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THE RICHMOND LIBERTY TRAIL
Heather AshlineMaster of Urban & Regional Planning ProgramL. Douglas Wilder School of Government & Public Affairs Virginia Commonwealth UniversitySpring 2015
Capital Improvements Plan
Introduction
Liberty Trail CreationCreated in April, 2013Liberty Trail Committee
Greater Richmond Chamber City of Richmond Department of Economic & Community Development Richmond Region Tourism The Valentine Richmond History Center
Existing FundingGreater Richmond ChamberPrivate Donations
Cash In-Kind
Volunteers Media
The Clients
PurposeRegional IdentityPermanent MarkersSupplementary
SignageMulti-Modal Trailheads
Existing Conditions
Temporary Markers6.2 Miles (10k)50 Historic SitesNo Formal Parent
Organization
Liberty Trail Route
Richmond Downtown Plan“[Downtown improvements should]…celebrate and promote Richmond’s history with an aggressive historic preservation program and a coordinated system of history trails, museums and interpretive sites.”
-Richmond Downtown Plan, 2009-
Richmond Downtown Plan
Recent DevelopmentsRichmond Slave Trail
Addition of Permanent Markers and Informational Signage to the Richmond Slave Trail (2013)
Recent DevelopmentsVirginia Capital Trail
Richmond Riverfront Portion of the Capital Trail to be completed by Fall 2015
Recent DevelopmentsWorld Cycling Championships
Arrival of the UCI Road World Championships
Heritage Tourism
“Traveling to experience the places, artifacts, and activities that authentically represent the stories and people of the past.”-National Trust for Historic Preservation-
Heritage TourismBest Practices
New Urbanism“…urban places should be framed by architecture and landscape design that celebrate local history, climate, ecology, and building practice.”-Charter of the New Urbanism, 2001-
Walkable Urbanism
“While the physical and social rewards of walking are many, walkability is perhaps most useful as it contributes to urban vitality and most meaningful as an indicator of that vitality.”-Jeff Speck, 2012-
WayfindingBest Practices
The Boston Freedom Trail Master Plan
Constitutional Walking Tour of Philadelphia Master Plan
Approach & Methods
Plan OverviewProposed Improvement Locations
Supplementary Signage
Trailhead Kiosks
Permanent Trail Markers
Market Analysis
Virginia Tourism Industry $21 billion Industry
24 thousand jobs
City of Richmond 3rd most visited in Virginia
Heritage tourism ranked among top reasons to visit Virginia
Median household income between $75,000 and $150,000
Majority report an average household size of 1 individual
Visitors most likely to stay for less than 1 week
Day trips are the second most common trip length
Visiting friends and sightseeing are the two most common reasons for visiting Virginia
Visitor Profile
Study Area Overview
53 % live in the City of Richmond
47 % live outside of the city
37 % live and/or work Downtown
Most likely to dine or engage in cultural activities while downtown
Public Outreach
Attendance by District
Preferred Method of TransportationWhile in Downtown Richmond
Walking Driving Bicycling Public Transportation0%
10%
20%
30%
40%
50%
60%
70%
Drivers of activity
“Establishments operating in sectors which are traditionally highly impacted by tourism activity.”-Fretchling & Horvath, 1999-
“…factor[s] which draw tourists away from their customary environment”-Lew, 1987-
ATTRACTIONS
KEY ESTABLISHMENTS
The Library of Virginia
Virginia State Capitol
American Civil War Center
Museum of Confederacy
The Valentine
The Holocaust Museum
St. John's Church
Richmond Region Visitor Center
Maggie Walker House
Poe Museum
John Marshall House
0% 10% 20% 30% 40% 50% 60% 70% 80%
2012 2013
Attendance by Attraction
Comfortable Walking Distance Popular Attractions
Top Tourism Industry Sectors
Arts & Entertainment• Performing Arts,
Spectator Sports & Related Industries
• Museums, Historical Sites & Similar Institutions
• Amusement, Gambling & Recreation
Food & Beverage• Full Service
Restaurants• Limited Service
Eating Places• Drinking Places• Food & Beverage
Stores
Retail• Sporting goods,
hobby, book & music stores
• General merchandise stores
• Miscellaneous store retailers
• Electronics & appliance stores
• Building material & garden equipment and supplies dealers
