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HomeMy WebLinkAbout8.3 Business Development Commission CITY OF DUBLIN AGENDA STATEMENT CITY COUNCIL MEETING DATE: January 28, 1991 SUBJECT: Consideration of Request by Councilmember Burton Regarding Business Development Commission (Prepared by: Richard C. Ambrose, City Manager) EXHIBITS ATTACHED: Exhibit 1 : Memorandum from Councilmember Burton dated January 10, 1991 Exhibit 2: Status Report on Downtown Specific Plan Tasks RECOMMENDATION:gj'A Consider. FINANCIAL STATEMENT: Undetermined at this time. DESCRIPTION: Councilmember Burton has requested that the City Council consider sponsorship of a Business Development Commission designed to develop positive programs enhancing existing retail businesses and attracting new businesses. To assist the Council in considering this proposal, Staff has prepared a brief summary of those actions which the City has taken to date to enhance and improve the City's business sector. 1 . Capital Improvements - Since 1982, the City has completed millions of dollars of capital improvement projects to beautify the downtown, improve circulation, and City and street identification. Additional improvements are planned to widen Dublin Boulevard and develop a new street parallel to Dublin Boulevard to enhance access to properties and improve traffic circulation. 2. Develop Community Profile Brochure - The City Staff has worked with the Chamber of Commerce to develop a Community Profile Brochure to promote Dublin. The mock-up brochure is on this evening's Council agenda for Council consideration and final approval. 3. Chamber Map - The City has contributed funding to the development of the Chamber Map which is also used for promotional purposes. 4. Economic Development Program - The City Council established as a high priority goal, the preparation of a report addressing the feasibility of developing a local Economic Development Program. Staff has been developing information and will be prepared to present a report at the first City Council meeting in March 1991 . 5. Alameda Countywide Economic Development Program - The City Council approved City participation and funding in this program. 6. Downtown Specific Plan - In 1987 the City adopted the Downtown Specific Plan which was developed by a committee of Dublin business persons and residents. The Planning Director has prepared a status report on those Downtown Specific Plan Tasks to date (see attached) . As indicated in the report, a number of the Downtown Specific Plan Tasks have been completed, others are scheduled for completion in the next six months, and other tasks have not yet been initiated. For example, a great deal of progress has been made on the areas of circulation, parking, promotional banners in the downtown, bus shelters, Business License Program, etc. ---------------------------------------------------------------------- COPIES TO: ITEM N0. 00y AI& //o . � Other tasks called for in the Downtown Specific Plan have not yet been accomplished due to lack of available Staff time. One of the major Downtown Specific Plan Tasks which somewhat overlaps Councilmember Burton's proposal is the establishment of a Downtown Dublin Business Association which would be responsible for promotional activities in the Downtown Area, as well as used as a vehicle to accomplish other Downtown Specific Plan tasks, which require property owner and tenant interest and cooperation. 6. Establishment of Economic Development Budget During Fiscal Year 1990-91 , the City Council approved a budget which allocated funding to accomplish some of the tasks included in the Downtown Specific Plan. Conclusion Since the basic purpose of Councilmember Burton's proposal to enhance and promote our existing business community and attract new business is somewhat similar to the Downtown Specific Plan's objectives, the Council may wish to consider forming a task force to develop recommendations for the City Council regarding how these objectives might best be accomplished in the City of Dublin and to consider whether the strategies within the Downtown Specific Plan are still viable. i January 10 , 1, TO: DUBLIN CITY COUNCIL FROM : DAVE BURTON, COUNCILMEMBER RE : BUSINESS DEVELOPMENT COMMISSION I would like to propose that the Dublin City Council sponsor a City Commission designed to develop. positive programs inhancing existing retail businesses and attracting new ones . This proposed Commission should be formed jointly with the Chamber of Commerce and be made up primarily of retailers . The Commission could serve Dublin by: Making recommendations and working with landlords and tenants to help improve their shopping areas that are in need of rejuvination. Seeking out new businesses that would benefit Dublin and trying to induce them to come to Dublin . Helping with promotional programs proposed by the Chamber and the City . Being available as a resource for the City Planners and Council regarding proposed shopping centers , especially in the eastern extension of Dublin . Making recommendations to the City Council when market conditions justify changes in City Ordinances affecting retail sales . It is my opinion that Dublin has a tremendous resource in its retailers and this is a good way to help preserve this segment of our City . 