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I T E,tlto E;I- I � Z , � . , - 4K j*�,�A,--�&��t%7I' 1� I? , ,Z,1 " , - L -� - ". ------' 411.11 111IM�MAW.iL � ,. , L' I ,, � , ", ,�, ,� , , DOWNTOWN, THE HEART OF RIDGEFIELD Downtown Ridgefield has always been the traditional heart of the community. Downtown is the social, commercial, govern- mental and crossroads of old Ridgefield. However, this central position is likely to be challenged as the community and region focus upon the development of the regional, industrial and commercial property and infrastructure at the 1-5 Junction. Ridgefield stands poised for dramatic growth. Every segment of the community is preparing for such growth, except down- town. The Port of Ridgefield has completed a master -planning program at the Lake River waterfront. The Ridgefield National Wildlife Refuge is planning for the expansion of its interpretive and visitor facilities in anticipation of the Lewis and Clark Bi - Centennial. he plans include a new interpretive center at the refuge and a downtown information kiosk to inform Lewis and Clark visitors in 2005 and beyond. Significant new develop- ment activity is unfolding at the Ridgefield 1-5 junction. The City has issued preliminary subdivision approval for nearly 750 new homes surrounding downtown. The City is investing in capital facilities to accommodate the expected near-term growth. Downtown Ridgefield has enjoyed the construction of a new Post Office and City Police building, signaling the city's com- mitment to keep the core of governmental activities in the downtown area. Individual business leaders are investing in and rehabilitating older downtown buildings. On the other hand, the private sector has not committed to many new buildings in the downtown core. In Ridgefield, all roads lead to and from downtown whether one is traveling to the Wildlife Refuge, the Post Office, the City government buildings, schools, residential areas, I N T R O D U C T I O N or out to the 1-5 Junctions. Yet, the community has no coordi- nated plan to protect or enhance downtown Ridgefield. The common refrain in town is to wonder, "With everything poised to happen, how can Ridgefield preserve its sense of place? How can it protect and enhance its village -like atmosphere that everyone enjoys so much?" The City government and business leaders of Ridgefield are unwilling to allow the anticipated new growth to eclipse the role of downtown as the traditional heart of the community. DOWNTOWN PLANNING GRANT GOALS In the year 2001, the City applied for and received funding from the Clark County Department of Community Services, Community Development Block Grant program. The five (5) major goals of the planning project include: 1 Development of a leadership committee of private and public interests to act as the central guidance group. 1 Creation of multiple public forums for discussion of down- town strengths, weaknesses and needs. 1 Creation of an action plan with "bite sized" measurable goals for one, three and five year increments that will address issues such as: a vision for downtown, a business plan for downtown, creating a market niche, business recruitment, creating lasting links with interest groups, infrastructure, parking, funding, incentives, regulations, design and amenities, community events and promotion, and tax structure. 1 Presentation of planning guidelines to the community and the City Council for review and adoption. 1 Long term implementation of the adopted plans with provisions for periodic review and updating of the planning guidelines. 1 LEADERSHIP COMMITTEE The City initially created a task force of pubic and private leaders to lead the planning efforts. The task force members included the director of the Ridgefield Chamber of Commerce, downtown business leaders, the city manager, a representative of the planning commission, and the planning director. The first objective of the task force was to invite a nationally recognized downtown business consultant to Ridgefield. Jon Schallert came to Ridgefield in May of 2002 to provide overall guidance on how make downtown Ridgefield a destination shopping and business area as well as to provide individualized assessments of six downtown businesses. The public meetings, held in the old Liberty Theater, attracted more than 75 people interested in downtown revitalization and destination retailing. As a result of the individualized business assessments, several downtown business owners have made changes to the physical layout of their stores and adjusted their marketing strategies. Mr. Schallert's recom- mendations for creating "Destination Downtown Ridgefield" are outlined later in this report. During the second phase of the planning project the leader- ship committee turned its attention on identifying the essen- tial elements of a downtown planning program. Discussed later in the report are the key elements of the downtown planning program; Citizen Participation, Regulatory Review, an Architectural Inventory, Conceptual Building Designs, a series of base maps and plans, and an Action Plan. Development activity in Ridgefield since the adoption of the Growth Management Act (GMA) Comprehensive Plan has been limited primarily to some light industrial and commercial activity at the 1-5 Junction. New development downtown, during the same time period, has been limited to construction of a new US Post Office and changing businesses within existing buildings. As more development occurs at the 1-5 Junction, the City Council has expressed concern that efforts be made to help keep downtown as a viable place for commercial and business development. The City received a $15,000 Community Development Block Grant (CDBG) in 2001 to help develop an action plan to help guide downtown revitalization over the next five years. The project study area encompasses lands from Lake River to 5th Street and from Mill Street to Sargent Street. An end product of this planning effort would create a desti- nation area for downtown Ridgefield that provides quality merchandise, service, and activities within an ambience that is unique to Ridgefield and not readily available elsewhere. Ridgefield has abundant resources to draw upon including its small town character and charm, the natural surroundings, such as the rolling hills, the Lake River waterfront, and the Ridgefield National Wildlife Refuge, its attraction to artisans, its rich Native American archaeological history, and its associ- ation with the Lewis and Clark Expedition. Within the Greater Portland/Vancouver area there are more than 1,500,000 people who could become Ridgefield visitors and customers, at least once. SCOPE OF WORK The City completed the first half of the CDBG downtown planning project when it brought Jon Schallert, a nationally known and respected business consultant, into Ridgefield for a day and a -half of work shops and individual consultations with downtown Ridgefield merchants. The second major component of the CDBG project provides a foundation for downtown planning, architectural design standards, vehicular and pedestrian circulation, and business recruitment. The CDBG phase of the project ended December 2002. ® Citizen Participation The project team will create a public involvement component for this phase of the CDBG project and for future planning activity. ® Regulatory Review The planning staff and team must review existing city regula- tions, standards and practices to determine whether the City can improve its regulatory and administrative practices rela- tive to downtown business and development. In addition, the team will consider and recommend incentive programs to encourage development that is sensitive to the character of downtown. For example, the City could waive impact fees in the project area for new structures that are built to be architecturally compatible with adopted