmount Avenue Streetscape• Other Streetscapes

Waverly Market

• Highly successful• Attraction for wide diversity of people

and communities• New Schoolhouse Garden• Grace Restoration Church • Limited outdoor dining options• Limited connection to Greenmount Ave.• Obstructed sight lines

Waverly Commons

• Strong concept and long-term vision• Until then, short-term enhancements

needed• Update to include Schoolhouse Garden• Consider options for market expansion

and connection to Greenmount

Credit: NDC Design Team MembersKristen Humphrey (Neighborhood Design Center)Edward J. Myers, P.E. (Kittelson & Associates, Inc.)Tilghman Shamer III, Assoc. AIA, LEED AP BD+C (Sanders Designs)Rudy López, Jr., Architect I (AECOM)Mandy Palasik, LEED AP BD+C, Associate AIA (Archplan Inc.)Mayra I. Filippone, RLA, LEED AP BD+C(STV Inc.)Pete Jenior (Kittelson & Associates, Inc.)

33rd Street

32nd Street

Library

Merrymans Lane

Schoolhouse Garden

Grace Restoration

Church

Canopy Street Trees

Low Accent Planting

Credit: NDC Design Team MembersKristen Humphrey (Neighborhood Design Center)Edward J. Myers, P.E. (Kittelson & Associates, Inc.)Tilghman Shamer III, Assoc. AIA, LEED AP BD+C (Sanders Designs)Rudy López, Jr., Architect I (AECOM)Mandy Palasik, LEED AP BD+C, Associate AIA (Archplan Inc.)Mayra I. Filippone, RLA, LEED AP BD+C(STV Inc.)Pete Jenior (Kittelson & Associates, Inc.)

Consider locating trees so that they frame views to Greenmount

33rd Street

32nd Street

Library

Merrymans Lane

Waverly Market

33rd Street

32nd Street

Library

Merrymans Lane

Waverly Market: Existing Layout and Circulation

Schoolhouse Garden

33rd Street

32nd Street

Library

Merrymans Lane

Waverly Market: Waverly Commons Proposal

Schoolhouse Garden

33rd Street

32nd Street

Library

Merrymans Lane

Waverly Market: Potential Use of Sidewalk and Extension to Greenmount

Schoolhouse Garden

33rd Street

32nd Street

Library

Merrymans Lane

Waverly Market: Potential Layout to Consider

Schoolhouse Garden

33rd Street

32nd Street

Library

Merrymans Lane

Waverly Market: Potential Layout to Consider-Expansion

Schoolhouse Garden

33rd Street

32nd Street

Library

Merrymans Lane

Schoolhouse Garden

33rd Street

32nd Street

Library

Merrymans Lane

Schoolhouse Garden

33rd Street

32nd Street

Library

Merrymans Lane

Waverly Market: Original Proposal

Schoolhouse Garden

Streetscape

Greenmount Avenue Streetscape

Image: Courtesy Baltimore City Department of

Transportation

Greenmount Avenue

Concrete

Greenmount Avenue Streetscape: Preliminary Concept (DOT)

Greenm

ount Avenue

Greenmount Avenue Streetscape: Preliminary Concept (DOT)

