Imagine Downtown Envisioning Central Atlanta’s Future November 2005

Downtown Atlanta stands on the threshold of growth and development not seen since before the 1996 Olympic Games. New attractions, retail shops, office buildings and residential buildings have construction cranes reaching to the sky and bulldozers moving the earth. To capture the energy and excitement accompanying this activity, the central city community has come together to imagine the future of Downtown.

Important questions have been asked relative to the goal of keeping Downtown the region’s hub for business, government, education, conventions, entertainment, sports, the arts, transportation and other activities that keep this region an integral whole – What kind of new development do we need and want to remain vital? What should it look like and how will new building contribute to Downtown’s unique urban character? Where can we accommodate the growing demand for new housing? How do we attract private investment? How will we get to and around Downtown? Where can we build new parks?

The collective answers to these questions can be found in the Imagine Downtown plan. The emphasis of the Imagine Downtown plan is on bringing together the Downtown community to share one collaborative vision for how our community should grow and prosper. The plan provides a framework for the growth of Downtown neighborhoods and recommends transportation and open space infrastructure improvements necessary to support the plan.

The Imagine Downtown plan reflects the hundreds of stakeholders who participated in its development. Our thanks to all who helped make this plan a reality, in particular the 1,900 online survey participants and the hundreds of stakeholders who participated in the Focus Area workshops. Their contributions in developing this plan will resonate throughout the improvements made to Central Atlanta’s environment during the coming years.

We hope you’ll join us in seeing that the vision of this plan is accomplished.

President Mayor Central Atlanta Progress, Inc. City of Atlanta Atlanta Downtown Improvement District, Inc. Table of Contents

Planning Overview 1

The Context 2

Planning Legacy 4

The Process 6

Online Survey 6 Focus Areas 8 Workshops 12 Core Teams 13 One-on-one Interviews 13 Livable Centers Initiative 14 Georgia Institute of Technology Studio 14

Market Potential 15

The Vision 22

The Plan 24

Development Framework Plan 24 Transportation Network Plan 26 Public Spaces Plan 28 Illustrative Plan 30 Neighborhood and Districts Plans 32

Achieving the Vision 44

Implementation Principles 44 Implementation Structure 46 Implementation Projects 48 Achieving Livable Centers Initiative Goals 56 Development Summary and 25-Year Projections 60 Priority Implementation Projects: Five-Year Action Plan 60

Acknowledgements 64

Planning Overview

The beginning of the new millennium has brought renewed energy and excitement to Downtown Atlanta. Since 2000, over $3 billion worth of new investment and development has generated momentum for new residential, commercial, institutional and government activity in the center city. New projects range from the Georgia Aquarium and expanded World of Coca- Cola, to new housing on Centennial Hill and the redevelopment of Capitol and Grady Homes, as well as the expansion of Emory Crawford Long Hospital and the Omni and Sheraton Hotels. This explosion of activity holds tremendous potential, but needs the guidance of a solid, visionary plan to make the difference between piecemeal redevelopment and a bright future for a world- class Downtown Atlanta. More than $3 billion has been invested in Downtown Atlanta in the past five Building on this existing development momentum, the Imagine Downtown vision years. plan seeks to take the next step and refine previous comprehensive master plans for Downtown Atlanta with a more detailed and strategic focus to guide future public and private investment in the community. The planning process sought to derive a vision for future neighborhood development by assessing the needs and interests of all Downtown stakeholders, including residents, business owners, property owners, students, developers and elected and appointed officials. The resulting plan identifies future development opportunities and related public space and transportation improvements to support their implementation. The Imagine Downtown plan promotes the responsible growth and development of a vibrant and attractive Downtown Atlanta.

As a collective effort and coordinated plan, the Imagine Downtown vision has engaged the community to develop its vision for the future. Imagine Downtown is about a guiding vision for the future of Downtown.

Page 1 Imagine Downtown C o n t e x t

Understanding the strengths and opportunities that generate excitement and interest in Downtown Atlanta is a necessary first step in guiding future growth. Downtown Atlanta is a four- square-mile area centered on the intersection of Peachtree Street and Andrew Young International Boulevard. The area is generally bounded by North Avenue on the north, I-20 on the south, Northside Drive to the west and Boulevard to the east.

Downtown Atlanta bustles with office workers, students, visitors and conventioneers, in addition to a growing residential population. With more and more people opting for urban living, the residential population of Downtown is increasing annually. Over 20,000 people live within this densely populated four-square-mile area, which represents a 24% population increase since 1990. With 136,776 people working in Downtown, it is also the region’s most dense Key Demographics concentration of employment. Additionally, 3.5 million people visit the area annually for conventions, trade shows and tourist attractions. With a variety of racial, ethnic Population and age groups, Downtown is one of the most diverse and dynamic places within the Metropolitan region - 4.2 million City of Atlanta - 450,000 metro region. Downtown Atlanta - 24,000 Downtown differs from other Atlanta submarkets in its great variety of economic Median household annual income activity and its balanced physical inventory of buildings and public spaces. It is a Metropolitan region - $52,000 regional hub for business, higher education, government, conventions and tourism, City of Atlanta - $35,000 Downtown Atlanta - $38,000 medicine, sports and special events, communications and transportation. In addition, a strong residential base has emerged, as has interest in preserving the historic fabric Average household size of the area. Downtown Atlanta is not only the region’s largest center for jobs and office Metropolitan region - 2.7 space, but also its heart and brains, its center of influence, policy, transportation and City of Atlanta - 2.3 governance. Downtown Atlanta - 1.8

Commute to work using public transit Downtown Atlanta serves as the symbolic center of both the metropolitan region and Metropolitan region - 4% all of Georgia – the key to the region’s identity can be found in Downtown. Downtown is City of Atlanta - 15% a place that belongs to everyone regardless of where they live or work. It is a symbolic, Downtown Atlanta - 20% economic, cultural and recreational extension of each community in the region.

Page 2 Imagine Downtown The growth and success of suburban development has led many to question the importance of Downtown. At this juncture in the growth of our region, it is even more critical that these communities and neighbors understand how closely their prosperity is tied to the future of the core of our City. A plan that promotes the responsible growth and development of a vibrant and attractive Downtown Atlanta is important to the entire region because:

• A strong center city encourages centralized dense development that discourages sprawl and development of rural land. • A healthy Downtown neighborhood offers urban living opportunities for all citizens. • Investment in the redevelopment of Downtown provides a center of urban density required to function as a central node for transit destinations and local and regional transportation connections. • A pleasant and inviting center city supports unique uses and activities such as convention facilities, performing arts and sports venues that serve the region.

The key to the region’s identity can be found in Downtown Atlanta - a place that belongs to everyone regardless of where they live or work.

Imagine Downtown Page 3 Planning Legacy

Downtown Atlanta is no stranger to planning documents prepared to chart a course for the future of the center city. Each plan – some broad and overarching, others geographically or topically focused – has provided input and insight that is invaluable to considering the future growth and development of Downtown Atlanta. These earlier efforts laid the groundwork that the Imagine Downtown vision is built upon. Of particular interest and importance are the following plans and studies completed recently:

Central Atlanta Action Plan (CA2P) – Sponsored by Central Atlanta Progress with the support of the City of Atlanta, this document serves as the ten-year strategic plan for Downtown Atlanta. CA2P identifies priorities and partnerships to ensure the continued vitality of metro Atlanta’s important urban core. The plan contains ten challenges, 32 action steps and more than 80 strategies to address the physical, economic and social environments of Downtown. The intent of the plan was to create a more livable, secure, diverse and prosperous Downtown through partnerships and innovative tools and policies, including public safety programs, economic development and marketing initiatives, and incentives to improve housing and education opportunities in the center city.

The Central Atlanta Transportation Central Atlanta Transportation Study (CATS) – Completed in December 1999, this Study identified Downtown parking as study was a collaborative effort of Central Atlanta Progress and major Downtown an integral transportation issue. property owners and stakeholders. The study assessed current transportation conditions and addressed anticipated future mobility needs in Downtown Atlanta. By examining current and anticipated issues involving roadways and parking, transit resources, and the bicycle and pedestrian environment, general policy and project recommendations were identified for further study and execution.

City Center Livable Centers Initiative – Funded by the Atlanta Regional Commission’s Livable Centers Initiative (LCI) program, this study focused specifically on a small geographic area of southeast Downtown. The planning partners and sponsors – Central Atlanta Progress, Georgia State University, the Atlanta Housing Authority and the Historic District Development Corporation — produced a detailed study document identifying numerous critical activity centers and development and connectivity strategies for the area. The “Big Ideas” that made up the plan include: Strengthen Neighborhoods, Park Once or not at all…Ride MARTA, Fill in the Gaps and Support the Downtown Experience.

Page 4 Imagine Downtown Downtown Livability Code - Central Atlanta Progress partnered with the City of Atlanta on an initiative to review and update the current zoning regulations that govern the physical growth and development of Downtown. The collaborative process involved numerous and varied Downtown stakeholders to produce updated Downtown zoning regulations recommended to replace the current Special Public Interest district zoning Downtown. In addition to the review and evaluation of the existing zoning text, the process included an inventory of existing land use, transportation and urban design conditions throughout Downtown.

Multimodal Passenger Terminal Concept 6 Design Report – This report sponsored by the Georgia Department of Transportation, the Georgia Regional Transportation Authority and the Georgia Rail Passenger Authority was adopted in February 2002 and outlines the programmatic requirements for the terminal and forms the basis for moving the project forward into future phases of design. The concept responds to both transportation providers requirements and urban design standards for the City of Atlanta. The concept design places the various component parts of the terminal on specific sites and plans for the adequate functioning of the facility operations. Photo: Kelly Mills

MARTA rail service enhances the A Cultural District for Downtown Atlanta - To assess the feasibility of creating a cultural appeal of the Livable Centers Initiative, district for Downtown Atlanta, this report draws on the experiences of comparable U.S. not only Downtown, but throughout the cities with cultural districts. It explores issues of leadership, management, funding, Atlanta region. and programming; defines the optimal location for a cultural district in Downtown; and presents a five-year timeline for developing a district. The plan also analyzes policy-making strategies, including those related to zoning, financial incentives, and promotion.

In addition to the plans and studies described above, individual districts and neighborhoods within Downtown have created master plans and studies to guide development and infrastructure investments. Those plans are described in the “Neighborhood and District Plans” section.

Imagine Downtown Page 5 P r o c e s s

A hallmark of the Imagine Downtown Plan has been the absolute focus on developing a collective vision based on the wishes and desires of the Downtown community. An extensive process was utilized to solicit stakeholder and community input and participation. The plan was developed directly from information gathered through an online survey, focus area workshops, core team meetings and stakeholder interviews. This creative process brought together all elements of the Downtown community: residents, business and property owners, students, developers, and government and elected officials. Aided by a consulting team of design professionals, the process engaged the community at large, and what emerged was a clear idea of the character of the new city center.

On-Line Survey

The Imagine Downtown survey was a crucial component of the visioning process, providing a forum to citizens across the Atlanta region to showcase their interest in Downtown and their vision for its future. The survey, which included multi-media imagery, a visual character survey and a short-answer questionnaire tailored to issues and opportunities facing Downtown, was administered online through the Central Atlanta progress website – www.atlantadowntown.com.

The survey captured a variety of Downtown audiences, but was also aimed at other Mayor Shirley Franklin kicks off the Imagine Downtown initiative by com- residents of the City of Atlanta and interested parties from throughout the region. pleting the first survey. All told, more than 1,900 people participated in the online survey and registered their opinions and thoughts about the future of Downtown Atlanta. Their views were captured in distinct sections:

• Questionnaires about their knowledge of the Downtown environment, their usage of and behavior in the central city, and opportunities for Downtown growth. • A visual character survey to identify their desires for Downtown development and design.

The survey revealed many interesting patterns.

Page 6 Imagine Downtown Key Online Survey Results: Although large numbers of Downtown residents and workers responded, the majority of participants were from areas of the city outside of Downtown. The typical respondent 1,900 Total Survey Respondents lived outside of Downtown (90 percent), was between the ages of 31 and 40 (32 Typical Survey Respondents percent), made between $25,000 and $50,000 yearly (23 percent), and were white • Live outside Downtown (90%) (77 percent). Most respondents reported making more than 20 visits to Downtown per • 31 to 40 years old (32%) month (46 percent), but this was due to living (11 percent of respondents), working • Visit Downtown over 20 times per (27 percent), or attending school (5 percent) Downtown. month (46%)

Existing Character The visual character surveys, though subjective, still showed prominent preferences • Favorite Building: The Hurt Building among respondents as to their desired image for Downtown growth and development. • Favorite Street: Broad Street Most categories showed a clear and definite preference for one mode, style or image • Gateway to the City: Peachtree Street over any other alternative, which provided a measure of consensus in developing the Imagine master plan. Transportation Though 67% of respondents drove to work, 77% of the total respondents For low-density residential, Row Development was most strongly preferred; with supported a subway or trolley system Traditional mixed a close second. Modern Mixed Use was preferred for high density within Downtown as the most appropri- development by a 2-to-1 margin, as was Infill Development for low density commercial ate mode of transportation. uses. Preferences for high density commercial were much more muddled among Chicago School Style, Federalism, Contextual Modernism and High-Tech. The Historic Marketplace was clearly the most preferred retail image, while Michigan Avenue in Chicago was the most desired image for Peachtree Street, beating out Park Avenue in New York City by a slim margin (30 percent for Michigan Avenue, 20 percent for Park Avenue). The image for Auburn Avenue was split evenly between Beale Street in This image of Park Avenue in New Memphis and Bourbon Street in New Orleans among the alternatives. York City was a popular choice for the desired character of Peachtree Street In terms of transit, although most participants reported driving a private vehicle to work (64 percent), a vast majority (77 percent) suggested a trolley or subway as the most appropriate mode of transport into and within the city center. Although the stated preference differs greatly from the actual experience in this case, it shows that the Peachtree Circulator – an idea bolstered during the interactive Imagine workshops – may garner the ridership to make it a successful transit alternative. This is also supported by the stated view that a free circulator system is the best way to improve transit within Downtown. From

Imagine Downtown Page 7 a design perspective, the example of trolley stops from Front Street in Memphis was expressed as the most desirable footprint within the city.

