* Image courtesy of Tom Stiles and skyshots.com
Preliminary Market Analysis Community Engagement Report
April 25, 2016
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Table of Contents Executive Summary ......................................................................................................................... 3
Community Engagement Process ................................................................................................... 5
City of Richmond Leadership ...................................................................................................... 5
City of Richmond Planning Commission and Urban Design Committee .................................... 5
City of Richmond Key Stakeholders ............................................................................................ 6
City of Richmond Community Meeting and Public Input Sessions ............................................. 6
City of Richmond Online Survey Results ..................................................................................... 7
Recommendations ........................................................................................................................ 11
Conclusion ..................................................................................................................................... 12
Appendix A………………………………………………………………………………………………………………………………13
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Executive Summary
Richmond’s future development will depend on an array of factors, but perhaps most
importantly, future development will hinge on Richmond’s ability to remain competitive and
attractive within a growing city and region. The Boulevard site, one of a few underdeveloped,
publicly owned urban tracts of land in the United States, will provide a tremendous future
opportunity to the citizens of Richmond.
Tripp Umbach, under support of the Timmons Group annual contract, was hired by the City of
Richmond to conduct the facilitation and execution of public engagement procedures for the
proposed Boulevard site redevelopment. On Monday, December 14, 2015, the City of
Richmond City Council voted to pass a resolution to support a strategy to achieve the “highest
and best” use for City-owned real estate in the area of Richmond bounded by Interstate
64/95 to the north, Hermitage Road to the east, West Leigh Street to the south, and North
Boulevard to the west.
Following the guidelines set forth by Resolution No. 2015-R65-70, the City solicited public
comments on a draft form of the “Preliminary Market Analysis” report. Tripp Umbach
developed a communications plan and public engagement strategy designed to solicit feedback
and incorporate it into the final “Preliminary Market Analysis” report.
This document serves as an important step in communicating the public engagement process
to be included and incorporated in all future phases and plans that will take place in 2016
and beyond.
As the process moves toward a final plan for developer solicitation, Tripp Umbach, Timmons
Group, and the City of Richmond all value incorporating community input and
recommendations into the final Boulevard redevelopment plan. The approach for this
engagement process involved collecting primary research from:
Meetings with members of the City of Richmond Leadership
Meetings with members of the Planning Commission and Urban Design Committee
Meetings with a number of stakeholders on the 60 acre City-owned Boulevard site
A series of six community and public input sessions
An online community survey
Using a community-driven economic design process where the needs of the community, the
maximum potential of the market, and best use of the site are brought into focus, Tripp
Umbach believes the city-owned 60 acres will be an important site for transformative
development in the City of Richmond.
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Key Findings and Recommendations
1. The Richmond community is ready for the 60-acre Boulevard site to be developed. As
a result of the community meetings and interviews, a majority of constituents expressed
the need for an agreement to be reached so that development can occur on the 60-acre
Boulevard site. After years of deliberation, many in the City have become disappointed
with the prolonged and drawn-out discussions of development for a new/renovated
ballpark and potential Boulevard site development expansion.
2. The community wants a development that is unique and transformative to Richmond.
Community leaders and constituents want a development on the 60-acre Boulevard site
to be unique to the Richmond area. Many constituents desired a mix of small-scale
retail, restaurants/bars, and other services and amenities for the City that is human-
scaled. The proposed development must have an authentic neighborhood atmosphere
that does not cannibalize other surrounding communities. Additionally, Richmond
constituencies do not want to see a development that is reminiscent of already existing
areas such as Short Pump and Stony Point.
3. Public education, public safety, and job creation are the three leading issues facing
Richmond as indicated by survey respondents. Data collected from community
meetings, interviews, and the survey indicate that schools/education, public safety, and
jobs/economic growth are the three largest issues (in order) facing the community that
need to be addressed. Development on the Boulevard must reflect an outcome that can
assist, alleviate, and or improve the infrastructure and conditions for the City.
4. The creation of a sports and entertainment district (82.2%) was selected by survey
respondents followed closely by a midtown mixed-use development (78.5%) as the
top two economic development strategies for the Boulevard site. Together, the two
strategies can coincide as complementary developments to the City-owned 60 acre site.
Also, community members have expressed desire in seeing the sports and
entertainment district as a focus of the development, with other mixed-use
development wrapped around, and in close proximity to, it.
