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HomeMy WebLinkAbout4. EDAC Recommendations Regarding Downtown/First Avenue CorridorCITY OF SHAKOPEE Memorandum TO: Economic Development Authority Mark McNeill, City Administrator /EDA Executive Director FROM: R. Michael Leek, Community Development Director SUBJECT: Economic Development Advisory Committee (EDAC) Recommendations Regarding Downtown /First Avenue Corridor MEETING DATE: November 23, 2010 INTRODUCTION: At the September 15 and October 20, 2010 meetings, the EDAC had discussions regarding 1) the geographic definition of areas identified by the Economic Development Ad Hoc Committee for specific focus and 2) strategies and approaches to marketing these areas. For the September 15 meeting, the EDAC decided to focus on the Downtown /First Avenue area and address the industrial and business park areas at subsequent meetings. On November 17, 2010 the EDAC approved forwarding the following recommendations to the EDA /City Council DISCUSSION: Geographic Definition: The ED Ad Hoc Committee recommended that this area be defined to include, 1) Downtown Shakopee, 2) CR 101 /First Avenue east of Downtown to Marschall Road, and 3) Marschall Road south to CR 16. There was consensus among the members of the EDAC that Marschall Road south to CR 16 should not be included in this definition, but rather should be addressed separately. The reasons presented for this change in definition included; • That the real issue for the Downtown and First Avenue area (to Marschall Road) is that the balance of CR 101 to the eastern city limits does not draw visitors and traffic to CR 101 from Marschall Road west to the Downtown area . An example cited was that ValleyFair is a very large visitor tourist attraction, but very few visitors to ValleyFair "turn right" when they leave the park to visit other attractions and businesses in Shakopee. An additional example cited is 'The Landing' (formerly Murphy's Landing) which, while an important resource and attraction is largely invisible from the roadway (in part because of the fencing along CR 101), and thus does not attract visitors to further explore it and areas further to the west. • Marschall Road from CR 101 to CR 16 has significant roadway limitations that will a) limit the opportunities for economic expansion in this particular corridor and b) limit the ability of the roadway to be expanded to handle increased traffic c) developed already [plus it doesn't need redevelopment; rental housing positive effect of licensing. In addition, the EDAC felt that this corridor has a significantly different character and potential than the CR 101 /Downtown Corridor; • The CR 101 corridor to the eastern city limits has significant attractions that can serve to create marketing synergy with the Downtown /First Avenue corridor. Entrances and Connectivity: The EDAC discussed the importance of the entrances points to the community in drawing visitors further into exploration of what the City in general, and downtown, in particular, have to offer. This discussion went beyond simply identifying the entrances to making them more appealing. Especially for the CR 101 corridor east of Marschall Road, the EDAC feels it is important to identify opportunities for further commercial development in the corridor that would help to build a synergy that would help to further draw visitors to the Downtown /First Avenue corridor. Among the physical tools that are available for these purposes are enhancement of landscaping, lighting and signage leading to the corridor from the east (not to mention from the area around CR 69 /US Hwy. 169 on the west) in order to create the clear expectation that visitors are entering a unified corridor and that there is more to see and do as they travel west to the Downtown. A related discussion was about the lack of connectivity of the trails within the City to other communities and their trail systems (e.g. Chaska, Chanhassen, Eden Prairie, Bloomington, Savage and Prior Lake. Marketing: In broader terms, the consensus of the EDAC was the entire CR 101 corridor provides significant attractions and opportunities to increase the numbers of people who visit the corridor. Among the attractions are; • ValleyFair; • The Landing; • Memorial Park; • The Minnesota River regional trail; • Huber Park; The opportunities include; • Increased joint marketing between tourist attractions, the Chamber of Commerce, Downtown Partnership, downtown and first avenue businesses, etc.; • Developing plans that are intended to enhance the CR 101 corridor east of Marschall Road, with the intent of enticing visitors to existing attractions and businesses and to visit new attractions and businesses that may develop along the corridor. EDAC RECOMMENDATIONS: The EDAC recommends the following to the City Council; Geographic Definition: Downtown /First Avenue: 1. That the definition of the Downtown /First Avenue corridor be expanded to include and /or consider CR 101 to the City's eastern boundary; 2. That the Marschall Road corridor from CR 101 to CR 16 be considered and addressed separately. CR 69 Corridors: 3. The area west of the 101 bridge to the current U.S. 169/CR 69 intersection has a different character than the corridor from the 101 bridge to the east. The U.S. 169/CR 69 is a very important entrance to not only Shakopee, but its downtown area. For those reasons, even though further development of this area is not imminent, the City should keep in mind planning for this corridor for the long term. A portion of this corridor is currently in Jackson Township. It is included in the area that is covered by the orderly annexation agreement (OAA) between Jackson Township and the City of Shakopee. It is suggested that the City discuss with the Jackson Township board of supervisors their interest in cooperating on the long -term planning for the development /redevelopment of this area. 4. The CR 69 corridor west of the TH 101 involves an area with significant bedrock issues, which in turn increases the cost of infrastructure that will be needed for this area to develop. MARKETING: 1 • Work with the Chamber of Commerce, Downtown Partnership, downtown and first avenue businesses, and others to develop joint marketing efforts that will increase visitors in the entire corridor (not to mention the city in general); • Consider developing plans that are intended to enhance the CR 101 corridor east of Marschall Road, with the intent of enticing visitors to existing attractions and businesses and to visit new attractions and businesses that may develop along the corridor. ALTERNATIVES: 1. Offer and pass a motion accepting the recommendations of the EDAC as presented, and directing the EDAC and city staff to proceed with implementation based on the recommendations contained herein. 2. Offer and pass a motion directing that the EDAC consider specific changes to the recommendations presented in this memorandum. 3. Table this matter for additional information. EDAC RECOMMENDATION: The EDAC recommends alternative 1. RELATIONSHIP TO CITY GOALS: This item relates to Goal B. Positively manage the challenges and opportunities presented by growth, development and change, and Goal C. Maintain the City's strong financial health. REQUESTED ACTION: Offer and pass a motion accepting the recommendations of the EDAC as presented, and directing the EDAC and city staff to proceed with implementation based on the recommendations contained herein.