Point Neighborhood Commercial Corridors Revitalization Plan - December 2014 Salem Point Neighborhood
Commercial Corridors
Revitalization Plan
December 2014
Prepared for:
City of Salem
Department of Planning and Community Development
Salem, Massachusetts
Prepared by:
Metropolitan Area Planning Council
60 Temple Place, 6th Floor
Boston, Massachusetts 02111
Tel (617) 451-2770
www.mapc.org
Acknowledgments
The Point Neighborhood Commercial Corridors Revitalization Plan was produced with input from
members of the Point neighborhood and broader Salem community including residents, business
owners, property owners, and representatives from community-based organizations. Thank you to
all who participated throughout the planning process.
This Plan was made possible with funding from the 2014 District Local Technical Assistance
program and resources from a Working Cities Challenge Grant awarded to the City of Salem by
the Federal Reserve Bank of Boston. This project advances MetroFuture regional plan goals of
Sustainable Growth Patterns, Housing Choices, and Regional Prosperity. This project also
advances federal livability principles pertaining to equitable, affordable housing, enhancing
economic competitiveness, support for existing communities, and valuing communities and
neighborhoods.
Professional planning and technical assistance was provided by the Metropolitan Area Planning
Council. Outreach and engagement assistance was provided by the City of Salem, the North
Shore Community Development Coalition, and the Point Neighborhood Association.
Metropolitan Area Planning Council Officers
President Lynn Goonin Duncan, AICP, City of Salem
Vice President Keith Bergman, Town of Littleton
Secretary Shirronda Almeida, Massachusetts Association of Community Development Corporations
Treasurer Taber Keally, Town of Milton
Metropolitan Area Planning Council Project Team
Project Manager and Primary Author: Jennifer Erickson, Regional Planner and Equity Specialist
Market Analysis: Matt Smith, Senior Regional Economic Development Planner
Outreach and Engagement: Renato Castelo, Community Engagement Specialist
Scenarios Modeling Assistance and Mapping: Eliza Wallace, Research Analyst and Tim Reardon,
Assistant Director, Data Services
Rendering and Massings: Karina Milchman, Housing Planner and Chris Kuschel, Transportation
Planner
General Research: Christine Madore, Associate Planner and Justin Mann, Administrative Intern
City of Salem Department of Planning and Community Development
Lynn Goonin Duncan, AICP, Director
Andrew Shapiro, Economic Development Planner
North Shore Community Development Coalition (North Shore CDC)
Mickey Northcutt, Chief Executive Officer
Kristin Anderson, Chief Program Officer
Jackie Giordano, Director of External Affairs
Andrea Rhoades, Community Engagement Coordinator
Salem Point Neighborhood Commercial Corridors Study Advisory Group
Kristin Anderson, Chief Program Officer, North Shore Community Development Coalition
Derek Arnold, Owner, Witch Doctor
Lucy Corchado, President, Point Neighborhood Association
Lynn Goonin Duncan, AICP, Director of Planning & Community Development, City of Salem
Jennifer Erickson, Regional Planner and Equity Specialist, MAPC
Scott Hurley, Owner, Deli House
Phyllis LeBlanc, President & CEO, Harbor Sweets
Joel Ramos, Owner, Celia’s Restaurant
Andrew Shapiro, Economic Development Planner, City of Salem
Matt Smith, Senior Regional Planner, MAPC
Kylie Sullivan, Manager, Salem Main Streets
Laura Swanson, Chief Operating Officer, Enterprise Center at Salem State University
Rosario Ubiera-Minaya, Latino Leadership Coalition and North Shore Community Health, Inc.
Mickey Northcutt, Executive Director, North Shore Community Development Coalition
Cover Credits
Metropolitan Area Planning Council, North Shore Community Development Coalition
Salem Point Neighborhood Commercial Corridors Revitalization Plan 3
Table of Contents
ACKNOWLEDGMENTS ..................................................................................................................................................... 1
COVER CREDITS ................................................................................................................................................................. 2
EXECUTIVE SUMMARY .................................................................................................................................................... 7
I. CONTEXT ...................................................................................................................................................................... 10
PREVIOUS PLANNING EFFORTS AND STUDIES ................................................................................................................. 10
ECONOMIC DEVELOPMENT OPPORTUNITIES AND CHALLENGES: WHAT WE HEARD ..................................................... 11
REGIONAL CONTEXT: HOUSING AND ECONOMIC DEVELOPMENT PROJECTIONS FOR SALEM ...................................... 13
ADVANCING REGIONAL GOALS, EQUITY, AND MITIGATING DISPLACEMENT ................................................................ 14
II. CURRENT CONDITIONS ........................................................................................................................................... 15
NEIGHBORHOOD BOUNDARY AND CORRIDORS STUDY AREA ....................................................................................... 15
ZONING AND LAND USE ................................................................................................................................................ 16
PARCEL CONDITIONS ...................................................................................................................................................... 17
DEMOGRAPHIC AND SOCIOECONOMIC CHARACTERISTICS ........................................................................................... 17
HOUSING UNITS AND HOUSING STOCK ....................................................................................................................... 17
HOUSING AFFORDABILITY .............................................................................................................................................. 18
EDUCATION .................................................................................................................................................................... 18
EMPLOYMENT AND ECONOMY ....................................................................................................................................... 18
III. RETAIL MARKET ANALYSIS ..................................................................................................................................... 20
MARKET ANALYSIS .......................................................................................................................................................... 20
TRADE AREA .................................................................................................................................................................... 20
DEMOGRAPHICS ............................................................................................................................................................. 21
Point Neighborhood Trade Area Resident Characteristics ............................................................................... 21
Primary Trade Area Resident Characteristics ..................................................................................................... 22
Secondary Trade Area Resident Characteristics ................................................................................................ 22
INTERVIEWS .................................................................................................................................................................... 22
Challenges ............................................................................................................................................................... 23
Opportunities ........................................................................................................................................................... 23
Other Findings ......................................................................................................................................................... 23
EXISTING RETAIL INVENTORY .......................................................................................................................................... 24
RETAIL OPPORTUNITY ANALYSIS ..................................................................................................................................... 24
RETAIL OPPORTUNITY GAP ANALYSIS ............................................................................................................................ 25
Gap Analysis ........................................................................................................................................................... 25
Potential Supportable Retail Square Footage .................................................................................................... 27
WORKER RETAIL POTENTIAL ........................................................................................................................................... 29
TOURISM POTENTIAL ....................................................................................................................................................... 29
TOTAL RETAIL POTENTIAL & MARKET OPPORTUNITIES ................................................................................................... 30
COMPARISON RETAIL AREAS AND RETAIL RECRUITMENT OPPORTUNITIES ...................................................................... 32
SUMMARY MARKET OBSERVATIONS AND CONCLUSIONS.............................................................................................. 34
IV. DEVELOPMENT/REDEVELOPMENT OPPORTUNITY AREAS IN THE COMMERCIAL CORRIDORS .............. 35
OVERVIEW OF DEVELOPMENT/REDEVELOPMENT OPPORTUNITY AREAS ....................................................................... 37
Opportunity Area: 47 Congress Street ............................................................................................................... 37
Opportunity Area: 65-67 Congress Street ........................................................................................................ 37
Opportunity Area: 78 Congress Street ............................................................................................................... 38
Opportunity Area: 84 Congress Street ............................................................................................................... 38
Salem Point Neighborhood Commercial Corridors Revitalization Plan 4
Opportunity Area: 95, 99, and 101 Congress Street ..................................................................................... 38
Opportunity Area: 91 Lafayette Street .............................................................................................................. 39
Opportunity Area: 101-109 Lafayette Street ................................................................................................... 39
Opportunity Area: 111-125 Lafayette Street ................................................................................................... 39
Opportunity Area: 129-151 Lafayette Street ................................................................................................... 40
Opportunity Area: 164 and 172 Lafayette Street ........................................................................................... 41
Opportunity Area: 9 Peabody Street .................................................................................................................. 41
Opportunity Area: 25 Peabody Street ............................................................................................................... 41
Opportunity Area: 64 and 70 Ward Street ...................................................................................................... 42
Opportunity Area: 62 and 78 Leavitt Street ..................................................................................................... 42
Opportunity Area: 16 Lynch Street ..................................................................................................................... 43
Opportunity Area: 18 Perkins Street .................................................................................................................. 43
SCENARIOS MODELING: ESTIMATES OF DEVELOPMENT OR REDEVELOPMENT POTENTIAL IN OPPORTUNITY AREAS ...... 44
Methodology ........................................................................................................................................................... 44
Estimates of Additional Residential and Mixed Use .......................................................................................... 45
Estimates of Added Value to Parcels and Potential Additional Tax Revenue ............................................... 45
VISUALIZATIONS OF REDEVELOPMENT POTENTIAL .......................................................................................................... 48
V. RECOMMENDATIONS .............................................................................................................................................. 51
CORRIDOR ACTION PLAN MATRIX ................................................................................................................................. 54
Proposed Partners for Plan Implementation ....................................................................................................... 54
Salem Point Neighborhood Commercial Corridors Revitalization Plan 5
Tables and Figures
Figure 1: Salem Point Vision and Action Plan Elements ........................................................................................... 10
Figure 2: Point Neighborhood Boundary and Corridor Study Areas ................................................................... 15
Figure 3: Zoning Map Excerpt – Point Neighborhood Parcels ............................................................................... 16
Table 1: Salem Point Neighborhood Businesses by Sector, 2011 ......................................................................... 19
Figure 4: Point Corridor Trade Areas ......................................................................................................................... 21
Table 2: Trade Areas Demographics Summary ........................................................................................................ 21
Table 3: Summary Retail Opportunity Gap: 3-digit NAICS, All Trade Areas.................................................... 26
Table 4: Retail Opportunities: Urban Inclined Sectors ............................................................................................. 26
Table 5: Summary of Potential Supportable Retail by Square Feet and Number of Establishments ............ 28
Table 6: Supportable Retail Space from Local Workers ........................................................................................ 29
Table 7: Estimated Tourism Retail Expenditures ........................................................................................................ 30
Table 8: Total Supportable Retail Square Footage: Resident, Worker and Tourist Demand ......................... 31
Figure 5: Map of Development or Redevelopment Opportunity Areas ............................................................... 35
Table 9: Estimated Development or Redevelopment Potential in Opportunity Areas ...................................... 46
Table 10: Salem Point Neighborhood Commercial Corridors Action Plan Matrix ............................................. 56
Salem Point Neighborhood Commercial Corridors Revitalization Plan 6
Appendices
Appendix A: Public Engagement Process ................................................................................................................... 61
Appendix B: Characteristics of the Opportunity Areas ........................................................................................... 66
Appendix C: Retail Market Analysis – Additional Tables ....................................................................................... 73
Appendix D: CommunityViz Scenarios Modeling Overview ................................................................................... 77
Appendix E: Housing, Economic, and Infrastructure Actions from the Salem Point Neighborhood Vision and
Action Plan ........................................................................................................................................................................ 81
Appendix F: Resources.................................................................................................................................................... 84
Salem Point Neighborhood Commercial Corridors Revitalization Plan 7
Executive Summary
he Salem Point Neighborhood Commercial Corridors Revitalization Plan proposes a series of
goals and strategies that aim to boost economic activity, housing diversity, and inclusivity in
the Point neighborhood and better connect it with the rest of downtown Salem. The Plan
advances the housing and economic development vision that was articulated in the Point
Neighborhood Vision and Action Plan, which was adopted by the City of Salem and community
partners in August 2013. This Plan also builds on other current and recent neighborhood and city
wide planning activities and studies that pertain to economic development and housing.
Sections I and II provide the context for the study. Section I includes an overview of relevant
improvements, findings, and strategies from current and previous neighborhood and citywide
planning documents; summarizes the economic development opportunities and challenges facing
the neighborhood – as identified through the public engagement process; examines the need to
plan for mixed use and multifamily housing in the context of regional trends; and highlights the
potential to facilitate equitable redevelopment that generates opportunities for diverse
populations and household types. Section II examines current conditions in the neighborhood and
in the primary commercial corridors of Lafayette and Congress streets – the main thoroughfares
that link the neighborhood with the rest of downtown Salem. The section includes an overview of
existing land use, zoning, and parcel conditions and reviews the demographic, socioeconomic,
housing, and economic characteristics and potential of the corridor.
Sections III and IV present findings from a retail market analysis and an analysis of the
development potential of opportunity areas in the commercial corridors that are ripe for
development or redevelopment. The market analysis analyzed local and regional business,
employment, and retail data; examined the characteristics of retail corridors in other
immigrant/low-income neighborhoods; collected data on the perspectives of residents and
business owners on the retail environment; and studied retail market gaps, oversupply, and
preferences. Scenarios modeling generated estimates of the development potential of sixteen
(16) areas – each consisting of one or more parcels – that have the potential to accommodate
mixed use or residential development at higher densities. Renderings and massings for two
priority redevelopment areas are also provided for illustration purposes.
Section V outlines a set of goals and strategies that aim to encourage greater public and private
sector investment in the corridors while also mitigating the displacement of current residents and
businesses. It also includes an action plan matrix summarizing goals, strategies, and potential
partners in implementation. Identified goals and strategies address topics including marketing and
publicity, programming in public spaces, infrastructure improvements in the public realm,
expanding organizational infrastructure to support local and potential entrepreneurs, and zoning.
Findings: Retail Market Analysis of the Commercial Corridors
The retail market analysis identifies the retail sectors with potential for growth in the Point
neighborhood as well as the total square footage of retail space these establishments could
support. Three analyses were conducted to inform the market analysis: a retail opportunity gap
analysis, a worker supported retail opportunity analysis, and a tourist supported retail
opportunity analysis. Recommendations emerging from the market analysis are integrated into the
Action Plan.
T
Salem Point Neighborhood Commercial Corridors Revitalization Plan 8
Key findings:
The Point neighborhood has the potential to support approximately 50,000 square feet
(sf) of additional retail space based on the retail opportunity gap, worker supported
retail, and tourist supported retail analysis. This would include roughly 23 new retail shops
– not taking into account the estimated development potential of the opportunity areas
outlined in Section IV.
Retail sectors holding the greatest opportunity should be targeted, including clothing and
shoe stores, home goods and furnishings shops, a small- to mid-sized grocery store, and
restaurants (take out and sit down). Identified retail opportunities serve different market
segments with the neighborhood (e.g. residents, workers and tourists); retailers that
appeal to one or more of these segments hold the greatest potential.
The greatest opportunity to attract new retail to the Point neighborhood is along
Lafayette Street, particularly on the stretch between Derby and Palmer Streets; clothing,
home goods, and restaurants (limited- and full-service) hold the most promise. Securing a
strong anchor establishment to Lafayette Street could increase foot traffic and exposure
to the whole area and make the area more attractive to other tenants.
Congress Street holds potential for more neighborhood-oriented convenience retail and
eating that would appeal both to existing local residents and workers at Shetland Park.
Additional market rate residential development to bring residents with greater spending
power would also help support a growing retail base. The segment of Congress Street
closest to the South River holds potential for retail that would attract Shetland Park
workers as well as tourists given the presence of the Harbor Walk and visibility from the
Pickering Wharf development. Underutilized parcels on the segment of Congress between
Harbor and Palmer Streets could be developed to create a local retail cluster.
There may be some limited opportunity for more retail along connective corridors like
Palmer and Harbor streets. Should any redevelopment occur along these corridors, either
where retail currently exists or adjacent to it, some smaller retail might be supportable.
Should foot traffic increase (i.e. red line walking route extended from downtown),
opportunity would increase to better support retailers in these locations.
Findings: Development or Redevelopment Potential of Opportunity Areas
Sixteen (16) areas in the Point neighborhood have been identified as development or
redevelopment opportunity areas. A majority of the opportunity areas are located in high
visibility locations in the primary corridors – five are located on Congress Street, five are located
on Lafayette Street, and the remainder is located on secondary corridors and on intersecting
streets in close proximity to the primary corridors. The opportunity areas are endorsed by the
City of Salem and its partners as prime locations for accommodating higher density mixed use
(housing combined with retail, restaurant, and/or office uses) or multifamily housing development.
MAPC used CommunityViz as a tool to examine the development or redevelopment potential of
the opportunity areas. Using model mixed use development and multifamily development building
types, the modeling generated estimates of potential additional dwelling units and square
footage of commercial floor area that could be accommodated in the 16 opportunity areas.
Key findings:
Estimated potential additional dwelling units based on development or redevelopment:
700 – 1,300 – majority on Congress Street
Salem Point Neighborhood Commercial Corridors Revitalization Plan 9
Estimated potential additional square footage of commercial floor area: 107,300 –
463,700 sf – majority on Congress Street
o Estimated sf for retail or restaurant uses: 56,300 – 59,100 sf – distributed, but
with a majority on Lafayette Street
o Estimated sf for office uses: 51,000 - 404,600 sf – on Congress Street
The potential added value to the 16 parcels, as a result of redevelopment or adaptive
reuse, could range from $72 million to $158 million.
The potential additional tax revenue that can be generated for the City of Salem as a
result of redevelopment could range from $1.4 million to $2.6 million.
Point Neighborhood Commercial Corridors Action Plan: Goals and Strategies
The Action Plan in Section V identifies five goals and a set of related strategies and actions to
advance housing and economic development in the opportunity areas. View the matrix in Section
V to view the actions needed to advance the goals and strategies listed below.
Goal #1: Enhance visual character, streetscape and connectivity between the primary
commercial corridors and the rest of downtown Salem.
Strategy: Increase connections between the larger downtown, wharf shopping districts,
and the Point neighborhood through infrastructure investments and programming that
creates a welcoming, clean, and safe environment and foster high-quality public spaces
and pedestrian environment.
Goal #2: Support commercial and housing diversity in the neighborhood.
Strategy: Expand the customer base for businesses in the corridor by supporting
redevelopment that will expand the number of residents and workers who live and work in
the neighborhood – with a focus on mitigating displacement.
Goal #3: Market and publicize the Point neighborhood as a retail and dining destination,
with an emphasis on locally sourced and produced goods.
Strategy 3.A: Expand and diversify retail offerings in the neighborhood through
marketing and publicity of existing assets and development/redevelopment opportunity
areas on Lafayette and Congress streets.
Strategy 3.B: Make the Point neighborhood a destination for high quality, authentic ethnic
dining on the North Shore.
Goal #4: Strengthen and diversify the local workforce and businesses.
Strategy: Mitigate displacement of current retail and business owners through workforce
development and business development programs targeted to Point neighborhood
business owners and entrepreneurs.
Goal #5: Increase housing options by supporting multifamily development affordable to
different incomes and accessible to different household types.
Strategy: Mitigate displacement of current residents through policies and strategies
designed to foster the inclusion of affordable housing stock in priority redevelopment sites
in the corridors.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 10
I. Context
This section provides an overview of relevant improvements, findings, and strategies from current
and previous neighborhood and citywide planning documents; summarizes the economic
development opportunities and challenges facing the neighborhood – as identified through the
public engagement process; examines the need to plan for mixed use and multifamily housing in
the context of regional trends; and highlights the potential to facilitate equitable redevelopment
that generates opportunities for people of different backgrounds and income levels.
Previous Planning Efforts and Studies
The Salem Point Neighborhood Commercial Corridors Revitalization Plan builds on current and recent
neighborhood and city wide planning activities and studies. Relevant economic and housing-
related improvements, findings, and strategies from other current and recent processes are
summarized below.
The Salem Point Neighborhood Vision and Action Plan for 2013-2020 outlines a vision to improve
the quality of life in the Point neighborhood and an action agenda that the City of Salem and
community partners will work together to implement over a seven-year period from 2013-2020.
Housing and Economic Development (HED) is one of six elements in the Vision and Action Plan.
Identified actions to implement the HED vision include: identifying areas in the neighborhood with
redevelopment potential, supporting development including a mix of housing and commercial uses
and housing affordable to different incomes, undertaking economic development planning for
Congress and Lafayette streets, and qualifying the neighborhood for investment via historic tax
credits (through designation as a place on the National Register of Historic Places).
Figure 1: Salem Point Vision and Action Plan Elements
Other housing and economic development
needs and interests that were identified
through the public engagement process
include: attracting more stores to locate
particularly in intersections like Congress at
Harbor, Congress at Palmer, and Lafayette
Street near Peabody and Ward streets;
enabling greater waterfront access and
attracting more food establishments to the
Shetland Park area; attracting tourism by
extending the red line into the
neighborhood and emphasizing the
neighborhood’s history and public art; and
maintaining a clean pedestrian environment,
with emphasis on cleanliness in the major
corridors of Lafayette and Congress and in
connective corridors like Peabody, Ward,
and Harbor streets.
