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BACKGROUND REPORTJUNE 2011 / CITY OF VENTURA
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table of contents
SECTION 1
background mapping
6 Regional Context7 Area Context8 Site Reconnaissance14 Area Circulation
15 Land Use Policy16 Open Space & Educational17 Zoning18 Area Transit19 Local Road / Freeway Access to Site20 Bicycle & Pedestrian Circulation21 Regulating Diagram / Midtown22 Figure Ground Analysis23 Streets & Block Structure24 Green Space / Tree Canopy25 Hard-Soft Analysis
26 Mall Map / Anchor Uses27 Parking Analysis28 Leasing Analysis29 Historic Analysis34 Street Sections
SECTION 2
Brand Analysis and Design Concepts
40 Understanding the Big Picture50 Brand Essence
SECTION 3
opportunities and constraints
62 Green Connections - Mountains to Sea63 Zoning Interpretation64 Redevelopment Districts65 Green Connections - Site
66 Bicycle & Pedestrian Opportunities68 Opportunit ies and Constraints
SECTION 4
potential development scenarios
72 Scenario 1: Improve Green Linkages73 Scenario 2: Create Distinct Subdistricts74 Scenario 3: The Green Mall
75 Scenario 4: Sustainable Squares76 Scenario 5: Urban Village
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background
mapping
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Key
City of Ventura
Bodies of Water
Major Highways
Airports
Site
Other Regional Centers
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REGIONAL CONTEXT
Project site located within City of Ventur as Sphere of Inf luence.
Ventura coast al city with eclectic and burgeoning downtown.
Ventura lies between two destination cities - Los Angeles (approx. 60 miles) and Sant a Barbara (approx. 34 miles).
101 Freeway provides main route for r egional access from east and west.
126 Freeway provides access from the nor theast.
Access to I nternational Air port s: LAX (64 miles) and Burbank Airport (57 miles) within approximately 1 - 1.5 hours drive.
St r ing of Regional Center s from SB to LA .
Summary Description
0 2mi North
Paseo Nuevo
La Cumbre Plaza
Riverpark
Camarillo Outlets
The Oaks
WestlakePromenade
Esplanade
SM Place
In a long line of regional centers, how can we make the study area more unique to Ventura?
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Major Establishments / Important Features
A: Project Site: Pacific View Mall
B: Ventura Count y Medical Center
C: Community Memorial Hospital
D: Main Street Shops
E: Gateway Village Shopping Center
F: Camino Real Park
G: Ventur a County Government Center
H: Ventur a Community Park
I: Ventura College (regional college)
J: St . Bonaventure High School
K: Anacapa Middle School
L: Cit y Hall
M: Grant Park
N: Arroyo Verde Park
O: Ol ivas Park Golf Course
D
C
B
A
E
F
J
I
H
G
K
L
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AREA CONTEXT
Summary DescriptionPlanning Implications
Key
Commercial
Educational
Institutional
Medical
Open Space
Midtown District
Farmland
Mountains
City Hall
Pacific View Mall located on the eastern boundary of VenturasMidtown District .
Site located in relative proxim it y to key dest inat ions withinVentur a:Downtown (3 miles to west); College District (1mile to east).
101 Freeway travels east-west just south of site, providingaccess route to downtown and other key destinations.
Active r ailroad line suppor ting passenger and freight serviceruns about 1 mile south of the site.
Mills, Main, and Telegraph are import ant local connectors.
Take advantage of the proper tys situation as a large, centrallylocated commercial center .
Cluster mixed use close to transit.
A
B
CD
E
GH
I
JK
L
F
0 2 mi No
M
M
N
O
N
O
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SITE RECONNAISSANCE
1: PACIFIC VIEW MALL
2: TELEGRAPH ROAD
3: SOUTH MILLS ROAD
4: EAST MAIN STREET
5: HOSPITAL DISTRICT
STUDY AREAS:
0 750 1500 North
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SITE RECON / PACIFIC VIEW MALL
BA
C
E FD
I
H
J
G
A B
C D
H I
F G
J
E
Stone Pine (pinus pinea) found in mall
parking lot
South front of Macys retail anchor
Tar get designated par king lot Empt y par king lot and recentconstruction in the shopping plaza
north of mall
Signage at Pacific View Dr and East
Main St
Looking north from Target parking lot Looking south towards Target and
mall directional signage
Noise barrier separating low densit yresidential from mall parking lot
Sears Auto Center
Target retail anchor, north entrance
How can the interface between the mall and theneighborhood be improved?
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SITE RECON / TELEGRAPH ROAD
A
D
B
G
HI
E
C
F
A B C
D
G H
E F
IRetail and off ice on north side ofTelegraph Rd
Chase Bank located at South Mills and
Telegraph Rd
Former Barker Brothers Furniturestore; This propert y presents
opportunit ies
Bus Home, public art by DennisOppenheim
Low density office on north side of
Telegraph Rd
Retail store on nort h side of
Telegraph Rd
South side of Telegraph Road
Nor th side of TelegraphRoad; Possible st reetscape
improvements?
