St. Louis Gateway Mall Master Plan 2007 17 2007

8/14/2019 St. Louis Gateway Mall Master Plan 2007 17 2007

1/66

St. LouisGateway MallMaster Plan

October 2007


2/66

p.2

X . 0

I n t r o

d u c

t i o n

& B a c

k g r o u n

d

St. Louis Gateway Mall Master Plan

T H O M A S B A L S L E Y A S S O C I A T E S

ARCTURIS B L I S S C O L L A B O R A T I V E

E T M A S S O C I A T E S , L . L . C .DEVELOPMENT STRATEGIES L E N I S C H W E N D I N G E R

City of St. LouisPlanning and Urban Design Agency Funded by Gateway Foundation


3/66

p.3

X . 0

I n t r o

d u c

t i o n

& B a c

k g r o u n

d


Table of Contents1.0 Introduction

2.0 The Evolution of the Gateway Mall

3.0 Opportunities and Challenges

4.0 A New Vision for the Gateway Mall

5.0 Master Plan

6.0 Detail Design Elements

7.0 Implementation

p. 7

p. 9

p. 11 p. 19

p. 21

p. 51

p. 59


4/66

St. Louis Gateway Mall Master Plan4


5/66

The Gateway Mall Master Plan provides the City of St. Louis with the rstcomprehensive vision for transforming downtowns central park into aremarkable open space that de nes the heart and soul of St. Louis. Building on this long range vision, the plan creates an overall design frameworkwhich will guide future individual proposals within the Mall, and establishesa roadmap for implementation and long term management.

St. Louis Gateway Mall Master Plan 5


6/66

p.6

X . 0

I n t r o

d u c

t i o n

& B a c

k g r o u n

d


M i l l e n n

i u m

P a r k ,

C h i c a g o

C a m p u s

M a r t

i u s ,

D e

t r o

i t

St. Louis Gateway Mall Master PlanSt. Louis Gateway Mall Master Plan6


7/66p.7

X . 0

I n

t r o

d u c

t i o n

& B a c

k g r o u n

d


Cities across the United States and around theworld are increasingly investing in their publicrealm. These substantial efforts focus onbeautifying and improving the functionality of streets and open spaces. When successfullyrealized, these projects can become more than

the sum of their parts and result in an improvedpublic realm, a cornerstone for true city building,attracting increased amounts of people andinvestment.

Downtown St. Louis reinvestment in its publicrealm is underway. The 1999 Downtown Planidenti ed the Gateway Mall, the Riverfront, and

the Gateway Arch Connector as three crucialopen space elements vital to the revitalization of downtown, and a key piece of this puzzle theGateway Mall is now being addressed in thisMaster Plan.

C o o

l i d g e

P a r k ,

C h a

t a n o o g a

O l y m p i c

S c u

l p t u r e

P a r k ,

S e a

t t l e


M e

l b o u r n e ,

A u s

t r a

l i a

1.0 Introduction

7


8/66p.8

X . 0

I n

t r o

d u c

t i o n

& B a c

k g r o u n

d


The history and fortunes of St. Louis Gateway Mallhave run in parallel with those of the City itself. Theinitial concept for the Mall emerged at the turn of

the last century, when St. Louis was an international

city and among the ve most populous cities inAmerica. The Gateway Mall was envisioned as agrand, Beaux-Arts inspired design by landscapearchitect and planner George Kessler in the citys1907 Plan. That plan envisioned Market andChestnut Streets as large boulevards extending

to Grand Avenue with a generous green spaceseparating them.

St. Louis Gateway Mall Master PlanSt. Louis Gateway Mall Master Plan

G e o r g e

K e s s

l e r s

1 9 0 7 v i s

i o n o

f a

g r a n d o p e n s p a c e

T h e

M a

l l i n t h e

1 9 2 0 s ,

l o o

k i n g w e s t

Tower Grove Park

Forest Park

OFallon Park

I-64

I - 5 5

I - 7 0

I-44

I-64

Fair Grounds Park

DOWNTOWN

ST. LOUIS

M i s s i s s i p p i R i v e r

8


9/66p.9

X . 0

I n

t r o

d u c

t i o n

& B a c

k g r o u n

d


Beginning in the 1950s, St. Louis entered a decades-long period of decline, losing much of its economicbase and population. During this period, severalplans for the Mall were proposed but not realized.

The blocks west of Tucker were cleared decadesbefore the buildings east of Tucker came down in the early 1980s. From its inception to the present, the evolution of the Mall has been piecemeal,characterized by the incremental assemblage of landand disconnected design moves.

In the past decade, the downtown has undergonea tremendous rebirth due to the con uence of separate yet interconnected efforts: thousandsof residents are moving downtown; retailing is

coming back to the streets; the new baseballstadium is open, and plans for a vibrant mixed useneighborhood adjacent to it are progressing. Thecumulative opportunities created by these events willhelp unlock the exceptional potential of the GatewayMall.

Anticipating these changes, in 1999 the citycreated the Planning and Urban Design Agencyand the Downtown Development Action Plan whichidenti ed a series of strategies for the revitalization

of downtown St. Louis. These complex strategies,ranging from downtown loft conversions toincreased levels of street retailing, have beenlargely realized, with only one portion remaining:

the completion of the Public City. This hasbegun, and is now strengthened with the rebirth of

the Gateway Mall.


O l d P o s

t O f f i c e

S q u a r e

R e n

d e r i n g

B a

l l p a r k

V i l l a g e

M o

d e

l , S t . L o u

i s


2.0 The Evolution of the Gateway Mall

1 9 8 0 s p r o p o s a

l t o b u

i l d o n

t h e

M a l l

1 9 6 0 P l a n

f o r

D o w n o w n

S t . L o u

i s

p r o p o s

e d a

l a r g e p a v i

l i o n

9


10/66St. Louis Gateway Mall Master Plan10


11/66

3.0 Challenges, Opportunites and Key ThemesThe Malls Existing Conditions

The Mall runs between Market and Chestnut Streets from the Old Court House (at Broadway) to St. LouisUnion Station at 21st Street. Roughly at its center, it widens to the north, encompassing a triangle of fouradditional city blocks. Key civic buildings within the Mall are the Civil Courts and the War Memorial. Several

smaller memorials and public art of varying size are also housed within the Mall. The Gateway One building and its associated plaza occupy one of the blocks within the Mall axis, though it is not part of the publicopen space. The Mall is bordered by some signi cant civic buildings, including City Hall, the MunicipalCourts, Kiel Opera House, as well as key private buildings including AT&T and Bank of America Plaza.

A physical analysis and interviews held with numerous stakeholders have revealed a number of challengesand opportunities which the Master Plan must address.

The Mall By Numbers

Length: 1.2 milesWidth: 160 feet to 740 feetPark Area: 22 acresRoad Area: 29 acresParking Spaces: 1250Existing Trees:


N

11


12/66

3 . 0

C h a

l l e n g e s

& O p p o r t u n

i t e s


ChallengesStakeholder discussions about the Mall and itsimmediate context have highlighted a number of issues which need to be addressed in the MasterPlan:

Division: As architect Philip Johnson said,spaces like the Mall cut cities in two, rather

than unify them. Despite its central location, the Mall fails to provide a focus to downtown.It separates adjacent areas such as Washing-

ton Avenues residential district, Union Station,Ballpark Village and the central business districtrather than providing the much needed unifying glue for downtown.

