Central Atlanta Progress Atlanta Downtown Improvement District City of Atlanta PeachtreePeachtree FocusFocus AreaArea SUMMARYSUMMARY REPORTREPORT OctoberOctober 20042004 Prepared by: Peachtree Corridor Urban Collage, Inc. Prepared by: Urban Cooper Collage, Carry,Inc. in association URS Corp., with ZVA, ZHA, HPE, Verge Studios, Biscuit Studios and PEQ Cooper Carry, URS Corp., ZVA, ZHA, HPE, Verge Studios, Biscuit Studios and PEQ OVERVIEW / ISSUES Overview The Peachtree Corridor forms the physical and symbolic backbone of Downtown Atlanta. In January through March of 2004, the Corridor was studied as one of fi ve targeted Focus Areas included in the “Imagine Downtown” planning and visioning process. A Peachtree Corridor Core Team stakeholder group of institutions, businesses, property owners and residents in the area was convened to review existing conditions, defi ne issues for discussion, review plan products and prioritize implementation steps. In addition, one-on-one interviews were held with many of the stakeholders in the corridor and over 150 people participated in the Community Workshop held on February 17, 2004. Focus Area Context The Peachtree Corridor Focus Area stretches from Martin Luther King, Jr. Drive on the south to North Avenue on the north. This linear corridor includes all properties within three blocks east and west of Peachtree Street itself and includes major landmarks such as the Five Points MARTA Station, Underground Atlanta, Fairlie-Poplar, Woodruff Park, Andrew Young International Boulevard, Peachtree Center, Mayor’s Park, Crawford-Long Hospital and several major Downtown churches, offi ce buildings and hotels. The Peachtree Corridor is unique in that it also overlaps three other Imagine Focus Areas: JSA-McGill, Eastside-Auburn, and South CBD. The recommendations that were the outcome of each individual process were also included in Peachtree for stakeholder and public validation. Stakeholders / Dominant Issues Over the course of several weeks, one-on-one interviews were conducted with members of the Core Team to fl esh out the most pressing issues affecting the Peachtree Corridor. The issues were organized in a matrix broken into seven categories, revealing hot discussion topics and areas of heightened interest and concern. Of the seven categories, economic development and transportation were foremost in the minds of Core Team members. Retail feasibility along Peachtree dominated economic development, with specifi c attention given to attracting new retail, extending existing retail hours, and retooling the street vending program. Better transit and improvements to both MARTA stations and operations dominated the transportation category. Although there was some discussion on issues related to social services, it was directed toward the ongoing diffi culties with panhandling and perceptions surrounding the homeless. These concerns were countered in part by the stepped-up police efforts to deter panhandling, and the imminent construction of the 24/7Homeless Resource Center in the South CBD. Much of the discussion originated due to the effect of panhandling on tourism and the housing market; in fact, increasing housing was a major priority for the Core Team. Design, and to some degree historic preservation, also emerged as dominant issues. People generally felt that Peachtree is the signature street of Atlanta and should refl ect this in its appearance. Although Peachtree has streetscaping improvements dating from the 1996 Olympics, many Core Team members felt that either it was poorly maintained or not as visible or spectacular as it could be. Equally, all Core Team members felt that prominent historic structures like Macy’s (181 Peachtree), the Medical Arts Building, and the Winecoff Hotel were signifi cant assets that deserved signifi cant attention. Peachtree Corridor Prepared by: Urban Collage, Inc. in association with Cooper Carry, URS Corp., ZVA, ZHA, HPE, Verge Studios, Biscuit Studios and PEQ 1 OVERVIEW / ISSUES The Focus Area The Peachtree Corridor Focus Area extends almost the entire distance of Downtown Atlanta, from North Avenue to the north of Martin Luther King Jr. Drive on the south. Some of the major elements include: Atlanta Civic Center The Civic Center anchors the east side of the focus area with a 4,600 -seat auditorium and 5,800 square feet of meeting space Centennial Park The premier public space in Down- town is emerging as the center of attractions like the Georgia Aquarium and World of Coca-Cola Fairlie-Poplar One of the oldest areas in Atlanta, Fairlie-Poplar contains the largest concentration of historic commercial structures in the city Underground Atlanta Restaurants, nightclubs and shops all tucked under the series of viaducts constructed over the railroad ‘gulch’ The