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PLAINVIEW MIXED-USE COMPLEX
by
CAYL S. MOLLIS
A THESIS IN ARCHITECTURE
SUBMITTED TO THE ARCHITECTURE FACULTY

OF THE COLLEGE OF ARCHITECTURE
OF TEXAS TECH UNIVERSITY
IN PARTIAL FULLFILLMENT FOR THE DEGREE OF
BACHELOR OFARCHITECTURE
CHAIRMAN OPTHE COMMITTEE
PROGRAM INSTRUCTOR (ARCH 4394): DAVID A. DRISKILL

DESIGN CRITIC (ARCH 4631): PROF. MICHAEL PETERS
ACCEPTED
DEAN, A C L L E G E C^ ARCHITECTURE
MAY, 1988
PLAINV
1XED=U
TABLE OF CONTENTS
PAGE TITLE PATTERN

NUMBER NUMBERS
2 THESIS STATEMENT
3 PATTERNS
4 REGDNAL SHOPPING CENTER 1-2
5 PLAINVIEW SHOPPING CENTERS 3
6 MULTIFUNCTIONAL CENTER 4-5
7 CITY CENTER 6-7
11-23 FIGURES 9-21
24 RETAILING
24 OFFICES
25 BANKS
25 HOTELS
26 GOVERNMENT BUILDINGS
26 OTHER BUILDINGS
27 SITE
29 HISTORICAL CONTEXT 8-12
31 RELATIONSHIP TO DOWNTOWN 13-16
32 ACCESS TO THE COMPLEX 17-18
33 PARKING 19-35
36 EXISTING STRUCTURES 36-38
37 ACTIVITIES
38 RETAIL STORES 39-45
39 RESTAURANTS 46-53
41 OFFICES 54-55
42 APARTMENTS AND HOTEL ROOMS 56-59
42 COMMUNITY MEETING FACILITIES 60-61
43 INDOOR PUBLIC SPACES 62-69
45 OUTDOOR PUBLIC SPACES 70-79
47 MANAGEMENT OFFICES 80-91
48 SERVICE 92-95
50 NOTES
52 SPACE ALLOCATION
55 FIG.-38 PROPOSED CIVIC CENTER FACILITY
56 ADJACENCY MATRIX
58 ECONOMIC ANALYSIS
64 RETAIL SHOPS STUDY
66 CASE STUDIES
67 THE GALLERY AT MARKET EAST
69 THE GRAND AVENUE
72 KALAMAZOO CENTER
74 COURTHOUSE CENTER
78 MIDTOWN PLAZA
80 MALL OF THE BLUFFS
82 SOURCES OF INFORMATION
THESIS STATEMENT
TO DESIGN A MIXED-USE COMPLEX FOR PLAINVIEW, TEXAS,

WHICH WILL HELP REJUVINATE THE DOWNTOWN AREA AND ACT
AS THE CENTER OF COMMUNITY LIFE FOR THE CITY AND REGION.
PATTER
REGIONAL SHOPPING CENTER
The 1960's and 1970's saw the development of

large, regional shopping centers that drew shoppers
from as far away as 15 to 20 miles.'' These centers
were typically located in large metropolitan areas in
order to capture a larger shopping market.
The late 1970's and the 1980's have seen the
expansion of regional centers into "mid-market" areas
located outside of major metropolitan areas.^ These
shopping centers typically have a market radius of up
to 30 miles or more, drawing upon large areas of rural
population.^
These mid-market centers are typically the size of
community shopping centers, ranging from 100,000 to
300,000 square feet in gross leasable area (GLA) and HNUfmWMl
housing 30 to 50 stores."^-^-^ These centers are usually
designed as smaller versions of the large regional
centers, being designed as enclosed malls with one or
more department stores as the anchor tenants. The
stores within these centers offer a wide range of goods
and services that emulate the variety of goods usually
found in downtown shopping areas.
As of 1986, all but two non-metropolitan Texas
Cities of 20,000 to 50,000 population had mid-market Hfftfltfg
regional shopping centers. These two cities were Paris
and Plainview.''
The city of Plainview, Texas has a population of FIG. 1-TYPICAL REGIONAL CENTER
approximately 24,800, located 45 miles north of the (FROM GRUEN)
Lubbock, Texas, metropolitan area in the South Plains
region of West Texas.^ Plainview's economic region
includes seven counties, Briscoe, Castro, Floyd, Hale,
Lamb, Motley and Swisher, and is located between the
Amarillo, Texas, and Lubbock, Texas, regional markets
and the Clovis, New Mexico, regional market.^
This economic region has an estimated population
of 90,500 that is currently influenced by four regional
shopping centers located outside of the region.^°
Plainview, being the largest city within this region , is
a prime candidate for the location of a regional center
to serve the population of this area.
1 DEVELOP A REGIONAL SHOPPING CENTER OF

100,000 TO 300,000 SQUARE FEET (SEE
PATTERNS 4,7 & 39).
2 DEVELOP A REGIONAL SHOPPING CENTER

CONTAINING 30 TO 50 STORES PROVIDING A WIDE
VARIETY OF GOODS AND SERVICESN (4,7 & 39).
PLAINVIEW SHOPPING CENTERS
Within the past several decades shopping centers

designed as enclosed malls have become the focus of
community life in many cities, becoming updated
versions of the downtown "Main Street".""^
Though Plainview does not currently have such a
mall, it does have five shopping centers (see Fig. 12).
These community shopping centers are designed as
"strip centers", with all the stores facing onto large
parking lots. These centers have located in them all
but one major Plainview department store, with three
department stores recently moving out of the
• ^
L
downtown area. These shopping centers range in size
from 100,000 to 200,000 square feet of GLA with 8 to
FIG. 2-STRIP CENTERS
30 stores.''2 No public activity space has been provided (FROM GRUEN)
within any of these centers. Because of this design,
none of these centers act as the focus of community
life.
3 DESIGN A REGIONAL SHOPPING CENTER WITH

PUBLIC SPACES THAT ACT AS THE FOCUS OF
COMMUNITY LIFE FOR PLAINVIEW (62).
MULTIFUNCTIONAL CENTER
"Unifunctional centers", a term used by Victor

Gruen to describe shopping centers, amusement
centers, office centers, financial centers, civic
centers, etc., segregate typical urban activities. This
dispersal of activities creates an "anti-city", where
true urbanity can not occur.''^
Gruen describes this urbanity with three
characteristics:^^
The opportunity for direct human

communications.
The opportunity for the free exchange

FIG. 3-UNIFUNCTIONAL CENTERS
of ideas and goods. (FROM GRUEN)
The enjoyment of human freedoms as

expressed by a nearly inexhaustible
access to a multiplicity of choices.
Unifunctional centers, because of their seperate,

individual locations, create "enforced mobility",
causing the public to waste time and energy travelling
from one center to another center during daily
activities.^^
"Multifunctional centers", as opposed to
FIG. 4-THE SUBURBAN LABYRINTH
unifunctional centers, bring together urban activities (FROM GRUEN)
in a single complex, thereby promoting urbanity.''^
4 DEVELOP A MULTI-USE COMPLEX FOR

PLAINVIEW THAT PROVIDES FACILITIES FOR
SHOPPING, AMUSEMENT, OFFICE AND CIVIC
ACTIVITIES (1,2,7,39,54,57).
5 DESIGN THE MULTI-USE COMPLEX IN A FIG. 5-THE MULTIFUNCTIONAL

CONCENTRATED MANNER SO AS TO PROMOTE THE CENTER THAT SOLVES
THE LABYRINTH
CHARACTERISTICS OF URBANITY. (FROM GRUEN)
CITY CENTER
Because of the rapid development of unifunctional

centers since the 1950's, the downtown districts in
most cities have deteriorated, losing businesses to the
suburban developments."*^
This deterioration is now occuring in Plainview,
with the development of five large strip shopping
centers, the loss of all but one major department store
to these centers, and the development of office parks,
restaurants, hotels and theaters in the western portion
of the city, towards Interstate 27 (see Fig. 12).
Since the 1970's, though, a trend in the
revitalization of downtown areas has flowered."' ®
People have realized that there is much more to
downtown than retailing, including offices, banks,
government facilities and services that make it the
focus of community life.^^
All of these facilities are found in downtown
Plainview. This area should not be abandoned as the
heart of the city because of the location of the
Courthouse and City Hall facilities, the primary banking
facilities, and the major businesses, law offices and
churches located there. Because of the large number of
people these facilities bring downtown, the retail
sector should be strengthened to complement and add to
the current functions of downtown.
Because of the variety of activities found
downtown, and since Plainview has no shopping center X
that acts as a community or regional focus, the
development of a mixed-use complex in downtown San 6pm
Plainview should act as a catalyst for downtown

renewal and as a center for the Plainview region. RBSi3unir.1
D
1 X$ixcafi 1 I 1 X
Because the cost of construction in downtown ,tci»vn-, ^4 •
y " ^ "X IP <^'/^ ""C ~V^ c^
areas is higher than in open suburban areas, the iL^C^^ÔJ

development of a multiplicity of uses, projected upon a
24 hour daily life cycle, can help justify downtown FIG. 6-THE 24 HR. DESIGN CYCLE
projects. A variety of uses, such as retail stores. (FROM BASILE)
8
offices, hotels, convention centers, theaters, financial

services, events and spectacles, can act together, each
supplementing and reinforcing the other.^°
If this country's suburban centers have become the
symbols of a type of superficial culture, . . . the worst
of western culture . . . our downtowns must by contrast
produce "a rich, varied, sophisticated urban texture
which will proudly proclaim the depth, variety and FIG. 7-A MULTI-USE URBAN
excitement of the culture of cities".^^ CENTER - WESTMOUNT
The development of such mixed-use centers in SO., MONTREAL
(FROM BASILE)
small and medium sized cities , with the concentration
of place and excitement in such centers, could renew
every aspect of the city's commercial and business
life.22
6 DEVELOP A MIXED-USE COMPLEX IN

DOWNTOWN PLAINVIEW WHICH ACTS AS THE
FOCUS OF COMMUNITY LIFE (47,57).
7 DEVELOP A MULTIPLICITY OF USES,

INCLUDING RETAIL, OFFICE, HOTEL, CONVENTION,
EVENT AND SPECTACLE, WHICH PROVIDE 24 HOUR
ACTIVITY AND INCOME (1,2,4,39,46,57,60).
DOWNTOWN PLAINVIEW
Characteristics
The original town of Plainview consists of 49

blocks, with streets laid out in a grid pattern
consisting of seven blocks north and south and seven
blocks east and west. In the center of the original town
is located, on Block 25, the Courthouse Square. The
Courthouse Square is located between Broadway, Ash,
5th and 6th Streets (see Fig. 9).
On the south edge of the townsite is Running Water
Draw, which flows eastward, becoming the White and,
eventually, the Brazos River. To the north of the
townsite is located a playa lake. The Courthouse
elevation is approximately 3355 feet, while Running
Water Draw is approximately 3340 feet where
Broadway Street crosses (see Fig. 9).
Broadway is the major retail street in downtown,
acting as the city's historic "Main Street". Other
commercial activities occur north along Broadway and FIG. 8-SANTA FE DEPOT
(FROM ROBINSON)
Ash Streets, east along 5th and 6th Streets, and west
between 4th and 7th Streets to Columbia Street (see
Fig. 10). The densist portion of downtown is along
Broadway and Ash Streets from 4th Street to 9th
Street (see Fig. 11).
5th Street (U.S. Highway 70) is the city's primary
thoroughfare and commercial street, running from east
to west. Columbia Street (Loop 445), running from
north to south along the western edge of the original
town, is another commercial street and was once the
primary north-south highway through Plainview. This
highway has now been replaced by Interstate 27, which
bypasses the city to the west (see Fig. 12).
The Santa Fe Railroad arrived from the north in
1908, with the present depot, located at the northern
end of Broadway at 12th Street, built in 1910.2^ The
railroad, running south from Amarillo, parallels 1-27
and Columbia Street, turning southeastward along the
northern edge of downtown. One spur continues
southeastward to Floydada, Texas, while the main line
continues south along the eastern edge of downtown.
This line then arcs southwestward toward Hale Center
and, eventually, south to Lubbock, Texas.
The Fort Worth and Denver Railroad arrived later,
running from the east just south of the Santa Fe tracks
on the north side of downtown, turning northwest and
running to Dimmit, Texas.
Plainview developed primarily west and northwest
of downtown because of the railroads to the north, east
and south, the Running Water Draw to the south, and the
Hale County Airport to the southwest. Only a small
10
portion of the city grew north, south or east (see Fig.

