J R D V a R C H I T E C T S • S E P T E M B E R 2 2 , 2 0

OPPORTUNITIES AND CHALLENGES 1

JRDV Architects • September 22, 2009 Upper Broadway Destination Retail Oakland

OPPORTUNITIESPROJECT BACKGROUND AND CHALLENGES - CITY WIDE RETAIL STRATEGY 2007-2009 2

Upper Broadway Retail Oakland JRDV Architects • Conley Consulting Group • 2009 Agenda

OPPORTUNITIESPROJECT BACKGROUND AND CHALLENGES - CITY WIDE RETAIL STRATEGY 2007-2009 3

1. Our Destination Retail Leakage Problem

2. What Other Cities have done about it.

3. How to Coordinate Upper Broadway plan as part of Comprehensive Downtown Strategy

4. How to Coordinate Upper Broadway plan with other Uses and Historical Resources

5. Requirements for Success

JRDV Architects • Conley Consulting Group • 2009 OPPORTUNITIESPROJECT BACKGROUND AND CHALLENGES - CITY WIDE RETAIL STRATEGY 2007-2009 4

GOAL:

Remake downtown Oakland including Up per Broadway Area into a destination shopping district that provides residents, office workers and visitors an authentic iconic center that in a significant way defines it as a community.

JRDV Architects • Conley Consulting Group • 2009

1. Our Destination Retail Problem Part of a Comprehensive Strategy to Bring all Kinds of Retail back to Oakland

upper Broadway destination retail strategy 8

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CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Part of a Comprehensive Strategy to Bring all Kinds of Retail back to Oakland

upper Broadway destination retail strategy 9

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP By and Large Neighborhood Serving Retail is Improving around City

upper Broadway destination retail strategy 10

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Which brings us to the Premise of much of Oakland’s Original Development

upper Broadway destination retail strategy 11

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP The Extensive Streetcar Systems Created “Destination” Retail

upper Broadway destination retail strategy 12

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP The Extensive Streetcar Systems Created “Destination” Retail

upper Broadway destination retail strategy 13

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP The Extensive Streetcar Systems Created “Destination” Retail

upper Broadway destination retail strategy 14

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Creating Third largest Retail Center in California (After S.F. and L.A.)

upper Broadway destination retail strategy 15

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Didn’t Last.

upper Broadway destination retail strategy 16

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Didn’t Last.

upper Broadway destination retail strategy 17

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Leaving an Empty Shell ...

upper Broadway destination retail strategy 18

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Including 3 types of Destination Retail

upper Broadway destination retail strategy 19

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CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Back to Citywide Retail Leakage

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CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Another is Entertainment Oriented/Restaurant (Even Young Fashion)

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CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP But Biggest Leakage is “Department Store-Like Merchandise”

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CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP 2. What Other Cities have Done about it. Oakland No Different than Pre-War Retail Destinations in CA (Except S.F.)

upper Broadway destination retail strategy 24

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Reclaimed Entertainment/Restaurant Oriented Retail in Urban California

upper Broadway destination retail strategy 25 x x x x x

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP

Incl. Hollywood Boulevard with Entertainment/Restaurants/Young Fashion

upper Broadway destination retail strategy 27 x x

HOLLYWOOD BOULEVARD LOS ANGELES x x

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP On similar progression as here in Oakland

upper Broadway destination retail strategy 28

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Using Entertainment as an Anchor

upper Broadway destination retail strategy 29

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Downtown Oakland Circa 2007

upper Broadway destination retail strategy 30

Entertainment Venues: Paramount, Ice Center, Fox

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Phase 1a: Create the “Bridge” by connecting South + North Restaurant/Entertainment Anchors

upper Broadway destination retail strategy 31

SOUTH - Fox Theater

Entertainment/ Restaurants

phase A CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING1 GROUP Phase 1a: Create the “Bridge” by connecting South + North Restaurant/Entertainment Anchors

upper Broadway destination retail strategy 32

NORTH - Broadway/Grand

Entertainment/ Restaurants

Restaurants

Primary Shopping Route phase A CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING1 GROUP That Anchor Independent Stores

upper Broadway destination retail strategy 33

Current Leasing Current Leasing B ROADWA Y CORRI DOR MA PPING Current Leasing B ROADWA Y CORRI DOR MA PPING

UE BEAUT N VACA NUE PH AVE BEAUT HARD GOODS CLAY STREET Y GRA UE ABLO AVE SUPP N TELE N P T (9,838 SF) N Young Fashion/VACA SA VACA VACA VACA LY RESTAURANTS VACA N (4,000 SF) UE N T (1,800 SF) N N T (2,200 SF) N T (1,800 SF) ENTERTAINMENT T (2,800 SF) H AVE THE DE P Y EM CLAY STREET RA BAY AREA COMMUNITY SERVICES (6,200 SF) (6,200 SERVICES COMMUNITY AREA BAY OAKLAND CREDIT UNION (1,788 SF) (1,788 UNION CREDIT OAKLAND HARD GOODS G N ER U Entertainment SUPP

BISTRO BURGER (5,500 SF) (5,500 BURGER BISTRO VACA NITED JE ABLO AVE SERVICES FI COPY GENCY BA N TELE RST FOX THEATER (2,500 SF) Y T (9,838 SF) STAT AREA LE N (3,400 SF) EN CATERED TO RESTAURA DENTAL OFFICE (10,000 SF) (10,000 OFFICE DENTAL ROCS SQUARECA LO W VACA VACA T (2,500 SF) TRE O (1,700 SF) P ELR N P SERV ION LE LACE FU SO NT VACANT (20,450 SF) (20,450 VACANT