design standards and that promote ground floor retail use and upper floor office or residential use. ® Create a Base Plan Map of Downtown The project team of volunteers and consultants prepared a base master plan of the downtown planning area showing the location of existing streets and alleys, traffic circulation, parking areas, utilities, amenities, parks, existing businesses, and key uses. The base map illustrated linkages to existing key uses and features such as Abrams Park, Krause Barn, Lake River, and the Carty Unit of the Ridgefield National Wildlife Refuge. Identify Key Features and Architectural Elements Styles In the summer of 2002 the project team photographed key buildings and streetscapes. This photographic survey produced an inventory of architectural styles and elements that are reflective of the character of downtown Ridgefield. The inventory is a permanent record of existing downtown Ridgefield today. This inventory of architectural elements can become a palette from which future buildings may be drawn and constructed. Future buildings might be subject to design review to ensure that the integrity of the downtown character is not substantially altered and lost. DOWNTOWN R I D G E F I E L D PLANNING PROGRAM Development activity in Ridgefield since the adoption of the Growth Management Act (GMA) Comprehensive Plan has been limited primarily to some light industrial and commercial activity at the 1-5 Junction. New development downtown, during the same time period, has been limited to construction of a new US Post Office and changing businesses within existing buildings. As more development occurs at the 1-5 Junction, the City Council has expressed concern that efforts be made to help keep downtown as a viable place for commercial and business development. The City received a $15,000 Community Development Block Grant (CDBG) in 2001 to help develop an action plan to help guide downtown revitalization over the next five years. The project study area encompasses lands from Lake River to 5th Street and from Mill Street to Sargent Street. An end product of this planning effort would create a desti- nation area for downtown Ridgefield that provides quality merchandise, service, and activities within an ambience that is unique to Ridgefield and not readily available elsewhere. Ridgefield has abundant resources to draw upon including its small town character and charm, the natural surroundings, such as the rolling hills, the Lake River waterfront, and the Ridgefield National Wildlife Refuge, its attraction to artisans, its rich Native American archaeological history, and its associ- ation with the Lewis and Clark Expedition. Within the Greater Portland/Vancouver area there are more than 1,500,000 people who could become Ridgefield visitors and customers, at least once. SCOPE OF WORK The City completed the first half of the CDBG downtown planning project when it brought Jon Schallert, a nationally known and respected business consultant, into Ridgefield for a day and a -half of work shops and individual consultations with downtown Ridgefield merchants. The second major component of the CDBG project provides a foundation for downtown planning, architectural design standards, vehicular and pedestrian circulation, and business recruitment. The CDBG phase of the project ended December 2002. ® Citizen Participation The project team will create a public involvement component for this phase of the CDBG project and for future planning activity. ® Regulatory Review The planning staff and team must review existing city regula- tions, standards and practices to determine whether the City can improve its regulatory and administrative practices rela- tive to downtown business and development. In addition, the team will consider and recommend incentive programs to encourage development that is sensitive to the character of downtown. For example, the City could waive impact fees in the project area for new structures that are built to be architecturally compatible with adopted design standards and that promote ground floor retail use and upper floor office or residential use. ® Create a Base Plan Map of Downtown The project team of volunteers and consultants prepared a base master plan of the downtown planning area showing the location of existing streets and alleys, traffic circulation, parking areas, utilities, amenities, parks, existing businesses, and key uses. The base map illustrated linkages to existing key uses and features such as Abrams Park, Krause Barn, Lake River, and the Carty Unit of the Ridgefield National Wildlife Refuge. Identify Key Features and Architectural Elements Styles In the summer of 2002 the project team photographed key buildings and streetscapes. This photographic survey produced an inventory of architectural styles and elements that are reflective of the character of downtown Ridgefield. The inventory is a permanent record of existing downtown Ridgefield today. This inventory of architectural elements can become a palette from which future buildings may be drawn and constructed. Future buildings might be subject to design review to ensure that the integrity of the downtown character is not substantially altered and lost. ® Circulation Plan � Building Analysis � Action Plan The project will develop a pedestrian and vehicular circulation plan that will link together the key existing and future elements of the downtown plan. The project team will work with the Port of Ridgefield to ensure that implementa- tion of both the Port's master plan for the waterfront and the City's downtown planning efforts consider the traffic circulation and safety issues that are central to each redevelopment effort. Streetscapes The project will develop a streetscape standard consisting of lights, benches, trellises, paving bricks, and appropriate trees and vegetation that will enhance the architectural character and small town atmosphere of the downtown area. Included in the streetscape study is the identification of visual points of interest that will draw visitors down the street to experience what lies ahead. Existing Lot Coverage Plans The project developed an `as -built' plan that illustrates the footprints of existing key buildings in the core area to deter- mine the location of the building on the lot and the amount of lot coverage. The purpose of the study is to create an egress and ingress access plan for the building and to determine the amount of space available for building expansion or for amenities, such as, patios, parking, or dining areas. The project will evaluate selected key buildings to determine whether (1) there is a maximum use of space and whether (2) the building reflects the architectural character of Ridge- field as described in the inventory of architectural elements. The analysis will make recommendations for design consis- tency and will comment on opportunities to maximize use of space. For example, a one-story building might be able to be expanded into a two-story building to create additional ground retail space and upper story residential space. Or, for example, the market building on the southeast corner of Pioneer and Main streets could be divided so as to create storefront windows on both streets and office or commercial space above. Future Use Master Plan The project will create a map based upon the existing condi- tions studies described above that identifies potential sites for development of future key buildings or features consistent with the destination character of downtown. For example, if the downtown intends to capitalize upon a future tourism trade, key future developments might include a Welcome Center, lodging, restaurants, recreational rentals, and access points to natural or cultural resources. The future use map will identify potential locations for these new businesses or activities. Or, for example, if the destination