Midtown Visioning Study - 0620sm-1

midtown east visioning study
BACKGROUND REPORT
JUNE 2011 / CITY OF VENTURA
DRAFT 6/20/11
table of contents
SECTION 1 background mapping
6 7 8 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 34 Regional Context Area Context Site Reconnaissance Area Circulation Land Use Policy Open Space & Educational Zoning Area Transit Local Road / Freeway Access to Site Bicycle & Pedestrian Circulation Regulating Diagram / Midtown Figure Ground Analysis Streets & Block Structure Green Space / Tree Canopy Hard-Soft Analysis Mall Map / Anchor Uses Parking Analysis Leasing Analysis Historic Analysis Street Sections
SECTION 3 opportunities and constraints

62 63 64 65 66 68 Green Connections - Mountains to Sea Zoning Interpretation Redevelopment Districts Green Connections - Site Bicycle & Pedestrian Opportunities Opportunities and Constraints
SECTION 4 potential development scenarios

72 73 74 75 76 Scenario 1: Improve Green Linkages Scenario 2: Create Distinct Subdistricts Scenario 3: The Green Mall Scenario 4: Sustainable Squares Scenario 5: Urban Village
SECTION 2 Brand Analysis and Design Concepts

40 Understanding the Big Picture 50 Brand Essence
Midtown East Visioning Study
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DRAFT 6/20/11
background mapping
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background mapping /
REGIONAL CONTEXT
Paseo Nuevo La Cumbre Plaza
DRAFT 6/20/11
Riverpark Esplanade Camarillo Outlets The Oaks Westlake Promenade
SM Place
Key
City of Ventura Bodies of Water Major Highways Airports Site Other Regional Centers
2mi North
Summary Description
Project site located within City of Venturas Sphere of Influence. Ventura coastal city with eclectic and burgeoning downtown. Ventura lies between two destination cities - Los Angeles (approx. 60 miles) and Santa Barbara (approx. 34 miles). 101 Freeway provides main route for regional access from east and west. 126 Freeway provides access from the northeast. Access to International Airports: LAX (64 miles) and Burbank Airport (57 miles) within approximately 1 - 1.5 hours drive. String of Regional Centers from SB to LA.
In a long line of regional centers, how can we make the study area more unique to Ventura?
6 |
AREA CONTEXT
DRAFT 6/20/11
N M L D C B J A K F G I H
E O
Key
Commercial Educational Institutional Medical Open Space Midtown District Farmland Mountains City Hall
Major Establishments / Important Features

A: A B: B C: C D: D E: E F: F G: G H: H Project Site: Pacific View Mall Ventura County Medical Center Community Memorial Hospital Main Street Shops Gateway Village Shopping Center Camino Real Park Ventura County Government Center Ventura Community Park I: I J: J K: K L: L M: M N: N O: O
2 mi North
Ventura College (regional college) St. Bonaventure High School Anacapa Middle School City Hall Grant Park Arroyo Verde Park Olivas Park Golf Course
Summary Description
Pacific View Mall located on the eastern boundary of Venturas Midtown District. Site located in relative proximity to key destinations within Ventura: Downtown (3 miles to west); College District (1 mile to east). 101 Freeway travels east-west just south of site, providing access route to downtown and other key destinations. Active railroad line supporting passenger and freight service runs about 1 mile south of the site. Mills, Main, and Telegraph are important local connectors.
Planning Implications
Take advantage of the propertys situation as a large, centrally located commercial center. Cluster mixed use close to transit.
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SITE RECONNAISSANCE
DRAFT 6/20/11
750
1500
North
STUDY AREAS: 1: PACIFIC VIEW MALL 2: TELEGRAPH ROAD 3: SOUTH MILLS ROAD 4: EAST MAIN STREET 5: HOSPITAL DISTRICT
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SITE RECON / PACIFIC VIEW MALL

A B
DRAFT 6/20/11
How can the interface between the mall and the neighborhood be improved?
C D E F
Noise barrier separating low density residential from mall parking lot
Sears Auto Center
I H
Looking north from Target parking lot
Looking south towards Target and mall directional signage
Target retail anchor, north entrance
Target designated parking lot
Empty parking lot and recent construction in the shopping plaza north of mall
Signage at Pacific View Dr and East Main St
Stone Pine (pinus pinea) found in mall parking lot
South front of Macys retail anchor
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SITE RECON / TELEGRAPH ROAD

F H E B A D C G
DRAFT 6/20/11
Are there opportunities to improve Telegraph Road as a mixed use corridor centered on transit?
Low density office on north side of Telegraph Rd
Retail store on north side of Telegraph Rd
Ventura Bus Transfer station; Is there potential to relocate this?
Former Barker Brothers Furniture store; This property presents opportunities
Bus Home, public art by Dennis Oppenheim
North side of Telegraph Road; Possible streetscape improvements?
Retail and office on north side of Telegraph Rd
Chase Bank located at South Mills and Telegraph Rd
South side of Telegraph Road
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SITE RECON / SOUTH MILLS RD