For street character, opinions were mixed among the Macy’s Parade, Georgetown and Siena style street life as the most appropriate for Downtown public byways. The Olmstead tradition of linear, tree-lined parks were the most desired type of greenspace, yet Centennial Olympic Park ranked as Downtown’s most-favored park. This apparent discrepancy can perhaps be explained by the fact that most respondents report visiting Downtown several or dozens of times each month (70 percent) but only visiting parks once or twice per year (58 percent). Participants stated that design and location were a critical component of successful parks (40 percent), and most felt that areas of Downtown traversed by the Interstate would be improved by capping (70 percent).

Favorite cityscapes were split quite evenly among (in descending order) San Francisco, New York, Chicago, Atlanta and London. In Atlanta, the Hurt Building and Broad Street were most clearly the favorites for best building and streetscape, while Peachtree was singled out (by an almost 3-to-1 margin) as the official gateway to the city. Art Deco was picked as Atlanta’s best architectural style, and Allegorical Structure was singled out as the most effective way of identifying gateways within Downtown. When asked to identify a single public improvement to enhance Downtown, signage was picked as the top priority. This coincides with the consensus drawn from the Imagine workshop process, and as a result, funding identified by the Imagine Downtown process has Centennial Olympic Park was selected already been dedicated for a comprehensive Downtown signage program that will be as Downtown Atlanta’s favorite park, implemented in 2006. however, the survey revealed an expressed preference for linear style parks. Focus Areas

Downtown Atlanta covers four square miles of the center city and comprises multiple individual, yet related, neighborhoods. In order to better understand and plan for the unique characteristics of each community, the larger Downtown area was divided into a series of smaller areas to facilitate more detailed examination. The Imagine Downtown planning process utilized the following Focus Areas to develop the plan:

Page 8 Imagine Downtown Jones/Simpson/Alexander (JSA)–McGill Corridor

The JSA-McGill Focus Area is located in the northern third of Downtown Atlanta. The study area is approximately two miles long, extending from Northside Drive on the west almost to Central Park Drive on the east. At its widest, along Peachtree Street and West Peachtree Street, it is only one-third of a mile across, from Pine Street on the north to Baker Street on the south. JSA-McGill is the common way to refer to this single east-west transportation artery that traverses a number of different streets. At Northside Drive, the JSA-McGill street The Georgia World Congress Center and Georgia Dome anchor the western alignment extends along Simpson Street until transitioning over to Jones Avenue as end of the JSA-McGill Corridor. it crosses Marietta Street. As it intersects Luckie Street, it shifts northward again to become Alexander Street. Alexander then changes name to Ralph McGill Boulevard east of West Peachtree Street. JSA-McGill has for many years been identified as the main east-west connector across the northern end of Downtown Atlanta, but it was only recently that design and engineering was undertaken to improve the alignment, standardize the right-of-way and eliminate the transition between two-way traffic and one-way pairs. In early 2005 as these upgrades began construction, the newly aligned and improved corridor was renamed in honor of the late Mayor Ivan Allen, Jr. When complete the continuous four-lane two-way road will be known as Ivan Allen, Jr. Boulevard.

Each end of the corridor is anchored by significant public uses; on the west, the Georgia World Congress Center, and on the east, the Boisfeuillet Jones Atlanta Civic Center. The Focus Area is also adjacent to residential neighborhoods – Centennial Place, Herndon Homes, Vine City and portions of SoNo (South of North). At the approximate center of the area are two large districts in flux – the many surface parking lots that constitute Centennial Hill and the site of the new Georgia Aquarium and World of Coca-Cola complex. Just as the JSA corridor improvement plan provides the underlying rationale for this Focus Area, the development of the aquarium and the relocated World of Coca- Cola give it a sense of immediacy.

Eastside/Auburn Avenue

The Eastside/Auburn Avenue Focus Area is located just east of the core of the

Imagine Downtown Page 9 Central Business District. The Auburn Avenue corridor is approximately one mile long, anchored by a high-density commercial area around Peachtree Street on the west and the Martin Luther King, Jr. National Historic Site on the east. John Wesley Dobbs Avenue and Edgewood Avenue form the northern and southern boundaries of the Focus Area, which is about six blocks at its widest point where it jogs along Gilmer Street to include a part of Grady Memorial Hospital. In addition to the King NPS site and Grady, it includes a portion of Georgia State Grady Homes, long a public housing University, the southern part of Downtown’s Hotel District, and many small historic bulwark in the Sweet Auburn district, commercial establishments. The Downtown Connector bisects the corridor into two is undergoing redevelopment to district subareas, creating a visual and psychological barrier. incorporate mixed-income housing and enhance its position in the neighbor- hood. Sweet Auburn is inscribed in a larger neighborhood context unlike some of the other Imagine Focus Areas. While most of the focus is given to the Auburn and Edgewood Avenue commercial corridors and their environs, the planning team took into consideration this larger context to understand the corridor within a greater framework and to make the necessary linkages to other studies and plans. As an example, the proposed redevelopment of Grady Homes located just south of the Focus Area directly affects any infrastructure and development recommendations made in this report. Likewise, the Old Fourth Ward, located just east of the study area, is an historic single-family neighborhood which includes the King birth home and the mixed-use lofts at Studioplex. The needs of the Old Fourth Ward were kept in mind throughout the process.

Peachtree Corridor

The Peachtree Corridor forms the physical and symbolic backbone of Downtown Atlanta and the Focus Area stretches from Martin Luther King, Jr. Drive on the south to North Avenue on the north. The Peachtree Corridor Focus Area includes the Downtown areas that are perceived as the core of the Central Business District – the commercial center of the Atlanta Region. Peachtree Street serves as the primary artery in the corridor, but is joined by Downtown’s network of one-way pair streets that define the blocks in this area. This linear corridor includes all properties within three blocks east and west of Peachtree Street itself and includes major landmarks such as the Five

Page 10 Imagine Downtown Points MARTA Station, Underground Atlanta, Fairlie-Poplar, Woodruff Park, Andrew Young International Boulevard, Peachtree Center, Mayor’s Park, Emory Crawford Long Hospital and several major Downtown churches and hotels. Peachtree is unique in that it also overlaps three other Imagine Focus Areas – JSA-McGill, Eastside/Auburn, and South CBD.

Terminus

The Terminus Focus Area is located just west of Five Points centered on the old “Iron Triangle,” the junction of railroad lines leading to Augusta and Charleston, Macon and Savannah, and the Tennessee River Valley – many of which are still active today. Consequently, the study area is roughly triangular-shaped with Northside Drive as the western boundary, Marietta and Luckie streets bounding the northeast, and Martin Luther King, Jr. Drive and Nelson Street on the south. Much of the central portion of the area is surface parking occupying the old railyard “Gulch” and the sites of the Union and Terminal Stations which were demolished in the 1970s; another significant portion is given over to the Georgia World Congress Center complex. A large portion of the street network around the Gulch is elevated on viaducts, which were constructed in pieces beginning in the 1920s as a way to reduce traffic congestion and injuries from railroad collisions.

Terminus has changed significantly from its old origins, although the stations and railyards existed into the 1960s. The Georgia World Congress Center first phase was constructed in the 1970s, and has continued with the most recent addition - Building ‘C’ on Northside Drive - completed in 2003. Philips Arena replaced the old Omni Coliseum in 2002, and the Omni Hotel expansion tower was opened for business in 2004. Centennial Olympic Park, the legacy of the 1996 Olympics, continues to draw visitors from all over the metro region, and the new Georgia Aquarium promises to add even more visitors per year to the area. With the potential for restaurants and shops in Castleberry Hill and Fairlie-Poplar, and the growing support for the Multimodal Passenger Terminal, Terminus represents the most dynamic piece of Downtown and the focus area with the biggest potential for future economic development success.

South CBD houses many of the city’s South Central Business District (CBD) government and institutional buildings, including the State Capitol. The South CBD Focus Area includes the original location of commercial buildings in the

Imagine Downtown Page 11 City of Atlanta, as well as the newer city, county, state and federal government complexes, Underground Atlanta and the Five Points MARTA rail station. The area is composed of the southern reaches of Downtown Atlanta and is bounded by Interstate 20 to the south, Interstate 75/85 to the east, Decatur Street and Marietta Street to the north and the railroad corridor to the west. Residential districts lie to the east, southeast, and west of the South CBD, and the core of the main central business district lies immediately to the north. The Georgia World Congress Center, Philips Arena, and Centennial Olympic Park make up a major convention and tourist district adjacent to the northwest. While the South CBD is primed to benefit from this strategic location and the availability of vacant and underutilized land, the presence of several locally undesirable The Imagine Downtown workshops land uses, such as the City of Atlanta Pre-Trial Detention Center and multiple allowed hundreds of Downtown social service providers, has deterred new development in the area. stakeholders to express their personal aspirations and preferences for central city development. Workshops

The Imagine Downtown online survey played a critical role in building a cohesive vision for the future of Downtown Atlanta, affording a deep and broad variety of stakeholders the opportunity to express their individual aspirations and hopes; however, a wealth of knowledge was built and broad support was fostered by a series of interactive public workshops.

The workshops gathered Downtown stakeholders – residents, workers, developers, students, business, government and community leaders – and provided a highly effective forum for open discussion and opinion-sharing. The facilitators – a mix of planners, architects, businesspeople and associated consultants – presented information in a forthright and engaging manner to get everyone “on the same page,” and a number of interactive, hands-on activities, from building blocks to role-playing to Monopoly money, were offered to allow everyone the opportunity to translate their

A number of interactive, hands-on ideas into effective visual and conceptual tools. Individual public workshops structured activities were employed to allow par- around the JSA-McGill, Eastside/Auburn, Peachtree Corridor and Terminus Focus ticipants the opportunity to translate Areas each drew an overwhelming turnout on each occasion, highlighting the level of their ideas into effective visual and public interest and providing an avenue by which the greatest amount of knowledge conceptual tools. could be integrated into one comprehensive vision.

An identical process was used to plan for and execute each individual workshop. This

Page 12 Imagine Downtown process included the collection and mapping of existing conditions data, including Focus Area context, land use, circulation network, historic resources, zoning, urban design framework and development opportunities, as well as the identification and summary of issues and opportunities. The results were compiled into a comprehensive Issues Matrix. Specific residential, commercial and retail market potential information was also evaluated for each Focus Area. All of this research and analysis led to the creation of neighborhood-specific workshop agendas and exercises. In preparation for each workshop, two additional forms of participation and outreach were also utilized by the consultant team: Core Teams and One-on-one interviews.

Core Teams

Within each Focus Area a Core Team comprised of property owners, institutional and government representatives, and business leaders was organized to work with the consultant team to evaluate existing conditions, identify issues and opportunities and prepare for the workshops. Preliminary data and analysis was shared with the group in advance of the workshops to ensure that the process was heading in the appropriate direction and to address the needs and concerns of the stakeholders.

One-on-one Interviews

The Downtown community encompasses a broad range of active development interests and major institutions, as well as individuals who were involved in previous planning efforts. Early in the process the need was recognized to reach out to this group of stakeholders and offer them a confidential platform to express their intentions, ideas and concerns. The interviews provided a forum for candid conversations regarding issues and opportunities before the workshops were designed and planning concepts or alternatives proposed. The issues emerging from the interviews were anonymously gathered in a matrix that was shared with the Core Team and that helped form the framework for the public workshops. During the course of the Imagine The JSA-McGill focus area planning Downtown planning process close to fifty interviews were conducted. work was supported by a Livable Cen- ters Initiative grant.

Imagine Downtown Page 13 Livable Centers Initiative

To help foster greater livability in existing activity and employment centers across the Atlanta region, the Atlanta Regional Commission (ARC) developed the Livable Centers Initiative (LCI). The LCI program provides seed money to communities that are working to enhance livability and mobility for their residents. The LCI Program seeks to increase the use of alternatives to driving alone by developing transportation projects and other programs to improve accessibility, expand mixed uses, utilize transit and support further development in the study area. In addition to planning grants, ARC also has committed $350 million for implementation of innovative priorities generated from these plans.

The JSA-McGill Focus Area portion of the Imagine Downtown planning process was supported by an ARC LCI planning grant. Additionally, the planning process utilized for the JSA-McGill study served as a model for the subsequent Focus Area planning work. By utilizing both the goals and objectives and the process requirements of the LCI program, it is anticipated that the entire Imagine Downtown plan will be adopted by ARC Over a 15 week semester, Georgia Tech as an LCI community, making the whole of Downtown eligible for LCI implementation city planning and architecture students funding. worked jointly with Imagine Downtown consultants to prepare an urban design and development framework plan for Georgia Institute of Technology Studio the South CBD focus area. The Imagine Downtown team partnered with Georgia Tech City and Regional Planning and Architecture students under the studio direction of Professor Michael Dobbins to complete the Imagine Downtown planning work associated with the South CBD Focus Area. Over a 15-week semester, the students worked jointly with the Imagine consultant team to develop an urban design and development framework plan for the Focus Area. The work of the studio systematically considered the South CBD from inventory to analysis, to alternatives and recommendations. The students interacted with many of the area’s key stakeholders, mapped and charted its history, its demographics, its physical character, and its transportation system. They analyzed these conditions with an emphasis on identifying strengths and weaknesses, and opportunities and barriers to realizing an improved Downtown. Their work was critical to the completion of the Imagine Downtown plan, and the plan benefited from their involvement.

