south of broadwaysouth strategic master plan Nashville, TennesseeNashville, January 2013 design associates urban

© 2013 urban design associates south ofsouth broadway tennessee nashville, plan: strategic master Strategic Master Plan South of Broadway Broadway of South U.S. Department of Commerce Economic Economic of Commerce Department U.S. TVS Design (MCC Expansion Options) Expansion (MCC Design TVS Nashville Convention Center Authority, Authority, Center Convention Nashville and Nashville Metropolitan Government Metropolitan Nashville Greater Nashville Regional Council, Regional Nashville Greater Nashville Downtown Partnership, Partnership, Downtown Nashville Development Administration, Development Urban Design Associates Design Urban Civil Site Design Group Site Design Civil Varallo Public Relations Public Varallo Parsons Brinkerhoff Parsons Smith Gee Studio Gee Smith Hawkins Partners Hawkins The Eisen Group Eisen The Prep p re ared for p ared by ared with

DZL Management DZL Liff Zach Church Baptist First Lewis Frank in the Inn Room Hester Rachel Ragland CB Hayes Michael 19 Member, District Council Metro Gilmore Erica Center Design Civic Nashville Gaston Gary Place Symphony at Pinnacle Fleming Dick Architects EOA Everton Gary Mission Rescue Nashville Glen Cranfield Commission Arts Nashville Metro Cole Jen Bureau Visitors and Convention Terry Clements Authority Housing and Development Metropolitan Cain Joe grou advisory community | January 2013January p Property Owner Property Smith Shelby Planning Department Metro Sloan Doug Chuch Baptist First Sloan Hugh Omni Saatkamp Joe Department Police Metro Reinbold Jason WaterMetro Services Potter Scott Rocketown Devore Rod Director Development Gulch Melton Dirk Company Mathews The Mathews Bert Works Public Metro Macy Mark Recreation and Parks Metro TommyLynch Works Public Metro Lovett Randy | urban design associates urban Country Music Hall of Fame Hall of Music Country Kyle Young Development Economic of Mayor’s Office Wiltshire Matt Partners Warner Warner Ed (Encore) Resident Downtown Wallen Curt United Methodist Wallace Larry Symphony Nashville Valentine Alan Department Police Metro TempleHorace &Sims Berry Bass TaylorSteve (Rutledge) Resident Downtown TaylorBrian in the Inn Room Strobel Charlie Center Convention Nashville Starks Charles WaterMetro Services Snyder Jim President and CEO and President Tom Turner Development Economic of President Vice Tamara Dickson Nashville Downtown Partnership Manager Development and Project Sturtevant Mark and Administration Manager, Finance Budget, Johnson Ryan Manager Project Associate Henley Ed Analysis and Logistics Construction and Development of Manager Heggie Kristen Enterprise Business Manager, Diversity Bethune Roxianne Manager Development and Project Senior Atema Larry Convention Center Music Cityenter/ client group

A uthority acknowledgements 1

© 2013 urban design associates south ofsouth broadway tennessee nashville, plan: strategic master Table of Contents | January 2013January flood mitigation pla mitigation flood Regulations Options MCC Expansion Parking Transit Art Public Space Open and Parks Streets O s Guidelines and Measures Mitigation Additional Efforts Planning Contemporary History Analysis Market Baseline Analysis Design Urban Outreach Public Process Planning O background analy and s Summary Executive introductio | trat verview verview urban design associates urban

2 e 3 3 5 6 gic initiative 8 3 1 5 4

6 1 2 8 3 1 9 n 0 3 1 0 1 1 4 3 0 s 4 n 1 8 i s 1 9 Strategy Recruitment Retail Downtown McCauley Midge Gross Randall Analysis Group Market Eisen The app ofI Summary n Lafayette SoBro Hill Mill Rolling and Hill Rutledge Gulch The O n e e verview ig xt s xt e h ndi 5 bor 0 t 5 e x 3 4 p

Summary Analysis Market Economics /Development 5 h s ood plan ood 4 4 nitiatives s 6 5 1 4 9 table of contents 7 7 1 6 9 2

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© 2013 urban design associates south ofsouth broadway tennessee nashville, plan: strategic master Executive Summary Executive has beenreconceived interrelated neighborhoods. astightly initiativesby ofstrategic across implementingaseries avastarea that the downtowneffects, liesinthesynergistic can be achieved which the proposed plan. designanalysis,urban thespecificsof andmarket studythatunderpin tion oftheplanningprocess, ofthepublicinput, andasummary events, ofthecatalytic descrip section —thatcontains anoverview consideration. —thesecond ItbeginswithBackground andAnalysis thefuture.for presentsThis theproposedreport for theCity’s plan (SBSMP)asaroadmap ofBroadwayMaster Plan South Strategic and theNashville Downtown Partnership (NDP)facilitated the thatvision tolife,bring theConvention (CCA) CenterAuthority Council (GNRC), andtheNashville Metropolitan Government, to Development Administration, theGreater Nashville Regional already hasNashville is authentically Nashville.is authentically place andvisitorsaplace thatiswelcoming that tobothcitizens dense, attractive, fun, quirky, pedestrian-friendly, andmixed-use. A better version ofwhatitistoday —more vibrant, connected, green, Residents andstakeholdersare eager toseethearea become amuch inanattractive,ment opportunities inviting, andcompact setting. by providing working, living, shopping, recreational,- andentertain southofBroadwayneighborhoods istolead theregion life inurban room andthere improvement. for evolve isalways The visionforthe tered on themusic industry, thatothercitiesenvy. However, places The strengthfor thecontinuingof ofthisSBSMP revitalization Through the U.S. ofCommerce Department andEconomic | January 2013January astrong andidentity, brand cen- | urban design associates urban - M N a u John John sh s ic ic Airport vill C C ity ity . . T e une une

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© 2013 urban design associates In May 2010, the Cumberland River crested nearly 12 feet In August 2012, CCA and the NDP commissioned a Overview above flood stage causing major disruption to significant economic Consultant Team (team) led by Urban Design Associates (UDA) to generators within the SoBro neighborhood. Water damage affect- develop the Strategic Master Plan for the area south of Broadway. ed buildings, housing, retail, office, residential, and cultural uses. This study was made possible by a grant from the U.S. Economic Premier destinations such as the Bridgestone Arena, Schermerhorn Development Administration of the Federal Department Symphony Center, and the County Music Hall of Fame were severe- of Commerce with the help of the Nashville Metropolitan ly affected. These venues are a central component of Nashville’s tour- Government and GNRC. The outcome of this process is a Flood

ism industry, which accounts for over 50,000 local jobs. Mitigation Plan and a set of consensus strategic recommendations urban design associates 2013 © While not directly affected by the flood, MCC is currently for fostering sustainable economic development. under construction in SoBro. This state-of-the-art facility will fea- ture 1.2 million square feet of finished space, a 350,000 square-foot exhibit hall, a 57,000 square-foot ballroom, and parking for 1,800 cars. It is the largest capital construction project in the city’s history and a major investment in Nashville’s economic future. Together with the associated Omni Hotel, Country Music Hall of Fame expansion, new Nashville Electric Service substation, and extension of Korean Veterans Boulevard (KVB), current investment in SoBro exceeds one billion dollars. Since the flood, the City determined that it is critical to the future growth and prosperity of downtown and the region that a comprehensive master plan be developed for the area south of Broadway. Central to this idea is studying the impact of flood- prone areas and developing appropriate mitigation measures and design guidelines. In addition, the City established a goal of exam- ining the development potential outside of the impacted area to identify land most suitable to accommodate a diverse economy, even in the event of another major flood.

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates Background and analysis 8 Planning Process

The SBSMP planning process is a true collaborative effort. It includ- Some of the focus group topics in this initial phase included flooding associated Plans and studies

ed a significant public involvement initiative to achieve a strategy and stormwater management, parks and open space, infrastructure, 1 The Plan for SoBro — 1997 and plan that receives broad community support. The engagement tourism, entertainment and retail, housing, arts, institutional interests, 2 Rolling Mill Hill Master Plan & Design Guidelines — 1997 process was designed to achieve three outcomes: 1) spark public dis- planned developments, and transportation. A public meeting was 3 The Plan of Nashville — 2004 cussion about the future of the study area; 2) solicit ideas from a wide held on September 11th to introduce the planning process to the 4 Gateway Boulevard Design Guidelines — 2005 cross-section of the downtown community; and 3) engage the public general public and solicit input regarding strengths, weaknesses, and 5 The Downtown Community Plan — 2007 6 Nashville-Davidson County Strategic Plan for in developing the plan. Citizens were essential partners in this pro- visions for the study area. Sidewalks & Bikeways — 2008 cess, beginning with the Community Advisory Committee (CAG). Phase II — Exploring (October 2012) 7 Music City Center Vision Plan — April 2009 urban design associates 2013 © Interviews and working sessions provided important feedback and 8 Nashville Creative Vitality Index — 2010 A multi-day public workshop (charrette) was the highlight of ideas on “what is working and what isn’t” and how to make the 9 Mobility 2030 — 2011 Phase II. Working side-by-side with citizens, principals, and stake- emerging neighborhoods in the study area a continued success. 10 Major and Collector Street Plan — 2012 holders in the NDP lobby, the team facilitated the creation of stra- 11 Nashville Downtown Code — 2012 Stakeholder discussions were informed by a Baseline Market tegic redevelopment and urban design plans for the SoBro neigh- 12 MDHA Redevelopment Plans (Rutlege Hill, Capitol Mall, Arts Center) Analysis, which is summarized at the end of this section and pro- borhoods. Ideas were communicated in 3D drawings and through 13 Lower Broadway Design Guidelines vided in Appendix 1. a variety of other methods to allow participants full visual access to 14 The Gulch Redevelopment Master Plan SCHEDULE OVERVIEW what was being discussed. The process resulted in a set of preliminary

The process took place in three phases: recommendations for moving forward. These options were presented project milestones Phase I – Understanding in a public meeting at the old convention center on October 12th. 16 August 2012 Kick-off meeting Phase II – Exploring Phase III — Deciding (November /December 2012) 10–13 September 2012 Reconnaissance, CAG meeting, focus group Phase III – Deciding In Phase III, the team evaluated the strategic and urban design alter- meetings, and initial public meeting Each step fully engaged Nashville’s citizens and local stakeholders in natives with CCA and NDP representatives, the CAG and public to 8-12 October 2012 Design charrette developing a consensus way forward. A timeline of project milestones develop a preferred plan of action. This process resulted in a consen- 1-2 November 2012 Progress report is shown at the right. sus framework for leveraging economic development while protect- 3-5 December 2012 Final public meeting /presentation of master Phase I — Understanding (September 2012) ing, preserving, and enhancing the economy, the social fabric, and plan recommendations

The team began its work by collecting and reviewing several exist- the built and natural environment. The SBSMP is targeted squarely 15 January 2013 Final recommendations ing documents (listed at right). Concurrently, the City appointed a at leveraging existing investment and achieving desired outcomes. CAG to act as a steering committee for the project. The team also Similar to the previous phase, Phase III included follow-up stake- worked with the City to develop a list of key stakeholders to help holder meetings. A final public meeting was held on December 4th. better understand the full range of issues facing downtown Nashville.

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates Background and analysis 9 Public Outreach

The team facilitated four CAG meetings, three public meetings, and countless stakeholder meetings and interviews. The first round of meetings focused on gathering local input before putting pen to paper to develop proposals. Flood mitigation was a critical and con- Green dots, representing strengths, are concentrated on MCC /other Red dots, signifying weaknesses, were primarily placed on the CSX Blue dots, representing places that citizens would like to see things urban design associates 2013 sistent theme. However, to flush out the full range of issues, partici- institutions, the East Riverfront Park, Rolling Mill Hill, and The Gulch. tracks, facilities for homeless men, and I-40 loop. happen, line KVB, the CSX tracks and the former Thermal site. © pants were asked the same three general questions:

1 What are the study area’s strengths? area strengths area weaknesses opportunities

2 What are the study area’s weaknesses? »» Strong art, cultural, and social institutions »» Limited neighborhood retail for residents and visitors »» Create a full spectrum of housing 3 What would you like to see happen here in the future? »» New investment such as MCC, Rolling Mill Hill, The including grocery, convenience retail, coffee shops, and »» Encourage a diversity of uses to meet the daily needs Gulch, 3rd Man Records, and the Greyhound Bus affordable restaurants of both residents and visitors Station »» Lack of schools and playgrounds south of Broadway »» Implement a coordinated parking strategy They were also asked to map their responses using colored dots. »» Strength of both small and large innovation-driven busi- »» Plans for too many hotels ringing MCC »» Create a complete parks and open space system to Detailed meeting minutes were prepared for each session and nesses and creative industries »» Aging stormwater infrastructure (undersized inlets, too serve existing and future demand »» Proximity to downtown and the interstate much asphalt, clay pipe, etc.) responses are summarized at the right. »» Convert the Thermal site to civic open space »» Strength of urban residential and retail market »» Real and perceived concerns surrounding the con- »» Improve pedestrian and bike circulation by creating »» Perception that area is an open slate for re-investment centration of “undesirable” users and uses, including more Complete Streets homeless men, adult entertainment, and affordable »» Improved bicycle and pedestrian infrastructure, includ- »» Focus on an integrated floodplain and stormwater man- housing ing Music City Bikeway and new greenway along the agement strategy, especially utilizing green infrastruc- river to Rolling Mill Hill »» Some areas not well served by transit ture and open space »» Proximity to green /open spaces to the south (City »» Limited housing types »» Incorporate hotel uses into neighborhood fabric rather Cemetery, Adventure Science Center, and Fort Negley) »» Few east /west and north /south bicycle and pedestrian than concentrating them around MCC and east (Cumberland Park) connections, especially to The Gulch and under I-40. »» Encourage mixed-use infill »» Transit improvements, including Music City Star station »» Lack of public open space and residential amenities »» Incentivize the adaptive reuse of historic buildings and the free Music City Circuit buses »» Overpriced land »» Support the proposed Bus Rapid Transit (BRT) »» KVB as an address for new development »» Accommodation of event parking and traffic »» Roundabout and West Riverfront Park

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates Background and analysis 10 State Capitol LP Field

Broadway

I -40 lvd. Urban Design Analysis et. B Music City Center Korean V

I-40 L D afayette S Understanding the existing physical relationships of the study area is ivisio n S tr t. another important part of the strategic planning process. To accom- eet plish this, UDA has developed a series of proprietary graphic analyses called UDA X-Rays®. These are essentially specialized drawings of streets The study area has both primary and secondary streets. The Institutions and open space When completed, MCC will be the settlement patterns Settlement patterns in the study area show urban design associates 2013 existing conditions. Using the base maps, each category of informa- historic pikes (shown in yellow) form the primary network, providing largest institutional use in the study area. Other major uses include the Frist a tremendous amount of diversity. MCC possesses the largest building © connections to adjacent neighborhoods. Secondary streets (shown in Center, U.S. Courthouse, Bridgestone Arena, Country Music Hall of Fame, footprint in downtown. In general, buildings step down in scale from north tion is exported and placed in a drawing by itself. The X-Ray reveals grey) create a street grid between the pikes. Many local streets, including Schermerhorn Center, and Fulton Campus. The institutional cluster around to south, consistent with the Downtown Code. use-patterns and helps identify critical issues. Below and to the right Division Street, are severed at the CSX railroad tracks (see Industrial X-Ray) Hall of Fame Park forms the perceptual heart of the area. In general, the challenging connectivity. entire study area lacks green /open space. are a few of the key X-Rays for the study area.

2nd and Upper Broadway Broadway River

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residential Emerging residential concentrations in The Gulch and employment Commercial and some office uses are scattered Industrial Light industrial uses pepper the south end of The Gulch and Rolling Mill Hill /Rutledge Hill neighborhoods complement the Encore throughout the study area, with concentrations along the main arterials. all of the Lafayette neighborhood. Many of these uses are in close proximity tower and Market Street apartments. Strong demand for downtown living KVB is largely vacant, but will become a coveted mixed-use address as to the CSX rail lines that cut through the area like an industrial river. is likely to cause the residential pattern to expand. south of Broadway continues to redevelop. Neighborhoods The study area is composed of many unique neighborhoods, each with its own distinct character.