A B
DRAFT 6/20/11
How can Mills Road better provide a more valuable, bikeable, and green connection from North to South?
D E F G A
Anacapa Middle School
Mall parking lot featuring a linear berm; the parking lot is sunken in relation to Mills Road
C H
Santa Barbara Bank and Trust along South Mills Road
Looking north along Mills Road
Super Panda Buffet along South Mills Road
Looking east at South Mills Road and Maple St
East front of JCPenney retail anchor
Looking north along Mills Road
Intersection of Mills Road and Main Street
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SITE RECON / EAST MAIN STREET

What opportunities exist to improve the character of Main Street as a commercial boulevard?
DRAFT 6/20/11
C D A
Forlorn looking median strip along Main Street
E F G H
The mall entrance from Preble Avenue
Entranceway to mall at Pacific View Drive and Main Street
Medical professional building at Main St and Loma Vista Rd
North side of Main Street, sidewalk with landscaped planting area
Mimis Cafe at the north side of East Main St
Ford dealership at southwest of Main Street and Mills Road intersection
Mall gateway at northwest corner of Main Street and Mills Road intersection
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SITE RECON / HOSPITAL DISTRICT
DRAFT 6/20/11
F E B A
How can we make a more meaningful connection between the hospitals and clinics to the northwest and the mall?
Medical professional building at Main St and Loma Vista Rd
Recent construction at Brent St and Loma Vista Rd
Community Memorial Hospital at Brent St and Cabrillo Drive
Community Memorial Hospital on Loma Vista Rd
Ventura County Medical Center on Loma Vista Rd
Empty lot south of Loma Vista Elementary School
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AREA CIRCULATION
DRAFT 6/20/11
Key
Freeway Primary Arterial Secondary Arterial Local Street Railroad Line Fwy Interchange Primary Intersections Secondary Intersections Mall Entry/Access
750
1500
North
Summary Description
Location just north of 101 & 126 Freeways provides regional visibility to passing motorists. Main Street offers commercial corridor to downtown. Telegraph Road is a local street leading to Ventura College. Mills Road connects neighborhoods to employment in the south.
Provide a better Gateway from the south and west. Provide better local connections (bike, pedestrian, etc) from north, east, and west. Better wayfinding from downtown, local schools, and hospitals.
Which thru streets will better connect the surrounding neighborhoods?