• Health & personal care stores
• Clothing & clothing accessories stores
Location of Key EstablishmentsBy Industry SectorComfortable Walking DistanceKey Establishments
Determining Primary Trail SectionsIntersection of Proximity to Key Establishments + Attractions
Implementation should be targeted: High-traffic areas Proximal to drivers of activity Near existing or planned multi-modal
infrastructure
Walkability Assessment
Strengths
Weaknesses
Proposed Designs
Design Approach
Existing Conditions
Stakeholder
Engagement
Inspiration Case
Studies
Established Signage
Established Trail Markers
Trailhead Kiosk Inspiration
Trailhead Kiosk Design Inspiration
Alexandria, VA Lacrosse, WI
Proposed Trailhead Kiosks Placed at strategic
locations in each district
District history & Sites
Wayfinding
Activity Promotion & Sponsor Information
Trailhead KioskIn ContextLocation: Public parking beside The Carpenter Theater at CenterStage
Permanent Trail Marker Preferences
Permanent Trail Marker Design Inspiration
Proposed Permanent Trail Markers Large: 24” diameter
Small: 12” diameter
District logos included in the designs
Space for sponsor information
Trail MarkerIn ContextLocation: St. Paul’s Episcopal Church
Supplementary Signage Inspiration
Supplementary Signage Design Inspiration
Proposed Supplementary Signage
Columnar Base
Vertical Layout
Additional Wayfinding
Activity Promotion
Supplementary signage should facilitate accessibility for populations with limited mobility
Supplementary SignageIn ContextLocation: St. John’s Church at the intersection of East Broad Street and North 24th Street
Goals & Vision
Plan Vision“The inclusion of tangible enhancements along the Liberty Trail route will serve to solidify the trail’s regional identity as well as further connect Richmond’s historic assets. Aesthetic improvements along the trail route will be the first step in creating an asset for the City of Richmond which is appealing to visitors and local residents alike.”
Goal 1: Implementation of aesthetic trail enhancements will be completed over the course of several phases.
Identify appropriate phases of implementation.
OBJECTIVE 1.1:
City of Richmond Capital Improvement Program FY 2014-2019
Determine accurate traffic levels by district
OBJECTIVE 1.2:
Popular “Friday Cheers” concert series hosted by Venture RichmondImage Source: Erin Barton, 365richmondva.wordpress.com
Examine pricing optionsOBJECTIVE 1.3:
Location of public parking lots in Downtown RichmondImage Source: RideFinders
Goal 2: The Liberty Trail Committee will garner support for trail enhancements from key stakeholders and potential investors.
Determine the most effective methods for generating external funding
OBJECTIVE 2.1:
Virginia Capital Trail signage funding optionsImage Source: The Virginia Capital Trail Foundation
Renew interest in the advantages of the Liberty Trail
OBJECTIVE 2.2:
The Valentine History Center offers guided tours along the trail route in conjunction with other community events
Keep stakeholders and investors informed
OBJECTIVE 2.3:
Example of a formalized web presenceImage Source: The Boston Freedom Trail Foundation
Goal 3: Ensure that the Liberty Trail is accessible to a variety of populations
Enhance accessibility for populations with limited mobilityOBJECTIVE 3.1:
Image Source: U.S. DOT Designing Sidewalks and Trails for Access Best Practices Guidelines
Engage Youth OBJECTIVE 3.2:
School buses parked outside of Historic Tredegar
Ensure that self-guided tours are user-friendly
OBJECTIVE 3.3:
Tourist Tracks provides specialized audio walking tours for cities throughout the United KingdomImage Source: http://www.tourist-tracks.com/tours/Canterbury.html
Cost Estimations
Estimated Cost
Base Cost per Unit
Simple Installation
Complex Installation
Total Cost per Unit (20% Contingency)Proposed Number of Units
Total Estimated Cost
$3,995
$1,000
$5,000
$5,994-$10,794
20
$119,880-$215,880
Trailhead Kiosks
Estimated Cost
Base Cost per Unit
Simple Installation
Complex Installation
Total Cost per Unit (20% Contingency)Proposed Number of Units
Total Estimated Cost
$293
$1,000
$2,500
$1,552-$3,352
70$108,640-$234,640
Large Trail Markers
Estimated Cost
Base Cost per Unit
Simple Installation
Complex Installation
