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HIGHLAND AVENUE CORRIDOR STUDY MEETING 2- JANUARY12, 2021Highland Avenue Corridor Study Community Meeting 2 January 12, 2021 Salem, MA Meeting Agenda Welcome (Amanda Chiancola) Introduction (Mayor) Project Status (City) 1.Overview & Goals Recap (Sasaki) 2.Market Analysis (Landwise) 3.Report-back on Community Meeting No. 1 (City, Sasaki) 4.Big Picture Ideas & Discussion (All) 5.MassDOT R.O.W. (Sasaki) Paul Schlapobersky AIA, LEED AP Associate Principal Urban Designer & Architect, Project Manager Tyler Patrick AICP Principal, Planner Diane Athaide Urban Designer Jon Trementozzi Principal Brian Gridley Strategic Planner Gwendolyn Sands Planner Study Working Group •Amanda Chiancola (City) •Tom Daniel (City) •Becky Christie •Beth Debski •Timothy Flynn (Councillor) •David Hark •Patricia Morsillo (Councillor) •DJ Napolitano •Lorelee Stewart •David Surface Working Group Meetings (2 of 3 held): •Meeting 1 –Sept. 29, 2020 •Meeting 2 –Dec. 16, 2020 •Meeting 3 –TBD (late Jan. 2021) Community Meeting 2 Project Scope & Schedule Corridor Visit Sept 2020 Oct Nov Dec Corridor Framework & Development Scenarios Action Plan & Final Report Working Group Meeting 2 Draft Report •Development Framework •Land Use Program Scenarios •Selection of Preferred Scenarios •Development of Preferred Scenarios •Draft Report •Final Report •Kick-off Meeting •Establish project goals •Corridor Visit •Data Collection •Base Materials Mapping •Opportunities & Constraints •Market Scan •Development Program Scenarios Working Group Meeting 1 Existing Conditions Analysis & Market Scan Community Meeting 1 Jan 2021 Today Working Group Meeting 3 Final Report OVERVIEW & GOALS RE-CAP City’s Goals for The Corridor Study •Stakeholder dialogue on the future of the Corridor •A community vision for the Corridor •Representation of vision by consultant team •Final report of the study What are the key issues confronting the Corridor? What do you think is the right character for the Corridor? How can the Corridor evolve to meet Salem’s future? Community Mtg. 1 Questions / Discussion Points Challenges & Opportunities •Traffic volumes, and turning locations, pedestrian & cyclist comfort •Residential relationship to the Corridor (incl. potential new residential) •Workplace needs, employment •Land ownership (lands available for development) •Broader connections outward •Creating a stronger sense of place Overlap of Parcels & Ecological Constraints Wetlands Wetland Buffer Zone Ponds/Streams Pond/Streams Buffer Zone Parcels under consideration Projects in permitting Projects underway 44 Highland - Walmart Cinemaworld US Biological 120 Swampscott Rd 15 Robinson Rd Puleo Realty 346, 358 Highland Ave 342 Highland Ave Transfer Station Trader’s Way Development Tropical Products DaVita Salem NE Dialysis Overlook Acres 1 Dipietro &3 Swampscott MARKET SCAN & ANALYSIS Retail: Supermarkets, stores, restaurants, services (gas stations, etc.) Commercial: Offices, light manufacturing/workshop (eg. Technology Way businesses) Residential: All types –single family to townhomes to mid-rise multi-family Retail, Commercial, Residential What are they, and where should they go? Land Use Market Strength Site Suitability Economic/ Tax Impact Low Level of Competition Low Level of Traffic Impact TOTAL Residential ************12 Medical Office ************12 Office **********10 Industrial / Light Manufacturing **********10 Retail/Restaurant *********9 HIGHLAND AVENUE LAND USE MATRIX -SUMMARY *= Low Score **= Medium Score ***= High Score Market Strength –Landwise judgment of how healthy the market is for the given use in the Boston Metro and along the corridor Site Suitability –How appropriate the use is for a typical site located along the corridor factoring in zoning, market requirements, visibility,site needs Economic/Tax Impact-The ability for the use to create jobs and generate a net positive