2017 STAKEHOLDER INITIATIVE FINAL REPORT |TOTEM| TABLE OF CONTENTS
INTRODUCTION ……………………………………………………………………….1
METHODOLOGY ……………………………………………………………………….3 Guiding questions FINDINGS: OBSTACLES …………………………………………………………5 Quality of life Transportation Perception 24/7 destination Fragmentation FINDINGS: OPPORTUNITIES ……………………………………………11 Greater Downtown First Side potential Point State Park Engage and attract students Targeted commercial office attraction 2018 STRATEGIC FRAMEWORK ……………………………………….17 RECOMMENDATIONS …………………………………………………………18 Reduce built environment obstacles Develop new partnerships and programs Focus on data-driven and proactive marketing Target business recruitment efforts to focus on next generation companies
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com |TOTEM| INTRODUCTION
Downtown Pittsburgh can truly boast of having the best of both worlds. Set amidst the convergence of three rivers and a lush state park is a historic urban environment that has long been positioned at the forefront of industry.
From the iron and steel days which dominated the better part of the early 20th century to its role today in high tech R&D, green building design, and autonomous vehicles, Pittsburgh also counts top universities, a strong health care sector, and a legacy of philanthropy among its assets. Greater Downtown has experienced more than $6 billion of new investment and growth in the last 10 years.
Perhaps it is no surprise that such a city commands fierce loyalty from those who live, work, and visit here – a pride that is apparent even as certain limitations are acknowledged.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 1 |TOTEM| INTRODUCTION
Having progressed from its past “smoky city” reputation, Downtown Pittsburgh still has room to meet its full potential. The neighborhood could benefit from quality of life and transportation improvements. As a residential and business destination, additional retail and nighttime amenities could help appeal to the next generation of companies and residents. Finally, proactive marketing efforts should be implemented to address lingering perception issues that may be distorting reality for those who might otherwise visit, work, or call Downtown home.
These are not new urban challenges and certainly not insurmountable. With targeted strategic investments and engaged public and private sector support, Downtown is poised to become an even stronger urban destination.
In order to help guide these strategic investments, the Pittsburgh Downtown Partnership wisely sought the perspective of the community to better understand its priorities going forward by conducting the following stakeholder engagement initiative. Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 2 |TOTEM| METHODOLOGY
The stakeholder engagement initiative included 5 focus groups with approximately 120 participants from the PDP staff, board, and community; input from the Mayor’s Office, Departments of City Planning, Mobility, and Public Works; and an online survey that garnered more than 600 responses.
Through an interactive approach that included mapping exercises, brainstorming sessions, and charrettes, stakeholders were asked to focus on thematic areas related to quality of life, economic development, transportation, and marketing, guided by three overarching questions, which are important indicators of a neighborhood’s vitality.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 3 |TOTEM| GUIDING QUESTIONS
Is Downtown Pittsburgh welcoming? The motto “clean and safe” is the underpinning of any functioning city.
Is Downtown Pittsburgh engaging? In other words, is there a clear neighborhood identity that resonates with visitors, businesses, and residents alike, along with engaging programming to support it?
Is Downtown Pittsburgh growing? Think infrastructure projects, public improvements, and other major initiatives that could help fuel the area’s development.
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Three Rivers Heritage Trail
RACHEL CARSON BRIDGE
W Gen. Robinson St.
ANDY WARHOL BRIDGE
ROBERTO CLEMENTE BRIDGE
Smallman St
EAST BUSWAY The result of the outreach process coalesced around a set of Bigelow Blvd
FORT DUQUESNE BRIDGE findings related to obstacles and opportunities.
10th St ALLEGHENY R. 11th St
9th St
8th St Fort Duquesne Blvd. Maddock Pl
Scott Pl
Barkers Pl
7th St Penn Ave.
Cecil Pl The five obstacles identified largely entailed quality of life,
6th St
Stanwix St programming, and perception issues raised by the first two 7th Ave Liberty Ave. Strawberry Way guiding questions.
Penn Ave
6th Ave I-579
Graeme St William Penn Pl
Market St
McMasters Way Oliver Ave CentreQUALITY Ave OF LIFE TRANSPORTATION Commonwealth Pl Stanwix St 5th Ave Forbes Ave
Wood St 3rd Ave
4th Ave Ross St
FORT PITT BRIDGE
1st Ave Smithfield St Grant St
MONONGAHELA R. Blvd of the Allies W Carson St
Fort Pitt Blvd
PERCEPTION 24/7 DESTINATION FRAGMENTATION
Three Rivers Heritage Trail
SMITHFIELD ST BRIDGE I-376
Three Rivers Heritage Trail
10th ST BRIDGE
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com LIBERTY BRIDGE 5 |TOTEM| QUALITY OF LIFE
Three Rivers Heritage Trail
RACHEL CARSON BRIDGE
W Gen. Robinson St.
ANDY WARHOL BRIDGE
ROBERTO CLEMENTE BRIDGE “Downtown is super confusing due to the layout of a Key areas that feel unsafe or unwelcoming in Downtown
rectangular, plus a triangularFORT DUQUESNE BRIDGE Pittsburgh seem to coalesce at points where the crosshatch grid grid. When you enter downtownALLEGHENY R. 10th St
9th St
8th St through the tunnel there is a Fort Duquesne Blvd. Maddock Pl meets the triangle grid along Liberty Avenue, and in particular
Scott Pl
Barkers Pl
Penn Ave. huge wow factor as the city 7th St
Cecil Pl the areas where it meets Grant Street, Wood Street, and
rises up in front of you, but then 6th St
Stanwix St LIBERTY AVE Triangle Park. 7th Ave you are immediately confronted Liberty Ave. “A PROBLEMStrawberry Way OF with ‘What do I do and how do I WOOD ST STATION
Penn Ave GEOMETRY”6th Ave get where I need to go?’ LIBERTY AVE The most frequently mentioned issues related to wayfinding;
Graeme St William Penn Pl Market St public safety in regard to youth, homelessness, and drug use; McMasters Way Oliver Ave and poor sidewalk and lighting infrastructure. Commonwealth Pl BLVDStanwix St OF THE ALLIES 5th Ave Forbes Ave WOOD ST Wood St4TH AVE 3rd Ave
4th Ave Ross St FORT PITT BRIDGE 3RD AVE GRANT ST
1st Ave Smithfield St Grant St
MONONGAHELA R. Blvd of the Allies W Carson St
Fort Pitt Blvd
QUALITY OF
LIFE Three Rivers Heritage Trail •WAYFINDING PUBLIC SAFETY • SMITHFIELD ST BRIDGE I-376 •INFRASTRUCTURE
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Three Rivers Heritage Trail
RACHEL CARSON BRIDGE
W Gen. Robinson St.