The Salem Pedestrian/Bike Plan and the 2011-2012 Salem Annual Consolidated Performance and
Evaluation Report (CAPER) identified a number of street improvements, many which have been
Salem Point Neighborhood Commercial Corridors Revitalization Plan 11
implemented, including the addition of a bike lane on Congress Street and sidewalk installation at
Perkins Street, Harbor Street, Lafayette Street, and Congress Street. On Harbor Street and
Lafayette Streets, a roadway and pedestrian improvement project utilized an additional grant
from the MassDOT Public Works Economic Development Program in addition to the relevant
federal funds.
The 2008 Salem Harborwalk Plan identified the development of a South River Harbor Walk. The
1,100-foot Harborwalk was constructed in 2010, linking the Point neighborhood to the South
River. The Walk also links to Peabody Street Park. The 2007-2014 Open Space and Recreation
Plan update identified improvements to parks in the Point neighborhood and the creation of
Peabody Street Park; subsequently, a Peabody Street Park Plan was developed and the Park was
constructed in 2010. Peabody Street Park and the Harborwalk are easily accessible from
Lafayette and Congress streets. In 2011, improvements were also made to Palmer Cover Park
addition of a baseball field) at the end of Congress Street.
The 2010 Citywide Consolidated Plan (and the 2015 Citywide Consolidated Plan that is currently
underway) includes a Housing Needs Assessment section. In the past five years, the City has
expended over $570,000 in housing rehabilitation and affordable housing creation, including the
St. Joe’s redevelopment project on Lafayette Street; and over $26,000 in first-time homebuyer
assistance. The Housing Rehabilitation Loan Program has also enabled improvements to multi-
family housing developments in the neighborhood.
The 2007 Downtown Salem Retail Market Study: Strategy and Action Plan examined opportunities
to revitalize and strengthen Salem’s downtown retail base. The Point neighborhood is just a 2-
minute walk from the area officially known as downtown Salem and some of the key findings and
implications pertain to the neighborhood, including the finding that the downtown is best
positioned “to grow its retail and service base in two areas: (1) dining and entertainment that
builds on its current strength as a dining destination; and (2) niche comparison goods that
emphasize unique stores and expand downtown’s current position in gifts and crafts, clothing,
specialty foods, and hobby, books and music” and “An expanded variety of stores, more arts and
cultural activities and better information on parking options are key improvements to generate
expanded downtown shopping among local residents.”
The 2006 Point Neighborhood Historic Resources Survey and Preservation Plan identified the need to
form a local coalition of groups to advocate for historic preservation in the Point neighborhood
and obtaining National Register Historic District listing for the neighborhood. In 2013, the North
Shore Community Development coalition spearheaded an effort to list the neighborhood on the
National Register and succeeded, making the neighborhood eligible for state and federal historic
tax credits.
Economic Development Opportunities and Challenges : What We
Heard
During the first four months of the study, two outreach and engagement activities provided an
early understanding of some of the economic strengths, weaknesses, and opportunities in the
commercial corridors from the perspective of residents, business owners, property owners,
developments, and social service and community development organizations.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 12
Interviews with Business Owners – April 2014
Nine (9) interviews were conducted with owners of groceries/bodegas, salons/nail care, food
establishments, clothing stores, and other businesses. The top four topics that arose in the
interviews pertained to consumer traffic, the mix of uses in the neighborhood, observed safety
and concerns about streetscape and public realm needs, and connectivity (or lack of it) to the
downtown.
Salem Point Neighborhood Commercial Corridors Plan Public Meeting #1– June 30, 2014
The June 30th public meeting shared preliminary findings from the retail market analysis and a
preliminary list of priority development/redevelopment areas. Participants were invited to visit
three discussion stations seeking their feedback on: the retail offerings they want to see more of in
the neighborhood; their entrepreneurial/business interests (if applicable); and their ideas of other
ways the corridors can be improved to enhance connectivity to the rest of downtown Salem.
Below, please find a summary of issues and opportunities raised during interviews with Point
neighborhood business owners conducted in spring 2014 and at the Salem Point Neighborhood
Commercial Corridors Plan Public Meeting #1, which took place on June 30, 2014. Many of the
needs and opportunities identified echo those identified in the Point Neighborhood Vision and
Action Plan public engagement process.
Please see Appendix A for an overview of the public engagement process and full notes from the
public meetings. Please see Section III for a fuller description of feedback collected from the
interviews with business owners as part of the retail market analysis. Some of the ideas emerging
from the public meeting include:
Topic: Diversity of retail and mix of uses in the corridors
Attract more market-rate housing, sit-down restaurants, quality food markets, clothing
retailers, and more general retail
Need for shops carrying new fashions – shoes and clothing
More ethnic restaurants (Brazilian, Vietnamese)
Interests in (establishing) new/unique businesses: craft beer/tavern restaurant; restaurant/hair
salon combo; microbrewery/tap room; creating a “makerspace” – for artisans/makers
Interests in more recreational and public health amenities: gym, full service auditorium,
jogging path or extended Harborwalk, batting cages at Palmer Cove
Topic: Education, marketing and publicity about corridor development and redevelopment
opportunities
Need to provide education for prospective business owners (how to start, funding, etc.)
Majority of business is local: Most reported that business is good, but there is very little tourist
traffic.
Emphasize neighborhood heritage/history
Integrate public/interactive art e.g., through banners; through this art, also highlight history of
neighborhood
Concern: will loss of parking impact future development? (Some of the priority development
areas including parking lots.)
Salem Point Neighborhood Commercial Corridors Revitalization Plan 13
Topic: Enhancing Streetscape and Connectivity to the rest of Downtown Salem
Neighborhood perceived as unsafe by outsiders and cleanliness is an issue: Merchants feel
safe, but many customers don’t. “Feels unsafe to tourists.”
Streetscape and public realm improvements needed: Trash/garbage in streets, minimal
landscaping; poor connections to downtown – improved connections needed, including better
signage and sidewalk improvements. “Investment stops at the (South) River.”
Lighting exists but needs to be fixed
More business may mean more trash; need to provide education about maintaining
cleanliness, e.g., through a kiosk
Regional Context: Housing and Economic Development Projections for
Salem
MAPC’s MetroFuture population and employment projections suggest that slow growth is in store if
the metropolitan Boston region keeps losing population to other states. Attracting more young
people is critical to a growing economy, and many signs also point to a resurgence of urban
municipalities like Salem, which are drawing an increasingly diverse population that is attracted
by job proximity, transit access, vibrancy, and cultural assets. Urban municipalities in the region
including Salem are projected to attract 52-56 percent of new housing production in Metropolitan
Boston (Status Quo and Stronger Region scenarios, respectively). Implementation of the
Commercial Corridors Action Plan strategies will contribute to creating more housing that is
appealing to these households and creating more jobs that can retain these households in Salem.
The following list highlights population, workforce, and housing projections for Salem in the
context of the region. Status Quo projections are based on the continuation of existing rates of
births, death, migration, and housing occupancy. Stronger Region projections are consistent with
the housing, land use, and workforce development goals of MetroFuture. The Stronger Region
projections also assume that in the coming years,
the region will attract and retain more people, especially young adults, than it does
today;
younger households (born after 1980) will be more inclined toward urban living than were
their predecessors, and are less likely to seek out single family homes; and
an increasing share of senior-headed households will choose to downsize from single
family homes to apartments or condominiums.
Population: Under a Status Quo growth scenario, the population is Salem is projected to increase
by 7 percent; under a Stronger Region scenario, population is projected to increase by 13
percent between 2010 and 2040. People aged 35-54 and 55+ are currently the largest
segments of population in Salem.
Workforce: By 2030, about 39 percent of the current workforce in the Metropolitan Boston
region will reach retirement age. Projections suggest that the current population of young adults in
the region is insufficient to fill the positions that will be vacated by retiring Baby Boomers.
Similarly, in Salem, the 65+ segment of the population is projected to change the most under both
scenarios, increasing from 60-62 percent between 2010 and 2030 (Status Quo and Stronger
Region projections, respectively).
Salem Point Neighborhood Commercial Corridors Revitalization Plan 14
Housing units: Under a Status Quo growth scenario, the number of housing units in Salem is
projected to increase from 19,130 in 2010 to 20,986 by 2030. Under a Stronger Region growth
scenario, the number is projected to increase to 21,855 by 2030.
Housing unit demand by type: In the North Shore region of which Salem is a part, 48-59 percent
of housing unit demand is projected to be for multifamily and 28-32 percent of housing unit
demand is projected to be for rental (Status Quo and Stronger Region projections, respectively).
In Salem, households under 35 are also projected to make up the majority of those seeking
multifamily rental and ownership opportunities under both scenarios. Note: new housing demand is
also projected to outpace population growth due to declining household size.
Advancing Regional Goals, Equity, and Mitigating Displacement
This Plan seeks to advance the following housing, economic development, and equity goals
identified in the regional plan for the Metropolitan Boston region, MetroFuture:
Goal #1: Population and job growth will be concentrated in municipalities already well
served by infrastructure, with slower growth in less developed areas where infrastructure
is more limited
Goal #2: Most new growth will occur through reuse of previously developed land and
buildings.
Goal #5: There will be less segregation as all municipalities increasingly reflect Metro
Boston’s growing diversity.
Goal #10: Growth in the region will be guided by informed, inclusive, and proactive
planning.
Goal #16: Low-income households will be able to find affordable, adequate,
conveniently located housing and they will be able to avoid displacement.
Goal #35: Small business owners and entrepreneurs will play a major role in the region’s
economy and innovation.
Equity is defined as fair access to opportunities for people from all communities, so that everyone
in the region can achieve the full potential they envision for themselves. The State of Equity Policy
Agenda was adopted by MAPC in 2014 to augment the MetroFuture regional plan for the
Metropolitan Boston region; it underscores the need to reverse patterns of segregation and
economic inequality in the region and to prevent the displacement of residents in urban and
suburban communities.
New development, redevelopment, and infrastructure improvements emerging from the
implementation of this Plan can generate increased market demand in the Point neighborhood.
Proactive efforts are needed to ensure that as housing and economic opportunities grow and
change in the Point neighborhood, that current and future residents of diverse backgrounds and
incomes and skills levels can continue to remain in the community and thrive. Adopting anti-
displacement strategies – in the form of local standards, systems, and policies – can help mitigate
the negative impacts of such change on lower-income households. The goals and strategies
outlined in this Plan include tools and policies that the City of Salem and partners can adopt and
implement in order to facilitate equitable redevelopment in the commercial corridors.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 15
II. Current Conditions
This section provides an overview of characteristics of the Point neighborhood including
population, ethnic diversity, education, income, housing, economy and employment, land use,
zoning, and parcel conditions. Select content is excerpted from the Salem Point Neighborhood
Vision and Action Plan; for a fuller overview of current conditions, please view the Vision and
Action Plan.
Neighborhood Boundary and Corridors Study Area
The Point neighborhood is located in north Salem, just south of the downtown core and adjacent to
the Salem waterfront. In the north, it begins on Dodge Street, extends to the waterfront to include
the Shetland Park Business Park property, and in the south it extends from Salem Street, to Chase,
Cedar, and Cypress streets. Main thoroughfares in the neighborhood include Congress and
Lafayette streets. The Lafayette and Congress Street corridors are the primary focus of this study.
The neighborhood is home to a population of approximately 4,100 people and over 1,800
households. It is also home to over 130 businesses, of which 90 percent are independently owned.
It is distinguished from surrounding neighborhoods by its density, high proportion of multi-family
housing and masonry apartment blocks, and high concentration of immigrants including individuals
from Latin America and South America, including the Dominican Republic. Neighborhood resources
include four parks and access to the Salem Waterfront and Harborwalk, public art, rich
architectural/historical assets, a significant supply of affordable housing, immigrant-owned small
businesses, easy access to bus and commuter rail service, and close proximity to Salem State
University.
Figure 2: Point Neighborhood Boundary and Corridor Study Areas
Salem Point Neighborhood Commercial Corridors Revitalization Plan 16
Zoning and Land Use
The majority of the Point Neighborhood is zoned as R3 (multi-family residential). The south side
(between Leavitt Street parcels and Palmer Cove) of the neighborhood is zoned as B4
(Wholesale and Automotive) and the west end is zoned R2 (Two-Family Residential). A segment of
Congress Street, between Lynch Street and Palmer and Lafayette streets, is zoned as B1
(business); a Waterfront Industrial Overlay District pertains to the 47 Congress Street parcel,
which is currently occupied by Shetland Business Park, which includes office and warehouse uses
including a charter school and adult day care center, which are all allowed by-right.
Most residential structures in the Point neighborhood occupy parcels less than 1/10th of an acre.
Most properties are residential duplex and multi-family dwellings and due to the age of most
structures, most are non-conforming to frontage and setback requirements specified in current
zoning. Current zoning specifies that lot coverage not exceed 35 percent, a maximum height of
45 feet (with the exception that multifamily dwellings in R3 that are held under single ownership
and consisting of 200,000 sf may be built to a maximum height of four stories (or 50 feet) in
height. Multifamily development is allowed in the R3 district but requires a special permit by the
Board of Appeals.
R3 also permits multifamily development that includes the following uses, but by special permit:
delicatessens, drug stores, book, stationery or gift shops, florist shops, barber shops, beauty
parlors, self-service laundry and drycleaning businesses, professional offices, restaurants,
auditoriums, outdoor swimming pools, and banks, savings, and loan institutions.
Figure 3: Zoning Map Excerpt – Point Neighborhood Parcels
Salem Point Neighborhood Commercial Corridors Revitalization Plan 17
Parcel Conditions
In spring 2013, a parcel analysis was conducted of the 251 parcels located in the designated
priority investment zone of the Point neighborhood. Parcel and building conditions as well as the
streetscape adjacent to each parcel were surveyed during site visits. Information collected will be
used to inform infrastructure investment decisions and code enforcement in the Point
neighborhood.
Key findings:
Building conditions: 66 percent of occupied parcels are well-maintained; 25 percent of
occupied parcels were identified as being in poor condition
Streetscape conditions in front of parcels: 37 percent are categorized as well
maintained but with few amenities; 35 percent are categorized as poorly maintained,
with cracked sidewalks and litter; 28 percent are categorized as well maintained with
trees, benches, trash cans, or other amenities
Parcel uses by type: 86 percent of parcels are residential; 6 percent are commercial,
and 4 percent are parking lots; 2 percent are mixed use and 2 percent are vacant lots
Residential parcels: 4 percent of residential buildings have between 2-4 units
Businesses: 90 percent of businesses are independently owned
Parking: 47 percent of parcels had surface parking; of those, 82 percent have between
1-5 parking spots
Demographic and Socioeconomic Characteristics
The current population in the Point neighborhood is 63 percent non-white, consisting of mostly
Latino immigrants, consistent with its history as a welcoming community for new immigrants. The
demographic makeup contrasts with the City as a whole, which is 75 percent white. The median
household Income in the Point is $38,635, 31 percent lower than the citywide figure of $56,203.
Fifty-eight percent of renter households are housing cost-burdened. Unemployment is a hallmark
issue in the Point neighborhood where the unemployment rate is 11.6 percent, compared to 7.3
percent citywide.
The racial/ethnic makeup of the Point contrasts to that of the City as a whole, which is 75 percent
white. A majority of current Point residents emigrated from the Dominican Republic. Other
immigrants came from countries in Central and South America, Africa, Asia, Canada, and England.
The Point also has a larger percentage of young people compared to the City of Salem – 32.4
percent of the population is aged 19 and under. (Census 2010)
Housing Units and Housing Stock
The City of Salem has approximately 18,000 total housing units of which 1,738 units (9.7 percent)
are located in the Point neighborhood. While single-family homes are the most common housing
type in Salem, the Point neighborhood consists mostly of large multifamily three- and four-story
masonry structures. In terms of unit occupancy by tenure, the majority of housing units (63 percent)
are renter-occupied; 36 percent are owner-occupied. (Census 2010)
A study of sales data for core streets in the Point from the City Assessor reveals that about 63
percent of all real estate in the Point has exchanged hands on the market since 2000. A closer
Salem Point Neighborhood Commercial Corridors Revitalization Plan 18
look at the sales information reveals that about 33 percent of these buildings were bought by
people residing in other cities and 24 percent were purchased by Salem residents who live in a
different part of Salem. The fact that 57 percent of all the real estate that changed ownership in
the past 13 years belongs to non-residents of the Point suggests that there is a relatively
profitable rental market in this area. However, these data also have important implications for
the quality of rental stock offered to the community.
Housing Affordability
The majority of housing in the Point is rental, and a look at average gross rents1 in Salem
indicates that the average gross rent for all apartments in the Point is 13 percent lower than
average gross rent in the City of Salem, according to 2007-2011 American Community Survey
data. A review of a catalog of current rental properties, as well as brief conversations with local
real estate agents indicates that the asking rent for a 2 or 3 bedroom apartment in the Point is
the lowest in Salem. In addition, the average time listed for properties in The Point is over 100
days, significantly higher than adjacent neighborhoods. Rents and prices in the neighborhood are
well below those of the adjacent neighborhoods.
The neighborhood’s proximity to Salem’s historic downtown and the MBTA commuter rail station is
a major asset, and the current rents do not reflect this. The area along Washington Street and
Lafayette Street, from Downtown Salem near the commuter rail station, reveals a striking
correlation between proximity to the station and average rents.
Residents contributing to the economic tax base of a community and are also consumers of goods
and services. Planning for the right mix of housing – housing that is affordable to a range of
incomes and housing with different numbers of bedrooms – is needed in order to support the new
retail establishments that are priorities to attract to the Lafayette and Congress Street corridors.
Marketing and publicity is also needed to attract developers interested in building residential
and mixed use development that includes market rate housing in order to expand and diversify
the pool of residents who can support local retailers. Measures must also be taken to ensure that
as future development occurs, displacement is mitigated.
Education
The Point has a much higher percentage of residents without a high school diploma when
compared to the City of Salem as a whole – 22 percent of residents are without a high school
diploma as compared to 11 percent of all Salem residents. Some of this is accounted for by the
fact that the Point also has a larger population of people aged 19 and under. The percent of
Point residents with a bachelor’s degree or higher is similar to that of the City of Salem as a
whole – 36 percent of Point residents and 38 percent of Salem residents have college degrees.
Employment and Economy
The percent of the Point neighborhood population that is in the labor force is comparable to the
City of Salem. A higher percentage of younger people ages 16 to 35 are employed or looking
1 “Gross” rent refers to rent including all expenses, such as utilities, and not only the rent paid to landlords, which is
the “contract” rent.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 19
for work. (Census 2010) Increasing skills training and access to jobs that pay a living wage are
both major priorities identified in the Point Neighborhood Vision and Action Plan.
The following table provides an overview of the types of businesses located within the Point
neighborhood. The majority of businesses are located in the Shetland Business Park at 47
Congress Street.
Table 1: Salem Point Neighborhood Businesses by Sector, 2011
Sector
Count of
Businesses
Sum of
Employees %
Construction 6 13 4%
Education and health services 18 436 13%
Financial activities 12 92 9%
Information 4 23 3%
Leisure and hospitality (includes arts, entertainment, food) 8 80 6%
Manufacturing 7 259 5%
Other Services 12 32 9%
Professional and business services 29 108 21%
Public Administration 11 371 8%
Trade, transportation, and utilities (includes retail) 25 165 18%
#N/A 7 21 5%
Grand Total 139 1600
Source: InfoGroup Business Data, 2011
Salem Point Neighborhood Commercial Corridors Revitalization Plan 20
III. Retail Market Analysis
Market Analysis
The purpose of this retail market analysis is to identify the potential for additional retail within the
Point neighborhood. This includes the retail sectors (types) that hold potential, the total square
footage that could be supported, the likely number of new retail establishments, as well as the
locations most suitable to support new retail.
Additionally, a key goal of the retail market strategy is to better connect the Point neighborhood
to downtown to capture spending from trade area residents attracted to the larger Downtown
Salem retail environment, Downtown workers, and tourists/visitors, particularly along the key
connective corridors of Lafayette and Congress Streets.
Trade Area
Prior to conducting the retail analysis, it’s important to understand who the customer base is for
any given shopping district’s trade area. A trade area is a geographic area from which a retail
establishment or center, in this instance the Point neighborhood, will draw the majority of its
business. Defining a trade area, or areas, is an important task as it defines the boundaries for
which data is gathered and analyzed to identify retail opportunities. Due to the nature of the
Point neighborhood as a subarea of the larger Downtown Salem retail district, MAPC identified
and analyzed three different trade areas for different purposes.
o Neighborhood Trade Area (hyper local market): The neighborhood trade area encompasses
the boundaries established in the 2013 Point Vision and Action Plan. Given the unique
demographic characteristics of the Point neighborhood (e.g. high percentage of
immigrants and non-English speakers), the area was analyzed to identify whether or not
additional retail could be supported specifically by neighborhood households.
o Primary Trade Area (local market): The primary trade area includes all areas within one-
mile of the Point neighborhood including all of Downtown Salem and neighborhoods south
of the Point along Lafayette Street (including Salem State University). This is the most
important trade area, as consumers within a mile typically prefer to purchase goods and
services at locations that are convenient.
o Secondary Trade Area (regional market): The secondary trade area encompasses areas
within a 5-mile radius of the Point neighborhood. This includes all of Salem, Marblehead,
and most of Beverly, Swampscott and Peabody and portions of Danvers. These households
will shop in Salem occasionally, but the majority of their spending will occur outside of
Salem.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 21
Figure 4: Point Corridor Trade Areas
Neighborhood Trade Area Primary Trade Area (1-mile) Secondary Trade Area (5-mile)
For purposes of this retail analysis, the 1-mile radius was deemed the most appropriate for
analysis, as it captures nearby residents and those most likely to walk or take a short drive for
convenience, thus the 1-mile radius is considered the ideal trade area for small, local retailers2.
