Athens, Tennessee Experience Masterplan | 2020

EXPE

R

MASTERP E C N IE

LAN

This is an Experience Masterplan.

A term coined by planning and design professionals Malcom Allan, Jeannette Hanna, and Roger Hobkinson, "Experience Masterplanning" is the fusion of placemaking and community branding. Experience Masterplanning is a fresh approach to traditional downtown planning that incorporates an area's sense of place, culture, history, and brand identity into all aspects of local planning efforts.

The Athens Experience Masterplan aims to inform downtown’s spatial planning and development proposals, attract investment, create a new visual brand identity, and offer marketing ideas to better promote The Friendly City.

For more information on Experience Masterplanning, visit https://bit.ly/30LRLxB. Malcolm Allan is the founder and managing director of Placematters, based in London, UK. Jeannette Hanna is a founder and director of Trajectory, based in Toronto, Canada.

Roger Hobkinson is a drector of Colliers International | Destination Consulting based in Dublin, Ireland.

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n e t t n s o C f o e l Tab 6

INTRODUCTION

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f r i e n d ly c i t y experi ence Masterplan

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f r i e n d ly c i t y o p p o r t u n i t i e s

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F R I E N D LY C I T Y B R A N D

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F R I E N D LY C I T Y W AY F I N D I N G

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F R I E N D LY C I T Y S T R E E T S

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F R I E N D LY C I T Y FA C A D E S an d strorefronts

24 | Brand Usage Guide 32 | Brand Application

Credits At h e n s S t e e r i n g C o m m i t t e e Lisa Dotson, Director, Main Street Athens John Gentry, McMinn County Mayor Dr. Harley Knowles, President, Tennessee Wesleyan University Austin Fesmire, Parks and Recreation Director, City of Athens Ben Burchfield, Public Works Director, City of Athens Bo Perkinson, Vice-Mayor, City of Athens C. Seth Sumner, City Manager, City of Athens Anthony Casteel, Director, Athens Community Development/Historic Preservation Scottie Mayfield, Property/business owner Jackie Newman, Property owner Julie Jack, Business owner Whitney Kimball-Coe, Director, Rural Strategies Lauren Shepherd, Director, Athens Area Council for the Arts Renee Fisher, Business owner Heather Kirkland, TWU/FCA Director Lisa Mayfield, Business owner Anne Montgomery, Director, The LITE House/Tennessee Wesleyan University Patti Greek, Business owner Rob Preston, President, Athens Area Chamber of Commerce Kathy Price, Executive Director, McMinn County Economic Development Authority

C i t y o f At h e n s Chuck Burris, Mayor Bo Perkinson, Vice-Mayor C. Seth Sumner, City Manager Lisa Dotson, Interim Council Member Mark Lockmiller, Council Member Dick Pelley, Council Member

M a i n S t r e e t At h e n s B o a r d & C o m m i t t e e s Lisa Dotson, Director, Main Street Athens Lisa Mayfield, Chairperson Harley Knowles, Vice Chair Patti Greek, Past Chair Marilyn Miller, Treasurer

Anne Montgomery, Secretary Jackie Newman, Design Committee Chair Bo Perkinson, Economic Vitality Committee Chair Stuart Mason, Promotions Committee Chair

Members: Renee Fisher, Erik Garkovich, Dave Graybeal, Brian Key, Jason McConkey, Rob Preston, Kathy Price, Rusty Rollins, Lauren Shepherd, C. Seth Sumner, John Gentry

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special thanks This project was made possible by the generous support of the Lyndhurst Foundation.

We extend our deep appreciation and gratitude to the Lyndhurst Foundation for the foundation’s commitment to improving communities across the metropolitan Chattanooga region. The support of this critical partner proved instrumental in galvanizing the community efforts that have guided the formation of this planning effort and ongoing improvements in Athens.

At h e n s T h r i v e R e g i o n a l P a r t n e r s h i p C o m m i t t e e Whitney Kimball Coe, Director, National Rural Strategies Lisa Dotson, Director, Main Street Athens Julie Jack, Professor of Arts, Tennessee Wesleyan University Lauren Shepherd, Director, Athens Arts Center Kay Simmons, Retired Membership Director, Athens Chamber of Commerce

Ly n d h u r s t F o u n d at i o n Benic "Bruz" Clark III, President, Treasurer Macon C. Toledano, Associate Director Kathleen Nolte, Program Director

T h r i v e R eg i o n a l Pa rt n e r s h i p Bridgett Massengill, Executive Director

S o u t h e a s t T e n n e s s e e T o u r i s m A s s o c i at i o n Jenni Veal, Tourism Coordinator

T h e U n i v e rs i t y o f G eo rg i a Carl Vi nson I nstitute of Govern m ent Danny Bivins, Senior Public Service Associate, Principal Investigator Kaitlin Messich, Public Service Assistant, Principal Investigator T. Clark Stancil, Landscape and Urban Designer Allison Cape, Graphic Designer Elizabeth Solomon, Graduate Assistant Brandon Platt, Graduate Assistant Karen DeVivo, Editor

Additional thanks

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to Josh Boggess for sharing many beautiful photos of the Athens community that are used throughout this report, including the cover photo!

C y i l t d y n e i r The F INTR

O I T C N U D O

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ounded in 1822 as the seat of the newly formed McMinn County, Athens, Tennessee, boasts a rich history and vibrant present. Located midway between Knoxville and Chattanooga, Athens offers the city’s 13,752 residents an attractive and tight-knit small-town community conveniently accessible to big city amenities. Known as “The Friendly City,” Athens is a safe, vibrant, and welcoming small town. Athens’ location has long promoted steady regional trade and industry. Laid out in a traditional grid by surveyor William Henry Cooke, Athens has served as a regional market for East Tennessee farmers and merchants since its founding. Beginning in the 1830s with the chartering of the Hiawassee Railroad linking Knoxville and Dalton, Georgia, Athens’ fate has remained tied to the routes that connect the city to the surrounding region.

