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Home My WebLink About030722-02_DMPTown of Danville, California Placemaking Strategies - Town Council & Commissions Workshop March 7, 2022 DOWNTOWN MASTER PLAN Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Hello Danville! Sean O’Malley Principal in Charge Andrew Watkins Principal Lovisa Kjerrgren Associate Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Today’s Agenda • Welcome & Project Introduction • Community Outreach Summary • Draft Placemaking Strategies • Strategy Table Charette • Charette Recap • Next Steps • Housing Element - Phase 2 Update Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop A Distinctly Unique Town • Historic • Small-Town Charm • Recreation / Outdoorsy • Foodie-Destination • Family-Friendly • Arts-Focused The ‘Danville Pillars’ identified in Danville’s Marketing Plan DANVILLE’S MARKETING PLAN | 5 From our research, further conversations, and our Brand Workshop, the following unique attributes rose to the surface: a. Historic B. Small-town/Charming C. Recreation/Outdoorsy D. Foodie-destination E. Family-friendly F. Arts-focused We call these six attributes the Danville Pillars. Communicating these attributes should be the main goal of all of Danville’s marketing and messaging. These characteristics are what sets Danville apart from other communities—they give reasons to visit and participate in the community. These Pillars also help focus efforts, and become a litmus test to see if marketing messaging is authentic and impactful. We provide action items to support these Pillars later in the plan. Many of these attributes resonate perfectly with The Town of Danville's 2030 General Plan. For example, the first goal in the Plan states, “The small town way of life enjoyed by Danville residents should be reinforced, preserving present aesthetics and other community qualities.” As you can see from the research, the vast majority of constituents and visitors agree. Now that we know what stories we’re communicating, let’s talk about who we’re speaking to. FAQ Q: But what about other attributes, like shopping? A: There are dozens of other attributes that make up Danville (we heard lots of different ideas during our Listening phase). But the Pillars we’ve outlined here received the lion’s share of support. By sticking to messages that are widely supported, marketing messages resonate and are easily amplified by the community. We all know a good idea becomes great through consensus. Sticking to the Pillars ensures you have the buy-in of your community. Shopping promotions are still essential—just find a way to connect them back to a Pillar. For instance: highlight “heritage” stores that have been in business for decades, or a charming personal service (Forward Motion’s sneaker fittings, for instance), or a shop that’s doing something family friendly, etc. WORDS MENTIONED: NATURE OUTDOORS PARKS HISTORICSMALL-TOWN CHARMING 88%47%26% RESTAURANTS DINING COMMUNITY FAMILY AFFLUENT UPSCALE 92%61%32% Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Building on a Rich History Danville didn’t just happen - it was planned - Millie Greenberg, former Danville Mayor • Front Street - first business district • Arrival of railroad • Automobile lifestyle • Population growth, business evolution, development • Tomorrow’s Town? Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Planning for a Great Future • Downtown Master Plan (1986) • Old Town Beautification Plan (1990) • Comprehensive Economic Development Plan (2016) • Downtown Business District Ordinance Update (2017) • Danville Parks, Recreation & Arts Strategic Plan (2017) • Town Green & Arts District Concept Master Plan (2019) • And Other Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Adapting to Changing Realities • The digital technology evolution has allowed us to go remote • The pandemic has underscored our need to come together • High-quality public spaces support a thriving community Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop • Synthesize material from previous Downtown plans • Guide planning, design and implementation of public space improvements • Propose and illustrate design interventions • Propose prioritization of improvements • Include recommendations for further studies • Focus on the Historic Downtown (Phase 1) New Downtown Master Plan Laguna Beach Downtown Master Plan - Existing Laguna Beach Downtown Master Plan - Proposed Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Downtown Danville Historic Downtown Area Downtown Boundary 0 200 400 Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Historic Downtown Danville - Project Focus Area (Phase 1) Diablo Rd. Hartz Way Ir o n H o r s e T r a i l S a n R a m o n V a l l e y B l v d . Ir o n H o r s e T r a i l W Li n d a M e s a A v e W P r o s p e c t A v e . D a n v i l l e B l v d . Sa n R a m o n C r e e k 6 8 0 F W Y 0 200 400 SCALE 1” = 400’ Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop DMP Development Process • Initial ideas presentation • Review of public outreach plan • Review of outreach results • Review of homework exercise results • Placemaking strategy workshop • Placemaking strategy and implementation review • Draft DMP review • Review of existing planning documents • Inventory of existing conditions EXISTING CONDITIONS & DOCUMENTS REVIEW • Project website • Community survey • Community pop-ups • Stakeholder interviews COMMUNITY OUTREACH • Draft placemaking strategies • Draft site-specific implementation • Draft document structure and written content • Draft graphics DRAFT DMP • Final document structure and written content • Final graphics FINAL DMP TOWN COUNCIL STUDY SESSION We’re Here Stay in Touch on Town Talks danvilletowntalks.org/ downtown-master-plan COUNCIL & COMMISSIONS STUDY SESSION COUNCIL & COMMISSIONS MEETING • Town Council approval DMP ADOPTION Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Community Outreach Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Outreach Avenues • Project Website –5,300 + visitors –3,198 engaged or informed • Community Survey –January 8th - February 14th –1,473 responses • Community Pop-ups –Month of January • Stakeholder Interviews –January 31st & February 1st –32 Participants –Business Owners, Property Owners, Management Companies, Chamber of Commerce • Council / Commission Homework –December - January –25 Responses Rai l r o a d A v e R a i l r o a d A v e Chu r c h S t Prosp e c t A v e Linda M e s a A v e Diablo Rd F r o n t S t F r o n t S t Iro n H o r s e T r a i l Iro n H o r s e T r a i l Ha r t z A v e H a r t z A v e SCALE 1” = 400’ 0’200’400’ HISTORIC DOWNTOWN DANVILLEWalking Tour Exercise Walk through Historic Downtown Danville at your own pace, and observe your surroundings Identify and photograph 5 good physical spaces or elements within the public realm Identify and photograph 5 opportunities for improvement of the public realm Start Finish Email your photos along with a brief description of the location and elements depicted to DMP@danville.ca.gov no later than January 24th Note: The suggested walking route is 2.7 miles long, and will take approximately an hour to complete. Feel free to choose a shorter route, or complete the tour in segments. 1 2 3 4 Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop • Appreciation for Danville’s small-town character, walkability and diverse local businesses • Desire to preserve street parking vs desire to expand parklet program • Concerns related to traffic congestion and pedestrian safety • Add more gathering space and expand on existing • Concern about parklet appearance • Permanent or temporary street closure for pedestrian programs • Respondents’ favorite area is Hartz Ave, with its many shops and restaurants • Respondents’ second most favorite area is the Town Green and Library Good Qualities Community Survey Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Community Survey - Preference Polls Most Preferred Outdoor ProgramsMost Preferred Types of Public Spaces *OUTDOOR DINING FARMER’S MARKET LIVE PERFORMANCES/EVENTS PUBLIC ART POP-UP RETAIL HISTORY AND CULTURE CHILDREN’S PLAY AREAS FREE PUBLIC WI-FI SAFE VISIBLE CROSSING AREAS DECORATIVE LIGHTING CONVENIENT STREET PARKING STREET FURNITURE GATEWAY SIGNS AND BANNERS WAYFINDING SIGNS CURBSIDE PICK-UP ZONES INFORMATION KIOSKS Most Preferred Street Elements PEDESTRIAN GATHERING AREAS EXPANDED SIDEWALKS WITH STREET FURNITURE PEDESTRIAN WALKWAY CONNECTIONS OUTDOOR CULTURAL AND HISTORY EXHIBITS EASY ACCESS FROM PUBLIC TRAILS TO DOWNTOWN *PARKLETS *CONDITIONAL SUPPPORT AND STRONG OPINIONS ABOUT APPEARANCE *ALL-ACCESS Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Stakeholder Interviews 37% 31% 13% 13% 6% 40% 33% 13% 7% 7% 37% More Pedestrian Plaza Space 13% More Outdoor Dining 6% New Gateways, more Wayfinding 31% Enhanced Ambiance 13% To Activate the Creek 0% Improved Pedestrian Connections 40% More Fun for Families 13% Expanded Parklet Program 7% More Street Furnishings 33% Activate Underutilized or Vacant Spaces 7% More Downtown Art 0% Additional Trees • Parklets seen as successful but of inconsistent aesthetic quality • Safety concerns with vehicular traffic, parklets and pedestrians mixing • Enhanced lighting a high priority • Desire for better retail wayfinding • Extend character and connectivity of the Historic Downtown to the broader Downtown • Consider a central pedestrian plaza • Create more programming for families • Activate the Town Green more and strengthen its connection to Downtown What Does Danville Need Most? Diablo Rd Rai l r o a d A v e R a i l r o a d A v e Chu r c h S t Pros p e c t A v e Lind a M e s a A v e F r o n t S t F r o n t S t Iro n H o r s e T r a i l Ir o n H o r s e T r a i l Ha r t z A v e H a r t z A v e Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop • Activate Town Green with more programs • Create extended creek trail connecting to Town Green, Art’s District and Downtown • Enhance Iron Horse Trail to provide better amenities and signage • More and better amenities (seating, waste bins, drinking fountains, vehicular charging) • Increase public gathering space • If parklets remain, develop design guidelines to create a unified look and feel • Preserve historic and cultural heritage buildings Council/Commission Homework Gathering Space7 Clock Tower3 Railroad Plaza7 Veterans Memorial/ Senior Center5 Village Theater/ Parking Lot4 Village Theater2 Veteran’s Memorial/ Senior Center 2 Town Green/Pavilion8 Town Green/Pavilion10 North Hartz3 Danville Library2Museum of the San Ramon Valley5 Iron Horse Trail4 Iron Horse Trail3 River Walk Trail3 Outdoor Seating at Brewing Co.3 Danville Hotel3 Eugene O’Neill Commemorative Park 7Parklets (Outdoor Dining)4 Good Physical Spaces Opportunities for Improvement Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Live Poll Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Placemaking Strategies Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop How Can we Improve Danville’s Public Space? +? +!? +! +? +!? +! Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Strategy Considerations Big Ideas vs Site Realities Implementation • Infrastructure • Vehicular Circulation • Business Needs • Public vs Private Property • Competing Preferences • Prioritization • Project Coordination • Funding • Future Studies Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Increase Public Gathering Space1 How and where can we capture additional space for public use and programming? • Extend curbs to create more pedestrian space? (reducing on-street parking) • Create a pedestrian Town Plaza? • Permanent parklet program? Not tied to specific restaurants? • Designated drop-off zones/smart-ride loading? • Additional seating opportunities? Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Increase Public Gathering Space Pedestrianized spaces Curbside parklets Room for street amenitiesWidened sidewalks Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Curate Programs within Public Gathering Spaces2 What kind of programs would strengthen the character and enhance the experience of Downtown? • Parklet program/temporary outdoor dining? • Permanent outdoor dining? All-access (not tied to specific restaurants)? • Family activities/play opportunities? • Arts and culture? • Historic preservation and celebration? • Activate San Ramon Creek? Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Curate Programs Within Public Gathering Spaces Family play Outdoor dining Creekside programsGatherings and events Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Strengthen Trail Connections3 How can we improve and expand pedestrian connections to and through Downtown? • More visible connections from Iron Horse Trail? • Create an extended trail along San Ramon Creek? • More visible paseos and shortcuts? • Fill in “missing links”? • Safer street crossings? Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Strengthen Trail Connection Paseo connections Enhanced crosswalk Speed mitigation Creek trail Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Enhance the Ambiance4 How can we promote a safe, comforting and welcoming Downtown environment? • Improve standard lighting at streets, trails and paseos? • Incorporate decorative lighting? • Fill in the tree canopy? • Add street furnishings? Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Enhance the Ambiance Ornamental lighting Additional street trees Signature street furniture Additional heritage treesArt lighting Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Expand Town Signage5 How can we best utilize gateway monumentation and signage programs to improve wayfinding? • Replace overhead banner at Hartz? • Establish a Business Improvement District? –New signage at trail connections? –Targeted expansion of retail directory? –Seasonal or event-specific light-pole banner program? Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Expand Town Signage Gateway arch Gateway pilaster Directional signage Existing signage program Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Activate Underutilized Spaces6 How can we make use of “blank” spaces to add interest and promote continuity along Downtown streets? • Storefront art program? • Pop-ups on vacant sites or parking lots? • Encourage private development to provide public gathering space? • Re-zone commercial properties to allow for more housing or mixed-use development? (future phase) Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Activate Underutilized Spaces Pop-up marketsPop-up stores Storefront art program Art mural Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Table Charette • Identify a “Reporter” who will provide a 4 min recap to the larger group at the end of the exercise • Discuss amongst the group. Its ok to have multiple ideas on one map - not everyone has to agree! Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Activate Underutilized Spaces6 Expand Town Signage5 Enhance the Ambiance4 Strengthen Trail Connections3 Curate Programs within Public Gathering Spaces2 Increase Public Gathering Space1 Using the maps on the tables, explore how each of the following strategies could be applied to the site. Mark where strategies should occur or make notes of improvements you would like to see. What strategies are missing? Table Charette Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Big Idea Recap - 4 minutes per table Danville Downtown Master Plan Placemaking Strategies - Town Council and Commissioners Workshop Next Steps • Review of outreach results • Review of homework exercise results • Placemaking strategy workshop • Placemaking strategy and implementation review • Draft DMP review • April 26 & 27 Commissions • May 17 Town Council • Draft placemaking strategies • Draft site-specific implementation • Draft document structure and written content • Draft graphics DRAFT DMP • Final document structure and written content • Final graphics FINAL DMP Stay in Touch on Town Talks danvilletowntalks.org/ downtown-master-plan COUNCIL & COMMISSIONS STUDY SESSION COUNCIL & COMMISSIONS MEETING • Initial ideas presentation • Review of public outreach plan • Review of existing planning documents • Inventory of existing conditions EXISTING CONDITIONS & DOCUMENTS REVIEW • Project website • Community survey • Community pop-ups • Stakeholder interviews COMMUNITY OUTREACH TOWN COUNCIL STUDY SESSION • Town Council approval DMP ADOPTION