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


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

11%

Mainstream Families17.2%

Young Accumulators6.7%

Young Acheivers21.3%


Market Segmentation USASustaining Seniors

10.0%

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


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


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


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.


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


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

Gre

enm

ount

Ave

nue

32nd Street

Library

Barc

lay

Ave

nue

Merrymans Lane

Schoolhouse Garden

Grace Restoration

Church

Canopy Street Trees

Low Accent Planting

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

Gre

enm

ount

Ave

nue

32nd Street

Library

Giant

Ace

Barc

lay

Ave

nue

Merrymans Lane

Waverly Market


33rd Street

Gre

enm

ount

Ave

nue

32nd Street

Library

Giant

Ace

Barc

lay

Ave

nue

Merrymans Lane

Waverly Market: Existing Layout and Circulation

Schoolhouse Garden


33rd Street

Gre

enm

ount

Ave

nue

32nd Street

Library

Giant

Ace

Barc

lay

Ave

nue

Merrymans Lane

Waverly Market: Waverly Commons Proposal

Schoolhouse Garden


33rd Street

Gre

enm

ount

Ave

nue

32nd Street

Library

Giant

Ace

Barc

lay

Ave

nue

Merrymans Lane

Waverly Market: Potential Use of Sidewalk and Extension to Greenmount

Schoolhouse Garden


33rd Street

Gre

enm

ount

Ave

nue

32nd Street

Library

Giant

Ace

Barc

lay

Ave

nue

Merrymans Lane

Waverly Market: Potential Layout to Consider

Schoolhouse Garden


33rd Street

Gre

enm

ount

Ave

nue

32nd Street

Library

Giant

Ace

Barc

lay

Ave

nue

Merrymans Lane

Waverly Market: Potential Layout to Consider-Expansion

Schoolhouse Garden


33rd Street

Gre

enm

ount

Ave

nue

32nd Street

Library

Giant

Ace

Barc

lay

Ave

nue

Merrymans Lane

Waverly Market: Original Proposal

Schoolhouse Garden


Streetscape


Greenmount Avenue Streetscape



Image: Courtesy Baltimore City Department of

Transportation


Greenmount Avenue

Concrete

Brick

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

Brick

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

Gre

enm

ount

Ave

nue

Low Planting/Seasonal Color

Potential Low Hedge/Ornamental Fence

33rd Street and Greenmount Avenue: Long-Term Potential


33rd Street

Gre

enm

ount

Ave

nue

Low Planting/Seasonal Color

Potential Low Hedge/Ornamental Fence



33rd Street

Gre

enm

ount

Ave

nue


Infill

Infill Infill


33rd Street

Gre

enm

ount

Ave

nue


Alternative: Frame Corner with Architecture Infill

Infill Infill


33rd Street

Gre

enm

ount

Ave

nue


Infill

Infill Infill

Typical Drugstore Footprint


Don’t Do This

Parking

Street

Par

king

Str

eet


32nd Street Streetscape

32rd Street

Gre

enm

ount

Ave

nue

Bren

twoo

d St

reet

Merrymans Lane

Pete’s


Lauraville/Hamilton Main Street


32nd Street Streetscape

32rd Street

Gre

enm

ount

Ave

nue

Old

York

Roa

d

Giant

Ace


31st Street Streetscape


Community Branding


Brand ElementsTypefaces

Color Palette

Logo

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

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: [email protected]

WMSStationery

package


Pocket Folder


THE FRESHEST, COOLEST, MOST AMAZIN

G, C

OLLEC

TION O

F ORGANIC

VEG

ETABLES< D

ELICIO

US FO

ODS, HOMEMADE CRafts, interesting p

eopl

e, w

arm

est

wel

co

mes

, new

est

ideA

S, a

nd g

oo

d t

imes.

I WAS BAKED / PICKED / MADE

FRESH for you ON:

www.32ndstreetmarket.org


THE FRESHEST, COOLEST, MOST AMAZIN

G, C

OLLEC

TION O

F ORGANIC

VEG

ETABLES< D

ELICIO

US FO

ODS, HOMEMADE CRafts, interesting p

eopl

e, w

arm

est

wel

co

mes

, new

est

ideA

S, a

nd g

oo

d t

imes.

I WAS BAKED / PICKED / MADE

FRESH for you ON:

www.32ndstreetmarket.org

Fresh Cards


FRESH

Market Poster


RIDE THE WAVE

FREE

Wireless


SidewalkArt


Historic

Downto

wn

Destination B

Destination C

Destination A

TRIAN

GLE

PUBLI

C PAR

K

INFO CE

NTER

WELCOME t

o

Park

ing

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