Professional Documents
Culture Documents
Germantown
Maryland
Urban Land
$ Institute
Germantown
Maryland
Strategies for Development of the Germantown Business District
U
LI–the Urban Land Institute is a non- resented include developers, builders, property
profit research and education organiza- owners, investors, architects, public officials,
tion that promotes responsible leadership planners, real estate brokers, appraisers, attor-
in the use of land in order to enhance the neys, engineers, financiers, academics, students,
total environment. and librarians. ULI relies heavily on the expe-
rience of its members. It is through member in-
The Institute maintains a membership represent- volvement and information resources that ULI
ing a broad spectrum of interests and sponsors a has been able to set standards of excellence in
wide variety of educational programs and forums development practice. The Institute has long been
to encourage an open exchange of ideas and shar- recognized as one of America’s most respected
ing of experience. ULI initiates research that an- and widely quoted sources of objective informa-
ticipates emerging land use trends and issues and tion on urban planning, growth, and development.
proposes creative solutions based on that re-
search; provides advisory services; and publishes This Advisory Services panel report is intended
a wide variety of materials to disseminate infor- to further the objectives of the Institute and to
mation on land use and development. make authoritative information generally avail-
able to those seeking knowledge in the field of
Established in 1936, the Institute today has more urban land use.
than 32,000 members and associates from 90 coun-
tries, representing the entire spectrum of the land Richard M. Rosan
use and development disciplines. Professionals rep- President
T
he goal of ULI’s Advisory Services Program pants in ULI’s five-day panel assignments are
is to bring the finest expertise in the real able to make accurate assessments of a sponsor’s
estate field to bear on complex land use plan- issues and to provide recommendations in a com-
ning and development projects, programs, pressed amount of time.
and policies. Since 1947, this program has assem-
bled well over 400 ULI-member teams to help A major strength of the program is ULI’s unique
sponsors find creative, practical solutions for ability to draw on the knowledge and expertise of
issues such as downtown redevelopment, land its members, including land developers and own-
management strategies, evaluation of develop- ers, public officials, academicians, representatives
ment potential, growth management, community of financial institutions, and others. In fulfillment
revitalization, brownfields redevelopment, mili- of the mission of the Urban Land Institute, this
tary base reuse, provision of low-cost and afford- Advisory Services panel report is intended to
able housing, and asset management strategies, provide objective advice that will promote the re-
among other matters. A wide variety of public, sponsible use of land to enhance the environment.
private, and nonprofit organizations have con-
tracted for ULI’s Advisory Services. ULI Program Staff
Each panel team is composed of highly qualified William P. Kistler
professionals who volunteer their time to ULI. Executive Vice President, Exchange Group
They are chosen for their knowledge of the panel Rachelle L. Levitt
topic and screened to ensure their objectivity. Executive Vice President, Information Group
ULI’s interdisciplinary panel teams provide a
holistic look at development problems. A re- Thomas Eitler
Director, Advisory Services
spected ULI member who has previous panel
experience chairs each panel. Nicholas Gabel
Senior Associate, Advisory Services
The agenda for a five-day panel assignment is in-
tensive. It includes an in-depth briefing day com- Carmen McCormick
posed of a tour of the site and meetings with spon- Panel Coordinator, Advisory Services
sor representatives; a day of hour-long interviews Yvonne Stanton
of typically 50 to 75 key community representa- Administrative Assistant
tives; and two days of formulating recommenda-
tions. Many long nights of discussion precede the Nancy H. Stewart
panel’s conclusions. On the final day on site, the Director, Book Program
panel makes an oral presentation of its findings James A. Mulligan
and conclusions to the sponsor. A written report is Manuscript Editor
prepared and published.
Betsy Van Buskirk
Because the sponsoring entities are responsible Art Director
for significant preparation before the panel’s visit,
including sending extensive briefing materials to Martha Loomis
Desktop Publishing Specialist/Graphics
each member and arranging for the panel to meet
with key local community members and stake- Craig Chapman
holders in the project under consideration, partici- Director, Publishing Operations
O
n behalf of the Urban Land Institute, the ers who participated in the panel’s tour of the Ger-
panel would like to thank the Gaithersburg- mantown area.
Germantown Chamber of Commerce and
its fellow sponsors for inviting ULI to We extend further thanks to the diverse group
study and offer strategies for the Germantown of sponsors, including Bellemead Development
Employment Corridor. Special thanks are ex- Corporation, Foulger-Pratt Development Inc.,
tended to Marilyn Balcombe, the knowledgeable Hughes Network Systems, Kennedy Associates,
and able president and CEO of the Gaithersburg- Lerner Enterprises, Minkoff Development Corpo-
Germantown Chamber of Commerce; her dedi- ration, Montgomery County, Montgomery College,
cated staff; and Jim Muir, chair of the chamber. Oxbridge Development Group, and Trammell
Crow Company, which, in partnership with the
Doug Wrenn, of Rodgers Consulting Inc. and chamber of commerce, made the panel happen.