Blandness: The Malls image and identityno longer re ect the energy and growing diversity of the downtown. There is generally anunappealing sameness to the Malls characteralong its 1.2 mile length.

a c t i v i t y

s p o r t s

r e s i d e n t i a l

a c t i v i t y

s p o r t s

a c t i v i t y

e m p l o y m e n t

e m p l o y m e n t

r e s i d e n t i a l

s p o r t s

m o n u m e n t


13/66

3 . 0

C

h a

l l e n g e s

& O p p o r t u n

i t i e s


Disconnection: The roads adjacent to theMall are wide and inhibit safe and convenientpedestrian access, and pedestrian circulation

along and through the Mall is fragmented.Parallel parking on all edges of the Mall creates aphysical and visual obstruction between the Malland the city. Nearby highways create physicaland visual barriers to adjacent neighborhoodsand to the Arch Grounds and the MississippiRiver.

Discontinuity: The Mall lacks unifying elements to bring it together as a coherentand recognizable whole. Street tree plantingsare fragmented and do not de ne spaces oredges, and landscape elements, furniture andlighting are a conglomeration of varying typesand styles. The Malls undulating topographyis also a challenge to realizing a uni ed space.

Non-Destination: There are only limited usesand activities to attract people to the Mall

throughout the day, week and year. Annualevents are well attended, however, indicating

that if you build it, they will come.

Taste ofSt.Louis

Race for theCure

CardinalsRallies

UnionStation

Monuments

Ribfest

I 6 4 I 7 0

C h e s t n u t S t .

T u c k

e r B

l v d .

M a r k e t S t .


14/66

3 . 0

C

h a

l l e n g e s

& O p p o r t u n

i t e s


OpportunitiesIn spite of the illustrated challenges, the Mall offersincredible opportunities:

Centrality: The Mall is a central element of downtown. Having such a signi cant openspace in the heart of a city is a valuable andenviable resource.

Proximity and Context : The Mall is in closeproximity to a variety of active areas and canbe a vital connector between them. The newresidential development on Washington Avenueand vicinity, downtowns employment buildings,sports venues, MetroLink stations, and otheractivity centers are all within a ve minute walkof the Mall. There is, as such, tremendouspotential to build upon the existing context andcreate places within the Mall which uniquelyrespond to the character of bordering areas.


15/66

3 . 0

C

h a

l l e n g e s

& O p p o r t u n

i t i e s


Celebration: Though the Mall is often moreempty than full, it does maintain an importantrole in the region: it is where sports ralliesare staged at Kiener Plaza, parades are run,and festivals are held. Many people use

the Mall, even if it is on an irregular basis.This provides a good basis to build upon forincreased visitation through large eventsand less structured daily usage. The Malloften functions as the regions playground,

justifying regional investment in enhancing andmaintaining this role.

Con uence of Events : For the past severalyears, downtown St. Louis has experiencedexceptional growth. This trend is partly due to

the con uence of separate yet interconnectedefforts, previously described. Additionally, thereinvention of major open spaces is underway.All of these occurrences place the Mall in afavorable position for its reemergence.

People are moving downtown into loft conversions An ambitious mixed-use development is planned for Ballpark Village

Market St. is the regions principal parade route, where thousands gather and celebrate


16/66

3 . 0

C

h a

l l e n g e s

& O p p o r t u n

i t e s


Key ThemesA series of insightful interviews with a wide rangeof stakeholders further outline a number of key

themes:

The Mall is an Underused ResourceDespite its location in the heart of downtown,people dont generally use the Mall on a day today basis unless the space is programmed. Whenprogrammed for annual events like Race for theCure, huge crowds turn out. However, there is

the sense that the Mall does not have suf cientongoing levels of activity, and that there isnt acompelling reason to go into it otherwise. It isnecessary to make the Mall a destination in itself in order for it to achieve good levels of activity.

There is Widespread Support for Mall

RejuvenationThe Mall needs to be improved. Besides aestheticimprovements, increased animation within theMall will be essential to its success. A rejuvenatedMall would have positive impacts on the whole of downtown and the citys image. A more focusedeffort at programming, and pavilions for shelter andrefreshment in the Mall, would be welcome.

Kiener Plaza Needs ImprovementsKiener Plaza is one of the Malls better usedspaces. It functions as a gathering spot for manyfestivals and rallies. The sunken design of theMay Ampitheater, however, disconnects it from itssurroundings. Because it is dif cult to see into thePlaza, it is dif cult to observe and police. KienerPlaza can be the catalyst for the entire Mall, alsodrawing Arch visitors into the downtown area. Anexciting, high energy design is needed to reform

the space and this should be an implementationpriority.

The Perception of Security Issues is a ConcernStreet people congregate in and around the Mall,especially in warmer months, partly because manyservices for this population are located nearby.Some people feel uncomfortable using the spacebecause of the lack of activity and adequate lighting needed to create a safe atmosphere. No parkdesign can solve the social issues surrounding streetpeople; a broader solution is necessary. However,as has been proven in cities across the country,activities that attract a more diverse cross-section of users will contribute to the perception of safety and,in turn, attract more use.

There is a Wide Range of Ideas for the FutureMany people have expressed concrete ideas aboutwhat they see the Mall being in the future, and many

of these ideas have been incorporated into thisplan. This is encouraging, and suggests there willbe a high level of public involvement as designs toimplement the various components of Master Planare developed and realized.

The Mall has Many Potential Constituentsand UsersDespite the fact that the Mall is underused, thereis real potential to increase its constituency. Over90,000 employees work in close proximity to theMall; the downtown residential population is growing;and other civic uses (City Hall, the Civic Courts)result in many daily visitors. Sporting and otherspecial events result in large in uxes of visitors,and conventioneers and tourists number ve to sixmillion annually.

There are Active Stakeholders in the MallAlthough the Mall lacks a concentrated constituency,various groups do have strong interests in its existing and future character, particularly those organizationswith structures presently constructed in and facing

the Mall, and large annual event organizers whouse the space. The Public Library also has a greatinterest in what is happening at their front door, andneighboring businesses and civic uses can becomestrong champions for the Mall.

A Sustainable Funding BaseThere are presently limited funding sources andfew revenue streams in place for the Mall. As such,funding for capital projects and ongoing operationsrequires new thinking and new mechanisms. Apartnership with the County parks system, for

example, could help in the long term. Designating the Mall as a regional asset is also a step in the rightdirection. Ambitious fundraising campaigns, strong relationships with the private sector, and otherrevenue streams will need to be established: thereare opportunities to implement revenue-generating uses to fund ongoing maintenance.

FlexibilityCreating the avor of the month should not be

the objective for design and programming of thespace. The Master Plan needs to promote exibility;activity for all ages; and both passive and activeuses that can adapt as needs change. This shouldbe a people rst place, including the edges leading people into and around the Mall.


