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midtown east visioning study

BACKGROUND REPORTJUNE 2011 / CITY OF VENTURA


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|Midtown East Visioning Study

DRA6/20/

table of contents

SECTION 1

background mapping

6 Regional Context7 Area Context8 Site Reconnaissance14 Area Circulation

15 Land Use Policy16 Open Space & Educational17 Zoning18 Area Transit19 Local Road / Freeway Access to Site20 Bicycle & Pedestrian Circulation21 Regulating Diagram / Midtown22 Figure Ground Analysis23 Streets & Block Structure24 Green Space / Tree Canopy25 Hard-Soft Analysis

26 Mall Map / Anchor Uses27 Parking Analysis28 Leasing Analysis29 Historic Analysis34 Street Sections

SECTION 2

Brand Analysis and Design Concepts

40 Understanding the Big Picture50 Brand Essence

SECTION 3

opportunities and constraints

62 Green Connections - Mountains to Sea63 Zoning Interpretation64 Redevelopment Districts65 Green Connections - Site

66 Bicycle & Pedestrian Opportunities68 Opportunit ies and Constraints

SECTION 4

potential development scenarios

72 Scenario 1: Improve Green Linkages73 Scenario 2: Create Distinct Subdistricts74 Scenario 3: The Green Mall

75 Scenario 4: Sustainable Squares76 Scenario 5: Urban Village


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background

mapping


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Key

City of Ventura

Bodies of Water

Major Highways

Airports

Site

Other Regional Centers

background mapping /

REGIONAL CONTEXT

Project site located within City of Ventur as Sphere of Inf luence.

Ventura coast al city with eclectic and burgeoning downtown.

Ventura lies between two destination cities - Los Angeles (approx. 60 miles) and Sant a Barbara (approx. 34 miles).

101 Freeway provides main route for r egional access from east and west.

126 Freeway provides access from the nor theast.

Access to I nternational Air port s: LAX (64 miles) and Burbank Airport (57 miles) within approximately 1 - 1.5 hours drive.

St r ing of Regional Center s from SB to LA .

Summary Description

0 2mi North

Paseo Nuevo

La Cumbre Plaza

Riverpark

Camarillo Outlets

The Oaks

WestlakePromenade

Esplanade

SM Place

In a long line of regional centers, how can we make the study area more unique to Ventura?


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Major Establishments / Important Features

A: Project Site: Pacific View Mall

B: Ventura Count y Medical Center

C: Community Memorial Hospital

D: Main Street Shops

E: Gateway Village Shopping Center

F: Camino Real Park

G: Ventur a County Government Center

H: Ventur a Community Park

I: Ventura College (regional college)

J: St . Bonaventure High School

K: Anacapa Middle School

L: Cit y Hall

M: Grant Park

N: Arroyo Verde Park

O: Ol ivas Park Golf Course

D

C

B

A

E

F

J

I

H

G

K

L


AREA CONTEXT

Summary DescriptionPlanning Implications

Key

Commercial

Educational

Institutional

Medical

Open Space

Midtown District

Farmland

Mountains

City Hall

Pacific View Mall located on the eastern boundary of VenturasMidtown District .

Site located in relative proxim it y to key dest inat ions withinVentur a:Downtown (3 miles to west); College District (1mile to east).

101 Freeway travels east-west just south of site, providingaccess route to downtown and other key destinations.

Active r ailroad line suppor ting passenger and freight serviceruns about 1 mile south of the site.

Mills, Main, and Telegraph are import ant local connectors.

Take advantage of the proper tys situation as a large, centrallylocated commercial center .

Cluster mixed use close to transit.

A

B

CD

E

GH

I

JK

L

F

0 2 mi No

M

M

N

O

N

O


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SITE RECONNAISSANCE

1: PACIFIC VIEW MALL

2: TELEGRAPH ROAD

3: SOUTH MILLS ROAD

4: EAST MAIN STREET

5: HOSPITAL DISTRICT

STUDY AREAS:

0 750 1500 North


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SITE RECON / PACIFIC VIEW MALL

BA

C

E FD

I

H

J

G

A B

C D

H I

F G

J

E

Stone Pine (pinus pinea) found in mall

parking lot

South front of Macys retail anchor

Tar get designated par king lot Empt y par king lot and recentconstruction in the shopping plaza

north of mall

Signage at Pacific View Dr and East

Main St

Looking north from Target parking lot Looking south towards Target and

mall directional signage

Noise barrier separating low densit yresidential from mall parking lot

Sears Auto Center

Target retail anchor, north entrance

How can the interface between the mall and theneighborhood be improved?


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SITE RECON / TELEGRAPH ROAD

A

D

B

G

HI

E

C

F

A B C

D

G H

E F

IRetail and off ice on north side ofTelegraph Rd

Chase Bank located at South Mills and

Telegraph Rd

Former Barker Brothers Furniturestore; This propert y presents

opportunit ies

Bus Home, public art by DennisOppenheim

Low density office on north side of

Telegraph Rd

Retail store on nort h side of

Telegraph Rd

South side of Telegraph Road

Nor th side of TelegraphRoad; Possible st reetscape

improvements?

