The Future of Downtown West Allis

— Downtown West Allis Business Improvement District —2

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Prepared ForDowntown West Allis Business Improvement District7231 W. Greenfield Ave.West Allis, WI53214

Prepared ByThe University of Wisconsin-MilwaukeeSchool of Architecture and Urban PlanningMaster’s of Urban Planning for Applied Planning Workshop(Spring Semester 2016)

Chris Hillard Marissa MeyerBen RohrJesus OchoaAida Sanatizaheh

May 2016

PrefaceAcknowledgmentsDianne Eineichner, BID Executive DirectorChet Parker, BID PresidentDan Devine, Mayor, City of West Allis The City of West Allis Department of Development StaffNancy Frank, UWMCaryoln Esswein, UWMUrban Joe Cafe

—Introduction—


Table of Contents1. Introduction2. Demographics3. Public Participation4. Parking5. Bikes6. Pedestrians 7. Public Space8. Buildings9. Public Art10. Signage11. Events and Partnerships11. Appendix

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IntroductionAboutDowntown West Allis is the only area of the city incorporated into a Business Improvement District (BID). It was established 27 years ago to help the area become more economically robust. The BID is located along West Greenfield Avenue between 70th and 76th Street and extends in either direction along the alleyways approximately one block. The exception is 70th Street, where the boundaries extend north to Madison Street and south to Orchard Street.

The BID is operated through Downtown West Allis, Inc (DWA, Inc.), which is a Wisconsin non-stock nonprofit corporation holding tax exempt charitable status under IRS 501 (c) 3. Downtown West Allis is an active Wisconsin Business Improvement District under Wisconsin stats. Chapter 66.1109. Additionally, it is a designated Wisconsin Main Street organization in good standing. The goal of DWA, Inc. is to keep the district economically vibrant using various collaborative efforts. The BID’s mission statement reads as follows: “To build a positive image that encourages customer growth and welcomes community involvement.”

The current President of the BID is Chet Parker and the Executive Director is Dianne Eineichner. The BID is funded through special assessments placed on property owners located within its borders. The 2016 BID budget is $109,550.

A total of 93 businesses are located within the BID’s boundaries, with only a 4% vacancy rate as of 2016. The businesses range from candy stores and bakeries to doctors’ offices and banks. There is an immense variety of different retail shops, financial institutions, restaurants/bars, and novelty stores that line Greenfield Avenue. This variety of stores and the low vacancy rates make for a healthy and prosperous BID and Downtown.

Every parcel located within the BID’s boundaries is zoned C-1 Central Business District, which is unique to the Downtown area in West Allis. This zoning classification offers the BID the ability to create special rules and regulations on issues like land use, signage, and parking. The BID can be flexible in changing or restructuring its rules as necessary. According to the 2010 Comprehensive Plan, there are no zoning changes planned for the area in the near future.

Project TaskThe mission for this project came directly from the client, the Downtown West Allis Business Improvement District. Client guidance provided the foundation of the project’s overarching goals: to help develop a more unique identity and physical space that promotes a more inviting environment for visitors downtown.

—Introduction—


City of West AllisThe City of West Allis has a population of 60,595 as of 2014 and is the 3rd largest city in the Milwaukee-Waukesha-West Allis Metropolitan Statistical Area. The median age for the city is 37.9 and the median household income is $44,475, which is lower than the median household income for the MSA at $52,605. (Source: 2014 ACS)

DemographicsDowntown SurroundingsWithin a one mile radius of Downtown West Allis, numerous trends and opportunities have emerged: (Source: M-7)

• Consumer spending is expected to rise between 2015 and 2020 in the following areas:• Apparel• Entertainment• Food and beverages• Gifts• Household furnishings

• Personal care 1,021 total businesses, nearly 75% of which are small (1-9 employees).

• Population is expected to increase slightly from 2015 (22,290) to 2020 (22,684)

• The two ages to see the most change between 2015 and 2020 are: • 20-29 decreasing by 2%• 65+ increasing by 2%

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Greenfield AvenueDowntown West Allis is uniquely situated on Greenfield Avenue, which is both an arterial roadway through the region and Wisconsin State Highway 59. An estimated 14,300 vehicles travel the road between 70th St. and 76th St. daily. (Citation: WisDOT) Currently, the roadway is also the alternative route for Interstate 41 and 94 during construction of the Zoo Interchange. As a result, the number of vehicles traveling on Greenfield Avenue has increased significantly beyond the typical 14,300. The situation has also caused increased back-ups, especially during the peak travel flow periods. While the current traffic congestion is unavoidable, in 3 years the roadway should trend back to original traffic volumes.

The avenue is also heavily traveled by pedestrians. In field research conducted by the team, 416 pedestrians crossings were observed at three different intersections over two hours. This research was conducted on March 16, a cold windy day in the middle of the week, so typical pedestrian traffic in warmer weather is probably much higher. These results show that Greenfield Avenue is an area with strong pedestrian traffic in addition to the vehicle traffic.

Three bus stops are located within the BID. One is located at the corner of 76th and Greenfield Avenue (Route 56, 76, 44, 44U, and 44X) and two at 74th and Greenfield Avenue (Route 56). All three stops are heavily utilized and are main connector routes through the city and region, making the area accessible for transit riders, too.

Transportation

—Introduction—


Public ParticipationThe project incorporated several forms of public engagement, including an online survey, in-person surveys on the street, stakeholder interviews and a public workshop.

Online SurveyThe online survey was written by the team and distributed to business owners on March 14th, 2016 via email by Ms. Eineichner to all of the members in her BID listserv. The survey was designed using Qualtrics Survey Software with 17 total questions and took roughly 10 minutes for participants to complete. The survey was closed 2 weeks later on March 29, 2016 with a total of 21 individuals responses.

The goal of the survey was to get the perspective of business owners on key information related to various topics that directly affected downtown. These topics included parking, variety of shops, local events, ped-lets/park-lets, public art and what the BID should focus on moving forward. The survey was used to determine what the focus of the public workshop should be and helped shape the recommendations of this report.

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In-Person SurveyOn March 16, 2016, the team went to Downtown West Allis and asked individuals on the street to take an in-person survey. The survey was written by the team and took roughly 5 minutes to complete. A total of 16 people participated.

The goal of the survey was to get the opinions of shoppers and regular visitors to the area. It focused on transportation, parking, consumer spending, comfort of crossing Greenfield Avenue or biking along it, and what participants wanted to see in the area. The results were compiled to determine the public workshop agenda and help shape the recommendations of this report.

Public Participation

—Introduction—


Stakeholder InterviewsThroughout the process, the team interviewed several stake-holders to get additional, detailed feedback about the BID.

Steve SchaerMr. Schaer is the Planning Manager for the City of West Allis. He has worked directly with the BID for several years in multi-ple capacities. In several sit-down meetings with Ben Rohr, information was gathered regarding ped-lets, public gather-ing space, streetscapes, signage, and overall BID functions. This information was used during the research, data gath-ering, report writing, and public participation phases of the project.

Patrick SchlossMr. Schloss is the Community Development Manager and former BID Executive Director for the City of West Allis. He currently works on Economic Development for the City and has an expansive knowledge of BID functions and history. In several meetings with him, Ben Rohr gathered information regarding public gathering space, challenges the BID faces, and the inner workings of the BID. This information was used during the research, data gathering, report writing, and pub-lic participation phases of the project.

Business OwnersOur team also reached out to specific businesses, including

the owners of Urban Joe’s, Aggie’s Bakery, Cream City Clay and Hawkins Clock Center to elicit their feelings on Green-field Avenue and the BID. Generally, these owners were very pleased with the direction of the BID and expressed a great deal of pride in its wide variety of shops and unique sense of history and identity, including Hawkins being the largest clock store in the Midwest and West Allis being one of the top locations for soft tip darts. The owners expressed interest in seeing events along Greenfield Avenue receive greater promotion outside West Allis and were concerned with the speed of traffic within the district and the timing of its traffic lights.

Public WorkshopOn April 6, 2016, a public workshop was held in the Common Council Chambers at West Allis City Hall. The meeting was at-tended by 25 people including City staff, alder-persons, busi-ness owners, BID Board Members, and citizens. The meeting notification was sent out via email to all of the BID business owners, and posted on the City of West Allis’ and the City of West Allis Chamber of Commerce’s social media outlets.

The public workshop was broken into four sections: intro-duction, visual preference survey and discussion, public space exercise, and street design exercise. The meeting lasted an hour and a half and helped shape the recommen-


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Public ParticipationThe introduction laid out the foundation of our research with demographic information, online and in-person survey re-sults, and pedestrian counts/observations. The meeting then transitioned to the visual preference survey with over one hundred total images, which participants gave a gut-reaction rating between -5 and 5. The categories of the images were: architecture, bike racks, bikes and sidewalks, tree planters, bike lanes, curb extensions, commercial signage, dumpster screening, district signage, murals, pedestrian crossings, park-lets, and parks. Each participant was provided a score sheet in which they recorded their opinion for each image.

These results heavily influenced the choice in recommen-dations for each section of this report. The next section of the workshop was a discussion about some of the specific images presented in the visual preference survey. The goal was to get people engaged and talking about their feelings on some of most important images the team was consider-ing. This feedback provided even greater understanding on participants’ preferences regarding public space, murals, and architecture.