5. Keeping professional baseball near the Boulevard site is important to survey
respondents. Throughout the community engagement phase, keeping baseball on the
Boulevard was a recurring theme from the interviews and meetings. Additionally, more
than four-fifths of survey respondents (86.3%) are in favor of keeping baseball on the
Boulevard site – of those who voted “Yes” to keeping baseball on the Boulevard, 65%
are residents of the City of Richmond.
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Community Engagement Process
Tripp Umbach completed a series of 20 interviews and six public engagement meetings with
constituencies and key stakeholders in the City of Richmond in January and February of 2016.
Meeting the recommendations of Resolution No. 2015-R65-70, these meetings focused on two
primary functions:
1) Present the economic data findings of the “Preliminary Market Analysis” report;
2) Provide constituencies an opportunity to provide thoughts and opinions on the overall
use of the 60-acre City-owned site.
The aggregate comments have been given serious consideration and are presented below. As
the process moves forward, public input, and economic data will be used together to form a
comprehensive final recommendation for the City of Richmond.
City of Richmond Leadership
Tripp Umbach Project Directors met with each member of the Richmond City Council to discuss
the findings of the “Preliminary Market Analysis” report and gather input on their opinions.
Councilpersons all expressed a desire for a thoughtful development that would generate
revenue for the City, while establishing a firm neighborhood identity on the Boulevard;
however, the members were split when it came to the method of achieving this goal. As plans
for development become more established, Tripp Umbach anticipates Councilpersons to
become more vocal about their positions.
City of Richmond Planning Commission and Urban Design Committee
Tripp Umbach met with a 12 members from the Richmond Planning Commission and Urban
Design Committee who were available to discuss the proposed development on the Boulevard
site. These discussions were held in order to gain a better understanding of opinions from a
design concepts perspective. The following opinions included:
The Boulevard development site should be inclusive to all residents living within the
City, assuring that it will preserve the fabric of authenticity and identity that are in the
neighborhoods.
o The site should be a destination center for all.
The Boulevard site has major potential to serve as a driving factor for growth in the
region.
Development needs to be mindful of walkability and available public green space.
There is a need for mixed-use development, with affordable pricing.
o If pursuing a housing development, educational programs, and institutions must
be addressed in a thoughtful and purposeful way.
The footprint for parking on a development of this size must be addressed strategically.
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City of Richmond Key Stakeholders
Tripp Umbach held meetings with identified key stakeholders on the Boulevard site. These
stakeholders included: The Flying Squirrel team management and owners, Sportsbacker’s
owners, and Directors from the Virginia Commonwealth University Athletic Department.
Additionally, Tripp Umbach made itself available to community association presidents from the
surrounding area to take into account the opinions of their organizations. The following are
some of the key takeaways:
Each organization has a strong presence within the Richmond community and on the
Boulevard, and contributes a great deal to the City through community programs,
morale, and philanthropy.
Stakeholders see the value in developing the 60-acre Boulevard site and idealistically
want to remain a community staple on the location.
The stakeholders are open to the possibility of working together on a collaborative
effort and innovative program to incorporate each other into a final working plan.
City of Richmond Community Meeting and Public Input Sessions
Tripp Umbach held a series of six public community engagement meetings located throughout
the City of Richmond. Meetings were scheduled in advance to accommodate a wide array of
times, locations, and availability. The six (6) community meetings were as follows:
January 19, 2016 – 6 p.m. – Richmond DMV, 2300 West Broad Street
January 20, 2016 – 6 p.m. – Southside Community Center, 4100 Hull Street
February 4, 2016 – 9 a.m. – Downtown Library, 1001 E. Franklin Street
February 4, 2016 – 6 p.m. – Thomas Jefferson High School, 4100 W. Grace Street
February 11, 2016 – 12 p.m. – Huguenot High School Community Center, 7945 Forest
Hill Avenue
February 11, 2016 – 6 p.m. – Martin Luther King, Jr. High School, 1000 Mosby Street
Each meeting provided audiences with the opportunity to hear the preliminary economic data
analysis findings, pose questions, answer survey questions, and give their opinions on the
proposed development concepts; additionally, those in attendance were given the opportunity
to write down their thoughts and opinions to submit for consideration into the final
recommendation. Key takeaways from the session include:
Many questioned the scope of the current 60-acre Boulevard development site – a
number of constituents see the scope and size of the project to be much larger than just
60- acres. In time, constituents wish to see the greater Boulevard area under one
master planning project.
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Constituents do not want the City to go at redevelopment on its’ own, but favor instead
a private or public/private approach. o Buy-in from the surrounding counties is imperative.