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates Background and analysis 11 R osa L Parks B

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The urban design analysis includes a Portrait of Existing Conditions Charlotte that combines information from several sources to provide a base from which to develop alternative strategies and plans. This map 1st A 2nd Avenue I-24 6th A 3rd Avenue includes: streets, buildings, land uses, vacant land, topography, and 10th A venue 4th Avenue 2013 urban design associates 2013 venue ikeway 5th Avenue venue natural features. ity B ©

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south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates Background and analysis 12 Baseline Market Analysis

Nashville’s economic indicators suggest that the City and MSA — Redevelopment in the study area has concentrated several fac- in particular the study area — is in a strong position for continued tors that complement and will provide benefit for regional economic 1st A 2nd Avenue 3rd Avenue venue redevelopment. Nashville is currently viewed as a ‘hot city’ in numer- fundamentals. Through recent residential and retail development in 4th Avenue 5th Avenue

6th A ous media stories and experiencing a higher profile due to television the southern part of The Gulch, new housing activity in Rolling Mill ikeway

8th Avenue venue ity B programming, events like the CMA (Country Music Award) and the Hill, development of new Class A office space, and the concentration usic C M CMA Music Festival. The area’s population growth trends indicate of destination uses such as MCC, Bridgestone Arena, Schermerhorn that the Nashville MSA has continued to attract new residents both Symphony Center, arts and cultural venues, and LP Field, the study Broadway from within the state and from outside Tennessee at a faster rate than area is well-positioned to capitalize on regional growth trends, rein- Cumberland urban design associates 2013 Street River © U.S. population growth, indicating that new residents are attracted forcement of urban lifestyle choices that attract young professionals emonbreunMusic City D oulevard to the area for its quality of life, distinct character and cost of living. (and future retirees), and evolve into a larger urban mixed-use center. Center B Hermitage Avenue Veterans Long-term economic strengths of the regional market focus on core Combining these consumer markets in the study area /downtown Korean industries including: Nashville indicates ongoing growth potentials in hotel development,

»» health care — the largest single employment category in the retail, technology and professional services office space, and enter- Lafayette S treet Nashville market and a key growth sector due to regional and tainment that will continue to support redevelopment, investment, national demographics; and Nashville’s role as Tennessee’s economic and urban capital. As this plan is implemented, new growth in hotel room capacity, hun- »» corporate operations — a growth sector that will require skilled dreds of new downtown housing units, market-driven office develop- technology jobs and which will benefit by urban lifestyle options ment and retail /entertainment will continue the transformation that provided by downtown Nashville; is already underway. »» advanced manufacturing — building on the manufacturing skills Walk distances from the Music City Center 5-minute walk 10-minute walk available in the regional workforce; »» supply chain management — a result of Nashville’s central loca- who are the target markets? tion, road and transportation network, and business cost structure; 1 MCC visitors and conference 4 Downtown residents »» music and entertainment — a specialty industry unique to attendees 5 Downtown office workers Nashville and only a few other U.S. cities, and conservatively 2 Downtown and area hotel 6 Area students guests estimated to generate over 50,000 jobs (including music-based 7 Nashville tourists 3 Event /sports /entertainment 8 Niche industries tourism) and over $700 million in annual labor income alone, and visitors comprising a major tourism draw for downtown and area music- based attractions and events.

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates Background and analysis 13 The market study for the SBSMP developed by the team has been differ. Potential expenditures by the visitor market are also analyzed based on data included in MDHA’s Market Analysis of Downtown / somewhat differently for the study area due to immediate proxim- SoBro, prepared by Randall Gross /Development Economics and ity and projected and tactical future retail planning opportunities has also been coordinated with both the findings of MDHA’s that were addressed more globally in MDHA’s Market Analysis of Market Analysis of Downtown /SoBro, as well, as an update of Downtown /SoBro. NDP’s Downtown Nashville Retail Strategy 2008, prepared by As a general consideration, the team’s market analysis has been DowntownWorks. While the data used for the findings was shared based upon publicly announced development projects in the study

and the recommendations are generally consistent among the three area and should be considered conservative in both scope and tim- urban design associates 2013 © studies, it should be noted that each focused on somewhat differ- ing. Future build-to-suit office projects and mixed-use development ent geographies. MDHA’s Market Analysis of Downtown /SoBro projects in the study area may increase both the potential supportable includes the greater downtown area within the Inner Interstate Loop, number and phasing of residential units, as well as potential square and includes a number of neighborhoods and consumer groups that footage of office and retail development in the area. The hotel /lodg- are outside the traditional downtown core. The study area is about ing projections were based upon a comparative analysis of compa- one quarter the size of MDHA’s Market Analysis of Downtown / rable /competing convention centers in other cities and the number SoBro study area, and is more specifically focused on the downtown of hotel rooms within walking distance and designed to provide suf- core and the impact of MCC on its environs, The Gulch, Rolling ficient room-block booking capacities to attract major conventions. Mill Hill, the future redevelopment of Lafayette Street, and other The team’s market study is summarized in the figure below. The SoBro-specific redevelopment and planning issues. full market study can be found in the Appendix. This means that total numbers of market-supported housing, office development, retail and entertainment, and lodging may vary

somewhat because the submarket behaviors and proximities are dif- Preliminary 10-Year Development Program Summary

ferent. As one example, the hotel capacity recommendations for the Use Projected 10-Year Absorption

study area prioritized adjacency to MCC as planning criteria and did Residential 2,200 to 4,100 Units

not include hotels located or planned for the Midtown /Vanderbilt Hotel /Lodging Approx. 3,400 new downtown hotel rooms

area. Because the data source for MDHA’s Market Analysis of Office 250,000 to 550,000 square feet

Downtown /SoBro aggregates the Midtown hotels with the supply Retail 300,000 to 400,000 square feet of existing downtown hotels, the findings about long-term demand

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates Background and analysis 14 d o o l f

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© 2013 urban design associates In May 2010, the Nashville area was hit with a significant History amount of rainfall. More than 17 inches of rain was recorded within

1st A a 36-hour period. This was more rain than had ever been recorded venue in the 140 years of record keeping. The resultant was widespread flooding from the Cumberland River and most of the local tribu-

taries. The flood, determined to be greater than a 1,000-year flood, Cumberland River caused over $2 billion in damages to properties and businesses. The

downtown area that boarders the Cumberland River experienced its urban design associates 2013 © share of flooding and damage. The Cumberland River has a 100-year

flood elevation of 416.0 at the downstream edge of the Shelby Street Topography x-ray Fema 100-year Floodplain x-ray Bridge. During the May 2010 flood, the water rose to an elevation of 419.4 (3.4 feet above the 100-year flood elevation). Surprisingly enough, there are two other floods that rose to higher elevations than

1st A 1st A the 2010 flood. In 1927, the river elevation rose to 423.7 and in 1937 venue venue the river rose to 421.4. Both of these elevations were during a time prior to the construction of the Percy Priest Dam, which provides

some flood control. Cumberland Cumberland River River

Fema 500-year Floodplain x-ray 2010 Flood Event x-ray

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates Flood mitigation plan 16 south ofsouth broadway tennessee nashville, plan: strategic master (continued) History above thatofmostitspeercities. FEMA, thatnow, such Nashville’s ordinance provides protection current ordinance hasadded requirements beyond thosedictatedby provide additional protectionandtheirproperty. toitscitizens The Nashville government hascontinued toamendtheordinance to 30-plus years sincetheestablishmentofthatordinance, theMetro Nashville hashad afloodplainordinance since1978. ineffect Inthe andbusinesseswere the2010flood. damagedproperty during Metro plain withinthestudyarea. Nonetheless, amountof asignificant (FEMA), there islessthan1acre oflandlabeledas100-year flood- mation publishedby theFederal Management Agency Emergency approximately 413 The studyareaacres. includes Based- on infor | January 2013January | urban design associates urban flood mitigationflood plan considerable recent investment including including investment recent considerable been has there which on sites impacted also but buildings, significant culturally and historically only not the Encore. Encore. the and Center, Schermerhorn the Pinnacle, the MCC, the of site the s building F loodplain and impact and loodplain The 2010 flood impacted impacted flood 2010 The O mni Hotel, the the Hotel, mni e d 17 17

© 2013 urban design associates south ofsouth broadway tennessee nashville, plan: strategic master Centers isactivated. isOperationsactivated when the This system Emergency Nashville their destination, roads avoids orotherobstructions. which closed to path a find to or them around happening is what see to site this ation areas orroutes, sheltersandrelief centers. use can Citizens arises, provideaboutroad thissitewill information closures,- evacu Engine). Response(Nashville Emergency Viewing Asanemergency gencies inNashville Efforts Planning Contemporary — should be published in early 2013.Plan (UFPP) —shouldbepublishedinearly River.Cumberland Preparedness Flood —Unified The final report as well as, controls flooding from for possiblestructural the adjacent andflooddamage assessments, identifyrelevantinfrastructure likely ofthestudyarea. portions includes ters inthereport will The report River andthemaintributaries.Cumberland Oneofthedamage cen- potentialteam hasidentifiedseveral “damage centers” along the thoseprojects. andprioritizing evaluating ofthereport, Aspart the possible floodmitigation projects,for andmetrics andthecriteria committee,by anadvisory alistof waschargedwithdeveloping levels. The team, coordinated by Metro andguided Services Water withstakeholdersatthelocal, effort collaborative state, federal and through River a anditsfive majortributaries on theCumberland flooddamage cial teamtoidentifyandevaluate reduction measures ofthe2010flood,In theaftermath Deancreated aspe- MayorKarl provide timely information relating information orman-made tonatural emer- provide timely to designed was reduction.site mapping Therefore,interactive an andflooddamage ing andpreparednesstopublicsafety wascritical Early in the UFPP process, intheUFPP Early thatfloodwarn itwasdetermined /Davidson County. The final product is NERVE - if floodingmightoccurwith greatermuch accuracy. allowtheSAFEteamtoanticipateorpredict This powerful modelwill ” frommodel information FEMA scenarios. tocreate multiple if “what weather predictions from the National Weather Service and with flood along themajorstreams andrivers. with couplethatinformation They The model uses real time information from stream gages located Awareness NashvilleEvent). SAFE(Situational call that they ofFlood This UFPP team has also created a very powerful computer model powerful computer model teamhasalsocreatedThis UFPP a very | January 2013January PLAN PREPAREDNESS FLOOD UNIFIED METROPOLITAN

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COUNTY flood mitigationflood plan 18 18

© 2013 urban design associates south ofsouth broadway tennessee nashville, plan: strategic master design to insure the water-proofing. the to insure design of adequate provide water-proofingcan they alternative if the space the be placed aboveallowed flood elevation.the Developers may be equipment should mechanical and electrical to higher All ground. adequate owners vehicle notice allow to move vehicle their will that system The developer warning ashould includetheir design, in tures. struc to Development parking space. limited should be below grade below mustground anticipategroundtures andwater flood entering development adequate. Howeverthe are of requirements struc these that agrees The team dictates. legislation what the more than little require agenciescan the time, reviewing flood elevation.the this At residentialand development to have floor the elevation 4 feet above opment 1 floortheelevation toelevation flood the foot have above devel commercial require regulations current The occur. could floods to MolloyStreet Street) anticipation that the done should be with fromflood-proneAvenueand Church Fifth river to theareas (from Measures and Guidelines Mitigation Additional Development (LID). Impact Low requiring to Stormwater the Ordinance Management creationthe volumeof a new V andestablishing ment floodplains in the requirements of develop to strengthen regulations floodplain (BL2010-794) legislation passed Metro Council the amending the ofthe 2010 mayorand the aresult As flood, ordinance. plain Metro’s flood with accordance in current performed be minimum, at a will, area the study proneof flood areas the in Developing Development or redevelopment of buildings and facilities in the the in Development facilities and or redevelopment of buildings - - - - these joints is one critical item further. must explored joints be that is onethese critical by is connected that to area water any to migrate river the allows and joints bedrock the in through travels river water the from that option is feasible. toneed fact this The preformed be if to determine would preventers. analysis Much more backflow as, well as area, most of downtown the drains that onstorm system the installed be to stormwater required be pumpwould alarge sidewest of wall, the of approximately 421.0. stormwater order the In the from to evacuate have a need to would top elevation wall The to KVB. Street Church Avenue side east of the First from along extend likely would wall gates.The flood and levees, earthen removable walls, manent walls, be acombination likely per of would wall of river. the edge This the along wall of tocreation consideration aflood the given been has Some side of structure. the stormwater the on“dry” the to evacuate way a providing towater hold while flood the back astructure ating cre optionthis is with challenge The out district. of downtown the water the controls adjacent flood the of river to keep structural ing of creat considered has possibility the team the plan, of this part As F » » » » ied further: » » » » lood W lood stormwater incentives flood wall surfaces additional pervious ground-floor floodstrategies The team recommends that four main mitigation optionsbe stud that main recommends four The team all | January 2013January /open space /design | urban design associates urban - - - - F e lood-pron » » » » » » F ema » » » » » » floodplain O renovated when comply must buildings Existing year 100 above be must Mechanical “floodproofed” be O year 100 4feet above Residential: year 100 1foot above Commercial: nly parking may go below below go may parking nly ccupied space below must must below space ccupied R equirements ar e a » » » » » » Pre U » » » » » » n ified ified n Large stormwater pumps Large gates flood levee and Earthen walls Permanent walls Removable floodplain to 500-year protection Flood —S. efforts mitigation flood Parallel p aredness Plan F lood lood A .F.E &N fl p o oo E T .E.R.V.E n d I T

w a a l ll flood mitigationflood plan 19 19

© 2013 urban design associates south ofsouth broadway tennessee nashville, plan: strategic master requirement. elevation stringent be avoided should uses thedue floor residential moreto ground eral, is most and appropriateage for lobby applications. residential gen In foot square for upper story viability ground floor trades option This to sidewalk. the parallel aloggia in up grade is to take Option three optionpermits. where is This space preferred public sidewalk. the adjacent to dock, to aloading similar sidewalk, elevated an create is to Option two footage of structures. new square the to maximize developers allows but also buildings, foroption existing well works This of building. footprint the the within grade up the is to take onright). options the (illustrated three around Option onereached was Consensus sidewalk. feet the above to approximately be two floorneeds elevation commercial finished the scenario worst case the In options occupied space. elevated for to accessing ers discuss own land and impacted building with met The south. team District) (The district this to stakeholders extend and of City the on part the Second Avenue core. There desire is astrong Broadway and retail toIt note flood-prone isthe important that adjacent is area the to G round- F loor F loor lood Strat lood e gi es / Des ign - - - O O ption ption ption Th O n r e ee Ramp within footprint of building of footprint within Ramp a rcade | January 2013January Street Street /Parking Planting Strip Planting /Parking Planting Strip Planting Sidewalk Sidewalk | Raised Arcade Raised urban design associates urban Ramping /Floor Change Zone Change /Floor Minimum clearance clearance Minimum Mezzanine Minimum clearance clearance Minimum Mezzanine O ption two ption

Elevated sidewalk (“loading dock”) or terrace or dock”) (“loading sidewalk Elevated Street /Parking Planting Strip Planting » » » » A Sidewalk » » » » dditional measures water events inhigh- goods commercial moveto floors ground-level above mezzanines Include A First on sidewalk elevated Study floodplain above to be controllers Require O versize pumps sump venue Raised sidewalk or terrace zone terrace or sidewalk Raised Flood mitigationFlood plan Minimum clearance clearance Minimum 20 20