Issues Matrix One-on-one stakeholder interviews and open forums with the Core Team produced the set of priority issues listed in the matrix below: Land Use Few vacant parcels; ‘right’ mix of retail is important; retail desirable at MARTA stations but unresolved; current World of Coca-Cola structure is open for discussion Economic Peachtree a destination unto itself; discussion over privileging residents or conventioneers; exploit ‘window of op- portunity’ of aquarium; promote arts facilities; tax incentives for retailers; importance of marketing; revamp street Development vending New housing a priority; several key developments pending; consider housing overbuild for Five Points MARTA station; Housing existing Downtown residents want longer retail hours Historic/Natural Peachtree’s history an asset, with many remaining buildings and sites; Macy’s a landmark but needs a prominent Resources use; continued interest in Winecoff Hotel and Medical Arts Building Interest in better surface transit, (ex. circulator, trolley); enhance and maintain MARTA station portals; extend MARTA Transportation service hours; zone system for MARTA and taxi fares; jaywalking may be a problem; include International in plan; perception of cost and availability of parking Social Panhandlers and homeless deter visitors; although improving, need enforcement of cruising, panhandling, and Services feeding ordinances Peachtree should be a ‘Great Street’; existing streetscape lacks ‘punch’; coordinate improvements with opening of Urban Design aquarium; improve aesthetics of Five Points MARTA station; connectivity to Capitol important; coordinate w/ proposed zoning changes Peachtree Corridor Prepared by: Urban Collage, Inc. in association with Cooper Carry, URS Corp., ZVA, ZHA, HPE, Verge Studios, Biscuit Studios and PEQ 2 EXISTING CONDITIONS: LAND USE & ZONING Existing Conditions Analysis Each focus area was subject to an initial physical analysis before convening the Core Team. The analysis utilized GIS information derived from Fulton County tax records and the City of Atlanta, as well as, new information and verifi cation provided by fi eld surveys. The intent of the analysis was to provide the Core Team with a compact picture of the area from which to begin a discussion, and to determine strengths, weaknesses, assets and liabilities in the physical environment that may not be apparent to the Core Team. The analytical maps, along with the list of stakeholder issues, became the staring point for the public consensus-building process during Charette Week. Land Use A physical conditions assessment was made of all properties within the study area. The Peachtree Corridor (569 parcels containing 272 acres), like much of Downtown, includes a diverse mix of institutions, businesses, parking structures, and an increasing amount of residences. Existing residential uses, all multi-family, are concentrated in Fairlie-Poplar and the eastern side of “SoNo” near the Civic Center and are predominantly mid-rise. Surprisingly, the area includes several vacant lots, unoccupied buildings and numerous surface parking lots amounting to 54 acres (20%.) High-density commercial uses are focused on Peachtree Street, particularly from Woodruff Park to Hardy Ivy Park. Lower density offi ce and commercial is scattered through Fairlie-Poplar, Lower Peachtree and SoNo. The central portion of the study area forms the Hotel District, particularly east of Peachtree Street. The area includes (5) existing parks- Woodruff Park, Hurt Park, Spring-Walton Park, Hardy-Ivy Park and Mayor’s Park. Zoning Most of the study area falls within the existing Special Public Interest District (SPI) #1, a mixed-use district that covers most of Downtown. The northernmost portion, SoNo, is presently part of the North Avenue SPI-2 and “C-4” and “C-5” commercial zoning districts. Recently, Central Atlanta Progress and the City of Atlanta have led an effort to update and refi ne the zoning for Downtown Atlanta to encourage mixed-use development, walkability and quality design. The “Downtown Livability Code” establishes general urban design standards for the entire corridor, but allows for use, bulk and density differences through Subarea requirements. The majority of the Peachtree Corridor falls within the proposed central “Downtown Core,” but portions of the Terminus, Fairlie-Poplar, Olympic Park Park North and West & East SoNo Subareas are also included in the study area. Peachtree Corridor Prepared by: Urban Collage, Inc. in association with Cooper Carry, URS Corp., ZVA, ZHA, HPE, Verge Studios, Biscuit Studios and PEQ 3 EXISTING CONDITIONS EXISTING LAND Existing Land Use Highlights: • High-density commercial along Peachtree Street • Parking facilities on blocks adjacent to Peachtree • Major institutional