focus of downtown is arts oriented, future business activities might include galleries, studio/living space, outdoor public art areas, etc. 3 The final task is to create an action plan that outlines concrete steps the City will undertake over a five year period to implement a downtown revitalization process. Potential action items could include: (a) Limiting opportunities for development not consistent with the destination character of downtown; (b) Removing governmental disincentives; (c) Streamlining the governmental permitting process; (d) Creating incentive for development consistent with the downtown vision; (e) Developing a plan for the reuse of the `bus barn'; (f) Preparing a prospectus for business recruitment; (g) Placing utility wires underground; (h) Installing new light standards that are ornamental and that reduce light pollution; (1) Creating a downtown Welcome Center; 01 Public improvements to the Ridgefield marina; (k) Linking the downtown area with the Port of Ridgefield's proposed marina development; and (1) Creating a downtown historic preservation district. R "�Mhttk 6- STUDY AREA w Q Z 4 sARC#EM.r< sT"1%E:, W y .: Bloc During the summer and fall of 2002 the City hosted a series of community work sessions to discuss the types of specific actions that would generate new economic and social vitality in down- town Ridgefield. The work session were led by a representative of the planning commission, a com- munity volunteer and the planning director. The committee sent invitations to every person that owned a business or property within the project study area. The four work sessions generated a planning scheme centered on six major themes. The results are presented as action item in the tables below. The actual results of the community work session surveys follow. DOWNTOWN RIDGEFIELD OPTIONS FOR ACTION 1 Downtown Vision proactive steps to help improve the business climate in down- - What kind of place should downtown Ridgefield become? town Ridgefield and to make the core of the city a more attractive 1 Marketing — What steps should be taken to market Ridgefield as a destination area? 1 Information — What kinds of information about downtown Ridgefield needs to be presented to the region and how is that best accomplished? 1 Physical Improvements — What kinds of physical improvements are necessary to help fulfill the vision of downtown as the heart of the community? 1 Business Development — What types of businesses are appropriate in downtown and who should take the leadership role in promoting business development? 1 Government Action — What steps should the City government take to make investment in downtown more attractive? Over the next five years, the City, the business community and other personas and agencies should undertake several DOWNTOWN VISION # Action Item Activity Year Responsible Persons Tasks place in which to shop, work, live, and enjoy. The timeframe for accomplishing the planning activities is within one year, within one to three years, and within five years. KEY: Businesses = merchants and businesses Library = Ft. Vancouver Library - Ridgefield Branch City = City of Ridgefield Port = Port of Ridgefield DRC = Downtown Revitalization Committee Private = Unnamed private persons or groups Friends = Friends of the Ridgefield Wildlife Refuge PUD = Clark Public Utilities Grants = Unidentified public agencies or private foundations Refuge = Ridgefield National Wildlife Refuge WSU = Washington State University 1 Identify a name for downtown Ridgefield — 1 City, Businesses Adopted by the business group in 2002 "Old Town Ridgefield". 2 Concentrate on what we have, a quaint walk -able 1, 3, 5 City, Businesses, The City should tie public walkways and trails to these resources along downtown, the Wildlife Refuge, the Refuge Plank House, Refuge, Port Lake River. The business community should tie itself to the natural and archaeological resources, Lewis & Clark. historic resource base of the area rather than attempt to create a different, and possibly false, theme 3 Create a specialty retail environment. 1, 3, 5 Business, City City zoning regulations should favor retail and commercial trade over other types of land uses. However, a healthy downtown needs a mix of commercial, office and residential uses. 5 MARKETING # Action Item Activity Year Responsible Persons Tasks 1 Make a connection to the planned Lewis & Clark 1 City, Refuge, Businesses, The leadership committee should coordinate a plan of action Bi -centennial tours. Port, Friends to get Ridgefield tied into the Bi -centennial. 2 Place Lewis & Clark informational signs on 1-5 directing 1 City, Business Contact WSDOT (Washington State Department Of Transportation) visitors to Ridgefield. to get signs placed at the off -ramps and on SR 501. 3 Place informational signs along Pioneer Street at the 1 City, Business Contact WSDOT to get approval for two directional signs. 1-5 Junction directing visitors to "Old Town Ridgefield". 4 Marketing efforts should aim at smaller high-tech 3 City, Port, Business Establish a task force through the leadership committee to or biotech companies work with CREDC (Columbia Regional Economic Development Commission) and others to attract such companies to town. 5 Marketing efforts should encourage government 3,5 City, Port, Business City should develop an information brochure regarding land availability. agency investment in downtown housing, offices and services. 6 Promote the linkage between downtown and the 3,5 City, Port, Business Unknown college campus at WSU or to the new County amphitheater being built along 1-5. 7 Prepare for Ridgefield's 100th anniversary in 2009. 5 City, DRC (Downtown Unknown Revitalization Committee) 8 Place a blue informational sign along 1-5 letting 5 DRC Investigate low frequency radio as a way to let drivers on INFORMATION people know to tune in to Ridgefield. 1-5 know about Old Town Ridgefield. # Action Item Activity Year Responsible Persons Tasks 1 Publish a regular calendar of events 1 - 5 Library, DRC The library should become the central repository and distribution center for information about Old Town Ridgefield. 2 Collect some basic data about visitation before 1 City, DRC The DRC and planning commission are beginning to collect building plans supported only by assumptions. data on visitors to the Refuge, boat launch permits, retail sales, etc. 3 Create or revise a map and informational piece 1 City, DRC City and DRC should continue monthly meetings. describing opportunities for activities in the Ridgefield area. 4 Welcome Center kiosk. 1,3 Friends Place an informational sign at the welcome center site to let people know what is coming. Support fundraising and planning efforts 5 Create and publish a walking tour and/or historic 1 City, DRC, Library Use high school or WSU student support to update and reprint sites tour of the Old Town. the decade old walking tour. Add business to the tour. 6 Add the word "to" to the Ridgefield welcome sign. 1 City Get permission to paint in the word "to" so that the sign reads "Welcome to Ridgefield". 7 Create other information centers such as, the 1 DRC, City Create a `Bulletin Board" downtown where all flyers can be posted. Community Center, the Tri -Mountain R -V Park, restaurants and coffee houses. 6 PHYSICAL IMPROVEMENTS # Action Item Activity Year Responsible Persons Tasks 1 Make connections to the Lewis and Clark Trail 1 City, Refuge Coordinate planning activities among city, refuge and being planned regionally. Clark County/ Vancouver parks. 2 Develop a selection of the types of amenities 1 City, DRC Planning commission to conduct work sessions and adopt standards. appropriate in downtown, e.g., benches, streetlights, flower baskets, etc. 3 Create a central parking area at the Junction and shuttle 1 City, DRC, Park & Ride DRC and city hall to coordinate. people into Ridgefield, especially during festival times. 