ASHLAND CENTRAL AREA PLAN MAYOR AND CITY COUNCIL R. L. Neill, Mayor Richard C. Cottle Fred C. Roberts Emmett Whitham George F. Ward Donald E. Lewis Duane Baker CITY ADMINISTRATOR Robert H. Ayre ASHLAND PLANNING COMMISSION E. H. Singmaster, Chairman Dr. Elliott MacCracken William Dawkins John Billings V. J. Baratti Henry Peck Harold Buck COMMITTEE OF 50 Mrs. Kenneth Grebner Pierre Roberts Chet Squire Doug Schroeder Don Lewis Robert Bennett Mrs. Elmer Newton Mrs. Loy Prickett Mrs. Jean Cope Mr. Owen Osborn Mr. Frank Malin Mr. Bill Purdy Mr. Ken Jones Mr. Gary Afseth Dave Fortmiller Ernest Hamaker E. C. McGill, Chairman Mrs. Gladys Fortmiller Shurman Gardner George Findlay Elmer Biegel Jack Gruber Mrs. Bess Madison Mrs. Wallace Dysert L. B. Sears Walter Manchur James Ragland Mrs. Chet Squire Gail Brewer Elmer South Mrs. Dale Hoover Rev. E. E. Crawford A. N. Warren Mrs. Virginia Cotton Frank Barnthouse Gene Morris Dunbar Carpenter William Patton William Dawkins Edd Rountree Mrs. Lee Cormany Robert O'Harra Lloyd Selby Gerald J. Scannell Robert Reinholdt Dr. Leo van Dijk James Busch Miss Ruth Bebber Lyle Knower MAYOR'S MASTER PLAN COMMITTEE Duane Baker, Chairman Dr. Elliott MacCracken William Dawkins Donald Lewis Harold Buck Stanley Jobe Allen Alsing Robert Ayre Vincent Oredson ASHLAND CENTRAL AREA PLAN AN ELEMENT OF THE COMPREHENSIVE PLAN FOR ASHLAND, OREGON The preparation of this map was financially aided by a federal grant from the Urban Renewal Administration of the Housing and Home Finance Agency under the Urban Planning Assistance program authorized by Sec- tion 701 of the Housing Act of 1954 as amended. Oregon Project No. P-75. December, 1966 Cornell. Howland, Hayes & Merryfield • Engineers and Planners Rockrise and Watson • Royston, Hanamoto, Mayes & Beck • Architects Landscape Architects Larry Smith & Company • Real Estate Consultants Vincent L. Oredson Architect -, ~ithia Plaza looking up Main Street to the south. FOREWORD This report contains the plan for the central area of Ashland. It covers the central area, a portion of Lithia Park, and other major land use s which are adjacent to the downtown area. The plan is an ele- ment of the Ashland Comprehensive Plan. The purpose of the plan is to provide a guide for the development of downtown Ashland including future improvements, both public and private. When adopted by the city council, the plan will become official city policy. The report covers the following: 1. A design plan which establishes the physical framework for the improvement of the central area. It illustrates a way in which various elements, streets, parking facilitie s, pedestrian areas, and structures, can be coordinated to achieve a unified downtown de sign. 2. A program for implementation which include s recommendations for: specific improvements; preliminary co st estimate s; a program for stag- ing improvements; development standards and regulations; and methods for financing. Pre- liminary financial tests of private and public projects assure a reasonable probability that all recommended projects are feasible and capable of implementation. The recommendations for implementing the plan are contained in the section on Project Phasing, page 38. 3. Background mate rial which cove rs the existing and projected physical and economic structure of the area. Beginning in 1960, when a land use inventory of the city was made, a number of planning studies have been prepared with reference to land use, traffic circulation, and the local economy (see page 95). Three of these reports have a direct bearing on the present study: "Planning for the C. B. D.", prepared in 1964 by the Bureau of Muni- cipal Research and Service; "Revitalization Study - Central Business District", by Vincent L. Oredson, Architect; and "Economic Report for Downtown Ashland", by Larry Smith and Company. The findings from these studies have provided back- ground material. The plan for Ashland I s central area has been pre- pared by Cornell, Howland, Hayes &: Merryfield, Engineers and Planners; Rockrise and Watson, Architects; Royston, Hanamoto, Mayes &: Beck, Landscape Architects; Larry Smith and Company, Economic Consultants; and Vincent L. Oredson, Architect. Staff membe rs of the various city de- partments have contributed to the study. The plan was coordinated with the Comprehensive Plan for the City of Ashland prepared by the Bureau of Municipal Research and Service. CONTENTS IMPLEMENTA TION .............. 37 ELEMENTS OF THE PLAN INTRODUCTION FOREWORD OBJECTIVES Project Phasing, .38 Preliminary Cost Estimates by Project, 42 Methods of Financing, 45 General Funds Bonds State Assistance Federal Assistance Joint City I Private Development Conclusion Financial Implication of Public Projects, 48 Financial Feasibility of Private Projects, 50 Introduction Lithia Plaza Commercial Development Concept Develop and Operating Cost Cash Return Residual Land Value Conclusions Responsibility, 55 The City of Ashland The Downtown Merchants! Association of the Chamber of Commerce Merchants and Property Owners The Community Design Review, 57 Zoning, 57 Building s, 58 Signs, 58 Parking Lots, 58 Unde rground Utilitie s, 59 Street Elements, 59 Street Trees, 59 DEVELOPMENT STANDARDS 57 5 3 1 31. . . . . . . . . ... . . . The Design Plan, 7 Land Use, 23 Retail Park Re s idential Special Uses Other Uses Circulation & Parking, 26 Public Projects, 31 C Street Main Street Lithia Plaza Library, City Hall and Recreation Center Lithia Park Extension Parking Areas Street Improvements Underground Utilities Traffic Signals Water Street Widening and Connection to Parkway Ashland Parkway Private Projects, 32 Analysis of Project Benefit by Type and Relationship, 34 PROJECTS BACKGROUND .. Regional Setting, 61 General Characteristics, 64 Study Area, 66 Land Use, 68 Economics, 72 Retail Potential Non - Retail Downtown Potential Personal Service s Dining and Related Facilities Office Space Hotel-Motel Development Potential Summary and Conclusions Building Conditions, 80 Circulation, 84 Vehicular Circulation Pedestrian Circulation Physical Conditions Parking Future Parking Needs Review of Planning Work, 95 GRAPHIC MATERIAL MAPS &: SKETCHES De sign Plan, 5 Main Street Sketch, 9 Lithia Plaza, 11 Lithia Plaza Commercial Center, 13 Commercial Center on Main Street, 15 Section Through Main and C Streets, 17 Demonstration Block - Elevations, 18 Demonstration Block - Sketch, 20 Land Use Plan, 25 61 Major Features Plan, 26 Circulation Plan, 27 Parking Plan, 29 Project Map, 37 Trading Area Map, 63 Existing Features Map, 65 Study Area Map, 67 Predominant Land Use Map, 69 Zoning Map, 71 Land Use Map, 79 Building Condition Map, 81 Assessed Value Map, 83 Street Condition Map, 85 Traffic Volume Map, 87 Parking Map, 93 CHARTS &: TABLES Parking Facilities Proposed, 28 Type and Inter-relationships of Projects, 35 Projects, 43 Financial Analysis - Lithia Plaza Commercial Development, 51 Property Tax Comparison - Lithia Plaza Commercial Development, 53 Population Projections, 62 Summary of Land Use, 68 Retail Potential, 72 Department Store Sales, 73 Personal Service Space Delnand, 74 Dining and Related Facilities, 75 General Office Space, 75 Commercial Space Requirements, 78 Condition of Buildings, 82 Condition of Streets &: Sidewalks, 88 Parking Utilization, 91 Inventory of Parking, 91 INTRODUCTION Already delightful in many ways, Ashland has the opportunity and potential to develop into one of the most unique communities in the west. Its present assets are many. The world renown Shakespearean Festival performs each summer in the city's beauti- ful Lithia Park. During the 51 night 1966 season, 61, 000 people attended the performances. Southern Oregon College is the state's fastest growing in- stitution of higher learning with a student body ap- proaching 4, 000. The increasingly popular Mt. Ashland Ski Resort Area, 18 miles distant, was visited by some 80, 000 ski enthusiasts during the 1965 winte r season. All the se combined with near- by lakes, streams, forests, and a fine climate create an enviable setting for the shopper, visitor, tourist, and resident. In addition Ashland, lying on the main north-south freeway route, can capi- talize on its southernmost location in the Rogue River Valley as the gateway city between Oregon and California. Ashland's central area, however, suffer s from conflicts between through traffic and local traffic, and from the generally rundown condition of many of its buildings. Its un- appealing downtown has not kept up with Ash- land's emergence as a tourist attraction, as a city for cultural and recreational activitie s, and as one of the commercial centers of the valley. The existing conditions in the central area have a damaging effect on shopping habits and prefer- ences of visitors and residents, and on the economic well-being of the entire community. The purpose of the plan is to make it possible for Ashland to redevelop its central area by providing a development program which utilize s Ashland r s special assets. Thus, Ashland can realize its goals and capitalize on "its growing reputation as a unique small town. To accomplish the plan will require determination and cooperation among the businessmen, the prop- ertyowners, the city officials, the residents, and the development interests. The Central Area Plan is a program of action. 1 OBJECTIVES The following objectives are the basis for the plan: General Objectives 1. Develop a central area for Ashland which will improve the city's competitive position with respect to other commercial centers in the Rogue River Valley. 2. Develop in the central area a high quality of design and amenity in keeping with Ashland's potential as a commercial and tourist center. 3. Develop an environmental character which en- hances the unique characteristics of the city. 4. Encourage private interests and public agencies to cooperate in a dynamic program for revital- izing the central area. Specific Objectives More specific objective s with re spect to land use, circulation, and environmental character are dis- cussed below: Land use. The central area should contain only those uses which are compatible with one another. New uses which contribute to the central area should be actively sought out. Uses which are incompatible should be encouraged to seek more suitable loca- tions. The central area must be compact, a close grouping of functionally related uses. Circulation. A compact central area will generate a high concentration of pedestrians. To facilitate the safe and efficient movement of pedestrians, vehicular traffic within the area should be segregat- ed. Through traffic should be routed around the retail core. Traffic destined for the retail core should have easy access to parking facilities. Park- ing facilities, in turn, should be iDeated to provide easy pedestrian access to stores and offices. Environment. Downtown Ashland should be busy, colorful, and interesting-. It needs both variety and unity. Variety can be created through a wide range of complementary commercial facilities. Unity can be expressed in the overall design and in the details of the public spaces in the central area. The central area should be distinctive, by encouraging and ampli- fying those characteristic s which are unique to Ashland. 3 4/ Cop.!! Wogonlr Air Coli \lie. / ~I ASHLAND Ashland - 1867. An early platt of a portion of the central area. The Stage Road is now Main Street. Mill Creek is now Ashland Creek. ELEMENTS OF THE PLAN J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J J 5 [J~-.;;.;;;:~~~.~-:;:;;.::.~-1i~~-- 600 I - 400 ! L ; DESIGN PLAN The design plan, combined with the sketches, is a graphic description of the future central area for Ashland. The main access to the city will be from the pro- posed Oak Street freeway interchange. From the freeway the road will curve gently through the Bear Creek Park Chain and then south along Ash- land Parkway. Playgrounds, picnic areas, and campgrounds located in the parkway will be an at- traction to the tourist as well as the local resident. Secondary access from the south will be by way of Siskiyou Boulevard and from the north by Main Street. From the south the entrance to the central area will be marked by a small park which is a termination for Main Street. From the north a similar landscaped area, which is an extension of Lithia Park, will form the entrance. Main Street will no longer be a part of the major traffic route. Traffic will be diverted onto C Street which is in- dicated as a four-lane, two-way road. On Main Street, pede strians will move within an attractive environment. Space once dominated by the automobile will be predominantly for pedestrian purposes. Cars will now use the street, not as a thoroughfare, but as an access way, and for pickup and short-term parking. Parking will readily be available: short-term park- ing on Main Street and longer-term parking in land- scaped areas adjacent to the stores. From. the parking areas one will be able to enter the stores directly at the various shopping levels or proceed through landscaped walkways to Main Street. With the removal of the old City Hall and the Chamber of Commerce Building, Lithia Plaza will take on a new vitality. To the east across Main Street will be located the Lithia Plaza Commercial Center. This structure will include motel units, with underground parking, shops, entertainment areas, and restaurants grouped around an open court facing the Plaza. During the winter the court will become an ice skating rink, while during the summer it will serve as an outdoor restaurant. The buildings fronting on the east side of the Plaza should be remodeled and used predominantly for tourist oriented shops. A pedestrian way combined with a small outdoor restaurant would provide ac- cess to Ashland Creek and the parking lot located off Granite Street. The Plaza will become the major focus for the whole central area. It would be used as a year- round activity center for, community events such as dances, exhibits, and concerts. From the Plaza, broad steps will lead up to the Shakespear- ean Festival Theatre and the repertory playhouse. The existing shops along Main Street and in Lithia Plaza should be repainted in accordance with an 7 overall color scheme resulting in a harmonious environment, yet with variety and individuality. Gaily colored awnings and tasteful signs are suggested for the front of the shops. The street lighting will be chcmged {rorn purely functional lights to those which are also decorative and which complement the window displays of the shops. Other street elements such as benches, kiosks, trash containers, flower pots, and directional signs are shown within the pede strian areas. Special sidewalk paving, such as colored con- crete, brick and exposed aggregate, will be used to give added interest. At the intersections the sidewalks will be widened to shorten the distance across the roadway. The special paving at the pedestrian eros sings will mark the crosswalks. Fir st Street between Main and C Streets will be closed to traffic and in its place a shopping square is shown, bordered on the south by the Elks r Club, on the east and north by a new local commercial center, and on the west by the domi- nant landmark, the Mark Antony Hotel. This shopping square will be one of the three domi- nant activity centers in the central area. The other activity centers, Lithia Plaza and the civic recreation complex, are connected by pleasant walk ways. Oak Street will be closed to automobile traffic, providing a pedestrian mall connecting the activities of Lithia Plaza 8 with the civic center and the recreational center beyond. The library, a part of the civic center, will be immediately adjacent to the activities of Lithia Plaza and Main Street. The new city hall, v,/ith its adm.inistrati"ve offices and council ch8m- bers, will serve the public from within a park set- ting. The police facility will occupy the northern half of the civic center with access from Water Street. Beyond the civic center area a recreational center will border the extension to Lithia Park. This recreational complex will house community recreation facilities which include an indoor pool, meeting rooms, and a gymnasium. Outdoor re- creational facilitie s will include tennis courts and playing fields. Looking south along Main Street from entrance of • Mark Antony Hotel. """"-----...:-----_-----1 , '--"-'-~------ 9 10 View across Main Street to Lithia Plaza and • Shakes earean Theater from motel site.