14 & 15).
Wayland Baptist University, founded in 1909, lies
17 blocks (just over one mile) west of Broadway,
centering on 7th Street (see Fig. 12).2'^
11
FIG. 9 - TOPOGRAPHY
(Map from Robinson, Plainview Main Street Project)
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FIG. 10-LAND USE

RETAIL COWERCIAL
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FIG. 11 - FIGURE / FIELD STUDY

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FIG. 12 - THOROUGHFARE PLAN

(Map from Robinson, Plainview Main Street Proj^nt^
LEGEND:
• • • I existing freeway S
existing major t h o r o u g h f a r e
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1. wayland baptist college
e. central business district
^ SHappilMC3 C E N T E R S
15
FIG. 13 - TRAFFIC VOLUME

(Map from Robinson, Plainview Main Street Projects
16
FIG. 1 4 - POPULATION DISTRIBUTION 1981

(Map from Robinson, Plainview Main Street Project^
17
FIG. 15 - POPULATION DISTRIBUTION 2000

18
FIG. 16 - VACANT COMMERCIAL

(Map from Robinson, plainview Main Street Proiect)
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FIG. 17 - TRAFFIC CONTROL AND CONDITIONS

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FIG. 19 - ON-STREET PARKING

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22
RG. 20 - NATIONAL REGISTER HISTORIC

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FIG. 21 - CITY OF PLAINVIEW HISTORIC DISTRICT

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FIG. 22-BROADWAY BETWEEN 6TH AND 7TH (FROM ROBINSON)
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FIG. 23-HILTON HOTEL (FROM ROBINSON)

24
Retailing
The primary retail shops in downtown Plainview

are located on the north and west sides of the
Courthouse Square and along either side of Broadway
from 6th Street to 9th Street. The main shopping block
is between 6th and 7th Streets on Broadway (see Fig.
22).
Other retail shops occur along Ash Street from 5th
to 9th Streets, along the south side of the Courthouse
Square, and along Broadway between 2nd and 5th
Streets.
All retail buildings are one or two stories high,
with taller buildings occurring sporadically (see Fig.
22, 23, 24 & 27).
Because of the recent move of several department
stores away from downtown, large amounts of vacant
space have occurred (see Fig, 16). The old Marse and Son
store and Anthonys store, located next to each other on
the west side of Broadway, lay between 6th and 7th
streets. The old Perry's variety store is located on the
northwest corner of 6th and Broadway in the old First
National Bank Building, while the old J.C. Penney store
is located on the southwest corner of 5th and
Broadway. Various smaller stores have been vacated
throughout the downtown area.
Sears still operates a small full-line department
store on the southwest corner of 3rd and Broadway,
while several furniture stores make up the remaining
larger stores located downtown.
Offices
The Skaggs Building, built in 1925, is the primary

office building in the downtown area.^^ This four story
building houses various offices, ranging from insurance
and financial services to medical services. It is located
25
on the northwest corner of 7th and Broadway.

Other office buildings include the two story
Weksler Building, formerly the Schick Opera House,
built in 1929, and the Burch Building, a one story
structure dating form the early 1970's.^® T h e s e
buildings are located across 7th Street from each other
on the southwest and northwest corners, respectively,
of 7th and Ash Streets.
Various other financial, legal and service offices
are located throughout downtown, primarily in one
story structures. Other significant offices include
those of Southwestern Public Service, at the southeast FIG. 24-SKAGGS BUILDING
corner of 7th and Austin, Energas, at the southeast (FROM ROBINSON)
corner of 8th and Austin, and a new one story office
building on the south side of 4th Street between Austin
and Baltimore Streets.
Banks
Two banks are located downtown. The First

National Bank is located on the south side of 5th Street
between Austin and Baltimore Streets, while Hale
County State Bank has its offices on the north side of
5th Street between Austin and Baltimore Streets. The
First National Bank Building opened in 1963, while
Hale County State Bank is in a recent structure.
The two story office of Summit Savings FIG. 25-WEKSLER BUILDING - THE
OLD SCHICK OPERA HOUSE
Association is located on the northwest corner of 6th
(FROM ROBINSON)
and Baltimore.
Hotels
The historic Ware Hotel, located on the southwest

corner of 6th and Broadway, was originally a three
story hotel. A fourth story was added later. This
building is now the County Courthouse Annex.^''
The eight story Hilton Hotel was built in 1929. It
26
is reported to be the second such hotel to be built by

the famed hotelman, Conrad Hilton (see Fig. 23). The
hotel was once the cultural mecca of Plainview, with
gala events held in the ballroom. The interiors were of
an ornate and elaborate style.^® After its closing as a
hotel, presumably in the late 1970's, it was used as a
retirement hotel. It now stands vacant at the northeast FIG. 26-ORIGINAL WARE HOTEL
corner of 6th and Austin Streets. (FROM ROBINSON)
A modern, two story motor hotel, the Travel Inn, is
located on the north side of 8th Street between Ash and
Broadway.
Government Buildings
The Hale County Courthouse is a four level, domed

brick building located in the center of the Courthouse
Square. It was built in 1908, replacing a wooden
structure built in 1889. This building stands as the
psychological heart of the city and county.
The U.S. Post Office was built in 1932 on the FIG. 27-COUNTY ANNEX BUILDING
southwest corner of 7th and Ash Streets.^^ Its style THE OLD WARE HOTEL
(FROM ROBINSON)
includes a Spanish styled arched portico and a clay tile
roof.
The City Hall and Police Department were
apparently built in the 1960's. City Hall is located on
the northwest corner of 9th and Broadway while the
Police Department is located on the northeast corner of
9th and Austin.
The public Library is located on the southwest
corner of 9th and Austin. This building was apparently
built in the late 1920's or in the 1930's.
Other Buildings
The Schick Opera House, located on the southwest

FIG. 28-HALE COUNTY
corner of 7th and Ash Streets, was built in 1909. This COURTHOUSE
900 seat balconied opera house was used for the (FROM ROBINSON)
27
performances of touring light opera companies until

about 1920. The building has since been remodeled and
Is now known as the Wecksler Building, housing various
businesses and offices (see Fig. 25).^°
The old First National Bank Building is a two story
brick structure located on the northwest corner of 6th
and Broadway. Built in 1909, this building housed the
bank on its first floor, with offices on the second floor, FIG. 29-POST OFFICE
until iges.^"* After that time, the building housed the (FROM ROBINSON)
downtown branch of Perry's Variety store until the
early 1980's. It now stands vacant (see Fig. 22).
The Granada Theater, located on the east side of
Broadway between 8th and 9th Streets, is a
Spanish/Moorish styled movie theater apparently built
in the 1920's. It has been remodeled into a twin cinema
and is currently the only movie theater operating
downtown.
The First Baptist Church is a large brick structure
situated on the block bounded by 7th, 8th, Austin and
Baltimore Streets. It is the largest church in the
downtown area and is one of the largest churches in the
city.
Site
The site chosen for the mixed-use complex in

downtown Plainview consists of an "H"-shaped tract
consisting of approximately 17.5 acres on the west
side of downtown. The tract lies between 5th, 8th,
Broadway and Columbia Streets, consisting of the west
half of Blocks 30,31,32 and all of Blocks 40,44,45 and
46, Original Town, Plainview, Texas. A portion of the
east half of Block 3 1 , consisting of the vacated Marse
and Sons store and Anthonys store on Broadway Street,
is also a part of the site (see Fig. 9 & 22). The site
wraps around the First Baptist Church, to the north on
Block 4 1 , and the Hale County State Bank, to the south
on Block 39.
28
The site is relatively flat on the north and east

portions, slightly sloping eastward. The southwest
portion of the site slopes south and southwestward,
droping from 3356 feet elevation at 7th and Baltimore
Streets to an elevation of 3350 feet at 5th and
Columbia Streets (see Fig. 9).
The west half of Block 30 is mostly parking, with
the one story office of Energas located on the north end
and a one story auto body shop located in the middle
section of the block.
The west half of Block 31 contains the one story
offices of Southwestern Public Service Company on the
northwest corner, while the eight story, vacant Hilton
Hotel is located across the south end. The remainder of
the west half is parking.
The west half of Block 32 is mostly parking, with
a two story building next to the alley on the north end.
This building houses an antique store (see Fig. 30).
Block 40 contains the site of the old City National
Bank, which recently ceased operations. This site
contains a 20,000 square foot building on the
northwest corner with a drive-thru banking facility to
the southwest. The two level bank building, with one FIG. SO-RETAIL BUILDING FACING
level being a basement, is currently being considered by 6TH ST., BLOCK 32
(FROM ROBINSON)
the City of Plainview for a new convention center (see
Fig. 38). The northeast portion of the site contains a
one story building housing an insurance office. The
remainder of the block is parking.
Block 44 contains a one story structure, housing a
flower shop, on the southeast corner. The remainder of
the site consists of parking lots and recently vacated
lots that once contained houses.
Block 45 contains six structures. On the northwest
portion, adjacent to the alley, is a one story office
building containing a finance office in its west half and
vacant space in its east half. On the northeast corner is
a one story office building for the Federal Land Bank,
while to the south of the bank is a one story building
housing a law firm. In the middle of the east portion of
29
the block is a one story structure containing a CPA

office in the front and an auto body shop to the rear. On
the southeast of the block is the two story office of
Summit Savings Association, oriented towards 6th
Street. Across the alley to the west is a small, one
story restaurant stand. The remainder of the block is
parking.
Block 46 is the most densly developed block within
the site. The north half of the block contains the one
story showroom and the display lots for an automobile
dealership. The southeast portion of the block contains
a large, one story structure housing a large-scale
cleaners, while the southwest corner contains a one
story service station facility housing a tire dealership.
The streets within and around the site are either
brick or asphalt paved (see Fig. 18). Right-of-way
widths are 100 feet for 5th, 6th and Broadway Streets,
and 75 feet for all other streets. On-street parking is
provided on all streets except 5th and Columbia
Streets. This parking is a mixture of angled and parallel
parking spaces (see Fig. 19).
Historical Context
Mixed-use centers should contribute to and

accomodate community interests and values, providing
architectural quality and compatability.^^ Mixed-use
complexes should also be sensitive to the scale, history
and tradition of the city and should have a
human-scaled design.^^
Plainview's wealth of old and historic buildings
prompted the city to be selected for the Main Street
Project of the National Trust for Historic Preservation.
Downtown Plainview has also been nominated to the
National Register of Historic Places (see Fig. 20 &
21).34
The development of downtown Plainview occured
mostly from its founding in 1886 through the decades
30
of the 1930's and 1940's. Significant structures

remaining from this period include the County
Courthouse, the Schick Opera House (now the Weksler
Building), the Ware Hotel (now the County Annex
Building), 603 Broadway (the old First National Bank
Building and Perry's store), the Skaggs Building, and
the Hilton Hotel.
Within the proposed site for the mixed-use
complex is the Hilton Hotel, built in 1929 by Conrad
Hilton (see Fig. 23).^^ Immediatly adjacent to the site
is the 603 Broadway Building, with the Courthouse,
FIG. 31 -LOOKING WEST DOWN 6TH
Ware Hotel and Schick Opera House located within one ST. FROM THE COURTHOUSE
block of the site. (FROM ROBINSON)
8 DESIGN A MULTI-USE COMPLEX THAT