Demographics
It is essential to understand the existing customer base for a retail analysis. Thus, the first step in a
market analysis is to research and understand who lives within a trade area, what their incomes
are (higher incomes typically have more expendable income), and what their preferences may
be.
Point Neighborhood Trade Area Resident Characteristics
The Point neighborhood trade area has 1,844 households with a total of 4,491 residents, many
of whom speak Spanish. Neighborhood residents have significantly lower incomes than in the
Primary and Secondary study areas, and significantly lower educational attainment. Over half do
not have access to a vehicle and over 80 percent work locally. Although spending potential is
likely limited based on incomes, retail within walking distance is likely attractive to neighborhood
residents since many work locally and many do not own or have access to an automobile.
Table 2: Trade Areas Demographics Summary
Point Neighborhood
Primary
Trade Area
1-mile Radius
Secondary
Trade Area
5-mile Radius
Population 4,491 22,572 230,523
Households 1,844 10,756 93,078
Income and Poverty
Median Income $26,483 $49,731 $62,172
Household Poverty Status 33% 15% 11%
Language
Speak English Only 43% 73% 77%
Salem Point Neighborhood Commercial Corridors Revitalization Plan 22
Point Neighborhood
Primary
Trade Area
1-mile Radius
Secondary
Trade Area
5-mile Radius
Don't speak English 20% 7% 5%
Speak Spanish 43% 17% 12%
Education
No High School Diploma 40% 14% 12%
High School 22% 22% 27%
Some College 24% 24% 26%
Bachelors or Higher 14% 39% 35%
Place of Work
In County 81% 66% 67%
Out of County 19% 34% 33%
Access to Vehicle
Has Access to Vehicle 57% 81% 87%
No access to vehicle 43% 19% 13%
Source: ESRI and US Census.
Primary Trade Area Resident Characteristics
The majority of customers for the Point neighborhood are expected to live within a mile of the
area as it offers a convenient location to purchase goods and services, particularly since it is
immediately adjacent to larger Downtown Salem. There are roughly 22,500 residents living in
10,750 households. These households have significantly higher incomes than those in the
immediate neighborhood (nearly double), and higher levels of educational attainment. This likely
presents an opportunity to capture some spending from these residents in the Point. However, over
80% of households have access to a car, which makes travel to other local retail areas easy (e.g.
Peabody/Danvers Route 114 retail, Vinnin Square in Swampscott, Downtown Beverly).
Secondary Trade Area Resident Characteristics
Some residents from the larger 5-mile Secondary Trade Area will spend money in Salem,
particularly on dining, which is more of a regional draw, and on specialty shopping unique to
Salem (e.g. boutiques). With over 230,000 people living in the trade area, higher median
incomes than either the neighborhood and Primary Trade area, and most with access to a vehicle,
there is potential to draw some of their spending to the Point. However, given the many
competing downtown areas, as well as the significant concentrations of suburban commercial strip
retail within the trade area, the percentage will be lower.
Interviews
Understanding the current retail environment is crucial to identifying the potential for retail within
any given study area. As part of this retail market analysis, numerous local merchants were
interviewed to better learn what the retail opportunities and challenges are within the Point
Neighborhood. This included owners and/or managers of local grocery stores/bodegas, salons,
eating establishments and others. In addition, City staff and local organizations, including Salem
Main Streets and representatives from the North Shore CDC were also interviewed.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 23
Challenges
Crime and safety in the Point neighborhood was the most common challenge identified by local
merchants. More accurately, the perception of crime is the challenge, as most felt the
neighborhood was a safe place to be; however, despite improvements, its reputation as a center
of crime persists.
Other comments focused on cleanliness, that there is excessive trash on the streets and sidewalks,
in part because there is a lack of trash receptacles. Several commented on the lack of
maintenance and/or investment in the Point by the City. Specifically, one merchant said that while
investments are made in adjacent downtown, it “stops at the river.” Many also noted that
connections to downtown need to be improved. This could be accomplished through wayfinding
signage, sidewalk improvements, or encouraging an extension of the historic “red line” walking
route into the neighborhood to highlight important features that make the Point unique. Ensuring
neighborhood amenities (e.g. Harbor Sweets, Palmer Cover Park) are on the Destination Salem
tourist map would also benefit the area.
Opportunities
Despite the above challenges, there was a lot of optimism about the neighborhood, both
currently, and in the future. Merchants stated it’s a strong, friendly neighborhood, with a good
(although limited income) customer base. Some would like to see more clothing and accessories
stores, which are lacking in the neighborhood. Several merchants are interested in opening
additional establishments (restaurants, grocery stores, other) either in the Point, or the more tourist
friendly downtown district, but would likely need some financial assistance t o do so. In particular,
there is opportunity to make the neighborhood a dining destination with a focus on ethnic cuisine,
which is somewhat lacking in adjacent downtown. Additionally, limited-service eating
establishments hold promise if they can draw both residents and workers at Shetland Park. Lower
price points would be beneficial, particularly to attract local spending. And although discussed as
a challenge, infrastructure improvements also represent an opportunity for the area as they would
help to bring more customers into the neighborhood. Finally, a Main Streets program would also
help the retail environment, through developing or assisting with Point events/programming, and
potentially providing assistance with storefront improvements, etc.
Other Findings
As highlighted above, merchants within the Point neighborhood expressed that while not always
thriving, business at their establishments is good, and that they are invested in and committed to
remaining in the neighborhood. Many merchants spoke highly of the strong, family-oriented
nature of the Point neighborhood, and that these residents made up the majority of their business.
However, few are capturing many consumers from outside of the neighborhood, and very few
tourists venture across the South River. Many merchants felt that additional retail offerings would
make the area more appealing, and that adding more market rate housing into the
neighborhood, particularly along Congress Street, would not only provide more customers to
support businesses, but also add more “eyes on the street” to make the neighborhood feel safer.
Anchors are also needed to attract greater foot traffic and a larger customer base. This could
include new residential/mixed-use developments, more programming and events at Palmer Cove
Park, or perhaps a museum highlighting the Great Salem Fire and history of the Point.
Interestingly, some said that improved marketing of the neighborhood was most critical, and
should be a priority.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 24
Existing Retail Inventory
As part of the study, an existing retail inventory analysis was performed. This was accomplished
by walking the neighborhood, identifying all retail establishments by location, and then assigning
them a North American Industry Classification System (NAICS) code. (The full list, including industry
codes, is in Appendix C). In total, 64 storefronts were identified by the planning team, which is
estimated to include approximately 100,000-120,000sf, based on an average store size of
1,500-2,000sf.
Existing retail is located primarily along the Lafayette Street corridor and around Lafayette Park.
This area benefits significantly from exposure to pass through auto traffic, as it is a primary
access point to South Salem, Salem State University and neighboring towns Marblehead and
Swampscott. Beyond Lafayette Street, isolated stores or small concentrations were identified
along Congress Street and on internal neighborhood roadways.
Despite visibility along Lafayette, retailers in the Point primarily serve local neighborhood
residents. The only chain in the neighborhood is a drive-thru Wendy’s fast food restaurant with the
remainder of businesses independently operated. In particular, the neighborhood was found to
have eight (8) small groceries and bodegas, a half dozen limited service take out restaurants, six
(6) beauty salons and barbers, a live theater (Salem Theatre Company), a specialty prom
clothing store, and numerous financial, professional, therapeutic and non-profit office spaces.
There were also two new stores – the just opened Vapor Outlet and soon to open, Paaastelitos
restaurant – along Lafayette.
Retail vacancy in the corridor is low (approximately 8%), totaling approximately 10,000sf. This
includes the 4,000sf retail space on the ground floor of new mixed-use, 135 Lafayette, as well as
two vacant restaurants – the former Red Lulu Restaurant at 94 Lafayette Street, and The Exchange
at 75 Congress Street. The 135 Lafayette space in particular holds the potential to serve as a
retail anchor for the larger neighborhood.
Based on observations during this analysis, Lafayette Street holds the greatest potential for new
retail due to higher visibility and auto traffic as a state highway (Rte. 1A). Congress Street, with
its limited through traffic and lack of a major anchor (Shetland Park is at the beginning of the
corridor), holds less.
While the study area has numerous groceries and bodegas, and hair/nail salons, there are
currently limited dining options, and no options for everyday clothing or home goods. Given the
high residential densities, there may be opportunities for a greater variety of stores. Thus a
detailed retail analysis was performed to see which segments would provide the greatest
opportunity.
Retail Opportunity Analysis
This retail analysis aims to identify both the retail sectors with potential for growth in the Point
neighborhood, as well as the total square footage of retail space these establishments could
support. To achieve these goals, three analyses were performed:
Retail Opportunity Gap Analysis
Worker Supported Retail Opportunity Analysis
Salem Point Neighborhood Commercial Corridors Revitalization Plan 25
Tourist Supported Retail Opportunity Analysis
The Point neighborhood would typically encompass three retail customer segments: trade area
residents, trade area workers, and Salem’s large number of tourists/visitors. However, given the
relative or perceived isolation of the Point neighborhood from the larger downtown business
district, the existing consumer base is primarily Point residents, workers at Shetland Park, and to a
lesser extent, pass through traffic at food establishments along Lafayette Street.
Retail Opportunity Gap Analysis
A retail opportunity or gap analysis looks at the overall demand for retail goods and services
within a designated trade area based on the spending potential of households (demand), and the
actual sales for those goods and services within the market area (supply). The difference between
the demand and supply is the retail “gap”. When the demand exceeds the supply, there is
“leakage,” meaning residents must travel outside the area to purchase those goods. In such cases,
there is an opportunity to capture some of this spending within the market area (i.e. new
development). When there is greater supply than demand, there is a “surplus”, meaning
consumers from outside the market area are coming in to purchase these goods and services. In
such cases, there is limited or no opportunity for additional retail development. Thus, the retail
gap analysis provides a snapshot of potential opportunities for retailers to locate within an area.
To best identify retail opportunities within the Point Neighborhood, a gap analysis was performed
at three market levels: the hyper local market (Point Neighborhood Trade Area), the local market
(Primary Trade Area), and the regional market (Secondary Trade Area).
For purposes of this retail analysis, as stated earlier, the 1-mile radius was deemed the most
appropriate for analysis, as it captures nearby residents most likely to walk or take a short drive
for convenience. It is considered the ideal trade area for small, local retailers. Additionally, as
highlighted in the demographics section, many residents living within the Point work locally and do
not have access to an automobile, thus convenience retail that would appeal to the large local
immigrant community that was also within walking distance may hold more potential. And further,
given the higher incomes of the nearly quarter million regional (5-mile radius) residents, there
may be opportunities to capture some spending if gaps exist in sectors or categories that have
more of a regional draw (e.g. eating and drinking, clothing).
Gap Analysis
The primary finding is that there is significant leakage, or opportunity for more retail, in each of
the trade areas. However, looking more closely at the details, there are opportunities within some
retail sectors, and not in others.
Table 3 provides a summary of the retail opportunity gap analysis. Those figures in red (and with
negative signs) indicate sectors for which there is a surplus (i.e. little to no opportunity). Those that
are positive and in black, represent those sectors where there is leakage (i.e. opportunity for
more).
Salem Point Neighborhood Commercial Corridors Revitalization Plan 26
Table 3: Summary Retail Opportunity Gap: 3-digit NAICS, All Trade Areas
NAICS
Point
Neighborhood
Trade Area
Primary
Trade Area
(1-Mile Radius)
Secondary
Trade Area
(5-Mile Radius)
Total Retail Trade and Food & Drink
$7,181,844 $37,944,769 $119,797,097
Total Retail
$11,720,982 $46,930,189 $83,254,039
Total Food & Drink
-$4,539,139 -$8,985,420 $36,543,057
Motor Vehicle & Parts Dealers 441 $3,304,965 $27,523,894 $84,807,098
Furniture & Home Furnishings Stores 442 $563,963 $3,933,178 $18,232,425
Electronics & Appliance Stores 443 $621,719 $2,400,332 -$19,793,370
Bldg Materials, Garden Equipment & Supply
Stores 444 $391,006 -$364,070 $16,189,380
Food & Beverage Stores 445 $1,543,864 $21,490,393 $16,100,164
Health & Personal Care Stores 446 $1,311,314 -$50,277,421 -$43,607,819
Gasoline Stations 447 $412,726 $15,511,954 -$64,234,810
Clothing & Clothing Accessories 448 $1,125,700 $14,378,531 $35,010,174
Sporting Goods, Hobby, Book and Music
Stores 451 -$1,059,341 $1,551,312 -$2,500,775
General Merchandise Stores 452 $2,697,350 $9,641,709 -$32,495,708
Miscellaneous Store Retailers 453 $318,054 $501,993 $5,387,127
Nonstore Retailers 454 $523,052 $638,386 $70,880,154
Food Services & Drinking Places 722 -$4,539,139 -$8,985,420 $36,543,057
Source: Dun & Bradstreet via ESRI BAO, and MAPC
Looking at the above table, it appears there is significant opportunity for more retail across a
wide range of sectors within the Point neighborhood. However, several of the sectors showing
great opportunity typically do not locate in a downtown environment. For example, motor vehicle
& parts dealers often locate along auto-oriented commercial corridors, as do large General
Merchandise stores (e.g. Target, Macy’s, etc.). Route 114 in nearby Peabody/Danvers is an
example and is home of the Northshore Mall, as well as numerous auto dealerships and big box
retailers. Thus, these and other retail sectors that typically locate in suburban, auto-oriented
commercial areas were removed from the analysis.
Table 4 is a summary chart highlighting opportunities (shaded areas with an X), or lack thereof,
for Downtown-inclined retail sectors. Sectors that show opportunity across all three trade areas
typically hold the greatest opportunity for more retail. Thus, opportunities can be categorized as
Strong, Limited, of Minimal, as follows:
Table 4: Retail Opportunities: Urban Inclined Sectors
NAICS Neighborhood
Primary Trade
Area
(1-Mile Radius)
Secondary Trade
Area
(5-Mile Radius)
Furniture & Home Furnishings Stores 442 X X X
Electronics & Appliance Stores 443 X X
Food & Beverage Stores 445 X X X
Health & Personal Care Stores 446 X
Salem Point Neighborhood Commercial Corridors Revitalization Plan 27
NAICS Neighborhood
Primary Trade
Area
(1-Mile Radius)
Secondary Trade
Area
(5-Mile Radius)
Clothing & Clothing Accessories 448 X X X
Sporting Goods, Hobby, Book, Music
Stores 451
X
Miscellaneous Store Retailers 453 X X X
Food Services & Drinking Places 722
X
Source: ESRI BAO and MAPC
Strong Opportunity
Furniture and Home Furnishings
Food and Beverage Stores (Mid-sized community market)
Clothing and Shoe Stores
Full and Limited-service Restaurants
Limited Opportunity
Office Supplies (subcategory Misc. Store Retailers)
Used Merchandise (subcategory in Misc. Store Retailers)
Minimal or No Opportunity
Electronics & Appliance
Sporting Goods, Books, Music
Health & Personal Care
Important to note, restaurants were included in strong opportunity because there was a significant
gap in the Secondary Trade Area of over $36 million. Downtown Salem is a growing center for
dining in the North Shore region, and given that restaurants tend to pull from more of a regional
customer base, there is the potential to capture several more restaurants in the area.
Potential Supportable Retail Square Footage
Next, the potential supportable square footage of retail space was estimated for the study area.
It is important to note that the below analysis is not a prediction for what will occur in the Point
neighborhood, rather it is an estimate of retail space that could be supported based on the gap
analysis figures, average sales per square foot of different store types, average store sizes in
downtown areas, and an estimated spending capture within each of the areas.
Assumptions based on the different trade areas are below:
Point Neighborhood Trade Area: Point residents would spend one third (33 percent) of
potential leakage spending, as identified in the gap analysis, directly within the
neighborhood trade area (e.g. Lafayette and Congress Streets, connective corridors). The
remainder would be spent outside of the trade area, including Downtown Salem, but also
on Highland Avenue, the malls in Peabody and Danvers, etc.
Primary Trade Area: 20 percent of opportunity gap would be spent in the Point
Neighborhood. 80 percent would occur in other shopping areas – Downtown Salem,
Highland Avenue, malls and beyond.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 28
Secondary Trade Area: 10% of spending would occur inside the Point Neighborhood; 90%
outside in other downtowns (Salem, Beverly, Marblehead, Peabody, Danvers) and at other
retail centers (Highland Avenue, Northshore Mall, Liberty Tree Mall, Market Street at
Lynnfield) as well as other areas.
Table 5 provides a summary of the potential for new retail space for each of the three trade
areas studied. Included for each is the potential supportable square feet, the number of potential
establishments, and the types of retail most likely given the gaps identified. (For a more detailed
look at the analysis, see Table A.2. in Appendix C).
Table 5: Summary of Potential Supportable Retail by Square Feet and Number of
Establishments
Trade Area Supportable Square
Footage
Total
Establishments Types
Point Neighborhood 6,000 1 to 2 Clothing/shoes, small
grocery/bodega
Primary Trade Area
(1-mile Radius)
40,000 11 to 12 Clothing/shoes, home furnishings,
grocery (mid-sized), office
supplies
Secondary Trade
Area
(5-mile Radius)
53,000 20 Clothing/shoes, restaurants
(limited and full svc), grocery,
home furnishings, office supplies
ESTIMATED
POTENTIAL
37,500
(Avg Primary and
Secondary, 47,500 sf,
minus 10,000 vacant
sf)
15 to 16
establishments
(10 new
storefronts)
Clothing/shoes, restaurants
(limited and full svc), grocery,
home furnishings, office supplies
Source: ESRI BAO and MAPC
As highlighted in the above table, the potential exists to support up to 37,500 square feet of
additional retail space in the Point neighborhood based on spending within the trade areas. This
figure represents an average of the potential within the Primary and Secondary trade areas,
minus the existing vacant square feet. This could include roughly 15-16 smaller establishments
(1,000-3,000 sf) in approximately 10 new storefronts (5-6 new establishments would fill existing
vacant spaces). In particular, there is an opportunity to add anywhere from 4-8 specialty
clothing/shoe stores (depending on the size), 1-2 home furnishings and goods stores, 1-2
miscellaneous retailers such as office supplies and used merchandise, and a mid-sized grocery
store (under 20,000sf). Residents from the one-mile Primary Trade Area would be the main
customers for these establishments. In addition, given the multi-million gap in restaurant spending
within the five-mile Secondary Trade Area, up to five new restaurants could be supported,
particularly limited-service and/or fast casual establishments.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 29
Worker Retail Potential
Local workers bring spending power to a market area. According to the International Council of
Shopping Centers (ICSC)3, office workers spend on average $102 per week in and around their
offices, the majority of which is spent on eating & drinking, and groceries/convenience. This
presents a strong opportunity to capture additional spending to support more retail in the Point
neighborhood.
According to Dun & Bradstreet data, there are approximately 1,700 employees working directly
in the Point neighborhood, the majority of which are found in Shetland Park off of Congress
Street, including many office workers. Additionally, there are approximately 2,100 additional
workers in Downtown Salem (City employees, financial and legal professionals, retailers, etc.),
many of which are within walking distance to the Point neighborhood.
Based on an analysis of these workers, MAPC conservatively estimates that local workers could
support over 6,000sf of additional retail in the Point neighborhood, particularly along Congress
Street near Shetland Park. This would include 2-3 fast-casual or take out restaurants, and one
convenience/deli establishment, as these are the types of retail establishments most supported by
a local worker base.
Table 6: Supportable Retail Space from Local Workers
Eating and Drinking Convenience Goods Totals
# of
Jobs
Eating/
Drink
$
Total
Supp.
sf
# of
Store
s
Conven
.
Goods
$
Total
Supp.
sf
# of
Stores
Total
Supp. sf
Total
# of
Stores
Point
Employees 1,721 $929K 3319 2.3 $310K 861 0.50 4,180 2.75
Primary Trade
Area
Employees
2,090 $376K 1344 1 $125K 348 0.25 1,692 1.25
Total $1.7M 4663 3 $561K 1,557 1 6,220 4
Assumptions:
$20 average local spending per employee locally, primarily on food and convenience goods.
