Old San Juan Commercial Center: A Revitalization Study (1971)

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STUDY FOR THE REVITALIZATION OF THE COMMERCIAL-BUSINESS DISTRICT OF OLD SAN JUAN

Prepared for the Department of Commerce and for the Planning Board of the Commonwealth of Puerto Rico

The preparation of this report was financed in part through a Comprehensive Planning Grant from the Federal Department of Housing and Urban Development

Carlos M. Alvarado & Associates A

May 30, 1971

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May 30, 1971

The Hon. Milton Zapata Secretary of Commerce Commonwealth of Puerto Rico Department of Commerce San Juan, Puerto Rico Dear Mr. Zapata: .lt is with pleasure that we submit herewith the report on the Study for the Revitalization of the Commercial-Business District of Old San Juan. lt has been the main purpose in preparing this study to provide the Department of Commerce of Puerto Rico with clear and effective guidelines in its effort to restore the commercial preponderance of the Commercial-Business District of Old San Juan.

In this perspective the study which follows is to be considered as a pre-requisite for more extensiva studies which must preceed any decision related to the development of the proposed projects.

Therefore, no attempt has been made to present in-depth analysis and recommendations which must necessarily be the subject of further investigations covering in greater detail a wide range of aspects involved in a Revitalization Program as envisioned for the historie City of San Juan.

The study incorporates the thinking of consumers, businessmen of Old San Juan and directors of various government and private organizations, among others, the San Juan Municipal Government, ¡ the Housing and Urban Development Administration, the Puerto

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JAN

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Rico Planning Board, the lnstitute of Culture, the Department of Commerce, the Retailers Association of Old San Juan and the San Juan Chamber of Commerce. The element of participation has thus provided the main guidance and principal value of the study.

We sincerely appreciate having been offered the opportunity to assist you and other members of your staff in furthering the goals of your Department and look forward to continue being of service to your offi ce.

Respectfu 11 y subm i tte d, CARLOS M. ALVARADO & ASSOCIATES

Carlos M. Al varado President CMA/co

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August 10, 1971

Here is the report of the study which was carried out, upon my request, by the firm of Investigators and Advisors, Carlos M. Alvarado, Associates, containing suggestions for improvements on the existing conditions of our most important commercial center.

My instructions to the above mentioned firm, in respect to being completely objective in their investigations have been, as far as I am concerned, completely carried out.

Therefore, I must thank Mr. Carlos M. Alvarado, Mr. Frank E. Irizarry and all those persons that in one way or another contributed to this project, for their earnest interest in achieving a short and objective study, with logical and practical recommendations.

It is with great pleasure that I give this document my approval and authorize its publications to be distributed to those government or public entities that may need of it to carry out any concept or project described therein.

Milton Zapata Secretary of Commerce

A STUDY FOR THE REVITALIZATION OF THE COMMERCIAL BUSINESS DISTRICT OF OLD SAN JUAN TABLE OF CONTENTS

Preface Scope and Purpose of the Study Methodology and Procedure lntroduction Summary

1 2

Special Revitalization Projects

3 5 6

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OLD SAN JUAN TODAY

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Location Delimitation of Commercial-Business District Topography Street Layout, Vehicular Circulation and Parking Facilities Condition of Structures Physi cal Appearance The Retai 1 Structure Retailers Attitudes and Preferences Consumer's Shopping Habits and Preferences

8 8 12 12 12 17 17

22 23

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Baldorioty de Castro Parking Garage, Shopping, and Recreational Center Barbosa Street Extension Norzagaray Street Sector "Pigeon Hole" Parking Garages on Luna Street Pasaje Moti enzo Shoppi ng Arcade Plaza de Col6n Bus Terminal and Pedestrian Mall San Francisco and Fortaleza Shopping Malls San Jos~ Underground Parking Garage and Residential Complex Cathedral Park and Pedestrian Mal 1 Plaza de Armas Cruz Street lntersection with Boulevard del Val le San Justo Underground Parking Tetu6n Street Shopping Mall Tourist Piers Area

30

30 30 30

36 36 36 36 42 42 42 43 43 43 43

PROPOSED REVITALIZATION PLAN

25

ON IMPLEMENTATION

48

General Development Perspectives

26

Need for Combined Government-Private Effort Financia! Aids

49 51

Planning Objectives for the Commercial Business District

27

Appendixes List of Exhibits Li st of Photos Acknowledgments

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69 69 70

PREFACE In recent years there hove evolved profound changes in the retail structure of the San Juan Metropolitan Area. The CommercialBusiness District of Old San Juan, once established as the principal center of distribution in Puerto Rico is today struggling for survival against the competition from modern shopping centers throughout the metropolitan orea. Further loss of retail sales volume and revenue for the municipality is bound to convert the historie commercial center of Old San Juan into a depressed orea, blotting its historie and cultural value. Both the government and the local business community hove at various times voiced their concern over the progressive drainage of retail sales from Old San Juan and the consequential downgrad~ng of the CommercialBusiness District. Yet, little has been accomplished in the way of devising an effective plan to restore the shopping attractiveness of the district.

Commerce, the San Juan Municipal Government, and the lnstitute of Culture of Puerto Rico, whose Director, Dr. Ricardo AlegrTa, gove his personal counseling and advice.

Architectural consulting services for the study were provided by the firm of Montilla & Latimer.

The study was conducted under the technical guidance of Mr. Frank E. lrizarry, Professor of Marketing and Sales Management at the University of Puerto Rico.

A major effort, including active participation by government and private interests is required to contain, control, and reverse the trend of the current situation.

Encompassed within the study for the Revitalization of the Commercial-Business District of Old San Juan are practica! recommendations aimed at creating an attractive shopping and business environment by integrating to the unique attractions of Old San Juan,the modern and already tested planning concept of 11 pedestrian shopping malls 11 properly integrated with parking facilities.

The study could not hove been accomplished without the cooperation and interest of the staff at the Puerto Rico Department of

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SCOPE AND PURPOSE OF THE STUDY

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The mejor objective of the study for the Revitalization of the Commercial-Business District of Old San Juan is to analyze the problems retarding the development of the retail business activity within the main shopping district, and to make recommendations aimed at restoring lost attractiveness and efficiency of the crea.

A mejor purpose was to provide within an eight month period a framework for an integrated plan which could serve as a basis of detailed studies conducive to specific plans and actions following continuous consultation with the community. The historical and cultural values of Old San Juan requires a generalizad and integrated approach before embarking on any specific project that while attempting to solve a particular problem may in effect jeopardize other needed plans and actions •

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Severa! studies have been conducted of the Old San Juan kea yet none have concentrated on the Commercial-Business District as such under an integrated approach.

The study shows recommended physical treatments to improve parking, traffic circulation, open spaces, pedestrian malls, and renewal actions while maintaining the spanish heritage of the city. lndications as to possible sources of funding and financing are also provided.

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Other equal ly important recommendations to be found in the study deal with the organizational aspects required to expedita a successful, well coordinated development of the plan and the means of assuring active and continuous community participation in plan formulation and implementation •

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METHODOLOGY ANO PROCEDURE

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The methoclology of this study responds to the conditions set forth by the Honorable Secretary of Commerce requiring a feasible and practica! approach to the problem under consideration. In accordance, extensive use has been made of related studies and publications dealing mostly with the physical and commercial aspects of Old San Juan. This data, together with information obtained through consumer's and retailer's surveys hove provided the basic orientation for this work.

ted concept of pedestrian shopping malls integrated to a peripheral parking system.

lt was readily apparent throughout the preliminary research stage of the study and later confirmed at the onset of the primary investigation, that the provision of adequate parking facilities developed in conjunction with pedestrian shopping malls (much as are found in large cities in the United States, Europe, Asia, and South Anerica) could be considered the most practica! approach to the problem of increasing the attractiveness of Old San Juan as a shopping center. This study is mostly dedicated to the attainment of these objectives.

Outlined below are the sources of information and agencies involved in the gathering of the basic information regarding the problems and existing conditions within the Central Business District.

After having established the urgent need for additional parking facilities and the advantages of mall shopping, meetings were held with government officials, civic and business leaders, marketing consultants, and other technicians to consider the possibilities and limitations offered by the Commercial-Business District for the establishment of the proposed pedestrian shopping malls and parking facilities. The most important factors affecting the size, type, location, and number of pedestrian shopping malls and parking oreas in Old San Juan are presented as descriptive and explanatory data accompanied with exhibits.

Graphic presentation provides ready visualization of the sugges•

Basic procedures in the development of this study consisted in taking systematic inventory of existing conditions in the Central Business District. This data was then analyzed in order to determine the basic problems affecting the development of the Commercial-Business District.

Field-gathered material: {Primary Data) Various surveys and inspection visits were conducted in the Field throughout the study orea. These surveys and inspections showed: 1.

Existing physical conditions of selected bui ldings and structures.

2.

Retai lers attitudes and suggestions related to the proposed revitalization study.

3.

Consumer's preferences, shopping habits, attitudes, and reaction to the pedestrian shopping mall idea.

4.

Problems related to traffic volume, parking facilities, loading, and unloading •

5.

Characteristics and problems related to commercial establishments within the Central Business District.

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References: (Secondary Data) 1.

Community Renewal Program for San Juan - {Urban Renewal and Housing Administration, 1966)

11.

Master Plan for the San Juan Metropolitan Area - (Puerto Rico Planning Board)

2.

General Neighborhood Renewal Plan for San Juan - (Urban Renewal and Housing Administration, 1966)

12.

Transportation Master Plan for the San Juan Metropolitan Area - (Puerto Rico Highway Authority)

3.

Neighborhood Analysis Studies Conducted for 20Municipalities - {Puerto Rico Planning Board, 1965)

13.

Economic Analysis Future Retail Requirements, San Juan, Puerto Rico - (Real Estate Research Corporation, 1967)

4.

1960 Census of Population and Housing - (United States Department of Commerce)

The study features extensive participation of citizens, the business community and government agencies provided through personal interviews and through meetings conducted throughout the study period with the Department of Commerce, the Commercial Development Company, the Puerto Rico Planning Board, the lnstitute of Culture, the Municipality of San Juan, the Chamber of Commerce, the Urban Renewal and Housing Corporation, the Old Son Juan Merchants Association, the Department of Housing and Urban Development, and with legislators.

5.

Census of Business - (United States Department of Commerce)

6.

Selected Family and Labor Statistics for the Municipality of San Juan - 1960 to 1969 - ( Department of Labor)

7.

Selected Statistics on Circulation and Registration of Motor Vehicles for the Municipality of San Juan - 1960 to 1969(Department of Public Works)

8.

AComparative Study of the Commercial Development of Old San Juan - 1970 - (Department of Commerce)

9.

Selected Statistics on Tourist Visitors to Old San Juan 1960 to 1969 - (Tourism Development Company)

10.

Selected lnformation on Historie Buildings and Monuments in Old San Juan - (lnstitute of Culture)

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See Appendixes

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1NTRO DUCTIO N

As the 450 year old City of San Juan is first brought under focus in a study to revitalize its shopping and business district, several unique factors, both favorable and restrictive to its cornrnercial deve loprnent stand out.