Athens still boasts many beautiful architectural relics of this early pre-war boom, including the former office of the Hiawassee Railroad and Old College at Tennessee Wesleyan University. Following the dark days of the Civil War, which divided loyalties in the community, Athens continued to grow as a regional economy from the 1880s onward. Textile mills, flour mills, and furniture manufacturing brought diversity to the local economy, doubling the city’s population.

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ir fi eld Da y Visitor ’s

Tennessee Wesleyan University By the 1920s, the growing economy and the extension of Tennessee’s first concrete highway made downtown Athens a bustling community center.

Anchored by the McMinn County Courthouse, the grand Robert E. Lee Hotel, and the Strand Theater, dozens of small local businesses peddled everything from hardware to hats downtown. While hit hard by the Great Depression, downtown remained an engine of the local economy and a vibrant community hub for decades. While the arrival of Interstate-75 in the community in the early 1970s eclipsed the railroads that once propelled Athens’ economy, the city remains well-positioned for industry, commerce, and residents drawn to job centers in Chattanooga and Knoxville. Home to the famous Mayfield Dairy and a variety of large industrial employers, from Denso Manufacturing to United Foods, Athens continues to have an outsized impact on the regional economy.

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Athens Area Arts Council

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hile remaining an economic and industrial center, Athens has long been a regional destination for education and culture known for its high quality of life. Tennessee Wesleyan University (TWU). was founded in the 1850s as Athens Female College. Headquartered in the heart of downtown, today it boasts 1,200 students studying in 30 undergraduate and graduate programs.

With more than 20 buildings, many historic, and 40 lush acres, the TWU campus serves as an attractive anchor in downtown Athens. While the campus elevates the community and brings consistent energy and investment to the area, TWU students provide a steady source of demand for nearby restaurants, retail stores, and rental properties.

Drawing on the cultural programs at TWU, the nearby Athens Area Arts Council has blossomed since its founding in 1979. A permanent gallery and theater space completed in 2005, the Arts Center serves as a vibrant venue for the arts in the community and surrounding region. Following the recent purchase of three adjacent storefronts along North White Street, the Arts Council is actively expanding the center’s presence in the community.

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hile bringing growth and prosperity, the same interstates and regional highways that have helped propel the local economy have also drawn community life and commerce away from downtown. Like many communities, from the 1950s onward, growth in Athens sprawled outward along major corridors, with many downtown merchants relocating to surrounding strip developments and shopping centers. By syphoning commerce from the city’s once-booming downtown, over the decades this growth left historic downtown Athens with a growing list of vacant properties in need of reinvestment. Always a strong, civic-minded community, local residents have banded together in recent years to bring more life and vibrancy back to downtown. From the McMinn Living Heritage Museum and the Arts Center to the improved Veterans Park and streetscaping, visible improvements and community investments over the past few decades have helped restore the health and vitality of downtown.

In 2016, Athens was designated a Main Street community, bringing national accreditation and resources to downtown revitalization efforts. Main Street Athens was established with the mission to develop a comprehensive revitalization strategy for the core commercial district of downtown Athens, the heart of the community. As part of this charge,

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Downtown Pocket Park

Street Market e t i h

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Main Street Athens seeks to create a vibrant, accessible downtown with a variety of opportunities to shop, work, reside, and play. Only four years in, Main Street Athens has already contributed to significant downtown reinvestment. Housed at the LITE House, a downtown entrepreneurial hub and co-working space operated in collaboration with TWU, Athens Main Street cites approximately $13 million in new downtown reinvestment from 2017 to 2018. In 2016, the Tennessee Department of Economic and Community Development awarded Athens Main Street $100,000 in façade improvement grant funding to assist downtown property owners with exterior improvements at downtown properties. Fourteen properties completed improvements in 2019 as a result of this effort.

The fruitful early revitalization efforts of Athens Main Street were bolstered by the organization of the Athens Thrive Regional Partnership Committee in January 2018. A local affiliate of the Thrive Regional Partnership, the Athens Thrive Committee and Athens Main Street have collaborated to attract new energy and investment downtown. Following participation in leadership and community development training and local engagement, Thrive and Main Street Athens identified local demand for a gathering and performance space downtown.

Using an implementation grant from the Lyndhurst Foundation, this partnership resulted in the creation of the Athens Downtown Pocket Park in April 2019.

The Lyndhurst Foundation has continued to invest in downtown revitalization efforts. In 2019, the foundation awarded $20,000 in funding for Athens to build on existing arts and cultural assets, including interactive events and programming at Athens Downtown Pocket Park. Ongoing arts programming and placemaking projects undertaken by Athens Main Street include a historic walking tour of downtown and a planned mural funded by a $1,300 Arts Builds Communities grant from the Southeast Tennessee Development District.

As part of overall efforts to revitalize downtown, members of the Athens Thrive Regional Partnership Committee reached out to the Lyndhurst Foundation in July 2019 to explore developing a plan for downtown. Following approval from the organization’s board of directors, Main Street Athens reached out to planning and design professionals at the University of Georgia’s Carl Vinson Institute of Government to develop an experience masterplan for downtown. The project included design concepts showing improvements to streetscapes and connectivity, façade improvements, and the development of a visual brand identity for Athens. Generously funded by the Lyndhurst Foundation and informed by critical stakeholder input, the document that follows outlines this vision for downtown.

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ly city d n e i fr

e t r s p a l a M n e c n e Experi the

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xperience Masterplanning combines the best practices of community-led placemaking and community branding.

Integral to the steps that follow, the initial public input process allows planners to explore the kind of future a community wants by giving local citizens and stakeholders the opportunity to express their goals, objectives, and values. As part of this community dialogue, residents discuss what they would like their downtown to look and feel like moving forward. By hearing one another and discussing their ideal versions of their community, local citizens are able to arrive at a consensus vision and community identity.

Talking about local priorities and ideal futures only goes so far.

The second step in developing an experience masterplan is to bring a community’s ideal vision to life through design. Planners and designers use renderings, plans, and graphics to help illustrate the picture local citizens can see in their collective minds’ eye. These design interventions can be either short- or long-term, from creating a visual brand identity to using a simple can of paint on a prominent building, and long-term improvements like streetscaping or mixed-use infill developments. Whether short-term or long-term, the conceptual designs created speak directly to the priorities and vision articulated by the community, with their ideas and solutions captured and brought to life on the page.

