5.3 Connectivity

5.3a Introduce Wayfinding Strategy to Communicate Resources and Attractions Visually

Desired outcomes and benefits:

Though the Village is small, it currently needs more connectivity to its major anchor institutions and developments that do not exist on Pendleton Street. These buildings include Poe West, West Village Lofts, the Art Bomb, and the Greenville Center for Creative Arts (GCCA). The Lofts at Woodside Mill are slightly outside our designated study area but also merit a connection approximately 1500 ft from Pendleton Street. A couple of art galleries are also located off the main Pendleton corridor, making them hard to find, and seemingly “out of the way.” While these amenities, retailers, and multi-use buildings, such as the West Village lofts, provide opportunities for residents and guests, they need help locating amenities. The Village should promote all it has to offer! Still, even some businesses on Pendleton Street are not known or well-marked. This will increase business for some of these places, giving them more direct linkages and connections to the well-trafficked Pendleton corridor. While Pendleton Street is designed to prioritize pedestrians, without appropriate guiding signage, it becomes hard to find Poe West, though it is only a short walk away. Signage and wayfinding could help direct pedestrians, multimodal transportation options, and vehicles through the corridor and residential areas more clearly and safely.

Resources:

This project will require decent funding, and while wayfinding is very obviously important for the commercial corridor, it is also basic to the economic viability of artists and other businesses not on the main drag. It is an extremely important need for the Village to create a more robust sense of place, strengthening its identity within the larger City of Greenville. The Village has so much to offer, and it should be identifiable, supporting and encouraging the growth of local institutions and businesses. It can add great value to a resident or visitor’s experience in the Village. This project could be partially funded by the City of Greenville Tourism Fund (created through the Accommodations and Hospitality Tax) and also supplemented by the funds fathered through the Business Improvement District. Partnering with the city will be essential to help bring this vision to life.

Examples of successful applications from cases: Explore Asheville, Asheville’s Department of Tourism, played a significant role in the wayfinding signage for the River Arts District. Merje Design partnered with the Asheville Convention and Visitors Bureau to create wayfinding signs, kiosks, and landmark signs to structure the district with more accessibility (2023 MERJE, 2022). Building off the River Arts District’s identity, wayfinding signs were created using a common theme. Some features, such as a map with color-coded markers linked to signage, could add tremendous value to the Village of West Greenville. The color-coded signage was created in an easy-to-read format for multiple users, whether walking, biking, or driving. Asheville was able to successfully fund this endeavor by utilizing the city’s Tourism Product Development fund, funded by occupancy taxes that are paid by visitors to the area.

According to Explore Asheville, the intent of this fund is to “support community infrastructure projects that enhance Asheville’s sense of place for residents and visitors” (2022, p. 8). As of 2022, Buncombe County has updated its legislation in order to allow for one-third of this entire fund to be funneled into community capital projects (Explore Asheville Convention & Visitors Bureau, 2022, p. 8).

Specifics of the action:

Steps from the city will require consulting a design firm in order to begin strategizing and designing future wayfinding materials. It could be unique and appropriate to involve artists in the Village, further encouraging community members to take ownership over the growth and direction of the village. This contributes to the unique local identity of the Village. Creating brochures or pamphlets that aesthetically align with signage would be an appropriate addition for the end product. This would be well-linked with the village branding goals promoted by Village leadership in collaboration with the City, and perhaps in the longer-term, in cooperation with Village Arts Foundation.

Anticipated opportunities and challenges: This should remain one of the first and most urgent priorities for the Village. Providing structure and defined direction would be a great basis for beginning to redefine, enliven, and invite people into the area. New signage will provide positive attention for the Village, keeping Greenville residents interested and curious about the happenings here. This project could go along with the branding initiatives and resources, additionally strengthening the Village character.

