HomeMy WebLinkAboutAGENDA REPORT 1995 1213 CC SPC JNT PC ITEM 03ATO:
FROM:
DATE:
SUBJECT:
A G E N D A R E P O R T
C I T Y O F M O O R P A R K
Honorable City Council
The Planning Commission
BACKGROUND
I I At-, / 5
ITEM-36
Coungfl Moui
Jaime Aguilera, Director of Community Development
Deborah S. Traffenstedt, Senior Planner
December 8, 1995 (CC Meeting of 12- 13 -95)
CONSIDER DOWNTOWN SPECIFIC PLAN PROGRESS REPORT AT JOINT
CITY COUNCIL /PLANNING COMMISSION WORKSHOP
Following is the proposed agenda for the December 13 Joint City
Council /Planning Commission workshop on the Downtown Specific Plan:
I. INTRODUCTION
City Staff and RRM Design Group
Purpose of Study
A. Overview of work completed to date:
. 1989 Downtown Study
. Country Days, various interviews with public and staff
. Existing conditions
. Opportunities and constraints
B. Market Research:
Leakage, capture and general market conditions
Questionnaire (survey) status
II. RATING OF PRELIMINARY IDEAS (Council /Commission participation)
Market attraction
Character /beautification issues
Land use issues
Circulation /parking and traffic flow issues
III. CITY COUNCIL /PLANNING COMMISSION QUESTION AND ANSWER PERIOD
IV. PUBLIC QUESTION AND ANSWER PERIOD
V. NEXT STEPS
• Plan alternatives and draft plan
• Public Workshop No. 2
Honorable City Council
The Planning Commission
December 8, 1995
Page 2
DISCUSSION
Attached to this report is an Existing Conditions Map (Attachment
1), a retail supply and demand analysis (Attachment 2), and a
description of a proposed "Rating of Preliminary Ideas" group
exercise (Attachment 3). To allow the workshop to be completed
within a reasonable time period, staff is recommending that the
Council and Commission review Attachment 3 and highlight the ideas
and plan elements that are believed most important to the success
of downtown, including adding to or deleting ideas from the list as
appropriate. RRM Design Group can then be provided with the
Council and Commission lists at the start of the workshop, and the
focus of the group exercise will be on those ideas which the
Council and Commission feel are most important to downtown.
RECOMMENDATION
Review Attachment 3 to staff report and rank ideas believed most
important to the success of the downtown.
Attachments:
1. Existing Conditions Map
2. Retail Supply and Demand Analysis
3. Rating of Preliminary Ideas Group Exercise
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11/30/1995 20:47 5106557440 APPLIED DEVELOPMENT PAGE 02
A P P L I E D
D E V E L O P M E N T
E C O N O M I C S
November 30, 1995
Deborah Traffenstedt
Senior Planner
City of Moorpark
799 Moorpark Ave.
Moorpark, Ca. 93021
Dear Ms. Traffenstedt,
Applied Development Economics has finished the basic retail supply and demand analysis for the
City of Moorpark. The demand side analysis is based on ADE's estimates of spending by
Moorpark residents on specific products, and at specific store types. The supply side analysis
utilized the Hinderliter de Llamas sales tax data that was provided by the Redevelopment Agency.
The estimates of household spending minus the sales captured by Moorpark's retailers leave an
estimate of the amount of spending leakages leaving the City,
0 4 n • - � & 6 -1 ProFo
■ Moorpark residents spent approximately $192 million in 1994 at retail stores.
■. Retail Stores in Moorpark captured approximately $90.6 million in sales
Approximately $101.4 million of-spending by Moorpark residents leaked out and were
spent at stores outside the community. The magnitude of leakages is actually larger
because the $90.6 million of captured spending by local businesses include spending by
out of town business persons, and by non - business visitors. Thus, more money is actually
leaking out of the City than is being captured by local merchants_
The wagultude of retail sales leakages its huge and has business development opportunity
implications for the entire City, not just for the Downtown District. Essentially, there are retail
sales leakages among every category of business.