The Athens Experience Masterplan aims to inform downtown's spatial planning and future development, attract investment, create a new visual brand identity, and offer marketing ideas to better promote The Friendly City.

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Athens

opportun ities 1 T h e F r i e n d ly C i t y B r a n d

2 F r i e n d ly c i t y w ay f i n d i n g

3 st r ee tscap e i m p rov em en ts

4 Fa c a d e I m p r o v e m e n t s and Infill Design 13

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C i y t l y d n e i r The F branding

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n initial conversations about the future of the city, many community members pointed out that Athens has all the ingredients of a great place to visit and call home. Given the area’s variety of regional destinations, attractive downtown, strong economy, high quality of life, rich history, and vibrant community, local residents voiced the need for a unified brand identity as a way to publicize all that is great about Athens. Having a brand that accurately represents a community’s competitive strengths can impact everything — from instilling local pride to bolstering marketing, promotion, and economic development to fostering a sense of place. Effective branding offers a promise about local identity — what to expect when visiting and the qualities associated with that community — all while helping to position Athens more clearly in a competitive environment.

To be successful, a community’s brand must first be championed by local citizens.

Creating a brand that authentically represents the place and culture helps ensure that the effort will be embraced by the community and ring true to visitors.

Athens, Tennessee, is known as The Friendly City for a reason. Athens already features a strong brand message, a vibrant downtown, and a diverse and marketable culture. Developed in concert with local leaders and stakeholders, the branding effort outlined here aims to create a visual identity to enhance, promote, and brand The Friendly City.

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The Friendl y City: A Lifes tyle B and r What Is a Lifestyle Brand?

The Friendly City brand should capture Athens’ unique sense of place and be applicable across many platforms: everything from t-shirts and social media to wayfinding signage. Unlike corporate or governmental branding, a lifestyle brand attempts to embody the values, vision, interests, and culture of a place for marketing and promotional purposes. Lifestyle brands seek to inspire, guide, and motivate people, with the goal of the brand becoming a contributing factor in an Athenian’s way of life. This niche branding category focuses on evoking emotional connections between people and a group or place. Known as The Friendly City, Athens embodies many unique characteristics that give it a special sense of place — from friendly people and a casual, welcoming atmosphere, to a beautiful and active downtown, a vibrant college, and a funky, creative vibe that complements the city’s timeless traditions. With a diverse population, Athens appeals to people of all ages and backgrounds. The Friendly City brand should be part of the user experience before, during, and after a visit to Athens, leaving those who explore this special place wanting to return time and time again.

should resonate across a broad cross-section of residents and visitors. From daily commuters and tourists, to college students, children, grandparents, visiting teams, road trippers, day trippers, dog lovers, mountain weekenders, small-town fanatics, and more, this effort should help positively define Athens to all stakeholders.

Brand Personality Capturing the “personality” of a place is an important part of developing a brand’s visual identity. A brand personality includes a set of human characteristics that are attributed to a brand name.

A brand personality offers something individuals can relate to and helps to identify the community’s target market. The Friendly City has a casual and comfortable vibe. People here give hugs and handshakes. A small, diverse college town where many know each other, Athens is artistic, creative, and funky. Downtown is a meet-up place and serves as “everyone’s living room,” where friends get together over lunch or coffee.

People in Athens are social and chatty, and they like to know what is going on with neighbors and friends. Individualism and self-reliance are important here. Through good times and bad, residents maintain their wit and sense of humor and know that laughter serves as the best medicine. Set in eastern Tennessee near the picturesque Blue Ridge Mountains, Athens is both traditional and progressive, creating a rich cultural experience.

Brand Intentions Not Corporate. Not Governmental. Not Formal.

The Friendly City brand is an inclusive lifestyle brand intended for Athens' “friends and family.”

In other words, this brand features something for everyone. This community-wide branding effort

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Visual Identity The Friendly City brand should incorporate a visual identity that looks and feels the way Athens does — friendly, welcoming, creative, and approachable. The look of the brand should be unique and recognizable, while being easily legible for applications such as signage, merchandise, social media, and websites.

In July 2020, three draft brand looks were presented to the Athens Branding Committee, coordinated as part of this planning effort. Each option offered a different visual representation of what The Friendly City means. The Athens Branding Committee unanimously selected one of the three brand looks as the most reflective of local character. Seen on page 18, the selected brand uses the universal symbol of friendship, an approachable, friendly script font, and vibrant colors to create a unique visual brand identity for The Friendly City. Committee representatives included local government staff, members of the downtown business community, representatives from the Athens Chamber of Commerce, and others. Local government stakeholders noted that the selected brand look would integrate well with existing signage and symbols used by the local government, including the city seal. These stakeholders also praised the legibility and universal quality of the design, with downtown business owners in particular commenting that the proposed brand would be effective on a variety of merchandise. Following approval from the Athens Branding Committee, branding professionals at the University of Georgia’s Carl Vinson Institute of Government finalized the logo design and developed the Athens Brand Style and Usage Guide. Additional mockup designs and signage concepts featuring the Athens logo and graphic elements were also developed to illustrate application of the brand in a variety of community settings.

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the friendly city: visual identity

Inspired by timeless friendship and a vintage vibe that feels surprisingly modern and approachable, with a touch of Southern elegance, the Athens logo was created to look friendly. The crisp script typeface is reminiscent of hand-painted storefront signage, giving the brand a retro and nostalgic feel with a modern twist.

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Friendship A decorative graphic detail and a brand builder The Athens logo features a small detail incorporated into its decorative line work — the universal symbol for friendship. This ancient symbol originated from the Celtic language but over the centuries has become a universal decorative emblem of camaraderie and friendship. This elegant symbol almost reads as calligraphy but can be used in a variety of ways as a graphic detail and brand builder icon.