17/66

3 . 0

C

h a

l l e n g e s

& O p p o r t u n

i t i e s


3 . 0

C

h a

l l e n g e s

& O p p o r t u n

i t i e s



18/66

The Mall must play an active role in the daily lifeof the City and the Region, comprising variedlandscapes, programming and permanent venues toattract and amaze. It must provide space for majorevents that bring the Region together to celebrateand remember.



19/66St. Louis Gateway Mall Master Plan

With a comprehensive approach to managementand programming, and centralized planning toachieve the vision, the new Gateway Mall will be afocus for downtown St. Louis. Designed for universalaccess and meeting ADA requirements, it will becharacterized by a common linking element thatruns its entire length: a strong, treed Hallwaypunctuated with follies, seating areas, signage andattractive street furniture, providing a visual andphysical cohesiveness to the entire urban park. Theeast-west Hallway will also serve as a connector

to north-south corridors and paths through the

Mall. Numerous north-south walks will help to transform the Mall from a barrier into a connectedand shared ground for downtown. Within the Mall,a series of distinct spaces, generally structuredaround the existing block pattern, will play differentroles, ranging from places of civic gathering andcelebration to more int imate neighborhood-focusedareas. This proposed range of uses and improvedaccess will attract people from adjacent buildingsand constituencies. As well, the greater St. Louiscommunity and national and international touristswill enjoy an enhanced experience. The new Mall

should re ect its varying character throughout itslength. As such, it is important and necessary

that these uses best re ect what is uniquely andauthentically St. Louis. The Gateways linear potential,

terminating at the Arch, is remarkable. The proposeduses and activities located within it need to beremarkable within their own context. When viewedas a whole, the emerging spaces complete the urbanpark and provide a central focus to downtown St.Louis.

4.0 A New Vision for the Gateway Mall

19


20/66St. Louis Gateway Mall Master Plan20


21/66

5.0 Master PlanThe Gateway Master Plan establishes a framework that will guide the implementation of the vision. Futuredetailed designs for individual components of the Plan will have the freedom to be creative, re ecting thedesigners sensibility as well as the needs of the users of the spaces.

The urban-scale changes envisioned in the Plan are based on a set of structuring elements, described in the following pages.



22/6622 St. Louis Gateway Mall Master Plan

5 . 0

M a s t e r

P l a n

Structuring ElementsThe Master Plan is rooted in a number of keystructuring elements:

Unifying the Mall: The Urban Hallway running

along the entire south edge of the Gatewaywill use trees, benches, signage, lighting,and textures to establish a common identity

throughout the Mall. This element will be visiblefrom bordering streets, from within the Mall andperhaps just as important, from the hundredsof of ces in anking buildings, drawing of ceworkers out into the space. This unity will bestrengthened by a limited number of streetclosures, namely the portion of 17th Street

that traverses the Mall, and the frequent andpotentially permanent closing of a portion of Chestnut Street between 15th Street and TuckerBoulevard.

A Sustainable Park : All reasonable effortswill be made to ensure that changes to theMall respect the principles of sustainability.Existing trees, particularly specimen trees, willbe retained wherever feasible, and a broader

Unifying

set of sustainable strategies relating to storm

water runoff, renewable energy, and so forth,will be followed. Additional detailed strategiesare outlined later in this report and also in theAppendices.

Art and Culture in the Mall: Art and culture, in the form of sculpture and annexes to existing galleries and museums, will have a large presence

throughout the Mall. The Hallway will offer alinear venue where a progression of temporaryor permanent art pieces or exhibits could beinstalled. Urban treehouses, multimedia folliesand architectural remnants are some smallerrepeating elements that could be introduced.

Structures in the Mall: A series of structures,relatively small in scale, will be located throughout

the Mall to provide culture, seating areas, food,drink, goods, and restrooms. These structures,often in the form of pavilions or kiosks, will be of

architectural excellence and will provide necessary

services and shade/shelter, becoming attractionsin themselves.

Gardens in the Mall: Ornamental gardens, witha prevalence of native species, will be located

throughout the Mall. The Hallways amenity zonewill contain gardens that form an edge in morepassive rooms of the Mall. Showcase gardens willbe located in highly visible and active rooms suchas Kiener Plaza, the Terminus, the Urban Garden,and the block south of the Library. Additionally,gardens will contribute to the sustainability of theMall by improving water in ltration and detention.

Water in the Mall: Water in various forms, ranging from channels to fountains to splash pads andplay areas, will be a common theme throughout

the Mall.

Sustainable Structures Art


23/6623

5 . 0

M a s t e r

P l a n


A Focus on Programming: To achieve high levels

of activity in the Mall, a concerted emphasison the programming of its spaces is vital.Providing effectively planned and implementedprogramming for a range of people is key to

the Plan. With a booming downtown residentialpopulation, programming will help to activate

the space beyond work hours. The ultimatesuccess of the Mall will be achieved throughits own internalized attractions and will look toprogramming as a compliment. All areas that areintended to host events should be constructedwith the necessary electrical and water hook-ups,discreetly yet conveniently located.

Activate Bordering Buildings: A strength andweakness of the Gateway is the presence andrelationship of adjacent buildings. While City Hall,for example, generates considerable foot traf c,it like so many other buildings on the Mall isso far set back that an active frontage is dif cult

to create. Other buildings generate little foot

traf c or offer blank and uninteresting facades to the Gateway. Land uses fronting the space,especially at street level, should be very active and

the principal building entrances should face theMall, particularly in the case of the City and othergroups seeking to revitalize the Municipal Courtsand the Kiel Opera House. In the meantime,selected blank building faces should beilluminated through a variety of lighting strategies

to provide enhanced identities.

Connections to the Larger City and the Region: Expanding the scope of the Plan larger than

the actual Gateway itself is critical to enhancing its local and regional engagement. Theseconnections include: the broader linkages to therest of the City - including the Interstate HighwaySystem, the growing regional bicycle network,MetroLink, the Regional River Ring Plan, andadjacent districts including the Arch Grounds.

Gardens Water Programming Activated Frontages

Streetscape improvements will extend north

and south of the Gateway, and should include:repaving, pedestrian crossings, tree planting, bikeroutes, and signage to help people access andmove through the Mall. Special attention shouldbe paid to block edges bordering streets that

traverse the Mall, especially on those streets of exceptional width and traf c volumes.


24/6624 St. Louis Gateway Mall Master Plan

5 . 0

M a s t e r

P l a n

Existing Conditions Proposed Circulation


25/66

25

5 . 0

M a s t e r

P l a n


AMENITY

10'

WALK

10'

PROGRAM SPACE

5'

DRIVE

11'

CHESTNUT STREET

38' TYPICAL

PARKING

8'

DRIVE

11'

SIDEWALK

12' MIN.,VARIES

7', MIN. 5'

WALK

15'

WALK

5' 6'

DRIVE

11'

DRIVE

11'3'

DRIVE

11'

DRIVE

11'

MARKET STREET

74' TYPICAL

DRIVE

11'

PARKING

8'

6'

16',MIN.

10',MIN.

