City of Parma Heights NOACA Transportation for Livable Communities Initiative (TLCI)
Pearl Road: Complete and Green Streets Initiative
TABLE OF CONTENTS
Page Plan Component
1 Existing Conditions
30 Conceptual Plan
65 Strategic Plan
ii City of Parma Heights NOACA Transportation for Livable Communities Initiative (TLCI) Pearl Road: Complete and Green Streets Initiative
Existing Conditions INTRODUCTION
In January, 2014, Parma Heights was one of only seven communities in Cuyahoga County to win funding from the Northeast Ohio Area Coordinating Agency's (NOACA) highly competitive Transportation for Livable Communities (TLCI) grant program. The TLCI grant provides funding specifically for planning studies and the city used this $75,000 award to hire the consulting team of Hatch Mott MacDonald and Reveille to conduct a Complete & Green Streets Study of the Pearl Road Corridor.
"Pearl Road is our Main Street. We all use it every day, it bisects our community and, to a large extent, defines Parma Heights for our visitors.
It is a historic road that existed as a business thoroughfare before Parma Heights became a village. Because of the tremendous growth that occurred here during the 1950's and '60's, it evolved quickly based on the demands of the time.
This study will provide all of us, residents and business owners alike, with an opportunity to re-evaluate Pearl Road and provide guidance on how to make it reflect today's lifestyle and work for our community.”
- Mayor Michael P. Byrne
2 STUDY AREA
The study area consists of the entire length of Pearl Road (US 42) in the City of Parma Heights, extended approximately 2.6 miles from the western city boundary with Middleburg Heights at West 130th Street to the northeastern corner of the city bordering Parma just south of Snow Road. US 42 (Pearl Road /West 25th Street) is an Urban Principal Arterial providing connectivity to Interstate 480 (1.5 miles) and Downtown Cleveland (8 miles) to the northeast and Interstate 71 (2.5 miles) to the southwest.
3 STUDY GOALS
Goal 1 Environmental Justice Develop a cohesive plan to unify Pearl Road and connect the segregated residential and commercial sections, thereby promoting environmental justice and encouraging interaction between residents and businesses, including low-moderate income groups that are often transit dependent and live in the neighborhoods bordering Pearl Road.
Goal 2 Multimodal Accommodations Create travel options for residents and commuters using the city's main artery by de-emphasizing single occupancy transportation and increasing pedestrian and bicycle usage and safety through the use of traffic calming measures.
Goal 3 Spur Reinvestment Spur reinvestment along the urban core's blighted “Main Street” by using the study as a catalyst for analyzing possible redevelopment sites, reimagining underutilized and abandoned properties while rebalancing the street to accommodate multiple modes of transportation while linking destinations through landscape enhancements and alternative economic development concepts aimed at making Pearl Road in Parma Heights a destination instead of a pass- through thoroughfare.
Goal 4 Gain Agency Support Gain the support of ODOT and other potential funding partners to reconstruct and redesign Pearl Road to incorporate aesthetic and environmental aspects such as bioretention basins while creating a more uniform flow of traffic and on-street parking.
4 STUDY GOALS
Goal 5 Increase Connectivity to Big Creek Parkway Provide safer, broader access to Cleveland Metroparks Big Creek Reservation that is part of NOACA's Regional Bicycle Plan and parallels Pearl Road throughout the city and build on the momentum of the recent Big Creek Connector Trail by exploring the addition of other links along the corridor through public-private sponsorships.
Goal 6 Stormwater Management Develop a Complete and Green Streets plan that would provide an opportunity to expand existing collaborations with ODNR Division of Forestry (2012 Project Clean Lake Grant) and NEORSD (2013 Small Scale Stormwater Demonstration Projects Grant) recently completed by proving guidance on how to best integrate and accelerate tree canopy restoration and stormwater management activities with transportation initiatives.
Goal 7 Community Engagement Engage the entire community in the planning process through a wide range of communications options, while seeking additional input from the Stakeholder Advisory Committee, and other relevant sources.
Mission Statement In summary, create a comprehensive, community-backed guide to promoting the integration of the environment with transportation, promoting redevelopment supported by varied transportation options, improving mobility and accessibility of all residents and serving as an example of what can be achieved when an urban Inner-core community adapts, incorporates new ideas, and reinvents itself.
5 DEMOGRAPHICS
Affordable Living
In general, households that pay more than 30 percent of their income for housing are considered cost burdened and may have difficulty affording necessities such as food, clothing, transportation and medical Affordable < 30% household income Affordable < 45% household income care. Based on research in metro areas ranging from large cities with extensive transit to small metro areas Not Affordable + 30% household income Not Affordable + 45% household income with extremely limited transit options, the Center for Neighborhood Technology (CNT) has found 15 percent of income to be an attainable goal for transportation affordability.
CNT’s Housing and Transportation (H+T®) Affordability Index provides a more comprehensive way of thinking about the cost of housing and true affordability. The H+T Index offers an expanded view of affordability, one that combines housing and transportation costs and sets the benchmark at no more than 45 percent of household income.
Applying the H+T Index to the study area shows that Parma Heights is mostly an affordable community to reside in based solely on housing costs (see far left). However, when considering the combined costs of housing and transportation, a small portion of the community is considered to be truly affordable (see near left).
6 ENVIRONMENTAL JUSTICE
Environmental Justice is simply a matter of increased awareness of the effects and impacts of transportation decisions on the human environment. There are three fundamental EJ principles: • To avoid, minimize or mitigate disproportionately high and adverse human health and environmental effects, including social and economic effects, on minority and low-income populations • To ensure the full and fair participation by all potentially affected communities in the transportation decision making process • To prevent the denial of, reduction in, or significant delay in the receipt of benefits by minority and low-income populations.
Low-Income Populations
According to US Census Bureau data (2009-2013), 12.1 % of the city’s population lives beneath the poverty line, as compared to 18.3% and 15.8% for Cuyahoga County and the State of Ohio, respectively.
Low-income populations in Parma Heights are generally concentrated in multi-family housing (apartment complexes) in the northwest and southeast portions of the city.
Study Corridor Because no census block group contains low-Income populations greater than 40 percent, subsequent environmental documentation for any proposed improvements are likely to have no disproportionately high and adverse impacts to Low- Income populations.
7 ENVIRONMENTAL JUSTICE
Minority Populations
According to US Census Bureau data (2010), 11.2% of the city’s population is minority, as compared to 39.4% and 18.9% for Cuyahoga County and the State of Ohio, respectively.
As with low-income populations , minority populations in Parma Heights are generally concentrated in multi-family housing (apartment complexes) in the northwest and southeast portions of the city.
Study Corridor Because no census block group contains minority populations greater than 40 percent, subsequent environmental documentation for any proposed improvements are likely to have no disproportionately high and adverse impacts to Minority populations.
0-10 Percent 10-20 Minority 20-30 Population by 30-40 Block Group 40-100
8 LAND USE
Pearl Road is the heart of Parma Heights as evidenced by the concentration of commercial activity along the corridor emanating from City of Parma the Southland shopping district at West 130th Street northeast to the Town Center. Commercial development is generally setback from the Heights street with two or more rows of parking in front of the building. There is a three-block stretch along the southside of Pearl Road between Zoning Map Oakwood Road and Parma Park Blvd that is dominated by commercial storefronts adjacent to the street with parking in the back and/or side.
Between Rochelle Blvd and Ackley Road, the corridor is comprised primarily of automobile-oriented commercial development that includes strip retail plaza, fast food, sit down dining and outparcel retail, with the Greenbrier Commons civic center serving as transition to the residential environment to the northeast.
Northeast of Ackley Road and Greenbrier Commons the corridor is comprised of single-family residential development. These homes are generally setback 50-60 feet from the curb on lots ranging from 0.14-0.18 acres with detached garages in back.
Residential Uses Commercial Uses Single-Family Commercial Two-Family Comm. Parking Single-Family Cluster PUD Multi-Family Apartment Development Multi-Family Apt. High Rise District
9 COMMUNITY ASSETS
The City of Parma Heights is home to numerous recreational, institutional and cultural assets. The city is home to two Parma City School District schools (Parma Park Elementary and Valley Forge High School) with a third (Greenbriar Middle School) located on the city’s border. Cuyahoga Community College (Tri-C) has its western campus on the city’s southern boundary.
Numerous community parks are located throughout the city and Cleveland Metroparks Big Creek Reservation runs parallel to the north of the Pearl Road corridor. The Greenbrier Commons complex serves as the community’s civic center and is home to the Cassidy Theatre, a 300-seat theatre and cultural arts center.
10 EXISTING ROADWAY
11 PEDESTRIAN
Overall pedestrian access and connectivity along Pearl Road is adequate. Both sides of Pearl Road have continuous 6-foot sidewalks along the entire study area corridor. All intersecting side streets also have sidewalks along both sides of the roadway. Pearl Road sidewalks are generally separated from the edge of thecurb by expansive tree lawns that stretch as wide as 15 feet.
In general Pearl Road itself and its 5-lanes of vehicular traffic impose a barrier to pedestrian seeking to cross the street’s 54 feet of pavement. Opportunities to install median pedestrian refuge spaces should be explored at strategic intersection and mid- block locations along the corridor.
Deficiencies in pedestrian facilities exist in many locations along the commercialized portions of the corridor, particularly where surface parking lots are directly adjacent to the back of the sidewalk, perpetuating a “sea of pavement” where users feel uncomfortable without defined separation from vehicular traffic.
Crosswalks Existing crosswalks could be enhanced with either “ladder” style striping to induce traffic calming and improve pedestrian visibility, or preferably textured or colored pavement to Sea of Pavement enhance safety while also perpetuated by lack of adding aesthetic value. greenspace buffer between sidewalk and parking lots
12 BICYCLE
NOACA‘s 2013 Regional Bicycle Plan identifies Big Creek Parkway as an existing component of the Regional Priority Bikeway Network through the City of Parma Heights. Just north of the city limits and study area, the planned Regional Priority route jogs east along Snow Road and then north along Pearl Road/West 25th Street all the way into Cleveland’s near westside Ohio City neighborhood.
To the north the City of Cleveland will be installing bike lanes /sharrows along Pearl Road in the Old Brooklyn neighborhood from Brookpark Road to Interstate 71. Compatibility with that future facility should be considered in developing potential bicycle facility improvements along the Pearl Road segment of the corridor with the hope that a future link could be implemented directly north in Parma.