4 Create a tree plan that is more compatible 1 - 3 City, DRC, Business The planning commission should create a task force to work with a with the buildings. local specialist to revise the tree planting plan for Old Town. Trees should not obscure the buildings or business signs and should be easier to maintain. Consider creative options such as `Christmas tree' in the rights-of-way that can be harvested and donated to charitable agancies. 5 Create a pedestrian and bicycle path to the wildlife 3 City, Port, Refuge City parks board to coordinate planning. refuge and the waterfront from downtown. 6 Parking — the city needs a municipal parking lot. 3 City, DRC Planning commission to recommend location and funding strategy. 7 Plan and build a bike route to Lake Vancouver. 3 - 5 City, Port Coordinate with Van -Clark /Regional. 8 Re -open the ferryboat shuttle service between 5 Port Unknown the Ridgefield waterfront and St. Helens, Oregon. 9 Evaluate burying the electric lines in the Old Town. 5 City, DRC City Public Works to work with Clark Public Utilities BUSINESS DEVELOPMENT # Action Item Activity Year Responsible Persons Tasks 1 Focus attention on retail business. 1 - 5 City, DRC Planning commission to evaluate development regulations and build liaison with businesses. 2 Start an association of downtown businesses 1 DRC Accomplished and interested persons to lead downtown planning and marketing activities. 3 Include office development as part of the business 3 City Planning commission to review development regulations. focus downtown. 4 Establish a marketing and recruitment program. 3,5 DRC, Port, City Led by the DRC with support from City and Port. ri GOVERNMENT # i Action Item Activity Year Responsible Persons Tasks 1 Eliminate, reduce or waive impact fees for Old Town 1 City The planning commission should consider amendments to the Capital Facility Plan and the Impact Fee code to allow for reductions in impact fees in the Old Town study area. Consider impact fee credits for physical improvements made to public streets and rights-of-way in Old Town. 2 Eliminate or reduce water and sewer connection fees. 1 City The planning commission and public works should evaluate ways to reduce connection fees on the Old Town study area since water and sewer service is already available downtown. 3 Waive, reduce, or phase City fees in consideration 1 City, DRC, Business The planning commission should create a task force to begin work of buildings designed to blend into downtown. on building and landscaping design guidelines for downtown. The commission should consider incentives as well as regulatory mechanism to encourage new buildings to blend into rather than overpower the character of Old Town Ridgefield. 4 Use a portion of the tax revenue generated by 1 - 5 City Create a dedicated account, funded by sales tax, that will new Junction business to help invest in downtown provide long term funding for public improvements in the improvements, such as streetlights, benches, Old Town area. flowers, kiosk, or other amenities. 5 Streamline the home occupation approval process. 3 City The planning commission should work with property owners to encourage additional commercial uses in existing residential buildings in the Old Town area. 6 Prohibit ground floor residential uses. 3 City Make the moratorium on ground floor residential uses in the Old Town area permanent. 7 Rezone some properties that are zoned 5 City The planning commission should work with property owners commercial to residential. who wish to take land out of commercial zoning and place it into residential zoning. 8 Reroute traffic on N. 5th Ave. from the school and 5 City Public Works and School District to coordinate. Evaluate public Abrams Park to relieve congestion on Pioneer and safety concerns on 3rd Ave. truck route. bring traffic out on Main Ave. or 3rd Ave. 8 Over the course of our meetings and in years past, people have considered scores of ideas that might help create a healthier downtown economy and sense of place. The purpose of this exercise was to consider all the options discussed, to rank them by priority and to consider who might be responsible for completing the task. From this exercise the City produced an Action Plan, which, if implemented, could lead to real improvements in the downtown core area. OPTIONS FOR ACTION SURVEY AND PUBLIC MEETING RESULTS The ideas were grouped by the general topics, e.g., marketing, design, regulations, etc. Each idea was ranked according to priority as follows: 1 = Highest priority. Should be accomplished within the next 1 year. 3 = Medium priority. Should be accomplished within the next 3 years. 5 = Low priority. Should be accomplished within the next 5 years. 9 = Don't bother doing this. Finally, each person or group best suited to complete the task, e.g., a merchant group, the city government, the Port, private persons, or others was recommended KEY: Businesses = merchants and businesses Library = Ft. Vancouver Library - Ridgefield Branch City = City of Ridgefield Port = Port of Ridgefield DRC = Downtown Revitalization Committee Private = Unnamed private persons or groups Friends = Friends of the Ridgefield Wildlife Refuge PUD = Clark Public Utilities Grants = Unidentified public agencies or private foundations Refuge = Ridgefield National Wildlife Refuge WSU = Washington State University # Item Priority Person/Group Comments 1 Identify a name for downtown Ridgefield, such as 1.2 Avg. Business - 3 " Don't like the word `old'." "Old Town, Historic Downtown, etc. 11 votes City - 2 " Historic downtown is a good tie into Lewis & Clark." 13 points " Old Town is two words." II 1 - low "Already done." - III 3 - high "Old Town Ridgefield." 2 Concentrate on what we have: a quaint walk -able 1.4 Avg. City - 3 " If we concentrate on what we have it will be more downtown, the Wildlife Refuge, the Refuge Plank 11 votes Businesses - 3 real — not contrived." House, archaeological resources, Lewis & Clark. 15 points Refuge - 3 " But we need more. The City needs a distinct personality." 1 - low Everyone - 1 " Maybe — surrender to the nature rather than the 3 - high high commerce." " It is a resource that is available to us all now." " It's all a piece of the whole plan." 3 The downtown vision should help create a specialty 2.0 Avg. City - 1 " I don't feel qualified to say whether specialty retail retail environment. Try to attract toy stores, kids 10 votes Businesses -1 is best, but we must have some identity." stores, artist / photographer studios & galleries. 20 points Chamber of " Get bus barn up and running with private funds — 1 - low Commerce - 1 unique shops/dining/adventure." 5 - high 9 # Item Priority Person/Group Comments 4 Community Vision -- Ridgefield needs a 2.3 Avg. City - 6 " Might need outside input." vision about the kinds of business its wants 11 votes Businesses - 4 " Develop theme/artists, artisans, etc." to attract and should market itself towards 25 points Port - 3 " Market in conjunction with a `Main Street' grant." those businesses. 1 - low DRC - 1 " Need to get the word out we are close by the freeway." 9 - high " I like the idea but in Ridgefield it will never happen — businesses are already in all available storefronts — how would they be displaced and where?" " Downtown Ridgefield has a great ambiance, lets encourage more of the same." " Market the strengths of downtown to catch the people coming into the area." 5 The vision, whatever it is, should include 2.8 Avg. City - 3 " Keep employment at the Junction" employment opportunities such as offices 11 votes Businesses - 2 "The Junction will be doing this" and small business — not just retail. 31 points Port - 1 "We need a plan to validate or direct us again —'Let's roll'." 