IMPLEMENTING CREATIVE PLACEMAKING IN REAL ESTATE ULI Central Florida August 31, 2017, Orlando, FL

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1 Lake Nona Town Center Orlando, FL IMPLEMENTING CREATIVE PLACEMAKING IN REAL ESTATE ULI Central Florida August 31, 2017, Orlando, FL Juanita Hardy, Senior Visiting Fellow for Creative Placemaking

2 AGENDA Background and Introduction Placemaking and Creative Placemaking Ten Best Practices Successful Implementation 5 Key Steps Summary and Close

3 ULI, HEALTH AND CREATIVE PLACEMAKING Urban Land Institute Mission: Providing leadership in the responsible use of land and in creating and sustaining thriving communities worldwide. Building Healthy Places: Leveraging the power of ULI s global networks to shape projects and places in ways that improve the health of people and communities Creative Placemaking: Building strong, healthy cities by promoting the integration of arts & culture in community revitalization

4 ULI CREATIVE PLACEMAKING GOALS & APPROACH v v v Assess ULI s past work and member understanding of creative placemaking Advance creative placemaking opportunities, esp along commercial corridors Link creative placemaking and health June 2016 December 2018 Discovery 35+ Staff & ULI Member Interviews 4000 Member Survey (>5% Response) 2 Focus Groups (LA and DC) Internal and External Document Scan Syntheses of Information/Findings & Conclusions Internal Assessment with Recommendations Corridor Implementation Grants (2) Advisory Workshops (2) Content/Program Enrichment (on-going) Analysis & Conclusions Technical Assistance ULI Leadership National Working Group for Creative Placemaking Review and Feedback Communications/Awareness Building Campaign With support from: 3 UL Article(s) + Interviews Presentations/Conferences ULI Member Guidebook (4Q17) Web site and Social Media Presence

5 AGENDA Background and Introduction Placemaking and Creative Placemaking Ten Best Practices Successful Implementation 5 Key Steps Summary and Close

6 PLACEMAKING Combining elements of the built environment in a compelling way that attracts people Country Club Plaza, Kansas City, MO

7 CREATIVE PLACEMAKING Placemaking efforts that bring art and culture in tandem with good design at project start Monroe Street Market Art Walk Washington, DC

8 CREATIVE PLACEMAKING and revitalize cities/communities, especially around commercial corridors & disinvested areas. Monroe Street Market Art Walk Washington, DC Historic Mill Auditorium, Future Home of the Mill Hill Community Arts Center - Macon, GA Blighted Mill Hill house - before and after

9 ULI MEMBER SURVEY RESPONDENTS ASSOCIATE CREATIVE PLACEMAKING WITH HEALTHY PLACES 86% agree or strongly agree creative placemaking is an integral component of building healthy places Top benefits of creative placemaking by respondents: Community cohesion Sense of place Community pride all attributes of healthy places Strongly Agree Agree Disagree Strongly Disagree Don't Know

10 CICLAVIA IN LOS ANGELES, CA..temporarily transforms public roads into auto-free zones for community residents and visitors and delivers high value.

11 THE PLACEMAKING DIVIDEND Sulphur Springs, TX (Population 15,449) BEFORE AFTER People stay longer, come back more often and spend more money in places that attract their affection.

12 CREATIVE PLACEMAKING EXAMPLES IN ORLANDO Baldwin Park Lake Nona Beacon & Code Wall Audubon Park Garden District

13 STAKEHOLDER BENEFITS OF CREATIVE PLACEMAKING Government Gains in: v Tax revenues v Job growth v Public safety Community Improved: v Health outcomes v Social cohesion v Economic outcomes v v v v v v Increased market value Lower turnover rates Faster lease up Higher community buy-in Faster approval cycle Market Recognition Developers + Partners

14 AGENDA Introduction and Background Placemaking and Creative Placemaking Ten Best Practices Successful Implementation 5 Key Steps Summary and Close

15 TEN BEST PRACTICES FOR SUCCESSFUL CREATIVE PLACEMAKING Begin with the end in mind Bring artists and the community upfront Mine local art and cultural assets Engage local artists Understand and articulate stakeholder benefits Form cross sector partnerships Identify critical skills to deliver Look for early wins Maintain a long view Explore creative financing Urban Land Magazine article (March/April 2017):

16 CASE STUDY: CROSSTOWN CONCOURSE, MEMPHIS, TN represents the rebirth of a defunct Sears Distribution Center - now a sprawling mixed use residential, retail, office, food, education and medical facility. Swamp Rabbit Trail

