1.       Defining SuPurb

The primary purpose of the TCA LCI study was to create a vision with implementable steps that, when undertaken, will promote great livability, improve mobility, and provide for residential and commercial development alternatives within the study area. Creating this vision started with the involvement of the community, including property owners, organizations, and residents by engaging them in the identification of design preferences, the development of goals and objectives, and the creation of potential development scenarios. This input was supplemented with results from the existing conditions assessment, including the market assessment described in the previous section. By assessing public values and by further identifying and understanding the individuals and groups that would be interested in the study, policies and strategies emerged. 1.1       Determining Design Preferences As mentioned in the previous section, a community preference survey was used to identify key design preferences. Results from the community preference survey are illustrated in the photos to the right. Key design features most favored include: Two- to three-story residential, including townhomes, apartments, and condominiums Greenspace, including green parks, linear green areas, and community plazas Transportation options, including wide sidewalks, transit, and bicycle lanes 1.2       Determining Goals and Objectives The RoadMap planning process included the development of goals and objectives for the CID area. These goals and objectives were presented at community meetings and at stakeholder meetings to determine applicability to the SuPurb study area. The following represents the goals and objectives for the SuPurb:

Goal One: Improve Mobility and Connectivity for All Users

n               Improve traffic operations to facilitate the flow of traffic

n               Improve connectivity within the Town Center area and to areas outside

n               Increase multimodal mobility to improve accessibility for pedestrians and bicyclists

Goal Two: Increase Economic Vitality

n               Maximize and enhance development potential that allows for a high quality of living, including greenspace (e.g., Noonday Creek Trail)

n               Identify and create a unique identity by building on current strengths and opportunities

Goal Three: Balance Land Use and Transportation

n               Establish land use policies to encourage desired land use patterns

n               Provide infrastructure to support future growth

Goal Four: Create an Innovative and Implementable Plan

n               Identify funding opportunities for projects, programs, and policies

n               Plan and implement short-term projects that focus on immediate problems and that are easily implementable

n               Identify innovative long-term transportation solutions

1.3       Creating Development Scenarios

In an effort to gain consensus from the stakeholder community on the future growth in Town Center, the planning team initially identified three potential scenarios based on land use, density, and infrastructure improvements. Each scenario takes into consideration current land use patterns as well as the market potential.

Scenario A uses a “conservation approach” targeting development on key sites that are likely to develop in the near future. The design recommends a restaurant row leading to the mall and designed around a central plaza. The scenario also proposes mixed-use development at two other sites: the Hidden Forest subdivision and the potential BRT station location. Existing roads are used to support this new development with some minor infrastructure improvements to distribute traffic impacts.

Scenario B uses a moderately aggressive strategy creating a network of greenspace to link proposed development projects and some additional office commercial along the interstate highway. This approach calls for creating some new internal roads to provide access to the proposed developments.

Scenario C offers the most aggressive approach, assuming that most of the Town Center area will redevelop, which will require an urban street connectivity pattern and major open space investment. The following table summarizes these development scenarios.

Table 3. Development Scenario Comparisons
Feature	Scenario A	Scenario B	Scenario C
Overall Approach	Least aggressive	Moderately aggressive	Very aggressive
Housing Development	Low density; variety including single-family, townhomes, and multifamily (+/-1,270 units)	Townhome focus but includes multifamily and mixed-use residential (+/-2,700 units)	Apartment/loft/condominium focus (+/-3,600 units)
Office Development	Near BRT* only (+/-550,000 square feet)	Near BRT* and Barrett Parkway (+/-1,000,000 square feet)	Near BRT*/Barrett Parkway and at higher densities (+/-2,100,000 square feet)
Retail Development/ Mixed-Use	Restaurant row at mall (+/-80,000 square feet)	Restaurant row; mixed-use villages; outparcels and mall (+/-350,000 square feet)	Two large mixed-use villages (+/-530,000 square feet)
Town Center Mall	Minimal change (restaurant row)	Partial parking lot redevelopment	Full parking lot redevelopment
Open Space Development	Multiple but small village center plazas	Multiple village center plazas; linear connection between Barrett Parkway and Chastain Road	Multiple large parks/plazas; linear connection between Barrett Parkway and Chastain Road
Infrastructure	Minimal new roads	Moderate amount of new roads	New urban grid
Parking	All surface parking (except for BRT*)	BRT* deck and limited decks at mall development	New decks in all three villages
Market Absorption	Conservative (less than market**)	Moderate (comparable to the market**)	Aggressive (very long-term market**)
*Proposed Bus Rapid Transit (BRT) Station
**Based on Town Center Area Master Plan completed in April 2004

 

These three scenarios were tested at various public workshops and stakeholder sessions against community desires, market viability, and required infrastructure investments. Specifically, community members were engaged during a design workshop, at which they were separated into groups and asked to “redesign” the development scenarios. Results from this workshop are included below.