ANDY WARHOL BRIDGE
ROBERTO CLEMENTE BRIDGE
Often cited in regard to mobility is the strong transit
FORT DUQUESNE BRIDGE connectivity between Downtown Pittsburgh and surrounding ALLEGHENY R. 10th St
9th St
8th St Fort Duquesne Blvd. Maddock Pl neighborhoods, but the prevalence of buses as the
Scott Pl
Barkers Pl
7th St Penn Ave. Cecil Pl PENN AVE neighborhood’s primary transportation mode brings its own set “There is an issue with 6th St
Stanwix St of challenges. branding of the ‘T’. Some 7th Ave Liberty Ave. Strawberry Way people call it the subway, the LIBERTY AVE
Penn Ave trolley, the light rail. No one 6th Ave Bus congestion, noise, and pollution were the most frequent
knows what to call it.” Graeme St William Penn Pl Market St complaints, while the need to rationalize bike lanes as part of McMasters Way Oliver Ave the traffic flow was brought up often in the online survey Commonwealth Pl Stanwix St 5th Ave “BUSES,Forbes Ave
Wood St 3rd Ave responses. Finally, the potential for more activation of the light
BUSES4th Ave Ross St FORT PITT BRIDGE rail system through better branding was another common
1st Ave Smithfield St EVERYWHEREGrant St suggestion. MONONGAHELA R. Blvd of the Allies W Carson St ” Fort Pitt Blvd “It is a dual-edged sword to remove TRANSPORTATION buses from the Downtown core. •BUSES CompaniesThree Rivers Heritage Trail want the pros of THE “T” convenient access to public • transportation. But the cons are the BIKE LANES SMITHFIELD ST BRIDGE I-376 • noise and safety issues.”
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P Three Rivers Heritage Trail
RACHEL CARSON BRIDGE
W Gen. Robinson St.
“People’sP first thought who visit ANDY WARHOL BRIDGE
ROBERTO CLEMENTE BRIDGE Downtown and live in the suburbs is ‘Will I find parking?’, ‘Where will I Layered on top of actual challenges related to quality of life
park?’ PeopleFORT DUQUESNE BRIDGE want to be able to issues, Downtown must also tackle perception-related issues, park right whereALLEGHENY they are going.R. 10th St P
9th St
8th St They aren’t familiar enough with Fort Duquesne Blvd. Maddock Pl especially in regard to parking and public safety.
Scott Pl Barkers Pl P Penn Ave. Downtown that they realize how P P 7th St P Cecil Pl P close everything is.” 6th St P
Stanwix St The issue exposes gaps in perception especially between P 7th Ave Liberty Ave. StrawberryP Way certain stakeholder groups – Downtown regulars vs. occasional
Penn Ave 6th Ave visitors, for instance, or Millennials vs. other generations –
Graeme St William Penn Pl P “PERCEPTIONMarket St which also points to the need for marketing messages tailored P McMasters Way Oliver Ave to multiple audiences. Commonwealth Pl Stanwix St 5th Ave DOESForbes Ave NOT
Wood St 3rd AveP MATCH4th Ave Ross St FORT PITT BRIDGE P 1st Ave Smithfield St REALITY”Grant St MONONGAHELA R. Blvd of the Allies W Carson St “We are our worst enemy.P There are still Pittsburgh-basedP suburban residents that doFort Pitt not Blvd come Downtown. Ever. Elaborate brand awareness from the inside out to build ambassadors from the nearby communities.” Three Rivers Heritage Trail
SMITHFIELD ST BRIDGE I-376
P
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Three Rivers Heritage Trail
RACHEL CARSON BRIDGE
W Gen. Robinson St.
ANDY WARHOL BRIDGE
ROBERTO CLEMENTE BRIDGE “Downtown is attracting an abundance of restaurant patrons, The lack of certain amenities is still holding Downtown back as
and would attract moreFORT DUQUESNE BRIDGE retail patrons if there were more retail. The challenge is how do we convince other retailers that a true 24/7 destination. ALLEGHENY R. 10th St
9th St
Downtown is the place to be, and find them affordable spaces8th St Fort Duquesne Blvd. Maddock Pl
Scott Pl to help them get established.” Barkers Pl 7th St Penn Ave.
Cecil Pl Chief among the desired amenities: a grocery store and more
6th St
Stanwix St diversified retail and nightlife activities. 7th Ave Liberty Ave. Strawberry Way
Penn Ave 6th Ave
Graeme St William Penn Pl
Market St
McMasters Way Oliver Ave
Commonwealth Pl Stanwix St 5th Ave “IF YOU BUILDForbes Ave IT…” Wood St 3rd Ave
4th Ave Ross St
FORT PITT BRIDGE
1st Ave Smithfield St Grant St
MONONGAHELA R. Blvd of the Allies W Carson St
Fort Pitt Blvd
24/7
DESTINATION Three Rivers Heritage Trail •GROCERY STORE RETAIL • SMITHFIELD ST BRIDGE I-376 NIGHTIME •AMENITIES
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Three Rivers Heritage Trail
RACHEL CARSON BRIDGE
W Gen. Robinson St.
ANDY WARHOL BRIDGE
ROBERTO CLEMENTE BRIDGE
The design and placement of Boulevard of the Allies should
FORT DUQUESNE BRIDGE make it a grand entranceway into Downtown, but the lack of ALLEGHENY R. 10th St
9th St
8th St Fort Duquesne Blvd. Maddock Pl programming and attractions south of the boulevard effectively
Scott Pl
Barkers Pl
7th St Penn Ave.
Cecil Pl turn it into a southern stopping point.
6th St
Stanwix St 7th Ave Liberty Ave. Strawberry Way The need for infrastructure-related fixes, as well as “right
Penn Ave CULTURAL DISTRICT 6th Ave sizing” of the street were frequent comments.
