Seamless Cleveland: a Wayfinding Master Plan

SEAMLESS CLEVELAND — A WAYFINDING MASTER PLAN preface —

In early 2013, Applied began work on a wayfinding master plan in Cleveland. This report summarizes the master plan, providing an overview of the primary recommendations. The illustrations and examples contained within show design intent and context and do not represent the final designs or content. The master plan has been made possible by Positively Cleveland and the many stakeholders that have contributed their ideas, time and knowledge. The project does not conclude with this report. There is still much work to do, including designing and planning the system in detail. There will be additional opportunities for stakeholders to contribute and help deliver an integrated information system, across all modes and channels, to deliver a world-class experience navigating the city.

CONTENTS —

forewoRD 1 EXecutive summary 3

section 1 WAYFINDING IN CLEVELAND WHAT IS WAYFINDING? 6 NAVIGATING THE CITY 10 destination cleveland TRAVEL + TOURISM summit OUTCOMES 15

section 2 CONNECTING THE CITY s TRATEGIC RECOMMENDATIONS 18 seamless Cleveland 20 — WHERE DO I GO? 22 — HOW DO I GET THERE? 24 — Can I take wayfinding with me? 28 — How do we make it happen? 30 A NEW CLEVELAND 35 — THE BUSINESS TRIP 36 — THE LEISURE TRIP 38

section 3 DELIVERING THE PLAN DELI VERING THE PLAN 42 vi FOREWORD —

Since 2010, Cleveland has been capitalizing on an unprecedented $2 billion investment dedicated to revitalizing its travel and tourism infrastructure. Some of these developments include the new Horseshoe Casino Cleveland, Greater Cleveland Aquarium, Cleveland Convention Center and Global Center for Health Innovation. As development continues, we must also better connect these iconic structures and the communities that surround them. In November 2011, Positively Cleveland collaborated with several community partners to host the Destination Cleveland Travel + Tourism Summit. More than 200 travel and tourism industry leaders worked together to define Cleveland’s visitor-related destination development priorities for the next five years. One of the six priorities identified was Connectivity + Wayfinding for Visitors. Frank G. Jackson Mayor, City of Cleveland To kick off this initiative, we partnered with Applied Wayfinding Information Design, a consulting firm that specializes in wayfinding treatments including city sign systems, exhibitions, online communica- tions and transport-journey planning. Similar to their work in Dublin, London and Vancouver, Applied conducted visitor-related legibility and wayfinding research in Cleveland. As a result, we are able to see Cleveland through the eyes of our visitors and understand what opportunities exist to create a more legible city landscape. This wayfinding master plan recommends a seamless visitor information strategy for Cleveland, paving the way for our journey. However, it is only the beginning. This plan is shared among our valued partners across the city, including the Downtown Cleveland Alliance, Greater Cleveland Regional Transit Authority, Cuyahoga County Office of Executive FitzGerald, Cleveland Hopkins International Airport and others.

D avid Gilbert We are so appreciative of their time, energy and commitment to THINK President AND CEO, BIG about Cleveland’s future and look forward to working together to Positively Cleveland create a ‘Seamless Cleveland.’

1 2 Executive Summary — SEAMLESS CLEVELAND

In November 2011, a multi-agency This proposed system is explained in travel and tourism summit identified four strategic themes: six key initiatives aimed at improving WHERE DO I GO? – describes ways in the visitor experience in Cleveland. which a seamless wayfinding system can One of these initiatives was wayfinding be used to promote the city to business and connectivity. and leisure visitors To better connect our visitors with the HOW DO I GET THERE? – highlights elements of our world-class destination, areas where displays of wayfinding Positively Cleveland commissioned information can physically be added Applied to prepare this wayfinding to help visitors see more of the city’s master plan. Wayfinding is a process that attractions using various forms of is used to convey the layout of a certain transportation area or location and provide the right amount of information so that it is easily CAN I TAKE WAYFINDING WITH ME? understood. This type of information is – proposes the use of technology to essential when navigating any large city assist travelers and meet the growing due to the vast number of attractions, expectation that rich and accurate services and transportation options of information is available in a digital format which one can take advantage. HOW DO WE MAKE IT HAPPEN? A consistent and readily accessible – identifies the partnerships and system of wayfinding, that includes its collaboration needed to execute a transportation networks, can give a first- comprehensive and systematic strategy time visitor an authentic, memorable and that will benefit all involved stress-free experience. The master plan concludes with a Cleveland already provides various high-level plan of action, outlining the types of wayfinding information. immediate next steps to establish partner However, none are linked together by a responsibilities and prepare design ideas. consistent set of naming conventions The plan will also consider existing or a comprehensive look and feel. commitments to neighborhood projects The information that is available has and street advertising contracts, as well accumulated in a reactive way, and as the relationship to other strategic doesn’t connect to an overall plan that initiatives. places the visitor experience at its center. The master plan supports the idea of As a result, we have a disjointed image a connected Cleveland and affords us of the city, its neighborhoods and a an exciting opportunity to go beyond a transportation system that is difficult traditional concept of wayfinding. The to navigate. potential of partnering with several This wayfinding master plan proposes important entities, including Omni, how the city can be joined together into Cleveland Airport System, and the Greater a seamless system that supports visitors Cleveland Regional Transit Authority along their journey. It introduces the use (rta), would offer seamless travel and of online planning tools, maps, signage multi-media flexibility to see, experience and mobile systems, as well as the details and explore the events and attractions of of how each medium can contribute to this great city. one consistent and integrated system.

3 4 SECTION 1

WAYFINDING IN CLEVELAND

5 WHAT IS WAYFINDING? — and how can it help?

WHAT IS WAYFINDING? PU Blic HEALTH Wayfinding Wayfinding is not simply a system that By increasing the percentage of people helps tourists find major destinations that walk or cycle, wayfinding can support offers a host of like the Rock and Roll Hall of Fame and public health. Museum, or explain where to catch transit. interconnected Trends show that “Americans in general Instead, it offers a host of interconnected are getting fatter. In 2003, approximately benefits to the life benefits to the life and economy of the city. 24% of adult Americans were obese and and economy of THE BENEFITS OF WAYFINDING another 40% were overweight. These the city SUSTAINABILITy numbers have been climbing over the One case study found that providing last 20 years. Development patterns that high quality navigation tools resulted in necessitate an over reliance on automobile a 17% shift from automobile to walking, travel and discourage physical activity are cycling or transit as employees’ primary also part of the problem .” 2 commute mode.1 Cleveland Clinic states that for people 1 v ictoria Transport Policy In the 1970s, according to the u.s. Energy with heart disease who engage in regular, Institute (rta, 2003) Information Administration, the United aerobic exercise (such as walking or cycling) 2 c ity of Cleveland States relied on overseas sources for more there is approximately a 25% reduction in Planning Department than one-third of its oil; today dependence mortality over a 1–3 year time period. 3 a lliance for Bicycling & has grown to 56%. By 2025, if nothing is Walking, 2012 For individuals who are regularly active done, that figure could reach 68%.2 4 Imp roving Walkability, and who do not have documented heart Transport for London, September 2005 A seamless wayfinding system can help disease, there is a 50% reduction in risk of 5 d.k. Shifflet & Associates, modal shift and support an increased use death from a heart attack. 2011 of sustainable transportation, including a 6 t n s , 2 0 1 1 change in behavior to park once and walk between destinations.

6 WAY FINDING

G REATER INCASEDRE KNOWLEDGE MDALO EFFICIENCY AND SHIFT OF ROAD EXPLORATION NETWORK

INCREASED RED UCed M Ore Livable INCREASED INCREASED IP M Roved AIR RE PEat VISITS LONR GE STAYS USE OF PUBLIC CAR USE AND ENVIRONMENT WALKING CYCLING QUALITY TRANSPORT CONGESTION

INCREASED I ncreased PUBLIC pedestrian TRANSPORT traffic REVENUES

G Reater INCREASED REDUCED INCREASED INCREASED IMPROVED SOCIAL REAL ESTATE GREENHOUSE SPEND BUSINESS HEALTH INTERACTION VALUES GAS EMISSIONS