Ventura Bus Transfer station; Is

t here potential to r elocate this?

Are there opportunities to improve Telegraph Road as a mixed use corridor centered on transit?


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SITE RECON / SOUTH MILLS RD

I

A

D

E

H

B

C

F

A B

C D

G H

E F

I

G

Looking nor th along Mills Road Intersect ion of Mills Road and Main

Street

Super Panda Buffet along South MillsRoad

Looking east at Sout h Mills Road anMaple St

East front of JCPenney retail anchor

Santa Barbara Bank and Trust along

South Mills RoadLooking nor th along Mills Road

Anacapa Middle School Mall parking lot featuring a linearberm; the parking lot is sunken in

relation to Mills Road

How can Mills Road better provide a more valuable, bikeableand green connection from North to South?


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SITE RECON / EAST MAIN STREET

A

C ED

F G

A

H

DE

C

F

B

G

B

H Mall gateway at northwest cor nerof Main Street and Mills Road

intersection

Mimis Cafe at the north side of East

Main St

Medical professional building at MainSt and Loma Vista Rd

Nor th side of Main Street, sidewalkwith landscaped planting area

Entranceway to mall at Pacific ViewDrive and Main Street

Ford dealership at southwest of Main

Street and Mills Road intersection

What opportunities existto improve the characterof Main Street as acommercial boulevard?

The mall entrance from Preble

Avenue

Forlorn looking median str ip alongMain Street


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Ventura County Medical Center on

Loma Vista Rd

Empty lot south of Loma Vista

Elementary School

Recent construction at Brent St andLoma Vista Rd

Community Memorial Hospital atBrent St and Cabrillo Drive


SITE RECON / HOSPITAL DISTRICT

A CB

D E F

A

F

B

D

C

E

Community Memorial Hospital on

Loma Vista Rd

Medical professional building at MainSt and Loma Vista Rd

How can we make a more meaningful connection between the hospitals and clinics to thenorthwest and the mall?


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Location just nor t h of 101 & 126 Freeways providesregional visibility to passing motorists.

Main Street offers commercial corridor to downtown.

Telegraph Road is a local street leading to Ventur a College.

Mills Road connects neighborhoods to employment in thesouth.


AREA CIRCULATION

Provide a better Gateway from the southandwest .

Provide better local connections (bike, pedestrian, etc) from

nor t h, east , and west .

Better wayfinding from downtown, local schools, andhospitals.

Key

Freeway

Primary Ar terial

Secondary Ar terial

Local Street

Railroad Line

0 750 1500 North

Fwy Interchange

Primary Intersections

Secondary Intersections

Mall Entry/Access

Summary Description Planning Implications

Which thru streets will better connect the surrounding neighborhoods?


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Key

Residential Neighborhood

Commercial

Industry

Public & Institutional

Agriculture

Parks & Open Space


LAND USE POLICY


Integrate better for local r etail needs of adjoining land

uses, especially schools and residential.

Provide higher densit y mi xed use near tr ansit connections.

Dist r ic t site: regional retail to south, local mixed use to north

Midtown District to west is primarily designated for

residential land use.

Several schools wit hin close prox im it y to the site.

Concentr ation of Indust ri al and employm ent is located

to the south.

Mixed use corridor s leading to site include Main, Telegraph,

and Mills.

0 750 1500 Nor

How well do commercial uses within and surrounding the site address the needs of theneighborhood, the Ventura community, and the region?


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Num erous school r elated open spaces& playing fields

surrounding the site, but t hese lack connections between them.

Closest neighborhood park, Blanche Reynolds Park is

located about 10 minut es walking distance to the west of

the site.

Cami no Real Park , a substantial public park, is located

outside of convenient walking distance, a 15 minut e walkfrom the project visioning area to east .

Extensive agricultural lands located south of site.

Key

Public Park

Green Space

School Playing Fields

Agriculture


OPEN SPACE & EDUCATIONAL

0 750 1500 North

Higher Education

School

Emphasize adjoining primary streets (Main, Telegraph,

and Mills) as better green space connections.


How can we make the site more vital and connected to the surrounding schools and parks?


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ZONING

Summary Description

Visioning area generally zoned for Commercial withadjacent residential

Land zoned for comm ercial immediately nort h of t he siteand also for a large portion of the east ern site boundary.

Mostly r esidenti al zoning within a 15 minute walking radiusof the site.

Local servi ng retail along commercial cor ridors to west(Main, Thompson).

Planning Implications

Can we structure new mixed use grow t h around transitimprovements?

Can onsite land uses improve connections betweenneighborhoods?