1.3.1       Proposed BRT Station Area

n               The BRT station will need to be in open air. n               The new expansion for Children’s Healthcare requires at least an area of 4 acres. The most logical location for expansion to occur is at the intersection between Big Shanty Road and Busbee Drive. n               There is a general consensus on joining the proposed BRT station and the existing park-and-ride into a new transportation center.

n               The BRT station village should include a central greenspace connecting all the different uses in the area, including office space, some amount of retail, and housing (possibly student housing). 1.3.2       Proposed Town Center Mall Redevelopment Area n               A greenway at the “back” of the mall was suggested to create a main-street type of entrance including retail at the edges of the street.

n               If possible, the construction of parking decks at the back of said retail would be of general service and may even include service reserved for housing proposed at the other side of the road.

n               The area on the opposite side of the mall, across Noonday Creek, should be reserved as a neighborhood or “living” area.

n               A connecting road going north-south over Noonday Creek would alleviate traffic going through the only current north-south connection (Busbee Drive).

n               Creation of a “greenway” was suggested to connect the two sides (mall area and new housing community).

n               Townhouses, already proposed for the back part of the retail on Busbee Drive, should be of a higher density than previously envisioned.

1.3.3       Streetscape Elements

Meeting participants also provided input for preferred streetscape elements for benches, lights, sidewalks, landscaping, and trash receptacles. Results from this exercise are summarized below.

1.3.3.1       Benches

n               Vertical slatted metal n               Classic Series Model CR-138 n               Length: 6 feet n               Color: VS Black

n               Manufacturer: Victor Stanley

1.3.3.2       Trash Receptacles

n               Vertical slatted metal n               T Series Model T-32 n               Color: VS Black n               Manufacturer: Victor Stanley

1.3.3.3       Bike Rack

n               A tubular steel, ribbon rack n               Prairie Sites Series BK-3 n               Length: Varies n               Color: VS Black

n               Manufacturer: Victor Stanley 1.3.3.4       Pedestrian Lights n               A traditional style light, similar to the street light at Kennesaw State University n               Octagonal Lantern Series n               Fixture: Arlington Series Post Top n               Fixture Height: 27¼ inches n               Pole and Base: H12C/10-CA n               Pole Height: 12 feet n               Color: CA/BK

n               Manufacturer: Holophane

1.4       Market Support

Results from the meetings were evaluated against market demand. Table 4 illustrates potential build-out estimates for the development areas.

Table 4. Potential Build-Out Estimates for Development Areas

Development Type	Rough Quantity		Comments
BRT Station Area
Mixed-Use Office Lofts	+/-55	units	(Above storefront retail/office; 2 to 3 stories)
Mixed-Use Residential Lofts	+/-70	units	(Above storefront retail/office; 2 to 3 stories)
Student/Market-Rate Housing	+/-500	units	(Standalone development pads; 3 stories)
Storefront Retail/Office	+/-100,000	square feet	(Surrounding new town green)
Office Mid-Rise	+/-600,000	square feet	(Standalone development pads; 4 stories)
New Institutional/Healthcare	+/-80,000	square feet	(Children's expansion; new seniors' facility)
Town Center Village
Single-Family Townhomes	+/-100	units	(Some already planned)
Low-Rise Apartments/Condos	+/-1,000	units	(+/-3 stories – north end of property and on loop road)
Mid-Rise Apartments/Condos	+/-750	units	(+/-5 stories – on north side of greenway)
High-Rise Apartments/Condos	+/-600	units	(+/-8 stories – corners of town green)
Storefront Retail	+/-150,000	square feet	(Restaurant row/mall retail on town green)

 