~~~~---' 11 12 View from Lithia Plaza across Main Street to Lithia. Plaza Commercial Center 13 14 Looking across Main Street toward COITlInercial • Center located between Second and Pioneer Streets. o15 16 Section through inlproved Main and C Streets, show- • a.;;.;in;;;.s;!_nl;;;,:.;;.;:u.;:lt.;;;l:.."-...;l:..e:..v,;,.,:e.;:l-..:.:a..:c;.:c:..e:..s:...:.s_f:.r:...:.o.;;;nl:':"'L.:;:a;.:r:.;;k:.;;i:.:n~g~l:..o:.t:.s:.....:t :.:o:.....:s:..;h:.:.::0"O:"::s:..;.:.....-J 17 l l DeIT1onstration Block - on the west side of Main Street between First and Pioneer Streets. • Existing Conditions . • Proposed RedevelopIT1ent. rJ Demonstration Block I 22 The design plan and accompanying material are a compilation of existing and projected physical, economic, and environmental resources into a document which will guide the people of Ashland in the development of their downtown. The plan utilizes the many assets of Ashland, such as its hillside location, Lithia Park, and Ashland Creek. Scale and character should be maintain- ed in the rehabilitation of buildings and the pre- servation of public spaces. Open spaces, building forms, topography, and planting masses are essential parts of the scheme. Landmarks such as the Mark Antony Hotel have been used to advantage, as well as the changes in grade between Hargadine, Main and C Streets. The following sections outline a program of im- plementation and suggest logical procedures for accomplishing the plan. LAND USE The land use patterns proposed in the design plan for the central area are illustrated on the plan on the op- posite page. This plan shows the relationships of the major land uses in the area and how these land use groupings relate to the vehicular and pedestrian circulation system. As the land use plan illustrates, a number of changes will eventually be required in the zoning of the area in order to implement the plan. Retail. The present retail area is well established along Main Street. The design plan establishes its limits within a more compact area. The major re- tail core as proposed in the plan will lie between Third Street and Lithia Plaza and between Hargadine and C Streets. It is the intent of the plan that this area be reserved for such commercial uses as retail stores, banks, personal service establishments, offices, and restau- rants. This area is the primary retailing and business core of the community. The Lithia Plaza area should be developed for tourist oriented uses. In the plan an o11lce complex is indIcated east of C Street between Pioneer and First Streets. This area is proposed for the expansion of office facilities when there is additional demand for office space. The area, adjacent to the proposed Civic Center area, will provide sites for groupings of profes sion- al and medical offices, clinics, and related uses. Park. One of the major proposals of the design plan is the extension of Lithia Park north to the railroad. This park would open up the area adjacent to the creek, creating a city park unparalleled in other Uregon communities. The park would join the Ash- land Parkway which is proposed as a part of the Bear Creek Park Chain (see Ashland Comprehensive Plan). Residential. Land use surrounding the retail core is predominantly residential. A large portion of this area between C Street and A Street, however, is presently zoned as a C -3 Commercial District. The purpose of a C -3 District is to provide a location for necessary heavy commercial and limited industri- al uses and services. Because of its relationship to the retail core and civic center, this area should be rezoned to residen- tial. Residential development within the central area will place a consumer population near the retail core. Sustained effort will be needed in all of the re sidential areas sur rounding the downtown in order to prevent deterioration of residential property. Only in this way can suitable standards of a residen- tial living environment be maintained close to the retail core. The inclusion of town houses and hous- ing for the elderly could be an effective addition to this section of the city. Special Uses. In addition to the above land use rec- ommendations, a special use district is proposed for the land bordering Lithia Park and the Plaza. It is the intent of this special classification that land 23 adjacent to the park should be for uses compatible with the park, with access to the pedestrian walks in the park, for example: motels, restaurants, small shops, recreation and tourist facilities. Other Uses. Future heavy commercial uses should be located east of A Street, outside the central area. Only those uses which are compatible with the central area should be permitted; other uses should be encouraged to locate elsewhere in the city in conformance with the Comprehensive Plan. 24 o 270 4~O ~CALE IN FEET EJ:i'ri('i;i,;,~,'i;:f:!.~Y'i': / ASI-ILAND CENTRAL AREA ~ LAND USE ~LAN ./; % ~.....I.AVYi. ;,"', '..:~.' .~.,. . 25 CIRCULATION & PARKING Circulation The circulation plan outline s the proposf'o circu12t- tion for the city, in relation to the central area and to the other major areas of Ashland. The circulation plan proposes an interchange on the freeway at Oak Street. This would provide direct access into the central area from the freeway by way of the proposed Ashland Parkway. After crossing the railroad, the road forks, and the major route enters the retail core area by way of Pioneer Street. lvliD.or access is Pl~0viueu to the Plaza area by way of Water Street. The Ashland Parkway and the ac- cess to Pioneer and Water Streets will require new rights-of-way. The accesses along Pioneer and Water Streets can be developed within existing rights -of -way. ~.CBEE~.· ",.$~ sO\"l.:.9......, 'VI>-c...~... '\ • _PAiiciii'f.IC•••H.iGH.·illWaAy.-::.9.9 ...:I.....III;;·.··::~;;,··__...~ :. ~.: .-.- ~.. ., .... ......... ..- ,. •••••••1 .......... -'. '. '. '. '. ... -.. I .)."- : .. •·b?,'V •••••••••••~••• .....'"..I~~ ••:~Q ~'.,.~ ASHLAND· MAJOR FEATURES 26 -.. .- ............... '. '. ... ....,••. • '. '. '. '. '.'. " "\ ASHLAND CENTRAL AREA CIRCULATION PLAN .c" '\,'1;'-', ."' .J,.", . " -~ ~ ().,, )7 "r'" I ,~, 600 I •\ ••••: ••••: •••••••••••••.. • =•f',.l. 400 ! 200 ! SCALE IN FEET 27 Of the seven public parking lots proposed, the order of acquisition and development will depend upon local decision. It would appear, however, that with the construction of the repertory theatre, parking lot P-3 should be developed first. The next lot to develop would probably be P-l. This lot would provide park- ing for the south end of Main Street. Parl<:ing lots P-5 and p~6 v/ill be dependent upon the c0111rrlercial center and should be developed concurrently with the center. The development of the other parking lots, P-2, P-4, and P-7, will be dependent upon specific need. The main element of the proposed street system for the central area is the movement of through traffic on C Street. Main Street as described in the design plan will become a two-way street with reduced speed and angle parking. C Street will be 'Hidened to accommodate four lanes of two-way traffic. A second bridge will be required over Ashland Creek to accommodate this rerouting. A minor street system on South Pioneer and Hargadine Streets will provide circulation around the retail core. The development of this peripheral movement will relieve much of the congestion in the area. Cars approaching the central area can circulate around the core area and park near their point of de stination. Parking To meet the needs for parking seven public off- street parking facilities are proposed around the retail core adjacent to the principal streets (see map). The total parking indicated on the de sign plan is 1,685 spaces. Of this amount 1,210 spaces are designated for general public parking. The re- maining parking is public or private parking for a specific use. The following is the proposed parking by type: No. of Key Area Spaces Public P-l Parking Lot 125 P-2 Parking Lot 75 P-3 Parking Lot 150 P-4 Parking Lot 60 P-5 Parking Lot 75 p-6 Parking Lot 105 P-7 Parking Lot 15 605 28 CH L PO RC Private A B C City Hall Parking Library Parking Po st Office Parking Recreational Center Main Street Parking Plaza Parking Other Street Parking Plaza Commercial Center Parking 1 st National Bank Parking Office -Apartment Parking 50 50 25 80 205 150 30 425 605 80 35 155 270 1,415 270 1, 685 :... \ .-YB1 .--- _. -~., ASHLAND CENTRAL AREA PARKING PLAN ... ,,, '\ ) ) J " ".';' 200 , 400 , 600 , SCA.lE IN FEET 29 PROJECTS PROJECTS The various projects reco:rn:rnended in the Central Area Plan have been clas sifled by type and relation- ship to provide the co:m:munity with an evaluation of the benefits that can be achieved through a parti- cular project. Public Projects C Street. The development of C Street as a bypass for through traffic around the central area will in- clude widening of the roadway to accom:modate two lanes in each direction, construction of a two-lane overpass at Ashland Creek, construction of a new sidewalk and special paving at pedestrian crossings, street lighting, and landscaping of sidewalk and median areas. Main Street. The refurbishment of Main Street will encompass the following: realign:ment of the street paving to allow one lane of slowly :moving traffic in each direction, increased on-street parking, special paving at pedestrian crossings, decorative sidewalk paving, decorative street lighting, landscaping and street elements. The street ele:ments include such things as benches, kiosks, fountains, planters, pots, trash containers, signs, and sculpture. Lithia Plaza. Lithia Plaza exemplifies the tradi- tion of Ashland. The development of the Plaza is planned to link it more closely to the Shakespearean Festival theatre, revitalized Plaza commercial area, and the new tourist oriented co:rn:rnercial develop:ment. Construction on the Plaza would in- clude closing selected streets, reconstruction of right-of-way to allow 50% greater park area, re- :modeling of traditional fountains and statuary, erection of display kiosks, benches, decorative lighting fixtures, and construction of landscape ele:ments de signed to enhance the beauty and focal position of Lithia Plaza. Library, City Hall and Recreation Center. Ashland :must provide in the near future physical facilities to house the services provided by the city. These facilities have been located in the Central Area Plan where they could best serve the public. A projected progra:m has been established to provide a basis for cost esti:mating. A la, 000 square foot library with its associated parking and site develop- :ment would be located adjacent to C Street i:m- :mediately north of Pioneer Street. The library would be convenient to downtown shoppers and directly accessible to auto:mobile traffic fro:m all directions. The library would for:m the southern boundary of a civic area centered around a new city hall. A projected 12, 000 square feet would house council cha:mbers, ad:ministrative offices, city services, and police functions. The civic co:m- plex would be co:mpleted by the existing ar:mory building and new recreation facilities to the east. Activities suggested by the co:m:munity for inclusion in the recreation buildings would be indoor swi:m- :ming pool, :meeting and recreation roo:ms, gy:rnna- siurn, and YMCA-YWCA headquarters. Lithia Park Extension. To provide additional re- creational parkland for the people of Ashland and the tourists, Lithia Park and Ashland Creek must 31 be preserved and expanded through the Plaza and beyond. The extension of the park will include the opening of Ashland Creek for recreational purposes as it passes through the city. The development will provld~ a p~.. l"'k setting for the ne'v/ ci'vic buildings. Parking Areas. Newly developed parking lots would be provided with pedestrian entrances directly into the various levels of the stores and landscaped malls connecting the parking with the Main Street shopping mall. All parking areas would be paved, well light- ed and handsomely landscaped. Street Improvements. In order to provide conven- ient vehicular circulation around the periphery of the central area and between parking areas, street improvements must be made. New curbing, paving and sidewalks would be constructed to define auto- mobile and pedestrian routes and provide smooth movement of traffic. Underground Utilities. The overhead power dis- tribution system should be replaced by a new modern underground system. All overhead wires and their supporting poles should be removed. New weather- proof underground conduits would distribute power to all residential and commercial buildings in the central area. Traffic Signals" The rerouting of traffic tl1IOUgh the central area necessitates the remodeling of the traffic signal system on Main Street and C Street. Existing traffic signals will be relocated and aug- mented with new equipment where required. 