Key

R-1 Single FamilyR-2 Two Family

R-3 Multiple Family

RPD Residential Planned Dev..

MHP Mobile Home Park

MXD Mixed Use

PO Professional Office

C1-A Intermediate Commercial

C-2 General Commercial

CPD Commercial Planned Dev.

M-1 Limited Industrial

M-2 General Industr ial

MPD Manufacturing Planned Dev.

A Agricultural

P Parks

0 750 1500 No

T-4 Urban GeneralT-5 Ur ban NeighborhoodCenter

R-1

R-2

R-3

RPD

CPD

CPDCPD

CPD

CPD

CPDC-2

C-2

R-2

C-2

C-1AR-1

C-1A

C-1A

R-1

M-1

R-1

M-1

MPD

C-1

T-5

T-5

T-4

T-4

MHP

MHP

R-3

R-3R-3

PO

PO

PO

PO

C-1

MPD

R-3

R-3

T-4

T-4

R-3

C-1

T-4

R

R-1

CPD

R-3

R-3

Are there clustered opportunities for rezoning that will make the site and its surroundings moreintegrated?


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Key

Gold Coast (formerly SCAT)

VISTA (Nextbus)

Railroad

Bus Stop

Bike Rack

Explore viability of tr ansit shutt le between local andregional destinations, such as Downtown, Ventura College,CSUSI, airpor ts, etc.

Explore the idea of moving the bus st ation to the corner

of Mills and Telegraph. Provide bike racks and other t ransit or iented amenit ies along

major tr ansitways.


Commercial

Educational

Institutional

Open Space

VTC


AREA TRANSIT

Both Gold Coast & VISTA lines run along the northern andeastern boundaries of the site.

Gold Coast Tr ansit (formerly SCAT) provides fixed-routebus ser vices in the cit ies of Ventura, Ojai, Oxnard, and Por t

Hueneme, as well as in unincorporated County areas betweenthese cities.

VISTA int er-cit y bus service provides connectionsbetween the cit ies of Ventur a County and betweenneighboring Sant a Barbara and Los Angeles Count ies.

Rail line further south of site provides freight, Amt rak,and Metr olink service.

0 750 1500 North

What can be done to make the site and its surrounds more accessible by modes oftransportation other than automobile?


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Key

from Downtown / North

from North

from West

from East

Freeway Exit

Use wayfinding t ools to improve access.

Encourage other m odes to improve local access.

Encorage creati ve use of signage to better advertise mallaccess.



LOCAL ROAD / FREEWAY ACCESS TO SITE

Mills Road and Main Street are most impor tant to r egional access.

Telegraph is impor tant for local access.

N o access along west ern boundar y of site.

Difficult and low qualit y connections along Main Street.

0 750 1500 Nor

What can be done to improve local and regional visibility and access?


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Class 2 Bike Pat h currently along nor t h, sout h, andwestern boundary streets adjacent the site.

Very few class 1 & 3 bike paths surrounding the site.

Cont inuous sidewalks throughout the surrounding

residential areas.

Summary Description

Class 1 Bike Path: completely separated from traffic

Class 2 Bike Path: dedicated lane in street for bicycles

Class 3 Bike Path: shares right of way with traffic

Sidewalks

Key


BICYCLE & PEDESTRIAN CIRCULATION

0 400 800 North


Provide reasonable alter natives t o auto use, especially foron-site movement and connections to adjacent areas.

Cr eat e walkable connections between adjacentdevelopment and key dest inations on-site, such as a focal

public gathering space and support commercial, using enhancedstreetscapes, and comfor table sidewalks.

Incorporate boulevard str eetscapesalong perimeter,especially along Mills, Main, and Telegraph.

Locate bicycle parki ng faciliti es at key locations on site(e.g., the Ventura Transit Center).

How can we improve the bike connections between neighborhoods and around the site?


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REGULATING DIAGRAM / MIDTOWN

0 600 1200 Nor

Summary Description

W alkable accessalong Telegraph Road between theresidential overlay zone and the mall.

Potential to extend Midt owns m ixed use character to themall site.

Potent ial to im prove connections between Downtownand Mall.


Review potential coordination between Midtown planninginit iatives and site goals.

Transit improvements are necessary along Thompson,Main, and Telegraph.

Key

T5.2 Urban Center ZoneT4.5 General Urban Zone

Residential Overlay One (1)

Residential Overlay Two (2)

Shopfront Overlay

Proposed Rear Alley

Terminated Vistas

Coastal Zone

SITE

What role does the site have in the evolution of the Midtown District?


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FIGURE GROUND ANALYSIS

Residenti al neighborhoods surround the site.

Local commercial spine along Telegraph Road.

Big box shopping center located along Mills Road.

Main Street has a two-sided character.

Summary Description

0 400 800 North


Cluster development around key intersections to strengthen

connections between distr icts.

Use st reetscape to improve street character as a corridor.

Add density along pedestr ian areas.

