CITY OF NORWICH DRAFT BROWNFIELD OPPORTUNITY AREA REVITALIZATION PLAN Step 2 Nomination Study City of Norwich, New York December 2017 This interim draft of the City of Norwich BOA Revitalization Plan was prepared with the assistance of: Shelter Planning and Development Contact: Robert Murray Phone: (518) 798-6627 Email: [email protected] The LA Group, PC Contact: James Martin Phone: (518) 587-8100 Email: [email protected] E.M. Pemrick and Co. Contact: Ellen Pemrick Phone: (518) 882-9535 Email: [email protected] This draft report was prepared for the City of Norwich and the New York State Department of State with state funds provided through the Brownfield Opportunity Areas Program. EXECUTIVE SUMMARY This Revitalization Plan represents Step 2 of the Brownfield Opportunity Area (BOA) Program for the City of Norwich. The City of Norwich completed a Pre-Nomination study in January of 2009 that detailed a conceptual strategy for the City. This study produced an initial analysis of key properties and projects throughout the study area that have the potential to be returned to productive use as well as serve as catalysts for future revitalization. This report represents the second step in the planning process. It gives a better-defined, more detailed look at key properties throughout the area initially identified in the Pre-Nomination study. Subsequent analyses by the City and the ROP steering committee resulted in minor changes to the boundary area, and in the removal of a number of properties that were considered non-essential in this process. The final Nomination product (Step #3) will focus more closely on a smaller number of sites. The Steering Committee was comprised of: Christine Carnrike, Mayor, City of Norwich; Dee DuFour, Director of Finance; Robert Jeffrey, Northeast Classic Car Museum; Peg LoPresti, NBT Bank; Ann Coe, Norwich Business Improvement District Management Association (BIDMA); Anna McLaughlin, McLaughlin’s Dept. Store; and Alex Larsen, Commerce Chenango and Development Chenango. An Economic and Market Trends Analysis was completed as part of the Revitalization Plan for the City. It analyzes demographic characteristics, economic conditions, industry trends, and real estate market conditions, and is designed to identify potential opportunities for the proposed BOA study area. An Economic and Market Trends Analysis was completed as part of a Brownfield Opportunity Area (BOA) Revitalization Plan for the City of Norwich, New York. It analyzes demographic characteristics, economic conditions, industry trends, and real estate market conditions, and is designed to identify potential opportunities for the proposed BOA study area. Key observations and conclusions are listed below and the full study can be found in Appendix D. Low median household income levels and the limited financial assets of residents in the City restrict consumer spending potential. There is a need to attract consumers from the surrounding area and capitalize on the large number of people who work in Norwich but live elsewhere. The development of quality market-rate rental housing in the City could help to attract or retain young professionals who would spend money at local businesses. Retail development along Route 12 in the Town of Norwich has had a long-term negative impact on the City, drawing businesses, customers, and traffic away from the downtown commercial district. The number of retailers in the City is less than half what it was in 1997, and the City’s share of total retail sales in Chenango County has fallen below 20% (from about 50% in the 1990s). Despite a decrease in the number of eating and drinking places, however, the City accounts for an estimated 35% of the county’s restaurant sales. Food service establishments may be a potential niche area for the City. The retail trade area, defined as being within a 30-minute drive time of downtown Norwich, encompasses almost all of Chenango County and parts of southwestern Otsego County. Although population trends are similar to those in the City, the trade area has a higher percentage of married-couple families with children, a larger share of households in peak earning years (ages 35-54), and a much higher rate of homeownership than the City overall. Norwich has many long-running, highly successful festivals and events that draw residents and visitors to the city. These include the Chenango Blues Festival, Gus Macker Basketball Tournament, Colorscape Chenango Arts Festival, and the Chenango County Fair. However, the lack of quality lodging in the City serves as a major barrier to increasing the economic impact of tourism and business travel. Although the size of the resident labor force has been stagnant to declining over the last 25 years, unemployment rates in Chenango County are typically close to state averages, and the manufacturing sector is in relatively good shape, with several companies investing in expansion projects. Agriculture, especially dairy farming, represents a major component of the Chenango County economy. Local leaders and organizations recognize the need to promote agricultural economic development and improve the economics of farming. Vacant and underutilized industrial buildings in the City of Norwich, especially those with rail access, could be used for the distribution and processing of local agricultural products. With the exception of large employers like NBT Bank that have their own buildings, most businesses that utilize offices are small and their needs can usually be met by existing structures in the City. As a result, there is little unmet demand for office space. The industrial real estate market in Norwich is characterized as “very soft.” Buildings suitable for manufacturing and warehousing generally sit on the market for long periods of time. A property that housed Norwich Aero until parent company Esterline relocated its operations to Mexico has been vacant since June 2016, and the price has been reduced from $1,495,000 to $799,000. Housing issues in the City of Norwich include a shortage of quality rental units – more than two-thirds of rental housing units are more than 50 years old – and the need for senior housing, including assisted living facilities. There is also an ongoing need for funding to make repairs and improvements to the large number of older housing units. With assistance from the City’s consultants, the Steering Committee has drafted a set of recommendations for the Revitalization Plan. Opportunity #1 – Application for Step 3 - Implementation Strategy and Site Assessments Seek advice and assistance from NYSDOS on the next round of funding through the NYSDOS Brownfields Program for Step 3 - Implementation Strategy and Site Assessments. Follow through with the preparation of an application for grant funding to implement the recommendations in this plan. Opportunity #2 - Create a Powerful and Unified Marketing Message for the City Develop and implement a regional branding and promotion program that will serve as a unifying strategy to promote the region’s quality of life and capacity for innovation. Ideally, it will ignite a strong community pride campaign that builds leadership and entrepreneurship, and results in successful branding through local ambassadors. The branding and marketing plan should focus on the downtown core, Museum District, Heritage Block, and signature cultural events and festivals. Opportunity #3 - Fully Develop and Implement Plans for the Museum District Create a sense of arrival for the Museum District through the streetscape improvement plan provided in this document. Continue to advance the streetscape concept for the Museum District. Provide an updated cost estimate for improvements. See Appendix E for concept and 2014 cost estimate. Seek funding for implementation of the recommended improvements. Opportunity #4 - Implement the Heritage Block Redevelopment Project Advance the planned elements in the Concept Plan developed for the Heritage Block Redevelopment. Update the cost estimate and outline a strategy for implementation. Opportunity #5 - Develop a Feasibility Plan for Borden Avenue Industrial Area Develop a feasibility study with local and regional partners to determine the best set of sustainable uses for the Borden Avenue Industrial Area and explore funding through the Empire State Development Block Program for implementation. Alternative uses for the site including its use as a food production, food processing and greater agricultural economic development hub. Opportunity #6 – Recapture Lost Corporate Lodging Demand and the Growing Leisure Market Increase the number of rooms and variety of overnight accommodations by attracting and supporting development teams to build a combination of basic and boutique B&BS, small hotels, and “flag” hotels. Investigate the feasibility of marketing the existing stock of Victorian and other architecturally-unique houses as a B&B cluster in the city of Norwich. Opportunity #7 – Support Entrepreneurship and Create New Opportunities for Business Development and Job Creation Pursue and seek funding for a center such as the “Innovation Space” concept proposed in the 2015 America’s Best Communities application by Commerce Chenango with other partners. This center would be designed to foster ideas, incubate start-up businesses, and improve career mobility. The Entrepreneur Makers Space in Ithaca is a successful example of a center that has already successfully taken two products to market. Opportunity #8 - Bring Recreation to the Waterfront Study