Murray Hill Town Center Vision Plan Contents

Town Center Vision Plan Murray Hill

City of Jacksonville Planning and Development Department Town Center Program Phase 1 Initiative Town Center Vision Plan Murray Hill

City of Jacksonville Planning and Development Department Town Center Program Phase I Initiative

March 2004 Acknowledgements

his document was prepared for the City John Peyton of Jacksonville Planning and Develop- Mayor Tment Department. It was developed City of Jacksonville through input from dozens of local participants. The development process spanned 12 months, Reggie Fullwood from March 2003 through March 2004. We are District 9 Representative grateful to the many community members who Jacksonville City Council participated in the neighborhood workshops and contributed their time, energy, and Visions Michael Corrigan to this report. District 14 Representative Jacksonville City Council

Jeannie Fewell Director Planning and Development Department

Jennifer Hewett-Apperson, AICP i A special recognition is due Town Center Program Project Manager JaxPride, a nonprofit coalition Planning and Development Department for visual enhancement, for their early and ongoing community visioning activities in Jacksonville. Their volunteer efforts have helped raise community awareness about the Sponsoring Organization importance of having a Vision for neighborhood Murray Hill Preservation Association improvement. Randy Mallory, President

Consultant Team This document was prepared by: Prosser Hallock, Inc.

13901 Sutton Park Drive South Suite 200 with VIA Concepts, LLC Jacksonville, Florida 32224 904.739.3655 M. Victoria Pennington fax 904.730.3413 and Jean Dickson www.prosserhallock.com

Murray Hill Town Center Vision Plan Contents

1. Overview...... 1 2. Community Vision ...... 5 3. Focusing the Vision ...... 13 4. Future Visions ...... 28 5. Implementing the Vision ...... 32 6. Maintaining the Vision ...... 38

7. Final Recommendations ...... 40 ii 8. Conclusion ...... 42

Murray Hill Town Center Vision Plan 1 Overview

hat is a town center? The phrase While this description hints at the character of a conjures an image of Main Street, of Town Center, the specific form and function can Wactivity and livelihood, of a space vary greatly. This report represents an effort by that is historic, active, interesting, and inviting. the Murray Hill community to define and redefine A Town Center is typically an urbanized area, their Town Center with assistance from the City condensed and pedestrian oriented, with commer- of Jacksonville. To be part of the City’s Town cial enterprises that serve the local community, Center Program, a Town Center must be at least and other amenities such as parks and plazas. As 30 years old and must have been at one time an the hub of the community, Town Centers should established commercial district or corridor at the be attractive and well-maintained. heart of an existing community or neighborhood.

“ neighborhood is, The Murray Hill commer- Afirst and foremost, cial district is a prime designed for people, and example of a Town not solely for cars. It Center that once actively 1 must allow for a range supported the commu- of housing options to nity but has experienced accommodate people in changes over time that all stages of life: families have lessened its func- with children, young tion. Despite some college students, empty decline, the Murray Hill nesters, single profession- community recognizes als, and employees of local businesses. It must the value of this area as a neighborhood and feature narrow, slow-speed streets where cars cultural resource. This Vision Plan is an effort to and pedestrians peacefully co-exist and restore and improve the Town Center through a residents can walk safely along tree-shaded community-based initiative and with the help and sidewalks. A true neighborhood must also resources of the City of Jacksonville. offer the pedestrian someplace worth walking to: a corner store, a cozy park, a nature trail, or a friend’s house down the street. The walk Background itself must be interesting, featuring land- The City of Jacksonville, through the leadership of scaped gardens, architectural details, and City Council member Suzanne Jenkins, developed places to meet informally with neighbors.” the Town Center Program as a means of providing (Welcome to Vermillion. 2000. Bowman support to local organizations for redeveloping Development Group. ) that still retain some character, historically, aesthetically, or otherwise. The City also recog-

Murray Hill Town Center Vision Plan nizes the role these Town Centers can serve as gather community ideas and opinions, and this Jacksonville grows: to provide shopping, service, Vision Plan is a direct result of that input. and entertainment alternatives, support small and local businesses, and create meaningful and memorable places that define the City as whole. Planning Process To generate a Vision, a Project Team was as- lder communities want their commercial sembled to guide the Vision from initial program- “Ocorridors that are the front doors to their ming through completion of the final report. The neighborhood to reflect the character of their Team included MHPA representatives, City staff, community...It’s about the community first coming and the project consultant. The Team developed together because the plan has to be put together by a streamlined process to encourage as much citizen the community--not done for them or to them, but participation and input as possible. Team leaders done with them.” initiated the planning process with a meeting to --Suzanne Jenkins identify key issues concerning the area and identify times and locations for workshops. The Project In the fall of 2002, Murray Hill Preservation Team then conducted a site visit to walk the area, Association (MHPA) applied for and received a discuss opportunities and constraints, and record grant from the City of Jacksonville for Phase I information. Follow-up site visits by the project Visioning as part of the Town Center Program. Specifically, this Phase I effort creates a Vision for redeveloping the Town Center located along Murray Hill, from INITIAL PROGRAMMING 2 College Street north to I-10 (see map on GOALS & OBJECTIVES page 4). Once a Phase I Vision is completed, organizations are eligible to apply SITE VISITS and for Phase II funding that will enable DATA COLLECTION development of construction plans; however, Phase I recipients are not guaranteed Phase II funding through the program. PUBLIC Phase III applicants seek construction WORKSHOPS funds to apply toward implementation. The Town Center Program is administered by the City of Jacksonville Planning and Development Department. VISION DEVELOPMENT Mission The mission of this project is to develop a

Vision for Murray Hill that activates the DRAFT REPORT needs and desires of the local community while incorporating the realities of cost, condition, and other constraints. Neigh- CITY & ORGANIZATION FINAL borhood workshops were conducted to REVIEW VISION PLAN

Murray Hill Town Center Vision Plan consultant provided supplemental information during the development of the Vision.

With preliminary analysis and information collected, the Team conducted two public workshops that were scheduled around community interests and located as close as possible to the Town Center. The workshops were carefully organized to allow direct participant input, at both a personal level and a communal level. This community response is detailed in the next section. The workshops concluded with presenta- tions of participant Visions and a prioritization of projects by the participants, allowing the Team to then develop a plan for Phase II and Phase III implementation, as presented in this report.

It is important to emphasize that the recommendations in this report are conceptual in nature and as such serve as a guide for decisions to be made during a Phase II application, when the Town Center Vision concept will be transformed into Example of a new Town Center in Jacksonville 3 detailed construction plans. Phase II will provide (San Marco Square) the details, drawings, and design work needed to undertake construction.

Plan Area The Murray Hill Town Center is the commercial corridor along Murray Hill, between College Street on the south and I-10 on the north. The concentration area, or focal point, is the corridor segment between College and Myra Streets. The plan area is shown on the following page.

Example of an old Town Center (St. Augustine, FL)

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t the heart of this Visioning process are influenced or overshadowed in the open discus- the comments, concerns, and dreams of sion to follow. The following is a summary of Athe area residents. These are the people their responses to these questions. Their answers who know Murray Hill best, who live and work in guided our Vision concept throughout its devel- the area, who use the roads and sidewalks, who opment. work to improve neighborhood conditions, and who enjoy the use of the neighborhood. To create Who are we? a realistic Vision for redevelopment, their input The following questions were asked in the survey. must be included. Therefore the Project Team (There were 24 respondents.) developed a careful program to gather as much direct input as possible within a short time frame. Are you married? Yes: 66% Background Data No: 34% Prior to the first workshop, the Project Team Do you have school-age children? conducted a site analysis and site visit to confirm Yes: 41% 5 significant existing conditions that would likely No: 59% influence Town Center planning. A background What neighborhood do you live in? data summary and zoning map are provided at the Murray Hill: 75% end of this section. Other: 25%

How long have you lived there? First Workshop Less than 5 years: 58% 5 to 15 years: 25% For the first workshop, the Project Team devel- Over 15 years: 17% oped a workbook that included a survey to gather demographic information. This workbook also Are you within walking distance of the Town asked the participants two important questions: Center? Yes: 71% “Where are we now?” No: 29% and “Where would we like to be?” Partici- How often do you visit the Town Center? pants reflected on Once a week or more: 33% these questions in a Monthly: 33% Never: 33% personal way to try to identify important Do you own a business along the Edgewood issues, concerns, and commercial corridor? visions for the future Yes: 17% that would not be No: 83%

Murray Hill Town Center Vision Plan Do you work in the Murray Hill area? Where are we now? Yes: 44% To evaluate participant’s perspective on current No: 66% corridor conditions and issues, the survey included a section that asked “where are we now?” Where do you typically go for entertainment? Riverside, Avondale, San Marco, Tinseltown, Participants were asked to consider how they feel Orange Park about their Town Center today and list their primary concerns. This question created a Are there enough parks in the area? reference point on which to base the emerging Yes: 65% Vision. The primary survey responses are listed No: 35% below: Why did you attend this workshop? Perspectives about Murray Hill today..... • Neighborhood interest • Input “Is run down, outdated.” • Curious “Has good potential.” • Improvement • Business interest “Is convenient, with a large variety of shops and stores.”

