S4

South Fourth Avenue Corridor Plan

Final Report This research was made possible in part by a research grant from the Land Economics Foundation of Lambda Alpha International.

Prepared byPrepared Larisa Ortiz by Larisa Associates Ortiz Associates– NovemberDRAFT Not – November 2017for distribution 2017 Image:August LOA 20171 Contents S4

Introduction + Project Objectives 3

Project Process + Stakeholder Feedback 4

Diagnostic 7 Zoning Review 8 Physical Environment 11 Neighborhood Business Environment 20 Administrative Capacity 22 Residential Population Demographic and Psychographic Overview 23 Daytime Worker Population 28 Leakage Analysis 30 Strategic Positioning and Innovation District Assessment 33

Recommendations 35 Developing the Action Plan + Strategic Goals 36 Revise zoning 37 Provide tools for historic preservation and façade improvements 40 Make downtown parking attractive and accessible 44 Enhance alternative transit options 49 Improve public safety 51 Actively promote and market South Fourth 54 Full Recommendations and Strategies List 55

Prepared by Larisa Ortiz Associates – November 2017 2 Introduction + Project Objectives S4

In June 2017, the City of Mount Vernon contracted with Larisa Ortiz Associates to lead the South Fourth Avenue Corridor Plan.

The goal of the South Fourth Avenue Corridor Plan is to improve the existing conditions of the study area and to increase contributions to the City’s tax base, pedestrian activity and improved quality of life for local residents and employees. The Corridor Plan seeks to support a strategic plan to invest in physical and capital improvements in the area, as well as marketing opportunities, and retail attraction and retention strategies.

As part of the planning process, a combination of community engagement as well as market and physical analyses were conducted by the Consultant to evaluate and propose economically-feasible strategies that will further enhance the corridor as a shopper and visitor destination.

Recommendations put forth in this plan include zoning revisions to promote mixed-use development, provision of financial tools to promote redevelopment and rehabilitation of historic buildings along South Fourth Avenue, streetscape improvements to enhance public safety and connections to adjacent parking facilities, introducing alternative transit options downtown, and active promotion and marketing of the commercial corridor.

Image: LOA Underscoring all of the above recommendations is the need for the City of Mount Vernon to leverage existing resources of and partnerships with local institutional anchors and community stakeholder groups.

Prepared by Larisa Ortiz Associates – November 2017 3 Project Process S4

June Zoning and background document review

Two half-day site visits June - July . Stakeholder interviews and focus group discussions with Merchants Association, business owners, City agencies, Chamber of Commerce, and residents August Diagnostic (Market Analysis)

September Corridor Plan (Recommendations)

October Public Presentation

Prepared by Larisa Ortiz Associates – November 2017 4 S4

PreparedImages: LOA by Larisa Ortiz Associates – November 2017 5 Stakeholder Feedback S4

In two community meetings held in June and July 2017, and City-owned lot redevelopment, and creating business owners, property owners, residents, and local destination anchors to boost the corridor’s planners of Mount Vernon gathered to provide performance. Merchants also cited the need for a feedback around the existing concerns for South Fourth transparent communication platform between City Avenue and the future vision for the commercial agencies and local stakeholders in order to improve corridor. coordination and partnerships between the two.

In the meeting with the Downtown Mount Vernon Cross-Cutting Issues: Merchants Association, business owners cited that one of the main reasons for operating in the City was easy 1. Parking accessibility to a large customer base that extended 2. Crime and Safety north from New Rochelle to the Bronx (New York City) in 3. Physical Conditions (incl. sidewalks, streets, the south. Other merchants also claimed that the buildings, and vacant lots) strong local pride and supportive customer base and 4. Retail Mix local community played an important role in their 5. Small business support decision to locate their businesses along South Fourth. 6. Dialogue between merchants and police authorities and the City Local residents who currently shop in Mount Vernon, on the other hand, mentioned they only shopped locally Stakeholder Priorities: for convenience goods, apparel and accessories, personal care services, and specialty fabric stores. 1. Physical improvements (incl. streetscape, Although some destination businesses (such as specialty façade improvement) salons) receive customers from as far north as Bronxville, 2. Upper floor housing rehab a large majority of businesses along South Fourth 3. Vacant lot redevelopment remain locally-serving. 4. Parking accessibility and management 5. Business incentives Both business owners and customers cited similar 6. Restaurant and night life concerns around public safety, parking accessibility 7. Communication platform between City and and lack of diversity in the existing retail mix. They also merchants prioritized physical improvements, vacant upper floor

Prepared by Larisa Ortiz Associates – November 2017 6 S4

DIAGNOSTIC

Prepared by Larisa Ortiz Associates – November 2017 Image: LOA7 Zoning Review S4 Study Area Zoning

The study area spans two blocks along South Fourth Avenue, between 1st Street and 3rd Street. Located in the heart of downtown Mount Vernon, the area is predominantly zoned as the ‘Downtown Business District’ with four parcels on the southern edge of the area designated as a ‘Neighborhood Business District’.

The Downtown Business District is a strictly non- residential use area and was intended to “allow the future growth… development of the major downtown area … with a wide variety of retail, office and service business uses.”

Although the zoning allows for buildings to be built up to 10 stories high with a maximum allowable height of 120ft and buildings covering up to 80% of the lot, no new residential uses are allowed – not even with a special permit.

Therefore, the current residential units observed on the upper floors of some of the buildings along South Fourth Avenue are non-conforming uses.

Source: LOA

Prepared by Larisa Ortiz Associates – November 2017 8 Zoning Review S4 Impacts of Current Zoning on the Vitality of South Fourth

The current zoning of the area as a Downtown Business District limits development opportunities and have resulted in many underused properties and lots along South Fourth Avenue.

As a result, the overall marketability of the commercial corridor to potential developers and ground floor retail tenants are low, affecting the tax base for the City.

There is also a limited local customer base given the restrictions on residential use in the immediate area. This affects daily foot traffic and retail demand for businesses operating on the ground floor.

The lack of 24-hour vibrancy and activity along South Fourth Avenue as a result of few residents living on the corridor also greatly influence customer’s and worker’s concerns around public safety in the area.

In fact, past zoning and planning studies conducted for Image: LOA the City of Mount Vernon have consistently recommended revising downtown zoning to allow for Cross-cutting themes: both commercial and residential development in a 1. Mixed-use 5. Shared use parking/ single building or lot. Other recommendations put forth development modify parking also include the need to maintain the historic 2. Rehab tools requirements architecture of downtown buildings while rehabilitating 3. Zoning incentives 6. Downtown vacant upper floors and implement a shared use management and parking model to reduce parking requirements. 4. Parks and open space capacity

Prepared by Larisa Ortiz Associates – November 2017 9 Zoning Review S4 Past Zoning and Planning Recommendations

• Proposes expansion of residential and office uses downtown 2003 • Considers the reopening of second-story windows of downtown buildings to restore pedestrian environment downtown • Proposes construction of pocket parks on vacant lots • Proposes moving loading zones on Fourth Avenue to rear of buildings to mitigate congestion and improve traffic flow

2011 • Identifies Mt Vernon East train station area as a high-density development zone prime for infill transit-oriented development • Proposes City implement zoning incentives allowing commercial & residential uses in same building/ site (mixed use zoning) • Proposes City modify current parking requirements to remove undue burdens on developers and allow for shared parking regulations • Proposes City prioritize the hiring of an Economic Development Director to work with the Chamber and attract/ retain businesses • Proposes City revive the position of Downtown Manager to catalyze branding efforts and collaborate with business community 2014 • Urban Renewal Plan proposed mixed-use development of mixed-income ownership and rental housing with ground floor retail/ commercial space on South Fourth Avenue (b/w 3rd and 4th St) • Proposes City provide tools to rehab existing residential properties • Encourage shared use parking facilities that serve mixed-use developments 2015 • Recommends altering zoning to allow for mixed-use development in order to spur growth • Proposed City conduct detailed evaluation of metered parking spaces to determine parking demand

Prepared by Larisa Ortiz Associates – November 2017 10 Physical Environment S4 Existing Assets

South Fourth Avenue possesses several physical assets that create an enjoyable shopping environment for customers. This includes mature tree coverage that provides shade for pedestrians on the sidewalks and a dense concentration of retailers between 1st Street and 2nd street.

