final report: december 14, 2016 · pdf filethe plan in general is intended to provide a...

Final Report: December 14, 2016

Final Report: December 14, 2016 1 OF 36

Introduction

In the early winter of 2016 it was agreed by City leaders that Horicon needs a plan to improve its downtown. Many comments are received about main

street s u attra ti e storefro ts, ordi a e / ai te a e iolatio s, a d ge eral u deruse of our highl isible historic community asset. Several inquiries

a out re tal spa es a aila le do to ha e ee issed opportu ities. People o ti uall ask hat is the Cit doi g a out improving our downtown main

street environment. What is to be the future of the Deere Works south block? Why no visible Horicon Marsh signage / little art?

There is also opportunity to add new mixed-use retail and residential buildings on open development land and at redevelopment sites. Adding new residents

and businesses to the fabric of the downtown neighborhood will help the City to provide places for new residents interested in taking the many skilled job

openings that our local manufacturers are struggling to fill at present.

It was discussed at the start of this planning process that City leaders need to work collaboratively with business owners to determine what a unified vison for

downtown looks like, and phased to become reality. There is no reason why Horicon cannot have great eateries, some quant shops, artisanal workshops, and

art galleries moving forward. Nothing is impossible if we work as a group.

Opportunities

Add mixed-use infill buildings on open land and redevelopment sites

Improve historic block storefront facades on Lake Street

Improve / rehab living spaces above them.

Improve back-of-house main street parking / park spaces as inviting active place

Show long-range redevelopment scenarios for Deere Horicon Works tractor factory, south property

Furnishings, decorative plantings, seasonal decorations coordinated

Interpretive / Marsh area signage and/or sculptural art works

Riverwalk / park development along Rock River – a National River trail/water trail

Bike trail / on-street bike lanes for downtown connection to future Gold Star Memorial Trail.

Reuse –St. Malachy Church property at Barstow & Hwy 33


Process

This planning project was led by City staff and completed using in-house capabilities, with great help from many community residents and

business owners. The plan in general is intended to provide a strategic redevelopment vision, to guide enhancement of the built environment as

a very graphic plan, with less narrative content, and primarily maps and illustrations. Contributors include:

Steering Committee Karen Boersma, Horicon Chamber of Commerce

Bob Carpenter, Rock River Tap, HCDC

Mary Doughty, Rock River Retreat, Discover Dodge

Kathy Knop, Horicon Phoenix Program

Tony Pochowski, Midwest Financial Group, Horicon Chamber of

Commerce

Christine Schmitz, NHI, Horicon Phoenix Program

Elected Officials Steven Neitzel, Mayor

Nathan Anfinson, Alderperson

Carl Fausett, Alderperson

Forrest Frami, Alderperson

Susan Hady, Alderperson

Richard Marschke, Alderperson

Donald Miller, Alderperson

Dwight Plautz, Alderperson

City Staff Kristen Jacobsen, City Clerk / Treasurer

Dave Magnussen, Director, Dept. of Public Works

Jim Schaefer, Director, Dept. of Economic Development

Existing 300-block of E. Lake Street


Inventory

The project area was mapped, and a graphic basemap produced. The study area, based on initial conversations with project stakeholders, was defined as

shown below.


Basemaps

Detailed line-maps were created from a tracing of air photos for the entire study area, as a graphic base for the project. Also a photo survey of downtown

buildings and sites was created. As shown:


Input Methods

Several input gathering activities were conducted, to ask stakeholders what issues and opportunities they see as important to making downtown a better

place.

Stakeholder Interviews

All of the existing business owners within the study area that could be identified and located were interviewed in April of 2016. These meetings were

conducted mostly at the business locations. A questionnaire led stakeholders through a discussion about existing business, plans for the future, and sharing

of ideas about what is needed to reenergize downtown.

Overall impressions

• Downtown needs help. 300-block is consistently mentioned as in-need of attention.

• Generally business & property owners are receptive and enthusiastic about potential positive changes. Most seem willing to help and/or participate

in renovations and enhancements.

• Several of the properties seemingly most in need of renovation have been simply waiting for the right time to reinvest.

• Do to has a trash look. Not opti al usi ess i .

