Interstate 20 Corridor SMALL AREA STUDY LONGVIEW, TEXAS Table of Contents INTRODUCTION .............................................................. 1 About the Plan .............................................................................................. 3 Study Area Description ................................................................................... 5 Planning Process ........................................................................................... 7 Community Input........................................................................................... 8 EXISTING CONDITIONS .................................................. 13 Framework & Physical Assessment ................................................................. 15 Market Assessment & Program analysis ......................................................... 23 LAND USES & MASTER PLAN ............................................ 35 Conceptual Land Use Plan ........................................................................... 37 Illustrative Master Plan ................................................................................. 46 Branding & District Strategies ...................................................................... 67 IMPLEMENTATION ......................................................... 73 APPENDIX ....................................................................... 89 ACKNOWLEDGMENTS Thanks to the City of Longview’s elected and appointed officials, the City staff, the citizens and stakeholders who provided knowledge, assistance and insight throughout the process of developing these plans. Mayor and City Council Advisory Committee Dr. Andy Mack - Mayor Kent Bryson Ed Moore - Council District 1 Dennis Rand Nona Snoddy - Council District 2 Dr. Dale Lunsford Kasha Williams - Council District 3 D.J. Nelson Kristen Ishihara - Council District 4 Beverly Christopher David Wright - Council District 5 Peggy Vaughn Steve Pirtle - Council District 6 Joycelyne Fadojutimi Rhonda Bullard City Manager’s Office Michael Shirley – Staff Liaison Kasha Williams – Council Liaison David Willard - City Manager Kristen Ishihara – Council Liaison Keith Bonds- Assistant City Manager City Staff Longview Economic Development Michael Shirley - Director of Development Services Corporation (LEDCO) Ingrid Self - Assistant Director of Development Services Wayne Mansfield- President/CEO Angela Choy - City Planner Kedarious Colbert - Planner Voting Members: Thomas Kirn - Planner Peggy Vaughan Rolin McPhee - Director of Public Works Conner Cupit Shawn Hara - Media and Tourism Manager Natalie Lynch Randy Peters Consultant Team Wray Wade Freese & Nichols, Inc. Ex-Officio Members: Catalyst Urban Development Frank Edwards Claire Abernathy Henry Keith Honey John Martin Rev. D. J. Nelson Introduction 1. ABOUT THE PLAN 2. PLANNING PROCESS 3. COMMUNITY INPUT 4. STUDY AREA DESCRIPTION A SHORT HISTORY OF LONGVIEW Longview was incorporated on May 17, 1871. During the 1870s and 1880s, the town grew rapidly as the International Railroad built a connection between Longview and Palestine. As a result of a major fire in 1877, the original frame buildings within downtown were replaced by brick and stone structures. Between 1910 and 1920, the growth slowed and Longview was known as a rural cotton and lumbering center. A paved highway was built through town— now known as US Highway 80. The new highway brought nearly 2,000 people and by 1929, the City had roughly 7,000 residents. In the 1930s, the discovery of an oilfield spared the City from the economic effects of the Great Depression. Longview was able to capitalize on its established business center as well as its governmental seat of Gregg County in order to transform itself from a sleepy cotton, lumber and railroad town into a burgeoning city. Originating in Longview, construction on the Big Inch pipeline began in 1942. This pipeline transported crude oil to the East Coast for refining and ensured an uninterrupted supply of gas and oil during WWII. At this time, Carl Lewis Estes made concerted efforts to attract diversified industries to Longview. As a result, Longview continued to see growth and remains an important regional industrial and medical center today. Introduction ABOUT THE PLAN The Longview Interstate 20 Corridor Small Area Study is intended to provide an overall strategy and guidelines for what future development could look like in this area. This includes addressing the design of building form, streets, public spaces and branding strategies. The ultimate goal of this document is to present an innovative yet realistic vision and strategy for strengthening the Interstate 20 Corridor as an economic driver for the community. City of Longview Comprehensive Plan, • Invest in