fiscal impact Low Level of Competition –The level of competition in the local market/submarket for the specific use Traffic Impact –The amount of traffic that will be generated from the target use CASE STUDIES Century Bank Headquarters 400 Mystic Ave., Medford o Class A Office Building o Year Built: 2005 o Building Space: 88,000 square feet, 5 stories o Lot Size: 4.87 acres o FAR: 0.42 o Parking Ratio: 3.0 / 1,000 SF o Traffic Count: 22,000 VPD (2018) A new 5-story 50,000 square foot building was built adjacent to the existing 3-story building. This building is located on Mystic Ave. in Medford, a similar corridor that is highly trafficked with a variety of uses. OFFICE MEDICAL OFFICE Route 3A Medical Office Complex 221 Boston Rd., Billerica o Year Built: 2019 (renovated) o Building Space: 12,500 square feet, 2 stories o Lot Size: 1.64 acres o FAR:0.17 o Parking Ratio: 5.5 / 1,000 SF o Traffic Count: 32,000 VPD (2018) This medical office building has 6 separate suites that can be combined for larger spaces if needed. It underwent extensive renovations in 2019, including an entire new façade). It is located on Route 3A in Billerica, a similar corridor with almost identical traffic counts to Highland Ave. (35,000 VPD). LIGHT MFG / IND Salem Glass 3 Technology Way, Salem o Year Built: 2002 o Building Space: 64,000 square feet o Lot Size: 4.4 acres o FAR:0.33 o Parking Ratio: 1.3 / 1,000 SF One of the most successful companies on Technology Way. Their success has inspired other similar companies to move, creating an industrial cluster at Technology Way. RETAIL 370 Highland Ave, Salem o Year Built:2018 o Building Space: 7,200 square feet o Lot Size: 1-acre lot (this building shares a lot with the neighboring Puleo’s Dairy building. The 1-acre is an estimate of the land that St. Jean’s sits on) o FAR: 0.17 o Parking Ratio: 5.5 / 1,000 SF o Traffic Count: 35,000 VPD (2020) St. Jean’s Credit Union Built by Groom Construction (a Salem-based company). CASE STUDY: MIXED-USE Station Landing Medford Route 16 o Year Built: 2008 o Building Details: 2 6-story buildings & 1 7-story building, 460 one, two, and three-bedroom units o Lot Size: 6.7 acres o Traffic Count:68,000 VPD (2019) 50/55 and 75SL make up the apartments at Station Landing. 50/55 Station Landing feature 292 luxury units with 67,000 SF of first-floor retail space and associated underground parking in two six-story buildings. 75SL features 168 loft-style apartments and 8,600 SF restaurant space and is a LEED- certified apartment community. Station Landing also includes over 20 restaurants and retailers, a Boston Sports Club, an AC Hotel by Marriott and a dual-branded 152-key TownePlace/Fairfield Inn. There is direct access to the MBTA at the Wellington station. Potentially introduce walkable moments Potentially introduce walkable moments Mixed Res. & Retail REPORT-BACK ON COMM’TY MTG. 1 (10.28.20) All materials from Community Meeting 1 are available on the City’s website. Or, you can contact Amanda Chiancola: achiancola@salem.com Community Meeting 1 Key Takeaways •Traffic: Traffic is a major existing concern, intersections and store entrances cause backups. •Walkability and Bike-ability: The existing road feels unsafe for walkers and bikers, community members feel there is an opportunity for trails, bike lanes and sidewalks and a great desire for these mobility options to be integrated into greenspaces and walkable retail areas. •Housing: Community members feel there is an opportunity and a desire for affordable, small scale and multi-family housing. Senior housing is a priority. •Neighborhood: Enhanced sense of place, greater visual and experiential quality. Well-cared for, upkeep, sense of ownership. BIG PICTURE IDEAS (DEVELOPMENT FRAMEWORK) Big Picture Ideas •Broad brushstrokes –not suggesting relocation of existing uses to achieve a vision •Existing conditions (business uses, topography, etc.) are an important