Based on the survey response, the Project Team “Needs a face lift.” concluded that Murray Hill is an area with an “Is a middle class, working neighborhood.” elderly population that is transitioning to a “Is a diverse community.” younger community with a higher proportion of 6 “Needs to improve business.”’ singles, young married couples, and children. While most surveys indicated no children, it is “Is a nice neighborhood with nice houses.” likely that many residents with children did not “Is friendly.” attend the evening meeting. The frequency of “Doesn’t feel safe after dark.” Town Center use and typical entertainment destinations indicate a continued use of the Town Center for many local needs. Most participants felt area parks were adequate with several nearby, Where would we like to be? but some expressed concern about no park or Participants were also asked in the survey to open space directly related to the corridor. answer the question “where would we like to be?” They were instructed to share the top three changes they would like to see in their Town Center in the future. The intent of both survey questions was to gather an unbiased and personal vision from each individual. Again, the primary responses are listed below:

Desired future changes for Murray Hill......

“Better sidewalks.” “New landscaping and street trees.”

Murray Hill Town Center Vision Plan Community and Cultural Resources “Businesses to improve their storefronts.” “More dining and retail businesses.” “To retain its historic character, like 1950s Mayberry.” “To provide for more outdoor seating.” “To improve the lighting along the corridor.” “To be inviting and safe.” “A family-friendly atmosphere, for children and seniors.” • We need a visible entrance or place identifier. • There are several churches in the area that “Improved parking.” help support the community. • Murray Hill Theater is a registered local historic landmark. Issues and Possibilities • There are not enough places to eat or gather. Workshop participants were given an opportunity • We need a community event location. to discuss and debate major issues that the Project • We need a small grocery store, video store, or Team identified or that they raised. The following coffee shop. is a summary of those issues:

Transportation 7

• The commercial buildings have a lot of character but need some attention. • We need a visible entrance or place identifier. • We need a visible entrance or place identifier. • We need more green space with landscaping • There are numerous obsolete driveway cuts and trees for shade. along Edgewood. • How can store owners display their merchan- • On-street parking is haphazard in places and dise effectively and not compromise access needs better definition. and aesthetics? • Improving access to businesses will promote economic development. • There are no bike lanes or bike racks. • Bus stops are unattractive and do not shelter riders. • Traffic signal poles and pedestrian buttons are unattractive.

Murray Hill Town Center Vision Plan Lighting, Utilities, and Drainage Landscaping

• The existing lighting lacks character, and • We need more landscaping to soften overhead utility poles create visual clutter. buildings and pavement and give the • There is not enough accent lighting to high- neighborhood some character. light nice architectural features. • Street trees would be especially nice along • Infrastructure is old and needs repair the corridor and offer more shade. and replacement. • We need more trash receptacles to keep the area clean.

Signs Pedestrian Access/Walkability

• Signs are disorganized and lack unity. • A more effective sign program would make • The existing sidewalks are adequate but need stores appealing and attract customers. repair in some locations. • Car overhangs block sidewalks. • We need more benches for outdoor seating. • We need more crosswalks that make crossings more visible.

Murray Hill Town Center Vision Plan Architecture and Building tape, tracing paper, and other tools needed to Improvements translate ideas into images. Team members were on hand to help in the translation process, with the goal of developing a graphic Vision that responded to earlier comments and ideas. Once complete, the groups presented their plans or Vision concepts to the overall group and responded to questions and comments.

• The architecture of our Town Center is mixed and not associated with a particular style, though typical of commercial development seen in the 30s, 40s and 50s. • Building facades could be improved with integrated themes, scale, color, materials, and patterns that would help unify the corridor.

Group Work 9 With personal visions and primary issues identified, workshop participants divided into groups centered around tables to brainstorm and begin the process of putting ideas and concerns onto paper. The project consultant provided plan sheets, aerial photo- graphs, zoning maps, and plenty of pens, markers, scales,

Murray Hill Town Center Vision Plan Second Workshop noted to the rest of the participants for feedback and general approval. From these plans, the During the second workshop, the project consult- Project Team identified a staging approach that ant presented participants with a Vision concept echoed participant desires. plan based on input from the first workshop. The concept was presented via projection to allow an The resulting program, described fully in the overall group discussion. Table-sized versions of next section, is a logical sequence that allows the plan were then distributed among the groups for highly visible projects or those most important to facilitate smaller group discussions. Details to the community to get designed and built such as timeline and budget were discussed to within the funding framework of the Town assess the feasibility of the concept. Groups were Center Program. Subsequent projects can encouraged to prioritize projects based upon the follow this initial effort as additional funding, projected funding for the Town Center Program. support, and resources are acquired by MHPA Groups were also asked to consider projects that (or other related civic groups such as JaxPride could be eligible for implementation through or Greenscape). other funding programs. Each group presented their revised Vision plans with preferred projects

Murray Hill Town Center Vision Plan Project Background Summary The following summary provides general information about the project area considered in establishing the Vision:

Planning District(s): 5 (Northwest) City Council District(s): 9 and 14 City Council District Representative(s): Reggie Fullwood (9) and Michael Corrigan (14) Length of Town Center Corridor: .57 miles Width of Right of Way: 100 feet Major Cross Streets: Roosevelt Boulevard Post Street College Street/Falmouth Street Corridor right-of-way jurisdiction: City of Jacksonville Number of Corridor Property Parcels: 88 Zoning: CCG-1(86) PUD (1) PBF (1) Roadway Classification: Collector Posted Speed Limit: 30mph Number of Lanes: 4 Lane Width: 12 feet Maximum Peak Hour Traffic: 2,964 Percent of Total Capacity Used: 11 Cassat Ave. to Post St. 29.72 Post St. to Roosevelt Blvd. 31.68 Total Capacity Available: Cassat Ave. to Post St. 2,083 Post St. to Roosevelt Blvd. 2,025 2003 Level of Service: Cassat Ave. to Post St. C Post St. to Roosevelt Blvd. C Average Daily Trips (2003): 12,434 Number of Signalized Intersections: 5 Number of Bus Stops: 6 Electrical Service Location: Overhead Historic Buildings: Murray Hill Theater (Local Landmark) Woods Pharmacy Churches along Corridor: Murray Hill United Methodist Church Edgewood Avenue Christian Church Civic Buildings along Corridor: Murray Hill Branch Library Public Parks along Corridor: None Typical Sidewalk Material: Concrete Typical Width of Sidewalks: 4 to 6 feet Typical Street Light Type: Cobra Head Typical Street Light Spacing: 150 feet

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ollowing the second workshop, the Project report addresses maintenance issues for the Team undertook the task of refining the proposed improvements. The maintenance FVision developed during the workshops. recommendations can be used to guide final The final plan addresses participant desires while design and ultimately to build an acceptable incorporating budget parameters and construction partnership with the FDOT and the City for constraints in order to reflect the area’s Vision. ongoing maintenance. The projects described in this section fit within the Town Center funding parameters and allow The following group of projects were identified as for maximum benefit of these funds. A graphic first priority projects that would qualify for Phase plan depicting these improvements is located at II and Phase III funding under the Town Center the end of this section. Additional projects that Program* and that would make a significant, do not fit within this initial staging program are positive impact to the corridor. These projects are described in Section 4 as part of the long range right-of-way improvements that could be accom- Vision. plished without excessive difficulty. They fit together as a package that meets many of the objectives identified by the workshop participants. 13 Right-of-Way Improvements Some of these improvements make possible Town Center funds are limited to public land private property enhancements that respond to improvements. The Project Team’s effort focused participant visions for renewal. Most importantly, primarily on improvements to the right-of-way these improvements are highly visible and fit along the corridor. The City of Jacksonville has within the available funding parameters. Other jurisdiction over the Edgewood right-of-way and viable projects identified as part of the Vision but FDOT over the Post Street right-of-way. Proposed outside the funding parameters of the Town improvements and maintenance within both right- Center Program are described in Section 4. The of-ways are subject to the final approval of each projects are listed in order of priority as deter- agency. The improvements recommended below mined by participants during the second work- are typically agreeable to the City of Jacksonville, shop. FDOT, and other governing bodies, provided they meet established design guidelines and that * Funding for Phase II and Phase III requires a provisions are made regarding additional mainte- separate application and approval process nance requirements. through the Planning and Development Depart- ment. Satisfactory completion of Phase I While Phase II of the Town Center Program deals Visioning does not guarantee funding for Phase with final design and permitting issues, we have II and Phase III of the Town Center Program. attempted even at this conceptual level to steer clear of design approaches that could become contentious or problematic. Section 5 of this

Murray Hill Town Center Vision Plan funding, this same program could be continued to Lenox with similar benefits.

