site plan and programming, parcel in madison, wi

7/28/2019 Site Plan and Programming, Parcel in Madison, WI

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By Alexander London, Janice Soriano & Martha Souder

For URPL 601: Site Planning

Department of Urban & Regional Planning

University of Wisconsin Madison

Site Programming, Selection & Conceptual Design

A Non-Profit Business Incubator and Mixed-Use Development


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TABLE OF CONTENTS

EXECUTIVE SUMMARY ............................................................................................................ 2

INTRODUCTION ......................................................................................................................... 3

SITE PROGRAMMING ............................................................................................................... 3

SITE SELECTION CRITERIA .................................................................................................... 3

SITE ANALYSIS & SELECTION ................................................................................................ 6Site A Madison, WI: Packers Avenue ......................................................................................... 7Site B Madison, WI: Sprecher Road & Milwaukee Avenue ................................................ 9Site C Cottage Grove, WI ............................................................................................................. 11Summary of Findings & Final Selection ................................................................................... 13

CONCEPTUAL DESIGN ........................................................................................................... 15Current Site Uses .............................................................................................................................. 15Proposed Uses & Design ................................................................................................................ 15

CLOSING THOUGHTS ............................................................................................................. 17REFERENCES ............................................................................................................................ 18


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EXECUTIVE SUMMARY

The objectives of this report are to establish a site program, select a site in DaneCounty based on objective criteria, and articulate a conceptual design.

Our intended site program consists of a non-profit mixed-use development cateringto a business incubator for start-up companies in the Madison area. Incorporatingshared office space, co-op housing, and ground-level retail spaces this developmentaims to serve as a productive, convenient, low-cost, high-resource environment forentrepreneurs.

To accommodate both office and housing facilities, we determined that only siteszoned for mixed-use between one-half acres and five acres, and surrounded byexisting urban density will be considered. Three sites within Dane County wereevaluated based on proximity to and quality of: (1) pedestrian-orientedinfrastructure; (2) commercial and retail developments; (3) social, health and

educational services; and (4) natural areas.

After reviewing the qualities of each site, the 0.96-acre parcel located at 2412Packers Avenue, Madison, WI was determined as the most suitable. Unfortunately,there are pre-existing land-uses which conflict with financial feasibility and thequality of a pedestrian-oriented environment. The site has two small existingcommercial structures that need to be redeveloped. The site is fronted by a heavilytrafficked arterial road; thus, an important aspect of our conceptual design isreducing the effects of noise pollution for the residents. This aspect of the site mayprove to be a barrier to successfully facilitating pedestrian-oriented access to thesite.

Based on the context of the chosen site, we created a conceptual design of two mainbuildings: (1) apartments and (2) offices/retail. The residential building contains 22dwelling units comprised of 6 two-bedroom units and 16 studios or one-bedroomunits. The office building contains 26 office spaces designed to accommodatebetween one and three people, as well as a shared conference room and a communallounge. These spaces are primarily located on the second floor of the building. Thefirst floor is designed for 2 retail spaces: (1) a small grocery and (2) a small store.Between the two buildings is a small parking providing six parking spaces. To therear of the building is a loading dock with storage space. Behind the apartments is a

community garden and yard.

The spaces are small yet efficient, low-cost and high quality. Residents are able tolease an apartment for less than the current market value. All residents and officeworkers will be members of the cooperative.


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INTRODUCTION

Non-profit involvement in entrepreneurship and community building is aburgeoning concept. Business incubators are attractive to small groups ofentrepreneurs because of the access to social and intellectual capital as well as

financial feasibility. Many incubators are extensions of educational institutions. Ourproject, in contrast, will create an incubator environment financed by a non-profitcooperative with associations to universities, but independent of them. The conceptprovides an alternate opportunity for start-ups in the Madison area that are unableor unwilling to participate in a University-affiliated incubator program.

This report outlines our site selection criteria and weighting scheme, three potentialsuitable sites and analysis, and our final site selection. Additionally, the report willincorporate a visual conceptual design overview.

SITE PROGRAMMING

This development includes office space, and cooperative housing, both of which willbe designed with communal spaces to increase efficiency. A variety of living spaceswill be available based on market demand, putting an emphasis of quality of livingover space for living. The ultimate goal of such an environment is to provide a low-cost yet high-resource environment for small start-up companies that wouldotherwise not be able to launch their businesses, and to create a living environmentoriented around this concept. To encourage mixed-use environments, the groundfloor of the office building is retail.