Can inll buildings make the transitions between neighborhoods more seamless?


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Typical residential block: 200 x 800 (4 Acres)

Typical school block: 1200 x 1600 (44 Acres)

Mall block: 1200 x 2800 (77 Acres)


STREETS & BLOCK STRUCTURE

Explore potential of improving visual and physicalconnections between block types.

St reetscape impr ovem ents at key intersections.

0 400 800 Nort


1

2

3

1

3

2

Can linkages between each block type be made stronger?


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GREEN SPACE / TREE CANOPY

0 400 800 NorthKey

Tree Canopy

Parks and Playfields

Can connections between green spaces be strengthened?


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HARD-SOFT ANALYSIS

0 400 800 NortKey

Notable Building

Decent Quality/Low Redevelopment Potential

Poor Quality/Low Redevelopment Potential

Poor Quality/High Redevelopment Potential

Soft est areas along two corridor s: Telegraph and Main.

Poor quality architectur e at nodes, especially at theintersections of Mills and Telegraph, and Mills and Main.

Target r edevelopment along corr idor s and nodeswherever possible.



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MALL MAP / ANCHOR USES

0 150 300 North


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PARKING ANALYSIS

0 150 300 North

Anchor

In-line Retail

Parking Structure

Anchor ProtectedSurface Parking

Other Surface Parking

Key


Anchor tenants requireunbroken access to

parking, which l imitsability to modify the

existing parki ng fields.

Anchor tenants haveaccess to parking fields in

perpetuity.

Ot her sur face par kingserves inline shops and

must remain accessibledur ing business hour s.

Explore potential of

offsite parki ng reserves/ shared parking.

Explore potential for a

shut t le service to free

up site potential.

Are there strategies

that can free up landfrom surface parkingin order to encourageredevelopment or toadd open space?


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0 150 300 North


LEASING ANALYSIS

Ownership

Lease w/ long termoption

Lease w/ undisclosedterms

Available

Parking structure

Key


Dark blue and purpleanchors own properties or

r etain long term l eases.

The leases of Inline shops

are often contingent on ther etainage of t he anchors.

Light purple and green

properties have the most

flexibility for long termplanning initiatives.

P

P

How can the Anchors

be transformed withadditional uses, oors,or design elements?


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HISTORIC ANALYSIS / 1945

ResidentialalongDunningStreet

TELEGRAPH ROAD

MILLSROAD

MAINSTREET

While the landscape is still mainly agricultural, Mills Road,Telegraph Road, and Main Street exist. Additionally, notethe existing housing along Dunning Street.

1945:

Anchor

Inline retail or pads

Open space or agricultu

Streets

Parking lanes

Key

0 400 800 Nort

Citrus Groves like these dominated the landscape of the future mall.


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THE

BROAD-

WAY

BarkerBrothers

Broadway

Tire Center

AnacapaMiddle

School

TELEGRAPH ROAD

MILLSROAD

AINSTREET


HISTORIC ANALYSIS - 1964

The mall is under construction, while May Company,Barker Brothers, and Anacapa Middle School arecompleted. Residential areas are also completed to thesouth and west.

1964:

Anchor


Open space or agriculture

Streets

Parking lanes

Key

0 400 800 North

The Broadway department store, newly opened, in 1964. The Broadway was converted into a Macys in 1996, and thebuilding was expanded soon after.


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HISTORIC ANALYSIS - 1970

MAINSTREET

JC PENNEY

Desmonds

Wool-

worth

THE

BROAD-

WAY

Barker

Brothers

JC Penney

Auto Center

Broadway

Tire Center MONTGOMERY

WARD

Santa Barbara

Bank and Trust

TELEGRAPH ROAD

MILLSROAD

Anacapa

Middle

School

The classic dumbbell mall layout. The mall is openair at this point. Additionally, Mervyns has beencompleted to the southeast across Mills.

1970:

Anchor


Open space or agricultu

Streets

Parking lanes

Key

0 400 800 North

Pacic View Mall s old name, the Buenaventura Center. Desmonds was completed as a sub-anchor soon after the open airmall was completed. It was replaced by the new mall entrance and foocourt in 1999.


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MAINSTREET

Sears

Auto

Center

Parking

Structure

SEARS

Circuit

City

ROBINSONS

MAYSounda

ndP

rivacy

Barrier

JC

PENNEY

MACYS

Barker

Brothers

MERVYNS

Santa Barbara

Bank and Trust

TELEGRAPH ROAD

MILLSROAD

Anacapa

MiddleSchool

Four anchors are now located at each quadrant, and themall has been enclosed.

2000:


HISTORIC ANALYSIS / 2000

Anchor


Open space or agriculture

Streets

Parking lanes

Key

0 400 800 North

A Montgomery Ward was completed to the southwest of the mall site soon after the completionof Buenaventura Center.

Montgomery Ward was replaced by a Lowes in 2004.