Making investments to improve traffic congestion and to create stronger social infrastructure are key to the success of future commercial and residential development. The greatest lesson learned from consumer research is the desire for more social and cultural venues within the Town Center area. Traffic congestion is clearly the number one priority for respondents and the key issue to be addressed for market success of future development, which does not come as a surprise. What is surprising are the issues raised immediately after the traffic issue and the importance of creating a social network to create a sense of place:

n               When asked what would encourage people to visit the Town Center area more frequently, parks and community events/festivals followed “better-timed traffic lights.”

n               As previously mentioned, sidewalk cafés and a live music venue were the two most desired new retailers.

n               When asked what their future vision for the Town Center area is, eight of the top ten “visions” have a strong focus on community, events, recreation, and other social aspects.

1.5       The Framework Plan

The Framework Plan is a culmination of the community’s vision and the planning team’s analysis of potential future development in the study area. Responses from community events have resulted in a vision that is a synthesis of the three scenarios presented above. As illustrated on the following page in the Framework Plan figure, there are six key sites for future investment:

1. Town Center Mixed-Use Village: Town Center Mall is one of the largest economic generators in the area. The plan recommends adding additional density around the mall building and creating a central gathering space or the “Town Green.” High-density mixed uses would surround the mall with predominantly residential uses along the north fronting Noonday Creek and office development closer to Barrett Parkway. In addition to enhancing the identity of the Town Center area, this development is essential for ensuring the economic longevity of the mall.

2. High-Density Office Mixed-Use: Barrett Parkway has good interstate access and hence provides an ideal location for office development. The road currently has a mix of new and aging retail developments in addition to some restaurants and hotels. Based on the assumption that such retail has a limited lifespan, high-density office development is envisioned along Barrett Parkway and on some mall outparcels over the next 15 to 20 years.

3. Transit (BRT) Center Development: The planned BRT station has opened up tremendous opportunities for transit-oriented, high-density development in the surrounding area. The plan envisions a mixed-use village with multifamily residential, supporting retail, and office buildings in one complex connected by open space.

4. Chastain Mixed-Use: Chastain Road, similar to Barrett Parkway, is uniquely located with good access to both I-75 and I-575. As a result, it is an ideal location for retail and commercial uses. But unlike current development patterns, it is recommended that new development incorporate high-density office with supporting retail. The retail could potentially have continuous frontage along Chastain Road with buildings pulled up closer to the road and parking and service designed to be in the rear.

5. Noonday Creek Residential Village: Market analyses show a demand for multifamily housing within the Town Center core. The parcels north and south of Big Shanty Road are good locations for such residential development. Along with available land, the area also has the advantage of good access to the mall in addition to being a quarter of a mile (five-minute) walk from the proposed BRT station.

6. Town Center Trails/Open Space: As described in the Urban Design Analysis section, Noonday Creek provides an opportunity for developing a much-needed public space in the Town Center area. It is recommended that a continuous greenway connect the mall and Big Shanty Road and provide links to the Noonday Creek Trail. In the future, this trail could be continued through the existing office park development and vacant property north of Big Shanty Road, to connect to Chastain Road. Based on location and opportunity, this greenway could be on or off the street.

On the whole, the Framework Plan defines a vision for creating several new “urban” neighborhoods, connected by a more walkable core and a new “downtown” for the Town Center area.

1.5.1       Focus Areas

The focus areas build upon the Framework Plan and illustrate the specificities of building type, density, and design character for key areas within Town Center. The Town Center village and BRT station have been selected for detailed analysis on the basis of stakeholder comments and short-term development potential. These focus areas can provide the first key steps for initiating mixed-use development in the SuPurb.

1.5.1.1       Town Center Village

The first site, as illustrated in the figure on the following page, represents the area just north and south of Noonday Creek. This includes the northern part of the mall and the Hidden Forest subdivision. Community input identified Noonday Creek as a significant amenity for the area, and anticipated that improvements to the creek would spur new development. Therefore, the proposed development is centered on a planned trail along the creek. The overall vision for new development calls for adding new residential developments and creating a gateway into the mall. The key component necessary for the success of this plan is a connection over Noonday Creek, linking the Hidden Forest area to the mall. This connection is essential for the following reasons:

n               Opening up development opportunities for the Hidden Forest subdivision site

n               Implementing the goal of creating a street network to distribute vehicular traffic

n               Providing a much-needed pedestrian connection between the new development and the mall

n               Creating a greenway or trail that connects proposed development and the planned trail along Noonday Creek