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LAND USE POLICY
DRAFT 6/20/11
Key
Residential Neighborhood Commercial Industry Public & Institutional Agriculture Parks & Open Space
750
1500
North
Summary Description
Midtown District to west is primarily designated for residential land use. Several schools within close proximity to the site. Concentration of Industrial and employment is located to the south. Mixed use corridors leading to site include Main, Telegraph, and Mills.
Integrate better for local retail needs of adjoining land uses, especially schools and residential. Provide higher density mixed use near transit connections. District site: regional retail to south, local mixed use to north.
How well do commercial uses within and surrounding the site address the needs of the neighborhood, the Ventura community, and the region?
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OPEN SPACE & EDUCATIONAL
DRAFT 6/20/11
Key
Public Park Green Space School Playing Fields Agriculture Higher Education School
750
1500
North
Summary Description
Numerous school related open spaces & playing fields surrounding the site, but these lack connections between them. Closest neighborhood park, Blanche Reynolds Park is located about 10 minutes walking distance to the west of the site. Camino Real Park, a substantial public park, is located outside of convenient walking distance, a 15 minute walk from the project visioning area to east. Extensive agricultural lands located south of site.
Emphasize adjoining primary streets (Main, Telegraph, and Mills) as better green space connections.
How can we make the site more vital and connected to the surrounding schools and parks?
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ZONING
R-3 T-4 C-1 PO PO R-1 T-5 T-5 PO T-4 R-3 T-4 C-1A T-4 R-1 T-4 R-3 R-3 CPD C-1 R-1 R-2 R-3 PO RPD CPD CPD C-1 R-3 R-1
DRAFT 6/20/11
MHP
R-1
C-1A C-1A R-3 MHP C-2 MPD CPD M-1 M-1 R-2 CPD RPD
MPD R-3 R-3
C-2
C-2
CPD CPD
Key
R-1 Single Family R-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 Industrial MPD Manufacturing Planned Dev. A Agricultural P Parks
750
1500
North
T-4 Urban General T-5 Urban Neighborhood Center
Summary Description
Visioning area generally zoned for Commercial with adjacent residential Land zoned for commercial immediately north of the site and also for a large portion of the eastern site boundary. Mostly residential zoning within a 15 minute walking radius of the site. Local serving retail along commercial corridors to west (Main, Thompson).
Can we structure new mixed use growth around transit improvements? Can onsite land uses improve connections between neighborhoods?
Are there clustered opportunities for rezoning that will make the site and its surroundings more integrated?
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AREA TRANSIT
DRAFT 6/20/11
Key
Gold Coast (formerly SCAT) VISTA (Nextbus) Railroad Bus Stop Bike Rack Commercial Educational Institutional Open Space VTC
750
1500
North
Summary Description
Both Gold Coast & VISTA lines run along the northern and eastern boundaries of the site. Gold Coast Transit (formerly SCAT) provides fixed-route bus services in the cities of Ventura, Ojai, Oxnard, and Port Hueneme, as well as in unincorporated County areas between these cities. VISTA inter-city bus service provides connections between the cities of Ventura County and between neighboring Santa Barbara and Los Angeles Counties. Rail line further south of site provides freight, Amtrak, and Metrolink service.
Explore viability of transit shuttle between local and regional destinations, such as Downtown, Ventura College, CSUSI, airports, etc. Explore the idea of moving the bus station to the corner of Mills and Telegraph. Provide bike racks and other transit oriented amenities along major transitways.
What can be done to make the site and its surrounds more accessible by modes of transportation other than automobile?
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LOCAL ROAD / FREEWAY ACCESS TO SITE
DRAFT 6/20/11
Key
from Downtown / North from North from West from East Freeway Exit
750
1500
North
Summary Description
Mills Road and Main Street are most important to regional access. Telegraph is important for local access. No access along western boundary of site. Difficult and low quality connections along Main Street.
Use wayfinding tools to improve access. Encourage other modes to improve local access. Encorage creative use of signage to better advertise mall access.
What can be done to improve local and regional visibility and access?
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BICYCLE & PEDESTRIAN CIRCULATION
DRAFT 6/20/11
Key
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
400
800
North
Summary Description
Class 2 Bike Path currently along north, south, and western boundary streets adjacent the site. Very few class 1 & 3 bike paths surrounding the site. Continuous sidewalks throughout the surrounding residential areas.
Provide reasonable alternatives to auto use, especially for on-site movement and connections to adjacent areas. Create walkable connections between adjacent development and key destinations on-site, such as a focal public gathering space and support commercial, using enhanced streetscapes, and comfortable sidewalks. Incorporate boulevard streetscapes along perimeter, especially along Mills, Main, and Telegraph. Locate bicycle parking facilities 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
DRAFT 6/20/11
SITE
Key
T5.2 Urban Center Zone T4.5 General Urban Zone Residential Overlay One (1) Residential Overlay Two (2) Shopfront Overlay Proposed Rear Alley Terminated Vistas Coastal Zone
600
1200
North
Summary Description
Walkable access along Telegraph Road between the residential overlay zone and the mall. Potential to extend Midtowns mixed use character to the mall site. Potential to improve connections between Downtown and Mall.
Review potential coordination between Midtown planning initiatives and site goals. Transit improvements are necessary along Thompson, Main, and Telegraph.
What role does the site have in the evolution of the Midtown District?
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FIGURE GROUND ANALYSIS
DRAFT 6/20/11
400
800
North
Summary Description
Residential 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.
Cluster development around key intersections to strengthen connections between districts. Use streetscape to improve street character as a corridor. Add density along pedestrian areas.
Can infill buildings make the transitions between neighborhoods more seamless?
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STREETS & BLOCK STRUCTURE
DRAFT 6/20/11
400
800
North
Summary Description
Typical residential block: 200 x 800 (4 Acres) 1 2 Typical school block: 1200 x 1600 (44 Acres) 3 Mall block: 1200 x 2800 (77 Acres)
Explore potential of improving visual and physical connections between block types. Streetscape improvements at key intersections.
Can linkages between each block type be made stronger?

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GREEN SPACE / TREE CANOPY
DRAFT 6/20/11
Key
Tree Canopy Parks and Playfields
400
800
North
Can connections between green spaces be strengthened?