On the positive side, one of Old San Juan's rnost important characteristics lies in the natural attraction to tourisrn offered by its rich historie heritage. Also working in favor of the cornrnercial development of Old San Juan, is its proxirnity and accessibility to growing upper and middle class neighborhoods like Mirarnar, Santurce, and the Condado areas. Moreover, being the site for both Cornrnonwealth and Municipal Governrnents, it enjoys the added advantage of having a captive rnarket. Other features such as the symetrical grid-iron street pattern of its shopping area, scenic attractions and a cool breezy year-round clirnate constitute natural advantages to the commercial development of the city.

There are, however, burdensome restrictions to expansion and development, one of the most serious being the irnpossibility of widening the narrow 11 horse and buggy 11 streets because of the historie considerations for abbuting structures and the high cost of acquiring property and of obtaining rights of way. Other factors such as the lack of adequate parking facilities,. off street loading and unloading, poor traffic circulation patterns, inadequate cornrnunal areas, obsolete and often unsafe building structures add up to prevent the physical expansion required to rneet the urgent needs of a growing market.

rnent of the cornrnerc-ial-business district requires sorne break with traddition and conservatisrn. An agreement on this point must first be reached before proceeding any further. lndeed sorne of the proposals to be rnade involve distinct changes in attitudes, and physical change resulting in a planned blend of the old with the new.

While the irnplernentation of a plan such as proposed in this study will have to be carried out in stages overa nurnber of years, the study recommends an early start on small scale pedestrian malls within the district to serve as rnodel and test projects for masterplanning a general restoration program. Such a start, well within the immediate reach, would go a long way in raising interest and promoting local support and involvement.

Planning for the commercial development of Old San Juan transcends the mere desire for economic growth. The element of preservation of the quality of the environment must dominate. Such a plan must therefore, be complementary to existing programs for economic, social, and cultural development.

A pre-requisite to the achievement of the objectives in the Study for the Revitalization of the Commercial-Business District of Old San Juan is the coordinated participation of various commonwealth agencies. Maximurn cooperation frorn the private sector is also vital to develop the proposed objectives effectively, econornically and democratically. Both of these irnportant requirernents underlie the work undertaken in this study.

Knowing the problems to be solved, it rnust be recognized that any plan airned at removing the constrains to the overall develop-

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SUMMARY The importance of Old San Juan as a regional shopping center was established through consumer1s and retailer1s surveys which were also revealing of the nature and magnitude of the problems affecting the development of the Commercial-Business District.

In its approach to the problem of restoring the lost preponderance of Old San Juan as a retail center, the proposed revitalization plan focuses on projects aimed at removing the restrictions to the development of retail trade, namely; inadequate parking facilities, poor vehicular traffic circulation patterns, excessive congestion, and a general uninviting shopping environment.

Recognizing that the problems facing the retai 1 District of Old San Juan find their origin in the outgrowth of the obsoleta yet historical layout and design of the four and a half centuries old city, every effort was made to preserve intact the historie heritage of the City.

The principal recommendations of the study cal 1 for a re-routing of traffic providing for peripheral and cross-town (north to south) circulation of vehicles to eliminate the present congestion of automobiles, trucks and pedestrians through San Francisco and Fortaleza Streets. The new traffic pattern has integrated the existing parking facilities to a system of semi-automatic parking buildings (pigeon hole parking) surrounding the Commercial-Business District aimed at providing access within a short walking distance to any store or offi ce in the c ity.

The establishment of tastefully designed pedestrian shopping malls at selected locations within the Commercial-8usiness District is proposed as the answer to creating the proper shopping environment and expanding the shopping facilities. The most important of these projects are shopping malls to be developed along San Francisco, Fortaleza, Luna and Tetu6n Streets, and at Plaza de Col6n and Plaza de Armas.

The construction of a building complex featuring a combinad shopping center, parking building and pedestrian shopping mall is recommended on the site now occupied by the Baldorioty de Castro School. The development of a similar yet smaller project combining residential units would be erected on the vacant parking lot west of Plaza San JosĂŠ.

Other important recommendations include the redesign and landscaping of the waterfront area across from the tourist piers, the construction of a Consular Center Building on Tetu6n Street, and the provision of a large parking building at the south end of San Justo Street.

The development of the various shopping malls and related projects is envisioned as a joint private-government effort instrumentad through a private corporation organizad by the retailers of Old San Juan to work in close coordination with municipal and state government agencies.

A number of incentives are suggested as a means of attracting private investment which together with government funded projects would effectively expedita the development of the Revitalization Plan.

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OLD SAN JUAN TODAY

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OLD SAN JUAN TODAY Location The Cornmercial-Business District of Old San Juan is located in the northwestern sector of the San Juan Metropolitan Area. {See exhibit No. 1). Access to and from the populous wards of Santurce and Rro Piedras is provided through Muñoz Rivera, Ponce de Le6n, and Fern6ndez Juncos avenues. The interconnection of these avenues with the existing and proposed major highway system of the Metropolitan San Juan will reduce the time distance for present and potential customers of Old San Juan CommercialBusiness District. The partial opening of Muñoz Rivera Expressway and the recently inaugurated system of separating an exclusive lane for buses hove placed Old San Juan at a shorter distance from the different centers of the Metropolitan Area.

Notwithstanding having lost preponderance as a result of growing competition frorn increasing numbers of shopping centers, the Commercial-Business District of Old San Juan is still regarded as one of the main retail districts of the Metropolitan Area. This has been established in the Master Plan for the San Juan Metropolitan Area prepared by the Puerto Rico Planning Board. (See exhibit No. 1) The Commercial-Business District of Old San Juan enjoys certain locational advantages and characteristics which sets it aside from other major retail centers providing for greater charm, warmth and appeal. Sorne of these advantages are:

1.

The district is surrounded by historical colonial walls dating from the XVII th century •

2.

The street system designed for the needs of a colonial period, offers environmental characteristics which are unique and difficult to irnitate in other centers.

3.

Within its boundaries and within its immediate surroundings severa! religious, governmental, civic, and important structures are located. Sorne of these are: La Fortaleza, (the offi ci al resi dence and executive offi ces of the Governor), the Cathedral, the Bishop's residence, the Capital Building, the Supreme Court, the City Hall, severa! government offices and a tourist hotel complex. (See exhibit No. 2)

4.

The district is characterized by its heterogeneous land uses mixing retail facilities with offices, residences, schools, parks, churches, and tourist centers making the area a somewhat confusing yet lively place by doy and by night.

Delimitation of the Commercial-Business District For the purpose of this study the Commercial-Business District has been delimited by the following boundaries: - to the north by Sol Street; to the east by Norzagaray Street, to the south by sections of Comercio and Tetu6n Streets; and to the west by the rear end of structures facing Cristo Street. (See exhibit No. 3) There are 31 blocks within these boundaries covering an orea of approximately 58 acres.

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BUSINESS DISTRICT CENTERS OF THE SAN JUAN METROPOLITAN AREA

REVITALIZATI ON STUDY COMMERCIAL-BUSI NESS DI STRICT OLD

SAN

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BUSINESS-DISTRICT CENTERS SAN JUAN METROPOLITAN AREA

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NOT AT SCALE

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MAY

1971

SOURCE OF INFORMATION: LAND USE AND TRANSPORTATION PLAN MASTER PLAN DIVISION, PUERTO RICO PLANNIN8 BOARD, JUNE 1970.

EXHI BIT

NO

1

EXHIBIT 1

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THE CENTRAL BUSINESS DISTRICT OF OLD SAN JUAN ANO ITS SURROUNDINGS

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REVITALIZATION STUDY COMMERCIAL·BUSINESS DISTRICT OLD SAN JUAN, PUERTO RICO

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CONDITION OF STRUCTURES ANO BOUNDARIES OF STUDY AREA

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INFORMATIClH: STU OY, HOUS lH O COHO I TIOHS

PUERTO RICO PLAHH IH O BOARD, MAST ER PL AN OIVISION, FEBRUARY , 19e 9 .

E X HIBIT

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EXHIBIT 3

11

Topography The contour of the terrain upon which the city of San Juan was founded in 1521, presents lim itations to the deve lopment of a shopping district, as all streets running north to south have steep slopes. Driving through these steep and narrow streets becomes hazardous, and uphill-downhill walking, becomes tiring and fatigueing specially under prevailing climatic conditions of high relative humidity. Perhaps for these reasons the development of the retail district has been restricted for the most part to the two main streets: San Francisco and Fortaleza, which running east to west, are relatively flat and provide much greater exposure to pedestrian and vehicular traffic. (See photos showing topographic characteristics of selected streets in Old San Juan).

San Francisco and Fortaleza Streets running east west through the cenler of the Central-Business District.

Street Layout, Vehicular Circulation, and Parking Facilities

Unregulated loading and unloading contributes to aggravate the already serious traffic congestion within the commercial district.

The city blocks are generally small and mainly rectangular in shape with almost a 100% building coverage. This condition helps the pedestrian movement but creates problems to the continuous flow of vehicles.

The rigid gridiron street layout, the narrow pavements and sidewalks and the intensity of land use presents serious traffic problems.

Photos on next pagesclearly depict the undesirable and unsafe mix-up of motor vehicles and pedestrians competing with the limited orea available for streets and sidewalks.

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In order to optimize the use of the narrow street system the vehicular circulation is directed one way throughout the interior blocks as shown in exhibit No. 4. The main traffic arteries are Norzagaray-Boulevard del Valle on the north, Recinto Sur and Comercio Streets on the south; del Cristo Street on the west and

The Commercial-Business District of Old San Juan is suffering from a critica! shortage of parking facilities. As shown in exhibit No.4 the largest parking facilities are located south of the district. Smaller sites for off-street parking are located near the San Jos~ Plaza and adjacent to the Cathedral.

Curb parking is limited to certain streets and cannot generate large volume of parking spaces due to the narrowness of the streets and the small size of the blocks.

Condition of Structures One of the most important aspects for the revitalization of any urban sector is the existing physical condition of the structures.

Although physically, many structures could be rehabilitated at high costs, sometimes it is not advisable to make such investment due to the advanced stage of deterioration of the surrounding environment. This is not the situation of the Commercial-Business District of Old San Juan which has experienced a dynamic activity in the restoration of its buildings, many of them with the inspiration and assistance of the lnstitute of Culture.

Exhibit No. 3 shows the condition of structures classified in the general categories of sound and deteriorated. The second classification includes the blighted and the dilapidated structures •

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PHOTOS SHOWING TOPOGRAPHIC CHARACTERISTICS OF SELECTED STREETS IN OLD SAN JUAN

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CH:HOTOS SHOWI NG TOPOG RAPH 1C RACTERISTICS OF OLD SAN JUAN

14

PHOTOS SHOWING MIX-UP OF MOTOR VEHICLES ANO PEDESTRIANS IN A TYPICAL STREET OF OLD SAN JUAN

15

EXISTING MAIN CIRCULATION SYSTEM

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REVITALIZATION

STUDY

COMMERCIAL-BUSINESS DISTRICT OLD SAN JUAN

EXISTING

PUERTO RICO

MAIN

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DATE

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1971

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EXHIBIT 4

16

As it can be observad, the blocks around Plaza de Annas are characterized by sound structural conditions, while, the blocks on the eastern and southeastern sections of the district show a high degree of deterioration. This adverse physical condition is particu 1arly concentrated a long both si des of Tetu6n Street between Tanca Street and the Tapia Theatre. In addition to the dilapidated conditions of the structures in this sector, there is also obsolescence in their uses. Most of the buildings are being used for warehouses, a use which is no longer suitable for this sector of the city.

