stowe vision plan: wayfinding and placemaking

A place for culture, cuisine and community: An exercise in ‘placemaking’ and ‘community branding’

STOWE TOWNSHIP

Ruchie Kothari

Mugdha Mokashi

Nicole Muise-Kielkucki

Carnegie Mellon University – Sustainable Community Design 2

Project Process

SWOT Analysis

Existing/Ongoing Plans

Community Engagement

Proposed Vision

Wayfinding System

Proposed Vision

Stowe: ‘A place for cuisine, culture and

community’

Initial Scope

‘Placemaking Process’


Location and Demographics• Situated along Ohio River

• Neighboring Kennedy Township and McKees Rocks

• Stowe CBD is located on Broadway Street between 5th Street and 9th Street

• Well Connected to Pittsburgh Downtown

- 10min drive from downtown Pittsburgh (6.8miles)

- Bus every ½ hour

Dem

ogra

phic

s:Stowe: Location and Demographics

STOWE

McKEES ROCKS

PITTSBURGH

KENNEDY

BELLEVUE

Business District

Pittsburgh

StoweTownship

Population: ~6700

19.9% less than 18 7.2% aged 18 to 2427.1% aged 25 to 4422.7% aged 45 to 6423.1% aged 65 +

Median Household Income:$29,688

Poverty Level:13% below poverty line

Home Ownership: Just over 50%

Carnegie Mellon University – Sustainable Community Design : Stowe Township 4

History

Alexander McKee purchases Stowe, p

art of 1

,000 acre

parcel

Gradual infill

ends

17041903

18691899

19101920

19601980

1905

Voter Referendum vo

tes Stowe in

to being

McKees R

ocks B

orough inco

rporates, se

parating fro

m Stowe

Kennedy Townsh

ip also in

corporates

Growth Period due to

PGH & Lake Erie

RR

Most build

ings built

especially in

CBD

Preston is

built

(First r

evitaliz

ation)

Stowe: History


Stowe: Walkability

Rich in Basic Amenities

Pedestrian Friendly

PNC BankFamily DollarUS Post office

BUT

No Parks!

PNC Bank

Family Dollar

US Post Office


Stowe: Amenities within 0.5 mile radius


Stowe CBD Location Stowe: Amenities within 0.1 mile radius

Stores and Markets Restaurants and Food-Outlets

Recreational, Educational and Religious Activities

GroceryRestaurants

Hardware StoreDentist

OpticianTheaterSchoolChurch

Bookstore

• Historic fabric still intact.• Simple, straight-forward facades with geometric ornaments• Influence of craftsmen movement evident in the façade design


Stowe: Historical Character

ChurchesBuildingsCraftworkMemorials


Stowe: Gaps and Opportunities

Visual vacancy more than actual

vacancy

Existing businesses

Cluttered storefronts

Litter

Active community Lack of trees Excessive signage

Covered tree-pits

Safety New businesses

Youth

History


Stowe Strategic Plan

Existing/Ongoing Plans

Stowe Streetscape Plan Business Development Plan

Community Activities

• Job creation• Business district

improvement• Develop anchor institutions• Attract manufacturing,

wholesale

• Overall CBD beautification• Aesthetics• Safety

• Retain historic & community oriented identity

• Follow Allegheny Restores guidelines

• Business development plan• Welcome packet for new

businesses

‘Easter’ on Broadway‘Christmas’ on Broadway

‘Vintage Cars’ on BroadwayHalloween Trick or treat

Memorial Day ParadeSummer Fair

• Foster’s community goodwill• Activities for children and adults • Use existing resources

Want More!


What should be done now?


Allegheny Together

Sponsors, Funders

Stowe BDAC Other Business Owners

Community Members

reps of/

liaisons to

aim to serveconnected to

advises support initiatives of

Project Managers & Planning Teams

Pittsburgh History and Landmarks Foundation

Civil & Environmental Consultants, Inc.

Stakeholders


Stakeholder Engagement

Activities undertaken to engage Stakeholders :

1. Presentation to Stowe BDAC

2. Interviews with key business owners

3. Community Charrette @ ‘Easter on Broadway’


Community Likes

• Authenticity and Diversity

• United Community

• Safety

• Activities for Children

Community Feedback

Community Wants

•Parks

•Clean Streets and Improved Sidewalks

•More Recreational Activities

•More Community Parking

•Place for Gatherings

“ On the verge of a RESURGENCE. But teetering on an abyss.”

“ Where I grew up. It was great. Would like to see our town back like it was.”

“ Stowe is a nice place to me. It cares about the kids and it is a friendly place for kids to grow up at.”

“ Would love to see the streets cleaner and it would be a great place to walk.”

“ a bad place for kids. poor little town. it could be a

better place – more activities, parks. make it look nicer ”

“ Home to me!”


Strengths walkability of neighborhood

community oriented town

solid group of core businesses

dedicated and involved leadership

Weaknesses reputation as unsafe

litter, storefront disrepair

vacant properties

Opportunitiespotential new market in art, culture, cuisine

low barriers to entry for new businessproximity to downtown, sports attractionsyouth population’s desire to be involved

Threatsgeneral decline in Pittsburgh's outer areas

competition from nearby townslow visibility of Stowe within larger landscape

sparse funding opportunities

SWOT Analysis


The proposed vision


“Stowe as a place for cuisine, culture and community”

Vision

Cuisine Culture Community

?!

