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Penn Avenue
A F i v e - Y e a r S t r a t e g i c P l a n2 0 1 4 - 2 0 1 9
f o r t h e P e n n Av e n u e C o r r i d o r
Mathilda St to Negley Avebetween the neighborhoods of Garfield, bloomfield, Friendship and Lawrenceville
N. Mathilda st.
s. Mathilda st.
N. Millvale ave.
s. Millvale ave. gross st.
N. wiNebiddle st.
s. wiNebiddle st.
N. evaliNe st.
s. evaliNe st.
N. pacific ave.
s. pacific ave.
N. atlaNtic ave.
s. atlaNtic ave.
N. aikeN ave.
s. aikeN ave.
N. grahaM st.
s. grahaM st.roup ave.
N. fairMouNt st.
s. fairMouNt st.
N. Negley ave.
s. Negley ave.
stratford ave.
peNN ave.
peNN ave.
peNN ave.4800
4900
5000
5100
52005300
5400
5500
peNN aveNue busiNess districtMathilda street peNN aveNue Negley aveNue
EDGE studio, Architecture est. 19955411 penn ave. 15206 • 412.345.5005www.edge-studio.comedge studio produces innovative, challenging architecture that enhances the goals and expectations of our clients. recognizing that the built environment influences personal experience, we seek to enrich communities and provide inspiration to those within them.
“Here Today, There Tomorrow” est. 2011 Green & Screen 5416 penn ave. 15224designed by raedun knusten, built by ecodesigners guild.
The Sprout Fund est. 20015423 penn ave. 15206 • 412.325.0646 www.sproutfund.orgthe sprout fund supports innovative ideas that are catalyzing change in pittsburgh—making our community a better place to live, work, play, and raise a family.
Tree Pittsburgh est. 20075427 penn ave. 15206 • 412.362.6360www.treepittsburgh.orgurban forestry non-profit dedicated to protecting and restoring pittsburgh’s urban forest through tree planting, maintenance and educational advocacy.
Neighborhood Learning Alliance 5429 penn ave. 15206 • 412.363.1910 412.363.1592 (f)www.neighborhoodlearning.orgimproving the education and opportunities of african-american and lower income families through strategic partnerships with community and faith-based organizations.
Quiet Storm Vegetarian and Vegan Café 5430 penn ave. 15206 • 412.661.9355www.qspgh.comM-f 10am-10pm, sunday 10am-5pm
Aahmani Afrikan Braids 5437 penn ave. 15206 • 412.661.0411www.facebook.compages/aahmani-afrikan-braids/158224830913891house of authentic african braiding; we do kinky twist, senegalese twist, Micros, invisible braids, cornrows, french braids, sew ins, dread locks, extension locks, and box braids!
Tee-Rex Syndicate/Cotton Factory 5440 penn ave. 15206 • 412.362-0748www.teerex.com, www.cottonfactory.comteerex syndicate is a local pittsburgh t-shirt company run by a group of obsessive designers, artists and printers; our mission is to help stimulate the global economy by encouraging mass consumption of original t-shirts.
Dynamics Service Center est. 19845444 penn ave. 15206 • 412.361.4073www.dynamicsracing.comcollector car restoration and service and current model performance upgrades.
5450 Modern 5450 penn ave. 15206 • 412.996.6336 or 412.805.9483
That’s Sharp Boutique est. 20125165 penn ave. 15224 • 412-404-7565www.facebook.com/thatssharpboutiquethat’s sharp boutique caters to the fashion savvy, budget conscious individual.
“PENNergenic” Green & Screen est. 20115200 penn ave. 15224designed and built by volunteers from the ecodesigners guild.
A&M Market 5224 penn ave. 15224 convenience grocery store.
McCabe Bros. Funeral Home est. 18705300 penn ave. 15224 • 412.661.3134www.mccabebrothers.com family owned and operated funeral home offering traditional, cremation, and alternative funeral services.
St. Maria Goretti Parish5323 penn ave. 15224 • 412.682.2354www.stmariagorettipgh.orgthe penn avenue campus consists of several buildings: a full service activities building including a full-size gymnasium, a modest-sized hall and kitchen, and five duck pin bowling alleys.
Youth Development Center 5321 penn ave. 15224 • 412.441.9833 412.441.6918 (f)www.bloomfield-garfield.org/youth/education/the bgc’s youth development center aims to increase opportunities for children and teens in education, employment, health care, and social development.
Eastside Neighborhood Employment Center5321 penn ave. 15224 • 412.362.8580www.enecpittsburgh.orgthe eastside Neighborhood employment center (eNec) helps improve the economic and social conditions in the community through workforce development, job readiness training, career counseling, and job placement.
The Children’s Home of Pittsburgh est. 1893 & Lemieux Family Center 5324 penn ave. 15224 • 412.441.4884www.childrenshomepgh.orgthe children’s home of pittsburgh & lemieux family center is an independent, non-profit licensed organization whose purpose is to promote the health and well-being of infants and children through services which establish and strengthen the family.
BFG Cafe est. 20115335 penn ave. 15224 • 412.661.2345we prepare everything by hand daily.
Penn Aiken Dairy 5401 penn ave. 15206 • 412.361.5634convenience grocery store.
Chop, Wok and Talk5404 penn ave. 15206 • 412.362.0679www.chopwoktalk.comchop, wok, & talk! started a decade ago as the only southeast asian cooking school in the pittsburgh area! since then, due to its success and popular demand, the class offerings have mushroomed into a variety of ethnic cooking classes.
Creative Fitness Pittsburgh est. 20105406 penn ave. 15206 • 412.361.6000www.creativefitnesspgh.comwhether you are interested in our classes, individualized personal training, or motivational coaching, we have the ability to suit your needs.
PANDEMIC/BRILLOBOX est. 20054104 penn ave. 15224 • 412.621.4900www.pandemicpgh.com, www.brillobox.net
aspStation est. 19994736 penn ave. 15224 • 412.661.6001www.aspstation.netaspstation provides options for onsite storage, offsite back-up, file sharing and waN network engineering/implementation as well as voip phone services.
Mocha Rose Floral est. 2005and Event Design 4805 penn ave. 15224 • 412.361.4141www.mocharose.comMocha rose is primarily an event florist but we have also expanded our business with weekly corporate, restaurant and residential accounts, rentals and designs for small intimate affairs such as showers, dinner parties and nonprofit events.
Community Preschool and Nursery 4809 penn ave. 15224 • 412.441.2595
ART CITY Pittsburgh – coming soon! 4825 penn ave. 15224 • 412.596.6521www.artcitypgh.blogspot.comempowering, enriching and enlightening community through the arts!
A&N Nails and Spa 4826 penn ave. 15224 • 412.482.7886full service Nail salon.
Snake & Bloom4901 penn ave. 15224 • 412.661.0189www.snakeandbloom.comthe shop where fashion and art merge.
“Metal Petals” Green & Screen est. 20094903 penn ave. 15224designed and built by volunteers from the ecodesigners guild and summit academy.
Wholistic Salon 4905 penn ave. 15224 • 412.362.5070hair and salon services.
Calabria’s est. 20114911 penn ave. 15224 • 412. 362.3446www.calabriasitalianrestaurant.com“calabria’s serves up the best italian food in the pittsburgh area!”
Center for Post Natural History 4913 penn ave. 15224www.postnatural.orgthe center for postNatural history is dedicated to the advancement of knowledge relating to the complex interplay between culture, nature and biotechnology, every sunday 12 - 4 and first fridays of the Month 5 - 8.
inter*Architecture est. 20034915 penn ave. 15224 • 412.661.1729www.interarchitecture.comfull service architectural firm specializing in sustainable contemporary design.
Pho MiNH 4917 penn ave. 15224 • 412.661.7443vietnamese cuisine take out and eat in.
Modern Formations Gallery est. 20114919 penn ave. 15224 • 412.362.0274www.modernformations.comModernformations gallery and performance space is dedicated to representing the diverse artistic, musical, and dramatic talent of pittsburgh.
Garfield Artworks 4931 penn ave. 15224 • 412.361.2262www.garfieldartworks.coma pittsburgh based alternative music and exhibition space.
Imagebox Productions, Inc est. 19964933 penn ave. 15224 • 412.441.0930 412.291.1010 (f)www.imagebox.comimagebox helps companies design, develop and deliver their message through a combination of branding, logo design, graphic design, web design, and internet marketing.
Artisan: Tattoo, Cafe, & Gallery est. 20115001 penn ave. 15224 • 412.661.0503www.artisantattoogallery.comcustom tattoos, delicious food, and fine art.
Kraynick’s Bike Shop est. 19465003 penn ave. 15224 • 412.361.0888diy bike parts and repair shop.
Richard J. Walters, Attorney at Law est. 1993 5005 penn ave. 15224 • 412.361.0637legal services.
Irma Freeman Center for Imagination est. 2009 5006 penn ave. 15224 • 412.924.0634www.irmafreeman.orga community art center with a mission to enrich and diversify the local community by building positive experiences in a multicultural, progressive setting.
Studio 5013 est. 20065013 penn ave.www.thelongwayhomediaries.cominstallation window for emerging local artists, curated by lisa toboz and Jeff schreckengost.
MOST WANTED FINE ART est. 20075015 penn ave. 15224 • 412.328.4737www.most-wantedfineart.comfine art gallery and cultural events space.
Stuff N Such Society est. 2012“The Art of Collectible Culture”5015 penn ave. 15224 (basement)www.facebook.com/stuffNsuchsocietylow brow art and collectible Junk.
All Appliance Parts Co. est. 19515023 penn ave. 15224 • 412.362.1500appliance parts supplier.
Carl’s TV Service est. 19605025 penn ave. 15224 • 412.362.2264www.carlstv.comservicing consumer electronics.
Kanmas Educational Support Center 5100 penn ave. 15224 • 412.894.8595www.kanmaseducation.orgNon-profit after school service provider, offering tutoring for students in reading science and math.
“Flux Bench” Green & Screen est. 20125105 penn ave. 15224designed and built by volunteers from the ecodesigners guild.
Spak Brothers est. 20085107 penn ave. 15224 • 412.362.7725www.spakbrothers.comserving delicious subs and pizza with many vegetarian and vegan options.
The Roboto Project: est. 1999D.I.Y. Community Space 5106 penn ave. 15224 [email protected] Mr. roboto projects is an all-ages, diy music, art and community space.
The Clay Penn est. 20035111 penn ave. • 412.362.1574 or 412.951.6133www.laurajeanmclaughlin.comthe clay penn is a gallery and studio for local artist laura Jean Mclaughlin. open by appointment and every first friday gallery crawl.
Beja’ African Braids LLC 5108 penn ave. 15224 • 412.661-5040 or 412.901.6763 (m) “visit us for all your trendy hair styles!”
“Eco Equation” Green & Screen est. 20115111 penn ave. 15224co-designed between ecodesigners guild and dave edwards, built by dave edwards.
Place of Refuge Ministries 5112 penn ave. 15224 • 412.661.5660Non-denominational church.
Eastland Hairlines 5114 penn ave. 15224 • 412.441.9411barber shop.
Loysen + Kreuthmeier Architects est. 19965115 penn avenue 15224 • 412.924.0006www.lk-architects.comloysen + kreuthmeier architects is an award-winning pittsburgh based firm, with a focus on design quality, technical quality, and quality of service.
East End Community Furniture est. 19935119 penn ave. 15224 • 412.361.6010used furniture sales, t-f 10am-4pm & sat Noon-4pm.
All God’s Creatures est. 19975121 penn ave. 15224 • 412.661.5636full service pet grooming salon by appointment only, M-f 7am-4pm and every other saturday.
Little Angels Learning Academy, LLC 5122 penn ave. • 412.361.6080child care center.
East End Community Thrift est. 19935123 penn ave. 15224 • 412.362.6010second hand store with clothing, house-hold items and toys, t-f 10am-4pm & sat Noon-4pm.
Ben Saks 5125 penn ave. 15224 • 216.554.0167www.bensaks.comi am an artist who works with a variety of media. i’m available for freelance!
assemble: a community space est. 2011 for arts + technology5125 penn ave. 15224 • 412.432.9127www.assemblepgh.orgassemble envisions a diverse community that creates, connects, and learns through the experience of art and technology.
The LAB and Mad Science Supply & Surplus 5125 penn ave. 15224 • 773.425.1531www.literaryartsboom.orgliterary arts boom [the lab] is an explosively fun creative writing laboratory in garfield that offers free out-of-school programming to pittsburgh youth, ages 6-18.
Toro’s Tavern est. 20125128 penn ave. 15224 • 412.441.4109good drinks, chill atmosphere, better music.
Thomas Merton Center 5129 penn ave. 15224 • 412.361.3022 412.361.0540 (f)www.thomasmertoncenter.orgpittsburgh’s peace and social Justice center working to build consciousness of values and to the raise the moral questions involved in the issues of war, poverty, racism, classism economic justice, oppression and environmental justice.
Bartlett Products, LLC est. 19505130-32 penn ave. 15224 • 412.441.3000www.bartlettproducts.com“your total fastener supply!
Plumb Media est. 20125131 penn ave. 15224 • 412.339-0932www.plumbmedia.complumb is a super-smart, super-creative group of passionate web wranglers with everything you need for a kick-ass online presence.
People’s Grocery est. 19975136 penn ave. 15224 • 412.661.4689convenience grocery store.
Catapult PGH est. 20125139 penn ave. 15224 • 412.407.3327www.catapultpgh.orgcatapult is a co-working community space filled with designer, developers, writers, and coffee lovers.
People’s Indian Restaurant5147 penn ave. 15224 • 412.661.3161open for lunch and dinner, M-sat 11:30am-2:30pm and 5pm-10pm.
Bloomfield Garfield Corporation 5149 penn ave. 15224 • 412.441.6950 412-441-6956 (f)www.bloomfield-garfield.orgthe bloomfield-garfield corporation (bgc) seeks to reknit the social, economic, and physical fabric of the bloomfield, garfield, and friendship neighborhoods by engaging and inspiring members of the community.
Persad Center, Inc. est. 19725150 penn ave. 15224 • 412.441.9786www.persadcenter.orgoutpatient mental health and consulting center for the g.l.b.t community and anyone who has been affected by hiv.
PULSE est. 1994 (Pittsburgh Urban Leadership Service Experience) 5151 penn ave. 15224 • 412.361.0124www.pulsepittsburgh.orgcultivating a community of young servant leaders to transform pittsburgh.
Princess Hair and Beauty Supply 5152 penn ave. 15224 • 412.362.1191
Artists in Mission Gallery (AIM) 5159 penn ave. 15224 • 412.580.1999
Family Dollar 5160 penn ave. 15224 • 412.362.6671www.familydollar.commy family. my family dollar.
1 Fairmount Apartments est. 20065461 penn ave. 15206 • 412.362.6080www.srcare.orgsenior care building for ages 62 and older.
Commonplace Voluto est. 20035467 penn ave. 15206 • 412.661.3000www.commonplacecoffee.comthe commonplace exists to build community, enhance the craft of coffee, to provide support to other café owners, and to provide an excellent workplace.
MUV Integrated Fitness 5469 penn ave. 15206 [email protected] (müv) v. ,- to change posture or position. to take action. to cause. to carry on one’s life or activities in a specified environment. to progress toward a particular state or condition.
Armstrong Auto Body 5470 penn ave. 15206 • 412.661.4958 412.661.4959 (f)we sell used cars, late model cars and trucks, specialty vehicles and provide locator services; autobody collision and repair.
Pittsburgh Glass Center 5472 penn ave. 15206 • 412.365.2145www.pittsburghglasscenter.orgpittsburgh glass center is a nonprofit, public access school, gallery and state-of-the-art glass studio dedicated to teaching, creating and promoting glass art.
UPMC St. Margaret est. 1984Bloomfield-Garfield Family Health Center 5475 penn ave. 15206 • 412.361.7562www.upmc.comhospitalsfacilities/hospitals/stmargaret/family-health/pages/bloomfield-garfield.aspx and www.upmc.comlocations/community/family-health-centers/pages/bloomfield-garfield.aspxour primary focus is on preventive care —keeping our patients healthy is our goal.
Grocery Kart5482 penn ave. 15206 • 412.361.2813convenience grocery store.
Yoga Hive est. 20115491 penn ave. 15206 • 412.362.4483www.yogahivepgh.comNamaste, yinz! yoga hive’s heated vinyasa in pittsburgh has a focus on connecting people through the practice of yoga.
Verde Mexican Kitchen and Cantina est. 20115491 penn ave. 15206 • 412.404.8487www.verdepgh.comMod Mexican kitchen delivers creative dishes and cantina crafts serious margaritas with 200+ tequilas & mezcals at its amber-lit bar.
Sugar Wax Studio est. 20135506 penn ave. 15206 www.sugarwaxstudio.combody sugaring and waxing, eyebrow sculpting, eyelash extensions, and make-up application.
M&G Laundry5511 penn ave. 15206laundromat, drop-off and cleaning service.
Pistella Beer Distributor est. 19835514 penn ave. 15206 • 412.361.0915we are a beer distributor serving the east end’s beer, soda and ice needs for over 30 years, featuring local, domestic, and imported craft beers.
Sandidge Photography est. 2010Studio/Gallery5515 penn ave. 15206 • 412.628.7888www.sandidgephotography.com...when words are not enough...
Redeemer Community Church est. 20015515 penn ave., suite 100 15206 • 412.526.2124www.redeemerpgh.orgour goal: god-centeredness
Salt of the Earth est. 20085523 penn ave. 15206 • 412.441.7258www.saltpgh.com...”provid(ing) an exceptional dining experience without all the unnecessary pretense and added cost of conventional “fine dining.”
Kelly Strayhorn Theater / Alloy Studios5530 penn ave. 15206(theater @ 5941 penn ave.) 412-363-3000www.kelly-strayhorn.orgthe kelly strayhorn theater is one of pittsburgh’s distinct cultural treasures and a destination for innovative works in dance, theater, music, and live art.
Renaissance and Baroque Society est. 19695530 penn ave. 15206 • 412.361.2048organization that presents an early music concert series in oakland.
evolveEA est. 20045530 penn ave. 15206 • 412.362.2100www.evolveea.coma green building and sustainability consulting and design firm with expertise in leed management, sustainability and energy consulting, urban planning, communications design and strategic planning.
