Larimer Real Estate Project

15206

BRIDGING PENN one row one life

Alison Schloemer | Annie Bodhidatta | David Eskenazi |

Amrit Kaur

the village of eastside giant eagle bakery row penn avenue schenley high school mellon park |

Christian Wagner | Diana Miller | Jessica Kim

Anchors

1. existing SITE Giant Eagle Trader Joe’s Staples

Shady Ave

nue

Eas

t Lib

erty

Blvd

Bakery Square

Retail n

n Pe

Office

en Av ue

Residential

Fif t

hA ve n

ue

Institutional Industrial Park Construction Public Parking Private Parking

nue

Fifth Ave

BRIDGING PENN one row.

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Local COMMERCIAL Dollar Bank Wine and Spirits Modern Beauty Supply Rent a Center Family Dollar

National COMMERCIAL Giant Eagle

RESIDENTIAL The Village of Eastside

ZONE 1

Analysis

National Commercial Local Commercial Residential

Secondary

BRIDGING PENN one row.

one life.

Primary

In Zone 1, the major anchor business is the Giant Eagle.

This zone is very separated from the rest of Penn Avenue.

The shopping complex is surrounding by parking. The main facade faces Shady Avenue while the loading docks face the main corridor. Behind the shopping complex is a gated community that can only be accessed off of Shady Avenue.

The Village of Eastside uses trees and other vegetation to block the vehicular noise from Penn Ave.

COMMERCIAL Service

Club One Fitness

Relax the Back National / Grocery Office

Trader Joe’s United Post Office Children’s Community Pediatrics

COMMERCIAL National Retail

Service

Petland Tuesday Morning Staples Vikram Yoga Family Services of Western PA Every Child Inc. Penn Avenue Nail Center

FedEx

COMMERCIAL McDonald’s

Restaurant China Garden China Buffet

Subway

Commercial Vacant

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Entertainment Game Stop Eastside Gallery Speciality TNTfashions Hair Master Natural Stitches Lachina Drapery Vacant

ZONE 2

Analysis

The major anchors in Zone 2 is McDonalds, Staples, and Trader Joe’s. This shopping complex caters to a more suburban than an urban shopping experience. Much of the activity surrounds the area between the two major bussinesses, leaving the right side of the complex ill used.

The right side of the complex also had a few vacancys. Minor shops include a video gaming store, Subway, beauty store, and an art gallery.

INSTITUTIONAL Schenley High School

PARK

Mellon Park Baseball Field

ZONE 3

Analysis

Institutional Park

BRIDGING PENN one row.

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Zone 3 consists of the Schenley High School and the Mellon Park. These institutional and public venues have potential to become integrated into the commercial corridor of Penn Avenue, but currently lack the necessary connections and activities that will link them to the other side of the street.

The high school students are another group of potential users with buying demand and power that is still being overlooked.

COMMERCIAL / CONSTRUCTION

Bakery Square

INDUSTRIAL Solar Control Window Tinting

INSTITUTIONAL / GOV. Port Authority

OFFICE Business Records Management CMU Storage Management Science Associates

ZONE 4

Analysis

Zone 4 has the future of becoming the major economic anchor of Penn Avenue and East Liberty, with the current development plan and contruction of Bakery Square. However, the adjacent office buildings are currently economically and socially passive. The potential of this zone includes the large amount of existing parking spaces available in addition to the new parking garage of Bakery Square.

BRIDGING PENN one row.

one life.

2. Key Anchors HAIR MASTER TNT Fashions Nail Center

Lifestyle

Local Retail

China Garden

Restaurants

Trends

Services

National Retail

Powerhouses BRIDGING PENN one row.

one life.

This area is unique due to the three developments that currently exist in the region - the area around Giant Eagle, The Village of EastSide (anchored

by Trader Joes and Staples), and the new Bakery Square Development (which is now attracting further developers into the region). Within these developments, one can begin to see how grocery stores, followed by national retailers dominate the urban scene.

3. COMPETITION

Anchors: Retailers, parks, and residential neighborhoods that will provide a

consistent stream of customers

Competition: Retailers that may draw money away from Penn Ave.

Opportunities: Areas that provide the greatest potential and feasibility for

development to bring in people from surrounding neighborhoods

and further regions.

Potential Target

Shadow Lounge

Pen n

Red Room Starbucks

Bakery Square

Ave

Residential Surroundings

Whole Foods

Mellon Park

e e Av r t n Ce

ile 1/2 m 1 mi

le

e Fifth Av

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4. Demographics 0R

400,0

ENTS

00

HO

DEMOGRAPHIC DATA FOR 15206 AREA CODE US E

0

H O LD S SE

3 0, 0 0

FEMALE

MALE

OU

R

SEX

H

1

000 5,

350,0 00

1 5 4, 0 00

NT S IDE S E

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95

0,

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ID ES

PENN AVENUE SITE

Median age within a 5-mile radius is 38.8

1 MILE RADIUS 2 MILE RADIUS 5 MILE RADIUS 10 MILE RADIUS

Analysis

52% of the population within a 1-mile radius are college educated Three of Pittsburgh’s top 10 employers are located within a 2-mile radius, including UPMC hospitals, University of Pittsburgh, and Carnegie Mellon University, with a combined total of 38,700 employees and 41,500 students

How many people live and work here?