Ventura Bus Transfer station; Is
t here potential to r elocate this?
Are there opportunities to improve Telegraph Road as a mixed use corridor centered on transit?
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SITE RECON / SOUTH MILLS RD
I
A
D
E
H
B
C
F
A B
C D
G H
E F
I
G
Looking nor th along Mills Road Intersect ion of Mills Road and Main
Street
Super Panda Buffet along South MillsRoad
Looking east at Sout h Mills Road anMaple St
East front of JCPenney retail anchor
Santa Barbara Bank and Trust along
South Mills RoadLooking nor th along Mills Road
Anacapa Middle School Mall parking lot featuring a linearberm; the parking lot is sunken in
relation to Mills Road
How can Mills Road better provide a more valuable, bikeableand green connection from North to South?
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SITE RECON / EAST MAIN STREET
A
C ED
F G
A
H
DE
C
F
B
G
B
H Mall gateway at northwest cor nerof Main Street and Mills Road
intersection
Mimis Cafe at the north side of East
Main St
Medical professional building at MainSt and Loma Vista Rd
Nor th side of Main Street, sidewalkwith landscaped planting area
Entranceway to mall at Pacific ViewDrive and Main Street
Ford dealership at southwest of Main
Street and Mills Road intersection
What opportunities existto improve the characterof Main Street as acommercial boulevard?
The mall entrance from Preble
Avenue
Forlorn looking median str ip alongMain Street
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Ventura County Medical Center on
Loma Vista Rd
Empty lot south of Loma Vista
Elementary School
Recent construction at Brent St andLoma Vista Rd
Community Memorial Hospital atBrent St and Cabrillo Drive
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SITE RECON / HOSPITAL DISTRICT
A CB
D E F
A
F
B
D
C
E
Community Memorial Hospital on
Loma Vista Rd
Medical professional building at MainSt and Loma Vista Rd
How can we make a more meaningful connection between the hospitals and clinics to thenorthwest and the mall?
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Location just nor t h of 101 & 126 Freeways providesregional visibility to passing motorists.
Main Street offers commercial corridor to downtown.
Telegraph Road is a local street leading to Ventur a College.
Mills Road connects neighborhoods to employment in thesouth.
background mapping /
AREA CIRCULATION
Provide a better Gateway from the southandwest .
Provide better local connections (bike, pedestrian, etc) from
nor t h, east , and west .
Better wayfinding from downtown, local schools, andhospitals.
Key
Freeway
Primary Ar terial
Secondary Ar terial
Local Street
Railroad Line
0 750 1500 North
Fwy Interchange
Primary Intersections
Secondary Intersections
Mall Entry/Access
Summary Description Planning Implications
Which thru streets will better connect the surrounding neighborhoods?
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Key
Residential Neighborhood
Commercial
Industry
Public & Institutional
Agriculture
Parks & Open Space
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LAND USE POLICY
Summary Description Planning Implications
Integrate better for local r etail needs of adjoining land
uses, especially schools and residential.
Provide higher densit y mi xed use near tr ansit connections.
Dist r ic t site: regional retail to south, local mixed use to north
Midtown District to west is primarily designated for
residential land use.
Several schools wit hin close prox im it y to the site.
Concentr ation of Indust ri al and employm ent is located
to the south.
Mixed use corridor s leading to site include Main, Telegraph,
and Mills.
0 750 1500 Nor
How well do commercial uses within and surrounding the site address the needs of theneighborhood, the Ventura community, and the region?
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Num erous school r elated open spaces& playing fields
surrounding the site, but t hese lack connections between them.
Closest neighborhood park, Blanche Reynolds Park is
located about 10 minut es walking distance to the west of
the site.
Cami no Real Park , a substantial public park, is located
outside of convenient walking distance, a 15 minut e walkfrom the project visioning area to east .
Extensive agricultural lands located south of site.
Key
Public Park
Green Space
School Playing Fields
Agriculture
background mapping /
OPEN SPACE & EDUCATIONAL
0 750 1500 North
Higher Education
School
Emphasize adjoining primary streets (Main, Telegraph,
and Mills) as better green space connections.
Summary Description Planning Implications
How can we make the site more vital and connected to the surrounding schools and parks?
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ZONING
Summary Description
Visioning area generally zoned for Commercial withadjacent residential
Land zoned for comm ercial immediately nort h of t he siteand also for a large portion of the east ern site boundary.
Mostly r esidenti al zoning within a 15 minute walking radiusof the site.
Local servi ng retail along commercial cor ridors to west(Main, Thompson).
Planning Implications
Can we structure new mixed use grow t h around transitimprovements?
Can onsite land uses improve connections betweenneighborhoods?
Key
R-1 Single FamilyR-2 Two Family
R-3 Multiple Family
RPD Residential Planned Dev..