The final sections of the meeting split the participants into two groups, with one focusing on public space style and location, and the other on street layout and design. Partic-ipants in the public space location exercise placed green

—Introduction—

The Future of Downtown West Allis

Downtown West Allis is a vibrant area of the City with a variety of retail shops, residen-tial apartments, and activities. However, it lacks a unique identity that distinguishes it from the rest of Greenfield Avenue and needs to establish a more inviting environment for visitors. A group of Master’s of Urban Planning students from the University of Wis-consin-Milwaukee, working with the BID, are hosting a public meeting on the future of Downtown. If you would like to attend or need additional information, please contact Chris Hillard ([email protected]).

LocationWest Allis City Hall

7525 W Greenfield AveArt Gallery

Ben Rohr Christopher Hillard Marissa Meyer Aida Sanatizadeh Jesus Ochoa

Date and TimeWednesday, April 6 5:30 PM- 7:00 PM

dations for the relevant sections of this report.


markers representing possible public spaces on an aerial photograph of downtown. The exercise was overwhelmingly successful and produced the results outlined in the public space recommendation sections.

The street layout and design exercise gave participants the option to discuss five different ways the parking, bike lanes, and vehicle travel lanes on Greenfield Avenue could be reconfigured. This exercise provided the team with greater understanding of the challenges associated with making changes to this major arterial state highway running through downtown. The results of this exercise are outlined in the bike and pedestrian sections.


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Parking


Existing ConditionsDowntown West Allis has an abundance of parking. Along Greenfield Avenue between 70th and 76th, there are currently 82 on street parking stalls. Additionally, there are 545 spaces located in parking lots directly behind the businesses. In total, there are 627 parking stalls located within the BID.

On street parking is allowed for 2-hour increments between 8:00 AM and 7:00 PM, except Sundays. Many people choose to park along Greenfield Avenue because it is the most visible and don’t realize that there are a vast number of underutilized lots and spaces behind the buildings. This is a result of a lack of signage directing vehicles to the rear parking lots as well as convoluted and confusing signage in

the rear lots themselves.

Each parking lot has two sets of signs indicating that there is some sort of permit required to park there. Only after entering the lot can visitors see the 4-hour parking signs that would most likely apply to them. At the entrance of more than half of these lots is a sign indicating that some sort of permit is required to park there. It is only after you enter the lot that the 4-hour parking signs that would apply to most shoppers become visible. While some residents and business owners park for longer than 4-hours and therefore require a permit, they are the minority. This flipped ordering discourages shoppers from taking advantage of these convenient parking spaces.

Parking

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Alternatives A. Cohesive parking signs in the rear parking lots: Standardize parking regulations in all the parking lots within the BID and reorder existing signage for greater clarity.

B. Larger parking signage on Greenfield Avenue: Make signage directing drivers to parking bolder and easier to identify when driving on Greenfield Avenue.

C. Wayfinding murals on buildings along Greenfield Avenue: Utilize the numerous corner buildings with large blank walls in the BID for murals directing customers to parking and other amenities.

RecommendationThe team recommends that all parking signs in the rear parking lots be redesigned and placed in different locations. There are two different types of signs in the rear parking lots: the permit parking requirements and the 4-hour parking sign. Currently, the permit parking sign is at the entrance to each parking lot, making it very confusing for people trying to find a parking space. Once you’ve entered the parking lot, the 4-hour visitor parking sign can be seen. The recommendation is to switch the order of the signage and make both of them much more explicit. When a driver

is reading the signage on the outside of the lot, have the signage read 4-hour Visitor Parking here. Once the driver has entered the parking lot, then place the permit signage near the spaces that permits are required. This makes for a more friendly and inviting parking lot, plus more people will understand where they are supposed to park within the lot. It is also recommended that the signage pointing automobiles to the rear parking lots can also be upgraded to advertise the spaces available.

Parking

—Parking—


There needs to be additional parking signs that directly point people to the lots themselves. A doubling of the currently parking signage would provide much more information and direction to people trying to find parking downtown.

ImplementationReordering the signage within the parking lots will require collaboration between the BID and the City. The Engineering staff at the city would have to reorganize the signage up to the specific State of Wisconsin regulations. While the details of the exact reorganization of the signage is out of the BID’s hands, they can help the city by detailing and documenting all of the current regulations, permit holders, specific business interests, and the overall plan for each lot. This will help the process move along quicker because the information will be more readily available.

The parking signage that directs people from Greenfield Ave. to the rear lots would also need to be handled by the city due to regulations. However, the BID could help in selecting locations and the types of new signage.

The process for creating wayfinding murals is detailed in Public Art section of this report.

ParkingThis goal can be accomplished through murals, new signage, and more signage. A mural can be used for both public art and wayfinding. Adding a mural to the landscape of downtown would draw the attention drivers and pleasantly inform them that there is available parking. Upgrading the signage is important because the signs currently are so small that many people don’t even realize that they are there. The signs need to be made bigger and the “P” sign needs to stand among the rest of the district signage. This way people will not overlook the signage, like they do now. More signage is also recommended because there are a limited number of “P” signs downtown now and they only point to the side streets.

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Bicycles


Bike ParkingBike racks, bike lockers, and bike stations allow cyclists to safely and conveniently store their bicycles while visiting Downtown West Allis. A lack of bike parking leads to cyclists either chaining their bikes to undesirable objects like light poles and benches or simply not visiting the district at all.

Existing ConditionsThe BID already has approximately 30 West-Allis branded bike racks installed throughout the district. Each rack is U-shaped and can park two bicycles, meaning there are about 60 spaces available in total.

Based on the length of the blocks in the BID (about 1,500 ft) and an approximate average depth of the buildings (about 100 ft), Downtown West Allis has roughly 150,000 square feet

of commercial space. While West Allis has no bike parking re-quirements in its zoning code, referencing the requirements of other cities can help determine whether Downtown has a sufficient number of bike parking spaces available.

Current Bike Rack Locations

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Bike ParkingSurprisingly, the highest bike parking requirement of the sur-veyed cities is actually from the neighboring city of Milwau-kee. While West Allis does not meet the bike parking stan-dards for Milwaukee, since it does exceed the requirements of the other surveyed cities and does not have an unusually high rate of bicycling, the team has determined that Down-town West Allis does not need to add any additional bike racks.

Another bike parking related issue to consider, however, is the expansion of the Bublr bike share system outward from Downtown Milwaukee. Bike shares allow users to pick up a bike from any station, ride it for a set amount of time, and return it to the same or any other station in the network. Thestations typically hold at least ten bikes and are located with-in a quarter mile of other nearby stations.

Bublr plans to expand to West Allis in 2017, and preliminary discussions have two stations in Downtown West Allis at 70th Street and Greenfield Avenue and at City Hall at 76th Street and Greenfield Avenue.

AlternativesStation placement must be convenient, safe, and accessi-ble. NACTO, the National Association of City Transportation Officials, outlines several possible station placements such as

—Biking—

City of West Allis Bike Racks

2016 Preliminary Bublr Bike Station Locations


Bike Parking

sidewalks, parking spaces, medians, plazas, and parks. Even though wheel stops and other barriers can be utilized when taking a parking space for a bike share station, Bublr prefers to keep stations on the sidewalk to maximize safety and comfort for users. As such, adequate sidewalk space must be available for any proposed Bublr station locations.

City Hall has a park and plaza space in front of the building that could easily be adapted to house a Bublr station. The lo-cation is near the post office, the businesses on the west side of Downtown West Allis, and State Fair Park. The other pro-posed station location, 70th Street and Greenfield Avenue, is an extremely busy intersection, with 8,900 vehicles daily on 70th Street in addition to the 14,300 on Greenfield Avenue.

While there are potential safety and comfort issues for

bicyclists with so much vehicle traffic, the 70th and Greenfield location does have the advantage of being highly visible to passing traffic, which could promote higher usage of the Bublr system.

Another possibility, however, is one block west at 71st Street. The station could be placed on the sidewalk, either directly on Greenfield Avenue to maximize visibility or on 71st Street to reduce the inconvenience for pedestrians of maneuvering around the station in the limited sidewalk space. This location is closer to more businesses than 70th Street on the far end of the BID, but it is also less visible to passing traffic than the larger intersection.

RecommendationAt this preliminary stage, the team cannot recommend any specific location for Bublr stations as unequivocally much better than the other options. The BID will need to work closely with the City of West Allis and Bublr to evaluate all possible locations and outline the exact station alignment within the space. Choosing between 70th Street, 71st Street and other potential nearby station locations will involve balancing visibility, safety, accessibility, and convenience for both Bublr users and other area visitors.

Bike lanes can increase bicycle ridership, reduce crashes and

Possible Bublr Bike Station Location: West Allis City Hall Plaza

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Bike Lanesautomobile speeding, and improve people’s sense of safety in an area. Bicycle routes, pedestrian sidewalks, and vehicle travel lanes work together to create complete streets that allow people of all ages, incomes, and abilities to safely and efficiently travel around a community.

Existing ConditionsDowntown West Allis already has bike lanes, which serve as part of a larger network of bike trails, route signage, and shared-lane (sharrow) pavement markings. These bike lanes are 5 feet wide and marked with white paint.