Recurring or Common Comments

• 300-Block unattractive / untended. Bringing down the market for entire City.

• Too many storage uses happening on Hwy 33 and in storefronts

• Why so many vacancies?

• Facades need renovations – paint and/or brick clean-up

• Street looks barren or empty. Please add furnishings to sidewalk

• The only visitors to Lake Street seem to be smokers (Can they go out-back instead please?)

• The City needs to take more aggressive action to clean up or renovate 300-block properties

• What is goi g o ith the uildi g o the or er, a ross fro Cit Hall? E Lake St.

• More events needed – Citywide

• Tourism - Opportunity for more, Marsh-based, tourism businesses seems under-developed.


Parking & Traffic

• Loss of on-street Hwy 33 stalls especially on north side of 300-block hurt businesses.

• Need better and/or more accessible lots in back of 300-block.

• 2-hour issues, permits

• Enforcement

• Maintenance

• Wide-turns by trucks at eastbound Vine/Lake corner – Should allow

• Trucks, vibration and noise are making business difficult.

Storefronts

• Most businesses are relying on passers-by and guests, not residents. Make changes to appeal to guests.

Apartments

• Identified approximately 15 apartments on second floors of 300-block

• Mostly rented – few occupancies

• Some are nice – some are in need of renovation

• Need housing for working people.

Noteworthy Quotes

Whe I dro e i to to , I thought a out lea i g , local business owner, quoting a recent guest.

Do to is holdi g us a k , anonymous


Open House Workshop

An interactive public meeting was conducted March 31, 2016 at City Hall. Approximately 40 participants attended a 4-hour open-house style event.

Participants provided comments and ideas on maps; placing color-coded dots to denote strengths and weaknesses, and marking maps and building photo

exhibits with comments.

Map / Photo Exercise Comments:

Strengths

• Bowling Green Park

• Blue Heron, Gingers Hideaway, Am Fam/Woodmen, Vonte Salon, Hor.

Bank, Rock River tap, Ice Cream Station, Dental office, Honeybee Inn

• Rock River bridge, St. Malachys hist. church prop., City Hall,

Marshview Ministries institutions


Weaknesses

• 300 / 400 blocks – south side in particular need attention

• Deere Works facades, the historic fronts need help

• Run-down residences at Hwy 28 end of Lake Street

• 2-Hour parking behind 300 block, south and north

• Need more parking

Opportunities

• Gateway potential at Larabee/Hwy 33 or at Rich St / Hwy 33

• Hardees property identified as big opportunity for new use

• 300-block south parking lot

• Pocket park behind 400-block south

• Mother s Da Nora s a d Gritt ho e/ usi ess propert

• Portage the Rock River Dam for small boats

• Gateway feature at Hwy 28 entry to Lake St.

• Add bike parking spaces/racks

Specific Comments

• Bowling Green Park – Add canoe launch- good idea

• Restore St. Malachys Church for reuse

• Enhance Legion Park; improve boat launch, add restrooms,

• Make Lake Street ore Gree e ha e streets ape

• Add outdoor dining at Gingers Hideaway

• Add an outdoor adventure/outfitter business

• Lighted City welcome signs please

• Parking behind main street needs to be longer than 2 hours


Background Research

Study was made of the various planning documents and community demographics relevant to the study area topics. These included a careful look at the

2009 Comprehensive Plan, responses to mailed survey questions from that planning process, and the recent 2015 Park and Outdoor Recreation Plan.

From the Comprehensive Plan; Various Goals, Objectives, and Policies were found that support the downtown plan topics, such as:

Promote compact neighborhoods, redevelopment, and infill development as strategies to manage the rate of community expansion, preserve

farmland, protect natural resources, and add vitality to older parts of the City.

Enhance the pedestrian quality and character of the downtown by promoting redevelopment south of Lake Street and taking advantage of the

adjacency to the river.

Promote the use of first floor spaces for specialty retail, restaurants, and commercial service uses, and upper story spaces for housing and offices.

Promote the downtown as a tourist, commercial, civic, and social center.

Increase access to the Rock River by promoting rear building entries and rear façade rehabilitation and by capturing small open space connections

linking the streets with the river.