32 Water Street Widening and Connection to Parkway. It is important that the tourist be given direct and convenient access to the heart of Ashland. The widening and improvement of Water Street will pruvide a scenic entrance to the city while encourag- ing establishment of tourist oriented commercial development in the Lithia Plaza area. Ashland Parkway. The Ashland Parkway would be developed within a natural setting along the banks of Ashland Creek between the railroad and Bear Creek. Within the park, large play areas, camp- grounds and picnic areas would be developed. The roadway constructed at the edge of the park would provide a pleasant, direct entrance to the city from Interstate 5. Private Projects Opportunities for private development, which were identified as potentially feasible in the economic analysis (see Background-Economics) of the Ashland central area, have been included in the Central Area Plan. The ty,ro major projects are: (l) the Lithia Plaza Commercial Development, primarily for tourists, and (2) a downtown commercial center. Criteria used in recommending the location for each of these projects haye been: 1. Selection of that location which will maximize the project's market and financial feasibility, and 2. Selection of that location which wauld as sist most in reinforcing and stabilizing existing downtown uses in order to protect and enhance existing private and public cornrnitITlent within the down- town; this includes recognition that this COITl- ITlitITlent is heavily concentrated along Main Street, and 3. Selection of that location which could replace uses incoITlpatible with a key downtown location or of an environITlental character that seriously iITlpairs the iITlpact of the central area. Related to the above criteria, a tourist cOITlplex con- taining a ITlotel of about 75 units, restaurant and cocktail facilities, related retail shops, and an at- traction such as an ice rink, has been recoITlITlended in the Central Area Plan for a key block which fronts on Lithia Plaza. This block is also opposite the festival theatre grounds and located between Main Street and C Street. The present dOITlinant use on this key block is an autoITlobile dealership, which has been there for ITlany years. The existing use does not support nor relate in any particular way to the environITlent of the activity area which is center- ed about Lithia Plaza and the Shakespearean Theatre. Related to the nature of the Plaza area, existing uses do not represent the highest and best use of this key block, which has the potential to be uniquely suitable as a location for tourist activity and pedestrian shopping. The recoITlITlended expansion is designed to strengthen Litllia Plaza. A ITlotel developITlent of about 75 units at this site appears feasible, if certain conditions are ITlet. Two of these conditions should be: (1) the creation of a special setting for the ITlotel and, (2) the agreeITlent to operate the facility by ITlanage- ITlent experienced and able to provide a high quality of service. Ashland Parkway with its direct access froITl the proposed interchange on Interstate 5 would greatly increase opportunities for ITlotel develop- ITlent. Location of the ITlotel with frontage on Lithia Plaza and with a view over Lithia Park creates an opportunity to include restaurant and related facili- ties, specialty shops, and other cOITlITlercial space in the total developITlent cOITlplex. This project would attract a high value use to a priITle location, thus benefiting the potential developer with an in- vestITlent opportunity, ITlerchants who ITlight enter the project with increased sales resulting froITl location iITlpact, and the cornrnunity with a ITlajor iITlproveITlent to the central area and an iITlportant increase in the tax base. The second ITlajor project is a downtown COITlITler- cial center serving the needs of local residents. This developITlent is located on both sides of First Street, between Main and C Streets. In the heart of Ashland's central area, it currently contains un- developed parcels and SOITle vacant structures. The area presently is under utilized and tends to have a depres sing effect on adjacent land uses. New COITl- ITlercial uses introduced at this location should significantly upgrade the area and help to bridge the gap that now exists between the cornrnercial facilities located on Main Street south of First and facilities in the Plaza area. Uses that attract large aITlounts of pedestrian traf- fic, such as superITlarkets, departITlent stores, and 33 variety stores, would best achieve the objectives of the Central Area Plan. However, other uses of a high quality or good lllerchandising character would also fortify the retail core. It is understood, for exaITlple, that a sa"vings and loan associatioll 11a.b purchased land in this area and is planning a new structure for its operations. The central area would certainly benefit frolll this project, and this developlllent should be regarded as an early step in illlplelllentation of the plan. The Central Area Plan focuses attention on the potential for lllaking this area the center of COlll- lllercial activities serving the local population base. The focus on the plaza area, in contrast, is one oriented to the tourist and visitor lllarkets. As a long range goal the cOllllllunity should consolidate its local service activities on Main Street between Pioneer and Third Streets, and encourage a transi- tion of shops and activities in the plaza area into a tourist center. Appropriate locations are recollllllended in the plan for the developlllent of other private sector projects as dellland occurs. These include professional office space, service stations, and garden apart- lllents. Locations have been recollllllended which are consistent with logical expansion of the central area, and which perlllit the large alllounts of park- ing required today. Garden apartlllents will have the particular advantage of adding to the residential base of the central area, thus benefiting Ashland IS central area. 34 Analysis of Project Benefit by Type and Relationship The Central Area Plan projects as discussed have been divided into public sector projects, financed by appropriate local, state, or federal agencies, and private sector projects, financed by private invest- lllent. Public sector projects are further classified as to provision of a norlllal service and seed invest- lllent':' aillled at creating conditions conducive to expanded private investlllent. Private sector proj- ects are defined as profit investlllent (developlllent of a project based on anticipated incollle) and civic investlllent (investlllent where aiding the cOllllllunity rather than return to equity is the prilllary criteria). Against an understanding of the benefit, the COlll- lllunity will be in a better position to reach a deter- lllination on whether the costs involved in each project are justified. Thus, projects can be proper- ly illlplelllented on a priority basis or delayed until the cOllllllunity is willing to expend the funds involved. It can be seen frolll the chart (page 35) that public sector seed investlllent projects are of the highest priority and thus should be considered for initial illlplelllentation of the Central Area Plan. Afte r necessary adlllinistrative organization has been ac- cOlllplished to prepare for project illlplelllentation, the C Street project and the delllonstration project on :~v1ain Street (itern 14-Project list), not dependent on cOlllpletion of the C Street project, should be COlll- lllenced. COlllpletion of the above would perlllit ':'Investlllent that encourages or lllakes possible additional related investlllent. TYPE AND INTERRELATIONSHIP OF PROJECTS CIVIC INVESTMENT PUBLIC SECTOR NORMAL SERVICE PROJECTS PRIVATE SECTOR INVESTMENT PROJECTS .--------- •r--------i---------~---------i---------,8 (,:,m ' , , r---------------------------------- • • • • • • • • • • • • • • • •PUBLIC SECTOR'SEED INVESTMENT : INDIRECT BENEFIT DIRECT BENEFIT DEPENDENT UPON PRECEDING PROJECT --- ...... - * PRlOIUTY BECAUSE OF MAXIMUM BIC:NEFIT TO CENTRAL AREA 35 cOITlpletion of the total Main Street Mall and related parking. The redevelopITlent of the Plaza is sug- gested for developITlent concurrently with cOITlpletion of the Main Street Mall. As shown in the diagraITl (page 35), the foregoing projPrts are considered to have direct benefits for the incoITle-producing private inve stITlents, and thus create a cliITlate ITlost conducive to achieving this developITlent. The Lithia Plaza expansion will assist developITlent and rehabilitation around the Plaza. The cOITlpletion of the Main Street Mall will benefit all private inve st- ITlent and in particular, the proposed cOITlITlercial cente r on Main Street. Upon cOITlpletion of projects recoITlITlended for initial iITlpleITlentation as shown on page 35, nUITlerous public projects are recoITlITlended in the plan. It is seen that all seven projects suggested to ITlaintain and iITlprove the services provided by the public sector will indirectly benefit private investITlent in the downtown. For exaITlple, the developITlent of a new library at the site recoITlITlended in the plan should result in in- creased patronage of nearby cOITlITlercial facilities by people cOITling downtown to use the library. The recoITlITlended extension of Lithia Park along Ashland Creek and the Ashland Parkway, planned to link the downtown with the proposed interchange on Interstate 5 Freeway, will directly benefit recoITlITlended pri- vate projects. Thus, in terITlS of ITlaxiITlurn benefit to the downtown, it is suggested that the foregoing two projects be given higher priority than the re- ITlaining public sector projects. The recoITlITlended locations for the public sector projects are con- sidered to provide ITlaxiITluITl as sistance in strength- ening the downtown. UltiITlately, the size of projects 36 such as the Recreation Center ITlust be deterITlined by what residents of the cOITlITlunity are willing to spend for, and require of the particular project. The projects recoITlITlended in the Central Area Plan are cUIlbidered to be large enough in scope to accoITlplish the objectives of the plan and yet seeITl feasible in terITlS of the future needs of the COITl- ITlunity. IMPLEMENTATION ITE M 38- UN'~ERGROUND UTILITY PHASING ASHLAND CENTRAL AREA PROJECT MAP \ '. :> 200 SCALE IN FEET 400 600 The nUITlbers identify the projects listed under Project Phas- ing, pages 38 to 41 and under Project Cost Estimates, pages 42 to 44. Numbers prefixed with the letter P identify parking lots. All of the parking lots, with the exception of P3, are grouped under project 27. 37 PHASE ONE Action Responsibility':' PROJECT PHASING The projects have been divided into three phases. Phase One covers the initial steps necessary prior to actual redevelopment. Phase Two lists projects that conform to the following criteria: a. The project can be completely financed by local or state funds and is not dependent upon federal as sistance. b. The project can be started within six months and completed within two years. c. The project would be keyed to achieving the greatest benefit and to maintaining, strengthen- ing and increasing the potential of the central area. Phase Two projects have been clas sified as seed in- vestment projects. The final phase contains pro- jects, which are somewhat independent of each other and could be started at any time, depending upon available finances or demonstrated need. The responsibility for each item is listed as follows: 38 l. Adopt Central Area Plan City as an element of the Com- prehensive Plan for the City. 2. Appoint a Central Area Co- City ordination Committee whose function will be to assist the City in the implementation of the plan. From the Co- ordinating Committee ap- point a Design Committee. 3. Appoint a Development City supported by Coordinator to manage the Central Area Co- overall program. ordinating Com- mittee 4. Retain a Design Consultant City supported by to coordinate physical Central Area Co- development. ordinating Com- mitte e 5. Prepare an application Development Co- for an Urban Beautifica- ordinator tion Grant for Lithia Plaza and Main Stre et. ':'See Section on "Responsibility" for discussion on suggested division of responsibility. Action 6. Negotiate with the State Highway Department on 99 as shown on the plan. 7. Secure State participation in the construction of C Street. 8. Secure State Highway Department agreement regarding new inter- change at Oak Street. 9. Develop a financial pro- gram based on the economic analysis and suggested methods of financing contained in the Central Area Plan. 10. Prepare working drawings for projects in Phase Two. 11. Develop a de sign theme for buildings, signs and other elements which are part of the private sector. Responsibility City supported by Central Area rr.r"'lo.,...r1~""'""14-~,....rY ~~~~ ~~"~··"5 Corrunittee City City Development Co- ordinator in co- ordination with City and Central Area Coordi- nating Committee Design Consul- tant Design Consul- tant working with Central Area Coordi- nating Committee and Downtown Merchants' As- sociation Action 12. Initiate joint pro- motional and merchan- dising program for the area. 13. Investigate tax alloca- tion bonds and begin solicitation for motel and convenience center develope r s. PHASE TWO 14. As a demonstration proj- ect redevelop the one-half block on the south side of Main Street between South Pioneer Street and First Street. This would include sidewalks, signs, lighting, trees and the remodeling of store fronts. 15. Widen C Street and con- struct ove rpas s. 16. Revise traffic signals. 17. Remodel both City Hall and Fire Station to conform with de sign theme. Responsibility Downtown Mer- chants I Associa- tion Development Coordinator City, Central Area Coordinating Com- mittee, and the affected merchants and property owners City and State City and State City 39 Action 18. Remove all parking meters and substitute parking. Initial step would consist of remov- ing meter heads only. Posts would be removed during sidewalk recon- struction. 19. Demolish and clear Chamber of Commerce building (locate Park Department in City Hall, Chamber in City-rented quarters on Plaza or Main), and substitute landscaped temporary parking for police vehicle s preparatory to Plaza project. 20. Develop Lithia Plaza. 21. Pave Pioneer, 1 st, and 2nd cross streets and rejuvenate Hargadine. 22. Coordinate design for Jackson County Federal Savings and Loan build- ing with future commer- cial center on Main Street between Pioneer and Second Streets. 40 Responsibility City City City City Design Consul- tant Action 23. Construct basic scheme for Main Street. Add ad- ditional features as funds become available. 24. Acquisition and develop- ment of parking area P-3. TIMING FLEXIBLE 25. Remodel store fronts. 26. Construct commercial center in Lithia Plaza. 27. Start acquisition and development of parking areas 1, 2, 4, 5, 6, and 7 depending upon need. 28. Construct library. The existing library build- ing could be redeveloped as a city museum. This could include the reloca- tion of the pre sent Natural History Museum located in Lithia Park. Responsibility City City Individual prop- erty owners or merchant lessees coordinate with Central Area Co- ordinating Com- mittee and City Private under- taking City City and Library Board 29. Acquisition and development City of pedestrian access way from Granite Street to Plaza. Action 30. Construct repertory theatre next to Shakespeare theatre. Responsibility Private under- taking. Action 38. Place electric and tele- phone line s underground. This could be done by area as shown on the project map. Responsibility City and Tele- phone Company 31. 