OPPORTUNITIES AND CHALLENGES

Transcription

1 OPPORTUNITIES AND CHALLENGES 1 J R D V A r c h i t e c t s S e p t e m b e r 2 2,

2 Upper Broadway Destination Retail Oakland OPPORTUNITIES PROJECT BACKGROUND AND CHALLENGES - CITY WIDE RETAIL STRATEGY Upper Broadway Retail Oakland J R D V A r c h i t e c t s C o n l e y C o n s u l t i n g G r o u p

3 Agenda OPPORTUNITIES PROJECT BACKGROUND AND CHALLENGES - CITY WIDE RETAIL STRATEGY Our Destination Retail Leakage Problem 2. What Other Cities have done about it. 3. How to Coordinate Upper Broadway plan as part of Comprehensive Downtown Strategy 4. How to Coordinate Upper Broadway plan with other Uses and Historical Resources 5. Requirements for Success J R D V A r c h i t e c t s C o n l e y C o n s u l t i n g G r o u p

4 OPPORTUNITIES PROJECT BACKGROUND AND CHALLENGES - CITY WIDE RETAIL STRATEGY GOAL: Remake downtown Oakland including Up per Broadway Area into a destination shopping district that provides residents, office workers and visitors an authentic iconic center that in a significant way defines it as a community. J R D V A r c h i t e c t s C o n l e y C o n s u l t i n g G r o u p

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7 1. Our Destination Retail Problem

8 Part of a Comprehensive Strategy to Bring all Kinds of Retail back to Oakland 8

9 Part of a Comprehensive Strategy to Bring all Kinds of Retail back to Oakland 9

10 By and Large Neighborhood Serving Retail is Improving around City 10

11 Which brings us to the Premise of much of Oakland s Original Development 11

12 The Extensive Streetcar Systems Created Destination Retail 12

13 The Extensive Streetcar Systems Created Destination Retail 13

14 The Extensive Streetcar Systems Created Destination Retail 14

15 Creating Third largest Retail Center in California (After S.F. and L.A.) 15

16 Didn t Last. 16

17 Didn t Last. 17

18 Leaving an Empty Shell... 18

19 Including 3 types of Destination Retail 19 THE,LOOP A U TO - O R I E N T E D DESTINATION (BIG BOX)

20 Back to Citywide Retail Leakage 20

21 Another is Entertainment Oriented/Restaurant (Even Young Fashion) 21 THE UPTOWN YOUNG FASHION / ENTERTAINMENT- ORIENTED RETAIL THE,LOOP A U TO - O R I E N T E D DESTINATION (BIG BOX)

22 But Biggest Leakage is Department Store-Like Merchandise 22 Upper Broadway DEPARTMENT STORE-LIKE MERCHANDISE THE UPTOWN YOUNG FASHION / ENTERTAINMENT- ORIENTED RETAIL THE,LOOP A U TO - O R I E N T E D DESTINATION (BIG BOX)

23 2. What Other Cities have Done about it.

24 Oakland No Different than Pre-War Retail Destinations in CA (Except S.F.) 24

25 Reclaimed Entertainment/Restaurant Oriented Retail in Urban California 25 x x x x x

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27 Incl. Hollywood Boulevard with Entertainment/Restaurants/Young Fashion 27 x x x HOLLYWOOD BOULEVARD LOS ANGELES x

28 On similar progression as here in Oakland 28

29 Using Entertainment as an Anchor 29

30 Downtown Oakland Circa Entertainment Venues: Paramount, Ice Center, Fox

31 Phase 1a: Create the Bridge by connecting South + North Restaurant/Entertainment Anchors 31 SOUTH - Fox Theater Entertainment/ Restaurants 1 phase A

32 Phase 1a: Create the Bridge by connecting South + North Restaurant/Entertainment Anchors 32 NORTH - Broadway/Grand Entertainment/ Restaurants Restaurants Primary Shopping Route 1 phase A