Work with downtown property owners and businesses to preserve, renovate, modernize, and put to active use historically significant buildings.

Use marketing, investment, and incentive strategies to promote and retain specialty retail and dining business and services in the downtown.

Encouraging new residential development and redevelopment nearby and on upper stories to pro ide a uilt-i arket for goods a d ser i es a d to increase foot traffic.

Allow high-quality multiple family housing: Higher density housing that complements the character of surrounding neighborhoods can be an

important component of the affordable housing stock. Multifamily housing includes both renter-occupied and owner-occupied (e.g., condos,

townhouses) housi g optio s. Too ofte , resista e to higher de sit housi g is a result of people s e perie e ith poorl desig ed ulti-family

developments that do not reflect the character of the community, or are generally unattractive… Support programs to provide new affordable

housing: Several State and federal programs exist to help provide affordable housing. Programs such as the federal tax credit program, administered

through the Wisconsin Housing and Economic Development Agency, can help provide high-quality housing for lower income residents. The City

should support appropriate use of such programs to increase the supply of affordable housing for people who are often not accommodated through

the private market.


Steering Committee

After the workshop event, a group of interested stakeholders began meeting, to brainstorm creative solutions to problems, and to review progress design

ideas. There were several interactive meetings in the spring/summer of 2016.

Inspiration Images

As topics of interest were discussed by the group, images of similar

projects or downtown features were discussed as shown:

Streetscape


Ideas to ake the a k of house e perie e ehi d E Lake Street ore appeali g to guests.

Behind Main Street


A huge opportunity exists to improve access to the outstanding Rock River via Bowling Green and Legion Parks, tying downtown more directly to the River.

Riverwalks


Workforce housing emerging during the study, and a range of other housing types needed to reverse a declining population in Horicon, some samples:

Infill Mixed-Use Retail & Housing


Design Opportunities

The Steering Committee next identified projects by area or topic, as area-based opportunities. These include mixed-use building infill, redevelopment, and

community development features:


Design Concept

218 Barstow (Hardees Site) & Bowling Green Park Riverwalk

During development of this plan, the City was actively recruiting proposals from developers to create new commercial uses for this privately owned property.

One of them was an idea to create a coffee house, with drive-thru window, and high quality breakfast and sandwich options. This idea was expanded to add

apartment housing, and in the Winter of 2016 a developer proposed 40-units of workforce housing, making use of WHEDA tax credits, and a variety of grants

and low interest loans, and TIF assistance from the City if possible. This is envisioned as a 3-story, river-focused building, with a deck out the back to allow

guests and residents to enjoy the Rock River.

Other amenities and features that could enrich this important downtown gateway include an enhanced Riverwalk from Bowling Green Park to Hwy 33 and

creation of small-boat slips or piers for the new residents.

Food trucks were discussed for the parking lot in the park, and perhaps creation of a concessions building as a place for a rentable restaurant to provide more

downtown lunch options to residents and travelers along Hwy 33.


Design Concept

St. Malachys Church & Legion Park

The former church sits mostly vacant at present, and during development of this plan, several interested developers suggested it could be a candidate for

historic tax credits as a funding source to help pay for renovation. No specific use has been identified yet, but some suggestions or ideas that the Steering

Committee has suggested include: an Outfitter / Bike shop, a restaurant / tavern, with a riverside dining deck or perhaps luxury Loft Apartments.

Adjacent to the church is a rented house property, and an underutilized park called Legion Park. This concept imagines a future where the new church uses

are supported by a park renovation that would allow celebrations, festivals and event. i.e. weddings in the park space gazebo, followed by a reception in the

restaurant in the church building.

The concept also envisions the extension of the Bowling Green Riverwalk as far to the South as possible. Possibly with a long-range goal of extending all the

way to the Rock River dam and a potential portage to the south. (not shown)


Design Concept

Deere Horicon Works, South Property

At the time of this writing, John Deere & Company is building a 8 , sf e pa sio to their fa tor o W Lake Street. The e produ tio a d shipping operations to be moved into that new facility, combined with ideas to possibly relocate may other production departments more efficiently across

the street to the north, means that possibly new redevelopment sites could become available on this property. Nothing will happen immediately, and many

questions remain about how to pay for this potential factory relocation ($5M was suggested as needed) , but perhaps given a 15-20 year timeframe, this

opportunity could be realized in a phased approach.