These are: a pervasive abuse in the installation of signs, need for painting and restoration of numerous buildings, unattractive window displays, and almost complete absence of tress and plants in the streets, unsuitable loading and unloading practicas, need for more parks, unsuitable land uses such as dilapidated warehouses, bars and second rate hotels anda permissible mix-up of trucks, automobiles, street vendors, and people in the narrow streets of the district. (See photos depicting these conditions on next pages) The Retai 1 Structure

Among the most deteriorated buildings are those located along Luna and Sol Streets. These structures are predominantly used for residential purposes on the upper floors and for combinad residential and commercial use on the ground floors. (See photos on next page for examples of di lapidated structures).

Contrary to common belief, the number of retail establishments in Old San Jljan has increased from 320 establishmants in 1963 to 331 in 1969 The slight yet' significant increase of 3.4 percent is but one of the indicators associated with the current metamorphosis of the retailing structure in Old San Juan.

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Physi cal Appearance 1

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Old San Juan maintains most of the spanish characteristics familiar to cities founded in the Americes in the early seventeenth century; narrow streets and si dewalks, two to four story bri ck and mortar structures with high beamed celings and overhanging balconies, pedestrian alleys and plazas around which most government religious and business activity took place. Typical of most settlements of the early colonization period, a fortified wall which provided its main defense and protection against enemy attacks, stil 1 endoses most of the Old San Juan area. This combination of factors make Old San Juan unique in its physical appearance creating a charming and romantic atmosphere with its historical heritage. (See photos on next pages illustrating these favorable conditions) In contrast with these positive characteristics the CommercialBusiness District is suffering from various detrimental conditions.

In keeping with a steady loss of resident population, whi ch is exRected to decrease from 22, 100 persoris in 1960 to 16,800 in 1975 27, the composition of the Commercial-Business Area has undergone important changes reflectad in the reduction of the home or family orientad business; hardware and furniture stores, grocery stores, department stores, etc. The replacement and gain of retail outlets are mostly evident in the increase of bars and restaurants, snack counters, gift and novelty stores, book and maganize shops, drug stores, jewelries and specialized stores in men's and women wear.

This tendency clearly denotes the evolution toward a retail structure catering mostly to a non-resident market.

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Comparativa Study of the Commercial-Development of Old San Juan - Puerto Rico Department of Commerce, Table V, page 15.

2/ Economic Analysis, Future Retail Requirements, San Juan, Puerto Rico - Real Estate Research Corporation 1967

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PHOTOS SHOWING UNFAVORABLE PHYSICAL APPEARANCE OF OLD SAN JUAN

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At par with the increased number of retail establishments, the volume of retail sales has registered an increase of 36 percent over 1963, standing at 49 .7 mi Ilion dollars in 1968. As expected, most of the increase in retail sales was derived from tourist oriented establishments and from stores handling medium to high priced "shoppi ng goods" â&#x20AC;˘ RETAIL SALES VOLUME COMMERCIAL-BUSINESS DISTRICT OF OLD SAN JUAN

Year

"

Retail Sales Volume {in thousands)

Percent Change

1963

$ 36,479.9

1967

41,908.0

14.9

1968

49,650.9

18.5

1970

53,649.5

8. 1

1975

61,826.4

15.2

of its retail structure. Recent studies indicate that small restaurants, bars, snack counters, soda fountains and "cafetines" make up as high as 38 percent .!( of ali retail establishments in the CommercialBusiness District. This condition has created a negative factor in the effort to 11 clean 11 the city and provide the proper shopping environment. The City's peripheral creas which are for the most part practically devoid of retail value have consequently developed into blighted commercial and residential neighborhoods. Because of the low rent value, and deteriorated conditions of the buildings the creas to the north and to the south of the main shopping district offer the best opportunity and the greatest challenge for a revitalization program.

The effective trade area for the retail district of Old San Juan encompasses most of the greater metropolitan area, however, the greater penetration is to be found within the warcls of Santurce, Hato Rey, and Rro Piedras and among the higher income neighborhoods located to the southeast of the metropolitan area.

Source: Department of Commerce Office of Economics and Planning, Comparative Study of the Commercial Development of Old San Juan - p. 19 The sales forecast for the year 1975 has been estimated by the Puerto Rico Department of Commerce at $61.8 mi Ilion, indicating a projected increase of 24.3 percent over the 1968 sales volume.

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Planning for the revitalization of the Commercial-Business District of Old San Juan requires the need for creating a proper balance

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Department of Commerce Op Cit, page 5

21

Retailers Attitudes and Preferences The plight of the retailers in Old San Juan has generally been associated with the deterioration of the shopping climate brought about mostly by physical limitations of the City.

Thus, in the study for the Revitalization of the CommercialBusiness District of Old San Juan strong emphasis has been placed in learning from the retailers themselves of the most pressing problems and suggested alternatives to their solution. These were the objectives of interviews conducted with one hundred store owners accounting for one third of all the retail establishments in Old San Juan, and 84 percent of the membership of the Merchants Association of Old San Juan.

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The lack of parking facilities was the number one problem mentioned by nearly all retailers-89 percent~ most of them feeling that the solution to this problem should become the principal objective of the revitalization plan. The high level of theft and vandalism reported by 84 percent of the jewelry stores and over 40 percent of all dry good stores was rated as the second most important problem affecting the retailers in Old San Juan.

most meaningful objections raised against the mall idea were based on: (1) consumer's dislike for having to walk long distances while carrying packages; (2) consumer1 s preferences for going nwinclow shopping" from their cars, and, (3) not being able to drive into San Juan would eliminate much of the nrush" shopping done by customers while someone drives the car around or sits waiting in the car for a few minutes.

Three quarters of the store owners, (75 percent) reported store traffic estimated at less than 300 customers per doy. An increase in store patronage was. reported by 25 percent of the store owners, while 33 percent felt they were losing patronage. Mejor reasons given for the increase or decrease of consumer's patronage are summarized below: Reasons for lncrease: lmprovements to the store ••••••••••••••••••••••••••• 30% lncreased promotion and advertising •••••••••••••••••• 28% lncreased tourism •••••••••••••••••••••••••••••••••• 16% Reasons for Decrease:

A majority of the retailer 55 percent, favored the idea of closing off traffic through Fortaleza and San Francisco streets during business hours in order to establish pedestrian shopping malls. The establishments of adequate parking facilities within easy walking distance of the stores and al lowance for loading and unloading functions are, however, important conditions in favoring the pedestrian shopping mall idea.

However, 40 percent of the retailers interviewed voiced opposition to the establishment of the pedestrian malls as a means of increasing the shopping attractiveness of Old San Juan. The

lncreased competition •••••••••••••••••••••••••••••••42% Lack of parking facilities ••••••••••••••••••••••••••• .34% Exodus or reduction of government offices ••••••••••••• .22%

* As per rating scale

22

..

As could be expected, peak sales were obtained on Fridays and 5aturdays, (85 pe ree nt) w ith Monciays re porte d as the third best day for sei les, A signifj nt nvmbe r o f store own rs, (22 pe rce nt) felt there was no significant variation in sal es throu§h the wee k .

Hours of peak sales were reported to be between 12:00 P.M. and 3 :3 0 P . M . by 60 perce nt of the store owners .

Summ ari ze d be low are th e most freqve nt and si9 nificant suggest lons as g ive n in a nswe r to the qu estion "Wh at ideas com e to your mind for making Old San Juan a more attractive shopping di strict ?* Prov ide more parki ng faci liti es- •• • , • • • • •.• . .. . . .

Restare or modern iz e buildings. , •••• ........ . .• .

Eliminate peddling , prostitution, drug traffic . • • . .

64% 20% 13%

Why does he come to San Juan to do his shopping? 11 i The answer to these and other questions were the objectives of consumer surveys condu cte d in ~ tg re s within the main retail area of Old San Juan.

Th@re lt of t hese surve ys a re di$c;U se d be low: From the judgement of the interviewers, it appears that over two thi rds, 66 perce nt of the shoppers patronizing stores in Old San Juan are be low the oge of fo rty; the be low th i r ly !;Jro up compri si ng o p prox ima te ly 4 1 pe rce nt of the consumers .

!/

As can be found in the "downtown" shoppi ng distri cts of most 1arge cities a great number of the consumers live outside of the c ity pro per. lñ th e case of San Ju a n, ove r 80 pe n;;e nt of its consumers a re non res iden ts me an ing pe o p le who liv e outsi de of th e orea enclose d with i n th e span ish wa lls separating the San Juan islet from Santurce .

Consumer 1 s Shopping Habits and Preferences lt has often been claimed that as a result of the widespread development of shopping centers throughout the San Juan Metropolitan Area, the consumer would turn hi s back on Old San Juan considering it an unattractive and decadent retail district. The wrongness of this contention has now be en established . There are, however, problems to be solved in order to up-grade the quantity and quality of the retail business providing for increased shopping conveniences and general attractiveness of the orea .

Notwithstanding the lack of parking facilities and the heavy tra ffic congestion in the city 1 s na rrow streets and access avenues , over 50 percent of the consumers interviewed used thei r own cars fo r trave ling to San Juan . For most consumers the public transporta t ion services offered by th e Me tropolita n Bus Authority is associated with ove rc rowded bus stops, jammed traveling in buses fi lled to capac ity, lo ng wait and long trips in slow moving traffic , ali which adds up to e xp lain the high use of private cars as a means to overcome these e xtreme inconveniences.

Thus, in learning of consumer 1 s reaction to the study for t he Rev ita li zat ion of the Comm e rcial - Business District of Old San Juan, severa! key questions were ra ised . 11 Who is the 11 typica l11 co nsumer in O ld San J uan? " ; Where doe s he live ? ; How does he get to t he c ity? ; Wh at does he look fo r most ly whe n shopping in O ld San Ju an?; *rhese a re free re ca l 1 answe rs as opposed to ra ti ng scale measurements used earlier to determine degree of urgency of the prob lems.

1/

Age was estimated by observation

23

The results of the survey indicate that 77 percent of the non-resident consumers are frequent shoppers. Almost two thirds of these consumers, 62 percent make their purchases in Old San Juan attracted mostly by the variety of stores and products and by the old spanish atmosphere of the City. Easiness of shopping was also mentioned by a large segment of the shoppers as a reason for shopping in Old San Juan in preference to other areas.

The tabulated results of the consumers survey is presented in Appendix B of the study.

Of those surveyed 95 percent indicated that most of their shopping interest was related to wearing apparel, shoes, and jewelry. In this respect the survey shows very little change over the past experience insofar as Old San Juan has been a traditional retail center for just these type of products. The increase in sales volume and number of stores tend to confirm this conclusion.

There appears to be strong agreement favoring the establishment of pedestrian shopping malls as a means of improving shopping convenience and attractiveness. Of those interviewed 68 percent were in agreement with this idea provided, however, that parking facilities were established within comfortable walking distance from the shopping orea. Thirty two percent voiced opposition to the pedestrian mall idea basing their objections on the most part to the long walks which they feared would entail from the establishment of the mal Is.