chair of the chamber’s Germantown Task Force,
and Steve Poteat, director of operations and com- Interviews conducted with numerous stakehold-
munity outreach at Montgomery College and an ers, residents, business owners, and public offi-
expert historian on Germantown’s master plans, cials provided crucial information and perspective,
provided valuable insights and information that aiding the panel in the accomplishment of its task.
were critical to the completion of the panel’s rec- In addition, members of the Maryland–National
ommendations. Montgomery County Council Capital Park and Planning Commission planning
member Mike Knapp of District 2 should be com- office for Montgomery County—I-270 corridor
mended for his dedication to Germantown and his team leader Sue Edwards, and the geographic
interest in this study. In addition, thanks are due information system and computer-aided design
Nancy Hislop of the Montgomery County Up- technicians—were particularly helpful.
county Regional Services Center; Hercules Pick-
ney, provost of Montgomery College; and all oth-
Market Potential 17
Development Strategies 40
Implementation Strategies 47
Conclusion 53
Sophie Lambert
Panelists Senior Associate, Community Outreach
Robert Dunphy ULI–the Urban Land Institute
Senior Resident Fellow, Transportation
Jennifer Green
ULI–the Urban Land Institute
Special Events Manager
Washington, D.C.
ULI–the Urban Land Institute
W. Easley Hamner
Chairman
Boston International Design Collaborative, LLC
Cambridge, Massachusetts
David Hancock
Principal
CBT/Childs Bertman Tseckares Inc.
Boston, Massachusetts
Don Priest
Land Development Consultant
Olympic Valley, California
Nathan Watson
President
Watson Developments
New Orleans, Louisiana
A
t the invitation of the Gaithersburg- PENNSYLVANIA
Hagerstown
Germantown Chamber of Commerce, in MARYLAND
partnership with a number of private de- Frederick Towson
velopers, Montgomery College, and Mont- Baltimore
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118 119
fact undoubtedly tied to the strong reputation of ditional residential units on undeveloped or under-
its schools, its recreational opportunities, and its used sites designated for commercial development
safe residential neighborhoods. The census found in its 1989 Master Plan. While the residential market
that 29 percent of the population was under age 18, is strong, the county has been understandably cau-
and 43 percent was between 25 and 44. The median tious about rezoning or writing zoning text amend-
income for a household in the area was $62,431. For ments to the master plan to make this possible.
the most part, the Germantown population is well Indeed, giving these parcels over to residential
educated and holds highly skilled jobs. use would run the risk of depleting the county’s job
preserve, which is centered along the I-270 spine.
Germantown’s residential growth is expected to
continue its rapid pace: the 2005 census update Many in the Germantown community and the
puts its population at 85,000, and the community county government believe Germantown needs a
is expected to grow to 95,000 residents by 2010. more balanced ratio of jobs to housing. Straddling
Germantown has rapidly built out its residential I-270, the Germantown Employment Corridor
neighborhoods, and now there is pressure for ad- was designated in the 1989 Master Plan as the
A
fter an intense week of site tours, presen- • planning and design implications;
tations, interviews, and work sessions, the
panel was able to identify the issues and • a development strategy; and
formulate recommendations. The panel de- • an implementation plan to bring the strategy
vised a plan to address the lack of development in and planning to fruition.
the Germantown Employment Corridor. As envi-
sioned by the panel, the corridor will be revised
and renamed the Germantown Business District Market Potential
(GBD), an area with boundaries separate from With the availability of vacant and underdevel-
those of the corridor. The area is bounded by oped sites, Germantown is poised to take advan-
Black Hill Regional Park about one mile north of tage of a future upswing in the commercial devel-
Father Hurley Boulevard to the north, Frederick opment market. The community’s residential
Road to the east, Middlebrook Road to the south, growth since the 1989 Master Plan has been a suc-
and the B&O Railroad and Wisteria Drive to the cess. As a result, Germantown is a wonderful
west. It will be the center of Germantown’s future place to live. Attention is now needed regarding
commercial and mixed-use growth. The GBD will how to make it a desirable place to work and to lo-
create a higher quality of life for Germantown res- cate a company. The Washington metropolitan
idents while maximizing development potential area’s ever-expanding commercial market has
for landowners. started to discover and develop sites in Gaithers-
burg, Germantown’s neighbor to the south, so
The GBD plan is centered on the “Germantown
Crescent,” intended to be a cohesive extension of Germantown is the logical next recipient of such
the Town Center core west to the Maryland Rail attention as the market progresses along the
Commuter (MARC) station, east to I-270, and nodes of the I-270 corridor. No one, not even de-
north along Century Boulevard to Father Hurley velopers and local governments, can “move the
Boulevard. The Germantown Crescent strategy market,” but a community can change how well it
will result in the creation of a vibrant center that is prepared to respond to the market. This can be
will attract mixed-use development, including done in two ways—by being ready through appro-
commercial, retail, residential, and cultural proj- priate zoning, permitting processes, and land
ects, while maximizing development potential for availability, and by being perceived to be ready by
landowners and improving the quality of life of the marketplace and by the community’s own resi-
Germantown residents. The plan also includes dents through a well-crafted marketing campaign.