The vision integrates the identified community strengths and wishes to create a platform for future growth…

Two Questions that need answers:

Is this the RIGHT vision?

And HOW do we implement this vision?


Three Principles Guide our Recommendations:

• Involve and Engage the Community – Especially the Youth

• Comprehensively Market the Community Brand – “Everyone to Know”

• Use Existing and Potential Assets – For Easy Implementation

Recommendations

Policy Program Project

Separated as Policy, Program and Project to ease implementation and identify funding

• Adopt a Charter

• Placemaking Events• Youth Workshops• Wine-Theater-Food

Festival

• Wayfinding System: • Install Signage• Create Brochures• Create Web-Site

• Public Art Installations


1. Conduct a ‘Placemaking’ Event

I Live In…

• Most Important Recommendation – To be Implemented First

• The ‘brand’ depends on the community

• Essential to continue dialogue with the community

• Present vision and incorporate feedback into the vision

• Opportunity to use the event to create public art installations


2. Adopt a Charter

We are ‘Stowe Township’

Vision:________________________

Our Principles:__________________

Our Goal:____________________:__

Our Responsibilities:

Council:_______________________

Community:____________________

All of Us:_______________________

Pledge and Commitment

• Helps reinforce community vision

• Provides the policy makers, business leaders and community with an overarching direction

• Helps the community feel like it has a real stake in the development

• Helps portray community commitment to potential sponsors, business owners, housing investors etc

• To be implemented second

BDAC 1

Youth Senior Citizens

XXX XXX

XXXXXX

Policymaker


3. Develop a Comprehensive Way-finding System

Stage 2

Stage 1 Stage 3

Stage 4

Stage 5

Implementation Order

Goals

To get people into the community

To help people find activities within the

communityInte

rnal

Exte

rnal

Wayfinding is a process which consists of navigational elements to assist visitors in an unfamiliar environment

a. Wayfinding Requirements

b. Signage Requirements

c. Theme Based Signage

• Gateway Signs• Proximity

Destination Signs• Trailblazer Signs• Pedestrian Signs

• Banners• Regulatory Signs• Kiosks

• GREAT opportunity for community branding

• Important to brand existing wayfinding elements such as web-sites, maps, brochures etc using new theme


a. Install Signage for External Wayfinding3. Develop a Comprehensive Way-finding System

12

3Install Kiosks 3

Paint Walls 2

Install Gateway Sign 1


b. Install Signage for Internal Wayfinding3. Develop a Comprehensive Way-finding System

2

B

Mancinis BakeryParkway TheatreMarge’s PlaceLynn’s Cafe

Mazottas MarketBlue EagleFox’s PizzaParkway Theatre

1

3

4

1

1

2

2

Trailblazer Signs KiosksC

Proximity Destination Signs

A

Festive

What sign did the community pick?


c. Install Theme Based Integrated Signage3. Develop a Comprehensive Way-finding System

Suggestions: • New theme based colorful banners • Attach to Existing Posts Using

Brackets• Changeable Banners• Combine ‘Banners’ and ‘Trailblazer’

Signs• FRESH + MODERN +

HISTORICAL

Existing Signage:• Faded Signs• No common theme• Too Many• Community wants NEW

+ MODERN

The Winner – By 2 Votes

Glamour Natural

GatewayClassic


4. Develop marketing for Existing and Future Businessesa. Develop an uniform on-line presence: Stowe Web-site

Theme based marketing:‘Food as culture’

• Use wayfinding to direct outside visitors to Food Attractions

• Develop a Food and Art Festival

• Provide opportunities and guidelines for new food businesses


4. Develop marketing for Existing and Future Businessesb. Develop brochures with activities for visitors

• Father Ryan’s Performing Arts Theater, McKees Rocks

• Parkway Theater, Stowe

• Small Café (wine, craft beer & cheese)

• Theater

• Workshop Spaces

• Informal Art Gallery

• Nightlife hub in conjunction with future ‘evening restaurant


5. Promote future businesses using the vision planb. Build off from existing businesses in

neighboring communities a. Continue with current marketing

programs for theater

Planned Activities:• Music Venue (jazz club)• Independent Movie Viewings• Theater Workshops• Set for Advertisements, Films • Plays

Current Activities:• Summer Peace Camp • Dance, Music, Visual Arts Workshops• Childcare Services• Studio/ Conference Rental Services for Schools, Businesses,

Community, Professional, Weddings• Art Themed Parties

• Art, Music and Dance Studios

• Art Gallery

• Theater

• Café

• Conference Room

Possible activities to market theater till opening day:• Street Plays• Street Art Workshops

Possible Venue: Municipal Building parking lot, Broadway Street

Benefits:

• Interesting activities for toddlers, preschoolers, youth and teens, adults

• Opportunity for volunteer and civic engagement• New job opportunitiesStreet Art

Street Play

5. Develop Spaces for Public Art – USP ‘Green Art’ and/or ‘Art Deco’


2

13

Attractive storefront on CBD

Opportunity to…

• Create town asset

• Involve community

• Low-cost visual improvement to CBD

• Link to proposed community branding


ResourcesCommunities that have implemented similar visions successfully

Funding and Institutional Resources


Questions?

stowe vision plan: wayfinding and placemaking

Business

install signage

develop marketing

activities

vision

community

stowe

place

develop