VACANT SF) (9,500 GOLDFISH LUCKY I WIG SHO VACA

THE RISING LOAFER (766 SF) (766 LOAFER RISING THE N L’S SHOES (2,000 SF)M Y N CAFE VA UP MON VACA , INC. (2,500 SF)G M T (3,000 SF) & JE PEN SF) (5,500 VACANT AL (2,500 SF) NT PEG AR (2,500 SF) TO ART (2,500 SF) SF) (3,500 IMPORTS ASIAN LUKA’S TAPROOM (7,000 SF) (7,000 TAPROOM LUKA’S VACANT (15,000 SF) (15,000 VACANT SA VACA LEAF CAFE (200 SF) XOLO CAFE (2,400 SF) WN BAR (6,000 SF) HOUSE (2,500 SF) SF) (2,000 CO. LOCK/SAFE I N Y VACA DESIGNW OU (600 SF) CES (3,500 SF) T (2,500 SF)

SANKOFA AFRICAN (902 SF) (902 AFRICAN SANKOFA P VACA SF) (1,500 ALT. CARTRIDGE N ELERS (2,000 SF) SF) (13,000 ME PET JUST SHASHAMENE (2,500 SF) (2,500 SHASHAMENE VACA

MEN’S WAREHOUSE MEN’S (1,500 SF) POT CLUBS KLEEF (1,500 SF) N N LY T (11,000 SF)

D (3,500 SF) N MIMOSA (2,500 SF) (2,500 MIMOSA VACA T (1,300 SF) (2,000 SF) CAFE TEATRO CAFE FLORA BAR SF) (2,000 GYM GODS VACANT (600 SF) (600 VACANT VACANT (5,768 SF) (5,768 VACANT VACANT (5,600 SF) (5,600 VACANT SF) (5,500 VACANT (1,200 SF) SF) (5,000 PSYCHIC RESTAURANTS (2,500 SF) VACANT (17,000 SF) (17,000 VACANT GENJI (4,000 SF) FLORA N (3,000 SF)

BOOKS OZUMO (8,000 SF) (8,000 OZUMO N PICAN (6,600 SF) (6,600 PICAN T (1,800 SF) PARAMOUNT TULLY’S (1,595 SF) (1,595 TULLY’S (2,500 SF) P (5,500 SF) VACA SF) (110,000 N OT DEAD

(1,250 SF) T (2,200 SF) DE FRESQUA

(1,700 SF) ZO M NT SEARS N BAR DOGWOOD OCRATS NE T (1,800 SF)

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D STREET RA Y

N ENTERTAINMENT VACA D AVE VACA THE DE VACANT (3,929 SF) (3,929 VACANT VACA

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N T (1,900 SF)

T (2,700 SF) SF) (850 STORE SF) (850 CONVENIENCE REPAIR SHOE VACANT (1,800 SF) SF) (1,800 VACANT (1,000 SF) ENGRAVING (1,100 VACANT SF) (900 PARK PROSPECT SF) (5,000 RADIO YOUTH SF) (1,000 K’S MR. SF) (1,000 BEAUTY GRACE SF) (1,800 COIN/JEWELRY SF) (3,500 STOP COOP SF) (1,500 GARDEN SF) (750 DOG BULL SF) (1,000 OPTOMETRIST SF) (6,000 VACANT SF) (4,000 VACANT SF) (6,800 ENGINEERING SF) (1,500 VACANT SF) (1,000 MEDICAL SF) (4,700 VACANT SF) (3,450 ZONE DEAD POT SF) (5,000 VACANT SF) (10,000 SWEET’S SF) (2,500 MADRID CAFE SF) (500 SPOILED SF) (4,000 VACANT JUNK SHOP (700 SF) (700 SHOP JUNK EM LAW OFFICE LAW OFFICE USE OFFICE (2,500 SF) (2,500 SF) (3,600 SF) (1,100 DENTIST BAY AREA COMMUNITY SERVICES (6,200 SF) (6,200 SERVICES COMMUNITY AREA BAY BROADWAY SF) (1,788 UNION CREDIT OAKLAND Y ER U NDEVU (2,500 SF) RA SF) (5,500 BURGER BISTRO NI VACA

BAKESALE BETT YMCA (3,500(7,000 SF) SF)MEDICAL FI COPY M SF) (1,300 CAFE TD DELTA DENTAL (3,300 SF) (3,300 DENTAL DELTA AUTOMOTIVE (2,500 SF) (2,500 AUTOMOTIVE SERVICES PLU OFFICES GENCY TED JE BA N COMMUNITY BANK OF THE BAY (3,100 SF) (3,100 BAY THE OF BANK COMMUNITY INKWELL (2,500 SF) (2,500 INKWELL BANK (17,400 SF) (17,400 BANK MR. PIZZA MAN (974 SF) (974 MAN PIZZA MR. SF) (3,025 SF) VACANT (1,503 MART QUICK BROADWAY BEAUTY CENTER (1,187 SF) (1,187 CENTER BEAUTY BROADWAY FOUR SEASONS CAFE NT (1,000 SF) POT RELATED CAFE (1,000 SF) SF) (1,000 (2,200 CAFE CAFE SF) RELATED (2,500 POT ZONE DEAD POT BEST MUSIC (3,757 SF) (3,757 MUSIC BEST DENMAR (1,200 SF) SF) (1,200 (1,700 DENMAR SHOP SF) DONUT LEE’S (2,300 DELI SF) BILLY’S (1,500 SF) OPTOMETRIST (1,200 SF) TEETH GOLD (1,200 LADY HAT THE VACANT (8,000 SF) (8,000 VACANT NEW YORK PIZZA (3,600 SF) (3,600 PIZZA YORK SF) NEW SF) (887 (2,400 CASHING PRESS CHECK RAPID AREA BAY (2,000 SF) VACA RST FOX THEATER (2,500 SF) VACANT (2,784 SF) (2,784 VACANT Y GREEK RESTAURANT GREEK NT (800 SF) VACANT (3,750 SF) (3,750 VACANT ROSSI’S FLOWERS (931 SF) (931 SF) FLOWERS (1,850 ROSSI’S SF) STAFFING (2,727 BENCHMARK SOURCE SHOE PAYLESS T (1,500 SF) BAR (6,000 SF) (6,000 BAR 14TH STREET 14TH N

