Greater East Towne Area Plan

Draft Land Use and Transportation Concept

May 24 & 26, 2021

Zoom

• This meeting will be recorded. It is a public record subject to disclosure. By continuing to be in the meeting, you are consenting to being recorded and consenting to this record being released to public record requestors.

• Recording will be posted to project web page, likely after May 31st.

• All attendees should keep their microphone off until breakout room discussions and Q&A to keep background noise to a minimum.

Welcome and Agenda

1. Greater East Towne Area Plan Overview

2. Participation and Findings

3. Guiding Principles

4. Draft Concept: land use, heights and design; streets & connections; bikes; parks & open space

5. Breakout rooms - feedback / Q&A

6. Reconvene: Share out & next steps

Greater East Towne Area Plan Overview

•Provide guidance on:• Future land use• Transportation

improvements • Parks and open space,

stormwater management• Economic development,

community services and facilities, affordable housing

Comprehensive Plan2018 City

Comprehensive Plan

Prepare plans to transition auto-oriented commercial areas into mixed-use Activity Centers.

Growth: 50/50 mix of peripheral & infill/redevelopment

Public Participation

Meeting with Mall Owners

Mall Madness Virtual Prioritization

Spring 2020 Zoom Series #1

Real Estate Professionals & Business Owner Roundtable

Interactive Website Mapping

Variety of Methods to Reach Traditionally Underrepresented Groups

Black, Latino, Hmong Chambers & Madison Network of Black Professionals

Top Priorities

Public Participation: Zoom Series #1

“I like the look and theory of mixed use but I also know small retailers can struggle and developers can’t always fill retail vacancies.”

“Retail, Restaurant, and Services businesses will do better if we intelligently densify these targeted areas.”

“I see large areas of empty parking lots around both West Towne and East Towne almost all of the time. These areas both have great transportation linkages and can support much higher density without burdening the surrounding neighborhoods with more traffic. This could include mid-rise office and multifamily buildings that create a more urban environment…”

Public Participation: Key Findings from Underrepresented Groups

1. Affordability is critical for both housing AND businesses.

2. Need entertainment and recreation for all ages.

3. Development needs to be more equitable, racially diverse, and inclusive.

4. Collaboration is critical between nonprofits, for-profit businesses, and government.

5. Develop ownership models with Black businesses, not just affordable rent/lease spaces.

6. Smaller commercial buildings with character are in high demand in Madison; bigger spaces are hard to make warm and welcoming.

5 Guiding Principles

1. Creating a place• A new complete neighborhood with a

variety of housing choices and activity centers reflecting cultural diversity

5 Guiding Principles

2. Focus on mobility • Equitable access to transit, bicycle and

pedestrian facilities, and increased street connections

• Plan density along BRT corridor

5 Guiding Principles

3. Community wealth building• Quality living wage jobs and opportunities

• Affordable housing and commercial spaces that provide opportunities for community ownership and control

5 Guiding Principles

4. Center Nature and Sustainability• Incorporate trees and open space in developed areas

• Embrace natural areas like Starkweather Creek

• Reduce impervious surface and stormwater runoff

5 Guiding Principles

5. Resiliency• Ensure all systems and features are adaptable to

change in uncertain economic conditions

• Creatively reuse viable buildings

Guiding Principles – Poll Question

Draft Guiding Principles1. Creating a place

2. Focus on mobility

3. Community wealth building

4. Center Nature & Sustainability

5. Resiliency

Are we?• On the right track?• More right than wrong?• More wrong than right?• On the wrong track?

DRAFT Land Use Concept

Potential Streets

Bike Path

LAND USE CONCEPTS

E - Employment

GC - General Commercial

CMU - Community Mixed-Use

I - Industrial

LR - Low Residential

MR - Medium Residential

P - Parks

RMU - Regional Mixed-Use

LMR - Low Medium Residential

Planned

BRT Stations

Existing

BRT Lines

Phase 1

Phase 2

Land Use Concept

Community Mixed Use

• Dwelling Units Per Acre: ≤ 130 No. of Stories: 2–6+

Regional Mixed Use

• Dwelling Units Per Acre: ≤ 70 No. of Stories: 2–12

Land Use Concept

Regional Mixed Use

Office, specialized employment, low-impact manufacturing, research & development, and medical

Employment

Retail goods and services, including certain business and professional offices

General Commercial

Land Use Concept

Medium Residential

• Dwelling Units Per Acre: 20–90 • No. of Stories: 2–5

Land Use Concept

Low-Medium Residential

• Dwelling Units Per Acre: 7-30 • No. of Stories: 1-3

DRAFT Concept: Building Height

Building Heights

3

12

5

8

DRAFT Land Use Concept– Poll Question

Are we?• On the right track?• More right than wrong?• More wrong than right?• On the wrong track?