Desired outcomes and benefits:

Annexation of the Village into the City of Greenville can help promote coherence for the Village as a whole in order to implement strategic policy and Village-targeted projects. Parts of the Village and more significant residential areas that make up the Village’s neighborhood are not within city limits, hindering the ability for city financing. While the City of Greenville is currently prioritizing annexation, continuing to strategically annex in this area would greatly benefit the community by providing more access to city resources.

Resources:

Along with city support of the action, property owners will need to agree to annexation. Educational outreach and resources on the benefits of annexation will help with public understanding for extending the city limits. If the Village’s future BID shows success with projects, this could be an example of the potential avenues for benefitting the broader community through city resources. The conservation board for the Village could play a role in distributing this helpful information and showcasing how continuity and coherence throughout the village’s land use patterns can benefit the community as a whole. These strategies may be helpful in encouraging and “planting seeds” for community members to consider annexing their properties.

Specifics of the action:

Becoming a part of the city provides different services and benefits residents would otherwise not have access to living in Greenville County. Existing under the city’s jurisdiction also provides residents in the community with the opportunity for better representation to advocate for themselves and their community’s needs. Residents and landowners will need to buy into annexation and believe it benefits them. This will require considerable “messaging,” which can be indirectly promoted through the City’s continuous involvement in Village improvements, or through strong Village leadership with any one of the recommended organizations. Continuing to include our study area in future plans and Village-related information will show commitment to address the village as a whole into the future, rather than forgetting about the areas situated within the county. The tactical urbanism recommendation can also act as an engaging strategy to augment the annexation agenda.

It would be less abrasive for the Village community if the city strategically annexes in a targeted manner, slowly bringing more of the village under its jurisdiction. By starting with likely parcels, the slow accumulation of properties will allow for those who question the benefits to see it play out, and perhaps relax their worries of city control. Perhaps the city could continue annexing areas that are informally considered a part of the village, such as Brandon Mill. Emphasizing annexation across the rail line will also help achieve more consistency toward the commercial corridor.

Anticipated opportunities and challenges:

With the growing political conflict and the pressure of development in the area, this action could be controversial. Some landlords may prefer staying in the County due to various differences in rental housing upkeep and standards.

Differing political opinions as residents, business owners, or property owners can affect the view on whether or not annexation is “good” for the Village. Development pressure is creating fear of gentrification and increasing political differences. Gentrification will likely occur at some point in both city and county, but with the Village under the city’s jurisdiction, Greenville could provide development incentives to allow responsible and effective growth. Some residents distrust the city, and others do not wish to see any growth in the area. Collaboration and communication will be essential for this action to be followed through successfully. Communicating the benefits of annexation will be necessary. Some of these benefits can provide city residents with higher quality services, opportunities for public engagement, police and fire protection, lower water rates, and the potential for more flexibility in commercial zoning regulations (Be a part of Greenville’s future!, n. d). Woodside Mill is a great example of City improvements post annexation with enhanced streetscapes and improved signage.

5.3c Establish Trail Connections

Desired outcomes and benefits:

Increased connectivity to downtown Greenville and other significant connectors like the Swamp Rabbit Trail will better link the Village community with the City of Greenville. Stakeholders such as Ryan Johnston have worked towards this trail known as the “Circus Trail.” The trail would enhance livability in the area, providing alternative routes for alternative transit types. This would help residents and those traveling through avoid the high traffic levels on Pendleton Street while supporting and taking advantage of active mobility opportunities.

Resources:

Land acquisition from Norfolk Southern rail right of way will be the primary goal. The trails and greenways fund could help with this action, but a public/private partnership could also help this process. Acquiring rail right of way will likely be expensive and connecting this piece of land to the Swamp Rabbit Trail could open up more funding potential. It is important to be realistic in understanding that communicating with a railroad is extremely difficult, so as an alternative the City may look into the possibility of creating an easement.