factor •Private land ownership –Options can provide guidance for future development based on a vision for the Corridor •Options are meant as catalyst for discussion, drawing out issues and possible solutions •Ideas from one option may be applicable to others, with a different consensus option emerging Big Picture Ideas 1 “Christmas Lights” 2 Distinct North and South Character Zones 3 Integrated Commercial District Corridor Context Big Picture Idea 1 “Christmas Lights” •Baseline option. Accepts current basic nature of the Corridor, and seeks incremental improvements (eg. Corridor right-of-way improvements, best uses of key sites along Corridor) •Opportunistic, by-right growth strategy on major sites, within current zoning, or moderately modified zoning •Not contingent on larger connections across parcels, or on land assembly Walmart 120 Swampscott Rd & 15 Robinson Rd Puleo Realty Trader’s Way Development Overlook Acres Cinemaworld Commercial Retail Residential Transfer Station Big Picture Idea 1 “Christmas Lights” Potential Office or Res. Potential Clean Manuf./Office and Res. Potential Medical or Other Office Medical Office Commercial Retail Residential Walmart 120 Swampscott Rd & 15 Robinson Rd Puleo Realty Trader’s Way Development Overlook Acres Cinemaworld Transfer Station Big Picture Idea 1 “Christmas Lights” General Retail/Commercial “Inner Band” Walmart 120 Swampscott Rd & 15 Robinson Rd Puleo Realty Trader’s Way Development Overlook Acres Commercial Retail Residential Cinemaworld Transfer Station Big Picture Idea 1 “Christmas Lights” General Residential “Outer Band” General Retail/Commercial “Inner Band” Walmart 120 Swampscott Rd & 15 Robinson Rd Puleo Realty Trader’s Way Development Overlook Acres Commercial Retail Residential Cinemaworld Transfer Station Big Picture Idea 1 “Christmas Lights” Right of way improvements Big Picture Idea 2 Distinct North & South Character Zones •Generally distinguishes between Corridor south and north of Swampscott Road for future identity •Incentivizing changes over time •South of Swampscott Road: Greater emphasis on office and other employment uses, with select retail and residential mixed in •North of Swampscott Road: Strengthening and reinforcing this area as the retail zone with select other uses General Retail Zone General Commercial Zone •Distinguishes between Corridor south and north of Swampscott Road for future identity •South of Swampscott Road: Greater emphasis on office and other employment uses, with select retail and residential mixed in •North of Swampscott Road: Strengthening and reinforcing this area as retail zone with select other uses Big Picture Idea 2 Distinct North & South Character Zones General Retail Zone General Commercial Zone Walmart 120 Swampscott Rd & 15 Robinson Rd Puleo Realty Trader’s Way Development Overlook Acres Cinemaworld Commercial Retail Residential Big Picture Idea 2 Distinct North & South Character Zones General Retail Zone General Commercial Zone Walmart 120 Swampscott Rd & 15 Robinson Rd Puleo Realty Trader’s Way Development Overlook Acres Cinemaworld Commercial Retail Residential Big Picture Idea 2 Distinct North & South Character Zones Potential Office Potential Clean Manuf./Office and Res. Concentrated Retail Potential Medical or Other Office Walmart 120 Swampscott Rd & 15 Robinson Rd Puleo Realty Trader’s Way Development Overlook Acres Cinemaworld Commercial Retail Residential Big Picture Idea 2 Distinct North & South Character Zones Right of way improvements “Create a sense of place.” Big Picture Idea 3 Integrated Commercial District •Treats Highland-Swampscott- Marlborough intersection zone as the “State and Main” of the Corridor, with future commercial activity leveraging that intersection •Opportunity to create a mixed use (retail and res.) development on Cinemaworld site with “back street” links (ped., bike, even vehicle) to the existing retail nexus to the north