However, bicyclists are still extremely uncomfortable biking along Greenfield Avenue due to the speed and volume of traffic. During in-person surveys, no respondents rated their comfort level higher than a three on a scale from one (not at all comfortable) to five (very comfortable). Similarly, during the public meeting, even a very experienced cyclist who regularly used Greenfield Avenue agreed that the road was the most dangerous and difficult part of his trip.

As a result, many casual bike riders use the sidewalks along Greenfield Avenue instead of the bike lanes. However, due to the limited sidewalk space and high volume of pedestrians, this behavior raises the chances of conflict and crashes between bicycles and pedestrians. In fact, Downtown West

Allis is the only place in the entire City of West Allis where riding bicycles on the sidewalk is not permitted.

—Biking—

W. Greenfield Avenue Current Bike Lane Conditions


Bike Lanes

Protected Bike Lane Options Include Painted Buffers, Bollards, and Painted Medians.

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Bike LanesAlternativesBike lanes can be separated from vehicle traffic through a number of different methods, such as painted buffers, bollards, and even concrete or landscaped medians. Additionally, the bike lane can be colored green for brighter visibility, and it can even be moved between the sidewalk and parking lane instead of between the parking lane and vehicle travel lane. However, these modifications tend to be expensive, and currently Downtown West Allis does not have the bicyclist volume to support such changes.

RecommendationThe team recommends an intermediate step of adding a 1½ foot buffer in between the existing bike lane and the vehicle travel lane. This idea was well received in the public meeting, while more ambitious ideas were perceived as too drastic of a change for West Allis at the present time. Adding this buffer will increase bicyclist safety and comfort by moving the danger of speeding cars further from the bike lane. The change will reduce the vehicle travel lanes from 12½ feet wide to 11 feet, which is the current NACTO recommended lane size for roads with significant bus and truck traffic. The visually narrower lane will also reduce automobile speeds slightly, which will improve safety for pedestrians, bicyclists, and vehicles alike.

—Biking—

Current Condition, Green Lane, and Buffer With No Green Stripe


Bike LanesUsing a high-visibility thermoplastic for this buffer and the bike lane itself will further increase safety by drawing attention to the pavement markings. Additionally, while thermoplastic is more costly than paint alone, it lasts four to five times longer. Paint, on the other hand, must be reapplied each year to keep it visible enough for drivers to see easily.

ImplementationThe new buffer design could initially be tested through paint application before thermoplastic is introduced. Based on price estimates from the Federal Highway Administration, re-striping the bike lanes with thermoplastic material could cost $10,000 - $12,000 for the whole district. The additional thermoplastic needed to create a buffer between the bike lanes and vehicle travel lanes could raise the total cost to about $20,000. The BID will need to work with both City Engineering and Planning to implement these changes, especially as the updates could be part of a larger effort to upgrade bike lanes throughout West Allis.

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Pedestrians


CrosswalksCrosswalks delineate space for pedestrians to travel across the roadway and also function as a signal to drivers that pedestrians are probably present in the area. Both aspects increase safety for people walking in the area.

Existing ConditionsCurrently, every intersection along Greenfield Avenue in the BID is painted with standard style crosswalks on all four sides. Standard style consists of two straight lines indicating the outer edges of the crosswalk. While these crosswalks are easily visible to pedestrians standing on top of them, they are much more difficult to see from a traveling vehicle. That difference is exemplified in the image on the following page, where the foreground crosswalk is much easier to see than the horizontal crosswalk in the background. Throughout the district, stop-bars direct traffic to stop approximately 4 to 10 feet before the crosswalk, depending on the intersection.

Feedback from the visual preference survey at the public meeting indicates that the people of West Allis prioritize both high visibility and aesthetics, including unusual and attention grabbing designs.

AlternativesPaint can be used to create both typical crosswalk marking

designs like the “continental” or “zebra” patterns and unconventional designs like piano keys, rainbows, and hopscotch. Thermoplastic material can be used to replicate many of those same designs in a more durable format, though cutting and shaping the tape may be necessary to achieve some shapes.

Some historic areas use brick or stone paving for crosswalks or even entire roads. While these materials and textures enhance the streetscape environment and convey an air of authenticity, they are also difficult and expensive to maintain. Climates with a high snowfall like Wisconsin have particular trouble with snow plows damaging the bricks. Stamped concrete, where concrete is poured and then imprinted with a pattern while it sets, is a popular alternative to both asphalt and brick crosswalk materials.

RecommendationThe team recommends that Downtown West Allis use high-visibility thermoplastic in more complex, noticeable crosswalk patterns like “zebra” and “ladder.” Additionally, since current NACTO guidelines recommend widening crosswalks and placing stop bars at least 8 feet before crosswalks, the BID and the City of West Allis should review each intersection for necessary updates when laying thermoplastic. This short-term change will improve the visibility of crosswalks, which

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Crosswalksimproves driver yielding behavior to pedestrians and overall safety.

Long-term, the BID should explore options for stamped concrete in crosswalks. The uniform use of a unique pattern or color for all Downtown West Allis intersections will help define the boundaries of the district and bring a sense of identity to the area.

ImplementationIn order to update streetscape features like crosswalks and intersection designs, the BID will need to coordinate with the Engineering and Planning Departments of the City of West Allis. Integrating these changes with planned street maintenance can help minimize costs and disruption to the street and local businesses.

W. Greenfield Avenue Current Conditions and Possible Alternatives

—Pedestrians—


Curb ExtensionsCurb extensions, also called bumpouts, are formed by literally extending the curb out into the street over the space for a parking lane. They serve to create additional sidewalk space for pedestrians and to shorten the distance that people must traverse in the roadway itself to cross the street.

Existing ConditionsCurrently, there are no true bumpouts in Downtown West Allis. However, on 74th Street next to the Lamplight building is an extended sidewalk area which features benches and some green space that serves much the same purpose, even

though it doesn’t fully occupy what would be the parking lane for that street.

The BID does face challenges of limited sidewalk space and difficulties for pedestrians crossing the street that curb extensions could help alleviate. Throughout the majority of the district the sidewalk is only 10 feet wide, and amenities like street lighting, bike racks, benches, and trash bins encroach upon this already small space. Any additional sidewalk square footage will increase comfort and convenience when pedestrian traffic Downtown is high. Additionally, while all intersections in the BID are signalized,

Extended Sidewalk at 74th Street Bumpout

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Curb Extensionssome pedestrians like the elderly still have concerns about navigating crosswalks because they cannot move as fast as the traffic signals demand. Curb extensions will shorten the distance that they need to cover during the “walk” signal and increase their comfort and safety without affecting traffic signal timing.

AlternativesBumpouts can be incorporated into the streetscape at both intersections and mid-block crossings. Additionally, at a typical corner the curb can be extended towards both crosswalks or only one, depending on the needs of the intersection. Bumpouts can simply be concrete space for pedestrians to use as needed, but they can also include landscaping, planters, benches, and other amenities. Temporary curb extensions can also be created with paint and bollards to test out new street alignments.

RecommendationFeedback from the public participation meeting indicated a preference for curb extensions with green space and landscaping wherever possible, which can improve area attractiveness and identity in addition to the previously mentioned safety and space benefits. However, constructing bumpouts can be expensive, especially when underlying

stormwater and utility lines must be moved. The median cost for retrofitting a four-leg intersection is about $100,000. Because Greenfield Avenue is a conduit for so much of the City of West Allis infrastructure, the costs to install bumpouts Downtown may be even more expensive than usual. Due to these costs, the team recommends that the BID incorporate curb extensions into the long-term plans for the district.

ImplementationDowntown West Allis should work with City Engineering and Planning to coordinate building curb extensions with other planned street construction and improvements to minimize cost as much as possible.

Example of a Half Bumpout

—Pedestrians—


Public Space

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LandscapingThe BID and City have worked together to install and maintain planters along the sidewalk on Greenfield Avenue, however, they are only utilized during a limited time of the year. In order to continue establishing a distinct identity for Downtown, they should be activated year round.

Existing ConditionsThere are 33 stand-alone planters located along Greenfield Avenue between the sidewalk and street. They were built, funded and are maintained by the BID. Each spring the planters are cleaned out and planted with new flower arrangements. During December and January, they are decorated by the businesses in the area for Christmas. They are then covered until it is warm enough to plant again. The planters help give the area a distinct identity and provide greenery for part of the year. However, they are underutilized by the BID and individual businesses for half the year.

AlternativesA. Winter lighting on planters: Utilizing holiday lighting fixtures, planters could be used to create a more appealing storefront during the winter months.

B. Incorporating other holiday themes on planters: Other than what exists today (i.e. Christmas/Halloween); incorporating

other holidays in addition to Christmas and Halloween themes on planters year-round would create a distinct public art asset that utilizes existing infrastructure.

C. Contests for best planter decorations: The planters could be used as a basis for public interaction and engagement where locals compete for their design to be featured downtown.