Big Creek Parkway
Valley Parkway
Study Corridor
NOACA 2013 Regional Bicycle Plan
13 TRANSIT SERVICE
Five Greater Cleveland Regional Transit Authority (GCRTA) bus routes provide Route 51: W. 25 - Pearl regular transit services to the City of Parma Heights: From Downtown Cleveland, buses travel south on West 25th Street, which becomes Pearl Road. Buses continue through Route 45-45A: Ridge Cleveland, Parma, Parma Heights, Middleburg Heights and This bus leaves Downtown Cleveland on Detroit Avenue. It turns south on West Strongsville. The route ends at Drake Road and Howe Road in 65th Street, and continues across Ridge Road through Cleveland, Brooklyn and Strongsville. Parma. It stops at the Parma Transit Center and turns on York Road. The route ends at Cuyahoga Community College Western Campus in Parma. The 45A bus Route 68: Bagley travels on West 25th Street, Clark Avenue and West 65th Street. It continues Buses start at the Cuyahoga Community College Western Campus south of Cuyahoga Community College Western Campus then Ridge Road to the in Parma on Pleasant Valley Road. The route continues on Pleasant North Royalton Service Yard. Valley Road, West 130th Street, Pearl Road and Bagley Road. It ends at Bagley Road and Hepburn Road in Middleburg Heights.
Route 79A-B: Fulton Buses travel from the Parma Transit Center in Parma to York Road, which becomes Stumph Road. They continue to Chevrolet Boulevard, and turn on Memphis Road to Fulton Road, West 25th Street and Downtown Cleveland.
Route 83: West 130 From the Cuyahoga Community College Western Campus in Parma, buses travel west on Pleasant Valley Road. They continue north on West 130th Street through Middleburg Heights, Parma Heights, Parma, Brook Park and Cleveland. They travel on Bellaire Road to reach West 140th Street, and on Lorain Avenue to reach Warren Road. The route continues through Cleveland and Lakewood, and ends at Lakewood Park.
14 TRANSIT SERVICE
Priority Transit Corridor
Route 51 (W 25th – Pearl) is identified by GCRTA as a Priority Transit Corridor from Downtown Cleveland Bus Stop (No Shelter) southwest to the western study area terminus at West 130th / Southland. This bus route provides regular hourly transit service 7 days a week from 4:30 AM to Bus Stop (Shelter) 11:30 PM on weekdays, from 5:00 AM to 10:30PM on Saturday, and from 6:00 AM to 8:30 PM on Sunday. Transit service is increased to 20-30 minute intervals during rush hour peak times.
Developing a Priority Transit Corridor along Pearl Road will increase the mobility of existing riders, while offering more amenities at stops and improving the quality of service. This will require close collaboration with multiple municipalities, and improvements would be completed in collaboration with the individual cities where the corridors are located. This coordination will demonstrate to the community that these corridors are areas where RTA is committed to providing high-quality transit service and ideally, new development. The revitalization of these areas is an important part of building a more sustainable, transit-oriented future for the region.
15 TRANSIT SERVICE
Pictured Top Left: An example of a well-maintained transit waiting environment serving riders headed northeast along Pearl Road.
Pictured Bottom Left: An example of a less inviting transit waiting environment that could be improved by simple maintenance improvements to the area surrounding a shelter that is in good condition.
Pictured Below: An example of a typical bus stop serving riders headed southwest along Pearl Road.
16 TRAFFIC & SAFETY
The expansive 100-foot existing right-of-way along the Pearl Road corridor provides opportunities for multi-modal facilities and streetscape enhancements, yet challenges exist in accommodating the heavy volume of vehicular traffic and avoiding prevalent Signalized Intersection overhead utility poles.
Traffic Considerations The latest ODOT Traffic Count (2013) for the Pearl Road corridor shows an Annual Average Daily Traffic (AADT) of 20,390 vehicles, Intersection of Pearl & though this AADT is near an intersection and not representative of York/Stumph ranks the entire study area. Streets with daily traffic between 15,000 and #454 on ODOT’s 20,000 vehicles are traditionally candidates for a “Road Diet” that statewide Urban would reduce the existing street from a 5-lane to 3-lane section, but Intersection Crash List a recent Transportation Research Board study has demonstrated that Road Diets may successfully be applied to streets with volumes up to 23,000 vehicles per day dependent on side street volumes. In these cases a more detailed traffic analysis must be performed to determine if a road diet will result in an acceptable operational level during peak hour traffic periods.
Segment from FAP Route Requirements* York/Stumph to Old With US-42 being a Federal Aid Primary (FAP) route, ODOT’s Location York ranked #87 on and Design Manual will require that at least one 12-foot thru lane be 2011 ODOT Urban maintained in each direction, while the remaining thru lanes and Non-Intersection Crash two-way center left-turn lane can be reduced to 11-foot and 10-foot List widths, respectively. Any project that replaces the existing curb (either in the same place or at a new location) will be subject to these minimum lane width requirements, but regular maintenance * A National Network Safety Analysis is required if the project proposes to reduce projects (i.e. resurfacing) can maintain the existing 54-foot pavement the lane width of the National Network (FAP Route) to less than 12 feet section’s four 11-foot thru lanes and one 10-foot two-way center left- turn lane.
17 UTILITIES
Common Weir overtopped Sewers during peak storm Trench Sewer flows causing storm Separate sanitary and storm sewers run longitudinally along both sides of Junction Chamber flow to mix with Pearl Road; however, they utilize a common trench system with shared sanitary flow junction chambers where storm flows are able to overtop a weir and mix with sanitary flow during peak storm events (pictured top left). A Sanitary Flow Northeast Ohio Regional Sewer District (NEORSD) Relief Sewer runs along Pearl Road (pictured bottom left). Storm Flow Water
Cleveland Water provides potable water to the corridor via a 12-inch water main running underneath Pearl Road. Parma Heights falls into a “2nd High” Water Rate Zone determined by the city’s distance and elevation from the Lake Erie. The rate structure is based on the costs of pumping water to an area.
Private Utilities
Overhead
Electric (The Illuminating Company), telephone (AT&T), and cable (Cox Communications) lines run on overhead utility lines along the Pearl Road Corridor.
Underground
NEORSD Gas (Columbia Gas) lines run underground along each side of Pearl Road.
Southwest Interceptor
18 ECOLOGICAL
The entire City of Parma Heights is encompassed by the Big Creek Watershed which drains north to Parma and Brooklyn before turning east and eventually emptying into the Cuyahoga River in Cleveland just south of Harvard Road. According to Big Creek Connects, Big Creek is the third largest tributary of the Cuyahoga River with a watershed containing over 130 miles of streams and culverts draining nearly 38 square miles from 8 municipalities — Cleveland, Brooklyn, Linndale, Parma, Parma Heights, Brook Park, Middleburg Heights, and North Royalton. Big Creek is the most heavily urbanized watershed of any major tributary in the Cuyahoga River Watershed with over 90% of the watershed developed and nearly 40% being impervious.
Riparian setbacks serve to preserve and protect existing stream corridors from degradation and environmental damage, to restore the quality of degraded and damaged riparian corridors, and to plan and control development around the stream with acceptable levels of quality and ecological character. The City of Parma Heights has established riparian setbacks (Codified Ordinances Section 1105.16) that meet or exceed recommended best practice values :
Drainage Area Riparian Setbacks (sq mi) Study Corridor Recommended Parma Heights <0.5 25 ft 25 ft 0.5-20 75 ft 75 ft 20-300> 100 ft 120 ft Source: Big Creek Watershed Plan, 2010 >300 300 ft 300 ft
19 STORMWATER
The commercialized portion of the Pearl Road corridor from West 130th Street to Ackley Road is dominated by impervious surface areas, particularly surface parking lots, contributing heavily to the degradation of the receiving Big Creek Watershed and flooding. The city can build upon their already enacted riparian setbacks to further steward the revitalization of this critical regional watershed.
Potential tools to better reduce, manage and treat stormwater runoff include:
Parking Maximums
Instead of setting minimum parking standards (Parma Heights currently requires 5.5 spaces per 1,000 SF of retail) set a maximum of parking spaces created (using average demand rather that peak demand), minimizing the dimensions of lot spaces, and incorporating green infrastructure such as pervious pavement in parking areas or bioretention swale areas within Source: Big Creek Watershed Plan, 2010 parking islands.
Impervious Surface Limits
Place a percentage limit on impervious surface coverage (i.e. 10-20% in residential areas and 30% and up in commercial/mixed-use areas).
Low Impact Development (LID) Provisions
Adopt zoning and other appropriate land-use and management provisions to allow for the use of LID techniques for residential, business and industrial districts, particularly in conjunction with already codified Development Districts and PUDs.
20 GREENSPACE
The Emerald Necklace
Parma Heights is home to Cleveland Metroparks Big Creek Reservation, a key part of Greater Cleveland’s “Emerald Necklace” of greenspace. A major component of Big Creek Reservation is Big Creek Parkway and its parallel asphalt All-Purpose Trail (APT), a refreshing alternative to the standard suburban commuter routes to Cleveland. The reservation runs parallel to Pearl Road from Valley Parkway to Brookpark Road, and is located in the Cities of Brooklyn, Parma, Parma Heights, Middleburg Heights, and Strongsville.
At its southern terminus in Strongsville, Big Creek Parkway intersects with the Valley Parkway APT providing connectivity to Lake Erie to the North in Lakewood and, in the future, the Ohio & Erie Canal Towpath / Cuyahoga Valley National Park to the East in Brecksville once construction of a 6-mle segment of APT takes place in 2016-2017. Beyond the northern terminus of Big Creek Parkway at Brookpark Road (SR 17) the 2009 Big Creek Greenway Trail Alignment & Neighborhood Connector Plan identifies a proposed extension of the All-Purpose Trail to the Brookside Reservation providing a connection to Cleveland Metroparks Zoo.
Pocket Parks Parma Heights is also home to multiple, smaller “pocket parks” tucked into and scattered throughout the urban fabric providing public space for the directly adjacent population. In 2012 Colombo Park was opened on an environmentally remediated 0.75-acre parcel just northwest of Pearl Road and Big Creek. Modeled after a Tuscan garden, this pocket park greeted visitors with a fountain and also contained walking trails, benches, lamp posts and woodcarvings.
21 STREETSCAPE
The existing Pearl Road streetscape is fairly well vegetated due to the prevalence of trees within the tree lawn, but the close proximity of surface parking lots along the commercial stretch of the corridor creates the illusion of a “sea of pavement”. Overhead utility poles are present along both sides of the commercial corridor and the north side of the residential corridor.
Efforts to revitalize the streetscape should incorporate decorative elements that establish a uniform visual identity while also inducing traffic calming and enhancing safety for pedestrians, cyclists and transit riders. Recommended improvements include the installation of textured crosswalks (either brick pavers or stamped concrete), the provision of decorative pedestrian-scaled lighting and the incorporation of uniform wayfinding signage to direct travelers to local destinations.
Pictured Left: Examples of inconsistent tree lawn treatments along the corridor.
Pictured Right: An example of surface parking lot pavement directly adjacent to the sidewalk without a landscaped buffer.
22 3 SUB-CORRIDORS
While Pearl Road has a consistent 5-lane roadway section throughout the city, three distinct sub-corridors were identified along Pearl Road based on land-use, aesthetics and how the roadway interacts with adjacent development. Each sub- corridor presents its own unique challenges and opportunities in implementing a complete and green street.