Total Cost per Unit (20% Contingency)Proposed Number of Units
Total Estimated Cost
$200
$1,000
$2,500
$1,440-$3,240
461$663,840-1,493,640
Small Trail Markers
Estimated Cost
Base Cost per Unit
Simple Installation
Complex Installation
Total Cost per Unit (20% Contingency)Proposed Number of Units
Total Estimated Cost
$531
$500
$2,000
$1,237-$3,037
191$236,267-$580,067
Supplementary Signage
Total Cost EstimationItem Estimated Cost
Trailhead Kiosk
Large Trail Marker +
Small Trail Marker +
Supplementary Signage
+
Total
$119,880-$215,880$108,640-$234,640$663,840-1,493,640$236,267-$580,067
$1.2 m - $2.5 m
Implementation Matrix
Phase I Phase II Phase III Phase IV Phase V
Focus Marketing24” Permanent Markers Installed at Each Stop
24” Permanent Markers Installed at Each Intersection
Installation of Trailhead Kiosks & Supplementary Signage
12” Permanent Trail Markers Installed Along the Remainder of the Trail Route
Implementation Time Frame
1-3 years 3-5 years 3-5 years 5-7 years 6-10 years
Phase Estimated
CostDependent upon marketing tactics
$77,600-$167,600 $31,040-$67,040 $356,147-
$795,947 $663,840-$1,493,640
Associated Objectives
• Identify appropriate phases of implementation
• Determine accurate traffic levels by district
• Examine pricing options
• Determine the most effective methods for generating external funding
• Renew interest in the advantages of the Liberty Trail
• Keep stakeholders and investors informed
• Enhance accessibility for populations with limited mobility
• Engage youth
• Ensure that self-guided tours are user-friendly
N/A N/A
ConclusionProviding increased access to historic assets allows visitors and
residents alike to reflect upon their shared history. The City of Richmond is well known as a city founded on its history, and it is essential that this foundation be understood. Efforts such as the Richmond Liberty Trail are essential to realizing this greater goal.
The inclusion of amenities such as permanent trail markers and wayfinding signage along the Liberty Trail route is the first step
in engaging the community and solidifying the trail’s regional identity. It is critical that stakeholders in these initial improvements remain involved and enthusiastic so that the trail may be utilized for expanded purposes in the future.
Thank you!
Sources• AMW Dimensional Art (2006). Metals for Indoor and Outdoor Art. Retrieved from
http://www.dimensionsthruart.com/• California State Parks (2008). Materials and Processes for Outdoor Interpretive Signs.
Retrieved from http://www.parks.ca.gov/• Chmura Economics and Analytics (2014). Tourism Works for Virginia. Retrieved from
www.vatc.org. • EASI Analytic (2014). Amusement Index, 2014. Retrieved from www.simplymap.com• EASI Analytic (2014). Culture Index, 2014. Retrieved from www.simplymap.com• EASI Analytic (2014). Restaurant Index, 2014. Retrieved from www.simplymap.com• TNS Travels America. (2014). Central Virginia Region Travel Profile, 2013. Retrieved
from www.vatc.org.• TNS Travels America (2014). Travel Profile to Virginia, 2013. Retrieved from
www.vatc.org. • U.S. Travel Association. (August, 2014). The Economic Impact of Domestic Travel on
Virginia Counties, 2013. Retrieved from www.vatc.org.• University of Delaware Institute for Public Administration (August, 2010). Healthy
Communities: The Walkability Assessment Tool. Retrieved from http://www.ipa.udel.edu/
Sources• Barnett, J. (2011). A Short Guide to 60 of the Newest Urbanisms. Planning, 77(4),
19-21.• Charter of the New Urbanism. (2001, January 1). Retrieved November 4, 2014, from
http://www.cnu.org/charter
• The Constitutional Foundation (2005). “The Constitutional Walking Tour of Philadelphia Master Plan”.
• Cultural Heritage Tourism. (2011, January 1). Retrieved November 4, 2014, from http://www.culturalheritagetourism.org/
• Goody, Clancy (1995). “The Freedom Trail Study for a Renewal Vision.” Developed by Goody, Clancy and Associates for the Boston National Historic Park.
• Speck, J. (2012). Walkable city: how downtown can save America, one step at a time. New York: Farrar, Straus and Giroux
• Urban Wayfinding Planning and Implementation Manual. (2013, January 1). Retrieved November 4, 2014, from http://www.thesignagefoundation.org/Portals/0/UrbanWayfindingPlanningImplementationManualWebsite.pdf