© 2013 urban design associates south ofsouth broadway tennessee nashville, plan: strategic master » » andimplementedbybeing developed Metro Water Services: development’splace impact tominimize withdetailsofany program communityinfrastructure,new anumberofincentives may beputin andopenspaces surfaces into pervious In addition toincorporating Stormwat ing tree cover, andcreatingpublicspace surfaces. withpermeable new by reducing surfaces, impermeable incentivisinggreen roofs, increas- ing problems inthearea. high degree surfaces, ofimpermeable totheflood- contributes which This has resulted inbothpiecemealparking management, as as,well a Bridge.Bikeway River, through Gulch,The along KVB, and across theMusicCity Cumberland the along specifically systems, space open regional and x-ray doeshowever show nascentconnections tolarger city-wide is notassociatedwithmajorinstitutions. The openspace andtrail There islittleexistingpublicpark space withinthestudyarea that A » » dditional Pe dditional water quality improvements providedwater quality on publiclandtooffset district: Stormwater SoBro This incentive allowstheuseofstorm 50% (samerequirement required ascurrently inCSS). requirementsthe stormwaterquality may bereduced from 80%to the same requirements greenof the new roof credit program) then Green Roof: Ifthegreen roof requirement ismet(consistent with provided and for associated maintenance for thoseimprovements.provided associated maintenancefor andfor of thestormwatercredit would account stormwaterreduction for credits.made) through ofstormwaterquality theselling The value 80% requirement to50%(basedon theimprovements be thatcan development by amaximum of30%reduction from thecurrent requirementsthe stormwaterquality on adjoining Stormwater mitigation improved inthestudyareabegreatly Stormwater can There parking isanabundanceofsurface lotsinthestudyarea. e r I nc rviou e ntiv s Surfac es es / O p e n Spac /nearby private /nearby private e - P Exi ropo s ting park ting se d park d and op and s s | , op , January 2013January en en s pac s pac e , and compl and , e | urban design associates urban e t e s tr ee t n t e twork P Exi ropo s ting se d s P urfac arking conc arking e

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s e v i t a i t i n i

© 2013 urban design associates Overview

The SBSMP stitches together a number of existing develop- ments and assets within a street framework that can infill incremen- tally over time. The plan builds on the pattern of pikes (historical roads) and rectilinear streets and on the success of adjacent commer- 2nd Avenue cial cores along Broadway and in The Gulch. Targeted public infra- 3rd Avenue structure improvements and the potential for enhanced transit service 4th Avenue 5th Avenue Thermal Site (Future Civic Open Space) will help to evolve the neighborhoods in the study area as ideal places Broadway 6th A for continued infill, development complementary to MCC, and for urban design associates 2013 venue © new connections between neighborhoods that do not currently exist. Cumberland River Street Implementation of the plan will rely upon smart investments in 8th Avenue Boulevard Demonbreun public infrastructure and policy directives that will provide positive Veterans Korean signals for the private sector to infill with development as market Music City Hermitage Avenue Center Street conditions allow. Peabody

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south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 23 2nd Avenue

planning principles 3rd Avenue

4th Avenue

»» Create a strategy of best practices for protection and mitigation in the 5th Avenue Thermal Site (Future Civic Open Space) floodplain and a set of measures to treat and reduce runoff from adja- Broadway 6th A cent sub-watersheds

venue »» Create a complete system of open spaces that integrates green Cumberland streets, trails and cycle lanes, and a spectrum of city-, neighborhood-, River and block-scale parks Street 8th Avenue Boulevard Demonbreun »» Simplify and enhance the street network to create a system of pikes, Veterans Complete Streets, and neighborhood streets Korean Music City H urban design associates 2013 treet ermitage Avenue »» Provide neighborhood-specific recommendations to help enhance the Center S © specific characteristics of each of the neighborhoods in the study area Peabody

10th A 4th Avenue »» Build on existing momentum around MCC and The Gulch and extend 5th Avenue 11th Avenue these opportunities into adjacent areas that have not seen redevelop- venue 6th A 12th Avenue venue Lea A ment yet with appropriate development typologies venue treet

»» Make recommendations for the study area’s neighborhoods that can Middleton S improve urban systems, including potential transit connections and L parking strategies I afayette S -40 treet treet Elm S

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p ublic pa rks a n d strategic master Plan residential parking garages mixed-use and retail open space

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south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 24 Streets

As is the case in most American cities, all roads eventually lead to Following are initiatives targeted at reducing pedestrian /vehicle downtown. Growth of the City has forced the downtown Nashville conflicts and enhancing the pedestrian environment. Commissioning street grid to accommodate ever-increasing traffic volumes. The a comprehensive downtown traffic and parking study is a consistent introduction of one-way streets and additional driving and turn lanes recommendation related to all priorities. are some of the tools that engineers have used to bolster the capacity Priorities of the local network, often at the expense of pedestrians. The result »» Connect Division Street south of Broadway is an area characterized by pockets of pedestrian- friendly street life separated by relatively high-speed arterials. »» Implement Complete Streets urban design associates 2013 © New approaches to calming traffic suggest that the interests of »» Eliminate fragments motorists, cyclists, and pedestrians can be balanced. In 2010, Mayor »» Convert one-way streets to two-way streets Dean issued a progressive executive order prioritizing Complete »» Encourage pedestrian enhancements Streets. Complete Streets refer to right-of-ways designed to enable safe, attractive, and comfortable access and travel for all users, includ- ing pedestrians, cyclists, motorists, and transit users of all ages and abilities. Many also incorporate stormwater management and treat- ment. KVB is the perfect local example of a Complete Street. Broadway Bridgestone Another current strategy is to put pedestrian-unfriendly streets on 8th Avenue 1st A Arena venue Demonbreun Street venue a “road diet”. This approach calls for better organizing traffic within 12th Avenue Music City 3rd Avenue 2nd Avenue 10th A Center Thermal the existing curb lines to be in context with the urban setting. Specific Site Korean Veterans Boulevard C 11th Avenue umberland techniques include converting one-way streets to two-way streets, Peabody Street River 8th Avenue L reducing the number of travel lanes, introducing a center turn lane and afayette S Hermitage Avenue 9th Avenue Lea Avenue 7th Avenue on-street cycle tracks, simplifying intersections, and adding on-street treet parking. All of these strategies, plus fixing broken connections, have Division Middleton S treet Street

5th Avenue 4th A venue been considered for the study area. One thing is clear, for revitalization venue Elm Street I-40 efforts to prosper in urban settings traffic must behave. 6th A Ash Street

Co n verted proposed street Network 2-way street 1-way street 2-Way Street

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 25 Connect Division Street

Pikes radiate from the KVB roundabout as the principle-organizing element south of Broadway. In general, this pattern creates a well- connected network that relates to the local topography. The one exception is where the CSX railroad bisects the study area, limiting connections between The Gulch and adjacent neighborhoods to the east. Connecting Division Street, which today dead-ends at the tracks, has been a consistent reference in previous plans and studies. The team agrees and supports this recommendation in the interest of improving east-west links. During the planning process, multiple options for connecting 2013 urban design associates 2013

Division Street were explored. The preferred alternative involves © bending the existing street south before bridging over the CSX right- of-way and curving the new segment north to Ash Street. Benefits of this alignment include creating a grade-separated crossing, maximum Korean Veterans Boulevard Hermitage Avenue clearance over the railroad, better traffic distribution, and creating 8th Avenue Lafayette S Division S new opportunities for infill development. The new segment would treet treet link Music Row, Midtown, and The Gulch to the Lafayette neigh- Ash Street 10' 8' 6' 13 ' 6 " 11' 13 ' 6 " 6' 8' borhood, the Richard H. Fulton Campus & Howard Office Building, 76' division street realignment diagram zoomed area divisio n street existin g street and Rolling Mill Hill. It could also potentially eliminate the need for below realignment network Proposed Division Street extension Section the existing at-grade crossing at Fogg Street. The existing cross-section of Division Street has four 12-foot travel lanes, five-foot sidewalks, and a left turn lane at major intersec- tions. The proposed cross-section would be more pedestrian- and bike-friendly, consisting of three lanes (two 12-foot travel lanes and a center turn lane), stormwater bio-retention planting buffers, eight- foot sidewalks, and a two-way separated cycle track along the south- ern edge (see illustration at right). Traffic calming measures, including roadway geometry, should be incorporated to discourage speeding. The proposed alignment crosses three existing industrial proper- ties, necessitating right-of-way acquisition. A detailed environmen- Existing Division Street and surrounding area Proposed Division Street connection and surrounding area prop osed tal study will be required to evaluate impacts and select the precise connection alignment for the crossing. south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 26 Implement Complete Streets

As was mentioned previously, Mayor Dean issued an executive order However, the design would still have to accommodate turning move- in 2010 prioritizing Complete Streets. This plan supports that initia- ments and address the peak-hour traffic. A three-lane cross-section tive and proposes approximately 12,550 linear feet of new Complete would be a major change from the current cross-section and would Streets and 5,000 linear feet of new trails /cycle tracks. require modeling and a traffic study to confirm that it would perform The team recommends that the City build on the KVB suc- as envisioned. Since the roundabout requires two entering /exiting lanes cess to create a connected network of great streets by transforming to operate satisfactorily, it may be necessary to look at a five-lane cross- additional key connections into Complete Streets. These streets section in the short term and then perform a more detailed traffic study include Lafayette, Division /Ash, and sections of Ewing, Lea, Elm to determine the potential of the outside lanes becoming on-street park- and Middleton. When complete, this network will stitch together the ing or a BRT line in the future as the area continues to redevelop. parks, people, and neighborhoods in the study area. 2013 urban design associates 2013

Lafayette Street is at the top of street hierarchy. The traffic vol- © umes on Lafayette are such that it can be converted from five to three lanes with a center turn lane and separated bike lanes. The strategy is to convert underutilized outside travel lanes to parking lanes. This should have a negligible impact on traffic flow. Benefits will include Korean Veterans Boulevard 4' 8' 4' 6" 6' 6" 22' 6' 6" 4' 6" 8' 4' reduction in the number of lanes that pedestrians must cross, a more Hermitage Avenue 8th Avenue Lafayette S 60' ROW organized traffic pattern, and new on-street convenience parking. Division S treet treet East /West Connector Complete Street Section The addition of dedicated cycle tracks will connect the roundabout Ash Street to the southern gateway to downtown. The conceptual section for

Lafayette Street is illustrated at the right. EXISTING COMPLETE STREET NETWORK CO M P L E T E STREET NETWORK Local streets, such as Middleton and Lea, incorporate similar features within a more limited right-of-way, featuring on-street cycle tracks and narrower urban park strips and sidewalks. Complete Streets are encouraged to include Best Management Practices (BMPs) such as pervious pavements, bioswales, and vegeta- Korean Veterans Boulevard tion to reduce or eliminate stormwater runoff from impervious surfaces Hermitage Avenue by allowing it to infiltrate into the ground. Streets that incorporate 8th Avenue Lafayette S Division S BMPs are referred to as Green Streets. Green Streets are particularly treet treet 8' 4' 12' 23' 6" 11' 23' 6" 12' 4' 8' important in the study area as runoff enhances flood events. Ash Street 106' ROW The rule of thumb is that a three-lane urban arterial can carry PROPOSED COMPLETE STREET NETWORK CO M P L E T E Lafayette Complete Street Section the amount of existing traffic on Lafayette Street (13,000 ADT). STREET NETWORK

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 27 Eliminate Fragments Associated with implementing a Complete Streets strategy is the elimination of surplus street fragments. These are generally clustered along Lafayette Street and in the Lafayette neighborhood. The pay- back will be improving circulation, creating viable development par- cels, and simplifying intersections. Proposed subtractions and addi- Hermitage Avenue Boulevard tions are documented on this page. Veterans

Korean Convert One-way to Two-way Streets One-way couplets, such as the one formed by Second and Fourth Avenues, were introduced as a way to more efficiently move vehicles. Since their introduction, couplets have proven to hurt rather than help Lafayette S Lafayette S downtown uses and users. Unintended consequences include reduced treet treet urban design associates 2013

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8thvenueA venueA retail viability, additional vehicle miles traveled, and increased high- 8th speed, cut-through traffic. One-way streets also tend to be pedestrian- unfriendly. All of these outcomes can be seen south of Broadway. The team recommends that the City consider converting most one-way streets in the study area to two-way. These streets include Fifth Avenue, Sixth Avenue, and the north section of Second Avenue. Prop osed existing 1-way Street Network 1-way street 2-way street Street Network Subtractions Existing Street When similar conversions have been implemented in comparably sized Street removal downtowns they have helped stimulate revitalization. Measurable ben- efits have included increasing the number of viable retail sites, reducing H Hermitage Avenue ermitage Avenue oulevard the speed of traffic, and improving pedestrian connections. An added Boulevard B eterans benefit is the reduction in the production of carbon. Veterans V Korean The conversion of one-way streets in Nashville will, at a mini- Korean mum, require a traffic study, lane restriping, and traffic signal reori- entation and timing. Specifically, the potential of converting the

L north section of Second Avenue will require a larger traffic modeling Lafayette S afayette S and analysis effort that encompasses the entire downtown area. This treet treet

change will also require review and approval of the Metro Traffic and

8thvenueA

8thvenueA Parking Commission. Adjacent property owners, many of whom par- ticipated in the planning process, should also be consulted to fully vet the potential impact on building and parking operations. Converting Fifth and Sixth Avenues will likewise be analyzed in Metro’s Trans CADD model along with a detailed traffic study to demonstrate Prop osed proposed 1-way Street Network Street Network Additions Existing Street satisfactory operations. Street reconstruction is not required, as curbs 1-way street 2-way street Street Addition and gutters will remain in place along all targeted streets. south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 28 Encourage Pedestrian Enhancements

The recommendations discussed previously will all enhance the pedestrian experience in downtown. In conjunction with these pro- posed changes to traffic patterns, many citizens and stakeholders asked that additional pedestrian enhancements be considered as part of the revitalization effort.

Suggestions included: 2013 urban design associates 2013

»» adding countdown timers at signals where missing © »» considering curb bulb-outs where feasible to crosswalks »» updating street furniture and pedestrian-scale street lights »» adding street trees and landscaping everywhere »» creating more shared space, like Fifth Avenue between MCC and the Omni »» upgrading pedestrian facilities on the eastern most block of KVB

(to connect to East Nashville) PRIORITIES

»» Connect Division Street The new KVB is one example that people pointed to of a pedestrian- »» Implement Complete friendly street with nice landscaping. Obviously, the City’s budget Streets constraints and priorities make implementing pedestrian enhance- »» Eliminate fragments »» Convert one-way streets to ments challenging. For that reason, the team recommends that pro- two-way streets posed enhancements be approached incrementally, possibly in asso- »» Encourage pedestrian ciation with each new development project. enhancements The upgrading of infrastructure should be executed artfully and, where appropriate, incorporate a manageable public art program. Particular attention should be placed on doing so at the entry points to downtown and at the Interstate 40 interchange. Leftover under- pass spaces should be considered for active uses such as skate parks, markets, or similar functions. south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 29 Parks and Open Space

The study area is largely devoid of parks and open space, the only Sustainability will also be promoted through the incorporation of exceptions are a portion of the West Riverfront Park, the Shelby Street native low-water-use landscaping and recycled paving materials. Bridge, and Hall of Fame Park. Citizens are acutely aware of this and The following pages provide a detailed explanation of each key list the creation of new parks, open space, and trails as a top priority. element of the proposed network of green space.