Commercial Corridor Revitalizing Parma Heights’ “Main Street” The southwestern portion of the Pearl Road corridor, beginning at the Southland shopping district at West 130th Street and traveling to the city’s central intersection at Stumph Road, is dominated by auto-dependent commercial parcels plagued by vacancies and structures in dire need of a facelift.
Town Center Place-making in the Heart of the City The central crossroads of Pearl Road and Stumph Road / York Road presents an opportunity to capitalize on the untapped potential of this high-volume intersection to leverage private development and create a vibrant Town Center that links modes of travel and nodes of activity.
Residential Boulevard Greening the Neighborhood The northeastern portion of the Pearl Road corridor transitions abruptly into a residential neighborhood northeast of Greenbrier Commons, in sharp contrast to the Commercial and Town Center Districts, providing a natural opportunity to green and beautify while capitalizing on adjacent greenspace.
23
COMMERCIAL DISTRICT
Key Issues
Establishing a Gateway Defining a grand gateway at the West 130th Street intersection along the city’s western border will alert visitors they have arrived in Parma Heights and create a memorable environment that brings energy and identity to their surroundings with branding that establishes the Commercial District.
Activating the Street Calming traffic along the corridor and providing streetscape enhancements will encourage modal shift while drawing visitors’ attention to revitalized businesses and storefronts which would greatly benefit from increased foot and bicycle traffic.
Pictured Top Left: Commercial storefronts along the south side of Pearl Road contain underutilized space between the buildings and the sidewalk that could be utilized for patio dining or seasonal sales displays.
Pictured Bottom Left & Right: Commercial vacancies are most prevalent along the segment of the corridor within the Commercial District.
24 COMMERCIAL DISTRICT
Key Issues (continued)
Enhanced Connectivity to Big Creek Parkway Several potential on-street and off-street bicycle and pedestrian connections to the Big Creek Parkway exist throughout the Commercial District. One or more linkages should be defined either using existing side streets or a dedicated trail connection along underutilized open space.
Pictured Top Left: The Saint John Bosco Catholic Church campus provides a logical connection point for an off-road trail linking Cleveland Metroparks Big Creek Reservation and Multi-Purpose Trail to the heart of the Pearl Road Commercial District. Opportunities for the church to donate an easement across the church property should be explored if they are receptive to a non-intrusive trail alignment.
Access Management The commercial corridor suffers from an abundance of curb cuts that perpetuate a “sea of pavement” while creating safety hazards for motorists making turns in and out of driveways and for pedestrians/cyclists who must constantly navigate conflict points. Consolidating redundant drives and providing shared drives where feasible would enhance safety, reduce unnecessary impervious surface area and green the corridor resulting in environmental and aesthetic benefits.
The Solution Develop a concept that transforms the Pearl Road commercial corridor into a fulcrum that leverages reinvestment in blighted structures and maximizes the highest-and-best use of vacant and underutilized parcels.
25 TOWN CENTER
Key Issues
Overlay District Implementing Design Guidelines for a Town Center Overlay District would help bring future development to the street and serve to compliment the city’s existing Smart Growth initiatives already in place (i.e. PUD, Development District at Big Lots plaza and Big Creek riparian setbacks) to ensure compatibility with your long-term vision for the area.
High Crash Location Pearl Road and Stumph Road / York Road ranks as the 33rd worst crash location in the NOACA region and the 454th worst statewide crash location on ODOT’s Urban Intersection List, making it a candidate to receive ODOT Highway Safety Program (HSP) funds to provide corrective countermeasures. A safety study completed by ODOT in April 2014 recommended access management countermeasures to consolidate drives and restrict drive turn movements to minimize conflict points responsible for crashes in the vicinity of the intersection. N Better Integrate Greenbrier Commons The recently completed Big Creek Connector Trail marks a major improvement Pocket Parks in access to the parallel greenway, however overall bike/ped improvements are Parma Heights is also home to multiple, smaller “pocket parks” tucked needed to improve access from Pearl into this civic campus. into and scattered throughout the urban fabric providing public space for the directly adjacent population. In 2010 Colombo Park was opened on an Pictured Below: Greenbrier Commons lacks a clear and inviting route for environmentally remediated 0.75-acre parcel just northwest of Pearl those using non-motorized transportation to traverse its plethora of Road and Big Creek. Modeled after a Tuscan garden, this pocket park recreational and cultural activities. Efforts should be made to remedy this greeted visitors with a fountain and also contained walking trails, benches, disconnect from Pearl Road through improved wayfinding signage and lamp posts and woodcarvings. provision of a dedicated non-vehicular trail from Pearl Road throughout the campus.
26 TOWN CENTER
Key Issues (continued)
Enhance Transit Waiting Environments While enhanced Transit Waiting Environments along the entire Pearl Road corridor would be desirable, the Town Center is the most logical point for a bus transfer between GCRTA Route 51 (West 25th-Pearl) and Route 79B (Fulton) which provides connectivity to the Parma Transit Center.
Pinch Point at Bridge over Big Creek The existing bridge over Big Creek provides very narrow sidewalk spaces that give pedestrians a claustrophobic feel while being unable to accommodate cyclists. The most recent ODOT bridge inspection report for the concrete spandrel arch spanning Big Creek rates the bridge to be in “Satisfactory” condition which means that a structure replacement is not imminent. A separate parallel structure on either side of the existing bridge to provide a multi-use path would be a potential solution.
Pictured Left: The Pearl Road bridge over Big Creek presents a
pinch point for pedestrians and limits the possibility of adding
off-road cycling space to the existing structure as configured.
The Solution Develop an integrated transportation and redevelopment plan that encourages multi-modal transportation options and promotes mixed-use, infill development creating a synergetic town center district at the crossroads of the city’s two primary thoroughfares.
27 RESIDENTIAL BOULEVARD
Key Issues
Connecting to the Town Center The northern end of the Pearl Road corridor feels disconnected from the commercialized portion of the street due to heavy traffic alongside uninviting pedestrian facilities and a complete lack of bicycle accommodations. Connections to future bike lanes along the Old Brooklyn section of Pearl Road in Cleveland should also be considered.
Medians The installation of one or more medians along the residential boulevard would serve to calm traffic, implement greening, reduce impervious surface area and potentially provide a center curb-cut bioswale if the pavement slope of the inside thru lanes was inverted. The stretch of Pearl between Maplecliff Drive and Reservoir Drive would be a logical location for a median installation since left turns are already prohibited there.
Linking Adjacent Greenspace Opportunities to provide on-street bicycle connections (i.e. bike lanes or sharrows/route signage) to Big Creek Parkway/Reservoir Park should be explored along residential side streets.
Pictured Top Left: Better signage could be provided for non-vehicular access of the Big Creek Reservation from Eureka Parkway.
Pictured Bottom Left: The intersection of Pearl Road and Denison Blvd is a logical place to install a median refuge space to facilitate pedestrian crossing since left turns are prohibited heading southwest.
28 RESIDENTIAL BOULEVARD
Key Issues (continued)
Northern Gateway The provision of a northern gateway to the city for southbound travelers is complicated by the fact that the ideal gateway parcel at the southwest corner of Pearl and Snow is in neighboring Parma. Efforts should be made to acquire this parcel (currently an auto service center) via a land swap in the future with the intent of making this a gateway entrance at a pocket park incorporating a stormwater demonstration project.
At the northbound exit from the City of Parma Heights a former Clark gas station (pictured top left) is being reconstructed and could incorporate landscaping and gateway signage in conjunction with this redevelopment effort.
Pocket Park The underutilized existing pocket park (pictured bottom left) at the southwest corner of Pearl Road and Lotusdale Drive presents an opportunity for enhanced greenspace. Efforts should be made to activiate the space and increase its utility as a neighborhood-scale asset.
The Solution Plan for a greenway boulevard along the residential segment of the Pearl Road corridor that complements existing homes and enhances non- motorized connectivity to the Town Center while serving as a northern gateway to Parma Heights.
29 City of Parma Heights NOACA Transportation for Livable Communities Initiative (TLCI) Pearl Road: Complete and Green Streets Initiative
Conceptual Plan CONCEPT ALTERNATIVES
The feasibility of a “Road Diet” was explored along Pearl Road in each of three corridor segments. Implementing a Road Diet along Pearl Road would help to calm traffic along the city’s primary thoroughfare and promote the use of alternative modes of Residential Boulevard transportation (i.e. pedestrian, bicycle, and mass transit).
Traffic counts were conducted in January 2015 in the morning (7:00- 10:00 AM) and evening (3:00-6:00 PM) to determine peak hour volumes at the following representative signalized intersections along the corridor: Fernhurst Drive, Old York Road, Ackley Blvd, and Lotusdale Drive. A recent traffic count from an April 2014 ODOT Safety Study was available for the analysis of the Stumph Road/York Road intersection. It was assumed that any Road Diet Commercial District reconfiguration would hold the existing 5-lane intersection approaches at the bookends of the corridor (West 130th Street and Snow Road) as adjacent communities would need to conduct a traffic study to determine feasibility of extending a road diet north or south of the study area.
Traffic analyses at the five signalized intersections with traffic count data was performed using Highway Capacity Software (HCS) per Town Center ODOT Location & Design Manual, Vol. 1, 401.2. For an urbanized area the minimum Level of Service (LOS) that must be achieved is LOS D. In addition, all individual lane volume to capacity (v/c) ratios must be less than 1.0, and preferably less than 0.90. For each intersection the critical (worst) delay of the north/south approach should approximately equal the worst delay of the east/west approach. Approach delays are considered balanced when they are within 3 seconds. Once delays are balanced and minimum LOS and v/c ratio requirements are met, it is possible to ascertain whether an Traffic Signal Traffic Count Location intersection can operate acceptably with a reduced number of lanes.
31 CONCEPT ALTERNATIVES
Commercial Corridor A Road Diet is feasible from a traffic operations standpoint along the Road Diet Feasible western portion of the corridor from Maplewood Drive/Fernhurst Ackley to NE City Limits Drive to Kingsdale Blvd as the proposed Road Diet reduction of one thru lane in each direction still allows traffic to operate on all Road Diet Feasible approaches at acceptable LOS (D or better) in the AM and PM Peak but… Community & Hours. Businesses Not
Supportive of Concept 1 Maplewood to Kingsdale
Town Center 2 Implementing a Road Diet at the York/Stumph intersection would Existing 5-Lanes cause five movements to operate at an unacceptable LOS (E or F) in must be the PM Peak Hour, with a WB approach LOS E and an overall intersection LOS D. Because of these unacceptable delays a Road maintained at Diet would not be acceptable in the vicinity of the Stumph York/Stumph Road/York Road intersection within the confines of the Town Center. 1 Proposed enhancements would therefore be limited to improvements behind the existing curbs such as access management (i.e. driveway removal/consolidation), streetscape 2 enhancements and green infrastructure. In addition, Focus Areas for target investments in the Town Center include reconfigured Greenbrier Commons site access and a realigned Old York Road intersection creating a storefront redevelopment parcel.
