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TITUS-COOPER (PRIORITY 2)
HUDSON AVENUE PLANNING STRATEGY AREA
AREA CHARACTERISTICS !r2U£!g~2il_~!!!!L!il~!_~!! The Irondequoit Plaza/Titus Mall shopping area, located at the intersection of Titus and Hudson Avenues, has the potential to become Irondequoit's retail "gravity center" and a community identity focus. Its existing base of retail goods and services; development expansion potential; and location make this area a prime opportunity for developing a high quality, locally-oriented shopping center with an expanded variety of retail uses and an upgraded visual character.
!il~!=Q22e.!!:. Previous planning efforts i!il~!=Q22e.!!:._~!!!i~i!il~_~1~£~, Barkstrom de LaCroix, 1981) have suggested solut ions to the vehicular circulation problems, parking deficiencies, and lack of consistent architectural image in the village character Titus-Cooper retail area. Many of these recommendations have been implemented with County highway funds. CnBG funds have also been used to provide streetscape improvements. The Town is also offering financial assistance in designing and implementing the renovation and upgrading of commercial facades and signs. While the facade renovation program may continue for several years to gain maximize private property owner participation, planning for the improvement of this portion of the planning strategy area is essentially complete.
!!~£!2U~~Y!U~! Pressure for commercial re-zoning along the Hudson Avenue corridor, and a desire to avoid expanded strip commercial deve lopmen t and protect ex isting res iden t i a 1 ne ighborhoods, led the Town to develop a plan for this area in 1979 (H~£!2U_~Y!U~!_Q!y!!~e.~!Ul_~!!U' Irondequoit Planning Board). The plan recommends the encouragement of multifamily residential development on Hudson Avenue through the selective re-zoning of vacant parcels. This policy approach was implemented in the re-zoning of the property at 1795 Hudson Avenue.
a) ~2!d~!~_!~e.!:.2Y!~!Ul!: Improvements recently implemented on Titus Avenue in the Titus-Cooper area include roadway widening to provide left turn lanes at major intersections; traffic signal installation; the
separation of parking and through traffic movement; and the consolidation of access drives. These improvements have facilitated traffic flow and reduced accidents. Associated streetscape also enhance pedestrian b) improvements, including sidewalks, access and visual quality.
Irondequoit Plaza is being considered as a possible location for a future RochesterGe n e see Re g ion a 1 Tr an sit Au tho r i t Y sub u r ban t ran sit cent e r • Th e t ran sit c e n t e r , wh i c h fun c t ion s a s a transfer point between local routes and regional line haul service, is likely to be a low capital intensive facility consisting of a standard 5' x 15' passenger shelter, approximately 60 adjacent parking spaces des ignated for use by RTA patrons, and bus loading/unloading space to accommodate two 40' trans it buses.
ISSUES AND OPPORTUNITIES
!t~U£!g~~il_~!!!!LTil~!_M!!!_~!2!U!i~U_~~1!Uli!! a) !!!U!fil!:An increased variety and upgraded quality
of retail goods and services is needed to keep more local shopping dollars in Irondequoit. Although households in the western part of Irondequoit provide substantial market support for stores in the Hudson-Titus-Cooper area, large amounts of their retail expenditure potential is now being used outside the Town. An improved and expanded Irondequoi t Plaza would help to capture these "lost" dollars. Market
* * * *
Households living to the north of Titus Avenue who regard Irondequoit Plaza/Titus Mall as their principal shopping area and who give it its particular marketing orientation People living its extension Residents of in the Hudson into Rochester other
Irondequoit sub - reg ion
Re sid e n t s metropol i tan
f the Rochester
nor the a s t ern
Market support for the stores in this area is broad and of generally high quality. As a result, the commercial orientation is strongly towards shoppers goods and specialty stores serving· the upper end of the regional market. The fact that the Sibley's Department Store in Irondequoit Plaza is among the chain's leaders in several
important departments serves to illustrate and document the' positive aspects of retailing in this area. Market estimates indicate that retail expansion of some 30,00050,000 square feet in the form of small shops and restaurants could be supported. c) of the Wegmans and Irondequoi t Plaza parking areas are apparently underuti 1 ized and can be "recaptured" through more e ff ie ien tor gani za tion t0 erea ted eve 10 pm en t ex pan s ion opportunities. larger number of shoppers, the image of the existing center must be enhanced. Internal vehicular circulation can be improved to provide more coordinated access between the different components of the center; the organization of parking areas can be made more efficient; parking area landscaping and attractive pedestrian areas can be provided; and the design of building facades and signs which will establish a positive, unified identity, have been approved by the Planning Board and are currently under construction. Cooperation among shopping required to accomplish major e) center property improvements. owners
~!!l!!_~Y!i!!Q.i!il!: Por t ions
~~!iK!l_gh!~!£l~~_!!l!!_!m!K~: draw quality shops and a To
Public Incentives and Controls: Public streetscape Tmprovements-and-other-lncentlves may be required to encourage the upgrading and expansion of the shopping center. Publ ic right-of-way improvements might include the development of a boulevard median on Hudson Avenue, street tree plantings, sidewalks, and crosswalks. A firm policy against commercial re-zoning of parcels located elsewhere on Hudson Avenue will also help to concentrate r~tail uses in this area to create a strong shopping focus.