The 2-lane proposal would reduce existing capacity on Edgewood, potentially creating more congestion. Edgewood’s four lanes allows the maximum capacity for its current configuration. Congestion on Post Street could also increase; Plan segment showing proposed median improvements for Edgewood Avenue (taken from the graphic plan at the end drivers on Post making a right-on-red would have of this section) to wait longer for openings with only one lane of traffic into which to merge. Nevertheless, the Reconfigure Edgewood proposed improvements can be supported with Avenue between Falmouth several points: Street and Mayflower Street Reduce the existing 4-lane configuration along Edgewood to a 2-lane format with two travel lanes and a central median. This would be applied between Falmouth Street and Mayflower Street (about 1/2 mile). Southeast-bound traffic would merge from two lanes to one just past the intersection with Falmouth. Northwest traffic 14 would transition from one lane to the current two lane format after the Falmouth intersection. At Mayflower, the central median would transition into the current median and parking configuration existing between Mayflower and U.S. 17. Dedi- Mayflower to Plymouth block of Edgewood, showing change to two-lanes from four and center-street parking. cated turn lanes would be provided at major intersections and median openings would accommodate smaller intersections and driveways as 1. The focal point of this study area is the intersec- possible. Reducing the roadway from 4 lanes to 2 tion at Post Street, the heart of the Town would allow the area of removed 24-foot lanes to Center. The current road configuration at this be converted to central median space that would intersection is for left-turn-only, effectively create a dramatic, wide landscaped boulevard from reducing through-traffic to two lanes. The Falmouth to U.S. 17. proposed improvements would not alter this configuration or diminish the existing capacity While a 2-lane configuration could be extended at this major intersection. northwest of Falmouth to Lenox Avenue, the Project Team concentrated potentially available 2. The current 4-lane configuration already merges Town Center funds around the Post and Edge- to 2 lanes at the Mayflower intersection. The wood focal point. Because it extends northwest, fact that this configuration already exists and Falmouth is the best intersection to transition functions with minimal problems lends credit from 4 lanes to 2. At a future time with more to the proposed approach. In essence, the

Murray Hill Town Center Vision Plan Project Team’s proposal simply extends an exceed the speed limit, based upon the Project already existing condition further along the Team’s observations and testimonials from corridor. workshop participants.

3. The block between Mayflower and Plymouth is 7. Reduced traffic speeds would create a safer currently under design for right-of-way improve- environment, supportive of the desired Town ments as a separate effort, not part of this Center objectives for a pedestrian-oriented project. The proposed improvements to that environment with an active commercial district block retain its current arrangement with 2 of shops, stores, and businesses. The improve- lanes of through-traffic and a dedicated median ments also allow for bump-out areas and space for parking. The City of Jacksonville is median refuges which increase the curbed, likely to approve this design, and this indicates protected area for pedestrians and reduce the a sympathetic response by the City to residents distance across travel lanes. and business owners who have supported the proposed improvements. 9. Reduced traffic speeds would improve the current function of on-street parking along the corridor. Without a dedicated merge lane, cars 4. The proposed improvements respond more are forced to back into the travel lane, in both closely to the original 1907 plat for Edgewood the existing and the proposed condition; Avenue. however, the proposed configuration gives users “Called Murray Hill Avenue and later more time to negotiate this maneuver. The called Edgewood Ave., the developers of proposed configuration also improves the 15 Murray Hill provided an extensive right of alignment of on-street parking to a consistent way for Edgewood Ave. with the intent of 45 degrees and provides for new bump-outs and developing a landscaped boulevard similar islands that improve protection for parked cars to Main Street in Springfield. Although and for cars transitioning into and out of the boulevard was never completed, the spaces. wide right of way for Edgewood Ave. remains from the railroad tracks north to Lenox Ave.” (Brown and Herman, “The Street Lighting History of Murray Hill,” 2002) Workshop participants identified the need for new street lights. It is important to distinguish the 5. The proposed improvements create a safer need and function of street lighting versus pedes- roadway for drivers. The addition of wide trian lights. Street lights provide for the lighting medians would narrow the roadway and slow of city and state roads and must meet current traffic. At intersections, curbed medians would minimum illumination standards. They are prevent potential accidents by separating the typically located high overhead and broadcast light turn lane from the travel lane. down to the road. The cobra-head fixture is the City and State standard for meeting street light 6. Reduced traffic speed with a 2-lane configura- requirements. While area residents do not view tion would more closely match the posted these as aesthetically pleasing, they provide the necessary street light distribution and fit within speed limit of 30 miles per hour. Current rates of speed with the 4-lane configuration regularly established budget and maintenance programs. It

Murray Hill Town Center Vision Plan may not be feasible or even possible to find Pedestrian Lights decorative replacements that fulfill illumination Install new pedestrian lights at the heart of the requirements, especially for wider roads. Also Town Center corridor. Pedestrian lighting is the significant is the issue of securing approval single most costly element recommended for through the City, FDOT, and JEA to maintain installation and therefore new fixtures have been these fixtures. judiciously concentrated at the central part of the district to Pedestrian lights in contrast, are lower in height, maximize their typically 8 to 12 feet, and may broadcast light visual impact. globally and at a lower intensity. Pedestrian lights are closer to eye level and create the ambiance The recom- associated with a successful Town Center. mended fixture is a single, round To avoid street lighting issues and liabilities, globe mounted pedestrian lights should be used in addition to on a simple, street lights, rather than to replace them. Pedes- black, 12-foot trian lights that supplement street lights would post. This style not be required to meet street lighting require- is appropriate for ments and could have lower wattage bulbs that the age of the Proposed street light fixture would create the desired aesthetic appeal without community and jeopardizing roadway or pedestrian safety. Pedes- complements a wide range of architectural styles. trian lights are designed to be viewed as much as The style illustrated in the accompanying photo- 16 provide night viewing. In this capacity, they graph has decorative banding that reinforces an would focus attention to themselves and away Art Deco style which would be particularly from existing street lights, further establishing a suitable for Murray Hill. Approximate locations Town Center sense of place. for these fixtures are illustrated in the plan. An estimated 56 new posts and fixtures would be required for the Town Center focus area at Edge- wood and Post.

Existing pedestrian lights at nearby Park and King area with cobra head fixture in background Area proposed for new sidewalk

Murray Hill Town Center Vision Plan Sidewalk Improvements Install a new 4-foot sidewalk on the southwest side of Edgewood, between Hamilton Street and the mid-block terminus adjacent to Murray Hill United Methodist Church. This segment of the study area is the only location with no paved sidewalk. The well-worn foot path indicates Double curb cuts near intersection of Post Street significant use. A wider sidewalk would normally be recommended, but the presence of the to match either side. Superfluous curb cuts are corridor’s most prominent live oak tree necessi- typically remnants of former businesses and are tates a reduced width to minimize construction often not needed for current business needs. The impacts to this valuable specimen. number and frequency of these access points onto the roadway create a safety hazard. Businesses In addition to the construction of a new sidewalk, located on corners can better utilize side street sidewalks should be repaired or replaced as driveways. This proposal may not be possible in required along Edgewood Avenue, on both sides every location and will require a case by case of the roadway. In most cases, sidewalks appear in analysis performed during Phase II. good condition and may not require attention. Sidewalks that are visibly cracked, depressed, or badly worn should be replaced. Sidewalks should Street Trees be widened to 6 feet where space allows to im- Install new street trees along Edgewood Avenue, prove pedestrian access. on both sides of the roadway where space allows. 17 Street trees, perhaps more than any other single Consideration was given early in the process to element, will greatly improve the appearance of widening sidewalks in front of businesses built to the corridor. Evenly spaced trees create a pleasing the right-of-way. To accomplish this would visual rhythm along the roadway and provide require eliminating angle parking in those loca- added protection for pedestrians when located tions or narrowing the roadway to capture more between sidewalks and roadway. Trees also add sidewalk area. Workshop participants were not in environmental value to the corridor by increasing favor of losing the existing parking. Adjusting the shade, filtering dust and pollutants, and providing sides of the road would require moving curbs and a habitat for birds and other animals. gutters, also drainage structures, an expensive process that would quickly consume project funding in both design and construction. In the end, the community was satisfied with the pros- pect of improving the existing sidewalks with the additon of lighting, street trees, and street furniture.