32 CONCEPT ALTERNATIVES
Residential Boulevard A Road Diet is feasible from a traffic operations standpoint along the Road Diet Feasible eastern portion of the corridor from Ackley Road to the northern Ackley to NE City Limits city limits as the proposed Road Diet reduction of one thru lane in 2 each direction still allows traffic to operate on all approaches at Road Diet Feasible acceptable LOS (D or better) in the AM and PM Peak Hours. but… Community & Businesses Not Supportive of Concept 1 Maplewood to Kingsdale 1
Existing 5-Lanes must be 2 maintained at York/Stumph
33 COMMERCIAL CORRIDOR
Proposed Option 1:
3-Lanes with On-Street Parking on South side and Bike Lanes
Proposed Option 1 in the Commercial District involves reconfiguring the existing 5-lane roadway section to 3-lanes with bicycle lanes in each direction and an on-street parking lane along the south side of the roadway providing storefront parking to underutilized storefronts.
PROS: Provides parking directly in front of storefronts Maintaining 2-lanes in each direction favorable to business community
CONS: Vehicle doors swing open adjacent to bike lane
34 COMMERCIAL CORRIDOR
Proposed Option 2:
3 Lanes with On-Street Parking (Both Sides)
Proposed Option 2 in the Commercial Corridor involves reconfiguring the existing 5-lane roadway section to 3-lanes with on- street parking along both the north and south sides of the roadway.
PROS: Provides parking directly in front of storefronts Provides on-street parking in both directions
CONS: No dedicated bicycle space on- street Parkers on north side of street have to cross the street to patronize storefronts
35 COMMERCIAL CORRIDOR
Proposed Option 3:
4- Lanes with On-Street Parking (South Side)
Proposed Option 3 in the Commercial Corridor involves reconfiguring the existing 5-lane roadway section to 4-lanes with on- street parking along the south side of the roadway.
PROS: Provides parking directly in front of storefronts Maintaining 2 thru lanes in each direction favorable to business community
CONS: No dedicated bicycle space on-street Parkers on north side of street have to cross the street to patronize storefronts Does not calm traffic Does not provide proven safety benefits of 3-lane section
36 TOWN CENTER
Maintain Existing Roadway Configuration
Traffic volumes at the Stumph Road/York Road intersection will not allow for a Road Diet in the vicinity of the intersection, therefore the existing 5-lane roadway section must be maintained within the Town Center to provide an acceptable Level of Service. Proposed enhancements would therefore be limited to improvements behind the existing curbs such as access management (i.e. driveway removal/consolidation), streetscape enhancements and green infrastructure. In addition, Focus Areas for target investments in the Town Center include reconfigured Greenbrier Commons site access and a realigned Old York Road intersection creating a storefront redevelopment parcel.
37 RESIDENTIAL BOULEVARD
Proposed Option 1:
3-Lanes with Buffered Bike Lanes
Proposed Option 1 along the Residential Boulevard involves reconfiguring the existing 5-lane roadway section to 3-lanes with buffered bicycle lanes in each direction.
PROS: 3-lanes calms traffic Compatible with future on-street bike lanes/sharrows in Old Brooklyn segment of Pearl Road Buffer space between vehicles and bicycles Compatible with Median Refuge Crosswalk at Denison Blvd CONS: Bus Stops may cause backup (but only 2-3 times per hour) and vehicles will use center two-way left turn lane to pass stopped bus
38 RESIDENTIAL BOULEVARD
Proposed Option 2:
3-Lanes with Bi-Directional Cycle Track
Proposed Option 2 along the Residential Boulevard involves reconfiguring the existing 5-lane roadway section to 3-lanes with buffered bi-directional cycle track along the north side of the roadway. While this proposed option could be reversed symmetrically with the cycle track placed on the south side of the roadway instead of the north side, the north side location was chosen because major bicycle destinations including the Big Creek Reservation and Greenbrier Commons are located along the north side of the street.
PROS: 3-lanes calms traffic Buffer space between vehicles and bicycles – essentially a two-way “bike path” on the road Compatible with Median Refuge Crosswalk at Denison Blvd CONS: Bus Stops may cause backup (but only 2-3 times per hour) and vehicles will use center two-way left turn lane to pass stopped bus Drivers used to bikes riding with traffic in both directions
39 RESIDENTIAL BOULEVARD
Proposed Option 3:
4-Lanes with Shared Lanes
Proposed Option 3 along the Residential Boulevard involves reconfiguring the existing 5-lane roadway section to 4-lanes with wider 15-foot “shared” outside lanes with sharrows to encourage shared use of the roadway by bicycles and vehicles.
PROS: Compatible with future on-street bike lanes/sharrows in Old Brooklyn segment of Pearl Road Wider outside lane/sharrows facilitates safe on-street cycling CONS: Less traffic calming than 3-lanes No separated bicycle facility – bikes share lane with vehicular traffic Does not provide a center turn lane to facilitate installation of crosswalk median refuge space
40 PREFERRED ALTERNATIVES
Commercial Corridor While a road diet is feasible from a traffic operations standpoint along the western Commercial portion of the corridor from Maplewood Drive/Fernhurst Drive to Kingsdale Blvd, the city administration, public and business community were not in support of a Corridor road diet along this stretch of Pearl Rd due to safety concerns, impacts on existing businesses and concerns about the potential growth of traffic due to future Maintain Existing redevelopment of the Cornerstone property at the Southeast corner of Pearl Rd and 5-Lanes th West 130 Street. *Add on-street parking in south tree lawn: Beresford to With these concerns in mind it is recommended that the existing 5-lane section be Parma Park maintained within the Commercial Corridor while providing on-street parallel parking within the existing tree lawn between Beresford Ave and Parma Park Blvd as the city has expressed an interest in revitalizing vacant and underperforming storefronts adjacent to the sidewalk on the south side of this segment of roadway. Town Center Maintain Existing Town Center Traffic volumes at the Stumph Road/York Road intersection will not allow for a road 5-Lanes diet in the vicinity of the intersection. Proposed enhancements would therefore be limited to improvements behind the existing curbs such as access management (i.e. driveway removal/consolidation), streetscape enhancements and green infrastructure. In addition, Focus Areas for target investments in the Town Center include reconfigured Greenbrier Commons site access and a realigned Old York Road Residential intersection creating a storefront redevelopment parcel. Boulevard Residential Boulevard 3-Lanes with The proposed concept recommended for the Residential segment of the corridor entails converting the existing 5-lane section of Pearl Road from 5-lanes to 3-lanes Buffered Bike with buffered Bicycle Lanes between Ackley Road/Greenbrier Commons and the northeast city boundary just southwest of Snow Road. Pages 53-59 show detailed Lanes plan views of the proposed Road Diet reconfiguration along Pearl Road.
41 FOCUS AREAS
1 Focus Areas: 6 1. Gateway Intersections 7 2. Storefront Revitalization District 5 . St John Bosco Church 4 3 Connection
3 4. Old York Intersection
5. Greenbrier Commons 1 2 6. Residential Boulevard Road Diet
7. Denison Blvd Crosswalk
42 GATEWAY INTERSECTIONS
A recurring comment received during the public outreach process was that “many residents don’t know where Parma Heights begins and ends.” This dilemma can be attributed to a lack of gateway signage and community branding.
Southern Gateway
Defining a grand gateway at the West 130th Street intersection along the city’s western border will alert visitors they have arrived in Parma Heights and create a memorable environment that brings energy and identity to their surroundings. The southeast corner of the Pearl Road and West 130th Street intersection presents an opportunity to install “Welcome to Parma Heights” signage in conjunction with redevelopment efforts at this high visibility parcel at a busy intersection of two arterials.
Northern Gateway
The provision of a northern gateway to the city for southbound travelers is complicated by the fact that the ideal gateway parcel at the southwest corner of Pearl and Snow is in neighboring Parma. Efforts should be made to acquire this parcel (currently an auto service center) via a land swap in the future with the intent of making this a gateway entrance at a pocket park incorporating a stormwater demonstration project.
Underwhelming Gateways Existing vacant former gas stations at the southeast (pictured top left) and northeast (pictured bottom left) provide lucrative opportunity for private redevelopment that should be integrated with wayfinding signage to inform visitors and residents alike they have arrived in Parma Heights.
43 STOREFRONT DISTRICT
Commercial vacancies are most prevalent along the segment of the corridor within the Commercial District along the south side of Pearl Road between Oakwood Road and Parma Park Blvd. Along this stretch of Pearl Road commercial storefronts contain underutilized space outside the public right-of-way between the buildings and the sidewalk that could be utilized for patio dining or seasonal sales displays. Existing space within the public-right-of-way tree lawn could be repurposed as on-street parking without reconfiguring any existing travel lanes. In locations where overhead utility poles are within the tree lawn the curb can “bumpout” to avoid costly utility pole relocations.
44 STOREFRONT DISTRICT
Maintain and enhance Install on-street parking existing GCRTA transit in tree lawn with waiting environments pervious pavement
Bumpout curb to avoid Install brick pavers relocating overhead between parking spaces utility poles in tree lawn and sidewalk
45 ST. JOHN BOSCO TRAIL
The busy commercial nature of the southwestern portion of the Pearl Road Big Creek All- corridor makes it seem that the tranquility of the Big Creek Parkway is a world Purpose Trail away, when in reality it parallels Pearl Road separated by a mere quarter-mile. To eliminate this perceived barrier the construction of an approximately 1300- foot long, 10-foot wide paved multi-use path across the St. John Bosco Church property is proposed to provide a key connection for non-motorized travel between Big Creek Parkway and Pearl Road in the Commercial District.
To facilitate implementation of the trail an easement would be needed to traverse a narrow sliver of open space along the periphery of the church property. The city has an excellent working relationship with St. John Bosco Church and Cleveland Metroparks from past partnerships and could potentially leverage such an easement as a local match contribution for funding assistance. Pocket Park Trailhead Drainage Inlet The existing pocket park along Pearl The trail pavement will have to meet Road, which sits on an easement the existing grade and cross slope of granted from the Diocese, would the church’s parking lot inlet to serve as a logical trailhead for the new provide positive drainage. connector trail.
2
1 1 2
46 ST. JOHN BOSCO TRAIL
Drainage Swale: The trail 3 Big Creek All- pavement will have to meet Purpose Trail the existing cross slope of the church’s swale to provide positive drainage.
4
4
3
Threading the Needle: The trail pavement will have to avoid impacts to mature trees at a pinch point where the church driveway abuts a wooded area.
47 ST. JOHN BOSCO TRAIL
Existing Crosswalks Big Creek All- The trail alignment will tie into the Big Creek All-Purpose Trail and utilize Purpose Trail existing crosswalks across the Big Creek Parkway and church driveway.
5
5
48 GREENBRIER COMMONS
Streamlining access through the existing Greenbrier Commons site will improve access to the park’s recreational amenities as well as a number of public venues including the Parma Heights Branch of Cuyahoga County Public Library, Cassidy Theatre, and NEO Soccer Complex. Furthermore, improved and simplified site access to Greenbrier Commons would enhance connectivity to the Big Creek Connector Trail recently constructed to link the site and community to Cleveland Metroparks Big Creek Reservation.
