June 2011

MAIN STREET DISTRICT RETAIL ACTIVATION STRATEGYA new approach to urban retail development, retention and destination-making

BACKGROUND

The Main Street District Retail Activation Strategy is a one-stop guidebook and roadmap, aimed at re-establishing thisonce thriving retail hub as a premier destination for shopping,dining, living, working and playing.

The Main Street District Retail Activation Strategy, publishedin December 2010, provides a completely unique andholistic approach to urban retail development. Fromvision and urban design to recruitment and operations, theStrategy addresses every aspect of a creating a vital retailcenter. It is a complete resource for developers, tenants,brokers, investors and property managers that ensurescoordinated, sustainable development. It addresses not onlyrecruiting tenants, but also the design and management ofthe environment – block by block and foot by foot – inwhich these businesses operate.

The Main Street District is currently home to more than200,000 square feet of master-merchandised retail,anchored by the flagship Neiman Marcus. Upon completion,the District will be comprised of more than 500,000sf of softgoods, restaurant, entertainment and service use.

Strategy Participants:

Downtown Dallas, Inc.City of DallasDistrict property owners (95% participation)Retail brokersMIG

We aim to create a retail and entertainment center that is apremier destination – a contiguous, defined geographic areatenanted with a precise mix of shops, restaurants and creativevenues. With a unique opportunity of new ownership,investment opportunities, and leveraging success of the lastdecade, we are poised to realize the Main Street Retail DistrictVision.

2

STRATEGY CONTENTS

Vision and Design Inspiration: A cooperative vision for the design and ultimate sense of “place” for the District

Location, Assets and Opportunities: Description of the District’s geographic context, as well as demographic, psychographic, sales trend and consumer behavior analysis

Toolbox: A menu of interventions that address the public and private realm, including environmental graphics, lighting, street furniture, pavements/textures, colors, public art, changes to public ROW, awnings, cafes/outdoor dining, street vending, street furniture, street animation and ground floor conversion

Priority Spaces and Activated Places: Block-by-block design strategies to bring activity and spur retail interest

Operations & Management: Vital “property management” information

Tenant Recruitment: Merchandising and co-tenanting strategies

Implementation: Timelines, cost, enforcement and accountability

Holistically addressing the retail environment

VISION & DESIGNDeveloped through a series of property and business owner workshops, interviews and charettes, a coordinated vision and design aesthetic was created for the District.

The Main Street District of Downtown Dallas is the Stage and Runway for the Retail, Social, Fashion and Cultural soul of modern Dallas. It provides Dallas with the re-kindled creative spark of determination that was present at its conception.

Authentic. Bold. Historic. Sophisticated. Modern.Unequivocally Urban.

The Main Street District is characterized by a blend of historic architecture that spans decades from 1904 to present day. The flagship Neiman Marcus was born in the District more than a century ago, and the spirit of its founders has infused a legacy of bravado. The area is home to the entrepreneurial restaurateur as well as the Fortune 500 company. Some of Dallas most noteworthy chefs, sommeliers and neighborhood haunts do business here.

Main Street is the soul of Dallas.

Design Approach . . . Inspiration

Human ScaleAuthenticHistoricModernUrbanLivableSoftnessInteractionReflectionHeartSurprisingLightWarmGreenTechnologyVisualSoundShadeColor

…be bold!

LOCATION, ASSETS AND OPPORTUNITIESAssetsNeiman Marcus as foundation I Joule Hotel and Mercantile as catalystsMagnolia and Adolphus hotels I University of North Texas I Main Street Garden Pegasus Plaza I Historic main street of city I Proximity to Dallas Arts DistrictEntrepreneurs I Willing and supportive corporate partnersAlignment with City and Stakeholders – “let’s get something done now”

ACTIVATIONFocus Blocks: Prioritize public and private investment

Public Space: Leverage open space as an asset to retail

Private Realm: Ensure public/private coordination

Glass Boxes: Small retail opportunities that create visual and experiential interest

Street Furnishings: Coordinated designs add to a sense of “place” and arrival

Public Art: Unique pieces distinguish the District and provide a connective thread to the Dallas Arts District

Light & Sound: One-of-a-kind installations not only increase a “safe” feeling, but provide opportunities for interactivity and intrigue

ACTIVATION

BLOCK-BY-BLOCKFoot by foot intervention strategies provide a granular blueprint for successful implementation

Future conditions: new crosswalk, glass box kiosk, additional seating and supergraphics

Existing conditions at Comerica Plaza

PRIVATE REALM ACTIVATION

Future conditions: Glass café, enhanced lighting, public art, kiosk, paver improvements and additional seating

Existing conditions at Pegasus Plaza

PUBLIC SPACE ACTIVATION

OPERATIONS & MANAGEMENTA resource for tenants and property owners, the Strategy includes vital information to ensure successful daily operations.

Public Safety: Information on the Downtown Safety Patrol, Dallas Police Department contacts and the Downtown camera system

Clean Team: Hours and “who to call when” information for issues such as light outages, litter, grafitti, etc.

Waste Management: Hours of City services, contacts and set up information for new businesses and specialty services

Landscape/Streetscape Maintenance: Contact information and inventory of ownership and responsibility

Design Standards and PD Information: Guidelines and requirements for the Planned Development District designation

Ingress/Egress: Identification of key gateway points and paths to the District

Parking: Identification of public parking and cooperative valet information

TENANT RECRUITMENTA true “one-stop” resource, the Strategy includes the District merchandising and co-tenanting plan.

Target tenant listSpace InventoryIncentive packages

IMPLEMENTATION

Category Specific Action Timeframe Order-of-magnitude cost Potential Funding Source Responsibility

Land Use and Urban Design

Establish a Design Review Board and enforcement parameters

0-6 mos.*In progress, parallel with 360*

<$10,000 TBD DDI and City

Adopt District Design Standards (including streetscape/materials palette) into PD 619 and establish subdistricts (use Arts District as precedent)

0-12 mos. < $10,000 TBD DDI and City

Revise the sign ordinance to allow for additional video boards and supergraphics in the District

0-12 mos.*In progress*

< $10,000 TBD DDI and CIty

Implement Browder Improvements

6-24 mos. TBD $500,000 streetscape improvement 2006 Bond funds + private developer

City, DDI and adjacent Private ownership

Remove Magnolia “wall” to create a pedestrian passage

12-24 mos. TBD TBD (City Center TIF?) Magnolia

Category Specific Action Timeframe Order-of-magnitude cost Potential Funding Source Responsibility

Public Realm Infrastructure study and product tests for light/sound installations

0-6 mos. $50,0000 DDI – “other” DDI (Excitement Technologies)

Build infrastructure for light/sound installations

3-6mos. $100,000 DDI Capital Improvements DDI (Excitement Technologies)

Purchase moveable furniture for Pegasus Plaza

0-12 mos. <$10,000 DDI DDI

Progress to date includes:

Street furnishing test zones

Moveable furniture

Draft Cooperative Leasing and Management Group agreements

New landscape materials

Sidewalk improvements

Glass Box development

Ordinance revision to allow for additional supergraphics and video boards

Ordinance revision to allow for street vending

Ordinance revision to facilitate sidewalk café development