Page 14 Imagine Downtown Market Potential

The Imagine Downtown Plan is grounded in the reality of the market conditions that face Downtown Atlanta. As an integral component of the Imagine Downtown process, a review of demographic and economic data was completed to determine the opportunities that exist for new residential, office and retail development within Downtown Atlanta in the near term. The competitive strengths and weaknesses of Downtown as a whole, as well as the various individual neighborhoods within Downtown, were assessed in light of local and regional trends. While the results of this research and examination do not represent an analysis of the demand that may exist over a long-term build out, they do provide a thorough description of the immediate (next seven years) potential for residential, commercial and retail land uses within Downtown. The subsequent planning analyses and recommendations throughout the process were predicated on the insights provided by this market potential analysis.

Current Market Profile

Downtown has continued to see an expanding residential base over the last five years. Based on data from the U.S. Bureau of the Census 2000 Census of Population and Housing and analysis by Georgia Power, in the area within a one-mile radius from A comprehensive, creative approach the heart of Downtown (at the intersection of Peachtree Street and Andrew Young was undertaken to assess the potential International Boulevard), the population increased by over 1,200 people and the demand for housing in Downtown number of housing units grew by 11 percent within just four years, from 2000 to 2004. Atlanta. This increase can be attributed to the construction of multiple residential projects such as Museum Tower, Centennial House and Centennial Park West. The population is dominated by the younger age groups (about 44 percent of the population is between 15 and 34).

Along with the number of new residents, there has been a steady increase in the median household income in Downtown, which grew by more than 30 percent over the last four years. This increase is expected to continue, with projections for median household income anticipated to jump to about $63,000 by 2009. This rise in household income may also be a result of recently completed upscale residential projects.

The market potential, as described below, is reflective of current trends, which include an intown demand for housing, a sluggish office market and immense potential for expansion of retail facilities.

Imagine Downtown Page 15 Residential Market Potential

The market analysis concludes that the residential market momentum will continue over the next seven years, adding over 7,000 rental or ownership housing units. In contrast to conventional supply and demand analysis, which is based on supply-side dynamics and baseline demographic projections, the Imagine Downtown target market analysis determined the depth and breadth of Downtown’s potential market derived from the housing preferences and socioeconomic characteristics of households likely to seek housing in Downtown Atlanta.

This analysis revealed that new housing units within Downtown are likely to attract potential renters and buyers from elsewhere in the City of Atlanta, the balance of Fulton and DeKalb Counties, other counties in the Atlanta Region, several other Georgia counties, surrounding states and the Northeast. People who move each year to the City of Atlanta are coming from:

50 percent metro Atlanta region 10 percent across the United States 38 percent within City limits 2 percent metro areas in Florida

As determined by the target market methodology, which accounts for household The Waterford on Piedmont, a 153- unit highrise apartment building in mobility within the City of Atlanta and Fulton and DeKalb Counties as well as mobility SoNo (South of North), is an example patterns for households currently living in all other counties, in the year 2003, more of recent multi-family residential than 7,800 younger singles and couples, empty nesters and retirees, and traditional development in Downtown. and non-traditional families currently living in the draw areas, make up the target markets for new market-rate dwelling units within Downtown Atlanta. This is 28 percent of the City of Atlanta’s potential of 27,900, and translates to a projected absorption of approximately 1,000 units per year over the next seven years.

The potential market for new housing units within Downtown could include the full range of housing types, from higher-density multifamily to lower-density single-family detached. However, given high land costs and the need to concentrate higher-density housing that supports urban redevelopment within Downtown, it is highly recommended that new construction focus on the higher-density, multi-family housing types. Based on the tenure preferences and income levels of the draw area households that represent the potential market for new residential development within Downtown Atlanta each

Page 16 Imagine Downtown year over the next five years, the target mix of units contains 52 percent rental lofts and apartments and 48 percent for-sale condominium units, town homes, lofts and live- work units. This proportion of rental and for-sale housing types is appropriate because rental dwelling units, particularly market-rate, are the linchpin of urban redevelopment. Market-rate rentals should be introduced as quickly as possible, for several important reasons:

• Rental apartments are required for the establishment of “critical mass,” because rentals are absorbed at higher rates than for-sale units. • Rentals are the fastest way to bring a large number of households to a site. • Rentals allow households to experiment with living in an area without the mortgage commitment of home ownership. • Renters form a pool of potential purchasers of for-sale housing in later phases.

The typical market for housing within Downtown Atlanta is a two-person household, between 25 and 34 years old and earning $50,000 to $75,000 annually. This couple is reflective of the largest market segment likely to seek housing in Downtown Atlanta Rental lofts, such as the one pictured — younger, mostly childless singles and couples. Younger singles and couples currently below, are part of the target mix of represent 55 percent of the market for housing in Downtown Atlanta. If the preference housing options for Downtown resi- for Downtown housing demonstrated by the leading edge of the Millennial generation dents. —those persons born between 1977 and 1996 and the second-largest generation after the Baby Boomers—is representative of the entire generation, the market potential from this segment is likely to remain very strong over the next decade.

The next largest market segment is comprised of older households - empty nesters and retirees. Empty-nest and retiree households currently constitute 35 percent of the market for housing units in Downtown. However, over the next several years, this market segment should represent a significantly larger proportion of the market for Downtown housing because increasing numbers of the “Baby Boom” generation—the huge population cohort born between 1946 and 1964—will be entering the empty- nest life stage. Baby Boomers have become a significant market for new construction in Downtown neighborhoods, particularly when those new units reflect their changing lifestyles.

Imagine Downtown Page 17 The third, and smallest, general market segment is family-oriented households — traditional and non-traditional families. Family-oriented households currently stand at just ten percent of the market for housing units in Downtown Atlanta. Although this is the smallest market segment, the target family groups for Downtown have a preference for urban living. Most of the adults in these households were raised in or near an urban center and have rejected the suburban alternative; most will already have made appropriate school accommodations—public, charter, parochial or private.

Based on the preferences of these target households, their income and equity levels and the relevant residential context in Downtown Atlanta, the general range of rents and prices for newly created multi-family residential units that could currently be supported by the market are:

For-Rent $700 to $3,000 /month for 500 to 1650 sq.ft. For-Sale $125,000 to $550,000 for 500 to 1800 sq.ft.

In conclusion, the residential market in Downtown is poised for substantial growth with Downtown Atlanta contains 12.8% of sufficient demand to sustain it. Key neighborhoods, sites and corridors are uniquely all office space and 16.3% of Class A positioned to become great urban mixed–use neighborhoods and capture a significant office space in the metropolitan region. amount of the new residential growth within the intown markets.

Office Market Potential

The market analysis acknowledged that an overall sluggish office market has affected current potential for new office development. However, it also recognizes great promise for expansion under future favorable market conditions. Downtown Atlanta is currently the third-largest office submarket in metro-Atlanta, with 12.8 percent of the total office space in the metro area and 16.3 percent of the total Class A space. Its office space vacancy is at 13.6 percent, the lowest as compared to other metro-Atlanta submarkets. Within Downtown this Class A space rents for an average $21 per square foot.

If Downtown maintained its share of Fulton County’s office space growth, an additional

Page 18 Imagine Downtown two million square feet could be added by 2010. If Downtown achieved “urban value- added” status even, millions more would be achievable. Urban “value-added” status is driven by tastes and perceptions of being “the place to be,” providing diverse office products and prices and a mix of uses in a non-reproducible urban environment.

One clear near-term opportunity is to provide an alternative to the predominant product found in Downtown — Class A buildings that rent at Class A rates. With limited opportunities for new development along Peachtree Street, the core area for Class A office market is fast diminishing. New development should aim to deliver space at A- /B+ rental rates in lower-scale buildings, loft office formats and opportunities for small businesses. Areas on the fringes of the main CBD area, such as Auburn Avenue, have an untapped potential for lower-cost Class B office space. The Terminus area has been identified for potential office space in the long-term future, after the completion of the Multimodal Passenger Terminal. Underground Atlanta offers one retail venue to Downtown Atlanta, however, the market could support an additional Retail Market Potential 300,000 to 600,000 square feet of retail space. With Downtown Atlanta retail sales totaling $336 million (4.9 percent of City of Atlanta total) in 1.6 million square feet of space, the market analysis reveals a large dormant market waiting to be tapped. Potential Downtown sales (based on the captive market of workers, residents and visitors) total $461 million, which means a potential of an additional 300,000 to 600,000 square feet of retail space to simply realize sales from the captive market. This difference in current sales and potential sales

Imagine Downtown Page 19 represents a “leakage” of 30 percent. So while overall retail sales for the City of Atlanta are virtually in equilibrium with the buying power of the population, Downtown specifically remains underserved.

Projected income in the City of Atlanta in 2010 will rise from the current $29,383 to $37,164, thus increasing retail sales potential by over $2 million. This “upside” is dependent on Downtown achieving urban value-added status. This potential retail growth is highly sensitive to market density, “place” and “critical mass,” as well as market momentum.

Specific near-term retail targets should include moderately priced eating and drinking establishments, specialty stores and convenience goods. These new tenants need to be clustered and strategically placed to build on existing foot traffic and to draw pedestrians to new locations. Expansion of the retail base will also be dependent on the creation of destinations to attract people from outside the captive market. One such example would be Peachtree Street, which would benefit from enhancing destinations such as Fairlie-Poplar and the Sweet Auburn District.

Downtown is also capturing an extremely small market share for convenience goods, with just Near-term retail targets should one grocery store located in the SoNo area. The include moderately priced eating projected increase in the residential base will create demand for additional grocery establishments, speciality stores and convenience goods. facilities in the future.

The market analysis team recognized that specific districts within Downtown have a tremendous potential to become premier visitor destinations. Key among these is the Sweet Auburn District’s ‘Heritage Tourism’ opportunity, renowned for its African-

Page 20 Imagine Downtown American cultural history and legacy. Along with existing historic landmarks, a new destination venue, possibly a ‘culturetainment’ attraction, could benefit from the several million captive visitors at the Martin Luther King, Jr. National Historic Site. Also, the growing number of visitor attractions surrounding Centennial Olympic Park present an incredible opportunity for restaurants and the sale of goods and services in this area that is currently underserved.

Premier cultural destinations, such as the Fairlie-Poplar area’s Rialto Center for the Performing Arts and the Balzer Theater, attract Atlantans to Downtown and form a base for retail growth.

Imagine Downtown Page 21 T h e V i s i o n

The vision for Downtown is one that Atlanta is a global City of international renown, but with a distinctly Southern charm; a sees the city growing as a world-class City of regional scale but with small-town hospitality; a City with incredible diversity, but destination without forsaking the small- a distinct identity. Downtown stands on the threshold of a new age, one of heightened town qualities that made Atlanta’s identity distinct. activity and greater prosperity. The community has developed its vision for the future. Imagine Downtown is about a guiding vision for the future of Downtown. The vision for the future of Downtown is about….

Building new walkable, mixed-use neighborhoods on and around Centennial Hill Centennial Hill is poised to become an international attraction as the home of the new Georgia Aquarium and World of Coca-Cola. Along with hosting thousands of visitors, Centennial Hill will house hundreds of residents and employees, who will live, work and play in this thriving mixed-use district. The template for this growth has already been created by projects such as Centennial House, Museum Tower and multiple residential and mixed-use developments currently under way. Characterized by the re-built Ivan Allen, Jr. Boulevard and enhanced pedestrian-friendly sidewalks, the neighborhood offers tremendous opportunities for redevelopment.

Bridging the gaps in Downtown created by the Interstate While the construction of the Downtown Connector improved transportation efficiency and accessibility, it took its toll on historic communities surrounding the central business district, breaking street networks and partitioning neighborhoods. As Downtown moves towards multimodal efficiency, re-establishing the historic street grid and re-connecting neighborhoods is a key vision identified by the community. Priority projects have been identified on Peachtree Street at Mayor’s Park and at Dobbs Plaza along Auburn and Edgewood Avenues; however, opportunities abound elsewhere as residential redevelopment continues to the south and east of Downtown.

Re-establishing Peachtree as the premier street of the Southeast Peachtree Street, already Atlanta’s most prominent spine, provides a unique experience as it transforms in scale and character from Downtown, through Midtown to Buckhead. Building on this experience, the Peachtree Street of the future will be a destination unto itself, connecting distinct districts and showcasing Atlanta’s economic, cultural and social diversity. Enhancing the comfort, safety and visual interest of the pedestrian experience will further this vision, as will the addition of new retail and entertainment venues.

Page 22 Imagine Downtown Connecting all of Georgia through a state-of-the-art multimodal transportation hub As a thriving metropolis and regional center, Atlanta has created a roadmap for becoming a multimodal transportation hub, connecting surrounding cities to what was the historic center of the City, at the Atlanta Terminus. This historic site, the meeting point of the Atlanta railroads, is planned to become a converging point for commuter rail, heavy rail, the regional bus system, and local transit. This anticipated activity sets the stage for a significant amount of high density commercial and residential development at this transportation crossroads in what is today an expansive, undeveloped “gulch.”