DOUBLE

BIKE LANE

8'

PARKING

8'

PLANTED MEDIANCURBED MEDIAN

WITH GRANITE PAVERS

STONE DUSTLIGHT WAND

GARDEN

SEAT WALL

Parking and Block Con guration

Revise Vehicular Circulation Around the Mall: Changes to bordering vehicular circulation andstreet parking will make the Mall more useableand accessible. Proposed interventions include:

the realignment of Chestnut and Market Streets to create more linear Mall edges. Parallel parking should be permitted on both sides of Chestnut,

but only on the south side of Market to remove the visual barrier between the Mall and the city:visibility into the Mall and perceived connectionswill be increased. Parallel parking should beremoved on streets between Mall blocks toprovide linear continuity and connection through

the length of the Mall. The north lane of Marketwill be replaced with a two direction bicycle path,separated from vehicular traf c by a low, threefoot wide median. The median at the eastern endof Market should be removed to permit views into

the Mall, and medians should be built on Tucker toassist pedestrian crossing.

Existing Parking

Proposed Block Configuration

Proposed Parking

Existing Block Configuration

Proposed Typical Block Section


26/66

26 St. Louis Gateway Mall Master Plan

5 . 0

M a s t e r

P l a n

The Internal Structureof the MallLinked by the Hallway and the other designelements previously outlined, the Gatewaywill contain ve distinct yet interrelated areas,or Rooms. From east to west, these are asfollows: Kiener Plaza, Urban Garden, Civic Room,

Neighborhood Room, and the Terminus. Thelandscape will vary from room to room to re ectindividual character , overlain by a framework of consistent site furnishings and other elements.The primary unifying element of the Mall will be

the Hallway. The Hallway and each of the Roomsare described below, with reference to theircharacter, uses, and design components.

From the Riverfront and the Archto the Gateway Mall

Although the Master Plans focus is l imited to theMall itself, the Hallway should be extended through

to the Arch Connector to help bring the mil lionsof yearly Arch visitors, and other tourists, intodowntown.

terminus neighborhoodroom

UNION STATION

KIEL OPERA HOUSE

Market Street

Che s tnu t Str e et


27/66

27

5 . 0

M a s t e r

P l a n


civicroom urban garden kiener plaza

toarch

toarch

MAIN LIBRARY

SOLDIERSMEMORIAL

Market Street

CITY HALL

CIVILCOURTS

GATEWAY ONE

OLD COURTHOUSE

T u c

k e r

B l v d

.


28/66


5 . 0

M a s t e r

P l a n

Seating areas

AmenitiesHallway Section

Market St.


29/66

29

5 . 0

M a s t e r

P l a n


Hallway

The Hallway will have a consistency of character,materials, elements, and dimension to unify therooms of the Gateway and provide a strong edgeand circulation corridor for the Mall. It will extendfrom the western edge of the Gateway at theTerminus and ultimately connect with the GatewayArch grounds at Memorial Drive.

A fteen foot wide sidewalk with a consistentand strong graphic paving pattern lined by adouble row of trees will extend the length of

the Mall. To the north of the sidewalk, a tenfoot wide amenity zone will run parallel withcomplementary and repeating elements suchas shade pavilions, seat walls and light wands.The amenity zone will provide opportunities for

the installation of public art or follies to enliven the Mall through a progression of permanent or temporary installations, and will handle rainwater through plantings and bioswales. Between thesidewalk and Market Street, a six foot wide turf planting strip with trees, and an adjacent bicyclepath separated from vehicular traf c with a threefoot median, will also run the entire length of theHallway.

Wide sidewalk

Light wands

Dual Bike Lane

Dual Bike Lane 6

6


30/66


5 . 0

M a s t e r

P l a n

Two direction bicycle path Seat walls and plantings Shade structure and light wands

Hallway Details

During parades and events, the entire length of the Hallway could serve as a viewing area andcirculation corridor. The sidewalk also will allowample room for strollers and joggers by providing a consistent surface for the length of the Mall.The paving pattern of the Hallway will continueacross the streets that bisect the Mall to further

tie together the individual rooms. Although therewill be consistency in elements and materials, thelayout of the amenity zone will vary slightly fromroom to room to re ect the individual characterand program elements.

A two direction bicycle path will run immediatelysouth of the Hallway for the length of the Mall, amove to strengthen the regional bicycle systemby providing a safe, dedicated space through theheart of the city. This will provide the park and itspedestrians with additional separation from thevehicular traf c on Market Street. The curb lane of

Market Street will be converted to accommodate the bike lane, and should have a small median tophysically separate bicycle and vehicular traf c.

In most rooms, the amenity zone will containadditional hardscape areas with a cadence of seat walls to allow for seating areas and exiblespace in which concession stands can be locatedduring events. In the more passive spaces suchas the Neighborhood Room, the amenity zone willbe characterized by garden edges with striatedplantings, seat walls, and shade structures.

Graphic pylons will extend along the Hal lway to serveas sculptural markers at street intersections, alsocontaining necessary way nding and interpretiveinformation. The pylons will identify the park during

the day as well as in the evening with illuminated textand glowing beacons.

The Hallway will be the key element that binds the Gateway into a cohesive space and will help transform the Mall into a recognizable regionaldestination. Its success will depend upon each block

in the Gateway forming a part of the Hallway. Therst stage of the Hallway will be completed as part of the Urban Garden.

H ll


31/66

31

5 . 0

M a s t e r

P l a n


The Hallway is the key element that will transform the Mall into a recognizable regional destination.

Hallway


32/66


5 . 0

M a s t e r

P l a n

Ki Pl


33/66

33

5 . 0

M a s t e r

P l a n


Kiener Plaza will continue to be the principal grandcivic gathering area for the residents of St. Louis tocome together for celebrations and events. Unlike

the current design of divided spaces, the newprogram for the Plaza will create a uni ed space

that may be used for multiple smaller events orprovide a contiguous space for large events. Arede ned, redesigned Kiener Plaza, appropriatelyprogrammed, can become a destination forArch Grounds visitors, helping to draw a largerpercentage of these visitors into the downtown.This effort should be a priority that, in turn,helps make the case for creating an improvedconnection to the Arch Grounds.

It is important that the redesigned Kiener Plazainvolve a new performance pavilion that risesabove grade, providing a unique architecturalstatement that is signi cant both during the dayand evening. This will help connect the spacemore intimately to the city.

Kiener Plaza

Interactive fountains that can be illuminated in the evenings

Amenity stands including snack vendors

Active gathering space for festivals, parades and other events

Grass lawns provide variable seating areas

Programmed events such as movies in the Plaza


34/66


5 . 0

M a s t e r

P l a n

Kiener Plaza Details

The new architecturally signi cant pavilion on thewestern edge will house a performance stage,visitors center, restrooms and caf. A largeperformance plaza with seating and a hard-surfaced edge will extend east beyond the pavilion

to the blocks midpoint. It will be enhanced witha playful and artful paving and in-ground lights.These lights will extend from the pavilion andinto the fountain, forming a River of Light on

the ground plane. The northern and southernedges of the Plaza will be de ned by doublerows of trees and sculptural light masts thatprovide performance lighting and light displays.Throughout the Plaza, there will be areas forinformal seating, unstructured play and gathering.Adjacent to the light armatures, a series of perimeter gardens will form a garden edge along Chestnut and Market Streets. The center of thePlaza will be enlivened by a skim fountain thatcan be turned off during large events to provideadditional space.

