1. Getting to SuPurb

The SuPurb study must result in an action-oriented plan. Without implementation, a study is doomed to sit on the shelf. This section discusses recommendations and implementation strategies based on significant public input. The recommendations should be initiated in the next five years and provide a foundation for ongoing success. While the success of this plan is not contingent on any one project, it is dependent on the immediate implementation of some of the projects or programs. The public has a certain expectation, and action is required to continue to generate the excitement and enthusiasm in the SuPurb area brought by this study.

This plan must also be financially realistic. Although oriented toward existing capabilities held by the TCA CID, many of these recommendations will require partnerships with Cobb County and other nongovernmental organizations to fully implement. It is assumed that many of the transportation-oriented projects identified through this study will be funded through the LCI implementation funds set aside by ARC. However, additional recommendations and projects may be funded through a variety of other methods, including partnerships, policy changes, and marketing initiatives. The final section outlines the recommendations in an action plan and includes costs, time frames, funding options, and responsible parties.

The recommendations are organized by the following categories

Policies

Transportation

Partnerships

1.1 Policies

The proposed development scenarios are based on specific market trends. The following strategies are recommended to help promote the desired development in the area:

n Ensure longevity of the mall area with mixed-use development in the peripheral parking lots around Town Center Mall, including a central town green with main-street storefront retail and residential development fronting the ring road.

n Create a residential population base to support new retail by redeveloping the Hidden Forest subdivision as a medium-density multifamily village.

n Create a new “green” identity for the study area by designating area for new parks or plazas and connections with existing and planned open spaces.

n Support proposed transit by developing the proposed BRT station with mixed-use, transit-oriented development, including loft-style office and residential.

n Provide incentives for existing strip retail around the proposed BRT station to redevelop as high-density office and residential in the long-term.

n Facilitate the Children’s Healthcare expansion south of the proposed BRT station.

n Encourage development that will support the study area long term with high-density commercial mixed-use along Chastain Road and Barrett Parkway.

1.1.1 Regulatory Framework

The regulatory framework, guided by the Framework Plan explained in the previous section, will act as the comprehensive guide for prioritizing infrastructure improvements and amending land use regulations. The following describes those activities, strategies, and policies that must happen for the Framework Plan, and the development strategies outlined above, to occur.

1.1.1.1 Zoning

A favorable zoning environment is essential for the preferred development scenarios to occur in the next few years. Although Cobb County is currently working on an Overlay district that could incorporate the needs for this area, the following recommendations are still needed to allow for the type and density of development proposed by the plan (see the Zoning figure for a spatial representation of these elements):

n The Hidden Forest subdivision will require a higher allowable density to develop townhouses and multifamily units.

n Parcels along the periphery of the mall are presently zoned General Commercial (GC), which allows for commercial uses but does not allow for multifamily residential. These parcels must be rezoned to allow a mix of retail and residential uses.

n The area south of Big Shanty Road, east of retail uses along Busbee Drive, is proposed to be converted into a townhouse development. Zoning changes will require rezoning the current Community Retail Commercial (CRC) category to the Fee Simple Townhouse (FST) category.

n Parcels along Chastain Road are zoned either Commercial (GC or OS) or Residential (RM-12). These are required to be rezoned to allow commercial mixed-use as proposed by the plan.

n Similarly, parcels along Barrett Parkway zoned GC would have to be rezoned to allow a higher density of office (OMR or OHR).

n One of the most important rezonings would be needed at the BRT station site to allow higher densities to support the transit-oriented development. When legislated, the TOD zoning category, also under review by Cobb County, would potentially be appropriate for this site.

The Town Center Area CID’s involvement and Cobb County’s initiative in rezoning certain parcels are key for the success of this plan. The CID will also need to play an ongoing role in working with developers to attract high-quality development to the area.

1.1.1.2 Development Guidelines

A great deal of new and redevelopment is anticipated for this area. In addition to zoning policies, more guidance is needed for actual site development. The renderings of new developments provided in the previous section are just that – visions of what the area could look like. They are based on the following goals, which should be used to guide development of a design guidebook to ensure that future development in the study area meets the vision of the SuPurb:

n Ensure a 24-hour “urban” mixed-use center where people can live, work, shop, be entertained, and recreate through mixed-use percentage requirements

n Require attractive plazas and open spaces for active and passive recreation

n Encourage public art and signage in existing and new open spaces

n Connect all existing and planned open spaces with pedestrian-friendly linkages and trails

n Require all new developments to have a high quality of architectural standards

n Design the buildings to front existing and planned streets with reduced setbacks

n Encourage all residential structures to have balconies and porches

n Encourage active uses at the ground level with large fenestrations, outdoor dining, and attractive retail displays

n Support on-street parking, where possible, to reduce vehicular speeds and encourage main-street retail

n Design parking lots to be concealed from the main street. Encourage parking decks to support large residential, office, and retail uses

n Restrict block sizes to a maximum of 600 feet to encourage pedestrian activity

n Discourage super-block development, particularly when it interrupts the overall pedestrian circulation system of the area as a whole

These goals can be accomplished with two methods. The TCA CID should request to be involved in Cobb County’s development review process and should create a design guidebook for the area, which would need to be adopted by Cobb County.