There are approximately 72 businesses open in the northern half of the study area alone, across 900 linear feet. The close proximity of shops along this stretch ensures that customers are able to easily cross shop on South Fourth.

South Fourth Avenue is also easily accessible by public transit. This is important for retailers as 40% of residential customers within a mile of the corridor do not own/ lease any vehicle1and may take local bus service – and to a lesser extent 72 commuter rail - to get to South Fourth. Although the Metro North New-Haven train line Ground floor primarily serves commuting workers to NYC, the businesses Westchester County Bee-Line Bus Service serves st residents throughout the City of Mount Vernon from 1 to and connects residents to subway service in the 2nd St Northern Bronx.

Image: LOA

Prepared by Larisa Ortiz Associates – November 2017 1 ESRI Business Analyst Online11 Physical Environment S4 Existing Assets

The nearest stops for the Westchester County Bee-Line buses are located at the corner of South 5th Avenue and 2nd St and South 5th Avenue and 1st Street. These are key transit rider corners that feed public transit riding-customers to the commercial corridor and must be prioritized for 6,630 public realm improvements. At this time, the average daily vehicular traffic Average daily traffic count volumes are low, with approximately 5,000 vehicles a day along South 4th Avenue. These 8,014 figures are generally too low to recruit national E 1st St/ S 4th Ave retailers who typically seek between 10,000- 20,000++ average daily vehicles to ensure Key Transit Rider Corner 5,111 adequate visibility and access to a large 8,010 customer base. This further supports the need for the corridor to prioritize the needs of customers arriving on foot or by public transit.

W 2nd St/ S 5th Ave Key Key Transit Rider Corner 6,620

10,638

Source: LOA

Prepared by Larisa Ortiz Associates – November 2017 12 Physical Environment S4 Parking Supply and Requirements

Downtown/ Minimum Minimum The City of Mount Vernon currently requires 5.0 parking spaces City Area parking parking per 1,000SF of retail and 10.0 parking spaces per 1,000SF of requirement requirement restaurant. These requirements are much higher than other for retail for similar downtowns and also exceed many suburban parking restaurants requirements. High parking requirements act as a deterrent to development.

City of 5.0/ 1,000 SF 10.0/ 1,000 In fact, the Institute of Transportation Engineers recommends Mount SF only 5.0 spaces per 1,000SF of restaurant. The Consultant’s Vernon experience working in other downtowns have also shown that successful mixed use areas typically succeed with 2.0 parking New 2.5-4.0/ 6.7/ 1,000SF spaces per 1,000SF retail or less, and many downtown have Rochelle, NY 1,000SF elected to do away within parking minimums in favor of parking maximums or no requirements at all.

Yonkers, NY 2.8/ 1,000 SF 6.7/ 1,000SF South Fourth Avenue itself reflects ratios between 0.99-1.29 parking spaces per 1,000SF retail. Even at those moderate ratios, existing parking lots appear to be under-utilized due to inconvenient locations, lack of proper maintenance, and Downtown 2.5/ 1,000 SF 3.3/ 1,000 SF customer concerns over public safety in these parking lots. Englewood, NJ Actual Parking Ratio Actual Parking Ratio (Only on-street spaces + (incl. adjacent private Municipal lot on South 5th) parking lots) Downtown 2.0/1,000 SF 2.0/1,000 SF Providence, RI 0.99 per 1,000SF 1.29 per 1,000SF

Source: LOA

Prepared by Larisa Ortiz Associates – November 2017 13 Physical Environment S4 Parking Supply and Requirements

Source: LOA The under- utilization of Parking Lot 1 on South Fifth Avenue (with over 500 parking spaces) significantly reduces the parking ratio of the commercial district and gives credence to parking concerns. Existing parking structures and lots need to be better managed and more accessible to attract customers arriving by car. Additionally, safe nighttime access is necessary to encourage usage by business owners who are currently parking along South Fourth Avenue.

Prepared by Larisa Ortiz Associates – November 2017 14 Physical Environment S4 Physical Connectivity

Although the 900 contiguous linear feet of uninterrupted retail from 1st to 2nd Street creates a dense concentration of businesses, it also creates a significant barrier and limits easy access to the parking lot on South Fifth Avenue and to educational and civic institutions located on adjacent streets.

Visitors to the Mount Vernon Library or educational institutions on South Fifth Avenue and South Third Avenue are less likely to walk to the end of a long block in order to turn onto South Fourth Avenue, especially if they have already parked on adjacent streets. This limits co-visitation Westchester between the various institutions downtown. Community College There is also a lack of continuity between the northern and southern halves of the South Fourth Corridor, given Mount Vernon Library the lack of painted crosswalks and midblock crossings. P P

Nellie A. Thornton High School 76 WalkScore

No painted crosswalks between first and second block of South Fourth

Source: LOA

PC: LOA

Prepared by Larisa Ortiz Associates – November 2017 15 Physical Environment S4 Pedestrian Infrastructure

Photos: LOA

Overall, the pedestrian environment around South Fourth Avenue is poor with no safe connections between the commercial corridor and Gramatan Avenue, north of the rail tracks. There is also a lack of sidewalk maintenance throughout. Littered tree pits and sidewalks were observed all along South Fourth Avenue and brick linings are cracked at many sites, creating a safety hazard and potential liability for the City.

In addition to current sidewalk conditions, one of the bridges connecting South Fourth Avenue to Gramatan Avenue is closed and none of the bridges have pedestrian lighting or gateway signs indicating the start of the shopping district. There are also no crossing lights or painted crosswalks at the bridges or at 1st St, a key entry point to the corridor.

Prepared by Larisa Ortiz Associates – November 2017 16 S4

PreparedImages: LOA by Larisa Ortiz Associates – November 2017 17 Physical Environment S4 Vacancy

Through field observation, the Consultant noted that there were many more vacant upper story units and upper floors with stucco or render over the facades between 1st St and 2nd St. Of the upper story units that were occupied, many were used as residences, beauty salons and storage facilities.

Vacant lots, on the other hand, were located mainly between 2nd St and 3rd St. In fact,100% of City-owned or County-owned lots on South Fourth Avenue currently sit vacant.

Overall, there is approximately 23% of vacant storefronts (including vacant lots).

Source: LOA

Prepared by Larisa Ortiz Associates – November 2017 18 Physical Environment S4 Historic Facades

Through field observation, the Consultant noted buildings with A potentially historic facades that may require careful conservation. These buildings are assets that, if redeveloped, could lend an authentic and aesthetically pleasing character to the district.

