The Ghent Project by Michelle D. Plaatsman, ASLA Although the Ghent Project, located in downtown Norfolk, VA, was small in comparison to other streetscape projects, the project--commissioned by the Rite-Aid Pharmacy in Norfolk--is a sound example of what the Members of the Streetscape Studio team at Langley and McDonald, P.C. (Clay E. Massey, P.E., Vaughn B. Rinner, C.L.A., ASLA, and myself) refer to as 10 Tips for Successful Streetscape Program. When tackling any streetscape project, particularly in small neighborhoods, Landscape Architects need to ask themselves one question. What is a street? Streets are more than just physical and seemingly static components. Streets are dynamic systems that integrate not only the homes and businesses along the thoroughfare, but also the people, events, and activities that define and form the streetscape experience. Streets are not only connectors between locations, they also function as places of interaction and places where a community's culture and character are visually expressed. Streets are the places that have imparted the color and quality of immigrant cultures in our cities and they are where the values of small-town America are expressed. The streetscape involves a complex set of factors and relationships between the natural and built environment, community planning, transportation needs, economics, aesthetics, and orientation. These interconnected factors and relationships must be carefully evaluated and balanced prior to making a significant investment to design and construct them. More and more communities throughout the country are considering initiating streetscape projects, particularly now with growing backlash against urban sprawl and renewed interest in recreating a tighter woven fabric in our cities and downtowns. Furthermore, with the help of such funding resources as TEA-21, the dream of many communities to undertake such projects is now a reality. Engineers and Landscape Architects work together on these projects. The engineers perform necessary utility and traffic studies, and then they plan and design to the demands of the infrastructure. The Landscape Architects look at various planning and land-use related issues, in addition to examining other elements and activities, enhancing the life and character of the street. At all levels, both disciplines must work together to address countless concerns, particularly safety and maintenance issues, as well as accessibility and signage needs. lasn 1. Meet the Needs of the User Of primary importance for any streetscape project is meeting the needs of the user. Merchants, shoppers and pedestrians are primary users of a streetscape. Merchants, like Rite-Aid, feel they are an important part of any project because their business depends upon attracting and accommodating as much pedestrians traffic as possible. But shoppers and pedestrian are of equal importance because they will be the actual users. It is essential to get feedback and provide regular updates through correspondence or a website. Interactive participation with the community provides a means for merchants, residents and other users to achieve a community vision, while providing a platform for economic revitalization. In Norfolk, the city planning department was able to reach an agreement with the Ghent Business Association to implement a new pedestrian commercial zone overlay area. Community input was of equal importance to getting the project underway. 2. Create a Place Where People Want to Be People are attracted to places that are comfortable and bustling. It is important to design in such a way as to encourage the integration of the street with outdoor activities. Rite-Aid played a big role in enhancing the environment in the Ghent district. The company, in an effort to bring Norfolk back to more nostalgic times, paid for benches and streetlights which were selected for their aesthetic historical value. Benches from the Columbia Cascade Timber Co., (model 2004-6) and from Kenneth Lynch and Sons ("NY World's Fair 67-37) were used. McGraw-Edison's "Traditionaire" was used for the street lighting. Rite-Aid also paid for vegetation and new walkways located in front of the store. The store itself was designed to match the historical nature of Norfolk. The facade matches neighboring buildings, most notably in the matching brick and roof design. Out front, interlocking paver systems from Tarmac highlighted the design. 3. Safety and Personal Security Crime, graffiti, urban decay and vacant buildings are all safety concerns that must be addressed. But perception is equally important. An area may be safe, according to the crime rate, but can still be perceived otherwise because of litter, vacant lots or lack of activity. Keep in mind, the perceived image of the streetscape and the public attitude toward the final project are more valuable the street itself. How safe a place "feels" can be affected by closed circuit televisions, improved lighting and crime prevention strategies, including downtown safety teams and community watch groups. It is important to work with community planners on determining the desired mix of residential, commercial and retail uses to create a 24-hour environment, such as an all-night drug store. With the Rite-Aid being built, designers needed to make sure to create an environment in which people would feel comfortable going to for medication late at night. The project was built with large windows and sits right on the sidewalk, providing both lighting and display options for the storefront. A trolley-stop was added in front of the store to increase pedestrian traffic. It also provided them with an alternate means to get to the store. 4. Dedicated Maintenance Program The results of maintenance to both hardscape features and vegetation provide users a stronger sense of community spirit and attract more people to the area. 5. Champion Because of the multitude and complexity of issues surrounding most streetscape projects, a variety of professionals are needed to create an integrated team able to address all the issues involved in such a project: Community Planners; Traffic Engineers; Utility Engineers; Roadway Engineers; Landscape Architects; Architects; Environmental Scientists; Surveyors; and Historians. Using a multi-disciplinary team effort helps ensure all issues are addressed during the planning and design process. 6. Transportation System Planning Significant to any streetscape project is the integration of vehicular and pedestrian circulation, as well as parking. Simulation models and studies are essential to understand and plan lane usage, traffic and signalization patterns and parking issues. 7. Access and Accessibility Be sure to examine the needs of pedestrian, vehicular, bicycle and public transit traffic patterns. Other accessibility issues, such as limited pedestrian space, can be addressed by reducing the road width by a lane or reclaiming a portion of the right-of-way for public use. Also consider using a variety of surface treatments to help delineate the areas used by pedestrians, bicyclists and others. 8. Provide Vegetation Vegetation in streetscape projects is essential for a variety of reasons. Shade trees soften the visual impact of buildings towering over pedestrians and provide relief from the hardscape materials of buildings and streets. Vegetation must be selected for hardiness, growth size and maintenance requirements. In harsh environments, innovative planting techniques can be used to reduce the amount of stress on the trees. Soil replacements, structural soils and walks, perforated PVC drains and watering tubes improve the health of trees, reducing maintenance requirements. 9. Make Utility Improvements Utility improvements also enhance aesthetics and safety. Relocating overhead utilities underground has an enormous visual impact. It is important to examine the current capacity and life expectancy of the existing water, storm water and sanitary sewer systems. Upgrading and replacing these utilities is expensive, but it may be the wisest course of action, as tearing up the new streetscape improvements ten years down the line may prove more costly. 10. Effective Signage, Graphics and Public Art While certain public signs must conform to MUTCD standards, other signs such as street blades, parking signs, and private signage can be designed using appropriate shapes, colors, and sign posts to add character to the community. Positive signage can be introduced to help create a friendlier environment: Instead of declaring, "NO PARKING", try rewording the signage: "PARKING PERMITTED AFTER 6:00 P.M." Public artwork and graphics also work well in the streetscape environment, giving the area flavor. Traditional public art works well in downtown areas, while non-traditional public art can be chosen or designed to help depict the unique character of a community. These strategies are not all-inclusive, but provide a guideline for streetscape projects. Because of the broad degree of expertise demanded by such projects, a holistic and interdisciplinary approach is required to truly understand what the project entails and to plan and design to meet the needs of your client, but more importantly, those who will be most affected by the project.