Point employees spending 75% ($15/wk) in Point neighborhood due to convenience. The remainder in downtown Salem.
Primary Trade Area - Total Employment in Trade Area divided by two minus Point Employment. Only accounted for half of
employment in trade area. Other half not walkable, and less likely to drive.
Primary Trade Area - Only 25% potential to be spent in Point ($5), compared to 75% in great Downtown.
Tourism Potential
Salem, MA is a regional, national and international tourism destination. Based on discussions with
the Executive Director of Destination Salem, the city’s public-private Office of Tourism and
Cultural Affairs, there are an estimated 1 million annual visitors to Salem who come to experience
the Witch Trials-related and historic assets, explore its many cultural offerings (e.g. Peabody
Essex Museum, festivals, etc.) and increasingly the restaurant scene.
3 Goover, Joel, “New Retail Frontier: Lunchtime Shoppers,” International Council of Shopping Centers, June 2012.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 30
As reported by merchants during interviews, few tourists go to the Point neighborhood. However,
these visitors offer existing and future establishments an opportunity to increase their retail sales
should they capture some of their spending. Thus, an estimate of total potential supportable
square footage of retail space within the Point neighborhood based on tourism spending was
calculated based on the below, conservative, assumptions:
• Estimated 1 million annual visitors to Salem
• Point businesses capture 5% of total visitors: 50,000 visitors
• Visitors spend portion of spending at Point establishments
• 75% of total food service expenditures: $25.57/visitor
• 50% of total retail expenditures: $7.57/visitor
Based on the above assumptions, and as shown in Table 6.5, Point retail and eating
establishments would capture $1.7 million in spending from tourists. This would roughly support 2
restaurants (limited or full-service) and up to 2 retail establishments (clothing, tourism related
merchandise) in approximately 6,400 sf of new retail space.
Table 7: Estimated Tourism Retail Expenditures
Note: This estimate does not include spending on lodging and transportation.
TOTAL
Visitors
(Domestic/
International)
Total
Spending
Per Visitor
in Salem
Point
Capture 5%
Estimated
Spending per
Visitor in Point
Neighborhood
Total
Point
Spending
Foodservice 1M $34.09 50,000 $25.57* $1,278,486
Entertainment & Rec 1M $10.61 50,000 $0.00 $0
General Retail
Trade 1M $15.13 50,000 $7.57** $378,327
TOTAL
$59.84 50,000 $33.14 $1,656,813
*75% of total foodservice spending
**50% of general retail trade spending
Capturing tourism spending, however, will require strategic initiatives. Given that the majority of
tourist destinations are located in the adjacent downtown, wharf district and McIntyre Historical
District, improved connections, wayfinding and targeted marketing is needed to inform tourists
about and guide them to cultural and retail amenities in the Point neighborhood. Without these
types of investments, there is little to entice tourists to the area.
Total Retail Potential & Market Opportunities
Given the previous analyses – Retail Opportunity Gap, Worker Supported Retail, and Tourist
Supported Retail – the Point neighborhood could potentially accommodate up to 50,000 sf of
new additional retail space. (See Table 8) This would include roughly 23 new retail shops. Retail
sectors holding the greatest opportunity should be targeted, including clothing and shoe stores,
home goods and furnishings shops, a small- to mid-sized grocery store, and restaurants (take out
and sit down). Moderately priced clothing stores and ethnic restaurants that would appeal both to
trade area residents and visitors should also be targeted.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 31
Table 8: Total Supportable Retail Square Footage: Resident, Worker and Tourist Demand
Source Supportable
Square Footage
Total
Establishments Types
Current Trade
Area Residents*
37,500 15 Clothing/shoes, home goods, grocery, office
supplies
Workers 6,220 4 Limited Service/Takeout Eating, Market/Deli
Combo
Tourists 6,400 3 Restaurant, clothing/misc retail
TOTAL 50,120 22 Targets: Restaurants (all kinds),
clothing/shoes, mid-sized grocery, office
supplies
The greatest opportunity to attract new retail to the Point neighborhood would be along
Lafayette Street between Derby and Palmer streets. This could include areas around Lafayette
Park along Washington Street leading to downtown. Clothing, home goods and restaurants
(limited- and full-service) hold the most promise. Visibility is crucial for retail, thus given the
significant local and regional traffic along Route 1A (Lafayette Street), its strong connection to the
larger downtown retail district, and the existing cluster of retail uses (including recent investment)
the area holds the greatest potential. However, the area currently lacks a strong retail anchor to
draw customers from downtown. A strong anchor establishment could increase foot traffic and
exposure to the whole area and make the area more attractive to other tenants. Thus, it would be
beneficial to target a high traffic, destination tenant to 135 Lafayette Street. Additionally,
retailers could fill existing vacant space (including a former restaurant) along the corridor, or
occupy ground floor space in any new development should it be proposed and built (see
opportunity areas are identified in Section IV). To best attract retail tenants, any new
development along the corridor should require ground floor retail facing Lafayette, with minimum
12 foot first floor ceilings that retailers find attractive, as well as large windows to display goods.
Congress Street holds potential for more neighborhood-oriented convenience retail and eating
that would appeal both to existing local residents and workers at Shetland Park. Additional
market rate residential development to bring residents with greater spending power would also
help support a growing retail base. Vacant and underutilized parcels between Harbor and
Palmer Streets could be developed into attractive mixed use structures to create a local retail
cluster, including take-out food locations, sit-down restaurants, and a deli/convenience store
combination that would appeal to Shetland Park workers. The segment of Congress Street closest
to the South River also holds potential for retail that would attract Shetland Park workers, but also
tourists given the presence of the Harbor Walk, and visibility from the Pickering Wharf
development.
In addition, there may be some, but very limited, opportunity for more retail along connective
corridors like Palmer and Harbor streets. For example, there is currently a vacant storefront on
Harbor Street (former clothing store) that could hold a small food service establishment or other
even a clothing or home goods store. Additionally, should any redevelopment occur along these
corridors, either where retail currently exists or adjacent to it, some smaller retail might be
supportable. However, neither of these streets would likely capture spending beyond local
residents, thus potential is limited. Should foot traffic increase (i.e. red line walking route
Salem Point Neighborhood Commercial Corridors Revitalization Plan 32
extended from downtown), opportunity would increase to better support retailers in these
locations.
Comparison Retail Areas and Retail Recruitment Opportunities
Existing and established retail and service businesses within the Metro Boston region were
identified for potential recruitment to locate within the Point Neighborhood and/or Downtown
Salem. This was accomplished through windshield surveys of neighborhood retail concentrations in
areas with similar demographics as the Point neighborhood4, as well as online research and public
suggestions.
With retail opportunities identified to serve different market segments with the neighborhood
(e.g. residents, workers and tourists), retailers that may appeal to one or more of these segments
hold the greatest potential. These should be the focus of City efforts to reach out and market the
neighborhood. (Important to note, the below businesses are provided as examples, and have not
been contacted or recruited about locating in Salem. For more information on each business, see
Appendix C for links.)
Stop and Compare Supermarket: Family-owned supermarkets operating in Lynn and
Chelsea, MA and Providence, RI. Per their website, their purpose is to serve the growing
Hispanic and ethnic populations in New England.
Foodie’s Markets: Boston-based, family-owned neighborhood markets with locations in
Boston’s South End, South Boston and Duxbury, MA.
Harvest Co-op Markets: Community-owned markets with locations in Cambridge and
Jamaica Plain.
Tropical Foods: Roxbury-based ethnic, mid-sized grocery store.
Brothers Marketplace: Roche Brothers neighborhood-oriented supermarkets with an
emphasis on local and natural products, as well as staples. Current locations for these
higher-end markets include Medfield and Weston, with a third location announced for
Davis Square, Somerville.
Pennyworths: Family-owned shoe store – men’s, women’s and children’s casual and dress
shoes - with locations in Newburyport and Lynn, MA.
Marathon Sports: Popular Boston running shoe mini-chain located both in downtown and
shopping center environments, would appeal to local running community.
Boomerangs Thrift Stores: Thrift shop operated by the AIDS Action Committee of MA, Inc
with locations in Jamaica Plain, West Roxbury, Central Square, and the South End.
Centre Fashion: Women and men’s clothing retailer located on Centre Street in Jamaica
Plain.
Rainbow: National chain featuring affordable women’s clothing and accessories.
4 Areas included Centre Street in Jamaica Plain, Boston, which has a similar demographic composition as the Point and surrounding
Salem neighborhoods; Downtown Lawrence, MA, which also has a large Dominican population and increasingly active business
environment; and Downtown, Lynn. Additional analysis included online research. Businesses within sectors that hold the most
opportunity were specifically singled out for outreach.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 33
Home Basix: Affordable, small independent home goods and furniture store located in
Jamaica Plain.
Local Salem Restaurants: Local restaurateurs may have an interest in opening a second
location of an established restaurant (or smaller, take-out version), or another eating
establishment. For example, owners of Gulu-Gulu Café recently opened Flying Saucer
Pizza in Downtown Salem. Additionally, the owner of Deli House in the Point has
expressed interest in opening another restaurant in the area.
El Taller: Combination coffee shop, restaurant/bar, gallery, bookstore, and performance
establishment in Downtown Lawrence “fueling the pulse of human creativity through
literacy, community gatherings, conversation and good food.”5 Known for their tortas.
Café Azteca: Small, well-regarded Mexican restaurant in Lawrence, MA (same owners as
El Taller).
Tacos Lupita: Regional taco, burrito and pupusas restaurants with locations in Lynn and
Gloucester.
El Oriental de Cuba: Popular Cuban restaurant in Jamaica Plain.
Tostada!: Limited-service, highly-rated Dominican pressed sandwich establishment located
on Centre Street in Jamaica Plain.
Pho Dakao: Successful Vietnamese restaurant from Worcester with recent location opening
in downtown Framingham.
Diesel Café and Bloc 11: Cafes in Davis Square and Union Square, Somerville that is
popular with locals, tourists and nearby college students.
Serenitee Restaurant Group: This regional restaurant group operates restaurants in
Gloucester (Alchemy, Latitude 43, Minglewood Tavern), Beverly Farms (Hale Street),
Manchester (Cala’s), Middleton (Maggie’s Farm), and Salem (Opus and Opus
Underground). If interested, it could be a strong anchor in the 135 Lafayette retail space
or the former Strega Restaurant space on Lafayette Street.
Harbor Sweets: Local candy operator in the Point neighborhood with small retail space in
its production facility. An additional store, perhaps on Lafayette Street or on Congress
Street closest to Pickering Wharf, could draw foot traffic to the neighborhood from
downtown.
Local Colors Artist’s Cooperative: Reach out to this established Gloucester artist cooperative
about opening a location to feature the works of local artists.
Local Museums: Reach out to the Peabody Essex Museum, the Salem Witch Museum and
others to potentially open Pop-Up or permanent installations within the Point
neighborhood to draw tourists.
Gallery Owners: Reach out to gallery owners (in Rockport, Gloucester, Provincetown, etc.)
about opening locations within the Point. Highlight Salem’s active local arts community and
location of the Peabody Essex Museum. Clustering in one area could serve as a destination
to locals and tourists alike.
5 http://eltallerarts.com/
Salem Point Neighborhood Commercial Corridors Revitalization Plan 34
Summary Market Observations and Conclusions
In summary, although the Point neighborhood could potentially support approximately 50,000sf
of total new retail space, given constraints highlighted during interviews including the perception
of crime, limited visibility along Congress Street, and lower incomes in the immediate
neighborhood, a targeted, incremental approach to retail development is required for the area
to achieve the potential detailed in this retail study.
Opportunity is highest for sites with good visibility and automobile and pedestrian traffic. Key to
the area’s future is improved marketing. This is essential not only to inform consumers about
existing and future retail, recreation and historic amenities, but to guide potential investors to new
opportunities and to change perceptions about the area (e.g. safety). Adding the Point
neighborhood to visitor maps, extending the historic red line walking route into the neighborhood,
adding wayfinding signage, and more would also help to attract more residents and visitors and
their spending to local merchants. Finally, improvements to the public realm, including more trash
receptacles, additional attractive lighting and banners, and sidewalk enhancements would also
make the area more inviting. Finally, promotion of the Point’s historic and open space amenities
could draw more people and their spending to the area.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 35
IV. Development/Redevelopment Opportunity Areas in
the Commercial Corridors
Sixteen (16) areas in the Point neighborhood have been identified as development or
redevelopment opportunity areas; five are located on Congress Street, five are located on
Lafayette Street, and the remainder are located on secondary corridors and on intersecting
streets in close proximity to the primary corridors.
Figure 5: Map of Development or Redevelopment Opportunity Areas
Opportunity areas may include one or more parcels; in some cases, adjacent parcels were
grouped. Opportunity areas include:
parcels that are located in high visibility locations in the primary Lafayette and Congress
Street corridors;
Salem Point Neighborhood Commercial Corridors Revitalization Plan 36
parcels identified by project partners and the Advisory Committee as prime locations for
accommodating mixed use or multifamily housing development; and
parcels with a low improvements to land value (I/L) ratio. I/L ratio is defined as the
building value and the value of other improvements divided by the value of the land. An
I/L ratio of 1 means the building is worth the same as the land; a ratio greater than 1
means the building is of greater value than the land on which it stands; a ratio of less than
1 indicates that the land itself is more valuable than the buildings on it. A majority of
opportunity areas have an I/L ratio less than 1; several opportunity areas have an I/L
ratio above 1.
The following section provides an overview of the 16 opportunity areas. Appendix B provides
additional information about each opportunity area and maps the characteristics of the
opportunity areas in the context of the neighborhood and parcels in the downtown, examining
building value per square foot of floor area, tax revenue per parcel/acre, improvements to land
value ratio (I/L ratio), and floor area ratio. The data presented in the table and maps utilizes
2011 Assessor’s data.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 37
Overview of Development/Redevelopment Opportunity Areas
Opportunity Area: 47 Congress Street
Image credits: MAPC, May 2014
Current uses as of November 2014: Business park with
a mix of single, two, and three story structures with a
mix of office, warehouse, light manufacturing, and
research and development uses; adjacent to Salem
waterfront
Owner (2011): SHETLAND TRUST
Land Value (2011): $8,761,600
Building Value (2011): $16,581,100
Value of Other Improvements to Land (2011):
$507,200
Total Value of Parcel (2011): $25,849,900
Improvements to Land Value Ratio (2011): 2.0
Building Value per SF (2011): $9
Opportunity Area: 65-67 Congress Street
Image credit: MAPC, May 2014
Current use as of November 2014: Single story
business with parking; recently purchased by Salem
Renewal, LLC
Owner (2011): KAPPARHO RLTY TR/HOULE
ROGER
Land Value (2011): $128,200
Building Value (2011): $69,600
Value of Other Improvements to Land (2011):
$5,000
Total Value of Parcel (2011): $202,800
Improvements to Land Value Ratio (2011): 0.6
Building Value per SF (2011): $18
Salem Point Neighborhood Commercial Corridors Revitalization Plan 38
Opportunity Area: 78 Congress Street
Image credit: MAPC, May 2014
Current use as of November 2014: Parking lot
Owner (2011): SHETLAND TRUST
Land Value (2011): $108,700
Building Value (2011): $0
Value of Other Improvements to Land (2011):
$18,900
Total Value of Parcel (2011): $127,600
Improvements to Land Value Ratio (2011): 0.2
Building Value per SF (2011): not available
Opportunity Area: 84 Congress Street
Image credit: MAPC, May 2014
Current use as of November 2014: Two-story
structure – automotive repair
Owner (2011): PEQUOT FILLING STATION INC
Land Value (2011): $82,500
Building Value (2011): $85,900
Value of Other Improvements to Land (2011):
$30,700
Total Value of Parcel (2011): $199,100
Improvements to Land Value Ratio (2011): 1.4
Building Value per SF (2011): $36
Opportunity Area: 95, 99, and 101 Congress Street
Image credit: City of Salem, November
2014
Current use as of November 2014: Convenience store
and parking
Owner (2011): NINETY 9-101 CONGRESS ST
TRUST (95, 99, and 101)
Land Value (2011): $91,700 (95), $42,200
(99), and $29,900 (101)
Building Value (2011): $209,600 (95), $0 (99),
and $0 (101)
Value of Other Improvements to Land (2011):
$8,600 (95), $0 (99), and $0 (101)
Total Value of Parcel (2011): $309,900 (95),
$42,200 (99), and $29,900 (101)
Improvements to Land Value Ratio (2011): 2.38
(95), 0 (99), and 0 (101)
Building Value per SF (2011): $19 (95), not
available (99), and not available (101)
Salem Point Neighborhood Commercial Corridors Revitalization Plan 39
Opportunity Area: 91 Lafayette Street
Image credit: Google Maps, October
2012
Current use as of November 2014: Single story fast
food establishment near Salem waterfront and
entrance to Salem Harborwalk
Owner (2011): WENDY`S/ARBY`S GROUP
Land Value (2011): $342,700
Building Value (2011): $507,900
Value of Other Improvements to Land (2011):
$32,200
Total Value of Parcel (2011): $882,800
Improvements to Land Value Ratio (2011): 1.6
Building Value per SF (2011): $156
Opportunity Area: 101-109 Lafayette Street
Image credit: Google Maps, October 2012
Current use as of November 2014: Single story
retail and take-out restaurant establishments
Owner (2011): T & J RLTY TR TGE/RYAN
THOMAS
Land Value (2011): $169,900
Building Value (2011): $199,900
Value of Other Improvements to Land (2011):
$1,500
Total Value of Parcel (2011): $371,300
Improvements to Land Value Ratio (2011): 1.2
Building Value per SF (2011): $15
Opportunity Area: 111-125 Lafayette Street
Image credit: Google Maps, October
2012
Current use as of November 2014: Four-story mixed
use building with rental apartments and retail on the
first floor
Owner (2011): CARITAS COMMUNITIES INC
Land Value (2011): $917,100
Building Value (2011): $520,300
Value of Other Improvements to Land (2011):
$0
Total Value of Parcel (2011): $1,437,400
Improvements to Land Value Ratio (2011): 0.6
Building Value per SF (2011): $16
Salem Point Neighborhood Commercial Corridors Revitalization Plan 40
Opportunity Area: 129-151 Lafayette Street
20 Harbor Street. Image credit: Google
Maps, October 2012
Aerial of 129-151 Lafayette Street and
structure with redevelopment potential.
Image credit: Google Maps, October
2012
Current use as of November 2014: Former church and
rectory. The 129-151 Lafayette Street parcel shown
is based on a October 2012 Google Maps aerial.
However, the parcel has been subdivided since
2011; updated aerial and parcel outline not
available at the time of this Plan.
One structure on the western portion of the site, 135
Lafayette, was redeveloped in 2013 by the Planning
Office of Urban Affairs; it is a mixed use
development with affordable rental units and ground
floor retail.
One structure within this parcel, located at 20
Harbor Street, is identified as an opportunity area.