B However, further study is required by expert historic preservationists to determine the significance of A B the architecture. The City of Mount Vernon has included such a study in its application to Consolidated Funding.

C

C D D Source: LOA

Prepared by Larisa Ortiz Associates – November 2017 19 Neighborhood Business Environment S4 Business Mix and Average Asking Retail Rents

No. of Stores Source: LOA Compared with South Fourth, there are greater Primary Trade Area offerings of eating and drinking places and food and Clothing & Food & Eating and Clothing Beverage Stores Drinking Places beverage stores in the wider primary trade area. Accessories … 14% 36% South Fourth Avenue Corridor Despite this, asking retail rents along the corridor Food and remain comparable with nearby competitive districts, Clothing and Health and Vacant Beverage including downtown New Rochelle and Yonkers. Accessories Personal Care 23% 6% 24% 13% General Eating and MerchandiseDrinking Place 8% 4% 0% 20% 40% 60% 80% 100% Mt Vernon New Rochelle Yonkers (Main (Main St) St) There are 135 storefronts in the study area that make up approximately 400,000SF of ground floor commercial $28.27 $27.10 $28.63 space (including vacant spaces). According to the International Council of Shopping Centers (ICSC) definition of commercial areas, South Fourth Avenue corresponds to a large neighborhood center which pull customers from approximately 1-2 miles.

The relatively high vacancy rate1 of 23% (healthy districts typically have a vacancy rate of less than 10%) is a cause for concern. Feedback from community members’ indicted a lack of retail diversity along the commercial corridor, undermining the district as a shopping destination. At this time, the largest three categories of businesses on South Fourth Avenue include ‘Clothing & Accessories’, ‘Health and Personal Care’ and ‘General Merchandise’.

Prepared by Larisa Ortiz Associates – November 2017 1 Note: A healthy retail vacancy rate is <10% 20 Neighborhood Business Environment S4 Local Competitive Shopping Districts

There are a number of large regional shopping centers located within 10-15 minute drive of downtown Mount Vernon that offer a wide range of comparative goods. Discretionary spending among residents of Mount Vernon is likely going to these malls and other closer competitive districts such as Canal Village and Gramatan Avenue. While Canal Village is a big box retail format anchored by national favorites Bed, Bath and Beyond, TJ Maxx, Target, Stop & Shop and CVS, Gramatan Avenue Sanford Blvd. Photo: GoogleMaps more closely resembles South Fourth with its downtown location and ground floor retail format. It does, however, offer more food and drinking places than South Fourth.

Cross County Mall. Photo: LOA

Gramatan Ave. Photo: GoogleMaps

New Rochelle Main St. Source: LOA

Prepared by Larisa Ortiz Associates – November 2017 21 Administrative Capacity S4 Existing local business associations

There are two existing local stakeholder associations in Robin Myers, President of the Merchants Association, Mount Vernon that offer business support to local hopes that in the coming months, the organization will merchants. These include the Chamber of Commerce be able to grow its reach to non-participating and the Downtown Merchants Association. Both the businesses and build enough resources and capacity to President of the Mount Vernon Chamber of Commerce start a downtown marketing campaign. and the President of the Merchants Association were interviewed by the Consultant to gather information on the budget and resources available to both organizations.

Through the interviews, it became clear that both organizations were not in any way linked or supported by the City. Both organizations relied on minimal budgets that were built through membership subscriptions and dues.

The Chamber of Commerce, run by volunteer staff, operates on an estimated annual budget of $12,000. It provides members with business resources and assistance, event planning and marketing tools, and networking opportunities. However, none of the Source: LOA members of the Chamber are businesses located in the DOWNTOWN study area. CHAMBER OF MERCHANTS COMMERCE ASSOCIATION The Merchants Association also runs voluntarily and TOTAL MEMBERSHIP operates on a smaller budget of $4,000. The Association TOTAL MEMBERSHIP conducts monthly meetings with its members and predominantly acts as a communication and advocacy platform for merchants along South Fourth. 20 60

Prepared by Larisa Ortiz Associates – November 2017 22 Residential Population Demographic and Psychographic Overview S4 Trade Area

The following retail market analysis assumes South Fourth Corridor’s primary trade area for convenience goods is bound by major arterial roads, the Hutchinson River, and local transit lines. The trade area correlates to a 1-mile ring or a 10-minute bus ride.

The secondary trade area for comparison goods such as clothing and accessories extends further north and south and is bound by the I-87 to the west. This trade area correlates to a 2-mile ring and to the Westchester County Bee bus routes and extends south to the MTA 5 Subway line that offers customers connections to New York City.

Source: LOA

Prepared by Larisa Ortiz Associates – November 2017 Note: Niche business may drive visitation from wider trade area – e.g. hair and ethnic products 23 Residential Population Demographic and Psychographic Overview S4 Demographics

Total Population & Population Density (Primary TA) The total resident population in the primary trade area Westchester is 80,270. This translates to 20,067 persons living per sq 2000 2010 2017 2010 mile in Mount Vernon, making it an area nearly 10x denser than the rest of Westchester, which only has 78,476 77,184 80,270 950,544 2,112 persons living per sq mile. 19,619/sqm 19,296/sqm 20,067/sqm 2,112/sqm This population is expected to continue to grow by 3% in 2022, particularly in the Millennial (age 25-44) and Baby Boomer (age 65<) age groups. The median age Population by Age (Primary TA) will also continue to increase to 39.1 by 2022, denoting an aging population in the primary trade area. 2010 2017 2022 Downtown amenities and retailers therefore need to 0-14 19.20% 18.60% 17.70% consider the needs of the consistently growing groups 14.10% 13.10% 12.00% 15-24 of both young professionals and older residents. 25-44 27.60% 27.00% 28.10% 45-64 26.30% 26.40% 26.00% Residents within a mile of South Fourth Avenue will 65> 12.90% 15.00% 16.30% continue to diversify, with the White population decreasing to 16% in 2022 and the Hispanic population growing fastest to 19.2%. The rate of this Population by Race/ Ethnicity (Primary TA) group, in particular, will exceed the rate in the wider 2010 2017 2022 secondary trade area. The Asian population, although White Alone 18.4% 16.9% 16.0% smaller in proportion, is also projected to increase in Black Alone 67.8% 68.1% 68.1% 2022. American Indian Alone 0.6% 0.6% 0.6% Asian Alone 2.2% 2.5% 2.6% Some Other Race Alone 7.0% 7.6% 8.2% Two or More Races 3.8% 4.2% 4.4% Hispanic Origin 15.4% 17.5% 19.2% Source: ESRI Business Analyst Online 2017

Prepared by Larisa Ortiz Associates – November 2017 24 Residential Population Demographic and Psychographic Overview S4 Income and Educational Attainment

Households by Income (Primary TA) Population by Educational Attainment 2017 2022 2017 2017 <$25,000 24.20% 24.10% Primary TA Westchester $25,000-$49,999 25.10% 22.20% No diploma 16.30% 12% $50,000-$75,000 17.00% 15.10% High School or equivalent 30.80% 20% $75,000-$99,999 11.90% 12.30% Some College 26.60% 20% $100,000> 21.80% 26.30% Bachelors/ Grad/ Professional 26.40% 48%

In the primary trade area, median household incomes Like household incomes, the educational attainment of will continue to rise, although remain lower than either the population in the primary trade area will fall below the Westchester County median or the median for that of Westchester County with only 26.4% of the neighboring Pelham Manor (see Map). In addition, population attaining a Bachelors/ Graduate/ there remains a consistent proportion of low income Professional degree. households below $25,000 at both primary and secondary trade areas. Retailers on South Fourth must As mentioned earlier in the report, only 40% of therefore be cognizant of offering lower price points households in the primary trade area own or lease a that meet the incomes of these households. vehicle, making it more likely for customers from the area to take transit or walk to South Fourth Avenue for convenience goods.

