Urban Advisor

So, before I get started, this will likely be a multi-post discussion.

Ok. With that said, let's get started. As some of you may know, the City of St. Petersburg has started an effort to create a redevelopment plan for 34th Street South. This is quite exciting, and long overdue. The stretch the city is looking at runs from 30th Avenue South to the Skyway Bridge. This stretch has great potential, but has some challenges. Here are my thoughts:

Challenges

The biggest obstacle to redevelopment, I believe is traffic, or should we say the lack thereof...
34th Street South is under capacity as a 6-lane major arterial. This is mainly due to three parallel routes within 10 blocks. I-275 runs right next to it, and serves as the main north-south route through the area. Also, to the east and west are 31st Street and 37th Street - 2-lane alternatives that also run the stretch of the area. These three all siphon potential traffic away from 34th Street South, as opposed to 34th Street North where 31st and 37th Streets do not run all the way through, and I-275 runs further to the east.

Residents want more retail. While the area has good demographics in terms of disposable income, retailers look at the stretch and likely do not see the traffic numbers they want to see to strongly consider the corridor.

This brings me to the second biggest obstacle - perception. Anything with "South" in the address has a negative perception. However, the neighborhoods surrounding this stretch of 34th Street South are solidly middle class, and in some cases upper class. They are also very racially and ethnically diverse area. They are also very stable - these are destination neighborhoods that families look to move into and stay. It is actually demographically comparable to the favored 4th Street North corridor that has seen much redevelopment over the last 10 years.

So what can be done to improve the area? How can the stretch draw traffic and change perception?

Let's start with the exciting stuff:

Target large empty/underutilized tracts for specific redevelopment

There are three properties that I think are key to the redevelopment of 34th Street south: the old Econolodge site (cleared years ago and was once slated to become a Home Depot), the old Kmart property (currently serving as a flea market of sorts), and the old Maximo Mall site (currently a haphazard mix of uses from flea market to storage space). Rather than let the market totally decide, there should be a vision for what these properties can become, and city leaders should work with property owners to make this vision a reality. Here is what I think should be done with each of them:

Econolodge site 

While I would love to see it become part of a large major mixed-use development described in an earlier post, I think this would be a great site to redevelop as multi-family. Apartments are hot right now, and there has been no new product in southern St. Pete. This would be a great site for 300 units of market rate or mixed-income units, with two or three retail spaces fronting 34th Street to serve the apartment dwellers as well as the students and employees at St. Pete College and Ceridian. A Kawa Coffee and a sandwich shop would do well. New multi-family, particularly market rate, would help prove the desirability of the area. There are some local developers that would probably be interested in doing this, such as The 908 Development Group or The Wilson Group.

Kmart Site 

The old Kmart currently serves as a flea market space. While this serves a purpose, offering cheap space to small businesses, this is under-utilizing that site. This would be a great site to attract another employer to the stretch, to bring in another 200 to 300 workers to the area - a call center for one large employer would be a great economic booster, bringing much-needed jobs to the area, and providing more daytime customers to area restaurants. It could also be used as incubator space for small businesses, including another location for CoCreative. The strip at the corner of 34th Street and 38th Avenue should be leveled, and the outparcel marketed for a single-use restaurant or retail building.

Maximo Mall site

This is another old shopping center that has essentially taken anything that will fill the space and pay the rent - part flea market, storage space and other low-traffic uses. This site I see as the perfect location for a "restaurant row" development similar to Orlando's Sand Lake Road. Now of course, it would not be nearly as upscale, but this would be the space to cluster the restaurants the neighborhood wants. I can see 3 to 5 larger restaurant pads at the rear of the site, with a strip directly along 34th Street with outdoor seating. Parking would be in the center of the site. The focus should be to draw familiar faces that people generally drive to Tyrone or Pinellas Park for, like Applebee's, Chilli's, Golden Coral (which would "clean up", as the say) and something simi-upscale like Bonefish Grill for the large pads, and maybe restaurants like 5 Guys, Moe's, Little Greek, Jersey Mike's or Chipotle  fronting 34th Street.

Stay tuned...

In the continuation, I'll discuss some of the easier things that can be done, like landscaping, lighting and sidewalk improvements as well as some ideas on how to financially incentivize redevelopment in the area. I'll also go back and add some photos to this post. Just wanted to get the ideas out there.