Invigorating Auburn Avenue as the dynamic center of African-American culture, heritage and advancement The rich cultural and entrepreneurial history of the Sweet Auburn district will be retraced as the district moves towards revitalizing historic storefront buildings, adding new residential developments and expanding on its extraordinary African-American legacy. Of particular importance is the opportunity to capture the district’s heritage and cultural vitality in venues that entertain and educate visitors.

Demonstrating the benefits of transit-oriented development (TOD) around the Garnett MARTA Station A new mixed-use district will surround the Garnett MARTA Station, creating an opportunity to live in close proximity to the Government District. Incorporating a mix of new development and preservation projects, the new district will be supported by parks, plazas, and connections to surrounding neighborhoods.

Uniting Downtown and Midtown in a revitalized SoNo (South of North) neighborhood Peachtree Street is a quintessential Already on the path of transformation, the area south of North Avenue is envisioned to Atlanta place and a destination unto become a thriving residential district seamlessly integrating Downtown and Midtown. itself, showcasing Atlanta’s economic, This mid- to high-density neighborhood will also create an appropriate transition from cultural and social diversity. Peachtree’s commercial district to the single-family neighborhood on the east.

Supporting the Centennial Olympic Park district as Atlanta’s showpiece, world- class destination The prominence of Centennial Olympic Park as Downtown’s cultural and entertainment center will be heightened with the opening of the Georgia Aquarium and World of Coca- Cola. Future development at the Park’s southeast corner and a potential circulator system will strengthen these efforts by making this area an international destination. The redevelopment of the park district sets the stage for other world-class visitor attractions and entertainment venues to join Atlanta’s premier tourist hot-spot.

Imagine Downtown Page 23 T h e P l a n

Development Framework Plan

The first building block of the Imagine Downtown vision is the “Development Framework Plan.” This diagrammatic map is intended to illustrate current land uses and anticipated future land uses for undeveloped and underutilized land within Downtown Atlanta. This development framework strengthens existing neighborhoods such as Fairlie-Poplar and Sweet Auburn and creates new neighborhoods at Centennial Hill and the Garnett Street Station. Land areas outlined in heavy black shadow are future development parcels, color-keyed to anticipated uses.

As illustrated in the map, Downtown already enjoys a diverse mix of land uses. In the future, an even greater mix is anticipated and the integration of uses into one building or one parcel should be encouraged. The majority of future land uses are shown either as darker red and pink shades, which indicate a mix of uses including residential, office and retail, or shades of orange, which represent residential uses of varying intensities. An increase in the number and range of housing opportunities is highly desirable, activating a 24-hour Downtown environment. Retail is concentrated on “store-front” streets, i.e., major streets that carry large volumes of pedestrian traffic. Principal land use strategies include:

• Encouraging new residential neighborhoods at Centennial Hill, SoNo and the South CBD. • Enhancing existing Downtown neighborhoods by focusing on compatible infill redevelopment on key underutilized properties that currently interrupt continuity and create barriers for a cohesive, walkable community. • Creating transit-oriented development around Downtown’s MARTA rail stations, particularly the Five Points, Civic Center and Garnett Street stations. • Reweaving the historic fabric of the Fairlie-Poplar, Castleberry Hill, Marietta Street, South CBD and Sweet Auburn districts with new development. • Creating mixed-use, mixed-income districts at Grady and Capitol Homes. • Expanding on Downtown’s cultural and tourism destinations, particularly surrounding Centennial Olympic Park and in the Sweet Auburn district. • Establishing and supporting first-class community facilities and institutions. • Focusing high-density redevelopment on and around the proposed Multimodal Passenger Terminal site.

Page 24 Imagine Downtown Development Framework Plan

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Imagine Downtown Page 25 Transportation Network Plan

A critical link is the integration of Downtown’s transportation network with its land use plan. The symbols and lines on this diagrammatic map illustrate future anticipated improvements to the transportation infrastructure of Downtown Atlanta. An efficient Downtown transportation system would result in continued commercial vitality. The Imagine Plan recommends significant transportation improvements to support the anticipated arrival of new office towers, tourist venues and residential developments. These improvement projects have been identified to enhance the transportation network to serve pedestrians, bicycles, autos, buses and transit users. Ranging from streetscape improvements and multi-use pathways to new streets and a circulator shuttle, these projects are intended to encourage and support the redevelopment and revitalization of Downtown.

Improvements to the vehicular network primarily include either new streets to reconnect broken links and provide better access both east-west and north-south, or reworking traffic flow in order to improve access, eliminate confusion and support new development. Pedestrian improvements are focused on a network of sidewalk enhancements that will improve the overall walking experience throughout Downtown. Some of the key projects to be undertaken over the next decade include:

• Pursuing the phased implementation of the Multimodal Passenger Terminal. • Restructuring and reconfiguring Interstate interchanges to improve access and flow. • Converting several one-way streets to two-way streets. • Re-establishing Downtown’s historic small-block street network in areas where it has disappeared. • Enhancing the pedestrian environment with new and improved sidewalks and streetscapes. • Connecting the larger community bicycle network by establishing preferred routes. • Creating a Downtown Circulator shuttle system, possibly including streetcar service. • Encouraging on-street parking and the more efficient and shared use of existing parking facilities.

Page 26 Imagine Downtown Transportation Network Plan

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Imagine Downtown Page 27 Public Spaces Plan

The unique character and diversity of Downtown Atlanta is visible in its extensive network of public spaces. Comprised of streetscapes, parks, plazas and open spaces, the public spaces within Downtown provide a backdrop for the activity and vitality that gives Downtown its special sense of place. This map illustrates both existing public space resources, as well as planned new spaces.

Significant public open space resources already exist in Downtown, but improvements are planned by way of additional parks with better geographic coverage and better connections. The new open spaces will vary in scale and function, ranging from major parks bridging the Interstate to smaller local plazas to serve future residents. Tremendous opportunities exist to recapture these useless, dead spaces as true gems for the Downtown environment. The new and existing open space will be connected by a series of improved landscaped streets creating an active network of usable open spaces. Major new open space initiatives include:

• New parks bridging the Downtown Connector at Peachtree Street and near the State Capitol. • A linear gateway into Downtown at Ivan Allen, Jr. Boulevard. • Enhancements to existing parks – Woodruff Park, Walton Spring Park, among others. • Greenway and multi-use trail enhancements connecting major destinations with the regional system. • Multimodal Plaza connecting the Five Points MARTA Station to the Multimodal Passenger Terminal. • Pocket parks at Garnett MARTA Station, Castleberry Hill, Simpson Street and other residential districts.

Page 28 Imagine Downtown Public Spaces Plan

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Imagine Downtown Page 29 Illustrative Plan

The Illustrative Plan is a convergence of development, transportation and open space recommendations, unfolding a comprehensive vision for Downtown’s future. While existing buildings that are not likely to change are shown in beige, the orange buildings reflect the aspirations of creating new vibrant districts while enhancing existing neighborhoods. The orange buildings reflect potential development; ranging from large-scale projects in the Terminus area to smaller infill projects in the Farilie-Poplar district; developments that will expand on Downtown’s fabric and add to its current vitality. Inviting plazas and parks are located at strategic junctions and integrated into potential developments. And new streetscapes and road enhancements weave seamlessly, linking open spaces and improving overall connectivity.

The Illustrative Plan incorporates the goals and aspirations established at the beginning of the Imagine Downtown process -- expanding on Downtown’s mixed- use environment, bridging gaps, connecting neighborhoods, improving walkability and revitalizing communities. As Atlanta solidifies its position as an international city, its Downtown will become a place to live, work and play -- known both for its energy and for its neighborhoods and districts. The process of creating the overall vision for Downtown involved envisioning the future of these unique communities as described in the following section.

Page 30 Imagine Downtown Illustrative Plan

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Imagine Downtown Page 31 Neighborhoods and Districts

The broad range of land use, circulation and open space projects described previously create a unique pattern of interconnected but diverse neighborhoods. The vision for the future is best described neighborhood by neighborhood to better capture the unique characteristics and opportunities.

Page 32 Imagine Downtown Centennial Hill The Georgia Aquarium, opening in November 2005, will be a featured des- tination and anchor for the developing Centennial Hill is envisioned to become a dense urban neighborhood, filled with Centennial Hill district. more mid- to high-rise residential buildings, as well as a mix of retailers serving local and regional consumers. Already served by great transit connectivity and Centennial Olympic Park, this new district will have numerous amenities such as new plazas and pedestrian-friendly streets. The goal is to turn this area into a comfortable, walkable and livable place that creates a unique sense of community. Several projects, such as Allen Plaza that includes new office buildings for the Southern Company and Ernst & Young, and the Twelve Centennial condominium and hotel, have already created the momentum for achieving this goal.

Overall the vision for the neighborhood can be described as: • A place to live…a new range of housing choices. • A place to eat and shop…sidewalk shops on Simpson, Luckie and Marietta Streets. • A place to walk and linger…from parks and plazas, to sidewalks and destinations. • A place of arrival…welcome to Downtown from the Interstate and MARTA.

Centennial Hill emerging priority projects:

1. Ivan Allen, Jr. Boulevard Enhance- ments 2. A multi-use dedicated PATH trail on Baker Street 3. Pedestrian Improvements along Simpson Street and West Peachtree Street 4. Access improvements to the Williams Street and Spring Street Interstate ramps 5. Municipal parking structures to support retailers and visitor destinations 6. Baker and Harris Streets con- verted from one-way to two-way A rendering of potential development on Centennial Hill streets to improve access

Imagine Downtown Page 33 SoNo emerging priority projects: SoNo (South of North) 1. Intersection improvements and traffic signal timing upgrades along North Avenue and sur- Revitalization of this neighborhood will seek to reconnect the thriving Midtown and rounding streets to facilitate mo- Downtown communities to the north and south by building on the current activity along bility and safety in the corridor Peachtree Street and at the Atlanta Civic Center. Opportunities abound to increase the 2. An expanded Mayor’s Park retail mix along Peachtree Street and to build additional high- to mid-density housing bridging the I-75/85 connector to provide a transition from the dense commercial activity along Peachtree to the at Peachtree Street to provide an urban oasis for relaxation and established single-family community of the Old Fourth Ward to the east. In addition recreation to the Imagine process, the vision for SoNo was influenced by the SoNo Revitalization 3. Streetscape and traffic calming Plan, a study commissioned by Cousins Properties and Emory Crawford Long Hospital improvements for Piedmont in conjunction with community stakeholders. The recent expansion and redevelopment Avenue of the hospital campus and the new Reynolds condominium project have sparked 4. Redevelopment of the Civic Center parking lots and improve- interest in this burgeoning district. ments to the existing plazas as engaging and active urban spaces 5. Reconnecting Currier Street to Peachtree Street 6. Pedestrian safety, comfort and visual interest enhancements along Peachtree Street

A rendering of the expanded Mayor’s Park bridging the Downtown Connector at Peachtree Street

Emory Crawford Long Hospital is one of the major heathcare facilities in Downtown Atlanta.

Page 34 Imagine Downtown Sweet Auburn Sweet Auburn emerging priority projects: The vision for the Sweet Auburn neighborhood focuses on cultural tourism, historic 1. A circulator shuttle or streetcar preservation, entertainment, and entrepreneurship. By expanding cultural offerings to link cultural visitor destina- and retail destinations for visitors, as well as encouraging new residents to move tions along the corridor to others into the neighborhood, the community will once again enjoy the level of activity and around Downtown vibrancy that it historically enjoyed. Building on the Imagine process, the Sweet Auburn 2. A new “culturetainment” devel- community has embarked on an effort to update the Butler/Auburn Redevelopment opment to provide flexible per- forming arts and exhibit space, Plan, refine the recommendations of the Imagine Plan, identify funding sources and retail entertainment space, a create an implementation structure to focus on advancing the vision. signature office building, and a parking deck along Auburn and Overall the vision for the corridor aims to: Edgewood near the Downtown • Retain and capitalize on historic resources -- physical, cultural and spiritual. Connector 3. Improvements to the I-75/85 • Expand facilities that celebrate and teach the culture of Sweet Auburn. overpass at Auburn Avenue and • Attract new housing development available to the full range of income levels. Edgewood Avenue to recon- • Plan for the infill of new small office and retail uses as part of a vibrant mix of nect the streets and enliven the activity. pedestrian experience • Enhance connections for pedestrians. 4. Overall streetscape improve- ments to key pedestrian routes, particularly Auburn and Edge- wood Avenues 5. Linear greenway along Jackson Street connecting to Freedom Parkway 6. Streetscapes on Jackson Street and Boulevard, including key intersection improvements 7. Reconnecting John Wesley Dobbs Avenue to Irwin Street 8. Redevelopment of Grady Homes, Atlanta Overlook and Wheat Street Gardens.

A rendering of a potential cultural and entertainment venue along Auburn Avenue

Imagine Downtown Page 35 Peachtree Corridor 180 Peachtree Street is one of Downtown Atlanta’s prominent historic As Atlanta’s “Main Street,” envision Peachtree Street as the A+ location for high-rise resources. offices, a thriving shopping and entertainment district, and the heart of the hotel district. Peachtree Street is the one corridor in Downtown that traverses and connects all of Downtown’s signature districts. It will be a destination unto itself, as well as a gateway to other neighborhoods. In particular, the continued revitalization of the Fairlie-Poplar and Underground districts and the expansion of the Georgia State University campus will promote activity and energy on Peachtree Street. The addition of new housing options within the corridor will also be integral to attracting more retail, entertainment, and cultural venues.