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the friendly city: visual identity

l o g o va r i at i o n s

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o add versatility to The Friendly City brand package, designers at the Institute of Government created several variations of the Athens logo, including the primary logo and a stamp logo. While the primary logo should be used most often when representing the City of Athens, other versions of the logo are acceptable to add visual interest and increase logo applicability on a wide range of products and platforms.

To increase The Friendly City’s brand versatility, a stamp logo option is provided in addition to the vertical and horizontal formats. Shown here in yellow on a white background, the stamp logo option can be represented with any of the colors in the color palette, as well as in black and white.

A signature pattern using the friendship symbol and other graphic elements can be used to add color and texture to layouts, merchandise, websites, and more.

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graphic elements

Using the same line detailing and fonts, an additional graphic element reads, “The Friendly City Welcomes You.� Suitable for use as a postcard or print advertisement, this graphic is featured with a high-quality lifestyle photo.

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the friendly city: visual identity

color palette

Color is an important part of a community’s brand identity. According to researchers at Loyola University Maryland, people see colors before they take in any other information, and color increases brand recognition by up to 80 percent. The Athens color palette was created with context in mind. The cool teal tones contrast with the warm browns and oranges found in the Downtown Athens streetscape, helping branded signage stand out from the city’s backdrop.

The Athens colors were named after local landmarks, uplifting and friendly themes, and historic events — including Battle Blue (after the Battle of Athens), Terrific Teal, Grass is Greener, Sunshine Yellow, Good Times, and Mayfield Milk.

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B AT T L E BLUE

SUNSHINE

TERRIFIC TEAL

good times

GRASS IS GREENER

Mayfield milk

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Brand Usage Guide

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Brand Usage

Guid

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c o l o r s p e c i f i c at i o n s

B AT T L E BLUE

SUNSHINE

C80 M60 Y61 K55 R36 G55 B56 #243738

C3 M30 Y100 K0 R244 G182 B26 #F4B61A

TERRIFIC TEAL

good times

C88 M52 Y52 K29 R32 G86 B93 #20565D

C15 M7 Y34 K0 R218 G219 B179 #DADBB3

GRASS IS GREENER

Mayfield milk

C70 M27 Y59 K6 R84 G143 B120 #548F78

C0 M0 Y0 K0 R255 G255 B255 #FFFFFF

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LOGO construction

Brand Usage

Guid

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Title on a Curve

Tagline

Curved Flourish

Symbol of Friendship

Establishment Year

LOGO

CONSTRUCTION

The Friendly City brand will come to be recognized by its visual identity. The logo is represented by several elements. The logo, when used in compliance with this guide, will help build brand awareness and recognition.

Knowing the elements, or the construction of the logo, helps to identify how each component fits together — just like a puzzle. The logo was built with intention, scale, and proximity in mind. Adhering to this construction will help to preserve the integrity of the brand.

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clear space

Clear Space

Margin

C L E A r S PA C E

MARGIN

MINIMUM SIZE

The area surrounding the logo (as indicated by the yellow perimeter) is referred to as clear space. This margin helps ensure that no other elements interfere with the logo.

The size of this clear space is identified by the height of the curved flourish in the title, identified between the solid Sunshine line and the dashed Grass is Greener box. This is the ideal margin size for all uses.

The full logo with the tagline should be no smaller than 2.25"x 1.25."

Alternative logos should also meet this size specification.

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a l t e r n at i v e l o g o s

submarks

Brand Usage

Guid

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Sizing & Scaling

Color Usage

Correct

Correct

Incorrect

Incorrect

Unproportional Scaling

Unapproved Color Variation

Incorrect

Incorrect

Unproportional Scaling

Unapproved Color Variation

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SCALING The logo should always be scaled and sized proportionally. DO NOT attempt to stretch, expand, nudge, squeeze, or misshape the logo. Incorrect scaling negatively impacts the integrity of the brand.

COLORS Approved colors are outlined on page 26. Using colors other than the approved palette is prohibited.

D E R I V AT I V E S Assets outlined in this document were developed specifically for the Friendly City brand. Derivatives and modifications of the logo and other assets are prohibited.

Overall Guidelines For all uses of Friendly City brand assets, you may not: • Alter the logo in any way • Place a logo too close in proximity to other content • Use the logo in a way that suggests any type of association or partnership with another entity without approval • Use the logo in a way that is harmful, obscene, or damaging • Use the logo in places containing content associated with hate speech, pornography, gambling, or illegal activities

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Brand Usage

Guid

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Brand

A p p l i c at i o n 32

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randing is all about keeping a promise about who you are to the people who experience your community. Brand application is simply the consistent, physical representation of the brand on a variety of products and media. This section illustrates some ways in which the Athens brand can be applied that are in keeping with the lifestyle and culture of the people. There are infinite ways in which a brand can be applied. This section shows a few of those ways. Photography plays a large role in the success of brand application, as it helps capture the essence and mood, allowing the viewer to see themselves using the brand. The following pages show how the Friendly City brand can be applied in a variety of ways and is enhanced by good photography.

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P R O M OT I O N A L I T E M S Canvas tote bags are often the most usable and versatile items, carrying everything from gym clothes, to groceries, books, and more. They are also great items to showcase The Friendly City brand. A canvas tote is shown above with the Athens stamp logo in Terrific Teal.

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Check in visitors and friends with this vintage-style motel keychain, featuring “room number” 1822 (the City of Athens’ founding year) and the stamp logo.

Show your Athens pride by using this branded phone case displaying the stamp logo on a textured background.

Stay hydrated while on all of your outdoor excursions in The Friendly City with this durable aluminum water bottle featuring the Athens stamp logo in Terrific Teal.

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Make The Friendly City brand a part of visitors' daily habits and boost brand recall by creating branded refrigerator magnets. These are great souvenirs and have a price point that everyone can appreciate.

MULTI-USE DECALS Multi-use decals are another cost-effective and fun way to get The Friendly City brand onto literally everything—from vehicles to laptops to computers and more.

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As The Friendly City, Athens boasts many places around town where people can gather, enjoy each other’s company, and have a cup of coffee. From coffee shops to restaurants to student hangouts, there are many opportunities to display the Athens logo on coffee mugs, to-go cups, and more. Instead of plain mugs, restaurants could keep Athens brand mugs in stock. This mockup shows a charcoal black mug displaying the white Athens main logo.