HH by Vehicle Ownership 2017 2017 Primary TA Westchester HH owns/ leases any vehicle 59.6% 82.1% Source: ESRI Business Analyst Online 2017

Prepared by Larisa Ortiz Associates – November 2017 25 Residential Population Demographic and Psychographic Overview S4 Housing

Median Home Value Apartments for lease 2017 2022 2017 Westchester $394,031 $437,150 $579,575

Source: ESRI Business Analyst Online 2017

In the primary trade area, median home value is expected to continue to rise, however remaining more affordable than Westchester County.

Housing Units 2000 2010 2017 2022 Owner 33.3% 32.7% 31.8% 31.3% Source: Trulia 2017 Renter 61.4% 58.1% 59.2% 59.6% Vacant 5.3% 9.3% 9.0% 9.1% Source: ESRI Business Analyst Online 2017

Home ownership and housing vacancy, however, is expected to stabilize at 31.3% and 9.1% respectively. This results in a strong rental market in the primary trade area.

The steady housing rental rates are also attributable to affordable rental prices in downtown Mount Vernon ranging from $1.3k to $1.75k for 1 bedroom apartments compared with $1.7k to $2.6k in downtown New Rochelle and $1.7k to $2k in Yonkers

Prepared by Larisa Ortiz Associates – November 2017 26 Residential Population Demographic and Psychographic Overview S4 Psychographics

Pleasantville International 4.30% City Strivers City Lights Marketplace 52.60% 18.90% 10.00% Family Foundations 4.90% Primary TA 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%

Source: ESRI Business Analyst Online 2017

A psychographic analysis provides a detailed summary educated. They remain price-savvy consumers who are of the consumer spending habits of consumer groups, only willing to pay for known, quality brands. This group including their demographic characteristics, lifestyle also prefers to purchase natural and organic products. and spending characteristics. The information is based on ESRI’s proprietary psychographic segmentation The ‘Pleasantville’ (4.3%) consumers make up a small system. proportion of residents in the primary trade area. They are educated with high incomes of about $85,000. In the primary trade area, 52.6% of residents are These consumers are therefore less cost-conscious and categorized as ‘City Strivers’. These consumers have a prefer timeless and classic fashion. They spend more on median household income of $40,000 and are style quality and brands. and image conscious. Although they are bold consumers willing to try new brands, they typically seek To summarize, the majority of the residential base seeks out deals on branded clothing, and occasionally out affordable branded clothing, some personal indulge in personal services and dining out. These services, and indulges in eating out from time to time. characteristics are similar of the ‘International A smaller percentage of residents with higher incomes Marketplace’ (10.0%) and ‘Family Foundations’ (4.90%) prefer natural and organic products, and remain price- groups. saavy yet retain an interest in quality, branded goods.

The ‘City Lights’ (18.90%) consumers have a higher median household income of $60,000 and are

Prepared by Larisa Ortiz Associates – November 2017 27 Daytime Worker Population S4 Primary Trade Area

Workers by Industry 16.1% Source: LEHD OntheMap Census Data 2016

12.8% 10.3% 10.1% 9.7% 8.1% 6.0% 5.5% 3.1% 3.0% 2.4% 1.8%

1.5% 0.5% 0.4%

Information

Retail TradeRetail

Construction

Enterprises

Manufacturing

OtherServices

Companies and Companies

Managementof

Administration)

Warehousing

Assistance

Support, Waste Support,

Wholesale Trade Wholesale

(excluding Public (excluding

and Leasing

Food Services Food

Administration & Administration

Managementand…

andRecreation

Transportation and Transportation

Educational Services Educational

Arts, Entertainment, Arts,

Accommodation and Accommodation

PublicAdministration

Finance and Insurance Finance

Real Estate and Rental Estate Real and

Health Care and Social HealthCare

and Technical Services andTechnical Professional, Scientific, Professional,

There is a total of 21,348 workers within 1 mile of South There is currently no existing employment strength in Fourth Avenue. This results in a 4:1 resident-to-worker the Information sector, Finance and Insurance sector, ratio for the primary trade area. South Fourth Avenue is Professional, Scientific and Technical Services sector, or therefore primarily meeting the retail needs of residents, Arts & Entertainment Sector. Collectively, these sectors not workers. make up 5.5% of the total local worker population.

21.8% of the worker population in Mount Vernon is employed in Manufacturing, Wholesale Trade and Living in the Transportation and Warehousing. Furthermore, 52% of Living outside Employed and primary trade area people commuting to Mount Vernon for jobs are but working in Living in the but primary trade primary trade employed in Manufacturing, Trade and Transportation working outside: area: area: jobs. 75.1% of residents in the primary trade area leave 27,083 Mount Vernon for service sector jobs. 17,865 3,483

Prepared by Larisa Ortiz Associates – November 2017 28 Daytime Student Population S4 Primary Trade Area

Student and Faculty Nellie A. Thornton High Amani Public School Charter School FTE STAFF 53 19 STUDENTS 770 336 TOTAL 823 355 Source: National Center for Education Statistics 2016

It is also important to note that there are over 1,000 students and over 70 faculty members working within 0.25 mile of South Fourth Avenue. In addition, Westchester Community College also offers night time classes during semester.

Retail along South Fourth Avenue should also meet the needs of the youth population and/ or programs and events can be carried out in collaboration with these Photo: LOA existing local institutions.

Prepared by Larisa Ortiz Associates – November 2017 29 Leakage Analysis S4 Defining Retail Leakage and Surplus

An analysis of retail spending compares the total discretionary income of residents within the trade area against the total sales estimated for local businesses, also within the same trade area.

Surplus: Local businesses sell more than local residents are purchasing. This means that outsiders may be coming into the area to shop.

Leakage: Residents are spending more than local stores are selling, suggesting that residents are spending outside the trade area.

Depending on the size of leakage, this may suggest opportunities for both existing and new businesses to better meet the needs of the residential customer base.

Photo: LOA

Prepared by Larisa Ortiz Associates – November 2017 30 Leakage Analysis Source: ESRI Business Analyst Online 2017 S4

In 2016, the total retail trade and food and drink leakage in the primary trade area amounts to $396.5 million. In the secondary trade area, that amount more than doubles to $963.8 million.

Although there is opportunity for additional retail in most categories, there is strong competition in comparison goods from districts and malls within a 15 minute drive of Mount Vernon. Therefore, retail categories such as Clothing & Accessories, Sporting Goods, Hobby, Book and Music Stores, and Building Materials & Garden Supply stores are unlikely to grow along South Fourth Avenue.

Also, given the significant percentage of general merchandise stores (8%) along South Fourth Avenue and the concerns made by local residents on the lack of retail diversity, the category may not be a priority retail gap to meet.

Instead, there is a large opportunity to attract customers within the primary and secondary trade areas with restaurants and eating places, convenience or specialty grocery stores.