Peachtree Corridor emerging priority projects:

1. Revitalize unoccupied historic buildings 2. Bring streetcars back to Peachtree Street to improve mobility in the corridor 3. Enhance Peachtree Street sidewalks with pedestrian amenities like additional street trees, lighting and landscaped planters to improve the safety, comfort and visual interest of the pedestrian experience 4. Invest in capital improvements A rendering of potential streetscape improvements for Peachtree Street designed to for Woodruff Park to support enhance and enliven Atlanta’s ‘Main Street’. increased programming of special events and varied daily activities 5. Create entry gateways on Peachtree Street leading into neighborhoods such as Sweet Auburn, Fairlie-Poplar and Georgia State University.

Page 36 Imagine Downtown Terminus Terminus emerging priority projects:

1. Provide sidewalk and inter- The future of the Terminus neighborhood, in the railroad gulch area, anticipates the section improvements near creation of a Multimodal Passenger Terminal to serve the transportation needs of the Centennial Olympic Park and state, region and city. The terminal would not only enhance the regional transportation the special event venues of the network, but also create a civic landmark and a catalyst for economic development Georgia World Congress Center, for the area. Large transportation infrastructure projects will set the stage for intense Philips Arena, CNN Center and mixed-use development — office, retail, residential and visitor destinations — in the Georgia Aquarium. 2. Create a development financing railroad gulch area. Significant new housing is located to the south in Castleberry strategy and align the varied Hill and around the Garnett Street MARTA station, while the Marietta Street corridor stakeholders to implement the continues to blossom with walkable, historically compatible infill development to Multimodal Passenger Terminal. support the strong base of tourism and special event activity already evident in the Design the terminal as a sig- area. nature building of international stature and ensure the transfor- mation of the gulch from a super block to a small block structure by extending and reconnecting existing streets. 3. Convert Martin Luther King, Jr. Drive from one-way to two way between Peachtree Street and Northside Drive 4. Create a new logical and direct roadway connection between Centennial Olympic Park Drive and Northside Drive

A rendering of potential development in the Terminus Area

Imagine Downtown Page 37 South CBD emerging priority projects: South CBD

1. Redevelop the Five Points MAR- The South Central Business District (CBD), currently dominated by federal, state and TA Station plaza with retail uses and reconfigure the canopy for local government centers, is poised to capitalize on opportunities to increase housing more light and visual continuity options in the area. The future will see existing historic structures converted for 2. Encourage infill residential residential uses and new predominantly residential mixed-use projects filling currently development to improve the vacant land surrounding the Garnett Street MARTA rail station. The existing walkable, character of the neighborhood small block structures and remnants of the original commercial buildings of the city and activate dead spaces will support the infill of commercial buildings to house small offices and retail shops 3. Improve the Nelson Street viaduct as a direct pedestrian to serve workers and residents alike. The public spaces – parks and plazas – will be connection to Castleberry Hill enhanced and connected to provide physical and visual connections to prominent civic 4. Reconfigure the plaza connec- structures. The new residential population will support a 24-hour active environment tion between Underground, the and utilize the transit infrastructure already available to this area. Georgia State MARTA station, the State Capitol and City Hall utilizing the World of Coca-Cola site and the current parking lot 5. Study the opportunity to convert Mitchell Street and Trinity Av- enue from one-way to two-way 6. Improve the pedestrian experi- ence along Mitchell Street and Trinity Avenue 7. Reconfigure the intersection at Martin Luther King, Jr. Drive and Piedmont Avenue

A rendering of potential development in the South CBD

Page 38 Imagine Downtown Fairlie-Poplar District emerging priority Fairlie-Poplar District projects:

1. The completion of the district- The Fairlie-Poplar district serves as a success story for historic neighborhood wide streetscape improvement revitalization. The Fairlie-Poplar Revitalization Plan, completed in 1991, defined its program began in the late vision to become a truly urban, vibrant mixed-use district. In addition to its historic 1990s. Yet to be enhanced resources, the neighborhood has attracted many high-quality developments and streets like Walton, Nassau and Cone Streets are primarily improved its pedestrian-oriented ambience over the past decade. located within the western por- tions of the district A retail market study completed in 1999 shows evidence of the district’s potential 2. Redevelopment of existing park- to draw customers from Buckhead, Sandy Springs, Grant Park, Candler Park, and ing lots into historically compat- Decatur; people see the area as a destination for urban cultural and dining experiences. ible buildings, particularly new residential structures in the Continued revitalization efforts have been focused towards attracting new development heart of the district and more to replace parking lots and vacant sites. The recent redevelopment of the Herren’s modern retail and entertainment Building as the Theatrical Outfit’s Balzer Theater is another step toward the emergence venues to the west near Centen- of Luckie Street as the spine of Downtown’s arts and culture district. nial Olympic Park

Memorial Drive-Martin Luther King, Jr. Drive Area

A revitalization plan for the neighborhoods adjacent to the southeast quadrant of Downtown (including Capitol Homes, Cabbagetown, Grant Park and Reynoldstown) offers a comprehensive evaluation of current economic and planning possibilities for the corridor and recommendations for public-private solutions for the revitalization and redevelopment of the community. The city is moving ahead with implementing the Plan by creating a Special Public Interest District (SPI-22) to allow for mixed-use Historic buildings on Poplar Street in development and to protect historic resources. Downtown’s Fairlie-Poplar District

Memorial Drive-Martin Luther King, Jr. Drive Area emerging priority projects:

1. Improved pedestrian connec- tions and streetscapes along Memorial Drive and Boulevard 2. Promoting new transit-oriented development at the King Memo- rial MARTA Station

Imagine Downtown Page 39 Grady Hospital and Downtown Bioscience District

Grady Hospital continues to be a prominent part of Downtown’s east side with its campus expanding over six blocks. A plan for creating a Downtown Health and Bioscience District was recently completed by the Georgia Research Alliance and Central Atlanta Progress in partnership with executives from Grady Hospital, Georgia State University, the Georgia Cancer Coalition, the Emory University School of Medicine and the Morehouse School of Medicine. The Plan evaluated multiple strategies for public-private partnerships aimed at establishing Downtown as a premier healthcare center with an ultimate goal of building a new development to physically accommodate the growing BioScience research and technology industry.

Grady Hospital is a prominent part of Downtown’s east side.

Emerging priority projects from the Grady Hospital and Downtown Biosci- ence District Plan include:

1. Create an economic develop- ment strategy to encourage and retain retail businesses in the area. 2. Develop a public park or plaza at the intersection of Jesse Hill Jr. Drive and Gilmer Street. 3. Create streetscape enhance- ments and intersection improve- A rendering of a potential bioscience research and technology development on Jesse Hill Jr. Drive ments on Jesse Hill Jr. Drive. 4. Develop a strategy for collaborat- ing on shared parking facilities.

Page 40 Imagine Downtown Capitol and Grady Homes Emerging priority projects from the Capitol Homes and Grady Homes Revitalization Plans include: As the Atlanta Housing Authority moves towards transforming its public housing properties, Capitol and Gateway Homes are planned to become thriving mixed-income, 1. Improve roadway and pedestrian mixed-use centers over the next five years. The revitalization effort for Grady Homes will facilities on Hilliard Street, Deca- influence the transformation of the Sweet Auburn historic district. Additionally, the new tur Street and Memorial Drive Capitol Gateway village will form the eastern entry gateway into the South CBD. Both 2. Improve pedestrian connections projects have been designed to include a variety of rental and ownership residential from the Capitol Gateway village to the Georgia State and King products, with a provision for neighborhood retail and community facilities. Memorial MARTA rail stations 3. Create a linear park connecting the Capitol Gateway to the State Capitol building, bridging the Interstate

Planned development at Grady Homes

Planned development at Capitol Homes

Marietta Street Artery Marietta Street Artery emerging prior- ity projects:

Marietta Street is well on its way to becoming a trendy artists’ district, owing to the 1. Sidewalk and streetscape completion of many successful loft projects over the last few years. Even with its improvements along Marietta resounding success, the district has maintained its vision for encouraging and Street. supporting small businesses and artists. The Imagine Downtown plan builds on this 2. Expanding pocket park green- space opportunities to serve vision by proposing more live-work housing and loft conversion of historic warehouses residents, such as a plaza at and, where there is geographic overlap, adopting the land use and transportation plans Marietta Street and Ivan Allen Jr. created through the recently completed Upper Westside Livable Centers Initiative (LCI) Boulevard. plan.

Imagine Downtown Page 41 Centennial Olympic Park Area (COPA) Centennial Olympic Park Area (COPA)

priority projects: With Downtown’s continued growth as a mixed-use district, the area around Centennial Olympic Park has seen a spurt of development interest with the construction of 1. Encourage new mixed-use de- velopment along the southeast Centennial Park West, an expanded Omni Hotel, the Georgia Aquarium and World corner of the park of Coca-Cola. This growth has been in tune with the strategies outlined by the post- 2. Improve pedestrian amenities Olympic Games COPA renewal plan. The report identified the market potential of the along Centennial Olympic Park district, recommended planning and design guidelines, and identified marketing, Drive and Baker Street to sup- development and implementation strategies. This study was a follow-up to a 1995 port the movement of visitors around the park report prepared by the Urban Land Institute on redevelopment of the area around 3. Evaluate the potential for a Centennial Olympic Park. Downtown circulator shuttle connecting destinations around The uniqueness of this district is in its diversity of land uses. The park is lined by high- the park to others throughout density commercial on the east, major destinations on the north and south, high-rise residential towers and the historic Marietta Artery loft district in close proximity. The Imagine Downtown plan calls for continuing this diversity with new development that complements the surrounding landscape – lofts and rehabs on Marietta Street and high-density mixed-use along the eastern edge of the park.

View of recent development around Centennial Olympic Park

Page 42 Imagine Downtown Georgia State University Emerging priority projects as defined in the University Master Plan include: Georgia State University has firmly established itself as an important stakeholder in 1. Reduce Decatur Street to two Downtown’s growth with its continued expansion. The Georgia State University Master lanes and improve the pedes- Plan is a long-range, physical plan that provides a framework for future growth and trian environment with wider campus improvements as Georgia State transforms into one of the nation’s leading sidewalks and streetscape urban research universities. The “Main Street” master plan is the key to creating an 2. Relocate the central campus urban educational experience that focuses on Decatur Street as the Main Street of the plaza, currently over Decatur Street, to street level university’s campus. It creates an academic core along the corridor and moves parking 3. Convert campus alleys, such as and support services to the outer edges of campus. Collins Street, into “university village centers,” converting them into active spaces 4. Expand student housing facili- ties within Downtown – particu- larly at the Piedmont-Ellis site and near Underground Atlanta 5. Add university facilities on under- utilized parcels in Downtown

Streetscape Improvements planned by Georgia State University along Decatur Street.

Emerging priority projects from the Castleberry Hill Castleberry Hill Master Plan include:

1. Improving the Peters Street retail Similar to the Marietta Street Artery, Castleberry Hill has achieved great success in area streetscape transforming older warehouses into viable loft spaces, creating a cozy residential district 2. Acquiring land for and building a stone’s throw away from the heart of Downtown. Utilizing this ongoing momentum, the Castleberry Hill Park the Imagine Downtown plan recommends additional residential development on the 3. Establish Historic Landmark northern fringes of the Castleberry Hill district. Zoning district

Imagine Downtown Page 43 Achieving the Vision

The Imagine Downtown Plan identifies an ambitious set of priority projects that will help the Downtown community achieve its vision for the future. Intended to build on the inherent physical and economic strengths of Downtown, these projects will rely on a broad set of stakeholders to act as catalysts and champions. The success of the Plan will depend on the partnerships forged among Downtown stakeholders. The power of that cooperation can make ideas become reality, by exploiting the diversity that char- acterizes Downtown and creating an authentic, dynamic urban center for our region.

Implementation Principles

The implementation program for realizing the Plan’s vision is based on the following strategic guiding principles that were shaped by the community during the extensive public participation process.

Principle #1: Create a conducive environment to encourage high-quality develop- ment. An important component of making Downtown a thriving mixed-use district will be spearheaded by the private development community. As new projects are planned for various neighborhoods and districts within Downtown, the local government will play a key role in ensuring that these private development projects meet high standards and follow the Imagine Downtown plan recommendations. The City will regulate private development using zoning and development incentives. A.J. Robinson (left), CAP President, and Shirley Franklin, Mayor of Atlanta, Zoning: address a stakeholder meeting. Co- Downtown Atlanta has a favorable regulatory framework already in place in the form ordination between Central Atlanta Progress and the City of Atlanta is cru- of Special Public Interest (SPI) zoning districts SPI-1, SPI-2 and SPI-13. These existing cial for successful implementation of regulations allow and encourage mixed use, pedestrian orientation and good urban Imagine Downtown. CAP officials enjoy design principles, such as building buildings at the street, articulating blank facades a healthy rapport with city leaders. and hiding service uses. As part of a comprehensive update to these SPI districts, Central Atlanta Progress and the City of Atlanta have created the Downtown Livability Code.

Development Incentives: The City has created various mechanisms to support and encourage development in Downtown. Prominent among these is the Tax Allocation District (TAD) – a method to fi- nance redevelopment activities in underdeveloped areas. Even with the recent intown development surge, Downtown faces development challenges due to an aging sewer

Page 44 Imagine Downtown Achieving the Vision

system, rising property costs, and, in some cases, environmental contamination. The Eastside and Westside TADs cover most areas in Downtown and TAD resources can be used for assisting with these infrastructure limitations.

