GLENSIDE

ELKINS PARK WEST

VERNON CHELTENHAM AVENUE ROAD OGONTZ ELKINS PARK AVENUE EAST

WASHINGTON CHELTENHAM LANE VILLAGE

STENTON AVENUE EAST CHELTENHAM AVENUE table of contents

cheltenham township / northwest philadelphia joint planning introduction 1 initiative working committee:

The Honorable LeAnna Washington, Pennsylvania Senate neighborhood commercial corridors 3 The Honorable Lawrence Curry, Pennsylvania House of Representatives The Honorable Dwight Evans, Pennsylvania House of Representatives ogontz avenue 6 The Honorable John Myers, Pennsylvania House of Representatives The Honorable Cherelle L. Parker, Pennsylvania House of Representatives stenton avenue 8 The Honorable Harvey Portner, Cheltenham Township Board of Commissioners The Honorable Donna Reed Miller, Philadelphia City Council The Honorable Marian Tasco, Philadelphia City Council vernon road 12 Ron Bednar, Pennsylvania Department of Community and Economic Development Yvonne Boye, Philadelphia City Commerce Department wadsworth avenue 14 Tonyelle Cook-Artis, Offi ce of State Representative Cherelle L. Parker Alfred Dorman, Ogontz Avenue Revitalization Corporation Derek Green, Esq., Offi ce of Councilwoman Marian Tasco washington lane 16 Bryan T. Havir, Cheltenham Township Assistant Manager Jean Holland, Community Planner, Montgomery County Planning Commission glenside 18 Denise Holloway, Offi ce of State Representative Dwight Evans Edgar A. Howard, 10th Ward Leader - Philadelphia elkins park west 20 John Kitchen, Ogontz Avenue Revitalization Corporation Crystal Jacobs, Offi ce of Councilwoman Marian Tasco David G. Kraynik, Cheltenham Township Manager elkins park east 22 Paula McKinney-Rainey, PA Department of Community and Economic Development Daphne Oliver, Offi ce of Senator LeAnna Washington cheltenham village 24 Leza Perkins, Offi ce of Representative Lawrence Curry Chataun Porch, Cheltenham Square Mall Michelle Savage, Offi ce of State Representative John Myers east cheltenham avenue 26 Melissa Scott, Offi ce of State Representative Cherelle Parker Kimberly Turner Dixon, Offi ce of State Representative Dwight Evans wayfi nding 28 John Ungar, Mt. Airy Revitalization Corporation

gateways 30 This project was fi nanced in part by a grant from the Commonwealth of Pennsylvania, Department of Community and Economic Development. cheltenham avenue/”ogontz loop” trid feasibility study 31

cheltenham avenue related neighborhood commercial centers introduction As part of a broader look at improving municipal cooperation betweenween PPhiladelphiahiladelphia and Cheltenham Township, this project examines ten individual retail corridors adjacent to the Cheltenham Avenue Corridor, between Easton Road and North Broad Street.

Th is project is the third phase of the ongoing revitalization eff orts in the Cheltenham Avenue corridor, aimed at encouraging new business and strengthening existing retail. Because the corridor straddles both Cheltenham Township and the City of Philadel- phia, this is a joint eff ort.

Phase I of the project, completed by Kise Straw & Kolodner, Brown & Keener Bressi, and Urban Partners, focused on physi- cal land development and zoning issues aff ecting the corridor. It encouraged pedestrian-friendly design, uniform signage to create a sense of place, and the unifi cation of both sides of the avenue.

Phase II was a feasibility study for the creation of a Business Im- provement District (BID) for the Cheltenham Avenue Corridor. Ultimately, this phase of the project also included the implemen- tation of a BID, and was led by the Atlantic Group. project approach

Th is phase of the project is designed to examine nearby neighbor- hood retail centers to explore what projects have been completed in these areas, and determine where funding should be directed in the future in order to support revitalization.