MHP Mobile Home Park
MXD Mixed Use
PO Professional Office
C1-A Intermediate Commercial
C-2 General Commercial
CPD Commercial Planned Dev.
M-1 Limited Industrial
M-2 General Industr ial
MPD Manufacturing Planned Dev.
A Agricultural
P Parks
0 750 1500 No
T-4 Urban GeneralT-5 Ur ban NeighborhoodCenter
R-1
R-2
R-3
RPD
CPD
CPDCPD
CPD
CPD
CPDC-2
C-2
R-2
C-2
C-1AR-1
C-1A
C-1A
R-1
M-1
R-1
M-1
MPD
C-1
T-5
T-5
T-4
T-4
MHP
MHP
R-3
R-3R-3
PO
PO
PO
PO
C-1
MPD
R-3
R-3
T-4
T-4
R-3
C-1
T-4
R
R-1
CPD
R-3
R-3
Are there clustered opportunities for rezoning that will make the site and its surroundings moreintegrated?
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Key
Gold Coast (formerly SCAT)
VISTA (Nextbus)
Railroad
Bus Stop
Bike Rack
Explore viability of tr ansit shutt le between local andregional destinations, such as Downtown, Ventura College,CSUSI, airpor ts, etc.
Explore the idea of moving the bus st ation to the corner
of Mills and Telegraph. Provide bike racks and other t ransit or iented amenit ies along
major tr ansitways.
Summary Description Planning Implications
Commercial
Educational
Institutional
Open Space
VTC
background mapping /
AREA TRANSIT
Both Gold Coast & VISTA lines run along the northern andeastern boundaries of the site.
Gold Coast Tr ansit (formerly SCAT) provides fixed-routebus ser vices in the cit ies of Ventura, Ojai, Oxnard, and Por t
Hueneme, as well as in unincorporated County areas betweenthese cities.
VISTA int er-cit y bus service provides connectionsbetween the cit ies of Ventur a County and betweenneighboring Sant a Barbara and Los Angeles Count ies.
Rail line further south of site provides freight, Amt rak,and Metr olink service.
0 750 1500 North
What can be done to make the site and its surrounds more accessible by modes oftransportation other than automobile?
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Key
from Downtown / North
from North
from West
from East
Freeway Exit
Use wayfinding t ools to improve access.
Encourage other m odes to improve local access.
Encorage creati ve use of signage to better advertise mallaccess.
Summary Description Planning Implications
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LOCAL ROAD / FREEWAY ACCESS TO SITE
Mills Road and Main Street are most impor tant to r egional access.
Telegraph is impor tant for local access.
N o access along west ern boundar y of site.
Difficult and low qualit y connections along Main Street.
0 750 1500 Nor
What can be done to improve local and regional visibility and access?
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Class 2 Bike Pat h currently along nor t h, sout h, andwestern boundary streets adjacent the site.
Very few class 1 & 3 bike paths surrounding the site.
Cont inuous sidewalks throughout the surrounding
residential areas.
Summary Description
Class 1 Bike Path: completely separated from traffic
Class 2 Bike Path: dedicated lane in street for bicycles
Class 3 Bike Path: shares right of way with traffic
Sidewalks
Key
background mapping /
BICYCLE & PEDESTRIAN CIRCULATION
0 400 800 North
Planning Implications
Provide reasonable alter natives t o auto use, especially foron-site movement and connections to adjacent areas.
Cr eat e walkable connections between adjacentdevelopment and key dest inations on-site, such as a focal
public gathering space and support commercial, using enhancedstreetscapes, and comfor table sidewalks.
Incorporate boulevard str eetscapesalong perimeter,especially along Mills, Main, and Telegraph.
Locate bicycle parki ng faciliti es at key locations on site(e.g., the Ventura Transit Center).
How can we improve the bike connections between neighborhoods and around the site?
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REGULATING DIAGRAM / MIDTOWN
0 600 1200 Nor
Summary Description
W alkable accessalong Telegraph Road between theresidential overlay zone and the mall.
Potential to extend Midt owns m ixed use character to themall site.
Potent ial to im prove connections between Downtownand Mall.
Planning Implications
Review potential coordination between Midtown planninginit iatives and site goals.
Transit improvements are necessary along Thompson,Main, and Telegraph.
Key
T5.2 Urban Center ZoneT4.5 General Urban Zone
Residential Overlay One (1)
Residential Overlay Two (2)
Shopfront Overlay
Proposed Rear Alley
Terminated Vistas
Coastal Zone
SITE
What role does the site have in the evolution of the Midtown District?
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FIGURE GROUND ANALYSIS
Residenti al neighborhoods surround the site.
Local commercial spine along Telegraph Road.
Big box shopping center located along Mills Road.
Main Street has a two-sided character.
Summary Description
0 400 800 North
Planning Implications
Cluster development around key intersections to strengthen
connections between distr icts.
Use st reetscape to improve street character as a corridor.
Add density along pedestr ian areas.
Can inll buildings make the transitions between neighborhoods more seamless?
