CHAPTER 7: VITALITY

VITALITY VISION Maximize downtown activity for all residents by expanding shopping, events, and public art.

INTRODUCTION Cities are the cultural centers of the nation, and the downtown is the heart of each one. For a city to be alive and dynamic, it is necessary that its heart is alive. It is in this sense that vitality - being strong and active or having great energy and liveliness - is a vital attribute for a city’s success. Adel has many resources, both natural and historical, to develop while preserving its small town charm. The results of various surveys show that the citizens of Adel strongly support their downtown having more features that keep it flourishing and alive. This is what the Vitality pillar for downtown Adel is all about.

GOALS & POLICIES Goal 1: Increase awareness and attendance of downtown opportunities through education and regular events related to downtown conditions. 1. Develop an annual downtown employer/employee workshop that educates businesses about current trends and opportunities. 2. Optimize the online presence of Downtown Adel with strong advertising and outreach strategies for events, business highlights, and news on multiple social media platforms.

Goal 2: Strengthen the downtown economy through public and private partnerships that support both current and new businesses. 1. Host a weekly extended-hours retail night to make downtown businesses more accessible to residents. 2. Continue to foster a relationship with the Dallas County Courthouse to share their greenspace for community events. 3. Promote high standards of customer service to strengthen the reputability of businesses Downtown and their relationships with consumers.

Goal 3: Diversify the businesses in downtown Adel. 1. Encourage underrepresented populations to establish businesses in downtown Adel with policies that promote SBA 8(a) funding, an ownership/diversity certification sponsored by the Small Business Association (SBA). 2. Solicit a variety of business types and services based on the Market Analysis of this plan and other economic and retail data available for downtown Adel.

Goal 4: Encourage alternative modes of transportation to and within downtown to reduce congestion and promote healthy living styles. 1. Increase the supply of bicycle parking with bike racks that match the historic character of downtown. 2. Improve the visibility of pedestrian and bicycle crossings with reflective paint and flashing crosswalk signage at major roadway and Raccoon River Valley Trail intersections. 3. Reinforce Downtown as a place for pedestrians and cyclists by completing a trail connection between the Raccoon River Valley Trail and the Dallas County Courthouse.

Goal 5: Maintain a roadway system that promotes safe and efficient multi-modal transportation.

1. Continue to collaborate with the county, school board and other municipalities about transportation options and decisions for the future of downtown Adel. 2. Implement traffic-slowing techniques such as curbside plantings and bump-outs at high-speed and high-volume intersections, such as Green Street and Nile Kinnick Avenue. 3. Increase traffic and pedestrian signage throughout downtown including road paintings for crosswalks and trail crossings (Figure 7.1).

Goal 6: Beautify under-utilized spaces downtown (Figure 7.2) to encourage reuse or rehabilitation and active public use. 1. Form a local public art commission to organize, develop, and seek funding for installing public art throughout downtown. 2. Develop a unique marketing brand for downtown Adel that establishes an identity for the area and strengthens advertising for businesses and events. 3. Adjust zoning regulations to accommodate outdoor seating along sidewalks to enhance and strengthen the appeal of downtown. 4. Partner with local artists to beautify downtown alleyways with street art, such as large-scale murals.

Figure 7.1 Downtown Adel Trail Crossing and Intersection Safety Sites

Figure 7.2 Downtown Adel Potential Alleyway Beautification Areas

CASE STUDY: OSKALOOSA, IA Figure 7.3 Beautification and Events in Downtown Oskaloosa

Source: Oskaloosa Main Street

The City of Oskaloosa is a champion in small-town downtown vitality. Designated a Main Street Community in 1986, Oskaloosa has utilized the Main Street Four Point Approach, developed by the National Trust for Historic Preservation in 1977, to maintain a vibrant downtown that boasts a long list of completed revitalization projects in its commercial and historical districts. The Four Point Approach includes Organization, Promotion, Design, and Economic Vitality as the key factors of comprehensive revitalization strategies. Oskaloosa Main Street’s sustained commitment to the development and maintenance of their downtown district has contributed to the

community’s economic health through public and private investment, business recruitment, events programming, and beautification projects, including the alley seen in Figure 7.3.