S PEndinG AND REAL ESTATE TO URisM EPX LORATION The Commission for Architecture and In 2012, research containing visitor Connected and predictable wayfinding the Built Environment in the uk (2007) profiles and perceptions of Cleveland information for typical multi-modal showed that on a seven-point pedestrian indicated a growing need for wayfinding. journeys, from driving to walking to environment scale, every one point transit, empowers residents and visitors to Tourism generated $6.7 billion of revenue increase in walkability was associated explore the city. in 2011, up 12% from 2009, supporting with 5.2% higher retail prices and 4.9% nearly 9% of salaried employment.5 When that information is absent, higher commercial rents. 77% of people coming to Cleveland inconsistent or inaccurate, it creates a Bicycling and walking initiatives create are leisure visitors, 53% of whom use barrier for the user. 11–14 jobs per $1 million spent, compared internet resources and 38% rely on Putting the right information in the right to just seven jobs created per $1 million recommendations from family and places creates the confidence to explore spent on highway projects.3 friends outside of Cleveland. 31% of the full Cleveland experience, resulting in visitors do not plan ahead and are a Cost benefit analyses also show that up an enhanced image of the city, improved natural market for city wayfinding.6 to $11.80 in benefits can be gained for reputation and longer stays. every $1 invested in bicycling and walking. When asking visitors for their perceptions of Cleveland, leisure visitors didn’t think Wayfinding is an acknowledged HOWO PE PLE GET of it as clean or friendly, and business 7% component of improved walkability 4 and AROUND CLEVELAND visitors didn’t think the city was easy to 15% it’s clear that wayfinding information, 78% Drive get around. Clearly, there is work to do and 15% Public transport coupled with urban realm improvements, 78% excellent opportunities exist to improve and taxis can lead to mode shift, increased the Cleveland image and experience. 7% Other pedestrian traffic and increased spending. Improving city wayfinding will help WHY PEOPLE VISIT CLEVELAND visitors enjoy more of what Cleveland has 77% of people are leisure visitors to offer, spend more time and money and spread the word that it’s a great city. 14% of people are here on business

7 Household Houses of Parliament Cavalry Museum War Horse Memorial L Guards L Parade G R E A T S C O T L A N D Inn the Park Y A R D Restaurant SEGUARDSROAD HA Nigeria High OR

H Commission E

C Buckingham Palace Buckingham R ASRTV EN T N 33 O R The Grand I St. James’s T H Hotel U C R A I G ’ S C O U R T C R A V E N P S G M B H N

R Park E R R T S D N A L R E M BU H T Trafalgar T H E A R C H E S L A N W Studios Royal D Admiralty National A V E N U Arch Police Artillery Memorial Memorial 41 E CORNER- HOUSE 3 ST EE

T Royal Marines THE MALL 1 Uganda High Memorial Commission S P R I N G G D N S The Mall Charing Cross D A N Galleries Institute of S T R Charing Nelson’s South Cross Column Charing Contemporary Arts (ICA) Duke of York Charing African High Cross Monument Cross Commission Steps

C O C K S P U R C T C A R L T O N H O U S Trafalgar The E T E R Trafalgar C A R L T O N H O U S E T E R R A C E St. Martin-in Square C O C K S P U RHo S tel

-the-Fields Waterloo 5 S m EN Lift Waterloo D Gardens R T i n A R E E W A R W I C K H O U S E S T u Gardens L P Canadian t ap p lied designeT d LOO e Lift O N G Post ’S High w T N Commission TI a ARL Ofﬁce legible london which ATER C R PLACE l A 120 W k M Edith Cavell has beenP A L L M As L Lu E Ac S cessful 106 T T Memorial S National P A L L M A L L 29 National Gallery in encouraging people P A L L Portrait Royal M A L L Gallery Opera to explore new areas Arcade Crimean War 20 Memorial

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R House St. James TRE

T B Philippine Haymarket S Her E M Henry E Embassy Hotel Majesty’s O R A N R O Garrick S Irving T Theatre TC G ROYAL OPERA ARCADE 24 11 E S Theatre O T S S Theatre R E E T HI ’ Royal C H A R L E S N W I I S T R I E E T R I R V I N G S T R E E T Charing T Haymarket C H A R L E S I I S T R E Westminster R E T Cross C Reference 29 MA Library O R A N G E S T Britain & Library T S Haymarket London G L O N G ’ S C T Lower St. James’s Leicester O R A N G E S T R E E T Visitor Centre N Cineworld ST ALBAN’S ST Square Hampshire Square KET I Odeon Regent Hotel T Hotel AR R Leicester M Odeon EE Odeon Y 58 Post Square R A Ticket West End Panton Comedy A Street H Planet Ofﬁce Street C A R L T O N S T H H U N T ’ S C T Booth Theatre Hollywood

37 T C M B S T P A N T O N S T R E E T N O R Wyndham’s R I S S T R E E T Theatre B E A R S T R E E T 56 Leicester Apollo West End 16 47 WHITCO

Leicester Square Square W H I T C O M B C T Cinema S T J A M E S ’ S M K T Comedy C R A N ST ALBAN’S ST B O U R Store 29 N S T Thistle O X E N D O N S T 130

22 Prince G E N T S Hippodrome S W I S S Piccadilly 113 Jermyn B A B M A E S S T Leicester E C O U R T Hotel of Wales Square J E R M Y N S T

AC Theatre

Theatre ST Street Jermyn 23

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R Criterion Notre C O Street V E Theatre LEICESTER CT Vue Dame de TER N T R Y Theatre

S ESTE S Cinema France E Empire T Waterstones C The W I IC Cinema 217

EAGLE PLACE E Hotel LE 209

Prince L & Casino Eros Charles St. John You are here CHURCH PLACE Cinema L I S L E S T R E E T Hotel 17 Ripley’s P I C C A D I L L Y EET Believe It Or

22 T Not Museum E STR E 18 Park Green Cineworld R

NEWPORT PLACE

Cinema ST 35 UR R U P E R T

R Chinatown O C T 11 Le Meridien London Piccadilly AI G E R R A R D S T R E E T Trocadero 65 Piccadilly ARD Hotel W RUPERT STREET Circus H O R S E & 45 D O L P H I N Y D 72 R D A N S E Y P L D E 60 N M A N S T E G E R R A R D P L 80 E 27 MACCLESFIELD ST G U T N E E S E R E E T H V T A TRE F T Y A Lyric S 82 N R E E S B U G L A 86

W 75 Theatre RE R S Best O O W R E T Curzon T S AI A S Gielgud Apollo H O U S E Western O D R Cinema L S Theatre L Theatre I H A M S 34 Hotel

M Y A R D Piccadilly D U The S T R E E T T St. Anne’s D R O M I L L Y S T R E E T R T S R Theatre

Queen’s T S R

Church ET W I N

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37 T T Theatre R E E R T E

Seven DIals T

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N GR E W I E T 19 Old T AIR

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W 76 83 Compton E 33

R 5 RUP

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M A R S T R E E T S Mango E W E

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Prince Jojo’s E E

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P E T E R EAT 69 Berwick Street Market S T R E E T Oxford Circus C ase study: GR Square London, united kingdom In 2007, Applied, Transport for Following the Olympics, hundreds of London, the City of Westminster signs were installed in boroughs across and the Central London Partnership London in combination with Legible developed a pedestrian wayfinding London smartphone applications, system to encourage people to walk. printed maps and bike rental, improving It was apparent that with more than knowledge of what the city has to 30 pedestrian sign systems and offer and how to get around on foot or countless commercial maps covering bicycle. Evaluations of the project have the central area, a lack of information shown impressive benefits in people’s was not the issue. However, seeking understanding of the local area with a simplicity, some 45% of people were 33% reduction in pedestrian journey using the London Underground map times. People’s confidence in walking for pedestrian navigation. A prototype also improved with 62% of interviewees project was fully conceived, designed, stating they were encouraged to walk detailed and installed in just six more using the system. months. The success led other inner Legible London established the global London and suburban municipalities to gold standard for wayfinding research commission expansion projects across and design, only made possible by the Greater London in time for the London adoption of common design standards 2012 Olympics. by London’s myriad of local government

WALKING CONFIDENCE and transport authorities, private Reduction in pedestrian companies, land owners, business 33% journey times improvement districts and stakeholders.