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HARD-SOFT ANALYSIS
DRAFT 6/20/11
Key
Notable Building Decent Quality/Low Redevelopment Potential Poor Quality/Low Redevelopment Potential Poor Quality/High Redevelopment Potential
400
800
North
Summary Description
Softest areas along two corridors: Telegraph and Main. Poor quality architecture at nodes, especially at the intersections of Mills and Telegraph, and Mills and Main.
Target redevelopment along corridors and nodes wherever possible.
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MALL MAP / ANCHOR USES
DRAFT 6/20/11
150
300
North
26 |
PARKING ANALYSIS
DRAFT 6/20/11
Anchor tenants require unbroken access to parking, which limits ability to modify the existing parking fields. Anchor tenants have access to parking fields in perpetuity. Other surface parking serves inline shops and must remain accessible during business hours. Explore potential of offsite parking reserves / shared parking. Explore potential for a shuttle service to free up site potential.
Are there strategies that can free up land from surface parking in order to encourage redevelopment or to add open space?
Key
Anchor In-line Retail Parking Structure Anchor Protected Surface Parking Other Surface Parking
150
300
North
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LEASING ANALYSIS
DRAFT 6/20/11
Dark blue and purple anchors own properties or retain long term leases. The leases of Inline shops are often contingent on the retainage of the anchors. Light purple and green properties have the most flexibility for long term planning initiatives.
How can the Anchors be transformed with additional uses, floors, or design elements?
Key
Ownership Lease w/ long term option Lease w/ undisclosed terms Available
P
0
Parking structure
150
300
North
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HISTORIC ANALYSIS / 1945
DRAFT 6/20/11
Key
Anchor Inline retail or pads Open space or agriculture
Citrus Groves like these dominated the landscape of the future mall.
Streets Parking lanes
1945:
While the landscape is still mainly agricultural, Mills Road, Telegraph Road, and Main Street exist. Additionally, note the existing housing along Dunning Street.
400
800
North
TELEGRAPH ROAD
Residential along Dunning Street
MILLS ROAD
AI M N RE ST ET
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HISTORIC ANALYSIS - 1964
DRAFT 6/20/11
The Broadway department store, newly opened, in 1964.
The Broadway was converted into a Macys in 1996, and the building was expanded soon after.
Key
1964:
The mall is under construction, while May Company, Barker Brothers, and Anacapa Middle School are completed. Residential areas are also completed to the south and west.
Streets
0 400 800 North
Parking lanes
TELEGRAPH ROAD
Barker Brothers
Broadway Tire Center
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MILLS ROAD
AI M N ST E RE T
THE BROADWAY
HISTORIC ANALYSIS - 1970
DRAFT 6/20/11
Pacific View Malls old name, the Buenaventura Center.
Desmonds was completed as a sub-anchor soon after the open air mall was completed. It was replaced by the new mall entrance and food court in 1999.
Key
1970:
The classic dumbbell mall layout. The mall is open air at this point. Additionally, Mervyns has been completed to the southeast across Mills.
Streets
0 400 800 North
Parking lanes
TELEGRAPH ROAD
Barker Brothers
JC Penney Auto Center
JC PENNEY
Santa Barbara Bank and Trust
Broadway Tire Center
MILLS ROAD
AI M N RE ST ET
Woolworth
Desmonds
THE BROADWAY
MONTGOMERY WARD
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HISTORIC ANALYSIS / 2000
DRAFT 6/20/11
A Montgomery Ward was completed to the southwest of the mall site soon after the completion of Buenaventura Center.
Key
Anchor Inline retail or pads
Montgomery Ward was replaced by a Lowes in 2004.
Open space or agriculture Streets
2000:
Four anchors are now located at each quadrant, and the mall has been enclosed.
400
800
North
Parking lanes
TELEGRAPH ROAD
Sears Auto Center Barker Brothers Circuit City
Sound and Privacy Barrier
ROBINSONS MAY
Parking Structure
Santa Barbara Bank and Trust
MILLS ROAD
AI M N ST RE ET
SEARS
JC PENNEY
MACYS
MERVYNS
32 |
DRAFT 6/20/11
THIS PAGE INTENTIONALLY LEFT BLANK.
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STREET SECTIONS / TELEGRAPH ROAD

MEDIAN OF TELEGRAPH ROAD
While the median is heavily landscaped, it is also impassible, limiting street crossings by pedestrians.
DRAFT 6/20/11
SIDEWALK ON NORTH SIDE

Lack of canopy, shade, and amenities limit the quality of retail.
10
20
30
Additional Issues:
Telegraph Road lacks high quality storefront integration. Mixed uses could improve the character of the street, especially along the north side.
VENTURA BUS TRANSFER STATION

Could this be in the wrong location? This area may be suitable for a public space, especially with proximity to the Barker Brothers building.
LEVEL CHANGE BETWEEN TELEGRAPH ROAD AND BUS TRANSFER STATION

Will the stairway being implemented now improve pedestrian access to the site?
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STREET SECTIONS / MILLS ROAD