Principle #2: Coordinate with regional planning and transportation efforts

As the nucleus of the entire metro area, Downtown plays a critical role in multi-jurisdic- tional projects. Multimodal transportation connectivity has become a crucial issue due to Atlanta’s air quality problems. Regional agencies are currently working on numerous The Multimodal Passenger Terminal, projects to establish a regional transit system, the Multimodal Passenger Terminal the key component of a regional transit system, will be a transportation nexus being a key component of this system. Commuter rail, a regional bus network, Am- linking commuter rail, bus networks, trak and MARTA will converge in the heart of Downtown and require a strong support Amtrak and MARTA. system of roads to seamlessly connect into the City. Hence, it will become essential to coordinate with various regional agencies and evaluate the Plan’s recommendations for regional impact.

Principle #3: Ensure a community- based implementation process

Continuing the community involvement process started during the Imagine planning process, area stakeholders should be empowered to guide the implementation phase. This can be achieved by creating forums for public review and comment on large-scale private and public projects. Currently, the “Town Hall Meetings” conducted by CAP work as an efficient mechanism to inform area stakeholders about Downtown projects. An- other such method has been proposed in the Downtown Livability Code through the formation of a “Development Review Committee” composed of area stakeholders, de- velopment experts and local government officials. For specific neighborhood planning efforts, CAP can create neighborhood or district-level task forces, similar to the Fairlie- Poplar Revitalization Task Force created in 1998.

Principal #4: Target investment

While the private development sector will play an active role in implementing the land use recommendations of the Plan, public sector resources will be a critical part of the overall funding strategy. Public resources will be utilized for capital improvement projects, conducting additional studies and potentially to support infrastructure such as parking decks. It will be essential to ensure that this public investment is targeted

Imagine Downtown Page 45 towards catalytic projects. Establishing these public-private partnerships will allow for the most efficient use of resources.

In addition to partnering with the development community, public resources can be ef- ficiently used when leveraged with state and federal dollars for infrastructure projects. CAP already has a successful track record of funding projects through federal grants such as the Transportation Enhancement (TE) program, and Congestion Mitigation and Air Quality Program (CMAQ). CAP has also received funding through the Livable Centers Initiative Program, administered by the Atlanta Regional Commission. Future options for such funding will be critical in implementing the Imagine Downtown plan.

Implementation Structure

Working with this diverse set of individuals and groups, CAP and the Atlanta Downtown Improvement District (ADID) will share the prime responsibility of guiding the imple- mentation of the Plan. CAP and ADID’s role will include some of the following tasks during the implementation phase. Private development will play a critical • Evolving the Imagine Downtown Plan to adapt to new issues and opportunities role in Downtown Atlanta by ac- centuating the public investment in • Conducting additional studies to refine projects defined in the Plan infrastructure and catalytic projects. • Creating and securing funding mechanisms to execute projects • Facilitating partnerships between public and private entities to advance plan rec- ommendations • Continuing communications with area stakeholders and the private development community Several partners in and around the Downtown community will work with CAP and ADID in achieving the Imagine vision. These stakeholders have been broadly classified into three groups:

Public Sector Partners

The City of Atlanta will be one of the principal entities overseeing the Plan’s implemen- tation along with CAP and ADID. The first step in this process will be Plan adoption by the Atlanta City Council as the official document that guides future development in Downtown. This will be followed by modification of the Comprehensive Land Use Plan and zoning regulations. The City’s role will continue as they administer new zoning regulations and create additional incentives for encouraging development. The Atlanta

Page 46 Imagine Downtown Development Authority (ADA) will also play a critical role in financing new development through City financial programs and monitoring the use of TAD funds.

In addition to City departments, various local and regional planning agencies such as Fulton County, the Atlanta Regional Commission (ARC), Georgia Regional Transporta- tion Authority (GRTA), Georgia Department of Transportation (GDOT), and MARTA will be involved in different components of project execution.

Community Partners

CAP and ADID’s efforts will be supported by multiple community groups and organi- zations. The Neighborhood Planning Unit M (NPU-M), created by the City, already re- views new development in Downtown. The Atlanta Downtown Neighborhood Associa- tion, Downtown’s emerging and strong residential association, will continue its role in supporting services as well as communications among the area’s growing residential population. Additionally, other neighborhood groups for Downtown communities such as Castleberry Hill, SoNo and the Marietta Artery will work with CAP in coordinating cultural events and improvement projects. Multiple faith-based institutions, public in- stitutions and other nonprofits will add to the vitality and activity of the district through High-quality development is essential their activities, programs and outreach. to propel investment momentum in Downtown Atlanta into the future. Private sector partners

Continuing the intense development momentum currently under way in Downtown, developers will play a vital role in building high-quality projects envisioned in the Imag- ine Downtown Plan. Coordination with the City and CAP’s implementation plans will be critical during the planning and construction phases.

Imagine Downtown Page 47 Implementation Projects

As Downtown plans for growth and development over the next decade, numerous projects will be undertaken to create the appropriate infrastructure, environment and amenities necessary to support this expansion. A majority of these projects were defined during the Imagine Downtown process based on community feedback, existing infrastructure analysis, and anticipated requirements. While most of these projects have been defined conceptually, detailed study would be required to refine project scope and funding.

The projects listed below are categorized by the type of improvement and are generally listed in order of time-frame and priority for implementation. Imagine Downtown stakeholders, including workshop participants and CAP and ADID leaders, Short-distance shuttles connecting have prioritized key improvements projects in order to allocate required funding and Atlanta’s attractions and employ- resources. Individual projects will be initiated as funds are made available or adjacent ment centers are needed to further the efficiency of transit converging in development warrants. Downtown. Transit Projects

The Downtown area probably has the most efficient transit services in the City with north-south and east- west MARTA trains converging at the Five Points Station as well as a healthy network of MARTA and suburban bus service. To add to this connective network, the Imagine Downtown Plan proposes additional transit for short-distance trips within Downtown, serving local residents, employees and tourists. Both a proposed streetcar and circulator shuttle system would serve the busiest areas of Downtown by connecting major attractions and employment centers. The following are priority transit projects:

1. Downtown Circulator Shuttle A rubber-wheeled vehicle with a loop route circulating around Downtown to connect the MLK National Historic Site, Underground Atlanta, Georgia World Congress Center, Centennial Olympic Park, Georgia Aquarium and the hotel district. Proposed as free to all riders with seven-minute headways.

Page 48 Imagine Downtown 2. Peachtree Street Streetcar Restore streetcar service to Peachtree Street to connect West End, Downtown, Midtown and Buckhead and serve short trips along the redeveloping corridor.

3. Auburn Avenue Streetcar Proposed phase two, east-west loop route of the Peachtree Streetcar.

4. Improvements to MARTA Rail Stations Coordinate and cooperate with MARTA to enhance access, signage and the overall physical environment around all stations within Downtown. The Imagine Downtown Plan recom- 5. Multimodal Passenger Terminal mends improvements to many MARTA Incremental and phased development of the terminal components to support Stations within Downtown. initial commuter rail line service to Lovejoy, increased commuter bus service from metro suburbs and a relocated and improved Greyhound bus station

Roadway, Intersection and Interchange Projects

The Imagine Downtown Plan’s ambitious vision for development will be supported by upgrades to the existing roadway system. Large-scale projects such as reworking ramps at some interchanges, converting selected one-way streets back into two-way streets, and intersection improvements allowing a smoother traffic flow are all a part of the roadway improvement program. Detailed analysis will be conducted to evaluate the overall implications of these major projects, as well as more in-depth scopes of work and project cost estimates. The following are priority projects that were identified:

1. Ivan Allen, Jr. Boulevard Reconfiguration and widening of the existing Jones Avenue, Simpson Street, Alexander Street and West Peachtree Place corridor

2. Peachtree Pedestrian Crossings Signalization of existing crossings of Peachtree Street at Wall Street, Walton Street and Poplar Street.

3. Williams Street/ Spring Street and I-75/85 Ramp Reconfiguration Expand and extend the southbound Williams Street ramp directly to Centennial Olympic Park Drive and add a northbound ramp directly from Spring Street.

Imagine Downtown Page 49 4. Convert some sections of one-way streets to two-way including:

• West Peachtree Place – between Centennial Olympic Park Drive and West Peachtree Street • Baker Street – between Centennial Olympic Park Drive and Piedmont Avenue • Harris Street - between Centennial Olympic Park Drive and Piedmont Avenue • Andrew Young International Boulevard – between Carnegie Way and Piedmont Avenue • Luckie Street – between Centennial Olympic Park Drive and Peachtree Street • Peachtree Center Avenue – between Edgewood Avenue and Peachtree Street • M. L. King, Jr. Drive – between Northside Drive and Capitol/Piedmont Avenue • Mitchell Street – between Centennial Olympic Park Drive and Capitol Avenue • Trinity Avenue – between Spring Street and Capitol Avenue • Chapel Street – between Northside Drive and Centennial Olympic Park Drive • Centennial Olympic Park Drive – between Northside Drive and Alexander Street (Ivan Allen, Jr. Boulevard) • Spring Street – between M. L. King, Jr. Drive and Andrew Young International Boulevard • Nassau Street – between Centennial Olympic Park Drive and Spring Street • Walton Street - between Centennial Olympic Park Drive and Spring Street • Pine Street – between West Peachtree Street and Piedmont Avenue

5. Intersection improvements including signal timing, turn movements, striping and Roadway and intersection work will sidewalk enhancements at: make Downtown Atlanta a more efficient place for automobiles and a • Edgewood Avenue and Boulevard safer place for pedestrians • Auburn Avenue and Boulevard • M. L. King, Jr. Drive and Piedmont Avenue • M. L. King, Jr. Drive and Centennial Olympic Park Drive

6. Road “Diets” (or narrowing road width to become leaner, safer and more efficient) have been identified for corridors where it is believed excess capacity could be converted to on-street parking or additional sidewalk width, including the following streets:

• Piedmont Avenue between Decatur Street and North Avenue • Centennial Olympic Park Drive between West Peachtree Place and Andrew Young International Boulevard • Williams Street between Alexander Street (Ivan Allen, Jr. Boulevard) and Andrew Young International Boulevard

Page 50 Imagine Downtown 7. Introduce on-street parking (either permanent or during off-peak hours) to supplement the parking inventory, support retail redevelopment and contribute to traffic calming and pedestrian safety along the following corridors:

• Peachtree Street (eastside) between North Avenue and Ralph McGill Boulevard • Simpson Street (both sides) between Centennial Olympic Park Drive and West Peachtree Street • Piedmont Avenue (eastside) between Decatur Street and North Avenue • West Peachtree Street (westside) between the Civic Center MARTA station and Simpson Street

8. Re-introduce the Downtown grid system block structure in the railroad gulch area by extending:

• Upper Alabama Street from Forsyth Street to Northside Drive • Upper Wall Street from Peachtree Street to Centennial Olympic Park Drive • Fairlie Street from Marietta Street to extended Upper Wall Street Road “diets” will create space for • Richard B. Russell Drive from M. L. King, Jr. Drive to extended Upper Wall improvements to make the pedestrian Street • Other necessary new access streets and driveways to support development environment safer. on new smaller blocks

9. Re-open streets to all vehicular traffic:

• Upper Alabama Street between Forsyth Street and Central Avenue • Broad Street from Marietta Street to extended Upper Wall Street • Broad Street from Upper Alabama Street to Trinity Avenue

Streetscape and Pedestrian Enhancements

A high-quality pedestrian environment is key to the health and success of Downtown. Over the next decade, major streetscape enhancement projects will be undertaken to encourage a pedestrian-friendly environment with continuous sidewalks, street lighting, landscape and clear signage. While efforts will be made to bring all of Downtown’s streets to a high standard of pedestrian safety and convenience, the following projects were identified as priorities during the Imagine Downtown process:

1. Jones/Simpson/Alexander (Ivan Allen, Jr. Boulevard) – between West Peachtree Street and Northside Drive

Imagine Downtown Page 51 2. Marietta Street – between Peachtree Street and Thurmond Street 3. Decatur Street –between Peachtree Street and the King Memorial MARTA Station 4. Piedmont Avenue – between the Georgia State MARTA Station and John Wesley Dobbs Avenue and between Ralph McGill Boulevard and North Avenue 5. Simpson Street – between Centennial Olympic Park Drive and West Peachtree Street 6. West Peachtree Street – between the Civic Center MARTA Station and Simpson Street 7. Peachtree Street – between North Avenue and Memorial Drive 8. Auburn Avenue/Edgewood Avenue and I-75/85 underpass 9. Fairlie-Poplar Streetscape Program Phase III & Phase IV (portions of Forsyth, Fairlie, Cone, Spring, Walton, Nassau, Poplar and Carnegie) 10. Auburn Avenue – between Peachtree Street and Boulevard 11. Edgewood Avenue – between Peachtree Street and Boulevard 12. Nelson Street bridge – between Spring Street and Nelson Street 13. Centennial Olympic Park Drive – between Marietta Street and Northside Drive 14. Forsyth Street – between Marietta Street and Trinity Avenue 15. Trinity Avenue – between Spring Street and Capitol Avenue Consistent streetscape elements such 16. Mitchell Street – between Northside Drive and Capitol Avenue as street lights, trees and street furni- 17. Spring Street – between Trinity Avenue and Marietta Street ture will give Downtown a unified look. 18. Marietta Street – between Thurmond Street and North Avenue 19. Memorial Drive – between Spring Street and Boulevard 20. M. L. King, Jr. Drive – between Northside Drive and Grant Street 21. Boulevard – between Freedom Parkway and Edgewood Avenue 22. Hilliard Street – between Irwin Street and Decatur Street 23. Jackson Street – between Freedom Parkway and Edgewood Avenue 24. Pine Street – between Piedmont Avenue and West Peachtree Street 25. I-20 underpasses at Spring Street, Pryor Street and Central Avenue