An off-road connection that links existing trails behind the community pool to future bike lanes on Pearl Road to the northeast and a GCRTA transit stop would encourage the use of alternative modes of transportation by visitors of the park living, working or playing in the community. Promoting Active Transportation & Healthy Lifestyles Improved multimodal site access to Greenbrier Commons will enhance connectivity to the Senior Citizens Multi- Purpose Walking Trail equipped with LifeTrail Stations designed to make it easier for users to perform daily tasks and enjoy a better quality of life.
49 GREENBRIER COMMONS
Biannually Ohio Environmental Protection Agency (EPA) solicits proposals for grants awarded from the Surface Water Improvement Fund (SWIF). Grants up to $150,000 each will be awarded for the implementation of projects that address nonpoint source pollution and/or storm water runoff and improve water quality in Ohio's streams, rivers and lakes. The SWIF was created in 2008 and authorizes the Ohio EPA to provide grant funding to applicants such as local governments, park districts, and conservation organizations. Generally $1 .5 million is available statewide for each round of SWIF grant funding with the next cycle approaching in 2015.
SWIF grants are targeted to Ohio waters where nonpoint source pollution is a significant cause of aquatic life use impairments. Projects that eliminate such impairments and/or that restore impaired waters will score significantly higher in the review process and receive more favorable consideration. Parma Heights’ location in the Big Creek Watershed which contributes to the Cuyahoga River Watershed Area of Concern (AOC) only strengthens the city’s application.
In addition, Ohio EPA is interested in promoting innovative stormwater management practices by funding highly visible local demonstration projects. The parking lot at the front of Greenbrier Commons adjacent to Pearl Road located between the Public Library and Service Center would be an excellent candidate for a high visibility demonstration project. The city should explore repackaging a previously submitted SWIF grant application at a more visible and competitive location at the front of a reconfigured Greenbrier Commons parking lot in conjunction with other sources such as CDBG and ODNR funding to improve access to the site and Big Creek Connector Trail.
50 OLD YORK INTERSECTION
The intersection of Old York Road and Pearl Road is a safety issue Longer crosswalk due to for the city because of the large skew angle between the two intersection skew angle streets. Per ODOT Location & Manual, Vol. 1, Sect.401.3 an intersection angle of 70 degrees to 90 degrees is to be provided on all new or relocated roadways, with an intersection angle of 60 degrees being satisfactory at a signalized intersection. The existing intersection alignment at Old York Road and Pearl Road has a substandard intersection angle of 40 degrees.
Realigning the Old York Road approach to the intersection with the eastern driveway at Yorktown Lanes would provide a standard intersection angle of 90 degrees while increasing the spacing between the closely–spaced signalized intersections of Old York Road and Ackley Road which would mitigate safety and operational issues posed by vehicles backing up into the adjacent intersection. In addition, eliminating the intersection skew by providing a perpendicular “T-intersection” would reduce the crosswalk along the south side of Pearl Road to shorten the time pedestrians spend walking within the curbed roadway.
The realignment of Old York Road would reap not only transportation benefits but also provide vacated right-of-way at the southeast corner of the intersection adjacent to the Yorktown Plaza that could provide a new parcel for storefront development that squares up to the corner of the realigned roadways. See Page 52 for a conceptual schematic of the proposed Old York Road realignment. Substandard 40-degree intersection angle
51 OLD YORK INTERSECTION
52 ROAD DIET
See Town Center Bike Lanes Transition next page
53 ROAD DIET
Town Center Bike Lanes Transition
While the primary public support for implementing a Road Diet with SB bike lane buffered bike lanes along the Residential Boulevard was driven by a strong transition to off- community desire to better link the northeast neighborhoods of the city street shared walk with Greenbrier Commons, it is acknowledged that there are additional benefits to providing dedicated bicycle access further southwest along Pearl Rd into the Town Center, in particular providing cyclists with safe and inviting passage to and from local businesses on the corridor.
Further consideration should be given in preliminary engineering to concepts that extend the Residential Boulevard bike lanes southwest into NB shared walk the Town Center while maintaining acceptable operational level at Pearl Shared walk with transition to on- Road and York Road/Stumph Road. One such concept (pictured left) is to bike/peds street bike lane transition on-street bike lanes onto a widened shared sidewalk. separated Case Study (pictured right) Example of an on- street bike lane transitioning to an off-street shared sidewalk on Barton Tree lawn raised concrete Springs Rd in planters may need to be Austin, TX. reconfigured to
accommodate additional
sidewalk width within
right-of-way for shared
bike/ped use
54 ROAD DIET
55 ROAD DIET
56 ROAD DIET
57 ROAD DIET
58 ROAD DIET
Considering a road diet along Pearl Rd within the City of Parma was beyond the scope of this study
59 DENISON CROSSWALK
The installation of a crosswalk with a median refuge space is recommended at the intersection of Denison Blvd to facilitate safe pedestrian access to and from the Cleveland Metroparks Big Creek Reservation. A raised curb landscaped median refuge space would be installed at the midpoint of the crosswalk within the center turn lane since left turns are prohibited along this stretch of Pearl Road. A shift in the alignment within the median refuge would be provided to force pedestrians to face the direction of oncoming traffic before they crossed the remaining direction of traffic.
Existing Condition The existing 5-lanes of Pearl Road create a 55-foot wide paved barrier that discourages residents from walking and biking from neighborhoods to the south along Denison Blvd north to the Cleveland Metroparks.
Linking Neighborhoods The installation of a midblock crossing at Denison Blvd would allow residents to safely cross Pearl Road and access the Big Creek Reservation to the north via Edgehill Drive.
60 DENISON CROSSWALK
HAWK Signal
The pedestrian hybrid beacon (also known as the High intensity Activated crossWalK (or HAWK)) is a pedestrian‐activated warning device located on the roadside or on mast arms over midblock pedestrian crossings. The installation of a HAWK signal at the Denison Crosswalk would facilitate the safe crossing of pedestrians by providing a protected “WALK” phase that will stop vehicular traffic with a steady red indication to drivers. Unlike a normal traffic signal, a HAWK signal remains “dark” until a pedestrian activates the crosswalk push button.
Case Study: Freedom Trail HAWK Signal The City of Akron recently installed Northeast Ohio’s first HAWK signal (pictured below) at the crossing of the Freedom Trail at Brittain Road on the city’s eastside. Similar to the Pearl Road corridor in Parma Heights, the vertical profile of Brittain Road poses sight distance issues for drivers approaching pedestrians in the crosswalk that are mitigated by the installation of the of the overhead mast arm flashing signal’s visibility.
61 DENISON CROSSWALK
62 DENISON CROSSWALK
63 SUMMARY
6 Focus Area Recommendations: 1 . Collaborate with developers to 1 install welcoming Gateway signage
5 at vacant parcels 2. Create Storefront Revitalization 7 District by adding on-street parking 3. Construct Connector Trail at St John Bosco Church . Realign Old York Intersection to 3 4 improve traffic/safety and create 4 redevelopment parcel . Reconfigure Greenbrier Commons 1 5 site access in conjunction with stormwater management 6. Install Buffered Bike Lanes along 2 Residential Boulevard . Facilitate safe pedestrian crossing 7 through installation of median refuge and HAWK signal
64 City of Parma Heights NOACA Transportation for Livable Communities Initiative (TLCI) Pearl Road: Complete and Green Streets Initiative
Strategic Plan IMPLEMENTATION
Conceptual costs were estimated using ODOT’s Procedures for Estimating and local bid tab data to generate planning level 6 estimates of probable cost for each of the proposed transportation 1 infrastructure projects recommended for the seven Focus Areas. Each proposed project was classified as short, medium, or long-term based on the scale and complexity of the respective improvement. 5 Applicable funding sources were identified as potential avenues for the city to leverage outside funds to assist with implementation as 7 summarized in the table below.
Pages 67-69 schematically summarize proposed strategic improvements along the corridor. The remainder of the Strategic Plan focuses on Market-Based Strategies that complement the 3 physical infrastructure recommendations of the Conceptual Plan. 4
1
2
66 COMMERCIAL DISTRICT
*
* Alternative Concept: Row Houses with On-Street Parking in Tree Lawn
67 TOWN CENTER
*
* Seek partnership with private property owners
68 RESIDENTIAL BOULEVARD
69 MARKET-BASED STRATEGIES
The market analysis prepared for the Pearl Road Green and Complete Streets Initiative highlights the existing / future spending of consumers within the community and aligned along the Pearl Road corridor and study area. Sometimes called a gap or retail leakage analysis, this information can aid the public and private sector in better understanding unmet demand and possible opportunities. The last section of the report is comprised of eight market-based strategies aimed at repositioning the corridor.