ACCOMODATES COMMUNITY INTERESTS AND
VALUES.
9 DESIGN A MIXED-USE COMPLEX THAT IS

SENSITIVE TO THE SCALE, HISTORY AND
TRADITION OF PLAINVIEW 13,15,16,18,38,70).
10 DESIGN A MIXED-USE COMPLEX THAT HAS A

HUMAN SCALE (35,78,79).
11 DESIGN A MIXED-USE COMPLEX THAT

RESPECTS THE MAIN STREET PROJECT AND
HISTORICAL DESIGNATION OF DOWNTOWN
PLAINVIEW (37,38).
12 DESIGN A MIXED-USE COMPLEX THAT

RESPECTS THE HISTORIC HILTON HOTEL AND
OTHER HISTORIC STRUCTURES IN DOWNTOWN
PLAINVIEW (36,37,56).
31
Relationship to Downtown
A new, large-scale multi-use complex located in a

downtown area will hopefully draw in new businesses
and, therefore, a larger number of people than currently
use downtown. But if an urban complex is designed as
an independent entity, like the suburban shopping
center, then it can not directly benefit downtown.^®
If there is an interest in a downtown center,
downtown must have something else going for it. The
center should therefore not turn away from the existing
structure and function of downtown, but should instead
preserve, protect and strengthen those special
qualities.^^ In discussing the design relationship of
Horton Plaza to downtown San Diego, John Gilchrist,
Jr., states that "no urban retail project, no matter how
brilliantly conceived, could survive in a vacuum".^^
What downtown Plainview has going for it is the
location of most government, financial and business
offices, a wealth of old and historic buildings and the
development of its Main Street Project.
Therefore, a new downtown mixed-use complex
should be an integral part of downtown, recognizing
that it is one anchor in a center that encompasses all
of downtown.^^ It should not turn its back on the
surrounding environment.'^°
The integration of such a complex can be achieved
by working with the patterns and fabric of downtown,
creating plazas and pedestrian ways connecting with
downtown, using the same scale as surrounding
buildings, and integrating new shops and services with
downtown businesses so that downtown has shopping
center convenience with downtown scale and
environment."^^
Shopping and mixed-use centers that have good FIG. 32-COMMERCIAL STRUCTURES
relationships to their downtowns include The Grand ON BROADWAY, ACROSS
FROM SITE
Avenue in Milwaukee, Gallery at Market East in (FROM ROBINSON)
Philadelphia, Eaton Center in Toronto, Faneuil Hall
Marketplace in Boston, and Courthouse Center in
32
Columbus, Indiana (see Case Studies).
13 DESIGN A MIXED-USE COMPLEX THAT IS AN

INTEGRAL PART OF DOWNTOWN (9,70,71,73).
14 DESIGN PLAZAS AND PEDESTRIAN WAYS THAT

CONNECT THE MIXED-USE COMPLEX WITH
DOWNTOWN (70,71,73,74).
15 DESIGN THE MIXED-USE COMPLEX WITH THE

SAME SCALE AS DOWNTOWN (9).
16 INTEGRATE NEW SHOPS AND SERVICES WITH

EXISTING DOWNTOWN BUSINESSES (9).
Access to the Complex
Since Plainview does not have any public

transportation services, access to the complex should
be assumed to be primarily by car. Pedestrian access to
the complex from nearby residential areas and from
downtown activities should also be of primary concern.
Automobile access should occur from adjacent
major thoroughfares. Columbia Street and Fifth Street
are the primary thoroughfares to the downtown area
and border the proposed site on the west and south,
respectively.
The nearest residential areas occur west of
Columbia Street and north of Sixth Street. Seventh
Street, which connects downtown with Wayland
University, runs through both the proposed site and the
residential areas. Therefore, Seventh Street should be
reinforced as a pedestrian link to the complex.
Major buildings in the downtown area which could
generate pedestrian traffic to the complex Include the
Skaggs, Burch and Weksler office buildings, the County
Courthouse and Annex, and the Hale County State Bank.
The retail areas around the Courthouse Square and along
33
Broadway from the Square to Eighth Street can also be

expected to generate pedestrian traffic to the complex.
Direct access to the complex from these areas is
important to help relate the complex to the downtown
area.
17 PROVIDE AUTOMOBILE ACCESS FROM

COLUMBIA STREET AND FIFTH STREET (33).
18 PROVIDE PEDESTRIAN LINKS ALONG SEVENTH

STREET AND TO BROADWAY AND THE DOWNTOWN
AREA. DESIGN THESE LINKS SO THAT THEY
RELATE TO THE SURROUNDING AREA AND THE
MAJOR TRAFFIC GENERATORS OF DOWNTOWN
(9,70).
Parking
The proposed site for the mixed-use complex is

within the "CB" Central Business District zone of the
Painview zoning ordinance. Within this district there
are no parking restrictions or requirements.
However, a successful shopping or mixed-use
center depends upon adequate parking. Therefore, the
following parking requirements will be used for the
mixed-use complex. All requirements are based upon
the Off-Street Parking and Loading Requirements,
Section 27, of the Plainview Zoning Ordinance. 1982,
unless otherwise noted:
Office Space:
(1 parking space for each
200 square feet of space) 1:200
Community-use Space 1:300
Assembly or Exhibition Hall

without fixed seats 1:100
34
Retail Space (based on GLA) 1:250
Restaurant or Night Club 1:100"^^
Multi-Family Dwellings:
1 space per dwelling plus
1/2 space for each individual
bedroom in all dwelling units.
Hotel:
1 space for each 2 sleeping
rooms or suites plus 1 space for
each 200 square feet of
commercial floor area con-
tained therein.
The use of 90-degree parking stalls with two-way

aisles allows for a greater number of parking spaces
than angled parking stalls. However, the use of angled
parking stalls provides easier maneuvering while
parking a car. If angled parking is to be used, one-way
aisles situated for counterclockwise circulation is
preferable.'*^
When developing a mixed-use complex, a need
arises to seperate parking for conflicting uses."^"^ This
is especially true for the seperation of short-term
retail parking from longer-term office parking. If all-
day office parking is located adjacent to the major
entrances of the shopping facility, retail customer
conveniece is jeopardized.^^
To solve this problem, long-term parking should be
seperated from shorter-term parking. Entrances to the
specific uses intended for the parking should be
directly related to that parking.
Since parking lots typically cover a larger area
than the building they serve, and since large parking
lots can easily become a "sea of asphalt", they should
35
be heavily landscaped."^® Parking lots for the mixed-use

complex should be divided by landscaped buffers into
several smaller parking "islands". This will help reduce
the scale of the lots and should help in reducing heat
pockets and wind velocities over these open areas. Such
landscaping will also provide a much needed amentity
in an urban area.
Automobile access to parking should be primarily
from Columbia and Fifth Streets. Parking aisles should
be perpendicular to the complex and its entrances,
allowing easy pedestrian access and orientation to the FIG. 33-COURTHOUSE FROM 5TH ST
buildings. The majority of parking spaces should be LOOKING EAST
(FROM ROBINSON)
within 300 to 400 feet (approximately one block
length) of a building entrance, thereby providing a
comfortable walking distance.'^'^
19 PROVIDE 188 OFFICE PARKING SPACES (55).
20 PROVIDE 200 COMMUNITY MEETING PARKING

SPACES (61).
21 PROVIDE 620 RETAIL PARKING SPACES (39).
22 PROVIDE 22 APARTMENT PARKING SPACES

(59).
23 PROVIDE 73 HOTEL AND HOTEL RETAIL

PARKING SPACES (59).
24 PROVIDE 9 FEET WIDE BY 18 FEET LONG

PARKING STALLS.
25 PROVIDE 12 FOOT WIDE HANDICAPPED

PARKING STALLS.
26 PROVIDE 24 FOOT WIDE CIRCULATION AISLES

FOR 90-DEGREE PARKING.
36
27 PROVIDE 60-DEGREE PARKING STALLS FOR

ANGLED PARKING.
28 PROVIDE 20 FOOT WIDE CIRCULATION AISLES

FOR ANGLED PARKING.
29 PROVIDE ONE-WAY, COUNTERCLOCKWISE

CIRCULATION FOR ANGLED PARKING.
30 SEPERATE PARKING FOR SPECIFIC USES

(OFFICE, RETAIL, APARTMENT, HOTEL)
(55,59,61).
31 RELATE THE ENTRANCES OF SPECIFIC USES

TO THEIR SPECIFIC PARKING AREAS.
32 IF PARKING LOTS ARE TO BE USED, DIVIDE

THE LOTS INTO A SERIES OF "ISLANDS" THAT ARE
SEPERATED BY A SERIES OF HEAVILY
LANDSCAPED BUFFERS.
33 PROVIDE PRIMARY AUTOMOBILE ACCESS FROM

COLUMBIA AND FIFTH STREETS (17).
34 DESIGN PARKING AISLES THAT ARE

PERPENDICULAR TO THE MAJOR BUILDING
ENTRANCES.
35 DESIGN THE MAJORITY OF PARKING SPACES

TO BE WITHIN 300 TO 400 FEET OF AN ENTRANCE
(10).
Existing Structures
When economically and structurally feasible, the

use of existing structures within a mixed-use complex
can help to develop a relationship between the complex
and its historical context."^^ The use of the Hilton Hotel
37
within the proposed complex can provide a landmark

identity for the project and can provide a viable
structure for such activities as lodging, dining,
entertaining and living. The use of the Marse and Sons
or Anthonys store, if practical, can provide a direct
relationship with the historic retail shopping area
along Broadway.
36 USE THE EXISTING HILTON HOTEL BUILDING

AS AN INTEGRAL PART OF THE COMPLEX (12,56).
37 RENOVATE THE HILTON HOTEL BUILDING INTO

HOTEL ROOMS, APARTMENTS, RESTAURAUNTS,
CLUBS AND BALLROOMS THAT ACCOMODATE
MODERN STANDARDS (12,11).
38 REMODEL THE OLD MARSE AND SON STORE OR