John Colombo Photography est. 20015530 penn ave. loft 5 15206 • [email protected] www.johncolombo.com
Monro Muffler and Brake5525 penn ave. 15206 • 412.362.7900www.monro.comMaintenance and vehicle repair.
moxbox art consulting: art for exceptional environments: christine whispell • 412.682.0348 www.moxboxconsulting.comart acquisition, alternative art services, framing.
Tastefully Simple Independent Consultant - Christine Whispell 412.682.0348www.tastefullysimple.com/web/cwhispellproviding workshops, home tasting parties & facebook parties for simple, mealtime solutions including all natural and kosher products.
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Architecture and Design Bars and Beer Distributors Beauty Cafés and Restaurants Churches Education FloristsGallery, Performance and Studio Spaces “Green & Screen” Projects Health and Wellness Non-Profit Organizations Professional Services RetailServicesTechnology
Index of Penn Avenue Business Types
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62
90
91
54
54
90
3 42
57
6
89 10
1112
1314 16
1718
20
19 212223
2415
25
26
27 28 32
29
30
313334
35 3637
39404142
38 43
44
45
46
47
48 49 50
51
52
53 5557
56
58 59
60 6261
63
64 65
66 67
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70 7172
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7576
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7879
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8182
83
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8586
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9394 95
96
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98 99
MaiN st.peNN ave.
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P r e P a r e d b y S a m a n t h a
m c d o n o u g h
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Acknowledgements
The Penn Avenue Corridor Five-Year Strategic Plan is a project of the Penn Avenue Stakeholders Committee, in partnership with Bloomfield-Garfield Corporation (BGC), the Friendship Community Group (FCG), the Commu-nity Technical Assistance Center (CTAC) and local residents of the neighborhoods of Garfield and Friendship, with financial support from Mainstreets Pittsburgh, a program of the Urban Redevelopment Authority (URA).
Special thanks to the members of the Steering Committee: ½ Aggie Bros (BGC) ½ Dan Yoblonsky (Garfield resident) ½ Jennifer Wilhelm (FCG) ½ Jessica Rutherford (Friendship resident) ½ Josette Fitzgibbons (URA/ Mainstreets Pittsburgh) ½ Karen Brean (CTAC) ½ Lilly Denhart (Garfield resident) ½ Max Simons (Stakeholders) ½ Michele Morris (FCG) ½ Minette Vaccariello (Garfield resident) ½ Ryan England (Stakeholders) ½ Samantha McDonough (BGC/Mainstreets Manager) ½ Terry Doloughty (CTAC)
For their help in initial planning and organizing the canvassing efforts:• Kevin Progar• Gabrielle McMorland
The Stakeholder Committee would like to thank the following organization for their financial support:• URA of Pittsburgh• Bloomfield-Garfield Corporation
Thank you to the Board of Directors of the following organizations for their support of this plan:• Bloomfield-Garfield Corporation• Friendship Community Group
Thank you to the long list of all of those who participated in the community input sessions.
Thank you to the Bloomfield-Garfield Corporation’s Executive Director, Rick Swartz for supporting this project.
Without the hours, dedication and resources from all of those mentioned, this plan would not be complete!
To download a copy of the community plan online, please use this link: xx
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Table of Contents
Acknowledgements—2
tAble of contents—3
Vision stAtement—4
introduction—5
plAnning process:—7
goAls—10
• 1A: identity And brAnding—10
• 1b: mArketing And communicAtion—11
• 2: Arts on penn AVe—11
• 3: public reAlm—12
• 4: diVersity And sociAl engAgement—12
• 5: business deVelopment—13
mAtrices: goAls, strAtegies, tActics, priorities, outcomes And
pArtnerships—14-19
Appendix i : compArison of preVious plAns—20
Appendix ii : community input sessions—26
Appendix iii : pAAi- the next phAse—50
4
ourvision stAtement
Penn Avenue, cleArly defined As the business district between MAthildA street And negley Avenue, seeks to reflect the diversity,
vibrAncy And chAnging needs of the AreA’s surrounding neighbor-hoods. we strive to be A dynAMic And sociAlly-inclusive coMMunity
housed in A visuAlly-distinct built environMent.
5
why this PlAn?The idea to create a strategic plan for Penn Avenue was first inspired by the changes made to the Main Streets pro-gram at the state level. It is a nation-wide program created by the National Trust for Historic Preservation to restore cities to bustling and vigorous urban environments, at the State level. Penn Avenue had been recognized as a Main Street by the URA-sponsored program in Pittsburgh for the past six years. Neighborhoods were now being asked to re-apply for Mainstreets designation, and part of the change in requirements for the application process included completing a five-year strategic plan along with some financial and organizational ones. We chose to consider the benefits that being Mainstreets designated could provide for our morphing district and to address the needs brought forth by our community partners.
In a series of discussions, the stakeholders, business owners, and Community Development Corporations who work in and around Penn Avenue, verbalized that they have been inspired by the recent burst of growth in our business district. After many lengthy conversations, among and between these groups, it was agreed upon that we needed a comprehensive plan that took into account community input to shape its continued growth in a way that was thoughtful and responsible.
Planning for Penn Avenue is not new. There have been a variety of planning efforts, convened by various stake-holder groups, including the Bloomfield-Garfield Corporation, Friendship Development Associates, and t East End Neighborhood Partnership. Each one included plans or hopes for the development of the Penn Avenue business district. Most recently planning work had been conducted under the direction of Mary Navarro, a consultant who
The Penn Avenue Arts Initiative was developed in the mid-90’s as an economic develop-ment strategy that built upon an earlier study that showed a much larger percentage
of artists residing in the surrounding neighborhoods (known collectively as the ‘East End’ of Pittsburgh) than was previously thought. Those involved in the initial planning saw the op-portunity to revitalize an economically distressed business corridor as an arts district. In
2012, a study was funded to review the Penn Avenue Arts Initiative (PAAI) and revisit the goals and strategies that would guide plans for its next phase of work. What followed in 2013 were a series of interviews and focus groups to examine past performance, per-ceptions and future opportunities for PAAI. Based on the research, recommendations were developed to guide the initiative’s next phase. The group is comprised of interested and committed volun-teer stakeholders with important connections to Penn Avenue who can tap into their existing networks. Represented are: Bloomfield-Garfield Corporation (BGC); Friendship Community Group (FCG); the
MainStreets Program, The Pittsburgh Glass Center, Kelly-Strayhorn Theater, Sprout Fund,
Assemble, The Union Project, residents and business owners.
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While this planning effort was still underway, it seemed clear that a complete and comprehensive plan should be cre-ated to build on Mary’s work to address all of the needs of Penn Avenue as a business district. We have incorporated Mary’s plan into this one and you can find her report in the appendices section of this document. What we found in our planning sessions is largely in concert with Mary’s findings and we believe that it is important to incorporate it into our document. This incorporation also highlights the way that the various groups have all committed to working collaboratively together to advance the vision for Penn Avenue. We know that partnerships are the only way to get where we’re going.
S t r a t e g i c P a r t n e r i n g
We have considered the kinds of strategic partnering we will need to make all of our efforts and initiatives successful. Capitalizing on all of the institutions in and around Penn Avenue, the East End and the Greater Pittsburgh area we will work together to improve the lives of residents and support the vitality and vibrancy of the city. This is rela-tive to the Main Street point number one, Organization, but takes it even further to consider not only the kinds of partnerships we require be-tween businesses and stakeholders on Penn Avenue, but also positions us as a neighborhood within a growing and changing urban environment and recognizes the need to cooperatively work with organizations all
over the City to comprehensively and responsibly revitalize Pitts-burgh.
(Our potential partners are an inexhaustible list, this does not represent the whole.)
7
This plan has been guided by the Main Street Eight Principles (Comprehen-sive, Incremental, Self-Help, Partnerships, Identifying and Capitalizing on existing assets, Quality, Change, and Implementation) and the Four Points of Main Streets: Design, Organization, Economic Restructuring, and Promotion.
In May of 2013, the group of real estate and business stakeholders on Penn Avenue, known as the Stakeholders Com-mittee, voted in favor of seek funds to create a plan to address needs on the Avenue, after the Mainstreets Manager, Samantha McDonough, had completed a workshop conducted by the Pennsylvania Downtown Center on Advanced Strategic Planning.
Through Josette Fitzgibbons, the board of directors at the URA, voted to grant Penn Avenue, through the fiscal sponsorship of the Bloomfield-Garfield Corporation (BGC), funds to conduct a community driven planning process. The stakeholders chose the Community Technical Assistance Center (CTAC) to assist in facilitating the process after reviewing a number of proposals from reputable consultants.
The Mainstreets Manager met with members of the CTAC team and it was agreed that a steering committee should be formed. Members were invited, based on suggestions from each of the surrounding community groups: Bloom-field Garfield Corporation (BGC), Friendship Community Group, Bloomfield Development Corporation and mem-bers of the Stakeholders Committee. This collaboration broadened our depth of experience and provided vital input from neighboring communities.
our Process
In our efforts to market these meetings to the local residents and especially to bring more Garfield residents, a population often underrepresented in thesese discussions,
to the table, we hired a group of canvassers to meet with neighbors in garfield to person-ally Inform them about the upcoming meetings, and the importance of attending. While the effort may not have been as successful in terms of drawing in larger numbers of residents to the meetings, it was success in the seed of the conversations and relationships that were Fostered.
It is mportant to those of us who work on Penn Avenue to continue to work toward building those relationships and to seek to facilitate the needs and dreams of all of our residents in
order to reach our vision and be the inclusive place we seek to be.
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We held three community input planning sessions.
The aim of the first community meeting was to move toward the authoring of a shared vision state-ment for Penn Avenue. We conducted the meeting with Karen as the facilitator following a brief presentation by the Mainstreets Manager highlighting the successes on Penn Avenue in the past
decade. Minette Vaccariello conducted the brainstorming activity asking for the participants to come up with words or phrases that describe the kind of future they envision for Penn Avenue.
9
The second meeting was designed to get the community thinking about the kinds of programs and projects that they would like to see implemented on Penn Avenue in the four areas outlined by
Mary’s group: Programming, Marketing, Business Development, and Physical Identity. These four areas were closely related to the four points of the Main Street program. In two separate groups we
conducted group discussions and what emerged was a list of ideas and projects.
The final meeting focused on an exercise in prioritization to identify community priorities in terms of time, money and energy to be spend on projects in the near future. We presented the suggested
projects back to our audience and conducting a ranking exercise to identify the projects they valued the most highly. Working from both ends - from vision and from projects, we developed our goals
and strategies. We then worked with the steering committee to compile the vision, goals, and projects into this strategic plan.
10
The following goals create a framework that we will use to reach our vision of Penn Avenue. These 5 goals were extracted based on the data that we collected from our visioning and project-brainstorming efforts. These concepts reflect both our shared vision of the future and the work we feel is vital to get us to our vision.
1a. Solidify the District Identity
What’s in a name? We think there is a lot. Re-branding could be an important key to our full revitalization, and there are many reasons why. The number one reason? Penn Avenue is 8.7 miles long. It is very difficult to tell some-one where your, slightly less than a mile, part of an 8.7 mile long street is, without even being able to identify it with your neighborhood. Penn Avenue sits between 5 distinct neighborhoods in our business district’s section (Garfield, Friendship, Bloomfield, Lawrenceville and East Liberty). Butler Street and Carson don’t have that issue, nor do Forbes and Fifth, even though they also stretch quite a distance within the city. It’s unclear to some of our own resi-dents, so you can imagine a visitor might find it confusing. Having a distinct brand name will allow us to be identified as a destination for both local Pittsburgh visitors and out of town tourists alike.
In many circles Penn Avenue has been known as an arts district, mainly through the revitalization efforts of the Penn Avenue Arts Initiative. However, it was never really the name the district was given in a formal way. Today, the cli-mate on the Avenue is a little different, and while it is more than clear that our communities support the role the arts has and continues to play on Penn Avenue, it’s also clear that Penn Avenue is so much more than just an arts district. Strongly represented are not only arts and related establishments and venues, but also growing numbers of non-prof-it’s and educational organizations, growing numbers of restaurants and a host of other service related professions. We want a way to identify the Avenue without making any of our businesses or residents feel excluded or fringed for being non arts-related. This notion of re-branding Penn Avenue came forth both in Mary Navarro’s work, and in our brainstorming sessions for this plan. It is very clear that is a priority for our businesses and residents. It’s easier to talk about ourselves if we have a distinct name to do it with. Some of the examples we’ve been thinking about that reflect what we are looking for include the Pearl and Gaslight districts.
The projects associated with this goal include hiring a consultant to conduct a study to find the best name. Then we need to develop the branding for that name which includes hiring designers to create a logo for Penn Avenue and creating marketing materials like maps, brochures, letterhead, etc, as well as developing a vocabulary of branded business accessories like sandwich boards and window decals and stickers.
goAls
11
1b. Develop a Comprehensive Marketing and Communications Campaign
To have an marketing campaign that is an effective use of energy and resources to get your message out is incalcula-bly valuable. Important in the success of any endeavor, it is about taking our assets and letting people know locally, regionally and even nationally what the Penn Avenue Corridor has to offer. This is everything from social media, maintaining a web presence, print media, to creating district wide events and promotions. We want to be able to at-tract shoppers, clients, activists, supporters investors, potential businesses and tourists, and we have to have a clear message to do it.
In the recent past, most of the marketing for Penn Avenue has been in the form of the monthly Unblurred flyer and web blasts. In the past year we have created some new events to bring people onto Penn Avenue and have looked into additional modes to promote what the Avenue as a whole has to offer. Including some radio spots, we used the City Paper and the Post-Gazette to promote the Arts in Motion event. Those kinds of methods make sense for quar-terly or bigger-impact events, but financially don’t make sense for more regular events like the monthly Unblurred. Creating the right strategy of marketing and promotion will be invaluable as we move forward to be sure we are ef-fectively using our resources to get our businesses out there.
Part of our strategy is to amp up and grow our web presence. In the past year we launched our new website dedicated to what’s happening on and around Penn Avenue. It includes a search-able business map with contact information. There is a page for event listings that any business on Penn Avenue is free to update. There is a blog section to high-light the news and businesses that we have. Some additions we hope to make include a section on real estate classi-fied. There also needs to be a campaign that promotes that the website exists so it becomes well used as a resource.
2. Support the Arts Community
All of the research, including informal conversations had with Garfield residents when inviting them to our planning meetings, suggests that the arts is an important part of Penn Avenue’s identity, assets, and strengths. While we are moving in some ways away from the arts as the central focus to the work on Penn Avenue, supporting the creative dis-ciplines who are represented on Penn Avenue is still a priority to our people, both on and off the Avenue. For many of our businesses, in terms of economic revenue, it is the one day out of the month that they are able to produce a reasonable profit. People in and around Pittsburgh have come to depend on Unblurred each and every month year in and year out for over a decade. Aside from that, we want to honor those who helped to build what our district has already become, and we want to help pave the way for a more diverse group of artists to join the ranks of our creative community. The arts community is understood as a keystone to the success of Penn Avenue’s growth and this plan seeks to support that community as an vital part of the Penn Avenue environment as it grows.
We want to provide opportunities that utilize the talent that we have in other kinds of projects that deal with visual enhancement and marketing/design needs. We want to support minority artists by providing links and access points
12
to the kinds of space and resources that they need to fulfill their own work within the context of the community.Aside from continuing to support the Unblurred events, classes and other events like Arts in Motion and the Art Car event, we also would like to support the additions of new events that support the creative interests and needs of a wider audience. For the kinds of interesting events already happening at venues like The Irma Freeman Center, and Most Wanted Fine Arts, but we need to be better at communicating out to the community that these kinds of events are available.
3. Visually Enhance the Public Realm
Aesthetics matter. Good design is important. Main Streets recognized this when it included Design as one of its four points. This goal seeks to support the aesthetic needs of the business district including the streetscaping, building facades, greening efforts and street clean-ups that attract pedestrian traffic. The visual elements of a place are not merely important because we like to look at pretty things, they are important because they help to define the place you find yourself in, as well as your attitudes and behaviors toward that place. This idea is supported both with the Knight Foundation report as well as the book by Charles Montgomery, “Happy City: Transforming Our Lives Through Urban Design”. Research has emerged that shows us that consciously and unconsciously our behavior is influenced by what our environment looks like.
In many ways the BGC has been working with the city to address these issues with the efforts employed in the years of planning for the Penn Avenue Reconstruction. PAAI also has attempted to address this with the Artist Loan and Grant Fund that it started to assist artists and other businesses with facade improvements and building renovations. Having clean streets that are attended to by residents, businesses and community volunteers, having vibrant and interesting art to enjoy and continuing to address the kind of blight that has been the result of past economic decline, are all vital to improving the perceptions and therefore attitudes and behaviors toward our district.
4. Create a Diverse and Vibrant Social Place
In our visioning sessions, it became clear that we all support a future where Penn Avenue is a social place, where people see and recognize each other, families feel comfortable bringing their children, and people of all cultures and socioeconomic backgrounds feel included and a sense of ownership. Everyone should feel a sense of place when they walk along Penn Avenue, one that they have a stake in maintaining the health of.
Penn Avenue is positioned between some very diverse places. Diverse in architecture, diverse in socioeconomic distribution and diverse in terms of population (race, age, ethnicity), and we cannot ever hope to “reflect the diver-sity, vibrancy and changing needs of the area’s surrounding neighborhoods” unless “we strive to be a dynamic and socially-inclusive community…”. What does that mean exactly? It means that Penn Avenue’s businesses and cul-
13
tural events should reflect the broad range of cultural interests and needs of the people who live here. Really being able to achieve that is highly com-plicated, but if we can get closer to its achievement in the next five years, we will become the “zipper” we had been imagined to be so long ago.
So now the question becomes, what can we do to get there? One of the most obvious first steps is to find out what those interests and needs are. Then we can create more opportunities for social engagement around those interests. We can also find ways economically to support more young African-American entrepreneurs having a chance to start a business on Penn Avenue.