recommendations for the other five nodes in the To be successful, new development in the German-
GBD, which have equal importance, but have town Business District, beginning in the Crescent
been assigned a different phasing strategy so and extending throughout the GBD, will need to
they can benefit from the stronger market that be strategic, so that the long-term job reserve of
will result from the mixed-use buildout of the the Employment Corridor is used only for proj-
Crescent. The recommendations set forth are ects that will support the growth and continuing
summarized below and described in more detail maturation of the Town Center core. The reserve
in this report using the following organization: is in place to protect the long-term employment
• goals and objectives—the vision for Germantown; needs of Germantown and the county, so parcels
should be developed in accordance with the re-
• Germantown’s market potential; port’s recommendations rather than given over to
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single-use development that would jeopardize the the job reserve is critical for Germantown’s long-
important goals of the Employment Corridor. term employment growth, the panel recommends
that new projects only be approved if they include
At the same time, the strategy needs to have suf- the employment density assigned to that site in
ficient flexibility to meet the unstable nature of the 1989 Master Plan.
the real estate industry, especially in regard to
commercial development. This is true regarding Within the Germantown Business District, the
both the invariable cycles of supply and demand panel has identified the sites best poised for devel-
and the unanticipated changes in the nature of opment or redevelopment. Indeed, the GBD’s
users as the economy evolves. Finding the right nodes are the key for contributing to German-
level of flexibility is difficult, but the goal is to pro- town’s commercial future because they will be
vide the balance that best responds to the market. home to the corporate office buildings and biotech
For this reason, the panel recommends that devel- companies that offer Germantown’s educated pop-
opment take a mixed-use form, with office, resi- ulation places to work that are closer to home.
dential, and retail uses. But because preserving This will only happen, however, if the Town Cen-
In addition, one of the daunting tasks is creating a • Accept change. It is axiomatic that change will
common identity so that everyone who lives or continue to occur; how a community responds
works in the community feels a sense of pride in to that change and its willingness to make the
Germantown. The panel recommends implementa- changes, however, will be a large determinant of
tion of a coordinated marketing strategy to create its future success in achieving goals.
G
ermantown has a rich past, is a strong com- broken up. In addition, Century Boulevard needs
munity today, and has a bright future. As to be completed and the Dorsey Mill Road over-
it moves forward, the leaders and residents pass constructed.
should take note of a statement on the
Germantown Historical Society’s Web site, “Only As a community, Germantown has a great deal to
through remembrance of the past can we begin to celebrate. The panel encourages the active cele-
shape the future.” Indeed, every community should bration of Germantown’s “centers of excellence”
be acutely aware of the heritage it inherits. The —amenities open to the public that truly con-
notion of planning for future generations, learning tribute to Germantown’s quality of life for both its
from the lessons and events of the past, can guide residents and its workers. They include the fol-
decision makers and civic leaders. lowing:
The panel found from those people it interviewed • the Town Center;
and others who spoke informally that a shared • BlackRock Center for the Arts;
sense of pride exists in Germantown. Some are
longtime residents who now have families in one • the soon-to-open public library;
of the many vibrant residential neighborhoods.
Others are the new diverse residents of German- • the planned urban park in the Town Center;
town who have brought enthusiasm for the schools • the greenbelt surrounding Germantown and
and for the cultural opportunities found in the the community’s proximity to the Agricultural
community. The biotech and high-tech jobs and Reserve;
Montgomery College attract many types, includ-
ing young workers looking for an active street life • Montgomery College;
and strong job opportunities.
• the Maryland SoccerPlex and Discovery Sports
In developing a vision for Germantown, the panel Center;
focused on five concepts that it believes are criti-
cal for Germantown’s future and will help guide • South Germantown Recreational Park;
the implementation of the panel’s recommenda- • Germantown’s public schools; and
tions. The five concepts are derived from the fol-
lowing words: create, connect, celebrate, concen- • the Germantown Historic District surrounding
trate, and clarify. the train station.
In Germantown, there is both a challenge and an The success of the Germantown Crescent, and ul-
opportunity to create a sense of community among timately the GBD, is dependent on a concentra-
all the residents, which will help bring the home- tion of committed residents and workers, and a
owners associations and residential villages to- concentration of activities in order to provide the
gether. There is also a need to create a sense of critical mass of energy needed for a vibrant Town
pride in the Town Center core and its potential. Center.
The connections among the various parts of the Finally, Germantown needs recommendations that
community need to be strengthened. There are clarify the community’s assets and its strengths
opportunities for increased connections in the as a potential location for new or relocating com-
Germantown Crescent if the superblocks are panies.