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Embracing The Friendly City brand means developing creative ways to not only display the logo but also facilitate friendship and friendliness through the design of spaces. Downtown is the heart of the community, so providing outdoor seating in public places and where people can meet up is a simple way to encourage interaction and friendship. The mockup above shows a wooden cafĂŠ dining set with the Athens stamp logo on the tabletop.

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D O W N TO W N D I N I N G

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Celebrate the Athens brand with cheers-worthy glass beer mugs like the one shown below. Athens is, after all, a college town, and both students and locals alike desire a more active night life in downtown. These glass beer mugs can be sold in local shops and also kept in local restaurants or bars for patrons.

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Artisan welcome basket gifts The Friendly City prides itself on being welcoming to visitors, students, new businesses, new residents, and more—and rightfully so. As one of the most approachable and hospitable places in the South, Athens welcomes newcomers with open arms. With so many talented local artisans, Athens could easily put together welcome basket gifts for special guests, new downtown business owners, or new neighbors by including locally made branded merchandise. The mockups shown above show a customized wooden cutting board, logo t-shirt, vintage-style lotion / medicine bottle, and wood slice Christmas ornament.

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There is a reason why t-shirts are one of the most popular branded items—they are like walking billboards for your brand! T-shirts can be sold by local merchants or given away as prizes or gifts.

Be friendly and safe with this smiling face mask.

It’s a little bit more challenging to be friendly during a pandemic, so let the mask do it for you—while staying socially distant, of course.

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branded apparel

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This unisex ball cap proudly displays the Athens logo.

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c o l l at e r a l m at e r i a l s •

An important step of rebranding includes making sure all official government and departmental stationery, websites, and promotional items display the updated logo and colors to reinforce brand recognition. When all departments and governmental entities within the city are working together to rebrand, it shows a sense of unity and cohesion that leaves a positive impression on Athens constituents and visitors.

Mockup design of City of Athens official letterhead

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Mockup design of City of Athens business cards

Mockup design of rebranded Athens Parks and Recreation Department website

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Friendly city

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Billboards are a great way to reach a mass audience and promote your community. With thousands of drivers passing by the Athens highway exits daily, a huge marketing opportunity presents itself. The mockup design shown above displays the seasonal message “Fall in Love with The Friendly City… Athens, Tennessee” with the beautiful trees that one might see in Athens-area parks. Keeping the message short and sweet is important, as drivers only have a few seconds to take in the information. Being strategic about where billboards are placed along major gateways is also crucial to drawing in visitors to downtown. Entice drivers with fun, memorable messaging paired with images that make them want to find out more — and what better way to find out than visiting Athens!

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This mockup advertisement uses string light detail photography and large typography to convey the feeling that something fun is happening in Athens. Simple designs like this can send a powerful message that Athens is a fun, active place.

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This is an example of an ad targeted at young adults, weekenders, college students, creatives, and laid back, fun people who don’t take themselves too seriously.

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Regional Publications | Advertising can go a long way, especially if it reaches viewers from the greater Athens region and are targeted at specific market sectors who might be attracted to all that Athens offers. A more traditional advertisement might appear in regional magazines appealing to an older demographic, potential residents, or day-trippers, but the design retains its friendly theme.

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Instagram profile mockup with Friendly City advertisement and friendly-themed messaging

B randing your •

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Digital media is just as important (if not more important during a pandemic) than print media, so rebranding your websites and social media can have great impact. Consistency is key — being consistent across your platforms with the “look” of the brand, maintaining a consistent message, and consistently updating and posting are musts for strengthening the Athens brand.

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Facebook page mockup with Athens stamp logo, event photography, and friendly-themed posts and advertisements

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C y l i t d y n e i r The F wa y f i n d i n g

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ollowing the presentation of The Friendly City brand to local stakeholders in July 2020, elements of the brand were incorporated into a variety of wayfinding and gateway signage concepts. In addition to showcasing local identity, these signage concepts highlight the many destinations that draw visitors to Athens. Placed at key intersections and along highly visible corridors, signage like the concepts that follow could effectively direct visitors and help create a more unified appearance throughout the community. By welcoming visitors and offering direction, such signage would provide one more way to show that Athens is The Friendly City. Both conventional wayfinding signage elements and nontraditional concepts that showcase The Friendly City brand are included. From artistic sidewalk stencils to colorful murals, these elements help integrate the community brand into the built environment. Together these concepts supplement traditional wayfinding signage and form the foundation of a comprehensive place branding strategy for downtown.

From traditional gateway or arrival signage to more creative uses, the hierarchy of wayfinding options proposed offers the city a variety of ways to attract visitors and build a comprehensive community brand. While these branded designs help signal the community’s character and pride, more flexible signage options also invite visitors in a playful, friendly, and informal way. Introducing a variety of branded “friendly” elements to the city’s streets and sidewalks would reiterate Athens’ identity as The Friendly City. A comprehensive approach to wayfinding and connectivity helps ensure that the city takes full advantage of the existing attractions that draw a consistent stream of locals downtown while also appealing to regional tourists and a broad cross-section of different customers.

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Downtown banners are some of the most visible physical places in which Athens can promote its brand. With welcoming, friendly messages and designed using Athens brand colors and graphics, downtown banners will beautify the streetscape and add a polished look to downtown.

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friendly signage

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D OW N TOW N BANNER OPTIONS Located downtown and along gateways, banners could have a variety of colors and designs while keeping a consistent brand look. The city could also create branded banners for special events and holidays, all while celebrating the distinct Athens brand.

Gateway

Trail System

Parking

Wayfinding

Decorative

The Friendly City theme should be apparent in all areas of the visitor’s experience of downtown, including the design of signage. The mockup above shows how a comprehensive signage package could look using the new Athens visual identity, including gateway, trail system, parking, wayfinding, and decorative signage.