SIDEWALK ALONG WEST SIDE OF ROAD
This sidewalk is too narrow and a dedicated bike lane should be delineated along the street.
DRAFT 6/20/11
ANACAPA MIDDLE SCHOOL ON EAST SIDE OF MILLS ROAD
A midblock crossing would better connect the school to the site.
10
20
30
Additional Issues:
Bicycles utilize Mills Road despite a severe lack of amenities and safety. Better landscaping along the street would improve the existing suburban land use pattern.
Close-up of landscaped berm
LANDSCAPED BERM ALONG WEST SIDE OF ROAD

This barrier cuts off street level access to the mall site and should be fixed with a wider sidewalk and stair connections between street and parking areas.
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STREET SECTIONS / MAIN STREET

MEDIAN STRIP
This wide median needs some significant landscaping improvements to augment the commercial character of the street.
DRAFT 6/20/11
SIDEWALK ALONG NORTH SIDE
Despite a wide sidewalk, this is a tough path for pedestrians, with little shade, protection, or amenities.
10
20
30
Additional Issues:
There is a lack of a unified streetscape along Main Street. The extremely automobile oriented gateway at the intersection 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 traffic and noise.
MALL ENTRANCE VISIBILITY

The mall entrance tower is prominent from Main Street. Should it be improved as a design element?
36 |
STREET SECTIONS / WESTERN BOUNDARY

PARKING ACCESS LANES
Bike lanes could be improved, along with additional landscaping or hardscape patterns.
DRAFT 6/20/11
MALL PARKING LOT
Environmental graphics, marketing graphics, or xother elements could transform this environment into something more memorable.
10
20
30
Additional Issues:
A lack of landscaping is prevalent. As a parking lot and back side of the mall, the landscape is long and undifferentiated. How can we transform this area?
SOUND AND PRIVACY BARRIER SEPARATING MALL AND RESIDENTIAL COMMUNITY

How can a wall be transformed into a thru connection; a pedestrian/bike corridor?
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DRAFT 6/20/11
38 |
DRAFT 6/20/11
brand analysis Midtown East Visioning and design concepts

brand analysis and design concepts / march 2011
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DRAFT 6/20/11
1
2 40 | |
UNDERSTANDING THE BIG PICTURE

Merging with the Citys Vision.
Mid Town East Visioning | 1. Understanding The Big Picture
DRAFT 6/20/11
City of Ventura is on the MOVE... The Way Forward...
Mayor Bill Fulton
VOLVING
Source: 2011 State of the City Address / February 7, 2011

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DRAFT 6/20/11
volving City...
evolving Spirit.
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 find 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 specific examples that tell how.
3. DESIGN SOLUTION We identify opportunities, and propose design solutions to support the new brand vision.
4 42 | |
e
family values
DRAFT 6/20/11
evolving Experience.
volving Spirit...
healthy lifestyle
aspirational
creative / innovative
cultural
community oriented
| | 43 5
e
Median Age
DRAFT 6/20/11
volving City...
emerging Market (Demographics).
37
52,300
Demographics
Under 18: 25% 18 to 24: 7.8% 25 to 44: 31.5% 45 to 64: 22.8% 65 years+: 12.8%
Median Income
Median Household
2.5
Family vs. Non-Family
NONFAMILIES FAMILIES
6 44 | |
Target Demographic Analysis:

Analyzing the different markets that we cater to...
30-75yrs
Target Market
DRAFT 6/20/11
Stay at Home Mom
Working Family
Gen Y The Retired Couple
| | 45 7
The Stay at Home Mom

Jenny (30)
DRAFT 6/20/11
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 find 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.
bonding time healthy interests break time
safe exercise paths quality + affordable options
8 46 | |
The Working Family

Mara (7), Rosa (33), Rick (5), Ed (35)
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 first 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.
DRAFT 6/20/11
healthy lifestyle
quality time / family values outdoor activities
aspirational
| | 47 9
DRAFT 6/20/11
Gen Y
Mike (33)
Mike just moved into the WAV (Working Artists Ventura). His passion for surfing brought him to the city of Ventura. He recently opened up his graphic design studio there. He values the lifestyle where he can work in a city and get inspired by the nature activities that surround him- from mountain to sea! on weekends he loves discovering new places, cuisines, venues, and performances to hang out with his friends.
creative outlet recreational/ mountain to sea modern living (WAV) entertainment / hangout
10 48 |
The Retired Couple

Barbara (67), Frank (70)
DRAFT 6/20/11
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 find fresh local produce and meet their friends to hang out for brunches and activities, which keeps them young at heart.
nature walks farmers market arts / music venues
volunteer work socially & politically active
| 49 11
DRAFT 6/20/11
2
12 50 |
BRAND ESSENCE
Merging with the Citys Vision. Making it REAL.
AND
Mid Town East Visioning | 2. Brand Essence
DRAFT 6/20/11
What they say about us now...

nice weather, good surf, nature close by... without Santa Barbaras price tag!
I am concerned about the environment. Making the mall more sustainable is a good objective.
...midtown is a great neighborhood. But it needs a community hub.
The Patagonia monthly environment education seminar is a great program for the community!
Pacific View is a hangout for teenagers.

| 51 13
DRAFT 6/20/11
Wouldnt it be great if...?