Big Picture Idea 3 Integrated Commercial District Main Intersection of the Corridor Big Picture Idea 3 Integrated Commercial District Main Intersection of the Corridor, linking southern and northern retail -focused zones Walmart 120 Swampscott Rd & 15 Robinson Rd Puleo Realty Trader’s Way Development Overlook Acres Cinemaworld / Transfer Station Commercial Retail Residential Big Picture Idea 3 Integrated Commercial District Potential Medical or Other Office Potential Mixed -Use (Retail + Res.) Potential Clean Manuf./Office and Res. Concentrated Retail, with improvements to create pedestrian areas Commercial Retail Residential Big Picture Idea 3 Integrated Commercial District Secondary Access Network (Road, bicycle path, sidewalks) Commercial Retail Residential Big Picture Idea 3 Integrated Commercial District Walmart 120 Swampscott Rd & 15 Robinson Rd Puleo Realty Trader’s Way Development Overlook Acres Cinemaworld / Transfer Station Commercial Retail Residential Big Picture Idea 3 Integrated Commercial District Protected Crossings To High School To future South Salem Commuter Station Walmart 120 Swampscott Rd & 15 Robinson Rd Puleo Realty Trader’s Way Development Overlook Acres Cinemaworld / Transfer Station Commercial Retail Residential Big Picture Idea 3 Integrated Commercial District Right of way improvements Consolidated zone, with pedestrian & bike connections Commercial Retail Residential Big Picture Idea 3 Integrated Commercial District Commercial Retail Residential Big Picture Idea 3 Integrated Commercial District Commercial Retail Residential Big Picture Idea 3 Integrated Commercial District Big Picture Ideas •Baseline option. Accepts current basic nature of the Corridor, and seeks incremental improvements (eg. Corridor right-of-way improvements, best uses of key sites along Corridor) •Opportunistic, by-right growth strategy on major sites, within current zoning, or moderately modified zoning •Not contingent on larger connections across parcels, or on land assembly •Distinguishes between Corridor south and north of Swampscott Road for future identity •South of Swampscott Road: Greater emphasis on office and other employment uses, with select retail and residential mixed in •North of Swampscott Road: Strengthening and reinforcing this area as retail zone with select other uses •Treats Highland-Swampscott-Marlborough intersection zone as the “State and Main” of the Corridor, with future commercial activity leveraging that intersection •Opportunity to create a mixed use (retail and res.) development on Cinemaworld site with “back street” links (ped., bike, even vehicle) to the existing retail nexus to the north 1 “Christmas Lights” 2 Distinct North and South Character Zones 3 Integrated Commercial District What do you like or dislike about each option? Discussion Points 1 “Christmas Lights” 2 Distinct North and South Character Zones 3 Integrated Commercial District MASSDOT RIGHT-OF-WAY Context Walmart Puleo’s Dairy Northeast Animal Shelter Home Depot Market Basket Target Shaws Salem High School Tropical Products DaVita Salem NE Dialysis Highland Ave with divider (1.6 miles) “A more walkable area.” “Slower traffic speeds for safety.” MassDOT Highway 107 Right-Of-Way (R.O.W.) Highland Avenue Corridor Today Shoreline, WA, Aurora Ave. -Before Shoreline, WA, Aurora Ave. -After Protected mid- block turning pockets Street trees & bioswales Sidewalk set back from road edge High-visibility pedestrian crossings ility n Shoreline, WA, Aurora Ave. -Before Shoreline, WA, Aurora Ave. -After Shoreline, WA, Aurora Ave. •No center barrier •Multiple protected turning locations •Highly-visible pedestrian crossings •Trees on either side •Protected sidewalk Bike Lane Protected mid- block turning pockets Sidewalk Remain highly engaged with MassDOT Marshal community support for MassDOT interactions Articulate community’s vision for the future of Highland Ave. Highland