Graeme St William Penn Pl
Market St
McMasters Way “BREAKINGOliver Ave MARKET SQUARE
Commonwealth Pl Stanwix St 5th Ave “The Boulevard of the Allies is a Forbes Ave DOWN
Wood St huge barrier that makes you feel 3rd Ave BLVD OF4th Ave THE ALLIES Ross St like FORTyou’re PITT BRIDGE in the wrong place.” BARRIERS”
1st Ave Smithfield St Grant St
MONONGAHELA R. Blvd of the Allies W Carson St
Fort Pitt Blvd
Three Rivers Heritage Trail
SMITHFIELD ST BRIDGE I-376
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Three Rivers Heritage Trail
RACHEL CARSON BRIDGE
W Gen. Robinson St.
ANDY WARHOL BRIDGE
ROBERTO CLEMENTE BRIDGE Smallman St OPPORTUNITIES
EAST BUSWAY
Bigelow Blvd
FORT DUQUESNE BRIDGE
10th St ALLEGHENY R. 11th St
9th St
8th St Fort Duquesne Blvd. Maddock Pl
Scott Pl Barkers Pl The five opportunities identified reflect potential areas of 7th St Penn Ave.
Cecil Pl 6th St growth by targeting new uses and the next generation of
Stanwix St 7th Ave Liberty Ave. Strawberry Way companies, visitors, and residents to Downtown Pittsburgh.
Penn Ave
6th Ave I-579
Graeme St William Penn Pl
Market St
McMasters Way Oliver Ave
Centre Ave
Commonwealth Pl Stanwix St GREATER FIRST SIDE 5th Ave Forbes Ave
Wood St DOWNTOWN POTENTIAL 3rd Ave
4th Ave Ross St
FORT PITT BRIDGE
1st Ave Smithfield St Grant St
MONONGAHELA R. Blvd of the Allies W Carson St
Fort Pitt Blvd
POINT STATE ENGAGE TARGETED PARK Three Rivers Heritage Trail COLLEGE COMMERCIAL STUDENTS OFFICE ATTRACTION
SMITHFIELD ST BRIDGE I-376
Three Rivers Heritage Trail
10th ST BRIDGE
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“We need to start thinkingThree Rivers ofHeritage Trail RACHEL CARSON BRIDGE
W Gen. Robinson St. Pittsburgh not as just Downtown,
ANDY WARHOL BRIDGE
ROBERTO CLEMENTE BRIDGE but as a network of neighborhood Smallman St
assets. With the right transportation EAST BUSWAY STRIP DISTRICT Many thought the Hill, Strip District, and North and South network and by using smart real Bigelow Blvd
FORT DUQUESNE BRIDGE estate development to bridge Sides, as well as the area around Station Square, should be
10th St ALLEGHENY R. 11th St existing neighborhoods, 9th St
8th St Fort Duquesne Blvd. Maddock Pl considered part of the Downtown planning and could help drive
Scott Pl ‘Downtown’ couldBarkers Pl be huge!”
7th St Penn Ave.
Cecil Pl further synergies and collaborations.
6th St
Stanwix St 7th Ave Liberty Ave. Strawberry Way A place to start may be with the Strip District, which already
Penn Ave 6th Ave I-579 benefits from a burgeoning tech scene. The opportunity to
Graeme St William Penn Pl Market St effectively double Downtown Pittsburgh’s size and scope could McMasters Way Oliver Ave bring Centreenormous Ave benefits from an economic development and Commonwealth Pl Stanwix St 5th Ave Forbes Ave
Wood St 3rd Ave investment attraction standpoint.
4th Ave Ross St
FORT PITT BRIDGE
1st Ave Smithfield St Grant St
MONONGAHELA R. Blvd of the Allies W Carson St
Fort Pitt Blvd
Three Rivers Heritage Trail
SMITHFIELD ST BRIDGE I-376 Station Square Three Rivers Heritage Trail
10th ST BRIDGE
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Three Rivers Heritage Trail
RACHEL CARSON BRIDGE
W Gen. Robinson St.
ANDY WARHOL BRIDGE
ROBERTO CLEMENTE BRIDGE
Smallman St
EAST BUSWAY Pockets of new uses, coupled with historic architecture and a Bigelow Blvd
FORT DUQUESNE BRIDGE nostalgia for the past give the area around First Avenue great
10th St ALLEGHENY R. 11th St
9th St
8th St Fort Duquesne Blvd. Maddock Pl potential as a Downtown destination.
Scott Pl
Barkers Pl
7th St Penn Ave.
“The area between the Cecil Pl Monongahela River and 4th Avenue 6th St Stanwix St Programming that gives people more of a reason to traverse the 7th Ave Liberty Ave. could be improved. It has potential, Strawberry Way psychological barrier of the Boulevard of the Allies is key. but is underutilized. The streets are Penn Ave 6th Ave more narrow, shadowed, have I-579
Graeme St William Penn Pl fewer storefronts, and less Market St
McMasters Way Oliver Ave
inhabited offices.” Centre Ave
Commonwealth Pl Stanwix St 5th Ave Forbes Ave
Wood St 3rd Ave
4th Ave Ross St
FORT PITT BRIDGE FIRST AVE
1st Ave Smithfield St Grant St
MONONGAHELA R. Blvd of the Allies W Carson St
Fort Pitt Blvd
Three Rivers Heritage Trail
SMITHFIELD ST BRIDGE I-376
Three Rivers Heritage Trail
10th ST BRIDGE
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Three Rivers Heritage Trail
RACHEL CARSON BRIDGE
W Gen. Robinson St.
ANDY WARHOL BRIDGE
ROBERTO CLEMENTE BRIDGE
Smallman St
EAST BUSWAY Consensus abounds around the superb amenity that is Point Bigelow Blvd
FORT DUQUESNE BRIDGE State Park, but access and wayfinding to it could be greatly
10th St ALLEGHENY R. 11th St
9th St
8th St Fort Duquesne Blvd. Maddock Pl improved.
Scott Pl
Barkers Pl
Penn Ave. “There is not a direct7th St path into the
Cecil Pl
COMMONWEALTH 6th St PLACE Point, you need to walk around.
Stanwix St Many agreed that the park is underutilized overall and could 7th Ave The overpass blocks the Libertyfountain. Ave. Strawberry Way You can’t see how cool the Point benefit from more art and programming, creating a regional
Penn Ave 6th Ave really is when you are entering into I-579 destination beyond big events.