.

fhe provision of adequate parking facilities close to the shopping district was by far the most common answer to the question - 11 What do you think should be done to make Old San Juan a more attractive shopping district? 11 Other important measures often mentioned in answer to this question were: (1) the operation of a transportation service linking the parking area~ with the shopping district, and (2) physical improvement of stores â&#x20AC;˘ â&#x20AC;˘

24

THE PROPOSED REVITALIZATION PLAN

..

PROPOSED REVITALIZATION PLAN General Development Perspectives Planning studies undertaken by the Puerto Rico Planning Board and other government agencies indicate that, in spite of its relative decline* during the last 15 years, the Old San Juan Commercial-Business District will continue to be one of the most important regional centers of the San Juan Metropolitan hea.

The following government policies and development possibilities serve to assure the continued importance and the opportunities for growth of the Commercial-Business District of Old San Juan:

1.

2.

3.

4.

o

The recently adopted Master Plan for the San Juan Metropolitan Area has selected a multicenter approach to guide the future growth of Metropolitan San Juan, including six centers, namely: Old San Juan, Santurce, Hato Rey, Rro Piedras, Bayamdn, and Carolina.

business centers of metropolitan San Juan albeit gradually changing its retail structure to specialize in medium to high priced 11 shopping goods 11 and specialties.

5.

Because of its historical heritage and charm Old San Juan will continue to attract tourists as well as local consumers.

6.

The rapidly growing population of Santurce, Hato Rey, and Puerta de Tierra will continue to increase the number of potential customers of Old San Juan.

7.

The advanced stage of renewal activities for the La Puntilla area will transform a dilapidated sector of Old San Juan into a new residential and recreational complex, enhancing the beauty of the southern part of the Commercial-Business District and providing ideal relocation facilities for families living in substandard structures in La Perla and sectors of Luna and Sol streets.

The highway and mass transit systems proposed for the metropolitan area will provide great improvement in the accessibi lity of Old San Juan to the other centers and residential oreas within the metropolitan area.

Old San Juan will continue to be an important government center as the site of the Executive Branch, the Municipal Government, and of other important government agencies.

The Commercial-Business District of Old San Juan will continue to be one of the major regional commercial-

After relieving the pressure of residential occupancy the Commercial-Business District of Old San Juan could be expanded to the north along Luna and Sol streets.

a.

The inc~easing number of tourists arriving to Puerto Rico by the cru1se vessels docking at the tourist piers on Marina Street will provide substantial sales revenue to the Commercial- Business District of Old San Juan.

* As compared with the faster commercial development of other centers of the San Juan Metropolitan Area, i.e., Hato Rey, Rro Piedras, and Bayamdn.

26

Planning Objectives for the Commercial-Business District lt has been concluded that the most pressing problem affecting the development of the Commercial-Business District of Old San Juan has been the lack of adequate and accessible parking facilities.

As a result, the city streets are heavily congested most of the time.

Street parking combined with constant circulation of vehicles prevents the establishment of separate and orderly circulation patterns for pedestrian and automobiles. Street congestion is further aggravated by unregulated loading and unloading operations. Consequently the Commercial-Business District of Old San Juan cannot provide the necessary shopping conveniences offered by other shopping centers in the Metropolitan hea such as adequate parking facilities close to the stores, pedestrian malls and separate facilities for loading and unloading.

The general objectives of the proposed circulation system and parking facilities are: 1.

To establish adequate peripheral parking facilities encircling the central-business district, strategically located so as to provide ready access to stores and offices within short walking distances.

2.

To separata as much as possible, pedestrian and vehicular circulation through the conversion of selected streets into pedestrian shopping melis during certain business hours.

3.

To relocate the existing bus terminal at Plaza de ColcSn in order to make it more efficient, safer and attractive.

4.

To provide additional plazas, parks and open spaces integrated with the parking areas and shopping mal Is thus pro-

viding for pleasant strolling amidst the cool and beauty of green are as.

5.

To revitaliza the Commercial-Business District of Old San Juan as a more pleasant, safer and more productiva center where people can work, live, and enjoy life within the richness of its historical and cultural milieu.

To achieve these objectives a network of parking facilities is proposed in combination with interconnected pedestrian malls, new plazas, parks and the re-routing of incoming and outgoing traffic through Boulevard del Valle on the north and Comercio and Recinto Sur Streets in the south. Peripheral parking facilities encircling the Commercial-Business District is recommended thus, permitting the development of the pedestrian mall concept within the circumferential parking network. (See exhibits 5 and 6 for a graphical presentation of the planning concept). The rerouting of traffic is necessary to properly integrate the proposed parking facilities and pedestrian shopping malls. lncoming traffic via Boulevard del Valle on the north would flow to the south through Cristo, Cruz and Barboso Extension streets. Traffic entering the City through Comercio and Recinto streets on the south would be channeled to the north through Tanca, San Justo and Cruz streets. The recommended interior circulation pattern is designed to provide access to the proposed and existingparking facilities from the incoming and outgoing thoroughfares. Luna street will serve as a main eastward

27

PROPOSED PARKING NETWORK ANO PEDESTRIAN SHOPPING MALLS

X

j

REVITALIZATION

STUDY

COMMERCIAkBUSINESS DISTRICT OLD SAN JUAN, PUERTO RICO

PARKING ANO PEDESTRIAN NETWORK CONCEPT

SCALE

~ "'"

1:400

M O N T 1L LA ARCHITECTUAAL

DATE

JUNE 18 1971

LA T 1 M E R A.l.A. CONSULTANTS

EXHIBIT

NO

5

EXHIBIT 5

28

PROPOSED MAIN VEHICULAR CIRCULATION SYSTEM

/(

STUDY

R EV ITALIZATI ON

COMMERCIAL-BUSINESS DISTRICT

J

OLD SAN JUAN, PUERTO RICO

PROPOSED

MAIN

CI RCULATION SYSTEM

LE GEN D:

--+.. 4 --.

TAAPFIC (ONE WAY)

llAIN TAAFFIC (TWO WAYS) SECONDARY TRA,,IC

~

EXISTING

lllill

PAOPOSED PARKING

1111111011111111

PEDESTAIAN

nRI

PARKING AREA SCHEDULED FOR CONSTRUCTION 1171-1972

SCALE

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1:400

DATE

PARKING AREA AAEA

llALL

IUY

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EXHIBIT

NO.

6

PI E R

EXHIBIT 6

29

,..

collector street for outgoing traffic north of the CommercialBusiness District. (See exhibit 5)

convenient differences in elevation between Luna and San Francisco Streets, and (4) it is located adjacent to a large sector of the Commercial-Business District. ( See photos en next pages)

Special Revitalization Projects The planning objectives for the Old San Juan Commercial-Business District could be accomplished under.the following program of special revitalization projects: (Refer to Exhibit No. 7) These proposals do not pretend to provide for a complete redesign of the Commer~ial-Business District in accordance with standards for modern shopping centers, as such a goal would be totally impractical within the existing physical limitations to be found in Old San Juan.

1.

Baldorioty de Castro Parking Garage, Shopping, and Recreational Center

Previous studies undertaken by the Puerto Rico Planning Board and by the lnstitute of Culture conclude that Baldorioty de Castro School facilities are not being used for its original purpose as a result of decreasing school population and the existence of other public schools in the orea. The school is presently being used for vocational training for students living mostly in Santurce and Puerta de Tierra. The building, which has no historical value, is very old and difficult to maintain due to structural deficiencies.

The Baldorioty site offers the best possibi lities within the Commercial-Business District for the construction of a multi-level parking building featuring other related facilities due to the following reasons: (1) the lot covers a large orea under public ownership, (2) it is strategically located in relation to existing and proposed vehicular accesses, (3) topographically it offers

The orea under consideration also includes the site of the old, non historie building of Academia San Jorge, the section known as la Barandilla and the existing plaza.

The proposed project calls fQr the integration of a parking facility with a pedestrian shopping mall on San Francisco street , and the enlargement and redesigning of the pl~za. A shopping arcade could be designed for this orea and for sections of the ground floor of the parking garage abbuting the plaza. Special recreational facilities and activities could be incorporated for the use of children accompanying their parents in their shopping.

The Rialto Theatre located on San Francisco corner of Tonca street could be remodeled to provide activities of a short duration such as: special films of general interest for the community, news, documentary film productions, fashion shows, musical presentations, cartoon movies for children, etc. (Exhibits No. 7 to 10 show suggested architectural concepts of this proposal).

2.

Barboso Street Extension

This project must be undertaken in conjunction with the Baldorioty de Castro Center since it is the most practical, economical and natural access to and from the proposed parking garage vio Boulevard del Valle. The implementation of this recommendation requires the acquisition and demolition of a few deteriorated, non historical structures located in the middle of the block between Toro Alley and Tonca street. (See exhibits No. 5 to 7).

3.

Norzagaray Street Sector

The buildings facing Norzagaray street between San Francisco and luna streets are non historical. Sorne of them hove been condemned 30

PROPOSED SPECIAL REVITALIZATION PROJECTS

K

R EV ITALIZATI ON

STUDY

COMMERCIAL- BUSINESS DISTRICT

J

OLD SAN JUAN, PUERTO RICO

PROPOSED

SPECIAL

REVITALIZATION PROJECTS

...

LE GEN D: EXISTING PARKING AREA PROPOSED UNDERGROUND PARKING AREA PROPO&ED PARKING GARAGE PROPOSED PEOESTRIAN MALL PARK AREA

(OPEN SPACE)

UNDERGROUND PARKING SCHEDULED FOR CONSTRUCTION 1971 - 1972

&CALE

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DATE

MAY

1971

NO.

7

PI E R

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SUGGESTED DEVELOPMENT PLAN FOR BALDORIOTY DE CASTRO SITE

" REVITALIZATION

STU DY

COMMERCIAL-BUSINESS DISTRICT OLD SAN JUAN, PUERTO RICO

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1971

M ONTILL A - L ATIM ER A.LA. ARCH I T[CTURAI.

C O HS U LTANT S

[X Hl lU T

NO .

8

EXHIBIT 8

33

CROSS SECTION OF PROPOSED BALDORIOTY DE CASTRO PARKING GARAGE REVITALIZATION

STU DY

COMMERCIAL-BUSINESS DISTRICT

â&#x20AC;¢

OLD SAN JUAN, PUERTO RICO

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DATE JUNE

18. 1971

M O N T 1L LA - LA T 1 M E R A.l.A. AACHITECYUllAL

CONSUl.TANTS

EkHIBIT

NO

9

EXHIBIT 9

34

PERSPECTIVE OF PROPOSED BALDORIOTY DE CASTRO PARKING GARAGE,

.

SHOPPING MALL, ANO PLAZA REVITALIZATION

STUDY

COMMERCIAL-BUSINESS DISTRICT OLD SAN JUAN, PUERTO RICO

PERSPECTIVE OF PROPOSED BALDORIOTY DE CASTRO PARKING GARAGE, PLAZA ANO SHOPS

se ALE

N.

s.

DATE JUNE 18. 1971

EXHIBIT

NO.

MONTILLA - LATIMER A.l.A. o

AACHITECTURAL

CONSULTANTS

EXHIBIT 10

35

due to their extremely poor and unsafe condition. {See photo on next page). The acquisition and demolition of these structures is recommended in order to improve the narrow and dangerous intersection at Luna and Norzagaray streets and to establish small shops ¡ on the remaining area after widening Norzagaray street.