THE OLD ANTHONYS STORE, IF PRACTICAL, AS
PART OF THE MIXED USE COMPLEX (9,11).
ACTIVITIES
The purpose of a mixed-use development is to

bring together in one location a series of activities
that represent the life of a city; the development is to
act as the center of community life.
By combining various uses, a beneficial support
structure occurs whereby retailing can supply the
vitality and diversity that supports the residential,
office and institutional uses of the complex."^® This
support structure also works beneficially with the rest
of downtown; existing offices, government services,
banks and financial services work as a major draw for
retailing and restaurants.^°
The realization of the benefits of this structure
has created a trend in downtown retail and mixed-use
centers.^^ Many of these centers are being developed as
microcosms of the historical downtown, with retail.
38
service, office, hotel, entertainment and residential

uses linked or layered in a single complex.^"^
In 1974, 39 downtown shopping centers were
identified, while a 1983 ULI study identified over 100
downtown retail and mixed-use projects.^^-^^
Retail Stores
Shopping has become more than just a day-to-day

necessity, but rather a social activity that bring people
together for people watching and socializing as well as
for window shopping.^^ Shopping has become something
people enjoy doing rather than having to do.^®
Because of this social aspect, retail stores are a
major component in a mixed-use complex. The social
aspect of shopping is instrumental in making a
mixed-use complex the center of community life.
Changes in merchandise sales have allowed stores
to sell more merchandise per square foot than was
typical in the 1950's and 1960's.^'' For this reason
shops in newer shopping centers have shallow store
depths, ranging from 80 to 120 feet. Smaller shops can
be as shallow as 30 to 60 feet. Reducing the depth of
the stores allows cost savings to stores without losing
valuable store frontage.^®
Store widths in most shoppping centers range
from 12 to 45 feet, with 30 feet being typical.^^ Small
stores can add charaacter to shopping centers,
therefore frontages for large tenants should be kept to
a minimum, allowing more exposure for a larger number
of shops.®° This exposure can be accomplished by
"wrapping" the larger tenants around one side and the
rear of a smaller tenant. Because of their smaller size
and smaller quantity of merchandise, smaller stores
can easily be serviced from their main entrance.
These tenant spaces are usually left unfinished,
allowing for greater individual store design. Structural
elements (plumbing and heating stacks, a/c ducts,
toilets, stairways) should be placed on permanent end
39
walls. Tenant space partitioning should consist of

flexible, non-bearing walls, with fire walls being the
only permanent walls between tenants. Ceiling hieghts
within tenant spaces, from the slab to the bottom of
the structural roof supports, should be between 10 to
14 feet.®^
39 DESIGN RETAIL TENANT SPACES THAT RANGE

FROM 80 TO 120 FEET IN DEPTH, WITH SMALLER
SHOPS BEING AS SHALLOW AS 30 TO 60 FEET
(1,2,4,7,21,58).
40 DESIGN RETAIL TENANT SPACES THAT RANGE

FROM 12 TO 45 FEET IN WIDTH.
41 DESIGN RETAIL TENANT SPACES SO THAT THE

LARGEST NUMBER OF SHOPS CAN HAVE GOOD
EXPOSURE TO PEDESTRIAN AREAS.
42 LEAVE TENANT SPACES UNFINISHED.
43 PLACE STRUCTURAL ELEMENTS (PLUMBING

AND HEATING STACKS, A/C DUCTS, TOILETS,
STAIRWAYS) ON OUTER PERIMENTER WALLS.
44 DIVIDE TENANT SPACES WITH FLEXIBLE, NON-

PERMANENT WALLS, EXCEPT FOR REQUIRED FIRE
WALLS.
45 PROVIDE CEILING HIEGHTS OF 10 TO 14 FEET.
Restaurants
Eating is the most frequent human activity, and

can add to the traffic and success of a downtown
project.®^
The drawing power and established employment
papulation of the downtown area can provide an
40
important base for eating establishments, especially Lee Street Parkng Garage
E n " , IMC 1 •
during the noon lunch period. The mix of activities

found in a mixed-use complex, including retailing,
offices, hotels, apartments and public meeting areas,
can provide an additional base for these
establishments. The eating establishments, in return,
can act as a business draw for the complex and can
increase the length of shopping trips made to the
center.^^ Ouamef Street Parfcng Garage
A food court, consisting of a cluster of 5-17 T i i e food c o u r l al Charlcslon Tovvn Center a ^ 3 0 UDO-
quick-service food stands grouped around a common square-fool center i n dovvnlown Charlesion. West X i n i i n i a
seating area, can be a major component in the FIG. 34-A FOOD COURT
mixed-use center. This style of food service has (FROM BASILE)
occured in regional malls and specialty centers since
the 1970's.
The food court can act as an anchor to a center,
becoming a major pedestrian draw. The food court
should provide a theme or festival atmosphere to
further its drawing power.
The most successful food courts tend to have
seating which encourages the pleasures of seeing and
being seen. Such seating areas often border major
circulation paths. One square foot of seating for each
one square foot of food court tenant GLA
(approximately 35 seats per food court tenant) is
typically provided.
Central systems for trash and garbage removal, as
well as central restrooms and telephones for food court
FIG. 35-FOOD SERVICE CREATING
employees and customers, are necessary. A common ACTIVITY IN AN OUTDOOR
tray washing area should be provided if food service PLAZA
trays are to be provided by the developer.^"^ (FROMWHYTE)
46 DESIGN A FOOD COURT AS AN ANCHOR TO THE

MIXED-USE COMPLEX (7).
47 DESIGN THE FOOD COURT SEATING AREA SO

THAT PEOPLE CAN SEE AND BE SEEN (6).
41
48 DESIGN THE FOOD COURT SEATING AREA SO

THAT IT BORDERS ON A MAJOR CIRCULATION
PATH.
49 DESIGN THE FOOD COURT WITH A THEME OR

FESTIVAL ATMOSPHERE.
50 PROVIDE 1 SQUARE FOOT OF SEATING FOR

EACH 1 SQUARE FOOT OF FOOD COURT TENANT
GLA (APPROXIMATELY 35 SEATS PER FOOD COURT
TENANT).
51 DESIGN THE FOOD COURT WITH CENTRAL

RESTROOMS AND TELEPHONES FOR FOOD COURT
EMPLOYEES AND CUSTOMERS.
52 DESIGN THE FOOD COURT WITH A CENTRAL

TRASH COLLECTION AREA (92,95).
53 DESIGN THE FOOD COURT WITH A CENTRAL

TRAY WASHING AREA IF TRAYS ARE TO BE
PROVIDED BY THE DEVELOPER.
Offices
Office buildings bring people to a mixed use

complex, generating additional business for shops and
restaurants. Office tenants, eating and shopping during
the lunch hour, also generate business for the
complex.®^
54 DESIGN AN OFFICE BUILDING AS PART OF THE

MIXED-USE COMPLEX (4,7).
55 SEPERATE LONG TERM OFFICE PARKING FROM

SHORT TERM RETAIL PARKING (19,30).
42
Apartments and Hotel Rooms
Apartments and hotel rooms help to provide a

stable base for daily purchase, eating and
entertainment needs. Hotel rooms also draw business
people, conventioneers and tourists to a mixed-use
complex and to downtown.
Both apartments and hotel rooms provide a vital
income within a 24 hour, seven days a week cycle,
while being easily adaptable within the structure of
historic hotels, such as Plainview's Hilton Hotel.
FIG. 36-HILTON HOTEL FROM
56 REMODEL THE OLD HILTON HOTEL, PROVIDING COURTHOUSE SQUARE
40 HOTEL ROOMS AND 15 ONE-BEDROOM (FROM ROBINSON)
APARTMENTS (12,36).
57 RENOVATE THE HISTORIC HILTON BALLROOM,

USING THE SPACE AS COMMUNITY MEETING SPACE
(4,6,7,60).
58 REMODEL THE HILTON RETAIL SPACE AS

HOTEL ORIENTED SERVICES (SHOPS, COFFEE SHOP,
RESTAURANT, ETC.) (39).
59 SEPERATE LONG TERM HOTEL AND APARTMENT

PARKING FROM THE REST OF THE MIXED-USE
COMPLEX PARKING (22,23,30).
Community Meeting Facilities
Community meeting facilities, such as ballrooms,

meeting rooms, classrooms and exhibition areas, can be
used to provide additional revenue and to attract a
larger number of people to the complex. They function
as a stage for community involvement and events,
thereby making the complex the center of community
life.
Such facilities can also project an important
43
image for the center. This image can take the center
beyond the stigma of a purely commercial enterprise to
an image of a community oriented complex.^®
These community facilities can also fill a gap that
now exists in Plainview. The City of Plainview has
recognized this gap and is looking into the possibilities
of locating a "civic center" facility within the old City
National Bank Building.
Because this building is located on the site for the
proposed musti-use complex, the integration of such
community facilities into the complex would allow
such facilities to be built without the city having to
look for additional sites.
These facilities could also be used by or
integrated with the proposed hotel facility.
60 DESIGN 20,000 SQUARE FEET OF COMMUNITY

MEETING FACILITIES IN PLACE OF THE PROPOSED
CIVIC CENTER IN THE OLD CITY NATIONAL BANK
BUILDING (SEE FIG. 38) (7,57).
61 SEPERATE LONG TERM COMMUNITY MEETING

PARKING FROM SHORT TERM RETAIL PARKING
(30,20).
Indoor Public Spaces
Indoor public spaces, such as malls and courtyards,

provide weather-protected spaces for the public to
shop, eat, see and be seen. The roots of indoor shopping
spaces, such as galleries and arcades, date back to
Islamic bazaars and suqs (covered streets). The skylit
galleria lined with shops, the most famous being the
Galleria in Milan, Italy, is considered to be possibly the
most civilized retail environment.^''
Malls within suburban shopping centers originally
developed as a means of seperating foot traffic from
motor traffic. These malls act as the central focus of
44
the shopping center, with the enclosed mall becoming a

universal pattern in all larger shopping centers. The
placement of freestanding kiosks within malls helps to
create a "gay, bustling marketplace atmosphere" for the
center. The mall also provides various assetts,
including increased sales volumes for stores.^®
Mall widths typically range from 30 to 40 feet
with ceiling heights of 13 to 15 feet. The design of
malls should avoid long, straight tunnel-like effects.
Providing meandering traffic patterns allows for more
interesting movement while bringing shoppers closer to
storefronts. Malls typically make up 11 to 16 percent
of the shopping center GBA.®^
Courtyards within malls are used for fountains,
sitting areas, escalators, sculptures, promotional
events and displays. They are typically designed for
large assemblies of people.^°
Courtyards should be placed where a directional
change in traffic flow occurs. Courtyard widths are
typically 60 feet or larger, with higher ceiling heights
than the rest of the mall.^^-^^
Retail animated public spaces have broad
implications for urban life and design. Shopping, eating,
and people watching opportunities should be recognized
as an important part of a healthy urban space.^^
62 DESIGN A RETAIL MALL THAT CONTAINS 11

