Larimer Real Estate Project

BRIDGING PENN oNE Row. oNE lIfE.

1. ExIstINGsItE

ANchoRs

Penn Avenue

East

Lib

erty

Blv

d

Shad

y Av

enue

Fifth

Ave

nue

Fifth Avenue

GIANt EAGlEtRADER JoE’s

stAPlEs

BAkERy squARE

Retail

Office

Residential

Institutional

Industrial

Park

Construction

Public Parking

Private Parking


ANAlysIsZoNE 1

In Zone 1, the major anchor business is the Giant Eagle. This zone is very separated from the rest of Penn Avenue. The shopping complex is surrounding by parking. The main facade faces Shady Avenue while the loading docks face the main corridor. Behind the shopping complex is a gated community that can only be accessed off of Shady Avenue. The Village of Eastside uses trees and other vegetation to block the vehicular noise from Penn Ave.

sEcoNDARy PRImARy

Local COMMERCIAL Dollar Bank Wine and Spirits Modern Beauty Supply Rent a Center Family Dollar

National COMMERCIAL Giant Eagle

RESIDENTIAL The Village of Eastside

National Commercial

Local Commercial

Residential


COMMERCIALNational Retail Petland Tuesday Morning StaplesService Vikram Yoga Family Services of Western PA Every Child Inc. Penn Avenue Nail Center FedExRestaurant China Garden China Bu�et SubwayEntertainment Game Stop Eastside GallerySpeciality TNTfashions Hair Master Natural Stitches Lachina DraperyVacant

COMMERCIALService Club One Fitness

Relax the BackNational / Grocery Trader Joe’sO�ce United Post O�ce Children’s Community Pediatrics

COMMERCIALMcDonald’s

Commercial

Vacant

ANAlysIsZoNE 2

The major anchors in Zone 2 is McDonalds, Staples, and Trader Joe’s. This shopping complex caters to a more suburban than an urban shopping experience. Much of the activity surrounds the area between the two major bussinesses, leaving the right side of the complex ill used. The right side of the complex also had a few vacancys. Minor shops include a video gaming store, Subway, beauty store, and an art gallery.


ANAlysIsZoNE 3

Zone 3 consists of the Schenley High School and the Mellon Park. These institutional and public venues have potential to become integrated into the commercial corridor of Penn Avenue, but currently lack the necessary connections and activities that will link them to the other side of the street. The high school students are another group of potential users with buying demand and power that is still being overlooked.

INSTITUTIONAL Schenley High School

PARK Mellon Park

Baseball Field

Institutional

Park


ANAlysIsZoNE 4

Zone 4 has the future of becoming the major economic anchor of Penn Avenue and East Liberty, with the current development plan and contruction of Bakery Square. However, the adjacent office buildings are currently economically and socially passive. The potential of this zone includes the large amount of existing parking spaces available in addition to the new parking garage of Bakery Square.

COMMERCIAL / CONSTRUCTION Bakery Square

INDUSTRIAL Solar Control Window Tinting

INSTITUTIONAL / GOV. Port Authority

OFFICE Business Records Management CMU Storage Management Science Associates


2. kEy ANchoRs

TNT FashionsHAIR MASTER

Nail Center

China Garden

National Retail

Services

Restaurants

LifestyleLocal Retail

Powerhouses

tRENDsThis area is unique due to the three developments that currently exist in the region - the area around Giant Eagle, The Village of EastSide (anchored by Trader Joes and Staples), and the new Bakery Square Development (which is now attracting further developers into the region). Within these developments, one can begin to see how grocery stores, followed by national retailers dominate the urban scene.


3. comPEtItIoN

1/2 mile

1 mile

Penn Ave

Centre Ave

Fifth Ave

Shadow Lounge

Red Room

Starbucks

Whole Foods

Potential Target

Bakery Square

Residential Surroundings

Mellon Park

Anchors: Retailers, parks, and residential neighborhoods that will provide a consistent stream of customers Competition: Retailers that may draw money away from Penn Ave. Opportunities: Areas that provide the greatest potential and feasibility for development to bring in people from surrounding neighborhoods and further regions.


4. DEmoGRAPhIcs

ANAlysIsHow many people live and work here? The population is quite dense around the site, both in close proximity and in the greater context of Pittsburgh. The sur-rounding site has a young resident population, with an aver-age of 35.5 in a 1-mile radius. Additionally, the area has an even greater amount of foot traffic due to the close proximity of several major employers. UPMC hospitals, Carnegie Mel-lon University, and the University of Pittsburgh are all located within 2 miles of the site.

What are those people like? The site resides in the 15206 zip code, which is host to about 31,000 people. The population is predominantly white with a black contingent mainly residing in the Larimer community. The unemployment rate is somewhat high compared to the national average, and it will be important to provide jobs for local residents in future developments.