4.

11

Pi9eon Hole 11 Parking Garages on luna Street

The deteriorated condition of many buildings on the northern sector of luna street provides an opportunity for their acquisition and demolition to make way for the construction of 11 pigeon hole 11 parking garages. This parking system uses elevators to park automobiles at various levels. Being a semi-automatic operation it can be operated with a minimum of personnel. The proposed parking buildings would be erected on the rear of the lots leaving the frontal area facing luna street for the access and exit of vehicles and for the development of small parks. (See architectural concept of this proposal in exhioit No. 11)

5.

Pasaje Matienzo Shopping Arcade

luna and San Francisco streets are connected through Pasaje Matienzo, a very interesting covered alley, located halfway between Cruz and San Justo streets. {See photo on page 42) The design treatment for this area would convert the now dilapidated passageway into an attractive shopping arcade connecting the luna street parking facilities with the proposed pedestrian shopping mall at San Francisco street.

6.

â&#x20AC;˘

Plaza de ColcSn Bus Terminal and Pedestrian Mali

The large areas occupied by the bus aprons and concrete streets surrounding Plaza de ColcSn on three si des offer excel lent opportunities for their conversion into pedestrian malls enhancing the

entrance to San Juan and serving asan attractive, and pleasant 11 foyer 11 for the Tapia Theatre.

Open cafes under shaded creas, parks, and fountains would provide an inviting environment.

The existing bus terminal should be relocated to the east of Plaza de ColcSn on the creas presently used for parking between the Mufioz Rivera Avenue and the Old Casino Building. Tastefully designed covered arcades with comfortable facilities would be provided for the bus commuters without detracting from the architectural harmony of the area. (See photos on page 43)

7.

San Francisco and Fortaleza Shopping Malls

Having provided peripheral parking facilities north and south of the Commercial-Business District, the study recommends the elimination of vehicular traffic through San Francisco and Fortaleza streets to permit the convertion of sections of these streets into pedestrian shopping mal Is. The proposed physical treatment for these oreas call for raising the street-level to provide a wi de and single level walkway. The pavement of the proposed malls should be finished in a gravel or brick finish in harmony with the 11 patio 11 atmosphere to be sought. landscaping of the malls would include benches, sh!ubbery, canopies and lamps for proper illumination. Store owners must be encouraged and assisted in redesigning their store facades in keeping with the desired architectural standards.

(See exhibit 12 for a suggested architectural design of a pedestrian mall).

The proposed malls feature a lane allowing for vehicular traffic.

This lane would be opened for emergency use at any time during the day, and for the delivery of goods, garbage collection and private use during the non-business hours.

36

I

/

/

PHOTO OF DILAPIDATED STRUCTURES ALONG NORZAGARAY STREET

,,

37

PERSPECTIVE OF PROPOSED "PIGEON HOLE" PARKING ST U DY

REVITALIZATION

COMMERCIAL-BUSINESS OISTRICT OLD SAN JUAN, PUERTO RICO

PERSPECTIVE "PIG EO N

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OF

PROPOSED

HOLE"PARKING

--.-=--=-~~~==--

5CALE

NS.

D ATE J U NE

MONTILLA -

18

LATIMER

1971

A.LA.

EXHIBIT

NO

11

EXHIBIT 11

38

PHOTOS SHOWING EXISTING CONDITIONS OF PASAJE MATIENZO

...........................................................______________

39 ~~

PHOTOS SHOWING EXISTING CONDITIONS OF PLAZA DE COLON AND ITS SURROUNDINGS

.....

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40

PERSPECTIVE OF PROPOSED SAN FRANCISCO PEDESTRIAN MALL REVITALIZATION

STU DY

COMMERCIAL-BUSINESS DISTRICT OLD SAN JUAN, PUERTO RICO

PERSPECTIVE

OF

PROPOSED

SAN FRANCI SCO PEDESTRIAN MALL

SCALE

OATE~....!.2.IL_

N . S.

M O N T 1 L LA AqC H IT[CTUl'l A L

LA T 1 M E R A.l.A. CO N SULT 4 N TS

EX Hll!llT

NO.

12

EXHIBIT 12

41

8.

San José Underground Parking Garage and Residential Complex

The proposal for th is area cal Is for the construction of an underground parking facility on the vacant lot west of San José Plaza and which is presently used for parking.

For a maximum utilization of this site, the study recommends the construction of a five story structure over the proposed parking garage to house commercial establishments on the ground floor and residential units on the upper floors. The proposed building should be designed following the guidelines established by the lnstitute of Culture. This structure would have the effect of restoring the original enclosure of San José Plaza which has lost much of its original setting as a result of the large open lot adjacent to it.

9. "

The recommended revitalization plan for this sector would have the valuable effect of highlighting the architectural beauty and the historie value of the centuries old Cathedral.

•

The revitalization project recommended for this important sector of Old San Juan would have the effect of enhancing the historie value of Casa Alcaldra and the Intendencia buildings by providing a more attractive and pleasant setting.

The fol lowi ng recommendations are made: 1.

The acquisition and clearance of the buildings on both sides of Casa Alcaldra facing San Francisco streets for the development of small parks featuring fountains, benches, and proper landscaping. Amidst the park environment to be created, the Casa Alcaldra would command a more dignified and prestigious setting.

2.

The elimination of the street separating Plaza de Annas from Gonz61ez Padrn and the New York Department Store.

3.

The conversion of the basement and the ground floors of both department stores into open shopping arcades and pedestrian alleys. This proposal would provide physical as well as visual integration of the oreas comprised between San Francisco and Fortaleza streets. The exterior of the department store buildings should be remodeled to blend with the surrounding spanish architecture.

Cathedral Park and Pedestrian Mall

The physical restoration project for this area calls for creating a park and shopping mall complex by integrating the areas comprised by the park accross El Convento Hotel, the section of Luna street north of the Cathedral, the patio (atrio) surrounding the Cathedral (presently used for parking) and the section of San José street east of the Cathedral. The proposed mall is particularly suitable for landscaping into an attractive shopping street featuring small stores and open air restaurants.

10.

civic center of Old San Juan since it encompasses the Casa Alcaldra (site of the San Juan Municipal government), the historie Intendencia and Court buildings, and the two major department stores in Old San Juan; Gonz61ez Padrn and the New York Department Store. (An underground parking garage is scheduled for construction starting on July 1971)

Plaza de Armas

Plaza de Armas and its surroundings is to be considered the main

The proposed revitalization of this area following the described

42

concepts would provide a landscaped open orea connecting spaces at different levels to form a main pedestrian mall and setting Plaza de Armas as the center of an attractive and inviting spot. (Photo on next page and Exhibits 13 and 14 show existing conditions and suggested architectural treatments for this area).

(Considering official information to the effect that construction of the undergroond parking garage at Plaza de. Armas is scheduled to begin in July 1971, this study has treated this project asan existing facility).

11.

.. â&#x20AC;˘

Cruz Street lntersection with Boulevard del Valle

Attention is called to the need of integrating the accesses and exits of the underground parking garage at Plaza de Armas with a functional vehicular traffic pattern that would also link existing and proposed parking areas. (Exhibit !\lo. 6 shows the proposed main circulation system).

Cruz street is a convenient access to the various parking areas to be located north of the Commercial-Business District for traffic entering Old San Juan via Boulevard del Valle. The demolition of three dilapidated and non-historical buildings and the partial demolition of a government owned structure at the entrence to Cruz street would be required to provide adequate width and grading.

12.

San Justo Underground Parking

The topography of this area south of Banco Popular readily lends itself to the construction of an underground parking garage without interference with the existing vehicular traffic pattern nor obstruc= ting the view over the bay. The top part of the proposed building

could be designed as a small park overlooking the bay following the concept of the beautiful Parque de las Palomas built atop the San Juan wal 1 over the La Princesa area. The park space to be thus provided could be used for outdoor exhibitions, commercial expositions and trade shows. (The Planning Board has recommended on severa! ocassions the establishment of such a parking facility on this site).

13.

Tetu6n Street Shopping Mali

The conversion of Tetu6n street into a pedestrian shopping mall would provide space on both sides of the street for the establishment of new shopping facilities. Most of the structures along this street are in poor condition and used mostly as warehouses, "cafetines" and brothels. This project merits special consideration in the Plan for the Revitalization of the Commercial-Business District since this area may be considered the doorway for visiting tourists arriving by boat. lt is further recommended that a sector of Tetu6n street be setaside to provide a center for consular offices. The consuls of Columbia, MĂŠxico, Dominican Republic, Argentina, and Venezuela hove received the idea with great enthusiasm.

The proposed mall could be integrated with the malls recommended for oâ&#x20AC;˘ Donnel street to the northeast and with the proposed treatment of the Plaza de Col6n orea.

This new shopping facility would be strategically located within a short walking distance from the existing parking garage at Recinto Sur street.

14.

Tourist Piers Area

Considering the increasing volume of tourists arriving at San Juan, by cruise ships and the deplorable conditions of the surrounding

43

PHOTO OF GONZALEZ PADIN DEPARTMENT STORE AND PLAZA DE ARMAS

44

SUGGESTED DEVELOPMENT PLAN FOR PLAZA DE ARMAS PROJECT REVITALIZATION

STUDY

COMMERCIAL- BUSINESS DISTRICT OLD SAN JUAN , PUERTO RICO

§

~ S.t.N

FRA,..CISCO

P E OESTRIA H

M AL L

SUGGESTED DEVELOPMENT PLAN FOR PLAZA DE ARMAS PROJECT

i ·¡~ "1 se

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1 500

JU NE

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19 71

EXHIB I T

M O N T 1 L LA - L A T 1 M E R A.l.A.

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1 T EC T

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L T "'N T

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N O.

13

EX HIBIT 13

45

,.

PERSPECTIVE OF PROPOSED GONZALEZ PADIN ARCADE

REVITALIZATION ~

ST U DY

COMMERCIAL - BUSINESS DISTR ICT OLD SAN JUAN, PUERTO

RICO

~ PERSPECT IVE OF PROPOSED GONZALEZ PADI N

SCALE

â&#x20AC;¢

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1 OATEJUNE

IB

I EXH IB IT

19 71

M O N T 1 L L A - L A T 1 M E R A.l .A. ''~C H l l [ ( T U kA L

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EXHIBIT 14

46

waterfront area, a special revitalization project is recommended to create a welcome and inviting environment at the doorstep to the Commercial-Business District. The proposed treatment of this area entails its redesign to provide facilities for gift stores, travel agencies, customs and inmigration offices, and open air restaurants amidst tree shaded areas and small plazas â&#x20AC;˘

â&#x20AC;˘

47

ON IMPLEMENTATION

.

ON IMPLEMENTATION Need for Combined Government-Private Effort The physi cal treatment of the streets to convert them into pedestri an shopping malls presuposes the existence or establishment of retail outlets offering a variety of products, clean and attractive surroundings, and conveniences for the shopper. In the case of Old San Juan, such retailing environment is generally limited to sections of San Francisco and Fortaleza streets.

located on both sides of Tetu~n street and on Recinto Sur facing the Tourist piers. lt is well to note that the latter areas as well as most of Luna street have been considered as eyesores and 11 off limitn areas to the respectable citizen.

