Albion Arts Corridor, Cultural Economic Development Strategy

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Albion Arts Corridor, Cultural Economic Development Strategy Albion Arts Corridor Cultural Economic Development Strategy Prepared for the Town of Wakefield Prepared by the Metropolitan Area Planning Council June 2017 Acknowledgements The Albion Arts Corridor Economic Development Strategy was made possible through a District Local Technical Assistance grant, a Planning for MetroFuture Technical Assistance grant, and arts and cultural planning resources from the Barr Foundation. MAPC Staff worked with the Town Administrator, Town Planner, and the Albion Cultural Exchange Committee to provide professional planning and technical assistance. This project was made possible through the enthusiastic participation of a number of individuals in Wakefield who were either interviewed, participated in a focus group, filled out the online survey, or gave us feedback and insight through their participation at the October First Thursday, November Community Forum, or December Holiday Stroll. A special thanks to the Albion Cultural Exchange Committee, whose members served as an Advisory Committee to this project. In addition to providing feedback and insight throughout the project process, the committee also helped to facilitate a number of outreach activities, provided invaluable local knowledge and insight, and were critical to making this project a success. Town of Wakefield Board of Selectmen Paul R. DiNocco, Chairman Peter J. May, Vice-Chairman Mehreen N. Butt Edward F. Dombroski, Jr. Brian Falvey Anthony Longo Ann Santos Albion Cultural Exchange Committee Christopher J. Carino, Chairman Kathy Frey, Secretary Joy Schilling Mike Salvatore Adam Pinkney Doug Henning Tasha Schlake Festel Town of Wakefield Town Administrator Stephen P. Maio Town of Wakefield Town Planner Paul Reavis 1 Preface The Town of Wakefield received a technical assistance grant from the Metropolitan Area Planning Council to work on a cultural economic development strategy for Downtown Wakefield with a particular focus on Albion Street. The project kicked off in September of 2016 and wrapped up in the Spring of 2017. The purpose of the plan is to engage arts and culture as part of a broader economic development strategy for downtown Wakefield. While a strong arts and culture sector can make Wakefield an even more exciting and enriching place to call home, it can also serve as a key driver of economic development that creates jobs, supports small businesses, and increases Town tax rolls. The plan lays out short- and long-term action steps that can be taken by the Town and its partners to develop the Albion Arts Corridor and the surrounding Downtown into a thriving arts and culture destination. In addition to providing recommendations and action items, the following report takes stock of the assets that are already present in Wakefield, provides a review of existing conditions, and an inventory of existing cultural assets. The report presents key takeaways from an extensive community outreach process that was conducted for the project, in addition to outlining the economic benefits of growing the arts and culture sector in the Downtown. Zoning changes to incentivize cultural and arts uses, mixed use development, and additional residential development in the Corridor are also examined, as these uses would all contribute to more activity and vibrancy in Downtown Wakefield. Recommendations include strategies for supporting Wakefield's creative economy, creating and marketing a distinct arts and cultural identity for the Downtown, positioning the Albion Cultural Exchange Building as an anchor institution for arts and culture, and encouraging redevelopment that can support and grow a thriving arts and culture district. 2 Table of Contents _Toc486251598Executive Summary ....................................................................................................... 6 Introduction and Study Context............................................................................................................. 11 Project Background ..................................................................................................................................................... 11 Study Area ................................................................................................................................................................... 12 Wakefield Today ................................................................................................................................... 14 Cultural and Historical Identity ................................................................................................................................. 14 Arts and Cultural Assets ............................................................................................................................................. 16 Demographics .............................................................................................................................................................. 24 Previous Studies ........................................................................................................................................................... 26 Vision ................................................................................................................................................... 29 Community Engagement and Outreach .................................................................................................................. 29 Key Themes and Takeaways .................................................................................................................................... 32 Arts and Culture as an Economic Tool .................................................................................................. 36 Overview of Economic Impact .................................................................................................................................. 36 Wakefield’s Creative Economy ........................................................................................................................... 39 Market Analysis ........................................................................................................................................................... 43 Preliminary Operations Analysis: Albion Cultural Exchange ............................................................... 52 Existing Conditions ...................................................................................................................................................... 52 Organizational Requirements ................................................................................................................................... 54 Revenue and Expenses ............................................................................................................................................... 56 Summary of Risks and Opportunities ...................................................................................................................... 57 Zoning .................................................................................................................................................. 59 Context and Analysis.................................................................................................................................................. 59 Incentivizing Albion Street’s Zoning ......................................................................................................................... 60 Renderings .................................................................................................................................................................... 64 Recommendations ................................................................................................................................ 66 Goal 1: A Distinct Arts and Cultural Identity ......................................................................................................... 66 Strategy A: Establish an organizational structure and/or partnership dedicated to promoting arts and culture in Wakefield .............................................................................................................................................. 66 Strategy B: Diversify and increase Wakefield’s arts and culture offerings within existing businesses Downtown ................................................................................................................................................................. 68 Strategy C: Identify additional venues to host live performances, such as theater and live music ....... 69 Strategy D: Strengthen resources and networks available to Wakefield’s existing artists .................... 69 3 Strategy E: Attract new artists and creative enterprises to Wakefield ...................................................... 71 Goal 2: Albion Street as a focal point for Arts and Culture ............................................................................. 71 Strategy A: Draw on the local arts and cultural identity to design and install wayfinding elements throughout the Downtown as well as gateway design elements to elevate Albion Street as a focal point for arts and cultural activities .................................................................................................................... 71 Strategy B: Improve Streetscaping along Albion Street ................................................................................ 72 Strategy C: Work with landlords and businesses along
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