5. Support the Growing Business Climate
The fabric of Pittsburgh is changing. More and more people nationally are getting wind that our city is the place to be and in turn are hailing from all over to find out what it’s all about. How can we tell? The rise in housing in the past year of 6.5% is pretty good indicator. Some of our city’s neighborhoods have already grown to relatively full ca-pacity (think Lawrenceville and the South Side). While we also want our business district to reach its full potential, we feel strongly that our current small businesses who took a risk on Penn Avenue before it was profitable should not be pushed out due to rising costs associated with the rising cost of real estate. Our community values the small local businesses that we have and initiatives in this goal will help to address retention of those businesses as the district grows and expands.
In addition to retention, this looks at attracting businesses that the community feels a need for and strengthening the collaboration between the businesses who already exist here to continue the sense of community we have created. With strategies like a pop-up program and providing community held spaces as business incubators we will be able to test which businesses will really serve our communities’ needs
As our business climate grows, we also have to take into consideration the kinds of traffic and pedestrian needs we will have. A plan to address our parking issues is one of the tactics that we would like to employ for this. Our sup-port structure will also include help in forming business relationships, allowing our stakeholders to support each other and connecting our businesses with programs that they can use to seek technical assistance if needed.
14
Goal #1a: Solidifying the District Identity
OutcomesPartner-
shipsYear/
PriorityExamplesTacticsStrategy
Comprehensive report analyzing our strengths
and weaknesses we can use to address needs..
BGC, FCG, PAAI
1/High1662 Campaign
in LV Conduct a market study Re-brand Penn Ave
A new name for the busi-ness district.
BGC, FCG, PAAI,
1/High
Examples: Pearl District, gas town, etc.
Appendix x p.14
Renaming the district to be more inclusive to the diversity of businesses
and organizations
Greater and wider reaching awareness of businesses and events/
classes.
PAAI, arts orgs, BGC,
arts orgs, non-profits
Ongoing/High
Updated map and website, brochures,
books, t-shirts, etc
Create marketing Materi-als to use for promoting the new Penn Ave brand
A more cohesive looking business district.
Mainstreets, BGC, District businesses
2/ Me-dium
sandwich boards, window
decals, ad-ditional trash receptacles, posters, etc
Create a vocabulary of branded business acces-
sories
Encourage district wide use of the Avenue brand
A visually distinct busi-ness district boundary.
Mainstreets, BGC, FCG
2-3/ Highbanners, cre-ative lighting, gateways, etc
Address District Signage/ Markers
Goal #1b: Develop a Comprehensive Marketing and Communications Campaign
OutcomesPartnershipsYear/
PriorityExamplesTacticsStrategy
Remaining current, rel-evant and connected to our ever changing world so that we can keep up with communication.
BGC, FCG, PAAI, Image-Box, Plumb Media, URA,
2-5/High
Regular data updates should
happen on a weekly basis,
complete over-haul every three years to remain
tech relevant
Maintain website and update the site every
three years
Utilize Internet media trends to promote Penn Ave regionally, nation-ally and internationally
Remaining current, rel-evant and connected to our ever changing world so that we can keep up with communication.
BGC, FCG, PAAI, Image-Box, Plumb Media, URA,
Ongoing/High
Keep abreast and active with sites like Twitter, facebook, Flikr, etc to keep a “buzz” fresh
Maintain social media outlets
mAtrices
15
OutcomesPartnershipsYear/
PriorityExamplesTacticsStrategy
A printable map resource to provide current busi-
ness information to locals and city visitors and tour-
ists.
BGC, local businesses, PPND, URA,
Annual/High
Make large poster-style versions to
hang, maybe create map post
stations that can be updated
when map is
Share the business map more prominently
Regularly and visibly distribute marketing
materials
Our events and business-es being well publicized to a variety of diverse
audiences.
BGC, FCG, URA, Main-
streets
Quarterly/Medium
Coffee shops, Visit PGH,
Greater Pgh arts council, URA,
etc
Distribute marketing materials often to busi-nesses in and outside
of Penn Avenue
Our events and business-es being well publicized to a variety of diverse
audiences.
BGC, FCG, lo-cal businesses
and orgs, foundations,
etc
3-5/Low
Weekly show focussed on
innovators and political discus-
sions
Utilize ASP station for radio and web/podcast
presense
Pursue other media outlets
Careful and effective use of marketing resources so that our costs can be kept
low.
BGC, FCG, PAAI, arts orgs, retail
businesses, non-profits, URA, Main-streets, etc
Ongoing/High
Continue to use the Bulletin as a source of advertisement, also City Paper, Post-Gazette
as well as local magazines
Utilize print media stra-tegically
Pooling resources to cre-ate excitement and draw shopping traffic to the Avenue.
BGC, FCG, PAAI, arts orgs, retail
businesses, non-profits, URA, Main-streets, etc
2-3/Mediu
Sale cam-paigns like our Kwanzaa gift
cards, Brookline bucks, small
shops day, etc
Create Penn Avenue specific promos with
business buy-in
Encourage district-wide promotions
Goal #2: Support the Arts Community on Penn Ave
OutcomesPartner-ships
PriorityExamplesTacticsStrategy
Growing an anchor event to be stronger.
BGC, FCG, PAAI, arts orgs, retail
businesses, non-profits, URA, Main-streets, etc
Ongoing/High
Utilizing more strategic mar-keting efforts, more diverse locations, etc.
Continue to provide and strengthen marketing support for Unblurred.
Support existing Events
16
OutcomesPartner-ships
PriorityExamplesTacticsStrategy
Continue to hold more special types of events to
draw wider audiences.
BGC, FCP, PAAI, arts orgs, retail
businesses, non-profits,
etc
Ongoing/High
Kwanzaa,GA/GI, Arts in Motion, Dia De Los Muertos
appendix x p.12
Support special Qarterly events
Provide better communi-cation to local families of youth-oriented events.
PAAI, arts orgs, BGC,
arts orgs, non-profits, local foundations.
2-3/Highafter-school time (4-6), kids’s
themes?
appendix x p.12
Coordinate and market youth programming for
Unblurred
Initiate New Events
Addressing the needs of the older populations in
our areas.
PAAI, arts orgs, BGC,
arts orgs, non-profits
2-4/LowEvents that bring young
an older folks together, Bingo,
skill shares, soup night, “walk your senior”,etc.
Create Programming for Seniors
Strengthening our local artistic economy.
PAAI, Main-streets, BGC,
FCG, local buisnesses, non-profits.
Ongoing/Medium
Publicize locally for submissions
for public art projects, teach-
ing opps, etc
Create competitive opportunities for local artists to collaborate
Support local artists
Creating opportunities for young and upcoming artists to have live/work
spaces.
PAAI, BGC, URA, Allegh-
eny Valley Bank, local foundations
2-5/Medium
Upstairs/down-stairs loan
New artist hous-ing
Continue/expand pro-grams that encourage/provide artist live/work
spaces
Goal #3: Visually Enhance the Public Realm
OutcomesPartner-ships
PriorityExamplesTacticsStrategy
A well lit street feels safer.BGC. Main-streets, URA and the local businesses
2-3/HighEducate and create assis-
tance provisions for LED lighting
Encourage storefront lighting
Promote habits that encourage perceptions
of safety
Maintain cleanliness of street and foster feelings of community pride and
ownership as weill as safety.
Mainstreets, BGC. FCG,
Most Wanted Fine Art,
GCAT, resi-dents, local businesses,
university vol-unteers, etc
Ongoing/ High
Weekly/ bi-weekly or
monthly trash team to address
litter
Have a visible team to clean-up Penn
17
OutcomesPartner-ships
PriorityExamplesTacticsStrategy
Additions to our public art portfolio and increase Penn Ave as a visually
distinct place.
BGC, GCAT, URA, Main-
streets, ecodesigners guild,, PAAI,
GTECH
Ongoing/ Low
Site-specific works of art ad-dressing issues of blight, many have been cre-
ated along Penn Ave.
Continue to participate in the planning of additional G&S sites on Penn Ave
Support the Clean Green and Screen Program
Aesthetic improvements to create outside interest
for business traffic though construction.
PAAI, BGC, FCG, Main-
streets, URA, local artists,
etc.
1/ HighAttractive vinyl coverings for
the barricades and walkways
Create an artist/designer created project that
enhances the blight of reconstruction
Support the vision of Penn Ave as a unique and visu-
ally distinct place.
PAAI, BGC, FCG, local
artists, local foundations, Sprout, na-
tional founda-tions, etc
Ongoing/ High
Gateway proj-ects, artist-de-signed lighting, building murals,
etc.
Create more permanent public art sculptures and
murals
A resource for new busi-ness or building owners making improvements.
BGC, FCG, PAAI, Main-streets, local designers,
architects and builders.
2-3/ LowA brochure/ webpage, up-dated regularly
(annually for print) with busi-
ness contact info
Create a resource guide of local designers, archi-
tects, and builders
Develop/Update recom-mendations for facades
and street scape im-provements
Increase in the amount of eco-friendly buildings.
BGC, URA, Mainstreets, local green
buidlers and architects.
2-5 / Medium
Programs/info to educate community in green building
Encourage green stan-dards in building
Responsible completion of the first two phases of Penn Ave reconstruction.
BGC, City of Pittsburgh,
PennDOT, lo-cal businesses
1-3/ HighLiason and communication as advocates of the community
between groups working on
construction.
Support the planning and implementation of Phase
I and II for Penn Ave Reconstruction
Coordinate with City and County to support infra-structure improvements
18
Goal #4: Create a Diverse and Vibrant Social Place
OutcomesPartner-ships
PriorityExamplesTacticsStrategy
Solution the shortage on affordable, community
controlled event space for our area.
PAAI, BGC, URA, City of Pittsburgh,
local founda-tions, banks,
etc.
2-5/ HighLarge space (10,000 square
ft) available for community and large scale social events indoors (Raw artsts, indoor
market, pop-up markets, etc
Create a community space on Penn Ave
Create more opportuni-ties on Penn Ave for di-verse, community social
engagements
Consistent place for physical communication for residents and busi-
nesses.
Partner-ships, BGC,
FCG, Bottom Dollar, local businesses,
residents
2-5/lowPerhaps at Bottom Dollar
(similar to one at Whole Food’s)
Create a community communication board
Support and our neigh-boring communities with
an event that draws a regional crowd.
Garfield Night Market Com-mittee, 6% place, BGC
Ongoing/ High
Coordinate the efforts with Un-blurred, assist in marketing, etc.
Support/ Expand the Garfield NIght Market
Increase pedestrian traffic and awareness of busi-
nesses and talent.
BGC, FCG, Mainstreets, local busi-
nesses
3-5/Low
Examples: studio tours,
cemetery tour, non-profit tours, food tours, etc
Create walking tours Create social program-ming to highlight threads
of Penn Ave
A vibrant Avenue whose social happenings reflect a wider range of cultural
interest.
PAAI, BGC, FCG, local
businesses, local sponsors
Ongoing/High
Coordinate with PAAI to develop programming that relates to African
American culture
Increase Cultural Diver-sity
A more representative business district.
BGC, URA, Mainstreets, University of
Pgh, local foundations,..
Ongoing/High
Assist with in-cubations, con-nect businesses
to resources, etc
Support minority busi-nesses, both established
and starting
Goal #5: Support the Growing Business Climate
OutcomesPartner-ships
PriorityExamplesTacticsStrategy
A consistent opportunity for the community to have
a voice in the develop-ment of the district.
BGC, FCG, URA, City of Pittsburgh
2-5/ Medium
Institute a regular planning
forum
Institute a regular plan-ning forum
Ensure community input around commercial devel-opment initiatives
19
OutcomesPartner-ships
PriorityExamplesTacticsStrategy
A resource for potential new stakeholders to make the process easier.
Partnerships, BGC, FCG, lo-cal business-es, residents
Ongoing/Medium
Could be online or office main-tained.
Create accessible data base/ online resource of available properties.
More of our commercial spaces being utilized for business.
Garfield Night Market Com-mittee, 6% place, BGC
1-3/ High
Create a conDe-velop a plan to address vacant and abandoned properties.
Develop a plan to ad-dress vacant and aban-doned properties
Increase pedestrian traffic and awareness of busi-nesses and talent.
BGC, FCG, Mainstreets, local busi-nesses
3-5/Low
Send letters, meet with own-ers to discuss options, etc.
Develop a plan to work with current small busi-nesses to help them not be priced out
Support current businesses for retention and success
A more consistent busi-ness district that will lend to a better perception by
shoppers.
BGC, FCG, Mainstreets, local busi-
nesses
Ongoing/High
Address regular hours with
current busi-nesses attract
businesses who have a wider
range of open hours.
Encourage good busi-ness habits
Address barriers to district growth
A plan that will address our parking needs.
BGC, FCG, URA, City of Pittsburgh
2-4/High
Develop a parking plan
Community controlled commercial space.
BGC, FCG, URA, City of Pittsburgh,
local founda-tions, potential
new busi-nesses, Action Housing, etc
1-3/High
Potential new businesses
(retail, restau-rants) and pos-sible community
space.
Pursue acquisition of properties and develop-ments to maintain com-munity control to allow more affordable spaces
be available to new busi-nesses
Attract and support the additions of quality new
business
The chance to incubate our new businesses to
reduce risk while pursuing innovations.
BGC, FCG, URA, City of Pittsburgh,
local founda-tions, potential
new busi-nesses,
2-4/Medium
Fashioned after the downtown
pop-up project.
Develop a coordinate plan to encourage/incu-bate a pop-up business
program
Resources to assist our businesses in their suc-
cess.
BGC, FCG, URA, Uni-versity of Pittsburgh
2-5/Medium
tax workshops, loan workshops, business plans
Create ongoing programs to support small busi-
nesses
20
APPendix i
Comparison Charts with Goals for Penn Avenue from Previous Planning Efforts
21
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22
Penn Avenue Strategic Planning:
Comparative chart from previous plans Physical Development and Streetfacing on Penn Avenue
Plan Organizational Visions Penn Avenue Physical DevelopmentGarfield Community Plan 1999 Revitalizing Garfield’s Main Arteries (Aiken, Penn, Braod, Black) Address Issues related to the physical condition of blighted buildings in the commercial (and residential) sections of GarfieldNeed for coordination with housing initiatives of other adjacent communities/ Maintain Garfield representation in existing revitalization strategies in andy new planning initiatives
Promote Neighborhood Beautification
Develop a community green space plan for GarfieldImportance of developing Penn Avenue Business District Support existing strategies for revitalization of Penn AveImportance of the Penn Avenue Arts Initiative Support and expand Penn Avenue Arts InitiativeWork with Garfield Business Association to attract neighborhood serving businessesGarfield Community Plan 2030 Develop mixed-uses along Penn Avenue; maintain urban fabric Reduce upper-floor vacancy. Limit off-street parking to small community lotsRenovate buildings on Penn AveCreate a good quality pedestrian environment including street trees, lighting, furniture, and trash receptacles and improvements to sidewalks.
Increase Public open space and recreational opportunitiesBuild on key corners along Penn Acquire and redevelop problem properties along Penn and NegleyCreate a framework that promotes preservation of ecological systems and overall sustainability Remediate and redevelop all three gas station sites for mixed-use and/or multi-family use.
Friendship Community Plan 2011 Friendship Supports good quality business districts on all sides of the neighborhood. Improve the corner of Penn and Negley promote mixed-use development and attractive urban facades.
Monitor zoning and use of property in business bordersEEP Neighborhood Development Strategy Implement facade and landscape treatments"Green and Screen”Improve pedestrian and bicycle amenitiesImprove/redevlop auto-oriented buildings on Penn to create pedestrian friendly facadesDevelop iconic mixed-use gateway building with structured parkingAssemble properties to pursue block-long transformational mixed-use project (Penn between mathilda and Millvale)Acquire and rehabilitate high visibility property into apartments over retail spacePursue facade improvement projectsRedevelop entire block into 3-story rowhouses (penn btwn Pacific and Evaline)Convert existing warehouse into artist cooperative with gallery space (5200 Penn Ave)Develop new restaurant with courtyard (Penn btwn Atlantic and Pacific)Continue rehabilitating Bride RowNew 3-story mixed use building with ground floor retail and office/residential abovePreserve and restore Rosemount Hugus ApartmentsDevelop iconic mixed-use gateway building with structured parking (Penn and Negley)Redevelop corner condos to resemble 5000 Penn Avenue project prototype (Penn at Winebiddle)Axquire/rehabilitate high visibility property into apartments over retail/studios (Penn and Evaline)Redevelop Pittsburgh Steel Fastener and Edgos for residential useEEP Penn Avenue Corridor Master Plan Recommendations for Arts Commercial District (Arts Commercial Area)Existing zoning should remain in effect with 2-3 story buildings/ lots widths 20-25 ftNew street treesNew public art as interspersed objectsIntroduce benches and outdoor seatingUnique streetscaping elementsSupport the development of landscaping or art screen (green and screen)working with property owners to create small scale landscaping plans( window boxes, sidewalk planters, garden beds)Public art with focal point axis at GrossRenovations to blocked in storefronts that were originally glassrenovate and restore buildings with historic architectural characterEncourage facade improvementsCreate comprehensive exterior facade and storefront lighting plan for Arts Commercial DistrictRecommendations for Institutional Area Renovate Edgos building to open up pedestrian realm that once were glass storefronts.Create an integrated parking plan to define existing and anticipated needs.Recommendations for the Showroom Area Remove commercial addition and renovate the mansion at Penn and Roup as multi-unit housing.Restore facade of corner market at Stratford (Grocery Kart)Green and Screen vacant parcelsWork with Pistella’s to reorient the business
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24
Pen
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rogr
ams
for
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25
Pen
n A
venu
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trat
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lann
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par
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and
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: C
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fro
m
pre
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d f
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xist
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ndy
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nnin
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ions
Em
plo
ymen
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arfie
ld C
om
mun
ity
Pla
n 19
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po
rtan
ce o
f th
e P
enn
Ave
nue
Art
s In
itia
tive
S
upp
ort
and
exp
and
Pen
n A
venu
e A
rts
Initi
ativ
e
Wor
k w
ith G
arfie
ld B
usin
ess
Ass
ocia
tion
to a
ttra
ct n
eigh
bor
hood
ser
ving
bus
ines
ses
Bro
aden
ing
Acc
ess
to a
nd p
rep
arat
ion
for
colle
ge/
Ad
ult
educ
atio
n/ la
ck o
f no
n-at
hlet
ic
afte
r-sc
hoo
l act
ivit
ies/
sum
mer
job
sD
evel
op p
artn
ersh
ips
to in
crea
se s
umm
er y
outh
em
plo
ymen
t op
por
tuni
ties
Gar
field
Co
mm
unit
y P
lan
2030
Cre
ate
a fr
amew
ork
tha
t p
rom
ote
s p
rese
rvat
ion
of
eco
log
ical
sys
tem
s an
d o
vera
ll su
stai
nab
ility
Loca
l Foo
d p
rod
uctio
n
Frie
ndsh
ip C
om
mun
ity
Pla
n 20
11Fr
iend
ship
Sup
po
rts
go
od
qua
lity
bus
ines
s d
istr
icts
on
all s
ides
of
the
neig
hbo
rho
od
.C
ontin
ue t
o d
evel
op v
ibra
nt a
rts
com
mun
ity
Dev
elop
a m
arke
ting
stra
tegy
to
attr
act
bus
ines
ses
and
cus
tom
ers
to P
enn
Ave
nue.