VISION CENTER (2,400 SF) (2,400 CENTER VISION SF) (6,800 SAVINGS WORLD VACA PRIMO’S COFFEE PRIMO’S A (900 VACASF) STAT AREA LE VACANT (2,000 SF) (2,000 SF) VACANT (2,000 SF) LEASED (2,000 SHOES HILLS RITE AID (12,000 SF) (12,000 AID RITE SF) (5,300 DENTAL WESTERN SF) (11,300 VACANT SF) (1,000 SF) DELI (7,000 JIMMY’S ZONE DEAD POT VACANT (10,000 SF) (10,000 VACANT I

IB HOAGIES (1,500 SF) (1,500 HOAGIES IB N (3,400 SF) ERA (5,500(1,500 SF)SF) AUTO EN CATERED TO RESTAURA Restaurants RestaurantsTAQUER WAY SF) (10,000 OFFICE DENTAL SUB AUTO ROCS Y’S EAST (1,500 SF) SQUARE CA LO W VACA FARLE SF) (4,000 MUA VACA T (2,500 SF) NT (1,300 SF) WEBSTER STREET BAY AREA BIKES (5,000 SF) (5,000 BIKES AREA BAY TRE O VACA ELR (1,700 SF)

SOJA MARTIAL ARTS (3,000 SF) (3,000 ARTS MARTIAL SOJA P ION ND SERV GRA LE LACE FU SO NT

376 SF) (20,450 VACANT

VACANT SF) (9,500 GOLDFISH LUCKY I WIG

THE RISING LOAFER (766 SF) (766 LOAFER RISING THE N L’S SHOES (2,000 SF) M Y N CAFE VA UP MON VACA , G M T (3,000 SF) & JE PEN SF) (5,500 VACANT Independent Specialty Independent Specialty AL (2,500 SF) FRANKLIN STREET IN NT PEG AR (2,500 SF) TO SHO ART (2,500 SF) SF) (3,500 IMPORTS ASIAN LUKA’S TAPROOM (7,000 SF) (7,000 TAPROOM LUKA’S VACANT (15,000 SF) (15,000 VACANT Fashion/ C. (2,500 SF) LEAF CAFE (200 SF) XOLO CAFE (2,400 SF) WN BAR (6,000 SF) HOUSE (2,500 SF) SF) (2,000 CO. LOCK/SAFE I N Y VACA DES W OU (600 SF) CES (3,500 SF) T (2,500 SF)

SANKOFA AFRICAN (902 SF) (902 AFRICAN SANKOFA P VACA SF) (1,500 ALT. CARTRIDGE N ELERS (2,000 SF) SF) (13,000 ME PET JUST SHASHAMENE (2,500 SF) (2,500 SHASHAMENE

MEN’S WAREHOUSE MEN’S (1,500 SF) POT CLUBS KLEEF (1,500 SF) VALDEZ STREET N N IGN T (11,000 SF) Apparel D (3,500 SF) N MIMOSA (2,500 SF) (2,500 MIMOSA

T (1,300 SF) (2,000 SF) CAFE TEATRO CAFE FLORA BAR SF) (2,000 GYM GODS VACANT (600 SF) (600 VACANT VACANT (5,768 SF) (5,768 VACANT VACANT (5,600 SF) (5,600 VACANT SF) (5,500 VACANT (1,200 SF) SF) (5,000 PSYCHIC

(2,500 SF) VACANT (17,000 SF) (17,000 VACANT GENJI City of Oakland Retail Task Force • JRDV Architects • June 2010 FLORA (3,000 SF)

BOOKS OZUMO (8,000 SF) (8,000 OZUMO PICAN (6,600 SF) (6,600 PICAN PARAMOUNT TULLY’S (1,595 SF) (1,595 TULLY’S (2,500 SF) P (110,000 SF) (110,000 About 1,500 Feet Ideal (5,500 SF) OT DEAD VACA (1,250 SF) DE FRESQUA

(1,700 SF) ZO M NT SEARS Primary Shopping BAR DOGWOOD OCRATS NE

Anchor-to-Anchor Max G W (2,200 SF) 22 23RD STREET 24TH STREET 25TH STREET 26TH STREET 27TH STREET ALLER 21ST STREET . (900 SF) STREET 2OTH 17TH STREET 17TH STREET 19TH Route N G

D STREET RA Walking Distance Y

N VACA D AVE VACA

VACANT (3,929 SF) (3,929 VACANT VACA

in Shopping Center N T (1,900 SF) N

N T (1,900 SF)

T (2,700 SF) SF) (850 STORE SF) (850 CONVENIENCE REPAIR SHOE VACANT (1,800 SF) SF) (1,800 VACANT (1,000 SF) ENGRAVING (1,100 VACANT SF) (900 PARK PROSPECT SF) (5,000 RADIO YOUTH SF) (1,000 K’S MR. SF) (1,000 BEAUTY GRACE SF) (1,800 COIN/JEWELRY SF) (3,500 STOP COOP SF) (1,500 GARDEN SF) (750 DOG BULL SF) (1,000 OPTOMETRIST SF) (6,000 VACANT SF) (4,000 VACANT SF) (6,800 ENGINEERING SF) (1,500 VACANT SF) (1,000 MEDICAL SF) (4,700 VACANT SF) (3,450 ZONE DEAD POT SF) (5,000 VACANT SF) (10,000 SWEET’S SF) (2,500 MADRID CAFE SF) (500 SPOILED SF) (4,000 VACANT JUNK SHOP (700 SF) (700 SHOP JUNK LAW OFFICE LAW OFFICE USE OFFICE (2,500 SF) (2,500 SF) (3,600 SF) (1,100 DENTIST BROADWAY Y CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP RANDEVU (2,500 SF)

