Street Highway Allentown Pike Corridor Revitalization Project.aspx

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1 PUBLIC INPUT SUMMARY Public input was incorporated throughout each phase of the study and included: 1. A Project Website 2. One Town Meeting, Held on April 3, An Online Survey 4. Stakeholder Interviews, and 5. A Focus Group The following sections provide a summary overview of each effort and its results. PROJECT WEBSITE Street Highway Allentown Pike Corridor Revitalization Project.aspx The project website was a component of Muhlenberg Township s web pages and provided a one stop shop for project information and meeting announcements. Content also included the Project Schedule, Steering Committee Membership, Project Team and Feedback Opportunities (via an link or Comment Form). TOWN MEETING (APRIL 3, 2012) The project s public meeting occurred on Tuesday, April 3, 2012 from 7:00 8:00 PM at the Muhlenberg Township Recreation Building, 3025 River Road, Reading, PA The meeting was advertised through the distribution of a meeting announcement flyer. Twelve members of the public attended. 1 P age

2 During the meeting, the study and its eleven Corridor Character Zones were introduced. Following this initial presentation, attendees (who were seated at three tables) utilized a project map to discuss, draw and indicate their perceptions of the corridor, vision and what they would like to see incorporated. Major issues identified through this process included: The corridor is severely lacking in walkability and mixed Use developments The Fairgrounds Market should be emphasized as a strength of the corridor. The mall theater is a significant attraction and should be emphasized as a part of other corridor destinations. Walkability is key. Unique Pretzel is regionally known with nationally potential given its current expansion proposal. This provides an opportunity for tourism that increases its notoriety (ala Del Grosso s in Tipton, PA). The Township could increase interaction along the corridor by organizing a Community Day Celebration. Utilize the tracks for a kid s train ride or Breakfast with Santa. The corridor is lacking employment opportunities, leading to a lack of retention of residents in their 20s. The area is a blue collar community. An increase in office space would attract a white collar work force to support more up scale development. Higher end stores are lacking along the corridor, but it is recognized they are not sustainable under current conditions. Redevelopment of the NGK site could stimulate higher paying jobs & increase young resident retention. The area is severely lacking in sit down restaurants and chains, although there are an abundance of fast food restaurants. Though there are some motels in the area, there are no hotels. Identify a niche that this area can offer that is not already available in the region (i.e., a race track, medical complex, etc.). In order to revitalize the mall, consider: Infusing the Fairgrounds Market Removing or revamping portions of the buildings to increase open area and improve the aesthetics Increasing green areas between buildings 2 P age

3 Integrating and interconnecting with the Muhlenberg Shopping Plaza (Weis development) Most of the higher income households reside west of Route 61 and generally do not use the 5th Street Highway corridor. Most young professional couples do not move into the houses east of 5th Street Highway, except for a short term starter home. A condominium or Senior Living development would be beneficial. Walkability & mixed use developments would increase visitor s time spent within the corridor. A Comment Form distributed at the meeting and through the website and distribution resulted in 14 forms being received, 11 of which were from residents of. Highlights from the Comment form include: Critical issues are Improving Pedestrian Access and Traffic Flow and Safety, Providing Higher End or Specialty Retail along with More Family Focused Activities, Beautifying the Area and Fill Vacant Buildings. Best Case Scenarios focus on Improving the Appearance, Traffic Flow, Safety and Pedestrian Access of the Corridor. Major uses are Shopping, A Pass Through, Work Travel and Dining Out. Opportunities that are lacking include Upscale Shopping, Restaurants, Entertainment and Pedestrian Access. General comments focused on the Evolution of a Blight Demographic, the Need to Attract High End Business/Retail, Improving Traffic Flow, Beautification, Pedestrian Access and Providing Middle Income Housing. ONLINE SURVEY An online survey of the businesses located along the Corridor was conducted using the site, Survey Monkey ( A letter was mailed to 300 business requesting participation in this survey. A total of 22 responses were collected between April 12, 2012 and May 3, 2012 using this tool. Results of this survey revealed: 55% of the businesses have been located along the Corridor for more than 10 years; 52% of these businesses have 1 4 employees; The majority of the respondents operated a business in the retail trade sector; 71% of customers traveled up to 10 miles to services along the Corridor; 36% of respondents reported a decrease in sales over the past five years; 32% reported an increase in sales over the past five years: 3 P age

