Strategic plan framework Steering Committee Meeting September 26, 2018 1
agenda 1 Welcome and Strategic Planning introductions Process Strategic Analyses Plan Framework 2 3 Brand Brand Development Naming Discussion 2
community & stakeholder engagement 3,000 online and in-person participants 17 committee meetings 14 interactive whiteboard locations for community feedback 20 stakeholder interviews 44 Steering Committee members 5 Working Groups with 64 members 3
community input via neighborland main themes Better dining options Road infrastructure/connectivity Improve public space/ increase green space More local Better nightlife/bars Improve bike/ped experience Route 1 Outdoor seating; public restrooms Dog parks More/better retail options Entertainment & activity options Housing Specialty stores Grocery stores Bookstores/hardware stores Music venues Movie theater Playgrounds Pools Affordable housing Condos 4
building on our strengths 5
strategic analyses Market Analysis Net Fiscal Impact Analysis Public Realm Study Arts & Entertainment Assessment Branding & Identity JLL Stephen Fuller Institute ZGF Architects Bolan Smart Associates Trajectory 6
Virginia s largest downtown economy The Pentagon Pentagon City 1-mile radius Crystal City Ronald Reagan Washington National Airport Potomac Yard Arlington 7
Virginia s largest downtown economy Million SF office Downtown Austin Downtown Indianapolis Downtown Miami Downtown Richmond 10.2 M 12.4 M 14 M 14.6 M CC/PC/PY 18.6 M including Pentagon 1.8 1.81sqsqmimi 8 7.6 sqsq mimi 7.56 1.6 mimi 1.56sqsq 33.04 sq misq mi 1.1 sq 1.14 sqmimi 12 M without Pentagon
Virginia s largest downtown economy 71% STEM (tenant occupancy) 20 new tenants (580k sf) from DC since 2013 75% non-profit 75,000 employees 40% lower office rents, offering higher value 5,900 hotel rooms, second to downtown DC 75% occupancy rates 14,800 residential units, more than downtown DC 475 restaurants and shops 9
economic engine fiscal impact economy Crystal City Rest of Future Cities area 25 Crystal City Rest of Future Cities Future Cities, total Revenues $94.90 $105.34 $200.24 20 15 20.9% 8.7% 15.3% 17.8% Expenditures $65.65 $77.18 $142.83 Net Fiscal Impact $29.25 $28.16 $57.41 10 7.5% 10.0% 7.1% 9.3% % of General Fund Revenues generated in the area 8.4% 9.3% 17.8% 5 5.1% 7.0% 12.2% 8.2% 8.4% 0 2.3% Residents 3.0% Households Jobs Real Estate Taxes General Fund Revenue 10
connectivity and public realm place Opportunities: Potential enhancement of existing north-south roadway network with better connectivity along east-west axes Enhanced streetscapes that tie together the area Focused investment in opportunity areas Opportunity Area Enhanced Connection 11
culture and entertainment culture 12
momentum seizing opportunity Huge public private investment underway unlocking potential: $342 million in public infrastructure investment (Arlington County) $2 billion of private projects are in the pipeline over the next five years $3 billion in regional transportation investments between the airport and regional rail systems 13
a framework for action 14
values Innovation + Sustainability Entrepreneurship Inclusion Design Excellence Partnership 15
framework themes Build identity Improve place Grow economy The Future Cities area is recognized as one of the region s most dynamic, connected, and enterprising urban centers to live, work, visit, and invest in. The Future Cities area is a vibrant downtown with high-quality urban design, remarkable parks, and an enjoyable, inviting public realm. The Future Cities area is an economic engine with thriving office, retail, hotel, and residential markets that contribute to the County s sustainable growth. Increase connectivity Foster cultural vibrancy The Future Cities area is seamlessly connected and easily navigable for workers, residents, and visitors, by various modes. The Future Cities area enjoys authentic and compelling arts, culture, and entertainment options that match its scale and density. 16
build identity framework themes Build a new identity for the area and its neighborhoods that emphasizes its assets, value, and potential. 17
build identity framework themes 1 Create an areawide Build a new 3 Develop BID 2 4 Maintain brand and family cohesive of brands for the communications, whole area and marketing the BID and outreach infrastructure and develop memorable BID events and programming that change perceptions and build community 18
improve place framework themes Improve place by creating a more dynamic, attractive, and activated public realm. 19
improve place framework themes 1 Define, enhance 2 Support bold 3 Transform the 4 Create and and connect the area s distinct districts design interventions that bring the inside out public realm highlight a green network 20
improve place framework themes Pentagon Row Crystal Drive Pentagon Row 12 th St Route 1 South Hayes Crystal Drive 23 rd St South Hayes Street 23rd Street Potomac Yard 21 12th Street Potomac Yard
grow economy framework themes Grow the economy by building on market strengths and seizing opportunities through a cohesive areawide approach to development. 22
grow economy framework themes 1 Understand 2 Attract next 3 Attract a 4 Support the 5 Integrate hotels and promote the area s market across all sectors (data resource and clearinghouse) generation of tech companies & cultivate an eco-system for mission-driven nonprofits and government, in collaboration with the county diverse group of destination and neighborhoodserving retail (and turn it inside out) area as a desirable and inclusive place to live and visitors into the community 23
increase connectivity framework themes Increase connections within the area and to adjacent economic activity centers. 24
increase connectivity framework themes 1 Advocate for 2 Apply 3 Enhance 4 Strengthen 5 Become a enhanced regional rail connections Complete Streets principles throughout the area connections to airport and adjacent activity generators east-west connectivity testing ground for innovative transportation technologies 25
foster cultural vibrancy framework themes Foster opportunities for arts, culture and entertainment that create a more lively and attractive experience. 26
foster cultural vibrancy framework themes 1 Promote more 2 Incorporate high 3 Leverage venues for music, culture, and entertainment quality public art and arts programming throughout the area proximity of river/celebrate Aquatic Center 27
big moves 28
distinguish as a unified, vibrant downtown + + = 29 Crystal City Pentagon City Potomac Yard- Arlington
makeover to remarkable 30
transform route 1 into a boulevard 1 2 3 4 Create a unified on-grade boulevard Improve pedestrian experience at key intersections Provide greening and enhanced landscape Consider use of residual roadway area for commercial development 31
implement CC2DCA 32
innovation district 33
how do we get there? Steering Committee to review and finalize the plan Commitment to continued collaboration for implementation Potential formation of Area- Wide Business Improvement District 34
35