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Replacing existing signage with signs that reflect the new Athens brand will take time and can be a bit expensive. Having a strategy for installing new signs is important to long-term brand implementation. The rendering below shows how the current Market Park restrooms sign could be replaced with a new branded sign.

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Parking is “friendly” when it’s free, and especially if it is downtown. While the funds collected from parking may be an essential source of revenue, offering free parking downtown is also important as it encourages patrons to stay longer, shop longer, and dine longer.

One resident complained that there was no free parking located near her favorite downtown hair salon, so it had become too inconvenient to park. Free parking would have solved her problem, other residents revealed that they would love to shop and spend more time downtown Athens if only they had some free parking options.

However, free parking does nobody any good if no one knows about it. That’s why placing signs in areas where free parking is available is important. This mockup shows a printed yard sign—an inexpensive and effective signage option to show downtown visitors where they will find Athens’ “friendliest parking.”

This hand-painted sign incorporates the nostalgic feel of hand-painted signage. At the pedestrian level, sandwich boards are an easy way to add visual interest to sidewalks while promoting the Athens brand.

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Streets and sidewalks are important real estate for downtown visitors and present a huge opportunity to add interesting details that reinforce the Athens brand identity. Show locals and visitors alike how much you love your city by installing Athens-brand manhole covers.

Sidewalk stencils are cost-effective and easy to use to add messages, icons, logos, and wayfinding signage to the streets and sidewalks. Paint can be permanent, semi-permanent, or even appear only when it rains (yes, they make that!).

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The prominent corner of Jackson Street and Washington Avenue is currently a vacant space in the center of downtown Athens. Filling this void could bring more activity and vibrancy downtown.

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This rendering shows a large wall located in the Pocket Park downtown with the uplifting message, “Be Friendly Athens, TN.” Murals often become great photo opportunities — virtual billboards even — that can be shared on social media with hashtags that reach a wide audience.

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This rendering shows the Athens main logo painted in a nostalgic hand-painted style, an appropriate application considering the many historic buildings located downtown. A large vinyl print map of downtown is hung that pedestrians can easily walk up to and use to find their way around.

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Murals also make great backgrounds or feature subject matter for promotional materials. This mockup advertisement achieves two things at the same time: First, it shows what the “waving hand� brand element (as shown in the Athens Brand Usage Guide on page 25) could look like as a mural on a downtown building. Second, it shows how a photograph of the mural can be combined with the Athens logo and to create a simple but effective advertisement.

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There are so many creative ways that The Friendly City theme can be applied throughout downtown Athens to offer locals and visitors a memorable experience. This rendering shows the Athens stamp logo paired with a quote by famous screenwriter and puppeteer Jim Henson about making new friends. While this may seem simple and even “cheesy� to some, providing opportunities to connect with people and help them remember The Friendly City will strengthen brand recall, even if it means that they simply remember their favorite character from Sesame Street when they see the Athens logo.

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F r i e n d ly C i t y St r e e ts : Co r r i d o r I m p rov e m e n ts & T ra f f i c Ca l m i n g

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uring the public input phase of this project, locals reported that the streets in downtown Athens are safe and very walkable. Thanks to improved streetscaping and street trees, most of the streets downtown are attractive and welcoming to visitors on foot. However, community members recognize that getting downtown from surrounding neighborhoods and Tennessee Wesleyan University can pose a problem for pedestrians. Bordered to the south and east by four-lane Green Street/ Tennessee Highway 30, and bisected with one-way White Street and Jackson Street, downtown can be difficult to access on foot from surrounding neighborhoods.

While much of downtown Athens offers ample sidewalks and an overall high level of pedestrian connectivity, sidewalks, crosswalks, and other important pedestrian safety features become more sporadic once visitors leave the downtown core. These conditions, in part, mean that the vast majority of downtown visitors choose to enter the area by car, even when the distances from surrounding neighborhoods to downtown destinations are very short.

Currently, the one-way arterial corridors of White Street, Jackson Street, Madison Avenue, and Washington Avenue prioritize moving vehicles through downtown as quickly as possible.

One-way streets became a popular option during the 1950s and 1960s and were often used in dense downtown areas to move commuters in and out of downtown business districts as quickly as possible. In Athens, as in many downtowns, this circulation pattern has arguably outlived its usefulness.

According to the most recent data from the Tennessee Department of Transportation, in 2018 downtown traffic counts along White Street near the McMinn County Courthouse averaged 3,876 trips daily. Nearby Jackson Street at College Street averaged just 2,431 daily trips.

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Both streets saw a fraction of the average daily traffic on the Green Street bypass, which moved an average of 13,607 daily trips in 2018, and significantly less traffic than nearby Eastanallee Avenue, a two-lane, two-way road (4,521 daily trips).

Throughout downtown Athens, but particularly along the White Street/Jackson Street corridor, implementing road diets that shrink travel lanes and oversized roadways could improve safety and accessibility while allowing for expanded amenities like sidewalks, landscaped bump-outs, and planted medians. Such traffic-calming measures act as visual cues that alert drivers to the presence of other vehicles and pedestrians. Combined with fewer and more narrow travel lanes and less pavement where applicable, traffic-calming measures help slow traffic to safe and manageable speeds, making streets safer and more hospitable to all users. Local leaders could also repurpose excessive pavement and travel lanes to increase the amount of on-street parking available downtown and along major corridors, a key concern among downtown business owners and others. Such measures would ensure that Athens’ streets are friendly and welcoming to all visitors and residents.

While the design concepts that follow maintain downtown’s existing circulation pattern, local leaders should weigh the costs and benefits of downtown’s one-way streets in future decision making.

In dense downtown areas, speeds of 15–20 miles per hour are recommended to create safe streets for all users. By mimicking highway design, one-way streets have been proven to increase the likelihood of speeding and traffic accidents. One-way streets are also correlated with lower property values and decreased pedestrian traffic, and can even cause an elevation in crime. Two-way streets help slow traffic to safe and manageable speeds, are easier for visitors to navigate, and offer more exposure for local businesses. Slower vehicular traffic on two-way streets also means pedestrians feel safe walking downtown, bringing additional foot traffic to local businesses.