EE
P N
eig
hbo
rho
od
Dev
elo
pm
ent
Str
ateg
yD
evel
op n
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esta
uran
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ith c
ourt
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(Pen
n b
twn
Atla
ntic
and
Pac
ific)
26
APPendix ii
Community Input Sessions
27
Please join us at a Community Meeting
to kick-o a Strategic Plan for the Penn Avenue Commercial District
brought to you by
Mainstreets Pittsburgh and the Bloomeld-Gareld Corporation
At this rst of three planning meetings, we’ll take a look at
• past plans,
• the work that’s been done, and
• the work that’s still on our plates.
And we’ll give you a chance to add to the list!
Tuesday, September 24, 2013St. Maria Goretti Activity Center
140 North Atlantic
(Save these dates for the nal meetings! Oct. 15th and November 4th)
Please bring a dish to share at the potluck dinner starting at 6:00 PM
Childcare will be provided by reservation only
For questions, to conrm your attendance, to reserve childcare, or to get extra copies of this
yer to help spread the word, please call 412.837.9561
28
Bus
ines
s
Sid
ewal
ks w
ith s
afe/
even
p
avem
ent
Saf
e S
tree
ts (P
hysi
cal)
Cle
an S
tree
tsC
lean
Saf
e
A
Cle
an P
enn
Ave
nue!
! N
o tr
ash
on t
he s
tree
ts!
Nec
essi
ties
Tra
nsp
ort
atio
nW
alka
ble
Wel
com
ing
Bus
ines
ses,
o
pen
and
occ
upie
dA
cces
s to
aff
ord
able
hea
lthca
re-c
onve
ntio
nal a
nd a
ltern
ativ
eA
cces
s to
aff
ord
able
hea
lthca
re-c
onve
ntio
nal a
nd a
ltern
ativ
eA
cces
s to
aff
ord
able
hea
lthca
re-c
onve
ntio
nal a
nd a
ltern
ativ
e
Eas
ily A
cces
sib
leal
t: h
erb
alis
t, a
cup
unct
uris
t. c
onv:
clin
ics
in c
onve
nien
t p
lace
s (tr
ansp
orta
tion)
alt:
her
bal
ist,
acu
pun
ctur
ist.
con
v: c
linic
s in
con
veni
ent
pla
ces
(tran
spor
tatio
n)al
t: h
erb
alis
t, a
cup
unct
uris
t. c
onv:
clin
ics
in c
onve
nien
t p
lace
s (tr
ansp
orta
tion)
Res
iden
ts S
hop
pin
g re
gula
rly
on P
enn
Ave
Sto
refr
onts
fully
occ
upie
dV
isua
lly a
pp
ealin
g!
Ap
pea
ling
Faca
des
, res
tore
d,
frie
ndly
Op
en (n
ot a
lway
s op
en) h
rs
pos
ted
Invi
ting
Wel
com
ing
Div
erse
, Diff
eren
t E
clec
tic
Div
erse
, Diff
eren
t E
clec
tic
Hum
min
g w
ith A
ctiv
ity
Res
ults
Driv
en P
lann
ing:
ST-
win
s, L
T-go
als
Div
erse
, eco
nom
ical
ly,
soci
ally
rac
ially
A v
ital a
nd fu
lly fu
nctio
ning
b
usin
ess
dis
tric
tW
e ar
e no
t W
alnu
t S
tree
tLe
ader
/ C
omm
ital
Div
erse
Nig
htlif
e O
ptio
nsU
niq
ueB
old
, Cha
ract
er, D
iver
se
Eas
y C
usto
mer
Acc
ess
Uni
que
- Th
ere
are
ple
nty
of “
cook
ie
cutt
er”
mai
n st
reet
s. L
et’s
not
be
anot
her.
29
Business: Diversity- “We are not Walnut Street”Businesses (High End)Demographics of residentsKeeping Unique Businesses Independently ownedDiversity with/ in terms of uniqueness Book storesclothing Meet needs of residentsDiverse residents support variety of businessesCulturally and economically diverse community Diversity: Types of businesses Affordability Eclectic/ UniquenessAlong with Diversity, want a fully occupied district “move to the next rung”What about the E. Liberty edge? ---------->portal?How do we define our district?Local Free ShuttleResidents: Business District can’t be all things to all people need connectorsWhat are the Core needs?Mobility ChallengesWho’s accountable for the businesses (not necessity of scale)CDC seeking what the community wantsIdentity/ CharacterParking=IssueChurch lot strategy?Dual TrackingArt Businesses- What do they need?Clean and SafeMaintenance?----> Problem LandlordsLightingPolice presenceHow to make abandoned/dilapidated property owners accountable? (including landscaping?)Communicating re: maintenanceCommunity Clean-ups?Looking at economy of scale of trees, sidewalks, etcSafety related to business activity (eyes on the street)Trash cans on the way!Artists: Places/ venues to show/sellLocal artists------>platform to share craft - Education (outreach)
Notes from the discussion on the Vision of Penn from 9/24 Mtg
30
Opportunity to renovate (sweat equity)Public Art (road to safer environment)Web presence for artistsfacebook= https://www.facebook.com/pennave.artsinitiativewebsite= www.pennavenue.orguse old sites to direct folks to the current pagesArtists want reassurance that the community values artistsHow to not price out artistsPAAI phase I focussed on sweat equity/ownershipInfusion of arts related uses--->turn around
31
Please join us at our second Community Meeting
to create the Strategic Plan for the Penn Avenue Commercial District
brought to you by
Mainstreets Pittsburgh and the Bloomeld-Gareld Corporation
At this planning meeting we will share the vision statement created from our rst meeting. We will also take a look at:
• past plans,
• the work that’s been done, and
• the work that’s still on our plates.
And we’ll give you a chance to add to the list!
Tuesday, October 15, 2013St. Maria Goretti Activity Center
140 North Atlantic
(Save this date for the nal meeting! November 4th)
Please bring a dish to share at the potluck dinner starting at 6:00 PM
Childcare will be provided by reservation only
For questions, to conrm your attendance, to reserve childcare, or to get extra copies of this
yer to help spread the word, please call 412.837.9561
32
Penn Avenue Strategic PlanningCommunity MeetingOctober 15, 20136:00 - 7:30 PM
Agenda
Registration/Refreshments
Welcome and Introductions
Penn Avenue Draft Vision Statement
Penn Avenue Planning Speed Dating
Next Steps
Draft Vision Statement
On Penn Avenue, we embrace the innovative power of the arts and the diversity ofresidents and we support unique businesses to create a vibrant, inclusive and safe place.
Please join us for the final Community Meeting on November 4th
33
Penn Avenue Strategic PlanningCommunity MeetingOctober 15, 20136:00 - 7:30 PM
Agenda
Registration/Refreshments
Welcome and Introductions
Penn Avenue Draft Vision Statement
Penn Avenue Planning Speed Dating
Next Steps
Draft Vision Statement
On Penn Avenue, we embrace the innovative power of the arts and the diversity ofresidents and we support unique businesses to create a vibrant, inclusive and safe place.
Please join us for the final Community Meeting on November 4th
Speed Planning: Background/Reference Information
1. Programming: What should happen on Penn Avenue?
Events: Do we want to continue to find support for these events? Arts in Motion - We held an arts and music fair on Penn Avenue in June 2013 with
performers and vendors. Kwanzaa on Penn- Event held in December of 2012 with a candle lighting
ceremony, West-African Dancers and a story-teller.
PAAI: There were five elements to the original PAAI strategy developed in the 1990s. Dowe want to support the revitalization of any of these?
Artist Homeowner Workshops Building Intervention Strategy Artist Loan and Grant Fund (This is our facade improvement and renovation
program. Do we want to continue to seek funding to support this?) Youth Arts Micro-Grants
Ideas for PAAI that came out of a recent report from the effort to determine the nextphase for PAAI:
Institute a programming committee. Add a kid’s focus to Unblurred in the hours leading before (4-6), the typical
after-school time. (Kid’s Art Fest); occasionally theme the Unblurred around abook or other item.
Partner with Night Market around particular events. Have a set of quarterly events that are strategic, attract new people and are
larger in scale: GaGi, Arts in Motion, Farm to Table, Kwanzaa, MLK, orholiday light up night.
Develop a system to identify, track and communicate with youth and families. Bring all the providers (like Assemble and Irma Freeman Center for
Imagination) together to gauge interest in collaboration. Develop programming that relates to African American culture. Develop a community event using principles developed by Rick Lowe and
train vendors for Pop-up Markets. Hire a person with appropriate skills to do outreach.
2. Marketing: How should we talk about Penn Avenue? Business listing resource: We have produced a map of Penn Avenue with the
businesses listed. Is this something we want to reproduce each year? Bi-yearly? Media and Web Presence: We are nearing the launch of our Penn Avenue Website
(found at www.pennavenue.org). It will be a place to find and list events, searchbusiness info and websites, blog, etc. We have a facebook page for the PennAvenue Arts Initiative.
34
Speed Planning: Background/Reference Information
Marketing ideas from the PAAI report:
Develop a robust strategic marketing and outreach plan to definecommunications goals, objectives, target markets, creative strategies, and themost effective communication vehicles for PAAI. This includes all written,spoken, and electronic communication with audiences
Perform an audit on existing marketing; and Interface with MainStreets. Pilot “Today On Penn Avenue”: joint marketing program. Start with one day
per month and increase as feasible and effective.
3. Physical Identity: What should Penn Avenue look like? Penn Avenue Reconstruction Phase I (from Mathilda to Evaline) includes new
street face work including sidewalks, lights, seated benches, curb bump-outs, etc.Phase II (from Evaline to Graham) is currently in the planning stages.There is no plan for Graham to Negley.
Clean, Green and Screen Initiative has produced some of the public artworks seenalong Penn Avenue in unsightly lots, as well as the bench at Winebiddle. There area few projects in the works currently, including one at South Aiken and Pennwhich will be installed soon. A partnership with gtech has been established forfuture work.
Physical identity ideas from the PAAI report: Focus on an area of the street not included in Phases 1 or 2 of the street
reconstruction plans; emphasize the Negley Avenue Gateway. Develop a youth public art project for area of the street not included in
Phases 1 or 2. Look at other places with in the arts district that are known for their identity:
Columbus, Short North; Pearl District; Gaslight District; and Project RowHouses.
4. Business Development: How do we attract new businesses and grow theones we have?
Form Stakeholders Group (somewhat like a business association). Stakeholders have informed much of the work done on Penn Avenue this year
including the map, the Arts in Motion event, and the decision to engage in thisfive-year plan.
35
Penn Avenue Strategic PlanningVision Statement DiscussionFlip Chart NotesOctober 15, 2013
• Vision statement needs to be more active• Talk about mix of uses versus only “unique” ones• What about visual character?
• Statement should talk about experience of the street?• Reword “innovative power of the arts”• A safe place attracts people• Should be a place where you don’t have to think about safety• Self-sustaining• Serving the needs of diverse residents
36
Programming
- Night Market Event
- Annual signature event?
- Mural Tour
- “passport”- some take-away?
- Group public art project make it into a Christmas card! Friendship/Garfield
- Build on Unblurred (Decide if new activity happens on 1rst Friday or new date and time)
- How do people know about opportunities to rent or buy on Penn Ave? art space?
- Video projection onto Brideʼs Row
- Small Theater company events/ performance
- 1st Friday pre-event (Childrenʼs programming)
- 1 public domain event per Unblurred
- Use the coned-off dead space (a la “parking day”)
- Beer tasting/wine tasting event?
- Winter months indoor events (maybe empty storefront?)
- 4800 Penn Community Space
- Flux type event?
- Artist Talks in gallery spaces(Authorʼs poets, etc as well)
- Create or coordinate more programs for youth
o Idea for coordinated youth activities (like Unblurred) on a designated time/day, maybe a Saturday morning
o Incorporate a car-free aspect
Penn Ave Meeting #2 Notes
37
- Incorporate a car-free aspect into non-youth programs too, close Penn or another street?
- Continue First Friday Unblurred
- Convene a free flea market (like Share Fair) with food (maybe food trucks?) available
- Continue/expand programs that encourage and provide assistance for artists to own their own homes/buildings
o Workshops that involve prospective buyers, financers, and detailed information about available properties – encourage live/work spaces
- Create programs for small business owners that go beyond Citylab’s recent series (past an introduction to the topics)
o Examples of topics: accounting, legal
o Should be on-going technical assistance, not one-time workshops
o GPAC, SCORE
- Create programs for seniors – Daytime events in underused spaces/storefronts (bingo, etc.)
- Make more opportunities for pop-up businesses – a coordinated program to incubate businesses
- Continue Night Market
- Continue GA/GI
Penn Ave Meeting #2 Notes
38
-
Marketing - Map (Annual)
- Website Coming (Blog on website-use community bloggers) Maintenance
- Refer to Penn Avenue as a business district (not arts district) or create alternative identity
- Work with CMU or Pitt students to do projects similar to the Waffle House
- Create logo or consistent visual identity
- Print Identity
- Represented at VisitPittsburgh.com
- Online_be on Apps
- Uniform identity
- Logo incorporated into marketing materials of other businesses (restaurants, etc)
- Who are we trying to draw?-marketing campaign different depending on audience
- How do we get all the neighbors to support the plans?
- Cemetery tour? (full of history)
- Reach Upper Garfield (residents feel left out)
- Radio Show- broadcast onto the web- podcast (ASP station)-- Communicate more consistently and with many outlets (print, social media, Pop
City) about programming, available spaces, how to get involved, and the vision for Penn Ave
- Keep abreast and communicate to the community and outside about the accomplishments of businesses, people in the community, and “native sons”
o For example: several people involved in projects on Penn Ave made this years “40 Under 40” list
Penn Ave Meeting #2 Notes
39
-
Marketing - Map (Annual)
- Website Coming (Blog on website-use community bloggers) Maintenance
- Refer to Penn Avenue as a business district (not arts district) or create alternative identity
- Work with CMU or Pitt students to do projects similar to the Waffle House
- Create logo or consistent visual identity
- Print Identity
- Represented at VisitPittsburgh.com
- Online_be on Apps
- Uniform identity
- Logo incorporated into marketing materials of other businesses (restaurants, etc)
- Who are we trying to draw?-marketing campaign different depending on audience
- How do we get all the neighbors to support the plans?
- Cemetery tour? (full of history)
- Reach Upper Garfield (residents feel left out)
- Radio Show- broadcast onto the web- podcast (ASP station)-- Communicate more consistently and with many outlets (print, social media, Pop
City) about programming, available spaces, how to get involved, and the vision for Penn Ave
- Keep abreast and communicate to the community and outside about the accomplishments of businesses, people in the community, and “native sons”
o For example: several people involved in projects on Penn Ave made this years “40 Under 40” list
Penn Ave Meeting #2 Notes
- Some concern was voiced about the recent negative news in the Bulletin (heroin bust, eyesore of the month) and how it presents Penn Ave to those who have less familiarity
- Share the recently-made business map on the Ave more prominently
o One idea was big signs on the street like mall navigation
Develop the map further with an artist
Explore interactive options
Continually update, maybe quarterly
Inverse whiteboard?
- Continue to follow the 4 Main Streets pillars
- Make space for a community board in the new Bottom Dollar
Penn Ave Meeting #2 Notes
40
Physical Identity
- Penn Avenue Reconstruction- Still no plans from Graham to Negley
- Lots of Murals, More Public Art, Make it our identity
- Style Guide and Deign Consultation
- Gateways, define entry and exit and markers for the district
- Common Business Accessories, Sandwich boards
- Historic Pittsburgh??
- LED lighting in businesses or coach lighting education Encourage building lighting of facade and interiors
- Sign and Light Program
- Green and Screen, work with artists for vacant buildings and construction areas (vinyl covering)
- Build bus shelters
o There could be space for community boards
- Install more trash cans
- Some wanted fewer bump-outs, some like them
- Continue to keep Penn human-scale with small details, work to make parts of Penn that are not (Children’s home, area near Penn/Negley) more human-scale
- We should focus on Penn/Negley
o Create a defined gateway
o Use large lots for art events during Unblurred
o Build bus shelters
- Define gateways (Penn/Mathilda and Penn/Negley)
o “Welcome to”
o Should incorporate an art object
Penn Ave Meeting #2 Notes
41
Physical Identity
- Penn Avenue Reconstruction- Still no plans from Graham to Negley
- Lots of Murals, More Public Art, Make it our identity
- Style Guide and Deign Consultation
- Gateways, define entry and exit and markers for the district
- Common Business Accessories, Sandwich boards
- Historic Pittsburgh??
