thesis presentation - library.ndsu.edu

Thesis PresentationMoorhead City Walk:

A Master Plan to Reimage Moorhead, Minnesota’s Urban CoreBrad Garcia – Advisors: Jason Kost & Dominic Fischer

MOORHEAD, MN

Fargo/Moorhead

Center Ave

MOORHEAD, MNFARGO, ND

Red

Rive

r

8THSt

N

Google Earth

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Moorhead, MN

Red

Rive

r

8THSt

N

Google Earth

5thSt

N

KO Railroad Line

PROJECT AREA

Moorhead Center Mall City

Hall

USBank

FOCUS AREA

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Center Ave HistoryMoorhead, MN

Center Ave Bridge (1965) Moorhead Center Mall

mnstate.edughostsofminnesota.com

Urban Renewal (1968)An urban renewal plan was approved in 1966 but deconstruction of downtown buildings didn’t begin until 1968.

Construction on the mall began in 1972 and was completed in 1973

(1934) Old Falls Street buildings had typical main street brick architecture.

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Center Ave TodayMoorhead, MN

Center Ave Streetscape ReconstructionMoorhead Center MallEven with an abundance of parking, the mall has difficulty in attracting tenants. Moorhead City Hall is buried in the center.

A successful redevelopment of 4th St & Main Ave and streetscape was thought to be the catalyst for development.

Parking lots and brick walls line Center Ave, restricting most retail activity inside the Moorhead Center Mall.

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What makes aStreetscapeSuccessful?

Image: Indianapolis Cultural Trail (landscapevoice.com/)

GREEN

MULTI-MODAL

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Image: Times Square- New York, NY (orensanzfortheartsnyc.org)

HISTORY

INVESTMENTWhat makes aStreetscapeSuccessful?

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Image: Pine Street- Warrensburg, MO (digitalburg.com)

CULTURE

USE

What makes aStreetscapeSuccessful?

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Streetscape Environments

political

natural

economic

social

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TAXES

NATURAL SYSTEMSWILDLIFE

CULTURE

TECHNOLOGY

INVESTMENT

BUSINESS CLIMATEPLANNING

political

natural

economic

social

TOURISMFAMILY

ENTERTAINMENT

SHOPPING

INTERACTION

PARKS

WATER

TREES

STORMWATER

INFRASTRUCTURE

EVENTS

RETAIL

DEVELOPMENT

FUNDINGDEVELOPMENT CORP.

USEHISTORY

VALUE

CODE

LAWS

SUN

INFLUENCERS

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TAXES

NATURAL SYSTEMSWILDLIFE

CULTURE

TECHNOLOGY

INVESTMENT

BUSINESS CLIMATEPLANNING

political

natural

economic

social

TOURISMFAMILY

ENTERTAINMENT

SHOPPING

INTERACTION

PARKS

WATER

TREES

STORMWATER

INFRASTRUCTURE

EVENTS

RETAIL

DEVELOPMENT

FUNDINGDEVELOPMENT CORP.

USEHISTORY

VALUE

CODE

LAWS

SUN

ACTORS

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NIAGARA FALLS, NYA CASE STUDY

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Old Falls StreetNiagara Falls, NY

Old Falls Street and Riverway Rainbow Centre Mall (1982)

wakeupniagara.weebly.com/architecture.desktopnexus.com/ uli.org

Urban Renewal (1971)Scale Model of proposed $160 million redevelopment project.

Fountains and plantings made the mall a vibrant place to shop.

(1934) Old Falls Street buildings had typical main street brick architecture.

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Old Falls Street Rainbow Centre Mall

bizjournals.comcitylab.com/ didonato.cc

Streetscape ReconstructionFirm: DIDONATOAmount: $2.8 million Completed: 2007

Looking East with the Casino in the background. The Casino originally was the convention center.

Close to 300,000 square feet of retail space, the mall currently is anchored by Niagara County Community College’s Culinary Institute.

Old Falls StreetNiagara Falls, NY

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NIAGARA FALLS, NYA CASE STUDY

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What Happened?

political

natural

economic

social

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So, What is the Right Combination?political

natural

economic

social

political

natural

economic

social

political

natural

economic

social

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But Environments change…

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Establish Primary Corridor(s)New Development

Renovate Moorhead Center MallUtilize the existing Moorhead Center Mall as a backbone to the retail corridor.

Identify primary road(s) as the epicenter of redevelopment.