Support for baseball and the Richmond Flying Squirrels to remain on the Boulevard was
a dominating focal point of discussion and spirited input. The need for more accessible and alternative forms of transportation is essential for
community residents on the Boulevard.
City of Richmond Online Survey Results
Tripp Umbach and the City of Richmond generated an online survey as a means to receive
public input beyond the six public engagement meetings. The survey was open to responses
beginning February 1, 2016, until February 29, 2016, using a web-based survey development
site, SurveyMonkey. The City of Richmond made the survey link available on
www.richmondgov.com, as well as provided the survey link in an email to local community
associations and development groups. The survey collection provided a way to garner feedback
from community members on their vision for the Boulevard site.
The survey obtained responses from residents of the City of Richmond, those who live outside
of the city but reside in the Commonwealth of Virginia, and residents outside of the
Commonwealth of Virginia. The majority of residents who participated in responding to the
survey reside in the City of Richmond with 66.21% living in the city. (See Figure 1.)
Figure 1– Location of Survey Respondents
66.21%
32.53%
1.26%
0.0% 20.0% 40.0% 60.0% 80.0%
City of Richmond
Outside of City but in Commmonwealth of Virginia
Outside of Commonwealth of Virginia
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Results from the survey offer: (1) opinions on the most important issues facing residents; (2)
the best uses for the Boulevard site; (3) and strategies for development. Some of the major key
findings from the analysis follow below. Expanded results of the online survey can be found in
Appendix A.
Key Survey Findings:
1. Survey respondents believe that education is the most important issue facing residents
in the City of Richmond and the Commonwealth of Virginia. Survey respondents overall
selected schools/education as the top issue facing their families, with more than one-
fourth of respondents (31.5%) selecting it as the number one issue. (See Figure 2.)
Figure 2 – Top Issues Facing Residents and Families
Jobs and Economic
Growth Public Safety Retail/Services
/Dining Roads and
Transportation Schools/
Education Sports and
Entertainment
In the City of Richmond, VA
640 728 145 138 874 142
In Virginia, but outside of the City of Richmond
355 350 41 62 374 93
Outside of the Commonwealth of Virginia
14 12 2 0 9 1
Total (3980
responses) 1009
(25.3%) 1090
(27.3%) 188
(4.7%) 200
(5.0%) 1257
(31.5%) 236
(6.0%)
2. The majority of survey respondents selected the development and opening of
restaurants, bars, and coffee shops as the best option to help improve the City of
Richmond’s economy. More than half of survey respondents (59.2%) selected this
option as one of the top five ways to improve the Richmond economy. Sports facilities
(55.1%), parks/walking and biking trails (54.8%), schools and other educations facilities
(51.6%), and grocery stores (42.8%) round out the top five choices for economic growth.
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3. The creation of a sports and entertainment district is the top economic development
strategy for the Boulevard site among survey respondents. Survey respondents cited
midtown mixed-use development as the second top strategy for economic
development. See Figure 3.
Figure 3 – Strategies for Economic Development on the Boulevard Site
4. The majority of survey respondents are in favor of keeping baseball on or near the
Boulevard site with 86.8% of survey respondents indicating their preference to keeping
baseball on its current location.
a. When asked if in favor of moving baseball to another site in the City of
Richmond, 23.8% of survey respondents said they would be in favor, while 76.1%
of respondents said they are not in favor of moving baseball to another site in
the City. Similar results were obtained for moving baseball to a site outside of
the City of Richmond, as close to 80.0% of respondents do not want baseball
moved to a site outside of the City.
5. Estimates for a new professional baseball stadium or renovation of the existing stadium
ranged between $40 and $65 million. Survey respondents, no matter their place of
residence, solely agree that financing of a new stadium or stadium renovation should
not be financed by City taxes, rather by a private developer or a combination of
public/private funding endeavors. Only 3% of survey respondents reported that the
stadium should be financed by the City of Richmond, while the vast majority favor a
private developer/financier or some combination of public and private financing. (See
Figure 4.)
16.1%
15.1%
17.2%
18.8%
78.5%
31.9%
26.3%
82.2%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Corporate Headquarters/Office Park
Hospital Campus
Housing Development
Hotel/Convention Center
Midtown Mixed-Use Development
Retail Shopping Mall
Research and Science Technology Park
Sports and Entertainment District
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Figure 4 – Financing of New Stadium/Stadium Renovation
By raising City
taxes
By diverting current City tax from other City
services
By a private developer/
financier
Combination/ Other
Total
In the City of Richmond, VA
36 52 1362 1215 2665
In Virginia, but outside of the City of Richmond
11 26 528 734 1299
Outside of the Commonwealth of Virginia
3 0 18 19 40
Total 50
(1.2%) 78
(1.9%) 1908
(47.6%) 1968
(49.1%) 4004
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Recommendations
1) The City of Richmond should move forward with developing the 60-acre Boulevard
site through a national RFQ process.