The Midtown District has the RIGHT vibe for the Regional and Local market - it feels like a destination.
I feel proud to be a part of a community that is environmentally conscious...the mall has become more sustainable to set a good example.
I love the Target and Trader Joes, but mostly the variety of creative venues to explore.
When you live here, you cant help but become organic and healthy...
14 52 |
Its a great hangout for families and entertainment.
Our Brand Circle?
DRAFT 6/20/11
complete streets hike & bike trails connected community events
amenity retail
convenient
the heart of midtown
local
historic preservation
mixed use
aspirational
environmental design standards
educational oportunities
| 53 15
Our Brand Position

1. Strengthen Local Hub:
DRAFT 6/20/11
Integrate mixed use development. Bring in Trader Joes to serve the day-to-day needs, while providing healthier lifestyle.
2. Provide Convenient Links:

Provide connections for pedestrians + bicyclists into the center.
Continue to partner with local links, continuing education and build on local heritage to evolve into a unique and distinct community.
5. Foster Ventura Pride:
the heart of midtown
4. Iconic:
Improve visibility from the freeway and upgrade entry arrival experience.
Attract regional crowd with informal meeting places/ hangouts- cafes, farmers market, cultural/ art events, concerts.
3. Regional Destination:
54 | 16
1. Identity
EVOLVING: Its not just shopping, but a community hub...
DRAFT 6/20/11
Iconic Signage Strong Entry Markers
Prominent Arrivals Memorable Gathering Spaces
iconic marks at entry
clear wayfinding
memorable views + spaces
| 55 17
2. Stores/Programming
EVOLVING: Its not just about the stores... its about the lifestyle that they promote.
DRAFT 6/20/11
Trader Joes BevMo! Organic Restaurants H&M
Patagonia Environmental Seminars Bookstore Events (story time, cooking shows) Local Bike Shop Performing Arts Space
organic restaurants environmental education local bike shop
story time at bookstore cooking time at bookstore
18 56 |
3. Experience-based
EVOLVING: Promoting a healthy environment for a healthier community
DRAFT 6/20/11
Saturday Farmers Market Walkable / Bikable Paths Green Streetscape Health Screening Events
Patagonia Camping Club Sponsored Outdoor Events Solar Panels
farmers market green & walkable patagonias camping club
special events/ arts & crafts entertainment at plaza
| 57 19
4. Sustainable
EVOLVING: towards a progressive community means becoming efficient and smart
DRAFT 6/20/11
Walkable / Bikable Paths Parking Orchards Water Retention System
Tree Canopy Permeable Paving Ventura Hillsides Conservancy Events
permeable paving green & walkable paths solar trellis
bikable paths community gardens
20 58 |
DRAFT 6/20/11
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DRAFT 6/20/11
opportunities and constraints
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opportunities and constraints /
GREEN CONNECTIONS - Mountains to Sea
DRAFT 6/20/11
Key
Stream beds and waterways Mills Road: Phase 1 potential improvements (connect to schools) Viable Green Street connections Phase 2 potential improvements (connect to harbor)
1500
3000
North
Summary Description
Mills Road links several schools to the site and waterways to the south. These waterways eventually lead to the ocean. Potential as a future green space connection: mountains to the sea.
Look for ways to better accommodate hike and bike trails within existing right of way. Potential for bike storage close to transit. Phasable approach important to success.
Mills Road is an important link between the mountains to the sea that can be easily strengthened.
62 |
ZONING INTERPRETATION
DRAFT 6/20/11
Key
R-1 Single Family R-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 Industrial MPD Manufacturing Planned Dev. A Agricultural P Parks
750
1500
North
T-4 Urban General T-5 Urban Neighborhood Center
Summary Description
Visioning area zoned for Intermediate Commercial (C1-A) Land zoned for commercial immediately north of the site and also for a large portion of the eastern site boundary. Mostly residential zoning within a 15 minute walking radius of the site. Local serving retail along commercial corridors to west (Main, Thompson).
MPD R-3 T-4 T-5 T-5 PO
R-3 C-1 PO
PO RPD CPD CPD R-3 R-1 C-1 R-3
R-1 R-1
R-3 R-3 C-1 CPD
R-2
PO T-4 T-4
T-4
C-1A T-4
R-1
MHP
R-1
C-1A C-1A R-3 MHP C-2 MPD CPD M-1 M-1 R-2 CPD RPD
Can we structure new mixed use growth around transit improvements? Can onsite land uses improve connections between neighborhoods?
C-2 R-3 R-3
C-2
CPD CPD
Existing zoning plan
Can we district the site more clearly?

