A strategic plan aims to establish an overall vision for downtown, identify strengths and weaknesses as well as potential uses for vacant or underused sites.
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City Council approved a resolution (AR-149-21) at its June 14 regular meeting warding a $63,000 contract to Heyer Gruel and Associates to develop a downtown strategic plan. The Red Bank-based planning firm described the plan in a May 28 proposal to City Administrator Robert Landolfi.
The plan will aim to “create a proactive document used to attract sustainable economic development and serve as a roadmap to facilitate the sustainable growth of the city into the future.” The plan is expected to be completed in four months and may become an element of the city’s Master Plan.
The plan is part of a first step in a shift of the management of the Special Improvement District (SID) from an events focus to more aggressive economic development entity.
An overview of existing conditions downtown will include:
- The status of development activity;
- Current redevelopment plans;
- Identification of opportunity sites;
- Identification of stakeholders;
- A review of funding sources and programs; and,
- An action and implementation agenda.
The firm will meet with property owners, business owners, municipal employees, members of the arts community, and other members of the downtown community, as part of an outreach component.
Based on the existing conditions and outreach, the report will include analysis to evaluate the strengths, weaknesses, opportunities, and threats (SWOT) within the downtown. The SWOT analysis will be the basis for a strategic plan that will establish a vision and goals for the downtown and identify specific strategies for implementation.
The plan will identify target sites that are vacant or underused in addition to determining uses that are lacking downtown and recommendations for targeted sites including specific uses and concept designs and standards.
The strategic plan will focus on areas such as opportunity sites, enhanced site design, streetscapes, safety, and navigation. “The existing street system was not designed in a grid pattern, which makes it difficult for visitors to navigate the downtown. The plan will consider how to aid residents and visitors to explore downtown through wayfinding and other strategies.”
There also are pockets of downtown that are in different stages of development and occupancy, which create “small islands of unconnected development.” The plan will analyze how these areas can be incorporated and connected to the rest of downtown. Three branches of the Rahway River bisect the city and while it creates natural barriers, it’s also an asset, according to the report. Thus, it will be examined to see if can provide connections through creation of a river walkway.
The report will explore how to expand and strengthen existing assets, including but not limited to:
- Creating new park and recreation spaces;
- Increasing the walkability of downtown; and,
- Incorporating the arts into an overall theme for downtown.
An “implementation agenda” will include specific recommendations to serve as a “public relations document and provide a roadmap to market specific sites to make the downtown more economically sustainable.”
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