1 2 cheltenham avenue related neighborhood commercial centers

neighborhood commercial corridors In recent years, several public investments have been ongoing in the region, including PennDOT’s reconstruction of Rt. 309, the addition of sidewalks, Cheltenham Avenue: A Plan for Bridging the Boundary was the fi rst part of a Cheltenham’s completion of the update of their Comprehensive Plan, and three phase project designed to promote the revitalization of the Cheltenham Pennsylvania’s TRID legislation, which allows for stronger mechanisms for Avenue corridor. Th is dual-municipality plan is the result of a joint planning investment in transit-oriented development. Major private developments process including both the City of Philadelphia and Cheltenham Township. have also been ongoing; for example, Arcadia University has developed a new Th e concept behind the plan is to improve and expand commercial uses in the main entrance, built several new campus buildings, and re-landscaped the area corrifor in order to create retail destinations that attract high-quality invest- along Route 309. ment and serve the community. Cheltenham Avenue: Expanding the Vision is intended to expand these concepts into adjacent commercial areas. Th is document seeks to explore ongoing and planned investment in these areas, and help clarify where future investment should be focused. It is based on several previous studies completed for the region, including Shops, Streets, Centers: A Guide for Transforming Commercial Corridors in the 9th Council- manic District, and the Cheltenham Township Commercial District Enhance- ment Plan.

Shops, Streets, Centers: A Guide for Transforming Commercial Corridors in the 9th Councilmanic District was initiated and managed by the Offi ce of Coun- cilwoman Marian Tasco in Philadelphia. Th is plan examines the challenges and opportunities of each of the corridors studied and presents strategies for making them more successful, with the underlying thesis that transforming corridors can help stabilize and improve home values in the neighborhoods in which they are located. Th e plan suggests potential niches that each of the corridors might leverage and recommends both public and private sector investments that would spark revitalization.

Th e Cheltenham Township Commercial District Enhancement Plan was com- pleted in 2000 by Carter van Dyke Associates, Urban Partners, Gannet Flem- ming, and Runyan & Associates. Th e plan was geared towards developing a vision for each of the 5 commercial districts within the Township, and created recommendations and a time frame for their implementation.

3 District Vision (adapted from “Shops Streets Centers”) Key Advantages Main Disadvantages Ogontz Avenue is a regional and neighborhood commercial destination • Proximity to Cheltenham • Wide street not favorable OGONTZ offering an eclectic mix of professional Avenue and bus transit node to pedestrians AVENUE services, medical services, reputable • Good mix of businesses • Billboards and auto repair dining options, and quality neighborhood shops convenience goods and services. This section of Stenton Avenue is a • In area with high disposible STENTON • Poorly designed and pedestrian-scale neighborhood center income maintained facades AVENUE offering quality goods and services as • Presence of well-regarded • Design of gas stations and @ Mt. Airy restaurant/music venue Avenue well as several regional entertainment parking areas not favorable and dining destinations. to pedestrians This section of Stenton Avenue II is a full- STENTON • High traffic volume • Overall worn-out AVENUE fledged neighborhood commercial center • Presence of two schools appearance of sidewalks, @ Washington offering a wide range of quality goods curbs, parking meters, and Lane and services. buildings

Vernon Road is reconfigured as a small • Lack of bus route • Proximity to Enon Church VERNON ROAD neighborhood convenience zone serving • Low traffic volume adjacent apartments and homes.

• Proximity to Cheltenham Avenue Wadsworth Avenue is a regional and • Presence of ICDC and State WADSWORTH neighborhood shopping and dining Senator/Representative • Poorly-lit at night AVENUE destination catering to a multicultural • Pedestrian-scale environment population. • Plenty of parking • Good mix of businesses

Washington Lane is a vibrant community • Presence of library, school, • Shortage of parking WASHINGTON hub offering medical services, quality and medical offices LANE convenience goods and services, a church, • Pedestrian-scale environment • Worn-out sidewalks and curbs and a well-used library.

4 cheltenham avenue related neighborhood commercial centers

Vision (adapted from “Cheltenham Township District Key Advantages Main Disadvantages Commercial District Enhancement Plan”)

Glenside is a transit destination, • Good mix of businesses • No high-end retail main street retail destination, and • Arcadia University presence GLENSIDE • Split over two municipalities neighborhood center, that provides • SEPTA station causes retail destination neighborhood services. confusions

• High traffic volume Elkins Park West is an auto-oriented ELKINS PARK • Area between commercial commercial district adjacent to strong • Nearby recreation area and areas not pedestrian WEST historic building recreation areas. friendly

• History and character of • Lack of strong anchor Elkins Park East is a transportation existing buildings institution ELKINS PARK crossroads and retail center that functions • SEPTA station • Traffic speeds EAST as an upscale town center • Pedestrian-scale environment • Lack of parking for shoppers