Reduction of Curb Cuts Remove superfluous concrete curb cuts and aprons along the corridor as possible and replace with sidewalks, curbs and gutters, and plantings Washington palms as street trees in La Villa

Murray Hill Town Center Vision Plan Space for street trees is ample within the right-of- Median openings way, between the curbs and the property lines. are illustrated to Proposed tree locations are shown in the plan, accommodate and significant existing trees should be preserved. most existing Proposed tree species and spacing are listed below. driveways and allow on-street parking access Recommended Species: Where space within the com- between the back of curb and the side- mercial district. walks is greater than 8 feet:

Live oak Median landscap- East Palatka holly at planting size (Quercus virginiana ) ing should be Where space is 8 feet or less between composed primarily of trees and sod to reduce curbs or sidewalks: construction costs and for ease of maintenance. East Palatka holly Shrubs and ground covers can be added as desired (Ilex x attenuata ‘East Palatka’) at a later time through other funding and with Cabbage palm* additional maintenance issues resolved (see Sec- (Sabal palmetto ) tion 6). *Cabbage palm is recommended where space is limited to 3 feet or less between Median trees should be planted where possible to curbs or sidewalks create visual relief from paved expanses of roadway and parking. Trees in roadway medians help to Recommended Spacing: 18 Live oak: 30 feet, on center slow traffic by introducing imposing vertical East Palatka holly: 12 feet, on center elements near the travel lanes. Median trees help Cabbage palm: 8 feet on center link street trees across the roadway and create a unified canopy, an aesthetically appealing feature. Proposed tree locations are shown in the plan. Proposed tree species and spacing are the same as for street trees. An illustration of the proposed New Medians median improvements is shown on the following page. Install new medians where space allows and according to the proposed traffic study. Recom- mended median locations are shown in the graphic plan with associated landscaping.

With the removal of two 12-foot travel lanes, new medians can be as wide as 24 feet. At intersections, medians should be constructed to allow dedicated left-turn lanes. The plan shows left-turn median offsets to improve left-turn visibility. This spacing allows for a second smaller median to separate turning cars from the travel lanes and provide an additional refuge for pedestrians. Live oaks used as median and street tree in Southpoint

Murray Hill Town Center Vision Plan Conceptual illustration of Edgewood looking southeast from Kerle Street with new medians, 19 crosswalks, and other improvements Edgewood Avenue at Kerle Street existing conditions

Intersection Improvements Edgewood Avenue and College Street: The following intersections should be modified to improve pedestrian access to the commercial Install new 8-foot crosswalk across College Street district, better connect adjacent residential areas, using red brick or concrete road pavers, locked in improve safety for crossing pedestrians, and place with 10-inch concrete header curbs. enhance the visual quality of the corridor. Edgewood Avenue and Post Street: Edgewood Avenue and Falmouth Street: Replace existing signals with single mast arms Replace existing signals with single mast arms, colored black and consistent with other City colored black and consistent with other City intersection improvements. Install new 8-foot intersection improvements. Install new 8-foot crosswalks using red brick or concrete road pavers, crosswalks on both sides of intersection using red locked in place with 10-inch concrete header curbs. brick or concrete road pavers, locked in place with Use bulb-outs on both sides of the intersection to 10-inch concrete header curbs. protect on-street parking and narrow the roadway crossing for pedestrians.

Murray Hill Town Center Vision Plan Edgewood Avenue and Antisdale Street: Edgewood Avenue and Corby Street: Install new 8-foot crosswalks on all sides of Install new 8-foot crosswalk across Corby Street intersection using red brick or concrete road using red brick or concrete road pavers, locked in pavers, locked in place with 10-inch concrete place with 10-inch concrete header curbs. header curbs. Edgewood Avenue and Edgewood Avenue and Trask Street: Mayflower Street: Replace existing signals with single mast arms, Install new 8-foot crosswalk across Edgewood colored black and consistent with other City Avenue on north side of intersection using red intersection improvements. Install new 8-foot brick or concrete road pavers, locked in place crosswalks across Trask Street and Edgewood with 10-inch concrete header Avenue using red brick or curbs. Crosswalks on the other concrete road pavers, 3 sides of the intersection are locked in place with 10- provided as part of a separate inch concrete header curbs. project.

Intersection of Edgewood and Post, existing conditions 20

Intersection of Edgewood and Post, proposed intersection improvements

Murray Hill Town Center Vision Plan Entry Signs road. Right-of-way space in this block is available for additional parking and the Project Team Install new masonry entry signs or monuments at proposes it be used for this purpose. each end of the corridor. Entry features should be of brick or stucco veneer with a legible name- plate in metal designating Murray Hill. Display Kiosk Install new display kiosk. A display kiosk is It appears that an entry sign is proposed for the needed for a central and convenient display of median at the intersection of Edgewood and information and area events and to reduce display Plymouth Street as part of the pending improve- use of telephone poles. The Project Team recom- ment plans being mends a central location near the Murray Hill developed sepa- Theater. rately from this Town Center initiative. That Bus Stop Improvements proposed location Upgrade bus stops along the corridor with new is ideal for an entry benches and shelters where space allows. Each sign at the south- stop should have benches for people to sit while east end of the waiting on the bus. High use bus stops near corridor. The primary intersections should be designated for Project Team new shelters. The graphic plan shows optimal recommends Standard RAP entry monument locations for new shelters. locating a match- 21 ing entry sign in the proposed median between The Jacksonville Transportation Authority has Falmouth and College Streets. This location developed a new handbook to improve and would allow for a prominent display of a sign or expand their bus shelter design criteria. Local monument because traffic will move slower in this communities are encouraged to use this criteria to segment with the proposed 2-lane merger and the help upgrade bus stops and shelters. The Project new median is widest here. Team recommends the JTA design Option 6 illustrated on the next page for new Edgewood The Project Team recommends a style similar to Avenue shelters. the one used for the Riverside Avondale historic district. The scale and material of this sign would JTA is currently funded for 40 shelters citywide be appropriate for Murray Hill. per year. To facilitate implementation of new bus shelters, JTA has indicated a willingness to match Additional Parking construction funds. Our cost estimate includes an approximation of this expense. Install new angle parking along Edgewood Avenue in available right-of-way between Antisdale Street and Corby Street. Workshop participants identified a strong need for additional parking associated with the Florida Christian Home that occupies the entire block on the north side of the

Murray Hill Town Center Vision Plan Street Furniture Install new benches and trash receptacles along the corridor in appropriate locations and as space allows. Workshop participants indicated a strong need for additional outdoor seating and trash 22 receptacles as part of new street furniture up- grades. The Project Team has selected a typical bench and trash receptacle that would be well- suited to the corridor in terms of aesthetics, Typical bench and trash receptacles historic appropriateness, and durability. The appropriate for Project Team recommends a color choice that will the Murray Hill stand out as an identifiable feature of the Town corridor Center but that will not fade objectionably or become dated after a short time. Images for bench and trash receptacles that suggest favorable types and colors are provided on this page. Specific types, colors, and locations will be identified Irrigation during the Phase II process. Forty-five benches Supplemental irrigation for the plants specified in and 45 trash receptacles are estimated to be this report is recommended but is not critical to needed to complement the proposed Town their success. The recommended plant species are Center improvements, and recommended loca- hardy and well-suited to the harsh urban environ- tions are indicated in the graphic plan. ments typical of this corridor. Once established, ordinarily a one-year process, these plants should live without supplemental irrigation with typical seasonal conditions.

Murray Hill Town Center Vision Plan The cost estimate provides a broad estimate for an sions and takeoffs are averages and based upon automated irritation system for the plants recom- some assumptions. This estimate must be ac- mended in Section 3. The Department of Public cepted as such and not be interpreted as absolute. Works will provide final requirements, designs, A more accurate budget will be developed during and feasibility of irrigation systems as a part of the Phase II construction plan development. Phases II and III. In every circumstance, maintenance responsibility for an automated irrigation A note on methodology: Each project was system must be resolved prior to completion of broken into its major components and calculated Phase II plans. with fixed unit costs that are representative of current construction averages. Quantities were taken from the plan shown at the end of this Cost Estimate section. All totals include a 15 percent contin- The Project Team prepared a cost estimate for the gency to cover non-included or unforeseen costs work described above as Stage One and Stage such as mobilization, buried utilities, etc. All Two. The cost estimate is based upon current totals are rounded to the nearest thousand dollars. construction trends and material and labor costs. Unit costs include labor and installation hard- It is also based upon a conceptual plan. Dimen- ware.