Following are alternate methods to be considered in the implementation of the proposed revitalization plan.

Methods of Developing and Financing Mali Connected Projects

Other areas of the city are characterized for the most part by poorly kept deteriorated buildings, 11 hole in the wall 11 type of establishments, brothels, warehouses, discothecs, cheap bars, pool rooms, and substandard dwellings. lt would be the purpose of a proposed corporation to bring together government and private effort in facilitating the expansion of the mall concept to blighted sections of the City.

.

As mentioned previously, the proposed program for the revitalization of the Commercial Business District of Old San Juan entails the purchase of private property, reconstruction and remodeling of existing buildings and the improvement of stores located in sections earmarked for mal 1 development. In considering these projects three possible methods for their development should be analyzed. These are:

1.

The proposed organization would provide the incentives and the promotion necessary to attract the private investment required for the purchase and reconstruction of buildings, and for the remodeling or improvement of existing stores loccted on streets earmarked for mall development.

2.

3.

Of particular interest for future mall development are buildings located on the north side of luna street between Cristo and Calle de la Cruz, the old Luna Theatre building on Luna street, condemned buildings along Norzagaray street, anda cluster of unoccupied buildings located on Cruz street corner of Sol street.

Other structures worth of consideration in the proposed revitalization plan are a number of buildings mostly used as warehouses

The Development of the proposed mall connected projects as full private projects i .e., without government provided incentives imply that their development and operation will be largerly sC:verned by the foreseen and actual profits that the proposed projects would generate for their owners. However as regards profits the followâ&#x20AC;˘mg rracts warrant carefu 1 attention: ' '

Development by private sources Development by the govemment Development by joint private, government action

Development by Private Sources

49

First:

The fact most be accepted that because of the costs involved in the physical refurbishing of obsolete and often deteriorated structures the economic risks involved are considerably higher than would nonnally be expected from small and medium size retailers.

Second: lt is foreseen that until such time as public transportation services are improved, adequate parking facilities are provided, loading and unloading problems are solved, and special incentives are offered to encourage and protect the investments, the expected return on investment is apt to be low. The necessary appropiation for advertising, sales promotion and operational expenses would most probably offset the low return on investment to the point where the yield would not be attractive.

Third:

Fourth:

Other than profits, which would naturally be the primary incentive for development by private sources, much of the mall concept involves city planning, a function not properly within the realm of private interest.

Based on the above considerations, it would probably be extremely difficult to persuade private capital to undertake 11 motu propio 11 the substantial investment involved in the proposed mall connected projects.

The factors mentioned above preclude the development of the required projects by private initiative exclusively.

within the programs for commercial development instituted by the Department of Commerce and its afiliate the Commercial Development Company. There is also the added aclvantage of ready involvement by other governmental agencies, namely, the Tourism Development Company, the Economic Development Administration, the lnstitute of Culture, the Urban Renewal and Housing Corporation, and the San Juan Municipal Government. The government's accessibility to sources of revenue and long term financing are additional benefits accrueing from government developed projects. There are, however, negative aspects related to the development of the proposed projects by the government. These are: First:

There may be strong opposition from businessmen who may claim that the investment of public funds is benefiting sorne business more than others.

Second: In the fast moving world of business the time elapsed between planning, decision making, and developing, must sometimes be reduced to a minimum. This is not probable considering the comparative slowness of most government processes.

Obviously a method of operation should be considerad that combines the aclvantages of development by private capital andas government projects without the limitations inherent to either method of development. Viewed from this standpoint, the third alternativa for development-discussed below appears to offer the best aclvantages.

Development by the Government In considering development by the government there is the unquestionable value of the possibility of developing the proposed projects

Development as Private Projects with Government Assistance and Participation This method of development conceives the proposed mall connected projects developed by a private corporation organized by the Asso-

50

ciation of Retailers of Old San Juan. The charter of this organization would give the corporation the rights to carry out any and ali activities essential and related to the development and operation of the various mall connected projects.

Necessary incentives for private investment should be provided by exempting the corporation from income, property and real estate taxes up toan established minimum for a number of years.

Under this method of development the following advantages are made possible: First:

Second:

Third:

Revenues received in excess of the expenses of liquidating the indebtness, maintenance, operation, and management could be devoted to advertising and sales promo. tion and to the physical improvement of the store facilities.

Valuable advantages are provided for the selling and or leasing of space, as it can be pointed out that the col lective effort exerted through a corporation supported by government assistance effectively protects the business investment.

The fundamental and most important advantage offered by this method of development lies in the identification of the proposed mall connected projects with the existing business community of Old San Juan. This is vital in securing the endorsement of the overall program for the Revitalization of the Commercial-Business District by ali firms and retail organizations doing business in Old San Juan.

In following the concept of developing the proposed projects by private enterprise with the assistance of the government, a joint private-government approach to financing should be considered.

Financia! Aids Available for the lmplementation of Proposed Revita= lization Program Government Financing Funding is a vital aspect of development plan such as has been conceived for the Revitalization of the Commercial-Business District of Old San Juan.

The Commonwealth government system, with its centralized executive agencies, may undertake various aspects of the proposed plan.

This cal Is for close coordination among the various agencies, such as the Department of Commerce, Puerto Rico Industrial Development Company, Puerto Rico Urban Renewal and Housing Corporation, Department of Public Works, Tourism Development Company and others. Funds may be available through the agencies own sources or legislative appropriations.

The Municipality of San Juan, through the issuance of municipal bonds or legislative appropriations, is also legal ly and administra= tively empowered to undertake sorne aspects of the proposed program, either in coordination with other central-government agencies orr on its own.

Various federal programs are oriented towards the betterment of cities. Subject to the availability of funds, the following federal programs should be explored as to their applicability.

Advances for Public Works Planning

.

This program provides interest-free advances to states and their political subdivisions, and to non-Federal public agencies to assist them in planning, essential public works and community facilities (except public housing) to be constructed within a reasonable period.

yea rs, to finance the construc t ion of a li types of public works, other than school facilities, when such c re dit is not oth e rwise available on reasonable terms .

The planning advances are repaid to the Federal government when construction begins.

lJrban Beautification

Demolition of Unsound Structures This program provides technical assistance and grants to cities, other municipalities, and counties to finance up to two-thirds of the cost of demoli shing structures whi c h st a te or loca l law de termines to be structura l ly unsound. The structures may be located either within or outside of urban renewal oreas. The locality must assure that displaced persons are relocated into decent, safe, and sanitary dwellings within their means .

Historie Preservation Grants This program provides grants to state and local public bodies to help acquire sites or structures of historie or a rchitectural value , including relocation of structures within an urban re newal area, and restoring them for public use or benefit .

The grant may not exceed 50 percent of the cost of a cqui ring and resto ri ng h istori c si tes .

Loans may cover up to 100 percent of the proj ect cost.

This program provides grants to assi st loc al programs of urban beautification and improvement of open space and o the r public land in urban oreas.

Gra nts may be used fo r park development, su ch as basic water and sanita ry facilities , path s a nd walks, landscaping, shelters , and rec rea1'ion equi pm ent; upgrading an d improvement of publi c; areas such as mal Is, sq uares, and waterfronts; street improveme nts, such as lighting, be nc hes, and tree planting; and activities on beh a lf of the arts , su c h as facilities for outdoor exhibits.

Fede ra l g rants may not exceed 50 percent of the amount by which the cost of approved urb an beautifi cation and improvement acti v iti e s (carried on by the applican t, during a fisca l year) exceeds the usual expenditures fo r comparable activi ties .

Gran ts covering up to 90 pe rcent of the cost of activities may be approved i n demonstra tio n projects having special value in developing and demonstra ting improved me thods and mate rials.

Urban Renewa l Proj e cts

Public Facility Loans Thi s program provides long-te rm construct ion loans, up to 40

This program provides grants, planning advances, and temporary loans and guara nte es to hel p public agencies eliminate blight in

52

.. â&#x20AC;˘

urban areas through surveys and planning~ land acquisition and clearing, rehabilitation of existing structures, new building construction, and the installation of public improvements including streets and sidewalks, utilities, incidental recreational areas, flood protection, preservation of historie structures, etc. Technical assistance is available to local public agencies. Special assistance is available for displaced residents and business (including loans to small business) and priorities for home purchase or rent by displaced people.

L.oans to State and Local Development Companies These programs provide loans to state and local development companies to enable them to provide long-term loans to small business located in their oreas. Development companies are corporations chartered for the express purpose of promoting economic development within a particular orea.

A local development company can borrow up to $350,000 to assist any identifiable small business concern for up to 25 years. Proceeds may be used for acquisition of land; construction, expansion, or modernization of buildings; and purchase of machinery and equipment.

A state development company may borrow from Small Business Administration up to the total amount of its outstanding borrowings from other sources. Proceeds may be used for long-term loans and equity capital.

â&#x20AC;˘

The first part of the financing problem concerns the securing of development capital. In this respect, the possibilities should be explorad of having the Economic Development Administration, the Tourism Development Company, the Department of Commerce of Puerto

Rico jointly underwrite a bond issue to cover part of the cost of developing various phases of the projects. lf the interest on these bonds could be made tax exempt it would be easier to dispose of the bond issue.

Private Financing Private financing could be obtained through a combination of sources, namely, sale of corporate stock, commercial bank loans, and loans by the Government Development Bank and by the Smal 1 Business Administration.

Financing by private sources would be greatly encouraged by making the investment in approved projects tax deductible, and by exempting the business from property and income tax above an established leve 1 for a number of years.

An estimate on the amount of financing required and the share by government and private sources can only be made after an extensiva cost and revenue analysis is made of the proposed projects, based on specific architectural and engineering plans. lt should be pointed out, however, that in planning for the implementation of a full scale revitalization program of the CommercialBusiness District of Old San Juan careful consideration must be given to securing full participation of enough business firms to make the proposed undertaking worthwhile. Too small and scattered projects will not att~act sufficient buyers. On the other hand, if planned on too grand1ous a scale, there is the risk that capital repayments and operating costs would outstrip forthcoming revenues.

53

APPENDIXES

â&#x20AC;¢

.............- ..............................._________________________

~

APPENDIX A

.

Cuestionario No./

7

ESTUDIO SOBRE lA REVITALIZACION DEL DISTRITO COMERCIAL DEL VIEJO SAN JUAN

1. - ¿Vive usted en el Viejo San Juan o en Puerta de Tierra? l r7 (A) Si (B) No Nota: Si la respuesta es S 1 pase a la pregunta Núm. 5 -

2. - ¿Viene usted a comprar al Viejo San Juan frecuenteCUESTIONARIO DEL CONSUMIDOR

mente?

(A) Si

3. - ¿ C6mo vi ene usted usua !mente a San Juan - en automóvil privado, en taxi, o en guagua?

Fecha:

\~

(B) No.

------Hora: -------

Sexo:

Sitio:

Residente de:

------Zona: -------

3

r7

Fr7 M/ /

Edad (app.)

-----

INTRODUCCION

(Buenos Dras) (Buenas Tardes) Soy el (sr.) la (sra.) del Departamento de Comercio de Puerto Rico y desearra que me diera usted dos o tres minutos de su tiempo para contestar unas preguntas relacionadas con un estudio que estd realizando el Departamento de Comercio para revitalizar el comercio en el Viejo San Juan. No vamos a anotar nombres, s61o información de interés general para el estudio. Agradeceré mucho su cooperación.