Cheltenham Village is Cheltenham’s • History and character of CHELTENHAM oldest residential neighborhood, with existing buildings • Traffic speeds VILLAGE neighborhood-serving commercial • Presence of new medical • No retail anchor businesses and historic charm office tenants

East Cheltenham Avenue is a linear EAST • High traffic volume • Traffic speeds CHELTENHAM shopping district that includes several • International shopping • Lack of pedestrian-friendly AVENUE major shopping areas. environment

5 ogontz avenue

Corridor Type Neighborhood Commercial

Number of Businesses 55

Vacancies 4

Key Institutions New Media Charter School

Traffi c Count 14,000 AADT

Transit Access Route 6 Bus; Route XH Bus • On-street metered Parking • Some off-street private lots Corridor Manager OARC

Business Association West Oak Lane Business Association Ogontz Avenue between Washington Lane and Cheltenham Avenue is a wide West Oak Lane Jazz & Arts Festival (lower Events commercial corridor that features a mix of unique, but often poorly-signed, Ogontz) buildings of various styles. Over the past several years, OARC has invested in tree- • 25 trees planted Recent Public Investment plantings, facade improvements, and sidewalk-sweeping along this part of Ogontz • Regular sidewalk-sweeping Avenue. Th is corridor is one of two to undergo any redevelopment activity; an old • 20 facade improvements ($150,000) Recent Private Investment auto-repair shop was recently redeveloped into a seafood restaurant. • 3 new businesses Market Niche Neighborhood-serving products/services Th e plan Shops, Streets, Centers: A Guide for Transforming Commercial Corridors in the 9th Councilmanic District recommends more than $800,000 in streetscape • Local residents improvements for Ogontz Avenue. Th e ReStore Philadelphia Corridors Recruitment Targets • Stenton Avenue motorists program has earmarked approximately $800,000 for implementing streetscape • Local students improvements along Ogontz Avenue.

6 cheltenham avenue related neighborhood commercial centers

This section of Ogontz Avenue is Pedestrian-scale lights and trees are part of the Cheltenham Avenue recommended along Ogontz Avenue Transit Reinvestment Improvement to invite motorists to drive through this District (TRID) feasibility study. commercial corridor and to help make sidewalks more inviting for pedestrian activity.

CHELTENHAM AVE

OGONTZ AVE

The sites highlighted in pink represent opportunities for new development. The site farthest to the right has already been redeveloped into a seafood restaurant.

7 stenton avenue (@ mt. airy ave)

Corridor Type Residential + Neighborhood Commercial

Number of Businesses 31

Vacancies 3

Key Institutions n/a

Traffi c Count 14,000 AADT

Transit Access Route L Bus; Route H Bus • On-street unmetered Parking • Some off-street private lots Corridor Manager OARC / MARC

Events n/a Th is section of Stenton Avenue features homes on the south side of the street and Business Association n/a businesses on the opposite side of the street. Despite the relatively high disposible income of residents in the surrounding neighborhoods, the stores appear to be Recent Public Investment n/a in poor physical condition. However, a recent article in the Philadelphia Weekly, Recent Private Investment n/a “Stenton Avenue Reprise” highlighted the opening of a jazz club that draws patrons from across the region, bringing more attention and interest to this part of Stenton Market Niche Neighborhood-serving products/services Avenue. • Local residents Recruitment Targets Th e plan Shops, Streets, Centers: A Guide for Transforming Commercial Corridors • Stenton Avenue motorists in the 9th Councilmanic District recommends facade improvements to several key storefronts along this section of Stenton Avenue.

8 cheltenham avenue related neighborhood commercial centers

The recommended investments in this section of Stenton Avenue aim to correct two major problems: poorly- designed/maintained facades and the degradation of the pedestrian environment by parking areas. Facade improvements are recommended, in addition to edge landscaping and fencing along parking areas.

AVE

Y

MT. MT. AIRY AVE

STENTON AV E

The sites highlighted in pink represent opportunities for new development. The white rectangles represent key facades that should be refurbished.