Examples of successful applications:

Throughout the city of Greenville, the Swamp Rabbit Trail has shown that these connections are beneficial, valued, and a great asset to community members. Connecting the

Village of West Greenville would benefit more people, bring ties to another community, and further expand the swamp rabbit connections. This continually encourages health and wellness and provides safe, alternative multimodal routes while contributing to community resources and pride.

Specifics of the action:

This greenway would be beneficial as a multimodal, multi-use trail created in coordination with Unity park and the Swamp Rabbit Trail. Creating trail signage and easily distinguishable trailheads could be incorporated into the wayfinding strategy project, emphasizing the variety of opportunities within the Village of West Greenville. Getting in touch with Ty Houck, the Director of Greenways with Greenville County Rec, could help expand the information, resources, influence, and collaboration on this project.

Connecting with the Rails to Trails Conservancy and applying for grants can open up further funding opportunities. Grants such as the Transportation Alternatives (TA), a “competitive reimbursement program that includes most activities eligible under the historically funded Transportation Enhancements program,” and the Recreational Trails Program, that opens up funding for developing and maintaining trails and related facilities, could be applied in this context (Railsto-Trails Conservancy, n.d.).

In order to create a sense of belonging with the direct Village of West Greenville community, organized cleanups of the potential connector could be held as community events. This event could be promoted by any of the existing stakeholders or organizations in the Village today, or potentially held as a city event to show initiative in establishing the trail.

Anticipated opportunities and challenges: Acquiring the right of way could be a long process, but incredibly worth it for the benefits to the community and connection to SRT.

5.3d Pendleton Street study and improvements

Desired outcomes and benefits:

While the Village is already scaled for humans and pedestrians, it lacks safe infrastructure for multimodal transit. The portion of Pendleton Street (124) within the commercial corridor is marked as a shared bike and vehicle lane on the Bicycle Master Plan. This right of way along 124 is rather narrow, especially as it is intended to support multimodal transit. Taking advantage of opportunities to advance active mobility and intentionally emphasizing safety for pedestrians and cyclists will further promote healthy and active lifestyles within the city.

Resources:

The Village of West Greenville Improvements fund ($100,000), and the Sidewalk ADA Improvements ($200,000) are potential funding sources. Creating development incentives for improved roadway safety projects could also help with funding. Grants through SCDOT, such as the Infrastructure Investment and Jobs Act, can provide funding for surface transportation and transit projects and carbon reduction or resiliency programs (https://www.scdot.org/ projects/Grants-Activities.aspx).

Other grants such at the Safe Routes to School (SRTS) Program, Congestion and Air Quality Improvement (CMAQ) Program, and Surface Transportation Block Grant Program

(STBG), and Department of Transportation TIGER (Transportation Investment Generating Economic Recovery) funds, could all apply to the needs of this corridor, and would be worth applying for (Rails-to-Trails Conservancy, n.d.)

Specifics of the action:

Emphasizing pedestrian infrastructure through raised or decorative crosswalks using pavers will signal drivers and vehicles to slow down. This can simultaneously help with bicycle safety in the shared lane. Protected bike lanes farther down Pendleton Street toward Academy would provide better security and safety for cyclists. Lastly, better connectivity of sidewalks throughout the Village will further emphasize pedestrian safety, as it is fragmented in some locations. Design-based zoning that requires the inclusion of this infrastructure with new zoning codes could be another avenue of implementation.

Of course, the potential to support active transportation in the Village does not cease with the creation of dedicated bicycle lanes and sidewalks. Bicycle parking, self-repair stations, and street furniture (especially that which offers protection from the sun) would also help to activate these public spaces and encourage those living within the bike and pedshed to choose these modes over using their personal automobile.

Anticipated opportunities and challenges: This opportunity provides incentives that take away from the heavy traffic flow on Pendleton Street. If people have a physical reason to slow down, such as designated bike lanes and emphasized pedestrian infrastructure through additional streetscaping projects, they will. This provides an opportunity for new infrastructure that will slow cars and encourage neighborhood safety.