1.1.2 Character

The SuPurb study is centered on creating an “identity” for the study area. Throughout the planning process, two key identity elements emerged. The first is that the SuPurb area needs public greenspace. Specific projects that would incorporate greenspace include the Noonday Creek Trail (detailed in the transportation section) and a continuous greenway linking new development sites. The second element is gateways. Large-scale gateway entrance treatments into and around the SuPurb can assist with creating a sense of identity for the downtown area. Gateway improvements, including the recommended streetscape elements, are recommended for the following locations:

n Chastain Road at Busbee Drive n Chastain Road at George Busbee Parkway n Big Shanty Road n Barrett Parkway at George Busbee Parkway The previous section delineated preferred streetscape standards. The TCA needs to ensure that these standards are incorporated into the Cobb County development standards for consistent streetscaping and site design throughout the area. Furthermore, pedestrian connectivity should be enhanced with streetscape improvement projects along major corridors, and the TCA should invest in clear and consistent signage and wayfinding. Streetscape improvements, including pedestrian-oriented signage, are recommended for the following corridors: n Busbee Drive from gateway treatment to George Busbee Drive (both sides) n George Busbee Parkway from the southernmost mall road to Busbee Drive 1.2 Three types of trips, based on origin and destination, need to be served by the SuPurb transportation network: Internal/Internal trips originate and terminate within the study area. These trips can be from retail outlet to retail outlet, such as a shopping trip, work-based or lunch-hour trips from a place of employment to a restaurant or shopping, or true internal trips from a residence to work or shopping. These trips are generally short in distance and duration. Ideally, they could be served with alternate forms of transportation such as walking, biking, or internal circulators. Example improvements for these types of trips include:

Block length requirements

Bridge over Noonday Creek (multimodal)

Connector road between Wilson Parkway and Big Shanty Roadway

Connector road between Wilson Parkway and George Busbee Drive

Noonday Creek Trail system

Internal/External trips originate outside the study area and have destinations within the study area, or vice versa. These trips can be the same as the previous set, but are of a longer distance and duration. Example improvements for these types of trips include:

Big Shanty Road extension (multimodal)

Shuttle stops at Kennesaw State University

Noonday Creek Trail

Bicycle lane on Busbee Drive

External/External trips have no origin or destination within the study area. These are the longest distance trips. These trips add volume to the roadways in the area without stopping. Examples of this type of trip are commuters using Barrett Parkway to access I-75 or travelers on I-75 going to Florida. Example improvements for these types of trips include:

BRT station

HOV lanes/access

The following projects are recommended to support these trips and promote a multimodal environment in the SuPurb.

1.2.1 Traffic/Roadways

n Initiate a modified grid network of streets to distribute vehicular traffic and support new development at Town Center Mall and Hidden Forest Village, including new roadways from Wilson Parkway to Big Shanty Road and George Busbee Dive.

n Link the Town Center Mall redevelopment area and the Hidden Forest redevelopment area with a new north-south connection over Noonday Creek (shown to the right).

n As areas in the downtown redevelop, require/provide connections and roadway upgrades through the development process.

n Coordinate with GRTA on the location of the BRT station.

n Coordinate with Cobb County DOT and GDOT on the construction of the HOV lanes and the Big Shanty Road extension.

n Adopt access management principles for new development that can be implemented in the development design phase.

n Install traffic control devices as appropriate to calm traffic and ease congestion, i.e., clearly identified crosswalks, speed tables, turning lanes, traffic signalization, and narrow roads (as identified in the RoadMap).

1.2.2 Multimobility

n Connect the Town Center SuPurb with the surrounding community with sidewalks and bicycle facilities along Big Shanty Road, Chastain Road, George Busbee Parkway, Noonday Creek, and Barrett Parkway (sidewalk only).

n Create a multiuse path system to solidify the connection between the SuPurb and the surrounding area, including Kennesaw State University, with trails along Noonday Creek and a trail connecting Noonday Creek to Kennesaw State University from Chastain Road parallel to Duncan Bridge Road. n Promote a true pedestrian environment within the Town Center SuPurb by requiring sidewalks, streetscaping, and maximum block lengths along all new roadways in the proposed BRT station redevelopment area and the new Town Center Mall development area. n Install pedestrian-oriented signage within redevelopment areas. n Install/improve crosswalks at key intersections.

n Continue to operate holiday circulator with key stops at Kennesaw State University, large employers, the mall, and the park-and-ride.

n Over the long term, develop a shuttle/bus circulator with stops at the mall, the BRT station, and Kennesaw State University, and within the new Hidden Forest development.