9 stenton avenue (@ washington lane)

Corridor Type Neighborhood Commercial

Number of Businesses 43

Vacancies 0 • West Oak Lane Charter School Key Institutions • Martin Luther King High School Traffi c Count 21,000 AADT

Transit Access Route L Bus; Route XH Bus • On-street metered Parking • Some off-street private lots Corridor Manager OARC

Business Association Stenton Avenue Business Assoc. Th e section of Stenton Avenue near the Washington Lane intersection is a long Events n/a commercial corridor featuring a range of community-serving businesses. OARC has led eff orts to revitalize this corridor, recently investing $150,000 in much-needed • 15 trees planted Recent Public Investment facade improvements. Th is corridor is one of two to undergo any redevelopment • 8 planters activity; an old Pizza Hut building was redeveloped into two well-designed • 20 facade improvements ($150,000) Recent Private Investment buildings containing restaurants. • 3 new businesses Market Niche Neighborhood-serving products/services Th e plan Shops, Streets, Centers: A Guide for Transforming Commercial Corridors in the 9th Councilmanic District recommends more than $700,000 in much-needed • Local residents streetscape improvements for this section of Stenton Avenue. Recruitment Targets • Stenton Avenue motorists • High school students

10 cheltenham avenue related neighborhood commercial centers

The recommended streetscape improvements focus on replacing Stenton Avenue’s worn-out sidewalks and curbs, and planting trees. These investments will help give the Avenue a fresh appearance to the thousands of motorists that drive on this road every day.

WASHINGTON LANE WASHINGTON

STENTON AV E

The sites highlighted in pink represent opportunities for new development. The site farthest to the right has already been redeveloped into several relatively well-designed fast-food restaurants.

11 vernon road

Corridor Type Neighborhood Commercial

Number of Businesses 13

Vacancies 3

Key Institutions Enon Church (on Cheltenham Avenue)

Traffi c Count n/a

Transit Access n/a

Parking On-street unmetered

Corridor Manager n/a

Business Association n/a Vernon Road is a short commercial corridor with homes on the east side of the Events n/a street and businesses on the opposite side of the street. With relatively low traffi c Recent Public Investment n/a volumes and no bus routes running along this road, Vernon Road stores are struggling to stay open and there is frequent turnover of businesses. Recent Private Investment n/a Th e plan Shops, Streets, Centers: A Guide for Transforming Commercial Corridors in Market Niche Neighborhood-serving products/services the 9th Councilmanic District recommends transforming this corridor through the • Local residents redevelopment of several properties with the construction of a low-rise building Recruitment Targets • Churchgoers consisting of apartments and ground fl oor retail space.

12 cheltenham avenue related neighborhood commercial centers

This photo simulation depicts Vernon Road transformed by the construction of a low-rise building. With approximately 20 residential units, this building would add more pedestrian activity to the corridor which would, in turn, help encourage and support business activity.

13 wadsworth avenue

at a glance

Corridor Type Regional Commercial

Number of Businesses 70

Vacancies 2 • Offi ce of State Rep. Parker Key Institutions • Offi ce of State Sen. Washington • Free Library Traffi c Count 12,000 AADT

Transit Access Route H Bus; Route 18 Bus • On-street unmetered Parking • Off-street public lot (200 spaces) • Off-street private lots Corridor Manager MARC Wadsworth Avenue is a colorful, pedestrian-scale shopping district located just Business Association Wadsworth Area Business Assoc. south of Cheltenham Avenue. Over the past several years Inter-Community Development Corporation (ICDC) led eff orts to organize and revitalize this • A Taste of Wadsworth Festival Events commercial corridor and the surrounding neighborhood. A number of facades have • Wadsworth Day been improved and trees and tree fences have been installed along the sidewalk. In • 38 trees planted addition, the Wadsworth Area Business Association has become more active and Recent Public Investment • 38 tree grates has been recruiting members. • Regular sidewalk sweeping • 14 facade improvements Th e plan Shops, Streets, Centers: A Guide for Transforming Commercial Corridors Recent Private Investment • 6 new businesses in the 9th Councilmanic District recommends more than $450,000 in streetscape improvements for Wadsworth Avenue. Th e ReStore Philadelphia Corridors Market Niche Dining; international foods program has earmarked approximately $200,000 for implementing streetscape • Arcadia University students improvements along Wadsworth Avenue. Recruitment Targets • Cheltenham Avenue shoppers • Caribbean population

14 cheltenham avenue related neighborhood commercial centers

The highlighted area represents an opportunity for new development that restores the “main street” character of Wadsworth Avenue by placing buildings at the sidewalk.

WADSWORTH AVE The recommended streetscape improvements aim to make Wadsworth Avenue’s wide, open sidewalks more inviting and hospitable. Pedestrian- scale streetlights would greatly improve the sense of safety at night and create a more vibrant ambience. At the end of Wadsworth Avenue, a gateway feature would welcome motorists to CHELTENHAM AVE Philadelphia and Wadsworth Avenue.