Owner (2011): SALEM LAFAYETTE
DEVELOPMENT LLC
Land Value (2011): $969,300
Building Value (2011): $478,300
Value of Other Improvements to Land (2011):
$0
Total Value of Parcel (2011): $1,447,600
Improvements to Land Value Ratio (2011): 0.5
Building Value per SF (2011): $5
Salem Point Neighborhood Commercial Corridors Revitalization Plan 41
Opportunity Area: 164 and 172 Lafayette Street
Image credit: City of Salem, November
2014
Current use as of November 2014: Single story
business/office and parking
Owner (2011): ZAGARA LLC (164) and
SAUNDERS LEONARD P (172)
Land Value (2011): $166,100 (164) and
$201,000 (172)
Building Value (2011): $100,100 (164) and
$376,100 (172)
Value of Other Improvements to Land (2011):
$4,600 (164) and $7,000 (172)
Total Value of Parcel (2011): $270,800 (164)
and $584,100 (172)
Improvements to Land Value Ratio (2011): 0.6
(164) and 1.9 (172)
Building Value per SF (2011): $40 (164) and
$75 (172)
Opportunity Area: 9 Peabody Street
Image credit: Google Maps, October
2012
Current use as of November 2014: Parking lot
Owner (2011): BEVERLY COOPERATIVE BANK
Land Value (2011): $62,200
Building Value (2011): $0
Value of Other Improvements to Land (2011):
$10,900
Total Value of Parcel (2011): $73,100
Improvements to Land Value Ratio (2011): 0.2
Building Value per SF (2011): not available
Opportunity Area: 25 Peabody Street
Image credit: Google Maps, October
2012
Current use as of November 2014: Substation and
undeveloped land
Owner (2011): MASSACHUSETTS ELECTRIC CO
Land Value (2011): $618,500
Building Value (2011): $243,000
Value of Other Improvements to Land (2011):
$104,900
Total Value of Parcel (2011): $966,400
Improvements to Land Value Ratio (2011): 0.6
Building Value per SF (2011): $28
Salem Point Neighborhood Commercial Corridors Revitalization Plan 42
Opportunity Area: 64 and 70 Ward Street
Image credit: MAPC, May 2014
Current use as of November 2014: Undeveloped
lot used for parking and single story business
Owner (2011): SIXTY FOUR WARD ST RLTY
TRUST (64 and (70)
Land Value (2011): $82,000 (64) and
$14,300 (70)
Building Value (2011): $93,400 (64) and 0
(70)
Value of Other Improvements to Land (2011):
$3,100 (64) and $0 (70)
Total Value of Parcel (2011): $178,500 (64)
and $14,300 (70)
Improvements to Land Value Ratio (2011): 1.2
(64) and 0 (70)
Building Value per SF (2011): not available
(64) and not available (70)
Opportunity Area: 62 and 78 Leavitt Street
62 Leavitt Street. Image credit: City of
Salem, November 2014
78 Leavitt Street. Image credit: Google
Maps, October 2012
Current use as of November 2014: Autobody shop
and Salem Yacht Club adjacent to Salem
waterfront
Owner (2011): MUNCHKIN REALTY TRUST
(62) and PALMERS COVE YACHT CLUB INC
(78)
Land Value (2011): $161,000 (62) and
$468,000(78)
Building Value (2011): $152,500 (62) and
$187,000 (78)
Value of Other Improvements to Land (2011):
$6,800 (62) and $159,700 (78)
Total Value of Parcel (2011): $320,300 (62)
and $815,000 (78)
Improvements to Land Value Ratio (2011): 1.0
(62) and 0.7 (78)
Building Value per SF (2011): $19 (62) and
$29 (78)
Salem Point Neighborhood Commercial Corridors Revitalization Plan 43
Opportunity Area: 16 Lynch Street
Image credit: Google Maps, October 2012
Current use as of November 2014: Large parking
lot next to Shetland Park
Owner (2011): SHETLAND TRUST
Land Value (2011): $118,000
Building Value (2011): $0
Value of Other Improvements to Land (2011):
$24,200
Total Value of Parcel (2011): $142,200
Improvements to Land Value Ratio (2011): 0.2
Building Value per SF (2011): not available
Opportunity Area: 18 Perkins Street
Image credit: Google Maps, October 2012
Current use as of November 2014: Vacant lot
Owner (2011): SHETLAND TRUST
Land Value (2011): $75,900
Building Value (2011): $0
Value of Other Improvements to Land (2011):
$7,200
Total Value of Parcel (2011): $83,100
Improvements to Land Value Ratio (2011): 0.1
Building Value per SF (2011): not available
Salem Point Neighborhood Commercial Corridors Revitalization Plan 44
Scenarios Modeling: Estimates of Development or Redevelopment
Potential in Opportunity Areas
Methodology
MAPC used CommunityViz, a group of extensions to the ArcGIS Geographic Information Systems
(GIS) software, as a tool to examine the development or redevelopment potential of the 16
opportunity areas. MAPC utilized 2011 Assessor’s data, Census data, Zillow, and developer’s
websites, consulted with City staff, and conducted site visits to collect the “inputs” or data needed
to conduct the analysis.
The first step in the process involved identifying the development types and model developments
exemplary of the types of development and densities the City seeks to promote in the opportunity
areas. The City of Salem identified multifamily housing and mixed use development (including
housing, retail, restaurant, or office uses) as the suitable development types for opportunity areas
in the commercial corridors. Three developments in Salem were identified as model development
types that were representative of the densities the City seeks to enable in the opportunity areas.
These developments informed the development of building types that were used in the scenarios
modeling. MAPC also referenced data from other mixed use developments in the region to
generate the model
Mixed use scenario, medium density: Pickering Wharf at 98 Wharf Street, Salem (17 units
per acre)
Mixed Use scenario, high density: “Washington at Derby Building” at 155 Washington
Street and 26 New Derby Street, Salem (42 units per acre)
Multifamily scenario, high density: 50 Palmer Street, Salem (42 units per acre)
Once the building types were identified, development data was collected from a variety of data
sources including the property’s tax assessment, online resources such as Zillow.com, and available
information from developers’ websites for properties. Data referenced to develop the building
types included: units per acre; average unit size in square feet; commercial floor area ratio;
commercial floor area in square feet; building valuation; and total lot area in square feet.
development types.
The next step involved entering available data on the property values and densities of the model
building types and the opportunity areas ( into CommunityViz, which was used to examine the
following questions:
If these higher densities are applied to opportunity areas in the corridor,
o How many additional housing units and/or how much square footage of
commercial space might be generated from redevelopment based on those levels
of density and mix of uses?
o What are the potential financial implications of the estimated additional
residential and square feet (sf) of commercial floor area – what is the estimated
added value to the parcels and the potential additional tax revenue that could be
generated for the municipality?
Please see Appendix D for additional detail on the scenarios modeling methodology.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 45
Estimates of Additional Residential and Mixed Use
Please see Table 9 for detail about the estimated development or redevelopment potential at
each of the 16 identified opportunities areas. Below is a summary of the potential additional
dwelling units and square footage of commercial floor area that could be generated through
development or redevelopment in the sixteen opportunity areas. Estimates have been rounded to
the nearest hundred.
Estimated dwelling units: 700 – 1,300 – majority on Congress Street
Estimated sf of commercial floor area: 107,300 – 463,700 sf – majority on Congress
Street
o Estimated sf for retail or restaurant uses: 56,300 – 59,100 sf – distributed, but
with a majority on Lafayette Street
o Estimated sf for office uses: 51,000 - 404,600 sf – on Congress Street
Note: The market analysis estimated the potential for the neighborhood to support approximately
50,000 sf which could result in an estimated 23 new retail shops. However, if an additional 1,300
dwelling units is realized through new development and redevelopment in the opportunity areas,
this may also increase the amount of retail that could be supported – above the estimate
generated through the analyses.
Estimates of Added Value to Parcels and Potential Additional Tax Revenue
If the opportunity areas are redeveloped to accommodate more residential or mixed use
development within the estimates/ranges identified in Table 9, scenarios modeling estimates that
the potential added value to the 16 parcels could range from$72 million to $158 million and the
potential additional tax revenue that can be generated for the City of Salem could range from
$1.4 million to $2.6 million.
Note on estimated range of added value to parcel and estimated potential additional tax
revenue per year: These figures are based on the fiscal year 2013 tax rate of $15.88 per
$1,000/Residential - $25.42 per $1,000/Commercial, Industrial Properties. Value change
estimates are calculated as estimated new building value minus existing building value for each
property; the difference is multiplied by the corresponding tax rate (residential or
commercial/industrial) to provide an estimate of additional tax revenue. Note that we assumed
the land value of the properties to remain constant under any scenario (a likely underestimate),
and we assume that none of the future development would be tax-exempt.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 46
Table 9: Estimated Development or Redevelopment Potential in Opportunity Areas
This table summarizes the 16 opportunity areas identified, the age of the current structures, the Improvements to Land Value Ratio (I/L)
ratio based on 2011 Assessor’s data, and estimates of the development or redevelopment potential of each opportunity area – total
housing units, square feet of commercial floor area, added value to parcels based on total new floor area, and added annual tax
revenue. The development type applied to each opportunity area is based on findings from the retail market analysis and input from
project partners and the Advisory Committee. Please see Appendix D for additional detail on the scenarios modeling methodology.6
Abbreviations:
MU: Mixed Use
Res.: Residential
Address of
Parcel(s)
Age of
Current
Structure7
I/L Ratio (2011)
Modeled
Building Type
Estimated
Range of
Total
Housing
Units
Estimated Range of
Square Feet (sf) of
Commercial Floor
Area
Estimated
Range of Added
Value to Parcel
Estimated
Range of
Added
Annual Tax
Revenue
Parcel on Congress Street Corridor
47 Congress8 1916 1.95
MU Medium and
High Density
480 -
1,000 51,000 – 404,600sf
$52,004,400 –
132,468,000
$1,049,700 -
- $2,162,200
65-67 Congress 1956 .58
MU Medium and
High Density 3 - 6 2,200sf
$285,400 -
$617,200
$5,800 -
$11,200
78 Congress
N/A –
parking .17
MU Medium and
High Density 10 - 23 8,200 – 8,900sf
$1,054,200 -
$2,279,800
$21,300 -
$41,200
84 Congress 1950 1.41
MU Medium and
High Density 4 - 9 3,200 – 3,400sf
$409,200 -
$884,900
$8,300 -
$16,000
95 and 99 and
101 Congress 1955 (95)
2.38 (95 Congress)
MU Medium and
High Density 2 - 4 2,400 – 2,600sf $330,600 $6,700
Parcels on Lafayette Street Corridor
6 Land Use mode was used to generate estimates for all opportunity areas with the exception of two parcels. Building mode was used to generate estimates for 47
Congress Street and the structure located within the 129-151 Lafayette Street parcel (address: 20 Harbor Street).
7 Age of current structure is based on 2011 Assessor’s data and may not reflect the most current information particularly for parcels that have been subdivided.
8 Building mode modeling was applied to this parcel in order to exclude one structure on the parcel from modeling (one structure is slated to accommodate the
expansion of a school and is unlikely to be redeveloped). Estimates of development potential are based on the removal and redevelopment of other structures on the
parcel.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 47
Address of
Parcel(s)
Age of
Current
Structure7
I/L Ratio (2011)
Modeled
Building Type
Estimated
Range of
Total
Housing
Units
Estimated Range of
Square Feet (sf) of
Commercial Floor
Area
Estimated
Range of Added
Value to Parcel
Estimated
Range of
Added
Annual Tax
Revenue
91 Lafayette 1996 1.58
MU Medium and
High Density 14 - 33 11,600 – 12,600sf
$1,496,500 -
$3,236,200
$30,200 -
$58,500
101-109
Lafayette 1915 1.19
MU Medium and
High Density 2 - 6 2,000 - 2,200sf
$261,600 -
$565,700
$5,300 -
$10,200
111-125
Lafayette 1917 .57
MU Medium and
High Density 3 - 7 2,500 – 2,700sf
$326,600 -
$706,300
$6,600 -
12,800
129-151
Lafayette Street
- structure at 20
Harbor Street 9 1950 .49 N/A 12 - 15
The structure identified as an opportunity area within this
parcel is a former school. It was built in 1950. It is a three-
story structure at approximately 22,000sf. Adaptive reuse
is recommended; this structure could accommodate 12-15
housing units at 900-1,00sf per unit and could be suitable
as artist live/work space.
164 & 172
Lafayette 1972,1958
.63 (164 Lafayette)
1.91(172 Lafayette)
MU Medium and
High Density 4 - 10 3,600 – 3,900sf
$468,700 -
$1,013,700
$9,500 -
$18,300
Parcels on Connective Corridors and Adjacent to Primary Corridors
9 Peabody
N/A –
parking .18
MU Medium
Density 3 - 5 3,700sf $470,900 $9,500
25 Peabody 1889 .56 Res. High Density 103 - 105 N/A $10,233,600 $162,500
64 & 70 Ward
1900
(64 Ward) 1.18 (64 Ward) Res. High Density 7 - 9 N/A $649,300 $10,300
62 and 78
Leavitt Street 1940,1950
.99 (62 Leavitt)
.74 (78 Leavitt)
MU Medium
Density 19 - 21 16,900sf $2,175,000 $43,900
16 Lynch
N/A –
parking .21 Res. High Density 25 - 27 N/A $2,126,100 $33,800
18 Perkins
N/A –
undeveloped .09 Res. High Density 4 - 6 N/A $421,600 $6,700
Totals
700 –
1,300 107,300 – 463,700sf
$72 million to
$158 million
$1.4 million to
$2.6 million
9 The 129-151 Lafayette parcel has been subdivided since 2011 (Assessor’s data referenced in this table is from the year 2011). The estimated development
potential of the structure located at 20 Harbor Street is based on adaptive reuse of the existing structure. Source: City of Salem Online Property Assessment Data
for Fiscal Year 2015 – Property Card for 20 Harbor Street, Salem. Link: www.salem.patriotproperties.com.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 48
Visualizations of Redevelopment Potential
The following renderings and massings are provided to illustrate the types of redevelopment and
densities that could be accommodated at priority redevelopment areas in the commercial
corridors. The renderings and massings are based on the application of alternative density
scenarios. Note: These renderings and massings are produced for illustration purposes only and
are not to be understood as representing actual plans for redevelopment.
Opportunity Area: 65-67 Congress Street, Salem
As of November 2014, the
development at 65-67
Congress Street consists of
single-story commercial with
on-site parking on the right.
The current structure was
built in 1956 and occupies
57 percent of the total
parcel area. The building
footprint is 3,956 sf and the
total parcel lot area is
6,729 sf
Opportunity Area: 84 Congress Street, Salem
As of November 2014, the
development at 84 Congress
Street consists of a two-story
commercial building with on-
site parking on the front and
lefts side of the parcel. The
current structure was built in
1950 and occupies 20
percent of the total parcel
area. The building footprint
is 2,409 sf and the total
parcel lot area is 9,648 sf
Salem Point Neighborhood Commercial Corridors Revitalization Plan 49
Rendering and Massing for 65-67 Congress Street, Salem
A mixed use, high density development scenario was applied to the site. The following rendering
and massing depicts a four-story structure with ground floor retail and six residences above, with
each unit at 1,200 sf The building footprint is 2,400 sf The parking egress would be located on
the right of the building and would include 9 residential parking spaces located in the back of the
building. Parking for retail would be off-site. Note: This rendering and massing is produced for
illustration purposes only and is not to be understood as representing actual plans for redevelopment.
Photo, rendering, and massing credits: MAPC.
Rendering:
Massing:
Salem Point Neighborhood Commercial Corridors Revitalization Plan 50
Rendering and Massing for 84 Congress Street, Salem
A mixed use, high density development scenario was applied to the site. The following rendering
and massing depicts a four-story structure with ground floor retail and nine residences above,
with each unit at 1,200 sf The building footprint is 3,900 sf The parking egress would be located
on the right of the building and would include 14 residential parking spaces located in the back
of the building. Parking for retail would be off-site. Note: This rendering and massing is produced
for illustration purposes only and is not to be understood as representing actual plans for
redevelopment. Photo, rendering, and massing credits: MAPC.
Rendering:
Massing:
Salem Point Neighborhood Commercial Corridors Revitalization Plan 51
V. Recommendations
This section outlines five goals and associated strategies and actions that identify planning, policy,
and programmatic interventions that aim to revitalize and spur investments in the commercial
corridors of the Point neighborhood. The Corridor Action Plan Matrix summarizes the goals,
related strategies and actions, and partners involved in advancing each goal.
The recommendations are in the spirit of realizing the vision for the Point neighborhood, which was
articulated in the Salem Point Neighborhood Vision and Action Plan for 2013-2020:
The Point neighborhood is home to a strong, tight-knit community of residents, students,
and businesses and it is a welcoming neighborhood where people from different cultures
and different generations can meet, connect, and build community. The City, the North
Shore Community Development Coalition, and other community partners are committed to
building upon the Point’s assets, including its history as a destination for newer immigrants,
and to advance an action agenda that maximizes future opportunities for the people who
live, work, study, and play here.
Housing, economic development, and infrastructure-related actions from the Vision and Action Plan
are referenced and included in the list of corridor actions outlined below. The Housing, Economic
Development, and Infrastructure visions, strategies, and actions can be found in their entirety in
Appendix E. Resources for the implementation of these goals, strategies, and actions are provided
in Appendix F.
Goal #1: Enhance visual character, streetscape and connectivity between the
primary commercial corridors and the rest of downtown Salem.
Strategy: Increase connections between the larger downtown, wharf shopping districts, and the
Point neighborhood through infrastructure investments and programming that creates a welcoming,
clean, and safe environment and foster high-quality public spaces and pedestrian environment.
Actions:
1.1 Examine the opportunity to expand the City’s downtown wayfinding program to install
new wayfinding signage to further connect the downtown with the Point neighborhood.
Evaluate opportunities to add the “Point Neighborhood National Historic District” and/or
other appropriate destinations to existing signs or install new signage. Visual branding will
elevate the distinct character of the neighborhood.
1.2 Install more plantings, hanging flower baskets, and holiday decorations in the primary
corridors throughout the year – securing sponsorships as needed from local businesses.
1.3 Install trash receptacles/solar compactors and recycling bins on Congress and Lafayette
streets.
1.4 Program engaging activities in open spaces like Peabody Street Park and the
HarborWalk that bring together local businesses, arts, and culture in the neighborhood
and greater Salem. This could include a satellite Salem Farmer’s Market location in the
Point neighborhood.
1.5 Bring the 'red line' guiding tourists into the Point to highlight the historic architecture,
immigrant history and waterfront; promoting walking tours of the neighborhood; work
Salem Point Neighborhood Commercial Corridors Revitalization Plan 52
towards installation of and pursuing funding to enable temporary or permanent art and
design, e.g., innovative designs for outdoor seating, planters, etc.
1.6 Leverage the neighborhood’s new status as a listing on the National Register of Historic
Places to seek funding for infrastructure improvements, e.g., bricked sidewalks, historic
acorn lighting, and attractive wayfinding signage. Seek funding for bricked sidewalks as
part of future projects, such as the Congress Street reconstruction.
1.7 Target façade improvements at properties identified in the 2013 Salem Point
Neighborhood Parcel Conditions survey and install appropriate historical markers at key
buildings.
Goal #2: Support commercial and housing diversity in the neighborhood.
Strategy: Expand the customer base for businesses in the corridor by supporting redevelopment
that will expand the number of residents and workers who live and work in the neighborhood –
with a focus on mitigating displacement.
Actions:
2.1 Adopt a 40R Smart Growth Overlay District (SGOD) that will facilitate mixed use
development at higher minimum densities. This removes the need to approve higher
densities and certain commercial uses on a special permit basis (SGOD is also referenced
in Goal #5, Action 5.1).
2.2 Examine the City’s existing Commercial Design Guidelines to assess whether further
guidelines should be developed for 40R Smart Growth Overlay District. The standards
can include a parking element. Consider eliminating required on-site parking for retail
and restaurant uses. There are no parking requirements in Downtown Salem and the
commercial corridors are in close proximity to public transit and Harbor Garage.
2.3 Use the scenario modeling analysis estimates to market development and redevelopment
opportunity to current property owners and prospective developers; use the findings to
inform developers of City interests in supporting multifamily housing accordable to
different incomes and accessible to different household types and mixed-use
development.
2.4 Work with the owners of Shetland Park to explore and encourage mixed-use
development that retains current commercial, industrial and institutional tenants, but adds
residents and retail to create an active, accessible waterfront environment and
neighborhood amenity.
Goal #3: Market and publicize the Point neighborhood as a retail and dining
destination, with an emphasis on locally sourced and produced goods.
Strategy 3.A: Expand and diversify retail offerings in the neighborhood through marketing and
publicity of existing assets and development/redevelopment opportunity areas on Lafayette and
Congress streets.
Actions:
3.A.1 Work to include Point neighborhood businesses and attractions on all tourism materials
with maps (e.g. Destination Salem’s Walking Guide).
3.A.2 Track retail vacancies in the Point neighborhood and market spaces on the City of Salem
and Salem Main Streets websites.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 53
3.A.3 Target retail attraction efforts to sectors identified in the market analysis as holding the
greatest potential (e.g. clothing and shoe stores, home furnishings, or a small/mid-size
grocery store). Attracting strong anchor retailers (or restaurants – see Strategy 3.B) for
both Lafayette and Congress Streets should be prioritized.
3.A.4 Use the market analysis as a marketing tool to attract new retail to the neighborhood, e.g.
present it to prospective retailers and highlight it on the City’s website.
3.A.5 Examine the opportunity to expand the current Main Streets program or formulate a new
main streets program that will focus on Lower Lafayette (also known as LOLA) and/or the
Congress Street corridor to bridge Downtown Salem and the Point neighborhood.
3.A.6 Explore the potential of creating a Business Improvement District (BID), or Community
Benefit District that would include the Point neighborhood corridors and the larger
downtown to provide additional programs and supplemental services, e.g. public realm
maintenance and upkeep, branding, events, business recruitment, etc.
Strategy 3.B: Make the Point neighborhood a destination for high quality, authentic ethnic dining
on the North Shore.
Actions:
3.B.1 Identify restaurants in other municipalities that may be interested in opening a second,
third, fourth, etc. location in the neighborhood and proactively reach out to prospective
restaurateurs to share information from Corridors Plan.
3.B.2 List opportunity areas best suited for eating and drinking establishments on the City’s
website.
3.B.3 Work with relevant partners and stakeholders to advocate for the alteration of the
Massachusetts General Laws governing issuance of liquor licenses, so that more can be
made available/sold exclusively to eating and drinking establishments in the Point
neighborhood and other neighborhoods in Salem.