8 App lied designed wayfinding for TransLink in support of its finding that awareness can help increase transit use by 35%

Metro Vancouver Connections

LOCAL KNOWLEDGE admitted they had This map shows key transit services connecting urban centres in the little or no knowledge �� 81% Metro Vancouver region Lynn Valley of downtown Horseshoe Bay �� Ferry were encouraged Levels of service To Langdale, Park Royal Capilano Nanaimo and �� University Millennium Line Bowen Island 82% to walk using the new �� High frequency rail service. �� wayfinding system Early morning to late evening, 7 days a week. �� Lonsdale Quay �� Expo Line

�� Phibbs High frequency rail service. Exchange Guildford Way– Early morning to late evening, 7 days a week. �� Ungless Way Guildford Way– Canada Line �� Falcon Dr Sea Planes High frequency rail service. �� Port Ioco Rd– Guildford Way– �� SeaBus Moody Newport Dr Lansdowne Dr Early morning to late evening, 7 days a week. West Coast Express West Coast Express HeliJet St. Johns St– Guildford Way– Burrard �� St. Johns– � min Moray St Johnson St Commuter rail service. Weekday peak hours. Queens St SFU �� During weekday off-peak hours, TrainBus commuter bus �� B-Line service operates on the same route. Waterfront �� St. Johns St– Guildford Way– Kootenay �� Town Centre Blvd �� St. Johns St– Williams St SeaBus Loop Barnet Hwy Vancouver �� Regular passenger ferry. Clarke Rd– Pinetree Way– City Centre Granville Lincoln Ave Early morning to late evening, 7 days a week. Glenayre Dr Coquitlam Central B–Line Bus Services Stadium–Chinatown Clarke Rd– Como Lake Ave Port Coquitlam � � � � � � � � � Bus routes providing fast and frequent service. Main Street– �� Early morning to late evening. Clarke Rd– Science World �� Yaletown– C ase study: �� Block Key Bus Connections Roundhouse �� Key regular service bus routes connecting urban Vancouver, Canada North Road– �� centres and transportation hubs, 7 days a week. �� Foster Ave �� North Rd– �� In Vancouver, b.c. six communities Alongside improvements in wayfinding Olympic VCC– Cameron St Village Commercial– Brentwood Sperling– Production Pitt Meadows Clark North Rd– Broadway were given sustainableTown travel Burnaby Lake Cityfor publicWay– transport, the city also�� is W ��th Ave– W Broadway– W Broadway– Austin Rd Haney Renfrew Rupert Gilmore Centre Holdom Lake Way University �� UBC Sasamat St Macdonald St Granville St �� B-Line Place information which resultedMillennium Line in a 12% rolling out a pedestrian wayfinding University Alma St– W Broadway– W Broadway– Broadway– E Broadway– E Broadway– E Broadway– Lougheed �� Blvd– W Broadway Arbutus St Willow St City Hall Main St Fraser St Clark Dr Town Centre Allison Rd increase in public transport use, and an system designed by Applied, including �� Nanaimo �� King Edward ��

�� 8% decrease in car travel. In two pilot 200 on-street information signs � Maple Meadows

�� th Avenue Millennium Line Braid

areasExpo Line adjacent to SkyTrain stations, alongside tear-off street maps Port Haney To Mission City

Canada Line public transit increased by 35%. The and promotional posters. City of Oakridge– Sapperton ��st Avenue �� showcase study demonstrates clearly Vancouver research has shown that Joyce– �� Collingwood �� Columbia Expo Line Scott Road that, within Metro Vancouver, mode the system is effective at improving �� Langara– �� th Avenue Patterson shift can�� be achieved when people are knowledge of the city’s streets and �� New Westminster

�� Marine � �� made awareMetrotown of the journey options.��nd attractions with more than 80% of Drive Street Gateway

�� Guildford �� residents admitting they had little or no Exchange �� Surrey Central Since 2008, Translink,Royal theEdmonds regional Walnut Grove Oak ��

Bridgeport knowledge of the downtown area. The Park & Ride �� YVR–Airport Templeton transport authority of Metro �� system is also effective at encouraging Sea Island Vancouver, has been developing and King George �� Centre �� people to choose walking ahead of other�� Aberdeen �� installing an extensive multi-modal �� forms of transport with 82% of people �� Lansdowne �� wayfinding strategy across its system�� reporting that they were encouraged to

of rail, river and bus routes. To increase �� Richmond– �� walk using the new system. ��

Brighouse �� transit capacity and understanding of

�� Scottsdale Fleetwood the city, easy-to-use network diagrams Exchange Steveston Newton and walking maps, as well as high �� Exchange

�� quality, consistent signage across all ��

�� services have been designed by Applied. ��

Ladner �� Exchange �� 9 Langley �� South Surrey Centre Park & Ride Cloverdale

�� Aldergrove To Victoria, Nanaimo and �� Southern Gulf Islands Tsawwassen Ferry

White Rock Centre map not to scale

For transit information call 604-953-3333 or visit translink.ca

E0495-596 R00 09/11 NA VIGATING THE CITY — Impressions of Cleveland

Never judge a book by its cover. YOU CAN WALK THERE? C leveland is a This couldn’t be more fitting for Whether attending a conference or going Cleveland. The city offers so much, but to a Browns game, most think that cars and city with much hides it very well. Whether visitors arrive buses are the only way to get around the city. to offer but the by car, plane or public transit, their first While those options are available, the reality impression of Cleveland is overshadowed is that visitors are always within a 5–25 minute fragmentation of by the vast number of parking lots and walk of most destinations. Plans are underway its areas makes it office buildings. to transform the roadways of Public Square to green space which will, in turn, showcase the The sense that Cleveland is small and difficult to explore ease of getting from the new Global Center for difficult to access is compounded by Health Innovation and Cleveland Convention physical barriers such as the Memorial Center to Terminal Tower and the hustle and Shoreway, Cuyahoga River and the bustle of Euclid Avenue. now desolate Millionaire’s Row. These areas create major disconnects between LIVE DOWNTOWN Cleveland’s fantastic business, cultural Over the past few years, the city has experi- and leisure destinations. enced an influx of new residents entering the downtown area, concentrating in hot spots like love parking East 4th Street and the Warehouse District. When arriving downtown, visitors are These pockets of activity and nightlife are only a greeted by one parking lot after another. stone’s throw away from Public Square, but are While many Clevelanders know exactly essentially nonexistent to most visitors due to where the hidden or not-so-obvious at- poor on-street legibility and lack of directional tractions and destinations can be found, information. Sparse businesses and storefronts to a visitor, the first impression of empty add to the fragmented experience and suggest lots suggest nothing is going on and there that there isn’t much that lies beyond the con- is no reason to visit. fines of Tower City and the Horseshoe Casino.

10 WHAT LAKE? Lake Erie and its attractions, such as First Energy Stadium, the Rock and Roll Hall of Fame and Museum and the Great Lakes Science Center, are cut off from the city’s center by the Memorial Shoreway and rail- road. For a first-time visitor, the lakefront offering seems unattainable. While maps show the waterfront attractions exist, the street experience doesn’t provide an intuitive walkable connection from the city to the lakefront.

SECT RE TRANSIT CLUB There’s more? Ohio City and Tremont offer boutique and authentic Cleveland experiences and are actually walkable from downtown (for the more adventur- ous), or easily accessible by transit. Yet the information explaining how to get from one place to another is confusing or, in some cases, doesn’t exist at all. The Cuyahoga River is another perceived lake erie is one of cleveland’s barrier, but by adding some wayfinding most important natural information that encourages walking and assets, but is divided from the cycling along the banks of the Flats, this city by highway and railroads I have lived here area can be viewed as an asset rather than an industrial barrier. 15 years and still Detroit Shoreway has reinvented itself don’t understand over the last few years with the addition the bus system.” of new theaters and restaurant hot spots. Surprisingly, it is only a 15-minute bus ride from Public Square – but most visitors have to figure this out on their own. Even those who live here are unsure. A resident was asked for bus directions and replied, “Ask the bus driver, they know. It’s the only way to learn and I’ve lived here 15 years.”

j ourneys to ohio city and THE DETROIT SHOREWAY are hampered by a lack of information and confusing transit

11 GLENVILLE

ST. CLAIR- SUPERIOR

LITTLE LAKESHORE GOODRICH / ITALY KIRTLAND PARK UNIVERSITY DOWNTOWN CIRCLE

PUBLIC SQUARE

CENTRAL

EDGEWATER DETROIT KINSMAN SHAKER SHOREWAY OHIO SQUARE CITY NORTH BROADWAY CUDELL TREMONT

CLARK- FULTON

CLEVELAND concept sketch only HOPKINS AIRPORT

a single image of cleveland THE’S RE ANOTHER CITY? WHAT’S BEHIND THE DOOR? is needed to show how A common observation is that, Some of Cleveland’s most important KEY VISITOR areas such as “Cleveland is very good at hiding itself.” attractions and destinations don’t downtown and university circle connect and relate University Circle is known as a world-class announce themselves. Severance Hall is to the wider city center for education, arts and culture. It home to one of the world’s finest orchestras also is home to the Cleveland Clinic, one and also plays host to other local events. of the largest private hospitals in the world However, a lack of signage and event and ranked the fourth best hospital in the information on the building makes visitors United States. question whether the hall is still in use. Located four miles from downtown, Terminal Tower is another proverbial University Circle feels like a separate city. elephant in the room. The building is posi- It even maintains its own police force. tioned as the main hub for the rail network Deemed as its own leisure and business and RTA customer information, yet there is destination, it’s easy to forget that there is no indication of this from the outside. an easily accessible downtown offering, as Instead, the entrance is perceived as more well. The award-winning RTA HeathLine of a business lobby and side entrance to the and the Red Line offer convenient and Horseshoe Casino. Even the Tower City safe connections between both locations. mall isn’t immediately obvious. However, neither area sells the attractions L ots to do but of the other and the visitor has to do a lot The Arcade is one of Cleveland’s oldest not enough of work to figure out how to see both. landmark destinations, but despite having a sign above the door, isn’t announced clearly Simple inquiries about how to get from reason to to sidewalk travelers. It’s a great cut through University Circle to downtown are often between the Civic and Gateway districts, come.” met with, “The Healthline only goes to but few would know it exists. the Clinic. You have to get the Rapid for downtown.” Wayfinding can help.