- LED lighting in businesses or coach lighting education Encourage building lighting of facade and interiors
- Sign and Light Program
- Green and Screen, work with artists for vacant buildings and construction areas (vinyl covering)
- Build bus shelters
o There could be space for community boards
- Install more trash cans
- Some wanted fewer bump-outs, some like them
- Continue to keep Penn human-scale with small details, work to make parts of Penn that are not (Children’s home, area near Penn/Negley) more human-scale
- We should focus on Penn/Negley
o Create a defined gateway
o Use large lots for art events during Unblurred
o Build bus shelters
- Define gateways (Penn/Mathilda and Penn/Negley)
o “Welcome to”
o Should incorporate an art object
Penn Ave Meeting #2 Notes
o Vertical silhouette
o Lots of color, bright
o Involve lights
o Should incorporate green (color/plants) to reflect the community’s greenery, one of the community’s strengths
o Work towards visual continuity between the gateways
- Develop the community’s green-ness
o Build a permeable parking lot and some permeable sidewalks to lead other neighborhoods
- Make Penn more visually continuous
o Focus on density and eliminating “missing teeth” like parking lots and the large, not human-scale setback of the Children’s Home
- Create a youth public art project
- Work towards safe spaces for all users (young, old, pedestrians, cyclists, drivers, all hours)
Penn Ave Meeting #2 Notes
42
Business Development
- Working with the businesses we love to be sure they are not priced out (Quiet Storm?)
- Ways to make for rent or for Sale spaces clear
- Parking plan needed
- Commercial eyesore of the month
- Space wanted section of the website
- Vacant spaces: Offer and promote technical assistance for property owners Code enforcement Nice letters with escalating tactics pop-up businesses
- Need a reugular planning forum for neighborhood input on plans (model on ss forum)
- Have walking tours led by volunteers on a variety of topics
o Architecture
o Cultural history
o Public art
- Maintain a catalog of available spaces
o Prices
o Square footage
o Continuous updates
o Make it easily accessible
o Coordinate with business owners
o Get help with this, as it will be a lot of work
- Get staff to clean the street like PDP does Downtown
o Could CISP be involved (Jason Sauer)?
Penn Ave Meeting #2 Notes
43
Business Development
- Working with the businesses we love to be sure they are not priced out (Quiet Storm?)
- Ways to make for rent or for Sale spaces clear
- Parking plan needed
- Commercial eyesore of the month
- Space wanted section of the website
- Vacant spaces: Offer and promote technical assistance for property owners Code enforcement Nice letters with escalating tactics pop-up businesses
- Need a reugular planning forum for neighborhood input on plans (model on ss forum)
- Have walking tours led by volunteers on a variety of topics
o Architecture
o Cultural history
o Public art
- Maintain a catalog of available spaces
o Prices
o Square footage
o Continuous updates
o Make it easily accessible
o Coordinate with business owners
o Get help with this, as it will be a lot of work
- Get staff to clean the street like PDP does Downtown
o Could CISP be involved (Jason Sauer)?
Penn Ave Meeting #2 Notes
o Youth community service
- Attract a breakfast restaurant
- Encourage more businesses to be open during the day/ attract business that will be (like a breakfast restaurant)
- Encourage more businesses to be open at night
o Attract bar(s) that will be good neighbors
- Encourage galleries to be open more and have regular hours
o Use the positive experience of Artica/Mostly Mod as an example
- Have more coordination between businesses
o For hours
o Coordinated promotions (Bike Pgh discount, Shop Late Night Lawrenceville)
o Cooperative branding
- Ensure the Ave is consistently lit, especially where reconstruction does not reach
- Work to secure funding for reconstruction GrahamNegley
- Create design specs for the corridor
Penn Ave Meeting #2 Notes
44
Please join us at our nal Community Meeting
to create the Strategic Plan for the Penn Avenue Commercial District
brought to you by
Mainstreets Pittsburgh and the Bloomeld-Gareld Corporation
At this nal planning meeting we will be asking for you to help us choose and prioritize which projects we will use for our ve year plan.
Please don’t miss this one, it’s the most important one to attend!
(The nal document will be drafted and available on our website by December 31, 2013 @ www.pennavenue.org)
Monday, November 4, 2013St. Maria Goretti Activity Center
140 North Atlantic
Please bring a dish to share at the potluck dinner starting at 6:00 PM
Childcare will be provided by reservation only
For questions, to conrm your attendance, to reserve childcare, or to get extra copies of this
yer to help spread the word, please call 412.837.9561
Penn Avenue Strategic PlanningCommunity MeetingNovember 4, 20136:00 - 7:30 PM
Agenda
6:00 – 6:15 Registration/Refreshments
6:15 – 6:30 Welcome and Introductions
6:30 – 6:45 Presentation: What’s Been Done on Penn Avenue
6:45 – 6:50 Revised Penn Avenue Vision Statement
Penn Avenue's innovative arts community reflects the vibrancy of the area's residents and sparks a diverse range of businesses. Together, these elements add up to a dynamic, inclusive community housed in a visually-distinctive built environment.
6:50 – 7:25 Prioritizing Projects
7:25 – 7:30 Next Steps
45
Please join us at our nal Community Meeting
to create the Strategic Plan for the Penn Avenue Commercial District
brought to you by
Mainstreets Pittsburgh and the Bloomeld-Gareld Corporation
At this nal planning meeting we will be asking for you to help us choose and prioritize which projects we will use for our ve year plan.
Please don’t miss this one, it’s the most important one to attend!
(The nal document will be drafted and available on our website by December 31, 2013 @ www.pennavenue.org)
Monday, November 4, 2013St. Maria Goretti Activity Center
140 North Atlantic
Please bring a dish to share at the potluck dinner starting at 6:00 PM
Childcare will be provided by reservation only
For questions, to conrm your attendance, to reserve childcare, or to get extra copies of this
yer to help spread the word, please call 412.837.9561
Penn Avenue Strategic PlanningCommunity MeetingNovember 4, 20136:00 - 7:30 PM
Agenda
6:00 – 6:15 Registration/Refreshments
6:15 – 6:30 Welcome and Introductions
6:30 – 6:45 Presentation: What’s Been Done on Penn Avenue
6:45 – 6:50 Revised Penn Avenue Vision Statement
Penn Avenue's innovative arts community reflects the vibrancy of the area's residents and sparks a diverse range of businesses. Together, these elements add up to a dynamic, inclusive community housed in a visually-distinctive built environment.
6:50 – 7:25 Prioritizing Projects
7:25 – 7:30 Next Steps
46
Penn
Ave
Stra
tegi
c Pl
anni
ng M
eetin
g #3
N
ovem
ber 4
, 201
3 Su
gges
ted
Proj
ects
for P
riorit
izat
ion
Prog
ram
min
g •
Cont
inue
Nig
ht M
arke
t Eve
nt
•
Qua
rterly
eve
nts
• Kw
anza
•
GA/
GI
• Ar
ts in
Mot
ion
• Di
a de
los
Mue
rtos
• Ch
ristm
as c
ard
even
t
• Co
ntin
ue F
irst F
riday
Unb
lurre
d •
Incl
ude
child
renʼ
s pr
ogra
mm
ing/
pre-
even
t
• Cr
eate
a c
omm
unity
spa
ce o
n Pe
nn A
venu
e
• Ar
tist T
alks
in g
alle
ry s
pace
s (w
riter
s, o
ther
s)
•
Crea
te/c
oord
inat
e m
ore
prog
ram
s fo
r you
th
• Co
ordi
nate
d yo
uth
activ
ities
(lik
e U
nblu
rred)
on
a de
sign
ated
tim
e/da
y, m
aybe
Sat
urda
y m
orni
ng
• Co
nven
e a
free
flea
mar
ket w
ith fo
od a
vaila
ble
•
Crea
te p
rogr
ams
for s
enio
rs
•
Wal
king
tour
s (v
olun
teer
-led)
•
Cem
eter
y •
Arch
itect
ure
• Cu
ltura
l his
tory
•
Publ
ic a
rt
• De
velo
p a
high
-qua
lity
com
mun
ity s
pace
• H
ave
a vi
sibl
e te
am to
cle
an P
enn
Ave
regu
larly
like
in D
ownt
own
47
Mar
ketin
g
• De
velo
p m
arke
ting
stra
tegy
•
Who
are
we
tryin
g to
dra
w?
Crea
te d
iffer
ent m
arke
ting
cam
paig
ns b
ased
on
audi
ence
s.
• H
ow c
an w
e re
ach
Upp
er G
arfie
ld?
• Co
mm
unic
ate
mor
e co
nsis
tent
ly a
nd th
roug
h m
any
outle
ts a
bout
pro
gram
min
g, a
vaila
ble
spac
es, h
ow to
ge
t inv
olve
d, a
nd P
enn
Aveʼ
s vi
sion
.
• Sh
are
the
busi
ness
map
mor
e pr
omin
ently
on
Penn
, upd
ate
perio
dica
lly
•
Mai
ntai
n ne
w w
ebsi
te a
nd c
ontin
ue to
dev
elop
onl
ine
pres
ence
•
Deve
lop
a co
mm
unity
blo
ggin
g fo
rum
• W
ork
with
CM
U o
r Pitt
stu
dent
s to
do
proj
ects
sim
ilar t
o th
e W
affle
Hou
se
• Th
e W
affle
Sho
p w
as a
nei
ghbo
rhoo
d re
stau
rant
that
pro
duce
d an
d br
oadc
ast a
live
-stre
amin
g ta
lk s
how
w
ith it
s cu
stom
ers
and
oper
ated
a c
hang
eabl
e st
oryt
ellin
g bi
llboa
rd o
n its
roof
.
• Cr
eate
a c
onsi
sten
t Pen
n Av
e id
entit
y th
roug
h vi
sual
bra
ndin
g/lo
go
•
Util
ize
ASP
stat
ion
for w
eb/p
odca
st b
road
cast
s
• Cr
eate
com
mun
icat
ion
boar
ds
• Co
mm
unity
boa
rd in
the
new
Bot
tom
Dol
lar (
like
Who
le F
oods
) •
Hap
peni
ng o
n Pe
nn b
oard
s al
ong
the
Ave
(like
Frie
ndsh
ip b
oard
s)
• En
cour
age
coor
dina
ting
prom
otio
ns (l
ike
Bike
Pgh
dis
coun
t and
Sho
p La
te N
ight
Law
renc
eville
) and
co
oper
ativ
e br
andi
ng
48
Phys
ical
Iden
tity
• De
velo
p a
Penn
Ave
Rec
onst
ruct
ion
plan
for G
raha
m to
Neg
ley
•
Deve
lop
a St
yle
Gui
de fo
r the
stre
etsc
ape
and
offe
r Des
ign
Cons
ulta
tions
with
loca
l arc
hite
cts
•
Mor
e Pu
blic
Art
• M
ake
it ou
r ide
ntity
•
Lots
of M
ural
s •
Expl
ore
a yo
uth
publ
ic a
rt pr
ojec
t
• De
fine
the
dist
rict w
ith s
igna
ge, e
spec
ially
at G
atew
ays
(Pen
n an
d N
egle
y)
•
Crea
te c
omm
on b
usin
ess
acce
ssor
ies
(exa
mpl
es: s
andw
ich
boar
ds o
r flo
wer
bas
kets
/box
es)
•
Enco
urag
e bu
sine
sses
to u
se L
ED li
ghtin
g (fo
r cos
t-effi
cien
cy) o
n st
oref
ront
s to
kee
p th
e st
reet
lit a
fter d
ark
and
to k
eep
busi
ness
es v
isib
le to
pas
sers
-by
• Ex
pand
the
Gre
en a
nd S
cree
n pr
ogra
m
• W
ork
with
arti
sts
on v
acan
t bui
ldin
gs a
nd c
onst
ruct
ion
area
s
• Su
ppor
t gre
en e
fforts
in th
e di
stric
t (pl
ant l
ife a
nd e
nviro
nmen
tal s
usta
inab
ility)
49
Busi
ness
Dev
elop
men
t •
Deve
lop
a pl
an to
wor
k w
ith b
usin
esse
s to
hel
p th
em n
ot b
e pr
iced
out
• Cr
eate
and
mai
ntai
n a
com
preh
ensi
ve li
st o
f spa
ces
for r
ent o
r sal
e •
Spac
es w
ante
d se
ctio
n of
the
web
site
•
Pric
es
• Sq
uare
foot
age
• Co
ntin
uous
upd
ates
•
Coor
dina
te w
ith b
usin
ess
owne
rs
• Pa
rkin
g pl
an
•
Conv
ene
a re
gula
r pla
nnin
g fo
rum
for n
eigh
borh
ood
inpu
t on
plan
s/de
velo
pmen
t sim
ilar t
o th
e So
uth
Side
Pl
anni
ng F
orum
•
Sout
h Si
de P
lann
ing
Foru
m b
rings
toge
ther
the
Com
mun
ity C
ounc
il, th
e Ch
ambe
r of C
omm
erce
, the
N
eigh
borh
ood
Asso
ciat
ion,
and
the
Bras
hear
ass
ocia
tion
to a
ddre
ss m
ajor
nei
ghbo
rhoo
d is
sues
and
ev
ents
. The
y al
so c
onve
ne a
vol
unta
ry (u
nles
s re
ferre
d by
the
City
) Dev
elop
men
t Rev
iew
Com
mitt
ee th
at
revi
ews
plan
s an
d en
sure
s th
at d
evel
opm
ents
are
app
ropr
iate
for t
he n
eigh
borh
ood.
• At
tract
a b
reak
fast
and
lunc
h re
stau
rant
• De
velo
p a
plan
to a
ddre
ss v
acan
t and
aba
ndon
ed s
pace
s •
Offe
r and
pro
mot
e te
chni
cal a
ssis
tanc
e fo
r pro
perty
ow
ners
•
Enfo
rce
code
s
• Cr
eate
a s
trate
gy to
enc
oura
ge b
ette
r bus
ines
s ha
bits
•
Attra
ct a
mix
of b
usin
esse
s th
at w
ill ke
ep P
enn
activ
e du
ring
the
day
and
even
ing
• En
cour
age
galle
ries
to h
ave
regu
lar h
ours
, enc
oura
ge c
oord
inat
ion
of h
ours
• Co
ntin
ue/e
xpan
d pr
ogra
ms
that
enc
oura
ge a
nd p
rovi
de a
ssis
tanc
e fo
r arti
sts
to o
wn
thei
r ow
n liv
e/w
ork
spac
es
• Co
ordi
nate
wor
ksho
ps th
at in
volv
e pr
ospe
ctiv
e bu
yers
, fin
ance
rs, a
nd d
etai
led
info
rmat
ion
abou
t ava
ilabl
e pr
oper
ties
• Cr
eate
ong
oing
pro
gram
s fo
r sm
all b
usin
esse
s th
at g
o be
yond
City
labʼ
s re
cent
ser
ies
past
an
intro
duct
ion
to
the
topi
cs (e
xam
ple
topi
cs: a
ccou
ntin
g, le
gal)
• De
velo
p a
coor
dina
ted
prog
ram
to e
ncou
rage
/incu
bate
pop
-up
busi
ness
es
50
APPendix iii
Penn Avenue Arts Initiative: The Next PhasePrepared by Mary Navarro
Penn Avenue Arts Initiative The Next Phase Research Findings and Recommendations September 2013 Prepared by Mary Navarro, Consultant
Research Findings and Recommendations Prepared by Mary Navarro, consultant September 2013
51
Penn Avenue Arts Initiative The Next Phase Research Findings and Recommendations September 2013 Prepared by Mary Navarro, Consultant
Research Findings and Recommendations Prepared by Mary Navarro, consultant September 2013
52
2 Penn Avenue Arts Initiative Phase 2
Table of Contents Background ..................................................................................................................... 3 Current Situation ............................................................................................................. 5 Research Findings .......................................................................................................... 5
Programming ......................................................................................................................... 5 Activities for Youth and Families ........................................................................................... 6 Diversity and Inclusion: “The Zipper” .................................................................................... 6 Identity – Name Recognition ................................................................................................. 7 Marketing and Communications ............................................................................................ 7 Physical Identity ..................................................................................................................... 7 Current Leadership Structure ................................................................................................ 7 Geographic Area ................................................................................................................... 8
Recommendations .......................................................................................................... 8 Structure ................................................................................................................................ 8 Four Big Ideas ....................................................................................................................... 9
1. Programming ............................................................................................................................. 9 2. Marketing and Communications .............................................................................................. 9 3. Physical Identity ..................................................................................................................... 10 4. Strategic Partnerships ............................................................................................................ 10
Leadership Structure, Staffing and Budget ......................................................................... 10 High Priority Goals and Objectives ................................................................................ 12 Benchmarked Cultural Districts ..................................................................................... 17
Vancouver Gaslight District: Gastown ................................................................................. 17 Pearl District ........................................................................................................................ 18 Project Row Houses ............................................................................................................ 19 Row Houses CDC ............................................................................................................... 20 Short North .......................................................................................................................... 21
Additional Interview Comments ..................................................................................... 23 Programming ....................................................................................................................... 23 Marketing and Communications .......................................................................................... 24 Physical Identity ................................................................................................................... 24 PAAI Role ............................................................................................................................ 24 PAAI Values ......................................................................................................................... 24
Interview Participants .................................................................................................... 25 Planning Committee Members ...................................................................................... 25 Appendix A: Businesses on Penn Avenue ..................................................................... 26 Appendix B: Street Reconstruction Schedule ................................................................ 29 Appendix C: Budget Example ........................................................................................ 31 Appendix D. Interview Questionaire …………………………………………………………32
53
3 Penn Avenue Arts Initiative Phase 2
In late 2012 Friendship Development Associates (FDA) and Bloomfield-Garfield Corporation (BGC) undertook a study to review the Penn Avenue Arts Initiative (PAAI) and to determine goals and program plans for its next phase of development. A consultant was hired and in early 2013 undertook a series of stakeholder interviews to understand past performance, perceptions and future opportunities for PAAI. Based on interviews and a focus group held between January and March 2013 and further meetings of the Planning Committee held between March and August 2013, information has been gathered and recommendations have been developed to guide the development of the next phase of the Penn Avenue Arts Initiative.