1 - low Private - 1 5 - high 6 Ridgefield should not try to create a vision for 5.4 Avg. Private - 2 " Free market is easier to achieve because the free downtown — the Free Market will create a 9 votes market is less work for the city." reality not a vision. 49 points "The free market will create another Battle Ground." 1 - low " I think it is a balance of plan & no -plan." 9 - high 7 Market downtown as a real "Mayberry" or 3.7 Avg. City - 3 " Most describe it as one already." Norman Rockwell like village. 12 votes Businesses - 3 44 points Port -1 1 - low DRC - 1 9 - high 8 Market downtown Ridgefield as "Just at the other 6.8 Avg. City - 1 " Is this the best marketing tactic?" end of the street." 9 votes " I just don't get it." 61 points 1 - low 9 - high # Item Priority Person/Group Comments 1 Lewis and Clark group tours are beginning to start-up. 1.2 Avg. City - 4 "A great resource." Ridgefield needs to make a connection to these tours 11 votes Refuge - 3 " Plank house." so as not to be by-passed. 13 points Businesses - 3 1 - low Port - 2 3- high Friends - 1 Private - 1 2 There should be Lewis & Clark informational signs 1.8 Avg. Refuge - 3 "Tie into Lewis & Clark Bicentennial." on 1-5 directing visitors to Ridgefield. 20 points City - 2 " Plank house." 1 - low Port - 2 5 - high Businesses - 1 10 # Item Priority Person/Group Comments 3 There should be informational sign along Pioneer 1.9 Avg. Port - 2 "City Center." Street at the 1-5 Junction directing visitors to 21 points City - 2 " Create an attraction prior to any signage." "Old Town" Ridgefield. Local talent could design it, 1 - low Businesses - 1 " Our ties to Lewis & Clark should not be passed up." the Port might be able to place it on its property, 5 - high Private - 1 " Sounds attainable." and the City can help pay for it. 4 Marketing efforts should aim at smaller high-tech 2.4 Avg. City - 3 " No time like the present." or biotech companies. Ridgefield has several 9 votes Businesses - 3 " Provide more sense of community." advantages to offer, such as, close proximity to 22 points Port - 1 " Everything." universities, no income tax, a strong library district, 1 - low and a strong sense of community and place. 5 - high 5 Marketing efforts should include such targets as 2.8 Avg. City - 3 " Any help would be great." the Vancouver Housing Authority or the federal 10 votes Grants - 1 " Apply for grants, as necessary. We already have enough VHA General Services Administration to encourage 28 points housing downtown." government agency investment in downtown 1 - low housing, offices and services. 5 - high 6 Promote the linkage between downtown and 3.2 Avg. City - 2 " Don't see how this will work." the college campus at WSU or to the new 10 votes WSU - 2 "The Discovery Corridor." County amphitheater being built along 1-5. 32 points Businesses - 1 " May be a WSU campus activity for credit." 1 - low " This is good — do we market what we don't have 5 - high or do we get it then market it?" "Add linkage to Felida off of 99th at Hazel Dell." " Back road Tour to Ridgefield & La Center." 7 Ridgefield's 100th anniversary will be in 2009. 3.8 Avg. City - 3 " Form a local committee to start putting together a celebration." What shall we do to prepare for it? 12 votes DRC - 2 " Research history." 45 points Businesses - 1 " Bake cookies but wait 7 years." 1 - low Port - 1 8 - high 8 Obtain permission to use the phrase 4.0 Avg. Businesses - 2 " Best Kept Secret". Only if people like it. "Merchants "Our little corner of paradise." 10 votes already have permission." 40 points "Too trite." 1 - low 9 - high 9 Place a blue informational sign along 1-5 letting 5.3 Avg. people know to tune in to Ridgefield. 10 votes 53 points 1 - low 9 - high 10 Look into low frequency radio at the Junction 6.0 Avg. Refuge - 1 " Don't understand this but it might work." for a combined Wildlife Refuge / Old Town / 10 votes " May not be available technology." Ridgefield message. 60 points " I don't quite get this one in our high frequency car stereo world." 1 - low 9 - high 11 # Item Priority Person/Group Comments I INFORMATION There should be a Calendar of Community Events 1.1 Avg. City - 2 " Use web site." published regularly. 11 votes Library - 2 " Possible paid advertising." 12 points DRC - 1 " Website." 1 - low 2 - high 2 Collect some basic data about visitation before 1.1 Avg. City - 1 "A good place to start." building plans supported only by assumptions. 8 votes " Done!" For example, how many recreational launch or dock 9 points " Create a destination first." at the Lake River Boat Launch? How many visitors does 1 - low " May already have." the Wildlife refuge attract? Are there seasonal or daily 3 - high " Done." fluctuations? Are there measurable trends in terms of quantity or types of visitors? 3 There should be a map and informational piece 1.4 Avg. City - 3 " Need to develop this first." describing opportunities for activities in the Ridgefield 9 votes Businesses - 2 "Already done." area, such as, biking, boating, birding, kayaking, etc. 13 points Refuge - 2 1 - low Port - 1 3 - high DRC - 1 Info Kiosk - 1 Clark County - 1 4 The Welcome Center kiosk idea should keep moving. 1.4 Avg. All groups, City " Needed in timely fashion along with plank house." Keep the communication open between all groups. 11 votes Friends, DRC, 15 points Welcome Center 1 - low Committee, and 3 - high Everyone all received 1 vote. 5 There should be a walking tour and/or historic sites 1.5 Avg. City - 3 " I know there isn't one!" tour of the Old Town. 11 votes Businesses - 1 " Pedestrian adventure with shops/dining, etc." 16 points Library - 1 " Plank House" 1 - low Local historic group - 1 3 - high Citizens - 6 Add the word "to" to the Ridgefield welcome sign 1.5 Avg. City - 2 8 votes 12 points 1 - low 3 - high 7 The Public Library is currently an information center 1.7 Avg. " Distribute calendar." about the Ridgefield area. There are other places that 9 votes " Develop notebooks. Website - with access at each place?" could also serve as information centers such as, the 15 points " Done." Community Center, the Tri -Mountain R -V Park, 1 - low "Already happening." restaurants and coffee houses. 3 - high " Revamp or recreate current central website site." " Need communication, organization, tourism." 12 # P Item PHYSICAL IMPROVEMENTS Priority Person/Group Comments 1 Make connections to the Lewis and Clark Trail being 1.0 Avg. Refuge - 2 planned regionally. 11 votes City, Port, DRC, 11 points Welcome Center group 1 - low & high all with 1 vote. 2 Develop a selection of the types of amenities 1.7 Avg. City - 2 " Need this information up -front." appropriate in downtown, e.g., benches, 10 votes Businesses - 1 " Survey city." streetlights, flower baskets, etc. 17 points DRC - 1 1 - low 3 - high 3 Create a central parking area at the Junction 1.9 Avg. City - 2 " Especially festival times. 4th of July would be a good time for this." and shuttle people into Ridgefield, especially 11 votes Port - 1 during festival times. 51 points 1 - low 9 - high 4 Create a pedestrian and bicycle path to the 2.1 Avg. City " Time with opening of Interpretive Center." wildlife refuge and the waterfront from downtown. 10 votes (Parks) - II " Regional parks." 21 points Revitalization group 1 - low 5 - high 5 Parking — the city needs a municipal parking lot 2.3 Avg. City - 3 " Use lot across from City Hall and at Welcome Center first." in the lot next to Davis Park. Don't waste valuable 10 votes DRC - 1 " See five year plan." street level business space on Pioneer or Main Streets 23 points Port - 1 " No boat trailer parking." for parking lots. 1 - low 5 - high " Government should find a space outside of the commercial area." " Not a good idea." " Downtown should be used for a lot of near functions rather than a parking lot for cars." 6 Plan and build a bike route to Lake Vancouver. 2.3 Avg. City - 3 11 votes Port - 1 25 points 1 - low 5 - high 7 Re -open the ferryboat shuttle service between 4.3 Avg. Port - 1 the Ridgefield waterfront and St. Helens, OR. 10 votes Marina - 1 Both visitors and commuters might use the ferryboat. 