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1995 UpdateITEM NO. 1 STAFF REPORT -PLANNING COMMISSION MEETING OF DECEMBER 12, 1995 DDP-95-O1 Downtown Development Plan Public Hearing to consider modification and update of the Downtown Development Plan STAFF RECOMMENDATION That the Planning Commission recommend the Downtown Development Plan Update to the City Council for adoption. ENVIItONMENTAL DETERMINATION Pursuant to Section 15070 of the CEQA Guidelines, it has been determined that the proposed project will not have a significant affect on the environment and therefore a Negative Declaration is recommended. BACKGROUND In 1983 the Central Campbell Redevelopment Project Area was established in and around the downtown with the primary goals of restoring downtown Campbell to its historic role as the symbolic, cultural, functional and economic focal point of the City, to promote and facilitate economic revitalization and to retain the historic character of downtown through the preservation and rehabilitation of historic structures. One of the first major steps in the redevelopment process of the downtown was the adoption of the Campbell Downtown Development Plan (DDP) in 1988. This Plan outlined a comprehensive long range policy for the revitalization of the downtown addressing areas of land use, urban design, traffic and pedestrian circulation, capital improvements, parking and historic preservation. Over the last seven years a number of the projects called out in the DDP have been completed. These include the undergrounding of utilities on East Campbell Avenue; the construction of a $2.5 million streetscape improvement plan enhancing the downtown with attractive landscape, hardscape, lighting and traffic improvements including returning E. Campbell Avenue to two way traffic; the relocation of the Ainsley House to the Civic Center Complex; the construction of Ainsley Park and Orchard City Green; the installation of distinctive downtown signage; the addition of street parking in areas along the loop streets and the revision of development standards to make downtown more business friendly. It has been seven years since the DDP was adopted and it's time to reassess our goals and vision for downtown Campbell. Certain economic and financial conditions have changed that require a re-evaluation of the feasibility of attaining some of the long term goals originally established for downtown. Staff Report-Planning Commission Meeting of December 12, 1995 DDP-95-01 Downtown Development Plan Page 2 Modifications Over the last year, the Redevelopment Agency and the Community Development Department have worked closely to review the DDP and prepare a Draft update considering existing budget constraints, project feasibility and project cost benefits. DISCUSSION The basic concepts of the 1988 Plan remain intact. However, some of the methods for reaching identified goals are modified to concentrate on those projects and programs that will be of most benefit as well as cost effective. The 1988 Plan was extremely ambitious carving out a 15 year plan that required strong financial resources. The proposed update is a more financially conservative approach without compromising specific goals that are key to the revitalization of downtown Campbell. The following is a discussion of the major changes proposed in the DDP Update. 1. Reducing Capital Expenditure Costs Defer or possibly eliminate plans that call for the construction of parking structures where the Campbell Museum is currently located and the area fronting Orchard City Drive between Central Avenue and First Street. First, the projected costs for building these structures is approximately $8.5 million. This was to be financed through a parking assessment district with downtown property owners participating. Given current economics downtown, it is unlikely downtown property owners could financially support such an assessment district. Second, there are more economical ways of adding public parking as will be discussed later in this report; and third, the long range land use plan for downtown should encourage commercial frontage along the loop streets instead of parking. Parking should be encouraged mid-block. The re-alignment of Salmar Avenue to create a more direct connection downtown was believed to be a major component for downtown revitalization. After extensive study of the cost benefit of this project, it is recommended that it be abandoned. It's questionable that the benefit would be significant and the estimated $6 million cost for completing this project makes it cost prohibitive. It is recommended that the existing alignment be enhanced with streetscape improvements to tie it in with the downtown. 2. Traffic Circulation Consider converting the loop streets (Civic Center Drive and Orchard City Drive) from two lanes to one lane and add approximately 150 parking spaces along the loop streets. Staff Report--Planning Commission Meeting of December 12, 1995 DDP-95-01 Downtown Development Plan Page 4 Modifications Downtown Campbell is small in area and we should take advantage of commercial street frontage to provide business opportunities. 5. Storefront Improvement Program Provide financial incentives to property and business owners to rehabilitate commercial storefronts. One of the downtown's greatest assets is its historic buildings. These buildings provide the character and atmosphere that is downtown Campbell. Preserving these resources and upgrading other commercial facades through a matching grant program should provide an incentive to the private sector to invest downtown and help create a renewed commercial vitality. 6. Enhance the Gateways into Downtown Visually improve the entrances into the downtown to serve as gateways. Providing a visual interest using landscaping, medians and design can provide that transition into the downtown that indicates you are entering a special area; a place that is unique. Specifically, streetscape improvements on E. Campbell Avenue between Highway 17 and the railroad tracks and along Salmar Avenue/Harrison Avenue linking Hamilton Avenue and the downtown are recommended. 7. Economic Development The Redevelopment Agency will develop a policy for considering financial assistance to desirable businesses looking to locate downtown. Establishing desirable businesses such as restaurants is a major component to revitalizing downtown. Establishing these kinds of businesses is costly as a result of constructing kitchens and other required retrofits to existing buildings. Being able to off-set some of the start-up costs may make a difference whether a business locates downtown. This program along with a storefront improvement program and our continuing marketing efforts will be necessary ingredients to attracting the right businesses. 8. Historic Preservation The historic buildings downtown provides Campbell with its history, its character and its roots. Preservation and restoration of these buildings shall be a major goal of the DDP and their protection shall be enhanced and promoted as a major asset that contributes to the small town character of downtown Campbell. Staff Report-Planning Commission Meeting of December 12, 1995 DDP-95-01 Downtown Development Plan Page 5 Modifications PUBLIC REVIEW PROCESS Upon completion of the Draft Update in August, it was scheduled for review before the City Council in a Study Session on September 19, 1995. Several comments and suggestions were made that have been incorporated into the Draft DDP. • Traffic circulation changes should be tried on a trial basis prior to permanent implementation. • No traffic mitigation plan shall be implemented that will severely delay traffic through the downtown area. On October 19, 1995 the Downtown Steering Committee reviewed the Draft and expressed general support of the proposed changes recommending that refurbishing the Water Tower in Hyde Park as a local landmark be made a top priority and incorporated into the DDP. On November 1, 1995 a presentation was made to the Campbell Chamber of Commerce and on November 2, 1995 a presentation was made to the Downtown Campbell Business Association. Both groups expressed their support for the Draft DDP. Finally, on November 15, 1995 downtown business and property owners were invited to review and comment on the DDP. Again, the comments were very supportive. Attachments 1. Draft Downtown Development Plan 2. Negative Declaration Submitted by: ~~-~` K,i~lc He' s, Redevelopment Coordinator Reviewed by: Marty Approved bv: ~ ~ Y ~ .~.,~•~. ~' Stev iaseki, Community Development Director