Prepared by Larisa Ortiz Associates – November 2017 31 Leakage Analysis S4 Supportable Retail Square Footage

Retail Category Leakage 100% 60% 40% Capture According to the leakage analysis and by Capture Capture Rate applying a 40-60% capture rate, the primary Rate Rate trade area appears to be able to support an Building Materials, additional 100,000-200,000SF of retail, of which a Garden Equip. & $3,625,166 9,771 5,863 3,909 small percentage may be located directly on Supply Stores South Fourth Avenue. Given the large number of vacant spaces and lots on the corridor, any Grocery Stores 69,034 41,421 27,614 additional development in the study area will be $39,595,411 able to support ground floor retail for some of Specialty Food 4,875 2,925 1,950 the highlighted categories shown in this table. Stores $3,944,073 Health & Personal 27,401 16,441 10,961 Care Stores $29,100,247 Clothing & Clothing 107,323 64,394 42,929 Accessories Stores $51,944,263 Sporting Goods, Hobby, Book & Music $9,064,139 10,701 6,421 4,281 Stores General Merchandise 75,696 45,418 30,278 Stores $47,007,262 Florists $871,841 3,219 1,931 1,288 Used Merchandise 6,299 3,779 2,519 Stores $1,304,561 Restaurants/ Other $36,424,369 46,341 27,805 18,537 Eating Places TOTAL SUPPORTABLE RETAIL SF: 360,662 216,397 144,265 Source: LOA

Prepared by Larisa Ortiz Associates – November 2017 32 Strategic Positioning and Innovation District Assessment S4 Successful Retail Zone

Lifestyle Preferences income levels translate to corresponding price points Traditional/ Contemporary Hip & for a successful retail zone. The horizontal axis, on the Classic Trendy other hand, is given by three main lifestyle categories: Traditional, Contemporary, Hip/Trendy. The area of convergence of the various tapestry segments reflects Pleasantville who the successful retail zone can and should be $90,000> 4.3% City Lights attracting. 18.9% Workers At this time, traditional to contemporary offerings at affordable price points present higher opportunities for <$45,000 International retailers on South Fourth. Marketplace Family 10.0% Median Household Incomes Household Median Foundations 4.9% City Strivers 52.6% Source: LOA

The consultant’s analysis of the ‘successful retail zone’ is reflected in the Strategic Positioning Matrix above. The matrix allows us to plot psychographic profiles of the primary and secondary trade areas based on income levels (vertical axis) and lifestyle choices (horizontal axis). ‘Low’ income on the axis refers to Median Household Income (MHI) below $45,000, ‘Middle’ income refers to MHI between $45,000 and $90,000, and ‘High’ income refers to MHI above $90,000. The

Prepared by Larisa Ortiz Associates – November 2017 33 Strategic Positioning and Innovation District Assessment S4 Innovation District Assessment

What assets does Mt Vernon have?   Economic Manufacturing, No strength in Wholesale Trade and Information sector, Warehousing dominate Finance and Insurance sector, Professional, Scientific and Technical Services Assets that support Innovation sectorDistricts or Arts &  Entertainment Sector Physical Ground floor retail Connectivity barriers density from 1st to 2nd St for existing parking – vibrant street and educational and Source: Brookings Institute 2016 civic institutions on adjunct streets The Brookings Institute defines innovation districts as “geographic areas where leading-edge anchor Tree cover provides Vacant lots and upper comfortable pedestrian stories, no residential institutions and companies cluster and connect...They environment uses allowed are physically compact, transit-accessible, technically- AssetsStrong that transit support access Innovation PoorDistricts sidewalk wired and offer mixed-use housing, office, and retail.“ conditions

Given these clearly-defined attributes, South Fourth Network Merchants Association No existing Avenue must address a number of shortcomings as well convenes merchants communication downtown monthly platform between City as encourage a mix of public and private and local businesses redevelopment strategies in order to advance the Chamber of Commerce Innovation District strategy. provides business assistance to members

Prepared by Larisa Ortiz Associates – November 2017 34 S4

RECOMMENDATIONS

Prepared by Larisa Ortiz Associates – November 2017 Image: LOA35 Developing the Action Plan + Strategic Goals S4

1. Build a market and support redevelopment that includes residential REDEVELOPMENT South Fourth housing (1st St to 2nd St) (PRIVATE)

2. Create a comfortable and South Fourth safe downtown (2nd St to 3rd St) environment REDEVELOPMENT (PUBLIC)

Source: LOA 3. Attract customers to South Fourth Avenue The recommendations put forth herewith will range MARKETING from short term to long term strategies and are aimed + PROMOTION at meeting one or more of the following strategic goals:

4. Bring together existing partnerships and resources

ADMINISTRATIVE CAPACITY

Prepared by Larisa Ortiz Associates – November 2017 36 Revise Zoning S4

Previous planning studies conducted for the City of oriented development goals for Mount Vernon East Mount Vernon have recommended increasing density train station Brownfield Opportunity Area (BOA), as put and uses within the downtown area. More specifically, forth in the Mount Vernon Draft Comprehensive Plan of these studies have suggested modifications to the 2011. zoning of the downtown business district from its non- residential character to one that supports mixed use Finally, the City may also reap financial benefits from with office, commercial, and residential uses within a allowing mixed uses along South Fourth. In order to be single site or across various sites. The following strategies an eligible target area for New York Main Street serve to reinforce the recommendations made in funding, the target area should be an established previous years, while maintaining the historic character mixed-use district. of some of the buildings along South Fourth Avenue. In downtown New Rochelle, for example, a recently Allow for mixed use/ residential in the downtown instated downtown mixed use district, in combination business district with a downtown overlay zone, have spurred additionally density and mixed use developments Altering the use categories in the downtown business around the New Rochelle Transportation Center. In district to allow for mixed use residential development addition, the City has managed to maintained the along South Fourth will be consistent with the goals of historic character of buildings through a form-based the Urban Renewal Area just south of the study area. code. The Urban Renewal Area already allows for the development of new or adaptive reuse mixed-use commercial, office, residential and related uses.

This type of development along South Fourth will spur job creation and further reinvestment along the commercial corridor. It will also support the transit-

Prepared by Larisa Ortiz Associates – November 2017 37 Revise Zoning S4

Case Study: Davenport-Lofts On Main is a live-work development in New Rochelle that was converted from a former Bloomingdale’s department store on Main Street. CPC Resources (a lender) and the Business Improvement District created a dedicated $50 million dollar fund to support development along the three-block corridor.

Photo: Downtown New Rochelle (Corey Best via Flickr)

Prepared by Larisa Ortiz Associates – November 2017 38 Revise Zoning S4 Lower parking minimums (Revise the zoning code to incentivize sharing of parking)

As mentioned earlier in the report, parking requirements case as it encourages shared use parking facilities are much higher in the City of Mount Vernon than serving mixed-use developments in the area. many other downtowns in the region. Often these requirements impede development interest due to high In the Urban Renewal area, “applicants may propose costs associated with building parking spaces. A less than the total required number of parking spaces structured parking space in an above ground parking for all uses if the spaces are provided as part of a podium or underground ramp typically costs between shared use parking facility. Shared use of required $20,000 to $55,000 each1. parking spaces may occur where two or more uses on the same site or on separate sites are able to share the Furthermore, facility parking requirements have also same parking spaces because their parking demands resulted in businesses purchasing parking spaces in occur at different times.” existing municipal garages. A 30,000SF gym located along Gramatan Avenue, for example, is required to provide 150 parking spaces (parking minimum for commercial indoor recreation facilities and health club is5 per 1,000SF). Merchant stakeholders reported that many spaces in the municipal garage along Gramatan Avenue, just north of South Fourth, have been designated for the users of this gym and yet remain vacant. But result in limited available parking for employees along South Fourth.