Graeme St William Penn Pl the Park fromMarket St Wyndham/
Oliver Ave CommonwealthMcMasters Way Place.” Centre Ave
Commonwealth Pl Stanwix St 5th Ave Forbes Ave
Wood St 3rd Ave
4th Ave Ross St
FORT PITT BRIDGE
1st Ave Smithfield St Grant St
MONONGAHELA R. Blvd of the Allies W Carson St
“Point State Park has aFort lack Pitt Blvd of activities, amenities, and development. We need more
art, moreThree Rivers Heritage Trail festivals, fitness activities, café seating.”
SMITHFIELD ST BRIDGE I-376
Three Rivers Heritage Trail
10th ST BRIDGE
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I-279 |TOTEM| PKWY NORTH PA-65 ENGAGE COLLEGE
Three Rivers Heritage Trail Art Institute of
RACHEL CARSON BRIDGE Pittsburgh
W Gen. Robinson St.
ANDY WARHOL BRIDGE STUDENTS ROBERTO CLEMENTE BRIDGE
Smallman St
EAST BUSWAY
Bigelow Blvd
FORT DUQUESNE BRIDGE
10th St ALLEGHENY R. 11th St
9th St
8th St Fort Duquesne Blvd. Maddock Pl
Scott Pl Barkers Pl In conjunction with discussions about the area’s vitality and 7th St Penn Ave.
Cecil Pl
6th St attracting future generations, many mentioned an opportunity to
Stanwix St 7th Ave Liberty Ave. “When students are Strawberry Way better engage with the college student population that already
volunteeringPenn Ave or goes to school (and in some cases, resides) Downtown, as well 6th Ave I-579 working Downtown, Graeme St William Penn Pl Market St as Oakland.
they feel a strongerMcMasters Way Oliver Ave connection to it.” Centre Ave
Commonwealth Pl Stanwix St 5th Ave Forbes Ave There seemed to be general consensus that more intentional Wood St 3rd Ave
4th Ave Ross St outreach and opportunities for substantive engagement are key. FORT PITT BRIDGE
1st Ave Smithfield St Point Park University Grant St
MONONGAHELA R. Blvd of the Allies W Carson St
Fort Pitt Blvd Duquesne University
Three Rivers Heritage Trail UPMC Mercy School of Nursing
SMITHFIELD ST BRIDGE I-376
Three Rivers Heritage Trail
10th ST BRIDGE
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Three Rivers Heritage Trail
RACHEL CARSON BRIDGE COMMERCIAL OFFICE W Gen. Robinson St.
ANDY WARHOL BRIDGE
ROBERTO CLEMENTE BRIDGE “When we think about how to encourage the next generation of Smallman St ATTRACTIONEAST BUSWAY companies to move Downtown, we must look at what
Bigelow Blvd millennials areFORT DUQUESNE BRIDGElooking for in a city, things like mobility,
aesthetics, and opportunity.” 10th St ALLEGHENY R. 11th St
9th St
8th St Fort Duquesne Blvd. Maddock Pl
Scott Pl Barkers Pl Already viewed as a successful business home to 50% of the Penn Ave. COMMERCIAL 7thOFFICE St
Cecil Pl
INVESTMENTS6th St metro Pittsburgh office market, Downtown has the opportunity
Stanwix St 7th Ave Liberty Ave. Strawberry Way to build upon this and target the next generation of commercial
Penn Ave tenants. 6th Ave I-579
Graeme St William Penn Pl
Market St
McMasters Way Oliver Ave
The challengeCentre Ave is how to position Downtown’s current assets and
Commonwealth Pl Stanwix St 5th Ave Forbes Ave develop new incentives to attract tech and creative office Wood St 3rd Ave
4th Ave Ross St tenants. FORT PITT BRIDGE
1st Ave Smithfield St Grant St
MONONGAHELA R. Blvd of the Allies W Carson St
Fort Pitt Blvd
Three Rivers Heritage Trail
SMITHFIELD ST BRIDGE I-376
Three Rivers Heritage Trail
10th ST BRIDGE
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For the most part, the identified obstacles and opportunities are well-known to the PDP team, which has initiatives underway to 1 2 address nearly all of them. . . As the organization seeks to expand upon these efforts and make new investments and programmatic decisions, it may be FOCUS ON TARGET helpful to proceed with some guiding principles in mind. These DATA-DRIVEN BUSINESS principles, highlighted at left, build upon the questions posed AND RECRUITMENT on page 4 and aim to strengthen Downtown Pittsburgh’s PROACTIVE EFFORTS TO position as a welcoming, engaging, and growing destination. MARKETING FOCUS ON NEXT GENERATION 3. COMPANIES4. Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 17 |TOTEM| RECOMMENDATIONS
REDUCE BUILT QUALITY OF LIFE TRANSPORTATION GREATER DOWNTOWN ENVIRONMENT Enhance PDP’s impact on Rationalize pilots and OBSTACLES quality of life issues by Focus on improving one-off projects with developing and gateway points to expanding partnerships larger strategic transit Downtown through with government plans traditional quality of life agencies and community improvements and Each aim of the 2018 Strategic Framework is comprised of a set development groups marketing 1. of recommendations developed in partnership with the PDP staff and board. DEVELOP NEW QUALITY OF LIFE 24/7 DESTINATION FIRST SIDE POTENTIAL PARTNERSHIPS Enhance PDP’s impact on Engage with Millennial + PROGRAMS quality of life issues by stakeholders to help Cluster uses and activity A few of the recommendations overlap different priority areas, developing and inform programming in already burgeoning expanding partnerships strategies and initiatives corridors to help further with government attract visitors and and others may be identified as PDP begins to further develop agencies and community investment 2. development groups tactical applications going forward.
FOCUS ON PERCEPTION GREATER POINT STATE DOWNTOWN PARK DATA-DRIVEN + Use data to strengthen PROACTIVE proactive marketing Focus on improving Renew discussions with MARKETING messages that tell the gateway points to the State to enhance Downtown story to Downtown through programming and activity surrounding traditional quality of life neighborhoods improvements and 3. marketing TARGET FRAGMENTATION COMMERCIAL ENGAGE COLLEGE BUSINESS OFFICE STUDENTS Reactivate business ATTRACTION RECRUITMENT recruitment and retention Expand engagement with task force to capitalize EFFORTS TO Reactivate business local college students FOCUS ON on: momentum from HQ2 recruitment and retention especially with volunteer pitch and Brookings task force; explore ways and internship NEXT GEN study to accentuate the office opportunities COMPANIES 4. market.