Regional Retail Hubs Parma Heights sits between the Southland Shopping Center and the recently rebranded The Shoppes at Parma. As a result, strategies for infill retail development along the city’s Pearl Road Corridor must complement, rather than attempt to compete with these regional draws. 1 1
2
2
70 MARKET REALITIES
Opportunity Gaps - Major Merchandise Lines (2014) 2014 Demand Retail leakages exist in most markets as residents spend more for products than local (Consumer 2014 Supply Opportunity Leakage businesses capture. Depending upon the trade area, this unmet demand can help to spur Expenditures) (Retail Sales) Gap/Surplus % additional retail development. However, it is important to understand that this retail Total Retail Sales $343,602,754 $154,457,213 $189,145,541 55.0% Merchandise Lines leakage may not necessarily translate into across the board opportunities in all retail areas Groceries and Other Foods $60,181,723 $18,618,846 $41,562,877 69.1% with notable gaps. Meals and Snacks $29,712,378 $36,969,971 -$7,257,593 -24.4% Alcoholic Drinks $1,408,587 $1,229,478 $179,109 12.7% Packaged Liquor/Wine/Beer $9,346,066 $909,528 $8,436,538 90.3% This may be true for Parma Heights (and the 44130 community), as it is sandwiched in Cigars, Cigarettes, Tobacco, Accessories $11,919,665 $7,542,400 $4,377,265 36.7% most directions by regional retail hubs. Located directly off the city’s southeast boundary Drugs, Health Aids and Beauty Aids $41,947,117 $12,729,441 $29,217,676 69.7% Soaps, Detergents and Household Cleaners $869,076 $115,360 $753,716 86.7% sits the newly reborn “The Shoppes at Parma” (formerly Parma Town Mall) with 966,600 Paper and Related Products $3,362,749 $466,524 $2,896,225 86.1% square feet of gross leasable area (GLA) and Wal-Mart and Dicks Sporting Goods as new Men's Wear $6,712,888 $954,842 $5,758,046 85.8% Women's, Juniors' and Misses' Wear $10,407,525 $1,218,749 $9,188,776 88.3% anchors. Situated on the city’s western boundary sits the Southland Shopping Center. Children's Wear $5,306,396 $306,427 $4,999,969 94.2% With 700,000 square feet of GLA, Southland is categorized as a power center and Footwear $5,166,068 $985,816 $4,180,252 80.9% Sewing, Knitting and Needlework Goods $505,651 $30,621 $475,030 93.9% “category killer” because it houses discount, department, warehouse, and off-price stores. Curtains, Draperies, Blinds, Slipcovers Etc $3,474,212 $1,449,127 $2,025,085 58.3% And sitting 8 miles away to the south of I-71 in Strongsville is South Park Mall. With over Major Household Appliances $2,034,185 $273,725 $1,760,460 86.5% Small Electric Appliances $740,497 $256,056 $484,441 65.4% 1.6 million square feet of GLA and 180 stores, the mall is clearly the regional supermall. Televisions, Video Recorders, Video Cameras $3,088,661 $738,348 $2,350,313 76.1% Audio Equipment, Musical Instruments $2,309,426 $894,459 $1,414,967 61.3% Furniture and Sleep Equipment $5,538,224 $595,172 $4,943,052 89.3% A surplus often indicates that a community is capturing their own local market plus Flooring and Floor Coverings $1,686,623 $302,612 $1,384,011 82.1% attracting non-local consumers. Having a retail surplus does not necessarily mean that the Computer Hardware, Software and Supplies $5,668,491 $784,670 $4,883,821 86.2% community cannot support additional businesses. Many communities have developed Kitchenware and Home Furnishings $5,829,090 $2,111,423 $3,717,667 63.8% Jewelry $4,501,465 $7,357,834 -$2,856,369 -63.5% strong clusters of stores that have geographic appeal. For Parma Heights, restaurants and Books $4,152,759 $675,442 $3,477,317 83.7% food establishments (e.g. Clubhouse, Whip, Harry Buffalo, East Coast Custard, etc.), gas Photographic Equipment and Supplies $967,869 $171,921 $795,948 82.2% Toys, Hobby Goods and Games $5,325,783 $807,629 $4,518,154 84.8% and automotive service stations (e.g. Valero / Yorktown Service Plaza, Rad-Air, etc.), and Optical Goods $1,907,782 $704,722 $1,203,060 63.1% jewelry stores (e.g. Howard’s, etc.), and Yorktown Lanes are clear net attractors as Sporting Goods $2,906,071 $358,643 $2,547,428 87.7% Hardware, Tools, Plumbing, Electrical $2,046,840 $279,505 $1,767,335 86.3% indicated by the residents that participated in the survey and from data used to develop Lumber and Building Materials $1,271,871 $154,521 $1,117,350 87.9% the opportunity gaps (pictured right: Opportunity Gaps - Major Merchandise Lines). Lawn, Garden, and Farm Equipment & Supplies $3,696,303 $509,310 $3,186,993 86.2% Paint and Sundries $528,977 $95,603 $433,374 81.9% Cars, Trucks, Other Powered Transportation $49,604,066 $18,538,469 $31,065,597 62.6% Other locations that are a net draw to the community are public facilities such as the RVs, Campers, Camping & Travel Trailers $2,589,562 $26,771 $2,562,791 99.0% Automotive Fuels $23,264,451 $28,784,598 -$5,520,147 -23.7% library, theater, and recreation facilities located at Greenbrier Commons, Cleveland Automotive Lubricants $443,994 $210,322 $233,672 52.6% Metroparks Big Creek Reservation, as well as programming at these locations like “The Pets, Pet Foods and Pet Supplies $3,576,380 $393,740 $3,182,640 89.0% Weekend in the Commons”. All Other Merchandise $19,603,283 $5,904,588 $13,698,695 69.9% Source: U.S. Bureau of Labor Statistics (BLS) and Census of Retail Trade, U.S. Census
71 OPPORTUNITY GAPS
A detailed analysis of consumer spending was prepared to determine the value of retail leakage and to estimate consumer spending of residents within the market area. Data for Top 10 Merchandise Line Opportunity Gaps this market analysis was derived from two primary information sources. The demand data is derived from the Consumer Expenditure Survey provided by the U.S. Bureau of Labor Statistics (BLS). The supply data is derived from the Census of Retail Trade provided by the U.S. Census Bureau. Additional data sources are incorporated to create both supply and demand estimates.
The conclusion of the analysis indicates an overall leakage rate of 55%, with opportunity gaps existing in 35 of 38 merchandise lines within the study area. Thirty-one merchandise lines have opportunity gaps of over $1,000,000 or more (see Page 71: Opportunity Gaps - Major Merchandise Lines), and 17 merchandise lines have retail leakage rates higher than 85%. This means that residents left the study area in 2014 to make most purchases, spending an estimated $189,145,541. Retail leakage is expected to continue in 2015 with consumers spending a projected $188,611,068 (54% leakage rate) outside of study area (see Page 73: Projected Opportunity Gaps – Retail Stores). Merchandise Lines with Leakage > 85%
Three merchandise lines were identified as having more regional draw in that retail sales were not supported completely by local consumers. These lines were Meals and Snacks ($7,257,593; -24.4% Leakage Rate), Automotive Fuels ($5,520,147; -23.7% Leakage Rate), and Jewelry ($2,856,369; -63.5%). The top ten merchandise lines in monetary value with opportunity gaps are pictured top right.
Close to half of the merchandise lines have retail leakage percentages over 85% (pictured bottom right). Although the monetary values may not appear as valuable, these merchandise lines may provide the market area with the best recapturing opportunities.
Other notable merchandise lines with high retail leakages that could be recaptured due to expressed consumer demand (from the community survey) are: Books ($3,477,317; 83.7% Leakage Rate) and Photographic Equipment and Supplies ($795,948; 82.2%).
72 OPPORTUNITY GAPS
Opportunity Gaps - Retail Stores (2015 Estimated) Opportunity Gaps - Retail Stores (2015 Estimated) (continued) 2015 Demand 2015 Demand (Consumer 2015 Supply Opportunity Leakage (Consumer 2015 Supply Opportunity Leakage Expenditures) (Retail Sales) Gap/Surplus (%) Retail Stores Expenditures) (Retail Sales) Gap/Surplus (%) Total Retail Sales $351,282,715 $162,671,647 $188,611,068 54% Clothing & Clothing Accessories Stores $13,904,406 $9,145,795 $4,758,611 34% Clothing Stores $7,325,283 $941,004 $6,384,279 87% Retail Stores Men's Clothing Stores $357,468 $0 $357,468 100% Motor Vehicle & Parts Dealers $61,147,772 $16,385,495 $44,762,277 73% Women's Clothing Stores $1,590,349 $0 $1,590,349 100% Automotive Dealers $49,612,812 $13,718,832 $35,893,980 72% Children's, Infants' Clothing Stores $463,014 $0 $463,014 100% Other Motor Vehicle Dealers $6,243,927 $0 $6,243,927 100% Family Clothing Stores $3,964,881 $683,976 $3,280,905 83% Automotive Parts/Accessories, Tire Stores $5,291,033 $2,666,663 $2,624,370 50% Clothing Accessories Stores $311,631 $113,932 $197,699 63% Other Clothing Stores $637,940 $143,096 $494,844 78% Furniture & Home Furnishings Stores $6,451,459 $3,915,489 $2,535,970 39% Shoe Stores $1,178,550 $0 $1,178,550 100% Furniture Stores $3,343,338 $0 $3,343,338 100% Jewelry, Luggage, Leather Goods Stores $5,400,573 $8,204,791 -$2,804,218 -52% Home Furnishing Stores $3,108,121 $3,915,489 -$807,368 -26% Jewelry Stores $4,804,358 $8,204,791 -$3,400,433 -71% Luggage & Leather Goods Stores $596,215 $0 $596,215 100% Electronics & Appliances Stores $6,056,183 $998,737 $5,057,446 84% Appliance, TV, Electronics Stores $4,736,418 $998,737 $3,737,681 79% Sporting Goods, Hobby, Book, Music Stores $5,986,273 $829,895 $5,156,378 86% Household Appliances Stores $860,074 $595,112 $264,962 31% Sporting Goods, Hobby, Musical Inst Stores $5,286,367 $245,672 $5,040,695 95% Radio, Television, Electronics Stores $3,876,344 $403,625 $3,472,719 90% Sporting Goods Stores $2,738,677 $139,669 $2,599,008 95% Computer & Software Stores $1,172,644 $0 $1,172,644 100% Hobby, Toy & Game Stores $1,481,366 $0 $1,481,366 100% Camera & Photographic Equipment Stores $147,121 $0 $147,121 100% Sewing,Needlework & Piece Goods Stores $549,490 $0 $549,490 100% Musical Instrument & Supplies Stores $516,834 $106,003 $410,831 79% Building Material, Garden Equipment Stores $35,519,793 $6,554,205 $28,965,588 82% Book, Periodical & Music Stores $699,906 $584,223 $115,683 17% Building Material & Supply Dealers $30,307,331 $6,225,620 $24,081,711 79% Book Stores & News Dealers $587,289 $0 $587,289 100% Home Centers $12,250,264 $0 $12,250,264 100% Book Stores $502,878 $0 $502,878 100% Paint & Wallpaper Stores $510,938 $85,650 $425,288 83% News Dealers & Newsstands $84,411 $0 $84,411 100% Hardware Stores $3,078,026 $3,590,311 -$512,285 -17% Prerecorded Tape, CD, Record Stores $112,617 $584,223 -$471,606 -419% Other Building Materials Dealers $14,468,103 $2,549,659 $11,918,444 82% Building Materials, Lumberyards $5,685,918 $953,583 $4,732,335 83% General Merchandise Stores $40,400,835 $3,180,558 $37,220,277 92% Lawn/Garden Equipment/Supplies Stores $5,212,462 $328,585 $4,883,877 94% Department Stores, Excl Leased Departments$16,248,192 $147,619 $16,100,573 99% Outdoor Power Equipment Stores $1,673,381 $0 $1,673,381 100% Other General Merchandise Stores $24,152,643 $3,032,939 $21,119,704 87% Nursery & Garden Centers $3,539,081 $328,585 $3,210,496 91% Miscellaneous Store Retailers $9,370,970 $1,402,859 $7,968,111 85% Florists $355,607 $438,084 -$82,477 -23% Food & Beverage Stores $47,802,927 $1,568,534 $46,234,393 97% Office Supplies, Stationery, Gift Stores $4,266,665 $810,935 $3,455,730 81% Grocery Stores $30,815,614 $1,361,435 $29,454,179 96% Office Supplies & Stationery Stores $2,063,462 $711,611 $1,351,851 66% Supermarkets, Grocery Stores $28,741,494 $1,197,349 $27,544,145 96% Gift, Novelty & Souvenir Stores $2,203,203 $99,324 $2,103,879 95% Convenience Stores $2,074,120 $164,086 $1,910,034 92% Used Merchandise Stores $601,977 $37,074 $564,903 94% Specialty Food Stores $3,720,636 $207,099 $3,513,537 94% Other Miscellaneous Store Retailers $4,146,721 $116,766 $4,029,955 97% Beer, Wine & Liquor Stores $13,266,677 $0 $13,266,677 100% Non-Store Retailers $30,521,090 $3,205,201 $27,315,889 89%
Health & Personal Care Stores $22,930,311 $15,986,494 $6,943,817 30% Foodservice & Drinking Places $35,787,975 $41,373,211 -$5,585,236 -16% Pharmacies & Drug Stores $18,300,491 $15,192,828 $3,107,663 17% Full-Service Restaurants $16,070,581 $12,903,185 $3,167,396 20% Cosmetics, Beauty Supplies, Perfume Stores $1,607,140 $0 $1,607,140 100% Limited-Service Eating Places $14,258,389 $26,702,522 -$12,444,133 -87% Optical Goods Stores $995,816 $181,567 $814,249 82% Special Foodservices $3,931,882 $619,715 $3,312,167 84% Other Health & Personal Care Stores $2,026,864 $612,099 $1,414,765 70% Drinking Places -Alcoholic Beverages $1,527,123 $1,147,789 $379,334 25%
Gasoline Stations $35,402,721 $58,125,174 -$22,722,453 -64% GAFO * $77,065,821 $18,881,409 $58,184,412 75% Gasoline Stations with Convenience Stores $26,116,431 $55,666,668 -$29,550,237 -113% General Merchandise Stores $40,400,835 $3,180,558 $37,220,277 92% Other Gasoline Stations $9,286,290 $2,458,506 $6,827,784 74% Clothing & Clothing Accessories Stores $13,904,406 $9,145,795 $4,758,611 34% Furniture & Home Furnishings Stores $6,451,459 $3,915,489 $2,535,970 39% Source: U.S. Bureau of Labor Statistics (BLS) and Census of Retail Trade, U.S. Census Electronics & Appliances Stores $6,056,183 $998,737 $5,057,446 84% Sporting Goods, Hobby, Book, Music Stores $5,986,273 $829,895 $5,156,378 86% Office Supplies, Stationery, Gift Stores $4,266,665 $810,935 $3,455,730 81%
73 MARKET PSYCHOGRAPHICS
While the demographics report will help businesses identify who the Market Segment: Midlife Constants (37%) potential consumers are, psychographics will help to explain “why” they buy. To help in this endeavor, ESRI’s tapestry data was utilized to better explain the Parma Heights market area by classifying neighborhoods based on demographics and socioeconomic status. This information should be beneficial in helping existing and potential businesses identify the market area’s strongest market segments and more effectively reach these consumers.