G
ermantown is primarily a residential com- 900 employees in a 300,000-square-foot facility on
munity of moderate density with both 50 acres.
single-family homes and townhouses. While
blessed with good schools and beautiful Regional Context
neighborhoods, Germantown has only recently
witnessed the creation of the Town Center, where Germantown is located in Montgomery County
people can live, work, shop, and partake in cul- about 12 miles from the northwest border of the
tural activities. As the population and the number District of Columbia. The economy of Washington,
of amenities grow, Germantown is increasingly be- D.C., and its environs is mostly on the rise due to
coming known as a destination rather than as a the continued strength of the federal government
pass-through or bedroom community. and the defense and health industries. While the
job market has remained stronger in the Washing-
However, with the exception of the new devel- ton metropolitan area than in other regions, the
opment in the Town Center core, there are few market is not deep and the growth of several sec-
mixed-use buildings in Germantown. The 1989 tors, including defense and biotech, has slowed
Master Plan has been successful in achieving resi- from its recent breakneck pace.
dential development, but less so in attracting em-
ployment. While the community is getting its The office and housing markets remain strong
share of the corridor’s office development, this de- across the region, though there are pockets with
velopment does not always locate within the Em- high vacancy rates and signs that the real estate
ployment Corridor. Commercial development in market is slowing. Overall, Montgomery County’s
Germantown often locates on cheaper land away market for commercial space showed signs of im-
from I-270. provement in 2005 with a decline in vacancy rates,
an increase in absorption rates, and the stabiliza-
In addition, most commercial development is meet- tion of rental rates.
ing the market demand for flex space or low-rise
buildings in office park/campus settings. A few A key economic driver in the Montgomery County
buildings are mid-rise, but that is not the norm. market is the I-270 corridor, dubbed DNA Alley
The 1989 Master Plan assigned I-3 and TS zoning by some, reaching from Bethesda to Frederick. It
throughout the Germantown Employment Corri- is home to a cluster of biotech companies, includ-
dor to encourage denser office and R&D opportu-
nities. This zoning allows an FAR of 0.5, or 0.6
with a traffic plan, but most parcels in the corridor
have been developed at an FAR of 0.25 or 0.3 in
campus or parklike settings. The underdeveloped
sites are indicative that the market has not been
ready for higher-density development. It is no- Situated in a beautiful,
table that the county upzoned the corridor cities, wooded setting, the
of which Germantown is one, when it created the Hughes Network Systems
Agricultural Reserve, but the market has not campus is an example of
yet sought this additional density in Germantown. an underdeveloped site
The Hughes Network Systems site is an example in the Germantown Busi-
of an underused site: the headquarters houses ness District.
Fort Detrick in Frederick, which employs 7,600 While it remains to be seen how many additional
personnel in several research institutes, armed jobs the ICC will provide for the I-270 corridor,
forces centers, and the Secret Service, is expected the road has the potential to spur new develop-
to gain 120 military and civilian jobs in the short ment at its interchange with I-270 and nearby
term and several hundred long-term jobs due to communities, such as Gaithersburg and German-
creation of the new Medical Biodefense Research town. The additional congestion that the ICC
Lab. The construction of this and other high- might bring to the corridor certainly will result in
security labs at Fort Detrick might encourage a greater need for the Corridor Cities Transitway.
spin-off companies and associated firms to locate While construction of the CCT has yet to be
in Frederick—and possibly at Germantown— funded, it would provide needed transportation
rather than at sites farther south along the I-270 capacity between Shady Grove and Clarksburg
corridor. In addition, the National Cancer Insti- while also making jobs along the I-270 corridor
tute will be relocating to Frederick from the NIH more accessible.
campus in Bethesda and thus will be bypassing
Germantown and other closer-in communities Focus Area: The Germantown
along I-270 to be closer to the cluster of research Business District
institutes at Fort Detrick. It is possible that Ger-
mantown’s location halfway between Bethesda The future growth of the Germantown Business
and Frederick will make it an appealing place to District will primarily be a function of the market-
build a business for smaller contractors and others place and patience. Germantown leaders, business
• Reduced-cost land and buildings. This approach An in-depth study should be completed concur-
provides a business with a powerful incentive to rently with the revised master plan to investigate
locate in a particular area, because land acquisi- the most appropriate financing tools and incen-
tion and construction costs are often the biggest tives for the GBD. It is imperative that these in-
barrier to entry for a company choosing a site. centives be in place when the new master plan is
D
uring the interview process, the panel con- BlackRock Center for the Arts and the new library
tinuously heard about the need to create a slated to open in fall 2006—and the enormous po-
sense of place in Germantown and how the tential of these resources will continue to grow
Town Center is starting to serve that pur- with time. The high quality of investment in the
pose. The strength of community identity and pride Town Center’s public realm is impressive, leading
in Germantown’s residential neighborhoods, schools, to the addition of sidewalks, street trees, furni-
and open-space resources is evident. What is lack- ture, screening, and lighting. There are, however,
ing is identity and pride for the entire German- vacant parcels that need to be filled in along the
town community from both insiders and outsiders. Germantown Crescent in order to extend the
The foundation, however, is being formed through Town Center.
