Borough of State College

Downtown Master Plan

Our Commitment

We will draw upon our passion for  small urban areas, campus  communities and vibrant public  spaces as we work with you to  develop creative, practical and  implementable solutions that allow  you to promote State College as a  great place to live, work, and visit.

Agenda Team Process Your Needs Our Experience

Mahan Rykiel Associates

Mahan Rykiel Associates

Mahan Rykiel Associates

Team Mahan Rykiel Associates Arnett Muldrow & Associates Stahl Sheaffer Engineering, LLC Grimm + Parker Architects Kalback Planning and Design Dan Jones, FASLA

Process Stakeholder-based Informed by previous studies Coordinated with concurrent plans

Desired Outcomes and Visions

Your Needs

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Positive Town/Gown Interface Community Sustainability Diverse Economy Positive and Unified Image

Strategies • • • • • • •

Public Space Design Green Strategies Multi‐Modal Transportation Utility Infrastructure Marketing and Branding Signage Uses/Development

Actions • Master Plan • Implementation Strategies

Our Experience Blacksburg/VA Tech West Lafayette/Purdue Starkville/MSU Laramie/UW College Park/UM Baltimore/JHU + UMB

Blacksburg Positive Town/Gown Interface Community Sustainability Diverse Economy Positive and Unified Image Marketing and Branding Public Space Design Signage Green Strategies Multi-Modal Transportation Utility Infrastructure Uses/Development Implementation

West Lafayette Positive Town/Gown Interface Community Sustainability Diverse Economy Positive and Unified Image Marketing and Branding Public Space Design Signage Green Strategies Multi-Modal Transportation Utility Infrastructure Uses/Development Implementation

Starkville Positive Town/Gown Interface Community Sustainability Diverse Economy Positive and Unified Image Marketing and Branding Public Space Design Signage Green Strategies Multi-Modal Transportation Utility Infrastructure Uses/Development Implementation

Laramie Positive Town/Gown Interface Community Sustainability Diverse Economy Positive and Unified Image Marketing and Branding Public Space Design Signage Green Strategies Multi-Modal Transportation Utility Infrastructure Uses/Development Implementation

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College Park/UMD Positive Town/Gown Interface Community Sustainability Diverse Economy Positive and Unified Image Marketing and Branding Public Space Design Signage Green Strategies Multi-Modal Transportation Utility Infrastructure Uses/Development Implementation

Baltimore Positive Town/Gown Interface Community Sustainability Diverse Economy Positive and Unified Image Marketing and Branding Public Space Design Signage Green Strategies Multi-Modal Transportation Utility Infrastructure Uses/Development Implementation

Applications to State College

Strategies Public Space Design Green Strategies Multi-Modal Transportation Utility Infrastructure Marketing and Branding Signage Uses/Development

Public Space Design Connections/networks Balancing high quality/practicality Three standards? Downtown Campus College Avenue Placemaking Programming Experiments/temporary treatments

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Hagerstown, MD

“Parking Day,” Baltimore, MD

University of Maryland-Baltimore

Baltimore, MD

Baltimore, MD

Lexington Market + University of Maryland-Baltimore

Johns Hopkins University, Baltimore, MD

Charles Village , Baltimore, MD

Green Strategies Rainwater capture: roof, sidewalk Green roofs Use of reclaimed materials Tree planting success Right tree/right place Root zone/under drains Native/adapted species Education/Interpretation

Charles Village, Baltimore, MD

Pierce’s Park, Baltimore, MD

Multi-Modal Transportation Direct Convenient/timely Comfortable/user-friendly Well-managed Public awareness/education Specific to Master Plan: CATA: important stakeholder Pedestrian “Level of Service” Alternatives for removal of parallel parking along College Avenue?