Background The Penn Avenue Arts Initiative was developed in the mid-1990s as a combined economic development, arts and Mainstreets strategy. It is “part of a larger community development strategy that intertwines neighborhoods, commercial and cultural projects [and] is a joint-project between the Bloomfield-Garfield Corporation (BGC) and the Friendship Development Associates (FDA).”1 In 1996 an Artists & Cities Study showed that one third of all artists living in Pittsburgh resided in three zip codes that border Penn Avenue. This information formed the basis of a strategy to guide the redevelopment of the Penn Avenue corridor between Negley Avenue and Mathilda Street. The two Community Development Corporations (CDCs) that straddled this section of Penn Avenue — Friendship Development Associates (FDA) and Bloomfield-Garfield Corporation — collaborated on this project with the staffing located at FDA. The premise of this initiative was that the arts could be an economic generator.
1 http://friendship-pgh.org/paai/
54
4 Penn Avenue Arts Initiative Phase 2
There were five elements to the original PAAI strategy developed in the 1990s:
Artist Homeowner Workshops Building Intervention Strategy Artist Loan and Grant Fund Marketing Support Youth Arts Micro-Grants
In 1998 Unblurred, a Friday night gallery opening event was begun, and in 2002 a Youth Arts Coordinator was hired. When fully staffed and funded, PAAI was an economic development strategy and an arts strategy. Of the 16 buildings identified in the original intervention strategy, 15 were purchased and rehabilitated by artists. Many new businesses and other entities were drawn to the Avenue, including restaurants, non-profits, and other arts facilities such as the Pittsburgh Glass Center and the Dance Alloy building. Vacancy along Penn Avenue was reduced from 78% to 21.3%. 2 Other accomplishments include:
Converted nearly 150,000 sf vacant property into artist live/work space Attracted nearly $56.5 million in investment along Penn Avenue Awarded over $60,000 to nearly 60 artists who empowered over 600 youth in
classes and workshops Disbursed over $100,000 in matching grants and nearly $130,000 in loans
through the Artist Loan and Grant Fund Named as part of the “Top 50 Cultural Forces of the Decade” in Pittsburgh by the
Post-Gazette Over 40 artists, arts organizations and arts businesses have affordable and/or
long term leases Other businesses, residents and building owners benefited The vacancy rate per square foot was reduced from 43% to 18% Vacant storefronts were reduced from 53% to 28% The façade matching grants program awarded $137,000 in grants 25 facades renovated; this represents one fifth of the Avenue
There has been a significant amount of public and foundation support for this Initiative led by the McCune Foundation in 1998, including:
McCune Foundation, $300,000 for Building Intervention Strategy, Artist Loan and Grant Fund, Youth Micro-Grants, Penn Avenue Arts Festival, Video Documentation
LISC: Building Acquisition Funds, $325,000 in loans and $50,000 grant Roy Hunt Foundation: $75,000 Richard King Mellon Foundation: $250,000 Heinz Endowments: $50,000 youth programs CDBG Funds: $10,000 per year Home Renovation Program, first-time homeowners assistance (How much?) URA Matching Funds: several grants totaling over $78,000
2 Rudy Bruner Application
5 Penn Avenue Arts Initiative Phase 2
URA: Pennsylvania Mainstreets Support Pittsburgh Partnership for Neighborhood Development (PPND): Over $172,000
in predevelopment funds PPND: Over $150,000 in grants for PAAI staff support Community Design Center of Pittsburgh: Over $90,000 in recoverable grants and
support
Current Situation
Over the course of PAAI there have been changes in the structure and staffing. Originally housed at FDA with a full-time staff member, PAAI is now housed at BGC with a shared part-time staff member who is also the Mainstreets Manager. PAAI is in a maintenance mode and there is limited staff time and budget. At one time, the Mainstreets strategy was one in the same as the PAAI strategy. As time has gone on and both programs have matured, the goals and strategies remain complementary but each have become more specialized. The research has indicated that there is an opportunity to build on the strong base that is a result of the first phase of PAAI, its successes and lessons learned. There is a substantial base of arts organizations, artists, galleries and other arts facilities on Penn Avenue that help to identify it as an arts district. (See Appendix A). Other businesses – retail, restaurants and cafes - have come to the Avenue and feel that being associated with the arts district is a positive feature for their businesses. However there is little coordination of activities and collaboration amongst groups, although this is changing with the recent institution of monthly stakeholder meetings organized by the Mainstreets manager. The building intervention strategy has been effective, however, the low-hanging fruit has been “harvested” and the buildings that remain need a targeted economic development strategy. Property values have increased, some buildings have inflated prices, and some have ownership or environmental issues. Activity is scattered along the 2.8 mile, nine block Avenue. BGC would like to control some of the key properties and guide their development to match their objectives. Completing the real estate/community development on the Avenue will take a focused and strategic approach. BGC is interested in keeping this role on their portfolio. Currently, a consultant is working with a committee from FDA to determine the disposition of their real estate assets.
Research Findings Programming The strongest and most visible program of PAAI is Unblurred. This event takes place during the evening of the first Friday of every month when the galleries and other businesses are open. Many galleries take advantage of this influx of visitors to schedule openings or closings of exhibitions. The April Unblurred is also GA/GI Festival. Programming is the area with the most comments and discussion. There are a wide range of constituents that could benefit from program activity including arts organizations and galleries, residents, and other businesses. It is generally agreed that:
Unblurred is great but additional organized activity is needed
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There were five elements to the original PAAI strategy developed in the 1990s:
Artist Homeowner Workshops Building Intervention Strategy Artist Loan and Grant Fund Marketing Support Youth Arts Micro-Grants
In 1998 Unblurred, a Friday night gallery opening event was begun, and in 2002 a Youth Arts Coordinator was hired. When fully staffed and funded, PAAI was an economic development strategy and an arts strategy. Of the 16 buildings identified in the original intervention strategy, 15 were purchased and rehabilitated by artists. Many new businesses and other entities were drawn to the Avenue, including restaurants, non-profits, and other arts facilities such as the Pittsburgh Glass Center and the Dance Alloy building. Vacancy along Penn Avenue was reduced from 78% to 21.3%. 2 Other accomplishments include:
Converted nearly 150,000 sf vacant property into artist live/work space Attracted nearly $56.5 million in investment along Penn Avenue Awarded over $60,000 to nearly 60 artists who empowered over 600 youth in
classes and workshops Disbursed over $100,000 in matching grants and nearly $130,000 in loans
through the Artist Loan and Grant Fund Named as part of the “Top 50 Cultural Forces of the Decade” in Pittsburgh by the
Post-Gazette Over 40 artists, arts organizations and arts businesses have affordable and/or
long term leases Other businesses, residents and building owners benefited The vacancy rate per square foot was reduced from 43% to 18% Vacant storefronts were reduced from 53% to 28% The façade matching grants program awarded $137,000 in grants 25 facades renovated; this represents one fifth of the Avenue
There has been a significant amount of public and foundation support for this Initiative led by the McCune Foundation in 1998, including:
McCune Foundation, $300,000 for Building Intervention Strategy, Artist Loan and Grant Fund, Youth Micro-Grants, Penn Avenue Arts Festival, Video Documentation
LISC: Building Acquisition Funds, $325,000 in loans and $50,000 grant Roy Hunt Foundation: $75,000 Richard King Mellon Foundation: $250,000 Heinz Endowments: $50,000 youth programs CDBG Funds: $10,000 per year Home Renovation Program, first-time homeowners assistance (How much?) URA Matching Funds: several grants totaling over $78,000
2 Rudy Bruner Application
5 Penn Avenue Arts Initiative Phase 2
URA: Pennsylvania Mainstreets Support Pittsburgh Partnership for Neighborhood Development (PPND): Over $172,000
in predevelopment funds PPND: Over $150,000 in grants for PAAI staff support Community Design Center of Pittsburgh: Over $90,000 in recoverable grants and
support
Current Situation
Over the course of PAAI there have been changes in the structure and staffing. Originally housed at FDA with a full-time staff member, PAAI is now housed at BGC with a shared part-time staff member who is also the Mainstreets Manager. PAAI is in a maintenance mode and there is limited staff time and budget. At one time, the Mainstreets strategy was one in the same as the PAAI strategy. As time has gone on and both programs have matured, the goals and strategies remain complementary but each have become more specialized. The research has indicated that there is an opportunity to build on the strong base that is a result of the first phase of PAAI, its successes and lessons learned. There is a substantial base of arts organizations, artists, galleries and other arts facilities on Penn Avenue that help to identify it as an arts district. (See Appendix A). Other businesses – retail, restaurants and cafes - have come to the Avenue and feel that being associated with the arts district is a positive feature for their businesses. However there is little coordination of activities and collaboration amongst groups, although this is changing with the recent institution of monthly stakeholder meetings organized by the Mainstreets manager. The building intervention strategy has been effective, however, the low-hanging fruit has been “harvested” and the buildings that remain need a targeted economic development strategy. Property values have increased, some buildings have inflated prices, and some have ownership or environmental issues. Activity is scattered along the 2.8 mile, nine block Avenue. BGC would like to control some of the key properties and guide their development to match their objectives. Completing the real estate/community development on the Avenue will take a focused and strategic approach. BGC is interested in keeping this role on their portfolio. Currently, a consultant is working with a committee from FDA to determine the disposition of their real estate assets.
Research Findings Programming The strongest and most visible program of PAAI is Unblurred. This event takes place during the evening of the first Friday of every month when the galleries and other businesses are open. Many galleries take advantage of this influx of visitors to schedule openings or closings of exhibitions. The April Unblurred is also GA/GI Festival. Programming is the area with the most comments and discussion. There are a wide range of constituents that could benefit from program activity including arts organizations and galleries, residents, and other businesses. It is generally agreed that:
Unblurred is great but additional organized activity is needed
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Daytime activities are needed to draw (new) people to the street Family activities are needed to serve a broader range of residents and visitors Programming needs to be tailored to target markets Joint programming needs to bring value added and not “cannibalize” individual
programming Programming can be the key to attracting underserved populations and others
that “don’t feel Unblurred is for them” Garfield has not been served as well as it can be
The following excerpt from a recent Heinz Endowments Cultural Vitality Study reinforces what was heard during the interviews: “The following are key themes that surfaced in conversations.
Race and class are strong determinants for perceptions of “where people belong” in Pittsburgh.
Pittsburghers frequently tend to stay within their comfort zones when it comes to participating in the arts.
People often look to the arts for validation—affirmation of history and identity. Arts and culture can sometimes be used to further exclude and marginalize
groups that have been historically disenfranchised. Lower income populations face barriers when it comes to accessibility to arts
opportunities. Cuts in arts education in schools have long-term negative effects on arts
participation. Marked differences in how some workshop participants felt about arts and
cultural opportunities largely followed racial differences with several white participants generally feeling that arts and cultural opportunities were ample and robust and black participants more apt to recognize gaps and needs for more relevant and accessible arts and cultural experiences.”
Activities for Youth and Families The initial PAAI strategy had a programmatic element to provide arts activities for youth. This goal was achieved but was not sustainable. For the activities that did take place, interviewees felt they were successful. However, activities were opportunistic and sporadic and dependant upon funding streams that were not always large enough or consistent enough for this to be considered an integrated program. There is a tremendous range of interest and talented artist-educators on the Avenue. Many of the arts organizations have a youth focus, including the Irma Freeman Center, Assemble, the Pittsburgh Glass Center, Kelly-Strayhorn/The Alloy Studios, amongst others. Youth and family arts programming could address some of the identified outreach and diversity issues, could provide additional income and stability for the artists on the Avenue, and could become a hallmark of the Avenue. Diversity and Inclusion: “The Zipper” Penn Avenue is a street that acts as a dividing line between two different neighborhoods. Whereas in other neighborhoods the main street is the center, – Penn Avenue in East Liberty and Butler Street in Lawrenceville – Penn Avenue divides Friendship and Garfield. One of the original objectives for PAAI, although not as clearly stated, was that Penn Avenue could become “the Zipper” or the place where the two
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neighborhoods could come together. This has been the least fulfilled of the original goals and remains an opportunity for PAAI. There are a variety of reasons given why this did not occur. However, it was stated by all participants that it is important for Penn Avenue and PAAI to serve both neighborhoods and its residents. Identity – Name Recognition The identity and recognition of PAAI run the full range from people who know the program and its goals to those with little to no knowledge of PAAI and/or its programs. People who have been recipients of the original initiative have high praise for the programs, the staff and the support. For those who are new to the Avenue and have not taken advantage of the grant and loan funds, there is little recognition or understanding of PAAI. Unblurred has higher name recognition than PAAI. Some people thought PAAI was Unblurred. Other identifying characteristics include: Authentic, not cohesive, not clear, diverse, grass roots, not exclusive – “not Shadyside”. There was a wide difference of opinion on whether PAAI serves both sides of the avenue or not. This discrepancy in identity is due to a number of factors including: change in leadership and staffing over time, the shift from FDA to BGC, and low levels of marketing and communications. Marketing and Communications Marketing and Communications were identified as key activities for the new PAAI committee. There is very limited budget for current marketing efforts, and no communications policy is in place. The Mainstreets staff person does what she can with a very limited budget of approximately $300 per month. Loan repayments are used to fund the marketing. Also, there are several PAAI Facebook pages and no clear go-to place for information on PAAI. However, with a new Penn Avenue website launching in November 2013 and the new street map, some of the confusion will be resolved.3 Physical Identity It was generally agreed that the physical look of the Avenue needs to be improved. Some basic maintenance functions have been deferred due to the upcoming street reconstruction. There is an existing Penn Avenue Reconstruction Committee that has been meeting regularly and has enjoyed success at securing enhanced design standards. Current Leadership Structure It was felt that the current leadership structure for the Penn Avenue Arts Initiatives is confusing, and there is an “Alphabet Soup” of organizations. It is unclear if there are
3 See www.PennAvenue.org
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gaps and/or overlaps in responsibilities. The current leadership is also considered to be “white” and “old” and there was a desire to broaden its base racially and in age range. Geographic Area There was discussion about expanding the geographic area of the initiative to include other key cultural institutions like the Kelly Strayhorn Theater and the Union Project. However, the decision was made not to expand to include other institutions or programs, rather to look at them as potential strategic partners. PAAI’s current service area is long and it would diffuse efforts and be unwieldy to expand at this time.
Recommendations
The overarching goal for the Penn Avenue Arts Initiative is to:
Utilize the power of the arts to increase the vitality and socioeconomic diversity of
Penn Avenue and make the street a socially friendly place. Structure For the next Phase of PAAI it has been agreed that it makes sense to split the economic development role and the programming, marketing and communications role. The two functions will be closely coordinated and synergistic. MainStreets will continue to have an important role albeit different than PAAI. BGC will develop and manage the economic development and revitalization strategy. A revamped PAAI committee will build on the role of the arts as a defining element of Penn Avenue, through marketing, promotion and collaborations. Mainstreets will continue to have its goals and objectives that support and are supported by the above two strategies. Mainstreets is in the process of a five-year strategic planning process that will further help to identify and differentiate roles and goals for the various partners. However, listed below is a general differentiation of responsibilities of each of the three partners in the overall Penn Avenue Plan. Taking key points from five current studies and plans4, and the current strategic planning process, BGC will develop a revamped, targeted economic development strategy for Penn Avenue and will engage residents from both sides of the Avenue in that planning; and Mainstreets will continue in their role to keep the street clean and safe and promote business activity. The new BGC Mainstreets Strategic Plan will be completed by December 2013. The new PAAI Role and Strategy will include the following:
Support and coordinate with the BGC Economic Development Strategy and Mainstreets (do not splinter efforts)
4 Bloomfield- Garfield Corporation Twenty Year Plan (completed in 2010), FDA Strategic Plan 2011-2016; East End Planning: Penn Avenue Corridor Master Plan 2008; Friendship Community Plan (2011); Penn Avenue Street Reconstruction Plan (2008); Penn Avenue Corridor Urban Catalogue & Streetscape Program (2009)
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gaps and/or overlaps in responsibilities. The current leadership is also considered to be “white” and “old” and there was a desire to broaden its base racially and in age range. Geographic Area There was discussion about expanding the geographic area of the initiative to include other key cultural institutions like the Kelly Strayhorn Theater and the Union Project. However, the decision was made not to expand to include other institutions or programs, rather to look at them as potential strategic partners. PAAI’s current service area is long and it would diffuse efforts and be unwieldy to expand at this time.
Recommendations
The overarching goal for the Penn Avenue Arts Initiative is to:
Utilize the power of the arts to increase the vitality and socioeconomic diversity of
Penn Avenue and make the street a socially friendly place. Structure For the next Phase of PAAI it has been agreed that it makes sense to split the economic development role and the programming, marketing and communications role. The two functions will be closely coordinated and synergistic. MainStreets will continue to have an important role albeit different than PAAI. BGC will develop and manage the economic development and revitalization strategy. A revamped PAAI committee will build on the role of the arts as a defining element of Penn Avenue, through marketing, promotion and collaborations. Mainstreets will continue to have its goals and objectives that support and are supported by the above two strategies. Mainstreets is in the process of a five-year strategic planning process that will further help to identify and differentiate roles and goals for the various partners. However, listed below is a general differentiation of responsibilities of each of the three partners in the overall Penn Avenue Plan. Taking key points from five current studies and plans4, and the current strategic planning process, BGC will develop a revamped, targeted economic development strategy for Penn Avenue and will engage residents from both sides of the Avenue in that planning; and Mainstreets will continue in their role to keep the street clean and safe and promote business activity. The new BGC Mainstreets Strategic Plan will be completed by December 2013. The new PAAI Role and Strategy will include the following:
Support and coordinate with the BGC Economic Development Strategy and Mainstreets (do not splinter efforts)
4 Bloomfield- Garfield Corporation Twenty Year Plan (completed in 2010), FDA Strategic Plan 2011-2016; East End Planning: Penn Avenue Corridor Master Plan 2008; Friendship Community Plan (2011); Penn Avenue Street Reconstruction Plan (2008); Penn Avenue Corridor Urban Catalogue & Streetscape Program (2009)
9 Penn Avenue Arts Initiative Phase 2
Utilize strength of existing artists and arts organizations in the District Provide activities, events and programming to help create markets for artists,
residents and businesses Provide a strong marketing and communications function Develop a leadership team of 8-12 committed individuals Develop their own identity and new name Secure necessary staff and budget Utilize The Pittsburgh Glass Center or another institution acts as fiscal sponsor
(do not form a separate 501c3 organization) Connect, collaborate, convene, coordinate, curate, catalyze
Four Big Ideas In order to more fully develop the potential of Penn Avenue as a vibrant arts district, four major areas of opportunity have been identified: Programming; Marketing and Communications; Physical Identity; and Partnerships. These strategies will be implemented by a leadership group charged to deepen relationships with the arts, neighbors, businesses and others on the Avenue; to coordinate efforts working toward common goals; and to collaborate with partners on the Avenue and beyond. See High Priority Goals and Objectives Matrix for detail.