Lowering or removing parking minimums or incentivizing the sharing of parking spaces will encourage redevelopment of vacant sites and would not be an

untested strategy in the City. In fact, the Urban Photos: Gramatan Avenue, Mount Vernon (Google Map) Renewal Area, south of the study area, is a precedent

Prepared by Larisa Ortiz Associates – November 2017 1 Source: https://streets.mn/2015/06/11/minneapolis-proposes-to-eliminate-minimum-parking-requirements-near-transit/39 Provide tools for historic preservation and façade improvements S4

During stakeholder meetings, many local merchants, would otherwise occur on these sites to other areas members of the public, and City officials voiced planned for higher growth and development. TDR concerns over the potential loss of historic facades programs transfer the development rights of a should an influx of development occur along South predetermined lot – known as a ‘sending area’, which Fourth Avenue. Based on field observation, there in this case might be the lots fronting South Fourth appear to be a number of buildings along South Fourth Avenue – to other lots, known as ‘receiving areas’, Avenue that may merit conservation efforts. which in this case may be high intensity development zones around Mount Vernon East train station. However, as mentioned earlier, further study is warranted to ascertain the significance of the buildings The TDR program, if well- managed, will give the City of to the City’s history, architecture, archaeology and Mount Vernon the ability to achieve preservation as culture. There are several ways in which the City can well as compact development around the transit mitigate this potential problem of architectural loss, station, and should be administered as a voluntary including implementing a Transfer of Development program for property owners to opt into. To be Rights (TDR) overlay to permanently protect buildings effective, the program should also include incentives to by redirecting development to other areas planned for make the TDR option attractive including financial high growth, or an adaptive reuse overlay that compensation and permitting process flexibility. incentivizes the conversion of historic structures, and finally, a historic district designation that will provide the City access to state historic preservation grants.

Transfer of Development Rights (TDR) Program

A TDR overlay program is a zoning tool used to protect buildings or sites by redirecting development that

Prepared by Larisa Ortiz Associates – November 2017 40 Provide tools for historic preservation and façade improvements S4

Adaptive Reuse Overlay Program

An adaptive reuse overlay program is a zoning incentive that facilitates conversion of historic and under-utilized structures into mixed use buildings. The overlay consists of a set of land use ordinances with relaxed parking, density and other typical zoning requirements. The overlay program should also provide flexibility in the approval and permitting process to incentivize developers to rehabilitate older structures rather than tearing them down for new development.

In Los Angeles, the adaptive reuse program outlines eligibility of buildings according to year of construction and proven historic significance. Since its inception in 1999, over 6,500 housing units have been completed/ currently under construction. Some of the incentives of the program include waived density restrictions, no new parking spaces required, and ‘grandfathered’ Photos: Downtown Adaptive Reuse Incentive Areas (City of Los Angeles); nonconforming setbacks, height and floor area. Broadway Trade Center in Downtown Los Angeles (UrbanizeLA)

Prepared by Larisa Ortiz Associates – November 2017 41 Provide tools for historic preservation and façade improvements S4

Demolition by Neglect Friendly Eminent Domain

Demolition by neglect is defined as the process of Following from the precedent of the Urban Renewal allowing a building to deteriorate to the point where Area, the City can also consider friendly eminent demolition is necessary to protect public health and domain as a “last resort” tool for acquiring properties safety. There are various potential causes for demolition that have fallen into neglect on South Fourth and need by neglect including, lack of resources (money and/or redevelopment. access to credit), advanced age of property owners, inheritance issues/ intestate, fragmented ownership At this time, this action may only be taken in the URA, through organizations such as non-profits, mortgage south of the study area. fraud, city auction and finally strategic investment.

Demolition by neglect ordinances allow the City to acquire properties that have fallen into significant state of disrepair. This is a potential tool for use along South Fourth Avenue, particularly between 2nd and 3rd Street, where building conditions are affecting the overall vitality of the commercial corridor.

The City must first provide notice to property owners of the need to make repairs. Following that, if no action is taken by the property owner, the City will file a demolition by neglect lawsuit to force the owner to repair and restore the building. It must be noted that past cases in New York State that have been successful have mainly been located in landmark districts, or for registered historic buildings.

Photo: LOA

Prepared by Larisa Ortiz Associates – November 2017 42 Provide tools for historic preservation and façade improvements S4

NY Main Street Historic Preservation Grant

In order to be an eligible target area for New York Main Street funding, the “target area should be an established mixed-use (commercial, civic and residential) Main Street or downtown retail district”. It is unlikely that South Fourth Avenue, with its current zoning and land use, will be awarded NY Main Street funding. However, it does meet the eligibility criteria of being “no more than three contiguous blocks.”

Should the City revise its zoning to enable mixed-use development along South Fourth Avenue, funding from NY Main Street will be more likely and can be used for:

Target Area Building Renovations/ Façade Improvement Grant Program For façade and interior renovations Provides small matching grants, as well as design services, to business owners making improvements to business signage, façade, or storefront security gates. This program may be run by the City or by local organizations such as the Chamber of Commerce or merchants association.

Streetscape enhancement For street furniture installation, trash receptacles, wayfinding/ signage, distinctive street lighting (Not eligible for street paving/ sidewalks/ curbing) Photo: LOA

Prepared by Larisa Ortiz Associates – November 2017 43 Make Downtown Parking Attractive and Accessible S4

According to a downtown parking management study Connect adjacent parking lots to South Fourth conducted in Mount Vernon in 2009, the City of Mount Vernon already has excess parking capacity. In order At this time the length of the block from 1st St to 2nd St, to meet the parking needs and concerns of South measures over 900 linear SF. Customers, merchants and Fourth merchants and their customers, the study found employees have voiced concerns over the lack of the need to enforce shared parking and better accessible parking spaces for South Fourth. (Previous utilization of existing parking lots and garages. access was provided through a through block retailer who is no longer in business.) Although the municipal In order for customers, employees and residents to be lots on South 3rd Ave and South 5th Ave provide over willing to share existing parking resources (also 550 parking spaces, they are difficult to access given recommended in this report), however, parking facilities the long block lengths and lack of pedestrian-scale need to be well-maintained and have appropriate lighting. wayfinding and signage to help users navigate between parking lots and retail and institutional As a result, many customers and merchants do not feel anchors safely and with ease. Employees also need to comfortable or safe walking to and from these be given incentives to either use alternative modes of perceived remote parking facilities. The utility of these transportation (as will be discussed in the following facilities has therefore diminished over time leading to section) or to park in clearly designated off-street disrepair. parking facilities. Otherwise both business owners and employees will occupy spaces that should be left for In order to encourage all users of South Fourth corridor customers. to leverage existing parking spaces in the adjacent lots, the avenue must be broken up in order to create Finally, the study also recommended providing shorter blocks and create walking paths to parallel pedestrian connectivity between parking lots and the avenues. This can be carried out at the following commercial corridor to encourage a “park once” properties: habit. This report reinforces the recommendations made by the New York Metropolitan Transportation Council and Westchester County Department of Transportation with more detailed actions to take along South Fourth Avenue.