Textures will play a major role in the redesign, witha combination of hard and soft surfaces. The OldCourthouse and the Gateway Arch will serve as thebackdrop for the eastern edge of the Plaza.

The Gateway One building, situated within theMall, is accepted as being a part of the landscape.Any future design changes to this block shouldbring a portion of the existing raised plaza to

the sidewalk level on Market Street, therebycontinuing the band of the Hallway.

Kiener Pla a


35/66

35

5 . 0

M a s t e r

P l a n


Kiener Plaza


36/66


5 . 0

M a s t e r

P l a n

U b G d


37/66

37

5 . 0

M a s t e r

P l a n


Urban Garden

To the West of 11th Street, the raised podium andstairs of the Civil Courts Building will provide anoverlook of the Urban Garden and will contain awater garden of native grasses and forbs. The watergarden will serve a dual function as an aesthetic

foreground and functional, sustainable bio- ltrationgarden. The Hallway will continue through this block

to provide Mall continuity through to the Civic Room.

Between these blocks is the sculpture Twain byRichard Sera. One of his earlier works, the Cityis fortunate to have this often misunderstoodsculpture. The piece is an important componentof the emerging Urban Garden. Once theimprovements to the two eastern blocks of thegarden have been made, the space surrounding Twain should be considered to see how it canintegrate into the redesigned blocks to the east andwest.

Temporary and permanent scultpures set amid gardens

The Urban Garden, located on three blocks to thewest of Kiener Plaza, will be a welcome urban oasis,a reprive from the Citys hustle and bustle, providing much needed amenities for downtown patrons.Double rows of trees to the north and south of the

garden, as well as generous plantings within it, willframe a number of shaded and sunny spaces forlunchtime activities and afternoon and evening escapes.

The setting will take advantage of a change in topography to create a series of spaces for people to sit and enjoy, also allowing views of exceptionalpermanent sculpture and temporary art installations.Walkways through the garden will allow visitors toview the sculpture from all angles and create avariety of views and vistas of the sculptures andgardens. Water will be prominent through the space,providing white noise that contributes to the creationof this urban oasis.

An important part of the design is to provide a visualexperience from all angles, including from the of cebuildings surrounding the two blocks. Historicallandscapes from the region can be referenced in thedesign.


38/66


5 . 0

M a s t e r

P l a n

Civic Room


39/66

39

5 . 0

M a s t e r

P l a n


Civic Room

The Civic Room will create a large uni ed spacewell-suited for civic events, markets, festivalsand concerts. In order to achieve this, it isanticipated that Chestnut Street would be closedincrementally over time, beginning with temporaryclosures for festivals, and ultimately becoming permanently closed, though still allowing emergency and service vehicle access. ChestnutStreet will still be hard surfaced with a paving pattern different than surrounding areas, andwill house tents and other services necessary forfestivals. Locations for performance stages andcultural or art annexes will be provided to furtherde ne the civic character of the space and createattractions to activate the Mall.

The Hallway edge in the Civic Room will take

on a more urban character with seat walls andhardscape paving forming the edge. Portions of the alle of trees wil l be opened up for greaterpermeability into these central blocks. This willallow space for vendors to set up market standsand kiosks during events and festivals.

Visualization of Chestnut Street closure that will enhance the area and promote additional uses

Civic Room Details


40/66


5 . 0

M a s t e r

P l a n

The Malls water theme will be repeated with thepresence of an interactive fountain on a dual axiswith the Soldiers Memorial and the Chestnut Streetcorridor. During large civic events or festivals, thefountain could be turned on in hot weather, or

turned off and emptied to provide additional spacefor events and vendors, or to allow traf c to use

the street. In the non-rush hour period, pneumaticbollards similar to those in the vehicle paths at theArch could then be lifted to block Chestnut St. fromall but emergency vehicles, and the fountain turnedback on.

The block north of the Soldiers Memorial and southof the Library will serve as a forecourt connecting

these important buildings. A pond will be set at thecore of this block with gardens along the streets.Intimate shade structures and groves of trees willprovide outdoor reading rooms for library patrons.To the east and west, shaded plazas will respond to

the adjacent developments. Additionally, the Plananticipates greater use of the block by children foractivities programmed through the library, and maybe an appropriate site for oversized and interactivechildrens games such as chess.

The blocks to the east and west of the SoldiersMemorial will provide large, exible open spaces. On

the east and west edges of these blocks, sites will beallocated for open pavilions / stages or cultural andarts annexes of the citys established institutions.The open lawn and stages will provide venues forsingle or multiple concerts and performances.

The block containing the War Memorial has the potential to be transformed over time. TheMemorials design discourages visitors and, in someways, characterizes the state of the Mall presently:underused and under maintained. Even VeteransDay ceremonies do not meaningfully engage thestructure, occurring on the street instead. Over time,some thought should be focused on improving thesetting for the monument.

The southern half of the block fronting the Kiel OperaHouse should contain a formal garden pattern thatcould be programmed with a reopened Opera House.The trees of the Hallway will be partly opened on the

three southern blocks to create a stronger visual linkwith the important buildings to the south.

Interac tive fountain can be turned on and off S tage and open lawn for l arge and smal l per formances Chestnu t S tree t c losure with marke t st al ls

Civic Room


41/66

41

5 . 0

M a s t e r

P l a n


Civic Room


42/66


5 . 0

M a s t e r

P l a n

Neighborhood Room


43/66

43

5 . 0

M a s t e r

P l a n


Neighborhood Room

The Neighborhood Room will provide numerousactive and passive recreation amenities fordowntown St. Louis residents. Its landscapecharacter will be more pastoral and informal than

the rest of the Mall, characterized by groupingsof large trees, meandering paths, open lawns,

and a garden edge to the Hallway along MarketStreet. To increase the useable area of thisroom and emphasize its linearity, 17th Streetbetween Chestnut and Market Streets should bepermanently closed.

The Hallway condition in this room will have agarden edge, incorporating seating areas andmultiple shade shelters that will act as respites,gathering areas, and provide opportunities forpeople to view the activities occurring along thestreet and the interior spaces.

Sports fields

Urban dog run Amenity stands

Creative playground

Creative playground

Neighborhood Details


44/66


5 . 0

M a s t e r

P l a n

Located at the northwest corner of this room, anurban dog run could activate the Chestnut Streetfrontage and provide an amenity for the growing residential community of downtown St. Louis. Urbandog runs can provide a low maintenance space fordogs and their owners to socialize. It is envisionedas being paved with colored concrete, containing

challenging obstacles and play features for dogswith built in elements of varying heights. For dog owners, benches, shade structures, double lockgates, plastic bag dispensers, and dual use drinking fountains will form a creatively designed space thatwill provide a gathering space and social setting for dogs and their owners. More importantly, thisspace should ensure 16 hours of daily activity in theMall throughout the year. Urban dog owners oftenrally for the creation of these spaces and providesustained support for their maintenance, creating

a proven ingredient in an urban parks success.

An interactive fountain, shade tree grove and ashade pavilion with restrooms and a seasonal foodand beverage kiosk will be the core of activity for

the Neighborhood Room. The interactive fountainwith synchronized jets will provide an active spaceadjacent to the playgrounds where children can

frolic and visitors can view the water displays. Theshade pavilion to the south, which may containchess and checkers tables for visitors of all ages togather and socialize, will provide a respite to view thefountain.