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T raffic Data

White Street/ Jackson Street Corridor Annual average daily traffic (AADT) counts measure traffic volume based on a 24-hour, two-directional count at a given location.

In 2018, Tennessee DOT measured an AADT of

6,320 trips

on White Street just north of Coach Farmer Drive.

Traffic volumes decrease approaching downtown, with

2,431 trips

measured along North Jackson Street at College Street and 3,876 trips measured along North White Street south of Hornsby Drive.

By comparison, the AADT along Green Street/ TN-30 ranged from

10,353 to 17,527 between Railroad Avenue and White Street.

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Friendly Streets jackson street corridor

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onnecting downtown Athens with Tennessee Wesleyan University, the Decatur Pike/Tennessee Highway 30, and beyond, North Jackson Street serves as a major vehicular corridor and gateway to downtown Athens. Currently, between Tennessee-30 and Cook Drive, North Jackson Street features three to four travel lanes, a continuous center turn lane, and an approximate overall pavement width of 60 feet. Between Cook Drive and Roy Street, Jackson Street narrows to approximately 42 feet, which includes three travel lanes, two northbound and one southbound. North of College Street at the main parking area for Tennessee Wesleyan University, Jackson Street splits. Southbound travel continues along two one-way travel lanes on White Street. North Jackson Street carries northbound travel through downtown from Green Street/TN-30.

Like White Street, the downtown segment of North Jackson Street features two travel lanes and one-way circulation. Both White and Jackson Street include unnecessary continuous turn lanes in the center of downtown.

Throughout much of the Jackson Street corridor, unnecessary additional lanes and excessive pavement width encourage unsafe traffic speeds. North of College Street, much of the corridor also lacks important pedestrian safety features like crosswalks. Particularly in the area around TWU and the Arts Center, this lack of crosswalks creates a regular hazard for students and faculty crossing between campus and the parking area adjacent to White Street Market. In areas of significant pedestrian activity, including the area surrounding Tennessee Wesleyan University, implementing a road diet and traffic-calming measures could help ensure public safety and improve the experience of visiting downtown.

Following conversations with community members and stakeholders, planners and designers at the Carl Vinson Institute of Government worked with local officials to develop a variety of design concepts for the Jackson Street corridor. The designs that follow envision a variety of traffic-calming measures like landscaped bump-outs, sidewalks, vegetated medians, and more along the corridor.

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J a c k s o n S t r e e t E x i s t i n g C o n d i t i o n s : North Jackson Street/US-11 approaching downtown Athens currently features four traffic lanes and a road width of 42–54 feet.

Particularly near TWU and areas with considerable pedestrian traffic, removing excessive travel lanes and reducing lane width where feasible could help encourage safer travel speeds downtown.

Continuous curb cuts and the varied arrangement of parking areas at Jackson Street businesses create potentially dangerous conflicts with pedestrians. Combined with the lack of contiguous sidewalks, excessive curb cuts and chaotic parking make this area difficult to explore on foot. Vegetation could bring shade to pedestrians and improve the appearance of large parking lots.

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This conceptual redesign of North Jackson Street/US-11 removes one travel lane to calm traffic and improve the experience of entering downtown. This design features three minimum 12-foot travel lanes and a series of 6-foot vegetated medians that allow for turns at key intersections. These medians are envisioned planted with crape myrtles or similarly sized street trees. This plan also shows an improved continuous sidewalk connecting downtown with businesses along North Jackson Street.

Angled and parallel on-street parking, generous sidewalks, and planted bump-outs replace the chaotic array of existing parking areas along the corridor while bringing new opportunities and a refreshed appearance to downtown businesses. An improved crossing area connects improvements to the campus of Tennessee Wesleyan, enhancing pedestrian access and safety.

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J ac k s o n S t r e e t, O p t i o n I , S ec t i o n : This section elevation illustrates the conceptual redesign of North Jackson Street/US-11. This design features three minimum 12-foot travel lanes and a 6-foot vegetated median in the existing right-of-way.

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This second redesign option repeats many elements of the previous concept, with the exception of the vegetated medians. In this concept, North Jackson Street/US-11 features three consistent 11-foot travel lanes. Space once dedicated to an additional travel lane has been used to create 26 new parallel parking spaces along Jackson Street between Cook Drive and Coach Farmer Drive.

Trees have been planted at bump-outs and available landscape strips to bring shade and improve the appearance of the corridor. As in the previous concept, angled and parallel on-street parking, large sidewalks, and planted bump-outs replace the chaotic array of existing parking areas along the corridor approaching downtown.

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J a c k s o n S t r e e t, O p t i o n I I , S ec t i o n : The second option for North

Jackson Street/US-11 includes three consistent 11-foot travel lanes and a 10-foot parallel parking area on the west side of the corridor. Parallel parking helps buffer pedestrians from speeding traffic, enhancing public safety.

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e x i s t i n g : Currently, Jackson Street north of

downtown Athens is excessively wide. Portions of the corridor contain unbroken central turn lanes and have more travel lanes than necessary for regular demand. These conditions encourage unsafe travel speeds and pose hazards for pedestrians along the corridor.

Jackson Street at C o o k D r i v e pro pos ed, step 1 :

As a potential first step, installing new parallel parking areas and planting existing landscaping strips could help calm traffic and improve the appearance of this major corridor

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Proposed,

Option

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Landscaped medians along Jackson Street could slow rapid traffic and help create a sense of arrival as one enters downtown Athens. These 6-foot wide medians reduce oversized travel lanes and are broken to allow traffic to turn onto side streets and other areas.

Proposed,

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Converting additional paved areas to parallel parking with landscaped bumpouts as shown adds 26 new parallel parking spaces between Cook Street and Coach Farmer Drive.

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Jac kso n Str ee t at T en n ess ee Wes l e yan U n ivers i t y e x i s t i n g : Jackson and White streets

converge at the triangular park near the main entry to Tennessee Wesleyan University. While this prominent landscaped area features welcome signage, landscaping, and other amenities, the lack of formal crosswalks in this heavily trafficked area endangers pedestrians. Businesses shown at the right feature large, irregularly laidout parking areas with continuous curb cuts.

