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3.2
STUDY STUDY SESSION MEMORANDUM
TO: Mayor and Town Council September 15, 2021
SUBJECT: Proposed Scope of Work for the Downtown Master Plan update
BACKGROUND
Since 2016, the Town’s economic development activities have been guided by the Town’s
2016-2021 Comprehensive Economic Development Plan (CEDP). The goals and policies
in the CEDP reflect a shift from a focus on the retail-oriented nature of the Downtown to
a more comprehensive economic approach that involves the community. The goals of
the CEDP acknowledge that key factors to Danville’s economic vitality include fiscal
drivers, small businesses, economic development, marketing, and quality of place.
A main goal involves updating the current Downtown Master Plan (DMP)
quality of place
to align with forward thinking initiatives for Danville and incorporating relevant policy
guidance from other guiding documents. Under this goal’s direction, in 2017, the Town
updated the Downtown Zoning Ordinance to simplify ordinance language, streamline
process and create flexibility for the business community surrounding land use, parking
and outdoor seating, and developed the North Hartz Real Estate Feasibility Study to
assess the financial feasibility of potential redevelopment within the North Hartz area of
downtown.
Over the past few years, the community as well as elected and appointed officials have
expressed interest in developing additional guidance for future physical improvements
in the Downtown to strengthen the community’s economic position, support businesses
and further strengthen downtown placemaking efforts. During the pandemic, the
authorization of temporary expansion of outdoor restaurant seating to adhere to social
distancing requirements, also gained popularity and is also seen as a focus area of the
DMP update effort by the Town Council.
DISCUSSION
As part of the FY 2021/22 Operating Budget process, the Town Council asked staff to
prioritize the DMP. The Council’s interest included a focused review of the historic
downtown core (Old Town) and receiving recommendations for future improvements to:
(1) further activate Old Town; (2) provide more permanent options for outdoor dining on
public and private property; (3) identify locations for street furniture; (4) provide options
to improve visibility for merchants and consumers; and (5) activate locations in Old Town
for public enrichment and engagement. Recommendations are expected to be outlined
in a phased approach and are to include priorities and costs estimates.
Below is the draft scope of work for the DMP update, which Town Council requested to
review prior to the Request for Proposal (RFP) being distributed. The Town’s Council’s
feedback will be incorporated into the RFP, which is expected to be released on
September 16, 2021.
Scope of Work
The Consultant’s overall scope of work will be to prepare an updated DMP to guide
appropriate physical improvements that would lead to placemaking opportunities
within the historic downtown core over the next 30 years. The area of study will include
all 13 districts in the Downtown Business District Ordinance with a primary focus on the
“Old Town” downtown core.
As part of this process, the Consultant will:
1.Review key Town guiding documents, including the 2030 General Plan; 2016-
2021 Comprehensive Economic Development Plan; 2017 Unified Branding and
Marketing Plan; 2018 North Hartz Feasibility Assessment; 2013 Economic
Development Analysis; 2006 Parks, Recreation and Arts Strategic Plan; Design
Guidelines for Historic Resources; Historic Preservation Ordinance; 1986
Downtown Master Plan; and the 1986 Downtown Beautification Plan. These
comprehensive documents include valuable information related to SWOT
analyses and the vision of the community, which should help guide/simplify
outreach efforts.
2.Prepare and facilitate initial stakeholder interviews and up to three (3) broad-
based creative community outreach efforts to solicit feedback from a range of
key age and interest groups, using proven methods to gain feedback from
community groups and individuals. Public outreach could include a one-day
charette, web and social media management, presence on the Town’s website,
community survey using the Town’s Bang the Table subscription, presentations
at the Farmers Market, the Danville Area Chamber of Commerce offices and any
other method deemed valuable by the consultant and the Town. The Town is
looking for the best way to reach the broadest audience and secure valuable
input, non-traditional approaches are also encouraged.
3.Develop a new Downtown Master Plan that would:
a.Combine the existing Downtown Master Plan, the Beautification Plan and
relevant initiatives in the CEDP into one document. This includes
Downtown Master Plan – Scope of Services 2 September 15, 2021
acknowledging improvements that have occurred over the past 35 years as
+
well as updating language and graphics to align with the vision of the plan.
b.Provide recommendations for physical improvements that lead to
placemaking opportunities for the Downtown (e.g., activated public spaces,
street furniture, entertainment nodes, visibility improvements, and public
gathering areas).
c.Develop a specific methodology and criteria for determining locations for
the potential expansion of sidewalk areas into the public right-of-way to
accommodate permanent outdoor restaurant seating (“parklets”).
d.Develop sample illustrations that provide uniformity in design for
recommended improvements (i.e., parklets, entertainment, lighting,
outdoor street furniture).
e.Develop an implementation matrix that prioritizes initiatives, identifies a
phasing approach, includes timelines and estimates costs associated with
each implementation measure.
This process is not intended to:
Conduct a SWOT analysis but rather to use existing SWOT analyses outlined
in other guiding documents.
Re-evaluate designated land-use and zoning, unless provided as a future
recommendation.
4.Present the Draft DMP update to Town staff and ultimately to Town Council,
where the consultant will receive input.
5.Develop a Final DMP Update based on Town Council feedback.
This effort is expected to include meetings with Town staff as necessary throughout the
process; up to three (3) stakeholder meetings prior to February 2022; and up to three (3)
meetings with various commissions and up to four (4) meetings with the Danville Town
Council. The kickoff meeting would begin in late November 2021 with the final
Downtown Master Plan to be adopted by the Town Council at or prior to the third quarter
of 2022.
Prepared by:
Jill Bergman
Business & Economic Development Director
Downtown Master Plan – Scope of Services 3 September 15, 2021