—Public Space—


RecommendationsIncorporating the other yearly BID events and additional holidays activates the planters year round. There are two other BID events (A La Carte and The Classic Car Show) that the planters could be decorated for. The BID could partner with local high schools to customize the planters for events with decorations and other themed items. Additionally, there are many other holidays that the planters can be decorated for besides just Halloween and Christmas. The individual businesses could decorate the planters for Spring/Easter, 4th of July, Memorial Day, Veteran’s Day, Valentine’s Day, St. Patrick’s Day, New Year’s and fall/harvest. Decorations related to these holidays could be placed on each planter by the businesses in a contest similar to the Christmas planter contest. All of these different decorations, contests, and activities will engage more citizens, establish a greater identity on the street, and be an inexpensive form of public art along Greenfield Avenue.

ImplementationThe creation of new planter decorating contents would require coordination and communication between the BID, local businesses and other organizations such as high schools. The BID could charge a small sponsorship fee for

each planter to raise money for that particular event, or it could be a free contest. Overall, it would not have to cost the BID more than $100 in prizes or could potentially raise money and donations depending on the way it was done. This is an activity that could be implemented with in a very quick time frame.

Landscaping

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creating space for additional public activity along Greenfield Avenue.

Mis Suenos followed Urban Joe’s example and built their own ped-let in 2014. They had to go through the full application and permitting process of the city to vacate the public parking spaces in front of the business. This ped-let has been a huge success along Greenfield Avenue and is an example of how ped-lets can work without any public funding.

The Downtown West Allis Business Improvement District is seeking an additional public gathering space that can be utilized by visitors and residents and also serve as a central meeting place for activities and events hosted by the BID.

Existing ConditionsThe BID currently has three forms of public space: ped-lets, temporary street closings, and permanent gathering spaces.

Park-Let/Ped-Let

Park-lets convert one or two parking spaces into temporary public space for part of the year (typically the warm months). In Downtown West Allis, the sidewalks are very narrow and the traffic volume along Greenfield Avenue is extremely high. Instead of a traditional parklets with seating adjacent to the vehicle travel lanes, the district has created pedlets that reroute pedestrians around outdoor seating directly on the sidewalk next to the buildings. Ped-lets are relatively new to Downtown, but have been a success so far. The two approved temporary ped-lets along Greenfield Avenue are located in front of Urban Joe’s and Mis Suenos.

Urban Joe’s ped-let was funded and created by the City in 2013 as a pilot project. In total, it cost the city $2,000 to engineer, build, and install. The ped-let has been a success in

Gathering Space

—Public Space—


Temporary Space

The district has one form of temporary public gathering space: closing Greenfield Avenue to through traffic for events hosted by the BID. These events occur only three times a year because the BID must receive WisDOT permission to close the street. The events—A La Carte, the Classic Car Show, and the Christmas Day Parade—are huge successes, drawing thousands of people downtown.

Urban Joe Ped-Let

Mis Suenos Ped-Let

Gathering Space

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Gathering SpacePermanent Space

Two permanent public gathering spaces are located in the district: the plaza in front of City Hall and the small seating area between BMO Harris Bank and Urban Joe’s.

The area in front of City Hall is a large 23,850 square foot landscaped area designed as a public gathering space. The space was built in 2006 and includes concrete pathways, benches, rocks, trees, and flowers. City employees congregate in this space on their lunch break and between meetings. Additionally, the City hosts several activities that use the space, but the BID does not. However, the area is closed between December and April due to the cold and snow. The space is an asset, but because it is so far to the west end of Downtown, it does not meet all of the BID’s needs.

BMO Harris Bank also built a small, 1,430 square foot public gathering space in 2000 between their building and Urban Joe’s. The space is open to all guests in the area, but mostly serves Urban Joe’s patrons. The area includes a decorative fence, light poles, benches, a concrete path, and a very large planter. The BID does not currently host any events directly in the space and because it is so far toward the east end of Downtown and too small for major events. This space is also an asset for the area, but does not serve all of the BID’s needs.

City Hall

BMO Harris Bank and Urban Joe

—Public Space—


AlternativesThe team created alternatives that take advantage of both existing infrastructure and spaces that are currently underutilized.

Park-Let/Ped-Let

A. New privately funded ped-lets or park-lets: Mis Suenos has proven that the ped-lets can be implemented with no public funding to work as a traffic calming device, generate more eyes on the street, and create a new destination Downtown.

B. New publicly funded ped-lets or park-lets: This BID and the City can increase the number of parking spaces devoted to park-lets to encourage outdoor seating and the creation of

new public gathering spaces that are flexible structurally and fiscally.

Temporary Space

C. Converting a back parking lot temporarily: Under this alternative, a rear parking lot would be selected and converted into a temporary public space. This alternative takes advantage of the only substantial open spaces within the vicinity of Greenfield Avenue.

D. Temporary public space for activities: Under this alternative, any of the following options would be implemented, but only on a temporary basis. This option has the advantage of allowing the City and the BID to try out different possibilities before settling on a specific location.

Gathering Space

Temporary Park Location Alternatives

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Permanent SpaceG. Parking Lot N. 7500 block Greenfield: This location would utilize the parking lot currently next to the Papa John’s. A gathering space here would fill an aesthetic gap along Greenfield and take advantage of an already open space.

H. Parking Lot S. 7400 block Greenfield: This space would utilize a corner parking lot, creating a public gathering space at a key point along Greenfield and plug or fill another aesthetic gap.

I. Parking Lot N. 7000th block Greenfield: Like the previous two options, this alternative would take advantage of an already open space, but would also have the advantage of being directly next to Urban Joe’s, where it could double as outdoor seating for an existing dining option.

E. 75th Street: Temporarily closing down 75th St. south of Greenfield Avenue to the alley would have the advantage of bridging the S. 7400 block parking lot with the existing City Hall plaza space, creating one large public area without greatly impacting north to south connectivity.

F. 73rd Street: Temporarily closing off either the southern or northern leg of this street between Greenfield Avenue and the alleyways would create a centrally located public space next to what is already an iconic building within the district, Hawkins Clock Center. This option also does not greatly impact north to south connectivity due to the surrounding street grid.

Gathering Space

Permanent Park Location Alternatives

—Public Space—


J. 72nd Street: Closing down 72nd St between Greenfield and the alleyway to the south would create a gathering space out of the street itself. Several years ago, access to electrical power was added to the street to enable this area to become a public space in the future.

K. 73rd Street: Closing off either the southern or northern leg of this street up to the alley would create a centrally located public space next to what is already an iconic building within the district, Hawkins Clock Center. This option would not greatly impact north to south connectivity due to the street grid network providing other travel alternatives.

L. Potential building removal: Under this alternative, one of the buildings identified for redevelopment would be demolished to make way for a new public space. This option would open up more possibilities beyond existing parking lots and side streets for creating public space along Greenfield Avenue.

Gathering Space

The selected Location of 73rd St. and Greenfield Avenue.

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Gathering Space

Example of a parklet that incorporates landscaping, green space, and seating.

—Public Space—


side street as the best potential site for a new large scale temporary public space. By closing the one-way street on the north side of 73rd temporarily during the warmer months (May-September), the BID could test out the location logistically to see if could be successful long term. During the colder months, the street could be reverted to its current traffic use.

Participants preferred the 73rd St. site because it is centrally located, near a few key businesses, and the street has little traffic currently. Due to the extensive grid street network and alleys behind all of the buildings, this location can be closed without blocking access to the back parking lots and shops along the street. However, it would require the temporary removal of several public parking spaces on the street, which could be a point of contention.

The style of park most preferred during the visual preference survey at the public meeting utilized seating and incorporated green space along the street. Participants viewed this public gathering space style as the best suited for Downtown West Allis. They wanted a space where they could hang out and enjoy their time while waiting for someone to shop or in between shopping themselves. The design and location would serve the needs of the BID, but also have the flexibility to be taken down or moved. This style accomplishes all of the BID’s needs and was the most popular choice of the public workshop participants.

Gathering SpaceRecommendationsTemporary Small Scale - Centrally Located Side Streets

Ped-lets are already being utilized Downtown, but on an individual business by business basis. According to the business owners survey, some owners are open to the idea of park-lets or ped-lets in front of their business, while others are more skeptical or don’t see any benefit for their particular business type. However, the BID can build and install one or two public park-lets in strategic locations on side streets near Greenfield Avenue. The park-lets or ped-lets would allow traffic to flow normally, only remove one or two parking spaces, and offer the flexibility to experiment with different locations within the district as public space.

The park-let types most preferred by the public workshop participants utilized seating, greenspace, and landscaping. Implementing park-lets can liven up the streetscape in a very small, underutilized space and will further develop the unique identity of Downtown. However, park-lets may not serve all of the BID’s public space needs because they are so small and can’t be used for large events or activities.

Temporary Large Scale - North Side of 73rd Street from Greenfield Avenue to the alleywayThe public participation group chose a centrally located

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Gathering Space

Rendering of Temporary Gathering Space on the corner of 73rd and Greenfield Avenue.

—Public Space—


Gathering SpacePermanent - North Side of 73rd Street from Greenfield Ave. to the alleyway

If the temporary space is successful this same site at 73rd St. could then transition into a permanent public gathering space and turn the temporary amenities of the first park into permanent installations.

Implementation - Phased ApproachIn order to serve all of the needs for public gathering space in Downtown West Allis, the team recommends a phased approach in which the BID tests certain options over time. The first phase would be a temporary space with either installing park-lets or shutting down a side street. If the first phase is successful, then the second phase, a permanent park, may be implemented long term. This approach provides the BID with the option to try out different sites, styles, and methods to see which location is best for a new permanent public gathering space along Greenfield Avenue.