The population is quite dense around the site, both in close proximity and in the greater context of Pittsburgh. The surrounding site has a young resident population, with an average of 35.5 in a 1-mile radius. Additionally, the area has an even greater amount of foot traffic due to the close proximity of several major employers. UPMC hospitals, Carnegie Mellon University, and the University of Pittsburgh are all located within 2 miles of the site.

BRIDGING PENN one row.

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AGE

UNDER 20

WHITE

ETHNICITY

65+

BLACK

LESS THAN HIGH SCHOOL

0%

10%

HIGH SCHOOL DIPLOMA

20%

30%

40%

50%

OTHER

UNEMPLOYED

EMPLOYED

EMPLOYMENT

EDUCATION

45 to 65

20 to 44

COLLEGE DEGREE

60%

70%

GRADUATE DEGREE

80%

90% 100%

What are those people like?

The site resides in the 15206 zip code, which is host to about 31,000 people. The population is predominantly white with a black contingent mainly residing in the Larimer community.

The unemployment rate is somewhat high compared to the national average, and it will be important to provide jobs for local residents in future developments.

Av e E. Lib ert y

Shady Ave

4. Demographics Granola Lovers- Trader Joes

Av e

Av e

n

E. Li be

rty

Shady Ave

Bakery Square

Pe n

n

Av e E. L

Shady Ave

Marching Band- School

Av e

Families- Gated Community

e Fifth Av

commercial

ibe rty

Shoppers- Commercial

Pe n

Pe n

n

Nature Fanatics- Park

Pe n

n

institutional

BRIDGING PENN one row.

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Fifth Ave

Pe n

n

Av e

parks

Fifth Ave

Av e

e Fifth Av

E. Lib ert y

Av e

Shady Ave

residential

E. Lib ert y

Shady Ave

E. Lib ert y

Av e

Shady Ave

e Fifth Av

Pe n

Av e

n

industrial

e Fifth Av

Av e

Av e

5. PROPOSALS 1FO O

"WF

Z "WF

4IBE

A. unify building typologies

1 year Immediate ideas for developing new connections to surrounding blocks.

'JGUI "WF

B. EXPRESS

5 years Plan to attract people from surrounding communities to come and stay in Bakery Row.

C. dream

20 years Long term plan to integrate Bakery Row as part of the surrounding neighborhoods. Rather than somewhere just to go, create an identity for the place where people can live, work, and entertain themselves.

BRIDGING PENN one row.

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a. Unify 1FO O

"WF

"WF

Z 4IBE

Spaces to linger

Armatures Parking

Linking Penn Context This scheme will bring the residents in the gated community and beyond across Penn Ave to potential retail environments. With the inclusion of landscape elements, new infrastructure armatures, and cash generating underground parking, linking across Penn Ave will create a new destination in Larimer that spills out to surrounding communities.

BRIDGING PENN one row.

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'JGUI "WF

Landscape

LIB

ER

TY

BO

ULE

VAR D

b. express ACTIVITY LEVEL

ML KB

EAS T

US WA Y

PROPOSED

EXISTING

PE

AV EN U

6

12

18

24h

THU

FRI

TIME

E

FI FT

H

AV EN UE ACTIVITY LEVEL

NN

O

EXISTING

PROPOSED

RE TO

T KE EX YS PL AR P Y TY PL E D UB NT OM ILI HO E ER RE SM UP ’ C OR FOO S C L CL O R S RA T L A R T A S E E F TO S TS EE K AU ALTH OK T G OFF FIC T S O GA OR OD UIC ST RM E O E F E R P O A S Q A O C H P R B Y F F

WEEKDAY WEEKNIGHT WEEKEND DAY

ENUE

FIFTH AV

WEEKEND NIGHT

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MON

AREA OF FOCUS BUILDINGS LEFT UNCHANGED BUILDINGS TO CHANGE

TUE

WED

DAYS

SAT

SUN

a restaurant allĂŠ will attract families at various times

PRECEDENTS

WALNUT STREET the new sports complex will enhance the street life

EAST CARSON STREET

BRIDGINGPENN PENNone ONE ROW.one ONE LIFE. 14 BRIDGING row. life.

Today Giant Eagle Trader Joe’s

Shady Av enue

Eas

t Lib

erty

Blvd

Staples

nn Pe Fif t

hA ve n

ue

e

u en Av Retail Office Residential Institutional Industrial Park Construction

ue

Fifth Aven

BRIDGING PENN one row.

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Public Parking Private Parking

C. DREAM

MORE PEOPLE

Thriving Businesses

Regional Transportation Hub

Key existing anchors

quality of Life Mixed-Use Living

Connection

to Developing Neighborhood

high income

Shady Av enue

Eas

t Lib

erty

Blvd

Pedestrian Promenade

nn Pe ue en Av

Success

Fif t

hA ve n

ue

Bakery Square

Retail Office Residential Institutional Industrial Park Construction

Greenscape

Unifying existing Neighborhood

ue

Fifth Aven

Public Parking Private Parking

Thriving Lifestyle

BRIDGING PENN one row.

20 YEARS FROM NOW

one life.

6. Conclusion PHASING WILL GENERATE MANY OPPORTUNITIES WITH A COHESIVE, NEIGHBORHOOD VISION FOR DEVELOPMENT. attract surrounding demographics while connecting to all close neighbors. create an identity for bakery row separate from other places in pittsburgh.

one row one life