SITE SELECTION CRITERIA

An absolute set of criteria was established in order to narrow the number of sitepossibilities yielded from initial site considerations. The final three sites consideredsuitable for the stated program were contingent on meeting the following:

1) Zoning permits mixed-use development.2) The developable land must be between 1 and 5 acres.3) The lot is visibly for urban infill and is surrounded by many other uses.

4) Located in Dane County, Wisconsin.

Once these three sites were identified, they were evaluated and compared to eachother based on their ability to meet four criteria:

1) Available pedestrian-oriented infrastructure (bicycling and public transit)2) Commercial & retail developmentwithin a 0.5-mile radius3) Social, health and educational services within a 0.5-mile radius


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4) Natural recreation within a 0.5-mile radius

Each of the four criteria were assignedweights to represent their importanceto the intended program, as shown in

Figure 1. They have been listed belowfrom most important to leastimportant. A point system was thenestablished to further evaluate moredetailed components of each criteria.The components for each site weregraded on a scale from zero to three(0-3) and are graded according to thecharacteristics described in Table 1below.

30%

30%

20%

20%

Pedestrian-orientedInfrastructure

Commercial &RetailDevelopmentsSocial, Health &EducationalServicesNaturalRecreation

Figure 1. Breakdown of Assigned Criteria Weights


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Table 1. Site Selection & Evaluation Criteria

Pedestrian-oriented Infrastructure (30%)

Score Proximity to Bus Stop (10%) Duration of Bicycling Commute (10%) Duration of Bus Commute (10%)

3 10 minute walk >30 minutes >30 minutes

Commercial & Retail Developments (30%)

Score Variety Walking Proximity Pedestrian Accessibility to Developments

3 Total of more than 30,000 sf2

5 minutes or less Storefront streets/sidewalks

2 Total of 10,000-30,000 sf2

5-10 minutesOnly crosswalk delineation & traffic-

controlled intersections

1 Total of 15 minutes No commercial/retail facilities present

Social, Health & Educational Services (20%)

Score Variety Walking Proximity

3 Total of more than 30,000 sf2

5 minutes or less

2 Total of 10,000-30,000 sf2

5-10 minutes

1 Total of 15 minutes

Natural Recreation (20%)

Score Walking Proximity Quality

3 5 minutes or less Highest housing land value overlooking park

2 5-10 minutes Second-highest housing land value overlooking park

1 10-15 minutes Lowest housing land value overlooking park

Each site is scored based on the extent to which it meets the characteristics defined for each sub-criteria.


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SITE ANALYSIS & SELECTION

Given the absolute criteria described, three sites were selected for further site

suitability evaluation. All three sites are located in Dane County, Wisconsin and allhappen to reside within 10 miles away from Madison. For consistency, it should benoted that distances between Madison and each site have been measured withrespect to Madisons Capitol Square. Figure 2 below displays the locations of thesesites below.

Figure 2. Vicinity Map of Evaluated Sites

The following sections will describe the scoring of each sites characteristics and thereasoning behind each score in detail.

Capitol Square


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Site A Madison, WI: Packers Avenue

The first site evaluated is located at 2412 Packers Avenue in Madison, Wisconsin [1].At 0.96 acres, it is the smallest of the sites evaluated and lies northeast of LakeMendota.

Figure 3. Aerial Map of Site A (Packers Ave.)

Evaluation of this site is as follows:

Pedestrian-oriented Infrastructure

As determined by defining origin and destination using Google Maps [2]: The closest bus stop is within 300 feet of the proposed facilitys entrance and

earns the site 3 points.

The bicycle commute to Capitol Square is at minimum a 24-minute commute(between 20 and 30 minutes) and earns the site 1 point.

The bus commute to Capitol Square is at minimum a 35-minute commute(exceeds 30 minutes) and earns the site 0 points.

Site A earns 4 points out of a possible 9 points for pedestrian-oriented infrastructure.