1. Programming: Bring more people to the street/neighborhood and build community through the arts. Programming Recommendations:
Enhance the existing programming with strategies relevant to identified target markets and broad community agendas
Utilize existing talent on the Avenue and augment as necessary Provide arts opportunities for families and children in a thoughtful and
coordinated way that appeals to all adjacent neighborhoods and others Develop more daytime activities Offer activities that are easily accessible for a first-time visitor Determine a funding stream to help support high priority projects
There is an opportunity to better coordinate the programming. Currently these producers and presenters do not meet regularly as a group nor do they have a good sense of what others are doing.
2. Marketing and Communications: Create a strong identity for Penn Avenue and PAAI, its programs, staff and goals. Marketing and Communications Recommendations:
Create a strong identity to bring value and positive recognition to Penn Avenue and adjacent neighborhoods
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Rebrand PAAI: it is no longer an initiative and a new name will help to identify its new role. Brainstormed names include the “Bend” and Black Horse Hill
All marketing materials need to be coordinated and have a cohesive, reinforcing look
Get more/better media coverage
3. Physical Identity: Penn Avenue is a welcoming place – and you can find everything you need on the Avenue. Physical Identity Recommendations:
Use the upcoming street reconstruction as an opportunity to create a sense of cohesion, attractiveness and further promote Penn Avenue’s role as an arts district
Pilot a public art program to work in an area of the Avenue that is not part of the street reconstruction
Construction is due to commence in October 2013 and be completed in December 2014
4. Strategic Partnerships: Develop strategic partners for youth- serving organizations, which can provide programming to reach the above goals, and develop other strategic partnership as needed. Although there is depth of talent on the Avenue, it is believed that there is value in creating strategic partnerships to help achieve some of the above-mentioned goals. Partnerships can bring added value to existing resources, create a comfort level on the part of all residents, and help to bridge the gap between the galleries, the residents and other businesses. Possible Partners include:
Artists and arts organizations in the District Anchor Arts Organizations in the area (Pittsburgh Glass Center, Kelly Strayhorn
Theater, Union Project) August Wilson Center Fellows YouthWorks Hip Hop on L.O.C.K. Center of Life Others to be determined
Leadership Structure, Staffing and Budget The core group deeply discussed pros and cons of options based on the need for: 1) a cohesive strategy that bridges the arts and community development fields; 2) also requires significant skill and expertise in both areas; and 3) needs to be on the ground and close to the action. It has been determined that the community development and Mainstreets function will remain at the CDC level and that a new leadership group will be formed to guide the implementation of this plan.
11 Penn Avenue Arts Initiative Phase 2
The Pittsburgh Glass Center has agreed to act as fiscal agent for any grants for this new initiative. It will still be necessary to address the confusion over the leadership of PAAI and the “Alphabet Soup” of organizations involved. At a meeting with some funders it was suggested that the group:
Develop a “wish list’ of ideas and Do a “transition plan” for the next year or two With the aid of consultants and contract personal, conduct some “experiments”
before staff is hired. “Design and do” at same time — develop programs and relationships over time.
Therefore, there is no overall budget for the new PAAI, but funding will be secured for high priority projects as the opportunities arise. A budget was developed for two high priority projects and is located in Appendix C as a budget example.
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Rebrand PAAI: it is no longer an initiative and a new name will help to identify its new role. Brainstormed names include the “Bend” and Black Horse Hill
All marketing materials need to be coordinated and have a cohesive, reinforcing look
Get more/better media coverage
3. Physical Identity: Penn Avenue is a welcoming place – and you can find everything you need on the Avenue. Physical Identity Recommendations:
Use the upcoming street reconstruction as an opportunity to create a sense of cohesion, attractiveness and further promote Penn Avenue’s role as an arts district
Pilot a public art program to work in an area of the Avenue that is not part of the street reconstruction
Construction is due to commence in October 2013 and be completed in December 2014
4. Strategic Partnerships: Develop strategic partners for youth- serving organizations, which can provide programming to reach the above goals, and develop other strategic partnership as needed. Although there is depth of talent on the Avenue, it is believed that there is value in creating strategic partnerships to help achieve some of the above-mentioned goals. Partnerships can bring added value to existing resources, create a comfort level on the part of all residents, and help to bridge the gap between the galleries, the residents and other businesses. Possible Partners include:
Artists and arts organizations in the District Anchor Arts Organizations in the area (Pittsburgh Glass Center, Kelly Strayhorn
Theater, Union Project) August Wilson Center Fellows YouthWorks Hip Hop on L.O.C.K. Center of Life Others to be determined
Leadership Structure, Staffing and Budget The core group deeply discussed pros and cons of options based on the need for: 1) a cohesive strategy that bridges the arts and community development fields; 2) also requires significant skill and expertise in both areas; and 3) needs to be on the ground and close to the action. It has been determined that the community development and Mainstreets function will remain at the CDC level and that a new leadership group will be formed to guide the implementation of this plan.
11 Penn Avenue Arts Initiative Phase 2
The Pittsburgh Glass Center has agreed to act as fiscal agent for any grants for this new initiative. It will still be necessary to address the confusion over the leadership of PAAI and the “Alphabet Soup” of organizations involved. At a meeting with some funders it was suggested that the group:
Develop a “wish list’ of ideas and Do a “transition plan” for the next year or two With the aid of consultants and contract personal, conduct some “experiments”
before staff is hired. “Design and do” at same time — develop programs and relationships over time.
Therefore, there is no overall budget for the new PAAI, but funding will be secured for high priority projects as the opportunities arise. A budget was developed for two high priority projects and is located in Appendix C as a budget example.
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High Priority Goals and Objectives Below are listed high priority goals and objectives that can be accomplished within the next 12 to 18 months: 1.PROGRAMMING GOAL 1 Programming AUDIENCES “Build Community” through the arts. Bring more people to the street and neighborhood.
Neighbors: Bloomfield, Garfield, Friendship with a focus on those currently underserved and underrepresented
Including all age groups: children and families, teens, young adults, adults and seniors
East End residents City and regional
Strategies Goal 1 Tactics Outcomes, Metrics, Research needed
1. Develop programming relevant to particular target markets. Refer to The Heinz Endowments’ Cultural Vitality Study (HCVS) 2. Develop more daytime activities 3. Develop family activities 4. Have activities that are easily accessible for a first-time visitor, drop-in, not structured .
1. Institute a programming committee. 2. Add a kid’s focus Art Fest to Unblurred in the typical after-school time (4-6 PM).; occasionally theme the Unblurred around a book or other item 3. Partner with Night Market around particular events 4. Have a set of quarterly events that are strategic, attract new people and are larger in scale: GA/GA, Arts in Motion, Farm to Table, Kwanzaa, MLK, or holiday light up night 5. Develop a system to identify, track and communicate with youth and families 6. Bring all the providers together to gauge interest in collaboration
1. Conduct study of who and how many are attending programs currently, how they make their choices of what to attend, where do they look to find information for decision-making; Establish goals, Re-test. 2. Increase cultural vitality of Penn Avenue and adjacent neighborhoods. Vitality can be seen and felt – more people, more energy 3. Increase socio-economic diversity of who attends events. 4. Create the sense that you can get “everything you need on the Avenue” 5. People will come because of the energy and reputation – you don’t know exactly what you will find but you come because it is welcoming, socially attractive, and you feel comfortable
13 Penn Avenue Arts Initiative Phase 2
I. PROGRAMMING GOAL 2 Programming AUDIENCES Increase cultural diversity
Neighbors: Bloomfield, Garfield, Friendship with a focus on those currently underserved and underrepresented
Including all age groups: children and families, teens, young adults, adults and seniors
East End residents City and regional
Strategies Goal 2 Tactics Outcomes, Metrics, Research needed
1. Help people to move beyond their “comfort zone,” (HCVS*) 2. Race and class are strong determinants for where people belong. (HCVS) 3. Arts can validate – affirm history and identity (HCVS) 4. Arts can further exclude and marginalize(HCVS) *Heinz Cultural Vitality Study
1. Develop programming that relates to African American culture 2. Develop a community event using principles developed by Rick Lowe and training vendors for Pop-up Markets 3. Hire an appropriate person to do outreach
1. From Programming Goal 1 above with focus on cultural diversity
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I. PROGRAMMING GOAL 2 Programming AUDIENCES Increase cultural diversity
Neighbors: Bloomfield, Garfield, Friendship with a focus on those currently underserved and underrepresented
Including all age groups: children and families, teens, young adults, adults and seniors
East End residents City and regional
Strategies Goal 2 Tactics Outcomes, Metrics, Research needed
1. Help people to move beyond their “comfort zone,” (HCVS*) 2. Race and class are strong determinants for where people belong. (HCVS) 3. Arts can validate – affirm history and identity (HCVS) 4. Arts can further exclude and marginalize(HCVS) *Heinz Cultural Vitality Study
1. Develop programming that relates to African American culture 2. Develop a community event using principles developed by Rick Lowe and training vendors for Pop-up Markets 3. Hire an appropriate person to do outreach
1. From Programming Goal 1 above with focus on cultural diversity
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2. MARKETING AND COMMUNICATIONS
GOAL 1 Marketing and Communications AUDIENCES Create a strong identity for Penn Avenue and PAAI, its programs, staff and goals
Neighbors: Bloomfield, Garfield, Friendship with a focus on those currently underserved and underrepresented
Including all age groups: children and families, teens, young adults, adults and seniors
East End residents City and regional
Strategies Tactics Outcomes, Metrics, Research needed
1. Rebrand PAAI: it is no longer an initiative and a new name will help to identify its new role Brainstormed names include the “bend” and Black Horse Hill 2. All marketing materials will have a coordinated, cohesive, reinforcing look 3. Get more/better media coverage
1.Develop a robust strategic marketing, outreach plan .to define communications goals, objectives, target markets, creative strategies, and the most effective communication vehicles for PAAI. This includes all written, spoken, and electronic communication with audiences; 2. Perform an audit on existing marketing; and interface with Mainstreets. 3. Pilot “Today On Penn Avenue” joint marketing program; start with one day/month and increase as feasible and effective .
1. Broaden the reach, impact, and support base for PAAI 2. Segment the audience enough to understand who is coming to what activity 3. Increase attendance at events 4. Create name/brand recognition. 5. Increase number of and distribution of Unblurred flyers
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3. PHYSICAL IDENTITY GOAL AUDIENCES Penn Avenue is a welcoming place. Neighbors: Bloomfield, Garfield,
Friendship with a focus on those currently underserved and underrepresented
Including all age groups: children and families, teens, young adults, adults and seniors
East End residents City and regional
Strategies Tactics Outcomes, Metrics, Research needed
Use the upcoming street reconstruction as an opportunity to create a sense of cohesion, attractiveness and further promote Penn Avenue’s role as an arts district.
1. Focus on an area of the street not in Phase 1 or Phase 2 of the street reconstruction plans, especially the Negley Avenue Gateway.5 2. Develop a youth public art project to work on the above project. 3. Look at other places with an identity that are known for arts district: Columbus, Short North; Pearl District; Gaslight District, Project Row Houses.
1. “Know” when you have entered the district. 2. Create a positive sense of identity that draws people to the Avenue.
5 See Appendix B, Street Reconstruction Schedule
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PARTNERSHIPS GOAL AUDIENCES 1. Develop strategic partners for youth serving organizations, which can provide programming to reach the above goals. 2. Develop other strategic partnership as needed.
1. Arts organizations and artists on Penn Avenue 2. Arts organizations and artists in adjacent neighborhoods. 3. Other high priority partners. 4. Local youth
Strategies Tactics Outcomes, Metrics, Research needed
1. Joint programming brings value-added to existing programming and does not “cannibalize” existing programming. 2. Build on existing wealth of artists and arts organizations on Penn Avenue. 3. Address issues caused by the cuts in arts education in schools that have had negative effects on arts participation. (HCVS) .
1. Develop an audit of current activities. 2. Develop a coordinated system of age-appropriate, relevant arts activities for youth. 3. Coordinate and collaborate with existing organizations. 4. Have one to two key partners for each major event – make it manageable and do-able.
1. Local Youth will feel well-served by the programs. 2. Ensure that all artist teachers are trained and best practices are followed.
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PARTNERSHIPS GOAL AUDIENCES 1. Develop strategic partners for youth serving organizations, which can provide programming to reach the above goals. 2. Develop other strategic partnership as needed.
1. Arts organizations and artists on Penn Avenue 2. Arts organizations and artists in adjacent neighborhoods. 3. Other high priority partners. 4. Local youth
Strategies Tactics Outcomes, Metrics, Research needed
1. Joint programming brings value-added to existing programming and does not “cannibalize” existing programming. 2. Build on existing wealth of artists and arts organizations on Penn Avenue. 3. Address issues caused by the cuts in arts education in schools that have had negative effects on arts participation. (HCVS) .
1. Develop an audit of current activities. 2. Develop a coordinated system of age-appropriate, relevant arts activities for youth. 3. Coordinate and collaborate with existing organizations. 4. Have one to two key partners for each major event – make it manageable and do-able.
1. Local Youth will feel well-served by the programs. 2. Ensure that all artist teachers are trained and best practices are followed.
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Benchmarked Cultural Districts Of the four districts identified, the one that seems closest in size and scale to PAAI is Short North in Cleveland. It is linear in shape is also similar to PAAI. Gastown and the Pearl District are much larger. Gastown (Vancouver, B.C.) is comprised of 100 commercial buildings and 500 businesses, and is a National Historic Site (Canada). The Pearl District (Portland, Oregon) comprises 100 city blocks and 245 acres – and they consider themselves to be a small downtown neighborhood. Project Rowhouses (Houston) is located within a primarily residential neighborhood and is the only art activity within that neighborhood. Vancouver Gaslight District: Gastown From the Website: http://www.gastown.org/ Gastown is the historic and cultural heart of Vancouver and is the city’s oldest neighbourhood establishing itself in 1867. Designated a National Historic Site, you can find block upon block of grand Victorian buildings hold memories of Gastown's reign as Canada's third-largest city and one of the most cosmopolitan. Today, these historic aesthetics prove a glorious backdrop for today's urban lifestyle.
It’s no surprise Gastown as named 4th Most Stylish Neighbourhood in the World in 2012. Gastown is the epicenter of Vancouver’s creative talent and independent businesses in design, culture, food, and fashion. The neighbourhood crackles with energy, with its dynamic streetscape, cutting edge boutiques and design stores, one-of-a-kind galleries, and award winning dining scene make it Canada’s coolest community. It sets the trends for the future while respecting its unique past. Gastown is the original Vancouver. Gastown Business Improvement Area
Gastown is Vancouver’s oldest neighbourhood, officially incorporated as the City of Vancouver in 1886. The Gastown Business Improvement Area covers the commercial and retail district running North South along Cordova Street and Water Street and East-West between Richards and Columbia Street. The area is an expression of both the city’s cultural heritage and of the social fabric that is Vancouver. Gastown is enriched with 100 commercial buildings and approximately 550 businesses including cutting edge galleries, award winning restaurants, independent fashion boutique, and new media companies. As Vancouver’s oldest neighbourhood, Gastown is known for its well- preserved historic buildings. Almost every building in the BIA has heritage designation, and was designated a National Historic Site in 2009. Gastown is governed by a 16-member board of directors. The Executive director is Leanore Sali.
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Pearl District From the Website: http://www.pearldistrict.org/ The Pearl District is a world-renowned icon of urban renaissance, straddling gentrification and revitalization with delicate balance via the incorporation of New Urbanism in its evolution. The Pearl is a young neighborhood, its most recent incarnation established in the early 1990’s. Its modern persona is heavily influenced by the tenets of New Urbanism, which prizes mixed-use, walkability, diversity, human scale and conservation. Well-designed urban neighborhoods should operate as networks that increase social capital for their residents. The influence of these ideas on the development of the Pearl is apparent in nearly every block. At the street-level, buildings display visual variety, the neighborhood boasts small parks and small schools, several buildings have LEED status (meaning they are designed to use fewer resources) and residents benefit from a variety of food, entertainment, civic involvement, transportation, employment and home options.
The Pearl is a small, downtown neighborhood. It is located in the northwest quadrant of Portland, OR nestled between Downtown, the Willamette River and the Northwest neighborhood, encompassing approximately 100 city blocks and covering 245 acres. Its boundaries are formed by W Burnside Street on the south and NW Broadway to the east. The Fremont Bridge frames the north end of the Pearl, becoming the Interstate 405 Freeway that cradles its western boundary. The softer boundaries of the neighborhood are NW 9th Ave to the east and Northrup to the north. Development is not as dense beyond those streets, therefore few people venture any further east or north.
The Pearl is an industrial neighborhood that has evolved into an urban neighborhood. Originally part of the 1869 Couch Addition, the neighborhood housed rail yards, warehouses, breweries and a residential development around the North Park Blocks. As transportation patterns increasingly shifted away from rail and toward automobiles and highways, the district emptied. Around the mid-20th century, its low rents attracted artists and business start-ups. By the end of the same century, the Pearl was the focus of multiple urban design studies, committees and commissions intent on creating a dense, walkable, multi-use neighborhood that would epitomize the concept of urban renewal.
Several people and organizations have been involved in the Pearl’s successful evolution. The foremost leader of the Pearl’s planning is the award-winning Hoyt Street Properties. In 1994, Hoyt, in cooperation with the City of Portland, began development of 34 acres with the primary goal of bringing high-density housing to the neighborhood. As of 2012, Hoyt has developed 11 multi-level residential communities and coordinated the retail space on the ground floors of their buildings as well as the Pearl’s park development, making the company responsible for overseeing one of the largest urban developments in the country.