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Typical residential block: 200 x 800 (4 Acres)
Typical school block: 1200 x 1600 (44 Acres)
Mall block: 1200 x 2800 (77 Acres)
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STREETS & BLOCK STRUCTURE
Explore potential of improving visual and physicalconnections between block types.
St reetscape impr ovem ents at key intersections.
0 400 800 Nort
Summary Description Planning Implications
1
2
3
1
3
2
Can linkages between each block type be made stronger?
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GREEN SPACE / TREE CANOPY
0 400 800 NorthKey
Tree Canopy
Parks and Playfields
Can connections between green spaces be strengthened?
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HARD-SOFT ANALYSIS
0 400 800 NortKey
Notable Building
Decent Quality/Low Redevelopment Potential
Poor Quality/Low Redevelopment Potential
Poor Quality/High Redevelopment Potential
Soft est areas along two corridor s: Telegraph and Main.
Poor quality architectur e at nodes, especially at theintersections of Mills and Telegraph, and Mills and Main.
Target r edevelopment along corr idor s and nodeswherever possible.
Summary Description Planning Implications
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MALL MAP / ANCHOR USES
0 150 300 North
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PARKING ANALYSIS
0 150 300 North
Anchor
In-line Retail
Parking Structure
Anchor ProtectedSurface Parking
Other Surface Parking
Key
Planning Implications
Anchor tenants requireunbroken access to
parking, which l imitsability to modify the
existing parki ng fields.
Anchor tenants haveaccess to parking fields in
perpetuity.
Ot her sur face par kingserves inline shops and
must remain accessibledur ing business hour s.
Explore potential of
offsite parki ng reserves/ shared parking.
Explore potential for a
shut t le service to free
up site potential.
Are there strategies
that can free up landfrom surface parkingin order to encourageredevelopment or toadd open space?
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0 150 300 North
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LEASING ANALYSIS
Ownership
Lease w/ long termoption
Lease w/ undisclosedterms
Available
Parking structure
Key
Planning Implications
Dark blue and purpleanchors own properties or
r etain long term l eases.
The leases of Inline shops
are often contingent on ther etainage of t he anchors.
Light purple and green
properties have the most
flexibility for long termplanning initiatives.
P
P
How can the Anchors
be transformed withadditional uses, oors,or design elements?
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HISTORIC ANALYSIS / 1945
ResidentialalongDunningStreet
TELEGRAPH ROAD
MILLSROAD
MAINSTREET
While the landscape is still mainly agricultural, Mills Road,Telegraph Road, and Main Street exist. Additionally, notethe existing housing along Dunning Street.
1945:
Anchor
Inline retail or pads
Open space or agricultu
Streets
Parking lanes
Key
0 400 800 Nort
Citrus Groves like these dominated the landscape of the future mall.
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THE
BROAD-
WAY
BarkerBrothers
Broadway
Tire Center
AnacapaMiddle
School
TELEGRAPH ROAD
MILLSROAD
AINSTREET
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HISTORIC ANALYSIS - 1964
The mall is under construction, while May Company,Barker Brothers, and Anacapa Middle School arecompleted. Residential areas are also completed to thesouth and west.
1964:
Anchor
Inline retail or pads
Open space or agriculture
Streets
Parking lanes
Key
0 400 800 North
The Broadway department store, newly opened, in 1964. The Broadway was converted into a Macys in 1996, and thebuilding was expanded soon after.
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HISTORIC ANALYSIS - 1970
MAINSTREET
JC PENNEY
Desmonds
Wool-
worth
THE
BROAD-
WAY
Barker
Brothers
JC Penney
Auto Center
Broadway
Tire Center MONTGOMERY
WARD
Santa Barbara
Bank and Trust
TELEGRAPH ROAD
MILLSROAD
Anacapa
Middle
School
The classic dumbbell mall layout. The mall is openair at this point. Additionally, Mervyns has beencompleted to the southeast across Mills.
1970:
Anchor
Inline retail or pads
Open space or agricultu
Streets
Parking lanes
Key
0 400 800 North
Pacic View Mall s old name, the Buenaventura Center. Desmonds was completed as a sub-anchor soon after the open airmall was completed. It was replaced by the new mall entrance and foocourt in 1999.
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MAINSTREET
Sears
Auto
Center
Parking
Structure
SEARS
Circuit
City
ROBINSONS
MAYSounda
ndP
rivacy
Barrier
JC
PENNEY
MACYS
Barker
Brothers
MERVYNS
Santa Barbara
Bank and Trust
TELEGRAPH ROAD
MILLSROAD
Anacapa
MiddleSchool
Four anchors are now located at each quadrant, and themall has been enclosed.
2000:
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HISTORIC ANALYSIS / 2000
Anchor
Inline retail or pads
Open space or agriculture
Streets
Parking lanes
Key
0 400 800 North
A Montgomery Ward was completed to the southwest of the mall site soon after the completionof Buenaventura Center.