Entrance drives to Iron dequo itP 1a za , Tit u s Mall, and Wegmans should be consolidated and coordinated to increase traffic carrying capacity and safety on Hudson Avenue. Consolidated access will also improve the image of the center by providing a more unified and attractive entrance.
The installation of a landscaped median on Hudson Avenue, with a turning lane and/or traffic light providing access to the Plaza and development parcels on the east side of the roadway, would also help to minimize turning movements and traffic congestion. g)
!~!!!i£_!m~!£l!: At present, traffic volumes on Hudson Avenue range between 10,000 and 16,000 vehicles per day. The existing roadway cross-section (two lanes in each
direction adequately The traffic e x pan d e d circulation residential cornnunity.
with a central left turn lane) can accommodate this level of traffic.
increases which are likely to be generated by ret ail d eve lop men t , a n.d its imp act 0n flow and the quality of Hudson Avenue areas, are issues of concern to the
Using these trip generation projections as a guide, it can be estimated that between 1500-2500 new vehicle trips per day would be added to the Cooper-Titus-Hudson Street system if the potent ial increase .of 30,000-50,000 square feet of retai 1 space were implemented. The major i ty of this new traffic would uti lize Hudson Avenue, which might see 1035-1710 new vehicle trips on an average weekday. Th i sad d i t ion a 1 t r a f f i cwo u 1d rep res e n ton 1y a 5 - 8% increase over existing traffic levels on Hudson. Even smaller percentage increases over existing traffic volumes are anticipated on Titus and Cooper (see figure
Figure 14 ANTICIPATED TRAFFIC IMPACTS OF 30,000-50,000 s.f. RETAIL EXPANSION A. ~~~1~1~2i~!!_~!~Q_~!~_!~£~~~~~1_!t!!!i£_!~~~~!!~!* Average Daily Traffic '(2-way total) Weekday Saturday ~!~Q_~!~_!~~~~~~lll Retail, 5,000 sf Rate 49.9 1,000 sf No. Veh. -------250 !!l*
82.7/ 1,000 sf
~1~~~1_~~KIl!~~1 Hudson (south of Ti tus Ti tus (west of Hudson) Titus (Hudson to Cooper) Ti tus (east of Cooper) Cooper (north of Ti tus) *Source:
Additional Daily Traffic (weekday) Existing 30,000 50,000 96 Traffic sf sf Y~!!!I!!~ !~£r~!!~ 20,000 9,500 20,000 14,000 15,500 1035 200 815 360 455 1710 330 '1350 600 755 5-8 2-4 4-7 3-4 3-5
!~i2_Q~~~r!li~~, Second Edition, Institute of Traffic Engineers, Washington, D.C. 1979
* * Sou r c e s for e xis tin g traffic data: County Department of !!!!_~!~r!g~_~!i!~_!~!!!i~_M!2' Monroe Transportation; traffic volume counts by Genesee Transportation Council 2. !!!!Q!~~_~!~m!~ a) M!!!li!!~i!~_!!~!iQ.~~li!!_~~!~!~2~~~1 : The !!!!Q.!~~_~!~~!!~ ~~!~!~2~~~1_~!!rr recommends that multifamily residential development be encouraged on Hudson Avenue's remaining vacant parcels to forestall additional pressures for comm e rcia Ire -Z 0 n ing• Hu dson Avenue has bee n , and con tin u est 0 be, anat t r act ivel 0 cat ion for me d iurn density multifamily housing. Market potential exists for 66
more such development in the future with support available for up to 300 units over the next ten years or so. A typical project would likely consist of 50 to 100 gar den a par tme n t re n ta I u nit s• Su e h we I I - p-I ann e d residential development would complement the overall character of the Avenue. b)
Q!!i~~_Q~!~1Q.21!!~!!.1: Like multifamily
residential use, residentially-scaled office development on Hudson Avenue would protect the quality and character of existing neighborhoods and generate relatively small increases in ex i s t i ng traffic levels.