PROPOSED IMPROVEMENTS ESTIMATED COST

Ornamental Lighting $225,000 23 56 new fixtures @ 3,500 = 196,000 Sidewalk Improvements $17,000 500lf @ 30 = 15,000 Reduction of Curb Cuts $9,000 400lf @ 20 (4.5sf x 4sf) = 8,000 Street Trees $79,000 Large trees: 49 @ 750 = 36,750 Small trees or palms: 128 @ 250 = 32,000 New Medians $274,000 Pavement removal: 4122sy @ 18 = 74,196 Curb and gutter: 6,530lf @ 15 = 97,950 Large trees: 35 @ 750 = 26,250 Small trees or palms: 92 @ 250 = 23,000 Sod: 37,098sf @ .45 = 16,694 Intersection Improvements $193,000 Signal replacement: City provided New brick paver crosswalks: 4,640sf @ 11 = 51,040 Bump-outs: 39 @ 3,000 = 117,000 Entry Signs $12,000 1 @ 10,000 = 10,000 Additional Parking $7,000 Curb and gutter: 400lf @ 15 = 6,000

Murray Hill Town Center Vision Plan Display Kiosk $6,000 Prefabricated kiosk: 1 @ $5,000 = $5,000 Bus Stop Improvements $23,000 New bus shelters: 4 @ $5,000* = $20,000 *supplemental funding with JTA as primary funding source Street Furniture $64,000 Benches: 35 @ $1,200 = $42,000 Trash receptacles: 17 @ $800 = $13,600 Irrigation $185,000 Trees: 356 @ $300 = $42,000 Sod and Groundcovers: 37,098 @ $1 = $37,098 Bump outs: 39 @ $500 = $19,500

TOTAL $1,094,000

Note: Some or possibly all of the costs listed above for new trees and associated irrigation could be assumed through the City of Jacksonville’s Tree Protection and Related Expenses Trust Fund (see Section 5).

The Graphic Plan 24 The following three pages illustrate the proposed Town Center Vision projects in graphic form. The plan is meant to provide a conceptual and legible image for visualizing the proposed improvements. It was prepared at a standard scale of 1 inch equals 100 feet, but reproduction may alter this scale slightly. This scale is appropriate for developing a feel for plan elements and for begin- ning to define improvements, but it is not appropriate for detailed design. This plan should be used by the layperson to better understand the improvements described above with the understanding that a more detailed design will be accomplished in Phase II of the Town Center Program. The Phase II consultant should use the plan as a guide reference in developing construction drawings for the corridor.

Murray Hill Town Center Vision Plan Murray Hill Town Center VISION PLAN Hamilton St. To College St.

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0 50' 100' Scale in Feet Murray Hill Town Center VISION PLAN Install new angled parking Antisdale St. To Mayflower St. Holmesdale Rd. to Palmer Terrace

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0 50' 100' Scale in Feet 4 Future Visions

he following projects and improvements the next major roadway construction to Edge- are listed outside of the primary group of wood Avenue. In other areas of town, JEA has Tprojects because of their dependency on participated in burying their overhead lines when outside elements, budget constraints, or unknown major road or utility work has occurred. Repair variables to reach completion. They are important or replacement of existing underground utilities, projects that were identified and discussed in the like storm sewers or water lines would be a prime workshops, and they should continue to be example of projects that would require major considered for coordination, funding, design, and roadway construction ideal for relocating utilities implementation. underground.

In the meantime, the Project Team recommends Underground Utilities that existing wood utility poles be replaced with Workshop participants unanimously agreed that standard concrete posts. This should be a City- locating overhead utilities underground would incurred cost, but the City has a regular replace- improve the aesthetics of the corridor. Aging ment repair schedule and budget; this replacement utility poles could be removed, sidewalk space would not typically be warranted. It would be up 28 expanded, ugly wires buried from sight, and trees to MHPA or other neighborhood representatives no longer required to be severely pruned; but to actively solicit support from their district there are many difficulties in reaching this objec- council representative, business leaders, the tive. JEA has indicated in word and practice a mayor’s office, and others to assist with the cost desire to put their wires underground, and this is and scheduling of this effort. their general preference with new development. Burying existing wires in an older neighborhood, however, presents other challenges. The technol- Overhead String Lights ogy exists to “jack and bore” the wires under- During the workshops, participants generated an ground without disturbing the surface, but it is an idea for displaying decorative string lights over the expensive process. Additionally, other service roadway to identify the district core and to providers that share the overhead lines with JEA, present an inviting and festive atmosphere. This such as telephone and cable, must also agree with project was not included in the funded list this direction for it to occur. It is not clear who because the Project Team determined the height of would be responsible for paying for this service as the existing buildings to be too low to make this no one party feels they should assume the full proposition feasible and attractive. cost. Nevertheless, it remains part of the long- term vision for the community. Nevertheless, the theme is a strong one, and the Project Team recommends that a separately The most likely scenario would be to actively funded initiative be commissioned by MHPA to coordinate the burying of overhead utilities with install permanent decorative string lighting in the

Murray Hill Town Center Vision Plan district core, primarily between Kerle and Antisdale. Decorative string lighting should be Alternatively, this wall space could be used more small, low wattage, low voltage, and strung aggressively as a display for public art. The together in a commercial-grade strip. Several Project Team would recommend that a frame or commercial brands are available (such as border be delineated or constructed on one or Tokistar) that offer a variety of sizes and styles. both sides of the overpass that would serve to Instead of locating lights between the buildings contain and highlight public art projects. Art- and over the roadway, lights could be located work could include painted murals, tile mosaics, along the building copings to frame the primary bas-relief, or other unique treatments. The buildings. A strong alternative would be to framed areas should be lit softly with a ground light the street trees. Canopy trees could have flood light for night viewing. The art space could their branches lit while palms could have their be designated for either a single, permanent trunks wrapped. Either scenario would give display (perhaps professionally commissioned) or Murray Hill an attractive and distinctive look feature rotating art work contributed from year round. neighborhood schools or the Murray Hill Art Center.

Overpass Wall There is very little space for landscaping along the Improvements base of the wall. Where possible, the Project Team recommends removal of existing asphalt The retaining wall that supports the U.S. 17/ and concrete at the base of the wall and installa- Roosevelt Boulevard overpass at the southeast tion of cabbage palms and ornamental grasses end of the 29 such as cord grass (Spartina bakeri). Ideally, new corridor is landscaping would be coordinated to comple- unattractive. ment any public art display planned for the wall. Because of its height and All of the above proposals for overpass wall very close improvement are subject to approval from City proximity to engineers. Any alteration to the existing wall and the service its base must not jeopardize its structural integ- roads, its U.S. 17/ Roosevelt Boulevard overpass wall, existing conditions rity or its ability to be inspected. defects are quite visible to the passerby. This wall also serves as a PRIVATE PROPERTY prominent barrier between the neighborhoods of PROJECTS Murray Hill and Avondale. Pocket Park The Project Team recommends that as a future The Project Team and workshop participants project, the overpass wall be rehabilitated recognized the need for a small pocket park or and painted to provide a smooth and clean gathering space associated with the Town finish. MHPA should be responsible for coordi- Center. Unfortunately, there does not appear to nating the color selection of the paint (on the be any public land within the district readily Murray Hill, or northwest side) to complement available that could be converted for this use. corridor aesthetics. To answer this need, however, the Project Team