33 That Anchor Independent Stores 33 Current Leasing C u r r e n t L e a s i B R O A D W A Y C O R R I D O R M A P RD G OODS STAURAN TS TERTAINME N T RVI CES CAN T T CLUBS FRAN KLIN STREET 1 4 T H S T R E E T T U L LY S ( 1, S F ) R I T E A I D ( 1 2, S F ) S A N KO FA A F R I C A N ( S F ) BROADWAY B R O A DWAY B E A U T Y C E N T E R ( 1, S F ) T H E R I S I N G LO A F E R ( S F ) VA C A N T ( 3, S F ) VA C A N T ( 2, S F ) Q U I C K M A R T ( 1, S F ) VA C A N T ( 3, S F ) M R. P I Z Z A M A N ( S F ) O A K L A N D C R E D I T U N I O N ( 1, S F ) VACAN T (2,700 SF) G ALLERY VACAN T (1,900 SF) (2,200 SF) VACAN T (1,900 SF) B I S T R O B U R G E R ( 5, S F ) PAY L E S S S H O E S O U R C E ( 2, S F ) B E N C H M A R K S TA F F I N G ( 1, S F ) R O S S I S F LO W E R S ( S F ) C A F E T E AT R O G E N J I CLAY STREET N E W YO R K P I Z Z A ( 3, S F ) M E N S WA R E H O U S E D E N TA L O F F I C E ( 1 0, S F ) B AY A R E A R A P I D P R E S S ( 2, S F ) C H E C K C A S H I N G ( S F ) W E S T E R N D E N TA L ( 5, S F ) F I RST P LACE FUN D (3,500 SF) E M ERG E N C Y SERVI CES (3,500 SF) VA C A N T ( 1 1, S F ) P OT D E A D Z O N E ( 7, S F ) J I M M Y S D E L I ( 1, S F ) VA C A N T ( 1, S F ) E N G R AV I N G ( 1, S F ) VA C A N T ( 1, S F ) Restaurants Independent Specialty E N TRE OP E N HOUSE (2,500 SF) LEM O N LEAF CAFE (200 SF) CA LON & JEW ELERS (2,000 SF) SQUARE P E G DESIGN (2,000 SF) VACAN T (1,300 SF) CAFE VAN KLEEF (1,500 SF) SAN PABLO AVEN UE S H O E R E PA I R ( S F ) C O N V E N I E N C E S TO R E ( S F ) COPY STATI O N, INC. (2,500 SF) U NITED JEW ELRY M ART (2,500 SF) CATERED TO YOU (600 SF) VACAN T (2,500 SF) WIG SHOP (1,500 SF) ROCSI L S SHOES (2,000 SF) BAR DOGWOOD (900 SF) J U N K S H O P ( S F ) P R O S P E C T PA R K ( S F ) 1 7 T H S T R E E T SOM AR (2,500 SF) YO U T H R A D I O ( 5, S F ) D E LTA D E N TA L ( 3, S F ) BAY AREA LEG AL (2,500 SF) DEMOCRATS (1,700 SF) VACAN T (3,000 SF) FRESQUA (1,250 SF) POT DEAD ZONE (5,500 SF) COIN/JEWELRY (1,800 SF) GRACE BEAUTY (1,000 SF) MR. K S (1,000 SF) H I L L S S H O E S ( 2, S F ) L E A S E D ( 2, S F ) VA C A N T ( 2, S F ) B E S T M U S I C ( 3, S F ) VACANT (2,500 SF) VACAN T (2,500 SF) BULL DOG (750 SF) GARDEN (1,500 SF) COOP STOP (3,500 SF) OPTOMETRIST (1,000 SF) C O M M U N I T Y B A N K O F T H E B AY ( 3, S F ) FOX THEATER Young Fashion/ Entertainment THE DEN (2,500 SF) BOOKS (3,000 SF) MEDICAL (1,000 SF) VACANT (1,500 