OPPORTUNITIES AND CHALLENGES 1 JRDV Architects • September 22, 2009 Upper Broadway Destination Retail Oakland OPPORTUNITIESPROJECT BACKGROUND AND CHALLENGES - CITY WIDE RETAIL STRATEGY 2007-2009 2 Upper Broadway Retail Oakland JRDV Architects • Conley Consulting Group • 2009 Agenda OPPORTUNITIESPROJECT BACKGROUND AND CHALLENGES - CITY WIDE RETAIL STRATEGY 2007-2009 3 1. Our Destination Retail Leakage Problem 2. What Other Cities have done about it. 3. How to Coordinate Upper Broadway plan as part of Comprehensive Downtown Strategy 4. How to Coordinate Upper Broadway plan with other Uses and Historical Resources 5. Requirements for Success JRDV Architects • Conley Consulting Group • 2009 OPPORTUNITIESPROJECT BACKGROUND AND CHALLENGES - CITY WIDE RETAIL STRATEGY 2007-2009 4 GOAL: Remake downtown Oakland including Up per Broadway Area into a destination shopping district that provides residents, office workers and visitors an authentic iconic center that in a significant way defines it as a community. JRDV Architects • Conley Consulting Group • 2009 1. Our Destination Retail Problem Part of a Comprehensive Strategy to Bring all Kinds of Retail back to Oakland upper Broadway destination retail strategy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art of a Comprehensive Strategy to Bring all Kinds of Retail back to Oakland upper Broadway destination retail strategy 9 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP By and Large Neighborhood Serving Retail is Improving around City upper Broadway destination retail strategy 10 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Which brings us to the Premise of much of Oakland’s Original Development upper Broadway destination retail strategy 11 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP The Extensive Streetcar Systems Created “Destination” Retail upper Broadway destination retail strategy 12 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP The Extensive Streetcar Systems Created “Destination” Retail upper Broadway destination retail strategy 13 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP The Extensive Streetcar Systems Created “Destination” Retail upper Broadway destination retail strategy 14 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Creating Third largest Retail Center in California (After S.F. and L.A.) upper Broadway destination retail strategy 15 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Didn’t Last. upper Broadway destination retail strategy 16 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Didn’t Last. upper Broadway destination retail strategy 17 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Leaving an Empty Shell ... upper Broadway destination retail strategy 18 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Including 3 types of Destination Retail upper Broadway destination retail strategy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ack to Citywide Retail Leakage upper Broadway destination retail strategy 20 +%9 ./$%"/5.$!29 . /&&)#)!,./$%3 !$$)4)/.!,2%4!),./$%3 -/.4#,!)2 ,).#/,.315!2% ./24(/!+,!.$ 2/#+2)$'% 34"2/!$7!9 "2%4(!24 ,!52%, ',%.6)%7 %!34-/.4 $)-/.$ #(),$2%.3 -),,3-/.4 (/30)4!, 500%2"2/!$7!9 /!+,!.$4%#( 0)%$-/.4!6% 4(!.$ -!#!24(52 4%-%3#!, +/2%!4/7. '2!.$!6% '/,$%.'!4% '2!.$,!+% &//4(),,315!2% &//4(),, 3%-).!29 ,!+%3(/2% 4(!.$ &25)46!,% (%'%."%2'%22$ !.$).4%2.!4)/.!, '2!.$!6% %,-(5234 !$!-30/).4 &25)46!,%!.$ 3!.0!",/ &//4(),, (!6%.3#/524 ,/#+7//$ %,-(5234 3/54( ./24('!4% +/2%!4/7. &2%-/.4 -%22)44 &25)46!,%!.