| 63
POTENTIAL REDEVELOPMENT DISTRICTS
DRAFT 6/20/11
Key
Notable Building Decent Quality/Low Redevelopment Potential Poor Quality/Low Redevelopment Potential Poor Quality/High Redevelopment Potential Potential Redevelopment District
400
800
North
To Hospitals and Downtown Around Transit
To College
To Freeway
Development District Focus
The most promising redevelopment opportunities exist at the entry to the freeway, along Main Street, and along Telegraph Road.
64 |
GREEN CONNECTIONS - Site and Context
DRAFT 6/20/11
Key
Additional Street Trees Tree Canopy Parks and Playfields
400
800
North
Existing hard-soft analysis
| 65
BICYCLE & PEDESTRIAN OPPORTUNITIES
DRAFT 6/20/11
Bicycle Access Key

Class 1 Bike Path Class 2 Bike Path Class 3 Bike Path Difficult Path
Pedestrian Access Key

Sidewalks Potential Neighborhood Connector
400
800
North
Summary Description
Class 2 Bike Path currently along north, south, and western boundary streets adjacent the site. Very few class 1 & 3 bike paths surrounding the site. Continuous sidewalks throughout the surrounding residential areas.
Provide reasonable alternatives to auto use, especially for onsite movement and connections to adjacent areas. Create walkable connections between adjacent development and key destinations on-site, such as a public gathering space and support commercial, using enhanced streetscapes, and comfortable sidewalks. Incorporate boulevard streetscapes along perimeter, especially along Mills, Main, and Telegraph. Locate bicycle parking facilities at key locations on site.
Existing bicycle and pedestrian connections
Can we create bikeable connections around and through the site?

66 |
DRAFT 6/20/11
| 67
OPPORTUNITIES AND CONSTRAINTS
DRAFT 6/20/11
68 |
DRAFT 6/20/11
Key
Important Pedestrian Intersection Multimodal Transit Station Boulevard Streetscape Improvements Potential Mountains to the Sea Trail Important Bicycle / Pedestrian Path Green Buffer Iconic Building / Culturally Significant Vehicular Entry Freeway/Arterial Oriented Future Redevelopment Site Transit Oriented Future Redevelopment Site Main Street Oriented Future Redevelopment Site Neighborhood Oriented Commercial Use Anchor Retail Use (Existing) Upper Story Ocean View Event Plaza (New) Existing Structured Parking Potential Future Additional Structured Parking Visual / Sound Barrier (Maintain) Lemon Grove / Dean Dr. Neighborhood Linkage
5 Min Walking Radius
200
400
600
800
North
| 69
DRAFT 6/20/11
70 |
DRAFT 6/20/11
potential development scenarios
| 71
development scenarios /
SCENARIO 1: Improve Green Linkages
DRAFT 6/20/11
Summary of Improvements
1. Telegraph/ Bus Station Improvements - Sears Auto Center refurbishment - Stair connections down from Telegraph Road - Plaza with neighborhood uses clustered around 2. Mills Road Improvements - Widen sidewalks and tree canopy steps near AnacapaMiddle School - Stripe Mills for bike traffic and identify linkages to mountains and ocean - Convenience uses along street frontage 3. Lemon Grove/Dean Drive Linkage - Gateway buildings to strengthen entries - Landscape/ streetscape improvements 4. Event Plaza - Line buildings around event space - Expand events programming 5. Gateway at Main and Mills - Regional commercial at intersection - Landscape and artwork - Pedestrian improvements (crosswalks, signage, etc.)
Key
Streetscape and parks Parking
P B
Structured Parking Bus Station Relocated Bus Station New Development Existing Anchor High Rise New Development
200
400
North
72 |
SCENARIO 2: Create Distinct Subdistricts
DRAFT 6/20/11
1. Reconceived North Plaza - Restaurant fronting plaza - Event space - Barker brothers redone as a mixed use building 2. New Transit Plaza - Relocated bus station - Structured parking beyond - Convenience retail 3. Retail/ Entertainment Cluster - New movie theater - F+B around existing plaza - Mixed Use Link between Dean and Lemon Grove 4. Neighorhood Park - Community Amenity 5. Better Linkages - Streetscape improvements - Bike Lanes - Expanded transit service
4 3
Key
P B
200
400
North
| 73
SCENARIO 3: The Green Mall
DRAFT 6/20/11
1. New Sustainable Parking Areas
2. Bus Station Relocated to Southwest Corner 3. Multifuction Plazas 4. Restaurant Cluster 5. Mixed Use Village 6. Main Street Redevelopment 7. Telegraph Redevelopment 8. Freeway Redevelopment 9. Neighborhood Oriented Retail
5 2
Key
200
400
North
74 |
SCENARIO 4: Sustainable Squares
DRAFT 6/20/11
1. North Plaza - Reconfigured Transit Station to north of Telegraph - Mixed Use around plaza (residential and convenience retail) - Build of Strength of Trader Joes, and Bevmo cluster - Redevelop further west along Telegraph 2. Mills Road Neighborhood Square - Mid/highrise office or Residential - Convenience retail
3. Main/Mills Intersection - Employment oriented mixed use - Structured parking -Redevelop auto oriented uses to pedestrian oriented uses
4. Main Street Plaza - High rise office/ residential -Support retail -Event plaza 5. Medical on Main - Medical office buildings -Support retail -Structured parking 6. Central Green - Anchors face open green - High rise residential and convenience retail -Transit linkages
Key
P B
200
400
North
| 75
SCENARIO 5: Urban Village
DRAFT 6/20/11
1. Reconfigured North Plaza - Mixed Uses around event space -Relocate bus terminal to corner -Renovation of Barker Brothers store 2. Central Plaza - Target remains in place as an anchor - Relocated anchors clustered around plaza - Axial connection between Main Street and Anacapa Middle School - Transit link between hospitals, college and plaza
5 2 3
3. East Village - Residential, office, local retailers - Expanded transit access - Open space trail through center - Structured parking 4. South Gateway - Employment based mixed use - Insersection and landscape improvements - Structured Parking 5. Main Street Redevelopment - Mixed use and streetscape improvements
Key
Streetscape and parks
Parking Structured Parking
4
B
Bus Station Relocated Bus Station New Development Existing Anchor High Rise New Development
200
400
North
76 |
DRAFT 6/20/11
| 77