12 TUR E VOICE OF CLEVELAND Research shows that visitors like to get advice from local residents, including hotel, bar staff and cab drivers. The Downtown Cleveland Alliance Ambassadors have a reassuring on-street presence and offer an array of services beyond what their title suggests. In addition to carrying out civic tasks, such as cleaning and security checks, they also support the police with social services. They serve as guides to any location in the city and can even cleveland’s many hidden help with car issues if necessary. gems appear inaccessible Ambassadors aren’t simply people on the to visitors because they do not announce street. They are the genuine, friendly voice themselves on the street of Cleveland.

MU E LTIPL IDENTITIES University Circle and Ohio City currently showcase wayfinding with the implementation of their fairly new on-street systems. cleveland features a confusing array of identities, Downtown is a different story, boasting at least names and signage schemes seven different ‘official’ district identities, but across its many districts and with little indication of where one stops and the neighborhoods other begins. A seamless wayfinding system that depicts the individual character of neighborhoods and districts, but is not confused by administrative boundaries, would help visitors see a single Cleveland rather than several areas constantly vying for attention. It also would help cross-sell the city and its unique neighborhoods and districts to both business and leisure visitors. WHAT’S IN A NAME? Cleveland is famous for reinventing itself, renaming its local venues and attractions. Nicknames commonly reflect the energy and humor of residents and often become main- stream, tending to “stick” over the years despite officially-mandated ownership and sponsorship changes. For instance, The Rock and Roll Hall of Fame and Museum is known as the ‘Rock Hall’; Browns Stadium is now named ‘First Energy Stadium’; Progressive Field is still called ‘Jacob’s Field’ or ‘The Jake’; the Global Center for Health Innovation and Cleveland Convention Center are still referred to as the ‘Medical Mart.’ Multiple names are a huge root cause of confusion. Establishing one consistent naming convention for all major attractions and destinations is an important focus in order to create a ‘Seamless Cleveland.’

13 14 DESTINATION CLEVELAND TRAVEL + TOURISM SUMMIT OUTCOMES — Toward a master plan

The Destination Cleveland Travel + These six objectives are integral aspects L eaders from the Tourism Summit was the true genesis of a wayfinding project and provide some for a citywide wayfinding project. guiding principles: travel and tourism Hosted by Positively Cleveland in CONSISTENT industry agree – November 2011, it produced consensus A system must use the same references, Cleveland needs around six core objectives: codes and language throughout a journey. This generates a feeling of care —C— onnect Cleveland visitors using signs, better wayfinding for the user, builds trust and creates one maps and technology comprehensive and connected experience. —I— mprove visitor first impressions in a cohesive, consistent manner COHERENT —A— llow visitors to easily purchase tickets The information must work as a single for multiple attractions system irrespective of how and where it —P— rovide Cleveland visitors with an is seen. The designs and content of the authentic Cleveland experience wayfinding information must be unique through the eyes of local residents to the identity of the city, yet still offer an —M— ake public transportation a preferred interconnected and coherent view of the mode of transportation total offering. —A— ttract visitors to Cleveland through CO MPELLING signature events In addition to being functionally efficient and reliable, the information must be attractive and easy to use. The wayfinding system will become an important asset for collateral that promotes Cleveland’s attractions and dispels misconceptions.

15 16 SECTION 2

CONNECTING THE CITY

17 STRATEGIC RECOMMENDATIONS — Introducing ‘Seamless Cleveland’

T his section covers the strategy is based on eight principles key wayfinding 1 Unified Image 5 cross Media Create a relevant unifying image of the Provide access to information in the principles, the city so that people can understand where places and formats that suit the user. wayfinding system districts are and how they can be accessed. Ensure wayfinding is incorporated into the assets of place marketing. overview and the 2e ke p it simple The simpler the information, the easier it 6m Hu an Scale four themes under will be to understand. Information for walking must take account of the shorter distances and which a ‘Seamless 3 one Voice realities of getting around on foot. The consistent naming conventions for Cleveland’ will be Many cities have been designed for places and attractions which allow people driving so walking seems difficult. delivered to communicate what places are and where they can be found. Using familiar 7 inclusive codes and references builds credibility in Information should be provided so the information. that it does not exclude any group or individual, with a particular focus on 4a se mless people with disabilities. Integrating information across transportation and places reflects the 8pe com l mentary real journeys that people make. Although outdated systems should be removed over time, a system can only succeed by being the single reference for new initiatives. Information projects must be practical.

18 way fiNDING SYSTEm overview To make travel across Cleveland seamless, the system should take a holistic approach to wayfinding across its many applications.

PEDESTRIAN SIGNAGE LEAFLETS DIGITAL KIOSKS On-street pedestrian maps A suite of information Digital units showing real-time, and directional information including mapping to event-based information on accompany interpretative the street, at airports, hotels information and selected attractions

WALKING MAP ONLINE A suite of free printed Downloadable suite of maps pedestrian maps specific available online via Positively to shopping destinations, Cleveland’s website visitor or event information

CYCLING MAP Bike-friendly route maps for leisure and commuter cyclists supporting the Bikeway Master Plan

COORDINATED STREET FURNITURE MAPPING

DIGITAL INFORMATION

SEAMLESS INTERMODAL SYSTEM CONNECTIVITY GUIDELINES

NETWORK DIAGRAMS

SCHEDULES & TIMETABLES DIRECTIONAL INFORMATION

DIGITAL DEVICES Satellite navigation/ TRANSIT AND BIKE SHARE GPS capabilities and INFORMATION downloadable applications Integrated multi-modal route for mobile devices such as information and schedules smartphones at bus stops, hubs, docking stations and interchanges

NETWORK DIAGRAM Information highlighting REAL-TIME INFORMATION DIRECTIONAL SIGNAGE public transportation Other opportunities Guide signs easily visible options available in for digital screens and for drivers printed and digital forms temporary signage for event-based information

19 SEAMLESS CLEVELAND

T1 HEME T2HEME WHERE DO HOW DO I I GO? GET THERE?

E ancour ge Leisure & business visitors Provide consistent signage by showing cleveland as an accessible and and planning information to make easy place to get around multi-modal journeys simpler

transit connectivity information airport e xtending arrival linkint g he stays key centers destination guide signs

cycling information

BROADENING linking walking CHOICE attractions information inte gration and events with existing systems

20 1 2 3 4

4S THEME The strategic recommendations fall within four themes. In this section we explain each of these themes with wayfinding concepts and recommendations. Some concepts fall under one or more of these themes. The concepts do not represent final designs and are purely indicative.

T3HEME T4HEME CAN I TAKE HOW DO WE WAYFINDING MAKE IT WITH ME? HAPPEN?

Usef dif erent media Produce and manage a system to reveal an authentic view of the that defines and maintains events, services and attractions the information the city has to offer

consistent DYNAC MI w orking names WAYFINDING together P Rinted CITY MAPS

ele ments, rules and MFR APS O sin gle city applications WALKING data source & cycling

21 E ancour ge leisure & business visitors by showing Cleveland as an accessible, easy place to get around

NOW SHOWING

concept sketch only concept sketch only

BROADENING linking CHOICE attractions and events

HealthLine Downtown to HealthLine University Circle Downtown to University Circle in just 20 minutes Every 10 minutes Promote the benefits Attractions can 7 days a week clearly and simply to support each other. potential customers. On-street digital The HealthLine is signs can be used in easy to use, quick, key locations to convenient and highlight events and concept sketch only inexpensive. real-time offers.

22 1 2 3 4

linkint g he key centers I can go to I can go University ROCK AND ROLL downtown CLEVELAND Circle HALL OF FAME MUSEUM OF ART

CLEVELAND MUSEUM OFFIRST ARTENERGY STADIUM SCIENCE CENTER Give people a LITTLE ITALY LITTLE ITALY simple image

SHAKER SQUARE of the city and SHAKER SQUARE connect key visitor neighborhoods and attractions to make Cleveland appear easy to get around.

concept sketch only concept sketch only

e xtending Park once and walk stays – stay and explore. Putting information Maybe I’ll in the right place walk can encourage to E4th after longer stays than the game? originally planned.