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Commercial & Retail Development

The Packers Avenue Site is located near a convenience plaza with a Walgreens andan Anchor Bank, as well as other developments such as the River Food Pantry. UsingGoogle Earth [3] to locate commercial and retail developments within a 0.5-mile

radius: The total square footage of all commercial/retail developments exceeds

30,000 square feet and earns the site 3 points. The closest developments are within a 10 to 15 minute walk from the

proposed facility and earn the site 1 point. The developments consist of large parking lots and are adjacent to Packers

Avenue, the arterial road, and earn the site 1 point for pedestrian

accessibility.Site A earns 5 points out of a possible 9 points for available commercial & retail

developments.

Social, Health & Educational Services

This site is near the Northeast Family Medical Center, the Madison ChiropracticCenter, the Madison Police Department, and many churches. Using Google Earth [3]to locate social, health and educational services within a 0.5 mile radius:

The total square footage of social, health and educational facilities lie within10,000 and 30,000 square feet and earns the site 2 points.

The average walk time to such facilities lies between 5 and 10 minutes andearns the site 2 points.

Site A earns 4 points out of a possible 6 points for nearby social, health and

educational facilities.

Natural Recreation

Using Google Earth [3] to locate preserved natural areas and Access Dane [4] todetermine average residential property costs within a 0.5-mile radius:

The abundance of open space, yet only one park within a 5-minute walk fromthe proposed facility still earns the site 3 points.

Approximately $280,000-per-acre properties overlook this natural area andearn 1 point since these properties have the lowest value of that of the three

evaluated sites.Site A earns 4 points out of a possible 6 points for nearby natural recreation.

Totaling the scores of all four criteria, Site A earns a total of18 points out of apossible 30 points.


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Site B Madison, WI: Sprecher Road & Milwaukee Avenue

The second potential site is located at the intersection of Sprecher Road &Milwaukee Avenue in Madison, Wisconsin [5]. The 2.1-acre site lies adjacent to theexisting MetroPlace Apartments located at the urban core of the east side ofMadison.

Figure 4. Aerial Map of Site B (Sprecher Rd. & Milwaukee Ave.)



As determined by defining origin and destination using Google Maps [2]: The closest bus stop is within a 5 minute walk from the proposed facilitys

entrance and earns the site 2 points. The bicycle commute to Capitol Square is a minimum of 38 minutes (exceeds

30 minutes) and earns the site 0 points. The bus commute to Capitol Square is a minimum of 49 exceeding 30

minutes and earns the site 0 points.Site B earns 2 points out of a possible 9 points for pedestrian-oriented infrastructure.


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Using Google Earth [3] to locate commercial and retail developments within a 0.5-mile radius, no such developments can be found within this range.

Site B automatically earns 0 points out of a possible 9 points for available commercial

& retail developments.


Similarly, using Google Earth [3] to locate social, health and educational serviceswithin a 0.5-mile radius, no such developments can be found within this range.

Site B automatically earns 0 points out of a possible 6 points for nearby social, health

and educational facilities.

Natural Recreation

Using Google Earth [3] to locate preserved natural areas and Access Dane [4] to

determine average residential property costs within a 0.5-mile radius: The abundance of open space and farmland within a 5-minute walk from the

proposed facility earns the site 3 points. Approximately $340,000-per-acre properties overlook this natural area and

earn 3 points since these properties have the highest value of that of the

three evaluated sites.Site B earns 6 points out of a possible 6 points for nearby natural recreation.

Totaling the scores of all four criteria, Site B earns a total of8 points out of a

possible 30 points.


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Site C Cottage Grove, WI

The last site, located at Cottage Grove Road and Sandpiper Trail in Cottage Grove [6]is a 4.2-acre lot adjacent to various single-family households. It is the most suburbanin nature and the largest of the three evaluated sites.

Figure 5. Aerial Map of Site C (Cottage Grove)



As determined by defining origin and destination using Google Maps [2]: No bus stops exist within a 10 minute walk from the proposed facilitys

entrance which earns the site 0 points. The bicycle commute to Capitol Square, although a developed bike trail exists,

exceeds 30 minutes and earns the site 0 points. The bus commute to Capitol Square exceeds 30 minutes and earns the site 0

points.Site C earns 0 points out of a possible 9 points for pedestrian-oriented infrastructure.


The Cottage Grove site is nearby Piggly Wiggly and McDonalds. Using Google Earth[3] to locate commercial and retail developments within a 0.5-mile radius:


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The total square footage of all commercial/retail developments exceeds30,000 square feet and earns the site 3 points.

The closest developments are within a 5 to 10 minute walk from theproposed facility and earn the site 2 points.