Re-zoning of vacant parcels for office use is likely to be considered a particularly attractive development alternative on the northern and southern portions of Hudson, where substantial commercial development has air eady occur red. Bo th Hu dson and Tit u s Ave nue s are e specia 11Y a t tract ive to developers of moderately sized office structures of about 10,000 square feet in leasable space. The market can support 20,000-30,000 net square feet of such space over the next 5-8 years. A general upgrading of the Irondequoit Plaza/Titus Mall and Hudson-Cooper retail areas would increase the potential for office development. c) 15 presents average dai ly traffic volume project ions for prototypical 5,000 square feet increments of general and medical office uses and for 50-unit increments of multifamily residential development. These estimates can be used in ·evaluating land use/rezoning alternatives.
Figure 15 PROJECTED ADDITIONAL TRAFFIC VOLUMES: PROTOTYPICAL OFFICE, MULTIFAMILY LAND USES* Average Daily Traffic (2-way total) Weekday Saturday
General Office 5,000 sf Medical Office 5,000 sf Garden Apartments 50 units 12.30/ 1,000 sf 75.0/ 1,000 sf 5.69/ Unit
No. Veh. -------60 375 280
Rate 3.34/ 1,000 sf 34.70/ 1,000 sf
No. Veh. -------15 175
*Source: !~i2_Q~!!.~~!!iQ.!!', Second Edition, Institute Transportation Engineers, Washington, D.C. 1979 67
In improving vehicular access to the Titus-Cooper shops and resolving traffic congestion problems at the Titus-Cooper and Titus/Hudson intersections, consideration should be given to the potential for providing a new entrance to this commercial area from Hudson Avenue. The traffic signal which is to be ins tall e d a t the Hu d son Ave n u e en tran e e to Iron d e quo i t Plaza/Titus Mall could provide an excellent access point, with a driveway connection to a new shared parking area located behind the existing shops on land to be acquired by store owners -- perhaps with the assistance of the Town. Rear entrances to the shops could then be improved to serve as major entrances, relieving the pressure for parking on Titus Avenue and consolidating primary access to this commercial area at a point which is removed from busy intersections.
OO\1MUNITY INPUT AND ALTERNATIVE
!t~~g~g~~il_~!!!!LTil~!_M!!!_~~gr!gi~g_!~g_~!~!~ a) Q~~~~~ill_!~~~l: The planning strategy area subcommittee
endorsed the concept of upgrading the quality of the Irondequoit Plaza/Titus Mall shopping environment to attract new quality shops and capture an increased percentage of local shopping expenditures as a planning o b je e t iv e . Ho w eve r , the sub e omm itt e e ex pre sse d reserva t ions concerning the exten t to wh ich commerc ia 1 square footage in the center should be expanded, stating that "significant" expansion was not desirable. N eve r the Ie s s , its h 0 u Id be re cog n i zed that We gm an s , Sibley's and the owners of Titus Mall and Irondequoit Plaza are much more likely to move quickly to provide the desired physical improvements to the shopping area -- and to assist in accomplishing area planning objectives -- if incentives are provided to encourage their cooperation and participation. Some degree of expansion of existing retail square footage is one of the best incentives available.