(A) En automóvil privado (B) En taxi (C) En guagua 4. - ¿Por qué (viene) (no viene) a comprar frecuentemente al Viejo San Juan?

Alguna otra razón?

b.

5. - ¿Qué es lo que 1-MS le atrae del Viejo San Juan como centro de compras? -

a.

6. = ¿Qué es lo que MENOS le gusta del Viejo San Juan como centro de compras?

b.

55

7. - En las Avenidas Ginza de Tokyo-Jap6n y en la Quinta Avenida de Nueva York se ha experimentado comercialmente cerrando temporeramente estas avenidas al trófico vehicular para observar su impacto en el comercio al detal y la reacci6n de los consumidores al ambiente de 11 Pedestrian Shopping Mall 11 que asr se crea.

Asumiéndose que en el caso de San Juan pudieran habilitarse solares o edificios para estacionamiento en la periferia del distrito comercial, -¿Cree usted que serra beneficioso al comercio y al consumidor cerrar al tráfico vehicular las calles San Francisco y Fortaleza durante las horas de comercio?

7/7 (A) Si (B) No. Nota: Si su respuesta ha sido NO, diga porqué piensa asr.

-

9.- ¿Cuáles son los dras que prefiere pata ir de compras en el Viejo San Juan?

9/7 (A) Cualquier dra, no hay preferencia.

(B) Lunes (C) Martes (D) Miércoles (E) Jueves (F) Viernes (G) Sóbado

1O. - ¿A qué horas prefiere comprar en el Viejo San Juan? l O/

7

(A) A cualquier hora, no hay preferencia.

(B) Entre las 9 A. M. y las 12 M. (C) Entre las 12 M. y las 3:00 P. M. (D) Entre las 3:00 P.M. y las 6:00 P. M. (E) Los viernes entre las 6:00 P. M. y las 9:00 P. M. 11 .- ¿Qué ideas se le ocurren para hacer del Viejo San Juan un centro de compras más atractivo? a.

Alguna otra idea?

b.

8.- ¿Qué tipo de mercancra es la que más le interesa ver cuando va de compras en las tiendas del Viejo San Juan? a.

Alguna otra?

Muero s gracias

56

'·

APPENDIX B

Base 81

TABULACION CUESTIONARIO DEL CONSUMIDOR

Pregunta No • 3

Base 100

Cómo viaja usted usualmente cuando viene (de compras) al Viejo San Juan?

Sexo:

F: 54%

* Edad por Grupo:

M: 46%

A

B

c

26-30 14%

31-40 25%

Auto Propio: 52°.k

Guagua: 41%

Taxi: 5% N.C.: 2°.k

E

D

Base 81

18-25 27%

Años:

41-50 17%

Over 50 17%

Pregunta No. 4 Por qué (viene) 6io viene) a comprar frecuentemente al Viejo San Juan?

Base 100 Pregunta No. 1

Por ciento que viene a comprar frecuentemente --------77% Vive usted en el Viejo San Juan o en Puerta de Tierra?

sr : l<JOk

Razones para venir No: 81%

*

N.C.: 0%

1º 2.

3.

4.

5.

Base 81 Pregunta No. 2

Variedad de productos y tiendas --------Ambiente del Viejo San Juan-----------Por ser lugar de trabajo----------------Facilidad para comprar----------------Precios bajos ------------------------

35% 27% 23%

22% 22%

Viene usted a comprar en el Viejo San Juan frecuentemente?

sr: •

77%

No: 21%

N.C.: 2°k

*Suma es mayor del 100% debido a más de una contestación a la pregunta •

* Edad fue estimada por observación

57

Por ciento que se abstiene de venir frecuentemente--23% *

..

Base 100 Pregunta No. 6

1. Transportaci6n pública lenta, difrci 1, toma tiempo-------------------------

70%

2º Falta de estacionamiento--------------

70%

3 º N. C. -----------------------------

11%

Qué es lo menos que le gusta del Viejo San Juan como centro de compras?

Base 100 Pregunta No. 5 Qué es lo que m6s le atrae de 1Viejo San Juan como centro de compras?

1. Diversidad (variedad de productos)-------

27%

1. Falta de estacionamiento, tapones, congestión de 1 tránsito-------------------------

44%

2. Suciedad, basura -----------------------

5%

;3. Edificios vieios (feos) -------------------

5%

4. Otras razones que separadamente suman menos de un 4% ---------------------------------

17%

5. N. C. ---------------------------------

29%

2. Anb iente del Viejo San Juan ---------- 24% Base 100 3. Facilidad para comprar

---------------

13% Pregunta No. 7

4. (Buenos) precios ---------------------- 13% 5. Otras razones que separadamente suman menos de un 4% ---------------------- 13%

6. N. C. ------------------------------- lOOA>

Opini6n sobre el cierre temporero al tránsito de las calles San Francisco y Fortaleza A favor -------------------------------------

68%

En contra -----------------------------------

32°/o

------------------------

*Suma es mayor del 1000.k debido a más de una contestaci6n a la pregunta •

.

58

Pregunta No. 7- A (De los que est6n en contra)

Base 100

Base 32

Pregunta No. 9

Qué razones tiene para oponerse a 1 cierre temporero de las calles San Francisco y Fortaleza?

1. Prefiere no tener que caminar-----------

Cu6les son los dras que prefiere para ir de compras en el Viejo San Juan?

81%

2. Otras razones que separadamente suman menos de 6%------------------

13%

3. N. C. -----------------------------

6%

Base 100 Pregunta No. 8

1. Cualquier dra (no hay preferencia)-------

55%

2.S6bado ------------------------------

24%

3. Martes y ¡ueves -----------------------

16%

4. Lunes y miércoles ---------------------

3%

5. No contesta -------------------------

2°k

Base 100 Qué tipo de mercancra es la que m6s le interesa ver cuando va de compras en las tiendas del Viejo San Juan?*

Pregunta No. 1O A qué horas prefiere comprar en el Viejo San Juan?

1. Ropa (de mujer y hombre)----------2. Calzado -----------------------3. Comestibles (provisiones)----------4. Joyerra ------------------------5. Telas ---------------------------6. Otra mercancra que separadamente suma menos de 6%----------------7. Sin preferencia, no contesta -------

67%

24% 16%

14% 11% 28°k 12%

1.

2.

3.

4.

5.

6.

A cualquier hora 6-io hay preferencia) ----- 29% de 9:00 A. M. a 12:00 M. -------------- 29% De 3:00 P. M. a 6:00 P. M. ----------20% de 12:00 M. a 3:00 P.M. -------------- 19% Viernes después de las 6:00 P. M. ------1% No contesta --------------------------2%

*Suma total es mayor del 100% debido a m6s de una contestaci6n a la pregunta.

59

Base 100 Pregunta No. 11 Qué ideas se le ocurren para hacer del Viejo San Juan un centro de compras más atractivo?

1- Proveer más facilidades de estacionamiento----------------------------- 39%

2- Eliminar tránsito (centro de 1 11 casco 11 de San Juan -----------------------

8°Á>

3- Más limpieza -------------------

7%

4- Servicio de 11Machina 11 - - - - - - - - - - -

5%

5- "Mejorar" tiendas --------------

5%

6- Otras razones que separadamente suman menos de 5%----------------

8%

7- No contesta -------------------

28%

60

APPENDIX C 1'

DISTRIBUCION DE LA MUESTRA

Tipo Negocio

'

•

Joyerras Restaurantes Ropa de Caballeros Tiendas de Souveniers Mercancra General Ropa de Mujer Tiendas de cal za do Ropa para la familia Farmacia Supermercados Tiendas de c6maros y pelucas Tiendas por departamentos Radio y Televisión Tiendas de Antiguedades Tiendas de Libros Papel erras Ferre ter ras Tiendas de ropa niños Tiendas de mdsica Tiendas de variedades Ventas de Autom6vil es Floristerra Otros no clasificados

Clasificaci6n

% de la Muestra

5971 5812 5611 5997 5399 5621 5661 5651 5912 5411-A

13 13 11

5996 5311 5732 5932 5942 5943 5251 5641 5733

2 1 1 1 1 1 1 1 1 1 1 1 12

5331

5511 5992 5999

7 7 7 5 2 2 2

% del Total de Establecimientos S. J. (Universo)

4 4 3 2 2 2 2 1 1 1

1 0.3 0.3 0.3 0.3 0.3 0.3 0.3 0.3 0.3 0.3 0.3 3

61

APPENDIX D Cuestionario No./

/

ESTUDIO SOBRE lA REVITALIZACION DEL DISTRITO COMERCIAL DEL VIEJO SAN JUAN CUESTIONARIO DEL COMERCIO

---- Tipo de Negocio:__

Nombre del Negocio: Direcci6n:

-------- Zona:

~----------~

_,._~

-~--------

Con este prop6sito se ha preparado el cuestionario que a continuaci6n se presenb • La inforrnaci6n suministrada ser6 estrictamente confidencial, 9arantiz6ndose que baio ninguna circunstancia se revelaró infonmci6n alguna que pueda identificarse con algCJn establecimiento en particular.

Los resultados de este estudio habrón de proveer la base pgra el inicio de importantes proyectos de me¡oras frsicas, de programas de asistencia técnica y econ6mica y de incentivos que redundar6n en beneficio de todo el comercio establecido en el Vie¡o San Juan.

Para lograr el objetivo expuesto es necesario que usted: l • - Conteste cada pregunta en la forma mds precisa posible.

2.- Devuelva el cuestionario, una vez cumplimentado a la persona u oficina que se le indique.

' INTRODUCC ION

INSTRUCCIONES: (Pregunta No. 1) El Departamento de Comercio del Estado Libre Asociado de Puerto Rico estó realizando un importante estudio tendiente a proveer las bases para la implementaci6n róptda de un programa para revitalizar el distrito comercial del Vie¡o San Juan. El Departamento de Comercio entiende que la situaci6n crftica por la que atraviesa el comercio en el Viejo San Juan requiere especial atenci6n. Para hacer recomendaciones relativas a este problema se requiere tener inforrnaci6n precisa que describa con claridad la naturaleza y magnitud de los problemas que influyen al deterioro social, comercial y cultural de la vieja ciudad.

A continuación se indican algunas de las condiciones o factores que pudieran afectar el desarrollo del comercio en el Viejo San Juan. Toda vez que las condiciones o factores señalados no afectan a todos los establecimientos en igual magnituq se desea conocer el grado en que cada una de las condiciones o factores afectan a su negocio en particular. A tal efecto agradeceremos nos indique el grado de urgencia que cada una de las condiciones o factores reviste para la operaci6n de su negocio en San Juan trazando un drculo alrededor del número en la escala, correspondiente al grado que mejor describa la importancia o urgencia de la condición o factor.