43 points 1 - low 9 - high 8 Burying electric lines in the old town area may be too 4.4 Avg. City - 2 "Move lines to rear of buildings. Got to start somewhere." expensive. The get estimates of the actual costs. 10 votes Port - 1 "Get prettier lights eventually." 44 points Grants - 1 "All lines or just along Pioneer and Main streets?" 1 - low 9 - high 13 # Item Priority Person/Group Comments :0 1 BUSINESS DEVELOPMENT Focus attention on retail business. 1.0 Avg. City - 1 " We need enough shops to spend the day." 10 votes " Yes!" 10 points 1 - low & high 2 Start an association of downtown businesses and 1.3 Avg. Businesses - 2 " Plan to continue for years." interested persons to lead downtown planning and 11 votes "The downtown needs an association. The only reason `Uptown marketing activities. 14 points Village' in Vancouver succeeded is because of an association." 1 - low 5 - high 3 Start a downtown committee within a revitalized 2.0 Avg. Businesses - 1 Chamber of Commerce. 8 votes 16 points 1 - low 5 - high 4 Include office development as part of the business 2.4 Avg City - 1 " Under right circumstances." focus downtown. 11 votes 26 points 1 - low 5 - high 5 Establish a marketing and recruitment program. 2.4 Avg. City - 1 8 votes 19 points 1 - low 3 - high 6 Reinvigorate the Chamber of Commerce. 2.4 Avg. Business - 1 " Didn't do much before." 9 votes " Recruit businesses?" 22 votes 1 - low 3 - high # Item Priority Person/Group Comments GA 1 GOVERNMENT ACTION Reduce the burden created by city impact fees. 1.0 Avg. City - 1 " Investigate funding available for historic rehab." For example: 5 votes 5 points 1 - low & high 2 Eliminate or reduce water and sewer connection fees. 1.0 Avg. PUD - 1 " Don't charge a fee for a lot that originally had a building hook-up." For example: 4 votes 4 points 1 - low & high 3 Waive fees in consideration of buildings designed 1.3 Avg. City - 1 " Perhaps reduce fees." to blend into downtown. 10 votes " Grants?" 12 points "A great idea for attraction." 1 - low 3 - high 14 # G A Item GOVERNMENT ACTION Priority Person/Group Comments 4 There should be no design standards without an 1.5 Avg. City - 2 " Perhaps low interest loans." incentive program. The design program should be 8 votes incentive driven — not regulatory driven. 12 points 1 - low 3 - high 5 Phase collection of the fees rather than collect them 1.5 Avg. City - 2 all at time of building permit application. 7 votes 9 points 1 - low 3 - high 6 There should be design standards in place 1.6 Avg. City - 2 "Absolutely." regardless of the incentives. 7 votes 11 points 1 - low 3 - high 7 Eliminate all impact or connection fees for downtown 1.8 Avg. City - 3 " So, how do we pay for it?" development. The city should get out of the way. 8 votes "Yes, yes, yes! Only the downtown commercial area. 1 - low Music to my ears." 14 points 5 - high 8 Provide people an impact fee credit for improvements 2.1 Avg. City - 2 made to the street or pedestrian circulation system. 9 votes 19 points 1 - low 9 - high 9 The City should use a portion of the tax revenue 2.1 Avg. City - 2 " Is this legal?" generated by new Junction business to help invest 8 votes " Secure any grants available." in downtown improvements, such as streetlights, 17 points benches, flowers, kiosk, or other amenities. 1 - low 3 - high 10 Design standards — There should be design 2.2 Avg. City - 2 " Secure a compliance grant." standards for the downtown and for the Junction. 9 votes 20 points 1 - low 9 - high 11 The City government should streamline the home 2.3 Avg. City - 3 " It's fine." occupation approval process. 11 votes " Perhaps, as long as it is fair to retailers who pay money 25 points for spaces to rent." 1 - low 9 - high 12 Eliminate that portion of the fee earmarked for the 2.3 Avg. City - 1 " Improvements will be necessary over time." collection system since downtown does not require 8 votes PUD - 1 collection system improvements. 18 points 1 - low 9 - high 15 13 Burying electric lines in the old town area may be too expensive. The city should get cost estimates form CPU and others as to what the actual costs will before proceeding any further. Priority Person/Group 2.7 Avg. City - 3 10 votes 27 points 1 - low Comments " Probably way to expensive." 9 - high 14 Collect the fees as part of the monthly water/sewer bill. 3.0 Avg. City - 1 " Perhaps up -front cost and monthly." 5 votes PUD - 1 15 points 1 - low 5 - high 15 The development code should be amended to prohibit 3.9 Avg. City - 2 " Unless a B&B hotel." ground floor residential uses. 9 votes " Where?" 35 points 1 - low 9 - high 16 Rezone some properties that are zoned commercial 5.0 Avg. City - 2 to residential. 8 votes 40 A ADDITIONS Check on grants for brochure/map/signage for loop Grants or drive from Vancouver to Ridgefield and beyond. Develop "Back Road" tour of Ridgefield. " If necessary." " Multi -use?" 1-5 Sign " 3 miles to `Old Town Ridgefield." Check on grants for overnight slips at the docks or R -Vs spaces at Abrams Park Identify types of businesses wanted and then market to that type of industry. Move power & phone lines to rear of buildings and replace poles with streetlights to match dock. Make 5th St. one-way north in front of Union Ridge school for public safety for kids. Direct traffic from Union Ridge and Abrams park downtown onto Main or Third Streets. Fiber optics lines downtown. Have PUD take over all water & sewer systems now. Inn or a B & B. " We need visitors to stay awhile." " Ease restrictions to allow B&Bs downtown — short term for Lewis & Clark Bi -centennial and then maybe long term." " Need accommodations." Create a homecoming weekend. " A new event for the City." Create a Tree Plan. City - 2 " Raul Moreno volunteered." DRC - 1 "Grow Christmas trees and cut them and donate them to the needy." Flower Baskets for downtown. City - 1 Garden Club - 1 16 CONCEPTUAL BUILDING DESIGNS AND DETAILS CONCEPTUAL BUILDING DESIGNS The call -outs, represented by the letters A, B, and C, are AND DETAILS During the summer of 2002, the project team photographed key buildings and streetscapes. The photographs are an inventory of the architectural styles and building details that reflect the character of Old Town Ridgefield. The inventory is a permanent record of the heart of Ridgefield as it exists today. Photographs of downtown buildings and activities from earlier moments will also supplement the inventory in time. Many of the earlier buildings have been altered or lost but the photographic record of these buildings can help guide the design of buildings yet to be built. The inventory of architectural elements will become a palette from which future buildings may be drawn and constructed. Future building construction may be subject to design review to ensure that the essential character of Old Town is not substantially altered and lost. The following five Conceptual Building Designs and Details are presented as a starting point for the subsequent com- munity discussion about the future look of Old Town. They are not intended to be blueprints for development. The five conceptual designs are meant to be clearly modern buildings that could serve a variety of uses, such as, ground floor commercial or first floor parking, and upper story offices or apartments. They are all intentionally two stories tall so as to reflect the scale of the existing Old Town and also to provide for a true mix of uses. 17 meant to illustrate a particular design feature that is found in Old Town Ridgefield buildings, such as knee braces, parapet walls, and multi -paned windows. New buildings that incorpo- rate these character -defining elements may blend more easily into the fabric of the downtown. REVITALIZATION BLOCKS The Revitalization Block pages are a study of the existing built and undeveloped