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NORTHTOWN MALL MASTER LAND USE & REDEVELOPMENT/ REVITALIZATION PLAN June 18 City of Blaine Minnesota 20 Proposal for RFP for Northtown Mall Plan

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NORTHTOWN MALL MASTER LAND USE & REDEVELOPMENT/ REVITALIZATION PLAN June 18 City of Blaine Minnesota 20 Proposal for RFP for Northtown Mall Plan NORTHTOWN MALL MASTER LAND USE & REDEVELOPMENT/ REVITALIZATION PLAN June 18 City of Blaine Minnesota 20 Proposal for RFP for Northtown Mall Plan / Gensler/ SEH NORTHTOWN 21 MALL County Road 10 University Ave 85th Ave NW NORTHTOWN MALL PLANNING AREA Dear Ms. Johnson, June 18, 2021 Damon Farber appreciates this opportunity to submit a proposal for the preparation of a Master Land Use and LORI JOHNSON Redevelopment/Revitalization Plan for the study area City Planner identified around the Northtown Mall. Although, the City of Blaine recent announcement of Washington Prime Groups’ 10801 Town Square Drive NE bankruptcy may seem concerning, it also affords an Blaine, MN 55449 opportunity. We believe Northtown Mall and the University Avenue and County Road 10 corridors provide [email protected] a tremendous opportunity to create a forward-thinking, 21st century approach to community design. Once Project Understanding bustling retail centers like Northtown are undergoing 01 massive changes that require holistic thinking about Project Approach/Work Plan how these community destinations can be transformed 02 into a more relevant asset for its owner, for the citizens of Blaine and for the market area it serves. All systems 03 Schedule — environmental, social, economic, physical — need to be considered together. The evolution of the mall 04 Fee/Budget from a purely retail environment to a more walkable and bikeable, fine-grained mix of uses — including housing, Project Team health and wellness facilities and places to gather — 05 served by a variety of mobility modes and seamlessly Project Experience integrating sustainable principles into its design, can 06 become a model for adaptive reuse in a quickly evolving 07 References world. Cities and mall owners have taken a variety of approaches 08 Supplemental Information to determine how best to plan for the future. The plan you 2 DF/ DAMON FARBER / GENSLER / SEH Dear Ms. Johnson, create through this process has an opportunity to galvanize > Gensler Architectural Planning, a national development, a team you can rely on to act with your best stakeholders around a vision that better reflects community architectural firm recognized for their leading edge interests in mind and deliver a process, vision and road values and the enhancement of the Northtown Mall area. thinking around next generation projects. Their map that will be a tool in communicating the vision to expertise in mixed use redevelopment and recent The process must reflect an outside-in (community to the stakeholders, the community, staff, and elected officials. We work with Burnsville Center and the Rosedale Center district) perspective but also how the mall can transform Mall will lend a critical perspective for reimagining the would enjoy the opportunity provide you with the benefit from the inside-out (mall to the community). A process that possibilities for Mall redevelopment. We have built a of our experience and lessons learned. We look forward to integrates this dual perspective has the best opportunity long- term collaboration with Gensler on a wide range the possibility of talking with you further about this project. to bring everyone together around a compelling vision for of projects for private, institutional, and mixed-use the future. The result of the effort must naturally become clients. an important tool for policy makers, staff, developers, and > SEH Engineers joins our team for transportation, the community to realize the vision. utilities, and stormwater management review. We are currently working with SEH on the Ridgedale Mall Sincerely, The team we have assembled offers a rich history of project, and they are also currently working with the working with communities locally and around the country city of Blaine and Anoka County on the Central and to transform regional mall districts into vibrant, pedestrian University Avenue Corridors. The University Avenue friendly, mixed use destinations that reflect the unique corridor is an important aspect of this project, and their expertise will allow us a better understanding of Tom Whitlock, ASLA - Principal character of each community. Damon Farber has been current transportation planning efforts. Damon Farber Landscape Architects responsible for the design of some of our region’s most DF/ significant smart growth destinations like Excelsior and The composition of our team reflects a desire to blend Grand, the Village at Mendota Heights and most recently exceptional national retail and planning expertise with local the Master Plans for the Ridgedale Mall area for the City of firms