Thanks for reading!

There has been a lot of regional cooperation going on in terms of promoting the region for economic development. Tampa Bay Partnership and others are doing a lot of studies and really pushing for a shared regional economic development plan. I think it is time to take it a step beyond studies and meetings, and developing a real framework for growing the region's economy using a concrete planning tool I like to call the Tampa Bay Employment Zone.

This zone would be the focus of economic and employment growth for the entire Tampa Bay region. It is centralized around the these thoroughfares: Ulmerton Road, I-275, I-4 and I-75. This is the area where people would go to work, and where employers would want to locate.

Tampa Bay Employment Zone Area

The Zone would be devided into sub-zones, each with a different focus as follows:

Sub-zone 1: Central Pinellas/Ulmerton Road would focus mainly on medical manufacturing and wharehousing

Sub-zone 2: Gateway/Carillon would focus mainly on finance, insurance and other corporate offices

Sub-zone 3: Westshore would also focus on finance, insurance and other corporate offices

Sub-zone 4: West Tampa would focus on entrepreneurial/small businesses with a focus on tech start-ups

Sub-zone 5: Tampa City Center would continue to be the focus for banking, legal services, government and corporate headquaters

Sub-zone 6: Ybor City would focus on entrepreneurial/small businesses like West Tampa, but with a more arts and entertainment focus

Sub-zone 7: East Tampa would focus on wharehousing and distribution with its proximity to the port and rail yards

Sub-zone 8: The I-75 Corridor would be the focus for call center development

Sub-zone 9: The I-4 East Corridor would focus on "green" technology

While these would be the focus for the sub-zones, it would not preclude other types of businesses from locating within a certain sub-zone. For instance, a call center may locate in Sub-zone 2, or a small accountinig firm from locating in Sub-zone 4. All municipalities with the zone would adopt this zone as part of their planning and economic development strategies, formally incorporate them into their comprehensive plans and zoning codes, and join forces for joint incentives (as appopriate) to cultivate existing businesses and attract new businesses to the Zone.

This Zone would make other planning initiatives, such as mass transit, even more effective. It would also help generate some much needed excitement and buzz for a region not really known for doing so. Further, it would prevent the cannibalizing that often occurs when cities within a region all compete for the same businesses, as everyone benefits through a diversified economy and increased access to these jobs through transportation improvements designed specifically for this purpose.

There has been a flurry of developments for St. Pete - approvals for 3 apartment developments downtown, the possibility of top chef restaurants at the complex formerly known as BayWalk, and negotiations for a Sylvia's at the Manhattan Casino building moving forward. Of particular interest is BayWalk and Manhattan Casino happenings, which if they come to fruition, would be significant coups for "little 'ol" St. Pete.

However, the projects which would have the greatest impact on the image of the city seem to be floundering with the current leadership. These are the new Pier, and new stadium for the Rays. Leadership appears to be buckling under the pressure of some residents that want to save the current Pier, but may not be fully aware of the costs associated. And the approach to the Rays stadium has been simply to hold the team to a contract.

Both of these require stronger leadership. The Lens wasn't my pick, but it is the one chosen by the Council, and the city should move forward with the plans rather than rehash the issue through a referendum. It already took years (and lots of public input) to get to this point. And the city certainly has a great opportunity with the Rays to have a world-class facility built in the city (whether downtown or otherwise) and/or make a large tract of land available for redevelopment. A new Pier, a new Rays stadium and/or a new, shiny, mega-development in downtown St. Pete would definitely cause folks to take notice of the city, and generate quite a but of buzz, something the city and Tampa Bay as a whole could use more of. I hope our leadership steps up to the plate on these two issues.

Eagan Transit Station, Eagan, MN

Major retail redevelopment near Brooklyn Center Transit Station, Brooklyn Center, MN

City Creek, Salt Lake City, UT

I like the way that downtown is developing organically, with shops and restaurants along Beach Drive and Central Avenue. However, I think downtown needs a true retail core - like Salt Lake City's new City Creek, Seattle's 5th Avenue/Pacific Place district or San Francisco's Union Square. Beach Drive, though a prestigious address, is not long enough to develop a significant amount of retail (unless there is significant redevelopment of the blocks north of 5th Avenue N). Central Avenue is developing into the premier urban corridor of the Tampa Bay region, but will likely not be the destination for major national (luxury) retailers like the Michigan Avenues, Madison Avenues, Newbury Streets and Lincoln Roads of the country.