~!l~r~!li!~_~!!~~i~g_~lr!l~gi~!: techniques A number of
can be used by the publ ic sector in encouraging and assisting the process of modernizing and upgrading the Iron d equo it P Ia z a /Tit u s Ma 11 ret a i I com pie x , Th e se incentives and controls can be used separately, or in combination. The selection of the most effective imp 1em en tat ion s trat egy will depend, t0 a Ia rge ex ten t, on an assessment of the degree of encouragement needed to initiate change. This can only be determined on the basis of discussions with the affected property owners; however, several alternative planning approaches are described below:
Retail Expansion: Perhaps the most powerful incentive which could be offered for upgrading the Iron de quo it P Iaza /Tit u s Ma IIsh 0 Ppin gee n te r is the opportunity to expand available retail square footage .to increase overall revenues and to "piggyback" improvements to existing buildings and parking areas on new construction. As compared to other incentives which the Town might offer to spur the process of reinvestment (i.e., direct financial assistance or public improvements), the opportunity to expand retail use can be provided at no direct cost to the Town. Ho w eve r, tom a in ta ina d e g re e 0 f con tr 0 1 0 v e r the type and quality of expanded retail development which occurs, and to ensure that cooperatively planned improvements to the existing center are implemented as part of the expansion "package," the Town might delay re-zoning until a mutually acceptable development proposal is negotiated. In considering retail expansion, it is important to note that an expansion of retail space need not substantially affect traffic volumes in the area. Th e p r inc ipal e a use s 0 f tra f f ie g row th inth e expansion of a shopping center are additions of major increments of development, such as a new department store or major supermarket. New multi-screen theaters and major theme restaurants also have a comparatively large regional draw which would increase daily traffic totals, especially on weekends. In contrast, traffic impact studies conducted throughout the United States have shown that when small shops and restaurants are added to an existing center, traffic volumes do not increase noticeably. In fact, with the exception of the major development additions cited above, commercial centers have been shown to generate fewer trips per 1,000 square feet of Gross Leasable Area (GLA) as their size increases. Moreover, new development which requires the consolidation of access points and the coordination of internal circulation will also reduce traffic congestion and delay, even though traffic volumes remain at the same level or increase slightly.
Public Sector Coordination and Controls: The market analyses conducted dur i ng the course of the master planning study indicate that this shopping center is capable of supporting up to 50,000 additional square feet of retail space in the form of small- to mediumsized specialty shops which would offer an expanded ran g e 0 f e hoi e est 0 10 cal con sum e r s; add it ion a 1 expansion in the form of a major new user serving a regional market -- such as a cinema or homeowner's
improvement center -- is also feasible. Indeed, several major retailers currently located in the Iron de quo it P Iaza /Tit u s Ma 11 com pie x have ind icat ed an interest in modernizing or expanding, suggesting that property owners already recognize the potential for increaSing revenues and profits at this location. Further discussions with these property owners might show that market forces will naturally and inevitably lead to the modernization, upgrading, and "remerchandising" of existing space to take better advantage of market potential -- without the added incentive of permitting retail expansion. If this were the case, and expansion was strongly opposed, the Town could simply take the role of coordinator, helping the various parties to determine how best to res 0 1vet he ph Y sic all ayou tan d aest he tic pro b 1em s w h ie h now dam pen the e e n te r 's pot e n t iaid raw in g powe r. Th is appr oach m igh t succeed in keep ing a greater percentage of local shopping dollars in Irondequoit and in augmenting the local tax base. However, it could not produce the same magnitude of economic benefit which can be provided through retail ex pan s ion. Over all ret ail squa ref 0 0 tag e w 0 u 1d remain essentially the same, with existing tenants of lower profitability replaced by new tenants with higher sales volumes and greater rent pay ing capab iii ty. In addition to facilitating cooperation between the parties at interest, the Town can also revise its zoning ordinance to promote access consolidation; more efficient internal circulation; improved parking area organization and landscaping; and more effective screening of service and parking functions from the street and adjacent residential areas. These revisions to the existing ordinance will enhance the Town's ability to control the quality of site planning. In addition, by strengthening the site plan review process, the Town might also have the opportunity to exert some influence on the architectural character of proposed facade renovations and -- more probably -- the design of new business signs. Indeed, no matter what incentive package the Town adopts for encouraging the upgrading and improvement of this important retail center, these improved development controls should certainly be incorporated into the Town's zoning ordinance. 3) Loan Programs, Tax Abatement, and Public Improvements: Other direct and indirect incentives for initiating the process of modernization and improvemen t can be used to augmen t either of the two planning approaches su g g e s t e d above. These incentives including loan subsidies, tax
abatement, and a program of public streetscape improvements -- are described further in the follow ing sec t ion, RECOMMENDED IMPLEMENTAT ION STRATEGIES •. However, it should be remembered that these incentives can "cost" the Town something, in terms of future taxes foregone and/or deferred opportunities to use same funding mechanisms to meet plan implementation priorities in other areas of the conmun ity.