3.B.4 Secure resources for staff support to conduct targeted marketing to restaurant
entrepreneurs.
Goal #4: Strengthen and diversify the local workforce and businesses.
Strategy: Mitigate displacement of current retail and business owners through workforce
development and business development programs targeted to Point neighborhood business
owners and entrepreneurs.
Actions:
4.1 Translate the handbook/guide to doing business in Salem and other business development
resources into Spanish.
4.2 Build on economic and workforce development partnerships between the City, the North
Shore CDC, the Workforce Investment Board, and the Enterprise Center to enliven the
local retail environment, emphasis should be on small business education and management,
e.g., retail and restaurants uses identified in the market analysis.
4.3 Support negotiation of community benefits with developers and/or employers that may
include local hiring.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 54
Goal #5: Increase housing options by supporting multifamily development
affordable to different incomes and accessible to different household types.
Strategy: Mitigate displacement of current residents through policies and strategies designed to
foster the inclusion of affordable housing stock in priority redevelopment sites in the corridors.
Actions:
5.1 Adopt a 40R Smart Growth Overlay District (SGOD) for the primary commercial corridors
to ensure inclusion of a minimum of 20% affordable units in residential and mixed use
redevelopment projects (SGOD is also referenced in Goal #2, Action 2.1).
5.2 The City will work with partners to monitor the expiration date of affordable units at risk
of expiring in the next 2-5 years in the neighborhood; consider policies including a city-
wide one-for-one replacement and/or condo conversion policies.
o One-for-one replacement policies help preserve overall affordable housing stock
in a city; condo conversion ordinances can levy a housing mitigation fee with
reductions provided to converters who agree to limit future rent increases to
tenants at time of conversion; they can also require an extended notice period of
conversion of apartments to condos, providing some protections to residents and
opportunities for community advocacy.
5.3 Make information about affordable rental and ownership opportunities and housing
resources readily accessible to residents within and outside of the Point and available in
Spanish. Create accessible materials and communication methods and market available
rental and ownership units to residents in neighborhood who meet income eligibility
requirements.
5.4 Notify the Point Neighborhood Association and the North Shore CDC of attending public
meetings related to developer proposals for priority redevelopment sites.
Corridor Action Plan Matrix
The matrix in Table 10 identifies goals, strategies, actions, and possible partners, and a
suggested timeframe for implementation for each action. Actions that were voted as high
priorities for implementation at the November 6, 2014 Commercial Corridors Study public
meeting were elevated as priorities for implementation in the short-term. Strategies are identified
for completion in the short-, mid-, or long-term; in some cases, strategies are flagged as requiring
ongoing investments of time and resources.
Strategies by timeframe:
Short term: 12-18 months from Plan completion
Mid-term: 19-36 months from Plan completion
Long-term: 3-6 years from Plan completion
Proposed Partners for Plan Implementation
Lead partners for each action item in the matrix are highlighted in bold.
Abbreviations and Acronyms:
City of Salem Department of Planning and Community Development: Salem DPCD
Salem Point Neighborhood Commercial Corridors Revitalization Plan 55
City of Salem Department of Public Services: Salem DPS
City of Salem Parks and Recreation: Salem Parks and Rec
Creative Salem: CS
Destination Salem: DS
Enterprise Center at Salem State University: Enterprise Center
Historic Salem Incorporated: HSI
Latino Leadership Coaliton: LLC
Salem Main Streets: Main Streets
Salem Public Spaces Project: SPSP
Salem Chamber of Commerce: Salem CoC
North Shore Community Development Coalition: North Shore CDC
Point Neighborhood Association: PNA
Workforce Investment Board (WIB)
Salem Point Neighborhood Commercial Corridors Revitalization Plan 56
Table 10: Salem Point Neighborhood Commercial Corridors Action Plan Matrix
Goals, Strategies, and Actions Partners (lead
in bold)
Short-
term Mid-term Long-
term Resources
Goal #1: Enhance visual character, streetscape and connectivity between the primary commercial corridors and the rest of
downtown Salem.
Strategy: Increase connections between the larger downtown, wharf shopping districts, and the Point neighborhood through infrastructure
investments and programming that creates a welcoming, clean, and safe environment and foster high-quality public spaces and
pedestrian environment.
Action 1.1: Examine the opportunity to expand the City’s downtown
wayfinding program to install new wayfinding signage to further
connect the downtown with the Point neighborhood. Evaluate
opportunities to add the “Point Neighborhood National Historic
District” and/or other appropriate destinations to existing signs or
install new signage. Visual branding will elevate the distinct
character of the neighborhood.
Salem DPCD,
North Shore
CDC, CoC, DS
x
Action 1.2: Install more plantings, hanging flower baskets, and
holiday decorations in the primary corridors throughout the year –
securing sponsorships as needed from local businesses.
CoC, Main
Streets, DS
x
Action 1.3: Install trash receptacles/solar compactors and recycling
bins on Congress and Lafayette streets.
Salem DPS x
Action 1.4: Program engaging activities in open spaces like
Peabody Street Park and the HarborWalk that bring together
local businesses, arts, and culture in the neighborhood and greater
Salem. This could include a satellite Salem Farmer’s Market location
in the Point neighborhood;
PNA, Main
Streets, Salem
Parks and Rec,
SPSP, CS
x x x
Action 1.5: Bring the 'red line' guiding tourists into the Point to
highlight the historic architecture, immigrant history and waterfront;
promoting walking tours of the neighborhood; work towards
installation of and pursuing funding to enable temporary or
permanent art and design, e.g., innovative designs for outdoor
seating, planters, etc.
Salem DPCD,
PNA, SPSP, CS
Action 1.6: Leverage the neighborhood’s new status as a listing on
the National Register of Historic Places to seek funding for
infrastructure improvements, e.g., bricked sidewalks, historic acorn
lighting, and attractive wayfinding signage. Seek funding for
North Shore
CDC, Salem
DPCD, HS, PNA
x x x
Salem Point Neighborhood Commercial Corridors Revitalization Plan 57
Goals, Strategies, and Actions Partners (lead
in bold)
Short-
term Mid-term Long-
term Resources
bricked sidewalks as part of future projects, such as the Congress
Street reconstruction.
Action 1.7: Target façade improvements at properties identified in
the 2013 Salem Point Neighborhood Parcel Conditions survey and
install appropriate historical markers at key buildings.
Salem DPCD,
North Shore
CDC, HSI, PNA
x
Goal #2: Support commercial and housing diversity in the neighborhood.
Strategy: Expand the customer base for businesses in the corridor by supporting redevelopment that will expand the number of residents
and workers who live and work in the neighborhood – with a focus on mitigating displacement.
Action 2.1: Adopt a 40R Smart Growth Overlay District (SGOD)
that will facilitate mixed use development at higher minimum
densities. This removes the need to approve higher densities and
certain commercial uses on a special permit basis. (SGOD is also
referenced in Goal #5, Action 5.1).
Salem DPCD x x
Action 2.2: Examine the City’s existing Commercial Design
Guidelines to assess whether further guidelines should be
developed for 40R Smart Growth Overlay District. The standards
can include a parking element. Consider eliminating required on-
site parking for retail and restaurant uses. There are no parking
requirements in Downtown Salem and the commercial corridors are
in close proximity to public transit and Harbor Garage.
Salem DPCD x
Action 2.3: Use the scenario modeling analysis estimates to market
development and redevelopment opportunity to current property
owners and prospective developers; use the findings to inform
developers of City interests in supporting multifamily housing
accordable to different incomes and accessible to different
household types and mixed-use development.
Salem DPCD x
Action 2.4: Work with the owners of Shetland Park to explore and
encourage mixed-use development that retains current commercial,
industrial and institutional tenants, but adds residents and retail to
create an active, accessible waterfront environment and
neighborhood amenity.
Salem DPCD x x x
Goal #3: Market and publicize the Point neighborhood a destination for ethnic restaurants in the North Shore.
Strategy 3.A: Expand and diversify retail offerings in the neighborhood through marketing and publicity of existing assets and
development/redevelopment opportunity areas on Lafayette and Congress streets.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 58
Goals, Strategies, and Actions Partners (lead
in bold)
Short-
term Mid-term Long-
term Resources
Action 3.A.1: Work to include Point neighborhood businesses and
attractions on all tourism materials with maps (e.g. Destination
Salem’s Walking Guide).
DS, Salem
DPCD, Main
Streets
x
Action 3.A.2: Track retail vacancies in the Point neighborhood and
market spaces on the City of Salem and Salem Main Streets
websites.
Salem DPCD,
Main Streets
x x x
Action 3.A.3: Target retail attraction efforts to sectors identified in
the market analysis as holding the greatest potential (e.g. clothing
and shoe stores, home furnishings, or a small/mid-size grocery
store). Attracting strong anchor retailers (or restaurants – see
Strategy 3.B) for both Lafayette and Congress Streets should be
prioritized.
Salem DPCD,
Main Streets
x x x
Action 3.A.4: Use the market analysis as a marketing tool to attract
new retail to the neighborhood, e.g. present it to prospective
retailers and highlight it on the City’s website.
Salem DPCD,
CoC
x x x
Action 3.A.5: Examine the opportunity to expand the current Main
Streets program or formulate a new main streets program that will
focus on Lower Lafayette (also known as LOLA) and/or the
Congress Street corridor to bridge Downtown Salem and the Point
neighborhood.
Main Streets x x x
Action 3.A.6: Explore the potential of creating a Business
Improvement District (BID), or Community Benefit District that would
include the Point neighborhood corridors and the larger downtown
to provide additional programs and supplemental services, e.g.
public realm maintenance and upkeep, branding, events, business
recruitment, etc.
Salem DPCD x x
Strategy 3.B: Make the Point neighborhood a destination for high quality, authentic ethnic dining on the North Shore.
Action 3.B.1: Identify restaurants in other municipalities that may be
interested in opening a second, third, fourth, etc. location in the
neighborhood and proactively reach out to prospective
restaurateurs to share information from Corridors Plan.
CoC, Salem
DPCD, Mayor,
Main Streets
x x x
Action 3.B.2: List opportunity areas best suited for eating and
drinking establishments on the City’s website.
Salem DPCD x
Action 3.B.3: Work with relevant partners and stakeholders to Mayor x x
Salem Point Neighborhood Commercial Corridors Revitalization Plan 59
Goals, Strategies, and Actions Partners (lead
in bold)
Short-
term Mid-term Long-
term Resources
advocate for the alteration of the Massachusetts General Laws
governing issuance of liquor licenses, so that more can be made
available/sold exclusively to eating and drinking establishments in
the Point neighborhood and other neighborhoods in Salem.
Action 3.B.4: Secure resources for staff support to conduct targeted
marketing to restaurant entrepreneurs.
Salem DPCD,
CoC, North
Shore CDC, LLC
x
Goal #4: Strengthen and diversify the local workforce and businesses.
Strategy: Mitigate displacement of current business owners through workforce development and business development programs targeted
to Point neighborhood business owners and entrepreneurs.
Action 4.1: Translate the handbook/guide to doing business in
Salem and other business development resources into Spanish.
Mayor’s Office,
Salem DPCD
x
Action 4.2: Build on economic and workforce development
partnerships between the City, the North Shore CDC, the
Workforce Investment Board, and the Enterprise Center to enliven
the local retail environment, emphasis should be on small business
education and management, e.g., retail and restaurants uses
identified in the market analysis.
Salem DPCD,
North Shore
CDC, WIB,
Enterprise
Center
x x x
Action 4.3: Support negotiation of community benefits with
developers and/or employers that may include local hiring.
Salem DPCD,
Mayor’s Office
x x x
Goal #5: Increase housing options by supporting multifamily development affordable to different incomes and accessible to
different household types.
Strategy: Mitigate displacement of current residents through policies and strategies designed to foster the inclusion of affordable housing
stock in priority redevelopment sites in the corridors.
Action 5.1 Adopt a 40R Smart Growth Overlay District (SGOD) for
the primary commercial corridors to ensure inclusion of a minimum
of 20% affordable units in residential and mixed use
redevelopment projects (SGOD is also referenced in Goal #2,
Action 2.1)
Salem DPCD x x
Action 5.2: The City will work with partners to monitor the
expiration date of affordable units at risk of expiring in the next
2-5 years in the neighborhood; consider policies including a city-
wide one-for-one replacement and/or condo conversion policies.
One-for-one replacement policies help preserve overall affordable
Salem DPCD,
North Shore
CDC, PNA
x x x
Salem Point Neighborhood Commercial Corridors Revitalization Plan 60
Goals, Strategies, and Actions Partners (lead
in bold)
Short-
term Mid-term Long-
term Resources
housing stock in a city; condo conversion ordinances can levy a
housing mitigation fee with reductions provided to converters who
agree to limit future rent increases to tenants at time of conversion;
they can also require an extended notice period of conversion of
apartments to condos, providing some protections to residents and
opportunities for community advocacy.
Action 5.3: Make information about affordable rental and
ownership opportunities and housing resources readily accessible to
residents within and outside of the Point and available in Spanish.
Create accessible materials and communication methods and
market available rental and ownership units to residents in
neighborhood who meet income eligibility requirements.
Salem DPCD,
North Shore
CDC, PNA
x x x
Action 5.4: Notify the Point Neighborhood Association and the
North Shore CDC about public meetings related to developer
proposals for priority redevelopment sites.
Salem DPCD,
North Shore
CDC, PNA
x x x
Salem Point Neighborhood Commercial Corridors Revitalization Plan 61
Appendix A: Public Engagement Process
The Salem Point Neighborhood Commercial Corridors Revitalization Plan was built on a public
engagement process led by the North Shore CDC in partnership with MAPC and the City of
Salem. The table below outlines engagement activities undertaken between May and December
2014. The following sections provide summaries of feedback collected through public meetings.
Commercial
Corridors
Advisory
Committee
May-
November
2014
A fifteen-member Advisory Committee met three times over the course of the
study to provide input at key points during the process. The May meeting was a
kick off of the planning process. The August meeting provided an opportunity to
discuss the opportunity areas for development and redevelopment and to
refine the list and identify priority sites for illustrative renderings. The
November meeting provided an opportunity to review and discuss the Plan
draft and next steps for implementation.
Retail Market
Analysis
Interviews
April - May
2014
As part of the retail market analysis, nine (9) interviews were conducted with
owners of groceries/bodegas, salons/nail care, food establishments, clothing
stores, and others businesses in the Point neighborhood. Data on challenges and
opportunities as identified by these individuals informed the recommendations
included in the retail market analysis section of this Plan.
Commercial
Corridors
Study Public
Meeting #1
June 30, 2014
The June 30th public meeting provided the opportunity for participants to learn
and ask questions about the preliminary findings from the retail market
analysis. Residents had the opportunity to share their ideas of the kinds of
businesses they want to see more of and/or may want to open in the Point
neighborhood, discuss ideas for how corridors like Lafayette and Congress can
be improved in order to better connect the Point neighborhood with the rest of
the city, and to learn about the draft list of opportunity areas for development
or redevelopment. Over 30 people attended including residents, business
owners, and property owners.
Salem Point
Neighborhood
Multicultural
Pop-Up Market
October 4,
2014
Partners organized a Multicultural Pop-Up Market that took place on Saturday,
October 4. The Pop-Up Market created the opportunity to inform and involve
Point business owners, residents, and the larger community about corridor
planning efforts outside of the typical public meeting format; highlight the retail
offerings in the neighborhood by providing some of the best goods offered by
local vendors; and strengthened relationships with local partners (City of Salem,
North Shore CDC, and Point Neighborhood Association) to organize an atypical
event that advances the city’s economic development and community building
goals for the Point neighborhood. The market included a collaborative art
project led by Salem artist Miguel Cruz, a member of the newly-formed Salem
Art Commission. Over 40 people stopped by or participated in the market.
Commercial
Corridors
Study Public
Meeting #2
The November 6th public meeting provided the opportunity for participants to
learn about the development potential of the priority development and
redevelopment areas in the neighborhood; participate in a visual preference
activity showing mixed use and residential development at different densities;
Salem Point Neighborhood Commercial Corridors Revitalization Plan 62
November 6,
2014
and weigh in on their top priorities among a draft list of corridor action plan
recommendations. Over 40 people attended including residents, business
owners, and property owners.
Plan
Development
September –
December
2014
The draft Commercial Corridors Action Plan will be posted on the City of Salem,
North Shore CDC, and MAPC websites for public review and comment over a
two-week period starting December 1, 2014. The final Plan will be submitted
to the City of Salem by the end of December, 2014.
Public Meeting #1: June 30, 2014, 6-8pm
Highlights:
Over 30 people attended the June 30th public meeting. Participants included residents, business
owners, developers, and public officials. The goals of the meeting were to:
introduce the project and provide an opportunity to discuss both economic development
and housing potential in the corridors;
provide space for residents and current and prospective business owners to learn about
the retail market potential of the Point; and
provide the space for residents to share information about the needs they see in the
primary commercial corridors –Lafayette and Congress.
Attendees had the option to participate in three discussion stations available around the room:
Priority (re)development site: learn more about the priority redevelopment areas
Retail market opportunities: learn about the types of retail that could thrive in the
neighborhood and share your ideas of the kinds of businesses you want to see more of
and/ or may way to open
Streetscape and connectivity: other ways the commercial corridors could be improved to
better connect the Point neighborhood with the rest of the city.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 63
Retail Market Opportunities station highlights:
• Focus on heritage/history
• Creating a “makerspace” – for artisans/makers
• Ideas of offerings: batting cages at Palmer Cove? More ethnic restaurants (Brazilian,
Vietnamese)
• Interested in opening: craft beer/tavern restaurant; restaurant/hair salon combo;
microbrewery/tap room
• Education for prospective business owners (how to start, funding, etc.)
Streetscape and Connectivity station highlights:
• More business may mean more trash; need to provide education about maintaining
cleanliness, e.g., through a kiosk
• Lighting exists but needs to be fixed
• Integrate public/interactive art e.g., through banners; through this art, also highlight
history of neighborhood
• Attract food trucks
• Potential for a trolley to come into/through the Point?
Priority (Re)development Areas station highlights:
• CDC intends to purchase and redevelop this property (87 Congress)
• Concern that loss of parking impacts future development
• Public health amenities: gym, full service auditorium, jogging path or extended harbor
walk
• Need for shops carrying new fashions – shoes and clothing
October 4, 2014 Multicultural Pop-up Market in Peabody Street Park in the Point
Neighborhood
Salem Point Neighborhood Commercial Corridors Revitalization Plan 64
MAPC organized a Multicultural Pop-Up Market that took place in Peabody Street Park in the
Point neighborhood. The market was organized in collaboration with the Point Neighborhood
Association, the North Shore CDC, and the City of Salem.
The Pop-Up Market created the opportunity to do three things:
1. inform and involve Point business owners, residents, and the larger community about the
revitalization plan outside of the typical public meeting format;
2. highlight the retail offerings in the neighborhood by providing some of the best goods
offered by local vendors and creating a way to attract out-of-town vendors to participate
and bring merchandise identified as filling market gaps identified in our retail market
analysis; and
3. innovate engagement strategies and to involve the project partners (City of Salem, North
Shore CDC, MAPC) to organize an atypical event that advances the city’s economic
development and community building goals for the Point neighborhood.
One of the most engaging activities of the day was a collaborative art project led by Salem
artist Miguel Cruz, a member of the newly-formed Salem Art Commission. In spite of the heavy
clouds and light rain on Saturday, over 50 people participated in one way or another during the
four hours of the event.
Public Meeting #2: November 6, 2014, 6-8pm
Highlights:
Over 40 people attended the November 6th public meeting. Participants included residents,
business owners, developers, and public officials. The goals of the meeting were to:
• brief attendees on the development potential of priority redevelopment areas in the
neighborhood (retail, residential, mixed use) – showing both numbers and visuals;
• engage residents, business owners, property owners, and others in sharing their visual
preferences for medium and high density mixed use and residential development (density,
design, etc.); and
• engage residents, business owners, property owners, and others in a discussion about the
draft strategies to support more office, retail, and residential development – inviting
questions, comments, additions, and suggestions.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 65
Attendees had the option to participate in three discussion stations available around the room:
• Prioritizing recommendations – reviewing the draft Corridors Action Plan
recommendations; each participant is given five dots and is asked to pick the top five
recommendations that should be advanced in the near term
• Visual preference activity – review the images of mixed use and residential developments
as well as outdoor public realm activities and amenities; comment on the ones that are
most appealing to you and tell us why
• Business resources – learn about resources available from the City of Salem, Accion
International, and the Enterprise Center at Salem State University
Highlights from the Prioritizing Recommendations station: The following draft recommendations
were voted as top priorities by participants. These will be identified as near-term or ongoing
action items in the Corridors Action Plan.