32. 33. 34. 35. 36. 37. Construct comme rcial center on Main Street between Pio- neer and Second Streets. Start improving areas in rear of stores with land- scaping and exterior re- modeling including rear entrance s to individual store s. This should be done on a block basis con- currently with the develop- ment of the parking lots. Construct new city hall. Demolish old city ~all and complete Lithia Plaza development. Construct recreation center. Redevelop South Pionee r and Hargadine Streets. Modify other streets in area to conform to the plan. Private under- taking and City Individual prop- erty owners or merchant lessees coordinate with Center Area Co- ordinating Com- mittee and City City City City City City 39. 40. 41. Develop Water Street widening and connection to Ashland Parkway. Both projects 39 and 41 should be done concurrently. Develop Lithia Park exten- sion along Ashland Creek from Lithia Park to rail- road. This would probably be done in two stages. Stage 1 from Lithia Park to Main Street and Stage 2 from Main Street to the railroad tracks. Stage 1 should be done concurrent- ly with the development of parking lot P-4 and the pedestrian access to the Plaza. Stage 2 should be done concurrently with the development of the recrea- tion buildings and adjacent playing fields. Develop Ashland Creek Park- way from railroad to Bear Creek Parkway and proposed freeway interchange. City City City 41 PRELIMINARY COST ESTIMATES BY PROJECT The cost of the revitalization program for the central area has been broken down by irldividual project on the project chart which follows. There are a number of ways that the individual projects can be financed. The various methods are dis- cussed under the section "Methods of Financing" which include assistance programs at the state and the federal level. How much the program will 42 cost the City of Ashland depends upon the methods of financing that the city chooses and what is avail- able in the way of loans and grants at the time the financial program is prepared. The cost of the revitalization program for the central area amounts to about $3,300, 000. The total cost of all the public projects listed in the three phases is about $5,400, 000. This includes projects outside of the central area such as the recreational center and the Ashland Parkway. The key projects, C Street, traffic signals, Main Street, and the Plaza, corne to $1,100, 000. The balance of the projects amount to about $4,300, 000. The cost estimates provide for the necessary land acquisition and the demolition of existing buildings, curbings, sidewalks, and street paving. Where land acquisition is involved, the assessed value of land and improvements increased by five times has been used, for lack of more reliable information. Also included is the construction of pavement, planting, underground utilities, storm sewer system, and street lights. Special features include fountains, kiosks, directional signs, flagpoles, sculptures, and benches. Costs are expressed in today's dol- lars. A 25 percent allowance has been made for design fees, legal and administrative costs, and a construction contingency. The projects are identified on the project map with the approximate public irnprovement costs listed on the project chart. PROJECTS Income Producing Investment Civic Inve stment Public Improvements Approximate Public Improvement Costs First Phase {""_ - .1 ..:>el;UllU Phase Administrative organization in preparation for plan implementation. (See Items 1-13 unde r Project Phasing) 14. 15. 16. 17. ...l§.. 19. 20. 21. Demonstration project on Main Street. ~, Widen C Street and construct overpass. ,;, Revise traffic signals. ':' Note: Those underlined are not shown on the project map. Remodel City Hall and Fire Station Remove parking meters . Demolish Chamber of Commerce building. Lithia Plaza development. ~, Pave streets. $ 24,000 754,000 31,000 1,500 2,000 600 96,000 9,000 ~. Coordinate de sign for Jackson County Federal Savings with commercial center. 23. Main Street development. ,;, 24. Acquisition and development of parking lot, P-3. ':' Second Phase Total - 220,000 205,000 $1,343,000 Third Phase 25. 26. Remodel store fronts. Construct Lithia Plaza Comme rcial Cente r. 27. Acquisition and development of other public parking lots: P-l $227,000 P-2 30. Construct reper- tory theatre. P-4 38,000 P-5 169,000 p-6 89,000 P-7 87,000 28. Construct library. 29. Development of pedestrian acce s s to plaza. 703,000 485,000 14,000 (C ontinued on following page. ) 43 Income Producing Inve stment 31. Construct commercial center. 32. Improve rear of stores. Civic Inve stment Public Improvements ApproxiITlate Public IITlproveITlent Costs $106,900 43,800 $150,700 33. 34. 35. 36. .n. .1§.. Construct new city hall. Demolish old city hall. Construct recreation center. Redevelop South Pioneer and Hargadine Streets. Modify other streets in area. Place utilities underground . Area A. Electric Telephone $ 534, 000 1, 500 1,121,000 31,000 35, 000 Area B. Electric Telephone $ 18,300 43,800 $ 62,100 *Seed Investment - An investment that encourages or makes possible additional related investment (see page 34). 44 Area C. Electric $ 19,400 Telephone 20, 500 $ 39,900 Note: Telephone costs not included as a public improve- ment cost. 39. Develop Water Street widening and connection to Ashland Parkway. 40~ Develop Lithia Park extension. 41. Develop Ashland Parkway. Third Phase Total - Total Development 145,000 98,000 l')C 1"\('\1"\ lJ:.J,UVV 755,000 $4,057,000 $5,400,000 METHODS OF FINANCING The method for financing the Ashland Central Area Plan is the key to its becoming a reality. Following the approval of the plan, the city should determine what the most practical alternative course of action is. Both the feasibility and practicality of a particu- lar method or a combination of methods can only be determined after a financial program has been work- ed out. The financial program is dependent upon decisions made concerning goals, timing, and philos- 0phy of financing. The following is an outline of the alternatives that are available to the City of Ashland. General Funds The most direct and least costly method of financing would be the use of city general funds. This method is least expensive because it is based on a pay-as- you-go philosophy with the consequence that there is no interest change. There is not, however, enough money corning into the general fund from all ser- vices at present to finance a major renewal of the central area and to maintain the present level of other services. The source of additional funds could either be from a specific tax levy or the proceeds from the sale of municipal property. The accumulation by the levy of a tax of a sufficient amount to permit the construction of the project or its construction in phases would require a specific tax levy over a period of years. Such a levy would undoubtedly exceed the six percent limitation and, therefore, require voter approval. It would also mean a deferral of the starting of the project until a sufficient amount had been accumulated for the bud- geted purpose. The sale of municipal property assumes the nego- tiation of a satisfactory price and would undoubtedly require voter approval, both as to the sale and the use of the funds. It has been suggested that financing could be provided by the sale of tlle rn.ullicipal electric syS- tem. If this were to be considered, a range of values for the electric system should be obtained. Bonds I. General Obligation Bonds. These are the custom- ary municipal bonds backed by the general power of taxation of the city. Use of this type of bond for urban redevelopment is authorized by ORS 457.320. Issuance of this type of bond requires voter approval and is subject to the statutory limitation of three percent of the true cash value of taxable property in the city (ORS 287.004). This city's bonding capacity is $1,535,000. A portion of this bonding capacity should be reserved for other public purposes. 2. Tax Increase Bonds. Cities are authorized to is- sue bonds in connection with urban renewal and development projects that are secured by and paid from the increase of taxes resulting from the re- development program (ORS 457.440). The before and after true cash value is fixed by the assessor and taxes derived from the increase in valuation is available to pay the bonds. The City of Portland recently issued $5 million of this type of bond. This type of financing is only available after the completion of development, and therefore, other financing would be necessary during the develop- ment period. 3. Special Assessment Bonds. A special assess- ment bond is one secured by a special assessment 4S or tax that is based upon benefits to property. Only the property that is directly benefited is charged and the charge is in proportion to the benefit. Under the so-called Bancroft Bonding Act (ORS 223.387), bonds may be issued for specified local improvements. These include the construction of streets, sidewalks, under- ground wiring, off-street parking, parks, play- grounds, recreation facilities, and "any other local improvement for which an assessment may be made on the property specially benefited". Special assessments are specifically authorized for pedestrian malls (ORS 376. 720). Special assessment bonds present several prob- lems. In a city the size of Ashland the area benefited is small with the consequence that the special assessment is very high or conversely the amount realized is modest. There is also a problem of determining benefit in connection with a number of the activities in the central area plan. 4. Revenue Bonds. The city by charter amendment may authorize the issuance of a bond secured only by the revenue from part or all of revenue- producing public improvement. The charter amendment requires voter approval. The problem is to find an improvement with sufficient revenue to establish the feasibility of the bond issue. Interest rates for revenue bonds are higher than for general obligation bonds. Feasibility requirement for this type of bond is in the neighborhood of two time s debt service. This means revenue available to make the annual interest and principal payment should be twice the amount required. Certain recreational activities such as a swimming pool could conceivably qualify for this type of bond. 46 The limiting factor is the number of people who might use such a facility. A feasibility study is a pre- requisite for this type of financing. It is possible to issue a combined rcv"cnue and general obligation bond. Unde r thi s type of bond the available revenue is used to pay as much of the debt service as possible, and general taxation is pledged to make up any deficiency. This type of bond is in reality a general obligation bond, and therefore, subject to the same limitations and conditions as any general obli- gation bond. State Assistance State assistance to urban redevelopment programs is limited to street construction that qualifie s as part of the state highway system. The funds for this purpose are a combination of state and federal funds adminis- tered by the State Highway Commission. State and federal participation is 75 percent of the cost for site acquisition and the construction of the street of an approved project. Traffic signals are on a 50-50 basis with the state. To qualify for funds, the project must meet federal and state standards applicable to the state highway system. Federal Assistance There are a number of federal assistance programs that are available for projects of this type. They in- clude: 1. Advances for Public Works Planning. Interest free advance s are available for planning of recreational projects, public buildings, and other types of public works. The advance is repayable upon the start of construction. 2. Open Space and Urban Beautification Grants. These provide financial assistance for such activitie s as street landscaping, park improve- ment' tree planting, and development of malls and squares. Federal as sistance can cover up to 50 percent of the acquisition and preservation of urban lands having value for park, recreation, scenic, or historic purpose. Fifty percent as- sistance is also available to as sist in developing lands acquired under the open-space land program. 3. Grants for Advance Acquisition of Land. These grants are to encourage communities to acquire land for future construction of public works. On any loan the grants cover the interest charges for a period of up to five years. 4. The Land and Water Conservation Fund Program. These funds are to be used for the acquisition and development of public recreation areas and facilities providing that they are in accord with the state I s outdoor recreation plan. Federal grants may cover up to 50 percent of the cost. 5. Grants for Neighborhood Facilities. These grants are available in order to provide for the financing of specific projects for programs of health, recreation, social, or similar necessary community services. Grants can include up to two-thirds of the project cost or 75 percent in designated redevelopment areas. 6. Urban Renewal. Also available is financial as- sistance through the Urban Renewal Program. This program is de signed to as sist local com- munitie s in eliminating blighted conditions and for the long range, planned redevelopment of deteriorated areas. Federal grants generally cover up to 75 percent of the project cost. The local contribution may include cash or non cash grants-in-aid. Money used to finance other programs using federal assistance may be used as part of the local share in this program. Joint City/Private Development Because of a constitutional prohibition against lend- ing public credit for a private purpose, joint city/ private development in Oregon has been limited to the city making available land on a favorable basis to a private group willing to undertake a develop- ment that is included in, or compatible with, a redevelopment plan. It has been suggested that a plan whereby a private group would finance and construct a public use facility and lease it to the city, with an option to purchase, is a possible method of joint action. To our knowledge, this has never been done in Oregon. It presents several problems, namely the six per- cent limitation, the neces sity for vote r approval of a continuing levy and the la-year limitation on continuing levy. (ORS 280. 080) Conclusion The central area plan should be approved. The ap- proval should be followed by a financial plan developed by the city officials and people of the community. 