City Council (2013-03-05)Downtown Mix of Uses
City Council
March 5, 2013
Purpose of Study Session
“Why Are We Here”
Observations reveal that the mix of uses in the downtown is favoring restaurants over traditional retail.
The presentation will help form an understanding of how the community’s desires have shaped Downtown Campbell.
A Study Session provides an opportunity to revisit the City’s Policies and Standards to determine if the “vision” of Downtown Campbell is being achieved.
Staff’s Role
To provide an explanation of how “General Plan Policies” and “Land Use Zoning” has influenced the mix of downtown uses.
To explain where Campbell was and what it offers today.
To discuss what options exist to further control uses should the City Council determine that the City’s vision is not being followed.
To facilitate the discussion and answer questions.
Evolution of the Downtown
1950’s –Variety of uses provided
Evolution of the Downtown
Post war era changed the purpose and function of U.S. downtowns.
Campbell was equally affected.
Evolution of the Downtown
1960’s –The City of Campbell recognized this phenomenon
Studied alternatives.
Evolution of the Downtown
The “Draft” Development Plan provided a radical transformation of Downtown Campbell.
Evolution of the Downtown
In lieu of the 1960’s Plan, the City performed circulation and streetscape improvements.
Evolution of the Downtown
1968, the Pruneyard Shopping Center opened.
1970’s to 80’s, Downtown Campbell was dominated by office uses.
The Downtown became an 8:00 to 5:00 center.
Evolution of the Downtown
Late 80’s, the City adopted its first Downtown Development Plan.
Evolution of the Downtown
Goals of the Downtown Development Plan
To reinforce the area east of Second Street as the downtown retail core area;
To strengthen Campbell Avenue as the primary retail/pedestrian corridor;
To encourage office and service commercial uses to locate outside the retail core area;
To concentrate public and private parking areas at the periphery of the core, along the loop streets.
Evolution of the Downtown
Accomplishments included:
$2.5 million in streetscape improvements were constructed.
Campbell Avenue was returned to two-way traffic.
The Ainsley House was relocated to the Downtown.
Distinctive downtown signage was installed.
Revisions to development standards were prepared to make downtown more business friendly.
Evolution of the Downtown
In 1995, the City reevaluated the Downtown Development Plan in order to “reassess the goals and vision” of the document.
Proposed updates included:
Remove plans to build a parking garage at the Campbell Museum site.
Consider converting the loop streets from two-lanes to one-lane in order to build 150 new parking stalls.
Encourage commercial frontage along the loop streets.
Provide a storefront improvement program.
Prepare an economic strategy to assist businesses to relocate to the downtown.
Evolution of the Downtown
The update was approved in 1996.
Evolution of the Downtown
In the early 2000’s, the City once again revisited the Plans progress.
The 2006 Downtown Development Plan was amended and remains the current document used today.
Status of the Downtown Today
Downtown Campbell has become a successful and active part of the community.
The policies and standards have contributed to this success.
To what extent the policies and standards are in keeping with the overall vision is open to discussion.
This “reassessment” process will be in keeping with past practices.
Status of the Downtown Today
Staff will now present observations of the current mix of uses and regulations that have influenced the mix.
Staff will provide options that could further influence the desired mix of uses should the City Council believe the mix of uses should be further regulated.
Land Use Policies
General Plan
Downtown
Development
Plan
Policies, Strategies, and Goals
Day and evening activities
Services within walking distance
Compatible mix of uses
Variety of retail businesses
Diversification of eating establishments
Distinctive retail and restaurant
experience
Self sustaining commercial district
Economically viable business district
Redevelopment
Plan
Downtown (C-3) Zoning District
Objectives
Enhance Downtown… as a
unique retail and business
center.
Reinforce Campbell Avenue
as a pedestrian-oriented retail
street.
Promote ground-floor retail
uses…and suitable mix of
uses.
Establish development
intensities consistent with
the…amount of parking.
C-3 Zoning -Permitted Uses
Retail StoresRestaurants
Beer & Wine Service
No Separate Bar Area
Close by 11 PM
Business
License
C-3 Zoning -Conditional Uses
Stand Alone
Bar Restaurants
Hard Alcohol Service
Separate Bar Area
Close after 11 PM
Wine Bar
Downtown Alcohol Policy
Conditional Use Permit
Mix of Uses
Ground Floor Tenant Space by Use
2007 to 2013
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2007 2008 2009 2010 2011 2012 2013 2013 (Projected)
YearPercentage of TotalRestaurant/Food Retail Office Service Bars/Clubs Vacant
2009
67,000 sq. ft.
(31%)
Current
86,000 sq. ft.
(37%)
Projected
92,000 sq. ft.
(40%)
Alcohol-Serving Establishments
10 Years
11 23 Establishments
Restaurants Over Time2003
Restaurant
Wine Bar
Bar
Restaurants Over Time
Restaurant
Wine Bar
Bar
2004
Restaurants Over Time
Restaurant
Wine Bar
Bar
2005
Restaurants Over Time
Restaurant
Wine Bar
Bar
2006
Restaurants Over Time
Restaurant
Wine Bar
Bar
2007
Restaurants Over Time
Restaurant
Wine Bar
Bar
2008
Restaurants Over Time
Restaurant
Wine Bar
Bar
2009
Restaurants Over Time
Restaurant
Wine Bar
Bar
2010
Restaurants Over Time
Restaurant
Wine Bar
Bar
2011
Restaurants Over Time
Restaurant
Wine Bar
Bar
2012
Restaurants Over Time
Restaurant
Wine Bar
Bar
2013
Trend Factors
Parking
Standards
DT Alcohol
Policy
Parking In-
Lieu Fee
Increased
Seating
Increased
Certainty
Reduced
Cost
Eliminated
Over-
Concentration +
Potential Effects
Fewer Retail Opportunities
More
Restaurants
Change Mix
of Uses
Evening-Oriented Downtown
Long-Term Retail
Displacement
Consistency with Policies?
Potential Effects
Change Mix
of Uses Increased Parking Demand
Adequacy of
Parking Supply?
Alters Parking Study
Assumptions
100,000
57,000
17,500
41,000
75,000
85,000
0
20,000
40,000
60,000
80,000
100,000
Projected CurrentSquare-FootageRetail Service Restaurant
Potential Effects
Change Mix
of Uses Increased Sales Tax Revenue
Value of Increased
Revenue?
Options
Direct Limitations
Maximum Number of Restaurants
Maximum Square-Footage of Restaurants
Prohibit New Restaurants
Regulatory Approach
Require a CUP for conversion to Restaurant Use
Modify DT Alcohol Policy to address Over-Concentration
Indirect Limitations
Eliminate Parking Exception (reducing seating capacity)
Reinstate Parking in-Lieu Fee
Council Direction
Is a restaurant-oriented Downtown consistent
with City policies?
Action to be taken, if any.
Moratorium (Urgency Ordinance)?
4/5 Majority Vote
Initial 45 Day Duration, up to 2 years