with a proven track record of service, quality, and an Minnetonka and the Burnsville Center Village Plan for the unwavering passion for the creation of authentic places City of Burnsville. This public/private experience allows that are woven into the social, natural, and cultural fabric our team a deeper understanding of the opportunities of your community. and challenges when revealing and enhancing the unique We are thrilled about the opportunity this project presents characteristics of the areas around existing retail hubs. Our and believe the approach we have proposed will provide team includes: you with a team with a proven track record of innovative NORTHTOWN MALL PLAN 3 plan to utilize all of its property for its maximum use. This work is constantly ongoing and evolving. While Northtown Mall is of great importance and concern for the elected officials in Blaine, there is also retail property to the east of the mall and north of County Road 10, which has been in decline for several years. This area includes Rainbow Village and the old Kmart site, and the North Court Commons strip retail building. It is important to study this area to determine a path forward for these properties to keep this area viable in years to come. It is important to the elected officials to create unique destinations and developments in the City for people to gather, eat and be entertained. It is also important to provide a variety of housing for all ages and income levels. These two statements should be considered when developing a proposal. It is also critically important to realize and plan for equity, diversity and affordablity in and around the Northtown area, to make this plan attainable for those populations that value 01these / qualities, PROJECT and whoUNDERSTANDING currently live in and utilize the planning area. Goals PROJECT UNDERSTANDING more homogenous. Today, we are a multi-cultural, tech-savvy society with We live in a world of constant change – how we live, learn, communicate, vastly different needs and expectations. We are attracted to places for a variety The City Counciland conduct wishes business to is undertakein a constant state a planningof flux. Retail pro environmentscess that are involvesof reasons, a current retail experience land being only one. There has been a definitive shift use inventoryparticularly and susceptiblethe development to the pressures of of arapidly written changing plan technologies, to deal with towardthe future alternative of retailing the including a greater emphasis on food and beverage, economies, and lifestyle choices. The global effects of Covid-19 and the rise of recreational environments, urban main streets, lifestyle centers, and “authentic” study areadiscount as depicted and online shoppingin the havemap been below. especially The hard onCity, retail environments.along with andproperty “experiential” owners, retail. tenants andThe citizens, magnitude ofshould our changing be worldengaged is daunting in and,a partic many wouldipation agree, process that results in a long term willplan come for to eitherdefine how revitalization we live from this orpoint redevel forward. opment We now realize of the studyCities, area. developers, The retailers,long and mall owners are responding to this changing environment in a variety of ways, including: term plan shouldthat a sustainable, address equitable, land anduse, livable redevelopment/re world depends, in part,vitalization on holistic options, multimodal approaches to designing and building our communities, and the ability to adapt transportationto a dynamic, and publicchanging improvements.world. The City’s goal is to help > NorthtownRepositioning andMall rebranding continue to be a relevant and important asset to the City and >to Adding spur signage, growth wayfinding, lighting, and other aesthetic improvements appropriateThe with Northtown current Mall ismarket no exception trends to the andchallenges communit and effectsy desires.presented by > New tenant recruitment, including recruitment of non- and quasi-retail our changing retail environment. Northtown Mall reflects its era - auto-centric, uses such as office, learning centers, fitness, sports and healthcare bricks and mortar approach to retail, and a time when our communities were > Internal and external additions and renovation, particularly additions of “main street” components and transitions to partial open-air environments > Redevelopments of vacated anchor tenant locations > Rethinking of mixes of uses specific to an area’s unique profile > Building infrastructure and public realm improvements such as parks > Implementing public-private partnerships > Infill development and densification strategies > Wholesale redevelopment into mixed-use communities It’s clear that a “one-size fits all” approach is not the solution. Each community’s response must be calibrated for a variety of local conditions, including the perspective and capabilities
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