4 55% of the business surveyed had gross revenues of less than $500,000 in 2011; The businesses reported they use a variety of mediums to advertise, including weekly circulars, trade shows, and a combination all of the options offered in the survey; The majority of respondents reported that they are located in a single business building; 68% of the businesses surveyed plan to maintain current operations, while 9% are looking to relocate away from the Corridor; STAKEHOLDER INTERVIEWS A component of the public outreach process for the 5 th Street Highway/Allentown Pike Corridor Revitalization Project included interviews of key stakeholders: Stakeholder Organization Title 1. Dennis Louwerse BARTA Executive Director 2. Gregory Schneider Muhlenberg School District Transportation Coordinator 3. John Krafczyk PennDOT County Maintenance Maintenance Manager 4. Michele Barrett Walk Bike Berks President 5. Chris Brasler Brasler Properties Principal 6. Kathy Galbraith Rittenhouse Senior Living Director of Marketing 7. Darryl Schoff Commercial Developer Retired 8. Tony Forino Forino Co., L.P. Owner 9. John Connors The Brickstone Companies Managing Partner 10. Scott Schell Schell's Restaurant and Miniature Golf Owner Several questions guided interview discussion: 4 P age

5 GENERAL QUESTIONS FOR ALL INTERVIEWS 1. Tell me a little about yourself and your primary roles in the Muhlenberg community. How long have you been in the area? What are you and/or your organization's personal interests and/or potential roles in the 5 th Street Highway /Allentown Pike Corridor Revitalization Study? 2. What areas of the corridor present the biggest issues or problems: physical planning or design, perceptions, image, access, etc.? Why? Where would you focus our efforts along the corridor to have the greatest positive impact? 3. What issues do you believe will make it hardest to revitalize and redevelop the corridor? Do you have any ideas about how those issues might be solved or addressed? 4. What are some existing strengths of the corridor? What specific sites or areas along the corridor do you think we should focus on for re use or redevelopment? What opportunities do you see there? 5. What do you think is a best case scenario in developing the Corridor? What do you believe needs to be done first or would be a good place to kick off the revitalization? 6. For what purposes do you use the 5 th Street Highway /Allentown Pike corridor? Purely for commute? Shopping? Dining? Recreation? Please tell us about any other corridors you have visited and believe to be good examples to consider/follow for 5 th Street Highway /Allentown Pike. What do you like about that corridor and why? 7. What is your general impression of the 5 th Street Highway /Allentown Pike corridor and/or specific uses along the corridor? (i.e., what is the first thing that comes to mind when you think of the corridor and/or the Wal Mart/Target/Fairgrounds Mall/etc.) 8. Do you see what's happening in the surrounding areas as a potential complement or competition with the 5 th Street Highway /Allentown Pike Corridor Revitalization? 9. What amenities are lacking along the corridor? What amenities are lacking in the region (i.e., what can we offer along 5 th Street Highway /Allentown Pike that may not be currently available in Wyomissing, etc.)? 10. One of the objectives of the Plan is to develop a sense of arrival within the corridor. What suggestions would you have to distinguish the 5 th Street Highway /Allentown Pike corridor from other local regions/corridors? 11. Given what you know about the 5 th Street Highway /Allentown Pike corridor and how it is used today or has been used in the past, what would you be sure to protect? Are there building, land, or other resources that are used in a specific way that you would make sure are protected? 12. Do you have ideas about the unique needs of and its businesses, residents and nearby communities that should be considered as the corridor plan is developed? Are there new things that could be brought to the corridor? 13. In this economy, government funding is more limited and individuals and investors are more cautious about where they spend their money. Knowing that, what are your priorities for investment along the corridor? If push comes to shove, which would you push to the bottom of the list? 14. The land along the corridors is used in a number of ways; commercial, residential, institutional, big box retail, etc. What would you keep or eliminate? What new uses would you add? Is there anything that you would move from another area in or around Muhlenberg to the 5 th Street Highway /Allentown Pike corridor? 5 P age