1EXHIBIT T rK T pc,� "go PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference Page(s) in Target DTSP Priority Date Remarks CIRCULATION ✓ 1. An annual report shall be prepared for page 10 the City Council on downtown traffic conditions at least annually to determine whether any future development limits or controls are necessary. y2. Establish a Traffic Monitoring Program page 12,60 to periodically conduct traffic counts at key locations within and leading to the downtown area to identify conditions which may result in excessive future congestion. 3. Take appropriate measures to revise page 12 CtIA-1 the downtown or other area plans to maintain ""' traffic congestion at acceptable levels. 4. Request traffic analyses for the page 61 � proposed BART transit station and Park-and- Ride lots. No �,1 �Q,��(..e , (5.' Develop a monitoring program in page 61 1" �� � \conjunction with BART to determine actual conditions and traffic patterns. .sue, ►p 6. Coordinate plans and improvements page 13,68 Q '1,6ti, i v within Downtown Dublin in conjunction with BART and the Livermore Valley Transit OAW Authority. (See Urban Design-Street Furniture Tasks. ) �r„ t„ 'C 7. Plan for the future accommodation of page 28 (�t a regional transit station within Downtown Dublin. (ej�e- 8. Continue to monitor CALTRANS plans page 61 tasksht -1- for the Interstate 580 and 680 interchange and adjacent ramp revisions. Ly.�, n�Q 9.� Coordinate with the transit district page 61 �0 Q-(i' L6 o to secure funding for local street [AA transportation improvements and other mitigation measures. 10. Establish development standards to page 28 �o LLe+u, . encourage greater intensity near Amador C Valley Boulevard to reduce congestion at the Dublin Boulevard/San Ramon Road intersection. tasksht -2- 4 PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference Page(s) in Target PARKING DTSP Priority Date Remarks i -�"^ � 1.' Parking requirements for the downtown page 22 a.,/-E-j �( area will be modified to reflect a more �Ln� realistic relationship between uses and demands. For those uses most likely to be C applicable to to the downtown area, the parking ratios in Table B on page 24 of the Downtown Specific Plan will be applied. 2.) The City will revise their current page 62 Q0�-CT► U parking standards to bring them more in line 5 C ^ with other communities within the regionr.Q and to recognize more realistic standards of utilization based upon observation, recent industry studies, and the fact that certain areas of downtown lend themselves to parking reductions based upon the joint utilization of parking spaces. Changes will occur largely in the areas where a reduction based upon a compatible mix of uses can be demonstrated. (31 Identify areas where excess parking page 22 � spaces currently exist and encourage property owners in these areas to increase the amount of parking lot landscaping. ✓ 4. Review and approve applications (on a page 22,28,63 case by case basis) for increased development without requiring additional parking in areas where parking ratios are relatively excessive to actual need, so long as the quality and appearance of the development are enhanced through building and landscape improvements. (See General Plan Modification Tasks. ) • tasksht -3- ' 5.- Consider reduction in combined parking page 22 requirements in areas of mixed uses with different peak parking periods when an applicant submits a report describing and justifying joint usage. 'O ` 6. Establish a minimum standard of twenty page 63 percent of the total parking area be reserved for landscape developments. O n 4 6(4Lip 7.: Set up standards establishing page 63 �� i landscaped setbacks adjacent to public q 1 right-of-ways and acceptable planting materials. 