spaces in Old Town. The pages provide a quick reference about what land areas are fully built or under-utilized and, therefore, potentially available for redevelopment, and what areas are vacant and buildable. The project team mapped every block within the study area. All streets, sidewalks, alleys, existing buildings and struc- tures, and empty spaces within each block are drawn to scale. The purpose of the study is to create an egress and ingress access plan for every building and to determine the amount of space available for building expansion or for ame- nities, such as, patios, parking, or dining areas. The Revitalization Block study provides a solid baseline for future planning by providing the base maps for future individ- ual building assessment and circulation planning. The Revital- ization Block analysis may also provide the foundation of future marketing tools for Old Town since the public now has an accurate representation of what exists and what is available to accommodate future development. BUILDING TYPE A 18 1/4"-1'0" varies 8'4" shown Ap y 4+` • f: N M i ❑ C HF-I❑�� N r M 3 O L N d 't N N t0 O STOREFRONT B. Storefront Windows Window Detail Historic Ridgefield Storefront 19 r� b s Ap y 4+` • f: r i Window Detail Historic Ridgefield Storefront 19 BUILDING TYPE B 1/4"-1'0" 20 A. Parapet Wall B. Flat Arch 21 C. Recessed Entry Details I ��tuou�unuumuvmun�� uu�uuuuuwmuu� I� ii�nnuumnnnumrnnmrn�nticmm�n�� A nnnnun�ini�r�ui�mi� C. Metal Batten Roof 31011 12" Minimum — -- �° Roof Pitch -----_.- __ 6" x 6" Knee 1 x 4 Brace 2 x 8 Assembly -- ---- --- -- ---- 2 x 8 --- - - - Backer Channel Rustic Siding FRONT VIEW SIDE VIEW A. & B. Roof Pitch and Knee Brace Detail 23 ".2.A..r .J 11/211 11/211 11/211 911 911 2x8trimcm n E r (a DDDDDDD❑❑ � N LL r � DDDR °� n QEl 1:1DD D F -I V T L 2x8trim N n 2'0 I I I I I Craftsman Style column with Plywood as shown I I over structural steel cl. - I o I I � I I i I I I I I I i - I 21611 I I 1 x 6 Board & Batten siding @ 12" o/c , - I T V) 2 x 12 skirt board i l T 1/2" = 1'0" A. Craftsman Style Columns B. Lattice Details 25 IIIIIIIIilllillllle��uu�� 'I",, 111! Ionic Columns S H O P S N N T 9-12" "Old Style" letters 8-12" "Colonial Style" on 210" high painted plywood column with post & base frame with I x311 painted wood trim caps as shown Windows with mullions o � co co 2xSill L 2x3Trim s 1 x 2 Batts @ 12" o/c over 7e rough sawn plywood CM co Toe board cut from 2 x 6 Cl) 1/3" _ 1'0. A. Facia Sign B. Board & Batten Siding C. Ionic Columns 27 S. AVENUE REVITALIZATION BLOCKS RIDGEFIELD REVITALIZATION BLOCK 7 28 1 "-40' NO � F WW W W Z 0 jy a Upper Upper Living Center Living Center RIDGEFIELD REVITALIZATION BLOCK 2 (UPPER) 29 Upper Post Office Vacant Vacant A 1 "=40' NO Living Center W W N W W Z Theatre/ 0 Vacant Coffee Shop Pub * N M A 1 RIDGEFIELD REVITALIZATION BLOCK 2 (LOWER) 30 NO I"=40' N. MAIN AVENUE Public Park q�s • d AVE N U E RIDGEFIELD REVITALIZATION BLOCKS 4 & 5 31 111=30' NO N. MAIN AVENUE AVENUE RIDGEFIELD REVITALIZATION BLOCK 6 32 111=30' NO S. MAIN AVENUE , lot Corner Market Wedding Office Chapel Cafe H - W # m Laundromat A L L E Y W W Z Vacant 0 Res tL Res Vacant S. 3rd AVENUE RIDGEFIELD REVITALIZATION BLOCK 7 33 Vacant S. 3rd AVENUE H W W m I- to N z W a Q N Res. ' F W Vacant W m I- S. 4th AV RIDGEFIELD REVITALIZATION BLOCK 8 34 111=30' NO IL Ridgefield School District Maintenance Building Grocery/Deli/Flowers N 3 r d A V E N U E O - ill fit Restaurant Vacant 41 Residential Li 1 • Ti L N. 4th AVENUE RIDGEFIELD REVITALIZATION BLOCK 9 35 1 "=30' 100 W W I � M F N m W : W Z 0 IL Ridgefield School District Maintenance Building Grocery/Deli/Flowers N 3 r d A V E N U E O - ill fit Restaurant Vacant 41 Residential Li 1 • Ti L N. 4th AVENUE RIDGEFIELD REVITALIZATION BLOCK 9 35 1 "=30' 100 W W m b H Z 0 2 Y, N. 3rd AVENUE Residential N J J � e N. 4th AVENUE RIDGEFIELD REVITALIZATION BLOCKS 10 & 11 36 Residential Residential 111=30' NO Residential Z 0 2 y Residential I N. 4th AVENUE J J N. 5th AVENUE Re: Residential RIDGEFIELD REVITALIZATION BLOCKS 12 & 13 37 1 "=30' No* N. 4th AVENUE RIDGEFIELD REVITALIZATION BLOCKS 14 38 111=30' NO Residential I S. 4th AVENUE Residential Vacant Residential Residence S. 5th AVENUE Residence I I Residence Retail RIDGEFIELD REVITALIZATION BLOCKS 15 39 Ar a I i 1 "=30' NO r h, a Vacant Residential Residence S. 5th AVENUE Residence I I Residence Retail RIDGEFIELD REVITALIZATION BLOCKS 15 39 Ar a I i 1 "=30' NO APPENDIX 1 Creating a Destination Business Jon Schallert In May 2002, Mr. Jon Schallert presented a workshop for down- Schallert & Associates, Inc, DEFINITION OF MARKETING town business people in which he outlined a process for creat- Management Consultants 1 "A collection of functions involved in moving goods 111. Retail - USA.com ing a destination retail business. Mr. Schallert's premise is that any business, not just downtown, can become a destination. Key excerpts of his presentation are included below. MAJOR OWNER CHALLENGES 1 See your store and product as a consumer sees it 1 Act like Fortune -500 1 Put aside individuality for group unity 1 Refocus your one -of -a -kind strengths 1 Creatively depart from your business comfort zone DESTINATION RETAILING MYTHS 1 High traffic location 1 High income location 1 Store size 1 Product pricing 1 Product selection 1 Financial strength 1 Retail experience 1 If it's not broken... 1 Waiting for Big Brother WHY BUSINESSES LOSE CUSTOMERS 1 1% die 1 3% move away 1 5% influenced by friends 1 9% lured away by competition 1 14% dissatisfied by product 1 68% turned away by an attitude of indifference on the part of a company employee TODAY'S CONSUMER 1 Time pressured 1 Want original and unique retailers 1 Non -complainers 1 Over -marketed 1 Bored easily 1 78% factor 1 Product Micro -Niches 1 Expertise chooses items 1 Take items from generic to personal 1 Product selection = dominant 1 `Front -load' innovative products 1 Find limited distribution manufacturers 1 Signature items become uniquely yours REAL TIME CUSTOMER SERVICE 1 Customer Service must be 24/7 1 Customers expect immediate satisfaction and attention 1 Customer time pressures can be answered 1 Create customer dialogue mechanism 1 Dialogue must be part of the business 1 Definition of Integrated Marketing 1 "A planned strategy to utilize multiple forms of media and promotions to attract consumers to your businesses." 40 from producer to consumer." BUSINESS CUSTOMER CORRIDOR 1 Where a business makes contact with a customer or prospect, and a judgment about the organization is formed. IMAGE CONFLICTS WITH MARKETING 1 Facade of building 1 Signage 1 Windows 1 Entry/front door 1 Displays 1 Outside appearance 1 Merchandising 1 Layout 1 Decor 1 Lighting 1 Sound 1 Scent 1 Dress of personnel 1 Attitudes of personnel 1 Conversations of personnel ADVERTISING FOUNDATION 1 No ad budget is ever large enough 1 It takes ten times more money to get a new shopper than it costs to bring an existing shopper back. 1 It takes an advertising message a minimum of 8-12 times to impact a consumer. USING WORD OF MOUTH 1 Referral program - "I want another customer like you and I am willing to reward you for it" - Collective referral program 1 Testimonials - What our customers think about us - In their own words - Customers must allow compliments to be used in marketing materials MARKETING TOOLS 1 Traditional ads - Print - Radio - Television - Specialty products - Billboards 1 Word-of-mouth - Testimonials & referrals MARKETING WITH DATABASES 1 Capture every name - Guest books - Business cards - Register to win - Newsletter sign-up - Internet database 1 Name, address, phone, fax, email, and qualifier questions MAKING THE INTERNET SENSIBLE 1 Database collection system - Collect names manually, or - A list serve automatically collects names THE POWER OF INTERNET MARKETING 1 Internet adds new users quickly 1 Highly targeted