3254 Adeline Street, Berkeley, California 94703 Tel: 510653.3803 .Fax: 510.655.7440
1010 .E Street, Suite 400, Sacramento, California 95814 Tel: 916.441.0323 Tax: 916.441.4961
11/30/1995 20:47 5106557440 APPLIED DEVELOPMENT PAGE 03
■ Approximately $12.8 million of the apparel store leakages are leaving Moorpark. The
leakages include $4.5 million in women's apparel, $4.3 million in family clothing, and $2.1
million in shoes. There clearly is a market for specialty apparel stores provided that
products are offered that cater to the local consumer's tastes.
■ Approximately $20.$ million of general merchandise store spending are leaving the City.
The data suggests that Moorpark can support a small department store as long as it-is a
retailer that would be attractive to the tastes of Moorpark residents. Approximately $3
million of the sales are leaking from warehouse club spending, and $1.4 million from
discount store spending. These leakages are ins llE'icient to support these types of stores.
■ Approximately $5.1 million is leaking from specialty retail stores. The largest leakage is
among sporting goods stores where $2.3 million is leaving the City.
■ There is actually an oversupply of supermarkets and convenience food stores_ Spending at
specialty food stores, however, is leaving the City.
There is a huge leakage of spending f om eating and drinking establishments with
approxdmately $7.4 million leaving the City. The data is insufficient to tell us the
magnitude of leakage from restaurants and fast food establishments.
■ Moorpark households are spending $7.6 million at furniture and home f umishibg stores
outside the City. Another $5 million is being spent on household appliances and
electronics outside the City. Approximately $2.3 million is being spent outside the City at
lumber and building materials stores.
■ Approximately $36.6 willion of automobile sales spending are leaking from Moorpark.
Enclosed is a detailed table which identify new market development opportunities. Many of the
store types could be developed downtown along both Idigh Street and Moorpark Avenue. High
Street would be appropriate for more eating and drinking establishments (not fast food), specialty
food stores, and specialty apparel. In addition, the community should discuss the appropriateness
of attracting an auto dealer on the High. Street property owned by the Redevelopment Agency.
Moorpark Avenue, however would be an appropriate location for building materials, home
furnishings, and household appliance stores.
Please call me if you have any questions or comments about this analysis.
Sincerely,
Stephen Wahlstrom
Managing Principal
11/30/1995 20:47 5106557440 APPLIED DEVELOPMENT PAGE 04
nre^ 4 9 Cc MC • n-R �,1 Sr-cZS7AAM Por=G PRA
Summary of Moorpark Retail
Supply and DeMand
Household
Tastable Sdes
_Noo-'fa,,x Sales
Total Sales
Spending
L409bW
$604,900
$0
$604,900
$5.065,489
$4,460,589
Women's and misc. apparel
0
1,322,890
1,322,890
Mast's and boy's clothing
0
0
0
0
0
523,795
523,795
Children's clothing
0
0
4,313,823
4,313,323
Family clothing
0
Shoe stores
0
0
p
2,130,199
2,130,199
604,900
0
604,900
13,356,196
12,751.296
AppaielClroup
0
0
0
871,018
871,018
variety stores
0
0
0
11,042,197
11,042,197
DepattmeatStorea
9,824,840
Bt1,775
10,635,775
12,037,142
1,401,367
Discount, maas merchandising
Drug and proprietary stops
2,188,600
2,416,696
4,605,296
4,904,113
298,817
'
0
0
0
3,078,967
3,078,967
Warehouse clubs
0
0
0
4,141,909
4,141,809
Other General Merchandise
Geaeral Mecoheadiae
12,012,600
3,228,472
15,241,072
36,075,246
20,834,174
o
0
0
711,865