In response, the strategy calls for the study area to be overlaid Priorities Korean Veterans Boulevard with an interconnected network of green spaces. This proposed »» Expand the network Hermitage Avenue Lafayette S framework features a hierarchy of spaces designed to accommodate 8th Avenue Division

»» Repurpose the Thermal site urban design associates 2013 a wide range of uses and users. Each place will be characterized by a Street treet © unique set of amenities that will help define a one-of-a-kind sense »» Connect the SoBro neighborhood to The Gulch Ash Street of place. Parks, plazas, and trails will be connected via the proposed »» Benchmark metrics Complete Streets network. »» Support programming existing parks and open space network Open space city parks This approach builds upon a number of previous plans: Open CO M P L E T E trails Space Master Plan, Downtown Community Plan, and Parks and STREETs Greenways Master Plan. South of Broadway sits in the midst of several larger open space assets, including the Fort Negley Park and Nashville City Cemetery immediately to the south, the State Capital and related Bicentennial Mall on the north edge of downtown, and the Cumberland River and related park /dedicated land to the east. The Open Space Master Plan recommended a downtown strategy to Korean Veterans Boulevard add a series of small parks and improve connectivity to form a com- Hermitage Avenue Lafayette S 8th Avenue plete green “loop” within and around downtown. Division It is important to note that an essential component of sustainable Street treet

urban open space is the incorporation of CPTED (crime prevention Ash Street through environmental design) principles. At a minimum, landscap- ing must be pruned to permit unobstructed views and adjacent build- proposed parks and open space network Open space city parks ings should incorporate eyes on the street to promote built-in safety CO M P L E T E trails and security. STREETs

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 30 Expand the Network

As a part of the SBSMP, several major parks along the river were rec- two primary neighborhood parks. One park located on Fifth Avenue In addition to the larger regional parks along the river, the eastern ommended to support regional park functions, including repurposing South, extends the Avenue of the Arts and might include an arts portion of the study area includes a reallocation of green space at the Thermal site as civic open space and transforming the Bottoms related theme i.e. artist demonstration, temporary exhibits. This site is the Fulton Campus to include an active children’s play component, into an amenity. A number of neighborhood parks are also proposed immediately adjacent to the existing and popular Rocketown, which which works with the neighboring Nashville Children’s Theater, within a ¼-mile walk of existing or planned residential areas to provide offers a ready anchor for the area. Lafayette Street could feature a series as well as serving the immediate neighborhood on already existing for the social and recreational needs, thereby providing for a linked of small parklets or gateways into the district as the road sections are Metro property. The Captain Ryman park site is well located within network or “string of pearls” through the downtown neighborhoods. realigned to provide safer more defined crossings. Sixth Avenue South the Rutledge Hill district, is in close proximity to Rolling Mill Hill, The neighborhood park network includes one major park renova- serves as an important link between MCC and Fort Negley Park, and might provide opportunities for community gardens and views tion and nine additional neighborhood parks ranging in size from ¾ Adventure Science Center, and Nashville City Cemetery. toward downtown. A small park within Rolling Mill Hill provides a acres to 2.75 acres. The Bottoms at Rolling Mill Hill could provide an additional small neighborhood-focused park while augmenting the Rolling Mill 2013 urban design associates 2013 NASHVILLE OPEN SPACE PLAN Hall of Fame Park now serves as the front door to major cul- 19.5 acres of parkland that could accommodate regionally-utilized Hill riverfront promenade and greenway. © tural icons including the Bridgestone Arena, MCC, Schermerhorn sports fields and neighborhood play areas. This larger regional park Symphony Center, and the Country Music Hall of Fame. At the should also be programmed to accommodate fitness, social, and pet time of the building of the park, MCC and Schermerhorn were not needs of area residents.

even imagined. As a result, the team recommends a park renovation Creating, Enhancing and Preserving the Places that Matter that provides for uses more consistent with the surrounding institu- tions and ones that might incorporate more seating, gathering and performing areas, cultural draws, and outdoor dining. Prominent and

A REPORT OF NASHVILLE : NATURALLY consistent activity programming should be a priority for this park. M A R C H 2 0 1 1

Recommendations for The Gulch include adding a greenway Broadway Bridgestone 1st A connector across the railroad and an active park space for recreation Area venue Music City Demonbreun Street venue 12th Avenue Center Thermal courts and gardens on top of the existing LandPort and promenade 8th Avenue 2nd Avenue 10th A 3rd Avenue Site C Korean umberland along Demonbreun (see also Connecting the SoBro Neighborhoods 11th Avenue Veterans Boulevard Peabody Street River 8th Avenue L to The Gulch). A small children’s play area and dog park area also afayette S Hermitage Avenue Lea Avenue 7th Avenue recommended for the south area of The Gulch, providing for a 9th Avenue treet Division Middleton S treet Street

5th Avenue smaller green “loop” for downtown residents. 4th A venue venue Elm Street While Lafayette Street is reimagined as a new Complete /Green I-40 6th A Ash Street Street with separated bike lanes and wide pedestrian promenades, in the area around Lafayette the team proposes a skyline park on the south loop along the proposed Division Street connection as well as existin g tr a il prop osed tr a il pa rk or Proposed park and trail network network network open space

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 31 Repurpose the Thermal Site

A high-priority recommendation is repurposing the currently unused Thermal site as civic open space. This site, at the riverfront and KVB, will add 12 acres to the existing 6.5-acre Riverfront Park. The Thermal site will act as a regional draw, but must be designed and programmed to generate everyday activities from residents and visi- tors alike. This park site should reinforce a strong greenway link that exists to the south to Rolling Mill Hill, to the east at Shelby Street urban design associates 2013 © Bridge, and to the north toward Bicentennial Mall. This site also ties to a recommended extension of KVB as a Green /Complete Street and its wide streetscape promenade. Connecting to the Thermal site thermal site today is the area under the Shelby Street Bridge, which may be reimagined as a market area and promenade for ground-level pedestrian access to the Shelby Street Bridge and Hall of Fame Park.

Regional parks and trail precedents

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 32 Connect the Sobro Neighborhood to The Gulch

During the planning process, a strong community desire was expressed to better connect the SoBro neighborhood to The Gulch. Access is limited to the existing Demonbreun Street and Eighth Avenue connections, which are challenging for pedestrians and bicycles. As discussed previously, the Division Street extension will provide better connectivity in the southern part of the study area. A new connection from the KVB and roundabout to The Gulch is also recommended to provide more direct access to and from The Gulch from the new MCC, the CBD, The District, and SoBro. During the planning process, preliminary analyses determined 2013 urban design associates 2013 that a new vehicle and transit bridge across the CSX railroad tracks © is impractical due to required clearances, ramps, and recent develop- ments. The plan recommends a pedestrian and bicycle bridge south of Cummins Station connecting to Tenth Avenue South and Pine Street and a new street and /or pedestrian-way connection from Tenth

Avenue to the roundabout. The specific alignment and approaches Proposed pedestrian connection to The Gulch pedestrian bridge precedent should be further explored in order to minimize impacts on property owners and developments while creating a convenient, accessible, and enjoyable experience for pedestrians and bicyclists. The bridge should be considered more than a practical connector. It is an opportunity to provide a place, an experience, and a node along a connected green- way system including, the Gulch Greenway, KVB, and a widened Demonbreun Viaduct promenade through SoBro and beyond. Demonbreun Street Viaduct connects SoBro to The Gulch and M Street for vehicles and bicycles, but provides minimal sidewalk access for pedestrians. To further enhance connectivity to /from The Gulch and M Street, a widened Demonbreun Viaduct could be explored as a further enhancement to pedestrian connectivity and the greenway system. Incorporating the Clement Land Port with CSX rail yard concept plan view additional pedestrian, park, and recreational facilities could further enhance the network and potentially connect to the proposed pedes- trian /bike bridge to the south creating a Gulch urban greenway loop. south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 33 Benchmark Metrics a whole through cultural tourism. In many cities, the parks depart- The team reviewed the Trust for Public Land’s (TPL) 2012 City ment, convention and visitor’s bureau, and the downtown partnership Park Facts report for comparative data related to acres of parkland jointly manage programming for downtown public parks. The team per 1,000 residents by City. While Nashville /Davidson County falls recommends a strategy that involves these three entities. 11 in the TPL category of “Population Density: Lpw” due to its city / Further south of the district, the programming should shift away Cumberland River 13 county government, for the purposes of comparing the downtown from strictly an entertainment focus to a neighborhood-oriented 12 core of Nashville to other cities, the team reviewed median calcu- strategy that complements residential and day-to-day livelihoods. 17 10 8 lations listed under “Population Density: Intermediate High” to Additional research should be done on the most successful structures 3 urban design associates 2013 © 18 determine minimum target acreages for open space within the study for managing this type of park. 5 15 17 area. The median acreage per 1,000 residents for cities listed under 16 7 18 9 “Population Density: Intermediate High” was 8.1. 1 18 Conceptual Park and Trail Goals 2 Nashville’s current resident population in downtown Nashville is 18 6 6,320 residents projected at the end of 2012. By 2022, the popula- Park Number Park Name Area (acre) 1 Gulch Triangle Park 1.00 14 tion is projected to rise to 9,850 residents. Approximately one half of 2 Gulch Small Neighborhood Park 1.00 4 those residents, or 4,925, do or will live within the study area. Based 3 Landport/Promenade 3.00 4 Skyline Park 2.00 on the TPL median data available, we targeted a minimum 39 acres Proposed Park and Trail Network Plan 5 Bridge Connector Park 0.75 of open space /parkland. 6 LoLa Park 2.00 The current public open space provided within the study area is 7 Avenue of the Arts Park 2.75 8 Ryman Park 1.50 PRIORITIES less than 10 acres. This area of the city has been considered severely 9 Fulton Campus Park 2.50 underserved. The proposed public open space provided within this 10 Rolling Mill Hill Park 0.75 »» Expand the network 11 Thermal Site Park 12.00 »» Repurpose the Thermal site plan is approximately 48.75 acres of park and open space. 12 Rolling Mill Hill Bottoms Park Access 19.50 13 First Baptist Park 0.75 »» Connect the SoBro neigh- Support Programming Park Total 48.75 borhood to The Gulch »» Benchmark metrics Activated urban parks require ongoing programming to be success- Trail/Street Number Trail/Street Name Length (feet)

Division Street Connector–Cycle »» Support programming ful. Programming for downtown parks has not been a high priority in 14 2,800 Tracks the past. Recently, additional programming focus at Nashville Public 15 Gulch Greenway (planned) 1,600 Square and Cumberland Park has provided more consistent and 16 Gulch Bridge Connector 600 Greenway Total 5,000 well-received offerings. The prominence of a number of the parks 17 Major Complete Street (KVB /Lafayette) 4,850 within the study area with a regional draw (Hall of Fame Park, Fifth 18 Minor Complete Street 7,700 Avenue South, and Thermal site) could greatly benefit the city as Complete Street Total 12,550

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 34 Public Art

The Nashville Civic Design Center has made several recommenda- tions for the location of public art in its Public Art Location Study and Typology Recommendations (pictured to the right). In addition to these locations, additional focus should be placed on the terminus of Broadway, the terminus of Demonbreun, the new park at the south end of Fifth Avenue, the corner of Hermitage Avenue and Middleton Street (a space was reserved as part of Ryman Lofts), the riverfront promenade along Rolling Mill Hill and as part of the Thermal site urban design associates 2013 © redevelopment. Art may also be integral to infrastructure projects at the interstate gateways to downtown. It should be fully integrated into public proj- ects (such as streetscapes, furnishings, bridges, bridge enhancements, parks, and others). NASHVILLE/DAVIDSON COUNTY PUBLIC ART LOCATION STUDY & TYPOLOGY RECOMMENDATIONS

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 35 Transit 1st A 2nd Avenue

venue 4th Avenue

8th Avenue Broadway As depicted in the image to the right, the study area is well-served As part of this plan, changes to the Music City Circuit were Cumberland River Street by a variety of transit, including bus routes operated by the Nashville explored to serve MCC and improve circulation throughout the 11th Avenue Demonbreun Boulevard Metropolitan Transit Authority (MTA), the Regional Transit study area. Once MCC opens, it is recommended that the route for Hermitage Avenue Veterans Authority (RTA), and Greyhound, as well as, the Music City Star the Green Circuit be shifted back to Demonbreun Street (it was Korean

5th Avenue commuter rail station near Riverfront Park. However, there is always moved to Broadway to avoid construction) and extended further 12th Avenue room for improvement. into The Gulch. Another recommendation is to lengthen the Purple Lafayette S

venue Priorities Circuit to the west, along Fifth Avenue, to provide an improved con- treet Lindsley A 2013 urban design associates 2013 nection to the Avenue of the Arts. The creation of a “Hotel Circuit” 6th A »» Expand the Circuits © Divis venue ion 8th Avenue through the addition of a new route or the expansion of an exist- S t › re › Reroute Green ing route to connect the numerous hotels downtown and poten- et I-40 › › Lengthen Purple tially along the West End corridor with MCC is recommended. › › Consider Hotel MTA is currently exploring changes /updates to Music City Circuit existing transit network Music City Star MTA Bus Route Purple Circuit Gre y h ou n d bus Green Circuit Blue Circuit »» Develop real-time bus tracking system routes to better serve the convention center when it opens in 2013. station Consideration of a real-time bus tracking system is also strongly »» Integrate bike centers encouraged as a part of this effort. Bus Routes 1st A 2nd Avenue

venue 4th Avenue

MTA operates numerous bus routes along the major corridors that 8th Avenue Broadway serve the study area and connect to Music City Central, which is Cumberland River Street located in the downtown area on Charlotte Avenue between Fourth 11th Avenue Demonbreun Boulevard and Fifth Avenues. MTA, in coordination with RTA, also operates Hermitage Avenue Veterans several commuter and express bus routes that pass through the study Korean

5th Avenue area and Greyhound has recently opened a new terminal at the cor- 12th Avenue ner of Lafayette Street and Fifth Avenue. Lafayette S

venue In addition to their regular bus routes, MTA operates the Music treet Lindsley A City Circuit, a free bus service in and around the downtown area. As 6th A

Divis venue ion 8th Avenue depicted in the map to the right, the Green and Purple Circuits serve S t re e portions of the study area, while the blue circuit connects downtown t I-40 with the Farmers Market to the north.

prop osed BR T green circuit P urple Circuit historic trolley lines trolley route Proposed transit network alignment re-alignment re-alignment

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 36 Music City Star Bike Centers

The Music City Star commuter rail serves the eastern suburbs of A bike center is a structure designed for use as a bicycle parking Nashville via a station near Riverfront Park. In addition to weekday facility. Such a facility can be simple or complex, but the common morning /afternoon commuter trips, trains are operated for Titans purpose is that they provide secure bicycle parking. These centers can games and other special events (i.e. Fourth of July) in downtown and offer additional facilities such as repairs, and customer facilities such the Riverfront Station serves each of the Music City Circuit routes as showers or lockers. In support of the growing popularity of bikes and other MTA buses. downtown, the team suggests that bike centers be considered at stra-

East-West Connector tegic locations throughout the City. One prime location is under the urban design associates 2013

New Greyhound bus station on lafayette street Nashville B-Cycle © Shelby Street Bridge. MTA is currently undertaking a preliminary design and environmen- A new police station precinct is being planned for eventual con- tal evaluation of a BRT corridor that would connect east and west struction as a liner building on the new Nashville Electric Service Nashville along the Broadway and West End corridor at the north- (NES) substation (facing KVB). This could also serve as a hub for ern edge of the study area. Stations are proposed along Broadway bicycle-related needs and uses in the future. at Twelfth Avenue, Eighth Avenue, and Fifth Avenue and would provide service to the study area, including access from hotels located Car Sharing A along the West End corridor to the MCC and other downtown and WeCar, a membership based car sharing program sponsored by SoBro attractions. the NDP and managed by Enterprise, is a transportation alterna- Image courtesy of CC Bike Share tive offering nine cars in the Nashville /downtown market. The music city star Riverfront Station and Circuit future Police precinct program features affordable hourly rates which include gas and Busses Nashville B-cycle is an innovative new bike-share initiative, managed basic liability coverage. by NDP, offering 190 durable urban bicycles to rent for short trips at 20 automated kiosks in the city. PRIORITIES »» Expand the Circuits »» Reroute Green »» Lengthen Purple »» Consider Hotel »» Develop real-time bus track- ing system »» Integrate bike centers

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 37 Parking 1st A 2nd Avenue

venue 4th Avenue

8th Avenue Broadway Parking demand in urban centers is a constantly moving target. It Cumberland River Street typically increases with new development, low gas prices, affordable 11th Avenue Demonbreun Boulevard parking rates, more efficient use of space, and high office occupancy Hermitage Avenue Veterans and decreases with high gas prices, rate increases, falling office occu- Korean

5th Avenue pancy, and increased bike and transit use. Every city has a unique 12th Avenue approach. Some require no downtown parking, such as Portland, Lafayette S

venue while others mandate high parking ratios. Ultimately the market treet Lindsley A 2013 urban design associates 2013 determines demand. In Nashville, the NDP hosts a downtown park- 6th A ©

Divis venue ion 8th Avenue ing website — parkitdowntown.com — that gives the public access S tr e -40 to the full array of downtown resources from on-street convenience et I spaces to permit only lots. Complaints about current parking avail- ability were limited. The citizens most voiced concern is that avail- existing Surface parking E xistin g Parking able spaces keep pace with future demand, especially given that may surface lots are also prime development sites. Following are two initiatives associated with meeting evolving

1st A needs. As noted previously, commissioning a comprehensive down- 2nd Avenue

venue 4th Avenue town traffic and parking study is a consistent recommendation relat- 8th Avenue Broadway ed to all priorities. Cumberland River Street Priorities 11th Avenue Demonbreun Boulevard Hermitage Avenue »» Reduce surface parking /increase reserve Veterans Korean »» Explore creation of Parking Authority or similar structure 5th Avenue

12th Avenue Reduce Surface Parking /Increase Reservoir Lafayette S

venue Surface lots currently occur on virtually every block south of treet Lindsley A Broadway. Stormwater runoff associated with these lots is one the 6th A

Divis venue ion 8th Avenue S factors that enhances flood events in the SoBro neighborhood. They t re e I-40 are also for the most part pedestrian-unfriendly. However, they t remain a critical part of the current downtown parking options.

parking strategy (surface and structure) Prop osed E xistin g Parking Parking south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 38 MCC and the Pinnacle Tower mark a paradigm shift for down- town Nashville in that both buildings implemented green roofs to reduce runoff and diminish the heat island effect by covering new structured parking spaces. These garages have the added benefit of being multipurpose — designed to serve both onsite and offsite users. Many of the new hotels also incorporate underground spaces. The strategy moving forward is to reduce surface lots while

increasing the overall parking reserve. Multipurpose structured park- urban design associates 2013 © ing should continue to be encouraged in all new developments when feasible and opportunities for on-street spaces should be incorporated wherever possible. New public garages, as discussed below, will also be required to meet future demand. When surface lots are necessary Surface parking between First and Second avenues they should treat and infiltrate stormwater onsite. Special attention must be paid to buffering these lots with pedestrian-friendly land- scaping and street furniture in support of a vibrant and attractive street scene.