For example, it was suggested that the current parking lot at the SW corner of E Lake and Vine Streets could become available soon, within 2 years, assuming

that many of those parked cars will now be parked at the 101 site.

The historic Vanbrunt factory building may be next, possibly within 5-years, as a candidate for complete renovation, and made possible via historic tax credit

investment. It may be true that the foundry uses and other industrial uses of the building might make conversion to residential apartments a big challenge,

but the Steering committee likes the idea of preserving this important piece of Hori o s history. Several other residential and mixed-use buildings are shown

around the perimeter of the site, preserving the existing center Deere building as an office building for Horicon Works for the foreseeable future.

Completing this concept is a signature riverwalk that will be linked to the Bowling Green park riverwalk as a draw to attract guests and new residents. Many

boat moorings are shown, making waterfront living more attractive, and a park space /performance stage venue to provide an active place for folks to have

small shows and events alongside the Rock River.


Design Concept

300 & 400 Blocks, South Concept

Once a center place of activity, these historic blocks have many buildings that have been neglected, and significantly detract from downtown. With several

storefronts and entire buildings in need of renovation. The Committee is concerned and really everyone involved in this plan agrees that intervention may be

needed soon, or the entire block (s) may see the wrecking ball. It is agreed that renovations should be coordinated to create opportunities for new retail uses

that capitalize on Horicon Marsh tourism

This o ept illustrates a idea that has ide support to re o ate the Back of House experience to become more inviting to guests. The Hwy 33 front doors

have a lot of truck traffi that ake the idea of tur i g the a ks to the fro t appeali g to a . The ideas is to reate a sort of Marsh Village , u iti g the public parking area, with a small park space or feature, where events can take place that merchants could use to market downtown for tourism dollars. Small

concerts are imagined where the dining establishments and taverns open their back doors to the events, with beer gardens and enhanced garden entrances.

Parking stalls would be better unified and made to function as flexible event space, and more parking stalls added thought the eventual assembly of the

residential buildings on the block.

Currently visitors fly around this block, and that should be corrected with clear signage on Vine and Hubbard Streets, directing guests to slow down, park, and

spend some time in Horicon.

On the South 400 block – it is suggested that this could possibly better accommodate a corporate office building or mixed-use commercial / residential

building, with parking underneath accessed from the rear, if properties could be assembled.


3 Blo k Ba k of House Co ept

The Mar h Village shops o ept as des ri ed a o e …


Design Concept

300 Block, North Concept

Parking is the issue that most stakeholders suggested needs to be addressed. There are issues with several business not having enough spaces, and this was

magnified with loss of the on-street stalls on the north side of Hwy 33when it was recently reconstructed.

Currently there is a bit of a disorganized collection of private lots and miscellaneous rear-yard building stalls off the alley. By combining several of these

areas, and by assembling a residential property that is available at date of writing, more room for parking could be made available. This would better allow

merchants, their employees, and visitors to access more spaces closer to their businesses.

Also shown in this view is an on-street bike route, with striped lanes shown for the proposed Gold Star memorial Trail. At the time of writing, this project is

undergoing fundraising, with the goal of creating a bike trail from Mayville, to Horicon – to Beaver Dam, a 15-mile route that will weave through downtown.


Built-Out Concept

Horicon can achieve a lot of new

downtown activity, with many new

residents, new Mash retail shops,

and attractions to draw more guests

to the Riverfront.


View Looking Northeast


Streetscape Concept

A great effort was made a few years back to reconstruct Hwy 33, E Lake Street, and this included a good upgrade to the streetscape terraces. Decorative

street lights; and at the corners, stone bollards, trash receptacles, planters add some ambiance. However most agree that there is a lack of street furnishings

in the mid-block areas. This concept shows adding more decorative planted pots, bike racks, benches, terrace café seating, and signage elements. All with

the goal of making main street look like a place for people, and not just for cars.