Bicycle Enhancements

In addition to providing improved amenities for pedestrians, the environment for bicyclists will be improved. New bike lanes and routes will link Downtown venues to educational institutions such as Georgia Tech and Georgia State University and connect into the existing city-wide bike trail network. The following priority projects have been identified:

1. Expand the metro Atlanta PATH system of multi-use recreational paths into Downtown by connecting to nearby trails at the following locations:

• Baker Street connecting Centennial Olympic Park to the Freedom Park PATH

Page 52 Imagine Downtown • Luckie Street connecting Georgia Tech and points north to Centennial Olympic Park • Jackson Street connecting the Freedom Park PATH south to the Sweet Auburn neighborhood

2. Advance implementation of the Atlanta Commuter On-Street Bike Plan by incorporating bike facilities on the following streets:

• Jones Avenue/Simpson Street/Alexander Street (Ivan Allen, Jr. Boulevard) • Peachtree Street • West Peachtree Street • Courtland Street • Piedmont Avenue • Centennial Olympic Park Drive • Edgewood Avenue • Marietta Street • M. L. King, Jr. Drive • Jackson Street/Parkway Drive

Open Space, Parks and Gateway Enhancements

Multimodal connectivity in Downtown Downtown already contains numerous parks and open spaces that provide venues for will include a comprehensive system of recreation and cultural activities. Two major new open spaces and an array of smaller bicycle lanes to create a safe environ- plazas, gateways and neighborhood parks are envisioned for the future. Additionally, ment for bicyclists. existing parks will undergo renovations in the short term to cater to the residents, employees and visitors in Downtown. The following are priority park, plaza and greenspace projects:

1. Woodruff Park Landscaping improvements, addition of dog park, increased programming and special events and daily activities 2. Walton Spring Park Incorporation of public art tribute to Andrew Young 3. Mayor’s Park Expansion of existing park to bridge over the Downtown Connector 4. Auburn Avenue Gateways Neighborhood and district boundary markers 5. Capitol Gateway Mall Large, expansive green lawn extending east from the State Capitol building bridging over I-75/85 and continuing through the Capitol Gateway development to connect to Oakland Cemetery

Imagine Downtown Page 53 6. Ivan Allen, Jr. Boulevard Linear Park New gateway, greenway adjacent to future Georgia World Congress Center expansion at Ivan Allen Jr. Boulevard and Northside Drive to complete the GWCC campus park system. 7. Civic Center Park and Plaza Enhancements Upgrades and expansion of existing plaza areas between the two buildings 8. New park and plaza to connect Underground Atlanta and the Georgia State MARTA station to the State Capitol and City Hall utilizing the existing Steve Polk Plaza, World of Coca-Cola pavilion and Railroad Depot building as a base 9. Rebuild State Education Park Remove barrier walls and berms and increase visibility and access

Studies and Other Initiatives New parks and plazas will add to the vibrancy of Downtown’s public spaces As the Imagine Plan is implemented over the coming years, additional studies and analysis will be conducted to evaluate the feasibility of large-scale improvements. These would include traffic studies, economic feasibility analyses and historic preservation surveys. Some of these studies, identified during the Imagine process are listed below:

1. Downtown and Midtown Wayfinding System Create a seamless signage system with enhanced pedestrian-scale signage, trailblazer signs, signage to and from MARTA transit stations and signs directing automobile traffic to and from major venues, parking and the freeway system

2. Downtown Parking Management Action Plan Identify and evaluate short-term action steps that prioritize the parking needs of Downtown and identify specific actions required to begin addressing long- term needs, such as the need for municipal (city owned and operated) parking facilities.

3. Downtown Connectivity Study In-depth analysis and model of Downtown’s street network to better understand overall operations including volumes, peak conditions and bottlenecks, excess capacity locations, constraints, opportunities and the overall impact of converting

Page 54 Imagine Downtown one-way streets to two-way operations. 4. Five Points MARTA Station and Plaza Master Plan Detailed small-area plan to identify alternatives for the reconfiguration of the station canopy structure, introduction of pad sites for retail redevelopment and an overall operations and maintenance plan for the two-block area around the transit hub.

5. Mayor’s Park Feasibility Study A project to improve wayfinding and An action plan and program to guide the creation of Mayor’s Park, including the signage in Downtown and Midtown is feasibility of constructing the park and in particular, park space design features currently underway. that will improve the cost-effectiveness of the project, as well as potential funding sources and partnership opportunities.

6. Sweet Auburn Cultural Center Feasibility Study In-depth programming, financial feasibility and development economics research to advance the creation of the proposed “culturetainment” development that will provide flexible performing arts and exhibit space and retail entertainment space on Auburn Avenue.

7. Peachtree, Mitchell and Broad Streets Façade Program Explore the interest of individual merchants and funding availability to institute a grant or loan program to encourage the rehabilitation and enhancement of retail and commercial storefronts on these key shopping streets.

8. Multimodal Passenger Terminal Economic Feasibility Study The implementation of the proposed Multimodal Passenger Terminal as envisioned by the Imagine Downtown plan -- to serve the transportation needs of the state, region and city; create a civic landmark; and spur economic development -— is a complex public-private development deal that involves a large number of governments, agencies, authorities and private corporate stakeholders. In order to elevate the level of understanding, not only by project stakeholders, but also the general public, a study is proposed to research, identify and communicate the types and levels of development financing that can be made available for a public-private development project of this magnitude, as well as the structure of a governing body arrangement to oversee the implementation of the terminal.

Imagine Downtown Page 55 Achieving Livable Centers Initiative Goals

The LCI Program has identified ten goals that communities must aspire to meet while creating and implementing LCI Plans. The Imagine Plan successfully meets all these goals through recommended policies and projects as described below:

1. Efficiency/feasibility of land uses and mix appropriate for future growth including new and/or revised land use regulations needed to complete the development program

Downtown Atlanta is already a successful thriving mixed-use district, currently witnessing dramatic residential growth. The Imagine Plan policies encourage a continuation of these trends by promoting a mix of retail, residential, office, institutional facilities and open space throughout the district. The strategic placement of retail and residential uses is punctuated by open space that promotes connectivity within the Downtown Area as well as to adjacent neighborhoods. New development is targeted The preservation of Downtown’s close to transit stations. A new land use classification of live/work space for double historic resources was identified as a frontage buildings will ultimately contribute to the future growth in the area by utilizing key goal during the Imagine Downtown mixed-use as a solution for difficult sites. planning process.

An update of the current zoning is underway. The Imagine Study Area lies partially within the SPI-1 area which promotes a more pedestrian friendly, mixed-use environment in Downtown with special incentives to encourage housing. The proposed ordinance also includes supplemental development standards, which will guide the character of the built environment and public realm.

2. Transportation demand reduction measures

The proposed concentration of uses around existing transit stations and provisions for new connections to MARTA and parking facilities should reduce transportation demand. As a part of roadway improvements, major enhancements are recommended for the Downtown Connector, such as ramp modifications which will improve the efficiency of the system and local roads. In addition to other roadway improvements, the Plan details a pedestrian and bicycle network system to encourage more people to walk or ride bicycles for short distance trips. New transit such as the planned streetcar and circulator system will considerably impact transportation demand.

Page 56 Imagine Downtown 3. Internal mobility requirements – traffic calming, pedestrian circulation, transit circulation, bicycle circulation including safety and security of pedestrians

The Plan recommends a well connected system of internal circulators and streetcars to provide facilities for short-distance trips within Downtown. Additionally, the Plan calls for pedestrian safety measures, converting some one-way streets into two-way (hence reducing traffic speed) and other wayfinding measures. In fact, the centerpiece of the Plan is an interconnected sidewalk and pedestrian safety enhancement program, which will directly work towards internal mobility and improved circulation. Specific projects have been listed in the ‘Implementation Projects’ section.

4. Mixed-income housing, job/housing match and social issues

The Imagine Plan builds on Downtown’s rise of recent residential developments by clearly identifying sites and areas that would be appropriate for such uses. The market study recommends both rental and ownership housing with a variety of products Numerous recent residential develop- including rehab lofts, live-work units, mid-rise apartments and high-rise residential ments have reduced Downtown’s jobs towers. Specifically, new residential is recommended at Centennial Hill (around to housing ratio. Simpson Street), the Garnett Street MARTA Station, and Auburn Avenue with infill development in historic neighborhoods such as the Marietta Street Artery, Castleberry Hill and Fairlie-Poplar districts. The proposed housing will reduce the jobs-to-housing ratio by creating a balance of uses.

The update of the zoning code currently underway creates a platform for increasing the stock of affordable housing by giving density incentives for incorporating workforce housing in residential developments.

5. Continuity of local streets in study area and development of a network of minor roads

Traffic and roadway enhancements are key to the success of development projects in Downtown. This area is already well connected with a well defined network of internal streets. New development will be required to maintain and enhance (where possible) this network by opening and improving existing alleys and providing internal streets. Furthermore, some one-way streets are recommended for conversion into two-way in order to provide additional alternatives for circulation.

Imagine Downtown Page 57 6. Need/identification of future transit circulation systems and line haul routes

Expanding on the existing six MARTA Stations, numerous bus stops and private shuttles currently in Downtown, the Plan proposes new transit and connections into the regional transit system. One of the major recommendations of the Plan is the Multimodal Passenger Terminal in the Gulch area, which is envisioned to become a regional hub for transportation over the coming years. Additional transit enhancements include the Peachtree Streetcar, the Auburn-Edgewood Circulator and the Downtown Circulator.

Narrow local streets and alleys can 7. Connectivity of transportation system to other centers be reactivated as service streets and internal connections. As described above, the Multimodal Passenger Terminal will be the center of regional transportation networks. It will serve commuter rail, Amtrak, the Greyhound bus system, inter-County buses, connect to MARTA and accommodate private buses and cars. This multi-layer transportation system will make Atlanta a leader in transit facilities. Additionally, other planned transit will connect to other systems – the Peachtree Streetcar will be closely linked to MARTA, the Auburn Avenue Streetcar can potentially connect to the Beltline and the Downtown Circulator can possibly link to transit on Northside Drive.

8. Center development organization and management, promotion and economic restructuring

Improvements and implementation of the LCI plan will be managed and developed by Central Atlanta Progress (CAP) with assistance from ARC and other entities such as the City of Atlanta. CAP has partnered with numerous public and private entities and has gained experience, through collaborations and long-time relationships, to coordinate the steps necessary to turn vision into reality and plans into action. CAP is already partnering with the City to draft zoning code updates to support the Imagine Plan goals. The Atlanta Development Authority is another key organization that will work on economic development, financing and funding aspects. New organizations will be created for spearheading individual neighborhood efforts. The Sweet Auburn District was identified as one such area, which would require a new entity to champion its redevelopment.

Page 58 Imagine Downtown 9. Stakeholder participation/support

A significant portion of the work done on the Imagine Plan involved public participation, and this took many different forms. As described in detail above, the process included an online survey (taken by over 1,900 persons), five community charrettes, and numerous meetings with advisory committees and community groups. The Planning Team met with individual stakeholders in different Downtown subareas to discuss issues and opportunities. Community meetings were documented and posted on the Central Atlanta Progress website (http://www.atlantadowntown.com) as well as the website dedicated to Imagine Downtown (http://www.imaginedowntown.com). E-mail comments were welcomed and encouraged throughout the process.

The centerpieces of the public involvement process were five public workshops — the ‘Charrette Weeks’ designed to build awareness and excitement through an intense set of collaborative exercises. The exercises included an ‘issues’ and ‘community mapping’ exercise, group consensus on design, land use, circulation, open space and identity with the final public workshop asking the participants to prioritize their preferred projects.

10. Public and private investment policy An expanded transit system will Central Atlanta Progress is fortunate to have strong connections with developers in improve transportation efficiency in and around Downtown Atlanta the Downtown area. As such, CAP will work with entities such as a proposed municipal photo: Kelly Mills parking authority and the private sector to form partnerships that will begin to provide the foundations for new neighborhoods and revitalized corridors. Some funding mechanisms are already available for building public-private partnerships, including the Tax Allocation Districts administered by ADA. The update of the zoning code currently underway creates a platform for increasing the stock of affordable housing by giving density incentives for incorporating workforce housing in residential developments.

Imagine Downtown Page 59 Development Summary and 25-Year Projections

The Imagine Downtown Plan’s ambitious program envisions numerous new development projects in Downtown over the next several years. In addition to development projects already under construction, planned or proposed, the following program includes longer-term development proposed by the Plan.