Montgomery Ward was replaced by a Lowes in 2004.
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STREET SECTIONS / TELEGRAPH ROAD
0 10 20 30
Additional Issues:
Telegraph Road lacks highquality storefront integration.
Mixed uses could improvethe character of the street,especially along the north side.
LEVEL CHANGE BETWEENTELEGRAPH ROAD AND BUS
TRANSFER STATION
Will the stairway being implemented
now improve pedestrian access to
the site?
VENTURA BUS TRANSFERSTATION
Could this be in the wrong location?
This area may be suitable for a public
space, especially with proximity to
the Barker Brothers building.
SIDEWALK ON NORTH SIDE
Lack of canopy, shade, and amenities
limit the quality of retail.
MEDIAN OF TELEGRAPH ROAD
While the median is heavily
landscaped, it is also impassible,
limiting street crossings by pedestrians.
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STREET SECTIONS / MILLS ROAD
0 10 20 30
Additional Issues:
Bicycles utilize Mills Roaddespite a severe lack ofamenit ies and safety.
Better landscaping along thestreet would improve the
existing suburban land use patte
Close-up of landscaped berm
SIDEWALK ALONG WEST SIDE OF
ROAD
This sidewalk is too narrow and a
dedicated bike lane should be delineated
along the street.
LANDSCAPED BERM ALONGWEST SIDE OF ROAD
This barrier cuts off street level
access to the mall site and should
be xed with a wider sidewalk and
stair connections between street and
parking areas.
ANACAPA MIDDLE SCHOOL ON
EAST SIDE OF MILLS ROAD
A midblock crossing would better connect
the school to the site.
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STREET SECTIONS / MAIN STREET
0 10 20 30
Additional Issues:
There is a lack of a unifiedstreetscape along Main Street.
The ext remely automobileoriented gateway at theintersection of Mills and Main
lacks imageability.
SHOULDER ALONG SOUTH SIDE
An unacceptable condition, there is
no sidewalk or tree canopy to hide
the grade change. The residential
community to the south is exposed to
arterial trafc and noise.
MEDIAN STRIP
This wide median needs some
signicant landscaping improvements
to augment the commercial character
of the street.
SIDEWALK ALONG NORTH SIDE
Despite a wide sidewalk, this is a
tough path for pedestrians, with little
shade, protection, or amenities.
MALL ENTRANCE VISIBILITY
The mall entrance tower is prominent
from Main Street. Should it be
improved as a design element?
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STREET SECTIONS / WESTERN BOUNDARY
0 10 20 30
Additional Issues:
A lack of landscaping is prevalen
As a parking lot and back sideof the mall, the landscape islong and undifferentiated.
How can we transform this area
PARKING ACCESS LANES
Bike lanes could be improved, along
with additional landscaping or
hardscape patterns.
MALL PARKING LOT
Environmental graphics, marketing
graphics, or xother elements could
transform this environment into
something more memorable.
SOUND AND PRIVACY BARRIERSEPARATING MALL AND
RESIDENTIAL COMMUNITY
How can a wall be transformed intoa thru connection; a pedestrian/bikecorridor?
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Midtown East Visioningbrand analysis and design concepts / march 2011
brand analysis
and design concepts
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Mid Town East Visioning | 1. Understanding The Big Picture2 |
1
( )
UNDERSTANDING
THE BIG PICTURE
Merging with the Citys Vision.
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The Way Forward...
City of Ventura is onthe MOVE...
Mayor Bill Fulton
Source: 2011 State of the City Address / February 7, 2011
VOLVINGe
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e volvingCity...evolvingSpirit.In context, Midtown East lies at the heart of one of the oldest cities
in California - Ventura City, also known as Buenaventura, the city of
good fortune. Currently the city is evolving and elevating itself towards a
renewed prosperity and a better quality of life.
RTKLs approach is to integrate the citys vision in our visioning for the
area. Our focus will be on how to make the vision become reality:
1. UNDERSTANDING THE BIG PICTURE
With the understanding of the emerging market, we nd new program
opportunities to strengthen the lifestyle experience.
2. BRAND ESSENCE
By identifying the existing brand voice(s), we build on the strengths and
evolve to a new brand position. We then exhibit the new brand ideas/
vision with specic examples that tell how.
3. DESIGN SOLUTION
We identify opportunities, and propose design solutions to support the
new brand vision.
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volvingSpirit...
evolvingExperience.
e
community oriented
aspirational
cultural
healthy lifestyle
creative / innovative
family values
|
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Median Age
37 52,300 2.5
Median Income Median Household
Family vs. Non-Family Demographics
Under 18: 25%18 to 24: 7.8%
25 to 44: 31.5%
45 to 64: 22.8%
65 years+: 12.8%
NON-
FAMILIES
FAMILIES
volvingCity...
emergingMarket(Demographics).
e
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Target Demographic Analysis:Analyzing the different markets that we cater to...