Phase 1Temporary Small ScaleThe installation of park-lets is a small scale temporary option, but requires an application and permit through the City to vacate the public parking spaces as well as an agreement between the business owners and the BID. Several Downtown businesses have already gone through this process and have been approved, so the BID itself could almost certainly operate multiple new park-lets on side street corners. However, the City may be less likely to help fund this project compared to other public space options because it is so small and temporary in nature. The cost of implementing a park-let ranges from $5,000-Examples of permanent gathering spaces.

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Gathering Space$15,000 with design, materials, and installation costs included. In this case, at an average of $10,000 each, two new park-lets would cost $20,000, not including the application and permit fee from the City. Park-lets could be a low-cost first step in creating public space along Greenfield Avenue. However, it is still a significant cost for the BID to take on and would require some budgeting.

Temporary Large ScaleThe northern leg of the intersection of 73rd and Greenfield Ave. is the best location to implement a seasonal street closure for a public gathering space. From the alleyway to the intersection the street is 125 ft long and 40 ft wide.

The park could be filled with wooden chairs, costing approximately $195 each, tables costing $100 each and all placed on flooring, costing $40 per 11 square feet. In total, the park could hold 20-30 chairs, 10-15 tables and would cost approximately $18,200. To prevent theft and damage the chairs and tables could be screwed into the temporary flooring, of which 455 durable, individual panels would be necessary. Trees and other landscaping would create additional expenses and could range dramatically depending on the number implemented.

The street is a public right-of-way right and so this project would require the City to give the BID a Grant of Privilege, both Plan Commission and Common Council approval and

an agreement between the two business along 73rd street (Steakhouse 100 and Knight Vision and Glaucoma).

Seven on-street parking stalls on 73rd street between the alley and Greenfield Avenue would be lost. To counter this loss, three new parking spaces could be placed on the south side of the new park along Greenfield Avenue. These spaces would create a buffer between the park and traffic, which could be reinforced by planters. The current planters that are used to decorate Greenfield Avenue could be moved to this location or new planters could be purchased.

The advantage of this temporary solution is it’s anywhere from $5,000-$20,000 cheaper than a permanent park, however, this is still a long-term project for the BID because of the significant costs.

Establishing this temporary gathering space would require either financial assistance from the City or some form of independent funding, either through the BID’s annual assessment or some outside partnership.

—Public Space—


also increase costs. The individual price for these items will depend on what specifically the BID and City choose to implement.

The estimated total costs of implementing the permanent park range from $50,000-$75,000 with design, materials, and installation. This would require long-term budgeting by either the City or BID to implement. However, if the permanent park is completed it will become a key destination Downtown, that can be used to host events, be an oasis for shoppers, and help further establish a unique identity for the District.

Phase 2Permanent If the temporary closing of 73rd Street proves successful, then it can transition into a permanent structured park. Many of the items used in the temporary space such as the chairs, tables, and planters can be easily adapted into permanent fixtures. However, there will be additional costs to remove the street (if the BID chooses too do so) and the street itself would need to be permanently vacated. Rerouting stormwater and other utilities on the street would also present a significant cost. Additionally, the installation of permanent plants, lighting, and activity spaces could

Gathering Space

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Buildings


Facade Activation

Existing ConditionsIncluding City Hall and the West Allis Post Office there are more than 50 buildings within Downtown West Allis. Many of these buildings have been well preserved and there have been some encouraging renovation and redevelopment projects in recent years. However, there are still a number of buildings with blank, covered over facades that present an unwelcoming environment for shoppers and detract from the district’s aesthetic identity, presenting opportunities for facade activation, historic preservation and redevelopment.

We have identified four candidates that present blank, impermeable facades to the street as appropriate candidates for some form of facade activation.

1. 7321 W. Greenfield Avenue.


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Facade ActivationAlternativesA. Glazing: Under this alternative the first floor of the building would be opened up with the application of a new, glass facade that would allow the passerby to see into the shop, creating a more permeable surface and inviting atmosphere for pedestrians.

B. Alternative Activation Options: In addition to glazing other options for facade activation could include painting, awning and signage improvements as well as repairs/general cleaning and maintenance.

RecommendationThe BID should work with the owners of the identified buildings to take advantage of the City of West Allis’ facade improvement program to increase the amount of first floor glazing on the identified buildings, prioritizing the buildings along the south side of the 7300 block because their close proximity create a particularly deadening environment.

ImplementationThe City of West Allis provides funds for “Repair, replacement



—Buildings—


or addition of entrances, doors, display windows, transoms, or second story windows”. These should be used to The BID could also consider creating a grant program to help supplement the available city funds, which only cover 50% of the project cost and only up to $20,000.

Existing ConditionsWe have identified four buildings with notable historic detailing still intact that would be appropriate candidates for historic preservation.

AlternativesA. Restoration of historic facades: Under this alternative the BID would work with property owners and the City of West Allis on restoring the identified buildings to their original, exterior appearance without worrying about interior renovations. This would be a slightly lower-cost alternative that could provide building owners with the flexibility to complete interior renovations as they become necessary.

B. Complete Renovation: Under this alternative the BID would work with property owners and the City of West Allis to not only restore the historic facades of the identified buildings,

Historic Preservation



49

but also renovate second floors to create apartment or office space, increasing the supply within the BID and increasing the individual building’s utility.

RecommendationThe team recommends the BID begin with a complete renovation of the Hawkins Clock Building (7301 W. Greenfield Avenue). This building is centrally located, it contains one of the most iconic businesses within the district, it’s historical detailing has been particularly well preserved, it’s close to the proposed location for a new downtown public space and it builds off of recent, successful renovation projects like Aggie’s Bakery and Freese’s Candy Shoppe. The restoration of this building’s neo-classical facade has the potential to be a catalytic project for the entire district and the currently unused and covered-over second floor is an ideal candidate for additional housing or office space.

ImplementationThis project could be done with a combination of Public financing, private financing as well as grants from the city, BID and state. The 2005 renovation of 7200 W. Greenfield is an excellent precedent for this project. Once dubbed “one of the ugliest buildings in Wisconsin” this three story building




—Buildings—



Rendering of Restored 7301 W. Greenfield Avenue.

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was successfully renovated through the combined efforts of the owners, the City and the BID. The $800,000 project was was carried out with $349,000 in private financing (as well as $25,000 in cash) a $384,000 loan from the city, a $50,000 grant from the City and a $15,000 grant from the BID. Because of its historic nature, any project at 7301 W. Greenfield Avenue. has the potential to take advantage of both State and Federal historic preservation tax credits as well as any number of federal, state or private grants.

Grants worth investigating include:

• National Trust for Historic Preservation• Wisconsin Historic Preservation Fund Subgrants• The Questers International Grants Program• National Trust Community Investment Corporation Small

Deal Fund• National Trust for Historic Preservation Johanna Favrot

Fund for Historic Preservation• U.S. Department of Housing and Urban Development

HOPE VI Main Street Program• Jeffris Family Foundation• The 1772 Foundation Historic Preservation Grants• J.M Kaplan Fund Common Grant in Historic Preservation• Wisconsin Economic and Community Development

Corporation Community Development Grants


7200 W. Greenfield Avenue.

—Buildings—


Existing ConditionsThe team has identified five candidates that do not present any sort of outward historical significance, have blank, unattractive facades and, in three cases, are located along corners within the district and would therefore be appropriate candidates for facade improvements, adaptive re-use or complete site redevelopment.

AlternativesA. Facade Improvements: Under this alternative the BID would work with property owners and the City to take advantage of West Allis’ facade improvement program to improve signage, awnings, maintenance or to paint or increase the amount of glazing on the identified buildings.

B. Complete Redevelopment: Under this alternative the BID would work with property owners and the city to develop plans for removal or substantial alterations to the existing buildings.

Redevelopment


2 - 3. 7321-7311 W. Greenfield Avenue.

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RedevelopmentRecommendationThe teams recommendation is that the BID continue to monitor the condition of the identified buildings and, as opportunities arise, work with property owners and the city to create a more cohesive, aesthetically pleasing architectural image for the district. When prioritizing the BID should emphasize projects along the 7300 block of W. Greenfield Avenue as this is where the majority of the candidates are located, and corner buildings in particular as they have the potential to have a disproportionately positive impact on the feel and identity of the district as a whole.

ImplementationSimilar to historic preservation the BID should be open to coordinating projects between property owners and the city, which can help with financing. This is more of a long term solution to creating a more cohesive identity for the district and when dealing with future developers the BID should emphasize projects like Aggie’s Bakery and Freese’s Candy Shoppe as models for successful redevelopment.


5. 7001 W. Greenfield Avenue.—Buildings—


Possible Rendering of Redevelopment at 7338 W. Greenfield Avenue.

Redevelopment

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Public Art


Existing ConditionsCurrently there are two major public art projects within Downtown West Allis: a sculpture of children sitting on a bench outside City Hall and a mural on the side of 7208 W. Greenfield Ave. promoting Urban Joe’s Cafe. There is also a small mural outside 7117 W. Greenfield Avenue of a flower and a pillar in front of 7023 W. Greenfield Ave. has been painted to resemble a cigarette. When considering the options available for public art in Downtown West Allis we identified murals as particularly well suited primarily because they take what could otherwise be a real liability downtown, a great deal of blank wall space, and turns it into an asset. We believe there are multiple opportunities for wayfinding murals, business murals and murals that celebrate the history of West Allis and Greenfield Avenue.