17 BEST PRACTICES/ ACTIONS TAKEN Envisioned a vertical urban village, anchored by art, education & wellness; serving a diverse audience Features: $200M mixed use development Over $1.1M sq ft of retail (60K), commercial (630K) & residential (500K) Financing from over 30 sources Unique skill mix of core team - art, development/design, finance, & PR Strong PPP 20 partners from art, education & medical disciplines Held over 700 community events Commitment to programming throughout the year

18 RESULTS ACHIEVED TO DATE At August 19, 2017 opening, 96% leased Purposeful tenant mix designed to attract the demographics of the city: Crosstown Arts Retail (coffee shops, restaurants, butcher, brewery) Medical (Church Health, St Jude s Children s Research Hospital, Methodist Le Bonheur Healthcare) Education (Memphis Teachers, Rhodes College, Christian Brothers University, Crosstown Charter High School) Other: NexAir (largest gas co in State) Residential include 20% affordable housing units Artful design harkening to its history as a Sears Distribution Center Designed for LEED Certification

19 BRING IN ARTISTS AND THE COMMUNITY EARLY The 11 th Street Bridge Park, designed to connect residents and visitors East and West of the Anacostia River, held more than 200 stakeholder meetings soliciting input on the park s design before engaging a single architect.

20 LOOK FOR EARLY WINS TO GENERATE EXCITEMENT, VISIBILITY, AND BUY-IN The Hall, a pop-up culinary art project in Tenderloin, San Francisco, provides stalls for six food vendors, a bar, and free meeting space for local nonprofit groups, while the developer awaits entitlement, and community buy-in grows. Swamp Rabbit Trail

21 LOOK FOR EARLY WINS (CONT D) Similarly, the West Art District in Orlando, FL holds the promise to invigorate the local Parramore neighborhood, as it gains support for its mural project.

22 AGENDA Introduction and Background Placemaking and Creative Placemaking Ten Best Practices Successful Implementation 5 Key Steps Summary and Close

23 KEY IMPLEMENTATION STEPS Determine Role of Creative Placemaking in Realizing Project Vision Assemble a Team of Creatives Prepare and Sell the Business Case Develop and Implement the Plan Communicate and Collaborate Look for Urban Land Magazine Article (Fall 2017):

24 CASE STUDY: THE PARKS AT WALTER REED Redevelopment of 66 acres of the historic Walter Reed Hospital in NW Washington, DC into a mixed-use TOD community Swamp Rabbit Trail

25 KEY EARLY STEPS TAKEN BY DEVELOPMENT TEAM Identified an art district at the southern tip of the site. Assembled a cross sector team: architects/designers, a PR firm, community engagement consultant, and 2 non-profit art organizations Collected Statements of Interest from 20 non-profit art orgs to occupy, upon completion Implemented a comprehensive community engagement campaign, gaining early buy-in Awarded project in highly competitive procurement by the District of Columbia (2014) Ground breaking held 2Q2017

26 CLEARING THE PATH FOR ART & CULTURAL SPACES what stands in the way of creating more cultural space is an exhausting series of relatively low hurdles. Minor changes to code, or the removal of antiquated barriers, or the creation of simple new programs and projects, could have enormous benefit and clear the path to cultural space creation, activation, and preservation. Certify Cultural Spaces Public Policy Code Changes Financial Tools Create, Activate, Preserve (CAP) Art & Cultural Spaces Permitting Process Source: The CAP Report - A Program for Supporting Cultural Space Development, May 2017, Seattle, WA. Technical Assistance Older Buildings

27 REMOVING IMPLEMENTATION BARRIERS Process 1. Identify implementation barriers and risks, e.g. code, permitting, policy, funding, incentives, displacement, etc. 2. Recognizing stakeholder benefits, collaborate with public and private sector on solutions 3. Deploy!

28 A FEW TAKEAWAYS Creative placemaking strategies have been used successfully across many dimensions in the built environment - commercial, residential, and public spaces, as well as transportation, health, and environmental systems. All stakeholders stand to benefit community residents and businesses, government, developers, and other partners. Using best practices has proven to differentiate the most successful projects. Implementing creative placemaking well involves key steps, beginning with a clear vision of the role of CPM, critical skills and resource recruitment, and comprehensive planning and communications.

29 CONNECT (mobile) The Strand American Conservatory Theater in San Francisco

30

31 THANK YOU! Mural in West Arts District Orlando, FL

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