the work of a committed group of landowners, de- Relating to the future development of the Town
velopers, and leaders active in Germantown, and Center, the Upcounty Regional Services Center
the study area in particular. Their understanding building and the adjacent shopping complex
of the issues and commitment to making German- should be better connected and integrated into
town a better place to live and work will only bring the main street. Small second-floor offices for local
good things to this community. This group of stake-
businesses and professional services would be de-
holders will inevitably offer support for the plan-
sirable additions as new retail pads are built to fill
ning and redevelopment of the Germantown Busi-
the gaps along the street. Also, a small museum
ness District. They do not need to be convinced of
celebrating Germantown’s history would be a
the importance of this project to the community
great amenity; it could be programmed to aug-
and—for developers and landowners—to the fu-
ture potential of their parcels. ment the Germantown Historical Society’s office
at the old Germantown Bank building by the train
The panel has attempted to absorb and build on station and the Waters House, operated by the
the extensive thinking and planning that has al- Montgomery County Historical Society, in the
ready taken place for the Town Center. Ultimately, Milestone subdivision. A public square might
the recommendations are intended to continue and evolve from the fountain diagonally across from
enhance the urban-style core that is beginning to the cinema complex and adjacent to the Jasper’s
take shape in the Town Center. Implementation restaurant. That part of the Town Center needs a
of the vision presented here for Germantown and
especially the Germantown Business District re-
quires creation of the physical form that will serve
the new residents, businesses, services, and shops.
This section of the report will suggest updated
tools reflecting current ideas and new planning
concepts that will help Germantown meet the
needs of 21st-century residents.
The Town Center is well on its way to becoming The Waters House, oper-
the hub of activity, but it needs additional resi- ated by the Montgomery
dents and, most important, businesses supplying County Historical Society,
jobs within walking distance or a short car or bus is located in the Milestone
ride. At its center are two civic buildings—the residential development.
• Milestone Business Center; Principles that can help guide development of the
Germantown Crescent include the following:
• Seneca Meadows; and
• mix uses to attract employers;
• Montgomery College.
• create a pedestrian-friendly place;
Restructuring the Town Center:
The Germantown Crescent • break up the superblocks; and
In order to attract employment to Germantown,
• complete the transportation infrastructure ob-
the walkable and compact form, the intensity and
jectives laid out in the master plan.
mix of uses, and the vibrancy found in the Town
Center core need to be expanded west to the Germantown Station. The Germantown Station
MARC station and east to I-270, then north along neighborhood, which extends west of the existing
Century Boulevard to Father Hurley Boulevard Town Center core to the B&O Railroad and the
and through the Oxbridge and Lerner parcels in MARC station, should become a mix of retail, ad-
the Northwest Center. The area resulting from ditional office, and residential uses. All uses in
this logical expansion is referred to by the panel this portion of the Crescent should be promoted
as the Germantown Crescent. for their proximity to the MARC station. Resi-
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dents of Gaithersburg and other communities Station—although rail commuters often have a
with MARC service could commute to businesses greater tolerance for walking, and recent studies
in the Germantown Station area by train. Historic indicate that the radius can be expanded to a half
buildings near the MARC station, several of which mile. The trail connecting a nearby residential
do not appear to be in use, should be used for neighborhood to the east side of the station and
neighborhood-scale retail while the local history the pedestrian bridge crossing the railroad should
museum should be more broadly advertised and be emulated throughout the area within a half-
highlighted as a community resource. mile radius of the station to encourage walking
and biking to the station. The 1974 Master Plan
The appeal of urban living close to transit is that concentrated employment adjacent to the railroad
it allows commuters to leave their cars in the and I-270, so there is a precedent of transit-ori-
garage and walk to transit. Transit-oriented de- ented development in Germantown, even though
velopment that includes residential, retail, and it was never fully developed. Residents and work-
office space should be considered in the district ers in the Germantown Station area would also be
within a quarter-mile walk of the Germantown within an easy walk of the Main Street section.
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The
1 panel also emphasized the following points re- the neighbors at the Safeway, to catch an exhibit
garding the Germantown Station area: or performance followed by dinner, to catch a tran-
sit connection to another area of the community or
• High priority should be given to office and resi- region, and, for a lucky group, a place to call home.
dential development on strategic sites close to
the station to take advantage of the good transit The existing Town Center core should continue to
access and the charm of the historic neighborhood. be primarily a retail and public services district
with offices and residences. This mix of uses rep-
• Greater attention should be given to pedestrian
resents the urban ideal to many, and it is an in-
and bicycle access to the station by way of trails
creasingly popular feature for suburban communi- 9
and bike paths.
ties. The chamber and its partnering sponsors for
Main Street. The section of Century Boulevard this panel should advocate that the public library
running from Middlebrook Road to Aircraft Drive open as planned in fall 2006 and that the urban
is the portion familiar to most Germantown resi- park, Center Park in the Town Center, proposed
dents as “Main Street”—a place to shop, to meet for a site north of the library, come to fruition in
a timely manner. In addition, the restructuring Uptown. The Uptown neighborhood along Century
of transit services has given the Main Street Boulevard south of the Father Hurley Boulevard/
good bus connections to other parts of the com- I-270 interchange should include a strong concen-
munity, and speedy connections to Metrorail at tration of office uses with a variety of residential
Shady Grove. and supporting retail.