We have identified four large, blank walls that would be ideal candidates for wayfinding murals.


2. 7241W. Greenfield Avenue.

Wayfinding Murals

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AlternativesA. 73rd Street: Under this alternative the BID would create murals on the Western and Eastern facades of 7241 and 7300 W. Greenfield Avenue respectively directing visitors to the district’s abundant rear parking while also incorporating imagery celebrating West Allis and Downtown. This location has the advantage of being centrally located and therefore potential the most useful to drivers.

B. 71st Street: This alternative would place wayfinding murals murals on the Western and Eastern Facades of 7045 and 7110 W. Greenfield Avenue respectively. While not as centrally located this intersection has the advantage of two consistently large and blank walls, making for an easier canvas to work with. Furthermore, 70th Street is a major point of entry for the district and having murals located near this major street will aid those drivers and act as an entryway.

RecommendationThe team recommends that the BID initially work with the owners of 7045 and 7110 W. Greenfield Avenue along 71st street to gage their interest in being part of this project. The 71st Street location has the dual advantages of larger blank walls, making for an easier project, and can act as an entryway to the district for shoppers arriving from 70th.

—Public Art—



Wayfinding Murals


ImplementationThe BID will have to work with the property owners to obtain permission to create the murals. Once permission has been give the cost of the murals will chiefly depend on size and level of complexity. Charles Davis, a Massachusetts based muralist, charges anywhere from $10-$30 per square foot depending on the level of complexity, meaning a hypothetical 10’x15’ wayfinding mural could cost anywhere from $1,500 to $4,500, or $3,000 to $9,000 for the entire, two mural project. Prices will vary depending on the artist, a list of whom we have included at the end of this section.

Rendering of wayfinding mural at 7110 W. Greenfield Avenue.

Wayfinding Murals

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Existing ConditionsThere are opportunities for murals promoting district businesses throughout downtown and at each intersection. Like Urban Joe’s these murals would be around 4’x4’ and feature a thoughtfully designed business logo.

AlternativesA. Encourage adoption: Under this alternative the BID would work with property owners to clear the hurdles for businesses who wished to paint murals to promote themselves. The BID could draw on examples from districts like Brady Street who have used murals to great effect to demonstrate the positive impact these murals can have for business and on the identity of the district.

B. Mural Grant Program: Under this alternative the BID, in addition to working with property owners, would create a small grant program to help businesses purchase murals. Like the city’s facade improvement grant the program could use matching funds with an upward limit of $400 to help get these projects off the ground.

RecommendationThe team recommends the BID consider a mural assistance program. Business murals present an opportunity for public art that is fairly low and has the incentive of greater promotion for business owners, making them more likely to participate and thus forming a path of least resistance towards a unified, district-wide art project.

ImplementationUsing the pricing system we applied to the wayfinding murals, a hypothetical business mural that was 5’x5’ with a high degree of detail would cost only $750, and most likely would be closer to the $250, $500 range. With a grants providing for half the cost of the mural the BID could (hypothetically) create 18 4’x4’ murals on available space at the intersections between 75th and 71st for $1,440 to $4,320.

Business Murals

—Public Art—


Existing ConditionsThe team has identified two major candidates for large historical murals celebrating West Allis and Greenfield Avenue: 7400 W. Greenfield Avenue and 7116 W. Greenfield Avenue. There are also numerous opportunities for smaller-scale projects that could act as pedestrian activation. Many of the sites identified as locations for wayfinding murals or business murals could likewise be candidates for this type of public art.

AlternativesA. Lamplight Building/Second Floor of Model Empire: 7400 and 7116 W. Greenfield Avenue represent the two largest, most ambitious canvases that could be utilized for public art. Projects on either or both of these buildings would have a major impact on the district’s identity.

B. Pedestrian Activation: Under this alternative the BID, instead of doing on one or two enormous projects, would instead focus on several smaller projects aimed at activating buildings on their first floors to provide for a more welcoming pedestrian environment.

Historical Murals1. 7400 W. Greenfield Avenue“The Lamplight Building”


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RecommendationThe team recommends that the BID work towards larger-scale projects like the Lamplight but settle for small projects like the first floor of Model Empire or any of the identified candidates for facade activation or unused sites for wayfinding murals. These would cost considerably less, would have a farther-reaching impact throughout the district and could go a long way towards creating a better pedestrian experience.

ImplementationA project on the Lamplight Building could cost anywhere from $30,000 to $90,000 while smaller projects like the front of Model Empire could be done for closer to $6,000 to $18,000, allowing for five times as many projects.

Possible Mural Artists: • Susan Prentice Martinsen: worked on murals in Ashland

County • Kelly Meredith: worked on murals in Ashland County • Dan Gardiner: Madison-based muralist• Dan Fulwiler: Wisconsin Dells based muralist and painter• Art Forums Inc.: Collection of Wisconsin-based muralists

http://www.kensmurals.com/• Inspiration Studios: West Allis-based art studio

• The Walldogs: an online community of muralists with an artist matching service www.walldogs.com

• Charles Davis: Massachusetts-based artist. Our price estimates were based on his pricing chart: http://www.davisimages.com/murals/prices.html

—Public Art—

Historical Murals


Signage

Historical Murals

Rendering of “The Lamplight Building” historical mural.

Rendering of pedestrian activation murals.

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Signage


Commercial SignageAlternativesMaintaining the wide range of signage types throughout the district can promote an eclectic, unique image for the BID and its businesses. However, creating cohesive commercial signage guidelines for Downtown can help define this section of Greenfield Avenue as a distinct space and elevate the appearance of the buildings.

Imitating the signage review process of the City of West Allis would enable the BID to have more influence on new commercial signs within the district. The BID would need to establish guidelines for aspects like size, materials, and type based on input from the business owners. However, because businesses would not be obligated to follow guidelines the same way that they must comply with the zoning code, the BID could leverage its signage assistance program to promote the new guidelines. A pilot project to revamp the signage for two or three neighboring businesses would demonstrate the benefits of cohesive commercial signage and could inspire other businesses to follow suit. Ultimately, a balanced approach to signage guidelines can preserve the unique variety of signs in Downtown West Allis while improving the sense of identity for the entire district.

Signage enables visitors to easily navigate an area and can help create a unique identity for a space to set it apart from its surroundings.

Existing ConditionsCurrently, commercial signage varies from business to business. Mounted, projected, awning, illuminated and window signage are all present in the district and mirror the diversity of businesses. The BID currently sets aside $2,500.00 of their annual budget for their signage assistance program (Source: 2016-2020 Budget and Operating Plan).

Aggies Signage along Greenfield Avenue.

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RecommendationDuring the visual preference survey in the public workshop, wall signs and projecting signs in a variety of styles all received neutral or slightly positive feedback from the participants. One example of projected awning signage

in a plastic-like material did receive a distinctly negative rating. Overall, the public feedback indicated a preference for mixing traditional, historical, and modern styles in high-quality materials.

ImplementationIn order to implement district signage guidelines, the BID should begin with an informational meeting with business owners to gauge the level of interest in the program and discuss the goals of the project. The BID could use a visual preference survey similar to the one in the public meeting to get more specific input on what types of signage the business owners might want to see in the future.

The next phase of developing signage guidelines would be specifying the details like the minimum and maximum sizes of signs, height above the sidewalk, and permitted materials. Referencing other districts with signage guidelines like the Third Ward in Milwaukee could help the BID define their own standards. Finally, in addition to the existing signage assistance program, the BID could seek additional funding from the City or set aside additional money from their own budget to promote the pilot project in the first year or two. The team encourages the BID to target their funding towards smaller businesses who may not be able or willing to put their limited revenue towards updating signage.

—Signage—

Commercial Signage

Third Ward Signage


Existing ConditionsCurrently, Downtown West Allis has two types of unique district signage: light pole banners and district-specific street signs. Approximately 40 banners along Greenfield Avenue and the side streets feature phrases like “Welcome to Downtown West Allis” and some banners also promote specific events like the Classic Car Show and A La Carte. Additionally, the street signs within the BID boundaries have a unique pattern and blue color that differentiates them from the rest of the street signs along Greenfield Avenue. These two forms of distinct signage for Downtown help define the area as a unique and different part of West Allis.

District Signage

District Banners along Greenfield AvenueDistrict Banners and Street Signs along Greenfield

67—Signage—

AlternativesA. Gateway Signage: Large, permanent arches over the entire street at both ends of the district would unquestionably define the boundaries of the BID. Visitors would immediately know they are entering a particular area when they pass underneath the sign. Platforms would have to be added to the sidewalks to support the archways, and the height of the arch would have to comply with WisDOT statutes. The price of this option depends on the exact design, size, and materials, but such a large structure would probably be the most expensive option. Temporary banners over the street could draw attention to the district in the same manner as a gateway arch, but participants at the public meeting did not prefer this option.