Murray Hill Town Center Vision Plan identified one privately-owned parcel that would determine if the building would be worth the cost be an ideal location for a pocket park. 1020 S. and effort to acquire, rehabilitate, and maintain Edgewood is centrally-located as a community center. parcel situated between two existing buildings and largely vacant except for a 1,080 square Building foot concrete block building Improvements located at the rear of the parcel. Buildings are one of the primary The property was sold in 1999 for Existing lot located at 1020 S. Edgewood elements defining the Town $210,000. If this property could Center corridor. Their architec- be acquired through a public and tural style, history, arrangement, and use create a private partnership, it could be easily converted sense of place more than any other single corridor to a pocket park for public passive recreation. feature. Buildings older than 40 or 50 years (from The Project Team estimates that a budget of the date of this report) were built in an era when $300,000 would allow for purchase of the property raw materials, especially lumber, were of a much at current market value as well as improvements higher quality. Craftsmanship had a higher social such as demolition, new pavement, lighting, site value at that time, and attention to form and furniture, and landscaping. The Project Team detail was important. recommends that MHPA seek support from their Council Representative in coordinating a funding Also significant is the location of older buildings; effort to acquire this property, either as a COJ they were typically built with storefronts facing purchase for the Parks and Recreation Depart- the primary road and close to the right-of-way. 30 ment, or as a MHPA purchase through grant This placement is in contrast with development opportunities (see Section 5). trends that evolved with the automobile and shifted priorities toward parking convenience, Community Center resulting in buildings being pushed toward the rear of lots. The placement of buildings close to Workshop participants indicated a strong need for the road is a visually defining element that is a community center that addresses the fastest desirable from a pedestrian point of view. growing segments of the Murray Hill area: the elderly and the youth. Both of these groups have These factors make older buildings visually a need for a safe, convenient place to gather, apparent and an immediate indicator of a play, and learn. Jones College was discussed historic place. For these reasons they are usually during the workshop as a good candidate for such worth preserving and renovating. a center. While this building is The following recommendations proximate to the commercial core are among the most important and appears well-suited as a for creating an appealing community center, the scope of Town Center: this study precludes a thorough feasibility analysis regarding its potential for adaptive reuse. The Project Team recommends MHPA Jones College on Plymouth Street, consider a separate study to existing conditions

Murray Hill Town Center Vision Plan • Awnings for commercial storefronts that • Traditional door replacement. Traditional abut the right-of-way. Building awnings building doors are wood with possibly a add visual interest as well as much needed glass insert. Replacement doors if made of shelter from the elements, especially at modern materials such as metal or fiberglass building entrances. Awnings that project should be manufactured to look historically are preferable over ones that hang verti- correct or at least sympathetic to the cally. Awnings should extend a minimum prevailing historic theme. of 4 feet to provide adequate shelter for pedestrians. • Do not paint exposed brick. Many of the storefronts along the corridor are unpainted • Restoration of storefront windows. brick. They should remain unpainted to Traditional storefront windows should be preserve the original appearance. Painting preserved and alteration with metal frames of brick is most often irreversible and or excessive paint should be avoided. should be avoided whenever possible.

• Removal of burglar bars on windows. Invisible security measures, such as automated electrical systems, should be 31 implemented in place of metal window burglar bars that are visually unappealing and promote the perception that crime is a problem in the area.

Murray Hill Town Center Vision Plan 5 Implementing the Vision

he previous two sections describe many “Design improvements alone will not bring about projects that make up the overall Vision meaningful change; effective marketing, a strong Tfor Murray Hill. Those projects described organizational base and solid economic development in Section 3 qualify for Phase II funding and fit strategies are all necessary to reverse the cycle of within the established budget. At least some of decay from which many downtowns suffer and to the Vision elements will be realized within a sustain preservation activity.” (Florida Main Street) relatively short time, probably 2 to 4 years from the date of this report. Nevertheless, these mea- Design sures alone are not enough to ensure that Murray “Design involves improving the downtown’s image by Hill will grow into the energetic, pedestrian- enhancing its physical appearance—not just the appear- oriented community envisioned by the workshop ance of buildings, but also that of street lights, window participants. There are still several implementa- displays, parking areas, signs, sidewalks, promotional tion measures that MHPA and the community materials and all other elements that convey a visual need to consider. Fortunately, a model exists that message about the downtown and what it has to offer.” provides an established framework on which (Florida Main Street) MHPA could base their own Town Center initia- 32 tive. Of the four points, design is the one most-fre- quently addressed in this report. Through this study and its subsequent Town Center phases, The Florida major design initiatives will be implemented. Main Street Approach There remain, however, other important issues that need to be addressed. The Town Center corridor that is the heart of Murray Hill functions similarly to a small town Develop a Handout We recommend that MHPA Main Street. In this regard, we feel the Florida design a handout dedicated to outlining Vision Main Street program provides a useful model for goals and progress to date, as well as solicit developing implementation strategies. involvement and input. This handout would be used as a promotional tool. Florida Main Street is a program of the Depart- ment of State, Division of Historical Resources, Form a Subcommittee Dedicated to Future Bureau of Historic Preservation. The program Programming. Projects listed in Section 4 are provides training and technical assistance to local not funded under the City’s Town Center Pro- Florida Main Street programs in accordance with gram. The Project Team recommends that a the National Main Street Center Four Point subcommittee be formed that will be responsible Approach and with assistance from the Nation for coordination with Parks and Recreation, the Main Street Center. District 14 (as of 1991) City Council representative, the Planning and Development Department,

Murray Hill Town Center Vision Plan area business representatives, and other stake- Involve Local Merchants. To gain the support holders effected by the proposed project(s). necessary to enact this Vision, the program and Additionally, this group should identify alterna- Murray Hill itself must be actively promoted. The tive funding sources to create more development local merchants need to be a part of this promo- options. tion effort and involved in its organization. It is important that promotion planners understand Organization merchant needs such as access and visibility and it “Organization means building consensus and cooperation is just as important for business owners to under- among the groups that play roles in downtown. Many stand that promotion often involves extra effort, individuals have a stake in the economic viability of the such as extending store hours at certain times. downtown, including: bankers, property owners, city and county officials, merchants, downtown residents, profes- Create a New Event. Regular events are an excel- sionals, chamber of commerce representatives, local lent means of generating interest and activity for a industries, civic groups, historic societies, schools, consum- Town Center. We recommend that MHPA create ers, real estate agents, and local media.” (Florida Main at least one new event that is unique to the area Street) that would attract local residents as well as people from around the city. Dade City Main Street used Form a Steering Committee. Organization is at a two-event-per-year program to effectively build the heart of Main Street success. Main Street support for Main Street and at the same time programs always have a dedicated manager. Often create new local traditions. They created one this is a full-time paid position. MHPA as the event to be family-oriented, inexpensive and fun (a sponsoring group is already a dedicated organiza- Halloween carnival) and one event that was 33 tion. To ensure that needs specific to this vision purely for the merchants (a Christmas walk). Both are met, the Project Team suggests that a Town events require a great deal of organization but have Center steering committee be formed to oversee resulted in a very successful redevelopment for the implementation of this Vision. The steering their Town Center. committee would be responsible for enacting the other three points of the program. Economic Restructuring “Economic restructuring means strengthening the existing Form a Local Merchant’s Organization. Because economic base of the downtown while diversifying it. local business owners are part of this process and Economic restructuring activities include helping existing can benefit greatly from its success, the Project downtown businesses expand, recruiting new businesses to Team also recommends that a local merchants’ provide a balanced mix, converting unused space into group be formed that can represent its significant productive property and sharpening the competitiveness interests. of downtown merchants. By strengthening the Promotion downtown’s economy, communities are able to support the ongoing use of historic commercial buildings, preserv- Promotion involves marketing the area’s unique ing unique community assets.” (Florida Main Street) characteristics to shoppers, investors, new businesses, residents, tourists, and others. Effective Conduct a Market Study. A market study would promotion creates a positive image for the area examine in detail the economic and demographic through retail promotional activity, special events conditions specific to Murray Hill. Initial efforts and ongoing programs to build a positive image of might include identifying sources of funding to the community.

Murray Hill Town Center Vision Plan pay for a professional analysis. Alternatively, report as community building initiatives are ideal MHPA could conduct their own market study, candidates for funding from many of these using volunteers to research available data and sources. The following list is meant to be a draw conclusions regarding the current and starting point as other opportunities exist and potential conditions of the environment. In may provide a better fit for implementing one or either case, this would be a significant first effort more of these projects. toward economic restructuring, lending the necessary information to make informed deci- Small Business Development Initiative Program sions. This program is aimed at small and start-up businesses and provides low interest loans to qualified applicants for up to 30% of the project Town Center Program cost, and not to exceed $250,000. Phase II Mayor’s Neighborhood Matching With the completion of this report, Murray Hill is Grants Program eligible to apply for Phase II funding through the “The Mayor’s Neighborhood Matching Grants City’s Town Center Program. MHPA, as the (MNMG) Program makes awards of up to $5,000 to sponsoring agent for Phase I, is the logical choice specific neighborhood projects that build relationships to make the Phase II application. and enhance the community. As part of the city’s continuing efforts to improve and strengthen Jacksonville The types of improvements found in Section 3 of neighborhoods, the Mayor will propose to the City this report and their estimated costs can serve as Council during the Fiscal Year 2003-2004 budget cycle 34 the guide for the Phase II application. The Phase an appropriation of $250,000 for projects that promote II effort would include continued community stronger, healthier neighborhoods. If authorized, the funds input as well as coordination with the City and will become available October 1, 2003. other affected agencies for construction details. Any neighborhood association, civic organization or Other Funding community group that has been in existence for at least six months and is located in Duval County is eligible to Opportunities submit an application.” Several funding opportunities could be used by (http://www.coj.net) MHPA (or other viable party) to help implement the Future Projects described earlier in Section 4. The Matching Grant Program offers neighborhood The following list is meant to be a starting point; organizations the opportunity to initiate and numerous other opportunities exist and may implement smaller scale projects and manage the provide the best fit for implementing one or more projects themselves. This program may offer of these projects. opportunities to develop some of the smaller projects identified in this report or pieces of larger ones. Local information about the program can City of Jacksonville be obtained at 630-7041 or on-line at www.coj.net. The following City programs are accessible but often competitive, requiring the sponsoring agent Community Development Block Grant to be organized and persistent as recommended “The Community Development Block Grant earlier. Nevertheless, the projects outlined in this