~!~_!!!~!i!_9~~!~! a) gQmm~~i!!_1~2~!: The planning area subcommittee
did not express an opinion concerning the desirability of en e 0 u rag in g the p o s sib Ie 10 cat ion 0 fan RTA tran sit center at Irondequoit Plaza/Titus Mall.
at this location could encourage upgrading and expansion of the shopping center by improving its accessibility and generating additional sales volumes. Experience in other parts of the country has indicated that many commuters who use a shopping center parking lot to board transit vehicles also make a purchase at the center on a daily, or every-other-day basis, in the same manner in which they would stop at a nearby commercial area after having left a separate transit park and ride lot. As a result, while the proposed RTA center could very well have a beneficial impact on sales potential, it is not likely to generate any significant change in the volume of transit at the center over the course of the day.
~!!~!~!!i!~_~!!~~i~K_~!!!!~Ki~! sit een te r : An RTA tran
However, while the RTA center may not substantially change traffic volumes on Hudson and Titus Avenues, it may have an impact on traffic mix, causing an increase in the percentage of buses. In addi t ion, the proposed transit center may not be considered to be in character wi th an "upscale" Irondequoi t Plaza. Local maintenance (either public or private) of the transit center could be required in order to ensure an acceptable level of upkeep. Even more importantly, the transit center is likely to require Hudson Avenue frontage, which might better be devoted to parking to serve expanded retail development. The best approach to decision-making on this issue is to discuss the pros and cons with shopping center property owners, being guided by their assessment of the potential assets and Iiabi lit ies of the proposal. Certainly, the idea should be discussed in greater detail with RTA to get a better picture of physical character of the proposed transit center before any decision is made. If, after consideration, the Irondequoit Plaza/Titus Mall
site is n o t cons idered to be the most advantageous location from the Town's perspective, alternate locations sh 0 u 1d be pr 0 po sed; the se mig h tin e 1ude the Rid ge /Hu d son and Ridge/Goodman/King's Highway intersect ions. Such a facility would very likely be beneficial to Town -enhancing sales volume at the center where it is located and facilitating use of public transit for residents. 3. Hudson Avenue ------------a) of the
g~mm~~i!~_!~2~!: The subcommittee
recommended adoption criteria proposed in the 1979 !!~g_!~n._~y.!~~!_J~!Y!1~2m!~!_~1!~bas is for mas ter as the planning policy in this portion of the Titus-Cooper Hu d son p la n n in g s t rat e g y are a. In add i t ion, the subcommittee recommended the construction of a sidewalk along the western edge of Hudson Avenue from Diane Park to Irondequoit Plaza.
~l!!r~!!iY!_~l!~~i~K_§!r!!!Ki!!: The Hudson Avenue plan
proposes techniques for protect ing the res ident ial character of existing neighborhoods on Hudson by preventing the further spread of commercial development and by encouraging multifamily residential use on the Avenue's remaining vacant parcels. The Plan recommends that new commercial development on Hudson be strictly limited to those parcels which are already zoned for commercial use and that an official policy be adopted for granting use variances and controlling the continuation of pre-existing non-conforming uses to guide the Planning Board and the Zoning Board of Appeals. The Plan also suggests that existing single family residential dev.elopment be more effectively buffered from commercial concentrations on Titus and East Ridge Road by using transitional multifamily residential zones and by requiring mandatory landscape buffers between adjacent commercial and residential parcels. Filially, the Plan recommends that the average daily traffic volume on Hudson be maintained at approximately the current level by encouraging new commercial development which generates relatively small increases on traffic; improvements to expand overall traffic carrying capacity are discouraged.
In addition to these basic planning strategies, it is a p pro p r iate to inc 1u d e res ide n t iall y - scal e d of f ice development as a potentially attractive transitional use bet wee n comm e rcia 1 and res ide n t ia 1 are a son Hu d son Avenue. If proposed revisions to the Town's existing zoning ordinance are adopted, a Business, Non-Retail (BNR) e la s s if i cat ion w ill be erea ted w h ie h w ill allow exclusive office development. The !!~g_!~~_~Y!~~!_!2!Y!1~2m!H!!_~1!~ also proposes an excellent set of review criteria to be included in the revised ordinance as the basis for evaluating rezoning
and site include:
criteria areas to
the preferred location of off-street the side or rear of new buildings
a required parking setback which provides landscape buffering to adjacent low density residential uses preparation landscaping of requirements for interior parking lot
pre fer red use 0 f comm 0 n access dr ive s tom inim iz'e the number of curb cuts on Hudson Avenue preparation of design guidelines and exit signs Jor driveway entrance
preparation of architectural design guidelines to ensure a high quality of development and the required review of elevations and sketchs as part of the site plan approval process preparation of requirements space in apartment projects D.