BAKESALE BETT YMCA (3,500 SF)(7,000 SF) MEDICAL M SF) (1,300 CAFE TD DELTA DENTAL (3,300 SF) (3,300 DENTAL DELTA PLU OFFICES SF) (2,500 AUTOMOTIVE COMMUNITY BANK OF THE BAY (3,100 SF) (3,100 BAY THE OF BANK COMMUNITY INKWELL (2,500 SF) (2,500 INKWELL BANK (17,400 SF) (17,400 BANK MR. PIZZA MAN (974 SF) (974 MAN PIZZA MR. SF) (3,025 SF) VACANT (1,503 MART QUICK BROADWAY BEAUTY CENTER (1,187 SF) (1,187 CENTER BEAUTY BROADWAY FOUR SEASONS CAFE NT (1,000 SF) POT RELATED CAFE (1,000 SF) SF) (1,000 (2,200 CAFE CAFE SF) RELATED (2,500 POT ZONE DEAD POT BEST MUSIC (3,757 SF) (3,757 MUSIC BEST DENMAR (1,200 SF) SF) (1,200 (1,700 DENMAR SHOP SF) DONUT LEE’S (2,300 DELI SF) BILLY’S (1,500 SF) OPTOMETRIST (1,200 SF) TEETH GOLD (1,200 LADY HAT THE VACANT (8,000 SF) (8,000 VACANT NEW YORK PIZZA (3,600 SF) (3,600 PIZZA YORK SF) NEW SF) (887 (2,400 CASHING PRESS CHECK RAPID AREA BAY (2,000 SF) VACA VACANT (2,784 SF) (2,784 VACANT

GREEK RESTAURANT GREEK NT (800 SF) VACANT (3,750 SF) (3,750 VACANT ROSSI’S FLOWERS (931 SF) (931 SF) FLOWERS (1,850 ROSSI’S SF) STAFFING (2,727 BENCHMARK SOURCE SHOE PAYLESS T (1,500 SF) BAR (6,000 SF) (6,000 BAR 14TH STREET 14TH N

VISION CENTER (2,400 SF) (2,400 CENTER VISION SF) (6,800 SAVINGS WORLD VACA PRIMO’S COFFEE PRIMO’S A (900 SF) VACA VACANT (2,000 SF) (2,000 SF) VACANT (2,000 SF) LEASED (2,000 SHOES HILLS RITE AID (12,000 SF) (12,000 AID RITE SF) (5,300 DENTAL WESTERN SF) (11,300 VACANT SF) (1,000 SF) DELI (7,000 JIMMY’S ZONE DEAD POT VACANT (10,000 SF) (10,000 VACANT I IB HOAGIES (1,500 SF) (1,500 HOAGIES IB TAQUER ERA (5,500 (1,500 SF) SF) AUTO SUBWAY Y’S EAST (1,500 SF) AUTO FARLE SF) (4,000 MUA NT (1,300 SF) WEBSTER STREET VACA SF) (5,000 BIKES AREA BAY SOJA MARTIAL ARTS (3,000 SF) (3,000 ARTS MARTIAL SOJA RAND 376G

FRANKLIN STREET

VALDEZ STREET

City of Oakland Retail Task Force • JRDV Architects • June 2010 Retail Leasing Plan

upper Broadway destination retail strategy 34

Current Ownership Current Ownership Current Ownership B ROADWA Y CORRI DOR MA PPING B ROADWA Y CORRI DOR MA PPING

UE N UE UE N N PH AVE NUE CLAY STREET GRA H AVE CITY OF OAKLAND ABLO AVE CITY OF OAKLAND CLAY STREET GRAP TELE ABLO AVE TELE N P CITY N P CITY Young Fashion/ SA SA

EAST BA EAST BA ROTUNDA PARTNERS, LLC OF OAKLA ROTUNDA PARTNERS, LLC OF OAKLA CITY CITY FOREST C

OF OAKLA FOREST C Y

SEARS & ROEBUCK LLC PARTNERS, ROTUNDA KOREA OF OAKLA ND Y HAH ALEX SEARS & ROEBUCK LLC PARTNERS, ROTUNDA BA KOREA M EntertainmentITY SARA KARL KRIEDT ASO M Y ND N N ARK RUTHERFORD AREA LE SENIOR C ND HAH ALEX BA N M HADDAD & SHERWIN G ITY & EL HAH ALEX W BARSOTTI SARA OLDSTO HAH ALEX ASO M Y ELLS FRA KARL KRIEDT RICHARD WEINSTEIN N RI AREA LE N FRED BROWN N ARK RUTHERFORD G M ND I CHARD SENIOR C N ZABETH BOOTH AL A ARK EL-MIAAR MERRITT SHER MERRITT STEVE DEJESS ITI N NEGHERBON

MERRITT SHER MERRITT HADDAD & SHERWIN G AN N & EL HAH ALEX

ZE BARSOTTI ANDREW BROG E TR. W ID OLDSTO JOHN PROTOPAPPAS JOHN HAH

G BARSOTTI DRE NS WE ALEX MIKE GHIELMETTI MIKE ELLS FRA O BA RICHARD WEINSTEIN RI INSTEIN FRED BROWN N CITY OF OAKLAND OF CITY W G M I CHARD BRO N EDDIE ORTON NK COMMERCIAL ARK EL-MIAAR PROPERTIES ZABETH BOOTH AL A INVEST I MERRITT SHER MERRITT STEVE DEJESS ITI

I NEGHERBON KAI MERRITT SHER MERRITT G MENT AN N ZE BOERO ANDREW BROG E TR. MIKE GHIELMETTI ID JOHN PROTOPAPPAS JOHN

G BARSOTTI KAI DRE WE DE NS

OFF GHIELMETTI MIKE N O BA

TAL I INSTEIN CE W 21ST STREET 22 23RD STREET 24TH STREET 25TH STREET 26TH STREET 27TH STREET BARSOTTI . OAKLAND OF CITY W 2OTH STREET 2OTH