SF) ENGINEERING (6,800 SF) VACANT (4,000 SF) VACANT (6,000 SF) P OT D E A D Z O N E ( 2, S F ) P OT R E L AT E D C A F E ( 1, S F ) C A F E ( 2, S F ) 1 9 T H S T R E E T UPTOWN BAR (6,000 SF) VACANT (11,000 SF) XOLO CAFE (2,400 SF) FLORA BAR (1,200 SF) FLORA (2,500 SF) VACANT (4,700 SF) VA C A N T ( 1 0, S F ) POT DEAD ZONE (3,450 SF) (5,000 SF) SWEET S (10,000 SF) VACANT VACAN T (1,800 SF) VACAN T (2,200 SF) VACAN T (1,800 SF) VACAN T (2,800 SF) T H E H AT L A DY ( 1, S F ) G O L D T E E T H ( 1, S F ) O P TO M E T R I S T ( 1, S F ) B I L LY S D E L I ( 2, S F ) L E E S D O N U T S H O P ( 1, S F ) D E N M A R ( 1, S F ) S E A R S ( 1 1 0, S F ) V I S I O N C E N T E R ( 2, S F ) W O R L D S AV I N G S ( 6, S F ) BEAUTY SUPPLY (4,000 SF) 2 OT H S T R E E T CAFE MADRID (2,500 SF) VACAN T (9,838 SF) RESTAURANT (1,700 SF) SPOILED (500 SF) VACANT (4,000 SF) B A N K ( 1 7, S F ) VACANT (3,400 SF) PA R A M O U N T 21ST STREET Restaurants FOUR SEASON S CAFE (2,000 SF) Independent Specialty VACANT (17,000 SF) D E N T I S T ( 2, S F ) I B H O A G I E S ( 1, S F ) CARTRIDGE ALT. (1,500 SF) O F F I C E U S E ( 3, S F ) PSYCHIC (5,000 SF) L AW O F F I C E ( 1, S F ) G R E E K R E S TA U R A N T VA C A N T ( 3, S F ) B A R ( 6, S F ) P R I M O S C O F F E E BAY AREA COMMUNITY SERVICES (6,200 SF) VA C A N T ( 8, S F ) 22N D STREET VACANT (5,500 SF) LUKA S TAPROOM (7,000 SF) W. G RAN D AVE OZUMO (8,000 SF) PLUM (3,500 SF) BAKESALE BETTY VACANT (1,000 SF) (7,000 SF) VACANT (800 SF) TAQUERIA (900 SF) VACAN T (1,500 SF) ERA (5,500 SF) PICAN (6,600 SF) SUBWAY (1,500 SF) FARLEY S EAST (1,500 SF) VACAN T (1,300 SF) 376 G RAN D 23RD STREET M EDI CAL OFFI CES TELEG RAP H AVEN UE LUCKY GOLDFISH (9,500 SF) T D C A F E ( 1, S F ) VACANT (20,450 SF) VACANT (5,600 SF) VACANT (5,500 SF) VACANT (5,768 SF) Y M C A W EBSTER STREET MIMOSA (2,500 SF) VACANT (600 SF) 24TH STREET VALDEZ STREET VACANT (15,000 SF) I N KW E L L ( 2, S F ) A U TO M OT I V E ( 2, S F ) 25TH STREET S O J A M A R T I A L A R T S ( 3, S F ) GODS GYM (2,000 SF) ASIAN IMPORTS (3,500 SF) LOCK/SAFE CO. (2,000 SF) SHASHAMENE (2,500 SF) RAN DEVU (2,500 SF) B AY A R E A B I K E S ( 5, S F ) M U A ( 4, S F ) A U TO Fashion/ Apparel JUST PET ME (13,000 SF) 26TH STREET A U TO 27TH STREET HARD G OODS RESTAURAN TS E N TERTAINME N T SERVI CES VACAN T P OT CLUBS Primary Shopping Route About 1,500 Feet Ideal Anchor-to-Anchor Max Walking Distance in Shopping Center