In the short term, the Main Street portion of the An important parcel in the Uptown section of the
Crescent would benefit from the streetcar or trol- Germantown Crescent is the Century/Orbital Sci-
leylike transportation loop proposed by the panel. ences complex, represented by Trammell Crow,
In the long term, there is potential for greater which currently comprises six buildings, five of
density and structured parking for underused which sit vacant on the underused site. Trammell
sites, such as the supermarket parking lot and the Crow presented a plan to the panel for the site
that includes 200 condominiums, 150 rental apart-
car dealership. The challenge related to this part
ments, and 300 two-over-two townhouses. In addi-
of the core will be to build out the vacant parcels
tion to the residential component, which will re-
in an appropriate manner, and to fix some of the
quire a zoning text amendment from the county,
missteps as the real estate market opens up more
Trammell Crow plans three 180,000-square-foot
profitable development prospects.
office buildings on which ground will be broken in
The Corner. The neighborhood between Aircraft spring 2008. The current plan for the site also in-
Drive and I-270 has been identified by the panel cludes a hotel, which is allowed as a special excep-
as “the Corner” in reference to the bend in Cen- tion to the I-3 and TS zones.
tury Boulevard. The Corner should include a bal- This site is adjacent to a proposed CCT stop, which
anced mix of mid-rise office, retail, entertainment, would give residents and workers there the option
hotel, and residential uses. Mixed-use develop- of commuting to work by transit. The developers
ment should play an important role in this section aptly note that structured parking would not be
of the Crescent, especially since it forms the most viable in the short-term unless there is a residen-
logical extension of Main Street and has easy ac- tial component to the project. The plan presented
cess to the new transit center and future CCT to the panel included structured parking on the
stops. The Corner contains key signature sites highway frontage, which is an inappropriate use
that should be developed with the vista from I-270 of such land. This portion of the site should be re-
and the creation of Germantown’s identity in mind. served for high-density office development to op-
timize the signature frontage on the site. The
This section of the Crescent contains many vacant panel agrees that this site should include a mix of
or underdeveloped parcels, which represent the multifamily housing, office space, and retail uses.
greatest opportunity for significantly expanding
Germantown’s job base, as well as establishing a As Century Boulevard turns north, this district
new caliber of commercial development, one that provides opportunities for redevelopment of older
G
ermantown is well positioned to move into of the community, particularly in the Employment
the next phase of its development, a phase Corridor straddling I-270. The panel believes Ger-
where the Town Center blossoms into a vi- mantown, which is already recognized as a great
brant regional destination and employers place to live, can greatly enhance its status by
choose to locate their businesses in the German- “risking greatness” and becoming a full-service
town Business District as a result of this high community offering ample employment, educa-
quality of life. Successful creation of the mixed-use tional, cultural, recreational, and entertainment
Germantown Business District, however, will not opportunities in the core area to complement its
happen if left to chance alone. Germantown will fine residential neighborhoods.
need a focused strategy as it moves forward, and
the update of the1989 Master Plan will be a criti- Place Making
cal step if Germantown is to meet its potential.
The first step toward greatness is for the commu-
The Germantown Economic Development Strat- nity to recognize that it needs to strengthen its
egy, prepared by the Gaithersburg-Germantown identity as it is understood by the outside world
Chamber of Commerce, articulates a set of sound as well as by its own residents. A strong identity
principles to guide further development in the is an essential component of any effort to market
central part, or core, of the Germantown commu- the community as a location for new businesses
nity. It identifies the major assets of the area, a and services. The panel has observed that Ger-
set of economic development objectives, and some mantown’s present identity is overwhelmingly
proposals for achieving those objectives. The re- that of a place of residence. People identify pri-
port focuses primarily on the need to enlarge the marily with their neighborhoods and homeown-
base of employment opportunities within German- ers associations.
town, and consequently identifies four properties
—Orbital Sciences, Montgomery College’s Life Important steps have been taken to begin to
Sciences and Technology Park, Seneca Meadows, change this perception. Recent improvements in
and the Waters Landing Corporate Park/Lerner the Town Center portion of the core, such as the
site—as key signature sites in the Employment BlackRock Center for the Arts, a county library,
Corridor. The panel would add to this list the and new shops and offices, are creating a new per-
Bellemead Development Corporation–owned site ception of Germantown as a real “town.” County
on Century Boulevard, with its prime location at and community leaders are to be commended for
the intersection of I-270 and Germantown Road. taking the first big step toward giving the com-
Overall, the strategy is a well-articulated and munity a new image that will generate many fu-
focused document that should be followed as ture benefits.
Germantown moves forward.