62

'

Pregunta No. J

Ejemplo: FACTOR O CONDICION

ESCALA Nada

ESPACIO PARA AtMACENAJE

'

o

Un Poco

J

Grave o Mucho Crrtico 2

3

Al trazar un crrcul o al rededor del 110 11 en la escala, indicar6 que el factor 11espacio para almacenaje 11 es un problema que afecta un poco a este negocio, mientras que un crrculo al rededor del número 11 2 11 en la escala es indicio que el factor espacio para almacenaje es un problema que afecta mucho a es te negocio. De ponerse un circulo alrededor del número 113 11 en la escala, se informa que el factor espacio para almacenaje es un problema grave que afecta en forma crrtica a este negocio.

( • 1) Espacio para almacenaje

o

( . 2) Espacio (piso) de venta

o

(.3) Facilidades de estacionamiento

2

3

J

2

3

o

1

2

3

( .4) Condici6n de la Planta Frsica

o

J

2

3

( . 5) Transportac i6n pública

o

J

2

3

o

1

2

3

o o

1

2

3

1

2

3

o

1

2

3

o

1

2

3

o

1

2

3

o

1

2

3

( . 6) Prostituci6n

(.7) Drogas ( .8) Mendicidad (. 9) Robos, Vandalismo (. 10) Asistencia Técnica (. 11) Asistencia Econ6mi ca (. 12) Limpieza Pública

63

(A) Si

(B)

---7

No

2. /

Nota: Si su respuesta ha sido (B) No, diga porqué piensa asT?

Pregunta No. 3 En términos aproximados, -Cu6ntos clientes entran a su establecimiento diariamente?

3./

..

Cada pregunta en esta parte del cuestionario est6 seguida por varias alternativas identificadas con las letras A, B, C, etc. Escrita la letra correspondiente a su contestaci 6n en el encasillado que aparece en el m6rgen derecho de la p6gina opuesto a la pregunta a ser contestada •

(A) (B) (C) (D) (E) (F)

/

Menos de 100 de 100 a 200 de 200 a 300 de 300 a 400 .de 400 a 500 m6s de 500

Pregunta No. 2 Pregunta No .. 4 En las avenidas Ginza de Tokyo-Jap6n y en la Quinta Avenida de Nueva York se ha experimentado comercialmente cerrando temporeramente estas avenidas al tr6nsito vehicular para observar su impacto en el comercio al detal y la reacci6n de los consumidores al ambiente de "pedestrian shopping mal l 11 que asr se crea.

Asumiéndose que en el caso de San Juan pudieran habilitarse solares o edificios para estacionamiento en la periferia del distrito comercial - Cree usted que serra beneficioso al comercio y al consumidor cerrar al trófico vehicu• lar las calles San Francisco y Fortaleza durante las horas de comercio?

Es la clientela diaria que patrocina su negocio hoy dTa m6s, ~s, o igual que hace un año?

4./ ( (A)

M6s

(B)

Menos

(C)

Igual

Nota: Si su respuesta ha sido (A) M6s o (B) Menos, explique a qué atribuye usted principalmente el cambio?

64

.

Pregunta Noº 5

NOTA:

Cuáles son los dras más "fuertes" de su negocio - dras en que más altas son las ventas? s.¡--¡-

Agradeceremos envre este cuestionario una vez cumplimentado al Departamento de Comercio del Estado Libre Asociado de Puerto Rico, Oficina de Planificación Económica, Edificio Intendente Ramrrez, San Juan, Puerto Rico.

(A) Todos los dras son iguales, no hay marcada diferencia en las ventas.

Para cualquier información relacionada al estudio, favor de llamar al teléfono 722-1965.

(B) Lunes (C) Martes (D) Miércoles (E) Jueves (F) Viernes (G) Sábado

GRACIAS

Pregunta Noº 6 A qué horas del dra es que más se vende?

6 .,__/___./

(A) Todas las horas son iguales, no hay marcada diferencia en las ventas.

(B) Entre las 9:00 A.M. a 12 M. (C) Entre las 12 M. y las 3:00 P. M. (D) Entre las 3:00 P º M. y las 6:00 P. M. Algo más?

65

APPENDIX E TABULACION CUESTIONARIO DEL COMERCIO

Razones para oposici6n al cierre de calles (Base 40) Clientes objetan caminar------------------------ -- 47% Clientes gustan ver vitrinas desde sus autom6vi 1es---------------------------------------20% Eliminarra compras que hacen clientes que disponen de poco tiempo para comprar------------------------ lOOk Afectarra comercio en calles cerradas---------------- 5% Ocasionarra problemas de carga y descarga----------- 5% Pocos estacionamientos para los clientes-------------- 5% Negocios requieren tf6nsito por frente del mismo (col modos)--------------------------------------- 2% Crearra confusi6n--------------------------------- 2% N.C.------------------------------------------- 4%

Pregunta No. l PROBLEMAS QUE MAS AFECTAN EL DESARROLLO DEL

•

COMERCIO AL DETAL EN El VIEJO SAN JUAN

La falta de facilidades para estacionamiento surgi6 como el principal problema para todos los negocios, siendo el robo y el vandalismo problema'Sejüe afectan mayormente a joyerras, tiendas de souvenirs, tiendas de ropa para caballero y restaurantes. Otros problemas que ameritan consideraci6n por haber sido informados con morocada frecuencia fueron: La transportaci6n pi1blica insuficiente (considerada inadecuada e inconveniente) y el problema de las drogas y la mendicidad.

Pregunta No. 2

Pregunta No. 3 TRAFICO DIARIO DE CLIE.NlES A LOS ESTABLECIMIENTOS (Base 100) Grupo:

SENTIR SOBRE EL CIERRE DE LAS CALLES FORTALEZA Y SAN FRANCISCO (Basa 100) A favor-------------------- -55% En contra------------------- 40% N.C.---------------------- 4%

A. B.

c.

D. E. F.

N.C.

Menos de 100 personas De 100 a 200 personas De 200 a 300 personas De 300 a 400 personas De 400 a 500 personas M6s de 500 personas

---------------------------------------~-----------------------------------------------------------------------------------------------------

29% 30%

15% 7% 6% 11% 1%

66

'

Pregunta No. 4

Pregunta No. 5

TENDENCIA EN EL PATROCINIO DEL NEGOCIO EN COMPARÁCION AL ULTIMO AF'llO (Base 100)

DIAS DE MAYOR MOVIMIENTO DE LOS NEGOCIOS* Grupo: 25% 33% 39% 3%

Aumento Disminuci6n Igual N.C. Razones para El Aumento

(Base 25)

Aumento en turismo --------------------------Aumento en promoción del negocio-------------Reformas del local --------------------------Buena atenci6n Buenos precios --------------------------Mejor adm i nistraci6n--------------------------

•

17% 28% 30% 17% 4% 4%

Razones para La Disminución * (Base 33) Fa 1ta es tac ionam i ento------------------------Reducci6n familias en San Juan----------------Aumento competencia------------------------Pol i cia muy estricta--------------------------Reducci6n en turismo-------------------------Reducci6n oficinas en San Juan-----------------

•

* Suma es mayor del 100% debido a m6s de una contestaci6n a la pregunta.

A.

Igual movimiento todos los dras-----------------

22%

B.

Lunes--------------------------------------

17%

c.

Martes-------------------------------------

3%

D.

Mi~rcoles----------------------------------

3%

E.

Jueves ------------------------------------

2%

F.

Viernes------------------------------------

44%

G.

S6bado------------------------------------

41%

H.

Domingo-----------------------------------

2%

34% 2% 42% 11% 12% 22%

---------------------

* Suma es mayor del 100% debido a m6s de una cohtestacidn a la pregunta.

67

'

Pregunta No . 6

Pregunta Noº 7

HORAS DE MAYOR MOVIMIENTO EN LOS NEGOCIOS*

IDEAS SUGERIDAS LIBREMENTE PARA REVITALIZAR EL COMERCIO EN EL VIEJO SAN JUAN.

Grupo: A.

Igual movimiento a todas horas ------- 12'A>

B.

De 9: A . M. a 12 M.--------------- 11%

C.

De 12 M. a 3: P. M. ---------------

60%

D.

De 3: P.M. a 6: P.M.------------

l<JOk

E.

Viernes 6:00 P.M. a 9:00 P.M. ----

1%

----------------------1

* Suma mayor del 100% debido a más de una contestaci6n a la pregunta •

Núm. establecimientos que sugirieron las ideas Proveer m6s estacionamientos --------------------- 47 Adelantar la restauraci6n de edificios -------------- 20 Eliminar mendicidad, adicci6n a drogas y prostituci6n ----------------------------------- 13 Mejorar la atenci6n a los c tientes y dar buenos precios-- 2 Promover actividades recreativas ------------------ 3 Promover uso bahra como vra de acceso al V. S. J.---- 1 Proveer de mayor publicidad al V. S. J.------------- 7 Establecer guras para turistas ---------------------- 4 Aumentar residentes en S. J. ---------------------- 1 Aumentar guaguas y taxis ------------------------- 5 Abrir cafés al aire libre -------------------------- 2 Arreglar aceras y alrededores ---------------------- 3 M6s flexibilidad policTaca ------------------------ 5 Promover ventas especiales------------------------- 6 Establecer zona para vendedores de revistas, frutas, etc. 1 Cambiar las horas para recogido de basura ----------- 3 Establecer un "trenc ito 11 para pasear por S. J .-------1 Promover m6s ayuda econ6mica a negocios ---------1 Mejorar alumbrado ---------------------------1 Abrir viernes por la noche------------------------- 2

68

' LIST OF EXHIBITS !

"

..

LIST OF PHOTOS Page

1.

Business District Centers San Juan Metropolitan Area

2.

Old San Juan Central Business District and lts Surroundings

9

Topographic Characteristics of Old San Juan

13-14

10

Mix-Up of Motor Vehicles and Pedestrians

15

3. Conditiรณn of Structures and Boundaries of Study Area

11

Existing Unfavorable Physical Conditions

18

4. Existing Main Circulation System

16

Examples of Dilapidated Structures

19

5.

Parking and Pedestrian Network Concept

28

Existing Favorable Physical Conditions

20

6.

Proposed Main Circulation System

29

Existing Conditions of Baldorioty de Castro Site

32

7.

Proposed Special Revitalization Projects

31

Dilapidated Structures along Norzagaray Street

37

8.

Suggested Development Plan for Balclorioty de Castro Site

33

Existing Conditions Pasaje Matienzo

39

9. Cross Section of Proposed Baldorioty de Castro Parking Garage

34

Existing Conditions of Plaza de Col6n and lts Surroundings

40

10.

Perspective of Proposed Baldorioty de Castro Parking Garage, Shopping, and Plaza

35

Gonz61ez Padrn Department Store and Plaza de Armas

44

11.

Perspective of Proposed 11 Pigeon Hole 11 Parking

38

12.

Perspective of Proposed San Francisco Pedestrian Mali

41

13.

Suggested Development Plan for Plaza de Armas Project

45

14.

Perspective of Proposed Gonz61ez Padrn Arcade

46

69

ACKNOWLEDGMENTS

'

Special acknowledgments are due to the following organizations which provided valuable guidance and assistance in furthering the objectives of this study: •

The Department of Commerce of Puerto Rico The Puerto Rico Planning Board

•

The Urban Renewal and Housing Administration

•

The Puerto Rico lnstitute of Culture The Retailers hsociation of Old San Juan The Municipalify of San Juan The Puerto Rico Chamber of Commerce

-· •

The Housing and Urban Development Administration The San Juan Star

70

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