711,865
Gift, novelty and souvenir
0
0
0
2,316,704
2,316,704
sporting goods
0
0
0
678,867
678,867
Florists
0
0
0
188,726
188,726
]'holographic equipmaut
0
0
0
793,515
793,515
Record and prerecorded taps stores
0
0
0
303,278
303,278
Musical instrurnent stores
Book and Statiouvey Stprea
27928,100
12,229
2,940,329
•764,139
(2,176,190)
0
0
0
1,357,285
1,357,285
Jewelry stores
Computer and software stores
2,619,200
0
2,619,200
565,657
(1,753,543)
Other epeoialty retail
1,000,000
10,254
1,010,254
3,722,556
2,712,302
1,040,568
Toys
63,446
taggaye and leather
774,500
Optical goods
Candy and Confectionery
124,619
Tobacco stores
1,658,725
Misc. retail
SoZahv Retail
6,547,300
22,453
6,569,783
11,702,592
5,132,809
nre^ 4 9 Cc MC • n-R �,1 Sr-cZS7AAM Por=G PRA
11/30/1995 20:47 5106557440
APPLIED DEVELOPMENT PAGE 05
Summary of Moorpark Retail Supply and Demand
Supermarkets and convowen" food
Specialty food stores
Delicatessens
Meet and fish harts
Fruit and vegetable tnarkets
Retail bakeries
Misc. food stores
11auor stores
ltestauranwc.afeteriaslspocialty
Fast Food
DrisOng places
Feting and Drinking aroW
Furniture and dome furni2hin9B
Household appliances and eleetronios
Used momhandisc
Nurseries, lawn and garden supply MOM
Fuel and ice dealers
gems and Garden Group
Lumber and other building materials
Hardware stores
paint and wallpaper
)3uilding Maletfa[s Group
;Automobile dealers
Rv, mobile home, and boat dealers
Auto parts, tire&, accessories
Gasoline service stations
Automotive Group
1Nonstore srlailete
Taxable Silas _NowT&x Sales xot l 5alea
10,401,200 26,513,711 36,914,911
0 0 0
642,300
11,043,500
13
0
0
0
1,506,600
0
1,506,600
0
621,200
0
621,200
0
0
1,061,000
1,573,700
37
0 13,171i5W
0
0
0
0
0
0
6,502
1,513,102
0
0
6,502
1,513,102
0
0
1,455
622,65$
0
0
1,455
622,655
0
0
0
0
0
1,061,000
0
12,331,300
0 13,392,300
367,297 1,940,997
ma
Household
spending
1, eaks
33,572,079
(3,342,632)
1,667,098
1,667,098
182,315
523,090
190,514
$61,435
209,744
1,4$7,511
792,875
36,6 %,686
11,156,736
$,312,893
1,071,987
20,541,616
7,369,316
7,566,967
7,566,967
5,080,870
5,080,870
625,220
625,220
737,904
(775,198)
1,147,445
1,147,445
15,158,406
13,645,3
2,325,313
2,325,313
603,872
(18,783)
221,235
221,235
3,150,420
2,527,765
34,383,502
34,383,502
1,747,264
1,747,264
1,397,942
336,942
12,437,345
106,045
49, 966,053 36,573,753
5,358,352 3,417,355
MA:AA 5106557440 PAGE.005
oorpark
®
Rating of Preliminary Ideas
Group Exercise
I. Description of Exercise
The purpose of this exercise is to explore with the City Council, Planning Commission, staff and the
public what ideas and plan elements are most important to the success of downtown. RRM and ADE
have determined some key issues and possible solutions that could be implemented through the specific
plan, which will be presented for dialogue at the meeting. Four primary categories have been selected to
help focus discussion, which are; market attraction, character/beautification, land use, and
circulation/parking and traffic. Two separate zones have also been created for purposes of organization,
which are 1) High Street, and 2) Moorpark Avenue. Prior to the meeting, each of the criteria will be
listed onto large, vertical sheets which will be posted and used for reference. Once the participants have
reviewed the topics, offered ideas and constructive comments and added any additional criteria, then they
will be asked to rate those ideas which they feel are most important to downtown. These deliberations
will give direction to and help the consultants make well informed design suggestions in the specific
plan.
