Playful Spaces as Catalysts for Urban Transformation National Perspectives James Siegal CEO, KaBOOM! Candace Damon Vice Chairman, HR&A Advisors Connie Chung Director, HR&A Advisors Local Case Studies Kenneth Edelstein President, Candler Park Conservancy Carrie Sagel Burns President, Castleberry Hill Neighborhood Association
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Playful Spaces as Catalysts for Urban Transformation
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Playful Spaces as Catalysts for Urban Transformation
National Perspectives
James Siegal CEO, KaBOOM!
Candace Damon Vice Chairman, HR&A Advisors
Connie Chung Director, HR&A Advisors
Local Case Studies
Kenneth Edelstein President, Candler Park Conservancy
Carrie Sagel Burns President, Castleberry Hill Neighborhood Association
HR&A is a real estate and economic development consulting firm that partners with design firms to lead
collaborations of the public, private, nonprofit and civic sectors. We provide financial analysis, strategic
advice, project management and facilitation with the aim of transforming communities in the United States
and abroad.
We are at the leading edge of a movement to design, operate, program & fund the development of new urban open space.
Planning Design & Construction Phased Implementation Complete
MSP
San Francisco
Phoenix
Seattle
Philadelphia
Memphis
Atlanta
Manhattan
Brooklyn
Cincinnati
Boston
Santa Monica
THE CASTLEBERRY SPUR
New Amsterdam Spirits believes that great things happen when people come together. Whether over shared drinks or shared causes, we challenge locals to join one another in celebrating the best of their town.
The New Amsterdam Fund Mission Statement: New Amsterdam is on a mission to bring communities together. Through the New Amsterdam Fund, we’re committing to revitalizing public spaces for community enjoyment, making each a place where locals can come together to enjoy the city in which they live.
Castleberry Hill was the name generally associated with a topographic rise that peaked along Walker Street between Fair and Stonewall Streets on land owned by Daniel Castleberry, an early settler and grocer. As Atlanta grew after the Civil War from a newly chartered city to a regional rail distribution center, so did Castleberry Hill. The area began as a residential district with Peters Street functioning as a trade and commercial strip supporting adjacent residential areas as well as the railroad-related businesses.
Today, Castleberry Hill is a unique urban community with a strong historic identity. Many of the early 20th-century warehouse buildings have been converted to lofts and are now the predominate housing type. The population is culturally diverse and the area is continuing to grow in both the number of residents as well as retail and other establishments.
Design ChallengeCreate a branded public space at 310 Trenholm Street to support a variety of uses including small festivals, market places, art exhibits, recreation, and live performances.
Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 0 Nts N 2016.03.04
• Spring Street at I-20 • along I-20 to McDaniel Street • North on McDaniel Street to Northside Drive • along Northside Drive to MLK Jr. Drive • East on MLK Jr. Drive to Russell Plaza • South from Russell Plaza to Mitchell Street • East on Mitchell Street to Spring Street • South on Spring Street to I-20
Key
Existing Restaurants
Existing Art Galleries
Existing Recreation Areas
Site: 310 Trenholm Street
Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 0 Nts N 2016.03.04
• Spring Street at I-20 • along I-20 to McDaniel Street • North on McDaniel Street to Northside Drive • along Northside Drive to MLK Jr. Drive • East on MLK Jr. Drive to Russell Plaza • South from Russell Plaza to Mitchell Street • East on Mitchell Street to Spring Street • South on Spring Street to I-20
5 MINUTE WALKING RADIUS
Key
Existing Restaurants
Existing Art Galleries
Existing Recreation Areas
Site: 310 Trenholm Street
Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 0 Nts N 2016.03.04
• Spring Street at I-20 • along I-20 to McDaniel Street • North on McDaniel Street to Northside Drive • along Northside Drive to MLK Jr. Drive • East on MLK Jr. Drive to Russell Plaza • South from Russell Plaza to Mitchell Street • East on Mitchell Street to Spring Street • South on Spring Street to I-20
5 MINUTE WALKING RADIUS
10 MINUTE WALKING RADIUS
Key
Existing Restaurants
Existing Art Galleries
Existing Recreation Areas
Site: 310 Trenholm Street
Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 0 Nts N 2016.03.04
• Spring Street at I-20 • along I-20 to McDaniel Street • North on McDaniel Street to Northside Drive • along Northside Drive to MLK Jr. Drive • East on MLK Jr. Drive to Russell Plaza • South from Russell Plaza to Mitchell Street • East on Mitchell Street to Spring Street • South on Spring Street to I-20
15 MINUTE W
ALKING RAD
IUS
5 MINUTE WALKING RADIUS
10 MINUTE WALKING RADIUS
Key
Existing Restaurants
Existing Art Galleries
Existing Recreation Areas
Site: 310 Trenholm Street
Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 0 Nts N 2016.03.04
Castleberry DemographicsPopulation 2,225Median Household Income $35,540Average Household Net Worth $383,969Long-term Residents (5+ years) 14%Annual Turnover 23%Median Age 31 years
WALKER STREET
CAR TRAFFIC
THE SPUR ENTRANCE
FOOT TRAFFIC
Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 0 Nts N 2016.03.04
SOCIAL INTERACTIONGAMES, FOOD, DRINK2MARKET PLACEARTS & CRAFTS3RECREATIONSOCCER, BOCCE, FRISBEE4
Design Drivers
Design ConceptCreate a community driven environment that reflects the authentic local culture of Castleberry hill, serves as a cultural catalyst for the new Amsterdam Fund, and encourages potential partnerships for future projects.
Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 2016.03.04
The Berges de Seine, located in Paris, France along the River Seine opened in the summer of 2013. The approximately 1.5 miles stretch features gardens with local plants, entertainment venues, and innovative areas for adults and children to play and relax.
Lounge seating
Local plants
Multi-levels
Natural materials
Containers
Design Ideas
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Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 2016.03.04
NEW AMSTERDAM POP-UP AND REC FIELDS 310 TRENHOLM STREET | AP1.010Gensler New AmsterdAm PoP-uP sPAce 310 treNholm street, AtlANtA, GA 30313 0 N 2016.03.04