WALKING FROM HERE

LITTLE ITALY

SHAKER SQUARE

concept sketch only

23 Provide consistent signage and planning information to make multi-modal journeys simpler

GLENVILLE connectivity ST. CLAIR- SUPERIOR

LITTLE LAKESHORE GOODRICH / ITALY KIRTLAND PARK UNIVERSITY DOWNTOWN CIRCLE

PUBLIC A clear, simple image SQUARE of Cleveland that CENTRAL highlights the key EDGEWATER visitor districts and DETROIT KINSMAN SHAKER SHOREWAY OHIO SQUARE CITY NORTH how they connect BROADWAY CUDELL by transport, TREMONT helps the visitor CLARK- understand the city FULTON quickly and easily and encourages CLEVELAND HOPKINS exploration. AIRPORT concept sketch only

airport arrival

CONCOURSE

GATES C2–C14 CONCOURSES A, B, D C Customer Service Center Rapid Transit to Downtown C Baggage Claim and University Circle Visitors want to connect to their destination smoothly and without thinking. Support key destination links that tie into the full wayfinding system.

concept sketch only

24 1 2 3 4

BURKE LAKEFRONT Dupont AIRPORT Loop

South Harbor School LAKE ERIE of Arts North Coast Cleveland 10 3 3 Museum of Natural W3 History

CLEVELAND UNIVERSITY Superior Flats East Bank CLINIC CIRCLE HealthLine FOREST HILL Settlers PARK Landing CSU DOWNTOWN Euclid– Stokes– CLEVELAND E. 120th Windermere 11 E. 105th– TOWER CITY– Quincy PUBLIC SQUARE

E. 79th UNIVERSITY

Rocky River Lakewood Gordon Square E. 34th– 11 HEIGHTS Loop Hospital Arts District OHIO CITY 81 Campus 26 10 ROCKY Shaker South TREMONT E. 55th E. 79th E. 116th Square Coventry Park Attleboro Courtland Belvoir West Green RIVER W. 65– West Boulevard–Cudell Lorain Woodhill Southington Lee Eaton Warrensville West Green W. 117–Madison Cleveland 11 Metroparks Mittal Drexmore Westgate Zoo Transit Steel SHAKER Triskett Centre 22 10 S. Woodland HEIGHTS Southington West Park 20 Onaway Puritas–W. 150 KINSMAN 14 Avalon Lynnfield Warrensville CUYAHOGA RIVER 15 Ashby Brookpark Parmatown Lee Kenmore Farnsleigh Transit Centre

CLEVELAND HOPKINS PARMA INTERNATIONAL AIRPORT HEIGHTS Corlett Southpoint Tri-C Loop Hospital Eastern Campus

concept sketch only

f requent Visitors don’t need transit to know all of the network options. Highlight the most regular and useful connections.

25 transit concept sketch only network

Make transit stops obvious. Name the entrances.

Cleveland Central Station

walking Encourage information exploration and highlight hidden gems at a walking scale.

LAKE ERIE 19

concept sketch only

transit Explain the information options with simple and consistent information. Allow for spontaneous on- street decisions. concept sketch only

26 cycling information

Integrate with the EAST FLATS Bikeway Master Plan system and LAKE ERIE Parking FIRST ENERGY support routes, STADIUM Rock and Roll trails and initiatives Hall of Fame like bike sharing. First Energy concept Stadium sketch only

concept sketch only W25th DOWNTOWN OHIO CITY

parking Link parking guidance options with destinations.

concept sketch only

destination Use names that guide signs connect sought- after destinations.

concept sketch only inte gration with existing systems

LITTLE APPROVED ITALY NEIGHBORHOOD APPROVED NAME ATTRACTION DOWNTOWN NAME UNIVERSITY APPROVED APPROVED CIRCLE ATTRACTION NAME ATTRACTION APPROVED NAME NEIGHBORHOOD NAME APPROVED NEIGHBORHOOD NAME APPROVED Agree to consistent NEIGHBORHOOD APPROVED NAME ATTRACTION NAME APPROVED naming conventions ATTRACTION SHAKER NAME DETROIT APPROVED and hierarchies OHIO SQUARE NEIGHBORHOOD SHOREWAY CITY NAME while retaining TREMONT individual character.

CLEVELAND HOPKINS AIRPORT concept sketch only concept sketch only

27 S

T S N O T G N I R R A C

W T

O H N A P R I N C E S P L H S T R E E T I T H E R T F O R D Christie’s H E S JTA A EET H Embassy R L O D U KS ET R ES JTA M F R EP S E of Panama B M N GAT R Y D E R S T Steps S ZO E A R U M O U Green W O R C L A T C The London R R O Shepherd E S ’ Y NL I 81 N SHEPHERD STREET Library H E A D ME W S S R S PITT ’ S S ST G E S S T R T T G T T S T R E E T T Park C U R Z O N R E R

H R E D TMarket S Q U A R E NN E E E O

E B E E B E R E N Jermyn T R T MA KET R MEWS S T The Ritz SHEPHERD MARKET B

Flemings Y T E

’ S Y D B E T R O

N R 150 C O LT O N S T R E E T Mayfair Curzon S E E T K

MASO ET D T S Cinema E Hotel N STRE 63 S 18 S ’ 31 The 39a T 38 JERMY 53 Cavendish 49 73 1 CURZON STREET Hotel 161 18c 52 17 24hr 12

E T S E H C Q S CHESTERFIELD

Fortnum Holiday 54 5 EU E ET & Mason R 36 Inn Mayfair T T E E R T S N E Bahamas High O P E G A T E 62 S TA N H Piccadilly S Washington 15 R D O V E R N Commission I F A L 50 Prince’s ILLY 1 Arcade YA R D ZO Hotel E D R L B De U D Arcade C Hatchards E M A R LSE T R E E T Royal G CA 55 Beers 84 C N D 1 Embassy of PA

S PI E T Saudi Arabia T B E R K E L E YS T R E E T R K L 11 27b P 40 D O A 196 40 The 33 S TILNEY STREET R K Steps 48 W A V Chesterfield N E

E R A U Q S E RS T RATTON STRE 65 18b Y E L D U A L A N 26 4 O LD ST Mayfair L A R G E S M E 10 May Fair C D E A N E R Y M S E B O R E EET Hotel F TI Z M 8 39 W S T R 16 E T N D REET T C 27 A Malta High 40 S H V S 34 S 17 12 E S T E R F IE L D H IL 8 S E WA L Commission STAFFORD A DEANERY STREET T R R The Dorchester U R CI EP ARLE

H T C 49 HYDE E O L E T S A C K SVLE TI R E T Royal N

O 39 T 28 H I L L S T R E E W S Piccadilly Circus Arcade

T S T R E E T Burlington LANDSDOWNE ROW L 44 A C E E E R 52 Arcade Brown’s 27 9 Royal Academy of Arts 20 (Burlington House) Hotel 1 L T 38 H AY S’ M E W S PARK H AY ’ S M E W S Egyptian 39 27 4 2 30 Embassy Tiffany I LL 59 Usef dif erent media 28 24 Y H & Co. HA

99 38 S W E M R U O F L A B 9 1 58 to reveal an Austin SOUTH STREET 27 Steps 70 Reed A LB E M A R Polo Berkeley HILL STREET 16 47 T E E R T S K R PA 7 authentic view of the T E E R T S Y E L D U A H T U O S GARDENS Ralph Royal 21 5 49 T O N Lauren N P LI NG Institution 24 E C A L P X E R U R 7 E A B Abercrombie W of Great L events, servicesR and 1 E Grosvenor C O R 2 K Aquascutum B S T R E Gieves & & Fitch Britain Chapel P L O 6 A A 106 K N E C A L P R U O F L A B R N Hawkes C O R SK Berkeley ALDFORD STREET O L D K 23 attractions Ethe city S E E T Mount T S Square L D B U RN LI G TO NS TR E M E T EET Street A R 41 31 165 TR FARM STREET N E Asprey S 4 N L A N Gardens E 41 W T E O The Church of has to offer N R E S T AFT 26 GR 19 The Immaculate TO E B W Mayfair U T 14a A R L Conception 68 A Savile 16 R Library R W I B O W 82 MOUNT STREET 10 Allies 11 P S W E M T S C M O U N T Sculpture L K A C 54 103 S Savile Row E T R E MOUNT STREET Heddon 159 34 R E G E N T P L T Steps 117 E ET Street RE 22 ST 2. Recommendations 19 The Audley T D 130 O R 10 I FF 30