Explore Cre ation of Parking Authorit y or Similar Structure

Available parking is critical to economic growth. It should be the City’s intent that supply and demand are in balance. Consistent with key recommendation

MDHA’s Market Analysis of Downtown /SoBro, it is the recom- »» Reduce surface parking / mendation of the team’s market consultant that Nashville explore the increase reserve creation of a parking authority or similar structure to help fund new »» Explore creation of Parking Authority or similar structure garages. Parking authorities typically construct, own, and /or oper- ate public parking facilities. New garages will be required south of Surface parking between Second and Third Avenues at KVB Broadway in the future and this is a strategy that other cities have used successfully for bonding purposes.

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 39 MCC Expansion Options

1st A Option III: Exhibition Center or Conference Center South 2nd Avenue Historically, most new convention center facilities experience growth venue Broadway Cumberland pressures within the first ten years of operation. Expansions typi- A series of parcels are prime candidates for redevelopment south of 4th Avenue River

cally fall into two programmatic categories — exhibition centers or MCC, between Fifth and Sixth Avenues. This approximately 4- to 8th Avenue conference centers. Exhibition centers are connected to the main 9-acre area is privately owned. TVS determined that an Exhibition treet facility and function as a direct extension. Conference centers are free Center will work on 9-acres or a conference center on 4 acres at this S 11th Avenue Demonbreun standing and complementary, with the option to include a full ser- location. Similar to Option II, the requirement for a truck bridge over Hermitage Avenue Boulevard KVB is a major exhibition center disadvantage. The area is also on the Music City eterans vice hotel. Working with TVS Design — the MCC architects — the Center V team incorporated expansion options for the convention center into opposite side of MCC from the main pedestrian circulation space. Korean 2013 urban design associates 2013 the overall SoBro growth strategy in anticipation of this possibil- Option IV: Conference Center North © ity. The market will ultimately determine which typology, if any, is 5th Avenue First Baptist Church is interested in subdividing their property north appropriate for Nashville. of MCC to create an approximately 6-acre redevelopment site. TVS 12th Avenue

The team, along with TVS and the MCC project management Lafayette S determined that only a conference center would work at this loca- o P T Io n II: E xhibitio n Cen ter or Conference Center West treet team, identified five feasible expansion options for the MCC. The o P T Io n III: E xhibitio n Cen ter or tion. A site advantage is that it is directly across from the MCC main 6th A Conference Center South exact site will be identified based on availability /feasibility in the Option IV: Conference Center North venue entrance and could incorporate a complementary pedestrian plaza. 8th Avenue future. These alternatives are described below and illustrated at right: Option V: E xhibition Center or Option V: Exhibition Center or Conference Center on the Arena Site Conference Center on the Arena Site

Option I: Additional Meeting Space Within the Existing Footprint Convention Center Expansion Options Arenas in the United States typically have a fifteen to thirty year life The most cost effective option is to expand within the footprint of span. Although trends are hard to predict, the Bridgestone Arena is cur- the existing building. Although the compactness /efficiency of the rently within this window. Event requirements almost always dictate that existing facility will not accommodate a major expansion, TVS deter- a new arena be constructed before the existing facility is decommissioned mined that space is available for limited meeting room expansion. precluding rebuilding onsite. This plan does not recommend moving the Option II: Exhibition Center or Conference Center West Bridgestone Arena. However, if this site is available at the time of MCC A large privately-owned redevelopment site exists to the west of expansion it has the advantage of being City-owned and connected to MCC, across Eighth Avenue. The owner is actively marketing this MCC by a service tunnel under Demonbreun Street. Either an exhibi- approximately 12-acre site for redevelopment. TVS determined that tion center or conference center will work on this site. either an exhibition center or conference center would work at this Given that MCC is still under construction the future expan- location. An advantage for the exhibition center option here is the sion need is speculative. The market will ultimately determine which A A proximity to the main MCC Exhibit Hall. Disadvantages include a typology, if any, is appropriate for Nashville. Further evaluation of

required skyway over Eighth Avenue and lengthening of MCC to 4 these alternatives will be required if and when the need arises, as Image courtesy of CC Image courtesy of CC city blocks. Being west of the main entrances challenges the confer- some options are likely to be encumbered with new development. MCC Renderings ence center option.

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 40 Regulations

KVB and a new roundabout are envisioned as a high density, mixed- 2nd Avenue

use urban boulevard. KVB’s prominence as the main east /west 3rd Avenue connection and gateway, its relationship to the new MCC, Omni 4th Avenue 5th Avenue Thermal Site (Future Civic Open Space) Hotel, Country Music Hall of Fame, and the Cumberland River, and Broadway 6th A

its Complete Street design call for high-quality development that venue

optimizes the area’s potential, creates significant value as a desirable Cumberland River

Street address, and catalyzes development surrounding it, especially to the 8th Avenue Boulevard Demonbreun south in the Lafayette neighborhood. Veterans Korean In 2005, MDHA developed the Gateway Boulevard Design Music City H urban design associates 2013 treet ermitage Avenue Center S ©

Guidelines (Guidelines) for KVB, which was subsequently adopted as Peabody

10th A 4th Avenue an Urban Design Overlay (UDO), a zoning overlay that provides more 5th Avenue 11th Avenue

venue 6th A

12th Avenue venue specific guidelines than conventional base zoning. In 2010, Metro Lea A venue treet Council approved the new Downtown Code (DTC), a rezoning of the Middleton S entire downtown including the study area. As part of this planning L I afayette S -40 process, the team reviewed the DTC and the Guidelines relative to the treet treet Elm S vision for the SoBro neighborhood, the KVB, and the roundabout. The

following are our observations and recommendations for modifying treet Ash S 6th A the Guidelines/UDO and DTC to ensure the vision of a high-quality, 7th Avenue

venue

high-density, mixed-use, pedestrian-friendly boulevard is carried out. wing Avenue E I-40 Each of these recommendations should be carefully and thoroughly Division

S treet evaluated by MDHA, the Planning Department, Public Works, and 8th Avenue other Metro Agencies to verify their validity and appropriateness.

downtown code zoning districts uP P ER Broa dway S eco n d a n d Broa dway So Bro Gulch Sou th River Subdistrict Subdistrict Subdistrict Subdistrict Subdistrict

L a fay ette Ru tledge Hill Rollin g Mill Ru tledge River study area boundary Subdistrict Subdistrict Hill Subdistrict Subdistrict

permitted heights per downtown code

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 41 1 Enforcement — The Guidelines/UDO should be strictly 5 Build-to Line — A varying build-to line of 0-10 feet should 8 Exterior Corridors — Exterior corridors often found on low- enforced. Variation and flexibility is important for the Design be allowed along the boulevard for additional sidewalk width, rise motels and residential buildings should be prohibited in the Review Committee to consider so as far as each project and outdoor dining, etc. Additionally, the roundabout has been con- Guidelines/UDO. design strives to fulfill, to the greatest extent possible, the intent structed with 10-foot sidewalks. As development occurs, an addi- 9 Surface Parking — In order to promote high-density, mixed- of the UDO. Development goals, physical constraints and bud- tional 4 to 10 feet of sidewalk should be required to be provided. use development and pedestrian-oriented design, surface park- getary limits often lend themselves to alternate approaches to On the west side of the roundabout, there is additional unbuilt ing lots should be prohibited on properties with frontage on the design. However, in order to ensure KVB, the roundabout and the right-of-way. The team recommends that this area be built as Boulevard. Additionally, MDHA should consider modifying the surrounding areas optimize their potential, it is paramount that hardscape between the building facade and the sidewalk to pre- Land Use Plans for each applicable Redevelopment District to the Guidelines/UDO and their intent are strictly enforced. clude a “dead zone”. prohibit surface parking in areas regulated by the Guidelines/ 2 Consistency and Clarity — The Guidelines/UDO and the DTC 6 Minimum Height — Currently, the DTC and the Guidelines/ UDO. The intent is to prevent low-density development and sur-

should be thoroughly reviewed for consistency and updated. Clarity UDO each require a minimum of 3 stories. The SBSMP envi- face parking as a primary use along the Boulevard. Adaptive reuse urban design associates 2013

should be provided as to the standards that apply from both. sions taller buildings (8 to 12 stories +) along KVB and taller of existing buildings and their associated parking lots as an interim © 3 Name — For clarity of use and due to the adoption of the buildings around the roundabout creating a critical mass and use — prior to redevelopment — may be considered a modifi- UDO and the change of the street name, the Guidelines suitable massing for the space. A required minimum of 5 stories cation. Likewise, small supplemental parking areas for valet or should be renamed the Korean Veterans Boulevard Urban should be considered along the Boulevard and additional stories short-term parking internal to the block and not fronting primary Design Overlay. may be considered around the roundabout. No change to the exist- or secondary streets may be considered a modification. If allowed, ing step-back height in the Downtown Code is recommended. these modifications should be subject to the screening require- 4 Boundary — For consistency, the Guidelines/UDO should be ments currently included in the Guidelines/UDO and DTC. updated to reflect the adopted UDO boundary, which includes 7 Ground Floor Active Uses — Both the Guidelines/UDO and the all properties along KVB from First Avenue to Eighth Avenue. DTC require “built-out usable space”/ “active uses” on the ground 10 Downtown Code Incentives — Feedback received during the In addition, to ensure a similar quality of development at the level. This should be strictly enforced to assure an activated, planning process indicated that the DTC Bonus Height incen- roundabout, the Guidelines/UDO boundary should be expanded pedestrian oriented streetscape. The Guidelines/UDO should ref- tives are not being utilized. Generous by-right height allowances, to include all properties fronting and near the roundabout. erence the DTC’s definition of “active use” as “…a habitable space the demand and cost of parking, and the challenges of land Specific guidelines for the roundabout should be considered occupied by retail, office, residential, institutional or recreational assembly required to maximize the development and parking cre- including potential additional height minimums, curved facades uses, specifically excluding parking and mechanical uses.” The ate challenges to warrant additional height through the bonus and additional sidewalk width. Currently, the Guidelines/ Guidelines should also prohibit hotel guest rooms as an approved program. Other types of incentives should be considered in addi- UDO falls within and is regulated by both the Capitol Mall “active use” on the ground floor of KVB and the roundabout. The tion to, or in lieu of, height incentives including, reduced storm- and Rutledge Hill Redevelopment Districts. Expansion of the team recommends that a new term be added and defined in the water fees, regional /district stormwater treatment, electrical and Guidelines/UDO to include all properties on the roundabout Guidelines/UDO and the DTC. “Interactive use” — an activity utility service assistance to name a few. will require enforcement of the guidelines in the Arts Center use that fosters a high level of interaction between the building Redevelopment District as well. and the public, such as retail, restaurant or lobby space. Interactive uses shall be required on KVB and the roundabout while active uses are appropriate for the side streets.

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates strategic initiatives 42 d o o h r o b h g i e n

s n a l p

© 2013 urban design associates The south of Broadway area is currently composed of a series As can be seen in the diagrams, the plan builds on the idea of Overview of neighborhoods, some of which overlap north of the study area. independent yet linked neighborhoods, each having its own defined Among these are The Gulch, Rutledge Hill, Rolling Mill Hill, character and purpose. These areas are knit together by a framework SoBro, and Lafayette. Currently, they are loosely connected, inter- of pedestrian, bike, and vehicular connections. rupted by underutilized land and railroad tracks, and in some cases suffering from a lack of amenities that would attract the broader population to enjoy the area. The SBSMP seeks to create a shared

sense of purpose by encouraging a mix of complementary uses, urban design associates 2013 © improving connections, and building on the area’s rich history, char- acter, and identity.

Broadway Bridgestone Arena 1st A

venue Music City Demonbreun venue 12th Avenue Center Street

3 3rd Avenue 2nd Avenue 10th A 8th Avenue Thermal Site Korean Veterans Boulevard C 11th Avenue umberland

Peabody Street River 1 8th Avenue L afayette S Hermitage Avenue 9th Avenue Lea Avenue 7th Avenue treet

Division Middleton S treet Street 4

5th Avenue 4th A venue 2 venue Elm Street I-40 6th A

Ash Street

neighborhood Areas Plan

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 44 The Gulch

Over the last decade, The Gulch has emerged as Nashville’s largest downtown mixed-use neighborhood with over 1,000 new residential units, retail shops, restaurants, and entertainment venues, including Broadway the M Street area between Broadway and Demonbreun. The Gulch Redevelopment Master Plan and the Downtown Code will continue to guide the successful transformation of this once blighted indus- trial area into a thriving mixed-use neighborhood. 2013 urban design associates 2013 As the neighborhood grows, a number of opportunities exist to Street ©

11th Avenue further enhance the success of The Gulch. As The Gulch has cycled Demonbreun

12th Avenue through its initial demographic makeup, specific needs of a diverse community have become apparent including the desire for open space. Neighborhood parks should be encouraged to provide recre-

ation and leisure opportunities for residents and patrons. Specifically, I -40 the triangular shaped parcel between the tracks, Pine Street, and Gleaves Street could provide the opportunity for a playpark for chil- dren and a small dog park for resident canines.

Division

S treet 8th Avenue

Korean Veterans Boulevard

Lafayette S H Division 8th Avenue ermitage Avenue S treet treet Ash Street

the gulch locator map the gulch illustrative plan

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 45 The plan supports the ongoing efforts to implement The Gulch priorities Greenway paralleling the railroad tracks and Eleventh Avenue and »» Expand the Parks and Open Industrial Boulevard. In addition, a new pedestrian and bike bridge Space Network across the railroad tracks would provide The Gulch residents more »» Connect the SoBro neigh- borhood to The Gulch direct access to adjacent neighborhoods, and would give conven- tion attendees, tourists, and SoBro office workers more convenient access to The Gulch. Likewise, enhanced pedestrian access along the Demonbreun Viaduct via a widened pedestrian promenade and urban design associates 2013 © potential use of the Clement Land Port will better connect The Gulch and M Street to The Frist, Cummins Station, MCC, and other SoBro attractions. Together, these connections could form a Gulch greenway loop, connect to the riverfront along KVB and tie into the overall Nashville greenway network. Division Street currently terminates at the CSX railroad tracks at the east end of The Gulch. The plan recommends extending Division Street over the tracks near the interstate connecting the Lafayette and Rutledge Hill neighborhoods to The Gulch. This connection will provide additional access to The Gulch from the east for automobiles, transit, bikes, and pedestrians. Students from The University of Tennessee and the Nashville Civic Design Center recently studied capping I-40 along the west side of The Gulch. Connecting midtown to downtown with a land bridge /open space amenity could enhance development opportunity and value, would mitigate the division created by the interstate loop, and would create attractive gateways from the west into downtown. This plan supports enhancing linkages to the west from The Gulch with concepts such as this and recommends further study of this idea and other potential means of connection.

