City of Leominster, Massachusetts

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

About ULI – the Urban Land Institute

Mission

To provide leadership in the responsible use of land and in

creating and sustaining thriving communities worldwide.

ULI is a research and education institution with nearly

36,000 members worldwide representing the entire spectrum

of land use and real estate development disciplines, working

in private enterprise and public service.

ULI at the local level

• Boston/New England District Council covers nearly all of

New England

• Over 1,200 Members—developers, architects, planners,

public officials, financiers, students, etc.

2

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

Technical Assistance Panels (TAPs)

City of Leominster, MA

ULI Boston/New England is committed to supporting

communities in making sound land use decisions and

creating better places. A TAP brings together of a group of

ULI members with a range of professional expertise to

provide focused, collaborative consultation to a local

government or qualifying non-profit organization.

This TAP

• Sponsored by the City of Leominster and

MassDevelopment.

• This panel looked at the full range of options from an

unbiased perspective.

• Panelists include experts in the fields of architecture,

planning, design, law, and landscape architecture.

• Panelists have donated their time

• Final Deliverable – Written report (8 weeks) will be

available at http://boston.uli.org

3

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

The Panel

Jim Heffernan, Co-Chair

Attorney

Partridge, Snow & Hahn

Boston, MA

Emily Innes, Co-Chair

Urban Planner

The Cecil Group

Boston, MA

Heath Cody

Designer

SGA

Boston, MA

Sarah Eisinger

Vice President, Real Estate

MassDevelopment

Springfield, MA

4

Andrew Starr

Strategist

Gensler

Boston, MA

Michael Wang

Principal

Form + Place

Newton, MA

ULI Boston/New England Staff

Ileana Tauscher

Associate

Boston, MA

Report Writer

Scott Van Voorhis

Boston, MA

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

Panel Sponsors

5

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

When you think of downtown Leominster, what’s the one word

that you think of?

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

7

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

Panel Assignment – Address these questions

8

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

1) How can Leominster see through the present assortment of stores and

determine what other type of stores and shops would be feasible that will

actually reflect the type of community we are so that shoppers will patron

and support the businesses?

2) How can the City of Leominster plan and design their downtown area

with the impression there is a lot of diversity, plenty of parking, public

transportation, and something for everyone so all are welcome to enjoy

the center of town for activities and shopping?

3) How specifically should the City of Leominster connect is assets and

advantages with the downtown area to benefit the existing small

businesses along with attracting more interested from patrons and new

shops?

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

The Process

Briefing

• Panelists met with sponsor and

received briefing materials

Site Visit:

• Panelists toured downtown

Leominster

Panel interviewed stakeholders today

including:

• Town officials

• Local business leaders

• Private property owners

• Local merchants

• Developers

• Nonprofits

9

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Assets

• Strong municipal support & visible

mayor

• Strong architecture/buildings

• Anchor Institutions

• City Hall

• Court

• Library

• YMCA

• Financial

• Ginny’s

• Churches

• City Place/Piano Factory

Development

10

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Assets

• Festivals & Events

• Parking

• Ample Traffic

• Business Vitality/Business Core

• Regional Draw

• Distinct Town Center/Monument

Square

• Rail Trail/Brook Walk

• Diverse Demographics – age,

income, ethnicity

11

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

Challenges

13

• Business engagement & stewardship • Destination retail

• Bookstore, ice cream, hairdressers, clothing• Diverse food options

• Café, quick lunch, family restaurant• Unified streetscape• Festival Management/Coordination• Traffic

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

Challenges

13

• Parking management • Pedestrian safety & accessibility • Connectivity• Safety (reality vs. perception)• Downtown playground & park connections• Branding/Unified vision• Mall/National retail nearby• Cost to rehab buildings• Inconsistent Signage

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

What did we hear?

10

Common themes

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Commonwealth

Connectivity Coordination

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

RecommendationsConnectivity

• Reimagining Monument Square• Traffic calming, adding greenspace,

accessibility, pedestrian safety• Move bus stop off square

• Connecting City Place• Phase I – streetscape (sidewalk updates) • Phase II – easement & playground

• Brook Walk & Rail Trail• Phase I – Green connection (temporary)• Phase II – Park connection

• Parking Management & Signage• Phase I - Inventory public & private • Phase II - Create map of availability • Phase III – Conduct parking study

• Unify wayfinding for pedestrians & cars• Gateways to downtown

• New signs, lighting, streetscaping

15

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Mechanic St.

Monument Square/Common – One-way Option

Mechanic St.

Monument Square/Common – Attachment Option

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

Recommendations

Coordination• Unify downtown businesses

• Create a mechanism for

engagement (BID or strengthen

existing associations)

• Institutionalize regular business

meetings with city (small business

liaison)

• Festivals

• Develop community calendar

• Avoid back-to-back scheduling

• Coordinate impact and timing with

businesses

• Parking Management

• Encourage city partnerships with

private and institutional

• Designate parking for city staff and

business employees

19

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

Recommendations

16

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Commonwealth• Civic Engagement

• Use festivals to engage diverse population

• Conduct regular community surveys

• Stewardship of small business

• New structure offers joint branding, ability to create value,

share services

• Small businesses lead streetscape improvements, façade

improvements and beautification efforts

• Identity & Vision for the downtown

• Capitalize on regional draw

• Community survey – specific to identity & vision

• Embrace historical and cultural assets

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

Recommendations

20

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Commonwealth

• Retail Planning

• Inventory current retail & vacancies

• Target retail, daytime & evening restaurants

• Develop and market a portfolio of vacant spaces

• Innovation

• As START evolves, move to street level

• Activate TD Bank site – pop-up windows or store

• Create holiday market/retail incubator

• Create community window decorating competition

• Add public art – temporary and permanent

Westfie

ld T

echnic

al A

ssis

tance P

ane

l, O

cto

ber

26,

2015

23

Leom

inste

r Technic

al A

ssis

tance P

ane

l M

arc

h 9

, 2016

Questions?