• Attract more food establishments (eat-in restaurants, cafes, medium size grocery) to locate
in the neighborhood, e.g., eat-in restaurants, café with music, grocery store with broader
offerings, -- marketing stewarded by staff at city, tourism, agency, or main streets
organization
• Improve pedestrian environment through beautification and cleanliness programs, e.g.,
work with local businesses and chambers of commerce to launch programs and
competitions for temporary or permanent art and design, e.g., innovative designs for
outdoor seating, hanging planters, etc.)
• Encourage local hiring of Point neighborhood residents in existing and new businesses,
e.g., support workforce partnerships between local employers and community based
organizations providing education and skills training to current residents (continued
Working Cities Challenge funded collaborations
• Build more housing appealing to people of different incomes and household types in
order to attract diverse residents to the area, e.g., well-designed multifamily and mixed-
use developments; with studio, 1,2, 3+ bedroom units
Salem Point Neighborhood Commercial Corridors Revitalization Plan 66
Appendix B: Characteristics of the Opportunity Areas
Opportunity Areas for Development or Redevelopment in the Salem Point Neighborhood Commercial Corridors
Source: 2011 Salem Assessor’s data
Address
Land
Value
(2011)
Building
Value
(2011)
Value of
Other
Improveme
nts to Land
(2011)
Total Value
of Parcel
(2011)
Impr. to
Land
Value
Ratio
(2011)
Building
Area in SF
(2011)
Lot Area in
SF (2011)
Floor
Area
Ratio
(2011)
%
Imper-
vious
(2011
)
% Bldg
Covera
ge
(2011)
Bldg
Value
per SF
(2011)
47
CONGRESS
STREET
$8,761,
600 $16,581,100 $507,200 $25,849,900 2.0 1,788,320 1,236,178 1.4 94.7 50.6 $9
65-67
CONGRESS
STREET
$128,2
00 $69,600 $5,000 $202,800 0.6 3,956 6,729 0.6 100.0 56.9 $18
78
CONGRESS
STREET
$108,7
00 $0 $18,900 $127,600 0.2 0 24,856 0.0 93.4 0.4
not
available
84
CONGRESS
STREET
$82,50
0 $85,900 $30,700 $199,100 1.4 2,409 9,648 0.2 99.6 20.2 $36
95, 99, and
101
CONGRESS
STREET
$91,70
0 (95),
$42,20
0 (99),
and
$29,90
0 (101)
$209,600
(95), $0 (99),
and $0 (101)
$8,600 (95),
$0 (99), and
$0 (101)
$309,900
(95),
$42,200
(99), and
$29,900
(101)
2.38
(95), 0
(99), and
0 (101)
11,245
(95), 0
(99), and 0
(101)
7,794 (95),
2,810 (99),
and 3,128
(101)
1.4
(95), 0
(99),
and 0
(101)
100
(95),
100
(99),
and
100
(101)
67 (95),
0 (99),
and 0
(101)
$19 (95),
not
available
(99), and
not
available
(101)
91
LAFAYETTE
STREET
$342,7
00 $507,900 $32,200 $882,800 1.6 3,249 35,284 0.1 80.6 9.7 $156
101-109
LAFAYETTE
STREET
$169,9
00 $199,900 $1,500 $371,300 1.2 13,770 6,168 2.2 100.0 97.9 $15
Salem Point Neighborhood Commercial Corridors Revitalization Plan 67
Address
Land
Value
(2011)
Building
Value
(2011)
Value of
Other
Improveme
nts to Land
(2011)
Total Value
of Parcel
(2011)
Impr. to
Land
Value
Ratio
(2011)
Building
Area in SF
(2011)
Lot Area in
SF (2011)
Floor
Area
Ratio
(2011)
%
Imper-
vious
(2011
)
% Bldg
Covera
ge
(2011)
Bldg
Value
per SF
(2011)
111-125
LAFAYETTE
$917,1
00 $520,300 $0 $1,437,400 0.6 31,788 7,701 4.1 100.0 86.0 $16
129-151
LAFAYETTE
STREET10
$969,3
00 $478,300 $0 $1,447,600 0.5 92,996 114,056 0.8 88.9 33.5 $5
164 and
172
LAFAYETTE
STREET
$166,1
00
(164)
and
$201,0
00
(172)
$100,100
(164) and
$376,100
(172)
$4,600
(164) and
$7,000
(172)
$270,800
(164) and
$584,100
(172)
0.6 (164)
and 1.9
(172)
2,512
(164) and
5,046
(172)
5,928 (164)
and 11,052
(172)
0.4
(164)
and
0.5
(172)
98.5
(164)
and
96.6
(172)
23.5
(164)
and
46.5
(172)
$40 (164)
and $75
(172)
9 PEABODY
STREET
$62,20
0 $0 $10,900 $73,100 0.2 0 11,103 0.0 98.7 0.0
not
available
25
PEABODY
STREET
$618,5
00 $243,000 $104,900 $966,400 0.6 8,706 107,352 0.1 74.5 4.8 $28
62 and 78
LEAVITT
STREET
$161,0
00 (62)
and
$468,0
00(78)
$152,500
(62) and
$187,000
(78)
$6,800 (62)
and
$159,700
(78)
$320,300
(62) and
$815,000
(78)
1.0 (62)
and 0.7
(78)
8,253 (62)
and 6540
(78)
12,806 (62)
and 51,280
(78)
0.6
(62)
and
0.1
(78)
85.5
(62)
and
96.5
(78)
36.5
(62)
and
12.4
(78)
$19 (62)
and $29
(78)
18 PERKINS
STREET
$75,90
0 $0 $7,200 $83,100 0.1 0 5,370 0.0 100.0 0.0
not
available
16 LYNCH
STREET
$118,0
00 $0 $24,200 $142,200 0.2 0 270,774 0.0 91.2 0.1
not
available
10 Planning Office of Urban Affairs has purchased this property and a portion has been redeveloped. Assessor’s data for these addresses is not reflective of major
redevelopment activity that has occurred since 2011.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 68
Address
Land
Value
(2011)
Building
Value
(2011)
Value of
Other
Improveme
nts to Land
(2011)
Total Value
of Parcel
(2011)
Impr. to
Land
Value
Ratio
(2011)
Building
Area in SF
(2011)
Lot Area in
SF (2011)
Floor
Area
Ratio
(2011)
%
Imper-
vious
(2011
)
% Bldg
Covera
ge
(2011)
Bldg
Value
per SF
(2011)
64 and 70
WARD
STREET
$82,00
0 (64)
and
$14,30
0 (70)
$93,400 (64)
and 0 (70)
$3,100 (64)
and $0 (70)
$178,500
(64) and
$14,300 (70)
1.2 (64)
and 0
(70)
3,654 (64)
and 0 (70)
6,010 (64)
and 3853
(70)
0.6
(64)
and 0
(70)
96.7
(64)
and
100
(70)
59.6
(64)
and 0
(70)
not
available
(64) and
not
available
(70)
The following maps illustrate the characteristics of the opportunity areas in the context of the neighborhood and parcels in the
downtown, including building value per square foot of floor area, floor area ratio, tax revenue per parcel/acre, and improvements to
land value ratio (I/L ratio).
Salem Point Neighborhood Commercial Corridors Revitalization Plan 69
Salem Point Neighborhood Commercial Corridors Revitalization Plan 70
Salem Point Neighborhood Commercial Corridors Revitalization Plan 71
Salem Point Neighborhood Commercial Corridors Revitalization Plan 72
Salem Point Neighborhood Commercial Corridors Revitalization Plan 73
Appendix C: Retail Market Analysis – Additional
Tables
Table A.1. Existing Retail Composition, Point Neighborhood
Retail Establishment NAICS
Lafayette Street
Orange Leaf Yogurt 445299
Winer Brothers Ace Hardware 444130
Banville Optical 446130
Salem Theater Company 711110
Aleri's Dental Center 621210
Vacant Restaurant 722511
D'jay's Variety & Beauty Supply 446120
Boston Nails Salon 812113
Salem Dry Cleaning 812320
Laundromat 812310
Los Amigos Supermarket 445120
Beverly Cooperative Bank 522120
Keller Williams Realty 531210
Soucy Insurance 524210
Wendy's 722513
Paaastelitos - Coming Soon 722513
Vapor Outlet - Coming Soon 453991
Salem Grill and Chicken 722513
D'Bonny Barber Shop and Salon 812112
Witch Dr 424990
Bodega (not sure name) 445110
Botanica San Miguel 453998
Glitterati 448120
Erika's Beauty Salon 812112
Vacant 0
Zagare Boutique Salon 812112
Vacant Store 0
Prime Gas Station and Mart 447110
Lafayette Square/ Washington Street
Salem Business Center 561439
The Record Exchange 443142
Metro PCS 443142
Xiomara's Salon 812112
Messiah Travel 561510
The Art Corner 453998
Major MagLeashe's Pub 722410
Catholic Charities 236220
Atlantic Credit Corporation 522291
Salem Point Neighborhood Commercial Corridors Revitalization Plan 74
Retail Establishment NAICS
Therapeutic Counseling 621330
New York Food Market 445120
Kennedy Food Mart 445120
Osterio Levantate Y Resplandece 722513
Leavitt Street
Tropicana Market 445120
On Point - Plummer Home for Boys 236220
Santisi's Garage 811111
Leavitt Street Auto Body & Paint 811111
Harbor Sweets 445292
Congress Street
Deli House 722513
Design Flow Wraps
Remix Church
Essex County Craftsman
Dupilka Chiropractic 621310
Awnings by Pelletier 423390
The Exchange (Vacant) 722513
Pequot Filling Station 811111
Celia's Restaurant 722513
Salem Community Child Care 624410
Congress Street Market 445120
Laundromat 812310
Master Hair Design 812112
Bani Market 445120
Harbor Street
Marc's Market 445120
Lily's Sportswear (Vacant) 448120
Salem Point Neighborhood Commercial Corridors Revitalization Plan 75
Table A.2: Total Supportable Retail by Trade Area
Avg
Sales
PSF
Avg Store
Sizes
Neighborhood Trade Area
Primary Trade Area
(1-Mile Radius)
Secondary Trade Area
(5-mile Radius)
Retail Gap/
Surplus
Supportable
SF (Capture
33%)
# of
Stores
Retail
Gap/Surplus
Supportable
SF (Capture
20%)
# of
Stores
Retail
Gap/Surplus
Supportable
SF (Capture
10%)
# of
Stores
Furniture &
Home
Furnishings
Stores
225 2,000-
4,000 $563,963 877 0.3 $3,933,178 3,718 1.4 $18,232,416 8,319 2.6
Electronics
& Appliance
Stores
225 5,500 $621,719 912 0.2 $2,400,332 2,134 0.4 $0 - 0.0
Food &
Beverage
Stores*
360 2,000-
25,000 $1,543,864 1,458 0.1 $21,490,393 14,406 0.7 $28,043,741 7,790 0.9
Clothing &
Clothing
Accessories
190 2,000 $1,125,700 2,235 1.1 $14,378,531 14,941 7.5 $38,798,535 19,843 9.9
Sporting
Goods,
Hobby,
Book and
Music Stores
190 2,000-
5,000 $0 - 0.0 $1,551,312 3,723 0.7 $361,470 190 0.0
Miscellaneo
us Store
Retailers
150 1,500-
4,000 $318,054 704 0.3 $501,993 2,127 0.5 $6,082,048 3,797 1.7
Food
Services &
Drinking
Places
300 2,000-
3,000 $207,442 225 0.1 $1,109,348 792 0.4 $45,050,806 13,165 4.8
Totals $4,380,742 6,410 1 to 2 $45,365,087 41,840 11 - 12 $136,569,016 53,104 20
Salem Point Neighborhood Commercial Corridors Revitalization Plan 76
Table A.3: Links to Businesses
Stop and Compare Supermarket: http://www.stopandcompare.net/
Foodie’s Markets: http://foodiesmarkets.com/
Harvest Co-op Markets: http://www.harvestcoop.com/
Brothers Marketplace: http://www.rochebros.com/hiring-now-for-brothers-marketplace/
Pennyworths: http://www.hymanspennyworths.com/
Marathon Sports: http://www.marathonsports.com/
Boomerangs Thrift Stores: http://action.aac.org/site/PageServer?pagename=boom_home
Centre Fashion: 362 Centre Street, Jamaica Plain, (617) 522-0005 (no website)
Rainbow: http://www.rainbowshops.com/
Home Basix: http://www.yelp.com/biz/home-basix-jamaica-plain
Local Salem Restaurants: Direct outreach.
El Taller: http://eltallerarts.com/
Café Azteca: http://www.cafe-azteca.com/#about
Tacos Lupita: http://tacoslupitagloucester.com/
El Oriental de Cuba: http://www.elorientaldecuba.net/
Tostada!: http://www.yelp.com/biz/tostado-sandwich-bar-boston
Pho Dakao: http://www.phodakao.com/
Diesel Café and Bloc 11: http://www.diesel-cafe.com/ and http://bloc11.com/
Serenitee Restaurant Group: http://sereniteerestaurants.com/
Harbor Sweets: http://www.harborsweets.com/
Local Colors Artist’s Cooperative: http://www.local-colors.org/
Local Museums: http://www.pem.org/ and http://www.salemwitchmuseum.com/
Gallery Owners: Research required.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 77
Appendix D: CommunityViz Scenarios Modeling
Overview
MAPC used CommunityViz as a tool for conducting interactive scenario modeling for priority
development or redevelopment areas in the Point neighborhood. The CommunityViz Scenario 360
software is an ArcGIS extension that can be used to create land use scenarios by incorporating a
variety of input datasets, conducting a set of calculations based on user-defined assumptions, and
generating a variety of outputs at the parcel and municipal level. Input datasets used for the
modeling include spatial information, parcel attributes, and information about densities and
dimensional requirements.
Inputs include:
Attributes are properties or characteristics of map features (similar to fields, field
attributes, or data columns). Attributes used in the Salem analysis are collected from
Assessor’s data.
Dynamic attributes are attributes that is automatically or manually get updated as
changes are made in the analysis. Dynamic attributes are, for the most part, coded by
MAPC specifically for this analysis, not “out of the box” calculations. In our analysis,
dynamic attributes are customized calculations that use attributes from the input datasets
to calculate estimates of interest.
Assumptions are a select set of key input variables that can be easily adjusted to reflect
specific policy alternatives, such as the minimum number of units for inclusionary zoning or
development uncertainties, such as the reduction in density that may result from
impermeable or shallow soils. Different combinations of assumption values can be used to
create a range of scenarios reflecting different policy choices or uncertainties.
Indicator values are the total measurement of attribute values in any given scenario, as
opposed to the value/characteristics of a single feature. For example, the total dwelling
unit capacity of all parcels in town or in a specific zoning district is an indicator that will
vary depending on the scenario.
Formulas, as defined in the CommunityViz Scenario 360 glossary, are expressions that
specify how the elements of an analysis depend on one another. There are two kinds of
formulas being used in the buildout analysis: Indicator Formulas, and Attribute Formulas.
Attributes used in the modeling include:
Lot area of the existing case in square feet
Floor area ratio
Square feet of commercial floor area
Commercial floor area ratio
Dwelling unit size (average in square feet)
Dwelling unit count
Dwelling unit density (per acre)
Number of residents per dwelling unit (average)
Commercial water use
Residential water use
Water use per dwelling unit
Salem Point Neighborhood Commercial Corridors Revitalization Plan 78
Per floor area value of existing case (in dollars)
Impervious surface of existing case (in square feet)
Building Types
Building types were developed for modeling purposes. Application of a building type to a parcel
or group of parcels (opportunity area) allowed MAPC to generate estimates of the development
or redevelopment potential of each opportunity area.
Each building type is based on an existing case and is modeled to represent the characteristics of
buildings associated with a type of development. The existing case is an actual recent
development in the region, and the building characteristics are drawn from a variety of data
sources such as a property’s tax assessment, online resources such as Zillow.com, and available
information from developers’ websites for properties.
The City of Salem identified multifamily housing and mixed use development (including housing,
retail, restaurant, or office uses) as the suitable development types for parcels in the commercial
corridors. In order to create building types reflective of these development types, MAPC
referenced Assessor’s data for existing developments in Salem or in other parts of the MAPC
region that were examples of high density, multifamily development and mixed use medium or
high density development.
The following developments were referenced to develop the multifamily and mixed use building
types:
Mixed use scenario, medium density: Pickering Wharf at 98 Wharf Street, Salem (17 units
per acre)
Mixed Use scenario, high density: “Washington at Derby Building” at 155 Washington
Street and 26 New Derby Street, Salem (42 units per acre, )
Multifamily scenario, high density: 50 Palmer Street, Salem (42 units per acre)
Scenarios Modeling Outputs
Select data from the analysis is provided in Table 9 of this Corridor Plan. The range og data
generated by the model (using the density from the applied building type) includes:
Adjusted residential floor area
Total dwelling units (adjusted)
Total square footage of commercial floor area (adjusted)
Additional value from added residential floor area ($)
Additional value from added commercial floor area ($)
Estimated pre-development costs
Estimated development costs
Estimated demolition costs
Estimated average rent – residential – per square feet
Estimated average rent – commercial – per square feet
Estimated annual rental income
Estimated additional tax revenue
Salem Point Neighborhood Commercial Corridors Revitalization Plan 79
Modeling Modes Used
Two approaches to modeling were used:
• The Land Use mode allows for the application of one building type to a defined study
area (e.g., a parcel or a larger area consisting of multiple parcels) and the scaling of the
building type up or down depending on the size of the study area. Applying a building
type to an area generates a set of estimates (a development alternative) based on the
dwelling unit density, commercial floor area ratio, and other inputs specified in the
applied building type. Multiple development alternatives can be generated for a study
area through the application of different building types, however only one building type
can be used in each instance of land use modeling.
• The Building mode allows for the application of a variety of building types within a
defined study area (e.g., a parcel or a larger area consisting of multiple parcels).
Multiple building types can be placed within a study area,; values generated for different
buildings within the parcel or study area can then be added up to generate an estimate
for the entire study area. A combination of building types can be placed within the study
area in each instance of building mode modeling, creating options for a range of
development alternatives.
Overview of the Method for Estimating Residential Dwelling Units and Commercial Floor
Area
As noted, each building type used was modeled from an existing case. When placing down a
building type, the number of new dwelling units and/or square foot of floor area values are
relative to the size of the development, which itself depends on the underlying parcel that the
development is placed on. Therefore, for each building type, these values are normalized and
expressed as density values of: units per acre for residential dwelling units and floor area ratio
for commercial floor area. Additionally, MAPC calculated the square foot of residential floor
area and a total building floor area ratio representing the sum of all building floor area of the
building type. Each building type also has a “required lot area in square feet” field, which has
the original lot area that the density values are calculated from.
The tool uses the building type’s “required lot area” field to evaluate the parcel’s developable
area against the original building type’s lot area, subtracting/adding to units/floor area values
based on the difference and using the density values. When placing a building-type on a parcel,
users can indicate if the development is partial, meaning the development will be added to the
existing buildings/units, or not partial which means development will replace the current buildings
if any on the property. All the associated values, such as development costs, added value, and
added tax return are using the indication of partial/not partial to calculate the fields.
For the analysis of opportunity areas in this Plan, in most cases we used the Land Use Mode and
selected “full redevelopment,” to represent complete redevelopment and removal of current
structures in the opportunity area. We also used the Building Mode to generate estimates for 47
Congress Street and 129-151 Lafayette Street in order to specifiy redevelopment and removal
of specific structures within the parcel.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 80
Overview of the Method for Estimating the Additional Value and Added Tax Revenue
Additional tax revenue is calculated by first estimating the property’s new assessed value. The
added value to a given property is calculated through adding the value associated with new
floor area to the property’s land value. Value change estimates are calculated as estimated new
building value minus existing building value for each property; the difference is multiplied by the
corresponding tax rate (residential or commercial/industrial) to provide an estimate of additional
tax revenue. Note that we assumed the land value of the properties to remain constant under any
scenario (a likely underestimate), and we assume that none of the future development would be
tax-exempt.
In this analysis of Point neighborhood opportunity areas, the figures are based on the fiscal year
2013 tax rate of $15.88 per $1,000/Residential - $25.42 per $1,000/Commercial, Industrial
Properties.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 81
Appendix E: Housing, Economic, and Infrastructure
Actions from the Salem Point Neighborhood Vision
and Action Plan
The following text is excerpted from the Salem Point Neighborhood Vision and Action Plan for
2013-2020, available in its entirely at www.mapc.org/salempointvision.
Vision Element #5: Housing and Economic Development
Point neighborhood residents have access to both affordable rental and ownership opportunities
in the neighborhood that meets their needs and stage in life, housing stock is compliant with
applicable codes and standards, and the neighborhood has different recreational options that
appeal to residents of all ages.