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STREET SECTIONS / TELEGRAPH ROAD

0 10 20 30

Additional Issues:

Telegraph Road lacks highquality storefront integration.

Mixed uses could improvethe character of the street,especially along the north side.

LEVEL CHANGE BETWEENTELEGRAPH ROAD AND BUS

TRANSFER STATION

Will the stairway being implemented

now improve pedestrian access to

the site?

VENTURA BUS TRANSFERSTATION

Could this be in the wrong location?

This area may be suitable for a public

space, especially with proximity to

the Barker Brothers building.

SIDEWALK ON NORTH SIDE

Lack of canopy, shade, and amenities

limit the quality of retail.

MEDIAN OF TELEGRAPH ROAD

While the median is heavily

landscaped, it is also impassible,

limiting street crossings by pedestrians.


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STREET SECTIONS / MILLS ROAD

0 10 20 30

Additional Issues:

Bicycles utilize Mills Roaddespite a severe lack ofamenit ies and safety.

Better landscaping along thestreet would improve the

existing suburban land use patte

Close-up of landscaped berm

SIDEWALK ALONG WEST SIDE OF

ROAD

This sidewalk is too narrow and a

dedicated bike lane should be delineated

along the street.

LANDSCAPED BERM ALONGWEST SIDE OF ROAD

This barrier cuts off street level

access to the mall site and should

be xed with a wider sidewalk and

stair connections between street and

parking areas.

ANACAPA MIDDLE SCHOOL ON

EAST SIDE OF MILLS ROAD

A midblock crossing would better connect

the school to the site.


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STREET SECTIONS / MAIN STREET

0 10 20 30

Additional Issues:

There is a lack of a unifiedstreetscape along Main Street.

The ext remely automobileoriented gateway at theintersection of Mills and Main

lacks imageability.

SHOULDER ALONG SOUTH SIDE

An unacceptable condition, there is

no sidewalk or tree canopy to hide

the grade change. The residential

community to the south is exposed to

arterial trafc and noise.

MEDIAN STRIP

This wide median needs some

signicant landscaping improvements

to augment the commercial character

of the street.

SIDEWALK ALONG NORTH SIDE

Despite a wide sidewalk, this is a

tough path for pedestrians, with little

shade, protection, or amenities.

MALL ENTRANCE VISIBILITY

The mall entrance tower is prominent

from Main Street. Should it be

improved as a design element?


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STREET SECTIONS / WESTERN BOUNDARY

0 10 20 30

Additional Issues:

A lack of landscaping is prevalen

As a parking lot and back sideof the mall, the landscape islong and undifferentiated.

How can we transform this area

PARKING ACCESS LANES

Bike lanes could be improved, along

with additional landscaping or

hardscape patterns.

MALL PARKING LOT

Environmental graphics, marketing

graphics, or xother elements could

transform this environment into

something more memorable.

SOUND AND PRIVACY BARRIERSEPARATING MALL AND

RESIDENTIAL COMMUNITY

How can a wall be transformed intoa thru connection; a pedestrian/bikecorridor?


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Midtown East Visioningbrand analysis and design concepts / march 2011

brand analysis

and design concepts

DRA6/20/


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Mid Town East Visioning | 1. Understanding The Big Picture2 |

1

( )

UNDERSTANDING

THE BIG PICTURE

Merging with the Citys Vision.

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|Mid Town East Visioning | 1. Understanding The Big Picture

The Way Forward...

City of Ventura is onthe MOVE...

Mayor Bill Fulton

Source: 2011 State of the City Address / February 7, 2011

VOLVINGe

|


42/7742 | Mid Town East Visioning | 1. Understanding The Big Picture4 |

e volvingCity...evolvingSpirit.In context, Midtown East lies at the heart of one of the oldest cities

in California - Ventura City, also known as Buenaventura, the city of

good fortune. Currently the city is evolving and elevating itself towards a

renewed prosperity and a better quality of life.

RTKLs approach is to integrate the citys vision in our visioning for the

area. Our focus will be on how to make the vision become reality:

1. UNDERSTANDING THE BIG PICTURE

With the understanding of the emerging market, we nd new program

opportunities to strengthen the lifestyle experience.

2. BRAND ESSENCE

By identifying the existing brand voice(s), we build on the strengths and

evolve to a new brand position. We then exhibit the new brand ideas/

vision with specic examples that tell how.

3. DESIGN SOLUTION

We identify opportunities, and propose design solutions to support the

new brand vision.

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volvingSpirit...

evolvingExperience.

e

community oriented

aspirational

cultural

healthy lifestyle

creative / innovative

family values

|


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Median Age

37 52,300 2.5

Median Income Median Household

Family vs. Non-Family Demographics

Under 18: 25%18 to 24: 7.8%

25 to 44: 31.5%

45 to 64: 22.8%

65 years+: 12.8%

NON-

FAMILIES

FAMILIES

volvingCity...

emergingMarket(Demographics).

e

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Target Demographic Analysis:Analyzing the different markets that we cater to...