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 46 Rutledge Hill and Rolling Mill Hill Historically, Rutledge Hill was one of Nashville’s great urban neigh- borhoods. With a peppering of historic homes remaining (many of which have been converted to commercial uses) Rutledge Hill main- Cumberland River Boulevard tains a character and scale that should be preserved and enhanced. Veterans This is a familiar destination for many, as it is home to the Nashville Korean Children’s Theater and the recently renovated Historic Howard School /Richard Fulton Campus, a main hub of Metro Nashville’s

Street city agencies. Continued adaptive reuse of existing structures and urban design associates 2013

Peabody © strategic infill of parking lots should support and enhance the neigh- H borhood’s established character. ermitage Avenue Rolling Mill Hill is emerging as one of Nashville’s most success- venue rutledge hill ful redevelopment areas and is a prime location for residential and Lea A office uses. The recently renovated Trolley Barns, and near complete treet A cademy Place Ryman Lofts (artist lofts) along with other mixed-income apart- Middleton S ments, are attracting the creative class to downtown with riverfront access and skyline views. Guided by the Rolling Mill Hill Master treet Plan the neighborhood is on track to complete its transformation Elm S into a thriving mixed-use community.

treet sh S A venue

Lindsley A

I-40

Korean Veterans Boulevard

Lafayette S H Division 8th Avenue ermitage Avenue S treet treet Ash Street

rutledge hill and rolling mill hill locator map rutledge hill and rolling mill hill illustrative plan rolling mill hill

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 47 The Strategic Master Plan identifies several recommendations to priorities enhance and continue the revitalization of Rutledge Hill and Rolling »» Expand the Parks and Open Mill Hill. While the Fulton campus provides some public open space, Space Network there is a need for public parks to serve the emerging residential com- »» Implement Complete Streets munity. At Rolling Mill Hill, a neighborhood park is planned as part of the next phase of development. Several vacant parcels offer an opportunity to incorporate a sizable open space that should reinforce access and connectivity to the Thermal site, should it be repurposed as urban design associates 2013 © a civic open space in the future. Other recommendations for public parks include Captain Ryman Gardens at the lot on Lea Avenue and Second Avenue South, a par- klet at the terminus of Academy Place (see Nashville Civic Design Center’s Moving Tennessee Forward) and as the downtown residen- tial community reaches a critical mass, the bottoms located below Rolling Mill Hill and the Music City Star line present an opportu- nity for active sport and recreation facilities with riverfront access. Reinforcing important connections through Rutledge Hill / Rolling Mill Hill will enhance development opportunities and cre- ate a more unified community. Specifically, Middleton Street is the main east /west spine through the neighborhood connecting Second Avenue to the Riverfront at Rolling Mill Hill. Enhanced streetscapes and parking lot infill along Middleton will further emphasize this connection. Hermitage Avenue is envisioned as a pedestrian-friendly, mixed-use street and the primary neighborhood commercial spine. Efforts should continue to enhance the pedestrian experience on Hermitage with streetscape and intersection improve- ments, adaptive reuse for neighborhood retail and restaurants and selective infill with active ground floor uses.

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 48 academy place pedestrian bridge

The existing pedestrian bridge that crosses Interstate 40 at Academy Place should be enhanced based upon the Nashville Civic Design Center’s Moving Tennessee Forward plan to create a safe, attractive connection to and from neighborhoods to the south. This will: »» connect the Rutledge Hill and Rolling Mill Hill neighborhoods across the interstate to neighboring communities

»» create a gateway into the neighborhoods from the south urban design associates 2013 ©

treet existing conditions of academy place Hermitage Middleton S Avenue

A cademy Place

venue

Lindsley A Image courtesy of Nashville Civic Design Center academy place pedestrian bridge locator map view of the proposed academy place pedestrian bridge

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 49 SoBro

2nd Avenue

3rd Avenue

4th Avenue

For the purposes of this discussion, SoBro is defined as not only 5th Avenue Broadway the SoBro neighborhood, but also portions of the Lower Broadway, 6th A

Second and Broadway, and River neighborhoods. This area is cur- venue Cumberland River rently seeing more investment than any other part of City. MCC 8th Avenue Street is the latest addition to an impressive list of institution that include Boulevard Demonbreun Veterans the Frist Center, Bridgestone Arena, Country Music Hall of Fame, Korean 11th Avenue

Schermerhorn Symphony Center, and First Baptist Church. Three 12th Avenue

Class A towers, the Pinnacle, Encore, and Omni, complement these urban design associates 2013

10th A © destinations and suggest the mixed-use future of this area. Asurion’s venue new headquarters, located in a renovated warehouse, is another mar- quee use. Food and beverage uses in and around The District are an attraction unto themselves. SoBro was the hardest hit downtown neighborhood in the I-40 2010 flood. New development will include flood mitigation mea- sures to provide some insurance that commerce will bridge future flood events — and there will be new development! SoBro has hit a tipping point were virtually every remaining property is in play. Nevertheless, this area still faces challenges with regard to open space, connectivity, mix, and street level activity. The proposed pri- orities draw on ideas form Nashville citizens and the team. The plan

Korean Veterans Boulevard

venue L afayette S Hermitage Division S8th A A treet treet venue Ash Street

sobro locator map Aerial View of Master Plan for SoBro

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 50 builds on the rich assets that are already in place while introducing Related to the Arena initiative is the recommendation to priorities facilities and uses that will encourage a unique 24-hour-a-day place. extend the Avenue of the Arts designation south from Broadway »» Repurposing the Thermal Revered by the public, the institutions and The District are seen to Lafayette Street. The vision call for an arts related address char- site as some of the best places in downtown Nashville. Improvements acterized by a wide mix of arts, civic, cultural, and retail uses in an »» Connecting the SoBro neighborhood to The Gulch will therefore focus on the areas in and around these amenities. The eclectic mix of existing and new buildings. A park is suggested as »» Extend The District south plan proposes repurposing the Thermal site and building a new the south terminus in association with Rocketown (see Avenue of »» Encouraging high-density pedestrian /bike bridge as bookends to improve connections to the the Arts view). infill along KVB and the roundabout Cumberland River and The Gulch respectively. Detailed recommen- Rounding out priorities for SoBro is the strategy for infill along urban design associates 2013 »» Activate the southwest cor- © dations for both of these initiatives can be found in the Parks and new streets. KVB and the roundabout create a beautiful urban boule- ner of Bridgestone Arena Open Space subsection of this report. vard that requires a certain scale and quality of development to hold »» Extend Avenue of the Arts The plan also proposes to extend The District south to KVB. the space. Adjacent infill should be high quality, high-density, mixed- south This area is receiving intense scrutiny form developers as the build use (not just hotels), and pedestrian-friendly at a minimum five-story out of MCC and Rolling Mill Hill create a hole in the donut effect. scale (with the exception of the proposed police station). Towers at the Retail is the preferred use for ground-floor spaces along Second, roundabout would be consistent with the importance of this key point Third, and possibly First Avenues plus portions of Molloy and (see KVB view). A discussion of exiting and proposed guidelines can Demonbreum Streets. Upper floors should include a mix of office, be found in the Regulations section of this report. residential, and hospitality uses. Special consideration must be given to circulation and parking as queuing along KVB already spills into this area. A master developer agreement may be an option to help ensure coordinated planning. Another key priority is to activate the southwest corner of the Bridgestone Arena with a restaurant or similar venue. The arena was the first major investment south of Broadway, designed before Fifth Avenue and Demonbreum Street became a 100% corner. The south- west corner of the arena is currently occupied by a practice facility that presents a blank wall to the street. Animating this space would go a long way towards reinvigorating street life.

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 51 2013 urban design associates 2013 ©

View of KVB with Future Development (looking west)

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 52 Lafayette Cumberland River Boulevard

Veterans Korean The Lafayette neighborhood is an anomaly in downtown Nashville, available redevelopment tools. The most talked about issue is that Hermitage Avenue Street characterized by light industrial uses, opportunity sites, a concentra- the combination of the Rescue Mission and Room at the Inn cre- Peabody tion of homeless men, surface parking lots, and significant blight. It ate an uncomfortable concentration of homeless men on the streets. 4th Avenue

5th Avenue venue Lea A A is only in recent years that the neighborhood has suffered prolonged Many people believe that the neighborhood has no chance for suc- cademy Place

6th A decline. Historically, Lafayette was a different place. Car dealer- cess unless the Rescue Mission moves. At least one stakeholder

venue ships once lined Lafayette Street as the mainstay of a vibrant com- believes that the Mission’s “five-acre parcel is a game changer”. It is Lafayette S treet mercial district. Churches and other historic buildings still dot the a fact that market forces are driving up adjacent land values and may treet Elm S venue 2013 urban design associates 2013 area. Even today scattered bright spots remain such as Rocketown, influence the future decisions. However, as a private non-profit, the Lindsley A treet © The Mercy Lounge, and Third Man Records. With economic Mission has the ultimate say in matters related to location. Ash S growth advancing at a blistering pace in every direction the time for The strategy going forward is to build on strengths while Lafayette to reverse course seems near. eliminating weaknesses. This will permit market forces to act in -40 For this to happen some significant challenges will need to be the neighborhood as barriers are removed and demand grows. I overcome. A big hurdle is that underground utilities must be run Revitalization is likely to be slow and incremental given the chal- from the new NES substation on KVB to development sites at the lenges. This may favor small investors that are priced out of other developer’s expense or that underground utilities must be coordinat- parts of downtown. The modest scale mandated in the DTC could ed in a larger plan between city agencies. This is cost prohibitive for also favor urban pioneers. sites that are blocks away. Another constraint is that lots are smaller The plan includes connecting Division Street, transforming than in other areas of downtown, often necessitating site assembly Lafayette into a Complete Street, eliminating surplus street fragments, for redevelopment. Lafayette is also the only neighborhood south of expanding the parks network, and extending Avenue of the Arts Broadway that falls outside the various redevelopment areas, limiting south, all of which are intended to improve the local quality of life. Detailed recommendations for these initiatives can be found in the Streets, Parks and Open Space, and SoBro subsections of this report.

Korean Veterans Boulevard

venue L afayette S Hermitage Division S8th A A treet treet venue Ash Street

lafayette locator map aerial view of master plan for lafayette

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 53 Historic buildings, such as the churches and Cannery Row, should be preserved to help ground new infill development to the City’s past. As for the balance of the neighborhood it is somewhat of a blank slate. The plan calls for focusing efforts on Division and Lafayette Streets and then working out into the core. Retail is the preferred use for ground-floor spaces along Lafayette Street. Upper floors could include a mix of office or residential uses.

Core areas are ideal for an informal eclectic mix of residential, urban design associates 2013 © live /work and office uses. A school or cultural venue would also be priorities an appropriate use and could help serve the expanding downtown »» Connect Division Street residential population. Some industrial uses should remain in prox- »» Implement Complete imity to Interstate 40. Streets The team also recommends exploring the pros and cons of »» Eliminate fragments »» Expand the Parks and Open making Lafayette a part of an adjacent redevelopment area or an Space Network independent redevelopment area. This may be of value if it meets »» Extend Avenue of the Arts the prerequisites and new tools could be made available that would south accelerate the pace of positive change. »» Weigh the benefits of rede- velopment area status The City should also open a dialog with the Rescue Mission on the homeless issue. The Mission not only provides meals and beds, but support and treatment for those struggling with homelessness, addiction, and other problems. There may be a mutually beneficial alternative to the current warehouse facility.

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 54 2013 urban design associates 2013 ©

view of lafayette street As A Complete Street (looking north)

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 55 2013 urban design associates 2013 ©

View of avenue of the arts (Fifth Avenue looking north)

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 56 2013 urban design associates 2013 ©

View of New Lafayette Park (looking north)

south of broadway strategic master plan: nashville, tennessee | january 2013 | urban design associates Neighborhood Plans 57 t x e n

s p e t s

© 2013 urban design associates Summary of Initiatives

The CCA and NDP own the SBSMP and are responsible for Summary of Policy and Planning Recommendations distribution. However, the document is designed to be broken apart Policy Recommendations* Transit Recommendations Page Page Recommendation Neighborhood(s) Recommendation Neighborhood(s) in a way that allows its recommendations to be adopted as amend- Number(s) Number(s) Commission a comprehensive downtown traffic and ments to other regulating documents, such as the Gateway Boulevard All 6 Reroute the Green Circuit SoBro, Gulch, Broadway 36 parking study

Design Guidelines, Major and Collector Street Plan, and DTC. This Refine MDHA’s redevelopment districts design SoBro, Rolling Mill Hill, guidelines, the Downtown Code, and the Major and All 6 Lengthen the Purple Circuit 36 Rutledge Hill, River strategy is meant to vest recommendations where they will provide Collector Street Plan

Explore creation of a parking authority or similar maximum leverage. Key recommendations may also be implemented All 6 Consider creating a Hotel Circuit SoBro 36 structure 2013 urban design associates 2013 directly by the City. Incentivize on-site stormwater management and the

All 6 Develop real-time bus tracking system All 36 © creation of open space

Street Recommendations Integrate bike centers All 37

Connect Division Street* Gulch and Lafayette 26, 46 Parking Recommendations

Reduce surface parking / Implement Complete Streets* All 27 All 38,9 Increase parking reserve

Eliminate fragments along Lafayette Street Lafayette 28 Neighborhood Recommendations

Convert one-way streets to two-way streets All 28 Extend The District south SoBro 50,1

Encouraging high-density infill along KVB and the Encourage pedestrian enhancements All 29 SoBro 50,1 roundabout

Parks and Open Space Recommendations Activate the southwest corner of Bridgestone Arena SoBro 50,1

Expand the open space network All 31 Extend Avenue of the Arts south* SoBro, Lafayette 50,1

Repurpose the Thermal site* River 32 Weigh the benefits of redevelopment area status Lafayette 53,4

Connect the SoBro neighborhood to The Gulch* SoBro, Gulch 33

Benchmark metrics All 34

Support programming All 34

*High-priority recommendation

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 59 x i d n e p p a

© 2013 urban design associates The Eisen Group Market Analysis

South of Broadway Master Plan Who are the SoBro Markets? urban design associates 2013 © The Master Plan for the study area South of Broadway includes already ¥ MCC visitors and established/emerging residen;al and con'erence aCendees mixed-­‐use neighborhoods (The Gulch and Rolling Mill Hill) as well ¥ Downtown and area des;na;on/anchor uses that aCract hotel guests and sustain traffic throughout the year. ¥ Event/sports/ entertainment visitors Fstablished des;na;ons includeG ¥ The new 1.2M SF Music City Center ¥ Downtown Residents opening in April 2013 ¥ Downtown Office ¥ Bridgestone Arena ¥ Schermerhorn Symphony Center workers ¥ The Country Music Hall of Fame ¥Area Students ¥ The Frist Center for the Arts ¥ The Broadway/Second Avenue ¥ Nashville Tourists entertainment district ¥ Niche industries

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 61 MCC Wisitors and Con'erence MCendees urban design associates 2013 MCC Conference and Visitor Impacts © Projected annual ¥ Increased MCC Mee;ngs, aCendance eRyman Auditorium (local/visitor) ¥2017: Est. $ 86.6M ¥ TPAC (nearby DT loca;onb local/visitor) ¥ 2022: Est. $106.6M

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 62 2013 urban design associates 2013

Hotel Inventories in Comparable/ Downtown Hotel Market and MCC © Downtown Nashville Hotel Market: Compe;;ve Ci;es Walkable/Proximate Downtown ¥ Current DT Inventory: 3,027 rooms !"##$%& ($)*+ , -.#/$%$)*+0-.#/+123 -.24+21.2 -+25+%6 $27 8.5+*6 ¥ Omni f HyaC 1lace: e1,0ZZ rooms Proximate Midtown/West End: 2,620 ooms Rooms per Number of Number of 1,000 SF of ¥ Future Total 6,702 rooms