33rd Street

Greenm

ount Avenue

32rd Street

31st Street

Old York Road

Consider brick paving for sidewalk between Venable Avenue and Old York Road

Venable

Greenmount Avenue

Greenmount Avenue Streetscape: Brick Option

Greenm

ount Avenue

Greenmount Avenue Streetscape: Brick Option

Greenmount Avenue

Concrete

Greenmount Avenue Streetscape: Scored Concrete Option

Greenm

ount Avenue

Greenmount Avenue Streetscape: Scored Concrete Option

33rd Street

Low Planting/Seasonal Color

Potential Low Hedge/Ornamental Fence

33rd Street and Greenmount Avenue: Long-Term Potential

33rd Street

Low Planting/Seasonal Color

Potential Low Hedge/Ornamental Fence

33rd Street

Infill

Infill Infill

33rd Street

Alternative: Frame Corner with Architecture Infill

Infill Infill

33rd Street

Infill

Infill Infill

Typical Drugstore Footprint

Don’t Do This

Parking

Street

32nd Street Streetscape

32rd Street

Merrymans Lane

Pete’s

Lauraville/Hamilton Main Street

32nd Street Streetscape

32rd Street

31st Street Streetscape

Community Branding

Brand ElementsTypefaces

Color Palette

Messaging

Brand Statement

What is Waverly?It’s that place around the corner. It is called by many names: Greenmount, The Road, Waverly Village. It is a Saturday market, a grocery, a hardware store, take out shops, places to get your hair done, a book store, a brewery, churches old and new. It is neighborhoods of all types intersecting in one place. It is storefronts and street scenes, houses that stand-alone or in rows, it is the bustle of traffic on foot, by bus, or in cars. It is real life in a real city.

Who is Waverly?We are the quirkiness of Baltimore in an unassuming wrapper: rich and poor, black and white, old and young. We are people from here and people who chose here. We are writers and historians, rappers and radio personalities, old Colts, new Ravens and always Orioles. We are hardworking people.

Where is Waverly?It’s where different neighborhoods intersect: Oakenshawe, Waverly, Better Waverly, Abell, Guilford and Charles Village come together here. It is where University Parkway angles into the grand boulevard of 33rd and where the Old York Road angles off Greenmount. Waverly is more than a dot on a map, it is a place where neighbors come together. For some it is the edge and edgy, for others it is the center and well centered.

When is Waverly?Waverly is as old as the city when a simple road connected Baltimore to York. People farmed here, formed a church, and created a town. Waverly is Victorian Baltimore with painted ladies, angled roofs, ornate details, carved woodwork and stone. Waverly is legendary baseball and football in the shadow of stadiums now gone. Waverly is activist Baltimore where fights for equality took place next to bustling businesses on The Road. Waverly is now, still alive, still humming to the beat of the city, still moving

Why Waverly?Then Why? Why Waverly?

The better question is why not Waverly.

We have tenaciously held on to this place, it is real, it is authentic. It may not be on the regular tour, but if you round the corner, take a look at it again you will see a place moving ahead grounded in its history.

This is Waverly, come at it from a different angle.

A DIFFERENT ANGLE

A DIFFERENT ANGLEa different angle

Ho?HAT?HEN?HERE?Hy?

Marks the spot

SORTA AWESOME!

come at it from a different angle

Waverly Main Street

WHEN?PROMOTIONS

WHY?ECONOMIC RESTRUCTURING

Waverly Main Street

moving waverly forward

Jermaine M. Johnson

3124 Greenmount AvenueBaltimore, MD 21218Office: 443-915-4599E-mail: waverlymainstreet@gmail.com

WMSStationery

package

Pocket Folder

THE FRESHEST, COOLEST, MOST AMAZIN

TION O

F ORGANIC

ETABLES< D

ELICIO

ODS, HOMEMADE CRafts, interesting p

I WAS BAKED / PICKED / MADE

FRESH for you ON:

www.32ndstreetmarket.org

THE FRESHEST, COOLEST, MOST AMAZIN

TION O

F ORGANIC

ETABLES< D

ELICIO

ODS, HOMEMADE CRafts, interesting p

I WAS BAKED / PICKED / MADE

FRESH for you ON:

www.32ndstreetmarket.org

Fresh Cards

Market Poster

RIDE THE WAVE

Wireless

SidewalkArt

Historic

Downto

Destination B

Destination C

Destination A

INFO CE

WELCOME t

wayfinding

HISTORIC FUN RETRO SMART

Metal Pole Art

CAUTIONWe are

becoming more

awesome!

Construction signage

FRESHFACE

It’s like our building’s

getting its hair Done.

façadesignage

streetscape signage

Keep on top of the

greenmount ave. streetscape with

breakfast with theCONTRACTOR

Parkingmeters

merchandise

placemats

Historic walking tour

Thank You!

Waverly Main Street 2013 Master Plan

Documents

Transcript of Waverly Main Street 2013 Master Plan

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