Tripp Umbach views the Boulevard site as a prime location for transformative development
in the City of Richmond, Virginia. After review of the community engagement findings,
Tripp Umbach recommends it is in the best interest for the City of Richmond to continue
pursuing a high density, mixed-use development on the City-owned 60-acre Boulevard site.
Pursuant to the preliminary economic data findings in Figure 5, Tripp Umbach recommends
the City of Richmond continue to move forward with a national RFQ process for the 60-acre
Boulevard site to secure a master development partner.
Figure 5: 20-year timeframe for cumulative buildout of Boulevard site
2) At the same time, a multi-stakeholder master plan is needed for the area surrounding
the city-owned 60-acres to maximize the economic and social impacts associated with
the development of the city’s site.
Simultaneously, the City of Richmond, in conjunction with the Commonwealth of Virginia,
Virginia Commonwealth University, private foundations, regional stakeholders, and local
neighborhood and commercial civic associations should begin a separate master planning
project that encompasses the greater Boulevard area that is outside of the 60 acre City-
owned parcel. In this master planning group, Tripp Umbach recommends the group pursue
a joint sports and entertainment district on a property that is close and adjacent to the
current 60-acres. This sports and entertainment district will be a focal point for the
proposed development. Gathered from stakeholder discussions, Tripp Umbach believes
this course of action to be agreeable for the current parties on the Boulevard (The
Richmond Flying Squirrels, Sportsbacker’s, and Virginia Commonwealth University), as
collaboration can be a winning solution.
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Conclusion
The City of Richmond has a once-in-a-generation opportunity to advance its economic and
social position. Across the globe, cities are investing in new developments and infrastructure to
support the rising demand for urban living. Within the city, neighborhoods are the foundation
of cultural and social identity. This delicate balance preserves a rich foundation for friends,
family, and neighbors that make-up each distinct community. The City of Richmond has one of
the oldest and most profound histories in American culture. As development progresses on the
Boulevard, the City must make every effort to preserve the rich tradition of industry, academia,
and technology – as well as sports and entertainment. The benefits to the City of Richmond, the
region, and the Commonwealth of Virginia are beyond measure as the City-owned site is
leveraged to create a more economically sustainable and healthy community.
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City of Richmond Boulevard Preliminary Market Analysis Community Survey Appendix A: Online Survey Results
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Date Created: Wednesday, January 27, 2016
5017 Total Responses
Complete Responses: 3997
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Q1: Where do you live? (Please select ONE of the following) Answered: 4,992 Skipped: 25
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Q3: What issues are important to you and your family? (Please rank from 1 to 6 with 1 being the most important and 6 being the least important). Answered: 4,099 Skipped: 918
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Q4: What do you believe are the best options to improve the Richmond economy? (Please place a check mark by the five amenities that you believe are most important). Answered: 4,097 Skipped: 920
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Q5: Please select three of the following economic development strategies for the site: Answered: 4,088 Skipped: 929
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Q6: In terms of design concepts, what issues are important to you and your family? (Please rank from 1 to 6 with 1 being most important and 6 being less important). Answered: 4,070 Skipped: 947
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Q7: Would you be willing to pay for parking on the Boulevard site? Answered: 4,085 Skipped: 932
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Q9: In the past five years, how many professional baseball games have you attended at the Diamond? Answered: 4,066 Skipped: 951
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Q10: Are you in favor of keeping professional baseball on the Boulevard? Answered: 4,032 Skipped: 985
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Q11: Are you in favor of professional baseball being relocated to another location within the City? Answered: 4,029 Skipped: 988
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Q12: Are you in favor of professional baseball being relocated to another location in the Richmond region outside the City? Answered: 4,032 Skipped: 985
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Q13: Most estimates for a new professional baseball stadium or stadium renovation range from approximately $40 million to $65 million. If undertaken, how should such an endeavor be financed? Answered: 4,023 Skipped: 994
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Q16: Gender: Answered: 3,966 Skipped: 1,051
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Q17: What is your race or ethnicity? Answered: 3,939 Skipped: 1,078
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Q19: What is your yearly household income level? Please choose from the list below. Answered: 3,938 Skipped: 1,079