Murray Hill Town Center Vision Plan (CDBG) is an entitlement grant awarded to the City right-of-way and for their establishment and care. of Jacksonville through the U.S. Department of Contributions to the fund come primarily from Housing and Urban Development (U.S. HUD) that property owners, both private and public, that is based upon need factors including population, remove protected trees (as defined by the ordi- income, unemployment level and housing conditions. nance) and elect to pay for each protected tree removed (at $108 per caliper inch for 2004), CDBG grants are to be used for a wide range of housing rather than replace them with new trees according and community development activities directed toward to the ordinance requirements. The proposed neighborhood revitalization, economic development and trees in this report are located in the right-of-way improved community facilities and services, and must and may be eligible for funding through the Tree give “maximum feasible priority” to activities that will Protection and Related Expenses Trust Fund. benefit low-and moderate-income persons or aid in the prevention or elimination of slums or blight. Funds may also be used to meet other community development needs State of Florida that present a serious and immediate threat to the health The following resources and contact information or welfare of the community.” (http://www.coj.net) are listed for potential state funding and assistance. They are listed in order of applicability to Some of the projects outlined in this report could this Vision report and those with greatest correla- be eligible for CDBG funding. Local information tion are described more fully. about the program can be obtained at 630-7030 or on-line at www.coj.net. Florida Department of Transportation Historic Properties The current TE program provides enhancement 35 “In November 1992, the State of Florida authorized funds for improvements that are recommended in local governments to provide a partial tax exemption on this report as well as other improvements not historic properties. The City of Jacksonville approved an specifically addressed, such as provisions for bike ad valorem tax exemption for locally designated properties lanes. Post Street is an FDOT road and therefore, that undergo a substantial rehabilitation.” (http:// improvements to the intersection at Post and www.coj.net) Edgewood could be eligible for supplemental funding through FDOT. To be eligible for Historic Property benefits, the property or area must have a historic designation. ISTEA Enhancement Program Properties can seek “landmark” status at the local Transportation enhancement projects, including level or apply for a listing on the National Register bike and pedestrian trails. of Historic Properties through the Trust for Historic Preservation. Murray Hill is not part of Robert Crimm (850) 487-3985 an established historic district; therefore, each 605 Suwannee Street building or property would apply individually. Tallahassee, Florida 32399-0450

Tree Protection and Related Expenses Trust Fund “The Transportation Enhancement Program (TEP) is a The Jacksonville City Council approved the federal program administered by the Florida Department creation of the Tree Protection and Related of Transportation (FDOT). TEP guidance and direction Expenses Trust Fund to provide for the replace- are provided by the Environmental Management Office, ment of removed protected trees within the public whereas the selection and implementation of most

Murray Hill Town Center Vision Plan enhancement projects are handled by the FDOT District Department of Community Affairs Offices with input from Metropolitan Planning Florida Communities Trust Organizations or County Commissions. This program could provide another funding Funding for transportation enhancement projects is mechanism for acquiring the land for the pro- provided by the Federal Highway Administration posed pocket park described in Section 4. (FHWA) through the Federal Transportation Equity Act for the 21st Century (TEA-21). This funding is “Florida Communities Trust (FCT) is a state land intended for projects or features that go beyond what has acquisition grant program housed at the Florida been customarily provided with transportation improve- Department of Community Affairs. ments. This program is for projects that are related to FCT provides funding to local governments and eligible the transportation system but are beyond what is nonprofit environmental organizations for acquisition of required through normal mitigation or routinely provided community-based parks, open space and greenways that features is transportation improvements. TEP is not a further outdoor recreation and natural resource protec- grant program, rather projects are undertaken by project tion needs identified in local government comprehensive sponsors, and eligible costs are reimbursed.” plans.” (http://www.dca.state.fl.us)

TEP Activities Defined - Janice Browning (850) 922-2207 1. Provision of facilities for pedestrians and bicycles. 2555 Shumard Oak Boulevard 2. Provision of safety and educational activities for Tallahassee, Florida 32399-2100 pedestrians and bicyclists. Department of State 3. Acquisition of scenic easements and scenic or historic sites. State Historic Preservation Grants-in-Aid Pro- 36 gram 4. Scenic or historic highway programs (including the Historic and archaeological site identification, provision of tourist and welcome center facilities). preservation, restoration and education. 5. Landscaping and other scenic beautification. 6. Historic preservation. Fred Gaske (850) 487-2333 7. Rehabilitation and operation of historic transpor- 500 South Bronough Street tation buildings, structures, or facilities (including Tallahassee, Florida 32399-0250 historic railroad facilities and canals). Historical Museums Grants-In-Aid Program 8. Preservation of abandoned railway corridors Development of exhibits on Florida history. (including the conversion and use thereof for pedestrian or bicycle trails). David Gregory (850) 487-1902 9. Control and removal of outdoor advertising. The Old Capitol, Room B-11 10. Archaeological planning and research. 400 South Monroe Street 11. Environmental mitigation to address water Tallahassee, Florida 32399-0250 pollution due to highway runoff or reduce vehicle- caused wildlife mortality while maintaining habitat connectivity. 12. Establishment of transportation museums.” (http://www.fhwa.dot.gov)

Murray Hill Town Center Vision Plan Cultural Facilities Program Funding for acquisition, construction and renovation of cultural facilities.

Don Blancett (850) 245-6483 1001 DeSoto Park Tallahassee, Florida 32301

Challenge Grant Program Funding to support unique or innovative cultural projects.

Gaylen Phillips (850) 245-6482 1001 DeSoto Park Tallahassee, Florida 32301

Murray Hill Town Center Vision Plan 6 Maintaining the Vision

aintenance is a significant issue private entity for maintenance purposes under a determining the success or failure of contract clearly stating minimum requirements. Mproposed improvements, whether on In some cases, the established public budget is public or private land. Maintenance represents adequate to fund the desired maintenance when care, and the care of a place is visually apparent supplemented with volunteer labor, donations, even from a speeding car. The degree of care and other resources not available to the public offered to a place, whether building or landscape, entity. is usually a factor of time and money, but it also depends greatly on varying attitudes about what is To move this Vision forward, it is important for visually acceptable by a community. MHPA to coordinate the implementation goals of this plan with the City. Ultimately, a contract The broad design measures recommended in this may be required between all public agencies, the report are prepared with the benefit of training residents, and the businesses to achieve a consis- and expertise. The use of certain materials and tency in maintenance along the entire corridor. their arrangement will create a more ordered and appealing environment, even with little continual 38 maintenance. Where a more manicured appear- Landscaping ance is desired, supplemental maintenance will be Landscape plants are one of the most visible clues required. The recommendations below are aimed of the degree of maintenance an area or place at providing the necessary coordination and undertakes. Basic landscape maintenance is practice to achieve a higher quality appearance and relatively inexpensive when compared to the cost longer lasting product for the proposed corridor of roadway, infrastructure, utility, building, or improvements. other maintenance efforts. Typical landscape routines for public sector entities are limited to regular mowing with occasional edging and Partnerships trimming. With regard to public right-of-ways and parks, the immediate solution for elevated maintenance is Extended Maintenance Period the creation of partnerships. Partnerships between The critical maintenance period for landscape public and private entities many times allow for a plants is the first year following installation. win-win situation, with each often getting what Typical City of Jacksonville landscape contracts they want. Public agencies aim to please the require a 90 day maintenance period. This is not community while maintaining a budget; private long enough to ensure proper plant establishment. entities desire a higher degree of control over the The duration of maintenance through establish- look and upkeep of their shared environment. In ment is further necessitated when no automated many partnerships, all or a percentage of the irrigation system is planned for. None of the public maintenance budget is allotted to the landscape improvements in this report are envi-