Gen Y
Stay at
Home Mom
The Retired
Couple
Working
Family
Target Market
30-75yrs
|
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Jenny is a stay at home mom. Jenny stays very active and tries her best to stick to
her daily routines which consists of playdates, Gymboree, and other activities her
3yr old, Lucy. She loves spending time with Lucy, and her priority is safety for her.
When she is lucky enough to nd time for herself, shell rush over to the gym for a
quick workout. She doesnt have the luxury of time to shop much, and likes things
in close vicinity for convenience, like a one-stop-shop.
Jenny (30)
healthy interests
bonding time
break time
safe exercise paths
quality + affordable options
TheStay at
HomeMom
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healthy lifestyle quality time / family values
outdoor activities
aspirational
TheWorkingFamily
Rosa and Ed are always pressed for time. Ed (35) is a full time contractor and Rosa
is a part time dental assistant. They do their best to make ends meet. With the
recent purchase of their rst home, they are always on the saving mode. Rosa is
always bargain hunting, but they make sure that they never compromise quality.
They believe in a healthy and active lifestyle. They take full advantage of their local
natural attractions - beach, hiking, skiing, parks. Rosa is always looking for healthier
recipes that are quick and easy.
Mara (7), Rosa (33), Rick (5), Ed (35)
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recreational/ mountain to sea
creative outlet
modern living (WAV) entertainment / hangout
Gen Y
Mike just moved into the WAV (Working Artists Ventura). His passion or surfng
brought him to the city o Ventura. He recently opened up his graphic design
studio there. He values the liestyle where he can work in a city and get inspired
by the nature activities that surround him- rom mountain to sea! on weekends he
loves discovering new places, cuisines, venues, and perormances to hang out
with his riends.
Mike (33)
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farmers market
nature walks
arts / music venues socially & politically active
volunteer work
TheRetiredCouple
Even though the pace of life has slowed down for the retired Martinez couple,
they make sure that they keep busy. They attend all of the town meetings, and
are strong advocates of the union. They value the communal life and really desire
to make Ventura a home where they can be proud of. In order to do so, they
are heavily involved in volunteering at the hospital and the city service. They love
spending time at the Saturday Farmers Market, where they can nd fresh local
produce and meet their friends to hang out for brunches and activities, which
keeps them young at heart.
Barbara (67), Frank (70)
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Making it REAL.
AND
2
( )
BRAND
ESSENCE
Merging with the Citys Vision.
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What they
say aboutus now...
The Patagoniamonthly environmenteducation seminar isa great program orthe community!
...midtownis a great
neighborhood.
But it needs acommunity hub. Pacifc View
is a hangout or
teenagers.
nice weather,good sur, nature
close by... without
Santa Barbaras
price tag!
I am concernedabout the
environment. Makingthe mall more
sustainable is a good
objective.
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I love theTarget andTraderJoes, but mostly
the variety ofcreative venues
to explore.
When youlive here, you canthelp but becomeorganic andhealthy...
Its a great hangoufor families andentertainment.
The Midtown District
has the RIGHT vibe for
the Regionaland
Localmarket - it feelslike a destination.
I feel proudto be a part of a
community that is
environmentallyconscious...the mall has
become more sustainableto set a good example.
Wouldnt
it be greatif...?
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completestreets
hike & biketrails
mixeduse
communityevents
environmentaldesign
standards
connected
aspirational
historicpreservation
localamenityretail
convenient the heartof midtown
educational
oportunities
Our Brand Circle?
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the heartof midtown
1. StrengthenLocal Hub:
Integrate mixed usedevelopment.
Bring in Trader Joes toserve the day-to-day
needs, while providinghealthier lifestyle.
2. ProvideConvenient LinksProvide connections f
pedestrians + bicyclis
into the center.
3. RegionalDestination:
Attract regional crowd
with informal meeting
places/ hangouts- cafes,
farmers market, cultural/
art events, concerts.
4. Iconic:
Improve visibilityfrom the freeway
and upgrade entry
arrival experience.
5. FosterVentura Pride:
Continue to
partner with local links,
continuing education andbuild on local heritage to
evolve into a unique and
distinct community.
Our Brand Position
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1. IdentityEVOLVING:
Its not just shopping,
but a community hub...
iconic marks at entry clear wayfnding memorable views + spaces
Iconic Signage
Strong Entry Markers
Prominent Arrivals
Memorable Gathering Spaces
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2. Stores/ProgrammingEVOLVING:
Its not just about the stores...
its about the lifestyle that they promote.
environmental education
organic restaurants story time at bookstore
cooking time at bookstorelocal bike shop
Trader Joes
BevMo!