A series of lawn mounds scat tered among the

recreation areas will create distinct spaces, topographic relief, play areas for children, andopportunities for viewing.

A variety of childrens playgrounds will cater to toddlers and older children. In addition to the more traditional playground equipment, a highly creativeplay area is proposed with artistic and wonderfulstructures similar to those at the City Museum.

Beach volleyball courts and a multi-purpose play eld

lawn will provide active recreation opportunities forresidents on weekends and evenings, as well aslunch time and after work activities for downtownworkers. Beach volleyball facilities have proven

to be successful in encouraging workers to lingerdowntown longer and extend the park activity wellinto the warm season months.

Dog run Interactive fountain Shade pavilion Creative play areas

Neighborhood Room


45/66

45

5 . 0

M a s t e r

P l a n


Neighborhood Room

West view


46/66


5 . 0

M a s t e r

P l a n

Lawn covered earthwork as a terminus featureCahokia Mounds, Illinois Iconic lighting installations Urban adventure sports park to the west of the icon

Terminus


47/66

47

5 . 0

M a s t e r

P l a n


The Terminus and Aloe Plaza will serve both as thewestern conclusion of the Gateway and as an entryinto downtown St. Louis. At some point in thefuture, the western block should be redevelopedwith an iconic building that would create a strong book end to the Arch. Until such a building becomes feasible, a temporary installation for

the Terminus block is proposed, to provide highlyattractive amenities as described below.

A dramatic sculptural viewing mound inspired by the nearby Cahokia Mounds, highlighted at nightwith iconic light installations, is proposed for theTerminus. This lawn covered mound will riseabove the street allowing visitors a 360 degreepanorama with a view to the Arch. To the westof the icon, an urban adventure sports park is

suggested for activities such as skateboarding,rock climbing or a BMX bike park.

Aloe Plaza, opposite Union Station, contains the dramatic Milles Fountain which providesa beautiful focal point from Union Station andcontributes to the creation of a terminus for theMall.

Wintertime ice skating Structures to provide food, drink, and rentals

Reflection Pool

Enhanced seating areas


48/66


5 . 0

M a s t e r

P l a n

Terminus Details

Currently, Aloe Plaza is underutilized due to limi tedamenities and separation from Union Station bybusy Market Street. To take advantage of the sitesfeatures, additional amenities and better accesswill be provided. A mid-block signalized crossing opposite Union Station would offer direct access to

the fountain.

The Milles Fountain will be preserved and

enhanced with a re ection pool, or basin setslightly below the grade of the existing fountain.This basin would be in keeping with the MillesFountain vision and goals, in that the re ecting pool would contribute to a sense of peace andescape and when combined with the fountainsmagni cence and white noise. The basin couldresult in the space nally realizing its full potential.

In the summer, the re ection pool will serve as aspace for play sailboats and cooling off by soaking ones feet in the water. In the winter, the re ection

Terminus


49/66

49

5 . 0

M a s t e r

P l a n


pool will transform into a beautiful skating rinkwith ice skaters circling the bronze statues of theMilles Fountain. Flanking the fountain, lawns andgardens will extend to the east and west to provideboth sunny gathering areas and shaded seating for

the summer months. A small food and beveragekiosk and a pavilion with restrooms are proposed

to provide refreshments and shelter throughout the year. This business could be an annex to anestablishment in Union Station.


50/66



51/66

6.0 Detail Design ElementsIn addition to the guiding framework established by the Master Plan, direction is provided on more detailedelements of design.


Sustainable Strategies


52/66

6 . 0

D e

t a i l D e s i g n

E l e m e n

t s


A goal of the master plan is to foster anenvironment that is sustainable, both within theGateway as well as the surrounding environment.Experience elsewhere shows that well designed,secure and programmed open spaces do attracthigher densities of both residents and of ceworkers. Higher densities increase the ef ciencies

of the urban environment.

By de nition, sustainability is divided into threecategories: scal social environmental

This large urban open space can become a modelfor creating amenities that either minimize energyconsumption / impact on the environment, or infact improve the existing conditions in terms of impacts such as on storm water runoff.

From the materials used in building the park, tooperations practices, the emphasis will be onminimizing environmental impacts. Any item madeof steel, for example, requires more units of energy

to create versus the same item made out of plasticor wood, the most energy ef cient.

Sustainable strategies for the Mall include: green roofs on structures; solar panels to operate lights; storm water retention & ltering; reusing existing materials; permeable surfaces; minimizing maintenance needs; and planting native species.

Storm water retention garden

Use of native plants


53/66

6 . 0

D e

t a i l D e s i g n

E l e m e n

t s


Creating amenities along the Mall geared to adjacent property users will help reduceautomobile use to reach these new destinations.Locating the dog run near the growing residentialarea means more people can walk to the space,while the Urban Garden adjacent to the of cedistrict will draw pedestrians from the large of ce

worker population during lunch hours.

A scorecard has been developed for the masterplan: it outlines goals and the objectives toachieve them, in each of the above categories(see Appendices). Many of these objectives willbe re ected in the operations and maintenanceplan that will establish operational proceduresas the space develops. For example, smallermaintenance vehicles including electric vehicleshave less of an impact than full size pickup trucks

that are often oversized for the tasks.

The following summary recommendations shouldbe adopted in order to realize a truly sustainableGateway:

1. A sustainable urban park, scally, socially andeconomically, is a priority for the Master Plan.This park should set the standard for other cityparks to follow.

2. A comprehensive sustainability scorecard that will govern construction, operations andmaintenance practices should be developedand be adopted by the park managementstructure.

Facilitate alternative transportation

Green roof technology in Forest Park

Use of solar energy

Lighting the Mall


54/66

6 . 0

D e

t a i l D e s i g n

E l e m e n

t s


Illumination of the Gateway Mall will bring cheerin the cold winter months, and extend the daysactivities into night during the warm season.With the proper levels of brightness and contrast,lighting contributes to the visitors sense of a safeand welcoming nighttime environment. Lighting also enhances identity and facilitates way nding at

night. Exemplifying this approach, pools of light areproposed to mark thresholds and areas of visualimportance such as sculptures and fountains.This strategy, both utilitarian and aesthetic, willorient visitors by de ning pedestrian pathwayswith rhythmic lines of light in paving and as acolumnar series of lights.

The lighting of the Mall should also respond to the park plans theme of an urban hallway linking individual rooms. Additionally, faade-lighting guidelines for buildings within and adjacent

to the Mall are provided in the Appendices toacknowledge the context of the Mall as an integralpart of the larger city.

A luminous and sleek approach is the proposedsensibility for graphics and identity. Along with apalette of materials and programming, luminouselements are intended to transform the Mall intoan inspired, cohesive, experientially pleasurable

environment for visitors, residents and workersboth day and night. A comprehensive seasonallighting strategy might also be considered.

Sidewalk, Street, Hallway, Area LightingThe Hallway will create a continuous spatial

through-line and edge for the Mall. Streetand sidewalk lighting can provide an outlineor illuminated frame for the newly envisionedGateway Mall. For this purpose, the xture-formsas well as the lighting effects are important.