47 FINANCIAL IMPLICATION OF PUBLIC PROJECTS The Lithia Plaza Project, suggested for early implementation in thp. plan, has been chosen to illustrate the alternate means by which a project could be financed and to illustrate the financial implications to the citizens of Ashland. The Lithia Plaza Project, as described previously, is estimated to cost about $96, 000 The 1966-1967 summary of assessment and tax rolls for Jackson County indicates that the City of Ashland is currently receiving net income from property taxes of $207,213. 08. The repayment of the bond obligdtion would increase Ashland's tax require- ments by about 6%. To better understand the impact on the average property owner in Ashland, a typical horne valued at $16, 000 has been selected as a sample of the lll- crease in tax burden that would occur through development of the Lithia Plaza Project: The methods of financing a portion of the plan lists various means by which projects could be financed. For il- lustrative purposes, it has been as- sumed that the citizens of Ashland chose to finance the Lithia Plaza Project by issuing general obligation bonds. These bonds would have to be paid for by raising property taxes above the current rate used to provide present services to citizens of the City of Ashland. If a la-year repay- ment period on the bonds is assumed at a 5% interest rate (exact time frame and terms of financing will, of course, be dependent upon the terms of financing at the particular time the project is implemented), the annual payment required would be $12,221, or, say 48 $12, 000 A. Say the house could be sold for $ 16, 000 Thus market value is $ 16, 000 B. Taxes are based on an assess- ment of 25% of market value $ 4, 000 C. The current total tax rate is $83.90 per $1, 000 of assessed valuation, ':' thus taxes are 4 x $83.90, or $ 335.60 D. The present City of Ashland tax rate is $1. 72 per $100 of assessed valuation, thus city taxe s are 40 x $1. 72, or $ 68.80 The increase in City of Ashland property taxes for the $16, 000 horne would be 6% of the present city tax, which on an annual basis would equal about $ 4. 10 ~'More commonly expressed in 8.39 mills per hundred Other cities have obtained funds from appropriate agencies at the state and federal level for projects similar to the Lithia Plaza Project. For example, Salem, Oregon, recently received a 50% share of funds from the federal government under the Urban Beautification Program for a downtown project. If the local community desired to obtain matching funds and were successful, the increase over the 10 -year payoff pe riod for the bonds required to finance the Lithia Plaza Project would cost the hypothetical owner of a $16,000 horne about $2.05 per year. The financing of specific individual projects can be accomplished without imparting an excessive tax burden upon local property owners if projects are staged so as not to require that local property owners bear the burden of undue numbers of public- ly financed projects at the same time. Staging recommendations have been included in the Ashland Central Area Plan. However, the local citizens should have the final word in determining what ele- ments of the Central Area Plan will be developed and when. 49 FINANCIAL FEASIBILITY OF PRIVATE PROJECTS Private projects proposed for development in the Ashland Cenhal Al~eCl. Plan have been reviewed for financial feasibility as well as market justification. This review was made in order to provide reason- able assurance that key projects can be implemented. An analysis has been made of the proposed Lithia Plaza commercial development because of the great potential value of this proposed land use change. The financial analysis which follows is an illustra- tive example. Introduction Economic analysis of the Ashland central area indi- cates an opportunity for additional facilities to meet the needs of visitors to the Ashland area. The Shakespearean Festival, Mt. Ashland Ski Resort Area, Southern Oregon College and the recreation resources of the area bring an unusual number of visitors to Ashland compared to most communities of equal size. It is evident, however, that a sizable portion of this potential escapes from Ashland, pri- marily because existing facilitie s and shops do not provide the scope and variety necessary to attract a higher percentage of the visitors. Additional tourist facilities could be added in Asl11and wifhout 1-1arrI~ing comparable types of existing facilities. Lithia Plaza Commercial Development Concept The Lithia Plaza Commercial Development would 50 include shops, a motel, restaurant, hotel and pos- sibly a public facility such as an ice rink. A high quality concept for the project is recommended and would be considered particularly suitable to the 10- cational setting which would be created by the ex- pansion of Lithia Plaza and the extension of Lithia Park. The quality concept also seems justified by the non-freeway location, which suggests that to the maximum extent possible the complex should be ca- pable of attracting Interstate 5 travelers and area tourists and visitors off the freeway to its central area location by offering quality not found in most of the motel units and related facilities at the freeway interchanges or adjacent commercial arterials. A quality development should also be capable of sup- porting a significant increase in motel room rates during the tourist season when Ashland-Medford motels operate at near capacity. The proposed com- merical development on the Plaza would be particu- larly well located to attract this tourist traffic, even at higher than average rates. It should also be ca- pable of being a focal point of evening activities for Mt. Ashland skiers and of being a lure to small- er state and local conventions and meetings. An additional benefit to the Central Area Plan from the introduction of a unit a quality above the existing would be that it increases Ashland's reputation for motel availability while minimizing competitive impact on existing facilities. ILLUSTRATIVE FINANCIAL ANALYSIS LITHIA PLAZA COMMERCIAL DEVELOPMENT Return on Equity (estimated at $270,000 excluding land) 13% (estimated at $465,000 ;~~l"rl;~~ 1~_rl3\ om .L..I..L"--.J..I"A.l..I..L.I..L6 .J..a.1..1.U J u /0 Development Cost At $12, 000 per motel nnit inclnding site improvement costs, 75 motel units, swiIllIlling pool, restaurant- bar-coffee shop (4, 000-5, 000 sq. ft.) meeting rooms, some furnishings, and 5,000-6,000 sq. ft. of specialty shop retail- service space $ 900,000 Cash Return A. Operator's Gross Incorne 1. Room Rental s - 7 5 units at average of $14 per day per occupied room at 70% occupancy 268, 000 Residual Land Value Developer's Income Less: Depreciation at 2 1/2% of Development Cost Net for Capitalization (after depreciation) Capitalization Rate Capitalized Value (rounded) Less: Development Cost Residual Land Value - - Total - - Per Sq. Ft. (based on a site of 65, 000 sq. ft. $ 94,000 22,000 $ 72, 000 7% $1,030,000 900,000 $ 130,000 $2. 00 B. 2. Specialty shop, restaurant- bar-coffee shop rentals Estimated at 200% of room rentals at Plaza location 1Developer's Income 1. Room Rental at 250/0 of Operator's Gross Income 2. Specialty shop, food and drink space at 5% of Operator r s Gras s Total Developer's Income $ Less: Interest and Amortization2 536, 000 67,000 27,000 94,000 59,000 Assumes a net-net lease where operator would pay real estate taxes, insurance and maintenance costs. 2 As sumes at 6 1/2%, 18 year loan for 70% of development cost: Loan at 700/0 = $630, 000; Equity at 30% = $270,00.0; Constant = 9.44 = $ 59,000 3 Land Cost estimate based on five times current assessed value. Cash Return $ 35,000 51 Residual Land Value occupancy level. On a per square foot basis, based on a site size of approximately 65, 000 square feet, residual land value equals $2. 00 per square foot. Capitalization of developer's net income at 7% (after a depreciation allowance of 2 1/2%) results in a resi- dual value attributable to land of $130, 000 at 70% the basis of 25% of room rentals and 5% of food, beve rage and other sale s. These estimates are related to typical industry standards for a net-net lease. Room rentals have been calculated at $14 ".,,_ ~ _ _ _ ., 1 .L IlJ."' WUUJ.Uper day related to the quality cOTlcept. be slightly higher than the average rates for com- petitive first class units in the Ashland-Medford area. Return is indicated at a 70% occupancy level for the motel, which the facility could probably achieve as an average on a year-round basis if developed as recommended. Food, beverage, and specialty shop rentals would be expected to be about twice those of room rentals for the space allocated (la, 000 sq. ft.) at the Plaza location. A loan of 70% of development cost, not including land, and a loan period of 18 years are assumed. With a strong operator, financing of this calibre should be possible once the current tight money market loosens. Based on these terms, annual debt service payments would amount to $59, 000 resulting in net income of $35, 000 at 70% occupancy. This would indicate a return on equity of 13% excluding the land. Development and Operating Cost Evaluation of motel opportunities within the Ashland central area indicated a development opportunity of about 75 units, with perhaps additional units justi- fied to maximize market impact or to achieve the most suitable ratio of units to fixed expen ses (e, g, the cost of a swimming pool) or certain variable expenses (e. g. advertising). For the purpose of this illustrative financial analysis, a development of 75 units and la, 000 square feet of restaurant and commercial space has been assumed. A net-net lease has also been assumed, although it is recog- nized that actual development might occur under a variety of programs, including a lease to a national operator, an operator l s agreement or franchise with qualified persons or organizations, or an owner- operator. A capital cost of $12, 000 per motel unit is estimated for this type of development. This cost estimate would include complementary facilities such as la, 000 square feet of restaurant and related facil- ities, specialty shop space, swimming pool, meeting rooms and some furnishings. It would not include land which is discussed separately below. For this analysis, it is assumed the operator would pay all operating costs, including normal operating ex- penses, insurance and taxes. The developer, there- fore, would not bear these costs. Cash Return Rental income to the developer has been estimated on 52 ILLUSTRATIVE PROPERTY TAX COMPARISON PROPOSED LITHIA PLAZA COMMERCIAL DEVELOPMENT WITH EXISTING USES ImprovenleRt Value Residual Land Value Total (assumed equal to market value) Assumed Taxable Value at 20% of Market Value':: Lithia Plaza Commercial Development $ 900,000 130,000 $1,030,000 $ 206, 000 Existing Uses $ 96,000 99,000 $195,000 $ 39,000 Net Difference $804,000 31,000 $835,000 $167,000 Tax Revenue at $8.39/$100 of Taxable Value (total tax rate) $ 17, 300 $ 3,300 $ 14,000 Tax Revenue at $1. 72/$100 of Taxable value (city tax rate) $ 3,000 $ 700 $ 2, 300 >::For the purposes of this illustrative financial analysis, five times assessed value has been assumed as the basis for estimating market value. From the preceding comparison, it can be seen that an increase of four to five times the existing tax base and revenues would result from the im- plementation of the proposed Lithia Plaza Commercial Development. 53 Conclusions It can be concluded froIn the foregoing analysis that the Lithia Plaza CoITlITlercial I:evelopInent is poten- tially feasible, although it would probably require either: 1) A developer who believed he could iInprove on the revenue -cost relationship illustrated; 2) A developer willing to undertake the project (at less than the IniniInuIn expected return for this type of investInent) for civic reasons, or 3) Civic or public cooperation probably in the forIn of site acquisition and resale or ground lease at terInS consistent with about a $2.00 per square foot residual land value. These conclusions are based on a recognition that ITlOSt developers would require as a IniniInUITl a 10% return on their cash equity. The illustrative finan- cial analysis indicates that this requirement could be Inet insofar as equity required for developInent is concerned (a 13% return is indicated) but not if land costs at five times current assessed value Inust be absorbed (the return to equity indicated is only 8%). As noted, a developer Inight undertake the project based on the belief that the sugge sted occupancy or rate level could be bettered, or he Inight be willing to accept the potential 8% return for civic reasons or tax reasons related to building depreciation and a personal tax situation. Alter- nately, public or civic cooperation, possibly in the forIn of a non-profit corporation undertaking site 54 acquisition and a ground lease based on the residual land value rather than the pos sible acquisition cost, Inight be needed in order for the project to be iInple- Inented. Public or civic participation could be re- paid through the use of tax allocation bonds since the COInInercial developInent would represent a signi- ficant increase in the cOITlITlunity's tax base as illus- trated below or through ground lease payInents based on a percentage of gross revenues. A nUInber of al- ternative Inethods could be utilized and those discuss- ed are Inerely illustrative. The essential conclusion is that the Lithia Plaza cOITlITlercial developInent ap- pears to be sufficiently feasible to be capable of iIn- pleInentation and justified as a Inajor eleInent of the Ashland Central Area Plan. If iInpleInented, the developInent would significantly benefit the tax base and tax revenue s of the commun- ity as illustrated by the property tax comparison table on the opposite page. RESPONSIBILITY Cooperation among businessmen, property owners, the municipal government, and other public agen- cies is essentlal for the success of the central area. The responsibility for implementing the plan is divid- ed among the city officials, the merchants, the property owners, and the community at large. A suggested division of responsibility follows: The City of Ashland The City has a vital responsibility to ensure that the central area is strengthened and that it remains as the central focal point. Much of the actual work will come within the City's specific jurisdiction. Among its responsibilities are: a. The preparation of working drawings for streets, parking areas, and landscaping, utility reloca- tion, and other improvements. These details must be completed before final cost estimates can be made and a financial program established. b. The preparation of a financial program. c. The construction of those portions of the plan which are in the public sector. d. The establishment of a maintenance program for the landscaping and other improvements in public areas. One of the most difficult phases will be that of guid- ing the implementation of the plan once it is adopted by Council. To coordinate the efforts of the various groups engaged in the implementation of the plan, it is proposed that a Develo2rnent Coordinator be retained by the city. The Development Coordinator would be responsible for liaison, coordination, and agreement upon the various details and steps of the program. To advise the Development Coordinator, an Ashland Central Area Coordinating Committee should be organized by the mayor. The committee could consist of representatives of the city, the merchants, the property owners, and the commun- ity at lar ge. Every detail of the central area should be studied and designed with great care to ensure that the plans are in conformance with the overall concept of de- velopment. To assist in the program a Design Com- mittee consisting of several members of the Coordi- nating Committee should be selected by the Chairman of the Coordinating Committee and approved by the city. This committee would be charged with the responsibility of reviewing all proposals concerning public and private improvements, including signs. They would advise and recommend on the improve- ments as to their compliance with the central area design plan and their merits in accordance with standards of good design' and appearance. As an advisor to the City and to the Design Com- mittee a Design Consultant should be retained. 