Midtown Visioning Study - 0620sm-1

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midtown east visioning study

SECTION 3 opportunities and constraints

SECTION 4 potential development scenarios

SECTION 2 Brand Analysis and Design Concepts

Midtown East Visioning Study

Midtown East Visioning Study

Riverpark Esplanade Camarillo Outlets The Oaks Westlake Promenade

Major Establishments / Important Features

Midtown East Visioning Study

Midtown East Visioning Study

SITE RECON / PACIFIC VIEW MALL

Sears Auto Center

Looking north from Target parking lot

Looking south towards Target and mall directional signage

Target retail anchor, north entrance

Target designated parking lot

Signage at Pacific View Dr and East Main St

Stone Pine (pinus pinea) found in mall parking lot

South front of Macys retail anchor

Midtown East Visioning Study

SITE RECON / TELEGRAPH ROAD

Low density office on north side of Telegraph Rd

Retail store on north side of Telegraph Rd

Ventura Bus Transfer station; Is there potential to relocate this?

Former Barker Brothers Furniture store; This property presents opportunities

Bus Home, public art by Dennis Oppenheim

North side of Telegraph Road; Possible streetscape improvements?

Retail and office on north side of Telegraph Rd

Chase Bank located at South Mills and Telegraph Rd

South side of Telegraph Road

Midtown East Visioning Study

SITE RECON / SOUTH MILLS RD

Santa Barbara Bank and Trust along South Mills Road

Looking north along Mills Road

Super Panda Buffet along South Mills Road

Looking east at South Mills Road and Maple St

East front of JCPenney retail anchor

Looking north along Mills Road

Intersection of Mills Road and Main Street

Midtown East Visioning Study

SITE RECON / EAST MAIN STREET

The mall entrance from Preble Avenue

Entranceway to mall at Pacific View Drive and Main Street

Medical professional building at Main St and Loma Vista Rd

North side of Main Street, sidewalk with landscaped planting area

Mimis Cafe at the north side of East Main St

Ford dealership at southwest of Main Street and Mills Road intersection

Midtown East Visioning Study

SITE RECON / HOSPITAL DISTRICT

Medical professional building at Main St and Loma Vista Rd

Recent construction at Brent St and Loma Vista Rd

Community Memorial Hospital at Brent St and Cabrillo Drive

Community Memorial Hospital on Loma Vista Rd

Ventura County Medical Center on Loma Vista Rd

Empty lot south of Loma Vista Elementary School

Midtown East Visioning Study

Which thru streets will better connect the surrounding neighborhoods?

LAND USE POLICY

OPEN SPACE & EDUCATIONAL

MPD R-3 R-3

T-4 Urban General T-5 Urban Neighborhood Center

LOCAL ROAD / FREEWAY ACCESS TO SITE

BICYCLE & PEDESTRIAN CIRCULATION