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Enhance PDP’s impact on Rationalize pilots and one- ENVIRONMENT quality of life issues by off projects with larger developing and expanding strategic transit plans partnerships with OBSTACLES government agencies and community development groups The motto “clean and safe” is the underpinning of any functioning neighborhood. To help Downtown Pittsburgh reach its full potential, certain obstacles in the built environment GREATER related to quality of life improvements and transportation must be addressed. DOWNTOWN
Focus on improving gateway points to Downtown through traditional public realm improvements and marketing
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 19 |TOTEM| QUALITY OF LIFE
What PDP is already doing What‘s Next?
• Pedestrian wayfinding project for Golden Triangle, North Enhance PDP’s impact on quality of life issues by developing Shore, and North Side and expanding partnerships with government agencies and Clean and Safe program • community development groups. • Downtown Police Substation (Nov 2017) • Downtown Safety Coalition • Student Advisory Board 2018 Initiatives • Market Square activation • Pedestrian Conditions • Ambassadors, programming, lighting • Downtown Corridors • “Asking for Change” campaign • Alleyway Improvements • Paris to Pittsburgh • Third Avenue streetscape enhancements
QUALITY OF REDUCE BUILT ENVIRONMENT LIFE OBSTACLES •WAYFINDING •PUBLIC SAFETY •INFRASTRUCTURE 1.
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Improve pedestrian conditions in targeted corridors by working with Department of Mobility and Infrastructure (DOMI), Department of City Planning (DCP), Permits, Licenses, and Inspections (PLI), and the Department of Public Works (DPW) BEFOREAFTER to: • Craft and adopt new sidewalk design standards with mechanisms for enforcement of poor conditions • Pursue matching grant program for sidewalk replacement in concentrated corridors • Prioritize public street/sidewalk lighting needs and determine funding strategy
QUALITY OF LIFE
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 21 |TOTEM| PEDESTRIAN CONDITIONS
TIMELINE: Q2: • Update sidewalk condition map and establish similar map for underlit corridors • Convene City partners to develop timeline for the adoption of new standards • Engage property owners to discuss proposed standards Q4: • Codify new design standards/permitting practices and apply for funding to support matching grants • Advocate for improved street lighting in 2019 capital budget based on prioritized corridors • Broadcast standards and funding opportunity to property QUALITY OF owners LIFE
BUDGET: $250,000
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Evaluate street efficiencies to determine if the creation of loading zones and passenger drop off/pick-up zones can improve functionality of key Downtown corridors.
TIMELINE: Q1: Review and evaluate with DOMI and Southwestern Pennsylvania Commission (SPC) current Downtown loading zones Q1/Q2: Advocate with Port Authority and DOMI for policies on curb access in bus lanes Q3/Q4: Make recommendations on street/curb use QUALITY OF modifications to improve efficiencies LIFE BUDGET: Staff time
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RACHEL CARSON BRIDGE ALLEYWAY
W Gen. Robinson St.
ANDY WARHOL BRIDGE
ROBERTO CLEMENTE BRIDGE Smallman St IMPROVEMENTS EAST BUSWAY
Bigelow Blvd
FORT DUQUESNE BRIDGE
GARRISON PL 10th St ALLEGHENY R. 11th St PENN AVE Advocate for changes to garbage and recycling disposal in 9th St
8th St Fort Duquesne Blvd. Maddock Pl Downtown’s busiest alleys and introduce lighting and public art to Scott Pl
Barkers Pl GARRISON PL Penn Ave. improve the user experience 7th St
Cecil Pl EXCHANGE WAY MCCREA WAY
6th St CECIL PL MENTOR WAY TIMELINE: Stanwix St 7th Ave Liberty Ave. Strawberry Way Q1: STRAWBERRY WAY • Solidify process for establishing one hauler for refuse collection Penn Ave in Exchange Way and determine feasibility of trash compactors COFFEY WAY 6th Ave I-579 in select alleyways MONTOUR WAY
Graeme St William Penn Pl Market St Initiate artist selection process for Strawberry Way and Cecil
DELRAY ST • Oliver Ave McMasters Way Place
CentreBegin Ave solicitation of funds and conduct outreach to adjacent SKINNY BLDG • Commonwealth Pl Stanwix St 5th Ave Forbes Ave property/business owners QUALITY OF Q2: Begin installation of Strawberry Way project and initiate any Wood St 3rd Ave CROSSTOWN BLVD LIFE legislative approvals 4th Ave Ross St
FORT PITT BRIDGE PUBLIC ART PROJECT Q3: Commence solicitation of funds for next round of project(s)
Smithfield St Q4: Evaluate effectiveness of new trash hauler system and 1st Ave Grant St ALLEYWAY TRASH PROJECT determine next steps to initiate in additional alleys MONONGAHELA R. Blvd of the Allies W Carson St
Fort Pitt Blvd Every aspect of our work reflects our belief in the promise of cities. BUDGET: $500,000 totembrooklyn.com 24
Three Rivers Heritage Trail
SMITHFIELD ST BRIDGE I-376
Three Rivers Heritage Trail
10th ST BRIDGE
LIBERTY BRIDGE |TOTEM| MOBILITY
What PDP is already doing What‘s Next?
Rationalize pilots and one-off projects with larger strategic Life on Liberty • transit plans. • Pilot underway; bump outs, red lines • Streetscape enhancements (Spring 2018) • Rationalizing bus infrastructure 2018 Initiatives • Prioritization of modes to reflect use • Transportation Network Improvements • Life on Liberty Phase One Continuation
REDUCE BUILT ENVIRONMENT OBSTACLES
1.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 25 I-279 |TOTEM| PKWY NORTH PA-65 NETWORK
Three Rivers Heritage Trail
LEGEND RACHEL CARSON BRIDGE
W Gen. Robinson St.