The developments consist of large parking lots and are adjacent to CottageGrove Road, an arterial road, and earn the site 1 point for pedestrian

accessibility.Site C earns 6 points out of a possible 9 points for available commercial & retail

developments.


This site is near many medical facilities such as a UW Health Clinic, the HeartlandFamily & Madison Chiropractic Centers, a CVS Pharmacy, a dentistry, and is alsonearby Glacial Drumlin Middle School. Using Google Earth [3] to locate social, health

and educational services within a 0.5 mile radius: The total square footage of social, health and educational facilities exceeds

30,000 square feet and earns the site 3 points. The average walk time to such facilities lies between 5 and 10 minutes and

earns the site 2 points.Site C earns 5 points out of a possible 6 points for nearby social, health and

educational facilities.

Natural Recreation

Using Google Earth [3] to locate preserved natural areas and Access Dane [4] todetermine average residential property costs within a 0.5-mile radius: The abundance of open space and other natural areas within a 5-minute walk

from the proposed facility earns the site 3 points. Approximately $320,000-per-acre properties overlook this natural area and

earn 2 points since these properties have the second-highest value of that of

the three evaluated sites.Site C earns 5 points out of a possible 6 points for nearby natural recreation.

Totaling the scores of all four criteria, Site C earns a total of16 points out of apossible 30 points.


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Summary of Findings & Final Selection

After thorough evaluation of the three sites, as well as implementing the criteria andweighting schemes previous described, Site A, the site located along Packers

Avenue in Madison, appears to be the best selection for our intended incubatorenvironment program. Table 2 on the following page shows the quantitative resultsof this evaluation.

While the Packers Avenue site is ultimately the best of the three potential sites, it isby no means the most ideal. The weighting scheme used reveals many interestingpoints as to why this may be the case. On average, Site A did not fare poorly in anyone particular criteria. However, while it succeeded mostly with its abundance ofcommercial and retail development, it did not succeed as much as expected in termsof pedestrian-oriented infrastructure since it lacks a practical public transit routefrom the urban core.

Originally, we assumed Site A would far outweigh Sites B and C; however, ouranalysis shows that Site C was more suitable than we expected at face value. Site Cin Cottage Grove did not score that much lower than the preferred Site A. Site B atSprecher & Milwaukee completely lacks the commercial, retail, social, health andeducational facilities accessible within a 0.5-mile radius. That which Site C lacked inpedestrian-oriented infrastructure was offset by the remaining criteria, especially invariety of commercial and retail developments and natural recreation.


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Table 2. Quantitative Site Analysis Results

SITE A: Packers Ave siteSITE B: Sprecher & Milwaukee

siteSITE C: Cottage Grove site

Criteria Weight

Sub-criteria (10% weight

each)

Rating (out of

3)

Weighted

Score

Rating (out

of 3)

Weighted

Score

Rating (out of

3)

Weighted

Score

Pedestrian-

oriented

infrastructure

30%

Bus stop proximity 3 10.00 2 6.67 0 0.00

Bicycling commute 1 3.33 0 0.00 0 0.00

Public transit commute 0 0.00 0 0.00 0 0.00

SUBTOTAL 4 13.33 2 6.67 0 0.00

Availability of

commercial &

retail

developments

30%

Variety 3 10.00 0 0.00 3 10.00

Proximity to facility 1 3.33 0 0.00 2 6.67

Pedestrian accessibility 1 3.33 0 0.00 1 3.33

SUBTOTAL 5 16.67 0 0.00 6 20.00

Availability of

social, health,

and

educational

services

20%

Variety 2 6.67 0 0.00 3 10.00


SUBTOTAL 4 13.33 0 0.00 5 16.67

Nearby

natural

recreation

20%


Quality 1 3.33 3 10.00 2 6.67

SUBTOTAL 4 13.33 6 20.00 5 16.67

FINAL WEIGHTED SCORE

(out of 100) 56.67 26.67 53.33


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CONCEPTUAL DESIGN

Current Site Uses

The Packers Avenue site currently hosts an abandoned gas station and an auto shop.These are two separate parcels that are for sale together for a combined .96 acresand $600,000.

Proposed Uses & Design

Within our development, we envision two main buildings: an apartment complexand an office and retail space. There will be 20,040 gross square feet of residentialspace making up 22 units, including six two-bedrooms and 16 studio and one-bedrooms. All residents and office workers will become members of thecooperative. An aerial view of the development, as well as its intended traffic flowbetween its proposed uses and surrounding elements can be seen in Figure 6 below.