Prepared by Larisa Ortiz Associates – November 2017 44 Make Downtown Parking Attractive and Accessible S4

i) 31 South Fourth Ave In order to provide access for customers on South 1-story building Fourth to the parking lot on South Fifth Avenue, the City Tenant: Hosiery Plus can also encourage storeowners on the west side of Property Owner: Lee, Andrew South Fourth Avenue to reopen rear entrances to allow Lot Area: 2,307 SF pedestrian access to South Fifth Avenue.

ii) 141 South Fourth Ave There are several large apparel and accessories stores No building; dead alley on the west side of South Fourth that have thru access Property Owner: City of Mount Vernon (Urban Renewal) to South Fifth Avenue, including V.I.M. and Footlocker, Lot Area: 2,610 SF that are well-poised to provide this connection. This will require incentive negotiations on the part of the City to In order to create shorter blocks measuring between encourage property owners and storeowners to 350 – 500 linear SF, the above properties will have to be provide the much-needed pedestrian access. acquired by the City, demolished and transformed into public space and a safe thoroughfare. It will also iii) 34 South Fourth Ave require the City to relocate existing tenants. These Tenant: V.I.M. connections must be well-lit, programmed, and well- Property Owner: Tvernon Trading LLC maintained throughout the year in order to ensure Lot Area: 18,693 SF safety of pedestrians using the new access paths.

Many cities have carried out this strategy of acquiring land from private property owners in order to create alleys and pedestrian pathways to rear parking lots, including Mt Kisco (Westchester County, NY) and Glen Cove (Long Island, NY). In Shadyside (Pittsburgh, PA), Mt Kisco the alley created by the municipality to the parking lot adjacent to the main shopping street is known as Culloden Way. It connects employees and customers to rear surface parking and the design of the lot incorporates solar and “green” energy for lights. Shadyside

Prepared by Larisa Ortiz Associates – November 2017 45 Make Downtown Parking Attractive and Accessible S4

1) 31 South Fourth Ave 1-story building Tenant: Hosiery Plus Property Owner: Lee, Andrew 1 Lot Area: 2,307 SF 2) 34 South Fourth Ave 2 Tenant: V.I.M. Property Owner: Tvernon Trading LLC Lot Area: 18,693 SF

3) 141 South Fourth Ave No building; dead alley Property Owner: City of Mount Vernon (Urban Renewal) Lot Area: 2,610 SF

3

1 3

Source: LOA Photos: LOA

Prepared by Larisa Ortiz Associates – November 2017 46 Make Downtown Parking Attractive and Accessible S4

Improve and maintain existing parking lots shadows and ensure the parking lot is fully illuminated at night for pedestrians returning to their vehicles. Industry standards indicate that parking is “efficiently utilized” when approximately 90% of spaces in an off- Low landscaped vegetation can also serve to prevent street facility are full. Facilities that are below this level, shadows from being created throughout the parking lot however, are not functioning efficiently. Field and discourage loitering and leaning against taller, observation on two separate days of the municipal lot dense vegetation. In addition, convenient pedestrian on South Fifth Avenue showed utilization rates of about crossings within the parking lot and at various entrances 30-40%, indicating that the lots are not currently to the parking lot will also encourage users to easily efficient. Local merchants cited concerns over access the rear lot on South Fifth. At this time the only personal safety as a key reason for the under utilization marked pedestrian crossing can be found on the of the lot. Along with providing improved connections southeastern corner of the parking lot on 2nd Street. to South Fourth, the lot with over 500 parking spaces on South Fifth Avenue must be improved and maintained. The following environmental design recommendations for improving existing parking lots may be even more effective when supplemented by security and police personnel patrolling the lot more frequently.

According to parking experts, the key to personal safety in parking lots is visibility. When parking patrons are able to see potential threats from a distance, they are more likely to be able to take measures to avoid those threats. Similarly, if security measures are made visible to potential attackers, there is less likelihood of crime within the parking lot.

Sufficient bright pedestrian-scale lighting and light spacing within and around the parking lot will minimize

Source: LOA

Prepared by Larisa Ortiz Associates – November 2017 47 Make Downtown Parking Attractive and Accessible S4

Create an offsite employee parking strategy

The municipal parking lot on South Fifth Ave was historically built to “meet the parking needs of the merchants on South Fourth Avenue, visitors to the nearby auditorium and churches”. However, over the years, merchants have found that the parking lot has become a prime spot for loitering due to lack of lighting at night.

In order to restore the parking lot to its original purpose, employees should be encouraged to use the existing spaces rather than taking up valuable on-street parking spots. Incentivize parking on off-site lots by offering a discounted employee parking permit for designated South 5th Ave lot parking spaces. Photo: South Fifth Parking Lot (Images of America – Mount Vernon)

Prepared by Larisa Ortiz Associates – November 2017 48 Enhance alternative transit options S4

Carry out sidewalk and street improvements

For a downtown commercial street, South Fourth Avenue has a narrow sidewalk of about 12’ width. The space should be well- maintained and well-equipped to enhance the pedestrian experience.

As described in the physical diagnostic, South Fourth Avenue’s sidewalks are currently poorly maintained. Photos: LOA Tree pits are littered and inconsistent concrete is used to pave the sidewalks. There are also no midblock crossings and painted crosswalks between 2nd St and 3rd Street, limiting cross shopping opportunities for customers. Capital investment in sidewalks, curbs and street amenities is therefore important to enhance shoppers’ experience on South Fourth.

Based on cost estimates provided by San Francisco WalkFirst Program, light street enhancements that do not include street repaving will cost between $1-2 million per block. Full street enhancements, on the other hand, may go up to $2-3 million per long block or more.

Other sidewalk amenities that should be considered are dual use tree guard benches that provide seating along the corridor while protecting tree pits.

Prepared by Larisa Ortiz Associates – November 2017 49 Enhance alternative transit options S4

Conduct bike share feasibility study

In the 1890s, when most of Mount Vernon’s city streets were newly paved, bicycles “were a craze”. Today, the trend has returned with “a majority of all Americans — and two-thirds of millennials — saying they want to live and work where they won’t often need cars”, Photo: Bikes in Mount Vernon (Images of America – Mount Vernon) according to a 2015 Urban Land Institute survey. In share program. This includes engaging local bike store, order to remain competitive, cities must adapt to this Bronx River Bicycle Works, and planning the location of new transportation paradigm of biking and walking. bike share stations around key transit hubs and planned river bike paths. A bike share program in downtown Mount Vernon will serve to relieve congestion along South Fourth Avenue In order to support and grow a bike share program, the (as reported by customers and merchants in City must ensure it follows through on creating denser, community meetings) and given that only 59.6% of mixed use areas downtown. Such areas are ideal for residents in the primary trade area own/lease a vehicle, bike share as they see mixed usage throughout the day bikes will enable nearby resident customers to access from workers and commuting residents during the South Fourth through another mode of transportation. daytime and bar/ restaurant patrons at night.

The bike share program, in line with the Mayor’s vision The typical cost of implementing a small bike share to create an innovation district in Mount Vernon, may program is about $4,000-$5,000 per bike covering all potentially attract a younger demographic needed to costs of docking stations and kiosks, according to support innovative and creative industries. Finally, the Zagster a nationwide bike share operator. The City will bike share program will serve as an asset to other efforts need to seek sources of public funding (Federal Transit in Mount Vernon that will reinvigorate river trails and Administration or Federal Highway Administration) or paths in Canal Village. collaborative sponsorship from local businesses, non- profits, advocacy groups and institutions such as The City should build upon its existing assets and local schools and churches to carry out the feasibility study bike advocacy groups in order to implement the bike and bike share system.

