UPPER BROADWAY STRATEGY A Component of the OAKLAND RETAIL ENHANCEMENT STRATEGY Last Updated: September 11, 2007 CONLEY CONSULTING GROUP JRDV ARCHITECTS STRATEGIC ECONOMICS COLLIERS INTERNATIONAL This report was constructed by Conley Consulting Group, Strategic Economics, JRDV Architects and Colliers International with the assistance of City of Oakland staff including Claudia Cappio, Gregory Hunter, Aliza Gallo, Keira Williams and Kathy Kleinbaum. Table of Contents 3 I. Introduction..............................................................................................................................5 • Steps Undertaken.................................................................................................................6 • Report Organization............................................................................................................7 Executive Summary................................................................................................................8 II. Oakland’s Shortage Of Comparison Retail Goods Stores..................................11 • A. The Oakland Consumer............................................................................................12 • B. Consumer Profiles......................................................................................................12 • C. Diversity.........................................................................................................................13 • D. Residents’ Spending Power and Leakage...............................................................13 • E. Oakland Employees.....................................................................................................15 • F. Shopper Survey and Public Meetings.....................................................................18 III. Upper Broadway Site Opportunities...........................................................................19 • A. Site Acquisitions Costs..............................................................................................20 • B. Mixed Use.....................................................................................................................21 • C. Retail Prototypes for Upper Broadway...................................................................21 • D. Upper Broadway Retail Development Opportunities.........................................23 • E. Development Alternative 1.......................................................................................26 • F. Development Alternative 2.......................................................................................28 • G. Development Alternative 3.......................................................................................30 IV. Feasibility And City Action Requirements................................................................33 • A. Market Opportunities................................................................................................34 • B. Retail Feasibility Issues...............................................................................................37 V. Implementation Plan...........................................................................................................43 • A. Opportunities and Constraints................................................................................44 • B. Critical Action Steps..................................................................................................44 • C. Organizational Readiness and Resource................................................................45 • D. Resource Needs..........................................................................................................45 • E. Action Plan....................................................................................................................45 Appendices A. Case Studies................................................................................................................................49 B. Mixed Use Design Guidelines..................................................................................................59 C. Claritas Lifestyle Cluster Profile Definitions........................................................................95 D. Parking Strategies.......................................................................................................................99 E. Public Meetings.........................................................................................................................103 CONLEY CONSULTING GROUP JRDV ARCHITECTS STRATEGIC ECONOMICS COLLIERS INTERNATIONAL List of Table and Figures 4 A. Tables 1. City of Oakland, 2007 Demographics.............................................................................................12 2. Oakland Lifestyle Clusters................................................................................................................12 3. Oakland Diversity................................................................................................................................13 4. City of Oakland Retail Leakage........................................................................................................14 5. 2005 Sales Per Capita.........................................................................................................................14 6. Oakland Workforce PRIZM Clusters.............................................................................................15 7. Upper Broadway Site Acquisition Costs........................................................................................21 8. Alternative 1 – Development Combinations.................................................................................26 9. Alternative 1 – Area Tabulations.......................................................................................................26 10. Alternative 2 – Development Combinations...............................................................................28 11. Alternative 2 – Area Tabulations.....................................................................................................28 12. Alternative 3 – Development Combinations...............................................................................30 13. Alternative 3 – Area Tabulations.....................................................................................................30 14. Primary Trade Area PRIZM Clusters.............................................................................................35 15. Primary Trade Area Lifestyle Profiles.............................................................................................35 16. Trade Area Diversity..........................................................................................................................36 17. Trade Area Workforce PRIZM Clusters.........................................................................................36 18. Alternative Upper Broadway Development Programs : Zone 1.............................................39 19. Economic Feasability Assessment, Alternatuve Development Scenarios : Zone 1..............40 20. Oakland Retail Expenditure Potential and Percentage Captured...........................................46 21. Sales Performance and Sales Tax Generation..............................................................................46 22. Upper Broadway Implementation Tasks and Timeline...............................................................47 B. Figures 1. Retail Competition Map....................................................................................................................17 2. Upper Broadway Site and Zones....................................................................................................20 3. Alternative 1 – Urban Mixed Use with Major Retail..............................................................27 4. Alternative 2 – Large Format Stores.........................................................................................29 5. Alternative 3 – Mixed Use with Secondary Retail..................................................................31 6. Primary Trade Area Map...............................................................................................................34 7. Primary Trade Area Map...............................................................................................................46 8. Illustrative Site Plan.......................................................................................................................46 UPPER BROADWAY STRATEGY A Component of the OAKLAND RETAIL ENHANCEMENT STRATEGY Last Updated: September 11, 2007 I : INTRODUCTION AND EXECUTIVE SUMMARY 1 : Introduction 6 Oakland has long been the nation’s largest under served Trade Area for comparison goods, which are defined as merchandise sold in apparel, department, specialty (like jewelry shops and gift stores) and home furnishings stores for which consumers typically like to shop by comparing quality and prices. Unlike other mid-size cities that draw shoppers in from surrounding areas, Oakland stores do not even serve the demand from its own residents. Oakland currently exports approximately 75% of its potential sales in this category, or roughly $1 Billion in sales every year to the neighboring communities of Emeryville, San Leandro, San Francisco, and Walnut Creek. While the City has many fine merchants, it lacks the larger retailers and critical mass of retail