Propose infill development while maintaining existing structures, focusing on publicly held land as a catalyst for the overall project.

Moorhead City WalkDESIGN GOALS

Streetscape FrameworkEstablish zones to accommodate outdoor retail, pedestrian circulation, bicycle circulation, vehicle and transit circulation, plaza space, and street development.

BrandingDevelop streetscape amenities and event programming to connect all components of the streetscape framework and surrounding community.

Connect to the RiverStrengthen the connection of the Red River to downtown Moorhead.

Design an evolving Streetscape

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Moorhead City WalkCORRIDOR

Boardwalk

Lifestyle Center Plaza

5th ST Pedestrian MallCenter Ave Corridor

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Pedestrian Bridge

Center Plaza

4th St Entry5th St Entry

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PedestrianBridge

Center Plaza

5th St Pedestrian MallCenter Ave Corridor

ENTERTAINMENTZONE

RETAILZONE

TRANSITIONZONE

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Moorhead City WalkCENTER AVE BUSINESS FRAMEWORK

Generative BusinessCan be an anchor tenant, this type of business generates customer traffic through its own branding, advertising or reputation.

Shared BusinessShared business activity occurs by attracting a customer base from some other source, such as a popular destination or a nearby generative business.

Sucipient BusinessBusiness activity that occurs mostly by chance or convenience. Some specialty brick and mortar businesses may fall into this category.

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Moorhead City WalkCENTER AVE STREETSCAPE FRAMEWORK

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Moorhead City WalkCENTER AVE STREETSCAPE FRAMEWORK

Wide Urban Space

for GenerativeBusiness

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Moorhead City Walk5th STREET PEDESTRIAN MALL FRAMEWORK

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Moorhead City Walk5th STREET PEDESTRIAN MALL FRAMEWORK

Collectively, the Moorhead City Walk becomes a destination for residents and tourists which support peripheral businesses.

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Moorhead City WalkMASTER PLAN

Moorhead Center

Mall

Main AveBridge

City Hall

US Bank

RETAIL SIDEWALK FLEX PUBLICZONES:

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ENTERAINMENTPLAZALooking East down Center Ave

Convert to Hotel

New Facade to

Mall

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ENTERAINMENTPLAZALooking West to Fargo

Performing Arts Center

Pedestrian Bridge

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Moorhead City WalkSTREETSCAPE SITE PLAN

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Shopping CorridorLooking Southeast

Modern era Architecture

Office & specialty

services on upper floors

Retail on ground

level

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Moorhead City WalkPEDESTRIAN MALL SITE PLAN

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Retail Plaza Seasonal Use Residential Plaza

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City Hall SquareLooking Northeast

Formal City Hall Entrance

Space for a variety of Markets

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Moorhead City WalkBRANDING

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LightingAdjustable lighting allows lighting fixtures to be adaptable to streetscape activity.

SoundSpeakers can broadcast nature sounds, social activities and Christmas music during the holidays.

SignageThe City Walk Logo is backlit and changes

colors depending on the time of day and season to enhance the ambience.

Benches

Simple modern design

Removable for repositioning

within the streetscapeA warmer touch is added to the benches by

adding a curved wood seat. The alternate city walk logo is backlit.

Moorhead City WalkBRANDING

Bike Rack

Bench

Signage

Planters

Garbage

Bollard

Retail Kiosk

Lighting

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What makes a Streetscape Successful?

political

natural

economic

social

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DESIGN GUIDELINES Questions?

Niagara Falls Case Study Master Plan

Center Avenue StreetscapeThe primary corridor of the Moorhead City Walk. Center Avenue connects with Fargo’s NP Avenue and the Red River, creating a complementary downtown experience.

Niagara Falls, NY is an excellent case study, as the city went through Urban Renewal, has a blighted downtown mall and has recently completed a new streetscape

The Moorhead City Walk master plan shows the potential of downtown Moorhead. Implementation will take several years, if not decades

Streetscape FrameworkEstablish zones to accommodate outdoor retail, pedestrian circulation, bicycle circulation, vehicle and transit circulation, plaza space, and street development.

Design GoalsSeveral goals of this project seek to create an adaptive streetscape which can evolve, adding layers of culture, history, and nature through time.

5th Street Pedestrian Mall5th Street Pedestrian Mall becomes the urban marketplace for a variety of uses. The mall also creates a formal doorstep for the city’s government building.

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