RBCO\1MENDED IMPLEMENTAT ION STRATEG IES
Recommended master planning pol icies for the Ti tus-Cooper Hudson area which have been discussed 'in the preceding pages are summarized below. a)
Promote the physical improvement of the Irondequoit Plaza/Titus Mall shopping complex and the expansion and upgrading of retail goods and services to capture a larger percentage of local shopping expenditures; augment the local tax base; and create a community identity focus.
commercial revitalization and traffic improvement efforts in the Titus-Cooper shopping area to enhance the overall business environment; reduce traffic congestion and promote traffic safety; draw increased retail expenditures; and encourage private reinvestment.
~!~_!!:.!!l!i!_Q!!l!!!:.: Pursue the potential for locating a public transit transfer center in Irondequoit in cooperation with the Regional Transit Authority by proposing alternative locations and encouraging local merchants to assume maintenance responsibilities.
Hudson Avenue: Incorporate the objectives and review criterla--proposed in the Hudson Avenue Development Plan to guide future development along the Avenue, as well as incorpora te proposed site plan rev iew cr iter i a into the revised zoning ordinance.
A range of plan implementation tools and techniques have been suggested in the preceding discussion of alternative planning strategies. These implementation actions are summarized below under four headings: zoning ordinance and map rev is ion s ; 10 e a I pub I ie /p r ivat e coo per at ion; e con om ie development incentives and programs; and In t e r e ag e n e y cooperation. a) revisions to the Town's existing zoning ordinance include several elements which have particular relevance in implementing the planning policies and objectives for the Titus-Cooper Hudson strategy area.
Business, Non-Retail Classification: The proposed Business, Non-Retail zoning classification, which permits office use, but disallows the broader range of commercial functions, can be applied to vacant parcels fronting on Hudson, especially in the areas immediately adjacent to East Ridge Road and TitusCooper/Irondequoit Plaza, to prevent the spread of strip commercial development on the corridor and to provide a transitional land use which buffers existing residential neighborhood. 0 f f - s t r e e t Par kin g Re qui rem e n t s : Pre lim ina r y revisions which have been proposed to the off-street parking section of the Town's zoning ordinance do not address a number of issues which are influential in determining the functional efficiency, visual character, and traffic safety impact of new development -- especially higher, intensity res iden t ia I and non-r e s-i den t ia I uses. These issues include: encouraging a reduction in the number of driveway access points on arterial roads by specifying minimum allowable distances between driveways, as well as promoting the use of shared access drives and non-arterial access points encouraging improved coordination between adjacent properties in laying out parking areas and internal circulation to provide safe and easy access between uses
encouraging the location of off-street parking for multifamily residential and office developments to the side and rear of buildings rather than between the building and the street These concerns should be addressed in further refinements and revisions to this section of the pro p 0 sed z 0 n in g 0 r din a n c e. Th e y s h 0 u Id a Iso be specifically included in the site plan review responsibility of the Town Planning Board. 3) Landscaping and Buffering Requirements: Proposed r ev i s i ons to the existing zoning ordinance require landscape buffers between residential and commercial or in d us tria Ius e s • Ho w eve r , nor equi rem en t s for landscape scr een ing be tween low dens ity res i den t ia I areas and multifamily residential developments are provided. Even more importantly, no requirements for interior parking lot landscaping, or screening between parking areas and the street (or adjacent non -res ide n t ia Ius e s ), are est ab lis h e d. Th e se additional landscaping requirements should be included in the revised ordinance. Enforcement of these requirement should also be specifically included in the site plan review process. Zoning Map Revisions: Figure 17 illustrates revisions to the zoning map in the Titus-Cooper Hudson planning strategy area which are recommended to implement of the Master Plan. These include: Redesignation of existing R-5 frontage and R-6 zones on Titus Avenue as Business, Non-Retail Redesignation of 2194-2196 Hudson Avenue frontage opposite Irondequoit Plaza to.a depth of '300' from Multif~ily to General Business Redesignation of the Hudson Avenue frontage (ext end in g 30 0 ' e a s te r 1y from Hu d son Ave n u e) opposite Irondequoit Plaza from 2118-2180 Hudson Avenue as Business Non-Retail Re des ig nat ion 0 f Hu d son A v e n u e fro n tag e , ext end ing 300' e a s te r Iy , from 2018 -2094 Hu d son Avenue as Multifamily Residential b) ~!!Q.li£L~!:.iY!!~_Q~~2~!:.!!i~!l : Imp 1 em en tat ion 0 f improvements to the Irondequoit Plaza/Titus Mall shopping center will be facilitated if a close and cooperative working relationship is established among the several center property owners and the Town itself. The Town can take the initiative in encouraging the upgrading of this important retail area by bringing the interested parties together to discuss specific improvement needs, and the 75
importance of coordinated planning, in resolving physical layout and image problems (e.g., access consolidation, more efficient internal circulation, improved parking area landscaping, and a unified architectural image). At the same time, agreements concerning public incentives and private reinvestments can be negotiated and the issue of the proposed RTA Transit Center can be evaluated. c) The Town has already initiated a CDBG-funded commercial revitalization program promoting the design and implementation of facade, sign, parking, and streetscape improvements in the Titus-Cooper area. This program should, of course, be continued to improve the area's physical environment.