Why is it so important to change Germantown’s
Building on the chamber’s critical first step in po- identity from that of a bedroom community to that
sitioning Germantown for increased economic de- of a real town that has a core area of mixed uses
velopment, this section of this report describes the and round-the-clock activity? Because many em-
panel’s interpretation of how Germantown might ployers are increasingly aware that in order to at-
advance its economic and social well-being. For tract and hold a strong workforce, often referred
this advance to take place, changes are needed in to as the creative class, they must locate in areas
land use policies guiding development in the core that offer their workforce not only offices and
42
An Advisory Services Panel Report
ity, but all would greatly benefit Germantown and The Bellemead Develop-
help create a stronger sense of community. The ment Corporation–owned
festival program is just one way Germantown can site on Century Boulevard
create opportunities to celebrate what the com- is one of the key signa-
ture sites that could help
munity is becoming.
people identify German-
Unique public art and banners can be used to cre- town from I-270.
ate a broader branding campaign in the Crescent
and ultimately the GBD. The BlackRock Center
for the Arts, for example, has adopted identifying
banners along its frontage, and inside, its flooring
is an artwork in its own right with the tile colors
symbolizing wheat, corn, and soy. Recalling his- Development Opportunities
tory and tradition is often an appealing way to
mark a community’s identity. A program of ban- The development of the Town Center core has
ners could assist in providing orientation in the been an important step toward creating an envi-
Crescent and could include a logo for the German- ronment attractive to employers, but it is only a
first step. It is vital now that the community take
town Business District. Such an identifying sys-
further steps to guide its future growth. To this
tem could be supplemented by temporary banners
end, it is important to formulate revisions to the
on the same armature to call attention to the Ger-
1989 Master Plan as it applies to the GBD—all the
mantown Celebrates program.
central business areas of the community, including
Signature Sites expansions of the Town Center, the large vacant
There is no iconic image of Germantown, and properties in the Employment Corridor on both
sides of I-270, and Montgomery College.
there should be. The panel advises Germantown
to concentrate its future commercial development The Crescent is the logical place for more intensi-
in the Crescent and celebrate its existence by cre- fied commercial development with a mix of uses to
ating a signature building that would be visible extend the vibrancy of the existing core. As it de-
from I-270. The Royal Crescent in Bath, England, velops, the Crescent will encourage the develop-
was constructed over 200 years ago and is the icon ment of vacant and underdeveloped employment
most often associated with the Georgian-era city. sites east of I-270 because a lively core with the The BlackRock Center for
The panel hopes that the Germantown Crescent amenities that are attractive to discerning work- the Arts has hung identi-
can similarly come to visually define Germantown ers will make those sites more attractive to fying banners along its
and lead visitors to see it as a great place to live prospective developers and owners. The North- Century Boulevard
and work. west Center will be a logical northern expansion frontage.
of the Crescent.
The panel made a final recommendation related to
The entire Crescent will be developed over an ex-
identity and visibility—one that would be innova-
tended period, which will result in each section
tive and might be difficult to implement, but still
having its own character. For example, the neigh-
could be a way to create visual identity for Ger-
borhoods will vary in density, ranging from low
mantown: the county and the state Department of density in the Main Street area to much higher
Transportation could reclaim the areas within the densities in the areas near and along the I-270 cor-
cloverleafs at the entries into Germantown and ridor. This growth strategy in effect will closely
create beautifully landscaped storm retention link the existing small-scale Town Center core
ponds inside the loops. On special occasions, when with the larger properties in the Employment
celebrations are in order, water could be sprayed Corridor and provide for the development of sig-
from the ponds into the sky. nature properties adjacent to I-270.
T
he ability to achieve a vibrant and economi- • advocate for Montgomery County Council ap-
cally viable Germantown Business District proval of the master plan and other implemen-
is closely tied to the presence of a support- tation tools needed to support the vision; and
ive development community. Individual • monitor the implementation of the vision to en-
parcels can be developed, but their true potential sure that investment in the partnership delivers
cannot be fully realized unless all parties work to- a fair and just dividend to each party.
gether to achieve a common vision of a strong fu-
Enlist the County as Master Development
ture for the GBD. Execution of the implementa- Manager
tion strategy for Germantown is very important. When the 1974 Germantown Plan was developed,
It is incumbent upon Montgomery County, with Montgomery County planners were looking to lay
input from the chamber and other interested lead- the framework for a “new town” along the lines of
ers, to take the lead in establishing a more pre- the Reston, Columbia, and Montgomery Village
dictable, timely, and innovative environment for examples. Germantown proved more challenging
future development. for planners than the other regional new towns
because the other locations were under consoli-
Become Organized to Lead dated ownership. With a dozen developers inter-
ested in Germantown, the county acted as a type
There is a small window of opportunity for German- of overall manager to coordinate the activities of
town and the GBD landowners to move forward private property owners and to develop new tools
with revision of the master plan and implementa- to help in coordination of development. Now that
tion of the panel’s recommendations. Competition the residential and village center retail portions of
from other communities trying to reposition their the plan have largely been carried out, the county
centers as mixed-use environments appealing to must again act as a development manager to coor-
biotech and high-tech firms, as well as changes dinate the activities of the property owners in the
such as the completion of the ICC and BRAC, Town Center and the surrounding Employment
make immediate action all the more important. Corridor. The objective of the county should be
to build community support and establish shared
Organize Stakeholders goals among the government, commercial-corridor
In the immediate term, major stakeholders must property interests, and the broader community.