Laramie, WY

Utility Infrastructure Underground vs. overhead Storm drains and sewer lines: location and age considerations Previous issues with light levels

Marketing/Branding Inheriting identity and perceptions University image dominates Tools to strengthen brand Downtown brand vs. downtown organization brand Key elements: Typeface ,Color, Tagline, Logo Begin with brand statement

We are Laramie, Wyoming: We are a railroad town. It was here, in the 1860’s, the Transcontinental Railroad put us on the map. Nearly overnight we grew from a tent town to a city of over 2000. Today, the Union Pacific is our link to the world and we watch the trains that pass through our downtown with the awe of knowing the role we play in connecting this great nation.

We are a western town. We are proud of our Cowboy culture where we do what has to be done, we live each day with courage, and we always finish what we start. We look to our surroundings with the respect and wonder that inspired the first settlers: our clear blue skies, our snow capped mountains, and the sweeping plains that surround us.

We are a progressive town. It was here that Louisa Ann Swain became the first woman to cast a legal vote in the United States decades before it became a right throughout the country. It is here that people from all cultures and backgrounds still gather to learn, to explore, and to work.

We are a college town. We are the home to Wyoming’s institutions of higher learning where the young people of the Equality State and places from across the country and the world gather to learn. We are Poke Pride and the welcoming host to the UW family that returns here each year to celebrate the teams in brown and gold.

We are all of these things and more. We are a vibrant downtown where sophisticated shops and restaurants mesh comfortably with relaxed places and down home dives. We are an authentic place with a deep appreciation of our past and the role we play to this day.

We are Laramie, Wyoming:   Spirit of the Bold West. 

Signage Conveys the brand Builds community pride Wayfinding

Uses/Development Long-term vision Short-term realities Highest and best use Diversify offerings Attracting target markets Preservation or redevelopment? Phasing Flexibility

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Bowie City Hall

University of Maryland

Strathmore, Bethesda, MD

College Park, MD

The Varsity, College Park, MD

Market Analysis/Zip Code Survey

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Survey held in February/March 2011 14 participants 1065 recorded visits 80 unique American zip codes 13 States

Where are they from?

Percent Starkville by Business 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 1

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Percent Mississippi State Student 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 1

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The Trade Area Definition

Trade Area Demographics

• Oktibbeha is the only growing county in the Golden Triangle. • In fact, Lowndes County shrunk in population more than Oktibbeha grew in population. • You are MUCH younger in population than surrounding areas (of course). • Primary trade area population 2010 is 41,092 expected growth by 2015 is .77%.

Trade Area Statistics

• Primary trade area (PTA) selected store sales: $468.7 million. • PTA consumers spent $529.4 million. • PTA is LEAKING $60.7 million annually overall each year.

Regional Retail Trade

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Starkville LEAKING $60 million West Point LEAKING $57 million Columbus GAINING $289 million Tupelo GAINING $989 million

Key Retail Targets

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Restaurants (continue to build on cluster) Clothing Shoes Jewelry Gifts Toys/hobbies/games

Observations and Conclusions

• This is a growing market with a stable economic base. This is exceptional for the region and the state. • The community is well positioned for residential and retail growth (expect this growth to be steady). – 50-100 residential units per year – 20,000 square feet of retail initially supportable with 5-10,000 square feet per year with steady growth.

Observations and Conclusions

• Starkville has the opportunity to better capture regional traffic to the downtown. • Starkville should do a better job of connecting customers to downtown: residents, students, visitors. • Starkville should launch a bold and aggressive marketing strategy, claim your successes, and tell your story.

Five Themes for Starkville

• Setting the Stage: Policy Strategy • Making Connections: Infrastructure Strategy • Catalysts for Investment: Civic Strategy • Rethinking Our Center: Investment Strategy • Mississippi’s College Town: Branding Strategy

Blacksburg, VA

Blacksburg, VA

Implementation Visions/strategies/actions Short-, mid- and long-term Assigned responsibilities Annual “report card” User-friendly

Our Commitment

We will draw upon our passion for  small urban areas, campus  communities and vibrant public  spaces as we work with you to  develop creative, practical and  implementable solutions that allow  you to promote State College as a  great place to live, work, and visit.

Thank You!