AN ADVISORY SERVICES PANEL REPORT Downtown Allentown Pennsylvania Urban Land $ Institute Downtown Allentown Pennsylvania Energizing the Vision for Downtown March 21–26, 2004 An Advisory Services Panel Report ULI–the Urban Land Institute 1025 Thomas Jefferson Street, N.W. Suite 500 West Washington, D.C. 20007-5201 About ULI–the Urban Land Institute LI–the Urban Land Institute is a non- resented include developers, builders, property profit research and education organiza- owners, investors, architects, public officials, tion that promotes responsible leadership planners, real estate brokers, appraisers, attor- U in the use of land in order to enhance neys, engineers, financiers, academics, students, the total environment. and librarians. ULI relies heavily on the expe- rience of its members. It is through member in- The Institute maintains a membership represent- volvement and information resources that ULI ing a broad spectrum of interests and sponsors a has been able to set standards of excellence in - wide variety of educational programs and forums development practice. The Institute has long been to encourage an open exchange of ideas and shar- recognized as one of America’s most respected ing of experience. ULI initiates research that an- and widely quoted sources of objective informa- ticipates emerging land use trends and issues and tion on urban planning, growth, and development. proposes creative solutions based on that research; provides advisory services; and publishes a wide This Advisory Services panel report is intended variety of materials to disseminate information on to further the objectives of the Institute and to land use and development. make authoritative information generally avail- able to those seeking knowledge in the field of Established in 1936, the Institute today has more urban land use. than 23,000 members and associates from 80 coun- tries, representing the entire spectrum of the land Richard M. Rosan use and development disciplines. Professionals rep- President ©2004 by ULI–the Urban Land Institute 1025 Thomas Jefferson Street, N.W. Suite 500 West Washington, D.C. 20007-5201 All rights reserved. Reproduction or use of the whole or any part of the contents without written permission of the copy- right holder is prohibited. ULI Catalog Number: ASA073 2 An Advisory Services Panel Report About ULI Advisory Services he goal of ULI’s Advisory Services Program ipants in ULI’s five-day panel assignments are is to bring the finest expertise in the real able to make accurate assessments of a sponsor’s estate field to bear on complex land use plan- issues and to provide recommendations in a com- T ning and development projects, programs, pressed amount of time. and policies. Since 1947, this program has assem- bled well over 400 ULI-member teams to help A major strength of the program is ULI’s unique sponsors find creative, practical solutions for ability to draw on the knowledge and expertise of issues such as downtown redevelopment, land its members, including land developers and own- management strategies, evaluation of develop- ers, public officials, academicians, representatives ment potential, growth management, community of financial institutions, and others. In fulfillment revitalization, brownfields redevelopment, military of the mission of the Urban Land Institute, this base reuse, provision of low-cost and affordable Advisory Services panel report is intended to pro- housing, and asset management strategies, among vide objective advice that will promote the re- other matters. A wide variety of public, private, sponsible use of land to enhance the environment. and nonprofit organizations have contracted for ULI’s Advisory Services. ULI Program Staff Each panel team is composed of highly qualified Rachelle L. Levitt professionals who volunteer their time to ULI. Executive Vice President, Policy and Practice They are chosen for their knowledge of the panel topic and screened to ensure their objectivity. Mary Beth Corrigan Vice President, Advisory Services and Policy Programs ULI panel teams are interdisciplinary and typi- cally include several developers, a landscape Nancy Zivitz Sussman architect, a planner, a market analyst, a finance Senior Associate, Advisory Services expert, and others with the niche expertise Nicholas Gabel needed to address a given project. ULI teams Associate, Advisory Services provide a holistic look at development problems. Each panel is chaired by a respected ULI mem- Jason Bell ber with previous panel experience. Panel Coordinator, Advisory Services Yvonne Stanton The agenda for a five-day panel assignment is in- Administrative Assistant tensive. It includes an in-depth briefing day com- posed of a tour of the site and meetings with spon- Nancy H. Stewart