organize as a group dedicated to continuing partic-
Identify a Champion for Germantown
ipation through the various stages of planning and
implementation. This public/private partnership The success in redeveloping Silver Spring and
Wheaton was due in large part to the efforts of a
group, named the Germantown Business District
county-level director of urban redevelopment who
Partnership (GBDP) by the panel, should include
championed the vision for the rebuilding. Though
all the major property owners, the Gaithersburg-
not a distressed urban community in need of rede-
Germantown Chamber of Commerce, and key
velopment, Germantown clearly needs this level
community representatives. of commitment from the county government. It is
The role of the GBDP will be to do the following: critical to the future success of the Germantown
area and the upcounty area to elevate the expec-
• act as an advisory group to the master planning tations for the Germantown Business District.
process; Germantown’s “champion” will play an integral
ing. One of the greatest missing elements in Ger- ment process should be streamlined so that Ger-
mantown is the interconnectivity of residential mantown’s process will be competitive with that
communities with the adjacent retail and commu- of neighboring jurisdictions.
nity centers. Suburban setback requirements,
• lead to the design of zoning regulations that fa-
large interstate offsets, and overly large road
cilitate private developers in implementing the
cross-section requirements are flaws that have
strategy as laid out in the master plan. The new
weakened the outstanding efforts at creating a
zoning must include effective by-right develop-
Town Center.
ment standards.
The prescriptive and exclusionary zoning codes in
• create sophisticated development standards to
the study area do not achieve the vision that Ger-
accompany new zoning regulations. These stan-
mantown or Montgomery County seeks to create.
dards should deal with landscaping, signage, ar-
A new zoning classification should be established
chitectural quality, pedestrian linkages, and the
for the GBD, allowing a shift from inflexible zon-
other planning details so crucial to the commu-
ing codes to strategic plans that grant greater
nity’s vision of the Town Center.
flexibility and encourage progressive modification
of the GBD and its component developments to • prevent creation of “deadening” uses, such as
meet changing community needs, market forces, ministorage facilities, CCT or Ride On parking
and aspirations. lots, or auto repair facilities, in the Town Center.
Such a performance-based approach to zoning • provide for design review for the Town Center
should recognize that the master plan and zoning projects conducted simultaneously with the ex-
classification created or modified for the Town isting permitting process.
Center need to focus on the creation of places and
not the separation of uses. This approach should Montgomery College Site
do the following:
Montgomery College should engage its partners
• ensure that the master plan provides for flexi- Montgomery County and Foulger-Pratt in revisit-
bility for future changes in community needs, ing its strategic development plan. The successful
market forces, and aspirations. repositioning of the Montgomery College as a cen-
• allow the timely approval and modification of ter of excellence will provide an important anchor
development entitlements that comply with the for the Germantown community. It also will at-
master plan’s purpose and intent. The entitle- tract more employers and residents to the area.
G
ermantown is at a unique point in its his- ing growth and strengthen its offerings so it can
tory. It has an opportunity to meet its com- attract that growth when, where, and how it
munity needs and its future employment wants it—namely, in the form of walkable, mixed-
needs through guiding growth in the ex- use developments that create an active street life
panded Town Center and other parts of the Ger- and extend the Town Center along the Crescent.
mantown Business District. The community is
blessed with a number of strategically located de- In this way, the sponsoring organizations can posi-
velopment parcels that can serve as the base from tively affect Germantown’s future development
which to create a unique identity for Germantown and future quality of life. In addition, Germantown
and a continuation of the Town Center core through- will need to take some risks to achieve its goals for
out the Crescent and ultimately the GBD. In addi- economic development and community identity.
tion, the community has infrastructure and ameni- This is no easy task and will require a strong
ties that will serve it well as it competes with its leader or champion, plus cooperation from all par-
neighbors in the future. ties. It will also require leaders to come together
to lead and support the creation of a public/private
Community and business leaders in Germantown, entity that will provide needed urban services to
as well as leaders from Montgomery County, need Germantown and lead the community’s input into
to come together quickly with their development the expedited master-planning process.
partners to create a framework for how to im-
prove Germantown and guide future develop- The panel hopes that its recommendations will
ment. The fact that such a large and disparate help guide the expedited process of amending the
group sponsored this panel represents a critical master plan for the targeted GBD area, as well as
first step toward increased cooperation among the implementation of other public policies related to
county, landowners, business leaders, developers, housing and transportation. In addition, the
and concerned citizens. panel’s vision for Germantown is intended to pro-
vide a framework for individual developers to
The panel cannot overemphasize its charge to the move forward with specific proposals for proper-
community to be patient. There will be temptation ties in the GBD. While the recommendations set
to call for increased residential development, es- forth by the panel may challenge convention to
pecially in response to the projections of strong some degree, the panel strongly believes that they
residential growth for the I-270 corridor. It is im- can be implemented if Montgomery County lead-
portant, however, to save the vacant and under- ers and staff come together with the Germantown
used sites in the GBD for future commercial and stakeholders to realize a shared vision.
mixed-use developments. By exhibiting patience,
Germantown will be able to get ahead of the com-