34 Retail Leasing Plan 34 Current Ownership C u r r e n t O w n e r s h i p B R O A D W A Y C O R R I D O R M A P P I N G Y OF OAKLAN D TUN DA PARTN ERS, LLC ARS & ROEBUCK RL KRI EDT HARD W E INSTEIN DREW BROG DI E ORTON KE G H I ELM ETTI G HERBON REST CI T Y EX HAHN TER WA NG AHLA DAVOUDI CA FRAN KLIN STREET 1 4 T H S T R E E T BROADWAY C E N T R A L B U I L D I N G H I S TO R I C, L L C C I T Y O F O A K L A N D E D D I E O R TO N 1 5 T H & B R O A DWAY, L L C R OT U N DA PA R T N E R S, L L C CLAY STREET KA R L K R I E D T KA R L K R I E D T A N DREW BROG B R O A DWAY, L L C HADDAD & SHERWIN W ELLS FRAG O BAN K M ASON & ELI ZABETH BOOTH STEVE DEJESSI A N D R E W B R O G M E D I C A L B U I L D I N G BAY AREA LEG AL AI D M ARK RUTHERFORD EAST BAY KOREAN SENIOR CI T I ZEN S SARA G OLDSTON E TR. FRED BROWN SAN PABLO AVEN UE H E N R Y S U E DAV E W E LT I N A L E X A N D E R & J U L I A A L I S H O E V Restaurants Independent Specialty Primary Shopping Route R I C H A R D W E I N S T E I N S A M C O H E N 1 7 T H S T R E E T YOUTH RADIO L I B I T KY H O L D I N G S, L P ED HEIMAT G L E N N R O B E R T S DENTAL OFFICE OAKLAND COIN EXCHANGE KO U & H S U C H E N G LEN EPSTEIN & MARK MOSS WAI CHAN C I T Y OF OAKLAN D C O M M U N I T Y B A N K O F T H E B AY KMTM INVEST GROUP A N D R E W B R O G Young Fashion/ Entertainment COMMERCIAL PROPERTIES INVESTMENT TED JACOB 1 9 T H & B R O A DWAY A S S O C I AT E S MICHAEL BRAZIL 1 9 T H S T R E E T RICHARD WEINSTEIN WARREN MALNICK WELLS FARGO TRUST/MARTIN MARK EL-MIAARI MARK EL-MIAARI P E T E R WA N G E N C I N A L B R O A DWAY, L L C FOREST CI T Y S E A R S & R O E B U C K G O L D E N W E S T S AV I N G S & LO A N 2 OT H S T R E E T ALEX HAHN ALEX HAHN C I T Y O F O A K L A N D KAISER C I T Y OF OAKLAN D KAISER 21ST STREET Restaurants Independent Specialty About 1,500 Feet Ideal Anchor-to-Anchor Max Walking Distance in Shopping Center ALEX HAHN A R L E N E P O S TO N M A N U E L C A B E L LO C H A R L E S S C H WA R T Z LOT T I E B LU E M I TC H KA P O O R 22N D STREET MERRITT SHER C I M MERRITT SHER S H A H L A DAV O U D I W. G RAN D AVE S H A H L A DAV O U D I M R L E O N ( F O R S A L E ) TELEG RAP H AVEN UE 23RD STREET MIKE GHIELMETTI NEGHERBON Y M C A W EBSTER STREET C I T Y O F O A K L A N D JOHN PROTOPAPPAS 24TH STREET VALDEZ STREET KAI TO M G A R R I T Y KAI TO M G A R R I T Y 25TH STREET R A N DY B E R G E R BOERO VA L D E Z S T R E E T P R O P E R T I E S L H I S U K D O N G H I S U K D O N G Fashion/ Apparel 26TH STREET A U TO B A R S OT T I 27TH STREET BARSOTTI BARSOTTI BARSOTTI C I T Y OF OAKLAN D ROTUN DA PARTN ERS, LLC SEARS & ROEBUCK KARL KRI EDT R I CHARD W E INSTEIN A N DREW BROG EDDI E ORTON MIKE G H I ELM ETTI N E G HERBON FOREST CI T Y ALEX HAHN P ETER WA NG SHAHLA DAVOUDI YMCA FRAN KLIN STREET 1 4 T H S T R E E T BROADWAY C E N T R A L B U I L D I N G H I S TO R I C, L L C C I T Y O F O A K L A N D E D D I E O R TO N