emails with a personalized message can produce extremely high results 1 Communications arrive very quickly 1 Traditional mail costs are reduced MARKETING TOOLS: IN BUSINESS 1 Events: inside individual businesses - Anniversary - Customer appreciation night - Artist or author signing - Your store as an event center 1 Cross promotions - Like businesses share customers 1 Bounce -back promotions - Entice customer for an unplanned return visit MARKETING TOOL: PUBLICITY 1 12 times more likely to be delivered than advertising 1 Sent to feature editor, not ad rep 1 Written by you on news about your business 1 Use: "Publicity leaping" 1 Can be difficult to receive 1 Worth the effort when you get it 41 8 "MUST -HAVE" PRIORITIES 1 Address, phone, hours of operation 1 What makes us different (branding) 1 Store photo 1 Directions 1 Database collection system 1 Communication incentive 1 Satisfied customer testimonials 1 Product and service offering THE SUCCESSFUL RETAILER'S MOTTO: 1 "You don't want to be considered the best of the best. You want to be considered the only ones that do what you do." Jerry Garcia APPLYING INTEGRATED MARKETING 1 Correct two business image issues 1 Strengthen customer database 1 Start website 1 Add time -friendly customer service 1 Create bi-monthly in-store promotion 1 Generate two publicity releases, one a community tie-in 1 One crossover and bounce -back promotion 1 Email or mail a business newsletter 1 Begin a customer frequency program 1 Ready, Fire, Aim! GOAL 13: REVITALIZING DOWNTOWN RIDGEFIELD (ADOPTED JANUARY 1995) To work with the business community and the Port of Ridgefield to revitalize Downtown Ridgefield and the Lake River Waterfront as a mixed-use retail, tourist, residential and service center. The RUACP strongly favors programs that will build upon two of the City's major assets — its largely preserved central business district and waterfront. As Clark County and Ridge- field grow these two assets will become increasingly rare and valuable. The RUACP encourages public and private investment in these areas, consistent with the policies below. POLICY 13.1 In developing action plans and when reviewing devel- opment applications, the City shall ensure that the existing strengths of Downtown Ridgefield and the Waterfront area are maintained: (a) Orientation and access to the Lake River shoreline (b) Comfortable, small town, "main street" feeling. (c) Pedestrian, bicycle and bus access. (d) Absence of large signs, parking lots, and drive-through businesses. 13.2 Take advantage of Ridgefield's Waterfront: (a) Work with the County and State agencies to transition from an industrial waterfront to mixed-use commercial, residential and tourist -oriented development that focuses on the amenity values of Lake River. (b) Discourage development that does not receive direct benefits from a waterfront location, or which is incompat- ible with mixed-use commercial, residential and tourist - oriented development. APPENDIX 11 Ridgefield Urban Area Comprehensive Plan (RUACP) (c) Develop a Waterfront Zoning District which specifies permit- ted and conditionally -permitted land uses, landscape and development standards, and public access requirements. (d) Ensure that Ridgefield's and Clark County's transportation plans include automobile, bicycle, boat, train and pedes- trian access to the Waterfront area. (e) To provide unrestricted vehicular access to the water front area, encourage development of a railroad overpass as part of the first six-year Capital Facilities Plan. (fl Encourage development of a riverfront promenade in the Water Front Mixed Use zone and integrate such a prom- enade into the greater City trail system. 13.3 Encourage investment in Downtown Ridgefield while conserving Downtown Ridgefield's small town, "main street" feeling. This "feeling" has several components which require consideration and protection in the planning and land devel- opment process: (a) Store fronts typically are located on the street (along right- of-way lines), with street side windows, sidewalks and street trees separating on -street parking. (b) Parking areas are located behind buildings, not in front of them. Parking lots which are located to the sides of buildings and which abut a street shall be separated by a landscape buffer. (c) Downtown businesses are encouraged to take advantage of their historic character, by maintaining original building facades with appropriately sized and designed signs. (d) Residences are encouraged to locate above businesses. (e) Business activity should be oriented towards the street: sidewalk cafes, tastefully designed awnings, and appro- priate street vending activities are encouraged. (fl Provisions shall be made for pedestrian and bicycle access and parking. However, pedestrian malls which eliminate vehicular access to storefronts shall be discouraged. 42 13.4 Develop a Downtown Mixed -Use zoning district to implement the RUACP. 13.5 As budget priorities permit, prepare a master plan for Downtown Ridgefield and the Waterfront, which considers, among other things: (a) Economic realities and the business plans of property owners; (b) Multi -modal transportation facilities, including public access to the Lake River shoreline and safe pedestrian and bicycle access from Downtown to the railroad tracks; (c) Objective landscaping and design standards to ensure compatibility among mixed-use residential, commercial, tourist and institutional developments; (d) Open space and park needs. (g) Design standards for waterfront development, which maximize view potential (e.g., "stair -stepping" back from the Lake River shoreline) and minimizes traffic and noise impacts. (e) Appropriate mixed uses, such as RV parks, docks and marinas, specialty retail shops, government and service centers, hotels and restaurants, recreational sales and service, general merchandise, housing, and entertainment businesses. (fl Appropriate locations for affordable housing opportunities. 13.6 To realize the goal of an active Downtown and Water- front, opportunities for appropriately designed, higher density residential development shall be provided, through such methods as: (a) Mixed use developments; (b) Cluster (small -lot) subdivisions; (c) Accessory housing units ("granny flats"); (d) Second -story apartments above businesses; (e) Houseboats. I APPENDIX 1 1 1 Credits Over the course of the CDBG funded INDIVIDUALS Mary Bodine downtown planning program, scores of Ann Margaret O'Reilly Mary Vagner people contributed their time, talents, and materials to the project effort. Carolee McNate May Schill The City would like to thank everyone for Cathy Hughes Merrilee Lee their support and encourages other resi- Christine White Scott Hughes dents or business people to help make Darren Wertz Stan Livingston Old Town Ridgefield a dynamic and vibrant place in which to live, work and shop. Dave Kelly Steve Patee David Dynes Sydney Resbeck THANK YOU: Debbie Martin Tim Dawdy AGENCIES Dee Crismann Tom Swingruber Clark County Department of Community Services, Community Don Griswold Tony Zebrun Development Block Grant Program, Earleen Griswold Warren Rust U.S. Department of Housing and Urban Development (HUD) Ellis Dunn Wayne Magnon City of Ridgefield, WA Fran Kemper — Mr. Randy Bombardier, City Manager BUSINESSES Gary Bock Allen Farm Bed & Breakfast Ridgefield Planning Commission, — Fran Kemper, Liaison Gary Weber E2 Land Use Planning Services, LLC Ridgefield Chamber of Commerce Jeff Warren — Eric Eisemann — Mr. Stan Livingston, Director Jon Studeny Impressions Ridgefield Community Center Jurinda Swingruber Jon Studeny, Architect Ridgefield Business Association Kay Stringfellow Old Liberty Theater Ridgefield National Wildlife Refuge, Keith Swingruber Pioneer Street Cafe U. S. Fish & Wildlife Service Lyris Woodage Sally Heppner Design Mark McClurg Season's Coffee Marney Hefflin Starliner Deli