6 QUESTIONS SPECIFIC FOR TRANSPORTATION INTERVIEWS 1. What are strengths/weaknesses of corridor from a transportation/mobility perspective? Where is there room for improvement? 2. What existing transportation problems exist along the corridor from a safety perspective? From a capacity perspective? From an interconnectivity perspective? From a pedestrian/bike perspective? From a public transportation / school bus perspective? 3. Are there any recurring maintenance issues noted along this corridor? Any drainage deficiencies? QUESTIONS SPECIFIC FOR PROSPECTIVE ECONOMIC DEVELOPER INTERVIEWS 1. Are you familiar with the Allentown Pike corridor / region? If so, would you consider developing property along that area? What are your initial impressions of advantages and disadvantages of development along this area? 2. What could be done to positively influence your decision? What factors do you consider during real estate review for site selection? Which of these factors are most important; which are least important? While the perspectives of each interviewee differed relative to their industry focus, four common themes were identified such as: The negative impacts of recent economic conditions The need for roadway, streetscape and pedestrian improvements The importance of an overall rebranding of the corridor Creating clear messaging about what the rebranding is all about, i.e. What are you drawing people to? While some interviewees lived adjacent to the corridor or worked in or near the corridor, most utilized the corridor for shopping or visiting restaurants. Although few noted the use of public transportation for their own personal use, there was acute sensitivity to the importance of transit and the need to increase pedestrian safety and accessibility along the corridor. Delta conducted a second set of stakeholder interviews with professionals who represent various interests and expertise. These individuals were asked a number of questions in order to gain greater insight into the existing conditions and future plans of the Corridor. Stakeholder Organization Title Maria Crespo Fairgrounds Square Mall Manager Mary Ann Chelius Smith Fairgrounds Market Manager Steve Willems Keystone Commercial and Industrial Commercial Real Estate Broker Theresa D. Haught, Ed.D. Muhlenberg School District Superintendent Crystal Seitz Berks Convention and Visitors Bureau President 6 P age

7 The following strength, weakness, opportunity and threat analysis (SWOT) represents a summary of the responses from these interviews: Strengths Weaknesses Opportunities Threats Potential Traffic Need for indoor arena space for sporting events Competition (Wyomissing, Exeter) Known as business friendly Walkability Issues Need for additional hotel with family friendly amenities Safety/Accessibility of Corridor is a deterrent Known for retail Existing retail options Additional indoor sporting arena space Not adjusting to the changing demographics Farmer s Market Public transportation issues Increase in small businesses Lack of investment in current shopping centers Good tourism base (bus trips, indoor soccer tournaments, baseball tournaments, Kutztown College visitors, etc.) Variety of stores (choices) Additional sit down restaurants Target/Giant development Housing stock Nice apartments/condos Neighborhoods Perception/degrading image Improve traffic flow and integrate side streets Lack of landscaping/ green space Lack of hotels/motels FOCUS GROUP SUMMARY A focus group session was held on Thursday, March 29th from 8:30am 9:30am at the Muhlenberg Township Building. The focus group was facilitated by Delta Development Group to discuss and analyze specific areas within the corridor and their potential for residential growth, neighborhood and business revitalization and other development trends. Invitations were sent to eight local community and economic leaders. The following individuals were attended the meeting: Stakeholder Organization Title Ellen Horan Greater Reading Chamber of Commerce and Industry President & CEO Ed McCann Berks County Workforce Investment Board COO Tom McKeon Berks County Industrial Development Authority Executive Director Ed Swoyer Greater Berks Development Fund President The following topics were discussed: Market Area Demographic/Industry Trends o Residents o Workers o Consumers SWOT Analysis Specific Project Ideas 7 P age

8 The following matrix profiles the results of the SWOT analysis as discussed by the focus group members: Strengths Weaknesses Opportunities Threats Central location; high Cluttered Industrial north of Wal Mart Land Owners density markets shopping center Good access Blue collar feel Healthcare/training Perception Established Oversaturated Higher end retailers Increasing income in areas Traffic/transportation Incentives network Small number of tax exempt properties Lack of land mass (other than NGK site) Well done apartments (little interest in residential development in Township due to current market experience) Strong manufacturing base Ample parking Pro development High traffic counts Latino professionals Good school district Specific project ideas that were discussed included the possibility of an incubator at the Kmart site, congeneration place at NGK site, age restricted housing, additional entertainment option within the Corridor such as a casino, and the involvement of the local Universities on the Corridor. 8 P age