There are 65 tapestry groups in the US that are divided into broader summary groups. There are three primary tapestry segments in the Midlife Constants residents are seniors, at or approaching retirement, 44130 market area: Midlife Constants (37%), Old and Newcomers (14%) with below average labor force participation and above average net and Rustbelt Traditions (11%). worth. Although located in predominantly metropolitan areas, they live outside the central cities, in smaller communities. Their lifestyle is more country than urban. They are generous, but not spendthrifts.
Market Profile
• Prefer practical vehicles like domestic SUVs and trucks. • Sociable, church-going residents belonging to fraternal orders, veterans’ clubs and charitable organizations and do volunteer work and fund-raising. • Contribute to arts/cultural, educational, political, and social services organizations. • DIY homebodies that spend on home improvement and gardening. • Media preferences: country or Christian channels. • Leisure activities include scrapbooking, movies at home, reading, fishing, golf, going to museums and rock concerts, dining out, and walking for exercise.
74 MARKET PSYCHOGRAPHICS
Market Segment: Old and Newcomers (14%) Market Segment: Rustbelt Traditions (11%)
This market features singles’ lifestyles on a budget. The focus is more on The backbone of older industrial cities in states surrounding the Great convenience than consumerism, economy over acquisition. Consumers in Lakes, Rustbelt Traditions residents are a mix of married-couple families the “Old and Newcomers” segment live in neighborhoods in transition, and singles living in older developments of single-family homes. While often populated by renters who are just beginning their careers or varied, the work force is primarily white collar, with a higher retiring. Some are still in college and some are taking adult education concentration of skilled workers in manufacturing, retail trade, and classes. They support environmental causes and local neighborhood health care. Rustbelt Traditions represents a large market of stable, hard- retailers like coffee houses. Age is not always obvious from their choices. working consumers with modest incomes but above average net worth. Family oriented, they value time spent at home. Most have lived, Market Profile worked, and played in the same area for years.
• Residents are strong supporters of environmental organizations. Market Profile • They prefer cell phones to landlines. • Entertainment features the Internet (dating sites and games), movies • Residents take advantage of convenience stores for fueling up and at home, country music, and newspapers. picking up incidentals. • Vehicles are basically just a means of transportation. They are less • Watching television is a common pastime; many households have auto-dependent. more than four TVs. • Food features convenience, frozen and fast food. • Favorite programming ranges from ESPN, Animal Planet, and AMC to • They do banking as likely in person as online. children’s shows on Nickelodeon and Cartoon Network. • Residents are connected; entertainment activities like online gaming dominate their Internet usage. • Favorite family restaurants include Applebee’s, Outback Steakhouse, and Texas Roadhouse. • Radio dials are typically tuned to classic rock stations.
75 MARKET-BASED STRATEGIES
The Pearl Road corridor in Parma Heights is often criticized for being one- dimensional, fragmented, and lacking a distinct character and sense of place. Recommendations:
The first impression of Parma Heights by residents and visitors is valuable, and this is especially true when arriving at the eastern entrance at Pearl/Snow and from the . Scale Back Commercially-Zoned west at Pearl/West 130th Street. Both areas have issues with unsightly buildings, Land signs, landscaping and inappropriate land uses. These issues, if not addressed, will help to perpetuate the idea that Parma Heights is poorly planned, and this will inevitably lead to poor economic conditions that discourage business expansion or . Update Planning and Zoning Tools relocation.
It is imperative that the public realm and image of the corridor be improved to . Create Lively Nodes of establish a stronger sense of place, enhance existing commercial uses, and encourage private investment. It is recommended that this is done in small phases Development so as to show successes quickly that can incrementally build momentum for further improvements. . Continue Community Outreach As indicated by the retail leakage numbers, there is enough “out-shopping” by local residents to recapture additional retail and development opportunities. But these opportunities will not come easy given the powerhouse retail shopping nodes that . Improve the “Core” surround the community, added to the inventory of overpriced and/or outdated commercial properties, some of which are owned by large banks like Wells Fargo. . Utilize, Develop and Market Based on the existing market area realities, retail leakage, conditions of the corridor, Financial Incentives and the desires of the community and businesses that participated in the planning process, a set of recommendations or “drivers” have been developed to work in unison with specific complete streets and green infrastructure recommendations. . Continue Public Investments on the Corridor
76 RECOMMENDATIONS
Scale Back Commercially-Zoned Land
Many commercial corridors typified by aging stand-alone commercial properties are dying, and market forces are the primary cause. As a long standing policy for decades, planners zoned road frontage along arterial roads and major collectors for commercial development, and the private sector responded by building commercial properties of all shapes and sizes.
Today, the Pearl Road corridor in Parma Heights is generally linked to the region in a zero-sum relationship. This limits its commercial opportunities, as an expansion at one commercial center is often at another center’s expense. This is especially true for department and other large retail stores. The opening of the SouthPark Mall in Strongsville was directly responsible for the closing of the Dillard’s at Parmatown Mall, which saw its annual sales reduced by 50% over a five year period.
Approximately two-thirds of the Pearl Road corridor in Parma Heights allows for commercial uses. Existing market realities may not provide support for every parcel southwest of Notabene Drive to be zoned for commercial or retail use. Limiting the amount of areas where retail is permissible may help to stimulate and encourage revitalization of some of the more attractive, marketable and functional retail locations on the corridor. While residents and business owners were generally more favorable to see additional restaurants, entertainment, and neighborhood retail along the corridor, approximately 35% or more of those surveyed were favorable to seeing additional residential and mixed use developments.
By limiting the quantity of commercially zoned land along the corridor, existing landowners and retailers may have more incentive and profit margins to maintain their properties and better adapt on site to the fickle demands of consumers.
77 RECOMMENDATIONS
Update Planning and Zoning Tools
Additional planning and zoning tools should be pursued to help align • Adopt a maximum lot coverage or “impervious surface ratio” to the corridor to recapture future opportunities. This should help city reduce the amount of land that is covered by hard non-porous officials to better respond to changing consumer preferences and adapt materials. This will not only improve the appearance and sightlines of the study area to emerging lifestyles. the corridor but also help to minimize surface and storm water City officials should look to: runoff. A variety of offsetting grant opportunities are available to assist the community in this endeavor and should be pursued. • Update the zoning ordinance and map. Aside from a few updates, most of the code is outdated and not aligned with current best • Review and better codify site development standards in the areas of practices. Not all developers have the patience or resources to landscaping, architectural quality, pedestrian linkages, traffic impact embrace a rezoning effort, request code variances, or to introduce study requirements, and other planning details that are critical for these best practices to the planning commission for the first time. the corridor’s future revival. Also, public and institutional-use parcels should also have new zoning classifications placed on them rather than allowing these uses as • Set the regulatory tone to encourage land assembly, as parcels along permitted uses within commercial zones. Doing so would help to the corridor in the study area may be too small to accommodate better buffer residential and public / institutional uses from today’s retail and commercial environment. This may involve commercial nuisances. changes that eliminate setbacks or allowing owners of separate but adjacent parcels to create new development options. • Update the uses that are permitted or conditionally permitted in commercial zones along the corridor. Creating a separate corridor • Continue to take an aggressive posture on property and nuisance commercial district or an overlay district to guide development in abatement to address problems that will continue to prevent the specific areas along the corridor might be more fitting. timely revitalization of the corridor and achieving the vision set forth in this Initiative. Dilapidated or abandoned buildings, and • Incorporate and/or update language on access management to incompatible land uses and activities are some of the more common reduce curb cuts and promote shared access in future developments. problems affecting the corridor. Fine and repair costs can be added to the property’s tax duplicate, and the city should continue to make more strategic enforcements against the more problematic property owners.