15 washington lane

Corridor Type Neighborhood Commercial

Number of Businesses 20

Vacancies 0 • Free Library Key Institutions • West Oak Lane Christian Academy Traffi c Count 13,000 AADT

Transit Access Route XH Bus; Route 6 Bus • On-street metered Parking • Some off-street private lots Corridor Manager OARC

Business Association West Oak Lane Business Association Washington Lane is a short commercial corridor that intersects with Ogontz Events n/a Avenue. Busy during the daytime, Washington Lane is home to several community- serving institutions and businesses, including a library, school, doctor’s offi ce, • 25 trees planted Recent Public Investment and barber shop. OARC has planted trees and helped facilitate several facade • Regular sidewalk-sweeping improvements within this commercial corridor. Recent Private Investment 6 facade improvements Th e plan Shops, Streets, Centers: A Guide for Transforming Commercial Corridors Market Niche Neighborhood-serving products/services in the 9th Councilmanic District recommends more than $290,000 in streetscape • Local residents improvements for Washington Lane. Recruitment Targets • Library patrons

16 cheltenham avenue related neighborhood commercial centers

The streetscape improvements to Washington Lane focus on replacing its worn sidewalks and curbs. Two relatively large areas highlighted in white on this aerial view represent redevelopment opportunities that could OGONTZ AVENUE enhance the level of activity in this corridor.

WASHINGTON LANE

LIME KILN PIKE

The highlighted areas represent opportunities for new development that enhances both the Washington Lane and Ogontz Avenue commercial corridors.

17 glenside

Corridor Type Neighborhood Commercial

Number of Businesses 203

Vacancies 4% • Arcadia University • SEPTA Glenside Station Key Institutions • Glenside Post Offi ce & Library • Grey Towers National Historic Landmark • Glenside Farmers Market Traffi c Count 21,000 AADT • Route 309; Easton Road; Limekiln Pike • SEPTA Glenside Station (R1, R2, R5) Transit Access • SEPTA Routes 77, 22 • Cheltenham Transit Bus Cheltenham Township Main Street Program Corridor Manager & Manager Th e Vision for Glenside is a pedestrian-friendly Main Street that functions as “Downtown Glenside.” Projects should continue to aim for creating a physical Glenside Street Fair; Glenside Car Show; Events center and focal point for the neighborhood. Th e community is also looking to Winterfest; July 4th Parade foster a stronger town-gown atmosphere between Township residents, and faculty • Completion of PennDOT Route 309 Im- and students at Arcadia University. provement, including new traffi c signals • Easton Road Streetscape Project; Phases Th e completion of the Wesley Plaza demonstration project in 2005 has detailed I & II the types of physical improvements that will be carried through the rest of the Planned Public Investment • Gateway and Community Enhancement area. Th e intention is to carry these enhancements along Easton Road, using grant Signage Program funding from the County and PennDOT. • Transit study underway for dedicated service for mobility Phase I and II of the Easton Road Streetscape Improvement Project represent a $2.8 million investment in Glenside. Th e entire Route 309 off site improvements Arcadia University’s gateway renovations Recent Private Investment project cost about $88 million in the Glenside area. and new buildings Market Niche Neighborhood Services Priorities for future investment should include additional facade enhancements and sign improvements; the Township also is seeking funding sources for a gateway Arcadia University bookstore downtown project. Recruitment Targets location

18 cheltenham avenue related neighborhood commercial centers

Improvements along Wesley Plaza (as seen in photo on opposite page and highlighted here in pink) are designed to be models for future improvements in the Cheltenham area. Future investment should include gateway signage for both Wesley Plaza and Glenside. Glenside Train Station is a major transportation hub for the area.

Street improvements are on-going along Easton Road.