MODE EMPHASIS ANDY WARHOL BRIDGE ROBERTO CLEMENTE BRIDGE
Smallman St TRANSIT IMPROVEMENTS BICYCLE EAST BUSWAY VEHICLE/TRUCK
Bigelow Blvd
FORT DUQUESNE BRIDGE
SYMBOLS 10th St ALLEGHENY R. 11th St
9th St PARKING GARAGE (350+)
8th St Fort Duquesne Blvd. Maddock Pl PARKING GARAGE (700+) Scott Pl Barkers Pl Improve Downtown’s transportation network for all modes of BIKE SHARE STATION 7th St Penn Ave.
Cecil Pl TRAIN STATION 6th St transit by engaging stakeholders to conceptualize and
Stanwix St 7th Ave Liberty Ave. Strawberry Way implement changes.
Penn Ave
6th Ave I-579
Graeme St William Penn Pl Market St TIMELINE:
McMasters Way Oliver Ave
Q1/Q2Centre :Ave Outreach to business and property owners to develop
Commonwealth Pl Stanwix St 5th Ave Forbes Ave and evaluate proposed enhancements and understand current Wood St 3rd Ave
4th Ave Ross St needs around mobility FORT PITT BRIDGE
1st Ave Smithfield St Grant St • Support City and Port Authority in conducting larger MONONGAHELA R. Blvd of the Allies outreach efforts around proposed enhancements W Carson St Fort Pitt Blvd • Evaluate proposed stop locations and determine where station enhancements might occur TRANSPORTATION Q3/Q4: Support the implementation of bus stop improvements
Three Rivers Heritage Trail in conjunction with system enhancements
SMITHFIELD ST BRIDGE I-376 BUDGET: $50,000 Three Rivers Heritage Trail
10th ST BRIDGE
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com LIBERTY BRIDGE 26 |TOTEM| GREATER DOWNTOWN
What PDP is already doing What’s Next?
• Wayfinding Focus on improving gateway points to Downtown through Utilize our marketing tools to highlighting attractions beyond • traditional quality of life improvements and marketing. the Golden Triangle • Open Streets • Promoting Healthy Ride 2018 Initiatives • DATA points include Greater Downtown • Gateway Improvements
REDUCE BUILT ENVIRONMENT OBSTACLES 1.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 27 |TOTEM| MOTORIST AWARENESS
Enhance motorist awareness of access to Downtown destinations from major entry points by improving vehicular signage at key entryways.
TIMELINE: Q1: Document current signage at entryway points Q1/Q2: • Review PennDOT regulatory requirements and their applicability • Research peer cities best practices Q3: Identify recommendations for improvement
BUDGET: TBD
GREATER DOWNTOWN
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 28 |TOTEM| GATEWAY IMPROVEMENTS
In conjunction with the redesign and replacement of the plaza at the intersection of 11th, Grant, and Liberty Avenues, evaluate opportunities to improve pedestrian safety at adjacent corners and provide better access to bus and train station at this key Downtown gateway.
TIMELINE: Q1/Q2: • Work with City and CBRE to implement plaza expansion to improve pedestrian traffic • Engage engineers to develop additional improvements and budget GREATER Q3/Q4: DOWNTOWN • Identify and solicit funding • Work with City and property owners to implement improvements
BUDGET: TBD
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 29 |TOTEM| DEVELOP NEW QUALITY OF 24/7 LIFE DESTINATION PARTNERSHIPS
Enhance PDP’s impact on Engage with Millennial quality of life issues by stakeholders to help inform AND PROGRAMS developing and expanding programming strategies and partnerships with government initiatives agencies and community development groups To expand upon the numerous initiatives already underway by the PDP, the organization should look to develop new partnerships and programming with like-minded groups. FIRST SIDE POINT STATE ENGAGE POTENTIAL PARK COLLEGE
Cluster uses and activity in Renew discussions with the STUDENTS already burgeoning corridors State to enhance programming to help further attract visitors and activity Expand engagement with local and investment college students especially with volunteer and internship opportunities
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 30 |TOTEM| QUALITY OF LIFE What PDP is already doing What‘s Next?
• Pedestrian wayfinding project for Golden Triangle, North Enhance PDP’s impact on quality of life issues by developing Shore, and Northside and expanding partnerships with government agencies and Clean and Safe program • community development groups. • Downtown Police Substation (Nov 2017) • Downtown Safety Coalition • Student Advisory Board 2018 Initiatives • Market Square activation • Ambassadors, programming, lighting • Commuter Mode Shift • “Asking for Change” campaign • Inter-City Connectivity • Paris to Pittsburgh • Case Management Support Pilot • Third Avenue streetscape enhancements
QUALITY OF DEVELOP NEW PARTNERSHIPS + LIFE PROGRAMS •WAYFINDING •PUBLIC SAFETY •INFRASTRUCTURE 2.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 31 |TOTEM| COMMUTER
start here journey mode journey mode journey finish MODE SHIFT Encourage Downtown commuter mode shift and implement a START PLACE PLACE DESTINATION series of transportation demand management strategies to mitigate traffic congestion by working with City, Southwestern HOME PARK + MUTI WORK RIDE MODAL PLACE Pennsylvania Commission, Port Authority, and community STATION STATION partners.
TIMELINE: Q1/Q2: • Create a new working group of Downtown employers to guide and develop TDM projects • Review existing research on best practices for modal shift programming available available • Assess current local practices among employers Q3/Q4: Identify incentives for commuters and employers to participate QUALITY OF LIFE BUDGET: TBD
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 32 |TOTEM| INTER-CITY CONNECTIVITY
Improve inter-city connectivity through increased passenger rail service to meet need for affordable and convenient transportation connections with cities in a 500-mile radius.
TIMELINE: Q1: Determine status of Legislative Finance and Budget Committee study Q1/Q2: Assess feasibility of organizing corridor meeting with stakeholders and elected officials Q3: Hold corridor meeting to publicize need and continue advocacy with elected officials and PennDOT leadership QUALITY OF LIFE BUDGET: $15,000
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 33 |TOTEM| CASE MANAGEMENT
Develop new ways to support individuals experiencing homelessness and/or substance abuse challenges by piloting a new partnership with Operation Safety Net and the PBP to provide case management support to individuals in need.
TIMELINE: Q1: Develop service metrics to measure throughout pilot and determine opportunities for collaboration with Street Team and Pittsburgh Bureau of Police Q2: Establish baseline group to receive services and track Q3/Q4: Evaluate services and determine if program should be QUALITY OF expanded or modified to meet community needs LIFE BUDGET: $20,000
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 34 |TOTEM| 24/7 DESTINATION What PDP is already doing What‘s Next?