55 The Downtown Merchants I Association of the Chamber of Commerce The Chamber of Commerce and its Downtown Merchants I Association would be responsible for the following among other things: a. Develop a coordinated treatment of store fronts and the development of rear areas and rear en- trances to the stores. These details would be worked out with the Coordinating Committee and the City, and whatever other agencies are involved. b. Work with individual property owners and lesseed in applying the overall design concept in the remodeling of individual building ex- teriors and the design of business signs. , c. Develop a promotional program for the central area including activities, attractions, and pro- motional campaigns all in keeping with the quality and intent of the area. d. Develop a financial plan which will spread equitably the cost of the joint improvements in the private sector to those who will benefit. Merchants and Property Owners The downtown merchants and property owners each have a vested interest and responsibility in the pro- gram of revitalization. Among other things each individual property owner or lessee will be responsible for: 56 a. Remodeling or fixing the front of his store, and landscaping the open areas on his property in keeping with the overall design concept. h~ Providing a good rear entrance, a suitable ser- vice entrance, and adequate screening of storage of trash and garbage, in keeping with the Plan. c. Providing signs in keeping with the design char- acter of the Plan, and removing offending signs. d. Providing window displays and promotions which are attractive, seasonal, and which are in keep- ing with the general character and quality of the de sign of the area. The Community The community as a whole has a responsibility for the success of the program. Through a selected group of citizens who would be members of the Coordinating Committee, there should be a continuous program of public information to keep the people of Ashland ad- vised about the revitalization program. A permanent year-round program in which the com- munity participates in the activities of the central area should be developed. Civic organizations can sponsor and organize parades, s.quare dances, concerts, civic displays and other events utilizing downtown facilities. Such events contribute to the vitality of a downtown area and help to maintain it as a center of com- munity inte re st. DEVELOPMENT STANDARDS DEVELOPMENT STANDARDS The following standards have been prepared for study and consideration by the various groups in- volved in the revitalization of the central area. Some of the standards make recommendations that would require amendments to present city ordinances. Other standards are items that only need mutual agreement among the affected parties; while others should be incorporated into the precise plans for the various elements within the central area. Design Review Review by the Design Committee should be required for any of the following: 1. The construction or moving of a building. 2. Alternation which would substantially change the exterior appearance of a structure. 3. The erection or substantial alteration of a sign, wall or fence. 4. The installation or alteration of outdoor lighting equipment which would change the exterior ap- pearance of the structure. Whenever possible outdoor lighting should be compatible with the public lighting. 5. Whenever an outdoor use is established, en- larged or changed to another use. The Design Committee should take into considera- tion the following in studying the plans of proposed buildings and uses in the central area. 1. The general exterior appearance of a building, including height, size, shape, color and texture. 2. The relationship of the proposal to existing elements in the area. 3. The design, size, type and location of all signs, walls, fences, and outdoor storage. 4. The illumination of buildings, grounds, parking areas and signs. 5. Consideration should also be given to probable future uses and structures in the area, based on the de sign plan, precise plans, or redevelopment plans for the area. Zoning The Comprehensive Plan is a guide to zoning actions which may be taken by the city in the future. Zoning establishes precise districts within which uses that are compatible and related to one another are per- mitted. It is a tool of planning whereby the growth and development of the city is regulated and chan- neled in the direction established by the Comprehen- sive Plan. The present zoning for the central area and the surrounding area does not necessarily re- flect ultimate development as shown by the plan. 57 The most apparent example is the residential areas presently zoned, "Commercial-Heavy District". Those areas which are predominantly non residen- tial in character should be rezoned for residential use as shown on the land use plan, Buildings An overall design concept of both street and parking lot facades should be prepared for all blocks within the central area. This should be done on a block frontage with the businesses within the block shar- ing the costs. Each property should be inspected by an architect and a report listing deficiencies and proposed alternations prepared. The architect should be available to furnish technical advice to the owners and tenants on the proposed remodeling. Actual arrangements for the preparation of working drawings for a specific building would be between the architect and the owner or tenant. All plans for the construction or alternation of buildings should be prepared by an architect. Within the central area the merchants within each block frontage should develop a coordinated sign program to be installed on the street and parking lot frontage s. This would deal primarily with the size of signs, the color, quality and quantity of illumination. All signs would not have to look alike, however, they 58 should present a pleasing and unified appearance. Signs should contain only the name of the establish- ment and the type of goods and service s sold on the premises where the sign is located. No roof signs "'l4 h; 11 h,..... .... ..... r1 co C" h ......... 1~ 1-........ _ ............ ~ "-.4. ~ ..J ....,~ ..., ............ ...,.....,~..L ........... ..... .1 ... .....,lA.,J,. ........ uc;; !-'~.L.L.L.LJ.l,..l,..c::u. Master Directory, Merchant Group Signs and Directional Signs should be permitted on the public right-of-way. Parking Lots All parking lots in the central area should conform to the standards illustrated and described in the plan. The se irlclude: 1. The perimeter around all parking lots when con- tiguous to a public way should be landscaped with trees, shrubs and ground cover. A mini- mum width of 10 feet should be provided. Trees in this area should be about 40 feet apart. An ornamental masonry wall 4 feet high may be used instead of the 10 foot planting strip. A minimum of 2 feet is required on either side of the wall for ground cover. 2. Plant beds with trees and ground covers contain- ed by concrete curbs should be located 40 feet apart in the parking lots. 3. All parking facilities should be night lighted and equipped with permanently constructed bumper stops and well defined, double stripped markings. 4. Drainage of parking areas should meet the ap- proval of the City Engineer. 5. A minimum of 50/0 of the inte rio r of the lot sh.ould be landscaped with plant materials, and these landscaped areas should have complete irrigation systems. 6. Any unused space resulting from the design of parking spaces should be used for planting purposes. 7. No planting area or island should have an aver- age width of less than 3 feet. All planting areas or islands should be surrounded by a continuous raised concrete curb. Underground Utilities Ultimately all utility services should be installed underground. Provisions for vault space, as re- quired by the utility companies, should be provided in locations approved by the Design Committee. Street Elements The miscellaneous fixtures found on streets, side- walks, alleys and parking lots, clutter the city's public areas. Street signs, traffic lights, mail boxes, trash containers, light standards, fire hydrants and a multitude of other items are all necessary to the proper functioning of the central area. Collectively, however, these add or detract from the overall appearance of the central area. Careful consideration should be given to the selec- tion, appearance, and placement of street fixtures. Street Trees The following varieties of trees are suggested as street trees in the central area. Main Street - Ginkgo biloba - Maidenhair tree C Street - Ginkgo biloba - Maidenhair tree Description - A beautiful, slow growing, but long-lived tree, noted for its vivid golden-yellow fall color and picturesque branching habit. C Street Median - in clumps - Pseudotsuga menziesii - Douglas Fir Description - A handsome conifer of dense sym- metrical growth. The foliage is a dark blue- green color, with new growth a contrasting lighter green. Needles are short and soft. Minor Streets - Liquidambar styraciflua - Sweet Gum Description - A tall, slender, deciduous tree with decorative, deeply lobed maple-like leaves, turning a splendid orange or red in the fall. Robinia pseudoacacia 'Decaisneana' Pink flowering locust Description - A graceful, deciduous tree of 40 to 50 feet in height, notable for the 4 to 8 inch 59 clusters of fragrant, pink, Sweetpea-like flowers in the late spring. Soft, sm.all leaves turn yellow in fall but not conspicuously. Fir, Pine and Cedar are suggested in sm.all groves along with flowering trees in Lithia Plaza, the square opposite the Mark Antony Hotel, the Civic Center com.plex and in the two sm.all parks at each end of Main Street. 60 BACKGROUND T") T.""" T r'\ 11.TAT C' T."r-r'r-r' T 11.T,... .l'\.~U.L\J.l'\l.l"'1.L 0=.L .L .L.l'\l U Ashland is one of the three major cities of southern Oregon's Rogue River Valley. A major factor in the growth of this area is the proximity of the Rogue River Valley to California's population expansion. Migration from California into southern Oregon can be expected to increase as additional portions of Interstate Highway 5 are completed. Interstate 5 passes through the entire valley bypassing Ashland, Medford and Grants Pass. This route is the major Pacific Coast connector between California and the Pacific Northwest, and as such it is an important factor in the economic and population growth poten- tial of the Rogue River Valley. Medford, the valley's largest city, is the dominant commercial center. Ashland while smaller has ce rtain advantage s. A s the horne of the Ashland Shakespearean Festival, which began as a local at- traction, it is now nationally famous and attracts visitors, up to 61, 000 during the summer season, from all parts of the country. Other tourist facili- ties include Ashland's Southern Oregon College, the Mt. Ashland Ski Resort Area, and numerous nearby lakes, streams, and forests. In addition, plans are being completed to construct a small convention center and related facilitie s at the site of the muni- cipal golf course. Adjacent to the golf course, con- struction is presently underway on a new municipal, light-plane airport. The Shakespearean Festival, one of Ashland's ma"or assets. 61 Ashland's pleasant setting at the base of the hills has been enhanced by the development of Lithia Park. This one hundred acre park, adjacent to the central area, is one of the most beautiful city parks on the Pacific Coast. At the upper end of the valley with an elevation 500 feet above Medford and 1, 000 feet above Grants Pass, Ashland experiences less fog than other valley communities in winter and early spring months. A special census, completed in December, 1965, and certified by the Oregon Center for Population Research and Census, indicated a total population for the community of 11,945. This repre sented an increase of 1, 027 or 9.41 % over an estimate for the year earlier, and 2,756 persons or 29.9% over the 1960 census. Larry Smith and Company has esti- mated that 16, 000 persons lived within the area ef- fectively served by Ashland retail and service facilities during 1965. The number of persons ex- pected to reside in this area in the future has been projected as follows: Ashland Area Population Projections 1965 16,000 1970 20, 000 1975 24, 000 1980 28, 000 62 The growth in total numbers of people is moderate, estimated at 4, 000 over a five year period, or a total of 12, 000 by 1980. Depicts the geographical trade area from which the central area retail facilities will receive the majority of their trade. o 5 ! I I I I I t(~f IN MIUS 10, 15, An environmental character which enhances the unique characteristics of the city is needed. It should possess the most rewarding and stimulating environment possible. 