19 elkins park west

Corridor Type Corridor in Transition

Number of Businesses 106

Vacancies 8% • Yorktown Plaza • Elkins Park Square Shopping Center • Township Administration Building and Key Institutions Public Works Facility • Elkins Park Library • Beth Shalom Synagogue • Wall House (National Register building) Traffi c Count 12,000 AADT • Cheltenham Transit Bus Transit Access • SEPTA Routes C, 55, 28 • Cheltenham Township Main Street Pro- gram & Manager Corridor Manager Elkins Park West is primarily located at the intersection of Church Road and • Economic Development Task Force (EDTF) Route 611 (Old York Road). It is an auto-oriented, but neighborhood serving, • Greater Glenside Chamber of Commerce commercial district containing two shopping centers: Yorktown Plaza and Elkins Events Cheltenham in Bloom Park Square. Th e area also includes Wall Park and the Wall House, one of three local historic houses. Th e Wall House is run by the Township as an historic house • Traffi c calming initiative museum with collections focusing on local history, textiles, and clothing; it is listed • Streetscape improvements to create on the National Register of Historic Places. Planned Public Investment Colonial-themed shopping village • Pedestrian Walking Trail through Wall Th e Vision for Elkins Park West includes the creation of public spaces to create Park a destination and build upon existing historic resources, the expansion of retail • Continue to explore relocation of Public activity, especially fronting Church Road, and the implementation of traffi c calming initiatives to improve pedestrian mobility in the area. Streetscape Recent Public Investment Service Facility enhancements are also planned to create an identity for the district through • New signage for historic Wall House gateway signage and other physical improvements; future funding should focus on • New playground and skate park in Wall these streetscape improvements. Recent Private Investment Park • Pocket Park (Henderson Park) Market Niche Auto-oriented commercial district

20 cheltenham avenue related neighborhood commercial centers

Retail areas in Elkins Park West are largely auto-oriented.

New signage at the Wall House can be used as a model for other signage in the area, to create a unique visual identify for Elkins Park West.

Connections should be made between retail areas to improve pedestrian mobility.

21 elkins park east

Neighborhood and Transit-Oriented Com- Corridor Type mercial Number of Businesses 45

Vacancies 5%

Key Institutions SEPTA Elkins Park Station

Anchor Businesses SEPTA Elkins Park Station Traffi c Count 12,000 AADT • Cheltenham Transit Bus Transit Access • SEPTA Regional Rail (R2, R5) • SEPTA Route 7 • Cheltenham Township Main Street Pro- gram & Manager Corridor Manager • Economic Development Task Force (EDTF) • Greater Glenside Chamber of Commerce Th e Vision for Elkins Park East includes expanding upon its strengths as a Events Cheltenham in Bloom crossroads and encouraging new business development to complement existing • Traffi c calming initiatives, including retail. Traffi c enhancements, including a new roundabout and other traffi c calming roundabout tools, will be used to direct traffi c into the commercial area. Pedestrian safety will Planned Public Investment • Streetscape improvements (design plans be enhanced as well. approved in 2008) Landscaping plans and traffi c enhancements have received design approval from • Signage and Awning improvements the township. Th ese alterations are focused on the Park Avenue-High School Road through Facade Enhancement Grants Recent Public Investment intersection, where a new roundabout is planned. Additional funding should •DCNR Grant for Master Plan of Ogontz support these changes by capitalizing on the new streetscape elements. Gateway and High School Parks signage would also help establish a sense of place in Elkins Park East, and defi ne it • Relocation of District Court (joint public- as a destination. Recent Private Investment private investment) • Elkins Park Garden Apartments upgrads Recent investment has included $125,000 to Carroll Engineering for streetscape improvements, and the planned $1.25 million for additonal streetscape and traffi c Market Niche Transit-oriented Commercial district calming improvements. Construction on this project is scheduled to begin in 2010, following approval of the design. Food co-op or grocery store in former Ash- Recruitment Targets bourne Market site

22 cheltenham avenue related neighborhood commercial centers

Streetscape and traffi c enhancements planned include a new roundabout designed to improve traffi c fl ow (image by Carroll Engineering).

Elkins Park East has a strong recreational component as well, and holds annual events to bring residents and visitors to the area.