NEGHERBON STREET 17TH STREET 19TH N G BRO D STREET RA EDDIE ORTON NK COMMERCIAL INVESTMENTPROPERTIES I

D AVE I FOREST CITY KAI G BOERO OAKLAND OF CITY ROEBUCK & SEARS SAM COHEN SAM WEINSTEIN RICHARD BROG ANDREW BROG ANDREW ALEXANDER & JULIA ALISHOEV JULIA & ALEXANDER WELTIN DAVE SUE HENRY RADIO YOUTH HEIMAT ED EXCHANGE COIN OAKLAND MOSS MARK & EPSTEIN LEN CHAN WAI GROUP INVEST KMTM JACOB TED BRAZIL MICHAEL MALNICK WARREN TRUST/MARTIN FARGO WELLS EL-MIAARI MARK MIKE GHIELMETTI

ALEX HAHN KAI DE

OFF BROADWAY N TAL I CE W PETER WANG 21ST STREET 22 23RD STREET 24TH STREET 25TH STREET 26TH STREET 27TH STREET BARSOTTI . 2OTH STREET 2OTH

NEGHERBON STREET 17TH STREET 19TH N G RANDY BERGER RANDY YMCA D STREET RA LIBITKY HOLDINGS, LP HOLDINGS, LIBITKY TOM GARRITY TOM

SHAHLA DAVOUDI GARRITY TOM

EDDIE ORTON EDDIE N 19TH & BROADWAY ASSOCIATES BROADWAY & 19TH GLENN ROBERTS GLENN MITCH KAPOOR MITCH KARL KRIEDT KARL D AVE CHARLES SCHWARTZ CHARLES LOTTIE BLUE LOTTIE 15TH & BROADWAY, LLC BROADWAY, & 15TH

14TH STREET 14TH FOREST CITY MANUEL CABELLO MANUEL SHAHLA DAVOUDI SHAHLA PETER WANG PETER KOU & HSU CHENG HSU & KOU GOLDEN WEST SAVINGS & LOAN & SAVINGS WEST GOLDEN CENTRAL BUILDING HISTORIC, LLC HISTORIC, BUILDING CENTRAL KRIEDT KARL LLC BROADWAY, 1538 BUILDING MEDICAL 411 YMCA BAY THE OF BANK COMMUNITY AR Restaurants Restaurants AUTO HISUK DONG HISUK LENE POSTON LENE OAKLAND OF CITY ROEBUCK & SEARS SAM COHEN SAM WEINSTEIN RICHARD ALEXANDER & JULIA ALISHOEV JULIA & ALEXANDER WELTIN DAVE SUE HENRY RADIO YOUTH HEIMAT ED EXCHANGE COIN OAKLAND MOSS MARK & EPSTEIN LEN CHAN WAI GROUP INVEST KMTM JACOB TED BRAZIL MICHAEL MALNICK WARREN TRUST/MARTIN FARGO WELLS EL-MIAARI MARK BROG ANDREW BROG ANDREW EBSTER STREET DONG HISUK SHAHLA DAVOUDI SHAHLA

KAISER W

KAISER ALEX HAHN BARSOTTI CIM BROADWAY MR LEON (FOR SALE) (FOR LEON MR ENCINAL BROADWAY, LLC BROADWAY, ENCINAL

Independent Specialty Independent Specialty LLC PROPERTIES STREET VALDEZ FRANKLIN STREET PETER WANG RANDY BERGER RANDY Fashion/ YMCA LIBITKY HOLDINGS, LP HOLDINGS, LIBITKY TOM GARRITY TOM OAKLAND OF CITY SHAHLA DAVOUDI GARRITY TOM EDDIE ORTON EDDIE 19TH & BROADWAY ASSOCIATES BROADWAY & 19TH GLENN ROBERTS GLENN MITCH KAPOOR MITCH KARL KRIEDT KARL CHARLES SCHWARTZ CHARLES

VALDEZ STREET BLUE LOTTIE 15TH & BROADWAY, LLC BROADWAY, & 15TH 14TH STREET 14TH MANUEL CABELLO MANUEL SHAHLA DAVOUDI SHAHLA PETER WANG PETER KOU & HSU CHENG HSU & KOU CENTRAL BUILDING HISTORIC, LLC HISTORIC, BUILDING CENTRAL KRIEDT KARL LLC BROADWAY, 1538 BUILDING MEDICAL 411 LOAN & SAVINGS WEST GOLDEN Apparel YMCA BAY THE OF BANK COMMUNITY AR AUTO HISUK DONG HISUK LENE POSTON LENE EBSTER STREET DONG HISUK SHAHLA DAVOUDI SHAHLA

KAISER W KAISER BARSOTTI CIM City of Oakland Retail Task Force • JRDV Architects • June 2010 MR LEON (FOR SALE) (FOR LEON MR ENCINAL BROADWAY, LLC BROADWAY, ENCINAL About 1,500 Feet Ideal FRANKLIN STREET LLC PROPERTIES STREET VALDEZ Primary Shopping OAKLAND OF CITY Anchor-to-Anchor Max VALDEZ STREET Route Walking Distance

in Shopping Center City of Oakland Retail Task Force • JRDV Architects • June 2010

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Retail Leasing Plan

upper Broadway destination retail strategy 35

Susceptibility for Releasing and RedevelopmentSusceptibility Opportunity for Releasing and Redevelopment Opportunity Susceptibility for Releasing and Redevelopment Opportunity B ROADWA Y CORRI DOR MA PPING B ROADWA Y CORRI DOR MA PPING

UE ALREADY SUPPORTING VISION FOR BROADWAY CORRIDOR N NUE LEASING/RE-LEASING OPPORTUNITY H AVE CLAY STREET GRAP REDEVELOPMENT OPPORTUNITY ABLO AVE TELE N P Young Fashion/ SA UE ALREADY SUPPORTING VISION FOR BROADWAY CORRIDOR N Entertainment NUE LEASING/RE-LEASING OPPORTUNITY H AVE CLAY STREET GRAP REDEVELOPMENT OPPORTUNITY ABLO AVE TELE N P SA