Below is a list of ideas that will be presented for discussion at the meeting.
H. Market Attraction
Zone 1.) High Street
1. Maintain small scale professional, boutique service and specialty uses
2. Research attracting a car dealership to High St.
3. Create an "image" for downtown:
A. An arts & cultural center for the greater Simi/Ventura area
B. A cluster of performing arts /theater mecca
C. A historic and educational farming community
4. Reconsider a farmer's market and crafts fair on High St.
5. Target "chain" coffee/boutique services to peak hour Metrolink users
6. Establish a critical mass of retail commercial/office/residential uses on High St.
7. Create synergy of commercial & service uses on High St.
8. Attract identifiably different uses than those on LA Avenue
9. Solicit small inn, B &B or visitor serving hotel close to downtown
10. Potential uses for City owned property:
A. Build parking lot to increase commercial intensity in High St. area (tax revenues)
B. Pursue RFP, and lease incentive process to attract private developers to downtown
C. Develop retail space for lease/sale w/ off -site parking
11. Develop a structured City program to spur High St. economic vitality
12. Create a coordinated marketing effort (with C of C & Downtown Merchants Assoc.)
13 Coordinate merchant hours with shopping demand & Metro Link commuters
14. Create a downtown BIA and participate in Main Street USA
15. Establish a regular schedule of events in downtown
16. Provide downtown services for seniors
17. Attract specialty food, eating and drinking establishments, and restaurants
Moorpark Downtown Specific Plan
November 30, 1995
Rating of Preliminary Ideas
Page 2
2) Moorpark Ave.
18. Phase out existing, or do not increase, small parcel commercial service uses (auto repair, tire sales,
etc.)
19. Encourage more civic uses locating to Moorpark Ave. near High St.
(City Hall, library, post office, senior's center, social services, etc.)
20. Increase specifically targeted uses; agricultural/equine support, building materials, home furnishing
and household supplies
III. Character/Beautification Issues
Zone 1) High Street
1. Retain the rural, country charm of downtown
2. Maintain the small scale and massing of the buildings
3. Clean-up, paint and rehabilitate existing buildings and add new storefront windows
4. Enhance the mid- Victorian, classical architectural style of the buildings
5. Increase the pedestrian's "comfort" along High St.
6. Create safe public and private gathering spaces along High St.
7. Preserve the large pepper trees and plant more in appropriate locations
8. Create a consistent landscape theme that ties downtown to surrounding residential & commercial
areas
9. Encourage more restaurants and outdoor eating places on High St.
10. Draw attention to key intersections (Moorpark Ave. & High St., High St. & Spring St.) through
consistent planting, signage and/or entry monuments
11. Add mid -block pedestrian crossings at key intersections
12. Close Magnolia Street to thru traffic & create public parking, a plaza and/or encourage the expansion
of the existing senior housing complex
13. Emphasize public streetscape improvements in the High St. core, but provide for physical and
identifiable linkages to other important areas
14. Encourage private landowners to build -out vacant parcels, consistent with architectural and landscape
design guidelines
15. Add more street furniture, working with the style of the new trash cans, lights and planters
16. Repair and extend the High St. sidewalk from the Amtrak parking lot to Moorpark Ave.
17. Increase directional, informational, historic and bilingual signage in downtown
18. More signage at Hwy's 118 & 23
19. Develop a.town logo
20. Provide temporary, low screen walls/landscape hedges at vacant lots
21. Develop a program to award good design, i.e. "Moorpark Charm/Masterpiece"
Moorpark Downtown Specific Plan
November 30, 1995
Rating of Preliminary Ideas
Page 3
2) Moorpark Ave.
22. Create a consistent landscape theme that ties downtown to surrounding residential & commercial
areas
23. Increase directional, informational, historic and bilingual signage in downtown
24. Create a sense of downtown entry @ the Birkenshaw house property
25. Beautify Moorpark Ave. with a decorative paving or landscape median, where appropriate
26. Enhance the country sense of entry through planting orchard -like street trees from the Birkenshaw
orchard north to High St.