Gen Y

Stay at

Home Mom

The Retired

Couple

Working

Family

Target Market

30-75yrs

|


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Jenny is a stay at home mom. Jenny stays very active and tries her best to stick to

her daily routines which consists of playdates, Gymboree, and other activities her

3yr old, Lucy. She loves spending time with Lucy, and her priority is safety for her.

When she is lucky enough to nd time for herself, shell rush over to the gym for a

quick workout. She doesnt have the luxury of time to shop much, and likes things

in close vicinity for convenience, like a one-stop-shop.

Jenny (30)

healthy interests

bonding time

break time

safe exercise paths

quality + affordable options

TheStay at

HomeMom

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| |Mid Town East Visioning | 1. Understanding The Big Picture

healthy lifestyle quality time / family values

outdoor activities

aspirational

TheWorkingFamily

Rosa and Ed are always pressed for time. Ed (35) is a full time contractor and Rosa

is a part time dental assistant. They do their best to make ends meet. With the

recent purchase of their rst home, they are always on the saving mode. Rosa is

always bargain hunting, but they make sure that they never compromise quality.

They believe in a healthy and active lifestyle. They take full advantage of their local

natural attractions - beach, hiking, skiing, parks. Rosa is always looking for healthier

recipes that are quick and easy.

Mara (7), Rosa (33), Rick (5), Ed (35)

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recreational/ mountain to sea

creative outlet

modern living (WAV) entertainment / hangout

Gen Y

Mike just moved into the WAV (Working Artists Ventura). His passion or surfng

brought him to the city o Ventura. He recently opened up his graphic design

studio there. He values the liestyle where he can work in a city and get inspired

by the nature activities that surround him- rom mountain to sea! on weekends he

loves discovering new places, cuisines, venues, and perormances to hang out

with his riends.

Mike (33)

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||Mid Town East Visioning | 1. Understanding The Big Picture

farmers market

nature walks

arts / music venues socially & politically active

volunteer work

TheRetiredCouple

Even though the pace of life has slowed down for the retired Martinez couple,

they make sure that they keep busy. They attend all of the town meetings, and

are strong advocates of the union. They value the communal life and really desire

to make Ventura a home where they can be proud of. In order to do so, they

are heavily involved in volunteering at the hospital and the city service. They love

spending time at the Saturday Farmers Market, where they can nd fresh local

produce and meet their friends to hang out for brunches and activities, which

keeps them young at heart.

Barbara (67), Frank (70)

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Mid Town East Visioning | 2. Brand Essence12 |

Making it REAL.

AND

2

( )

BRAND

ESSENCE

Merging with the Citys Vision.

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|Mid Town East Visioning | 2. Brand Essence

What they

say aboutus now...

The Patagoniamonthly environmenteducation seminar isa great program orthe community!

...midtownis a great

neighborhood.

But it needs acommunity hub. Pacifc View

is a hangout or

teenagers.

nice weather,good sur, nature

close by... without

Santa Barbaras

price tag!

I am concernedabout the

environment. Makingthe mall more

sustainable is a good

objective.

|


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I love theTarget andTraderJoes, but mostly

the variety ofcreative venues

to explore.

When youlive here, you canthelp but becomeorganic andhealthy...

Its a great hangoufor families andentertainment.

The Midtown District

has the RIGHT vibe for

the Regionaland

Localmarket - it feelslike a destination.

I feel proudto be a part of a

community that is

environmentallyconscious...the mall has

become more sustainableto set a good example.

Wouldnt

it be greatif...?

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completestreets

hike & biketrails

mixeduse

communityevents

environmentaldesign

standards

connected

aspirational

historicpreservation

localamenityretail

convenient the heartof midtown

educational

oportunities

Our Brand Circle?

|


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the heartof midtown

1. StrengthenLocal Hub:

Integrate mixed usedevelopment.

Bring in Trader Joes toserve the day-to-day

needs, while providinghealthier lifestyle.

2. ProvideConvenient LinksProvide connections f

pedestrians + bicyclis

into the center.

3. RegionalDestination:

Attract regional crowd

with informal meeting

places/ hangouts- cafes,

farmers market, cultural/

art events, concerts.

4. Iconic:

Improve visibilityfrom the freeway

and upgrade entry

arrival experience.

5. FosterVentura Pride:

Continue to

partner with local links,

continuing education andbuild on local heritage to

evolve into a unique and

distinct community.

Our Brand Position

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1. IdentityEVOLVING:

Its not just shopping,

but a community hub...

iconic marks at entry clear wayfnding memorable views + spaces

Iconic Signage

Strong Entry Markers

Prominent Arrivals

Memorable Gathering Spaces

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2. Stores/ProgrammingEVOLVING:

Its not just about the stores...

its about the lifestyle that they promote.

environmental education

organic restaurants story time at bookstore

cooking time at bookstorelocal bike shop

Trader Joes

BevMo!