35 21ST STREET 22N D STREET 23RD STREET 24TH STREET 25TH STREET 26TH STREET 27TH STREET Retail Leasing Plan 35 Susceptibility for Releasing and Redevelopment Opportunity S u s c e p t i b i l i t B R O A D W A Y C O R R I D O R M A P N FOR BROADWAY CORRI DOR TUNIT Y IT Y CLAY STREET SAN PABLO AVEN UE Young Fashion/ Entertainment TELEG RAP H AVEN UE ALREADY SUPPORTING VI S I O N FOR BROADWAY CORRI DOR LEASING/RE-LEASING OPPORTUNIT Y REDEVELOPME N T OPPORTUNIT Y W. G RAN D AVE 2 OT H S T R E E T 1 9 T H S T R E E T 1 7 T H S T R E E T BROADWAY Restaurants Independent Specialty FRAN KLIN STREET Restaurants Independent Specialty W EBSTER STREET VALDEZ STREET Fashion/ Apparel Primary Shopping Route About 1,500 Feet Ideal Anchor-to-Anchor Max Walking Distance in Shopping Center

36 Retail Leasing Plan 36 Difficult to Release in Current Conditions t t o R e l e a s e i n C u r r e n t C o n d i t i o n s READY SUPPORTING VI S I O N FOR BROADWAY CORRI DOR CLAY STREET ASING/RE-LEASING OPPORTUNIT Y DEVELOPME N T OPPORTUNIT Y OP ERTY OWNER I SSUE D P H Y S I CAL SPACE B P N -RETAI L G ROUN D FLOOR USE B B AD ZON E N B P BROADWAY FRAN KLIN STREET P P P P Restaurants 1 4 T H S T R E E T N P P B P N P P B B P P B B D Independent Specialty SAN PABLO AVEN UE 1 7 T H S T R E E T Young Fashion/ P Entertainment P B B B B B B B P P B B P P B P D B B D P P B N P P P N B B P B B B B 1 9 T H S T R E E T N B P B P P P B D N B B B N 2 OT H S T R E E T 21ST STREET B B P N N N B B P P B N P N B B Restaurants Independent Specialty 22N D STREET W. G RAN D AVE TELEG RAP H AVEN UE 23RD STREET B B B W EBSTER STREET 24TH STREET VALDEZ STREET B B 25TH STREET P B Fashion/ Apparel 26TH STREET 27TH STREET D i f f i c u l t t o R e l e a s e i n B R O A D W A Y C O R R I D O R M A P P I N G ALREADY SUPPORTING VI S I O N FOR BROADWAY CORRI DOR LEASING/RE-LEASING OPPORTUNIT Y REDEVELOPME N T OPPORTUNIT Y P B N D P ROP ERTY OWNER I SSUE BAD P H Y S I CAL SPACE N O N -RETAI L G ROUN D FLOOR USE DEAD ZON E P BROADWAY Primary Shopping Route About 1,500 Feet Ideal Anchor-to-Anchor Max Walking Distance in Shopping Center FRAN KLIN STREET 1 4 T H S T R E E T P

37 M O R E E N T E R T A I N M E N T, R E S T A U R A N T S A N D E V E N Y O U N G F A S H I O N A P PA R E L 37

38 M O R E E N T E R T A I N M E N T, R E S T A U R A N T S A N D E V E N Y O U N G F A S H I O N A P PA R E L 38

39 Phase 2a: Deliver Destination Comparison Retail Specialty Stores and Anchors (First Projects) 39 Leverage Entertainment to attract Young Fashion Young Fashion/ Entertainment Alta Bates Summit Expansion Streetcar Streetcar Restaurants Independent Specialty Primary Shopping Route About 1,500 Feet Ideal Anchor-to-Anchor Max Walking Distance in Shopping Center 2 phase A

40 L.A. First Generation Enclosed Malls 40 MALL MALL MALL MALL HOLLYWOOD BOULEVARD LOS ANGELES MALL MALL

41 Like M/B Center and Kaiser Center in Upper Broadway 41 MALL MALL MALL MALL HOLLYWOOD BOULEVARD LOS ANGELES MALL MALL

42 L.A. 2nd Generation Destination Retail Centers: Outdoor Lifestyle Centers 42 AMERICANA PASADENA THE GROVE SANTA MONICA

43 Reclaimed Entertainment/Restaurant Oriented Retail in Urban California 43 N e w r e c l a i m e d u r b a n r e t a i l o p p o r t u n i t i e s a r e e n t e r t a i n m e n t a n d r e s t a u r a n t - l e d c o m m u n a l p l a c e s t o s h o p i n e x i s t i n g s t r o n g m a r ke t s w h e r e t h e r e h a s b e e n s u b s t a n t i a l u n - m e t d e m a n d. Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas. i. The Grove - Miracle Mile/Hollywood

44 Reclaimed Entertainment/Restaurant Oriented Retail in Urban California 44 N e w r e c l a i m e d u r b a n r e t a i l o p p o r t u n i t i e s a r e e n t e r t a i n m e n t a n d r e s t a u r a n t - l e d c o m m u n a l p l a c e s t o s h o p i n e x i s t i n g s t r o n g m a r ke t s w h e r e t h e r e h a s b e e n s u b s t a n t i a l u n - m e t d e m a n d. Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas. i. The Grove - Miracle Mile/Hollywood AGGREGATED SITE

45 Reclaimed Entertainment/Restaurant Oriented Retail in Urban California 45 N e w r e c l a i m e d u r b a n r e t a i l o p p o r t u n i t i e s a r e e n t e r t a i n m e n t a n d r e s t a u r a n t - l e d c o m m u n a l p l a c e s t o s h o p i n e x i s t i n g s t r o n g m a r ke t s w h e r e t h e r e h a s b e e n s u b s t a n t i a l u n - m e t d e m a n d. Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas. i. The Grove - Miracle Mile/Hollywood i i. A m e r i c a n a a t B r a n d - - G l e n d a l e

46 Reclaimed Entertainment/Restaurant Oriented Retail in Urban California 46 N e w r e c l a i m e d u r b a n r e t a i l o p p o r t u n i t i e s a r e e n t e r t a i n m e n t a n d r e s t a u r a n t - l e d c o m m u n a l p l a c e s t o s h o p i n e x i s t i n g s t r o n g m a r ke t s w h e r e t h e r e h a s b e e n s u b s t a n t i a l u n - m e t d e m a n d. Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas. i. The Grove - Miracle Mile/Hollywood i i. A m e r i c a n a a t B r a n d - - G l e n d a l e AGGREGATED SITE