W 21ST STREET 22 23RD STREET 24TH STREET 25TH STREET 26TH STREET 27TH STREET . 2OTH STREET 2OTH 17TH STREET 17TH STREET 19TH N G

D STREET RA

D AVE

BROADWAY Restaurants Restaurants WEBSTER STREET Independent Specialty Independent Specialty FRANKLIN STREET Fashion/

VALDEZ STREETApparel

City of Oakland Retail Task Force • JRDV Architects • June 2010 About 1,500 Feet Ideal Primary Shopping Anchor-to-Anchor Max Route

W Walking Distance 21ST STREET 22 23RD STREET 24TH STREET 25TH STREET 26TH STREET 27TH STREET . 2OTH STREET 2OTH 17TH STREET 17TH STREET 19TH N G in Shopping Center D STREET RA N

D AVE

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP BROADWAY

WEBSTER STREET

FRANKLIN STREET

VALDEZ STREET

City of Oakland Retail Task Force • JRDV Architects • June 2010 Retail Leasing Plan

upper Broadway destination retail strategy 36

Difficult to Release in Current Conditions

Difficult to Release in Current Conditions Difficult to Release in Current Conditions B ROADWA Y CORRI DOR MA PPING B ROADWA Y CORRI DOR MA PPING

UE N NUE H AVE CLAY STREET GRAP ALREADY SUPPORTING VISION FOR BROADWAY CORRIDOR ABLO AVE TELE N P Young Fashion/ UE SA N LEASING/RE-LEASING OPPORTUNITY NUE H AVE ALREADY SUPPORTING VISION FOR BROADWAY CORRIDOR CLAY STREET GRAP REDEVELOPMENT OPPORTUNITY P ABLO AVE TELE N P EntertainmentP B SA B LEASING/RE-LEASING OPPORTUNITY B B P PROPERTY OWNER ISSUE B B REDEVELOPMENT OPPORTUNITY B BAD PHYSICAL SPACE B B P P B P P B NON-RETAIL GROUND FLOOR USE P P N B B B B P B DEAD ZONE P B B W P 22 23RD STREET B P 21ST STREET 24TH STREET 25TH STREET 26TH STREET 27TH STREET . D STREET 2OTH PROPERTY OWNER ISSUE P STREET 17TH STREET 19TH B B B N N D N G B D D STREET RA P B B N P B P B N P P N B P P P N N D AVE P N B P B B B B B B P P B B B B BAD PHYSICAL SPACE B B BROADWAY P N B P B B P P P N P P P P P B P P B B B B P P P B D N P N B NON-RETAIL GROUND FLOOR USE P B B B N N B B B N B B B RestaurantsSTREET 14TH D Restaurants B B P EBSTER STREET DEAD ZONE P B W W P 22 P 21ST STREET 23RD STREET 24TH STREET 25TH STREET 26TH STREET 27TH STREET . D STREET 2OTH P STREET 17TH STREET 19TH B B N N D N G D D STREET RA B B N P Independent Specialty Independent Specialty B P B N P P N B FRANKLIN STREET P P P N N D AVE P N B P B B Fashion/ B B B B P P B B B VALDEZ STREETApparel BROADWAY N P B B P P B P B B B P P P P N B P P P B P P N B D N B B City of Oakland Retail Task Force • JRDV Architects • June 2010 B N B B B N B

14TH STREET 14TH D

About 1,500 Feet Ideal WEBSTER STREET Primary Shopping Anchor-to-Anchor Max Route FRANKLIN STREET Walking Distance in Shopping Center VALDEZ STREET

City of Oakland Retail Task Force • JRDV Architects • June 2010 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP MORE ENTERTAINMENT, RESTAURANTS AND EVEN YOUNG FASHION APPAREL

upper Broadway destination retail strategy 37

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP MORE ENTERTAINMENT, RESTAURANTS AND EVEN YOUNG FASHION APPAREL

upper Broadway destination retail strategy 38

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Phase 2a: Deliver Destination Comparison Retail Specialty Stores and Anchors (First Projects)

upper Broadway destination retail strategy 39

Leverage Entertainment to attract Young Fashion

Young Fashion/ Alta Bates Entertainment Summit Expansion

Streetcar Streetcar

Restaurants Independent Specialty

About 1,500 Feet Ideal Primary Shopping Anchor-to-Anchor Max Route Walking Distance in Shopping Center phase A CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING2 GROUP L.A. First Generation Enclosed Malls

upper Broadway destination retail strategy 40

MALL MALL MALL

HOLLYWOOD BOULEVARD MALL LOS ANGELES

MALL

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Like M/B Center and Kaiser Center in Upper Broadway

upper Broadway destination retail strategy 41

MALL MALL MALL

HOLLYWOOD BOULEVARD MALL LOS ANGELES

MALL

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP L.A. 2nd Generation Destination Retail Centers: Outdoor Lifestyle Centers

upper Broadway destination retail strategy 42

AMERICANA PASADENA

THE GROVE

SANTA MONICA

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Reclaimed Entertainment/Restaurant Oriented Retail in Urban California

upper Broadway destination retail strategy 43

New reclaimed urban retail opportunities are entertainment and restaurant-led communal places to shop in existing strong markets where there has been substantial un-met demand.

Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas.

i. The Grove - Miracle Mile/Hollywood

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Reclaimed Entertainment/Restaurant Oriented Retail in Urban California

upper Broadway destination retail strategy 44

New reclaimed urban retail opportunities are entertainment and restaurant-led communal places to shop in existing strong markets where there has been substantial un-met demand.

Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas.

i. The Grove - Miracle Mile/Hollywood

AGGREGATEDSITE

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Reclaimed Entertainment/Restaurant Oriented Retail in Urban California

upper Broadway destination retail strategy 45

New reclaimed urban retail opportunities are entertainment and restaurant-led communal places to shop in existing strong markets where there has been substantial un-met demand.

Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas.

i. The Grove - Miracle Mile/Hollywood

ii. Americana at Brand -- Glendale

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Reclaimed Entertainment/Restaurant Oriented Retail in Urban California

upper Broadway destination retail strategy 46

New reclaimed urban retail opportunities are entertainment and restaurant-led communal places to shop in existing strong markets where there has been substantial un-met demand.

Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas.

i. The Grove - Miracle Mile/Hollywood

ii. Americana at Brand -- Glendale

AGGREGATEDSITE

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Reclaimed Entertainment/Restaurant Oriented Retail in Urban California

upper Broadway destination retail strategy 47

New reclaimed urban retail opportunities are entertainment and restaurant-led communal places to shop in existing strong markets where there has been substantial un-met demand.

Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas.

i. The Grove - Miracle Mile/Hollywood

ii. Americana at Brand -- Glendale

iii Old Pasadena/Paseo Pasadena -- Pasadena

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Reclaimed Entertainment/Restaurant Oriented Retail in Urban California

upper Broadway destination retail strategy 48

New reclaimed urban retail opportunities are entertainment and restaurant-led communal places to shop in existing strong markets where there has been substantial un-met demand.

Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas.

i. The Grove - Miracle Mile/Hollywood

ii. Americana at Brand -- Glendale

iii Old Pasadena/Paseo Pasadena -- Pasadena NON-AGGREGATEDSITE

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Reclaimed Entertainment/Restaurant Oriented Retail in Urban California

upper Broadway destination retail strategy 49

New reclaimed urban retail opportunities are entertainment and restaurant-led communal places to shop in existing strong markets where there has been substantial un-met demand.

Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas.

i. The Grove - Miracle Mile/Hollywood

ii. Americana at Brand -- Glendale

iii Old Pasadena/Paseo Pasadena -- Pasadena

iii. 3rd Street Promenade -- Santa Monica

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Reclaimed Entertainment/Restaurant Oriented Retail in Urban California

upper Broadway destination retail strategy 50

New reclaimed urban retail opportunities are entertainment and restaurant-led communal places to shop in existing strong markets where there has been substantial un-met demand.

Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas.

i. The Grove - Miracle Mile/Hollywood

ii. Americana at Brand -- Glendale

iii Old Pasadena/Paseo Pasadena -- Pasadena

iii. 3rd Street Promenade --NON-AGGREGATED Santa Monica SITE

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Target Trade Area

Kaiser Permanente 1.5 Billion Dollar Health Care Rebuild

Alta Bates Summit 1.5 Billion Dollar Health Care Whole Foods Rebuild Market

Former Auto Row New Oakland Cathedral Packard Lofts/ Minosa The Grand 20 Story Luxury High rise Broadway Grand Housing Mixed Use Residential/ Pican-Ozumo 3. How to Coordinate Upper Broadway Plan as Part of a Comprehensive Downtown Phase 2a: Deliver Destination Comparison Retail Specialty Stores and Anchors (First Projects)

upper Broadway destination retail strategy 53

Leverage Entertainment to attract Young Fashion

Young Fashion/ Alta Bates Entertainment Summit Expansion

Streetcar Streetcar

Restaurants Independent Specialty

upper Broadway destination retail strategy 54

Uptown to Validate Market to Attract Dept. Store Merchandise in Upper Broadway

Young Fashion/ Alta Bates Entertainment Summit Expansion

Streetcar Streetcar

Restaurants Restaurants Independent Specialty Independent Specialty Fashion/ Apparel

upper Broadway destination retail strategy 55

Infill with Independent Stores

Young Fashion/ Alta Bates Entertainment Summit Expansion

Streetcar Streetcar Support Retail/ Luxury Auto Restaurants Restaurants Independent Specialty Independent Specialty Fashion/ Apparel

About 1,500 Feet Ideal Primary Shopping Anchor-to-Anchor Max Route Walking Distance in Shopping Center phase C CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING3 GROUP Resulting in a Retail Footprint downtown Similar in Size to Portland and Seattle

upper Broadway destination retail strategy 56

Connect to Korea Town

Koreatown Young Fashion/ Retail Alta Bates Entertainment Summit Expansion

Streetcar Streetcar Support Retail/ Luxury Auto Restaurants Restaurants Independent Specialty Independent Specialty Fashion/ Apparel

About 1,500 Feet Ideal Primary Shopping Anchor-to-Anchor Max Route Walking Distance in Shopping Center phase D CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING3 GROUP RecognizeHISTORIC Broadway PICTURES is Oakland’s SpineOF OAKLAND AERIAL VIEW OF BROADWAY IN DOWNTOWN upper Broadway destination retail strategy 57

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Opportunity to Build Upon Success of Broadway Shuttle

upper Broadway destination retail strategy 58

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Opportunity to tie in Medical Centers to BART and to Jack London Square

upper Broadway destination retail strategy 59

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP ADDITIONAL DESIGN GUIDELINES

60 SIDEWALK BIKE LANE MEDIAN BIKE LANE OPTION 4 – IMPLEMENT LIGHT RAIL SOUTH BOUND NORTH BOUND (2 LANES) (2 LANES) ON BROADWAY:

1. Remove existing parking lanes. 2. Provide widened sidewalks (min. 20 feet) along 27th St, Valdez St and Broadway. 3. Retain bike lanes and two lanes of 3. 2. vehicular traffic in each direction. 4. Provide widened median along Broadway to allow streetcar stops and center pavilions. PLAN 5. Provide additional crosswalks along Broadway and 27th St to facilitate pedestrian flow and use. 4.