• Grocery Store feasibility study Engage with stakeholders to help inform programming 604 Liberty Ave • strategies and initiatives. • Project Pop-Ups • 15 pop-ups to date: retail, art, hospitality • 4 additional pop-ups last holiday season 2018 Initiatives • Evening Programming (+150 nights) • Marquee Programming • Diversify Audiences • Light Up Night, Picklesburgh, Holiday Market • Downtown Music • Temporary Public Art • Kidsplay Programming • Music Initiative • Marketing and promotion of of community events
24/7 DEVELOP NEW PARTNERSHIPS + DESTINATION PROGRAMS •GROCERY STORE •RETAIL NIGHTIME 2 •AMENITIES .
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 35 |TOTEM| DIVERSIFY AUDIENCES Broaden audience participation in programming and content to encourage more diverse ethnic, cultural, demographic, geographic representation by: • Utilizing Farmers and Night Market stages as programming and promotional platform for various community groups and events • Encouraging and actively programming diverse genres within music initiative and PDP events to broaden appeal
TIMELINE: Q1/Q2: Explore collaborations with potential programming and promotional partners Q2/Q3: Schedule programming within markets, develop budgets, and marketing Q3/Q4: Execute as scheduled, evaluate impact 24/7 DESTINATION BUDGET: $15,000
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 36 |TOTEM| DOWNTOWN MUSIC Cultivate a self-sustaining and diverse live music scene in parallel with City-wide music initiative by: • Partnering with WYEP and City’s Nighttime Economy Manager to evaluate music ecosystem and make recommendations to support venues, musicians, industry, and neighborhoods • Developing action plan to modify government regulations and create programs and services that support the music business • Facilitating Downtown music programming by collaborating with bars/restaurants/other venues, creating events that incorporate live music, and promoting music programming to build audience/interest
TIMELINE: Q1: Engage consultant to conduct research Q2: Develop action plan Ongoing: Plan and execute events 24/7 DESTINATION BUDGET: TBD
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 37 |TOTEM| FIRST SIDE POTENTIAL What PDP is already doing What‘s Next?
• First Avenue visioning exercise Cluster uses and activity in already burgeoning corridors to Paris to Pittsburgh investments • help further attract visitors and investment to First Side. • Business recruitment efforts 2018 Initiatives • Focus: First Avenue
DEVELOP NEW PARTNERSHIPS + PROGRAMS 2.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 38 |TOTEM| FOCUS: FIRST AVENUE Activate corridor from Boulevard of the Allies to First Avenue to drive foot traffic and awareness by: • Partnering with key stakeholders able to monetize music programming (e.g. Penn Brewery, Distrikt Hotel) • Exploring recurring programming and festival events • Piloting new programming including food trucks/tents, pop- up retail markets, street festivals, and possible lighting/art/ visual attractions
TIMELINE: Q1: Explore collaborations with key stakeholders, programming, and promotional partners Q2: Develop budgets, secure permits, solicit sponsorships, and develop marketing Q2/Q3: Execute pilot programs FIRST SIDE POTENTIAL BUDGET: TBD
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 39 |TOTEM| POINT STATE PARK What PDP is already doing What‘s Next?
• One Great Route Renew discussions with the State to enhance programming and activity at Point State Park. 2018 Initiatives • Activate the Point
DEVELOP NEW PARTNERSHIPS + PROGRAMS 2.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 40 |TOTEM| ACTIVATE THE POINT Enhance amenities and expand programming in Point State Park, Downtown’s most iconic open space, by: • Exploring potential to offer amenities including food, games, sports, seating, etc. • Exploring addition of kid-friendly infrastructure
TIMELINE: Q1: Begin discussions with key partners including the City, Pittsburgh Cultural Trust, and Riverlife Q2: Develop options for amenities and proposals within current State framework and programming budget Q2/Q3: Solicit funds and pilot additional amenities as approved Q4: Evaluate effectiveness of programming with State and partners to determine near and long-term plans for additional programming and amenities POINT STATE PARK BUDGET: TBD
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 41 |TOTEM| ENGAGE COLLEGE What PDP is already doing STUDENTS • Volunteer programs • Back to school orientations What‘s Next? • Internship fairs • Evening programming (+150 nights) Expand engagement with local college students especially with Music initiative • volunteer and internship opportunities. 2018 Initiatives • Focus: Local College Interactions
DEVELOP NEW PARTNERSHIPS + PROGRAMS
2.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 42 |TOTEM| FOCUS: COLLEGE Deepen engagement with local college students by: • Hosting student focus group to determine what type of programming, activities, and businesses are missing and how best to share and promote Downtown activities • Developing messaging specific to students, including available student discounts
TIMELINE: Q2: Host focus group Q3: Synthesize responses and develop action plan Q3/Q4: Implement new programming
BUDGET: TBD
ENGAGE COLLEGE STUDENTS
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 43 |TOTEM| FOCUS ON DATA- PERCEPTION GREATER DRIVEN + PROACTIVE
Use data to strengthen DOWNTOWN proactive marketing messages MARKETING that tell the Downtown story to Focus on improving gateway surrounding neighborhoods points to Downtown through traditional quality of life improvements and marketing
The numbers don’t lie, and in the case of Downtown Pittsburgh, that’s an asset that should be capitalized upon in order to counter lingering perception issues related to public safety and parking. Look for opportunities to incorporate data into proactive marketing messages in every aspect of PDP’s work.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 44 |TOTEM| PERCEPTION
What PDP is already doing What‘s Next?
• Downtown Made Easy guide Use data to strengthen proactive marketing messages that tell Marketing the Park PGH app • the Downtown story to surrounding neighborhoods. • Annual State of Downtown Pittsburgh report • Coordination on marketing for opening of police substation 2018 Initiatives • Strategic Communications Committee
FOCUS ON DATA- DRIVEN + PROACTIVE MARKETING 3.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 45 |TOTEM| STRATEGIC COMMUNICATIONS COMMITTEE
Combat negative perceptions around public safety and parking by engaging key business and community partners to create and implement strategic communications plan.