CL 42 J O N E S S T 1 S AV I 5

T S R E T N E P R A C

Golden 1 49

L RE O REEVES MEWS NEW BURL MEWS A D A M ’ S R O W Grosvenor Square 154 COACH & BRUTON STREET House HORSES YD 38 The Connaught W 150

BRUTON PLACE 2a Hotel 156 E C A L P S O L R A C

10 L P N O D R U O B 35 1 24 Indonesian ET R S T The 2.2 Create a welcome M O U N T R O W Y L E Embassy 18 STRE Burberry B O Westbury 13 K 167 E Millennium 30 EA NGTON STREET Mayfair 48 B 15 RL I U 25 Hotel 1 26 BOURDON STREET G E W B REET 70 T E R GROSVENOR STREET N 23 37 U P P 43 48 169 T S City map design considerations (continued) I N E W B O N DS T R E E T E DU GROSVENOR HILL

WalkingN maps must pay particular T S T N E B D A O R B

CO T S N O D R U O B N E Voyage Hyde Park A C attention T E E R T S E G R to O E G T S the level of detail 43 PL 51 Sotheby’s MEWS BLACKBURNE’S Kingly G T O N MFR APS O I N 21 PA Court T needed to inform a walked journey. Grosvenor N E W B U R L walk T E E R T S K R 64 GROSVENORute STREET 1 Embassy of C A R N A B SY T St DetailsGeorge’s include using walk times in WALKING M IL L S T R E E T m Hanover 5 Canadian High the United CULROSS STREET 186 S 17 instead of poorly understood 79 E ET Commission States Square GRO S V E N O R S T R T linear distances, ensuring the user Hamleys EET Scale Grosvenor AV E R Y R O W 61 5 T E E R T S S E I AV D The scale of Legible Square K NI G LY S T R E E T R S T R can place themselves within the 3D buildings G A N T O N S T 47 London is measured in 36 Illustrations of key buildings Embassy 78 Carnaby E NDUIT map (if displayed)MADDOX and including STREET time, which research O are included; these provide a Villages Street C of Italy 43 pedestrian facilities or barriers to clear sense of scale and THREE KINGS YARD The village names are E M Lancashire 39 (typographically) the 26 Animals 1 A strengthen the heads-upBROOK’S MEWS ET SO Court K S T R E N EW B U R G HS TR E T people with limited mobility. most prominent visual ROO N nature of the mapping. E R B in War T 203 P ’ UP S Roosevelt

A element. Most maps of M A R L B C T PLACE SHEPHERD’S Memorial 7 TheseRM details are from the Argentine this kind show two Memorial 9 Carnaby S Embassy

villages.

ME LOWNDES CT Transport for London Legible Claridge’s 69 22

W 21

22 117

S Neighbourhoods Handel BROOK STREET P London project. 51 14 A Liberty MADDOX STREETP Contained within the villages, D ’ S M E W S D P S N E L L O House O WO R Use human scaleU FOUBERT’S PLACE 222 A K Museum neighbourhoods are distinct R N R

Fenwick 91

L K 17 clusters of a certain character 96 A A B R O O K S T R E E T Coaches L

Active frontage V N T or shared history. 40 detail, such as A E R Coaches N E Hanover HAUNCHOF VENISON YD E E T Indication of clusters N E 110 Cyprus High E T 48 L E E S P L A C E of buildings with N I B O U G H S T R E S B OR Commission RL 4 T MA street-level access for I G pedestrian crossings, E R

GREAT N 39 SouthS O U T H M O LT O N L A N E GEORGE YARD the public; in the West L RT DAVIES MEWS Y E C O U E R E B CE HANOVER STREET MAYFAIRDEN N VI End, invariably shops. D U K E ’ S Y D P RO T R O S 36 D 229 courtyards and N E W B O N DS T R E E T U T E E R T S T T 78 Hanover Molton L T R T S E K 51 S O U T H M O LT O N S T R E E T A H ST ANSELM’S P E Square H A R T G D N S B GREEN STREET E R O W N B A

T Apple D U 62 building entrances.32 Courthouse Station entrances/exits T S N O T R E D L 65 Speakers’ Store Named places E E R E R T S K R PA Hotel L 19 Dashed lines leading to GREEN STREET E C A L P D E R Embassy E Corner STAR EG LY Buildings included on the 58 Off-map destinations Kempinski white roundels signify Y R EET T H A R T G D N S 1 of Brazil 75 map function both as S E S T R O W N underground/interiorW E I G H HOU B T S Nearby prominent London landmarksW O O D S TOand C KS T destinations. U L Building numbers locations are signed; 138 TENTERDEN STREET subways for the Tube. R C U LITTLE ARGYLL ST E M Palladium The importance placed on M B E R L A E C A L P D O O W E R A H These are subtly shown generally, these are only a N D E

115

S Y E L E T E E R G A D E R I N G S T memorable landmarks by West One for the benefit of users T few minutes away. T E PRINCES STREET T A CE D E RN I GS T R E E T BLENHEIM ST I E S P L L P W O L L WA S 94 pedestrians justifies their Shopping searching for a particular 25 Marble Arch 249 N O R T H R O W R AMILL prominence. SEDLEY South Molton Centre address. 34 28 PLACE R T Street N O R T H R O W 64 E

L Mariott, Regent T R OW 47 Bond 55 N O RT H P Next Integrated transport Park Lane Marble SWL PSG Hall Primark Boots 35 24hr Bus shelters, Tube stations Arch LLS 339 379 Street 293 399 and taxi ranks are clearly HI 221 257 and461 comprehensively Oxford Circus O X F O R D S T R E E T Omarked. X F O R D 308 358 S T Marble 184 274 Relevant buildings HMV 396 400 214 With many viableV ERS E places NikeTown Zara Steps 504 540 H&M J O SHTN PRSE TI C E’ to highlight, those I B G T E E R T S S E L L O H T S C E B E U Q D L O Arch

VENDISH ST S H S I D N E AV C D L O C R O T S D R R John Lewis Berkshire A M T R O P M shown are derived from T A M U C AT E T Hotel R Gap Selfridges Odeon a comprehensive audit R T R U O C S E E G TF AT LA C E Y L E B S E M A J P House H M A R K E T O N Marble

and selection criteria. Debenhams A

271 of Fraser R Thistle R

O E Arch T E Topshop E R T S T N E G E R London E

39 D 1c

C St Peter’s E C A L P D R Marble Arch E E R T S N 13 Marks &

College of L A N E S A The T L P L E P A H C G R A N V I L L E P L A C E B S T Spencer

Fashion Cumberland L R E PL R T ET GREAT CASTLE ST B AR RET T STRE

T E E E North marker A Animation T E E T L P D N T E E R T S E K U D A prerequisite for heads- MARK Art Gallery E E T 42 B L E W up mapping is an easily B R YA N S T O N S T R HENRIETTA PLACE 28 Reiss B R YA N S T O N S T R E E T

T S E L O P M I W Tottenham Court Road Tottenham found north marker; these S O U T H A

40 are foundP ORTMAN on all MEWS maps and E C E 20

T S K C You are here Royal Society P I C T O N P L A C E the bases of signs. MARGARET STREET of Medicine 10 B O U R N E M E W S Steps St Christopher EDWARDS MEWS Baker Street 19

Titchfield O P AT E R G 35 T S T R E E T 1 MARGARE 27 Cavendish 38 9 46 SEYMOUR STREET Edgware Road 105 27 T TITCH C T I T AT E R G Square 10

101 N

44 E 312 A L D B U G H M S WIGMORE ST Cavendish R W Q

R 2 71 U

38 E St Christopher’s 1 T University of Q 51 E M C E B E 39 L E K R L T L A N D S T Place U N A Westminster

L I T T L E P O R E B E 25 110

P Rinted CITY m a30 ps for D Churchill F 3 E

D L E I S W E M Y S C T S Steps Hyatt

M W 48 M S Portman R Steps Regency 319 R T MWIAGP M OS R E S T E cycling E A A Y S

S 19 DUKE’S MEWS Square M E R E D N 10 E

E E R T 1 OU T MARYLEBONEY L E 42 Wigmore T E

62 38

CAVENDISH PLACEpage 28 strategy report final august 2011 R city of langley wayfinding strategy 9 JASON CT Hall B L P E L L I V T M

7 N O E C A L P E R O M G I W S ’ N A E D 69 T MORTIMER STREE EWS 82

S MS L E EASLEY’ 76

A 37a

42 9 T E E R T S Y E L R A H UPPER BERKELEY ST 12 R G L N T E E R T S S O D N A H C S W E M Portman A E A E The Langham, 35 N The 21