TO 16 PERCENT OF THE RETAIL GLA (3).
63 DESIGN A RETAIL MALL THAT HAS A WIDTH

OF 30 TO 40 FEET.
64 DESIGN A RETAIL MALL THAT HAS CEILING

HEIGHTS OF 13 TO 15 FEET.
65 DESIGN A RETAIL MALL THAT AVOIDS A

LONG, TUNNEL-LIKE EFFECT.
45
66 DESIGN COURTYARDS IN THE RETAIL MALL

THAT ARE LOCATED AT DIRECTIONAL FLOW
CHANGES.
67 DESIGN THE COURTYARDS TO BE 60 FEET OR

GREATER IN WIDTH.
68 DESIGN THE COURTYARD WITH HIGHER

CEILING HEIGHTS THAN THE RETAIL MALL.
69 DESIGN WITHIN THE COURTYARDS FOUNTAINS,

SITTING AREAS, AND SCULPTURES AS FEATURED
COURT ATTRACTIONS.
Outdoor Public Spaces.
Outdoor public spaces, such as plazas, courtyards,

gardens, patios and pedestrian ways, help relate the
new complex with the surrounding community. They
FIG. 37-A STERILE PLAZA FOR
also help to integrate the new shops and services with UNDESIRABLES
those already located downtown.^"^ Outdoor plazas TRANSFORMED INTO AN
placed immediately adjacent to the existing shopping ACTIVE PUBLIC PLAZA BY
THE ADDITION OF CHAIRS,
areas can become a focus for the downtown area and TABLES, AND FOOD
community while providing a place for city festivals (FROMWHYTE)
and a place to rest and relax when the weather is nice.
By opening indoor public spaces onto outdoor plazas, a
direct flow can exist between the new complex and
downtown.
To ensure the success of a public plaza, keeping
the plaza from being a "stilborn, vacant, and sterile"
place, the plaza should be designed for use by people,
rather than being designed solely to glorify a building.
To do this, the plaza must be located where people will
naturally gather and pass through. The provision for
seating is a must, while the plaza should convey a
sense of purpose and meaning. The plaza should have a
perceivable form while being designed at the human
scale.^^
46
70 DESIGN OUTDOOR PUBLIC SPACES THAT

RELATE TO THE SURROUNDING AREA (9,13,14,18).
71 DESIGN OUTDOOR PLAZAS THAT BECOME THE

FOCUS OF DOWNTOWN ACTIVITIES (3,6,7,13,14).
72 PLACE OUTDOOR PUBLIC SPACES ADJACENT

TO INDOOR PUBLIC SPACES.
73 PLACE OUTDOOR PLAZAS WHERE PEOPLE TEND

TO GATHER AND PASS THROUGH (3,13,14).
74 DESIGN OUTDOOR PLAZAS WITH A PURPOSE

OF USE THAT IS CLEARLY STATED (8,14).
75 DESIGN OUTDOOR PLAZAS WITH PERCEIVABLE

FORM AND SHAPE WITH WELL- DEFINED EDGES.
76 DESIGN OUTDOOR PLAZAS WITH EDGES THAT

HAVE THE APPEARANCE OF CONTINUITY.
77 DESIGN OUTDOOR PLAZAS WITH CONSCIOUS

QUALITIES (TRANQUILITY, EXCITEMENT).
78 DESIGN OUTDOOR PLAZAS WITH MATERIALS

THAT RELATE TO THE SCALE OF PEOPLE (10).
79 DESIGN OUTDOOR PLAZAS WITH PLENTIFUL,

COMFORTABLE SEATING SURFACES (10).
47
MANAGEMENT OFFICES
Offices for management of the complex should

include offices for the manager, accountant, merchants
association, and security personel of the mixed-use
complex. A break room for employees of these
management/service personel should also be provided.
80 DESIGN A RECEPTION/SECRETARY OFFICE

LOCATED ADJACENT TO A CIRCULATION AREA
THAT LEADS TO THE MALL/PUBLIC SPACE WITHIN
THE MIXED-USE COMPLEX.
81 DESIGN A RECEPTION/SECRETARY OFFICE

THAT HAS ROOM TO SEAT FOUR GUESTS AND
INCLUDES A RECEPTION/SECRETARY DESK WITH
WORK/COMPUTER STATION AND FILING CABINETS.
82 DESIGN IMMEDIATELY ADJACENT TO THE

RECEPTION OFFICE AN OFFICE FOR THE MANAGER
OF THE MIXED-USE COMPLEX.
83 DESIGN A MANAGER'S OFFICE THAT INCLUDES

ROOM FOR THE SEATING OF TWO GUESTS PLUS A
DESK WITH WORK/COMPUTER STATION, A WORK
TABLE SEATING FOUR, FILING CABINETS AND A
BUREAU.
84 DESIGN ADJACENT TO THE MANAGER'S OFFICE

AN OFFICE FOR THE ACCOUNTANT OF THE
MIXED-USE COMPLEX.
85 DESIGN AN ACCOUNTANT'S OFFICE THAT

INCLUDES SEATING FOR TWO GUESTS, A DESK
WITH WORK/COMPUTER STATION, FILING
CABINETS AND SHELVES FOR LEDGER STORAGE.
48
86 DESIGN ADJACENT TO THE MANAGER'S OFFICE

A CONFERENCE ROOM FOR THE MEETINGS OF THE
BOARD OF THE MERCHANTS ASSOCIATION OF THE
MIXED-USE COMPLEX.
87 DESIGN A CONFERENCE ROOM THAT INCLUDES

A CONFERENCE TABLE SEATING EIGHT, A DESK
WITH WORK/COMPUTER STATION, FILING
CABINETS AND A BUREAU.
88 DESIGN WITHIN THE MANAGEMENT OFFICES A

BREAK ROOM FOR THE MANAGEMENT/SERVICE
EMPLOYEES OF THE MIXED-USE COMPLEX.
89 DESIGN A BREAK ROOM THAT INCLUDES TABLE

SEATING FOR TWELVE PEOPLE, COUNTER AND
CABINETS WITH SINK, COUNTERSPACE FOR
MICROWAVE AND LUNCH PREPARATION, AND
FLOOR SPACE FOR TWO VENDING MACHINES.
90 DESIGN ADJACENT TO THE MANAGEMENT

OFFICES AN OFFICE FOR SECURITY PERSONEL.
91 DESIGN A SECURITY OFFICE THAT INCLUDES

COUNTER SPACE FOR SURVEYLANCE EQUIPMENT
AND ROOM FOR A DESK WITH WORK/COMPUTER
STATION AND FILING CABINETS.
SERVICE
Service (deliveries) to retail stores typically^

occurs to the rear of the stores. In shopping centers
this service usually opens onto screened service courts
designed for truck deliveries. Service corridors often
lead from groups of stores to the service courts (see
Courthouse Center Case Study).
When stores can not be serviced from the rear,
services can usually be handeled through the front
49
entrances of those stores. If deliveries of this nature

become a problem, servicing can be scheduled at hours
that stores are closed to the public.
92 DESIGN SERVICE COURTYARDS FOR TRUCK

DELIVERIES (52).
93 SCREEN SERVICE COURTYARDS FROM PUBLIC

VIEW BY USING WALLS AND LANDSCAPING.
94 PROVIDE SERVICE CORRIDORS THAT CONNECT

GROUPS OF STORES WITH SERVICE COURTYARDS.
95 DESIGN SERVICE CORRIDORS TO BE AT LEAST

6 FEET WIDE FOR THE DELIVERY OF BULK
MERCHANDISE (52).
50
NOTES
(SEE "SOURCES OF INFORMATION" FOR BOOK TITLES.)
1.H1NES 25. ROBINSON, N.P.
2. CASAZZA, P. 14 26. ROBINSON, N.P.
3. HINES 27. ROBINSON, N.P.
4. CASAZZA, PP. 4,5 28. ROBINSON, N.P
5. DOLLARS AND CENTS... 29. ROBINSON, N.P
6. HINES 30. ROBINSON, N.P.
7. 1986 DIRECTORY OF... 31. ROBINSON, N.P.
8. PLAINVIEW INDUSTRIAL FOUNDATION 32. CASAZZA. P. 59
9. PLAINVIEW CHAMBER OF COMMERCE 33. HILLMAN, P.58
10. PLAINVIEW INDUSTRIAL FOUNDATION 34. PLAINVIEW CHAMBER OF

COMMERCE AND INDUS.
11.CASAZZA, P. 14 FOUNDATION
12. 1986 DIRECTORY OF... 35. ROBINSON, N.P.
13. GRUEN, PP. 85-86 36. HELLER, P.5
14. GRUEN, P. 85 37. HELLER, P. 6
15. GRUEN, PP. 87-88 38. GILCHRIST, PP. 230-231
16. GRUEN, PP. 96-97 39. HELLER, P. 7
17. GLADSTONE, P 62 40. CASAZZA, P. 79
18. GLADSTONE, P.62 41.HELLER, P. 7
19. HELLER, P. 6 42. CASAZZA, P. 65
20. ISREAL, P. 11 43. CASAZZA, P. 69
21.ISREAL, P. 12 44. CASAZZA, P. 36.
22. ISREAL, P. 12 45. CASAZZA, PP. 65,66,168
23. ROBINSON, N.P. 46. CASAZZA, PP. 72,76-77
24. ROBINSON, N.P. 47. CASAZZA. P. 69

51
48. ZEIGLER, P 63 73. GEUPEL & WICKERSHAM,

PP. 73-76
49. BOORN, P. 62
74. HELLER, P. 7
50. ALEXANDER. LAURENCE A.,
ICSC GUIDE... PP 55-56 75. MYRICK, TEXAS ARCH.
MARCH-APRIL 1985
51.HASEROT, P. 25
52. HASEROT, P. 25
53. CASAZZA, P. 227
54. HASEROT, P. 25
55. GEUPEL & WICKERSHAM, PP.73-76
56. KORSHENIUK, P. 80
57. CASAZZA, P. 120
58. CASAZZA, P. 60
59. LION, P. 45
60. CASAZZA, PP. 92-93
61. CASAZZA, PP 92-93
62. GEUPEL & WICKERSHAM, PP. 73-76
63. CASAZZA, P. 121
64. CASAZZA, P. 91-92
65. CASAZZA, PP. 168-169
66. LION, P. 65
67. GEUPEL & WICKERSHAM, PP. 73-76
68. CASAZZA, PP. 63,85-86,88
69. CASAZZA, PP. 86,88
70. CASAZZA, P. 86
71.CASAZZA, P. 86
72. LION. P. 41
52
FA(
ALLOCATiO
53
PUBLIC SPACES
DESIGNATION SQ.FT/ TOTAL PEOPLE/ TIME OF REMARKS/(PATTERN #)

TASK SQ.FT. SPACE USE
RETAIL MALL 27,350 VARIES 9-9 15% OF GBA(62)

FOOD COURT (SEATING AREA) 4,045 140 9-9 (50)
SERVICE AREA 5,000 ASSUMED (51,53)
RESTROOMS 100 EA. 200 3 EA. 9-9 SEE NOTE 1 (52)
COURTYARD (INDOOR) 18,700 60-1 25-»- 9-9 SEE NOTE 2
PERFORMANCE AREA 2000 II
BASED ON COURTHOUSE
n
PLAYGROUND 5600 CENTER CASE STUDY
n n
EXHIBIT/CIRCULATION 7500
n
FOUNTAIN / SEATING 3600 80' X 80'
PLAZA (OUTDOOR) 10,500- 35-163 24 HRS. SEE NOTES 2 & 3
24,500
EATING AREA 1,960 70 ADJACENT TO FOOD CT.
PLAYGROUND 2,800 VARIES 50% OF INDOOR PLAYGD,
TOTAL 55,300
RETAIL SPACES
DESIGNATION SQ.FT/ TOTAL PEOPLE/ TIME OF REMARKS
RETAIL STORES 80.000 VARIES 9-9 38 STORES. SEE "RETAIL