78 RECOMMENDATIONS
Update Planning and Zoning Tools (continued)
• Review and update the non-conforming uses language in Chapter Summary of Recommended Updates to 1141 and pursue the feasibility of changing the time frame from Planning and Zoning Tools: more than two years to a period of not less than six months but not more than two years, as allowed under ORC 713.15. This will help in rightsizing the commercial zoning permitted on the corridor. . Update the Zoning Ordinance & Map
• Pursue the feasibility of allocating additional resources to city . Update Uses Permitted in Commercial planning, as the city’s existing structure appears to me more reactive, Zones / Consider Creating an Overlay dedicated largely on the building and zoning aspects. Being reactionary is largely the reason for the corridor’s existing look and District design. . Incorporate/update Language on Access
• Hold annual planning commission retreats to promote the effective Management implementation of the city’s planning and zoning tools, discuss . Update Landscaping Requirements shortcomings, and develop new methods and tools that promote optimal implementation. . Adopt Maximum Lot Coverage / Impervious Surface Ratios . Review / Codify Site Development Standards . Take Aggressive Posture on Property / Nuisance Abatement . Review / Update Non-Conforming Uses . Pursue Feasibility of Allocating Additional Resources to City Planning
79 RECOMMENDATIONS
Create Lively Nodes of Development Address streetscape design issues Streetscape improvements should be made to enhance the study area. The study area faces an increasing amount of competition from Gateway signs, lighting, street trees and plantings, historic plaques, surrounding retail centers as well as from other commercial corridors that landscaped areas with seating, and pocket parks have a highly visible have been repositioned to create a more welcoming pedestrian impact, and could go a long way to create a sense of place and make experience. To capitalize on potential opportunities, Parma Heights should corridors more inviting. Completion of these public improvements in consider forms of commercial development that offer something different, the short-term will make a big difference in encouraging investment by perhaps a design that reflects Parma Height’s history, or that provide the private sector. amenities such as extensive landscaping, gathering areas, and walkways that encourage visitation and maximize the human experience. These do Involve local groups in aesthetic improvements not need to be large retail developments, but rather, well-designed First impressions are important to community residents and visitors. For pedestrian friendly neighborhood destinations. folks entering Parma Heights on the Pearl Road corridor, these impressions are being drawn to the west at W. 130th Street and to the Facilitate private land assembly east at Pearl and Snow. Both areas are in vital need of beautification Land assembly may be required to support repurposing opportunities and targeted nuisance abatement. If the environment is cluttered with along the corridor. To provide opportunities for clusters of small shops unsightly buildings, signs, landscaping and inappropriate land uses, the rather than stand-alone retail stores, opportunities to consolidate smaller community- and corridor- will be perceived as poorly planned, parcels should be encouraged. It should also allow for the development of inevitably perpetuating the conditions that discourage business shared parking areas to reduce the expanses of pavement along the expansion or relocation. Local groups and other talented artists could corridor, recapturing these areas for new real property valuation. be recruited to enhance the appearance of the study area by designing decorative banners, coordinating holiday light displays, or decorating Pursue mixed-use development opportunities gateways. These improvements would help to establish a sense of place Business recruitment should include not only shops, restaurants and other and reinforce elements of the area’s niche identity. service businesses as identified as most needed from the Plan’s community survey, but also continue with professional offices and, where Establish community and neighborhood linkages to the Metroparks feasible, even residential uses on the upper floors of commercial Cleveland Metroparks lies within along the corridor yet few linkages in structures. These nonretail uses will help to create a built-in market for the community exist. Establishing linkages to the parks via signage, bike local shops and restaurants and offer developers and investors more lanes, and other pedestrian connectivity methods would have flexibility in financing projects. To do so, City officials will first need to recreational value and enhance the cultural value of many of nearby update their zoning code to provide for these land uses. neighborhoods.
80 RECOMMENDATIONS
Continue Community Outreach
Develop a Pearl Road Corridor Development Advisory Committee Address Perceptions The city’s existing Comprehensive Plan recommended the development Along with the condition and appearance of property, the perception of of an Advisory Committee to act as an advocate and recruiter for Parma Heights as anti-business represents a notable challenge to corridor redevelopment to specifically coordinate the recruitment and economic development along the Pearl Road Corridor. This was a marketing of business opportunities in the study area. notable theme among some of the businesses that participated in the planning process and completed the business survey. Addressing this The membership of the Committee should be heavy with private sector perception should be among the first tasks of an ad-hoc Corridor representation and include business owners, real estate professionals, Development Advisory Committee. Parma Chamber of Commerce representatives, and a city and planning commission official. Business representatives from the city’s “magnet” Site planning and permitting requirements are often a significant, time businesses like restaurants, automotive service, jewelry, etc., would consuming issues for property owners and small business owners. One make wise additions to such a committee. A slot reserved for local role this committee could assist with would be to conduct an analysis of students, like those from Cuyahoga Community College that the commercial development review process and provide participated in the planning process, would also make a good addition recommendations on ways to reform, simplify, or expedite the process. to the Committee. The identification of case study examples from other communities that have developed more effective review and approval processes would be especially helpful. The Committee could also consider other ideas to create other non-financial incentives to aid in marketing and revitalizing their corridor.
Nurture Partnerships Reinventing the Pearl Road Corridor may require assistance from a formal planning and management entity that is subordinate to but generally separated from Parma Heights. The recently created (September 2015) Community Improvement Corporation could take over “ownership” of the corridor and manage its future.
81 RECOMMENDATIONS
Improve the “Core”
One key area to revitalize the corridor is to enliven the city’s core “Town • Accommodate a range of nonretail uses, including housing, boutique Center” node between York/Stumph and Old York Road. Not only does hotels, offices, civic uses, and cultural, entertainment, and this area accommodate most of the city’s vital public assets like City recreational activities. Hall, Greenbrier Commons with the library, recreation center and other key public service buildings, it is also home to the Big Lots shopping • Provide a sense of community by developing public gathering places, plaza. At 113,000 square feet, the property is one of the largest a more livable environment, and more convenience in daily life. This commercial properties in the city situated on a huge sea of will require new types of diverse housing types like residential underutilized parking. clusters, zero-lot-line homes, residences over shops, and types that appeal to empty-nesters and young professionals. Some tips to stimulate this core’s reemergence could be: • The City of Parma is also pursuing the creation of a town center • Update the Development District zoning classification that concept based around Ridge Road and West Ridgewood Drive that encompasses the Big Lots shopping plaza and other parcels to allow would be anchored by the renovated Shoppes at Parma, the Parma for only land uses that stimulate public interaction. Permitted uses branch of the Cuyahoga Community Library, City Hall, Byers Field and like auto sales and other retail uses like dry cleaning and other stores University Hospitals Parma Medical Center. It may be possible to more fitting for other retail areas of the community should not be build synergy off these two important “town center” nodes. permitted. Several other provisions of the code are outdated like setbacks and site coverage that limits building to no more than 30%, and should be adjusted and permitted by right to promote density.
• Add and improve linkages to Big Creek parkway and Yorktown Green Park.
• Encourage and plan for shared parking among adjacent uses and revised the parking landscape standards. To maximize density, allow for structured parking to open up parking lots for new development.
82 RECOMMENDATIONS
Utilize, Develop and Market Financial Incentives
Parma Heights should consider the heightened use of financial Storefront Renovation Rebate Program incentives, in conjunction with other strategies, to encourage reinvestment in the study area. The Storefront Renovation Program assists property owners that make façade improvements and/or the correction of exterior code violations These programs could include: to their property. The program is promoted through Cuyahoga County’s Department of Development. Property owners within the Yorktown Community Reinvestment Areas (CRA) Square Shopping Center have tapped into the program in the past, and the program is actively promoted by city officials. The Community Reinvestment Area program is an economic development tool that provides real property tax exemptions for Job Creation (and Retention) Grant property owners who renovate existing or construct new buildings. In 2013, city officials had the entire City of Parma Heights designated as a City officials could pursue the feasibility of creating a job creation grant CRA. It previously had two pre-94 CRAs that provided for incentives only for preferred businesses that locate or remain in targeted areas along in certain locations of the community. The terms of the CRA zone allow the corridor. With the city’s income tax at 3%, it is notably higher than for: its surrounding counterparts. This is clearly an issue of discussion with existing employers that were interviewed during the planning process. • Property owners of eligible new commercial and industrial In setting up the program, city officials will need to set up a minimum construction projects to receive up to 100% abatement for 15 years, job creation/retention and payroll thresholds, specific rebate and up to 12 years on remodeling projects with improvement costs percentage, and maximum award and grant period. of $5,000 more. The exact abatement percentage is determined on a case-by-case basis before construction begins.
• Property owners of owner-occupied residential projects containing up to 4 housing units to receive a ten year, 100% abatement for new construction, and 10 years for renovation projects. All new residential development meeting the requirements are granted this incentive and no school donation agreements are allowed under ORC 3737.67.
83 RECOMMENDATIONS
Utilize, Develop and Market Financial Incentives (continued)
Special Improvement District (SID) Tax Increment Financing (TIF)
Enabled under ORC 1710, a Special Improvement District (also known as TIF is a technique that would allow Parma Heights, a private developer a business improvement district), enables a defined area of property or redevelopment authority to redirect property tax revenues to pay off owners to tax itself for specific improvements and services that directly debt acquired from improving the area. As public and private sector benefit it. A district may be created by petition of the 60% owners of improvements are made within the district, and as property values real property (or by property owners of 75% of the land area) within the increase, the incremental increases in property tax revenue are proposed district, or by an existing qualified nonprofit corporation. earmarked for a fund that is used for improvements within the district. Projects that could be assisted with TIF funds include street, lighting and This entity could help perform the following functions: parking improvements, gateways, tree planting, installation of new bike racks, trash containers and benches, and other streetscape • Reach consensus, with the active participation of the public and beautification projects within the designated area. There are currently private stakeholders, on the community’s vision of how the corridor 83 active TIF zones in Cuyahoga County. One active TIF zone already should repurpose itself; exists in the city, established in 2004 to promote the redevelopment • Participate in the development and redevelopment of the corridor along Pearl Road and West 130th Street. consistent with the community’s vision; • Acquire, assemble, and parcel out land to permit new forms of infill Economic Development Loan Program development; • Coordinate and participate in real estate development and The Economic Development Loan (through Cuyahoga County) provides infrastructure financing; businesses with long term, fix rate gap financing (up to 40% of the total • Coordinate actions of public agencies that are responsible for project costs) to support the retention and creation of jobs for County government services; residents. Loans generally range from a minimum of $35,000 to a • Stay on top of traffic issues and manage parking efficiently so that its maximum of $350,000, for terms up to seven (7) years on equipment presence does not dominate the landscape; and up to fifteen (15) years on land and building. Loans can be used to • Coordinate the collection and dissemination of market, economic, finance the acquisition of land, buildings, machinery and equipment, as social, demographic, and traffic data and information to prospective well as for new construction, renovation, expansion and/or conversion investors, developers, retailers, consumers, and public agencies; and of facilities. Businesses are required to create one full time job for every • Handle marketing and promotion. $35,000 loaned within three years of loan closing.
84 RECOMMENDATIONS
Continue Public Investments on the Corridor
City officials should continue to integrate city-owned and other public facilities into the corridor’s revitalization. To bolster traffic, public facilities should be sited in ways that help shape the desired form of the corridor and enhance the synergy among private developments. Over time, the city should continue to integrate all public services and actions by the many public agencies that are located on the corridor.
The location of these facilities will leverage private investment on surrounding sites, create a focus for the community, provide a convenient destination where residents can accomplish multiple tasks, and help shape a more rational development pattern.
These direct public investments and siting of public facilities will help to raise surrounding property values, to encourage higher-value land uses within the zone, and to serve as anchors and inducements for spinoff private investment.
85