B. Monument Signage: Smaller, monument style signs at either end of the district would draw visitor attention as they enter Downtown. The signs would be located on City property, such as the City Hall plaza and the sidewalk right-of-way on 70th Street. Due to the narrow sidewalk space, the size of the monument sign would have to somewhat limited. The price for monument signage would depend on the exact size, materials, and whether electricity is needed to light the sign at night.

C. Sidewalk arches: Like gateway arches over the entire street, sidewalk arches help define the district for visitors entering the space. However, they span only the sidewalk itself. This smaller scale simplifies implementation because WisDOT regulations

for vehicle traffic are less of a concern. These arches could be placed at the sidewalk corners on either end of the district or incorporated into the corners of interior blocks.

D. Kiosk Signage: Street-level kiosks can provide information about businesses, maps, and historical aspects of the area. They can both help define the area with a cohesive look and advertise specific events or businesses. The information can be changed and updated as needed, and the kiosks can even incorporate digital displays. Additionally, kiosks can be placed so that visitors can always locate maps and information within a short distance. The cost depends on the size, materials, and number of kiosks needed.

District Signage

Example of Gateway Signage


District Signage

Examples of Monument and Sidewalk Arch Signage Example of Sidewalk Arch

Example of Kiosk Signage

69—Signage—

District SignageRecommendationIn the visual preference survey, the gateway arch example was the highest rated image, followed closely by sidewalk arches. Of these two options, the team recommends that the BID pursue sidewalk arches and potentially consider large gateway arches in the future when Greenfield Avenue is no longer the alternate route for highway traffic during construction of the Zoo Interchange. Sidewalk arches will be easier to implement because the BID can work with city-owned sidewalks instead of the WisDOT-managed state highway.

Sidewalk arches are also a more cost-effective option than large gateway arches because of their smaller size, and maintenance will most likely be simpler as well. According to a report by the UNC Highway Safety Research Center, a single gateway arch over the entire street would cost at least $20,000 and could be as expensive as $50,000 to $75,000. By contrast, in 2014 the Village of Shorewood replaced a sidewalk arch for roughly $4,000. While that cost did not include designing the sign, sidewalk arches are still almost certainly less expensive than gateway arches.

Possible Sidewalk Arch for Greenfield Ave.

The BID could also consider kiosks, which were rated positively in the visual preference survey. The kiosks could complement the sidewalk arches with a similar architectural design, and would provide useful information to Downtown visitors. The kiosks on Brady Street in Milwaukee could serve as an example for the BID to emulate.


ImplementationIn order to implement sidewalk arches within the district, the BID will first need to determine a design. Working with a consultant and incorporating feedback from the business owners and the community will help determine the best combination of materials, size, and style.

Determining the best locations for the sidewalk arches will depend on how many arches the BID can afford, what kind of construction the city zoning code permits, and what best fits the needs of Downtown itself. Finally, the BID will need to secure funding for the arches from either its own budget or grants from the city or other organizations and hire a contractor to carry out the work. The team recommends that all arches be purchased and installed at the same time to minimize the cost per arch.

If the BID decides to also install kiosks, designing and building both signage types at the same time will help create a cohesive look and minimize total costs.

District Signage

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Events and

Partners


PartnershipsHaving an array of partnerships and events creates a healthy and vibrant district. Partnerships can provide funding and personnel needed for projects and events, and having a large number of partners creates a reliable network for future endeavors. Events engage the public while also providing marketing opportunities for sponsors.

Existing ConditionsCurrently, the West Allis Business Improvement District works with its own business owners in an effort to market the area to locals and to attract new visitors. Businesses both within and outside the BID sponsor annual events like the Classic Car Show.

Downtown West Allis has very successful annual events, yet there are opportunities to build on that success. The BID has its own website that provides information to visitors and business owners along with contact information and directions. Event and meeting schedules are available on the website as well as information on services for business owners. For example, the BID offers a free class showing owners how to incorporate social media into their business.

AlternativesA. Major Employer Partnerships & District Coupon Book: Some of the biggest employers in the City of West Allis, Aurora Health and Quad Graphics, are currently not involved in sponsoring BID events. These two companies employ not only a large number of West Allis residents, but metro residents as well. A partnership with either of these large employers has great potential for Downtown.

This alternative takes advantage of the diversity of goods and services of Downtown West Allis by creating a district-wide coupon book. These coupon books would then be distributed to these two important employers with the hope of familiarizing their employees with downtown and bringing in additional customers and revenue for local businesses. This initial partnership could then be leveraged into sponsorships for current and future events.

B. Inspiration Studios Partnership: Similar to Alternative A, the BID could partner with Inspiration Studios located just a block away from Downtown. Inspiration Studios is an art studio and performing arts space that hosts events showcasing the work of local artists (whether it is art, theatre, or music), as well as art workshops where the public can participate. Having an asset so close to the BID presents an opportunity for bringing new people to the area while embracing a local resource.

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RecommendationThe team recommends partnering with Aurora Health and Quad Graphics to create district-specific coupon book. This alternative has the potential to bring in new customers Downtown from both within and outside West Allis and is an excellent way to showcase the variety of businesses contained within the district. Furthermore, these partnerships could be leveraged into future sponsorships of BID events.

ImplementationImplementation of the coupon book will require buy-in from Aurora Health, Quad Graphics, and businesses within Downtown West Allis. The BID should begin by gauging interest amongst business owners and determining what deals they would like to offer. The BID should then also approach Quad Graphics and Aurora Health with this idea. At the same time, the BID could float the idea of future event sponsorships and emphasize the importance of working together as local institutions.

Once the BID is given the go-ahead by Aurora Health and Quad Graphics, they can begin designing and printing up the coupon book. In addition to distributing the books, the BID could also consider promoting the coupon books

on their website in printable format for local residents. The books could be sold (i.e $20.00 for $200.00 worth of savings) rather than given away to help generate some revenue.

Partnerships

—Events and Partners—


EventsExisting ConditionsCurrently, the BID hosts several large, annual events including:

A La Carte: This successful annual event promotes local businesses and organizations that have an impact on the community. Each year, the six-block stretch along Greenfield Avenue is closed off to through traffic as vendors and entertainment for all ages use the street. In 2015, over 130 vendors and 7,000 visitors attended the event.

Classic Car Show: Another annual event that attracts car enthusiasts from all over the region. During the event, a diverse array of makes and models are exhibited and accompanied by food and entertainment.

Halloween Hunt: Every Halloween, the BID sponsors district-wide trick or treating for children 12 and under and hosts a non-perishable food drive.

Christmas on the Avenue: Throughout the month of December, the businesses along the avenue incorporate the spirit of Christmas through the use of music, crafts, and showcasing local artwork.

(Source: Downtown West Allis website)

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AlternativesA. Outdoor Movies: This alternative would transform a portion of the district’s rear parking into a venue for regular, outdoor movie nights during the warmer months of the year. These showings would be free of charge and could serve as a low cost generator of extra foot traffic since the only costs involved would be rental of the projecting and sound equipment. Prices vary depending on the screen size and picture resolution. For example, a 16 by 9 foot inflatable screen would cost approximately $11,000 to rent. This size screen would be a good fit for the rear parking lots and could accommodate anywhere from 75- 250 people. If the movie nights are successful, the BID could purchase its own equipment to save on costs.

B. Alley Activation Activities: This alternative would activate the district’s alleyways through public participation and art. During the public workshop, community painting of the District’s alleyways was brought up as a way to activate these spaces while bringing together local residents. In Downtown Phoenix, these activities were organized into a contest were several groups competed by painting different alleys. This same activity could be brought to Downtown West Allis and would allow residents to creatively use an otherwise lackluster series of spaces.

C. Local History Festival: This alternative would promote Downtown by plumbing the depths of West Allis’ rich history through the form of a large, annual event. This event would close off Greenfield Avenue from 70th to 76th street and could feature individuals dressed in historical attire, contemporary and historical vendors, and activities centered around such luminaries as Francis Foy, Edward P. Allis and Nicola Tesla, all of whom have personal connections with West Allis. Additionally, other events could center around the Allis-Chalmers company, which is no longer around but nevertheless left an indelible mark on the City and was a key player is American industrialization and World War II.

Events

—Events and Partners—


EventsRecommendationThe team recommends exploring the outdoor movie alternative first. The parking lots behind the buildings along Greenfield Avenue are underutilized and need an activity like this event to activate them. Outdoor movie events are already taking place in similar spaces in Downtown Milwaukee, and the idea was well received during the March public workshop.