SHOPS STUDY"
SERVICE AREAS/CORRIDORS 5,280 8-10 SEE NOTE 4
DEPARTMENT STORE #1 50,000 9-9 SEE NOTE 5
DEPARTMENT STORE #2 25,000 9-9 SEE NOTE 5
TOTAL 160,280
MANAGEMENT OFFICES

GENERAL MANAGER 180 3 9-9 (82,83)

ACCOUNTING 144 3 9-9 (84,85)
SECRETARY 180 5 9-9 (80,81)
MERCHANTS ASSOC. 252 8 9-9 (86,87)
SECURITY OFFICE 130 2 9-9 (90,91)
BREAK ROOM 300 12 9-9 (88,89)
TOTAL 1186
54
OFFICE

OFFICE LEASE 30,000 80% OF GBA

OFFICE CORE AND CIRCUL 7,500 20% OF GBA
GBA 37,500
MEETING FACILITIES

VARIOUS MEETING ROOMS 20.000 8-12 BASED ON SQUARE FOOT-

AGE FOR PROPOSED CIVIC
CENTER LOCATED WITHIN
OLD CITY NAT. BANK BLDG
(SEE FIG. 38)
TOTAL 20,000
NOTES:
1. RESTROOMS INCLUDE TWO URINALS AND ONE STALL FOR MEN AND 3 STALLS FOR WOMEN.(52)
2. THE NUMBER OF PEOPLE IS BASED UPON 150 TO 300 SQUARE FEET PER PERSON. FROM "PATTERN
123, PEDESTRIAN DENSITY". FROM ALEXANDER, CHRISTOPHER, P. 598.
3. COURTYARD SIZES ARE BASED UPON THE REMOVAL OF THE OLD ANTHONYS STORE (75 FT. X140
FT. = 10,500 SQ.FT) OR BOTH THE ANTHONYS AND THE OLD MARSE AND SONS STORE (175 FT. X
140 FT. = 24,500 SQ.FT.).
4. ASSUMING 80,000 SQ.FT. GLA FOR RETAIL SHOPS, SERVICE AREAS ARE CALCULATED BY
ASSUMING A UNIFORM STORE DEPTH OF 100 FEET WITH SERVICE CORRIDORS OF 6 FEET WIDTH
ALONG THE REAR OF THE SHOPS. THEREFORE:
80,000 / 100 = 800 FEET LENGTH
800 X 6 = 4,800 SQ.FT.
ADDING 10% FOR STORAGE:
4,800 + 480 = 5,280 SQ.FT.
5. DEPARTMENT STORES ARE ASSUMED TO PROVIDE THEIR OWN SERVICE AREAS WITHIN THEIR
BUILDINGS.
55
FIG. 38 - PROPOSED CIVIC CENTER FACILITY

THE OLD CITY NATIONAL BANK BUILDING.
(COURTESY THE CITY OF PLAINVIEW, TEXAS)
^^—^%:£'pP ^
cFoms^Mmmni
remsEMEMT
•V^C 50.
^
56
ADJACENCY
lATRiX
57
RETAIL STORES
RESTAURANTS
PUB. RESTROOMS
MGT. OFFICES
INDOOR PUB. SPACE
OUTDOOR PUB. SPACE
HOTEL R(X)MS
APARTMENTS
SERVICE CORRIDORS
JANITOR/STORAGE
58
ANALY^
59
Construction Costs
Site
17.57 Acres; 765,350 sq. ft. x $5/sq.ft. = $3,826,750
Construction
Demolition:
Paving; 41,140 S.Y. x $1.45 = $59,650
Curb & Gutter; 6,600 L.F. X $2.36 = $15,575
Sidewalks; 8,000 S.Y. x $5.10 = $40,800
Buildings; 1,856,304 C.F. x $0.20 = $371,250
Subtotal $487,275
Parking (see Note 1):

Office;
37,500 GBA / 200 sq.ft. = 188 spaces
Community Meeting
20,000 GBA / 100 sq.ft. = 200
Retail
155,000 GLA / 250 sq.ft. = 620
Apartments (assume 15 1-bedroom units)
15 units X 1.5 spaces = 22
Hotel Rooms (assume 40 rooms)
40 rooms / 2 spaces = 20
Hotel Commercial (assume 10,500 sq.ft.)
10,500 sq.ft. / 200 = 53
Total spaces 1103
Assume 375 sq.ft. / space:

1103 X 375 = 413,625 sq.ft. = 45,960 S.Y.
45.960 X $6.50 = $298,740
60
Buildings
Retail:
155,000 GLA + 55,300 sq.ft. mall/service
= 210,300 GBA
210,300 X $60/ sq.ft. = $12,618,000
Office:
37,500 GBA x $60/ sq.ft. = $2,250,000
Community Meeting:
20,000 GBA X $50/ sq.ft. = $1,000,000
Hotel Remodel:
(including purchase cost) Assume $5,000,000
Subtotal: $20,868,000
Total Construction Cost $21,654,015

Local Adjustment: $21,666,575 x .91 = $19,705,155
61
Other Development Costs
Landscaping
(assume 10% of Construction Cost)
$19,705,155 X .10 = $1,970,515
Site Work
$19,705,155 X .13 = $2,561,670
Fees and Permits
$19,705,155 X .10 = $1,970,515
Carrying Costs
$19,705,155 X .10 = $1,970,515
Start-up and Contingency
$19,705,155 X .03 = $591,155
Total Other Development Costs $9,064,370
Total Development Cost $32,596,275
NOTES:
1. Parking is assumed to be surface parking for this analysis.
Structured parking, which has a much higher construction cost,
may have to be provided by other financial means, such as
city-owned parking structures.
62
FEASIBILITY ANALYSIS - Retail
Back Door Approach

Mkt. rent / sq.ft. / yr. (rent assumed) $9.75
GBA 210,300
BIdg. Efficiency Ratio .74
GLA 155,000
Potential Gross Income $1,511,250
Gross Income Multiplier 11.63
Total Project Value $17,575,837
Project / Building Ratio 1.43
Building Budget $12,290,795
GBA 210,300
BIdg. Area Cost / sq.ft. (cost for assumed rent) $58.44
Front Door Approach

BIdg. Area Cost / sq.ft. (cost assumed) $60
GBA 210,300
Total Project Budget $18,043,740
Potential Gross Income $1,551,482
GLA 210,300
Mkt. Rent / sq.ft. / yr. (rent needed for assumed cost) $7.38
63
FEASIBILITY ANALYSIS - Office
Back Door Approach

Mkt. rent / sq.ft. / yr. $12
GBA 37,500
BIdg. Efficiency Ratio .80
GLA 30,000
Potential Gross Income $360,000
Total Project Value $3,315,600
GBA 37,500
BIdg. Area Cost / sq.ft. $54.91
Front Door Approach

BIdg. Area Cost / sq.ft. $60
GBA 37,500
Total Project Budget $3,600,000
Potential Gross Income $390,879
GLA 30,000
Mkt. Rent / sq.ft. / yr. (rent needed) $13.03
64
RETAIL SHOPS STUDY
The following is a list of retail stores, their median size, and their
median yearly rent per square foot. The information is based upon the 1984
edition of Dollars and Cents of Shopping Centers.
The list of stores is narrowed to those stores typically found in
shopping centers located in market regions the size of Plainview, Texas.
This process involved researching information obtained in the 1986
Directory of Shoppinc Centers in the United States of the National
Research Bureau.
STORE SIZE IN RENT PER ASSUMED # TOTAL SQ.FT

SQ.FT. SQ.FT. / YR. IN S.C.
DELICATESSEN 1,700 $11.00 1,700

CANDY AND NUTS 700 18.90 700
HEALTH FOOD 1,500 12.50 1,500
RESTAURANT 2,700 8.50 2,700
FAST FOOD 900 23.80 900
ICE CREAM PARLOR 745 16.25 745
LADIES READY-TO-WEAR 3,750 7.70 3 11,250
MENSWEAR 3,250 8.00 3,250
FAMILY WEAR 4,850 6.60 4,850
JEAN SHOP/UNISEX 2,600 10.00 2,600
FAMILY SHOE 3,300 13.00 3,300
LADIES SHOE 1,840 13.00 1,840
ATHLETIC FOOTWEAR 1,730 15.00 1,730
RADIO A/IDEO /STEREO 2,300 10.00 2,300
RECORDS AND TAPES 2,500 12.00 2,500
COMPUTER /CALCULATOR 1,700 11.35 1,700
SPORTING GOODS 4,000 8.00 4,000
ART GALLERY 1,250 15.00 1,250
TOYS 3,400 8.35 3,400
ARTS AND CRAFTS 1,800 8.00 1.800
IMPORTS 1,410 12.10 1,410
CARDS AND GIFTS 2,485 9.00 2,485
BOOKS AND STATIONARY 3,160 10.00 3,160
JEWELRY 1,440 17.55 2 2,880
COSMETICS 675 15.00 675
DRUG 7,000 5.35 7,000
PET SHOP 2,100 8.60 2,100
EYEGLASS/OPTICAL 1,170 13.25 1,170
TRAVEL AGENT 735 11.85 735
65
KEY SHOP 150 48.05 1 150

UNISEX HAIR 1,250 14.00 1 1,250
ARCADE 1,810 15.00 1 1,810
OTHER RETAIL 1,160 10.00 1 1,160
SUBTOTAL 36 80,000
AVERAGERS^ 9.75
DEPARTMENT STORE #1 9.75 1 50,000

DEPARTMENT STORE #2 9.75 1 25,000
SUBTOTAL 2 75,000
TOTAL 39 155,000
66
;T
67
THE GALLERY AT MARKET EAST

PHILADELPHIA, PENNSYLVANIA
The Gallery at Market East is a retail shopping

complex located in downtown Philadelphia. The complex
is a four-level series of 125 shops and services that
connects two existing large department stores,
Gimbles and Strawbridge and Clothier. The facility is
the first phase of a long term redevelopment project
that will eventually include additional retail space,
public space and office space.
The market, which opened in 1977, connects with
three subway stations, a new railroad commuter
station, and parking structures. Because of the large
numbers of people that were expected to be using the
facility, including a large commuter transit population,
the planners decided to provide a 1:1 relationship
between common area and lease space, as opposed to
the typical 1:3 relationship in suburban centers.
The planners also decided to provide a public plaza
on the northwest corner of Ninth and Market Streets to
help relieve the dense urban feeling of the area. This
plaza, which acts as the main entrance to the complex,
is tied to the complex by a large, glass enclosed entry
which does not turn its back onto the street, but
instead invites the street inside.
SOURCES:
Basile, pp. 142-147.
Casazza, p. 78.
THE GAUERY AT MARKET EAST PHILADELPHIA—CROSS SECTION
STTH STREET PASSAGE
PEDESTRIAN AREAS ^ ^ ^
5-14 East-west section of the Galleiy at Market East. Philadelphia. This diagiajD shows the four levels of the mall with the subway connec-
tion on the lowest level. Galleiy n, a continuation of the Market East project, is underway to the west on the other side of lOth Street 6-16 The skylighted mallfromthe top level—The Gallety.
68
THE GALLERY AT MARKET EAST
6-15 The public plaza at Ninth and Market Streets Is also the main oitrance to The Gallery.
Market Street entrance of TTie