Goal: The City of Salem and community partners including the Salem Problem Properties Task
Force will enforce regulations pertaining to housing quality and public health, connect residents
with existing housing resources, and help secure new resources that will improve the diversity and
quality of housing available for rent and for ownership in the Point.
Actions:
1. Assess resident needs in rental and homeownership opportunities to inform city
housing investments and education opportunities in English and Spanish. The City of
Salem will work with community partners including the Salem Landlord Association and the
Point Neighborhood Association to hold focus group meetings with residents to better
understand housing needs. Focus groups will include residents interested in homeownership,
first-time homebuyers, seniors, and individuals in protected classes including low-income
households and people with disabilities. Collected information will inform the city’s housing
planning in the Point and guide the provision of housing workshops on topics like fair
housing law, tenant and landlord rights. Workshops may be led by outside groups with
expertise in these topic areas.
2. Identify areas of the Point with redevelopment potential and prioritize CDBG funding
and City Housing Rehabilitation funds. Expand commercial investment opportunities by
developing a Congress Street corridor revitalization plan. Develop an inventory of
underutilized parcels in the Point, conduct site assessments, and invite public input through
the Point Neighborhood Association regarding reuse potential and any constraints that
would limit redevelopment. The Salem Problem Properties Task Force will meet quarterly
to target code enforcement of blighted properties. Work with community partners such as
North Shore CDC, via their YouthBuild-North Shore program, to offer reduced cost
rehabilitation to landlords to bring cited properties up to code. Funding toward the
rehabilitation of CDC-owned properties is committed for FY14.
3. Make information about affordable rental and ownership opportunities and housing
resources readily accessible to residents within and outside of the Point and available
in Spanish. Create accessible materials and communication methods and market
available rental and ownership units to residents in neighborhood who meet income
Salem Point Neighborhood Commercial Corridors Revitalization Plan 82
eligibility requirements. The City will pursue partnerships with nonprofits in the
neighborhood to ensure that housing opportunities are accessible to residents in the
neighborhood, such as home rehabilitation loans and fuel assistance for qualified
homeowners.
4. Support development that includes a mix of housing, business, and offices uses in the
Point and housing that is affordable to different incomes. Work with public and private
developers to promote property reuse and redevelopment that is consistent with goals to
provide affordable housing to people of different incomes and with respect to historic
assets. The North Shore CDC will identify, purchase, and rehabilitate critical, blighted
properties. Community partners will encourage and advocate that new developments in
other parts of the City of Salem include on-site affordable housing units to off-set the
disproportionate presence of affordable housing in the Point neighborhood while still
meeting the housing needs of the community.
5. Support designation of the Point neighborhood as a place on the National Register of
Historic Places. Explore the opportunity to have the Point neighborhood listed on the
National Register of Historic Places to both recognize the Point’s contribution to Salem’s
history as well as to qualify the neighborhood for investment via state and federal historic
tax credits.
6. Pursue economic development planning in key commercial corridors in the Point
neighborhood. Activate the lower Lafayette Street and Congress Street commercial
corridors by promoting tourism, economic activity and inclusivity with the booming
downtown economy. The City of Salem will capture resident interests in uses like clothing
shops, cafes and cultural venues with live music and take them into account when
undertaking economic development planning and determining plans for city-owned
property in the Point. This could include a satellite Salem Farmer’s Market location in the
Point neighborhood, bringing the 'red line' guiding tourists into the Point to highlight the
historic architecture, immigrant history and waterfront, promoting walking tours of the
Point neighborhood, and expanding the Salem Main Streets program to include a focus on
Lower Lafayette (also known as LOLA) to bridge downtown Salem and the Point.
Vision Element #6: Infrastructure
The Point neighborhood offers residents and visitors a clean environment and safe options for
getting to where they need to go – whether it is by foot, by wheelchair, by stroller, by bike, by
bus, or by car.
Goal: The City of Salem and community partners are committed to making infrastructure
improvements that improve the quality of infrastructure in the Point, improving the cleanliness of
the streets and the experience for people who use various modes of transit, and making
improvements that enhance safety and security.
Actions:
1. Improve trash and recycling resources. Install solar compactors and recycling bins on
every block alongside trash bins. Address trash issues in the parks by providing sturdy,
secure lidded trash barrels and recycling bins in the parks and empty them on a timely
Salem Point Neighborhood Commercial Corridors Revitalization Plan 83
basis. Reach the goal of installing ten (10) new trash barrels throughout the neighborhood.
Expand trash pick-up to twice per week and street sweeping schedule to four times per
year in the Point in light of the neighborhood’s population density and documented litter
problems. Should a City Council decision on recycling be approved, the City of Salem and
community partners will prioritize implementation of solar compactors and recycling bins in
the Point neighborhood and undertake a recycling education campaign in the
neighborhood once bins are installed. Ensure implementation by hiring a recycling
coordinator for the City.
2. Implement infrastructure improvements in main commercial corridors in the Point
neighborhood: lower Lafayette Street and Congress Street. Promote investment, tourism
and economic vitality by carrying the historic character of downtown Salem up into the
Point neighborhood by installing bricked sidewalks, historic acorn lighting, improved
curbing and landscaping. Repave streets and sidewalks identified as priority needs in the
V & A Plan. Focus on improving key areas including Peabody, Congress, and Lafayette
streets.
3. Invest resources in improving building structure facades and historic corridors in the
neighborhood. Continue to implement the City of Salem Storefront Improvement Program
and adapt publicity materials so they are accessible to business owners who may have
limited English proficiency. Focus investments in the Lower Lafayette and Congress Street
corridors and in parcels flagged in the 2013 Salem Point Neighborhood Parcel Conditions
Survey. Address hanging wires and façade conditions at utility substation. North Shore
CDC will partner with Historic Salem, Inc. to identify key historic buildings in the Point with
appropriate historical markers beginning in 2014.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 84
Appendix F: Resources
Managing Neighborhood Change
MAPC Managing Neighborhood Change Toolkit
http://www.mapc.org/neighborhood-change
MAPC’s Managing Neighborhood Change: Selected Anti-Displacement Strategies in Practice
toolkit supports MetroFuture’s Housing Choices goals and strategies for the MAPC region by
providing information on anti-displacement best practices and examples of local strategies in
action. These strategies are intended to advance the interests of lower-income individuals and
families who are at risk of displacement from their neighborhoods due to new investment in
housing, businesses, and infrastructure, including transit. This toolkit is based on a comprehensive
literature review of academic and non-academic reports released over the last 10 years. It uses
data, case studies, and planning project work to understand indicators of displacement and
create a responsive framework that integrates them into planning policies and programs.
PolicyLink Equitable Development Toolkit
http://www.policylink.org/equity-tools/equitable-development-toolkit/about-toolkit
Equitable development is an approach to creating healthy, vibrant, communities of opportunity.
Equitable outcomes come about when smart, intentional strategies are put in place to ensure that
everyone can participate in and benefit from decisions that shape their neighborhoods and
regions. This online toolkit -- referred to as EDTK -- includes 27 tools to reverse patterns of
segregation and disinvestment, prevent displacement, and promote equitable revitalization. Click
below to view all tools or by issue area.
Marketing and Publicity
City of Newton Commercial Real Estate Connection Page
http://www.newtonma.gov/gov/planning/lrplan/econdev/reconnect.asp
The webpage manages listings of vacancies in the village centers, and in commercial corridors
and office parks. This page is a resource as the City and partners work to market the
development/redevelopment opportunity areas in the commercial corridors.
Overview of Chapter 40R
760 CMR 59.00: Smart Growth Overlay District (M.G.L. c. 40R)
Smart Growth is a principle of land development that, as set forth in M.G.L. c. 40R, § 1 and 760
CMR 59.00, aims to help municipalities in the Commonwealth to: increase the availability of
affordable housing in the Commonwealth by creating a range of housing opportunities in
neighborhoods; emphasize mixing land uses; takes advantage of compact design; foster
distinctive and attractive communities; preserve open space, farmland, natural beauty and critical
environmental areas; strengthens existing communities; provide a variety of transportation
choices; makes development decisions predictable, fair and cost effective; and encourage
community and stakeholder collaboration in development decisions.
Chapter 40R was enacted in 2004 and was passed into law as part of the FY2005 state budget.
The purpose of the chapter is to encourage cities and towns to establish new zoning districts to
promote smart growth and increased housing production in Massachusetts. Chapter 40R seeks to
Salem Point Neighborhood Commercial Corridors Revitalization Plan 85
increase the supply of housing and decrease its cost by increasing the amount of land zoned for
densities that are higher than the underlying zoning will allow. It also targets the need for more
housing for low- and moderate-income households by requiring the inclusion of affordable units in
most private projects within the 40R District.
The 40R District that is adopted or amended by a municipality, pursuant to M.G.L. c.40R and in
accordance with the procedures for zoning adoption and amendment as set forth in M.G.L. c.40A
and approved by the Department pursuant to M.G.L. c.40R and 760 CMR 59.00, is also referred
to as the Smart Growth Zoning.
40R Smart Growth Zoning districts can be sited in one of three Eligible Locations11 if it meets one
or more of the following criteria:
1. comprises part or all of the land located within ½ mile distance of any rapid transit or
commuter rail station, bus, or ferry terminal, plus any qualifying Adjacent Area;
2. comprises part or all of the land located within an Area of Concentrated Development,
including a city or town center, an existing commercial district, or an existing rural village
district, plus any qualifying Adjacent Area; is currently served or scheduled to be served –
within five years of the application – by public sewer(s) and/or private sewage treatment
plant(s); at least 50% of the total land area is either Substantially Developed Land or
Underutilized Land; and the primary current use (or, in the case of Underutilized Land, the
primary current zoning) of land and or buildings in the proposed District is commercial
(including retail, office, or industrial businesses) or mixed use, or – in the case of a rural
village district – commercial, mixed use or residential; and
3. comprises part of all of the land located within a Highly Suitable Location. If the proposed
District does not qualify under either of the other two categories of Eligible Location and is
nevertheless a location where development would promote Smart Growth, evidence may
included, but would not be limited to, the degree to which the location is: near (though not
within ½ mile of) a rapid transit or commuter rail station or bus or ferry station terminal;
the location has Transportation Access; proposed zoning in the location and existing zoning
near the location will encourage compact, land-use-efficient design, and Mixed-use
Development; infill and redevelopment of previously-developed areas with Infrastructure
are likely to occur that will help to preserve Open Space, farmland, natural beauty, and
critical environmental areas elsewhere in the Municipality; and the location has been
previously identified as an appropriate locus for higher-density housing or higher-density
Mixed-use Development in an adopted Municipal, regional or state plan.
As-of-right Residential and Mixed Use Development. Projects must be developable As-of-right
under the Smart Growth Zoning subject only to the review of plans and the application of design
standards by a local Plan Approving Authority. In a District, the Smart Growth Zoning shall allow
residential projects As-of-right and it may also permit Mixed-use Development projects As-of-
right at the residential densities set forth in the Smart Growth Zoning. The 40R regulation defines
Mixed-use Development as a Project containing a mix of some or all of Multi-family Residential,
two- and three-family residential, and single-family residential uses, together with commercial,
11 If a portion of a parcel of land falls within an Eligible Location, then all of such land, to the extent o f its legal
boundaries, may also be deemed an Eligible Location.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 86
institutional, industrial, or other non-residential uses, in which the applicable residential densities
set forth in 760 CMR 59.04(1)(d)1. through 3. apply proportionally to the residential portion of
the Mixed-use Development Project in accordance with 760 CMR 59.04(1)(d)3. The 40R
regulation defines Multi-family Residential Use as apartment or condominium units in buildings that
contain or will contain more than three such units, provided that the Smart Growth Zoning may
treat attached townhouses on separate lots as single-family residential use. See 760 CMR
59.04(a)(4).
Affordability. The Smart Growth Zoning must require that not less than 20 percent of all units
constructed within Projects of more than 12 units must be affordable and be deed-restricted for
at least 30 years. The Zoning may also specify decreased maximum income limits of eligible
households (below 80 percent of the area-wide median income as determined by the Department
of Housing and Urban Development.) The Smart Growth Zoning and the Comprehensive Housing
Plan must contain mechanisms that ensure that the total number of affordable units equal not less
than 20% of the total number of units constructed within Projects in the District and that the
affordable units are equitably integrated and dispersed throughout the District and Project
(including unit type and construction phase.) The Smart Growth Zoning shall also contain provisions
for specifying the method by which Affordable rents or Affordable purchase prices shall be
computed and it must contain provisions ensuring that Projects are not segmented to evade the
size threshold for Affordability and to ensure effective monitoring and enforcement of the
Affordable housing restriction during the term of Affordability.
Density. The Smart Growth Zoning District may contain two or more sub-districts, zoned
separately for single-family, two- and/or three-family, and/or Multi-family Residential Uses, or
with varying allowable densities for the same residential use so long as each sub-district
individually meets the applicable minimum allowable density requirement set forth in 760 CMR
59.04(1)(d)1. through 3. Each District or sub-districts shall provide for any one or more of the
following minimum allowable As-of-right density requirements, unless the Department has
previously approved a density reduction under 760 CMR 59.04(3)12.
a density of at least eight units per acre for Developable Land zoned for single-family
residential use;
a density of at least 12 units per acre for Developable Land zoned for two- and/or
three-family residential use; or
a density of at least 20 units per acre for Developable Land zoned for Multi-family
Residential Use.
Smart Growth Zoning as a Percent of Total Land Area. The District may be superimposed over
one or more zoning districts in one of the three eligible locations and each District must not exceed
15% of the total land area in the Municipality13. The total land area of all approved Districts
must not exceed 25% of the total land area in the Municipality.
12 Any Municipality with a population of fewer than 10,000 persons as determined by the most recent federal
decennial census may request a reduction in the minimum allowable density standards required by 760 CMR 59.04
(1)(d.)
13 The total land area (excluding open water bodies) of the proposed District must not exceed 15% of the total land
area in the Municipality unless the Department has previously approved an area waiver under 760 CMR 59.04(2).
Salem Point Neighborhood Commercial Corridors Revitalization Plan 87
The municipality must have at the time of application a Comprehensive Housing Plan, which
provides an assessment of the housing needs within the Municipality, describing specific strategies
including but not limited to those contained in the Smart Growth Zoning, and may identify the
numbers of Existing Zoned Units, estimated Future Zoned Units, and estimated Incentive Units
within the proposed District. A Comprehensive Housing Plan may be a housing production plan
approved by the Department under 760 CMR 56.03(4), a community development plan or
equivalent municipally prepared document that is supplemented as necessary to satisfy these
requirements regarding the proposed Smart Growth Zoning, as well as the requirements of 760
CMR 59.03(1)(g).
Benefits to Municipalities
Upon state review and approval of a 40R district, communities become eligible for Density Bonus
Payments, a one-time Zoning Incentive Payment, and reimbursement for any net costs of educating
students living in new housing in a District (Chapter 40S). In addition, when awarding discretionary
funds to municipalities, the Department of Housing and Community Development, the Executive
Offices of Environmental Affairs, Transportation, and Administration and Finance must give
preference to municipalities with an approved District.
The criteria and amounts for bonus and incentive payments and reimbursement of educational
costs for students living in new housing in a Smart Growth Zoning District is outlined below.
Bonus Unit: Any residential housing unit developed as part of a Project within a District under the
Smart Growth Zoning, either through new construction, the substantial rehabilitation of an existing
building, or the conversion to residential use of an existing building, in excess of the number of
Existing Zoned Units for the same Project. Units that are developed within a District under a
Comprehensive Permit issued pursuant to M.G.L. c.40B after the submission of an application to the
Department under 760 CMR 59.05(b), in excess of the number of Existing Zoned Units for the
same Project, shall be treated as Bonus Units.
Density Bonus Payment: A one-time payment of $3,000 for each new unit of housing (Bonus
Unit) built within an Approved District for which a building permit has been issued, which is made
to a Municipality from the Trust Fund. See 760 CMR 59.06(b).
Zoning Incentive Payment: A one-time payment to a Municipality from the Trust Fund that is
made upon submission by the Municipality to the Trust Fund of the Department’s Letter of
Approval. See 760 CMR 59.06(1). Incentive payments are calculated according to the following
calculations:
Number of Incentive Units14 Amount of Incentive Payment
Up to 20 $10,000
21to 100 $75,000
101 to 200 $200,000
201 to 500 $350,000
501 or more $600,000
14 Incentive units refers to the total number of (future) new housing units that will be allowed As-of-right under the
proposed Smart Growth Zoning.
Salem Point Neighborhood Commercial Corridors Revitalization Plan 88
Chapter 40S, section 2: Subject to appropriation, for each fiscal year commencing with fiscal
year 2008, any city or town that has established 1 or more smart growth zoning districts shall
receive smart growth school cost reimbursement from the commonwealth. This reimbursement shall
be equal to the positive difference, if any, between: (i) total education cost for eligible students,
and (ii) the sum of local smart growth revenues for education plus additional chapter 70 aid. The
department of education shall add the smart growth school cost reimbursement amounts to each
district’s required net school spending, as defined in chapter 70. For purposes of the net school
spending calculation, the department shall allocate a municipality’s smart growth school cost
reimbursement among the districts to which it belongs in proportion to the number of eligible
students from the municipality attending each district.
Benefits to Developers
Developers may elect to develop a Project in accordance with the requirements of the 40R District
or to develop a project in accordance with the requirements of the underlying zoning. Developers
have the option of developing mixed-use development projects As-of-right through Smart Growth
Zoning. Municipalities with Smart Growth Zoning also have the option of adopting Design
Standards, which provides clear design guidance for the development of high-density
development consistent with the physical character of the buildings, streetscapes, and other
features found in densely settled areas of the Municipality.
40R Definitions of Land Types
Area of Concentrated Development: The largest qualifying, contiguous area of a city or town
center; an existing substantial, multi-parcel commercial district; or a rural village district; each, in
its entirety, the boundaries of which are clearly identified and submitted on a corresponding map.
An Area of Concentrated Development must be currently served or scheduled to be served (as
shown by sufficient documentation) within five years of the application by public sewer(s) and/or
private sewage treatment plant(s); at least 50% of the total land area must be either
Substantially Developed Land or Underutilized Land; and the primary current use (or, in the case
of Underutilized Land, the primary current zoning) of land and/or buildings is commercial
(including retail, office, or industrial businesses) or mixed use. Land designated as a commercial
center under M.G.L. c. 40, § 60 qualifies as an Area of Concentrated Development.
In areas that are not sewered or scheduled to be sewered, an existing rural village district
qualifies as an Area of Concentrated Development if: 1) it includes the municipality’s principle
road intersection or other civic center and is characterized by the most Substantially Developed
portions of the surrounding area plus any land that would otherwise qualify as Substantially
Developed or Underutilized Land within up to 1/2 mile distance of such principal road intersection
or other approved civic center point; 2) it contains two or more of a town hall, post office, public
library, public school, or public safety facility, or it contains an existing village retail district; and
3) at least 50% of the total land area within the existing rural village district is either
Substantially Developed Land or Underutilized Land. See 760 CMR 59.04(1)(a)2.
Developable Land: All land within a District that can be feasibly developed into residential or
Mixed-use Development Projects. Developable Land does not include Substantially Developed
Land; Open Space; Future Open Space; the rights-of-way of existing public streets, ways, and
transit lines; land currently in use for governmental functions (except to the extent that such land
qualifies as Underutilized Land); areas exceeding ½ acre of contiguous land that are protected
wetland resources (including buffer zones) under federal, state, or local laws; rare species habitat
Salem Point Neighborhood Commercial Corridors Revitalization Plan 89
designated under federal or state law unless granted an exception consistent with requirements
established by the Massachusetts Executive Office of Energy and Environmental Affairs and the
Department of Fish and Game that all or part of such areas can accommodate development
consistent with the proposed Smart Growth Zoning; land characterized by steep slopes with an
average gradient of at least 15%; or land subject to any other local ordinance, by-law, or
regulation that would prevent the development of residential or Mixed-use Development Projects
at the As- of-right residential densities set forth in the Smart Growth Zoning.
Substantially Developed Land: Land within a District that is currently used for commercial,
industrial, institutional, or governmental use, or for residential use consistent with or exceeding the
densities allowable under the Underlying Zoning, and which does not qualify as Underutilized
Land. Any land located within a Historic District shall be presumed to be Substantially Developed,
unless the Municipality can show that all or a portion of such land qualifies as Developable Land.
Underutilized Land: Developable Land within a District that would otherwise qualify as
Substantially Developed Land, but which is a) characterized by improvements that have a
marginal or significantly declining use, as measured by such factors as residual Floor Area Ratio
(FAR), vacancy rates, extent of operation, current and projected employment levels, market
demand for the current uses or the uses to which the existing improvements could readily be
converted, and low value of improvements in relation to land value; and b) as demonstrated by
existing or anticipated market conditions, may have reasonable potential to be developed,
recycled, or converted into residential or Mixed-use Development consistent with Smart Growth.