ImplementationMonthly movie nights could be set up by temporarily blocking off one of the rear parking lots without disrupting traffic on Greenfield Avenue or taking the place of any of the existing activities organized by the BID. Residents would be encouraged to bring their own chairs, however, the BID should consider bringing in additional trash receptacles and possibly portable restrooms depending on the expected level of turnout. Once the proper location has been found and permitting has been acquired, the last major hurdles will be promotion and financing. The event could be promoted through the Downtown and City websites and the BID could collaborate with its event partners to get the word out. Funding could be handled either through the BID’s annual assessment or through sponsorships similar to those used in other Downtown events.Possible Venues for Summer Movie Nights

77


AppendixIntroduction

ImagesGoogle Maps

Sources2015-2016 Downtown West Allis BudgetGoogle MapsWisconsin Department of TransportationMilwaukee 7

Parking

ImagesDowntown West AllisSign On Signs & Graphicshttp://spot-on-signs.com/products_services/product.htmlSmashing Magazinehttps://www.smashingmagazine.com/road-and-street-signs-part-2/

Bicycles

ImagesGoogle MapsStreets MNhttp://streets.mn/2012/04/09/time-for-a-change-on-park-and-portland/Urban Cinncy

http://www.urbancincy.com/tag/divvy/http://www.urbancincy.com/2014/09/photos-washington-d-c-s-model-transportation-investments-influence-growth/Street Filmshttp://www.streetfilms.org/kinzie-street-the-first-of-many-protected-bike-lanes-for-chicago/

SourcesTransalt.orgCity of Milwaukee, WIQcode.usSan Francisco Metropolitan Transit AuthorityCity of Portland, ORNACTOWisconsin Department of TransportationChicago Department of TransportationNational Complete Streets CoalitionFederal Highway AdministrationUNC Highway Research Center

Pedestrian

ImagesMy Modern Methttp://www.mymodernmet.com/profiles/blogs/graham-coreil-allen-hopscotch-crosswalksPatternedpaving.comhttp://www.patternpaving.com/stampedcharlotte2.htmlGoogle StreetviewGreenworks

79

http://greenworkspc.com/main-streets/kenton-streetscape-north-denver-avenue/

Public Space

ImagesGoogle StreetviewDowntown West AllisGoogle Mapscontemporisthttp://www.contemporist.com/2012/11/23/noriega-street-parklet-by-matarozzi-pelsinger-design-build/The North Endhttp://www.thenorthend.com/community-amenities/

Buildings

ImagesGoogle Street ViewEngberg Anderson Architects

Public Art

ImagesWisconsin State Historical Society

SourcesDavis Imageshttp://www. davisimages.com/murals/prices.html

Signage

SourcesShoreline Sign and Awninghttp://shorelinesign.com/products.cfm?signtypeProd=ST2&pgtype=AwningsLandscapeonline.com

Events and Partnerships

ImagesQuad GraphicsAurora HealthDowntown West AllisMCB 53 Alumni Associationhttp://www.mcb53.com/pageww2/worldwar2photos.htmlChicagoland Cinemahttp://www.chicagolandcinema.com/Google maps

SourcesOutdoor-Movies.com

Appendix

71st and Greenfield

Observation Time: 4pm-6pm Crossing Leg A Crossing Leg B Crossing Leg C Crossing Leg D

Behaviorial Descriptions

(0-15 min)Male Counts 7 0 5 1 Total Male Counts 13

Female Counts 0 1 0 1 Total Female Counts 2















TotalTotal Female Per

Leg 1 6 11 3 21

Total Male Per Leg 26 11 27 9 73Overall Total Per

Leg 27 17 38 12 Grand Total for Intersection 94

73rd and GreenfieldObservation Time: 4pm-

6pm Crossing Leg A Crossing Leg B Crossing Leg C Crossing Leg DBehavorial

Descriptions(0-15 min)

Male Counts 2 0 5 0 Total Male Counts 7Female Counts 2 5 1 0 Total Female Counts 8















TotalTotal Female Per

Leg 16 27 16 12 71Total Male Per

Leg 25 11 69 20 125Overall Total Per

Leg 41 38 85 32Grand Total for

Intersection 196

75th and Greenfield

Observation Time: 4pm-6pm Crossing Leg A Crossing Leg B Crossing Leg C Crossing Leg DBehavorial

Descriptions(0-15 min)

Male Counts 3 1 1 5 Total Male Counts 10

pedestrians crossed Female Counts 0 0 0 3 Total Female Counts 3

on how long the light















Total

Total Female Per Leg 25 1 2 14 42

Total Male Per Leg 26 5 23 30 84

Overall Total Per Leg 51 6 25 44 Grand Total for Intersection 126

Downtown West Allis BID - Business Owners Survey

Q1.1 Downtown West Allis BID - Business Owners Survey

Q1.2 Hello,We are working with the Downtown West Allis Business Improvement District to evaluate the BID as it is today and make recommendations for the future. We are a group of graduate students from the Master's of Urban Planning program at the University of Wisconsin-Milwaukee. The following survey will ask you about your experiences as a business owner and what you think are the biggest issues facing the businesses in the district.We estimate that the survey will take 5 to 10 minutes to complete. The results will be completely anonymous. Thank you in advance for your time. Your feedback is vital in order for us to create a great vision for the future of Downtown West Allis. Sincerely,Aida Sanatizadeh, Ben Rohr, Jesus Ochoa, Marissa Meyer, and Chris Hillard

Q2.1 The following questions will ask about you and your business.

Q2.2 Are you a member of the Downtown West Allis Business Improvement District? Yes No

Q2.3 What type of business do you have? Restaurant or cafe Retail shopping Professional/financial services Doctor's or dentist's office Other - please describe: ____________________

Q2.4 What are your typical hours of operation? Please check all that apply. Daytime (about 8:00 am to 5:00 pm) Early evening (about 5:00 pm to 8:00 pm) Late evening (about 8:00 pm to midnight) Other - please describe: ____________________

Q2.7 How long have you been in your place of business in Downtown West Allis? Less than 5 years 5 - 9 years 10 - 14 years 15 years or more

Q2.8 Do your customers who drive to Downtown West Allis typically have difficulty finding parking? Almost never. Sometimes. I hear a few complaints. Often. They complain all the time. I don't know. Q2.9 Do you live near Downtown West Allis? Yes, within about 1⁄4th mile (about a five minute walk or less) Somewhat, between 1/4th mile and 1 mile away (between about a five and twenty minute

walk) No, more than one mile away (more than a twenty minute walk) Q2.10 How frequently do you shop at other stores or patronize other businesses in Downtown West Allis? More than twice a week About once a week About once a month Less than once a month Q3.1 The following questions will ask about your thoughts and opinions on Downtown West Allis. Q3.2 What do you think of the variety of shops in Downtown West Allis? We should have a wider variety. The current level of variety is just about right. We should have a smaller variety.

Q3.3 What types of businesses do you think Downtown West Allis needs more of? Please check all that apply. Retail shopping Professional or financial services Doctor's or dentist's offices Cafes Fast food Casual dining Fine dining Clothing Electronics Entertainment Sporting goods Gifts Pets Galleries Other - please describe: ____________________ None of the above Q3.4 What do you think of local events that require closing Greenfield Avenue to vehicle traffic? I think they benefit my business. I think they have a neutral effect on my business. I think they hurt my business. I don't know. Q4.1 The following questions will ask about your thoughts and opinions of the Business Improvement District.

Q4.4 The BID could focus on many different aspects of Downtown West Allis. How important is each of the following to you as a business owner?

Not at all important

Slightly important

Moderately important

Very important

Extremely important

Creating a more unique identity and image for Downtown

Improving signage so

that customers can find

where they want to go

Preserving and restoring

historical buildings and

structures

Creating opportunities

for new development

and new businesses to

move in

Adding more greenery and landscaping

Incorporating public art like

statues, sculptures and murals

Creating a new public gathering

space

Improving, expanding,

and creating new local

events

Providing financial

assistance for individual

businesses to make

improvements Keeping the street clean

and well maintained

Keeping the property

rental rates affordable

Improving safety for

pedestrians on the

sidewalk and crossing the

street

Improving safety for bicyclists travelling

through and around

Downtown

Making Downtown

West Allis a more

pleasant place to visit

Creating new parking spots

in the area

Improving access for

customers to existing

parking spots in the area

Improving access for people to

travel through and around

Downtown by

walking, biking, and

taking the bus Maintaining

and improving the BID website

Advertising Downtown West Allis

locally and in neighboring communities

Q4.2 Overall, what do you think should be the top priority for the BID? Marketing (logo, website, advertising, creating an identity) Local events (the Classic Car Show, A La Carte, and more) Attractiveness of the area (landscaping, maintenance, art, building facades) Partnerships (with the city, community groups, and businesses) Safety (in all areas of the district) Wayfinding (signs, maps, and business directories) Accessibility (parking, biking, walking) Other - please describe: ____________________ Q26 These last few questions will ask about some options for the future. Q5.1 Parklets and pedlets create a public space (like a seating area or pedestrian path) in place of an on-street parking spot. If given a chance, would you like to incorporate a parklet or pedlet in front of your business for temporary use during the warm weather months? Definitely, I think it would benefit my business. I'm not sure. I would need more information. No, I think it would hurt my business. Q28 Parklets and pedlets create a public space (like a seating area or pedestrian path) in place of an on-street parking spot. If given a chance, would you like to incorporate a parklet or pedlet in front of your business for temporary use during the warm weather months? Definitely, I think it would benefit my business. I'm not sure. I would need more information. No, I think it would hurt my business.

Q5.2 Public art can include statues, sculptures, and murals. If given the chance, would you like to incorporate public art around your business? Definitely, I think it would benefit my business. I'm not sure. I would need more information. No, I think it would hurt my business. Q5.3 Would you consider being interviewed one-on-one to provide more detailed information? The findings from your interview would be kept anonymous. Sure, you can contact me at: ____________________ No, thank you. Q5.4 Please include any additional comments here:

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The Future of Downtown West Allis

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