Conven;on Proximate Proximate Conven;on Loca;on Center Gross SF Hotels Hotel Rooms Center Space Notes ¥ Current DT Avg. Occupancy: 83% 1 Downtown Nashville 1,200,000 12 3,027 2.33 W/in .5 mile of MCC; adding 1,055 rooms ¥ Overall Nashville Avg Occup: 73% 2 Nashville Mid-­‐Town/West End see above 13 2,620 2.02 Located 1.2 to 2.8 miles from DT Nashville 3 San Diego 1,107,000 43 14,352 12.96 Adding 480K sf + 500 new rooms ¥ 1oten;al ?ulch Hotel: + 450 rooms 4 Aus;n 900,000 21 5,830 6.48 Adding 2,200 more rooms, conference center ¥ 1oten;al Intercon;nental (Midtown): 5 San Antonio 1,300,000 39 10,853 8.35 Proposed 100K addiIon to Conv Ctr East 325 rms 6 Columbus OH 1,700,000 13 4,000 2.35 7 Atlanta 3,900,000 32 9,483 2.43 ¥ Future demand/avg. occupancy 8 Indianapolis 1,200,000 23 6,605 5.50 levels will depend on how/whether 9 Philadelphia 1,000,000 30 9,672 9.67 PA Conv Ctr expanded by 230K SF in 2011 10 Salt Lake City 675,000 28 7,191 10.65 Midtown/West End rooms are 11 Denver 2,200,000 24 8,337 3.79 considered part of primary inventory 12 Kansas City 1,300,000 11 (6+5) 3,696 2.84 Hotels split between DT KC and Crown Ctr located (1.2-­‐2.8 miles away) Source: The Eisen Group ¥ MCC visitors expected to prefer loca;ons closer to the Conven;on Center; Note: Smith Travel Research (STR) includes Midtown/West End rooms in overall inventory; TEG does not consider these rooms ‘proximate’

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 63 Downtown Office Market Downtown Resident Market urban design associates 2013 © Largest Regional Office -oncentra1on is MoNntoNn ¥ Total downtown core §. Downtown: 7.4 M SF Nashville housing market: §. Cool Springs: 6.4 M SF §. West End: 5.0 M SF ¥ End 2012: 6,389 residents §. Brentwood: 5.0 M SF 4,359 households ¥ Approx. 48,000 downtown workers ¥ Predominant Class B to A-­‐ space ¥ Projected: 10,634 residents Downtown Office Market Square Feet ¥ Large State and Government (2017) 7,089 households Total Nashville Area Office Inventory 34,658,614 presence, likely shrinking category Downtown Office Inventory 7,393,893 The Gulch and Rolling Mill DT as Percentage of Total Market 21% ¥ More office proposed (The Gulch, ¥ Qest Fnd); annual DT absorp;on Vacant Downtown Office SF 1,449,203 Hill have introduced urban Downtown Vacancy Rate 19.60% projected at 56,500 SF/year to 2022 Average Vacancy -­‐-­‐ Entire Market 9.50% ¥ Pinnacle segng new standards in living to new resident sub-­‐ Average WDT Office Asking Rent $19.18 Green offerings, achieved rents Average Asking Rent -­‐-­‐ Entire Market $19.86 markets (DT Workers, Young Asking Rent Range Across Market $14.93 to $24.26 ¥ DT vacant office space (1.44m SF) available for rehab or conversion Professional, Empty-­‐Nester Pinnacle at Symphony Place Class A, LEED Gold ¥ Most DT Core, Government office groups); Downtown is HOT Total Square Footage 520,000 space is ‘up the hill’ from SoBro Average Floor Plate 23,000 ¥Demand outpacing supply Asking Rent Range $23.50 to $35.00 (except Pinnacle); good walk scores

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 64 ACrac;ons and Events Market urban design associates 2013 Towntown Residen;al Tvt. MarRet © ¥ Rental Residen;al MarRet at 98% to M.N25.N2'E$6O4I**+'PQ%$L1.26 Revenues generated from 100% occupancy, liCle in dvt. pipeline R61#$5+7'P22"$*'PQ+27$2L+ aCrac;ons and events ¥ Three rental projects under Annual Venue AJendanKe include: construc;on for 2014 delivery 1 Tennessee State Museum 90,000 ¥ Limited supply vs. demand has 2 Frist Center for the Visual Arts 234,000 ¥ Food & Beverage Sales pushed up pricing for rentals (5.5-­‐10% 3 Country Music Hall of Fame 450,000 ¥Hotel Room nights (Est. 1.3 4 Adventure Science Center (nearby) 313,000 for studios, 13.5% for one BR; 4-­‐8% for 5 Ryman Auditorium (Performances) 150,000 million per year and two BR 6 Ryman Auditorium (Tours) 135,000 7 Schermerhorn Symphony Center 142,000 increasing) ¥ Condo pricing increased 12%; top 8 Tennessee Performing Arts Center 390,000 ¥ Parking revenues pricing at ICON (Jan ‘12) of $467 and 9 Nashville Children's Theater 82,000 $498 psf 10 Bridgestone Arena 1,200,000 ¥ Gas and auto services Planned residen;al includesG 11 Nashville Municipal Auditorium 220,000 ¥ 12 Country Music Fes;val (2012) 71,000 ¥ Retail sales 12th & Laurel (The Gulch) – 312 Rental units 13 TN Titans -­‐ LP Stadium home games (2011) 553,144 RMH Rental Project -­‐-­‐ 100 Rental units :uF%"%al3 8011 e)D9a%ed aJraKD"n) aJendanKe 4,030,144 SoBro Tower-­‐-­‐ 342 Rental units 13 Music City Center (2017 projected) 516,000 ¥ Fs;mated TT TemandG <"%al annual K"nvenD"n and aJraKD"n) 4,546,144 BCCiDonal E,300 units by 20E6 Average per day 12,455 BCCiDonal E,H00 units 20E6-­‐2022 Source: MDHA Downtown Market Study; Development Economics: Titans 2012 Total new DT units: 3,000 by 2022 Media Guide; TEG

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 65 2013 urban design associates 2013

Nashville Student Market Retail Market © Nashville’s MSA has over Current DT Retail Supply: 1.3M SF 100,000 students in almost 50 Es;mated INHI Demand: 1.8M SF two and four year higher Es;mated INHY Demand: 2.1M SF educa;on ins;tu;ons Est. Net New SF (DT): 780,000 SF ¥ MTSU: 30,000 students Retail includes: ¥Vanderbilt: 12,700 students, ¥ Specialty Stores 45% graduate/ ¥ Food & Beverage professional schools ¥ Consumer Services ¥TSU: 9,100 students ¥ Personal Services (both campuses) ¥ Entertainment (commercial) ¥ Belmont: 6,000 students Primarily consumers of DT Downtown Retail Recruitment events, retail, entertainment, Program in place at NDPartnership dining, sports, concerts; some Space8rent8cri;cal mass all ahect housing how much supportable, and where

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 66 2013 urban design associates 2013

.arRet8TePelop9ent Upportuni;es .arRet/TePelopment Upportuni;es © ¥ Signipcant pent=up residen;al de9and across ¥ Niche/sNashPille-­‐specifics land use opportuni;es downtown area, planned projects in SoBro, elsewhere >whisRey, fashion, music produc;on/post produc;on facili;es, culture/arts, tourismtB ¥ Pricing an issue for affordable housing ¥ Residen;al marRets include both ?enu and ?en k, and ¥ `ntegra;on of social serPices proPides benepts and re;rees/empty nesters from suburban neighborhoods challenges ¥ 4ransporta;on, walRability, connec;Pity between ¥ Stud- area is large, disjointedb qood 9i;ga;on is complementary uses will extend, fill-­‐in the SoBro cri;cal ‘Urban Neighborhood’ ¥ UDce 9arRet will liRel- be specialired, 9ul;=tenanted ¥ Retail focus should include local/regional stores as ¥ @etail and aCrac;ons should be focused on Re- well as selected na;onal tenantsb cri;cal mass and con;guous street lePel stores will strengthen marRet streets, blocRs and connec;ons to greater area

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 67 2013 urban design associates 2013 SoBro Market/Planning Issues © ¥ What land uses are most compa;ble with MCC? ¥ How can connec;vity across SoBro be improved, linking Music Row, The Gulch, Rutledge Hill, Rolling Mill Hill, the Downtown Core and other areas? ¥ What should be the priority retail streets and blocks ¥ Where and how many hotels are supportable? ¥ How will future MCC expansion affect the SoBro development program? ¥ Signipcant future redevelopment along aafayeCe Street possible, but requires designated as Redevelopment Area and major infrastructure investment completed ¥ Uther ques;ons/issues determined during the September 2012 SoBro Workshop

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 68 Randall Gross /Development Economics Market Analysis Summary

Randall Gross / Development Economics Randall Gross / Development Economics

Program Summary There is significant market potential and various opportunities for development among all land uses in the Downtown area within the next five This section summarizes the market findings for all uses in terms of the years. Much of this potential can be captured in SoBro, which constitutes the supportable program within the Downtown study area through 2017, with some largest under-developed neighborhood within the study area. However, The Full report available at: additional information on the potential program for selected uses through 2022. Gulch has more sites prepared and has momentum especially for housing http://www.nashville-mdha.org/downloads/downtown.pdf Furthermore, a summary of key opportunities specifically within the SoBro area is development, to capture significant demand within the short term. SoBro is more provided based on the findings from the market analysis. The study area includes likely to capture hotels, dining and entertainment uses in the short term after Downtown, SoBro, The Gulch, and other areas within the Loop formed by Music City Center opens in 2013. Other Downtown-area neighborhoods also urban design associates 2013 Interstate 65. offer near-term development potential for a variety of uses. ©

Market Potential Key Opportunities Office Space Land Use 2017 2022 Unit SoBro (2012-2017) Overall, there is potential for about 294,000 square feet of office space in the Downtown area by 2017, so long as certain prerequisites are met regarding Office Space 294,000- 217,000- SF Information & Media, the provision of sufficient parking, amenities, as well as pro-active recruitment of 445,000* 300,000* Prof/Tech Services, businesses. A more aggressive recruitment effort could yield larger floor-plate Management Services corporate tenants. A diverse and exciting SoBro environment will have particular appeal for the “creative class” industries including emerging information Housing 3,535 4,500 DU Attached SF: 500 DU technology services and media/entertainment tenants, as well as for (Target) Lofts/Mixed-Use: 500 DU management, professional services, arts non-profit, and other technical service Condo: 400 DU firms. MF Rental Apts: 1,480 DU Housing Retail & 530,000 200,000 SF 240,000 SF Retail Entertainment (416,500 Recommended) 170,000 SF Dining/Ent. There is also potential for about 3,540 housing units in the study area by 2017. Although there is potential for about 650 single-family detached units, it is Hotel 4,330 150 Keys Full-Service (400 keys) unlikely that such housing could be accommodated within SoBro unless (Gross) Net 0 if planned are built incentives were provided to developers to underwrite land costs there. Demand for detached housing is more likely to be satisfied in surrounding neighborhoods Industrial N/A N/A “Artisanal” Industry within the Inner Loop such as Salemtown or Buena Vista. Even then, such Specialty/food Mfg, housing would be of a relatively high-density, such as “zero-lot” line Bakeries, catering, development. Affordability is an important consideration for housing geared to Showrooms, repair svcs, Downtown workers and many of the other target niche groups that form the Transport services market for inner-city housing. Audience Support N/A N/A Musical theatre venue, SoBro is more likely to capture a share of the lofts, mixed-use buildings, Mid-sized music venues, condominium high-rises, or rental apartment buildings for which there is a market Ethnic/Intl cultural venues, in the Downtown area. SoBro is also best situated to accommodate high-density Cinemas attached single-family housing (e.g., townhouses, row houses, “stacked” townhouses, or “brownstones”) that can be built in mixed-use blocks near the *Caveats for capturing office potential relate to the availability of sufficient parking and pro-active recruitment of businesses to the Nashville MSA and from within the region into Downtown. southern reaches of the Inner Loop. There is demand for nearly 2,900 of these units, a significant share of which can be accommodated in SoBro. As noted earlier, The Gulch is more likely to capture near-term demand for some of these units because there are more “ready” development sites available and a

USA: 2311 Connecticut Ave Ste 206 Washington DC 20008. Tel 202-427-3027. Fax 332-1853. [email protected] 6 USA: 2311 Connecticut Ave Ste 206 Washington DC 20008. Tel 202-427-3027. Fax 332-1853. [email protected] 7 AFRICA: African Development Economic Consultants (ADEC). 27-11-728-1965. Fax 728-8371. [email protected] AFRICA: African Development Economic Consultants (ADEC). 27-11-728-1965. Fax 728-8371. [email protected] UK: 118 Hampstead House, 176 Finchley Road, NW3 6BT London. Tel 44-79 0831 6890. [email protected] UK: 118 Hampstead House, 176 Finchley Road, NW3 6BT London. Tel 44-79 0831 6890. [email protected]

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 69 Randall Gross / Development Economics Randall Gross / Development Economics

residential neighborhood has already been established that is more supportive of Show Print, which still produces show posters but also attracts visitors to its retail housing. shop on Broadway.

Retail & Entertainment Audience Support Venues

There is overall demand for about 530,000 square feet of retail, dining and Downtown Nashville is rich with audience venues, ranging from sports entertainment use within the study area by 2017. SoBro could capture a stadia to several of the nation’s top-ranked live performance venues. There are substantial share of this demand, particularly in dining and entertainment additional opportunities for mid-sized live musical-theatre and other music potential generated in large measure by Music City Center traffic and tourism venues, cinemas, specialty museums, and ethnic or other cultural venues. urban design associates 2013

growth. An overall mix of 411,000 square feet has been recommended including Nashville’s cultural and entertainment nexus has reached a crossroads where © 239,000 square feet in retail goods and services and 172,000 square feet in the city could increase its long-term competitiveness for national and dining and entertainment, particularly well-suited to SoBro. . There is significant international conventions and tourism, while adding value to its existing offering. unmet potential for capturing regional demand for retail in the Downtown area, but shopping “districts” must be established that help agglomerate sufficient retail Summary to generate destination demand. There is also growing potential for destination- oriented cinemas, which can benefit from a regional destination market as well as Downtown Nashville and surrounding neighborhoods are likely to capture tourists, both of which can be drawn to special events (e.g., premiers) and significant growth in market demand for all types of development, including office, amenities. residential, retail, hotel, industrial, and audience support venues. National trends are favoring a return to downtown and safe, urban neighborhoods that offer a Hotels diverse mix of housing, jobs, shopping and entertainment. Culture and entertainment help bring people downtown, and a sense of community keeps There is sufficient demand to support about 4,300 additional hotel rooms them there to live, work, shop, and play. throughout the Downtown area. The Music City Center, coupled with growing business and tourism activity, will generate substantial demand that must be met Nashville, in particular, can take advantage of this trend because of its within the next five to seven years. There are about 13 hotels under construction, unique and authentic identity as a cultural capital. The city benefits from national planned or proposed in the Downtown area alone. Should all of these hotels be and international exposure well beyond its size, in recruiting the “creative class” constructed, there will be an over-supply of rooms within the next five years, of young workers that will be necessary to feed growth in our technology-driven despite growing demand. Further, the large number of limited-service properties economy. Growing Nashville’s creative sectors helps the city attract corporate proposed will not help Music City Center in recruiting the larger conventions, offices and high-tech start-ups. A healthy, attractive downtown is key to which need blocks of rooms in smaller numbers of properties. attracting this class of young workers to the city and the region; and the dynamic has shifted in terms of the environment that supports these jobs, with more of a Industrial Space focus on mixed-use, walk-able neighborhoods.