The concept at right also shows how the striped Gold Star Memorial Trail bike lane can help with traffic-calming along the busy stretch of Hwy 33 downtown.


Facades and Historic Renovations

Everyone agrees that the 300 and 400 blocks need attention, especially the facades along the south side of the street. During this plan process several

conversations with property owners took place revealing that while there is strong interest in doing renovation projects, there is little financial incentive at

present. It was intended that through this plan process, we could get to a fine-grained set of recommendations, with a brick-by-brick to-to list of façade

treatments and repairs to restore the blocks to their former historic quality. However this is a long-term project.

The concept at right suggests some basics, but in reality there will need to be a group effort to help locate funding sources and new businesses that can help

to finance changes. Some of the sources that should be utilized include; a new Downtown TIF district; with new increment from infill projects adding some

assistance capital to these projects, historic tax credits; perhaps if these buildings could be grouped into a historic district, and grants such as the WEDC

Community Development Initiative, and WisDOA block grant funds.


Implementation

It will take concerted effort over time to make any of the additions and changes envisioned in this plan.

However there are some tools that can make it possible to get projects moving. Some initiatives and

sources of funds include:

Create a new downtown TIF - It is suggested that it is time for Horicon to consider creation of a new downtown TIF district, as an investment vehicle

to capture new higher property tax values that would come from the redevelopment and infill projects shown in this plan.

o The City has two active TIF districts at present, with capacity available for new TIF plan projects. TIF 4 is scheduled to close in 2027, and TIF 5

is less than one year old.

o The e do to TIF should i lude the ore area of this pla s stud area here e i fill proje ts a d re o atio s are proposed, and it

should extend to the west along Hwy 33 to the railroad tracks, as incentive to help redevelop the Gardener remediation site, and the

commercial properties centered on the railroad crossing.

o New property taxes could increase by roughly $136,000 / Yr., or $2.7M over 20 years avg. project timeframe. Based on a total estimated

value of $40-50M of new investments for rental apartments, new commercial space, and renovated properties.

o This TIF would be a Statutory Redevelopment Plan TIF, and by definition would include a blight elimination plan. And this would be

ad i istered through the Cit s CDA. This age has ot et for se eral ears, a d ould e the pu li fa e of the Cit s efforts to

redevelop and renovate buildings needing the most financial assistance.

Research & capitalize on properties for the Historic Register / Historic Tax Credits

o Investment money is available from the State to help renovate historic properties for reuse.

o St. Malachys church is vacant, and has significant historic value. It could be registered with the NPS and renovated for a range of potential

commercial, retail, or housing uses.

o The 300-block has value as a historic district. There is question about whether there are too many non-historic buildings or empty lots to

make this feasi le, ut it has ee judged a lose- all . o The historic Vanbrunt factory building on E. Lake Street, at the Deere Horicon Works facility, should be studied for historic potential, and

might be renovated into workforce housing.

Affordable Housing Tax Credits

o The State makes tax credits available for affordable workforce housing through WHEDA. These are already planned to be applied-for to

create the project shown for the Hardees site at 218 Barstow Street.

WEDC has grant funds for development project, through their Community Development Investment grants. This is intended also for the 218 Barstow

site, and could be of help with the 300 & 400 – block renovation projects. Also for City-owned Kansas Street (263 & 267) properties, which have the

potential to become a catalytic redevelopment site, for a current business expansion, or other uses, within a short walking distance of downtown.

WisDNR Stewardship Grants for downtown riverwalk projects, in phases as developed.


The map above shows a rough idea of the properties that might be brought into a new downtown TIF district. In addition to the conceptual projects

identified in this plan, there is also discussion of extending the district to include the City o ed Ka sas Street propert . And also extending the district to

the commercial properties centered on the railroad on the west side, and out to the commercial lots as far as Finch St to the east.


The map above shows conceptually new development and renovations providing approximately $ 136,000 / Yr of new property taxes into a potential new

downtown TIF district. Which if multiplied by perhaps a 20-year average term for each project; equals a total new increment of approximately $ 2,720,000

over the life of the TIF. Total new investment may range from $40-50M.

final report: december 14, 2016 · pdf filethe plan in general is intended to provide a...

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