TIMELINE: Q1: Convene committee and review stakeholder findings around perception issues Q2/Q3: Develop plan Q4: Begin plan implementation PERCEPTION
BUDGET: TBD
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 46 |TOTEM| GREATER DOWNTOWN What PDP is already doing What‘s Next?
• Wayfinding Focus on improving gateway points to Downtown through Marketing and highlighting attractions beyond the Golden • traditional quality of life improvements and marketing. Triangle • Open Streets • Promoting Healthy Ride • Define and enhance entrances to the Strip District, Cultural • DATA points include Greater Downtown District, etc. • Explore technology solutions to better connect neighborhoods • Engage surrounding community development organizations to maximize opportunities
FOCUS ON DATA-DRIVEN + PROACTIVE MARKETING3.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 47 |TOTEM| TARGET FRAGMENTATION COMMERCIAL OFFICE BUSINESS Reactivate business recruitment and retention task force to ATTRACTION capitalize on: momentum from HQ2 pitch and Brookings study Reactivate business recruitment RECRUITMENT and retention task force and explore ways to accentuate the Downtown office ecosystem EFFORTS TO FOCUS ON NEXT GENERATION
Already a successful business destination, the next opportunity that lies before Downtown Pittsburgh is to attract more tech and creative firms that make up the 21st century innovation economy.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 48 |TOTEM| FRAGMENTATION
What PDP is already doing What‘s Next?
• Interest in right sizing Boulevard of the Allies Reactivate business recruitment and retention task force to GAP to the Point alignment • capitalize on momentum from HQ2 pitch and Brookings study. • Paris to Pittsburgh investments • Business recruitment • Support Businesses through events and projects 2018 Initiatives • Support Existing Retail • Diversify Retail offerings
TARGET BUSINESS RECRUITMENT EFFORTS TO FOCUS ON NEXT GENERATION COMPANIES
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 49 |TOTEM| SUPPORT RETAIL Support and retain retailers through enhanced small business services and support, such as: • Producing marketing collateral and opportunities to highlight and benefit downtown retailer • Growing Small Business Saturday (SBS) campaign to encompass entire holiday season and finding opportunities to replicate throughout year
TIMELINE: Q1: Survey SBS participants to determine effectiveness of 2017 campaign and ongoing support services Q2/Q3: Continue efforts to promote and support small businesses through regular PDP programming Q3: Hold promotional event similar to SBS Q4: Develop new shopping guide and season-long small business promotions to coincide with PDP’s larger holiday marketing campaign
BUDGET: $7,500
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 50 |TOTEM| DIVERSIFY RETAIL Diversify and enhance retail offerings by: • Leveraging local makers and producers to curate new retail opportunities • Redeveloping 604 Liberty Avenue as a Monmade retail store, maker in residence, and developer showcase • Creating short- and long-term pop-ups in available retail spaces • Supporting real estate community in marketing/pitching to local, regional, and national brands • Actively recruit small business into Downtown
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 51 |TOTEM| DIVERSIFY RETAIL TIMELINE: Q1/Q2: • Finalize design development and operational partners for retail component of 604 Liberty Avenue • Make final funding requests and complete disposition process for 604 Liberty Avenue Q2/Q3: • Begin construction for 604 Liberty Avenue and pilot 604 Liberty retail model in other storefront opportunities • Study blank walls and inactive ground floor spaces and determine feasibility of activating with retail use Q4: Open 604 Liberty Avenue Ongoing: Provide data and research to market Downtown retail opportunities and establish pop up retailers as spaces become available
BUDGET: $1.5M
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 52 |TOTEM| COMMERCIAL OFFICE What PDP is already doing ATTRACTION • Interest in right sizing Boulevard of the Allies • GAP to the Point alignment What‘s Next? • Paris to Pittsburgh investments • Business recruitment Reactivate business recruitment and retention task force and explore ways to accentuate the Downtown office ecosystem. 2018 Initiatives • Tenant Attraction Campaign
TARGET BUSINESS RECRUITMENT EFFORTS TO FOCUS ON NEXT GENERATION COMPANIES
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 53 |TOTEM| TENANT ATTRACTION
Develop strategies to capitalize on opportunity to attract more cluster firms (tech, creative, legal, finance) by: • Convening City, Urban Redevelopment Authority, Allegheny Conference on Community Ddevelopment, and other officials to formalize plan to prioritize Downtown office attraction strategy • Establishing new committee with public and private sector real estate partners and leaders • Developing marketing and branding strategy that empowers real estate community • Establishing more formalized approach for PDP to aid in location pitches for companies
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 54 |TOTEM| TENANT ATTRACTION
TIMELINE: Q1: • Meet with ACCD/City to obtain support and prioritize strategy development • Survey real estate community re: gaps and opportunities 2Q18: • Convene new committee and use State of Downtown Pittsburgh Report release as public launch of new prioritization of office market • Engage partners to develop strategic marketing and branding strategy Q3-Q4: Launch marketing and branding strategy and actively target commercial office tenants with key opportunities
BUDGET: $30,000
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 55 |TOTEM| CONCLUSION SMALL AND THREE RIVERS PUNCHING BOOMERANG MIGHTY AND ENDLESS ABOVE OUR CITY OPPORTUNITIES WEIGHT
Armed with a strategic framework to guide PDP’s priorities and tactics for 2018, it may be helpful to consider the creation of a larger narrative that can be communicated with every new WORKING CONSTANTLY THE EVERYTHING HARD MOVING GREATEST CONVERGES program or initiative. This message not only helps to tie the FORWARD LITTLE BIG HERE organization’s efforts together in a cohesive fashion, but also CITY lays the groundwork for the public to pick up the cheerleading mantle as well.
BEST KEPT SMALL TOWN RESILIENCE DOWNTOWN Over the course of the stakeholder engagement initiative, a SECRET FEEL IN A BIG FOR ALL resonant story began to emerge around a Downtown that is CITY small and mighty and punches above its weight. It is a city of reinvention, where people who grew up here and moved away for whatever reason eventually decide to return.
SAFE, DOWNTOWN WARM HEART WELCOME To target this next generation of settlers and innovators, a AFFORDABLE, PITTSBURGH STEEL HOME AND FUN STEELS YOUR FOUNDATION THE FUTURE simple greeting may say it all: HEART IS HERE Welcome home. The future is here.
Every aspect of our work reflects our belief in the promise of cities. totembrooklyn.com 56