Ave. R.O.W. Thank you for attending, and for your input! Next Steps •Incorporation of feedback •Draft Report published •Comments period •Final Report PRIOR PROJECT INFORMATION Appendix Context Walmart Puleo’s Dairy Northeast Animal Shelter Home Depot Market Basket Target Shaws Salem High School Tropical Products DaVita Salem NE Dialysis Highland Ave with divider (1.6 miles) Ecological Constraints Wetlands Wetland Buffer Zone (100’ ) Ponds/Streams Pond/Streams Buffer Zone (100’) Zoning Business highway (B2) Business Park Development (BPD) Residential One Family (R1) Residential Multi family (R3) Industrial (I) Residential Conservation (RC) Walmart Puleo’s Dairy Northeast Animal Shelter Home Depot Market Basket Target Shaws Salem High School Tropical Products DaVita Salem NE Dialysis Parcels Parcels under consideration 44 Highland - Walmart Cinemaworld US Biological 120 Swampscott Rd 15 Robinson Rd Puleo Realty 346, 358 Highland Ave 342 Highland Ave Transfer Station Trader’s Way Development Tropical Products DaVita Salem NE Dialysis Overlook Acres Projects in permitting 1 Dipietro &3 Swampscott Projects underway What is right for Highland Avenue? Pedestrian Automobile Experience at Ground Level –Sense of Place Belmar, Lakewood CO Mosaic, Fairfax VA ? TodayFuture? Today What is right for Highland Avenue? Commercial / Institutional Residential Program, Uses –Sense of Place Stonebridge at Potomac Town Center, Woodbridge, VA Westbrook, BC, Canada ? Future? What is right for Highland Avenue? Overall Function, and Look and Feel Daybreak, UT Azalea, South Gate, CA Local Regional ? Today Future? MARKET SCAN & ANALYSIS Appendix Salem Highland Avenue Market Scan Fall 2020 Source: 2015 Census LEHD OnTheMap Note that employment nodes are aggregated at the Census Block level; points do not represent specific buildings. NSMC Salem Source: 2015 Census LEHD OnTheMap Note that employment nodes are aggregated at the Census Block level; points do not represent specific buildings. McDonald’s, Londi’s, Taco Bell, Burger King, IHOP Existing Conditions Future Conditions -Medical employment clustered around the NSMC Salem Hospital is the primary driver of economic activity along the corridor -Big box retailers continue to draw significant activity along the corridor and these users appear to be healthy relative to national trends -The corridor features a number of chain restaurant options but lacks options for independent and ethnic categories -The corridor is made up primarily of middle-income households and it is experiencing positive household growth and meaningful growth in income levels -Recent expansion in the NSMC Salem Hospital cluster and the closing of a hospital facility in Lynn indicate that future growth in the medical space is likely to occur. -Retail and restaurant uses are likely to continue to face headwinds from the Covid-19 disruption and the rise of e- commerce and so expansion of these uses will be challenging in the near term. -The growth in advanced manufacturing, logistics, warehousing uses is likely to continue so sites that are well suited for these uses may have an advantage -The need for affordable/workforce housing is likely to remain strong in the Salem area due to the lack of supply LOCAL ECONOMIC CONTEXT TAKEAWAYS SUBSECTOR DEVELOPMENT POTENTIAL -In the industrial category the sub sectors of fulfillment centers and warehouse are leading the way -Medical office is very strong and has only been moderately impacted by Covid-19 disruptions -Within multifamily the strongest subsector is moderate-income apartments. -While the office sector has been hit hard, the suburban office sector has actually improved, and there may be some build-to -suit opportunities within the Salem market. -All retail subsectors continue to struggle, and it is likely some of the existing vacant space will convert to other uses over time. Source: ULI Emerging Trends in Real Estate 2021