G BECK WAY T 12 WEL London Mandeville TA N O M H ST 12 D 79 TITCH FIEL FITZHARDINGE STREET 12 Radisson SAS B M U C LT B 68 A A B Hotel 1 M Manchester L G BRUNSWICK MEWS H I N D E S T A Portman Hotel

S ’ R E K T Square K

P O H L T E E R T S R E BENTINCK STREET 88 S E C U

AGU MS STH T S S M U G TA N O M E

T E E R T S U G A

R S R E Y

14 L

PORTLAND PLACE A

M 68 T N

E RIDING HOUSE STREET S All Souls D ANI N PA S 79 QUEEN ANNE MS

R R T

16 N E C A L P

53 29 I M Wallace A L P Church 14 Portuguese S T S R E T S E H C 12 Themed maps can B ENTI N C K M E W T E E Collection Provide network D E 35 96 PORTMAN CLOSE SOULS’ PLAC Consulate S T E L D A L L E C A L P H BBC C

68 Broadcasting support different ROBERT ADAM ST information

O Regent’s Park QUEEN ANNE STREET Marylebone Village House 59 115

94 Namibia High L P 14 17 attractions, such BULSTRODE STREET 104 to encourage GEORGE STREET M 69 T TITCHFIELD ST S D L E I F H C T I T AT E R G Commission 2 M 20

A Jurys Clifton Y R A N A M

S W E M E N O B E L Y R

Ford Hotel 17 GEORGE STREET 21 AGU MS WEST S E W S M U G TA N O M LANGHAM STREET as retail or theatre, 26 new112 cyclists for L H 9 G Queen’s S 19 88 71 Chandos E B L R A FIELD D L E I F S O R T S D L E I F House College 44 BULSTRODE PLACE O N E 79 G E O R G E S T R E E T 58 118 T 42 L G IL D E A S while retainingE core A commuting and Bryanston N 2 L P L L A D N E K H Y British Dental E 24 Durrants

P A Hotel Square 51 L Association 1

A L Montagu

L 99

R T S A base information CROSS KEYS CLOSE M A N C H E S T E R Admiral recreation. Square E E C 8 B M L DUCHESS STREET E A N M E W S Court E E T D F O R D S T R E E T

S 91

5 117 T

T 24 118 used across the city. 36 2 20

28 1 2 3 4

Gigs FIND MY CAR TONIGHT

HOUSE OF BLUES

HealthLine or Rapid

DOWNTOWN

JOY MACHINES 21 Bus or Rapid UCI

OHIO CITY TREMONT

BRITE 21 Bus or 81 Bus This placesThis places it ahead it ahead of static of staticmaterial material because because of the of the followingfollowing functions: functions:

4 4

concept sketch only concept sketch only

DynamicDynamic Updates Updates ReviewReview A living mapA living build map around build an around eco-system an eco-system to Reviews to canReviews be built can into be thebuilt application into the application to to provide theprovide most up the to most date up information to date information direct direct give usersgive insider users knowledge. insider knowledge. This Thisplaces places it ahead it ahead of static of static material material because because of the of to yourthe device. to your device. followingfollowing functions: functions:

DYNAC MI Smartphone 4 4 WAYFINDING applications can be used to plan your trip, as well as during travel.

DynamicDynamic Updates Updates ReviewReview Share Share PersonalizePersonalize A living mapA living build map around build an around eco-system an eco-system to Reviews to Reviewscan be built can intobe built theTwitter, applicationinto the applicationTwitter, Facebook, to toFacebook, Foursquare Foursquare & Users & can Usersaugment can the augment view of the the view application of the application provide theprovide most the up mostto date up information to date information direct direct give usersgive insider users knowledge. insider knowledge. GoogleGoogle and map toand suit map their to needs.suit their needs. to your device.to your device. EmbeddedEmbedded social networks social allownetworks users allow to users to communicatecommunicate with other with people other and people see whats and see whats happeninghappening in real time. in real time. 29 8 8

Share Share PersonalizePersonalize Twitter,Twitter, Facebook, Facebook, Foursquare Foursquare & Users & canUsers augment can augment the view theof the view application of the application GoogleGoogle and mapand to suit map their to suit needs. their needs. EmbeddedEmbedded social networks social networks allow users allow to users to communicatecommunicate with other with people other and people see whatsand see whats happeninghappening in real time. in real time. 8 8 Prod uce and manage a system that defines and maintains the information

w orking A successful together wayfinding system needs advocates working together inte rsTATE to join the seams to appear as one voice.

ODOT

planning

airport transit

POSITIVELY CLEVELAND CLE AIRPORT RTA City, dca/uci/cdc, rta, Third party City City

BEFORE Tr aVELING TO

30 1 2 3 4

gateways parking

WelcoMe

CITY CITY dca/uci/cdc dca/cdc

arrival map walking

city CITY dca/uci/cdc, rta, Third party dca/uci/cdc, Third party

cycling mobile

NOACA P OSITIVELY CLEVELAND City, dca, cdc City, dca/uci/cdc

Traveling TO AR R IVING EPOX L RING / FINDING

31 ele ments, rules and applications

ap p lICATION 1 Sign system Elements are core information assets, such as landmarks. ap p lICATION 8 ap p lICATION 2 Supporting maps Local walking maps Rules are how to manage those assets. Applications are numerous.

Manual A structured and managed approach to providing wayfinding information ensures ap p lICATION 7 ele menTS rus le ap p lICATION 3 flexibility and Mobile maps Living map Manual Arrival maps & signs consistency, avoiding ad-hoc decisions that break the system.

ap p lICATION 6 ap p lICATION 4 Printed walking guides Online maps

ap p lICATION 5 Walking plans

consistent names

ROCK AND ROLL FIRST ENERGY GREAT LAKES HALL OF FAME STADIUM SCIENCE CENTER

FIRST ENERGY STADIUM SCIENCE CENTER

LITTLE ITALY LITTLE LITTLE ITALY ITALY

SHAKER SQUARE SHAKER Consistent names SHAKER SQUARE SQUARE mean the system joins MAP in a predictable way that helps the user learn.

concept sketches only

32 master map base layers the maTIC LAYErs

Te h maTIC LAYErs Support commercial functions such as: —— Event data —— Social media —— Review sites T stehE ma r map B aSE LAYErs A managed database includes the Provided and managed And, also support partner upkeep of the master map, deciding centrally, supporting core functions such as: what data is included, how it gets functions such as: —— RTA live transit information distributed and maintaining —— City map —— Business data accuracy of information. —— Public bike share data —— Positively Cleveland —— Walking maps attraction data

sin gle city A single data source ensures data source the most current, consistent information can be shared across multiple partners and stakeholders, and adapt to particular needs, such as transit or hotels and conferences.

33 34 A NEW CLEVELAND — User journeys in a seamless city

Good wayfinding information is the Good wayfinding connects the dots, C leveland is kind of information we don’t really but doesn’t interfere with a visitor’s notice, until something goes wrong. experience. reimagined for a No route map or schedule at the bus stop? Most important of all, is the consistent use seamless business Maybe I won’t take the bus. of terms and information hierarchies. This key structural element makes the system and leisure trip No walking maps at the parking lot? predictable and intuitive and supports Maybe I’ll drive to the restaurant later and one of the basic principles of wayfinding – use my GPS. ‘Don’t make me think.’ Poorly placed exit signs? The following scenarios describe one Maybe I’m lost. business and one leisure trip in a ‘Seamless Whether exploring the city at leisure or Cleveland’ when wayfinding works. adhering to a tight business schedule, visitors need the right information to give them confidence so they can make the most of their visit.

35 FOREST HILLS

GLENVILLE

ST. CLAIR- SUPERIOR

concept sketches only GOODRICH/ KIRTLAND PARK HOUGH

LAKE ERIE GLOBAL CENTER FOR HEALTH INNOVATION DOWNTOWN

GREENHOUSE TAVERN TOWER CITY EAST 4TH STREET FAIRFAX

1 CENTRAL

BUCKEYE- DETROIT OHIO SHAKER SHOREWAY LAKEWOOD CITY TREMONT KINSMAN

NORTH sa raH IS flying in from CUDELL BROADWAY canada for meetings at A t tHE AIrport she the global center for sees an interactive kiosk. It CLARK- health innovation and tells her to take the Rapid to FULTON The cleveland clinic Tower City, then walk. WEST BOULEVARD

Sarah is guided by wayfinding information in the form of signage, printed maps, digital KAMMS JEFFERSON apps and interactive kiosks. CORNERS The system directs her from the airport to her destination S hE ALSO picks up a at The Global Center for free printed Cleveland map, Health Innovation. It then which advertises a free recommends places to eat and RAPID TO Cleveland app. Checking the TOWER CITY tells her how to get to her hotel. printed map on the Rapid, Sarah is left with a positive she can see that she needs to impression of Cleveland, walk across Public Square because the places she wanted from Tower City. PURITAS- LONGMEAD to go were easy and stress-free to find. She also is introduced to new, interesting areas in Cleveland, inspiring her to return for a WHAT’S THE BEST future visit. WAY TO GET 1 DOWNTOWN?