8. Require adequate landscape plans for page 63 (la � project approvals. tasksht -4- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference Page(s) in Target LAND USE DTSP Priority Date Remarks General Plan Modifications 1/1. In recognition of the goals of this page 64 �u specific plan, the General Plan and Specific Plan will be reconciled as shown on Diagram 12 on page 35 of the Downtown Specific Plan and as follows: a) Retail/Office and automotive use page 34 categories west of Interstate 680 have been changed to a retail/office classification in the Specific Plan. Existing automotive uses will be encouraged to remain and accommodated through interim use standards. b) The use classification for the page 34 retail business at Village Parkway and Dublin Boulevard has been changed from Business Park/Industrial to Retail/Office in the Specific Plan. Zoning Ordinance Modifications cdyv . n er"�p c 2: Designate all properties within page 64 ��JZO ""R- -downtown Dublin as Planned Downtown „ _ n � I Development District as described in the "Development Plan” section. l� I :'3..' Amend the Zoning Ordinance to allow page 36 properties within Downtown Dublin to be designated as part of a Downtown Overlay I Zoning District to Supplement the current C �_.� R C zoning designations. Land uses, developmen standards and interim uses will be as outlined in the Development Standards for tasksht -5- each Downtown Development Zone and the supporting diagrams outlining special requirements. The Zoning Ordinance and map will be changed to implement the purposes of the Downtown Specific Plan. To the extent that such changes are adopted as part of the Specific Plan, they will be reviewed and approved as part of the regular procedures for amendment of the Zoning Ordinance. 1, 4.� Set up development standards to boost page 28 greater intensity near Amador Valley r Boulevard to reduce congestion at ther„j„ Dublin Boulevard/San Ramon Road intersection. I„5: Interim Use Zones A. Develop interim use standards for page 31,32 GUP 1 each of the four interim zone areas of G ' Downtown Dublin to allow current uses to (� � � - continue and to encourage property changes where appropriate to mitigate negative visual impacts on adjacent properties. (See Diagram 11 on page 32 - "Interim Use Zones and Standards. ) -' A _ i 6. . Interim Zone - Auto Dealerships �a/� t `C• A. Strongly encourage auto dealerships page 33,34,64 VVV in interim Zones C and D to remain in Downtown Dublin by adopting interim use v standards to accommodate their needs and encouraging suitable relocation site within Dublin should they decide to move out of the downtown area. B. Periodically contact property page 64 owners to remain appraised of their future plans. tasksht -6- 7 Development standards in Zone C will be page 33 formulated to enhance a pedestrian oriented environment with restaurants, specialty retail shops, small offices and entertainment uses. W tasksht -7- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference Page(s) in Target DTSP Priority Date Remarks CENTRAL BLOCK IMPROVEMENT PROGRAM 1.' A plan shown on page 39 and described pages 39-44 on pages 40-44 of the Downtown Specific n D, Pa 5 ct,"; dr Plan has been prepared that addresses (� CQ circulation, parking, improved project r` entries, development intensification and implementation. This plan should be C>T ccvv�- � implemented as described. G-r- 2i The City will work closely with the page 13 Chamber of Commerce, downtown property No ac� I v Q:Dl7� owners, merchants and other business people ��✓" U pS G(i1.55'(,, in planning and implementing improvements - � l ^° "J and programs for the downtown area. A,� S (ft ' 3. In addition to those strategies used l�r (� wj&Nt-e- for the Downtown Promotion Plan, (see pages 21 & 22) the following strategies will be pursued to work with private property owners for improving conditions on 'o the Central Block: ` „ J�.� +b d,d--C A. Central Block Owner & Tenant page 66 • Contacts i CSL . 1) The City will prepare a packet page 66 d> of information synopsizing the suggested approach to and benefits of the central of block improvements and mail it to each property owner and tenant. 2) Follow up telephone page 66 conversations will be made by the City to determine interest and to discuss the best method of bringing property owners and tenants together. tasksht ( 3). For specific key property page 66 owners and tenants, the City will hold special meetings to determine interest and define critical planning and design parameters. 4) Special attention will be page 66 given to meetings with Montgomery ward's and Dublin Associates where the greatest potential exists for some agreement to achieve a plaza or structure suitable for joint public and private use. D B. Preliminary Agreements and �S CAk5S4,oy%5 Schematic Plans 1) Should sufficient interest be page 66 1 V6 VS with some O X expr essed to proceed ih e central 64 block improvements, the City may consider assisting in the establishment of agreements among the parties including the City which has control over changes in existing parking requirements and future development approaches. 