950,000 RESIDENTS 400,000 HOUSEHOLDS

350,

000

RESIDENTS 154,000 HOUSEHOLDS

30,0

00 15,000

1 MILE RADIUS

5 MILE RADIUS

10 MILE RADIUS

52% of the population within a 1-mile radiusare college educatedThree of Pittsburgh’s top 10 employers are located within a 2-mile radius, includ-ing UPMC hospitals, University of Pitts-burgh, and Carnegie Mellon University, with a combined total of 38,700 employees and 41,500 students

Median age within a 5-mile radius is 38.8

2 MILE RADIUS

PENN AVENUE SITE

SEX

AGE

ETHNICITY

EMPLOYMENT

EDUCATION

0 % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

UNDER 20 20 to 44 45 to 65 65+

FEMALE MALE

WHITE BLACK OTHER

EMPLOYED UNEM-PLOYED

LESS THANHIGH SCHOOL HIGH SCHOOL DIPLOMA COLLEGE

DEGREEGRADUATE DEGREE

DEMOGRAPHIC DATA FOR 15206 AREA CODE


4. DEmoGRAPhIcs

building typologies

Shad

y A

ve

E. L

iberty

Ave

Fifth Ave

Penn Ave

Shad

y A

ve

E. L

iberty

Ave

Fifth Ave

Penn Ave

commercial

residential

Shad

y A

ve

E. L

iberty

Ave

Fifth Ave

Penn Ave

industrial

Shad

y A

ve

E. L

iberty

Ave

Fifth Ave

Penn Ave

institutional

Shad

y A

ve

E. L

iberty

Ave

Fifth Ave

Penn Ave

parks

Shad

y A

ve

E. L

iberty

Ave

Fifth Ave

Penn Ave

Shoppers- Commercial

Families- Gated Community

Marching Band- School

Nature Fanatics- Park

Granola Lovers- Trader Joes

Bakery Square


5. PRoPosAlsA. uNIfy

B. ExPREss

c. DREAm

1 yearImmediate ideas for developing new connections to surrounding blocks.

5 yearsPlan to attract people from surrounding communities to come and stay in Bakery Row.

20 yearsLong term plan to integrate Bakery Row as part of the surrounding neighborhoods. Rather than somewhere just to go, create an identity for the place where people can live, work, and entertain themselves.

building typologies

Shad

y A

ve

E. L

iberty

Ave

Fifth Ave

Penn Ave

Shad

y A

ve

E. L

iberty

Ave

Fifth Ave

Penn Ave

commercial

residential

Shad

y A

ve

E. L

iberty

Ave

Fifth Ave

Penn Ave

industrial

Shad

y A

ve

E. L

iberty

Ave

Fifth Ave

Penn Ave

institutional

Shad

y A

ve

E. L

iberty

Ave

Fifth Ave

Penn Ave

parks


A. uNIfy

Linking Penn Context

This scheme will bring the residents in the gated community and beyond across Penn Ave to potential retail environments. With the inclusion of landscape elements, new infrastruc-ture armatures, and cash generating underground parking, linking across Penn Ave will create a new destina-tion in Larimer that spills out to sur-rounding communities.

landscape

Parking

spaces to linger

Armatures


B. ExPREss

AREA OF FOCUSBUILDINGS LEFT UNCHANGEDBUILDINGS TO CHANGE

PENN AVENUE

FIFT

H AVENUE

FIFTH AVENUE

MLK BUSWAYEAST

LIB

ERTY

BOU

LEVA

RD

WEEKDAY

EXISTING PROPOSED

OFFICE SUPPLY

STORE

FOOD

STORE

QUICK

FOOD

PET

STORE

YOGA

FACILITY

BOOKSTORE

ART

GALLERY

COFFEE SHOP

FARMER’S MARKET

SPORTS COMPLEX

RESTAURANT

HEALTH CLUB

WEEKNIGHT

WEEKEND DAY

WEEKEND NIGHT

MON TUE WED THU FRI SAT SUN

O 6 12 18 24h

EXISTING

PROPOSED

DAYS

ACTI

VITY

LEV

ELAC

TIVI

TY L

EVEL

TIME

BRIDGING PENN oNE Row. oNE lIfE. BRIDGING PENN ONE ROW. ONE LIFE. 14

WALNUT STREET

the new sports complex will enhance the street life

a restaurant allé will attract families at various times

EAST CARSON STREET

PRECEDENTS


toDAy

Penn Avenue

East

Lib

erty

Blv

d

Shad

y Av

enue

Fifth

Ave

nue

Fifth Avenue

Staples

Trader Joe’s

Giant Eagle

RetailO�ce

ResidentialInstitutional

Construction

Park

Public Parking

Private Parking

Industrial


c. DREAm

20 yEARs fRom Now

Penn Avenue

East

Lib

erty

Blv

d

Shad

y Av

enue

Fifth

Ave

nue

Fifth Avenue

RetailO�ce

ResidentialInstitutional

Construction

Park

Public Parking

Private Parking

Industrial

Regional Transportation HubMixed-Use LivingKey existing anchors

moRE PEoPlE quAlIty of lIfEthRIvING BusINEssEs

hIGh INcomE

succEss

GREENscAPE

thRIvING

coNNEctIoN

Pedestrian Promenade

Bakery Square

Unifying existing Neighborhood

Lifestyle

to Developing Neighborhood

6. coNclusIoNPhAsING wIll GENERAtE mANy oPPoRtuNItIEs wIth A cohEsIvE, NEIGhBoRhooD vIsIoN foR DEvEloPmENt.

AttRAct suRRouNDING DEmoGRAPhIcs whIlE coNNEctING to All closE NEIGhBoRs.

cREAtE AN IDENtIty foR BAkERy Row sEPARAtE fRom othER PlAcEs IN PIttsBuRGh.

oNE Row oNE lIfE

Larimer Real Estate Project

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