Figure 6. Traffic and Pedestrian Flow Diagram of Proposed Uses


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The office and retail building will hold approximately 9,280 gross square feet ofoffice space including about 26 private offices and several larger shared conferencerooms and lounge areas. The office space will be predominantly on the second floorwith a first floor lobby, as the majority of the first floor will be devoted to about

5,000 net square feet of retail space. This retail space will accommodate one or twosmall businesses and a small grocery store. There will be a loading dock and storagearea (approximately 2,925 net square feet) attached to the office and retail spacewith access from the side street, Elka Lane. Finally, there is a small parking lot infront of the lobby entrance and adjacent to the residential building. Figure 7 belowshows multiple views of the proposed development in order to give a better sense ofthe intended environment.

Figure 7. Multiple Views of Proposed Development showing front elevation (topphoto), back elevation (second photo), and Birds Eye View depicting nearbystructural massing (bottom photos)

The goal of such a development is to foster a sense of community, which is reflectedin our design. Our site is planned to create a calm and productive environment in anotherwise loud and distracting area. To accomplish this, we separated the living andworking space from a high-traffic road with fences and natural barriers such as


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trees. We also incorporated large open windows and a west-facing glass ceiling tobring in natural light and views of the community garden area and playground seenin Figure 8 below. Both our site program and conceptual design emphasize a focuson high-quality communal spaces.

Figure 8. Playground and Community Garden Space

CLOSING THOUGHTSWhile we are exceedingly pleased with our conceptual design, we faced somedrawbacks in our site selection process. The Packers Avenue site did receive thehighest weighted score; however, this score was only about 57 out of a possible 100points. We were also somewhat limited within Dane County, as the University holdssuch a large weight here and in terms of actual feasibility our project may have beenmore realistic in a larger city with a larger market for such a development.


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REFERENCES1. Full Land Real Estate Listing for Sale in Madison, Wisconsin CIMLS

#556065. The Commercial Investment Multiple Listings Service.

http://www.cimls.com/sale-listing/556065-412-Packers-Ave-Madison-

Wisconsin-53704.

2. Google Maps,www.maps.google.com.3. Google Earth,www.earth.google.com.4. Access Dane,

http://accessdane.co.dane.wi.us/html/parcelsearch_plandev_temp.asp?meth

od=15.

5. Madison WI Land for Sale MLS #1636723. LandBin.http://www.landbin.com/land/wi/scwmls/1636723.

6. Cottage Grove WI Land for Sale MLS #1676835. LandBin.http://www.landbin.com/land/wi/scwmls/1676835.
http://www.cimls.com/sale-listing/556065-412-Packers-Ave-Madison-Wisconsin-53704http://www.cimls.com/sale-listing/556065-412-Packers-Ave-Madison-Wisconsin-53704http://www.cimls.com/sale-listing/556065-412-Packers-Ave-Madison-Wisconsin-53704http://www.maps.google.com/http://www.maps.google.com/http://www.maps.google.com/http://www.earth.google.com/http://www.earth.google.com/http://www.earth.google.com/http://accessdane.co.dane.wi.us/html/parcelsearch_plandev_temp.asp?method=15http://accessdane.co.dane.wi.us/html/parcelsearch_plandev_temp.asp?method=15http://accessdane.co.dane.wi.us/html/parcelsearch_plandev_temp.asp?method=15http://www.landbin.com/land/wi/scwmls/1636723http://www.landbin.com/land/wi/scwmls/1636723http://www.landbin.com/land/wi/scwmls/1676835http://www.landbin.com/land/wi/scwmls/1676835http://www.landbin.com/land/wi/scwmls/1676835http://www.landbin.com/land/wi/scwmls/1636723http://accessdane.co.dane.wi.us/html/parcelsearch_plandev_temp.asp?method=15http://accessdane.co.dane.wi.us/html/parcelsearch_plandev_temp.asp?method=15http://www.earth.google.com/http://www.maps.google.com/http://www.cimls.com/sale-listing/556065-412-Packers-Ave-Madison-Wisconsin-53704http://www.cimls.com/sale-listing/556065-412-Packers-Ave-Madison-Wisconsin-53704

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