Estimated New Development (Based on Illustrative Plan): Residential: 19,400 units Retail: 2,500,000 SF Office/Mercantile: 16,750,000 SF Hotel: 2,300 rooms Cultural/Entertainment: 1,000,000 SF Institutional Space: 1,900,000 SF

Year Population Households Employment

2005 25,796 11,116 99,667 2010 34,352 16,116 112,051 2015 38,483 18,592 125,973 2020 43,235 21,449 141,626 2025 48,699 24,745 159,223 2030 54,983 28,547 179,007

Assumptions: • Downtown area defined as 1-mile radius from intersection of Peachtree Street and Andrew Young International Boulevard • 2000 Population data source: US Bureau of Census, 2000 census population and households • Average Household Size based on ESRI forecasts for 2005 & 2010 • Population includes persons residing in households and group quarters • Population forecast based on Imagine Market Study and potential development build-out over a 25-30 year period • Employment assumes uniform growth in commercial development over a 25-30 year period • All data compiled from Market Profiles & Business Summary 2003 & 2005 prepared by Georgia Power • Business data for 2005 source: InfoUSA, Omaha NE, 2005. ESRI forecasts for 2005

Page 60 Imagine Downtown Priority Implementation Projects

The Imagine Downtown Plan includes a comprehensive list of infrastructure projects that will assist in successfully realizing the Plan’s vision. The following priority projects identified through the plan development process include an immediate five-year action plan and a list of longer-range projects and initiatives.

Five Year Transportation Action Plan

Auburn Ave- Baker/Harris Circulator Peachtree Fairlie-Poplar Edgewood Ave Street Two-Way South CBD Project Name Shuttle (Annual Street Streetscape I-75/85 Conversion and Streetscape Operation Cost) Streetscape (Phase III & IV) Underpass PATH project Improvements Type of Improvement Transit Pedestrian Roadway/Ped Pedestrian Pedestrian Pedestrian Engineering Year 2006 2006 2006 2006 2007 2008 Engineering Cost N/A $400,000 $2,000,000 $700,000 $800,000 $1,500,000 Construction Year 2006 2008 2008 2008 2009 2010 Construction Cost N/A $4,600,000 $8,000,000 $6,300,000 $4,200,000 $6,000,000 Total Project Cost $1,300,000 $5,000,000 $10,000,000 $7,000,000 $5,000,000 $7,500,000 Responsible Party ADID ADID ADID/PATH ADID/City ADID ADID Funding Source Corporate GDOT/LCI GDOT/LCI TE/LCI GDOT/LCI GDOT/LCI Local Source N/A ADID ADID/City ADID/City ADID ADID

Downtown Williams and Eastside-Auburn Peachtree & Connectivity Five Points Spring I-75/85 Project Name Streetscape Auburn Study - Traffic MARTA Station Interchange Re- Improvements Streetcar Signalization configuration Project Type of Improvement Transit/Ped Roadway Pedestrian Transit Roadway Engineering Year 2007 2007 2008 2008 2007 Engineering Costs $3,000,000 $6,000,000 $1,500,000 $50,000,000 $750,000 Construction Year 2010 2010 2010 2010 2008 Construction Costs $12,000,000 $24,000,000 $7,000,000 $250,000,000 $1,750,000 Total Project Cost $15,000,000 $30,000,000 $8,500,000 $300,000,000 $2,500,000 Responsible Party ADID/MARTA GDOT ADID/City Collaboration ADID/City Funding Source TBD GDOT GDOT/LCI/TE Private GDOT Local Source ADID/MARTA ADID/GDOT ADID/City Private ADID/City

Imagine Downtown Page 61 Five Year Open Space Plan Description/Action Cost Year Responsible Funding Source Party Woodruff Park Enhancements (Maintenance and Programming) $3,000,000 2006 - ADID/City ADID/City/GSU/ 2008 Adjacent Property Owners Mayor’s Park (Downtown Connector at Peachtree Street) $30,000,000 2008 GDOT and Private Fundrasing

Five Year Key Initiatives Description/Action Cost Year Responsible Funding Source Party Downtown Livability Code Update and Adoption - 2006 CAP/ADID - Encourage NS & BOA buildings to convert to residential - 2006 CAP/ADID TAD funds

Five Year Key Studies Description/Action Cost Year Responsible Funding Source Party Downtown & Midtown Atlanta Wayfinding System $3,100,000 2005 ADID/ MID State Bond/ MID Downtown Parking Management Study $175,000 2005 ADID GDOT Downtown Connectivity Study $200,000 2006 ADID ADID Study reconfiguration of Five Points MARTA canopy structure $100,000 2006 ADID ADID Multimodal Passenger Terminal Economic Feasibility Study $300,000 2007 City/State City/State Municipal Parking Decks $50,000,000 2007 ADA/ CAP TAD funds

Page 62 Imagine Downtown Longer-range Transportation Projects

Description/Action Cost Year Responsible Funding Source Description/Action Cost Year Responsible Funding Source Party Party Downtown Connectivity Improvements $2,000,000 TBD ADID City/GDOT Woodruff Park Enhancements (Maintenance and Programming) $3,000,000 2006 - ADID/City ADID/City/GSU/ 2008 Adjacent Property Peachtree Streetcar (construction and annual operations) $50,000,000 TBD Private Corporate/TAD Owners Mayor’s Park (Downtown Connector at Peachtree Street) $30,000,000 2008 GDOT and Auburn-Luckie Streetcar (construction and annual operations) $50,000,000 TBD Private Corporate/TAD Private Fundrasing COP Drive Esplanade $4,000,000 TBD ADID LCI/GDOT/ADID Piedmont Avenue Streetscape (north of Ralph McGill) $2,000,000 TBD ADID LCI/GDOT/ADID Five Year Key Initiatives Reconfigure Five Points MARTA canopy structure $25,000,000 TBD Private Private/TAD Description/Action Cost Year Responsible Funding Source Nelson Street Pedestrian Bridge $500,000 TBD ADID LCI/GDOT/ADID Party Downtown Livability Code Update and Adoption - 2006 CAP/ADID - Extend Mitchell Street to Memorial Drive $10,000,000 TBD GDOT GDOT Encourage NS & BOA buildings to convert to residential - 2006 CAP/ADID TAD funds South CBD Streetscape Improvements $3,500,000 TBD ADID LCI/GDOT/ADID Multimodal Passenger Terminal $309,000,000 TBD GDOT GDOT/TAD/Private Five Year Key Studies Extend Alabama and Wall Streets across the gulch $30,000,000 TBD GDOT/Private GDOT/TAD/Private Description/Action Cost Year Responsible Funding Source Spring Street Improve. (streetscape, traffic circle, two-way) $8,000,000 TBD GDOT GDOT Party Downtown & Midtown Atlanta Wayfinding System $3,100,000 2005 ADID/ MID State Bond/ MID Downtown Parking Management Study $175,000 2005 ADID GDOT Longer-range Projects and Studies Downtown Connectivity Study $200,000 2006 ADID ADID Description/Action Cost Year Responsible Funding Source Study reconfiguration of Five Points MARTA canopy structure $100,000 2006 ADID ADID Party Multimodal Passenger Terminal Economic Feasibility Study $300,000 2007 City/State City/State Auburn Avenue Gateways $500,000 TBD ADID LCI/ADID Municipal Parking Decks $50,000,000 2007 ADA/ CAP TAD funds Civic Center Park/Plaza Enhancements $1,000,000 TBD Private TAD/City/Private New Ivan Allen Blvd Park/Plazas/Gateways $3,300,000 TBD ADID LCI/ADID New Plaza connecting Underground /GSU MARTA to Capitol/ City $2,000,000 TBD City/State City/State Hall Mitchell and Broad Street Façade Program $1,000,000 TBD City Grant/TAD/City Rebuild State Education Park $800,000 TBD State State Andrew Young International Gateway Park/Plaza $500,000 TBD ADID LCI/ADID

Imagine Downtown Page 63 A cknowledgements

Imagine Downtown Team Central Atlanta Progress and the Atlanta Downtown Improvement District

Central Atlanta Progress recognizes the elected and appointed officials, advisors, and professional and A.J. Robinson, citizen planners who made the Imagine Downtown plan possible. In particular, we President Paul B. Kelman, thank the City of Atlanta including Mayor Shirley Franklin, the entire Atlanta City Executive Vice President, FAICP Council and City staff. Jennifer Ball, Senior Project Manager Interns Atlanta City Council Ellen Mendelsohn Robin Bechtel Rob McColloch Lisa Borders, President Clair Muller, District 8 Steve Schrope Carla Smith, District 1 Felicia Moore, District 9 Mark Farmer Debi Starnes, District 2 C.T. Martin, District 10 City of Atlanta Ivory L. Young, Jr, District 3 Jim Maddox, District 11 Flor Velarde, Bureau of Planning Enrique Bascunana, Bureau of Planning Cleta Winslow, District 4 Joyce Sheperd, District 12 Harry Boxler, Bureau of Planning Brian McHugh, Public Works Natalyn Archibong, District 5 Ceasar Mitchell, Post 1 At- Large Karen Huebner, Urban Design Com- Anne Fauver, District 6 Mary Norwood, Post 2 At- Large mission Doug Young, Urban Design Commission Howard Shook, District 7 H. Lamar Willis, Post 3 At- Large

Atlanta Development Authority Greg Giornelli Atlanta Downtown Improvement District Board of Directors Tina Arbes

Consultant Team Chair: Craig B. Jones, Cousins Properties, Inc. Urban Collage, Inc. Hank Almquist, AMC, Inc. Planning, Design and Project Manage- ment Curly Dossman, Georgia-Pacific Corporation Cooper Carry Powell A. (Alec) Fraser, Turner Properties Urban Design URS Corporation Gary L. Gentile, Atlanta Marriott Marquis Hotel Transportation Planning The Honorable Debi Starnes, Atlanta City Council Hall Planning and Engineering Transportation Planning David M. Taggart, The Coca-Cola Company Planners for Environmental Quality Public Participation and Outreach Karen Elaine Webster, Underground Atlanta Zimmerman / Volk Associates, Inc. Cathy Woolard, Metro Atlanta Chamber of Commerce Residential Market Potential ZHA, Inc. Commercial Market Potential Verge Studios Central Atlanta Progress Board of Directors Web Design and Content Biscuit Studios Digital Media Design and Production Chair: Phil Kent, Turner Broadcasting Systems Vice-Chair: Craig Jones, Cousins Properties, Inc. Treasurer: Terry Cowles, Deloitte Consulting Andrew Agwunobi, Grady Health System H. Inman Allen, Ivan Allen Company Hank Almquist, AMC, Inc.

Page 64 Imagine Downtown A cknowledgements

Central Atlanta Progress Board of Directors (continued)

Tom Arasi, Portman Holdings, Inc. David Minkin, Greenburg Traurig LLP Harold Bevis, Delta Airlines, Inc Bernie Mullin, Atlanta Spirit LLC Albert K. Blackwelder, Emory Crawford Long Roger L. Neuenschwander, AIA, Thompson, Hospital Ventulett, Stainback & Associates, Inc. James R. Borders, Novare Group Dan O’Leary, Underground Atlanta James E. Bostic, Jr., Georgia-Pacific Corporation Ken Ostrowski, McKinsey & Company, Inc. Armin Brecher, Powell Goldstein LLP Timothy J. Pakenham, Alston & Bird LLP William H. Brewster, Kilpatrick Stockton LLP Charles Parker, Atlanta Journal-Constitution Amanda Brown-Olmstead, A. Brown-Olmstead Carl V. Patton, Georgia State University Associates, LLC Egbert Perry, The Integral Group G. Wayne Clough, Georgia Institute of Technology Alicia A. Philipp, The Community Foundation for Cecil D. Conlee, CGR Advisors Greater Atlanta Tony Conway, CMP, A Legendary Event Melanie Platt, AGL Resources Brad Dinsmore, Bank of America Spurgeon Richardson, Atlanta Convention & Visitors Bureau Hattie Dorsey, Atlanta Neighborhood Development Partnership, Inc. Steve Riddell, Troutman Sanders LLP Rebecca M. Dunn, BellSouth Corporation Mark B. Riley, Urban Realty Partners Craig Flanagan, Colonnade Properties Jerome Russell, Jr., H.J. Russell & Company Nathaniel P. Ford, Sr., MARTA Ingrid Saunders Jones, The Coca-Cola Company Robert L. Fornaro, AirTran Airways Alexis Scott, Atlanta Daily World Powell A. (Alec) Fraser, Turner Properties Kim Shreckengost, AMB Group LLC/Atlanta Falcons Michael Garrett, Georgia Power Company E. Kendrick Smith, Smith, Gambrell & Russell, LLP Larry Gellerstedt, III The Gellerstedt Group LLC Mason Stephenson, King & Spalding Greg Giornelli, Atlanta Development Authority David Stockert, Post Properties Dan Graveline, Georgia World Congress Center Jon Stroup, Egon, Zehnder International, Inc. John Heagy, Hines Interests Scott Taylor, Carter & Associates Maxine Hicks, Epstein Becker & Green P.C. Jay Tribby, Atlanta Downtown Neighborhood Assoc. Lara O’Connor Hodgson, Dewberry Capital Corp. Joe Tringale, United Parcel Service, Inc. John R. Holder, Holder Properties John Scott Wilfong, SunTrust Bank, Atlanta G. Thomas Hough, Ernst & Young LLP Sam A. Williams, Metro Atlanta Chamber of Don Huffner, Equity Office Properties Commerce Steven Labovitz, McKenna Long & Aldridge LLP Betty E. Willis, Emory University Timothy J. Lindgren, Hyatt Hotels and Resorts James Young, Citizens Trust Bank William H. Linginfelter, Wachovia Bank N.A. Caldwell Zimmerman, Colliers Cauble & Co. David Marvin, Legacy Property Group, LLC Charles H. McTier, Robert W. Woodruff Foundation

Imagine Downtown Page 65