47 Reclaimed Entertainment/Restaurant Oriented Retail in Urban California 47 N e w r e c l a i m e d u r b a n r e t a i l o p p o r t u n i t i e s a r e e n t e r t a i n m e n t a n d r e s t a u r a n t - l e d c o m m u n a l p l a c e s t o s h o p i n e x i s t i n g s t r o n g m a r ke t s w h e r e t h e r e h a s b e e n s u b s t a n t i a l u n - m e t d e m a n d. Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas. i. The Grove - Miracle Mile/Hollywood i i. iii A m e r i c a n a a t B r a n d - - G l e n d a l e Old Pasadena/Paseo Pasadena -- Pasadena

48 Reclaimed Entertainment/Restaurant Oriented Retail in Urban California 48 N e w r e c l a i m e d u r b a n r e t a i l o p p o r t u n i t i e s a r e e n t e r t a i n m e n t a n d r e s t a u r a n t - l e d c o m m u n a l p l a c e s t o s h o p i n e x i s t i n g s t r o n g m a r ke t s w h e r e t h e r e h a s b e e n s u b s t a n t i a l u n - m e t d e m a n d. Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas. i. The Grove - Miracle Mile/Hollywood i i. iii A m e r i c a n a a t B r a n d - - G l e n d a l e Old Pasadena/Paseo Pasadena -- Pasadena NON-AGGREGATED SITE

49 Reclaimed Entertainment/Restaurant Oriented Retail in Urban California 49 N e w r e c l a i m e d u r b a n r e t a i l o p p o r t u n i t i e s a r e e n t e r t a i n m e n t a n d r e s t a u r a n t - l e d c o m m u n a l p l a c e s t o s h o p i n e x i s t i n g s t r o n g m a r ke t s w h e r e t h e r e h a s b e e n s u b s t a n t i a l u n - m e t d e m a n d. Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas. i. The Grove - Miracle Mile/Hollywood i i. iii iii. A m e r i c a n a a t B r a n d - - G l e n d a l e Old Pasadena/Paseo Pasadena -- Pasadena 3rd Street Promenade -- Santa Monica

50 Reclaimed Entertainment/Restaurant Oriented Retail in Urban California 50 N e w r e c l a i m e d u r b a n r e t a i l o p p o r t u n i t i e s a r e e n t e r t a i n m e n t a n d r e s t a u r a n t - l e d c o m m u n a l p l a c e s t o s h o p i n e x i s t i n g s t r o n g m a r ke t s w h e r e t h e r e h a s b e e n s u b s t a n t i a l u n - m e t d e m a n d. Example of Los Angeles (comparable to East Bay) Re-establishing Retail in Pre-WW2 urbanized areas. i. The Grove - Miracle Mile/Hollywood i i. iii iii. A m e r i c a n a a t B r a n d - - G l e n d a l e Old Pasadena/Paseo Pasadena -- Pasadena 3rd Street Promenade -- Santa Monica NON-AGGREGATED SITE

51 Target Trade Area Kaiser Permanente 1.5 Billion Dollar Health Care Rebuild Alta Bates Summit 1.5 Billion Dollar Health Care Rebuild Packard Lofts/ Minosa Broadway Grand Mixed Use Residential/ Pican-Ozumo Former Auto Row Whole Foods Market The Grand 20 Story Luxury High rise Housing New Oakland Cathedral

52 3. How to Coordinate Upper Broadway Plan as Part of a Comprehensive Downtown

53 Phase 2a: Deliver Destination Comparison Retail Specialty Stores and Anchors (First Projects) 53 Leverage Entertainment to attract Young Fashion Young Fashion/ Entertainment Alta Bates Summit Expansion Streetcar Streetcar Restaurants Independent Specialty Primary Shopping Route About 1,500 Feet Ideal Anchor-to-Anchor Max Walking Distance in Shopping Center 2 phase A

54 Phase 3: A Growing Vibrant Downtown With Critical Mass Destination Retail 54 Uptown to Validate Market to Attract Dept. Store Merchandise in Upper Broadway Young Fashion/ Entertainment Alta Bates Summit Expansion Streetcar Streetcar Restaurants Independent Specialty Restaurants Independent Specialty Fashion/ Apparel Primary Shopping Route About 1,500 Feet Ideal Anchor-to-Anchor Max Walking Distance in Shopping Center 3 phase A