2) If necessary to encourage page 66 cooperation, the city may consider providing funds for a the improvements plan for owners/tenants review and approval. _( C. Conduct special downtown events/ page 83 activities and maintenance activities such as replacement of theme banners. (D. 1) Consider creating a plaza page 8,12,66 �� _ lJ�s sC,~ s space for joint public and private use. ��M � � �� t V 2) Consider securing a special page 66 S contractual arrangements with property owners for the plaza space element. tasksht -9- E. Contractual Agreements 1) If mutually acceptable plans page 66 Q,,,_ Q, 7`, (/U S(�'�'�✓ S can be developed, the City may consider '`v""_v S � � a•-�� assisting property owners in establishing contractual agreements and, if necessary, r�- (•U�"-" f may enter into direct contractual agreements with the property owners to accomplish the improvements. 2) Should the possibility of a page 66 space for at least part-time public use become a reality, the City will consider a special contractual arrangement for that element and evaluate the alternate methods available to share in its funding. tasksht -10- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference Page(s) in Target URBAN DESIGN IMPROVEMENTS - DTSP Priority Date Remarks DOWNTOWN ENTRIES PROGRAM QQ ,,((pp Detailed studies will be conducted for the page 67 �"AAe— ' design and location of suitable entry �� statements at each of the intersections of Dublin Boulevard and Village Parkway, and Amador Valley Boulevard and San Ramon Road. Designs will be compatible with and supportive of the Center Median Theme Program. Most improvements will need to be placed in center medians or within the surface of the street itself. Components which will be strongly considered page 67 N a for these entry points are shown on Diagram (�, _ -0- ��SSLVvCRi--� 21 (page 52) and include flags, entry pylons and street medallions. Flags would be highly visible from the freeway and should be relatively large in size. They could be lighted at night to provide a strong visual statement at all times of the day and night. As with banners used for the Center Median Theme Program, flags would need to be replaced periodically as they become frayed by the wind. tasksht -11- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference URBAN DESIGN IMPROVEMENTS- Page(s) in Target PROJECT ENTRIES PROGRAM DTSP Priority Date Remarks 1. ' Discuss with major retail project page 53,67,68 N at - +D owners and tenants the possibility of ���C31 1 u� developing a high quality prototype pylon VY� �� design that will carry a logo, signify the entries to retail projects and identify the _ project as part of Downtown Dublin. PD ,,,.�/ 2. Retain approval of locations of pylon page 68 MVW e4 signs, giving initial priority to coordinating with Central Block owners in identifying the major entries to that shopping complex. (See Central Block Tasks) tasksht -12- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference URBAN DESIGN IMPROVEMENTS - Page(s) in Target CENTER MEDIAN THEME PROGRAM DTSP Priority Date Remarks V 1. Prepare final designs and install theme page 47-50,67 C�,,,,,,/3(R�- banners to each of the existing street ����"""�� lights along Dublin Boulevard, San Ramon Road, Amador Valley Boulevard and Village Parkway. Special designs will be developed to express an image of Downtown Dublin. 2. Consider replacing banners page 50 periodically as they are subject to weather damage. Q 3: Consider the painting of the page 67 VVN supporting street light poles a single G(Qf-�C complimentary color as part of the implementation program. tasksht -13- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference Page(s) in Target URBAN DESIGN IMPROVEMENTS - DTSP Priority Date Remarks STREET FURNITURE 57,68 1: Select a common family of street page Y�fiM,rC�-S furniture elements to be utilized throughout the downtown area. Elements include benches, planters, waste receptacles, newspaper racks, pedestrian-scale lights and bollards. (See Item E of Appendix for I�0 .L.. MID standards and examples of appropriate J� � elements. ) lC ` i 2. Consistently utilize the above page 57,6II furniture elements within any public rights-of-way or areas controlled by the City. UV"-0_` 3. Strongly encourage individual property page 57,68 owners to utilize the same elements within their projects to add to a greater sense of design unity to downtown. 