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The Loop Area Retail Plan and Development Strategy - Action Plan

The Loop Area Retail Plan and Development Strategy - Action Plan

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Published by nextSTL.com

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Published by: nextSTL.com on Feb 03, 2012
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02/03/2012

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T
HE
D
ELMAR
L
OOP
A
REA
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ETAIL
P
LAN
&
 
D
EVELOPMENT
S
TRATEGY
 
P
REPARED FOR
:
W
ASHINGTON
U
NIVERSITY IN
S
AINT
L
OUIS
 
N
OVEMBER
2011
 
 
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1
 
VISION
The Loop Area will continue to growinto a stable and thriving mixed-usedistrict with a diversity of uniqueretail, restaurant and additionalofferings.
The heart of the area, The Loop (Delmar from theLions to Hodiamont) is envisioned as areinvigorated retail and cultural destinationstrengthened by an improved array of retail andrestaurant offerings and an enhanced publicrealm. Growth in The Loop will also be driven bya greater diversity of uses, with denser mixed-usedevelopment bringing a new level of vitality to thearea, particularly in the areas surrounding theDelmar Loop MetroLink Station.The section of Delmar from Delmar Station toDeBaliviere and DeBaliviere to Kingsbury will bereinvented as a mixed-use neighborhood edge.Increased residential development and animproved public realm will catalyze the success offuture retail and provide a foundation forcommunity revitalization. Significant interventionsat the future trolley barn and the existing Metrogarage will be transformational for the area.The area of DeBaliviere from Kingsbury to ForestPark Parkway will become a node of transit-oriented development, with new mixed-usebuildings and an improved array of retail cateringto both local residents and the large number ofcommuters who use the station daily.
APPROACH
 
The HR&A team set out to create avisionary plan for the future of TheLoop Area, identifying opportunitiesfor growth through comprehensiveanalysis.
The HR&A team formally defined The Loop Areaas the census block groups within approximatelyone-half mile of the proposed trolley route, whichwill run from the Missouri History Museum in ForestPark north on DeBaliviere Avenue, turn west atDelmar Boulevard, and continue west through theDelmar Loop to Delmar and Kingsland. This areais roughly bounded by Olive Blvd. /Maple Ave. tothe north, Union Blvd. to the east, Forest ParkParkway to the south, and MidlandBlvd./Wellesley Ave. to the west.To create this plan, the project team firstconducted an in-depth analysis of existingconditions, including the local demographic andreal estate market, physical conditions, real estategrowth potential, and consumer preferences.Following the assessment of existing conditions, theteam organized a design charrette to evaluate aseries of development scenarios for The LoopArea. Based on the selected scenario, the teamcreated a set of retail, development,infrastructure, and public realm recommendationsto bring the scenario to fruition. Finally, the teamprepared an implementation plan, consisting of aretail tenanting plan, a governance strategy, anda public realm interventions strategy. Throughoutthe process, the team met and consulted with theclient group and with a group of key communitystakeholders engaged in the project
.
 
 
D
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CONTEXT
The Loop Area is one of the mostvisible destinations in the region forretail, entertainment, & culture.However, challenges to growth haveemerged due to economic conditions,particularly in areas where retail anddevelopment have historicallystruggled.
 The Loop (from the Lions to Hodiamont), alsoreferred to as District 1, is the anchor of The LoopArea and a vibrant center for shopping, dining,entertainment, and culture. Due to a distressedreal estate market and local economy, however,the strength of the retail in The Loop has falteredin recent years. In 2006 retail rents wereapproximately $30 per square foot; by 2010they had dropped to about $21. Nevertheless,The Loop now has the opportunity to leveragestrong and unique anchors, continued investment ininfrastructure, and adjacency to a comparativelywealthy residential consumer base to catalyzenew retail growth and real estate development.District 2, the East Delmar/DeBaliviereNeighborhood, has historically stuggled to grow ina balanced and sustainable manner due to anabudance of institutional uses, a poorly maintainedphysical environment, and a lack of communitydevelopment. To date, under-developed andvacant parcels have blighted the area, but lookingto the future, these same parcels present anopportunity for large-scale and transformativeredevelopment projects. Further, there is a nascentcommunity revitalization movement underway— young professionals and families have begunmoving into the neighborhoods north of Delmar,improving the housing stock and reinvigorating thecommunity.Lastly, the Forest Park Station area, or District 3,presents another set of opportunities andchallenges. This area has developed withstorefronts set back from the street andsurrounded by parking, which has limited itsdevelopment as a walkable neighborhoodamenity. The large parcels surrounding ForestPark Station, however, present valuableopportunities to introduce new development to thearea, which could attract additional residents, andsupport the retail demands of the denseresidential neighborhoods surrounding DeBaliviereand the commuters that use Forest Park Station,one of the highest trafficked stations in the system.
Demographic Overview 
 
The Loop
 
East Delmar/DeBaliviere
 
Forest Park Station
 
WestEast
Population
 
7,500 2,700 5,600 4,300Households
 
3,600 1,300 2,500 2,500Median HH Income
 
$41,400 $29,700 $24,400 $40,300Median Age
 
313037
 
33% with Bachelor's or Higher
 
65%67%26%
 
64%% that Rent
 
59%60%57%
 
66%

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