55 Phase 3: A Growing Vibrant Downtown With Critical Mass Destination Retail 55 Infill with Independent Stores Young Fashion/ Entertainment Alta Bates Summit Expansion Streetcar Restaurants Independent Specialty Restaurants Independent Specialty Fashion/ Apparel Streetcar Support Retail/ Luxury Auto Primary Shopping Route About 1,500 Feet Ideal Anchor-to-Anchor Max Walking Distance in Shopping Center 3 phase C

56 Resulting in a Retail Footprint downtown Similar in Size to Portland and Seattle 56 Connect to Korea Town Young Fashion/ Entertainment Koreatown Retail Alta Bates Summit Expansion Streetcar Restaurants Independent Specialty Restaurants Independent Specialty Fashion/ Apparel Streetcar Support Retail/ Luxury Auto Primary Shopping Route About 1,500 Feet Ideal Anchor-to-Anchor Max Walking Distance in Shopping Center 3 phase D

57 Recognize HISTORIC Broadway PICTURES is Oakland s Spine OF OAKLAND AERIAL VIEW OF BROADWAY IN DOWNTOWN 57

58 Opportunity to Build Upon Success of Broadway Shuttle 58

59 Opportunity to tie in Medical Centers to BART and to Jack London Square 59

60 ADDITIONAL DESIGN GUIDELINES SIDEWALK BIKE LANE SOUTH BOUND (2 LANES) MEDIAN NORTH BOUND (2 LANES) BIKE LANE OPTION 4 IMPLEMENT LIGHT RAIL ON BROADWAY: 60 PLAN Remove existing parking lanes. Provide widened sidewalks (min. 20 feet) along 27th St, Valdez St and Broadway. Retain bike lanes and two lanes of vehicular traffic in each direction. Provide widened median along Broadway to allow streetcar stops and center pavilions. Provide additional crosswalks along Broadway and 27th St to facilitate pedestrian flow and use Scheme proposed by Werner Hegemann for main traffic streets in Oakland in STREETSCAPE U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

61 ADDITIONAL DESIGN GUIDELINES Kurfuerstendamn, Berlin 3rd Street, Santa Monica Las Ramblas, Barcelona 61 An example of widened sidewalks on both sides of the vehicular thoroughfare with a widened usable median. An example of a wide usable median. (Only applicable as a possible streetscape for 27th St) An example of a wide, usable and walkable center median. (Only applicable as a possible streetscape for 27th St) STREETSCAPE

62 PEDESTRIAN ADDITIONAL REFERENCES DESIGN GUIDELINES 62 Examples of mixed-use development from Brussels, Old Oakland, Milan, Munich, San Jose and Los Angeles with a strong pedestrian-oriented urban vision. DESIGN GUIDELINES PURPOSE

63 4. How to Coordinate Upper Broadway Plan with other Land Uses and Historical

64 PRIMARY TRADE AREA 64 SITE PRIMARY TRADE AREA THE COMPETITION

65 15 MINUTE T R A V E L F R O M S I T E 65 SITE PRIMARY TRADE AREA 15 MIN DRIVING RING THE COMPETITION

66 20 MINUTE T R A V E L F R O M S I T E 66 SITE PRIMARY TRADE AREA 20 MIN DRIVING RING THE COMPETITION

67 4TH STREET WALNUT CREEK BAY STREET SITE UNION SQUARE BAY FAIR MALL COMPETITION MAP ALT 1- COMPARISON GOODS RETAIL

68 EXISTING HISTORICAL RESOURCES Examples of existing historically significant buildings on the east side of Upper Broadway. 68 ARTICULATION

69 EXISTING HISTORICAL RESOURCES Examples of existing historically significant buildings on the west side of Upper Broadway. 69 ARTICULATION

70

71 3 Valdez 2 1

72 24th Street 3 1 2

73 2 3Broadway 1

74 2 1 Broadway 3

75 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

76 76 Broadway Grand The Grand Cathedral Existing Whole Foods U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

77 77 Summit Expansion Kaiser Expansion U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

78 78 1 Valdez 2 3 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

79 79 1 Valdez 2 3 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

80 80 1 Valdez 2 3 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

81 81 24th Street U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

82 82 24th Street U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

83 83 24th Street U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

84 84 3 Broadway 2 1 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

85 85 3 Broadway 2 1 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

86 86 3 Broadway 2 1 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

87 87 Broadway U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

88 88 Broadway U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

89 89 Broadway U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

90 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

91 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

92 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

93 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

94 94 1 Valdez 2 3 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

95 95 24th Street U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

96 96 3 Broadway 2 1 U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

97 97 Broadway U P P E R B R O A D W A Y R E T A I L O A K L A N D J R D V A r c h i t e c t s S e p t e m b e r 2 2,

98

99 5. Requirements for Success

100 Requirements for Success Oakland can no longer have its meals together in someone else s house.

101 Requirements for Success Oakland can no longer have its meals together in someone else s house. 2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass

102 Requirements for Success Oakland can no longer have its meals together in someone else s house. 2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass 3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation.