Organic Restaurants
H&M
Patagonia Environmental Seminars
Bookstore Events (story time, cooking shows)
Local Bike Shop
Performing Arts Space
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3. Experience-basedEVOLVING:
Promoting a healthy environment for a
healthier community
green & walkable patagonias camping club
farmers market special events/ arts & crafts
entertainment at plaza
Saturday Farmers Market
Walkable / Bikable Paths
Green Streetscape
Health Screening Events
Patagonia Camping Club
Sponsored Outdoor Events
Solar Panels
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4. SustainableEVOLVING:
towards a progressive community means
becoming efcient and smart
Walkable / Bikable Paths
Parking Orchards
Water Retention System
Tree Canopy
Permeable Paving
Ventura Hillsides Conservancy Events
green & walkable paths
permeable paving
solar trellis
bikable paths
community gardens
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opportunities
and
constraints
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Mills Road links several schools to the site and waterways tothe south.
These waterways eventually lead to t he ocean.
Potential as a future green space connection: mountains tot he sea.
Summary Description Planning Implications
Look for ways to better accommodate hike and bike t r ailswithin existing r ight of way.
Potential for bike st orage close to transit.
Phasable appr oach impor tant to success.
Key
Stream beds and waterwaysMills Road: Phase 1 potential improvements (connect to schools)
Viable Green Street connections
Phase 2 potential improvements (connect to harbor)
0 1500 3000 North
opportunities and constraints /
GREEN CONNECTIONS - Mountains to Sea
Mills Road is an important link between the mountains to the sea that can be easilystrengthened.
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opportunities and constraints /
ZONING INTERPRETATION
Summary Description
Visioning area zoned for Intermediate Commercial (C1-A)
Land zoned for comm ercial immediately nort h of t he siteand also for a large portion of the east ern site boundary.
Mostly r esidenti al zoning within a 15 minute walking radius of
the site.
Local servi ng retail along commercial corridors to west (Main,Thompson).
Planning Implications
Can we structure new mixed use growt h around transitimprovements?
Can onsit e land uses improve connections betweenneighborhoods?
Key
R-1 Single FamilyR-2 Two Family
R-3 Multiple Family
RPD Residential Planned Dev..
MHP Mobile Home Park
MXD Mixed Use
PO Profession Office
C1-A Intermediate Commercial
C-2 General Commercial
CPD Commercial Planned Dev.
M-1 Limited Industrial
M-2 General Industr ial
MPD Manufacturing Planned Dev.
A Agricultural
P Parks
0 750 1500 No
T-4 Urban GeneralT-5 Ur ban NeighborhoodCenter
Existing zoning p
R-1
R-2
R-3
RPD
CPD
CPDCPD
CPD
CPD
CPDC-2
C-2
R-2
C-2
C-1AR-1
C-1A
C-1A
R-1
M-1
R-1
M-1
MPD
C-1
T-5
T-5
T-4
T-4
MH
MHP
R-3
R-3R-3
PO
PO
PO
PO
C-1
MPD
R-3
R-3
T-4
T-4
R-3
C-1
T-4
R-1
CPD
R-3
R-3
Can we district the site more clearly?
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opportunities and constraints /
POTENTIAL REDEVELOPMENT DISTRICTS
Notable BuildingDecent Quality/Low Redevelopment Potential
Poor Quality/Low Redevelopment Potential
Poor Quality/High Redevelopment Potential
Potential Redevelopment District
The most promising redevelopment opportunities exist at the entry to the freeway, along MainStreet, and along Telegraph Road.
0 400 800 North
Development District Focus
Key
To Hospitals andDowntown
To Freeway
To College
AroundTransit
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Existing hard-soft analy
opportunities and constraints /
GREEN CONNECTIONS - Site and Context
0 400 800 NortKey
Additional Street Trees
Tree Canopy
Parks and Playfields
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Class 2 Bike Pat h currently along nor t h, sout h, and west ernboundary streets adjacent the site.
Very few class 1 & 3 bike paths surrounding the site.
Cont inuous sidewalks throughout the surrounding residential areas.
Summary Description
Class 1 Bike Path
Class 2 Bike Path
Class 3 Bike Path
Difficult Path
Sidewalks
Potential NeighborhoodConnector
Bicycle Access Key Pedestrian Access Key
opportunities and constraints /
BICYCLE & PEDESTRIAN OPPORTUNITIES
0 400 800 North
Planning Implications
Provide reasonable alter natives t o auto use, especially for on-site movement and connections to adjacent areas.
Cr eat e walkable connect ions between adjacentdevelopment and key dest inations on-site, such as apublic gathering space and support commercial, using enhancedstreetscapes, and comfor table sidewalks.
Incorporate boulevard str eetscapesalong perimeter, especiallyalong Mills, Main, and Telegraph.
Locate bicycle parki ng facilit ies at key locations on site. Existing bicycle and pedestrian connections
Can we create bikeable connections around and through the site?