Murray Hill Town Center Vision Plan sioned with or budgeted for an automated irriga- Sidewalks, Crosswalks, tion system. Therefore, the Project Team recommends that installation contracts include an and Seating Areas extended maintenance program for a minimum of Paved areas outside of the roadway itself need to one year to allow better establishment of new be inspected annually for cracking, settlement, and plants. other conditions that pose a hazard to pedestrians. Weeds that appear in cracks and spaces should be General Maintenance Practices spot-treated as needed with an herbicide. General maintenance practices should conform to industry standards. While the plants recommended in this report are hardy and should do Light Posts and well with little attention once established, they Signal Posts will grow faster, be healthier, and look much Light and signal posts should be inspected annu- better with regular attendance. ally and damage reported to JEA. Repainting Plants should be fertilized annually, according to should occur when fading or peeling is visible. their specific need. Plants should be inspected annually for pests or disease, and pesticides should be applied as needed to infested or diseased Buildings plants. Pruning should be accomplished only by Older buildings such as the ones along the Town licensed personnel and according to ANSI A-300 Center corridor require continual maintenance. pruning standards. Pruning should only be Facade treatments, storefronts and street-facing, 39 performed to remove dead or low-hanging publicly visible features are of concern in this branches. Crape myrtles especially should not be report. Exposed wood materials should be kept cut back severely from the top but instead allowed painted, stained, or treated to maintain the to achieve a natural, small tree form. Weeds quality of the wood and a well-kept appearance. should be removed at least twice per year during Murray Hill climatic conditions necessitate establishment, and after shrubs and ground covers repainting on a five-year average. Faded or torn have been established, on an as needed basis. To awnings, or other cloth or plastic material limit weed intrusion, an annual application of mounted to the facade, should be replaced with mulch and pre-emergent herbicide is recom- new material. Property owners should keep mended annually for all planting beds. Pine straw sidewalks that are their responsibility in good and pine bark are recommended mulch selections. repair and clean of all litter and debris to maintain Cypress bark should be avoided as a nonrenewable a well-kept appearance. Graffiti should be re- resource and colored mulches avoided due to their moved immediately from sidewalks or building artificial appearance. walls. Graffiti that lingers signals to residents and vandals that the neighborhood does not care, while prompt removal has the opposite effect. Products are available for this purpose, and standard oven cleaner apparently works well.

Murray Hill Town Center Vision Plan 7 Final Recommendations

s a final measure of ensuring the on- Guidelines would also aid existing business going realization of the Murray Hill owners in communicating the long-term objectives ATown Center Vision, some recommen- of the program and, while not obligating them to dations are offered to address other issues dis- change or replace their current signs, at least cussed by the group. inform them of the Vision. Sign attributes such as size, location, height, color, shape, and material should be considered. Overlay District During the workshops, participants discussed the Architectural Guidelines value of creating an overlay district for all or part As with sign guidelines, MHPA should create of the Murray Hill area. An overlay district would architectural guidelines for the overlay district, allow Murray Hill property owners to develop specific to the needs and Vision of the Murray Hill written guidelines specific to the neighborhood Town Center. Such guidelines would serve to and geared toward protection and promotion of assist business owners in providing renovation its valuable assets. Guidelines would give greater standards, while also boosting investor confidence 40 understanding, form, and direction to renovation in the strength of local commitment to the Town and new development efforts. Establishment of a Center Initiative. Architectural guidelines should district could also give an added measure of address facade improvements initially as the most protection to historic properties. If additional visible and public aspect of commercial buildings. historic property protection is desired, Murray General guidelines for facade improvements are Hill may wish to consider establishing a historic offered in Section 4 but additional measures district for significant parts of the area. Initially, specific to the district should be developed. there are two primary areas of concern discussed in the workshops: commercial signs and commercial building renovation. CPTED “CPTED is the acronym for Crime Prevention Through Commercial Signs Environmental Design. CPTED is defined as “the proper Signs along the corridor, including commercial design and effective use of the built environment that can signs and transportation signs, have significant lead to a reduction in the fear and incidence of crime visual impact. Because transportation signs must and an improvement in the quality of life.” CPTED maintain a universality for effectiveness, the addresses crime problems through controlling the environ- commercial signs along the corridor should be the ment. primary focus. As part of the overlay guidelines, MHPA should develop sign guidelines specific to CPTED is based on these three overlapping strate- Murray Hill. Sign guidelines would aid new gies: businesses attracted to the Town Center through this initiative by developing a consistent approach.

Murray Hill Town Center Vision Plan 1. Natural Surveillance - The placement and design or Officer Laurie Dill (904) 630-2160 physical features to maximize visibility. This includes JSO Community Affairs Division building orientation, windows, entrances and exits, 501 East Bay Street, Room 204 parking lots, walkways, guard gates, landscape trees and Jacksonville, Florida 32202 shrubs, fences or walls, signage and any other physical obstruction. 2. Natural Access Control - The use of sidewalks, Code Enforcement pavement, lighting and landscaping to clearly guide the Workshop participants cited greater code public to and from entrances and exits. Also, the use of enforcement as a high priority to ensure a cleaner fences, walls or landscaping to prevent and/or discourage and more appealing corridor. Significant public access to or from dark and/or unmonitored areas. problems noted by participants included: 3. Territorial Reinforcement - The use of pavement treatments, landscaping, art, signage, screening and fences • Private property maintenance, especially con- to define and outline ownership or property. cerning deteriorating residences and yard maintenance Program Goals • trash removal from the right-of-way The goal of CPTED is to reduce opportunities for crime • cars parked in front yards that may be inherent in the design of structures or in the • vandalism and graffiti design of neighborhoods. The goal is accomplished through the involvement of CPTED trained law • crime enforcement officers in the planning, development, and design review of community projects. The Jacksonville Ordinance Code provides for minimum acceptable social practices to maintain a 41 consistent appearance and pleasant, healthy living How does CPTED impact me? environment. Citizens may register complaints CPTED impacts each citizen by increasing safety, and violations directly with the City through City promoting secure environments and improving the Link and the C.A.R.E. system. appearance of neighborhoods and public amenities. CPTED improves existing services by working with City Link neighborhoods, businesses, community groups and law 117 W. Duval Street enforcement.” (http://www.coj.net/jso/) Suite M-150, City Hall Jacksonville, FL 32202. Called “Septed,” this City of Jacksonville’s (904) 630-2489 or Sheriff’s Office (JSO) program from the JSO helps [email protected] communities identify crime-causing elements in the environment and solutions to rectify them. JaxPride is another resource available for assisting JSO has designated officers specially trained to with local code enforcement through their Neigh- communicate this process to the community and borhood Inventory of Visual Pollution (NIVP) to find solutions specific to the area. Many of program. their observations are intriguing and escape notice by the layperson. Often it is little changes to the JaxPride environment that make big differences in reducing 904-398-4646 crime. As this is a free service, we strongly recom- [email protected] mend that Murray Hill coordinate a CPTED survey through the JSO.

Murray Hill Town Center Vision Plan 8 Conclusion

he Murray Hill commercial The Vision Plan illustrations provided in this district has a viable opportunity through report are meant to be used for developing con- Tthe City’s Town Center Initiative to struction drawings. Prepared at a workable scale, restore and revitalize its character, provide better, they are reasonably accurate and should be used by safer shopping, service, and entertainment alterna- the Phase II consultant as an overlay once a more tives for area residents, and create a more meaning- accurate base plan is developed. Where changes ful and aesthetically pleasing environment. This must occur due to unforeseen circumstances, the report represents the first step in effecting those Phase II consultant should make needed adjust- changes. The Vision we have defined for Murray ments while keeping the theme of the Vision in Hill through data collection, Vision concepts, and mind. implementation recommendations is MHPA has taken a a fundamental strong first step in requirement for pursuing this moving forward. program to create a revitalized Murray 42 This report meets Hill Town Center. Town Center The Vision we have Program Phase II developed in this funding require- report responds ments and contains directly to the the necessary needs and desires ingredients to steer of the community. development of construction drawings; however, Through the fulfillment of this Vision, Murray Phase I recipients are not guaranteed Phase II Hill will become a more successful community, funding through the program. If selected by the recognized as a unique and desirable place within City for Phase II funding, the Phase II design the greater city of Jacksonville. consultant should use this report as a guide to identify the primary themes and recommendations we have developed for Murray Hill.

Murray Hill Town Center Vision Plan