1/4. Select or design special bus stop page 13,68 shelters, and work with the Livermore Amador Valley Transit Authority for their installation and, if necessary, to share their cost. tasksht -14- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference URBAN DESIGN IMPROVEMENTS - Page(s) in Target PUBLIC SIGNING PROGRAM DTSP Priority Date Remarks 1. Inventory all public signing within page 68 Downtown Dublin including method of display, information conveyed, and general appearance. page 2.j Remove unnecessary or redundant p 68 g lam"'\ 5� signing. 3. Consideration will be given to the page 68 design and installation of a more unique and attractive family of signs to give n rQC ;v Downtown Dublin a stronger sense of place and design continuity. tasksht -15- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference Page(s) in Target SAN RAMON ROAD FRONTAGE ENHANCEMENT PROGRAM DTSP Priority Date Remarks The City will strongly landscape the eastern page 68,69 � v portion of the San Ramon Road public right- of-way and encourage adjacent property owners to remove fencing, increase landscaping and generally improve their properties orientation to San Ramon Road tasksht -16- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference Page(s) in Target RESTAURANT ROW DTSP Priority Date Remarks 1.' PC) tD Contact all affected property owners page 69 ate{� to explain concept and general diagrams outlining the potential of the area. (,(,iv) 2.' Meet with all existing restaurant page 69 owners/managers along Amador Plaza Road l � to further discuss the ideas. LI ;3. Suggest cooperative promotions and page 69 urge the establishment of a "Dublin Restaurant Row Association" to include owners of properties along Amador Plaza Road. � l i 4' Encourage the immediate promotion of page 69 the area as Dublin's "Restaurant Row" . 1� 5.) The City will prepare schematic level page 69,70 `plans, cost estimates and phasing alternatives for public improvements along Amador Plaza Road to create a high quality pedestrian environment, based upon the participation and interest of property ll owners. (6. ! Meet with representatives of owners page 69 of properties along Amador Plaza Road where parking requirements are substantially in excess of demonstrated need and explore the potentials for the development of new restaurant fronting without additional parking requirements. Negotiate agreements as appropriate. tasksht -17- 7. Encourage and limit changes, where page 31,70 appropriate, to restaurant, support retail and entertainment uses along Amador 5 D Plaza Road. V �Q_' �M Itj ~te 8. Public improvements will be phased as page 70 tt appropriate based on the interest and participation of property owners. 9." The city will exercise special design page 70 11 review care for all uses along Amador Plaza Road to insure that the scale, character, building design and landscaping quality of projects are supportive of a pedestrian environment. 10: The scale and character of the street page 55 �+ must be improved. Narrow Amador Plaza Road and increase landscaping to areas adjacent to current curbs within the public right-of-way. ( 11) construct distinctive pedestrian page 55 " crosswalks at several locations along the length of the street and at its major intersections. It (12. Add new lighting fixtures which will be page 55 compatible in scale with a pedestrian area. (13-,. Develop additional street furnishings page 55,56,57 t� such as wooden benches, trash containers, planters and street lights compatible in scale with a high quality pedestrian area. X14.) Wooden benches, trash receptacles, and page 57 other elements of street furniture will be added to enhance the level of pedestrian amenities along the street. tasksht -18- 11,28 �� `� • �,`SCM 5 7�+r,5 L, 15. � Discourage fast food restaurants page (� J along Amador Plaza Road and encourage full `� 'AV C.0—C.0— a fk service dinner house type restaurants, U supported by specialty retail and entertainment usage. (v.�y��✓ " lam.` tasksht -19- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference SPECIAL PROGRAM - BUSINESS LICENSE PROGRAM Page(s) in Target DTSP Priority Date Remarks ' 1. consider establishing a city-wide page 12,70 Cx Business License Fee program to monitor land use changes. 2. Consider holding public hearings and page 12,70 adopting a Business License Ordinance with fees kept at the lowest possible level to cover the cost of administering the program. tasksht -20- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Reference Target Plan: SPECIAL PROGRAM - DOWNTOWN PROMOTION PROGRAM Page(s) in Priority Date Remarks rpnage 13 B The establishment of a Downtown Dublin page Business Association will be encouraged. 