The potential also exists for rev ita 1 izat ion pro gram too Irondequoit Plaza/Titus Mall Revenue Bond (IRB) financing loans for facade, signage, and Property tax abatements for a also be negotiated as an improvements.
extending this commercial the r bus ine sse sin the area by using Industrial to provide low interest parking area improvements. given number of years can incentive for desired
Public streetscape improvements -- including the development of a boulevard median, a turning lane and/or traff ic light on Hudson to he Ip control turn ing movemen ts and minimize congestion -- can also be used to encourage, or comp lemen t , pr iva te ly-f inanced impr ovement s to the Irondequoit Plaza/Titus Mall complex. These improvements should be closely tied to private property owner agreements to consolidate access points and rationalize internal parking area circulation. Street tree plantings, sidewalk construction, and crosswalks should also be made part of the effort· to improve the quality of the public environment. d)
!!l!!!:.-=~!!l£I Q222!!:.!!i2!l: Wit h the coo per a t ion 0 f the County traffic agency, the Town might explore the potential for creating a Hudson Avenue entrance to the Titus-Cooper shops. In addition, the possibility of county financial participation in landscape and sidewalk improvements along Hudson Avenue should be investigated.
The Town also has the opportunity to work with the Regional Transit Authority to find potential alternative locations for the proposed Transit Center if Irondequoit Plaza/Titus Mall does not appear to be the best location. This facility, as well as increased number of conventional bus waiting shelters, could playa positive role in enhancing the attractiveness of public transit use in Irondequoi t ,
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1795 &.I.140S0111 VeNUE. A rze.~NT 1l&~ON't.l6 OF ""I2ONT FOJ2",ON
[EXISTING _ CONDITIONS
. TOWN OF IRONDEQUOIT
MONROE COUNTY NEW YORK
I ' INC. INC. INC. COLUMBIA. COLUMBIA. MARYLAND MARYLAND D.C.
TITU.S / COOPER / HUDSON
MASTER PLAN STUDIES
DESIGN I RESEARCH. SHAH & ASSOCIATES.
BARTON APRIL SCALE:
- ASCHMAN 1983 1"
rt.. ="l===:! i=t....
BUSINESS NON-RETAIL ALONG NORTH SIDE OF TITUS AVENUE CONSOLIDATION OF ACCESS POINISi PARKING LOT REORGANiZATioN AND BEAUTIFICATION .
CREATE NEW "FRONT DOOR" ENTRANCE ON TITUS AVENUE EXISTING APARTMENTS
! __ ; _.
RECOMMENDED ROAOWA'A AND FACADE IMPROVI;MI;NJ,§;, ..., F TITUS AVENUE RETAIL AR~A
: , EXISTING
TITUS / COOPER / HUDSON
TOWN OF IRONDEQUOIT
MONROE COUNTY MASTER PLAN STUDIES NEW YORK
DESIGN I RESEARCH,
INC. INC. INC.
MARYLAND MARYLAND D.C.
PRAFUL SHAH &
BARTON - ASCHMAN APRIL SCALE: 1983 1" = 200'