Organic Restaurants

H&M

Patagonia Environmental Seminars

Bookstore Events (story time, cooking shows)

Local Bike Shop

Performing Arts Space

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3. Experience-basedEVOLVING:

Promoting a healthy environment for a

healthier community

green & walkable patagonias camping club

farmers market special events/ arts & crafts

entertainment at plaza

Saturday Farmers Market

Walkable / Bikable Paths

Green Streetscape

Health Screening Events

Patagonia Camping Club

Sponsored Outdoor Events

Solar Panels

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4. SustainableEVOLVING:

towards a progressive community means

becoming efcient and smart

Walkable / Bikable Paths

Parking Orchards

Water Retention System

Tree Canopy

Permeable Paving

Ventura Hillsides Conservancy Events

green & walkable paths

permeable paving

solar trellis

bikable paths

community gardens

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opportunities

and

constraints


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Mills Road links several schools to the site and waterways tothe south.

These waterways eventually lead to t he ocean.

Potential as a future green space connection: mountains tot he sea.


Look for ways to better accommodate hike and bike t r ailswithin existing r ight of way.

Potential for bike st orage close to transit.

Phasable appr oach impor tant to success.

Key

Stream beds and waterwaysMills Road: Phase 1 potential improvements (connect to schools)

Viable Green Street connections

Phase 2 potential improvements (connect to harbor)

0 1500 3000 North

opportunities and constraints /

GREEN CONNECTIONS - Mountains to Sea

Mills Road is an important link between the mountains to the sea that can be easilystrengthened.


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ZONING INTERPRETATION

Summary Description

Visioning area zoned for Intermediate Commercial (C1-A)

Land zoned for comm ercial immediately nort h of t he siteand also for a large portion of the east ern site boundary.

Mostly r esidenti al zoning within a 15 minute walking radius of

the site.

Local servi ng retail along commercial corridors to west (Main,Thompson).


Can we structure new mixed use growt h around transitimprovements?

Can onsit e land uses improve connections betweenneighborhoods?

Key

R-1 Single FamilyR-2 Two Family

R-3 Multiple Family

RPD Residential Planned Dev..

MHP Mobile Home Park

MXD Mixed Use

PO Profession Office

C1-A Intermediate Commercial

C-2 General Commercial

CPD Commercial Planned Dev.

M-1 Limited Industrial

M-2 General Industr ial

MPD Manufacturing Planned Dev.

A Agricultural

P Parks

0 750 1500 No

T-4 Urban GeneralT-5 Ur ban NeighborhoodCenter

Existing zoning p

R-1

R-2

R-3

RPD

CPD

CPDCPD

CPD

CPD

CPDC-2

C-2

R-2

C-2

C-1AR-1

C-1A

C-1A

R-1

M-1

R-1

M-1

MPD

C-1

T-5

T-5

T-4

T-4

MH

MHP

R-3

R-3R-3

PO

PO

PO

PO

C-1

MPD

R-3

R-3

T-4

T-4

R-3

C-1

T-4

R-1

CPD

R-3

R-3

Can we district the site more clearly?


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POTENTIAL REDEVELOPMENT DISTRICTS

Notable BuildingDecent Quality/Low Redevelopment Potential

Poor Quality/Low Redevelopment Potential

Poor Quality/High Redevelopment Potential

Potential Redevelopment District

The most promising redevelopment opportunities exist at the entry to the freeway, along MainStreet, and along Telegraph Road.

0 400 800 North

Development District Focus

Key

To Hospitals andDowntown

To Freeway

To College

AroundTransit


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Existing hard-soft analy


GREEN CONNECTIONS - Site and Context

0 400 800 NortKey

Additional Street Trees

Tree Canopy

Parks and Playfields


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Class 2 Bike Pat h currently along nor t h, sout h, and west ernboundary streets adjacent the site.

Very few class 1 & 3 bike paths surrounding the site.

Cont inuous sidewalks throughout the surrounding residential areas.

Summary Description

Class 1 Bike Path

Class 2 Bike Path

Class 3 Bike Path

Difficult Path

Sidewalks

Potential NeighborhoodConnector

Bicycle Access Key Pedestrian Access Key


BICYCLE & PEDESTRIAN OPPORTUNITIES

0 400 800 North


Provide reasonable alter natives t o auto use, especially for on-site movement and connections to adjacent areas.

Cr eat e walkable connect ions between adjacentdevelopment and key dest inations on-site, such as apublic gathering space and support commercial, using enhancedstreetscapes, and comfor table sidewalks.

Incorporate boulevard str eetscapesalong perimeter, especiallyalong Mills, Main, and Telegraph.

Locate bicycle parki ng facilit ies at key locations on site. Existing bicycle and pedestrian connections

Can we create bikeable connections around and through the site?