$ ).4%2.!4)/.!, 4(!6%.5% 500%2-!.$%,! 2$!6%.5% #/,)3%5- ()'(342%%4 #/22)$/2 504/7. %!34,!+% $/7.4/7. 3!.!.4/.)/ 7%34'2!.$ &25)46!,% 34!4)/. ) #/22)$/2 -!.$%,!'2!.$ #().!4/7. /,$/!+,!.$ *!#+,/.$/. '!4%7!9 ,/7%2"2/!$7!9 (%'%."%2'%2 #/22)$/2 *!#+,/.$/. 315!2% 7%34/!+,!.$"!24 /!+,!.$.%)'("/2(//$./$%3 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Another is Entertainment Oriented/Restaurant (Even Young Fashion) upper Broadway destination retail strategy 21 +%9 ./$%"/5.$!29 . /&&)#)!,./$%3 !$$)4)/.!,2%4!),./$%3 -/.4#,!)2 ,).#/,.315!2% ./24(/!+,!.$ 2/#+2)$'% 34"2/!$7!9 "2%4(!24 ,!52%, ',%.6)%7 %!34-/.4 $)-/.$ #(),$2%.3 -),,3-/.4 (/30)4!, 500%2"2/!$7!9 /!+,!.$4%#( 0)%$-/.4!6% 4(!.$ -!#!24(52 4%-%3#!, +/2%!4/7. '2!.$!6% '/,$%.'!4% '2!.$,!+% &//4(),,315!2% &//4(),, 3%-).!29 ,!+%3(/2% 4(!.$ &25)46!,% (%'%."%2'%22$ !.$).4%2.!4)/.!, '2!.$!6% %,-(5234 !$!-30/).4 &25)46!,%!.$ 3!.0!",/ &//4(),, (!6%.3#/524 ,/#+7//$ %,-(5234 3/54( ./24('!4% +/2%!4/7. &2%-/.4 -%22)44 &25)46!,%!.$ ).4%2.!4)/.!, 4(!6%.5% 500%2-!.$%,! 2$!6%.5% #/,)3%5- ()'(342%%4 THE UPTOWN 504/7. #/22)$/2 %!34,!+% $/7.4/7. 3!.!.4/.)/ YOUNG FASHION 7%34'2!.$ / &25)46!,% 34!4)/. ) #/22)$/2 -!.$%,!'2!.$ #().!4/7. ENTERTAINMENT- /,$/!+,!.$ THE ,LOOP *!#+,/.$/. '!4%7!9 ,/7%2"2/!$7!9 (%'%."%2'%2 ORIENTED RETAIL AUTO-ORIENTED #/22)$/2 *!#+,/.$/. 315!2% DESTINATION 7%34/!+,!.$"!24 (BIG BOX) /!+,!.$.%)'("/2(//$./$%3 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP But Biggest Leakage is “Department Store-Like Merchandise” upper Broadway destination retail strategy 22 +%9 ./$%"/5.$!29 . /&&)#)!,./$%3 !$$)4)/.!,2%4!),./$%3 -/.4#,!)2 ,).#/,.315!2% ./24(/!+,!.$ 2/#+2)$'% 34"2/!$7!9 "2%4(!24 ,!52%, ',%.6)%7 %!34-/.4 $)-/.$ #(),$2%.3 -),,3-/.4 (/30)4!, 500%2"2/!$7!9 /!+,!.$4%#( 0)%$-/.4!6% 4(!.$ Upper Broadway “DEPARTMENT -!#!24(52 4%-%3#!, +/2%!4/7. '2!.$!6% '/,$%.'!4% '2!.$,!+% &//4(),,315!2% &//4(),, STORE-LIKE MERCHANDISE” 3%-).!29 ,!+%3(/2% 4(!.$ &25)46!,% (%'%."%2'%22$ !.$).4%2.!4)/.!, '2!.$!6% %,-(5234 !$!-30/).4 &25)46!,%!.$ 3!.0!",/ &//4(),, (!6%.3#/524 ,/#+7//$ %,-(5234 3/54( ./24('!4% +/2%!4/7. &2%-/.4 -%22)44 &25)46!,%!.$ ).4%2.!4)/.!, 4(!6%.5% 500%2-!.$%,! 2$!6%.5% #/,)3%5- ()'(342%%4 THE UPTOWN 504/7. #/22)$/2 %!34,!+% $/7.4/7. 3!.!.4/.)/ YOUNG FASHION 7%34'2!.$ / &25)46!,% 34!4)/. ) #/22)$/2 -!.$%,!'2!.$ #().!4/7. ENTERTAINMENT- /,$/!+,!.$ THE ,LOOP *!#+,/.$/. '!4%7!9 ,/7%2"2/!$7!9 (%'%."%2'%2 ORIENTED RETAIL AUTO-ORIENTED #/22)$/2 *!#+,/.$/. 315!2% DESTINATION 7%34/!+,!.$"!24 (BIG BOX) /!+,!.$.%)'("/2(//$./$%3 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP 2. What Other Cities have Done about it. Oakland No Different than Pre-War Retail Destinations in CA (Except S.F.) upper Broadway destination retail strategy 24 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Reclaimed Entertainment/Restaurant Oriented Retail in Urban California upper Broadway destination retail strategy 25 x x x x x CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Incl. Hollywood Boulevard with Entertainment/Restaurants/Young Fashion upper Broadway destination retail strategy 27 x x HOLLYWOOD BOULEVARD LOS ANGELES x x CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP On similar progression as here in Oakland upper Broadway destination retail strategy 28 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS /CONLEY CONSULTING GROUP Using Entertainment as an Anchor upper Broadway destination retail strategy 29 CITY OF OAKLAND CITYWIDE RETAIL STRATEGY PLAN JRDV ARCHITECTS