2. Meet with the Dublin Chamber of 72 Commerce and key property owners and II J merchants to: (a) Discuss joint sponsorship of an 72 AB 1693 pr ogram. (b) Discuss salary funding, office space page 72 and support service to cover an interim period of about six months to implement an educational program concerning benefits and responsibilities under the program. (c) A Steering Committee will be formulated page 72 and a temporary coordinator designated or hired to contact affected parties and explain the program. I3.; A preliminary budget for promotion and page 72 \other activities will be developed by the steering committee for discussion purposes with downtown owners and merchants. In addition, a fair and equitable assessment formula will be developed. � ( 4! Hold public meetings as necessary to page 72 explain and discuss plan. 5.`i When the steering committee feels that page 72 Il sufficient interest and support exists for the program they will request the City Council to hold hearings and adopt a tasksht -21- "Resolution of Intent" to establish an AB 1693 ordinance. page Ivy 0.QnL�Q•n �� �_ 6 The City will establish a Downtown P 72,73 g Dublin Association to administer the program. /`�_ �A�,rc �(Q_�i1n-� C °�' l�y►'► a) The Association will be responsible page 72,73 for establishing annual budgets, organizing specific activities, hiring and supervising a coordinator, hiring outside special consultants (e.g. , advertising and graphics) if necessary, and maintaining a close liaison with downtown owners and merchants. b) The Association will be responsible page 72,73 to the City for the performance of the program and the City will maintain approval rights over the budgets for program funds allocated to the Association for program activities. tasksht -22- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference Page(s) in Target PARKING LOTS LANDSCAPING PROGRAM DTSP Priority Date Remarks 1.', The City will consider the page 73 implementation of a limited length program to encourage and financially participate in Lf1✓�` J 0 the improvement of inadequately landscaped hj � parking areas. Elements of the program could be as follows: A. The City will conduct a survey to determine those areas which are substandard with respect to their parking lot landscaping. B. The City will determine the extent of their financial commitment to the progra and establish a program time limit. Progra options include the provision of plant materials by the City in return for the owners funding of construction expenses, a matching grant program up to specified limits, a low-cost loan program or other activities deemed suitable by the City. C. The City will inform all downtown property owners of the program and will directly contact property owners with significant parking lot landscaping deficiencies to discuss the owners' interests in participating in a mutual improvement program. Where interest exists, agreements may be signed and improvements implemented. tasksht -23- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference Page(s) in Target SIGNING AND GRAPHIC IMPROVEMENT PROGRAM DTSP Priority Date Remarks 1.; The City will retain a competent page 74 graphic design consultant with demonstrated skills in commercial signing. At the discretion of the City, the consultant will: (a) Provide signing guidelines for the downtown area. (b) Evaluate existing signing and identify properties where significant improvements could be made. (c) Provide limited signing and graphic design assistance to business owners who need such assistance. ( 2.j The City will inform all business page 74 << owners of the program, and directly contact all business owners with specifically identified signing and graphic design problems to offer limited assistance through the consultant and �l 3 ) The City will insure that all existing page 74 signs conform to the City's current Sign Ordinance. 4: The City shall consider requiring the page 74 l� consultant to provide signing guidelines for the downtown area. tasksht -24- PROJECT: DOWNTOWN SPECIFIC PLAN TASKS Plan: Reference Page(s) in Target Priority Date Remarks DOWNTOWN BEAUTIFICATION AWARDS PROGRAM DTSP �' 1.1 The City will investigate the page 74 establishment of an annual awards program to single out improvements which are meritorious and supportive of enhancing Downtown Dublin's character and visual quality. LI 221 The City will work closely with page 74 community groups with special interests in the beautification efforts to evaluate and develop this program. ,a tasksht -25-