Gallery in Philadelphia. This
enclosed space iinVs xvfO
department stores and is an
attraction in itself. As Mth the
IDS Center, it does not turn
a blank v*-all to the street, but
invites the street in.
69
THE GRAND AVENUE

MILWAUKEE, WISCONSIN
The Grand Avenue is an 845,000 square foot, 160 store

urban shopping center located in downtown Milwaukee.
The complex, which opened in 1983, connects two
existing department stores, Gimbles and The Boston
Store, while connecting a series of six existing
buildings.
The complex consists of two shopping arcades
located across three city blocks. One of the arcades
was carved out of the half-block sized Plankington
Building, providing two levels of shopping with office
space above. The second arcade, located across the
street, is connected to the first by a skybridge. This
arcade was constructed behind an existing bank
building, office building and a Woolworths store. This
arcade has two main shopping levels plaus a third level
food court.
To connect the complex to the existing urban
fabric, the designers created glassy, transparent
entries that open onto the streets. To fit the complex
architecturally with the existing buildings, the
designers developed a glass and cream colored skin that
echo the colors of the existing buildings. This allowed
the complex to look new without being a "Disneyland
reproduction" of the older buildings.
Parking for 2000 cars was provided in two
garages to the rear of the structure. These garages
were scaled as regular buildings, thus creating
"non-buildings" to relate to the area to the rear of the
complex. A site for a proposed office building is also
located to the rear of the site.
SOURCES:
Basile, pp. 76-77, 136.
Casazza, pp. 226-233.
"Downtown Reknit by New Connectors," Architectural Record.
November 1983, pp. 75 - 77.
Doyle, Deborah, "Perspectives: Milwaukee's Grand Avenue,"
Progressive Architecture, 12:83, pp, 38,40.
70
THE GRAND AVENUE
DOWNTOWN SECOND LEVEL

DEVELOPMENT
MILWAUKEE WISCOHSM THE ELS DESIGN GROUP
6-10 Plan of Milwaukee Retail Center, Milwaukee, Wisconsin.

44
71
THE GRAND AVENUE

W WISCONSIN AV£
mTTTnTTmu Bj (a.
WMICHIQANSI
Nt
A^fc>^-
l*5ll>^\'!>^^Jf
7 - 3 1 The ift-tenant ftiod court occupies 27,000 square feet on
the third level of the new
-.^ :-,^ • ^ -. ^
7 - 2 9 Skylights extend the full length ol the new arcade.

Skylights in both arcades are accented with decorative lighting.
72
KALAMAZOO CENTER
KALAMAZOO, MICHIGAN
Kalamazoo Center is a one block "megastructure"

containing a large public meeting hall facility, a hotel,
an enclosed public mall, office space, a restaurant,
stores, a discotheque, a health club, and open spaces.
The complex is an "up-to-date" attempt to curb
downtown deterioration by removing older,
non-functional buildings and replacing them with a
multifunctional complex. The facility is part of a
comprehensive downtown plan that began in the 1950's
with the creation of a pedestrian mall along the city's
major downtown retail street. The new center includes
the extension of the mall along the block that the
center is located on.
The center is a multi-level facility that includes a
retail, public space, and meeting hall base with an
hotel and office tower placed at an angle to the block.
The two levels of retail shops are all inward-oriented,
with the covered malls having entrances onto the
pedestrian mall and onto a covered automobile drop-off
drive. The retail shops are placed towards the
pedestrian mall side of the base, while the hotel
ballroom and meeting hall facilities are oriented away
from the mall. A public plaza is located at the
southwest corner of the facility at one of the retail
mall entrances. The center is connected by a skybridge
to a city-owned parking garage located across Rose
Street.
The complex is designed as a modern structure,
with no apparent style or scale relationship with
existing buildings in the downtown area.
SOURCES:
Basile, p. 134.
Redstone, pp. 6-11.
73
KALAMAZOO CENTER
6-8 Ground level plan of Kalamazoo Center showing public/pri-

vate common circulation areas.
Location plan. [1) Kalamazoo Mall; (2) Kalamazoo
m^^^^
Center; (3) city parking ramp; (4) mall extension;
m ir^:
(5) new bank construction; (6) private parking
ramp expansion; (7) Upjohn Pharmaceutical
Research building; (8) Eleanor Street extension.
74
COURTHOUSE CENTER
COLUMBUS, INDIANA
Courthouse Center is a downtown shopping mall

located in a city of approximately 27,000 people. The
city, Columbus, Indiana, is well known for its wealth of
contemporary architecture designed by many of the
nation's top architects. This architectural tradition is
provided by a local industrialist, J.Irwin Miller.
The Courthouse Center was designed in the early
1970's by Cesar Pelli of Gruen Associates. The facility,
which is best known for its unique public spaces, is
probably the best known of the smaller downtown
centers.
The center is a contemporary glass and steel
structure located in a Victorian era downtown. To help
relate this contemporary structure with its older
neighbors, the architect carefully scaled the facility to
relate to the size and cornice lines of the "Main Street"
buildings.
Another relationship this facility has with the
historic "Main Street" is the large public space along an
entire block of building frontage. This two story space
contains a stage for public events, a large, kinectic
structure made of local farm machinery, a large
indoor/outdoor children's playground, and a wealth of
circulation/exhibit space. Adjacent to the playground is
a snack bar, with tables and seating for parents and
others to watch from.
Running perpendicular towards the back of the
site is a retail mall, with 30 shops, connecting to a
large Sears department store. On the second level,
overlooking the public space, is a terrace cafeteria and
a twin movie cinema.
The public space uses a series of three revolving
doors plus a large air door to connect with Washington
Street ("Main Street"). Along the glass wall facing the
street are seating areas plus two small, glass-walled
shops. An up- escalator and stairs plus a large, arcing
75
ramp connect the two levels of the center.

Service to the suburban-styled mall is provided by
service corridors that run the length of the exterior
walls. A landscaped berm is used to screen the building
along Third and Brown Streets while a colonnade is
used along Fourth Street to relate to the main
downtown area. Parking for the complex consists of
surface parking over a three and one-half block area to
the rear and sides of the center.
SOURCES:
Basile, p. 129.
Burden, pp. 82-83.
Redstone, pp. 212-214.
"The Roving Eye: Superblockbusting in Columbus, Ind.,"
Landscape Architecture. July 1974.
BROWN STREET
6 - 2 The Commons at Courthouse Center, Columbus, Indi idiana, functions as a civic space for the whole community. A great variety of public WASHINGTON STREET
events, including dances, exhibits, and concerts, are staged
76
COURTHOUSE CENTER
VEZZANWE FIOOR ©«
77
COURTHOUSE CENTER
78
MIDTOWN PLAZA
SASKATOON, SASKATCHEWAN
Midtown Plaza is a mixed-use complex located on

vacated railroad yards on the edge of downtown
Saskatoon. The retail mall located in the facility is
typical of a suburban shopping center, with 50 stores
facing inward onto a mall that connects two
department stores. A twelve story office tower is
located at the center of the mall while a 2,000 seat
auditorium is located on the back of the complex. The
complex is built over parking for 790 cars, while
adjacent lots provide surface parking for 1,000 cars.
The plaza, which opened in 1970, is located one
block west of the original downtown retail area. The
center's only direct physical relationship to this area
is a single entrance that aligns with a downtown
cross-street. The remainder of the plaza's exterior
facade consists of screen walls for service areas.
To help reduce the impact of the new complex on
the downtown area, the developer sought to lease
stores that would be new to the region, though the two
department stores and other small retail stores
relocated from other downtown facilities. The stores
that remained at their downtown location were
originally hard-hit by the shift in downtown's center of
gravity. This effect was somewhat reduced by the
opening of new stores within the old department
stores.
SOURCES:
Redstone, pp. 228-230,
79
MIDTOWN PLAZA
Site plan in relation to old retail area.
> RrrAUJNS AREA

80
MALL OF THE BLUFFS

COUNCIL BLUFFS, IOWA
The Mall of the Bluffs, located in downtown

Council Bluffs, Iowa, is the most suburban of the
downtown shopping centers. The concept to redevelop
downtown consisted of the consolidation and clearing
of over 37 acres of downtown land, including a major
portion of the existing downtown retail structures. The
land was then sold to a private developer for the
construction of a mall. Parking for the facility was
provided by the city, which constructed a 1,509 car
garage on city-owned land adjacent to the center.
As can be seen by the center's rendering, plans
included the construction of a suburban-like mall with
all shops facing inward. The center turns its back on
the street while plans call for the removal of the
remainder of the existing retail buildings across the
"Main" street.
This center represents a most drastic solution to
downtown renewal. The complete restructuring of
historic downtown buildings and patterns is not truly
beneficial to the things that make downtown special.
SOURCE:
Redstone, pp. 178-179.
81
MALL OF THE BLUFFS

82
SOURCES OF INFORMATION
Alexander. Christopher, et. al. A Pattern Lanouaae: Towns. Buildings.

Construction. New York: Oxford University Press, 1977.
Alexander, Laurence A. "Can You Build a Downtown Shopping Center?" In The

Downtown Shopping Center: A New Concept. Ed. Laurence A. Alexander. New
York: Downtown Reasearch and Development Center, 1975.
Alexander, Laurence A. "Downtown Opportunities." In The ICSC Guide to

Operating Shopping Centers the Smart Wav: Ideas from Industry Experts.
New York: International Council of Shopping Centers, 1985.
Basile, Ralph J., et. al. Downtown Development Handbook. Washington, D.C:
Urban Land Institute, 1980.
Boom, John. From a speech at the June 1983 Downtown Retail Development
Conference, International Council of Shopping Centers and U.S. Department of
Housing and Urban Development. In The ICSC Guide to Operating Shopping
Centers the Smart Wav: Ideas from Industrv Experts. New York:
International Council of Shopping Centers, 1985.
Burden, Ernest. Design Presentation: Techniques for Marketing and Project

Proposals. New York: McGraw-Hill, Inc., 1984.
Casazza, John A., e t al. Shopping Center Development Handbook. Washington,

D.C: Urban Land Institute, 1985.
Dollars and Cents of Shopping Centers. Washington, D . C : Urban Land

Institute, 1984.
Geupel, Carl and James H. Wickersham III. "New Design Ideas for
Downtowns." In The ICSC Guide to Operating Shopping Centers the Smart
Wav: Ideas from Industrv Experts. New York: International Council of
Shopping Centers, 1985.
Gilchrist, John M., Jr. "Horton Plaza: A Different and Daring Project." In I M
ICSC Guide to Operating Shopping Centers thfi Smart Wav: Ideas from
Industrv Experts. New York: International Council of Shopping Centers. 1985.
Gladstone, Robert M. From a speech at the June 1983 Downtown Retail

Development Conference, International Council of Shopping Centers and U.S.
Department of Housing and Urban Development. In The ICSC Guide to Operating
Shopping Center.', the Smart W a v ideas frnm Industrv Experts. New York:
Gruen, Victor, FAIA. r ^ n t p r s for t h ^ Urban Environment. New York: Van

Nostrand Reinhold Co., 1973.
83
Haserot, Phyllis W., AlP. "Nationwide Development of Downtown Shopping