64 GENERAL CHARACTERISTICS Ashland's central area may be defined by its con- centrated commercial uses which stretch along MaiIi Street (D. S. Highway 9'.1) tor five blocks from Granite to Third Streets. Nearly all central area activities center on Main Street except in the Lithia Plaza area. Some lesser commercial uses are located on the side streets between Main and C Streets. The banks of Ashland C reek and the hills to the south of East Main form natural boundaries to the central area. Surrounding the concentrated commercial area, the land use is characterized by a mixture of commer- cial and residential uses. Single family dwellings are interspersed among business and commercial buildings. The Bureau of Municipal Research and Service pointed out in their 1961 land use survey that there is a wide variety of business establish- ments in the central area of Ashland. Many of the downtown buildings which have two stories do not use the upstairs floor space for business purposes. Much of this space is vacant, or is used for hotel rooms or apartment units. Many of the establish- ments located in the central area are not appropri- ate to the pedestrian oriented uses which should form the core of the area. Used car lots and serv- ice stations detract from. a shopper oriented central area. Vacant buildings also seriously affect the downtown area. Through the downtown area Main Street is one -way going east. Westbound traffic is carried through the downtown area by C Street and Lithia Way. fAGl-E Mill \0#.0 ASHLAND· EXISTING FEATURES All public parking is provided by on-street spaces. There are about 375 off- street spaces provided for customers by six establishments and 660 street spaces in the downtown. Parking spaces are avail- able in the downtown, but they are not necessarily conveniently located. On occasion during peak tour- ist periods, parking is inadequate. A survey taken in August, 1963 by the Bureau of Municipal Research and Service indicated that on an area-wide average, use of parking areas represented less than half of the available spaces. However, the survey indicat- ed that the on-street parking spaces on East Main betvveen First and Second Streets were used at near- ly 100% of capacity, even though the survey did not reflect weekly or seasonal peaks. Visually the downtown gives a rather negative im- pression. Most buildings are old; most store fronts are poor; and almost no landscaping or other amen- ities are provided along Main Street. Mixed land uses further detract from the appearance. There has been little, recent investment of major propor- tions in downtown retail facilities, with the excep- tion of one or two stores. Two modern banks are an attractive departure from the old buildings typify- ing the central area. A new office building and several remodeled buildings are also an improve- ment to the area. There are two access connections between the cen- tral area and Interstate Highway 5. Both interstate highway connections, however, are at some dis- tance from the central area. Thus, the highway in- terchange locations are likely to become commer- cial centers competing with the central area and with the advantage of intercepting traffic. To counteract this competition the central area will have to be strong enough to attract travelers off the highway. 65 66 STUDY AREA The Ashland central area consists of a 27 block area of about 61 acres. This area includes the major commercial, business, and civic functions of Ash- land; the intersection of Main and First Stre~ts is the center of com.rnercial activity. The central area extends generally from Helman Street west to Fourth Street and from Hargadine Street north to the mid- block between C Street and B Street. Detailed studies were made of this area for the pre- paration of specific plans and recommendations. A more generalized study was made for the planning area which contains about 100 acres and includes the area from Helman Street to Fourth Street and from the Southern Pacific Railroad to Hargadine Street. ob.J [ ! to 4iO 6\00 89° dOO SCALE IN FEET ASHLAND CENTRAL AREA • STUDY AREA BOUNDARIES 67 LAND USE A land use inventory of the planning area was made in order to identify and classify the existing func- tions of land in the area. The graphic compilation of the data shows the re- 1ationship of the various patterns of land use to each other and to the circulation system. A tabulation by acres was made of the uses in the central area. These data have served as a guide in evaluating ex existing conditions and for use in the preparation of the plan. 68 Summary of Land Use Commercial Retail Personal Services Dining and Related Facilities General Offices Hotel/Motel Parks & Recreation Public Buildings Semi - Public Residential Single Family Multiple Family Industrial Vacant or Open Streets & Alleys TOTAL Acres 8. 5 1.9 O. 9 2. 2 1. 1 1.8 1. 1 2. 3 12.9 ? ? ~.~ 1.9 5.2 19.0 61. 0 Percent of Total 13.9 3. 1 1.6 3. 6 1.9 3. 0 1.7 3.8 21. 1 3. 5 3.2 8. 5 31. 1 100. 0 LEGEND COMMERCIAL -----I:m PARKS & RECREATION_~ RESIDENTIAL SINGLE FAMILY 0 MULTIPLE FAMILY _ • INDUSTRIAL ~ ---."""11(. hI ! ! iDa to 6F '0 l:rO SCALE IN fEET ASHLAND CENTRAL AREA • PREDOMINANT LAND USE 69 70 The central area will not attract people unless it is attractive. Street beautification and pede s- trian aITlenities are an es sential part of the central area environITlent. LEGEND 800 10.00 ! I V o SCALE IN FEET o 200 ADO !! ! ! ! ! SINGLE FAMILY HESIDENTIAL MULTIPLE FAMILY RESIDENTIAL C-l - RETAIL COMMERCIAL C-2 - DOWNTOWN COMMERCIAL C-3- HEAVY COMMERCIAL M - GENERAL INDUSTRIAL B - SPECIAL BUILDING SITE M - M R-3 - ASHLAND CENTRAL AREA · ZONING MAP 71 ECONOMICS The following summarizes the economic analysis of the Ashland central area undertaken in March, 1965 by Larry Smith and Company. This analysis is suf- ficiently recent to be a valid statement of the pres- ent and future economic potential of the Ashland central area. Based on this summary of the past analysis and certain supplemental data, conclusions are pre sented with re spect to the economic potential of the area by land use and with respect to impor- tant relationships among land use s. The conclu- sions presented are conditional on a program of action to revitalize the Ashland central area. Convenience Goods Food':' Drug Hardware Variety Total Convenience Comparison Goods Department Store Apparel Furniture / Appliance Other Total Comparison Space Warranted (sq. ft.) 1970 1975 1980 7,200 20, 000 32,900 '),400 9,400 1, ,()() .A.-', ...,""'..., 3, 100 5, 500 7,800 1, 300 3,500 15,700 36, 200 57,500 15,900 20,800 25,800 3,200 15,900 20,800 29, 000 Retail Potential Analysis of retail opportunities suggests a limited need for additional total space in the near future against projected levels of sales potential. The limited additional potential for mo st retail cate- gories does not necessarily imply that new facilities cannot be attracted into the downtown or some existing stores expanded. It does indicate a rela- tive limit to the amount of net expansion over exist- ing space levels. Additional facilities to be suc- cessful would have to carve out their volumes from the market shares of existing space. The net ex- pansion which appears to be justified is as follows: 72 ~:( Reflects a range of food store type s including spe- cialty food such as bakery, grocery, and super- market. Recognizing that there appears to be little need for net additional retail space, the opportunity for de- partment store space expansion has been examined. This is because of the importance of the department store as a generator of pedestrian traffic for the downtown as a whole. The Ashland trade area de- partment store potential and size justification is estimated as follows: Although projected at a range of 50% to 60%, the ac- tual share realized will depend, of course, on the size of the store introduced, individual merchandis- ing effectiveness, and competitive developments by Medford area department stores. However, the 50% to 60% share assumption provides a reasonable test against the as sumptions of active implementation of the Central Area Plan underlying this analysis. Against the total department store potential attribut- able to the trade area, th.ese calculations result in an estimate of department store sales potential which at the mid-range share of 55% indicates a volume opportunity approximating $1. 2 million by 1970 and $1. 5 million by 1975. In the lower portion of the table, the volume potential estimates have been converted to estimates of the amount of Department Store Sales Potential and Size Justification 1980 1,582 1,740 1,898 31,700 34, 800 38,000 1975 1, 356 1,492 1,627 27, 100 29, 800 32, 500 1970 1,130 1,243 1,356 22,600 24,900 27,100 Ashland Share 50% 55% 60% Space Justifies (sq. ft. ) at $50/sq.ft. 50% share 55% share 60% share A central area for Ashland which will improve the city's competitive position with respect to other commercial centers in the Rogue River Valley should be developed. 73 A high quality of de sign in keeping with Ashland IS potential as a cOITlITlercial and tourist center is needed. departITlent store area which could be supported in a store at productivity levels of $50 per square foot. It appears that a departITlent store of about 25, 000 square feet could be undertaken in anticipation of a 1970 voluITle potential of sOITlewhat over $1.2 ITlillion. Non-Retail Downtown Potential Personal services, offices, restaurants, cafes, and other facilities represent additional space deITland in the central downtown. Space utilization attribut- able to these non-retail operations is discussed in the following paragraphs. Personal Service Space DeITland Net Additional DeITland Over Current Inventory Personal Services. EstiITlated downtown space for personal service businesses such as barber and beauty shops, shoe repair, cleaning establishITlents, and photo studios are shown below based on the estiITlated current inventory and projected increase at the rate of about. 5 square feet per capita against forecast trade area population growth. The .5 square feet per capita figure appears to be an appropriate planning starroard against local condi- tiol} s. 74 1970 1, 000 sq. ft. 1975 3, 000 sq. ft. 1980 5, 000 sq. ft. Dining and Related Facilities. Analysis of the po- tential fo r dining and related facilitie s sugge sted the following potential in the Ashland Central Area over current levels (rounded). Dining and Related Facilities Net Additional Demand Over Current Inventory The projection does not include medical-dental office uses. Professional office space is located largely outside the central area. There are Ol11y a few medical-dental office s in the downtown. The demand for future medical-dental space based on population growth is negligible. Consequently, office usage in the downtown will probably be largely limited to general office activities as shown below. 1970 1975 2, 000 sq. ft. 1980 7, 000 sq. ft. General Office Space Net Additional Demand Over Current Levels Hotel-Motel Development Potential. Ashland's sev- eral tourist attractions were discussed earlier, as was the fact thOl.t the Rogue River Valley is regional- ly and nationally famous as a tourist and recreation area. Growth in tourism, through traffic on Inter- state 5, and the local area is expected to generate demand for additional motel units in the valley on the order of 150 units by 1970 and 750 units, over current levels, by 1980. Replacement demand for obsolete facilities should represent a significant plus factor to the projected :net additional demand. The preceding estimates are based on a statistical analysis of space demand for dining and related facilities. However, in interpreting these results it is important to recognize that the opportunity for dining facilities in any given location is also depend- ent on tenant availability and the quality of operation as well as a function of demand that can be calcula- ted based on a trade area population and per capita expenditures. The space demand shown above is a general indication and not a definitive measure of the amount of space that could be absorbed by dining and related facilitie s, particularly if developed in conjunction with other major facilities, such as a motel. 1970 4, 000 sq. ft. 1975 8, 000 sq. ft. 1980 13, 000 sq. ft. Office Space. A modest growth in the demand for gene ral office space is shown in the table below. The se projections reflect the limitation imposed on Ashland's office development by Medford's domi- nance as the commercial and financial center for the valley. A major portion of this demand is likely to be real- ized at Inter state 5 interchange locations. In view of the locational advantages of a site adjacent to, and with direct access from the freeway, it appears that the opportunity to develop additional motel facil- ities in downtown Ashland would be dependent on 75 SUMMARY TABLE--ADDITIONAL COMMERCIAL SPACE REQUIRED Area in Square Feet Existing Additional Demand Major Central Area in (Cumulative over Current Levels) Commercial Land Use':' central area 1970 1975 1980 Retail Convenience Goods Food 12,000 7, 000 20,000 33,000 Drug 10,000 5, 000 9, 000 13,000 Hardware 11,000 3,000 5,000 8,000 Variety 8,000 1,000 4,000 Total Convenience 41,000 16,000 36,000 58,000 Comparison Goods Department Store 24,000 16,000 21,000 26,000 Apparel 11, 000 3,000 Furniture/Appliance 26, 000 Other 12,000 Total Comparison 63, 000 16,000 21,000 29,000 Total Retail 114,000 32, 000 57,000 87,000 Personal Services 14,000 1,000 3, 000 5,000 Dining and Related Facilitie s 21,000 2, 000 7,000 General Office Space 46,000 4,000 8, 000 13,000 Hotel/Motel (Units) 132 About 75 Units ':' Rounded to nearest 1, 000 sq. ft. 78 LEGEND COMMERCIAL RETAIL [2] PERSONAL SERVICES - IT] EATIN(~, DRINKTNG - ~ OFFICE ------rn PARKS & RECREATION -m PUBLIC BelLDINGS --.• SEMI-PUBLIC ----!!II!lJ RESIDENTIAL SINGLE FAMILY D MULTIPLE F:~l\IILY-. HOTEL. MOTEL • ----0 ,o! ! I JOD 4,0 fO ItO 1)00 SCAli IN hn ASHLAND CENTRAL AREA · LAND USE MAP 79 BUILDING CONDITIONS The central area has a wide variety of buildings ,\Tarying in conditioll as well at) age. Of the 306 buildings in the area 182 were considered in poor condition. Of the 153 commercial buildings in the area, 116 are more than 40 years old. Buildings were classified into the following four categories: 1. Good - de signate s a building built in the last ten years and which has been well maintained and is up-to-date in every respect, meeting earthquake, fire, plumbing and all other codes. 2. Fair - designates an older building that has been recently remodeled and kept in good condition but which could not meet all present-day codes. These buildings have one or more slight defects such as lack of paint, slight wearing away of mortar between bricks or masonry, small cracks in walls, plaster, or chimney, cracked windows, slight wear on floors, doorsills, windowsill or window frames, or broken gutters or 3. Poor - designates an older building which has not been recently remodeled but which is economically rehabilitable. Buildings with intermediate defects such as loose, rotted or missing material in foundations over a 80 limited area, rotted window frames and sills that are no longe r waterproof or windproof, deep wear on doorsills and floors, overall appearance of age and wear, or older build- ings that have not been brought up to building code standards are classified as poor. Most of the buildings in the central area corne under this classification. 