Prepared by Larisa Ortiz Associates – November 2017 50 Improve public safety S4

Perception of public safety on commercial corridors is in the area and should be conducted in cooperation important to attract customers throughout the day. with local merchants in order to minimize disruption to There are a number of environmental design strategies their businesses on South Fourth. and basic cleaning programs that can be undertaken by the City and local stakeholders in order to improve In Downtown San Diego, for example, power washing is the perception of safety on South Fourth. carried out monthly by the Storm Water Department of the City of San Diego, in partnership with the downtown Appearance matters. By addressing and rectifying partnership. Most of the power washing is visible signs of physical degradation, the corridor can accomplished between 2am and 6am, or during off- benefit from a decrease in the perception of crime peak shopping hours. (Econsult Study, 2011) and actual reduction in crime, according to a study (Hoyt, 2005). In Asheville, North Carolina, an amount was allocated from an overall citywide tax increase to clean up downtown. The city spent about $45,000 on an initial Clean and Safe Program contract for the power washing.

Power washing can dramatically improve the appearance of sidewalks and block faces along a commercial corridor. In doing so, it enhances the overall feeling of security for customers, employees and residents in the area. The City should adopt a clean and safe program that includes power washing as a tool for cleaning South Fourth.

At this time, customers and merchants have noted the poor conditions of sidewalks and the high amounts of litter and dirt found in the public realm as deterrents for shopping and staying on South Fourth. Street-level cleaning operations will greatly benefit all pedestrians

Prepared by Larisa Ortiz Associates – November 2017 51 Improve public safety S4

Public Lighting Program ownership of the program and will effectively fund wrapping eighteen Main Street trees with festive white lights, year-round, and will also include public art Improved street lighting—either through more lights or installations such as the painting of electric utility boxes brighter lights— can reduce crime by an average of 7% with murals. (Farrington& Welsh, 2002). Better light can also promote the nighttime operation of businesses and increase pedestrian street use after dark, all of which leads to a more active, enhanced neighborhood.

The first step to take is to improve existing lighting fixtures on South Fourth. Many cities across the country have replaced high pressure lamps with LED street lighting as a cost- and energy-saving move. More importantly, LED fixtures improve light levels and heighten visibility, which enhances security for both drivers and pedestrians.

Secondly, the City and local merchants association can introduce festive lighting along South Fourth at a low cost. The Hyannis Main Street Dress Up Downtown Initiative in Massachusetts is an example of a grassroots effort to enhance public lighting on a commercial corridor. The Hyannis Main Street Business Improvement District crowdsourced and raised over $27,000 with a matching state grant of $15,000 from the Photos: Hyannis Main Street Downtown San Diego MassDevelopment, the state’s economic development and finance agency, and the Lorusso Foundation. The crowdfunding effort encourages stakeholders to take

Prepared by Larisa Ortiz Associates – November 2017 52 Improve public safety S4

Mural Art Program murals along South Fourth, particularly between 2nd Street and 3rd Street where public safety is a concern and ground floor vacancy is high at 48%, will serve to The installation of more than one mural in a enhance public safety on the commercial corridor. neighborhood in successive years can improve perceptions of safety, according to an evaluative study It is important to note that more successful public mural conducted on the Porch Light Program in Philadelphia art programs have engaged and prioritized the (Tebes, Matlin & Hunter, 2015). The public mural participation of local artists, community members, and program showed a positive impact on neighborhood local institutions throughout the planning, design and aesthetic quality, including “overall aesthetic quality, implementation phases. The City should therefore the walking environment… and perceived continue to engage students and faculty at the Amani neighborhood safety.” Public Charter School, as well as stakeholders of other institutions such as the AC-BAW Center for the Arts, A field observation by the Consultant revealed that Mount Vernon Public Library, Nellie A. Thornton High there are already existing guerilla murals along South School, Westchester Community College and the local Fourth and other parts of Mount Vernon, particularly on churches. vacant lots and boarded up vacant storefronts. The most recent efforts by local institution, Amani Public Charter School, to create murals on vacant city property along South Fourth suggests the strong potential for the City to formally establish a public mural art program that leverages the resources and enthusiasm of local artists and community members to create a more vibrant physical environment that can improve perceptions of neighborhood safety.

This public mural art program aligns closely with the City’s application to Consolidated Funding, which will establish an Art Gardens program, including murals Photos: LOA along the City’s four downtown bridges. Expanding the

Prepared by Larisa Ortiz Associates – November 2017 53 Actively promote and market South Fourth S4

Establish a collective downtown branding strategy

Many downtowns across the country have adopted area-wide marketing and branding strategies to promote retail and restaurant offerings to potential customers and tenants. This long-term recommendation will be effective following major investment in redeveloping underused or vacant private and public lots along South Fourth Avenue.

A key example of effective downtown branding is 2nd Street District in Austin, Texas. A multi-disciplinary graphic design studio was engaged to create an engaging brand identity – including logo creation, website, print and environmental design strategies for the downtown district. According to Robin Myers, President of the Downtown Mount Vernon Merchants Association, the organization hopes to be able to spearhead such a branding and marketing initiative for South Fourth Avenue as soon as sufficient funding is procured. Photos: Hyannis Main Street

Prepared by Larisa Ortiz Associates – November 2017 54 Full Recommendations and Strategies List S4

Partner with local institutions for program and Recommendation Lead Role Supporting Role marketing efforts Mural Art Program AC-BAW, Nellie A. In order for many of the recommendations put forth in Thornton High this report to be successful, existing local institutional School, Amani Public and stakeholder groups must be involved throughout Charter School the planning and development process. Bike Share Bronx River Bicycle Works, Westchester City of Mount Community College, Vernon Downtown Merchants Association

Storefront Downtown Improvement Merchants Program Association, Chamber of Commerce Public Lighting City of Mount AC-BAW Vernon; Downtown Merchants Association Downtown Mount Local businesses Vernon Marketing Downtown & Branding Efforts Merchants Association

Prepared by Larisa Ortiz Associates – November 2017 55 Full Recommendations and Strategies List S4 Strategy Lead Agents Time Cost Potential Funding Revise zoning tools City of Mount Vernon Offer financial tools for historic preservation City of Mount Vernon, Community Preservation Corporation, and façade/ storefront improvement: Downtown Merchants Association NY Main Street • Main street historic preservation grants • Façade improvement grants • Storefront improvement loan funds Make downtown parking attractive and accessible • Connect adjacent parking lots to South NY Main Street Fourth City of Mount Vernon • Maintain existing parking lots • Offsite employee parking strategy Improve alternative transit options • Sidewalk + street improvements City of Mount Vernon, Bronx River • Conduct bike share feasibility study Federal Transit Administration or Bicycle Works Federal Highway Administration or collaborative sponsorship from local businesses, non-profits

Improve public safety City of Mount Vernon, AC-BAW, Nellie A. Thornton High School, • Clean and soap Amani Public Charter School • Mural Art Program • Public Lighting City of Mount Vernon; Downtown Merchants Association Establish a collective downtown branding Downtown Merchants Association strategy

3-6 months 12> months <$50,000 $100,000> All time and cost estimates based on industry research by LOA. 6-12 months $50,001-$100,000

Prepared by Larisa Ortiz Associates – November 2017 56 S4

Prepared by Larisa Ortiz Associates – November 2017 57 S4

Prepared by LarisaPrepared Ortiz by Associates Larisa Ortiz – November Associates 2017– October 2017 Image: LOA58