During daylight hours, the physical form of lighting poles will continue to serve the purpose of identi cation.

It is suggested that a limited group of lighting xture types be selected for appropriate lighting

characteristics and that their forms echo thematic

concepts with relatively easy maintenance andenergy ef ciency. These would have a simple pro le,rugged durability, and intended quality of light andkey features that simplify and streamline routinemaintenance practices.

Lighting in the Mall should recognize the connection to the Mississippi River by creating a river of light.Two elements in particular lend themselves to anilluminated exposition of this idea: blue-green

torches marching along the Hallway (and/or in-ground colored pavers) and a river con uence of in-ground luminous pavers in Kiener Plaza.

It is recommended that broad areas are softlyilluminated for comfort and safety. Please refer to

the following Area Speci c Lighting Strategies tablefor general lighting levels and suggested effects.

The opportunity to create interactive light featurescould enhance the pedestrian experience in places

like Kiener Plaza, the Terminus, or when Chestnut St.is closed. Features: including Trees, Sculptures andMemorials, Gardens and Water ElementsFeatured forms provide visual destinations andilluminated punctuation during the nighttimehours. These forms are unique and require aconsidered approach to lighting design. Treecanopies and trunk dimensions should be

taken into account when locating xtures. To

reduce competition of forms and clutter, carefulconsideration of lighting- xture form-factors shouldbe considered for Sculptures and Memorials.Gardens can be luminously de ned by means of color-accurate lamp sources. There are several

types of proposed water elements in the master planincluding jet fountains, skim fountains, ponds, and

interactives. Each type calls for a unique approach.

Structures: including Shade Follies and Pavilions,Graphic Pylons and CafesThe strategic placement of illuminated structures willprovide orientation. Follies, Pavilions and Cafes willact as glowing beacons inspiring visitors to gatherduring the evening hours.

Graphic Pylons and Shade Pavilions are shown asrepetitive elements to mark corners (pylons) and

the Hallway edge (pavilions) in the master plan.Illuminated, they will continue their role of orientationafter dark. Lighting design for these structure-typeswill be speci c to their form and materials.

An in-depth lighting study might be commissioned to explore the feasibility of the Master Plans broad-brush recommendations turning these ideas into astrategic lighting plan with an eye toward design and

implementation.


55/66

6 . 0

D e

t a i l D e s i g n

E l e m e n

t s


Building facades can be activated with creative lighting

Hallway light wands

Features such as trees can be punc tuated wi th il lumina tion Ligh ting of scu lp tures can add drama to the n ight

Are a-Sp eci f ic Lig ht ing S t rat e g iesIden t if ying l ig ht e le me nt s L ig h t ing va lues a nd c ont rast

The Hallway Regularly spaced amenity-height light wands orin-ground markers. River of light theme.

Smooth lighting at medium brightness

Kiener Plaza Tall poles line the edge, river-of-light

paver-pattern.Lighting of the new pavilion is a critical designelement.Interactive light fixtures.

Medium-high contrast with bold gestures of

illumination

Urban Garden Sculpture lighting discreet and low-profile Low contrast and soft, with glowing punctuations of illuminated sculpture

Civic Room Lighting and electrical infrastructure forfestival/performance areas, building-faadelighting program suggested

Overall level bright, strong lighting emphasis on buildings

Neighborhood Room Imaginative reflective materials and markers atmuseum and creative play areas

General low light level with brightrecreational areas

Terminus Dramatic lighting for after-dark water and iceactivity areas, outlook iconic structure integrated

with light-media, temporary light playgrounds

Medium to high contrast, dynamicapplications

Addi t ional R eco mm e nd at ionsStreet and sidewalklighting

Consider a unique, innovative street and pedestrian light pole family for Market, Chestnutand cross-streets in the Mall district

Building facades Initiate a program for historic and blank faade buildings (see Appendices)

Materials, Style and


56/66

6 . 0

D e

t a i l D e s i g n

E l e m e n

t s


Signage: EnvironmentalGraphic DesignThe graphic, architectural, landscape, andindustrial design elements of the plan will bede ned by a palette of materials that shape theGateways idea of place and identity. De ned asSleek, this design vocabulary sets a frameworkfor making decisions regarding the form, color,

texture, image, typography, lighting and materialsof the architectural, hardscape, landscapeand other environmental graphic design (EGD)elements in the Gateway.

SleekThe purpose of Gateways design vocabularyis to communicate that this is an urban space

on different scales, that the City is a modernenvironment looking to the future, and to createconsistency. Sleek is de ned as urbane,positive and inviting. The goal is to make theGateways elements polished and urban incharacter. A good model to follow is the newsignage for the North Riverfront Trail whichpresents a progressive, modern image of the City

through design, color and fonts.

Sleek CriteriaIn selecting all of the way nding and streetinfrastructure including lights, planters, treegrates, benches, etc. the following criteria shouldbe considered in order to maintain the level of consistency needed for the full length of theGateway.

FormContemporary shapes and relationships that avoidsharp intersections of line and plane.

Color Light and bright, varied in intensity, analogous coolcolors.

TextureSmooth, polished and mirrored nishes, contrastedwith smooth, matte, possibly sandblasted textures.

ImagePositive, clean uplifting, even coolly whimsical innature. Clear, simple, graphic and lively.

Typography Classic, approachable, balanced, well-placed andintegrated into the design. Type to be read as image,and image to be read as type.

Materials PaletteThe materials palette solidi es the concept in a

tactile and realistic manner. The materials include

but are not limited to the following: edge-light acrylic,mirrored acrylic, polished stainless steel, colorsa ex glass, lathed hardware, embossed aluminium,color anodized aluminium, wire screens, dichroicglass, photovoltaic panels, black honed marble andpatterned frosted glass.

Speci c recommendations for how environmentalgraphics are realized in the context of the MasterPlan are illustrated in the St. Louis Gateway MallMaster Plan Appendix. Corner pylons, for instance,

at the intersection of Market and each cross streetwill identify Gateway Mall and orient the visitoras they initially enter. Directories, directional orinterpretive signs can also be incorporated into thesecorner pylons.


57/66

6 . 0

D e

t a i l D e s i g n

E l e m e n

t s


Sleek materials


58/66



59/66

7.0 ImplementationFunding and constructing the Master Plan recommendations implementing the ideas will be the truemeasure of this Plans success. A delivery strategy is outlined here: speci cally, this section highlightsoptions and recommendations for the nancing, management, operations and programming strategiesfor implementing the Gateway Mall Master Plan. Additional detail on these items is found in the PlansAppendices.

59St. Louis Gateway Mall Master Plan


60/66

7 . 0

I m p

l e m e n

t a t i o n


7.0 ImplementationThe implementation of the Master Plan should beguided by a set of principles:

Increase the enjoyment of park visitors; Initiate and sustain high standards of

maintenance; Ensure that the park is a safe environment for all

users; and Increase the range of visitors through publicity,

events, programs, and public involvement.

Implementation of Gateway Mall Master Planshould proceed on multiple fronts to maximize

the potential for success. Relying solely on capitalimprovements to x the park and get people

to use it will not be enough. Programmatic andmaintenance initiatives must be addressed as well,by developing new programs, managing existing and new special events, increasing security, anddeveloping a constituency within the City of St.Louis for the long-term care and support of theMall.