1.2.2.1 Shuttle

As mentioned in Section 2, the CID operated a pilot shuttle to evaluate the potential of operating a permanent shuttle in the area. This study found that the shuttle service was very successful, and although it did not meet transit service requirements for public funding, it should be continued year-round. As detailed in the RoadMap, additional recommendations to encourage transit/shuttle accessibility include:

n Research funding opportunities and continue the aggressive marketing already done by CobbRides, which has been instrumental in the shuttle’s success.

n Target McCollum Airport, Kennesaw State University, Town Center Mall, and major employers.

n Continue to operate the holiday shuttle (maintaining awareness of the shuttle until the BRT becomes operational in 2010).

1.2.3 Parking

As previously stated, there is more than adequate parking in the study area. However, as new development occurs, additional parking considerations are raised. The following recommendations are designed to combat future concerns regarding parking:

n Build parking decks to support new residential development at Town Center Mall.

n Prepare a parking management study that identifies shared parking guidelines and parking deck needs/design.

n Adopt shared parking requirements in the redevelopment areas.

n Combine the existing park-and-ride facility with parking for the proposed BRT station.

1.3 Partnerships

As stated, many of the recommendations included in this study will require partnerships between the CID and various organizations that impact land use, development, and transportation in the SuPurb study area. The following highlights recommended partnerships:

n Participate on the Advisory Committee that will review the proposed “Redevelopment Overlay District” to ensure that the overlay coordinates with Town Center SuPurb development plans.

n Work with Cobb County Economic Development to identify property owners in the area.

n Set up a communication program with applicable property owners (including the Hidden Forest subdivision property owners) to ensure that property is rezoned in support of the Town Center SuPurb Plan.

n Continue to collaborate with Kennesaw State University’s master planning process to identify potential expansion within the study area, specifically at the BRT station area, including residential.

n Collaborate with Cobb County Community Development and Economic Development to provide regulatory incentives to support desired new development.

n Coordinate with GRTA and CCT on the purchase of property for the new BRT station.

n Coordinate with Town Center Mall owners on the redevelopment of the underutilized area surrounding the mall.

1.4 Priority Projects

During the final stakeholder and final community meeting, draft recommendations were presented. The following projects received the most support for implementation of the SuPurb; and are in order of priority.

1. New road from mall, over Noonday Creek, through new development area with greenway
(+/-$3,891,418; CID Cost $778,284)

2. Gateway improvements at Busbee Drive at Chastain Road, extended to George Busbee
Parkway Road (+/-$472,736; CID Cost $94,547)

3. Design guidebook that incorporates streetscape requirements, site design guidelines, block length requirements, and signage ($30,000; CID Cost $6,000)

4. Partnerships with the mall, Kennesaw State University, GRTA, Cobb County DOT, and property owners

1.5 Population and Employment Estimates

The following table includes population and employment estimates based on the development scenarios and recommendations incorporated into this plan.

Table 5. Population and Employment Projections 2000 – 2030
	2000	2003	2005	2010	2015	2020	2025	2030
Population	9,896	10,139	10,580	12,966	16,910	18,645	19,926	21,208
Households	4,331	4,467	4,712	6,093	8,159	9,399	10,032	10,664
Employees	23,607	25,132	26,149	28,634	32,198	36,041	39,342	42,170
Suggested Household Size	2.28	2.27	2.25	2.13	2.07	1.98	1.99	1.99
Jobs to Housing Ratio	5.45	5.63	5.55	4.70	3.95	3.83	3.92	3.95
Study area is defined as 1990 and 2000 Census Tract 302.05.
NOTE: Projections based on Atlanta Regional Commission 2003 base numbers and building out development program according to phasing.
Assumes 250 square feet per office employee and 350 to 550 square feet per retail employee.
SOURCE: Robert Charles Lesser & Co., LLC; based upon data from Claritas, Inc. and ARC.

1.6 Action Plan

This section provides detailed action steps required to implement the SuPurb. The following table itemizes a five-year transportation, streetscape, land use policy, and market development program with cost estimates, responsible parties, and potential funding sources. Right-of-way costs for infrastructure improvements are included to provide a total project cost estimate. However, these costs are site-specific and will likely change once preliminary engineering has been completed.