From 1986 to 2018, Oskaloosa has accomplished the following in their downtown:

110 buildings sold 165 businesses started, relocated, or expanded 165 building rehabilitations and renovations completed 400 new jobs created by downtown businesses 74,654 volunteer hours logged in Main Street efforts $28.45 million received in private investments for property acquisitions and rehabilitations

As of January 2019, Oskaloosa’s Main Street district has over 175 residents, 123 upper story residential units, 406 full-time and 206 part-time employees, and a 13% first-floor vacancy rate. Over $375,000 in Main Street Iowa Challenge Grants have been awarded since 2009, and roughly $1.2 million in Community Development Block Grant (CDBG) Façade Revitalization Program funds were invested into 18 downtown buildings in 2018 (Oskaloosa Main Street, 2019).

CONCLUSION Through strengthening the economy, increasing mobility options, focusing on equity and diversity, and beautification and placemaking initiatives, downtown Adel can become an increasingly vibrant and diverse community for its residents and the surrounding region. The vitality of a community directly relates to its success, and through utilizing the goals and policies stated here, downtown Adel can become an even stronger and more vibrant city for generations to come.

POTENTIAL PARTNERS • City of Adel (CoA) • Adel Partners Chamber of Commerce (APCC) • Iowa Economic Development Authority (IEDA) • Dallas County (DC) • Conservation Board • Health Department • Local businesses • HIRTA Public Transit • Adel Public Schools

POTENTIAL FUNDING SOURCES • Iowa Economic Development Authority (IEDA) Grants • Small Business Association Business Development program (SBA 8(a)) • New Market Tax Credit Program • Surface Transportation Program (STP) Funds • DOT TIGER Funds • Complete Streets Technical Assistance Grant • NCMM Technical Assistance Grant • FAST Act Funding • Complete Streets Technical Assistance Grant • Iowa Arts Council Arts Build Communities Grant • Cultural Heritage Project Grant • Marketing Assistance Grants

Table 7.1 Vitality Implementation Matrix

IMPLEMENTATION AND TIMELINE

Goal 1: Increase awareness and attendance of downtown opportunities through education and regular events related to downtown conditions.

Policy Actions Timeline Partners Funding Priority Develop an annual downtown employer/employee workshop that educates businesses about current trends and opportunities. Collaborate with the IEDA to create a free annual workshop for downtown businesses Educate business on current business trends, best practices, and upcoming challenges for Adel so that businesses may prepare for their future Medium CoA, APCC, IEDA IEDA Grants Medium

Optimize the online presence of Downtown Adel with strong advertising and outreach strategies for events, business highlights, and news on multiple social media platforms. Prioritize the online presence of downtown Adel by utilizing multiple social media platforms Ongoing CoA, APCC, Local businesses

Encourage individual businesses to crosspost events information and points of pride High

Goal 2: Strengthen the downtown economy through public and private partnerships that support both current and new businesses.

Policy Actions Timeline Partners Funding Priority Host a weekly extended-hours retail night to make downtown businesses more accessible to residents. Coordinate with local business owners to offer extended business hours one night per week Short CoA, Local businesses Low

Continue to foster a relationship with the Dallas County Courthouse to share their greenspace for community events. Outline an official community events approval process between the City and County for the usage of the Dallas County Courthouse lawn Medium CoA, APCC, DC Medium

Goal 3: Diversify the businesses in downtown Adel.

Policy Actions Timeline Partners Funding Priority Encourage underrepresented populations to establish businesses in downtown Adel with policies that promote SBA 8(a) funding. Provide educational opportunities for entrepreneurial activity Set up a mechanism to educate the population of downtown and revitalize it Ongoing CoA, APCC SBA 8(a) New Market Tax Credit Program High

Install a space in City hall where citizens can come and take courses on business creation, management, or development

Solicit a variety of business types and services based on the Market Analysis of this plan and other economic and retail data available for downtown Adel. Make a Market Analysis to determine the needs and demands of residents

Direct the market towards unmet needs

Encourage small businesses and services downtown through the creation and availability of new spaces in vacant buildings and through property tax breaks, permits, micro-loans and discounted fees, discounts, and club memberships for new businesses employees downtown Short CoA, APCC SBA 8(a) High

Goal 4: Encourage alternative modes of transportation to and within downtown to reduce congestion and promote healthy living styles.