Land Use• RMU - central main street area w/public

gathering space, retail, office, apartments and other housing

• MR - surrounding residential only areas w/mid-size apartments and other multi-family

• CMU – nearby mix of mid-size buildings with commercial and housing

• LMR - Missing middle housing fronting park and open space

• GC – larger scale retail along I90/94 and other major corridors

Building Heights

DRAFT Concept: Transportation Street Connections

Potential Streets

Phase 1

Phase 2

Early Phases

Later Phases

Street Ideas

Street Ideas

Street Ideas

Concepts: Path/Bicycle Network

Planned

Existing

Concepts: BRT Network

DRAFT Transportation Concept– Poll Question

• Street Connections

• Bicycle & Pedestrian Connections

• BRT network

Are we?• On the right track?• More right than wrong?• More wrong than right?• On the wrong track?

DRAFT Park & Open Space Networks

Parks

Greenways

General Future Park Areas

General Future Open

Space/Greenway

Parks

Greenways

General Future Park Areas

General Future Open

Space/Greenway

Parks

Greenways

General Future Park Areas

General Future Open

Space/Greenway

DRAFT Concept: Parks, Open Space and Stormwater

Expansion of Mayfair park (photo?)

• Starkweather Watershed Study

• Starting in 2021, the City’s Engineering Division will start the study, which will further inform and add detail to the Plan’s Open Space Recommendations.

• Specific Park Designs

• The City Parks Division will also hold a separate process to get public input on the facilities and design of any new parks in the area.

DRAFT Parks & Open Space Concept – Poll Question

• Expansion of Mayfair Park

• Park Blocks Concept

• New large community park

Are we?• On the right track?• More right than wrong?• More wrong than right?• On the wrong track?

Existing Condition

Mall

Conceptual Development Phasing Model

Potential Phase 1BRT and Infill on Existing Lots

Mall

Potential Phase 2New streets and new development

Mall

Potential Phase 3Partial Mall Demo, with added Re-development

Mall

Potential Phase 4What happens if the Mall goes away?

Existing Condition

Mall

Potential Phase 1BRT and Infill on Existing Lots

Mall

Potential Phase 2New streets and new development

Mall

Potential Phase 3Partial Mall Demo, with added Re-development

Mall

Potential Phase 4What happens if the Mall goes away?

Existing Condition

Mall

Potential Phase 1BRT and Infill on Existing Lots

Mall

Potential Phase 2New streets and new development

Mall

Potential Phase 3Partial Mall Demo, with added Re-development

Mall

Potential Phase 4What happens if the Mall goes away?

DRAFT Overall Concept– Poll Question

• Guiding principles

• Land Use

• Building Scale

• Transportation and Mobility

• Parks / Open Space

• Draft Illustrative Concept Model

Are we?• On the right track?• More right than wrong?• More wrong than right?• On the wrong track?

Breakout: Discussion Rooms

• 15-20 minutes

• Feedback / Q&A: land use, heights & design, streets & connections; bikes; parks & open space; . . . • What makes you excited about the concepts?• What makes you concerned?• What is missing?

• Reconvene• Brief sharing of discussion• Timeline• Wrap-up

Estimated Timeline

• 2020: Preparation & Background + Phase I Public Participation

• January-April 2021: Concept development, internal review

• May 2021: Phase II Public Participation – May 24 and 26

• September: Draft Plan Document Preparation

• October-November: Phase III Public Participation

• Odana Plan Phase III meetings first week in June

• December 2021: Begin Adoption Process

Wrap-Up

•Project web page: cityofmadison.com/EastTownePlan• Sign up for email updates

• Materials from past meetings/events

•Project contacts:• Rebecca Cnare: rcnare@cityofmadison.com

• Linda Horvath: lhorvath@cityofmadison.com