Another factor contributing to the Pearl’s unique development strategy is its inclusion in the River District Urban Renewal Area (RDURA). The RDURA was created by the Portland Development Commission (PDC) in 1998 with the intention of developing high-density, mixed-use urban residential neighborhoods. The RDURA oversaw the re-development of the Brewery Blocks, the development of the Pearl’s three parks, the
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addition of the 10th and 11th Street Portland Streetcar routes and the financing of over 1,000 low income housing units.
Organization Overview The Pearl District Neighborhood Association (PDNA) is one of Portland’s 95 Neighborhood Associations. We are volunteers who live, work, or own property in the Pearl District. We work together to keep the neighborhood clean, safe, and fun.
Neighborhood Committees We currently have three active committees. Each committee is assigned tasks to make our community a better place to live and visit.
• Livability Committee • Planning, Transportation, & Design Review Committee • Communications Committee
Join the PDNA (Pearl District Neighborhood Association)
Any individual who resides, owns property, owns a business or is the designated representative of a nonprofit in the Pearl District is eligible for membership in the Association. View this map of the Pearl District or enter your address at Portland Maps to see if you are within the neighborhood boundaries.
Membership does not cost anything – we simply provide a means to handle neighborhood issues and bring information to everyone in our district. See our bylaws for specific information about how the PDNA is organized.
Project Row Houses From the Facebook site: https://www.facebook.com/projectrowhouses The website projectrowhouses.org Project Row Houses is a non-profit arts organization established by African-American artists & community activists in Houston's Third Ward. Mission To transform community through the celebration of art and African-American history and culture. Company Overview PRH began in 1993 as a result of discussions among African-American artists who wanted to establish a positive, creative presence in their own community. Artist and community activist Rick Lowe spearheaded the pursuit of this vision when he discovered the abandoned 1 1/2 block site of twenty-two shotgun-style houses in Houston’s Third Ward. The shotgun houses became the perfect opportunity to purs... (see Facebook page for balance of description).
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Row Houses CDC From the Website: http://www.rowhousecdc.org/ Row House CDC was established in 2003 as a sister corporation to Project Row Houses (PRH) in direct response to PRH’s vision to “create community” in Houston’s Northern Third Ward. Row House CDC’s mission is to develop housing for low-to-moderate income residents, public spaces, and facilities to preserve and protect the historic character of the Third Ward. However, our interests extend far beyond low-income housing, and include strengthening, sustaining and celebrating the life of the Third Ward community. Row House CDC’s target area is the northern section of Third Ward which is bounded by McGowen on the north, Alabama on the south, Scott on the east and Hwy 288 on the west.
The 74-acre district was developed in 1993 as a classical small-scale residential neighborhood, with a grid pattern of 35 blocks served by four major thoroughfares. Civic institutions own about 50% of the area land (38 of 74 acres) and include Riverside General Hospital, Ryan Middle School, Blackshear Elementary, numerous churches, Project Row Houses, and Row House CDC. The remaining 220 lots are used for housing, small retail shops, or are vacant. Residential development includes classic bungalow architecture featuring pier and beam foundations, front porches, and clapboard siding.
The neighborhood includes major institutions, shops and stores; an indigenous musical heritage; churches, schools, parks; and a mix of historic homes, many of which are in the African-American “shotgun” style originally developed by freed slaves (and their descendants) over 100 years ago. Row House CDC envisions creating a careful blend of homes, including restored historic residences and architecturally compatible new structures offered for rent and for sale. The community will be woven together with streetscape promenades and greenway pedestrian paths to identify and reinforce the historic and artistic character. The Row House District will showcase the creative arts and a broad array of cultural and social programs. Working in tandem with current residents, institutional stakeholders, and philanthropies, Row House CDC will preserve and enhance the spirited character of this unique Houston neighborhood.
Project Row Houses (PRH) is a neighborhood-based nonprofit art and cultural organization in Houston’s Northern Third Ward, one of the city’s oldest African-American communities. PRH began in 1993 as a result of discussions among African-American artists who wanted to establish a positive, creative presence in their own community.
Artist and community activist Rick Lowe spearheaded the pursuit of this vision when he discovered the abandoned 1 1/2 block site of twenty-two shotgun-style houses in Houston’s Third Ward. The shotgun houses became the perfect opportunity to pursue the creation of a new form of art. They had two key elements: 1) a beautiful form recognized by the renowned Houston artist Dr. John Biggers to be filled with
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architectural, spiritual, and social significance, and 2) a need for social action among the community to bring the project to life.
Short North From the Website: http://www.shortnorth.org/ The Short North Arts District Gallery Hop occurs every first Saturday of each month, and thousands of visitors converge on the strip to see new art exhibits and add to their growing collections. With dozens of galleries and non-traditional exhibit spaces, it’s Columbus’ favorite night of the month to celebrate art. Though many shops are open earlier, the Gallery Hop officially starts at 4PM and runs to 10PM with restaurants and bars staying open considerably later. In the galleries and shops... On a typical Hop, over 40 galleries and non-traditional art venues (think restaurants, boutiques, and salons) spotlight the best of established and emerging Ohio-based artists. They also feature the works of nationally- and internationally-acclaimed artists. To see the feature exhibits please visit Gallery Exhibits. On the streets... performers settle into the many nooks of the District to entertain the throngs of Short North fans. Saxophonists, singers, improvisational dance troupes, even stilt walkers and stage characters add to the unforgettable experience. You will also find vendors selling their hand-crafted one-of-a-kind items. Gallery Hop Vendors & Performers If you are interested in being a street performer or vendor, please download the 2013 Gallery Hop guidelines and application
Arch City: history repeating itself In 1888, Columbus was known nationwide as "Arch City" when arches (shown here) illuminated the city as it celebrated the centennial of the creation of the Northwest Territory. Since Ohio had been the first state carved out of the Territory, Columbus was chosen to host the commemorative event. Knowing that 300,000 people would be descending upon the city (population 80,000), Columbus set out to make a statement by constructing a series of arches throughout downtown not only to light the streets but to dazzle the visitors.
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Over the years, however, repair costs mounted and lampposts became the norm. By 1916, the arches disappeared altogether, and it would be nearly 100 years before they made their return.
Today, there are 17 high-tech arches spanning High Street, which are the architectural signature of the Short North. The 21st century twist is LED technology, which adds the excitement of evening light shows, running on the hour, after dark.
The individually programmable lights can be turned any of a million colors. The arches now provide a mile-long rainbow that has become the hallmark of the district.
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Over the years, however, repair costs mounted and lampposts became the norm. By 1916, the arches disappeared altogether, and it would be nearly 100 years before they made their return.
Today, there are 17 high-tech arches spanning High Street, which are the architectural signature of the Short North. The 21st century twist is LED technology, which adds the excitement of evening light shows, running on the hour, after dark.
The individually programmable lights can be turned any of a million colors. The arches now provide a mile-long rainbow that has become the hallmark of the district.
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Additional Interview Comments Programming:
Use key moments and events to survey people Be purposeful in the choices, be strategic Ensure a variety of foods and places to sit especially during events Need to secure appropriate funds for events (Last year Kwanzaa budget was 5K) Open mic night, comedy night Hold a potluck dinner in the winter months with an art activity at each evening More Events Have studio tours featuring local artists designed to bring people into the
neighborhoods: “up the hillsides” Daytime Activities Flea market Black Artists WAMO advertising Events Engage Seniors Dance Music “Common Place” More family events More kids events “Trick Them” Change people’s habits Local talent/local musicians Movies Performance/Programming Space Meeting Place Bike sharing on Saturdays Community boutique – coop open all the time that serves all residents and has
regular hours Pop-up stores Can be beyond arts activities Storefront activation Outdoor spaces and places to gather Artist housing Flex space Shuttle buses connecting the street during events Attract famous artists to come Do something outrageous Story book conversation Create “new “ initiative Coordinate with “Art All Night” Create a map for the night (Note: there is one, make it better) Do something on Saturdays for all ages – on a regular schedule Create a parking system – possibly work with Children’s Hospital and shuttle What are other opportunities to work with Children’s Hospital?
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Marketing and Communications:
New Penn Avenue website will help this effort Get into Thursday event sections of PG and Trib Pitch stories to Diana Nelson Jones Initiate a modest charge to be included in Unblurred marketing materials; create
levels based on size and type of organization Develop Social Media campaign Distribute Unblurred flyers further in advance Develop kiosks/sandwich boards to create visibility
Physical Identity: The street is so long – create nodes of (specialized) activity Reinforce “urban experience” – not predictable Branding Banners Decorative lights Activate vacant spaces More outdoor seating/green spaces
PAAI Role:
Connect Collaborate Community place Cross paths Common place Convene Coordinate Curate Program Attractor Image Creator Identity Generator Catalyze Conduit
PAAI Values:
Inclusive Supportive Grassroots Authentic Partner
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Interview Participants6
Sheila Ali, Irma Freeman Center Brett Boye, Irma Freeman Center Nina Barbuto, Assemble* Jeffrey Dorsey, Union Project* Jarmele Fairclough, Garfield resident Mark Fairclough, Garfield resident Josette Fitzgibbons, URA Main Streets Coordinator Mac Howison, The Sprout Fund* Jeff Catalina, Verde Bob Jones, Garfield resident, Garfield Gators PJ Maloney, BGC Board Member* Heather McElwee, Pittsburgh Glass Center* Samantha McDonough, BGC Main Streets staff* Michele Morris, FDA Board member, Friendship resident* Laura Jean McLaughlin, artist Caitie O’Hara, Friendship resident* Sarah Dieleman Perry, PPND Eve Picker, 6% Laurel Shaw Randi, McCune Foundation Rick Swartz, BGC* Elliott Williams, Catapult Chris St. Pierre, Garfield resident Janera Solomon, Kelly Strayhorn Theater*
Planning Committee Members - *
6 See Appendix D, Interview Questionnaire
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Marketing and Communications:
New Penn Avenue website will help this effort Get into Thursday event sections of PG and Trib Pitch stories to Diana Nelson Jones Initiate a modest charge to be included in Unblurred marketing materials; create
levels based on size and type of organization Develop Social Media campaign Distribute Unblurred flyers further in advance Develop kiosks/sandwich boards to create visibility
Physical Identity: The street is so long – create nodes of (specialized) activity Reinforce “urban experience” – not predictable Branding Banners Decorative lights Activate vacant spaces More outdoor seating/green spaces
PAAI Role:
Connect Collaborate Community place Cross paths Common place Convene Coordinate Curate Program Attractor Image Creator Identity Generator Catalyze Conduit
PAAI Values:
Inclusive Supportive Grassroots Authentic Partner
25 Penn Avenue Arts Initiative Phase 2
Interview Participants6
Sheila Ali, Irma Freeman Center Brett Boye, Irma Freeman Center Nina Barbuto, Assemble* Jeffrey Dorsey, Union Project* Jarmele Fairclough, Garfield resident Mark Fairclough, Garfield resident Josette Fitzgibbons, URA Main Streets Coordinator Mac Howison, The Sprout Fund* Jeff Catalina, Verde Bob Jones, Garfield resident, Garfield Gators PJ Maloney, BGC Board Member* Heather McElwee, Pittsburgh Glass Center* Samantha McDonough, BGC Main Streets staff* Michele Morris, FDA Board member, Friendship resident* Laura Jean McLaughlin, artist Caitie O’Hara, Friendship resident* Sarah Dieleman Perry, PPND Eve Picker, 6% Laurel Shaw Randi, McCune Foundation Rick Swartz, BGC* Elliott Williams, Catapult Chris St. Pierre, Garfield resident Janera Solomon, Kelly Strayhorn Theater*
Planning Committee Members - *
6 See Appendix D, Interview Questionnaire
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Appendix A: Businesses on Penn Avenue Garfield-Friendship Commercial District: 4800-5500 Penn Ave. Business Inventory, Oct 2013, Provided by FDA
15224
ADDRESS BUSINESS NAME
4736 Penn aspStation
4736 Penn Solutionary
4736 Penn dbaZone
4805 Penn Mocha Rose Floral Design
4809 Penn Community Preschool Nursery 4809 Penn Global Links 4820 Penn
4823 Penn Space Collective 4828 Penn Kim Nails 4900 Penn K-2 Convenience Store 4901 Penn convenience store 4905 Penn Wholistic Salon 4907 Penn Carpet Time 4911 Penn Calabria's Restaurant
4913 Penn Center for PostNatural History
4915 Penn Interarchitecture 4917 Penn Pho Minh Restaurant 4919 Penn Modern Formations 4923 Penn
4925 Penn 4931 Penn Garfield Artworks
4933 Penn ImageBox
5001 Penn Artisan Gallery and Tattoo 5003 Penn Kraynick's Bike Shop
5004 Penn Alescio Plumbing & Heating
5006 Penn Irma Freeman Center 5013 Penn Studio 5013
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5015 Penn Most Wanted Fine Art 5023 Penn All Appliance Parts
5025 Penn Carl's TV 5106 Penn Mr. Roboto Project 5107 Penn Spak Bros. 5108 Penn
5110 Penn Artica w/ Mostly Mod 5111 Penn Awesome Books
5112 Penn Place of Refuge Ministries 5114 Penn Eastern Hairlines 5115 Penn Loysen & Kreuthmeier
5116 Penn Kristian Kaseman's Tchotchkes 5119 Penn Thrifty Furniture 5121 Penn All God's Creatures 5122 Penn Little Angels Childcare
5123 Penn East End Community Thrift 5127 Penn Thomas Merton Center 5125 Penn Assemble 5128 Penn Toro's 5130 Penn Bartlett Products 5131 Penn Plumb Media 5135 Penn GASP 5136 Penn People's market 5138 Penn
5139 Penn 5147 Penn People's Restaurant 5149 Penn Bloomfield-Garfield Corp. 5150 Penn Persad Center 5160 Penn Family Dollar Store
5200 Penn Service Electrcal Supply Co. 5224 Penn A&M Market 5231 Penn East End Neighborhood Employment Center 5231 Penn Garfield Jubilee Assn.
5300 Penn McCabe Bros. Funeral Home 5333 Penn BFG Café
5345 Penn
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5015 Penn Most Wanted Fine Art 5023 Penn All Appliance Parts
5025 Penn Carl's TV 5106 Penn Mr. Roboto Project 5107 Penn Spak Bros. 5108 Penn
5110 Penn Artica w/ Mostly Mod 5111 Penn Awesome Books
5112 Penn Place of Refuge Ministries 5114 Penn Eastern Hairlines 5115 Penn Loysen & Kreuthmeier
5116 Penn Kristian Kaseman's Tchotchkes 5119 Penn Thrifty Furniture 5121 Penn All God's Creatures 5122 Penn Little Angels Childcare
5123 Penn East End Community Thrift 5127 Penn Thomas Merton Center 5125 Penn Assemble 5128 Penn Toro's 5130 Penn Bartlett Products 5131 Penn Plumb Media 5135 Penn GASP 5136 Penn People's market 5138 Penn
5139 Penn 5147 Penn People's Restaurant 5149 Penn Bloomfield-Garfield Corp. 5150 Penn Persad Center 5160 Penn Family Dollar Store
5200 Penn Service Electrcal Supply Co. 5224 Penn A&M Market 5231 Penn East End Neighborhood Employment Center 5231 Penn Garfield Jubilee Assn.
5300 Penn McCabe Bros. Funeral Home 5333 Penn BFG Café
5345 Penn
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15206
ADDRESS BUSINESS NAME 5401 Penn Penn-Aiken Dairy 5404 Penn Chop Wok & Talk 5406 Penn Creative Fitness 5411 Penn EDGE Studios 5423 Penn The Sprout Fund 5427 Penn Tree Pittsburgh
5428 Penn Quiet Storm Coffee House 5429 Penn Pgh Learning Alliance 5437 Penn Braid Shop 5440 Penn Tee Rex Cotton Factory 5440 Penn Iontank 5444 Penn Dynamics Service Center
5450 Penn
5450 Modern
Daily Bread 5460 Penn Sojouner House 5467 Penn Commonplace Voluto Coffee Shop 5469 Penn Muv Integrated Fitness 5470 Penn Armstrong Auto Body 5472 Penn Pittsburgh Glass Center 5475 Penn UPMC Bloomfield-Garfield Family Health Center 5482 Penn Grocery Kart 5491 Penn Verde Restaurant 5491 Penn Yoga Hive 5504 Penn Global Wellness 5506 Penn Sugar
5513 Penn Doug Cruze/ Liza Wellman 5514 Penn Pistella Beer Distributing 5515 Penn Sandidge Photography
5517 Penn Redeemer Community Church 5525 Penn Salt of the Earth 5530 Penn Monro 5530 Penn Evolve Architects
5530 Penn Renaissance and Baroque Society
Friendship Development Associates
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Appendix B: Street Reconstruction Schedule
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Appendix C: Budget Example Penn Avenue Arts Initiative Youth Arts Consultant, Researcher - $8,000 Research opportunities, barriers, provide program recommendations Pilot Implementation $13,000 Programming support, materials & supplies, snacks, other as research indicates Marketing and outreach $4,500 Project Manager $3,000 Meeting management, coordination, oversight PGC Fiscal Agent Fee $1,500 Total $30,000 Public Art Program Planning (OPA) $10,000 Develop project concept, artist guidelines, artist selection process, oversight and technical advice Artist Fee $10,000 To develop concept, develop plans to enable additional funding Outreach, Youth Support $4,000 Prototype, Fabrication Plans $10,000 Project Manager $4,000 Meeting management, coordination, oversight PGC Fiscal Agent Fee $2,000 Total $40,000
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Appendix D: Interview Questionnaire
Name ___________________________________ Date_____________ 1. What is your involvement with Penn Avenue/PAII?
2. What is your perception of PAAI – its value generally and to you (strengths.
weaknesses)
3. Do you receive services/benefits from their programs? (What is PAAI? Are you familiar with the key elements/programs of PAAI?
4. Should there be more or other programs, or stay the same?
5. Are there youth -serving opportunities? 6. Who does PAAI serve? Is it OK as it stands? Should/can it be broadened?
7. What are the opportunities for Garfield residents be served by PAAI? What does
Garfield want?
8. What are the opportunities for Friendship residents be served by PAAI? What does Friendship want?
9. How can non-residents be served by PAAI?