Another aspect of enabling active transportation in the Village, and particularly on Pendleton Street, would be to provide an alternative commercial route for trucks coming from Easley and the west going to downtown. Though Hwy 123 is the main route, some truck traffic seeks the shortcut through the Village, creating unnecessary noise that damages the pedestrian experience and threatens the safety of on-street bicyclists. In addition to the designation of a new truck route, the city should advocate for SCDOT to prohibit trucks of a certain scale from using Pendleton.

5.4 Character

5.4a District Branding

Desired outcomes and benefits:

All stakeholders value and have great pride for the character of the village; however, this comes with different perceived views especially dependent on location. Stakeholders will need to come together to create a singular brand representative of the artist, businesses, and residents of the neighborhood as well as deciding how much of the area is considered “the Village”/ “West Greenville.” Establishing clear branding can increase outreach outside in other nodes of Greenville which can increase engagement and foot traffic throughout the Village.

Resources:

The various stakeholders involved with the community to establish the official brand. The status of Pendleton Street as a historic district to open opportunities for funding and grants to improve signage and the aesthetic of the area while maintaining its character.

Examples of successful applications from cases:

“Over-the-Rhine” saw the value of preserving its history and wanted to build on its historic character. To preserve its character, Over-the-Rhine was registered through NRHP as a historic district and worked on revitalization efforts through land banking. The community also came together to create local infill development guidelines to maintain its character and appearance as the district began to attract developers ready to invest in Over-the-Rhine. Branding can be done without historic designation; however, it’s unique historic character can definitely be used to the Village’s advantage to increase local tourism. Similar to Over-the-Rhine, embracing history through unique signage and wayfinding as well as funding will be needed to create a strategic branding strategy.

Specifics of the action:

There should be meetings with all stakeholders to discuss a singular identity for the brand (who are we?). These meetings are also tied with other recommendations mentioned previously. When a clear brand is determined, guidelines should be created for development that represent the identity of the Village if a local board is established. It will be important to gain community feedback on key elements that can attract people into the Village.

Anticipated opportunities and challenges:

With passionate and energized stakeholders, members of the community will be excited to come together and establish an identity for the VillageThe ability to create a Village brand that expresses its historic and eclectic character has many benefits for all parties. The largest struggle that will come with creating a branding strategy is getting all stakeholders to agree on a common branding strategy. This challenge will primarily be caused by different perspectives on the Village. For example, a resident may find the brand should represent the mill village whereas a local artist may want the brand to focus on the artistic vibe. It will be important for stakeholders to work together and find a single identity that can be used as exposure for the Village. Branding is also connected to the signage strategy, wayfinding can contribute to the branding and outreach for the Village. Creating a brand strategy can empower the community through collaboration while creating opportunities for economic development through exposure. Threats that face the Village through a branding strategy is the increased development interest that will come through as real estate values stay low.

5.4b Establish Village Website

Desired outcomes and benefits:

A website will contribute to the branding and exposure of the Village. The Village currently has a Facebook that is active; however, this eliminates a bulk of people who don’t use Facebook and it isn’t frequently updated. Additionally, a Village website is already active, but only has a blank home page with the logo in the center. A built-out website can be used to provide history on how arts were incorporated into the Village, while displaying important information like upcoming events, information about the local businesses and updated information about the current artist and their galleries.

Resources:

The website should be funded by the Village Arts Foundation which will be responsible for marketing the Village and its brand. Funding is needed to invest in branding and staffing . This will be provided from the City of Greenville, volunteers, and investments from local stakeholders. Working with City can also help the Village to receive grants. Federal grants are available for community preservation and housing preservation where a district or city are required to apply.

Examples of successful applications from cases:

Deep Ellum, Texas has a website that represents the identity of the city while offering different types of information. Deep Ellum’s website features the history of the area, information about their community organizations, and the various local businesses. Deep Ellum offers vibrant photos of the area while also offering different social connections through social media. Deep Ellum has the “Deep Ellum Foundation” which is a 501(c) (3) non-profit corporation, so they also receive funding from both donations and investments that contribute to the “sustainable growth of the neighborhood”.