The GWMMC should include leadership from theParks Department, City government, Foundations,Gateway Mall Conservancy, and CommunityImprovement District (CID). Other city agenciessuch as the Police and DPW may be included asneeded. The GWMMC would meet regularly toreview the status of ongoing design and capitalimprovements, management issues, fund-raising efforts, city budgets, and eventually parkmaintenance and operations. It would serveas a design review panel and organize designcompetitions for portions of the Mall. The mostimportant function of the GWMMC will be thesetting of annual management and spending priorities from which the capital, maintenance and

operating budgets would be developed.

Funding and Building the GatewayPrivate monies, via philanthropic organizations, forcapital improvements will be needed to construct

the Mall. Additional funding sources for capitalimprovement and operating costs will be needed

to meet the projected expenses. Taxation options

Managing the GatewayThe day-to-day delivery of services will ultimatelydetermine how well or how poorly the projectfares. The Gateway Mall should be managed bya public/private partnership. Many public/privatepartnerships now exist and have proven to beinvaluable in helping to improve, manage, maintain,and program public space, particularly public parks.They have been very successful in raising privatefunds and resources for park capital improvementsand ongoing maintenance and operations.

A Gateway Mall Management Committee (GWMMC)should be formed to act as the focal point forcoordinating design, construction and management

efforts for the Mall between the various public andprivate entities involved. Dedicated staff wouldhandle day-to-day leadership and administration. Anewly formed Gateway Mall Conservancy (GWMC)should become the primary organization responsiblefor management of the Park. A written agreementbetween the City and the Conservancy would givemanagement responsibility to the GWMC.

An event such as Race for the Cure increases the range of visitors Events can generate a reliable income stream for the MallThe presence of people attracts people


61/66

7 . 0

I m p

l e m e n a

t i o n


may be available. Order of magnitude cost estimatesfor the different portions of the Mall are as follows(these do not include streetscaping outside the Malland omit road and curb realignment costs):

Hallway $16 millionKiener Plaza $30 million (includes

pavilion)Urban Garden $11.5 million (omits

sculpture cost)Civil Courts Block $2 millionCivic Room $16 million (includes one

stage pavilion)Neighborhood $6 millionTerminus $8 million

Total: $89.5 million

These are signi cant costs, and correctly phasing capital improvements is vital in achieving the desiredeffect of the plan. Plans to improve the UrbanGarden are already underway. Kiener Plaza is theimmediate priority, followed by the Hallway, the CivicRoom, the Neighborhood, and the Terminus.

Maintenance, Staf ng, and SecurityThe goal for the maintenance of Gateway Mall is

to ensure that the Mall is clean, attractive andusable for visitors. Management strategies mustrecognize the need for constant, vigilant cleaning and horticultural care to protect the Mall whileencouraging people to enjoy the park to its fullest.Maintenance of the fully-constructed Mall will takean estimated 32,000 hours annually.

Direct accountability and ownership are criticalelements for park staff in order to ensure thesense of commitment required to properlymaintain such a prominent urban space. Parkmaintenance should be led by a Park Manager and

carried out by dedicated, uniformed and multi-skilled park-based staff whose responsibilitieswould include cleaning, horticultural work, parkmaintenance, and simple repair tasks. In-housemaintenance staff would be supplementedwith contracted services, such as fountainmaintenance, Community Improvement Districtcrews and part-time seasonal staff.

The Master Plan proposes a number of kiosks andconcessions to serve park visitors. Earned revenuefrom those concessions, though expected to belimited in the short term, should be directed to theGWMC to help fund annual operating expenses.The GWMC should focus on a balance of revenue-generating events/programs that might generateannual income, as well as revenue-neutral events

that extend the bene ts of the park to a broadergroup of citizens. These could include annual plantand product sales, holiday markets, a seasonal icerink, concerts, and so forth.

Examples of successful fundraising efforts underwayin other parks are provided in the Appendices. The

GWMC will need to determine which of those willwork for Gateway Mall and develop those initiatives.The rst year operating budget of the fully built-outMall is estimated to be approximately $1.5 million.Creative fundraising strategies to secure funds tomeet annual operating expenses will be the greatest,and most important, challenge for the GWMC.

Revenue from kiosks helps fund operating costs Consistent maintenance and horticultural care will keep the Mall enjoyable for all users


62/66

7 . 0

I m p

l e m e n

t a t i o n


Managing, funding, building,maintaining, staffing and programming

are key to the implementationand success of the Gateway Mall

Programming Activities and EventsThe Master Plan provides for a range of spaces

ff i i f l & f l i i i Thi

Park security will continue to be the primaryresponsibility of the St. Louis Police Department.Th CID d h l l h i li /


63/66

7 . 0

I m p

l e m e n a

t i o n


Park Rangers/Ambassadors act as eyes and ears

offering informal & formal activities. This ensuresa wider client base with activity throughout alonger period of the day. Programmed activities areimportant to the long-term success of Gateway Mall.Trees, paths, lawns, and plantings are the backboneof the park, but people are its life-blood. The peoplewho regularly visit the park and enjoy its facilitiescome for many reasons. Their presence in itself isoften an attraction for other people who might stayaway if the park was perceived to be unused, and

therefore unwelcoming; or too empty and therefore,unsafe.

The new plan identi es areas for special eventswhile consolidating existing paved areas into the newpark design. New or redesigned special event areasinclude:

Kiener Plaza Civic Rooms exible lawn areas and adjacentstreets

Milles Fountain and the proposed pond

To ensure that these new landscape areas do notdeteriorate because of overuse by special events,special event guidelines should be developed for

the Mall to protect its landscape areas. The GatewayMall is already the venue for many large specialevents. A regular schedule of public programsshould be developed, perhaps including a concertor lm series to attract a new constituency to thepark and better serve the city as a whole. Theseprograms would be scheduled for weekdays andweekday evenings. A jump start program couldinvolve engaging adjacent businesses to sponsorprograms during lunch and before or after work,

targeting employees who are present during weekdays and weekday evenings.

The CID does have a supplemental hospitality/security and expanding them to include theMall should be investigated. The St. Louis ParksDepartment should consider implementing a ParkRanger or Park Ambassador program for the Malland possibly other parks.

A Park Ranger/Ambassador program can beparticularly effective in:

Providing a public face to park visitors; Functioning as park greeters and educators, in

addition to being park eyes and ears along with the park maintenance staff;

Primarily concerned with the quality of thevisitors experience;

Trained to be proactive rather than reactive withregards to park enforcement issues, intervene

before there is a problem; and Receive short training program in con ictresolution.

Ultimately, people actively using the Park is thebest way to ensure that the park is safe.


64/66



65/66

The Gateway can become a source of pride for St. Louis. Itcan become a genuine destination for residents and tourists,

the site of stimulating activities and contemplative spaces.It can add a pulse to the citys rebirth, and become the heartof a revitalized downtown St. Louis.



66/66

p l e m e n

t a t i o n

City of St. LouisPlanning and Urban Design Agency Funded by Gateway Foundation

Documents

St. Louis Gateway Mall Master Plan 2007 17 2007