23 cheltenham village

Corridor Type Neighborhood Commercial

Number of Businesses 94

Vacancies 3% • US Post Offi ce • Rolland Community Center Key Institutions • East Cheltenham Library • Shovel Shop Traffi c Count 21,000 AADT • Cheltenham Transit Bus Transit Access • SEPTA Routes 70, 77 • SEPTA Cheltenham Station (R7) • Cheltenham Township Main Street Pro- gram & Manager Corridor Manager • Economic Development Task Force (EDTF) • Greater Glenside Chamber of Commerce Cheltenham Village is the oldest neighborhood in Cheltenham Township, and • PENNDot overlay of Central Avenue retains its old-village charm. It is a neighborhood-serving retail corridor, with Planned Public Investment • Streetscape improvements residential buildings mixed in with commercial uses. Th e vision for Cheltenham • Tookany Parkway streambanks restora- Village involves maintaining its historic character, while stimulating the economy and improving transportation issues. tion project Recent Public Investment • Pedestrian walking trail (2.5 miles) Private investment in the area has focused recently on facade improvements and • PENNDot realignment of Tookany Park- new landscaping. A new tenant in the former Acme site, the Fox Chase Cancer way Center, has improved the site and building. Further investment should focus on • former Acme now leased to Fox Chase for signage and facade improvements. Traffi c calming devices should also be installed Recent Private Investment medical offi ces to reduce speeds in the corridor and help improve pedestrian mobility. • New Fox Chase residential development Th e Tookany Parkway streambanks project represents a $2.5 million public Market Niche Neighborhood Commercial investment in Cheltenham Village, and the pedetrian walking trail a $750,000 • Small scale neighborhood shops and investment. Th e upcoming realignment of the Tookany Parkway is scheduled to begin in late 2008 or 2009. Recruitment Targets services • Tenant for Township-owned Shovel Shop

24 cheltenham avenue related neighborhood commercial centers

Cheltenham Avenue should focus future investment on streetscape improvements and traffi c calming. The community should strive to maintain its historic charm, while encouraging economic development and urban revitalization.

Streetscape improvements similar to those completed at the Fox Chase medical offi ces complex should be made along Cottman Avenue.

The Shovel Shop is just one of the resources that give Cheltenham Village its historic charm. The Township should explore historic designation for this area.

25 east cheltenham avenue

Corridor Type Auto-oriented commercial

Number of Businesses 55

Vacancies 2%

Traffi c Count 21,000 AADT • Cheltenham Transit Bus Transit Access • SEPTA Melrose Park Station • SEPTA Routes C, 55, 28 • Cheltenham Township Main Street Pro- gram & Manager Corridor Manager • Economic Development Task Force (EDTF) • Greater Glenside Chamber of Commerce Planned Public Investment Streetscape improvements

Treevitalize Grant (42 trees on Cheltenham Recent Public Investment side, 110 on Philadelphia side) Th e vision for the East Cheltenham Avenue corridor includes improving the commercial district by attracting new businesses, coordinating signage and gateway • New landscaping and fencing around entrances across Philadelphia and Cheltenham Township, and creating a pedestrian Recent Private Investment Melrose Shopping Center and auto-friendly atmosphere by implementing traffi c calming improvements. • New street trees In recent years, new landscaping and fencing has improved the appearance of the • Strip-style neighborhood commercial Melrose Shopping Center. Zoning changes have also been recommended to allow Market Niche • Potential International Shopping Destina- for residential uses in the corridor and allow continuous retail storefronts along the tion street. Other shopping centers can benefi t from similar improvements, and would • Major tenant for Melrose Shopping Center help further defi ne this corridor as a destination. Recruitment Targets • Continues coordination between City and Township Future investment should focus on streetscape improvements, landscaping upgrades, a gateway and signage program, and facade enhancements of existing buildings. Continued coordination between the City and the Township will also be important.

26 cheltenham avenue related neighborhood commercial centers

Recent streetscape enhancements to the Melrose Shopping Center have created a more pleasant shopping experience, and linked the two halves together. Additional streetscape enhancements are needed to tie the north (Cheltenham Township) and south (Philadelphia) sides of East Cheltenham Avenue together into one commercial district.

Additional streetscape improvements are needed along the length of the corridor, particularly near the 5th Street and Oak Lane Road intersections, to make the area more friendly to pedestrians and more attractive to shoppers.