The proposed Town Center village has two key components: mixed-use at the mall and multifamily residential north of the creek. The centerpiece of the mall area development is a wide “central green” that links the ring road of the mall to the north entrance of the mall building. A new “restaurant row” with storefront retail and outdoor dining lines the central green, creating a compact urban main-street, pedestrian-friendly environment. As described in the market study, new residential development is crucial to creating a 24-hour live, work, and play environment. Building on this concept, three- to four-storied multifamily residential development lines the parcels along the ring road. Two eight- to ten-storied residential towers frame the new development, creating a gateway into the main street as illustrated on the next page. The new residential development is supported by parking decks designed to be enclosed within the development and visually concealed from the main street. This development has been designed such that it can be built in phases based on market demand and feasibility.

Residential development north of the creek varies in type and density. Townhouses are designed closer to Busbee Drive, as a continuation of a townhouse development currently planned. Extending the concept of continuous open space, multifamily buildings are designed to front courtyards with a wide greenway along a new road that extends from Noonday Creek to Big Shanty Road. Taller buildings (four to five stories) front the creek to take advantage of the views, while two- to three-storied buildings are planned along Big Shanty Road. This new residential development is envisioned to be a high-quality development, with walk-up ground level units, concealed parking lots, and internal sidewalks.

1.5.1.2       BRT Station Development

The second area for detailed planning is the site surrounding the potential BRT station. The conceptual plan, shown on the following page, is based on the overall objectives defined by the Northwest Connectivity Study (NWCS) team and takes into consideration the goals defined by the SuPurb. While the planning team understands that the site plan may be modified as the Environmental Impact Study (EIS) is completed, we hope that the transit-oriented, mixed-use development supported by the LCI Plan is implemented in the final station area design.

The proposed BRT station area is designed around future transportation improvements, including the Big Shanty Road Extension and the new HOV exit ramp off I-75. The parking deck supporting the BRT station is intentionally located closer to I-75 and the Big Shanty Extension to allow efficient access and to maximize the physical acreage for new transit-oriented development. Based on input from the NWCS team, an open-to-sky bus drop-off area is located such that it has direct access to the HOV ramp. The development around the BRT station deck is designed to potentially occur in phases. In the short term, a central greenspace bordering mid-rise (four- to six-storied) loft-style residential and office with storefront retail or office will provide an anchor to the overall development along with an opportunity for transit riders to live or work close to the station.

As the Town Center market matures and some of the strip retail surrounding the station starts aging, it is expected that this retail will be replaced by higher-density, mixed-use development contributing to transit ridership. Mid-rise office development is planned along Busbee Drive to take advantage of good vehicular access and frontage. The BrandsMart property just north of the MARTA station will be replaced by multifamily residential, which could support the need for increased student housing based on Kennesaw State University’s planned expansion. The plan anticipates that the university will expand east of I-75 in the future, with new classrooms or conference facility expansions on the A.L Burruss site. It is also projected that the Children’s Healthcare campus will expand to include a seniors’ healthcare facility and to take advantage of the transit link to their site. The short-term redevelopment and the long-term redevelopment are shown on the following pages.

Table 6. Action Plan
Land Use/Housing/Economic Development	Project Type	Implementation Year	Cost Estimate	Funding Source	Responsible Party
Provide input to Cobb County Community Development during site plan review, rezoning requests, and land use map amendment request within the Town Center area	Partnership	monthly	staffing	CID General Funds	CID/Cobb Community Development
Develop a design guidebook that incorporates recommendations for site design, streetscapes, intersections, street furniture, and wayfinding	Study	2005	$30,000	LCI (80%)	CID
Participate on the Advisory Committee that will review the proposed “Redevelopment Overlay District” to ensure the overlay coordinates with Town Center SuPurb development plans	Partnership	2004–2005	staffing	CID General Funds	CID/Cobb Community Development
Partner with Cobb County Community Development and the Hidden Forest subdivision property owners to rezone the Hidden Forest subdivision to Multifamily Residential	Regulatory	2005	staffing	CID General Funds	CID/Cobb Community Development
Work with Cobb County Community Development to amend the zoning regulations to allow high-density mixed-use development at Town Center Mall	Regulatory	2005	staffing