Poughkeepsie, NY and the Central District of Seattle both show exceptional ways of incorporating affordable housing into economic development. Poughkeepsie recognized the importance of preserving affordability for resident artists and provided affordable housing through building revitalization through mills (which has occurred in West Greenville). The Central District also incorporated affordable housing through land banking by working with a community land trust that acquired properties and created mixed-use development projects that provide affordable housing through corporate funding and city grants.

Specifics of the action:

The goal of establishing a website is to increase insight about the Village with emphasis on the current artist and local businesses. The Village isn’t nearly as large as Deep Ellum, so promoting their branding through insight about the artists and their galleries will be important. Short-term action would be obtaining funding after district branding is established with community stakeholders and the City of Greenville.The history will also be important to emphasize on the website since it plays a large role in the Village’s branding. The Village actively has programs that display the artists in the Village, but there isn’t clear information about the artist or sufficient map of the galleries. A village website will provide clarity and exposure that will be important when attracting tourists.

Anticipated opportunities and challenges:

Establishing a website can give the Village credibility and exposure for tourists interested in learning more about the neighborhood. A major weakness of establishing a website is the need for it to be created and funded; however, there is no funding available to go towards branding for the Village. The fragmentation between stakeholders may also create difficulties on what should be on the website. It opens opportunities for increased foot traffic during the different events happening in the

Village. Local tourists could also be interested in visiting the local business when more insight is provided through the website. The Village also has the opportunity to take advantage of both social media and local news outlets like the Greenville Journal for exposure. Social media can be a quick option that offers an opportunity for exposure with less funding needed. A major threat of establishing the website is the ability to have funding allotted for general maintenance and keeping information up to date.

5.4c Advocate For and Address Housing Affordability

Desired outcomes and benefits:

Gentrification and displacement are concerns of residents within the Village of West Greenville. Local artists are also at risk of displacement as housing costs increase. Incentives to encourage more affordable housing will be important to maintain and increase affordable housing as development comes into the Village.

Resources:

The resources are the Greenville Housing Fund (GHF) as well as the city and County of Greenville. The conservation board will work with Greenville to apply for rehabilitation grants for current housing. The Conservation Board will also work with GHF to acquire properties through land banking and grants that will produce affordable housing opportunities.

Specifics of the action:

The City of Greenville currently provides incentives for developers in a special tax assessment; however, incentives should be expanded in areas with higher risks of displacement. Incentives will be created with the both stakeholders and the city of Greenville to preserve naturally occurring affordable housing and produce affordable housing in the Village. Incentives should include the opportunity for density bonuses for multiunit developments that provide a percentage of units for affordable housing, which can be also provided by LMO. The percentage will be decided by the stakeholders and within the limits of City of Greenville approval.

Incentives to preserve affordable housing should include general maintenance funding for current houses to prevent demolition or major renovations for resale. For example, any residential development must at least produce 10% affordable housing based on the proposed amount of units. Incentives should also be produced for maintaining affordable housing for the resident artists. These incentives will be decided with The Arts Foundation, local artists and the City of Greenville.

Anticipated opportunities and challenges: Preserving and producing housing affordability can ease the housing cost for current residents, potential residents and local artists. Residents feel that future development will not only change the character but push people out who call the Village their home because of the lack of affordable housing. Incentives to preserve affordable housing can be helpful in a complex situation. Though affordability also leads to limited returns on investment for developers interested in the Village, incentives like the special tax assessment with other incentives along with less tension with residents may intrigue developers to provide more affordable housing. The biggest challenge will be the funding that can be allotted to maintain current affordable housing. Another challenge is the developer interest in affordable housing when they can increase profit through market rate housing especially as Greenville continues to grow.