Policy Actions Timeline Partners Funding Priority Increase the supply of bicycle parking with bike racks that match the historic character of downtown. Develop partnership with the Iowa Department of Transportation and apply for funding for bike racks around The Square Develop partnership with Iowa Department of Natural Resources and apply for Sustainable Funding for trail-adjacent bike racks Short CoA, APCC, DC Conservation, DC Health, IADOT STP Funds Sustainable Funding (Natural Resources and Outdoor Recreation Trust Fund) High

Commission development of unique bike racks that provide parking and add to the aesthetic of downtown

Improve the visibility of pedestrian and bicycle crossings with reflective paint and flashing crosswalk signage at major roadway and Raccoon River Valley Trail intersections. Reinforce Downtown as a place for pedestrians and cyclists by completing a trail connection between the Raccoon River Valley Trail and the Dallas County Courthouse. Apply for STP funding through IADOT

Develop projects to install crosswalk improvements

Apply for Complete Streets Technical Assistance Grant or NCMM Technical Assistance Grant to help establish stakeholders and develop policies for community bike initiative Short CoA, DC Conservation, IADOT STP Funds

DOT TIGER Funds High

Short CoA, APCC, DC Health Complete Streets Technical Assistance Grant

NCMM Technical Assistance Grant Medium

Goal 5: Maintain a roadway system that promotes safe and efficient multi-modal transportation.

Policy Actions Timeline Partners Funding Priority Continue to collaborate with the county, school board and other municipalities about transportation options and decisions for the future of downtown Adel. Develop a Transportation Advisory Committee (TAC) comprised of stakeholders and community representatives Establish a meeting schedule to address transportation needs from a community perspective and monitor projects and future needs Ongoing CoA, APCC, DC, IADOT, HIRTA Public Transit, Adel Public Schools NCMM Technical Assistance Grant High

Implement traffic-slowing techniques such as curbside plantings and bump-outs at highspeed and high-volume intersections, such as Green Street and Nile Kinnick Avenue. Conduct a traffic impact assessment to determine needs for future traffic calming

Implement recommendations from assessment and TAC by applying for appropriate funding based on the needs identified Medium CoA, DC, IADOT FAST Act Funding High

Increase traffic and pedestrian signage throughout downtown including road paintings for crosswalks and trail crossings Identify areas from the traffic impact assessment to apply for appropriate funding for and install wayfinding signage and road paintings for crosswalks, sharrows, etc. Short CoA, DC, DC Conservation, IADOT Complete Streets Technical Assistance Grant High

Sustainable Funding (Natural Resources and Outdoor Recreation Trust Fund)

Goal 6: Beautify under-utilized spaces downtown to encourage reuse or rehabilitation and active public use.

Policy Actions Timeline Partners Funding Priority Form a local public art commission to organize, develop, and seek funding for installing public art throughout downtown. Identify residents interested in art and adding beautification to the city Create a committee to raise funds for artwork that fits the aesthetic and culture of the City of Adel Medium CoA, APCC Iowa Arts Council Arts Build Communities Grant Cultural Heritage Project Grant Low

Develop a unique marketing brand for downtown Adel that establishes an identity for the area and strengthens advertising for businesses and events. Find ways to incentivize and educate business owners on the benefits of utilizing unique branding to attract those visiting downtown

Provide funding and logistic support to interested business owners

Adjust zoning regulations to accommodate outdoor seating along sidewalks to enhance and strengthen the appeal of downtown. Prepare staff recommendations for the Zoning Board of Adjustment and City Council that will allow temporary outdoor seating for businesses in Downtown Adel

Provide information and incentives to local eateries that portray the economic and social benefits of outdoor eating and general community space Short CoA, APCC, Local businesses Marketing Assistance Grants Medium

Medium CoA, APCC, Local businesses Iowa Arts Council Arts Build Communities Grant Medium

Cultural Heritage Project Grant

Partner with local artists to beautify downtown alleyways with street art, such as large-scale murals. Create a commission whose purpose is to study, maintain, advocate for, and fund alleyway improvements and beautification, with a focus on local artists who understand the needs and culture of the city Medium CoA, APCC, Iowa Department of Cultural Affairs High