4. Unsound - designates a building that has deteriorated beyond economic repair. Such buildings have critical defects such as holes, open cracks, or missing material over a large area of foundation wall, outside walls, floor or ceilings, substantial sagging of floors, walls or roof, or with extensive dam- age by storm, fire or flood. Only a few buildings in the area have been placed in this category. Some of the older buildings in the Plaza were once attractive bUildings. They are now either in a state of disrepair or they have had new fronts attached which are incongruous with the original architec- ture. Those buildings whose fronts have not changed would lend themselve s to being repainted in a way which would dramatize their early vintage decoration. However, the buildings behind the fronts would be difficult and costly to bring to a sound condition, especially their upper stories, many of which are now vacant or soon will be. To bring them to modern code standards would be im- possible. LEGEND -------0 --------~ -------. ------. p! ! \2,0 jOa 6,0 era ljOO SCALE IN FEET ASHLAND CENTRAL AREA · BUILDING CONDITIONS 81 Some of the older buildings in the Plaza were once attractive buildings. They would lend themselves to being repainted in a way which would dramatize their early vintage decoration. The backs of many of the buildings in the area are dilapidated and unsightly. The buildings on East Main Street which back up to C Street are particular- ly noticeable. In addition to above classification, four bUildings that are considered to have architectural value have been designated on the map. All of these buildings are located in the plaza. 7.8 10. 1 59. 5 22. 6 In{\ tlJ.vv. v Percent of Total 24 31 182 69 Number of Structures Good Fair Poor Unsound Total The conditions and age of the buildings are reflec- ted in the appraised value of the property within the central area which was compiled from county as- sessors' records made in 1965. The assessed value of land with the highest appraisal is the half block fronting on the north side of Main Street between First and Second Street. Condition of Buildings 82 ASHLAND CENTRAL AREA · LEGEND V\LLE PER SC-JL,\RE FOOT OF L.\~D $0.,10 OR LESS ~~D O.H0 1.26 D 1.1;)-----EJ 1.(;;) m 1.HO m 2.00 ._~---~~ 2.25 IlIIII ~_ _--_ ~. !! ! ! joa jO 610 lIiD 1100 SCALE IN FEET ASSESSED VALUE 83 CIRCULATION Vehicular Circulation. Comparing traffic on Siskiyou Boulevard at the Fire Station iT! 1961 wiLlI traffic in 1964, the average daily traffic both ways in 1961 was 14,500 cars and 11, 000 cars in 1964. The reason for this decline is that Interstate 5 was opened in the interval between 1961 and 1964. If the 4, 700 cars that travelled the freeway in 1964 were added to the traffic on Siskiyou Boulevard, the traffic on Siskiyou would be 15,700 in 1964, or an increase of 1, 200 over 1961. Although no origin- destination data are available for this traffic, a large amount of the southbound traffic which goes through the central area is destined for the college and the East Gate Shopping Center. The central area has some services, such as banks, the Elks Club, the theater, professional offices and numerous retail establishments which draw from the entire community including the college cOIIUllunity. The college, on the other hand, also has services: drive-ins, a good restaurant, special retail estab- lishments, public meeting rooms, and several gas stations which draw from the community at large. The traffic between the downtown area and the col- lege is now handled by Siskiyou Boulevard, and it is reasonable to assume that Siskiyou Boulevard will remain the best access between the two areas. It is quite possible, however, that a better route could be devised for traffic originating in the downtown and destined for points beyond the college and for 84 traffic originating at the colle ge and de stined for points beyond the downtown. The diverting of this traffic off Siskiyou Boulevard would alleviate some- what the problem that this traffic causes, as it goes through the colle ge. Traffic in the central area is seldom a problem. for any length of time. The peak traffic hour is be- tween 3:30 and 4:30 in the afternoon. During this time the traffic on East Main Street can be quite heavy, and entering onto East Main Street from one of the cross streets can be a problem. The traffic on the side streets themselves is never a problem except during the Shakespearean Festival when Pioneer Street leading to the theater becomes con- gested. Following are some of the problems associated with traffic circulation in the central area which were considered: 1. Southbound traffic on East Main Street is slowed down by cars stopping to park, and by parked cars wanting to pull out into traffic lanes. 2. Southbound traffic is stopped by a traffic light as it enters the downtown area by the Bard's Inn Motel, southbound on East Main, and as it leaves the downtown area on Second Street. These lights and another on Pioneer Street reduce the capacity of the street and delay the moto ri st. LEGEND PAVE;VIENT GOOD El AVER\GE ~-~. POOR • SIDE\VAI"K -----8 ---El -----8 o 200 400 !!! ! ! ! SCALE IN FEET ASHLAND CENTRAL AREA · STREET CONDITIONS 85 3. Northbound traffic on C Street is siITlilarly inhibited by the traffic light on Second Street and by the traffic light on HelITlan Street. 4. Northbound traffic entering the hllsiness district by the fire station constitutes a danger to pedestrians because of the abrupt turn to the right and the blocked vision caus- ed by the fire station. Vehicular traffic is requested by sign to slow to 20 ITliles per hour but this is frequently not observed; ITlotorists do not see pedestrians in the walkway until they are right up to theITl. 5. Entering East Main Street or C Street is a probleITl where there are no traffic signals as on First Street and to a lesser extent on Oak Street. 6. Cars on Pioneer southbound are troublesoITle to the Shakespearean Festival because they ITlake a noise cOITling up the hilL This street is blocked off when the play starts but then cars cannot get through. 7. Vehicular traffic on C Street which forITls a one-way couplet with East Main Street draws too tight a boundary on the shopping area. If the shopping area were to jUITlp this street and locate on both sides of this street there would be the saITle probleITl that now exists on East Main Street. 8. V ehic ular traffic going through the downtown via East Main Street inhibits pedestrian shopping. 86 9. Traffic could be channeled down B Street and along the railroad tracks to the college and to the connection with Highway 66, which is the access road to the freeway. This would ha~,re the ~dva.ntagc of taking sorn.c of tl-H:; traf- fic off Siskiyou Boulevard which is rapidly reaching its peak, and which is particularly troublesoITle to the college. If all traffic not destined for the college could be siphoned off to a road by the railroad tracks in the above ITlanner, the probleITls of college students getting across the bOUlevard would be greatly alleviated. 10. The plaza area and the park are not readily accessible to northbound vehicles. Better vehicular access to the park could be pro- vided by way of Granite Street. Pedestrian Circulation. The ITloveITlent of pedestri- ans within the central area largely reflects the type of activities and availability of parking facilities. The sidewalk of highest pedestrian traffic voluITle, shown on the Circulation Map, is on East Main Street in the block between First Street and Second Street on the north side of the street. Other blocks along East Main Street also have considerable pedes- trian traffic. Hargadine Street and C Street, however, have virtually no pedestrian traffic. Pedestrian traf- fic occurs on Oak Street between C Street, around the Shakespearean Festival Theater, on Pioneer Street between C Street and the theater, on First Street be- tween C Street and the hotel, and Second Street be- tween C Street and East Main Street. In the future, there will be ITlore pedestrian traffic on First Street ASHLAND CENTRAL AREA • ---0 Pedestrian count taken in 1965 by the office of the State Highway Engineer. Salem, Oregon. Vehicle count taken in 2964 by the office of the Jackson County Assessor. Medford, Oregon. TRAFFIC VOLl]ME Parking facilities should be pedestrian access to stores Following are some of the problems as sociated with parking in the central area which were considered: 1. Shoppers destined for stores on the south side of East Main Street have no convenient parking space except on the street. There are no parking lots on the hill to the south behind these stores and even if there were, there would be the problern of pedestrian ac- ce s s from the parking lot to the store. Creating additional parking lots behind Fort- miller's Department Store and behind the Ben Franklin Store might be helpful. However, there are two problems. The climb up from the street would discourage some people from using them. And, the re would have to be a pedestrian walkway created mid- block through the stores for access from the parking lot to the street. 90 2. The stores on the north side of the street are not adequately served by off-street parking although they are served to some extent by the Elks Club parking lot. But here too, ac- ce s s from the parking lot to the store en- trance is difficult. One way to get from the Elks parking lot to the Rexall Drug Store is to walk through a narrow passageway which goes from the sidewalk on East Main Street to the alley. 3. Inadequate parking is apparent in the follo,v- ing areas at the following times: City Hall, most of the time; the theater, when there is a good movie; the entire downtown on nights when the Festival is playing; and the block between First and Second on East Main Street ITlOst of the time. The rTlap illdicates tIle type a.rId locatio!l uf tllt:~ cen- tral area parking spaces. There are about 1,163 parking place s within the central area of Ashland. There are 670 on-street parking spaces of which 196 are metered, and 474 are unmetered spaces. The unmetered spaces are located on the fringe of the central area and it could be assumed are used by all-day parkers. In addition to the on-street parking space, there are 480 space s provided in off - street parking lots and in areas to the rear of stores. Of these spaces only 375 are for customer parking; the remaining 105 are for the private USe of store owners and eITlployees. In a check made to determine operating capacity, all parking areas were well below their practical capacity. While some of the spaces are poorly located in relation to demand, the total number of spaces available (l, 058) is sufficient to meet 1965 demand. The present inventory of parking spaces is sum- marized in the following table: Inventory of Parking Area Covered Average No. of not including Size Type of Facility Spaces curb spaces sq. ft. Off-Street Parking Customer Parking 375 168,250 448 Private 105 44,455 423 Total 480 212, 705 443 Parking Utilization Total Spaces % Off-Street S:eaces Used Used Public for Specific Use 493 235 48 ':!o.,..,,-l D,..~"'{r~4-,C'Jo _ ....................... v ~l,,'- On-Street Metered 196 93 47 Unmetered 474 132 28 On-Street Parking Metered Unmetered Total Total Spaces 196 474 670 1163 91 92 The total retail off-street spaces plus present curb spaces amount to 1,035 spaces. This amounts to a ratio of 5.4 spaces of retail parking space per 1,000 square feet of gross retail space. Future Parking Needs. Ashland's central area is expected to grow in the future. By 1980 an addition- al 87,000 square feet of retail space, 5,000 square feet of personal service space, 7,000 square feet of dining and related facilities, and 13,000 square feet of general office space will be needed. Some presently vacant land, some residential sites and some existing parking areas will probably be con- verted to supply the additional 112,000 square feet of commercial space. The total space needs by 1980 are estimated at 307,000 square feet. In dete rmining future parking needs, a ratio of three to four spaces per 1, 000 square feet was used. Parking space was estimated at 350 square feet of area for each car. In order to satisfy 1980 demand, about 900 to 1,200 parking spaces will be needed. Considering the number of spaces which could be lost to new con- struction, about 250 new off-street spaces will have to be created by 1980. This amounts to around two acre s of parking area. LEGEND -~---- OFF· STREET SPACES PUBLIC-SPECIFIC USE-E::J PRIVATE I1:.i.J ---@ ---A I! ! ! joa .,00 6,00 IdO I, SCALE IN fEET ASHLAND CENTRAL AREA · PARKING 93 94 IA recent study by the Bureau of Municipal Research ' and Service proposes a regional park chain along Bear Creek, Ashland Creek, and the Rogue River. This would preserve and restore recreational waterways in the Bear Creek Urban Region. An important element in the chain will be the Ashland Creek Parkwa to Lithia Park. REVIEW OF PLANNING WORK Work by the Bureau of Municipal Research in coop- eration with the Ashland Planning Cornrnission, Marvin G1oege, Consultant, 1960-1962 under Oregon Project No. P-14. 1. Reports a. Existing Land Use, 1960 b. Population Trends, 1960 c. Land Use Plan, 1961 d. Subdivision Ordinance, 1962 2. Base Maps a. Ashland 1, 000 scale single line b. Ashland vicinity 1, 000 scale single line Work by Bureau of Municipal Research in coop- eration with the Ashland Planning COITlmission, George Brenner, Consultant, January, 1962, to present under Oregon Project No. P-28 and P-71. 1. Reports a. Ashland and Its Urban Fringe, 1963 b. Park & Recreation Plan, 1963 c. Zoning Ordinance, 1964 d. Planning for the CBD, 1964 e. Capital JinproveITlent Program, 1964 2. Base Maps a. Ashland 1, 000 scale double line b. Ashland vicinity 1, 000 scale double line c. Central business district 100 scale d. Ashland 400 scale double line 3. Comprehensive Planning Study being '\.v·orlccd on. Work by Bureau of Municipal Research in coopera- tion with the Jackson County Planning Com.ITlission, George Brenner, Consultant, 1962 to present under Oregon Project No. P-29 and P-53. 1. Reports a. Land Use, Bear Creek Urban Region, 1964 b. Industrial Land Use, Bear Creek Urban Region, 1964 c. EmploYITlent Forecast, 1964 d. Population Projections, 1964 e. Land Use Statistics, Bear Creek Urban Region, 1964 f. Regional Park & Recreation Plan, The Bear Creek Urban Region, 1966 Private work prior to the preparation of the Central Area Plan. 1. Reports a. F...evitalization Study, Central Business Dis- trict, Ashland, Oregon, Vincent LeRoy Oredson, Architect, 1965 b. EconoITlic Report of Downtown Ashland, Larry SITlith, 1965 c. Campus Developm.ent Plan - Southern Oregon College, Ashland, Oregon (Plan for 4, 000 to 10, 000 Students), Vincent LeRoy Oredson, Architect, 1964. 95 Work by Cornell, Howland, Hayes and Merryfield, et aI, Consultants, September, 1966, to present under Oregon Project No. P-75 on the Central Area Plan. During the course of the work on the Central Area Plan a number of studies were done and maps prepared that have not been included in the report. These are on file in the City Adminis- trator l s office in the City Hall. 96