103 Requirements for Success Oakland can no longer have its meals together in someone else s house. 2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass 3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation. 4. Ownerships will need to partner to form the minimum footprint as City cannot do all aggregation.

104 Requirements for Success Oakland can no longer have its meals together in someone else s house. 2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass 3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation. 4. Ownerships will need to partner to form the minimum footprint as City cannot do all aggregation. 5. As Non-aggregated site plan, project will feel more like authentic city and include more independent stores.

105 Requirements for Success Oakland can no longer have its meals together in someone else s house. 2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass 3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation. 4. Ownerships will need to partner to form the minimum footprint as City cannot do all aggregation. 5. As Non-aggregated site plan, project will feel more like authentic city and include more independent stores. 6. H i s t o r i c a l r e s o u r c e s c a n b e v e r y s u b s t a n t i a l l y i n t e g r a t e d i n c r e a t i v e w a y s i n t o p r o j e c t a n d f u r t h e r d i f f e r e n t i a t e it from suburban competition.

106 Requirements for Success Oakland can no longer have its meals together in someone else s house. 2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass 3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation. 4. Ownerships will need to partner to form the minimum footprint as City cannot do all aggregation. 5. As Non-aggregated site plan, project will feel more like authentic city and include more independent stores. 6. H i s t o r i c a l r e s o u r c e s c a n b e v e r y s u b s t a n t i a l l y i n t e g r a t e d i n c r e a t i v e w a y s i n t o p r o j e c t a n d f u r t h e r d i f f e r e n t i a t e it from suburban competition. 7. Housing needs to be included, but not in a way that inhibits first 500,000SF.

107 Requirements for Success Oakland can no longer have its meals together in someone else s house. 2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass 3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation. 4. Ownerships will need to partner to form the minimum footprint as City cannot do all aggregation. 5. As Non-aggregated site plan, project will feel more like authentic city and include more independent stores. 6. H i s t o r i c a l r e s o u r c e s c a n b e v e r y s u b s t a n t i a l l y i n t e g r a t e d i n c r e a t i v e w a y s i n t o p r o j e c t a n d f u r t h e r d i f f e r e n t i a t e it from suburban competition. 7. Housing needs to be included, but not in a way that inhibits first 500,000SF. 8. Project needs to be part of comprehensive retail strategy in Oakland/East Bay.

108 Requirements for Success Oakland can no longer have its meals together in someone else s house. 2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass 3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation. 4. Ownerships will need to partner to form the minimum footprint as City cannot do all aggregation. 5. As Non-aggregated site plan, project will feel more like authentic city and include more independent stores. 6. H i s t o r i c a l r e s o u r c e s c a n b e v e r y s u b s t a n t i a l l y i n t e g r a t e d i n c r e a t i v e w a y s i n t o p r o j e c t a n d f u r t h e r d i f f e r e n t i a t e it from suburban competition. 7. Housing needs to be included, but not in a way that inhibits first 500,000SF. 8. Project needs to be part of comprehensive retail strategy in Oakland/East Bay. 9. Project needs to be part of a comprehensive retail strategy for downtown including Uptown.

109 Requirements for Success Oakland can no longer have its meals together in someone else s house. 2. Minimum Phase 1 Footprint of approximately 500,000 SF within 1000 FT needed for Critical Mass 3. This is not a Retail OR Housing / Retail OR Historical Resources Issue. IT IS A RETAIL AND... Situation. 4. Ownerships will need to partner to form the minimum footprint as City cannot do all aggregation. 5. As Non-aggregated site plan, project will feel more like authentic city and include more independent stores. 6. H i s t o r i c a l r e s o u r c e s c a n b e v e r y s u b s t a n t i a l l y i n t e g r a t e d i n c r e a t i v e w a y s i n t o p r o j e c t a n d f u r t h e r d i f f e r e n t i a t e it from suburban competition. 7. Housing needs to be included, but not in a way that inhibits first 500,000SF. 8. Project needs to be part of comprehensive retail strategy in Oakland/East Bay. 9. Project needs to be part of a comprehensive retail strategy for downtown including Uptown. 10. Project needs to re-affirm Broadway as the spine and facade knitting together downtown Neighborhoods