designated areas to create an urban mixed-use March 2015 environment to attract people and create a sense of place • Be a community that instills passion and pride for the love of its city The Longview Comprehensive Plan was adopted in March 2015 with and where all citizens are proud to call Longview their home the vision “to be a premier community promoting education, business opportunities, and cultural diversity; capitalizing on our heritage and Key goals that the Comprehensive Plan identifies for the Interstate 20 natural beauty; while focusing on families and healthy living; and Corridor area are: creating a safe, welcoming environment that attracts vibrant people to • Focus on commercial and retail development call Longview home.” With that vision in mind, the Comprehensive Plan • Create a positive and identifiable image of Longview along the strives to meet the following goals: corridor • Build on Longview’s historical significance and heritage • Promote location of regional retail land uses, those which generally • Enhance Longview’s natural beauty and preserve its natural draw from a service area greater than five miles, where existing resources transportation infrastructure supports them • Create a thriving city that attracts people of all ages, provides • Leverage transportation investments to enhance land use and opportunities to young professionals and graduates to stay in economic benefit decisions. For example, implement backage roads Longview, allows young people to be engaged and fosters a family- where possible along both sides of Interstate 20 to enhance land friendly atmosphere use/economic benefit to the City • Provide opportunities and healthy choices for Longview’s citizens • Explore a large regional park on the north side of Interstate 20 • Ensure adequate facilities and services to maintain safety for Longview’s visitors, residents and workers • Strengthen Longview’s image, identity and character to foster a distinctive and appealing place to live and visit INTRODUCTION 3 Mayor’s Task Force on the Interstate 20 As a call to action, the task force urged the City Council to take Corridor Report to City Council, June 2013 action and redevelop this primary gateway into the City. The task force recognizes that development efforts of the Interstate 20 Corridor are not The Mayor’s charge to the Interstate 20 Corridor task force was to a short-term project, but rather require long-term commitment by the broaden the tax base by enhancing the Interstate 20 Corridor through City. beautification, economic development and redevelopment efforts. Based This Small Area Study addresses the recommendation to have a small on observing the existing conditions, the task force noted the following area plan developed. Based on the other recommendations listed, the about the Interstate 20 Corridor: consultant team examined development and redevelopment strategies to • The Interstate 20 Entryway to Longview provides a negative first help improve the visibility and vitality of the Interstate 20 Corridor. impression • There is only a small portion of Interstate 20 within the Longview Market Study of the Proposed Hotel and City limits Conference Center, September 2014 • A significant amount of opportunity for economic development currently exists DP Consulting was hired to complete a market study for a proposed • There are significant roadblocks to future development that must be hotel and conference center in September of 2014. The study suggested removed locating the conference center and hotel south of Downtown Longview • Currently, there are no coordinated redevelopment efforts underway. in order to receive City incentives. Hotels require visibility, good • The existing code and code enforcement is inadequate directional signage and complementary uses, such as restaurants and • Marketing of the unique opportunities of the corridor is needed entertainment, to be successful. The consultant recommended a site that is large enough for complementary development to occur. Based on the market assessment and inspection of the competitive hotels in the area, Upon assessing the existing conditions, the task force came up with the the consultant recommended a nationally-branded, prototypically-built, following recommendations: limited service hotel that has approximately 120 guest rooms. EDWIN ST LORIN DR RUTH ST LAMBERT LN • Remove and redevelop the former hotel at Interstate 20 and Estes ST A VESTA ST NIMITZ ST MELB IVORY LN Parkway MAGNOLIA ST 4 S GREEN ST MARGO ST DELL ST BRADLEY ST SUE ST SUE WARREN ST • Improve the City’s visibility along Interstate 20 ST LILLY EUGENE ST EUGENE RIDGECREST DR S ACCESS RD ESTES PKWY CELESS AV • Consider location and size when evaluating feasibility of Interstate BERTHA AV WINGATE LN PITTMAN