27 synthesis wayfi nding concept

Each of the commercial corridors reviewed in this plan has unique character- Embedded within the conceptual plan are several assumptions: istics, off erings, advantages, and disadvantages. Th e common thread among them is Cheltenham Avenue. Cheltenham Avenue is a commercial corridor • Th e signs should also serve regional mobility needs; major in and of itself whose off erings are visible to passing motorists. Cheltenham highways and transit amenities should be signed. Avenue also serves a critical role in the transportation network; it is a spine from which people make decisions about where to go next and a vital link to • With traffi c often traveling more that 40 mph on Chelten- the commercial corridors studied in this plan. ham Avenue, signs need to have concise messages so that the letters can be made large enough to be visible without having Th e fi rst phase report A Plan for Bridging the Boundary recommends wayfi nd- to design signs at widths that appears out of scale. Signs ing signs along the Avenue to help orient motorists and index the region’s should also be limited to no more than 4 messages, with 3 off erings. In 2004, Cheltenham Township created signage and wayfi nding being preferable. guidelines for its fi ve commercial districts. Th e guidelines showcase unique logos for each commercial district and design concepts for directional signs, • Individual businesses cannot be signed. gateway signs, and banners. Th e guidelines also include design concepts for PennDOT has developed guidelines for wayfi nd- several architectural gateway structures and applications of sign elements on ing signs along state roadways and should be rail trestles. consulted during the implementation of this plan. On the Philadelphia side, a wayfi nding plan has been developed for the Mt. Airy neighborhood, and one has been recommended for the West Oak Lane neighborhood. Th e sign system recommended in both cases is DirectionPhil- adelphia, which is heavily used in Center City and Old City.

Th is “related centers” plan reiterates the recommendation for wayfi nding signs along the Avenue and views wayfi nding as a potential “synthesizing project” that would serve to unite and benefi t all of the corridors in this region. Th e graphic on the right is a conceptual plan for the locations and messages of wayfi nding signs along Cheltenham Avenue.

28 cheltenham avenue related neighborhood commercial centers

29 gateways • At the intersection of Cheltenham Avenue and Ogontz Avenue. Th is is a highly-visible and heavily-traffi cked intersection. It is also represents “Gateway treatments” can be as simple as a monument sign or as complex as the geographic center of the Greater Cheltenham Avenue Business District. a package of features such as signs, pylons, banners, and architectural/land- A concept for gateway treatment at this intersection was prepared in Phase scape forms that announce, literally and/or visually, the arrival of a particular I of this project. A refi ned concept was prepared as part of the Cheltenham place. Th e photo simulation on the cover of this report depicts a concept for Avenue/Ogontz Loop TRID study. gateway treatment at the intersection of Cheltenham Avenue and Ogontz • On the Route 611 overpass above Cheltenham Avenue. Th is loca- Avenue. Th e photo simulation below depicts a concept for gateway treatment tion presents an opportunity to apply or paint a sign to the side of the Route on Wadsworth Avenue at Cheltenham Avenue. 611 overpass that announces the arrival of the Greater Cheltenham Avenue Business Improvement District.

Th e wayfi nding concept plan indicates several potential locations for gateway treatments. Th e following is a list of these locations:

• Along Cheltenham Avenue at Wadsworth Avenue. Th is represents the western entry into the Greater Cheltenham Avenue Business Improve- ment District. • Along Easton Road at Cheltenham Avenue. Th is represents an entry into Cheltenham Township. Image by Carter Van Dyke Associates. • Along Wadsworth Avenue at Cheltenham Avenue. Th is represents an entry into Philadelphia and Wadsworth Avenue. Th e opportunity exists to install a gateway treatment on the median triangle (see photo simulation at right).

30 cheltenham avenue related neighborhood commercial centers cheltenham avenue/”ogontz loop” trid feasibility study Th e Cheltenham Avenue/”Ogontz Loop” TRID feasibility study is examining an area around the intersection of Cheltenham and Ogontz Avenues. A pro- Th e purpose of TRID, or Transit Reinvestment Improvement Districts is to posal is in place to realign the SEPTA bus station to maximize the effi ciency spur transit-oriented development, community revitalization, and enhanced and safety of buses moving through the intersection, along with adding bus community character around public transit facilities in communities. TRIDs shelters, pedestrian crosswalks, and a 2000 square foot transit retail store. Th e allow for the establishment of “value capture” areas in which additional tax schematic plan shows proposals for several new retail, offi ce, and residential revenues generated within the TRID may be applied to public transportation developments along Cheltenham Avenue and Ogontz Avenue in addition to capital improvements, related site development improvements and mainte- gateway treatments at the intersection. nance. Th ese proposals represent key opportuni- ties to transform the Cheltenham/Ogontz area into a more vibrant, attractive, and pedestrian-friendly place. Th e Greater Cheltenham Avenue Business Improve- ment District can serve as an advocate for sound design within this area if the TRID is implemented.

Image by Carter Van Dyke Associates.

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report prepared by:

Kise Straw & Kolodner

Brown & Keener

july 2008