HEART OF OUR CITY REPORT TO CITY COUNCIL …

HEART OF OUR CITY

REVITALIZATION COMMITTEE

REPORT TO CITY COUNCIL

2011

Heart of Our City Campaign

HEART OF OUR CITY CAMPAIGN


• Heart of Our City Campaign– Master Plan Preparation

– Heart of Our City Mission

• Plan Highlights– Plan Implementation

– 2010 Accomplishments

• Investment Impact

• 2010 Downtown Redevelopment Fund Balance

• Strategic Directions – 2011 Increasing Value Downtown

• Conclusion & Questions


HEART OF OUR CITY CAMPAIGN• Downtown revitalization is a community driven continual

forward looking and comprehensive process• Planning encompasses various spans of time

– Short (1-5 years), mid-term (5-10), and long term (10-20+)


MASTER PLAN PREPARATION

• Extensive citizen consultation and focus group interviews


PLAN IMPLEMENTATIONEvolution of Governance Entity

• DRSC created (2002) • Heart of Our City Charter adopted

(2004)• Master Plan (2006-2007)• Priorities identified by Council (2008)• DRSC mandate fulfilled (2008)• HOCRC Entity created (2008)• Terms of Reference adopted (2009)• Committee members appointed

Business Revitalization ZoneChamber of CommerceAllied Arts CouncilEconomic Development LethbridgeLethbridge Historical Society Citizen-at-large


HEART OF OUR CITY MISSION


GUIDING FRAMEWORKS


GUIDING FRAMEWORKS

Public Realm Enhancement:

• liveability, economic vitality, aesthetic quality & pedestrian experience

• streetscapes, open spaces, gateways, public art, walkways, parking, civic/cultural sites, cycling connections &transit

Districts:• reinforce sense of place• guide capital investments• define potential mixed-use

areas

Built Form:• provide predictability for

change• supported by Development

Design Guidelines

2010 ACCOMPLISHMENTSDesign Planning & Regulatory

• Public Realm & Transportation Study (PRATS) Underway:

– completion fall 2011

• Downtown Area Redevelopment Plan (DARP) Underway:

– parallel process to PRATS

– will replace obsolete 1988 Bylaw

– action oriented-20 year horizon

– prioritizes strategies – focuses on Master Plan

– completion spring 2012


2010 ACCOMPLISHMENTSChampioning Marketing & Promotion

• Business Development Attraction

– Campaign partner - 2010 Lethbridge Awareness Campaign with EDL

– Multi-tiered business attraction & marketing initiative

– Province-wide Campaign


2010 ACCOMPLISHMENTSDowntown Life

• Bright Lights Festival– 10th Annual Festival kicked

off the holiday shopping season

– Partnered with DBRZ and the Cultural Appreciation Society of Alberta (CASA)

– Hundreds of new lights & choreographed light show added


2010 ACCOMPLISHMENTSEnhancement Works – Lethbridge Main Street Project

• Lethbridge Main Street Project – Investment by business/property owners (facades and signage)

• $118,354.44.*clarify #– 4 façade projects completed

– 9 signage projects completed

– 9 buildings in progress for completion in 2011

*


2010 ACCOMPLISHMENTSEnhancement Works

• Murals

– 2 relocated • “3 Kings” re-united on

old Bank of Montreal Bldg. prior to IGA building demolition for Community Arts Centre

• “Black Gold” moved to Round Street Café Bldg. following Lethbridge Hotel ownership change


2010 ACCOMPLISHMENTSEnhancement Works

• Historic Plaques

– Partnership Project with Lethbridge Historical Society

– 7 plaques in Old Chinatown

– 26 plaques in Downtown

– 30+ plaques currently in queue

– 4 – 7 plaques contemplated per year


2010 ACCOMPLISHMENTSFunctional Works, Maintenance & Upkeep

• Clean Sweep Program

– Community partnerships

– Provides thorough, year-round, clean up of the Downtown

– Undertaken by clients of Employee Readiness Program of Lethbridge Homeless Shelter



• Summer Ambassadors

– Administered by BRZ

– Positive outcomes from back lane clean-up

• Winter Ambassadors

– Christmas parking

– 9,500 expired meters plugged from December 6th to 24th



• High Speed Wireless Internet Access

– Phase 1 underway

• secure network infrastructure in a specified area

– Benefits include:

• added feature for downtown businesses

• enhanced visitor experience



• Alpha-numeric Signs

– Considered as part of longer term way finding strategy

–

• Bike Racks, garbage containers, pole collars, flower planters, and hanging baskets

INVESTMENT IMPACTSummary

• Downtown is cleaner– 6 out of 10 business operators feel

downtown has changed for the better esp. clean & safe (Ryerson Report)

– Clean Sweep Program

• regular sidewalk sweeping & litter pick-up

• autumn leaf removal

• snow & ice removal from critical areas

– Summer Ambassadors

• back alley clean-up

• tree grates

– Power washed sidewalks

– More frequent bus shelter cleaning


• Downtown is safer– fewer calls for service by LRPS– Galt Gardens regularly patrolled during summer & shoulder seasons & special events


• Downtown is more vibrant:– 66 Events in GG including

• Bright Lights Festival

• Street Wheelers

• Movies in the park

• Art Walk

– Farmer’s Market

– Rotary Water Feature



• Development is growing:– 41 Development Permits

– 5 residential conversions

– 30 Building Permits valued @$5,024,900

• businesses optimistic about investment potential

• Business is increasing: – Estimated at 20% as result of

Downtown initiatives (according to Ryerson Report)



2010 DRF BALANCE

• 2010 Project Expenditures

– $478,697.15 from DRF

• DRF Opening 2011 = $1,422,175

• Proposed 2011 budget= $1,106,846

– $764,532 committed to approved projects & expenditures

– $342,314 - HOCRC recommended project investments


STRATEGIC DIRECTIONS: 2011 – Increasing Value Downtown

• HOCRC has restructured budget process

• Strategic investment areas:

– Governance & Administration $170,530

• Main Street Program Support, Project Support, Program Administration

– Design, Regulatory & Planning $235,805

• PRATS, Process Streamlining, Incentives

– Downtown Events $55,000

• Bright Lights Festival, Community Events


STRATEGIC DIRECTIONS: 2011 - Increasing Value Downtown

• Strategic investment areas:

– Championing, Marketing & Promotion $80,000

• Branding & Marketing to attract investment

– Enhancement Works $62,000

• Landscaping, Historic Plaques

– Functional Works, Maintenance & Upkeep $391,599

• Clean Sweep Program, Snow Clearing, Security, Summer Ambassadors, Christmas Meter Plugging


Conclusion & Questions

• HOCRC is Council’s Appointed Committee to Champion Downtown Revitalization

• Concerted revitalization efforts in 10th year

• Partnerships vital & inclusive

• Positive momentum garnered– Public & private investment

– More & varied cultural activity

– Engaged art community

– Recognition & preservation of heritage resources

• Request support for 2011 budget & continuing support to keep HOC Campaign moving forward

HEART OF OUR CITY REPORT TO CITY COUNCIL …

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