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Key
0 200 400 600 800 North
Important Pedestrian Intersection
Multimodal Transit Station
Boulevard Streetscape Improve-ments
Potential Mountains to the Sea Trail
Impor tant Bicycle / Pedestrian Path
Green Buffer
Iconic Building / Culturally Signifi-cant
Vehicular Entry
Freeway/Arterial Oriented FutureRedevelopment Site
Transit Oriented Future Redevelop-ment Site
Main Str eet Or iented Future Rede-velopment Site
Neighborhood Oriented Commecial Use
Anchor Retail Use (Existing)
Upper Story Ocean View
Event Plaza (New)
Existing Structured Parking
Potential Future Additional Str uctured Parking
Visual / Sound Barrier (Maintain)
Lemon Grove / Dean Dr. Neighbhood Linkage
5 Min Walking Radius
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potential
development
scenarios
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development scenarios /
SCENARIO 1: Improve Green Linkages
Streetscape and parks
Parking
Str uctured ParkingBus Station
Relocated Bus Station
New Development
Existing Anchor
High Rise NewDevelopment
Key
Summary of Improvements
1. Telegraph/Bus StationImprovements- Sears Auto Centerrefurbishment- Stair connections
down from TelegraphRoad- Plaza withneighborhood usesclustered around
2. Mil ls RoadImprovements- Widen sidewalks andtree canopy steps nearAnacapaMiddle School- Stripe Mills for biketraffic and identifylinkages to mountainsand ocean- Convenience usesalong street frontage
3. Lem on Grove/DeanDrive Linkage- Gateway buildings tostrengthen entries- Landscape/streetscape improvemen
4. Event Plaza- Line buildings aroundevent space- Expand eventsprogramming
5. Gateway at Main
and Mill s- Regional commercialat intersection- Landscape andartwork- Pedestr ianimprovements(crosswalks, signage, etc
1
2
34
5PB
0 North200 400
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SCENARIO 2: Create Distinct Subdistricts
Streetscape and parks
Parking
Str uctured ParkingBus Station
Relocated Bus Station
New Development
Existing Anchor
High Rise NewDevelopment
Key
Summary of Improvemen
1. Reconceived Nor t hPlaza- Restaurant frontingplaza- Event space- Barker brothers
redone as a mixed usebuilding
2. New Transit Plaza- Relocated busstation- Structured parkingbeyond- Convenience retail
3. Retail/EntertainmentCluster- New movie theater- F+B around existingplaza
- Mixed Use Linkbetween Dean andLemon Grove
4. Neighorhood Park- Community Amenity
5. Bet t er Linkages- Streetscapeimprovements- Bike Lanes- Expanded transit ser
1
2
3
4
5
PB
0 N200 400
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SCENARIO 3: The Green Mall
Summary of Improvements
1. New Sust ainableParking Areas
2. Bus St ationRelocated t oSouthwest Corner
3. Mult ifuct ion Plazas
4. Rest aurant Clust er
5. Mixed Use Vil lage
6. Main Str eetRedevelopment
7. Telegr aphRedevelopment
8. FreewayRedevelopment
9. NeighborhoodOr iented Retail
1
2
34
5
Streetscape and parks
Parking
Str uctured ParkingBus Station
Relocated Bus Station
New Development
Existing Anchor
High Rise NewDevelopment
Key
PB
6
7
8
9
0 North200 400
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SCENARIO 4: Sustainable Squares
Summary of Improvemen
1. Nor t h Plaza- Reconfigured TransitStation to nort h ofTelegraph- Mixed Use aroundplaza (residential and
convenience retail)- Build of Strengthof Trader Joes, andBevmo cluster- Redevelop fur therwest along Telegraph
2. Mil ls RoadNeighborhoodSquare- Mid/highrise office orResidential- Convenience retail
3. Main/MillsIntersection
- Employmentoriented mixed use- Structured parking-Redevelop autooriented uses topedestrian oriented us
4. Main St reet Plaza- High rise office/residential-Support retail-Event plaza
5. Medical on Main- Medical officebuildings
-Support retail-Structured parking
6. Cent r al Green- Anchors face opengreen- High rise residentialand convenience retai-Transit linkages
1
2
3
4
5
Streetscape and parks
Parking
Str uctured ParkingBus Station
Relocated Bus Station
New Development
Existing Anchor
High Rise NewDevelopment
Key
PB
6
0 N200 400
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SCENARIO 5: Urban Village
Summary of Improvements
1. ReconfiguredNor th Plaza- Mixed Usesaround event space-Relocate busterminal to corner
-Renovation ofBarker Brothers store
2. Centr al Plaza- Target remains inplace as an anchor- Relocated anchorsclustered aroundplaza- Axial connectionbetween MainStreet and AnacapaMiddle School- Transit linkbetween hospitals,college and plaza
3. East Vi llage- Residential, office,local retailers- Expanded transitaccess- Open space trailthrough center- Structured parking
4. South Gateway- Employment basedmixed use- Insersectionand landscapeimprovements
- Structured Parking
5. Main Str eetRedevelopment- Mixed use andstreetscapeimprovements
1
2
3
4
5
Streetscape and parks
Parking
Str uctured ParkingBus Station
Relocated Bus Station
New Development
Existing Anchor
High Rise NewDevelopment
Key
P
B
0 North200 400
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