IV. Land Use
Zone 1) High Street
1. Change large inventory of CS zoning to MFR/SFR, where appropriate along Charles St.
2. Encourage a mix of uses (i.e. office / residential /retail/visitor- serving/24 -hour life)
3. Establish mixed use zone for transitional areas between High St., Charles St. & Everett St.
4. Increase exposure of Melodrama; attract more performing arts (w /shared parking)
5. Provide new development/anchor at vacant sites
6. Seek out specialty retail at ground floor /office & residential above
7. Find highest & best use for the City owned parcel downtown
8. Create list of special uses /incentives to distinguish High St. from LA Ave. uses
9. Create historic district zone; encourage relocation and reconstruction of original buildings
10. Expand senior housing or target good senior housing sites near the downtown
11. Require new expansion areas to designate limited commercial inventory needed to serve localized
demand, thereby enhancing residents dependence on downtown specialty uses
12. Increase residential densities downtown
2 Moorpark Ave.
13. Relocate more public and civic uses to downtown (i.e. post office, school district offices)
14. Consider appropriate land uses at the "lake" metrolink site (park, parking, commuter center,
pedestrian rail crossing, etc.)
15. Create a special overlay zone for Moorpark Ave. C -1 /C -2 and SFR areas to address compatibility
issues
16. Designate an office zone immediately east of Moorpark Ave. from the entry (opposite Birkenshaw
house) north to the railroad
17. Designate a community building materials and household supplies land use zone from Lassen north
to the railroad on east side of Moorpark Ave.
18. Preserve the historic Birkenshaw home on Moorpark Ave. and target complimentary tourist uses for
the remainder of the vacant site
19. Research appropriate use expansion at existing railyard storage site on Poindexter Street (ag/farm
center)
Moorpark Downtown Specific Plan
November 30, 1995
Rating of Preliminary Ideas
Page 4
V. Circulation/Parking and Traffic Flow
Zone 1) High Street
1. Close Magnolia St., create walk street/plaza or parking lot & expand senior housing
2. Evaluate creating a one -way alley access behind High St. buildings from Magnolia to Walnut,
between High St. and Charles St.
3. Enhance the intersection of Charles and Walnut St.'s & and add decorative paving to Walnut St.
between High St. and Charles St.
4. Designate or add a new parking lot @ sw corner of Walnut St. & Charles St.
5. Consider building a parking structure @ the Amtrak parking lot, Or
6. Use the City owned parcel for a parking lot/structure & intensify commercial uses on High
St.(increase tax revenues)
7. Provide clearly identifiable walkways from existing parking lots to key public areas and High St.
8. Designate & pursue the High St. extension to Hwy 118/23 and install freeway signage to downtown
9. Provide pedestrian and bicycle paths to new residential expansion areas & existing neighborhoods
10. Fix up existing alleys and create small outdoor uses
11. Maintain existing fence along the rail line, but allow for access to key public uses
12. Create street design standards for Spring St. to serve expansion areas & downtown
13. Coordinate expansion areas circulation plans & their connection to downtown
14. Emphasize the connection between the Martin V. Smith parcel (Spring St.) and the High St. core
15. Create a pedestrian link between Flory school and High St.
16. Encourage a consistent physical extension of High St. to SP9, and allow walking between the new 8
acre park and downtown
2 Moorpark Ave.
17. Create an interim & long -term streetscape and striping plan for Moorpark Ave.
18. Provide consolidated off - street parking east of Moorpark Ave. C -1 /C -2 areas & transition to SFR
neighborhoods
19. Create a parking overlay district w/ special standards for SFR/C -S compatibility
20 Add new, safe pedestrian crossings between civic center & High St. & on Moorpark Ave.
21. Enhance intersections to clearly mark cross -walks and slow traffic (Moorpark Ave.)
22. Consolidate vehicular access points to Moorpark Ave. and emphasize alley access
z/P95420 /product/cri ter