Centers." In The Downtown Shopping Cp>ntftr A New Concept. Ed. Laurence A.
Alexander. New York: Downtown Reasearch and Development Center, 1975.
Heller, John L., AlP. "How to Fit a Shopping Center into Downtown." In The
Downtown Shopping Center: A New Cnnrftpt Ed. Laurence A. Alexander. New
Hillman, Richard L. From a speech at the June 1983 Downtown Retail

Shopping Centers the Smart Wav: Ideas from Industrv Experts. New York:
Hines, Mary Alice. Shopping Center Development and Investment. New York:
John Wiley and Sons, 1983.
Isreal, Lawrence J., AIA. "Design Concepts for Downtown Centers." In The
Downtown Shopping Center: A New Concept. Ed. Laurence A. Alexander. New
Korsheniuk, Natalie. "Downtown Center Diversion." In The ICSC Guide to

Operating Shopping Centers the Smart Wav: Ideas from Industrv Experts.
New York: International Council of Shopping Centers, 1985.
1986 Directory of Shopping Centers in the United States. 26th ed., National
Research Bureau.
Redstone, Louis G., FAIA. The New Downtowns. New York: McGraw-Hill, Inc.,
1976.
Robinson, Willard B., Professor, et. al. Plainview Main Street Project.
Lubbock, Tx., Texas Tech University, Division of Architecture, 1981.
Lion, Edgar,P.Eng. Shopping Centers: Planning. Development aM

Administration. New York: John Wiley and Sons, 1976.
Whyte, William H. The Social Life of Small Urban Spaces. Washington, D.C:
The Conservation Foundation, 1980.
Ziegler, Arthur P., Jr. From a speech at the June 1983 Downtown Retail
Shopping Centfirs the Smart Wav: Id^âs from Industrv Experts. New York:
84
MAGAZINES:
"Downtown Reknit By New Connectors,'' Architectural Record. November

1983, pp. 75-77.
Doyle, Deborah, "Perspectives: Milwaukee's Grand Avenue,'* Progressive

Architecture. 12:83, pp. 38,40.
Myrick, Richard, FASLA, "The Failings of Contemporary Urban Plazas,"

Texas Architect. March-April 1985.
"The Roving Eye: Superblockbusting in Columbus, Ind.," Landscape

Architecture. July 1974.
OTHER SOURCES:
The City of Plainview, Texas.
Plainview Chamber of Commerce. Plainview, Tx.
Plainview Industrial Foundation. Plainview, Tx.
Plainview Downtown Business Association. Plainview, Tx.

TATiO
The design process for the Plainview Mixed-Use Complex evolved
through several distinguished stages, transforming from a large scale,
complex, program oriented concept to a intimately scaled, historically
influenced design relating to the key urban elements that make Plainview
unique. Through this process the program printed in this book was
modified and all but abandoned for more appropriate requirements.
Below is a revue of the major concepts developed during the
semester. A description of each concept is given along with a statement
of associated problems. These problems led to the development of
succeeding concepts that eventually led to the final design
ENCLOSED URBAN MALL
This series of preliminary concepts was developed according to the

requirements and visions of the program. Both one and two level retail
developments were designed with adjacent department stores, office
buildings and community facilities joined to a series of glass enclosed
malls and courtyards. Parking was mainly provided by multi-level parking
structures.
Though these concepts followed the program, a series of major
problems arose concerning the urban street life that was deemed
necessary for downtown Plainview. The large mass of the structures with
inward oriented functions created large areas of blank walls which acted
as barriers to the streets. This scheme would also require high
construction and operating costs for a very small retail and office market.
BLOCK INFILL
This concept was developed as a contrast to the enclosed mall. The

existing grid of blocks was kept intact, with new buildings constructed to
fill in vacant areas and to help define the urban street. The immediate
benefits of this scheme included more intimately scaled buildings with
potentially greater street life, lower construction costs and the ability to
phase construction.
Problems with the Block Infill scheme included fitting large scale
buildings such as department stores into existing small blocks and
providing the appropriate amount of parking needed for the uses required
by the program. Other problems included the lack of a clearly defined heart
within the development and the possibility of creating more of what was
already downtown, thereby causing greater failure than what is currently
underway.
NEW ORDER
In response to the previously stated problems, this scheme

attempted to create a new order for the western portion of downtown
Plainview that would have an intimately scaled, pedestrian oriented
street life while allowing for large scale buildings and the corresponding
parking.
To accomplish these goals, a new superblock was created with a new
axis as its organizing spine. This axis, running from southwest to
northeast, would tie downtown into a proposed greenbelt along Running
Water Draw and the newer developments to the west of the city. The
interior of the superblock would be organized around a series of smaller
axes and plazas relating to the new, angled axis and the existing grid of
downtown.
The problems that arose from such a scheme included segregated
development typical of suburban shopping centers, high site development
costs, difficult responses to historical contexts, and pedestrian
disorientation arising from complicated planning.
VARIATIONS
With the three previously discussed concepts as a design base,

variations were developed and refined to the point of the final scheme.
Block infill became the most appropriate concept to work with.
Block infill would allow the easiest and most successful development of
street life, would allow for more intimately scaled buildings, would allow
for easier development phasing, and would be most adaptable to the
historical context of Plainview.
To further the urban qualities that were sought after, the program
was drastically cut. Large department stores and high numbers of parking
were seen as detrimental to and inappropriate for downtown. Office and
retail square footages became determined by the mass needed to fullfill
urban design needs, while the community meeting spaces became
influenced mostly by an appropriate urban mass.
PLAINVIEW DOWNTOWN REDEVELOPMENT
The final concept for downtown Plainview is based upon the

strengthening of the two urban elements that make the area most unique:
the 7th Street axis to Wayland University and the Broadway axis to the
Santa Fe Depot. By using block infill along these axes, new street life is
created. Using block infill also helps in defining a western boundary for
downtown along Columbia Street and in creating a park square at the
intersection of 5th and Columbia Streets. This square can then be
connected in the future to the proposed Running Water Draw Greenbelt.
Behind the new buildings along 7th and Columbia streets, and behind
the stores on Broadway, is located the majority of the required parking,
screening the parking from primary views. Additional storefront parking
is located along the newly landscaped 7th and Broadway streets, providing
also for wider sidewalks for pedestrian use.
To provide a termination for the eastern end of the 7th Street axis, a
large scale gateway is created as an entrance to the two block long 7th
Street Mall. This pedestrian/festival mall, located on the blocks either
side of Broadway, is the focus and heart of downtown, and creates a grand
intersection of the 7th Street and Broadway axes. The mall is defined by
the gateway at 7th and Austin Streets, a clock tower at 7th and Ash
Streets, a series of flags at 7th and Broadway, and the new and existing
buildings along the mall.
Seventh Street Mall is designed for the street life that is needed
downtown. Along its length is located a series of trees and planters,
allowing for shade and color and places to sit and relax. Between the trees
and planters are located areas for street dances, festivals, street markets
and cafes. A stage for performances is located in front of the historic
Skaggs Building, while fountains at either end of the mall create
entertainment of their own. Paving is kept simple with exposed aggregate
concrete seperated by red brick bands set in a formal pattern.
A pair of buildings connected to either side of the western gateway
are the architectural elements of this thesis project. This complex, named
Gateway Center, contains a three story office/retail building on the north
side of 7th Street Mall and a two story community meeting/retail building
on the south side of the mall. The lobbies for each of the buildings are
located adjacent to the gateway. Along the east and west side of the
buildings are located retail arcades connecting to the parking to the north
and south of the complex and creating a formal procession to the
community meeting rooms.
The scale of the office building is determined by the 30 foot
structural grid and the 15 foot floor to floor height. This height allows for
three levels reaching a height of 45 feet, corresponding to the height of
the Skaggs Building located next to the complex. The mass of the
community meeting building is based on the same structural system. The
height is limited to allow for easier access to the public meeting areas
located inside and to match the height of adjacent buildings.
The colors used for Gateway center include the cream shellstone
color of the wall panels, terra cotta for the gateway and tile reveals,
green for the tile detail panels, and dark bronze for the windows. These
colors were chosen to complement the colors found on existing buildings
downtown and to represent the colors of the agriculture that created
Plainview.

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PLAINVIEW MIXED-USE COMPLEX

SUBMITTED TO THE ARCHITECTURE FACULTY

CHAIRMAN OPTHE COMMITTEE

PROGRAM INSTRUCTOR (ARCH 4394): DAVID A. DRISKILL

PAGE TITLE PATTERN

TO DESIGN A MIXED-USE COMPLEX FOR PLAINVIEW, TEXAS,

The 1960's and 1970's saw the development of

1 DEVELOP A REGIONAL SHOPPING CENTER OF

2 DEVELOP A REGIONAL SHOPPING CENTER

PLAINVIEW SHOPPING CENTERS

Within the past several decades shopping centers

3 DESIGN A REGIONAL SHOPPING CENTER WITH

"Unifunctional centers", a term used by Victor

The opportunity for direct human

The opportunity for the free exchange

The enjoyment of human freedoms as

Unifunctional centers, because of their seperate,

4 DEVELOP A MULTI-USE COMPLEX FOR

5 DESIGN THE MULTI-USE COMPLEX IN A FIG. 5-THE MULTIFUNCTIONAL

Because of the rapid development of unifunctional

Plainview should act as a catalyst for downtown

y " ^ "X IP <^'/^ ""C ~V^ c^

areas is higher than in open suburban areas, the iL^C^^^OJ

offices, hotels, convention centers, theaters, financial

6 DEVELOP A MIXED-USE COMPLEX IN

7 DEVELOP A MULTIPLICITY OF USES,

The original town of Plainview consists of 49

portion of the city grew north, south or east (see Fig.

j^ bdtzol biilhol IfeJS LJta r 3

FIG. 10-LAND USE

FIG. 11 - FIGURE / FIELD STUDY

FIG. 12 - THOROUGHFARE PLAN

FIG. 13 - TRAFFIC VOLUME

FIG. 1 4 - POPULATION DISTRIBUTION 1981

FIG. 15 - POPULATION DISTRIBUTION 2000

FIG. 16 - VACANT COMMERCIAL

11 LJLJ Buy }E°Jbdli

FIG. 17 - TRAFFIC CONTROL AND CONDITIONS

FIG. 19 - ON-STREET PARKING

ss:OND Sirtt! rKing

RG. 20 - NATIONAL REGISTER HISTORIC

FIG. 21 - CITY OF PLAINVIEW HISTORIC DISTRICT

U LJL |1£DJ l^ii

TJIMMBM •ling snip Biai pnnfiMiBiiii III lii:

FIG. 22-BROADWAY BETWEEN 6TH AND 7TH (FROM ROBINSON)

FIG. 23-HILTON HOTEL (FROM ROBINSON)

The primary retail shops in downtown Plainview

The Skaggs Building, built in 1925, is the primary

on the northwest corner of 7th and Broadway.

Two banks are located downtown. The First

The historic Ware Hotel, located on the southwest

is reported to be the second such hotel to be built by

The Hale County Courthouse is a four level, domed

The Schick Opera House, located on the southwest

performances of touring light opera companies until

The site chosen for the mixed-use complex in

The site is relatively flat on the north and east

the block is a one story structure containing a CPA

Mixed-use centers should contribute to and

of the 1930's and 1940's. Significant structures

8 DESIGN A MULTI-USE COMPLEX THAT

9 DESIGN A MIXED-USE COMPLEX THAT IS

10 DESIGN A MIXED-USE COMPLEX THAT HAS A