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Key

0 200 400 600 800 North

Important Pedestrian Intersection

Multimodal Transit Station

Boulevard Streetscape Improve-ments

Potential Mountains to the Sea Trail

Impor tant Bicycle / Pedestrian Path

Green Buffer

Iconic Building / Culturally Signifi-cant

Vehicular Entry

Freeway/Arterial Oriented FutureRedevelopment Site

Transit Oriented Future Redevelop-ment Site

Main Str eet Or iented Future Rede-velopment Site

Neighborhood Oriented Commecial Use

Anchor Retail Use (Existing)

Upper Story Ocean View

Event Plaza (New)

Existing Structured Parking

Potential Future Additional Str uctured Parking

Visual / Sound Barrier (Maintain)

Lemon Grove / Dean Dr. Neighbhood Linkage

5 Min Walking Radius


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potential

development

scenarios


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development scenarios /

SCENARIO 1: Improve Green Linkages

Streetscape and parks

Parking

Str uctured ParkingBus Station

Relocated Bus Station

New Development

Existing Anchor

High Rise NewDevelopment

Key

Summary of Improvements

1. Telegraph/Bus StationImprovements- Sears Auto Centerrefurbishment- Stair connections

down from TelegraphRoad- Plaza withneighborhood usesclustered around

2. Mil ls RoadImprovements- Widen sidewalks andtree canopy steps nearAnacapaMiddle School- Stripe Mills for biketraffic and identifylinkages to mountainsand ocean- Convenience usesalong street frontage

3. Lem on Grove/DeanDrive Linkage- Gateway buildings tostrengthen entries- Landscape/streetscape improvemen

4. Event Plaza- Line buildings aroundevent space- Expand eventsprogramming

5. Gateway at Main

and Mill s- Regional commercialat intersection- Landscape andartwork- Pedestr ianimprovements(crosswalks, signage, etc

1

2

34

5PB

0 North200 400


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SCENARIO 2: Create Distinct Subdistricts


Parking



New Development

Existing Anchor


Key

Summary of Improvemen

1. Reconceived Nor t hPlaza- Restaurant frontingplaza- Event space- Barker brothers

redone as a mixed usebuilding

2. New Transit Plaza- Relocated busstation- Structured parkingbeyond- Convenience retail

3. Retail/EntertainmentCluster- New movie theater- F+B around existingplaza

- Mixed Use Linkbetween Dean andLemon Grove

4. Neighorhood Park- Community Amenity

5. Bet t er Linkages- Streetscapeimprovements- Bike Lanes- Expanded transit ser

1

2

3

4

5

PB

0 N200 400


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SCENARIO 3: The Green Mall


1. New Sust ainableParking Areas

2. Bus St ationRelocated t oSouthwest Corner

3. Mult ifuct ion Plazas

4. Rest aurant Clust er

5. Mixed Use Vil lage

6. Main Str eetRedevelopment

7. Telegr aphRedevelopment

8. FreewayRedevelopment

9. NeighborhoodOr iented Retail

1

2

34

5


Parking



New Development

Existing Anchor


Key

PB

6

7

8

9

0 North200 400


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SCENARIO 4: Sustainable Squares

Summary of Improvemen

1. Nor t h Plaza- Reconfigured TransitStation to nort h ofTelegraph- Mixed Use aroundplaza (residential and

convenience retail)- Build of Strengthof Trader Joes, andBevmo cluster- Redevelop fur therwest along Telegraph

2. Mil ls RoadNeighborhoodSquare- Mid/highrise office orResidential- Convenience retail

3. Main/MillsIntersection

- Employmentoriented mixed use- Structured parking-Redevelop autooriented uses topedestrian oriented us

4. Main St reet Plaza- High rise office/residential-Support retail-Event plaza

5. Medical on Main- Medical officebuildings

-Support retail-Structured parking

6. Cent r al Green- Anchors face opengreen- High rise residentialand convenience retai-Transit linkages

1

2

3

4

5


Parking



New Development

Existing Anchor


Key

PB

6

0 N200 400


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SCENARIO 5: Urban Village


1. ReconfiguredNor th Plaza- Mixed Usesaround event space-Relocate busterminal to corner

-Renovation ofBarker Brothers store

2. Centr al Plaza- Target remains inplace as an anchor- Relocated anchorsclustered aroundplaza- Axial connectionbetween MainStreet and AnacapaMiddle School- Transit linkbetween hospitals,college and plaza

3. East Vi llage- Residential, office,local retailers- Expanded transitaccess- Open space trailthrough center- Structured parking

4. South Gateway- Employment basedmixed use- Insersectionand landscapeimprovements

- Structured Parking

5. Main Str eetRedevelopment- Mixed use andstreetscapeimprovements

1

2

3

4

5


Parking



New Development

Existing Anchor


Key

P

B

0 North200 400


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midtown visioning study_0620sm-1

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