Pacific Place, Seattle, WA

What we need is a "retail core". This is retail clustered together in several centers over several contiguous blocks - not necessarily on one street - creating a district and not just a corridor. The redevelopment of BayWalk, the revived interest in developing the Tropicana block, and retail in the base of the Midcore Garage - all combined would make a nice retail core for downtown St. Pete. Now if only Universal Healthcare would relocate out of the central core parking garage into a new building downtown, that would open that space back up for a true anchor, like Saks!

So, in South St. Pete Redevelopment Part I, we outlined a plan for the development of a major mixed-use center, primarily retail, for south St. Pete. The development of this retail center involved several key things, mainly the realignment of SPC facilities and the ability of the city and/or private developer to obtain control of several properties along the 34th Street South corridor. However, if/when all the pieces came together, a major center would be developed that would change 34th Street South and south St. Pete forever, for the better!

Now, the other major proposal for south St. Pete is the redevelopment of the 22nd Avenue S and I-275 interchange area. This proposal involves a major re-construction of the interchange to allow for major redevelopment around it. The goal is to create a walkable, mixed-use district (retail, housing and office) around a proposed transit station that spans both sides of I-275. The area currently includes a mix of strip shopping centers, and industrial center and single-family homes on dead-end streets. The redeveloped area creates greater connectivity within the area, and redevelops all properties into an urban mixed-use center.



The first step involves the reconstruction of the interchange at 22nd Avenue S and I-275. This concept involves combining the 22nd Avenue S and 26th Avenue S interchanges into one, with one-way frontage roads on each side of the interstate. The second step is building a bridge for a 24th Avenue S underpass under I-275. This creates additional connectivity, with 24th Avenue becoming the center and pain pedestrian pathway east and west.

The majority of the commercial space would be focused on 34th Street. On the east side of the street would be mixed-use buildings (dark red), 3 to 5-stories in height with retail at the base and office and/or residential on the floors above. On the west side of the street would be purely retail space (light red). All parking (light gray) would be in the rear of the buildings. The fronts would have generous sidewalks and landscaping to encourage walking.

East of I-275, the concept calls for an office-building (blue) of 5- to 7-stories. This could be used by one large company or several smaller companies, bringing much needed jobs to the area. This would be served by structured parking (dark gray) to the north, that would also be public parking for transit riders. To the south would be a mixed-income apartment building (purple) surrounding structured parking (dark gray). Further south, at 31st Street and 26th Avenue S, would be brand-name hotel (orange) to serve the area.

This mixed-use center, combined with the new major center to the south would completely transform 34th Street S and lead to further redevelopment throughout south St. Pete.

The last post focused on creating an urban overlay district for the inner neighborhoods of St. Petersburg. The goal is to create zoning to encourage the development a true urban environment in these neighborhoods. One of the biggest issues will be parking. With all of these new housing units and businesses, where will people park? The ideal is that parking will not be needed, as residents will be able to walk most places. Also, less parking means more room for actual building space.

So how would this work? Within the overlay district will be different parking requirements. Developers would have the opportunity to completely eliminate parking or greatly reduce the parking they are required to provide by paying a mobility fee. This fee would be based on the cost of providing parking, road improvements and alternate forms of transportation. The fee would be less than the cost of parking to incentivize participation. For instance, to reduce parking by 100%, the fee would be 50% of the cost of building the parking. To reduce parking by 50%, the fee would be 75%of the cost of building the parking.

Where would the money go? The money collected would go into a local transportation trust fund. The money in this trust fund would be used for transportation initiatives within the district. One possibility is using the funds as leverage to build a streetcar system that residents could use to move throughout the overly district, and eventually throughout the entire city. The funds could also be used for such things as sidewalk installation and repair, bike lanes and road repaving. Developers would get a greater return on their investment by the ability to build more on their properties. The properties would have greater value from their greater use, increasing tax revenue to the city. The city would also get a new revenue stream for transportation improvements. And the city overall becomes more attractive as an urban environment. Sounds like a winner to me!