While a full market analysis was not conducted for industrial uses, an The best and brightest opportunities exist for Downtown Nashville to opportunities assessment did identify the key industries and types of businesses capture this growth if the appropriate environment is established. That which could be attracted to Downtown and SoBro. Downtown remains an environment includes a combination of reasonable land prices, supportive public important location for industrial businesses, especially regional suppliers who and private transportation networks, available parking, an attractive physical prefer a central location with access to the entire metropolitan area. While environment that celebrates the unique history and marketing “identity” of manufacturing has declined nationally and locally, there will be growing Downtown-area districts; and safe and walk-able neighborhoods that offer opportunities for niche manufacturing businesses, particularly in the food sector, housing, retail and other amenities attractive and affordable to target markets. within the Downtown area. SoBro is particularly well suited for consumer-oriented Recommendations for marketing, development, financing, and management to production companies such as bakeries that supply catering services to achieve this environment are being provided as part of a Strategic Planning Downtown businesses or niche food and beverage producers like whiskey document subsequent to this Market Analysis. distilleries, candy producers, and other specialty or craft production businesses that can attract a retail component. There is the excellent example of Hatch

USA: 2311 Connecticut Ave Ste 206 Washington DC 20008. Tel 202-427-3027. Fax 332-1853. [email protected] 8 USA: 2311 Connecticut Ave Ste 206 Washington DC 20008. Tel 202-427-3027. Fax 332-1853. [email protected] 9 AFRICA: African Development Economic Consultants (ADEC). 27-11-728-1965. Fax 728-8371. [email protected] AFRICA: African Development Economic Consultants (ADEC). 27-11-728-1965. Fax 728-8371. [email protected] UK: 118 Hampstead House, 176 Finchley Road, NW3 6BT London. Tel 44-79 0831 6890. [email protected] UK: 118 Hampstead House, 176 Finchley Road, NW3 6BT London. Tel 44-79 0831 6890. [email protected]

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 70 Midge McCauley Downtown Retail Recruitment Strategy

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1. Downtown Nashville Trade Area %URDGZD\ WK$YH61DVKYLOOH71 /DWLWXGH urban design associates 2013 2012 Downtown Nashville Trade Area Analysis 'ULYHWLPH0LQXWHV /RQJLWXGH The map at right shows the total trade area for Downtown Downtown Nashville Trade Area © Nashville. In total the trade area’s population today is Downtown 980,268; it is comprised of those living within a reasonable Nashville Total INTRODUCTION distance of downtown and includes groups of residents Trade Area Pop. inclined to patronize trendy, upscale shops and restaurants in Throughout the U.S., people are eager for urban experiences—they = 980,268 an urban setting. The red-shaded portion indicates residents

wish to shop and dine in authentic places that are distinct from 10TH AV N within a 10-minute drive, the green indicates all residents GAY ST more conventional, often contrived and sterile, options available in AV2ND N GAY ST within a 20-minute drive, and the blue includes all residents suburban areas. Though they will not wholly abandon other NELSON MERRY ST

10TH CIR N JAMES ROBERTSON PKWY ROBERTSON JAMES Downtown Nashville within a 30-minute drive of Downtown Nashville. offerings, many area consumers will shift a number of their MAIN ST 6THAV N JAMES ROBERTSON PKWY shopping and dining trips to a downtown setting if it provides a CHARLOTTE AV By 2016 the population is expected to increase by 68,795 compelling and unique mix of shops and restaurants. As it draws in DEADERICK ST WOODLAND ST people, or just over 7%. Areas with growing populations are UNION ST

CAPITOL BLVD CAPITOL

MCLEMORE ST people from the larger trade area, an urban place simultaneously N AV 6TH RUSSELL ST of interest to independent and national retailers. While they

ARCADE AL GAY STREET CONN

7TH AV N AV7TH

serves its immediate residents, workers and visitors. 4TH AVN

POLK AV

10TH AV N 8TH AVN still like to see strong co-tenancies and sales numbers, the

5TH AVN CHURCH ST

1ST AV N TITAN WAY

2ND AV2ND N 3RDAV N growing population is a data point they’ll consider when This report deÞnes and analyzes the population comprising 9TH AVN

PRINTERSAL Downtown Nashville’s trade area. It serves as an update to a study making location decisions. COMMERCE ST COMMERCE ST VICTORY AV

conducted in 2007 by ERA’s Downtown Works division. OPRY PL

The report includes the following: BROADWAY SHELBY AV

SHELBY AV p. 2-3 MCGAVOCK ST MCGAVOCK ST

1. Downtown Nashville Trade Area S AV 9TH

1ST AV S

8TH 8TH SAV DEMONBREUN ST Population

4TH AVS

10TH SAV 2. Psychographics & Target Market pp. 4-5 S AV7TH

3RDAV S MOLLOY ST CLARK PL 6TH AVS Residents All residents TOTAL trade area-

5TH AVS

CLARK PL ALMONDST

2NDAV S p. 6 9TH SAV 3. Assessment FRANKLIN ST within within all residents within SHIRLEY ST FRANKLIN ST 10-min drive 20-min drive 30-min drive p. 7 4. Recommendations PALMER PL LEA AV PEABODY ST

RUTLEDGE STRUTLEDGE 2011 170,847 553,946 980,268 LAFAYETTE ST HERMITAGE AV GLEAVES ST Supporting Documents DREXEL ST Residents within a LEA AV 2016 Forecast 177,641 581,577 1,049,063 LEA AV LEA AV LEA AV 10-min drive time

10TH AV S DIVISION ST 9TH AV S 7TH AV S 2011-2016 Increase 4% 5% 7% MIDDLETON ST FOGG ST All residents within a EWING AV ELM ST 20-min drive time

All residents within a 30-min drive time

Source: ESRI Business Solutions; 2010 US Census; Downtown Works downtown works downtown works 1 2 1RYHPEHU 0DGHZLWK(VUL%XVLQHVV$QDO\VW ‹(VUL ZZZHVULFRPED  7U\LW1RZ 3DJHRI

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 71 3. Psychographics & Target Market

Key trade area statistics: urban design associates 2013 Trade Area Age Distribution © ¥ The total trade area population is increasing—growth of 7%, or 68,795 Demographic statistics cross-tabulated with data on lifestyles, attitudes and 2011 2016 forecast people, is forecast for 2016. behaviors lead to psychographic proÞles of a population that consider: Downtown Nashville Target Market Age 20-24 7.3% 7.0% ¥ Trade area residents are youthful—today, 37% are between the ages of 20 Occupation and education level (as percent of all trade area households) Age 25-34 ‣ 16.0% 16.2% and 44. Preferred activities and spending habits Age 35-44 14.2% 13.7% ‣ DOWNTOWN Age 45-54 14.4% 13.2% ¥ 14.4% of trade area residents are between the ages of 45 and 54, peak ‣ Stage of life U.S. NASHVILLE earning years. For this analysis, we have deÞned our target market psychographically using Today, more than a third (37%) of all trade area ESRI’s Lifestyle Tapestry Segmentation. As shown at right, Downtown Nashville’s 1.4% residents are between the ages of 20 and 44. ¥ Today, nearly a third of all trade area households annually earn $75,000 ¥ Young & Restless 6.9% and up. eight psychographic target market groups make up 27.3% of trade area households; their members are inclined to shop and dine in an urban setting if ¥ In Style 4.4% 2.5% ¥ Nearly 20% of trade area residents annually earn between $50,000 and the right product—a critical mass of distinct, quality operators—is offered. Trade Area Average Household Income $75,000. While not top earners, many of these people fall into groups that Many are already coming for entertainment and cultural activities, but they ¥ Enterprising Professionals 3.8% 1.7% spend nearly all their discretionary income on themselves. (more on this in aren’t shopping there because, while the choices are getting better, there does 1.2% the section on psychographics) not yet exist a sufÞcient number of shops downtown. While all members of the ¥ Metropolitans 3.6% 2011 $68,803 target market are within a thirty-minute drive of downtown, a good deal live ¥ Suburban Splendor 3.2% 1.7% 2016 Forecast $77,051 Nashville’s downtown workers and visitors to the city are additional patrons within 10- and 20-minute drive times. for downtown shopping, dining and entertainment. 2011-2016 Increase 12% Metro Renters 1.4% Overall, the target market consumers are young, well-educated and active. The ¥ 1.9% Today, downtown Nashville’s worker population numbers more than ¥ younger groups—Young & Restless, Metropolitans and Metro Renters—are in the ¥ Prosperous Empty Nesters 1.8% 1.8% 47,000. early stages of their careers; they are mobile and most are far removed from their peak earning years. But they are unencumbered by debt and spend nearly Connoisseurs 1.3% Trade Area Households by Income In 2011, 11.2 million people visited Nashville. ¥ 1.7% ¥ all their disposable income on themselves. target 2011 2016 forecast In Style residents live in the suburbs, but gravitate to the urban lifestyle. More than half of this group is married, but only 1/3 have children. They are prosperous and spend their $50-$74.9k 19.6% 23.4% market = money on electronics, home furnishings, and stylish fashions—this also applies to Suburban Splendor. $75-$99.9k 12.2% 14.3% With the right mix of stores, these groups are excellent candidates for downtown customers. $100-$149.9k 11.0% 11.9% $150-$199.9k 4.0% 4.6% Connoisseurs are the best yet—they love to shop and buy the best of everything. The new Lucchese $200k + 4.0% 4.3% Boot Co. store is perfect for this group—top quality from a well-known label. 27% of trade Today, nearly a third of all households in the trade area annually Descriptions of each of the eight groups that comprise Downtown Nashville’s target market are area households earn $75,000 and up. included on the following pages. (vs. 13% in U.S.)

Source: ESRI Business Solutions; 2010 US Census; Downtown Works Source: ESRI Business Solutions; 2010 US Census; Downtown Works downtown works downtown works 3 4

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 72 Downtown Nashville—Target Market Groups

4. Assessment urban design associates 2013 © Young and Restless 6.9% Suburban Splendor 3.2% There are sufÞcient numbers within the target market groups to support additional retail in downtown. What is missing is the critical ¥ Change is constant for this group who lead busy lives ¥ Is the second wealthiest ESRI Tapestry segment mass to draw these potential consumers in large numbers. It is important for this target market to feel as though Nashville is their city ¥ The median age is 28.6 ¥ Have four-car garages and lots of “toys” and that downtown is not just for tourists. While Broadway and the 2nd Avenue Entertainment District should continue to cater to the ¥ Diverse and highly educated, very interested in their careers ¥ Vacation in the world’s elegant resorts tourism industry, other parts of the downtown should concentrate on attracting the downtown workforce along with the target market ¥ Renters with few children ¥ Have kitchens stocked with every latest top of the line gadget but groups. Downtown still has the largest concentration of ofÞce space in the market and it is walkable. This is an authentic urban core, ¥ Incomes are not high but much of it is disposable dine out all the time not an imitation of oneÑcapitalize on its authenticity and centrality. ¥ Tech savvy; they go online for most everything ¥ Attend symphony, opera and the theater; sit in the best seats at The psychographics* of the target market should weigh heavily on the merchandise mix and tenant decisions made by landlords. ¥ Enjoy bars and nightlife sporting events Shops and restaurants that appeal to the target markets will also draw in other ÒfollowerÓ trade area consumers, albeit less frequently. Metro Renters 1.9% In Style 4.4% Developments Since 2007 Retail Study ¥ Young, educated singles starting their careers ¥ Afßuent, well educated suburbanites who gravitate to urban ¥ Residential space that was under construction in the Gulch (1175 units) and SoBro (333 units) has been completed and is now fully ¥ Highly-educated; 1 in 4 holds graduate degrees experiences occupied; a number of additional units are today under construction ¥ Need to be where the action is and are avid shoppers/diners ¥ Make frequent trips to downtown to access cool restaurants and ¥ Many restaurants and lifestyle retailers have opened in the Gulch, including Urban OutÞtters, The Turnip Truck, Bar Louie, and ¥ Spend most their discretionary income on themselves shops, visit museums or go to concerts Lucchese Boot Co. ¥ Home products are not a priority, though they will buy furniture ¥ Candidates for downtown lofts/condos when kids leave the nest ¥ North of Broadway, Goorin Bros. Hats, Metropolitan Wines, PuckettÕs Gro, and Modern Trousseau have opened from stores such as CB2 or Pier One Imports ¥ Are into Þtness ¥ New convention center soon to open; adding 1055 new hotel rooms currently under construction with many more planned ¥ Work out regularly and are active in sports ¥ Are label-conscious and respond to trends ¥ 5th Ave. has signiÞcant new streetscape improvements underway between Church and Union; it will continue to grow into a fabulous ¥ Own electronics, laptops; seldom watch TV Avenue of the Arts Enterprising Professionals 3.8% Prosperous Empty Nesters 1.8% ¥ SoBro commercial development has occurred, though there is scant retail due to a lack of contiguous street-facing storefronts; ¥ Young, educated professionals; move frequently to climb the ladder ¥ Somewhat older commercial uses are mostly nighttime activities ¥ Enjoy growing consumer clout ¥ Are second in afßuence to Top Rung Challenges ¥ 46% of this group lives in the South ¥ Neighborhoods are usually slow growing, established, afßuent ¥ There continues to be a lack of critical mass of retail, although the Gulch is beginning to amass one ¥ They eat out at Chili’s and Cheesecake Factory areas in densely populated city centers ¥ Non-investment by owners of the ArcadeÑit could be a great connection between 5th & 4th, but not until major renovation and re- ¥ They shop for groceries at Publix and Albertsons ¥ Eat out several times/week (occasionally entertain at home) leasing occur; additionally, the properties along 4th and Union must be redeveloped ¥ Have the latest in gadgetry and like labels ¥ Brokers who do not understand the importance of carefully developing the merchandise mixÑthey will lease to any warm body, tying Metropolitans 3.6% ¥ Buy the latest sports apparel to look good ¥ Live in older city neighborhoods up space and slowing the development of a vibrant downtown shopping and dining culture ¥ More than 75% over the age of 25 have attended college Connoisseurs 1.7% ¥ The emphasis on tourismÑdowntowns cannot be sustainable unless they are developed for those who call a city home ¥ Median age is 37.6; just 40% are married ¥ The third wealthiest Tapestry segment; couples in 40s and 50s ¥ Though the downtown residential population doubled in the last Þve years, itÕs still very small ¥ Live in single family homes and in multi-unit buildings ¥ Are well-paid and well-educated; hold professional and executive ¥ Active, urbane lifestyle; practice yoga roles *One psychographic group, College Towns, is found in fairly large numbers within a ten-minute drive time. For the most part this group spends their ¥ Up on women’s fashion ¥ Empty nest years are approaching dollars on coffee, pizza and beer, and they would be good customers of the honky-tonks. While they will shop at stores like urban outÞtters, college ¥ Prefer Apple products ¥ Are always well-dressed; have beautifully decorated homes students do the bulk of their shopping within their hometowns. ¥ Quality and customer service are priorities ¥ Frequent golf courses, tennis courts, and health spas downtown works downtown works 5 6

south of broadway strategic master plan: nashville, tennessee | January 2013 | urban design associates appendix 73 5. Recommendations 2013 urban design associates 2013 ¥ Design is critical! Attention must be paid to ensuring developers create buildings with space that works for retail at the ground level © ¥ Both North and South of Broadway, operations should be concentrated on the numbered streets, in particular along 5th and 2nd

‣ North of Broadway the focus today should be on 5th followed by 4th—these have the potential to be the strong retail streets within downtown, although are currently hampered by the condition of the Arcade.

‣ North of Broadway the effort should be focused on Þnding retailers and restaurants that appeal to the trade area population and to those who work in downtown, as well as include neighborhood-serving retail. The mix cited in the 2007 retail report is still appropriate—it includes uses such as art galleries, cafes, arts and crafts supplies, and gifts, as well as unique, eclectic restaurants that appeal to an urban-inclined population. The same is true for the Gulch, which has already made good headway in this direction.

‣ South of Broadway and in the 2nd Avenue entertainment district the uses should have a greater visitor orientation ‣ Bars, which are not compatible with residential, should be largely conÞned to Broadway and along 2nd south of Broadway to Shelby and north as far as Commerce

‣ For both 2nd and 5th avenues, as more development occurs, retail could eventually extend further south to Korean Veterans Boulevard and beyond Supporting Documents ¥ 1st avenue, which faces the river, will provide an opportunity for dining venues as area buildings are redeveloped (it will not be a shopping street given that it is one-sided, but it’s water orientation makes it great for dining—Savannah, GA, offers a great example) ¥ Where possible, retail all along 3rd avenue and along 4th south of Broadway should be planned in new or redeveloped buildings ¥ The covered window bays of the AT&T building along 2nd Avenue could have graphics (perhaps done by Hatch) to present a better facade to the street ¥ As SoBro progresses, developers should be required to have retail spaces at ground level along the numbered streets—this is especially critical between Union and Molloy Streets. As development occurs to the south consider extending this requirement beyond Molloy especially along 5th Avenue—it would be ideal to lengthen the Avenue of the Arts as far as possible through downtown ¥ When the old convention center is redeveloped it will be a huge opportunity to continue the streetwall; whatever is constructed should be open to the street with ground level retail space creating viable connectivity with 5th, Broadway and Commerce ¥ The proposed hotel zone south of the new convention center makes sense as a buffer to future residential ¥ If big box retail were to locate in downtown Nashville, the proper place for it would be on Lafayette (it’s a wide street, not conducive to smaller shops/boutique retail) and along Charlotte where larger sites can be assembled ¥ Continue the recruitment effort—get in front of the great operators from surrounding cities in the South to share Nashville’s story; revisit them quarterly downtown works downtown works 7 8

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