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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