Scheme proposed by Werner Hegemann 1. for main traffic streets in Oakland in 5. 1915. STREETSCAPE UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 ADDITIONAL DESIGN GUIDELINES

upper Broadway destination retail strategy 61 Kurfuerstendamn, Berlin 3rd Street, Santa Monica Las Ramblas, Barcelona

An example of widened sidewalks on both An example of a wide usable median. (Only An example of a wide, usable and walkable sides of the vehicular thoroughfare with a applicable as a possible streetscape for 27th center median. (Only applicable as a possible widened usable median. St) streetscape for 27th St)

STREETSCAPE CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP PEDESTRIANADDITIONAL REFERENCESDESIGN GUIDELINES upper Broadway destination retail strategy 62

Examples of mixed-use development from Brussels, Old Oakland, Milan, Munich, San Jose and Los Angeles with a strong pedestrian-oriented urban vision. DESIGN GUIDELINES PURPOSE CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP 4. How to Coordinate Upper Broadway Plan with other Land Uses and Historical upper BroadwayPRIMARY destination retail TRADE strategy 64 AREA

SITE

PRIMARY TRADE AREA

500%2"2/!$7!9!54/2/7 342!4%')# #/-0!2)3/.'//$3#/-0%4)4)/.-!0 THE COMPETITION%#/./-)#3 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP upper Broadway15 MINUTE destination retail strategy 65 T R A V E L F R O M S I T E

PRIMARY SITE TRADE AREA

15 MIN DRIVING RING

500%2"2/!$7!9!54/2/7 342!4%')# 342!4%')# #/-0!2)3/.'//$3#/-0%4)4)/.-!0 THE COMPETITION%#/./-)#3 %#/./-)#3 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP upper Broadway20 MINUTE destination retail strategy 66 T R A V E L F R O M S I T E

SITE PRIMARY TRADE AREA

20 MIN DRIVING RING

UPPER BROADWAY AUTO ROW STRATEGIC COMPARISON GOODS COMPETITION MAP THE COMPETITIONECONOMICS CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP WALNUT CREEK 4TH STREET upper Broadway destination retail strategy 4 40 67

BAY 11 STREET

SITE 30 36

BAY FAIR MALL 31 UNION SQUARE

UPPER BROADWAY AUTO ROW STRATEGICCOMPETITION MAP COMPARISON GOODS COMPETITION MAP ALT 1- COMPARISON GOODSECONOMICS RETAIL CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP EXISTING HISTORICAL

RESOURCESupper Broadway destination retail strategy Examples of existing historically significant buildings on the east side of Upper Broadway.68

ARTICULATION CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP EXISTING HISTORICAL

RESOURCESupper Broadway destination retail strategy Examples of existing historically significant buildings on the west side of Upper Broadway.69

ARTICULATION CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP

2 Valdez 1 24th Street 2 3 1 1 Broadway2 3 1 2 Broadway 3 75

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 76

Broadway Grand

The Grand

Cathedral Existing Whole Foods

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 77

Summit Expansion

Kaiser Expansion

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 78

3 1 Valdez 2

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 79

3 1 Valdez 2

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 80

3 1 Valdez 2

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 81

24th Street

1 2

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 82

24th Street

1 2

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 83

24th Street

1 2

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 84

Broadway 3 2 1

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 85

Broadway 3 2 1

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 86

Broadway 3 2 1

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 87

2 1

Broadway 3

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 88

2 1

Broadway 3

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 89

2 1

Broadway 3

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 90

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 91

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 92

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 93

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 94

3 1 Valdez 2

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009 95

24th Street

1 2

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Broadway 3 2 1

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2 1

Broadway 3

UPPER BROADWAY RETAIL OAKLAND • JRDV Architects • September 22, 2009

5. Requirements for Success Requirements for Success

upper Broadway destination retail strategy 100

1. Oakland can no longer have its meals together in someone else’s house.

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Requirements for Success

upper Broadway destination retail strategy 101

1. Oakland can no longer have its meals together in someone else’s house.

2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Requirements for Success

upper Broadway destination retail strategy 102

1. Oakland can no longer have its meals together in someone else’s house.

2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass

3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation.

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Requirements for Success

upper Broadway destination retail strategy 103

1. Oakland can no longer have its meals together in someone else’s house.

2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass

3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation.

4. Ownerships will need to partner to form the minimum footprint as City cannot do all aggregation.

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Requirements for Success

upper Broadway destination retail strategy 104

1. Oakland can no longer have its meals together in someone else’s house.

2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass

3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation.

4. Ownerships will need to partner to form the minimum footprint as City cannot do all aggregation.

5. As Non-aggregated site plan, project will feel more like authentic city and include more independent stores.

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Requirements for Success

upper Broadway destination retail strategy 105

1. Oakland can no longer have its meals together in someone else’s house.

2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass

3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation.

4. Ownerships will need to partner to form the minimum footprint as City cannot do all aggregation.

5. As Non-aggregated site plan, project will feel more like authentic city and include more independent stores.

6. Historical resources can be very substantially integrated in creative ways into project and further differentiate it from suburban competition.

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Requirements for Success

upper Broadway destination retail strategy 106

1. Oakland can no longer have its meals together in someone else’s house.

2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass

3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation.

4. Ownerships will need to partner to form the minimum footprint as City cannot do all aggregation.

5. As Non-aggregated site plan, project will feel more like authentic city and include more independent stores.

6. Historical resources can be very substantially integrated in creative ways into project and further differentiate it from suburban competition.

7. Housing needs to be included, but not in a way that inhibits first 500,000SF.

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Requirements for Success

upper Broadway destination retail strategy 107

1. Oakland can no longer have its meals together in someone else’s house.

2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass

3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation.

4. Ownerships will need to partner to form the minimum footprint as City cannot do all aggregation.

5. As Non-aggregated site plan, project will feel more like authentic city and include more independent stores.

6. Historical resources can be very substantially integrated in creative ways into project and further differentiate it from suburban competition.

7. Housing needs to be included, but not in a way that inhibits first 500,000SF.

8. Project needs to be part of comprehensive retail strategy in Oakland/East Bay.

CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Requirements for Success

upper Broadway destination retail strategy 108