CLEVELAND HOPKINS AIRPORT

36 FOREST HILLS

GLENVILLE

ST. CLAIR- SUPERIOR

GOODRICH/ 3 KIRTLAND HOUGH WHERE CAN PARK I GET LUNCH?

LAKE ERIE GLOBAL CENTER FOR HEALTH INNOVATION DOWNTOWN 3 GREENHOUSE TAVERN TOWER CITY 4 EAST 4TH STREET FAIRFAX 2 H er meETING finishes WHICH WAY TO GLOBAL CENTER HOW DO I GET TO CENTRAL earlier than expected and FOR HEALTH MY HOTEL? she decides to get lunch INNOVATION? downtown before heading to the hotel. An on-street BUCKEYE- DETROIT OHIO map tells her the way to go. SHAKER SHOREWAY LAKEWOOD CITY TREMONT KINSMAN

CUDELL NORTH BROADWAY CLARK- FULTON

WEST BOULEVARD 2 4

KAMMS JEFFERSON CORNERS

RAPID TO signs At Tower City A t tHE Greenhouse T hE TraNSIT Option TOWER CITY clearly direct her to Tavern, she downloads the shows a HealthLine stop is Public Square. free Cleveland app on nearby, reassuring her that WiFi and finds her hotel. she can get to her hotel easily.

PURITAS- LONGMEAD

her destination and route are confirmed and S hE ALSO NOTICES Impr eSSED WITH THE supported by signs along the some interesting food, she sees what else CLEVELAND way, through The Malls, to destinations near her Cleveland has to offer. HOPKINS her destination. hotel in University Circle. Ohio City, Gordon Square AIRPORT and Tremont pop up, and are all nearby.

37 concept sketches only

C–LINE TROLLEY

COMFORT INN

LAKE ERIE PLAYHOUSE 1 SQUARE HARD ROCK DOWNTOWN CAFE

DAVID is D riving in from cincinnati for the To get to Cleveland weekend to see their GPS tells them to take DETROIT OHIO a browns game the Interstate 71 SHOREWAY CITY TREMONT

David and his family are in Cleveland for the weekend to see the Browns game. They arrive CUDELL early and have time to explore what Cleveland has to offer. O n tHE WAY, they pass Well-designed, consistent a sign for the Rock and Roll signs, maps and apps provide Hall of Fame and decide to wayfinding information that look it up later at the hotel highlight restaurants and attractions, such as the Hard WEST Rock Cafe and Rock and Roll Hall of Fame and Museum. BOULEVARD This information shows David and his family that First Energy Stadium is within walking distance of the hotel. It also allows David and his family to get to know the city by foot. 71 EAST David and his family leave WHAT’S THE BEST FROM CINCINNATI Cleveland with memories of a WAY TO GET INTO city that is easy to navigate and CLEVELAND? has lots to do.

CLEVELAND HOPKINS AIRPORT 5

C–LINE WHERE SHALL WE TROLLEY GO FOR FOOD?

HOW DO WE GET BACK TO THE COMFORT HOTEL? INN 2

3 5 LAKE ERIE when Looking for an PLAYHOUSE alternative route back to the SQUARE 4 hotel, the app suggests a free HARD ROCK DOWNTOWN C-Line trolley. They easily CAFE find a nearby stop. IS THE BROWN’S 2 STADIUM CLOSE?

4 3 DETROIT OHIO SHOREWAY CITY TREMONT T hEY CHECK IN TO THEIr hotel. On the way out, the concierge hands them a handy city map...

CUDELL checking the map, H iS KIDS Spot the Hard David can see that First Rock Cafe on a nearby sign Energy Stadium is right next and see it’s only a short walk to the Rock and Roll and Hall of Fame, and not far from their hotel. Maybe they won’t drive to WEST the game after all. ...that mentions a free Cleveland app that they BOULEVARD download on the free WiFi

T hEY DECIDE TO HEAD there for food instead and pass similar maps along the way, confirming their route

71 EAST FROM CINCINNATI D aVID CAN NOW SEE where they are and realizes the bright lights must be PlayhouseSquare – they head there for food...

CLEVELAND HOPKINS AIRPORT 40 SECTION 3

DELIING VER THE PLAN

41 DELIING VER THE PLAN — How do we make this happen?

ph ase 1 ph ase 2

conr fi m wy a finding create city strategy & project standards manual master map system objectives

steering partners citye pr pares do wntown walking commit to phase 2 implementation plan prototype

do wntown smartphone App beta

42 THE DELIVERY PLAN IS DIVIDED However, in order to maximize the use of Other neighborhoods will be encouraged INTO THREE PHASES this collateral citywide, the RTA also could to be part of a citywide wayfinding system. integrate the diagram across the network Incorporating the city map in local signage This master plan is part of Phase 1. to ensure that the visitor experience is or adopting the agreed-upon naming Delivery of the master plan will rely on consistent wherever they encounter it. hierarchy will fuel a successful system that the alignment of many factors. A range promotes uniformity. There also is opportunity for the system of projects have been proposed, which to work with existing partners, such as Cleveland is rapidly changing with major could represent a significant investment Omni street kiosks. Ideas for dynamic developments proposed for the lakefront, that must be shared by various partners. event information were proposed Public Square, the Flats and the University A seamless objective can only be and the success and viability of these Circle-Little Italy Rapid stop. A seamless achieved through collaboration across projects would be greatly increased with wayfinding system that has the strong traditionally distinct professional and the right stakeholders working together. leadership of a Wayfinding Commission administrative boundaries. will ensure it is flexible and robust enough Ohio City, University Circle and other to support these changes. A centralized In addition, the success of each project neighborhoods already have strong Wayfinding Commission will also ensure is directly related to which stakeholders identities and custom wayfinding systems. the system is implemented, maintained are involved. For example, a frequent Master plan projects must work in and enforced consistently to deliver a transit network diagram could be partnership with these neighborhoods to ‘Seamless Cleveland’. produced in isolation and published establish the most appropriate solutions independently solely for visitor maps. for integrating a seamless citywide system.

ph ase 3

lac un h city roll out downtown wayfinding app

s pecify sign roll out other products for districts & manufacture neighborhoods eval uate & m aintenance & refine upkeep

cop m lete transit integration projects

43 ACKNOWLEDGMENTS fur tHEr information Positively Cleveland and Applied would like to thank the following For further information, please contact: organizations for their ongoing support and contributions toward Hannah Fritzman Belsito the wayfinding project: Director of Destination Development + —— Aloft Hotel Community Affairs —— Bike Cleveland 334 Euclid —B— uilding Owners & Managers Association of Greater Cleveland Cleveland, Ohio —C— ampus District, Inc. 44114 —— City of Cleveland —C— ity of Cleveland - Division of Police [email protected] —C— ity of Shaker Heights —— Cleveland Airport System —C— leveland Museum of Art —— Cleveland Browns —— Cleveland Cavaliers —— Cleveland City Planning Commission —— Cleveland Foundation —— Cleveland Leadership Center —— Cleveland Metroparks —— Cleveland State University Wolstein Center —— Cleveland-Cuyahoga County Port Authority —C— uyahoga County —C— uyahoga Valley National Park —— Detroit Shoreway Community Development Organization —— Downtown Cleveland Alliance —F— lats East Bank/Fairmount Properties LLC —— Global Cleveland —G— reat Lakes Science Center —G— reater Cleveland Aquarium —— Greater Cleveland Partnership —— Greater Cleveland Regional Transit Authority —— Group Plan Commission —— Historic Gateway Neighborhood Corporation —— Historic Warehouse District Development Corporation —— Hyatt Regency Cleveland at The Arcade —— LakewoodAlive —— LAND studio —— Little Italy Redevelopment Corporation —— Live! Cleveland (since joined Cleveland Neighborhood Progress) —— McDonald Hopkins —— MOCA Cleveland —M— RN Ltd. —— Neighborhood Progress Inc. —— Northeast Ohio Area Coordinating Agency —— Ohio City Incorporated —— Ohio Department of Transportation —— PlayhouseSquare —— Regional Marketing Alliance —R— ock and Roll Hall of Fame and Museum —— Severance Hall —S— haker Square Area Development Corporation —— Studio Graphique —— Team NEO —— thunder::tech —— University Circle, Inc. —— Tremont West Development Corporation

44 45