sor representatives; a day of hour-long interviews Director, Book Program of typically 50 to 75 key community representa- Stella Tarnay tives; and two days of formulating recommenda- Manuscript Editor tions. Many long nights of discussion precede the Betsy VanBuskirk panel’s conclusions. On the final day on site, the Art Director panel makes an oral presentation of its findings and conclusions to the sponsor. A written report Martha Loomis is prepared and published. Desktop Publishing Specialist/Graphics Kim Rusch Because the sponsoring entities are responsible Graphics for significant preparation before the panel’s visit, including sending extensive briefing materials to Diann Stanley-Austin each member and arranging for the panel to meet Director, Publishing Operations with key local community members and stake- holders in the project under consideration, partic- Allentown, Pennsylvania, March 21–26, 2004 3 Acknowledgments n behalf of the Urban Land Institute, the Planning Department, and Linda Kauffman of Al- panel members and staff wish to extend a lentown Parking Authority. special thanks to the Allentown Economic O Development Corporation, participating The panel is indebted to the dozens of community, private sponsors, the city of Allentown, and the business, and government leaders who provided county of Lehigh for their leadership and support unique and valuable insights during the interview during this Advisory Services panel. process. The panel thanks all of these people for offering their time and expertise, and for helping Special thanks are extended to Mayor Roy Affler- the panel understand the issues facing downtown bach, County Executive Jane Ervin, Rob Osborn Allentown from all perspectives. of the Allentown Economic Development Corpo- ration, Ed Pawlowski of the Department of Com- Panel members appreciate the hospitality ex- munity and Economic Development, Bob Wood of pended to them by the people, businesses, and Allentown Ahead, Jack Bradt of the Hamilton government of Allentown, which made their stay Business Center, Roland Sigal of the Hamilton enjoyable. Business Center, Michael Hefele of Allentown 4 An Advisory Services Panel Report Contents ULI Panel and Project Staff 6 Foreword: The Panel’s Assignment 7 Overview and Summary of Recommendations 10 Market Potential 13 Planning and Design 23 Development Strategies 29 Implementation Strategies 34 Conclusion 39 About the Panel 41 Allentown, Pennsylvania, March 21–26, 2004 5 ULI Panel and Project Staff Panel Chair F. Anthony (Tony) Orbe Managing Member Anne Warhover Equinox Consulting, LLC President/Chief Executive Officer New York, New York Downtown Denver Partnership, Inc. Denver, Colorado Richard T. Reinhard Principal Panel Members Niagara Consulting Group Atlanta, Georgia Guillermo M. Aguilar Vice President ULI Project Staff TELACU Santa Ana, California Anita Kramer Director Elinor R. Bacon Retail Development President E.R. Bacon Development, LLC Nancy Zivitz Sussman Washington, D.C. Senior Associate Advisory Services Thomas Curley Director of Urban Planning Jason Bell HOK Panel Coordinator New York, New York Advisory Services H. Cales Givens Principal/Vice President EDAW, Inc. Denver, Colorado Hermann J. Kircher President Kircher Research Associates, Ltd. Toronto, Ontario Canada 6 An Advisory Services Panel Report Foreword: The Panel’s Assignment he city of Allentown has been unusually ac- Lake Erie tive over the last seven years, undertaking NEW YORK numerous activities and programs focused T on downtown. The list is long and compre- hensive, and includes grant programs for façade Scranton improvements, loan programs for conversion of Wilkes-Barre upper floors to housing, tax leniencies for develop- OHIO PENNSYLVANIA ment on particular sites, specific studies of down- NEW town housing and retail markets, and a master Bethlehem JERSEY Allentown plan for the cultural arts and entertainment dis- Pittsburgh Harrisburg Reading trict. Trenton Lancaster Philadelphia Camden The overall guide to pursuing, developing, and/ Cherry Wilmington Hill or implementing these programs has been the WEST VIRGINIA MARYLAND Hunter report, a 1997 consultant study. It is clear Above: Location map. At that this report has served the city well. Now, with CARBON 209 WARREN a number of developments in place or well under- 46 left: Regional map. NORTHAMPTON MO way—the PPL Plaza, the streetscape improve- SCHUYLKILL LEHIGH ments on Hamilton Street, the reuse of Hamilton 78 Allentown Bethlehem HUNTERDON Plaza Hotel, the new Lehigh County Historical 78 Society museum, an addition to Symphony Hall, 222 BERKS 476 O N 422 expansion of the Allentown Art Museum, the ini- Reading BUCKS tial phase of the Arts Walk, and the America on MONTGOMERY MERCE 176 Trenton Wheels Museum—the