The lack of defined, continuous sidewalks further hampers pedestrian connectivity.

P r o p o s e d : Extending a planted

median in the formerly striped asphalt area helps separate and slow traffic approaching downtown. This rendering shows an improved and clearly delineated crossing at the north end of the park. Additional improvements include angled on-street parking, expanded sidewalks, and landscaped bump-outs featuring large-canopy street trees.

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Friendly City Streets College Street

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he approximate boundary between the campus of Tennessee Wesleyan University and downtown Athens, College Street serves as an important east–west corridor downtown. West of Hill Street, College Street is a narrow two-lane residential street. At the intersection with Hill Street, College Street becomes a four-lane road with an approximate overall width of 46 feet. According to the most recent figures available, College Street averages a daily traffic count of 203 vehicles, making this segment of the corridor vastly oversized for current demand and a prime candidate for traffic-calming measures. With the recent renovation of the buildings housing the LITE House, White Street Market, Reece Hall, the new home of the TWU dental hygiene program, and a new pedestrian plaza east of Jackson Street, the area surrounding College Street is undergoing substantial reinvestment. With expanded development and a significant level of existing pedestrian activity, this area in particular could benefit from expanded pedestrian crossings, sidewalks, landscaped bump-outs, and other amenities.

Although many TWU students must cross White Street at College Street daily, this area has only one crosswalk. North of this intersection, no marked crosswalks exist between College Street and Green Street, a distance of 0.4 miles. These conditions lead many to jaywalk across the two travel lanes of Jackson Street into Knight Park before cutting across two to three lanes of traffic at White Street, imperiling both pedestrians and drivers in this area.

Prioritizing pedestrian safety and streetscaping improvements along this segment of College Street by formalizing crosswalks and expanding sidewalks could help link new and existing development, better connect campus with downtown, and ensure the safety of the many students and pedestrians who traverse this area daily.

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N o rth Wh ite Str eet an d C o l l eg e S t r e e t: Much of North White Street between Cook Drive and College Street is oversized given current traffic volume. Unnecessarily wide paving and a one-way traffic pattern encourages speeding as cars enter downtown Athens.

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Compounded with a lack of consistent sidewalks and nearly 500 feet of continuous curb cuts along White Street, excessively wide roadways and crossing distances make this area unappealing and potentially dangerous for pedestrians. With four travel lanes and an approximate 46-foot paved right-of-way, College Street is also considerably oversized.

Although many TWU students must cross White Street, no crosswalks exist between College Street and Green Street, a distance of 0.4 miles. Along both College Street and White Street, excessive paving at intersections offers opportunities to bring planted bump-outs to this area.

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By more efficiently using existing rights-of-way and portions of bordering parking lots, Athens could work to transform this area and better connect downtown and Tennessee Wesleyan University. Using unnecessary additional turn lanes along White Street and College Street allows for the addition of 20 new on-street angled parking spaces. Along White Street, removing excessive paved area and better defining the entrance of the parking area at Campus View Condos creates the opportunity for a new sidewalk connecting downtown with the Arts Center and points north. Along College Street, White Street, and Jackson Street excess paving at intersections could be redesigned to incorporate landscaped bump-outs. While bringing much needed shade and improving the appearance of the street, these bump-outs minimize crossing distances and create a safer and more welcoming pedestrian experience. This plan shows improvements to the parking area at White Street Market/The LITE House, including the addition of an outdoor patio area for programming and events. Additional improvements include new crosswalks, a sidewalk, and improved on-street parking at the park across from Campus View Condos. In total, this plan shows 113 existing and proposed parking spaces, an addition of seven new parking spaces.

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This second design concept contains many of the same improvements as Option I, with the addition of formalized on-street parking and an expanded outdoor patio area at White Street Market/The LITE House. Similar to previous plans for the corridor, additional lanes have been removed from White Street and College Street. This area allows for angled on-street parking, landscaped bump-outs, and new sidewalks. This plan shows a total of 108 parking spaces in private lots and along public rights-ofway, two more than current capacity.

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This plan also shows adjustments at the intersection of College Street and Jackson Street, including expanded on-street parking, improved crosswalks, and landscaped bump-outs. This option includes parallel rather than angled parking along College Street.

This design allows for more landscaped bump-outs and expanded sidewalks. While altering the appearance and function of these corridors, this plan leaves existing parking capacity unchanged.

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College Street at W h i t e S t r e e t e x i s t i n g : Currently, White Street

approaching College Street features two one-way travel lanes and a right turn lane.

The excessive pavement width and lack of safe crossing areas here encourages excessive travel speeds and creates unsafe conditions for the many pedestrians and Wesleyan students who travel back and forth across White Street daily.

P r o p o s e d : Using excess paved

areas to bring angled on-street parking, expanded sidewalks, planted bumpouts, and more could improve pedestrian safety, add parking capacity, and create an improved sense of arrival downtown.

Improvements shown, including mast-arm traffic signals, large-canopy street trees, ADA-accessible crosswalks, and more help unify the appearance of this area and extend the look of downtown northward along White Street.

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P r o p o s e d : This second option for College Street utilizes the

existing parking area at White Street Market/The LITE House to add three angled on-street parking spots and planted bump-outs, while also allowing for an expanded programmable outdoor area at White Street Market.

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P r o p o s e d : Athens leaders could consider transforming

excessive travel lanes into parallel parking and planted bump-outs on College Street. This option includes 15 new parallel parking spaces between Church and White Street.

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option I I I

C o l l e g e S t r e e t at W h i t e S t r e e t E x i s t i n g ( T o p ) : Currently, White

Street approaching College Street features two one-way travel lanes and a right turn lane.

The excessive pavement width and lack of safe crossing areas here encourages dangerous travel speeds and creates unsafe conditions for the many pedestrians and Wesleyan students who travel back and forth across White Street daily.

P r o p o s e d : Utilizing excess paved areas

to bring angled on-street parking, expanded sidewalks, planted bump-outs, and more could improve pedestrian safety, add parking capacity, and create an improved sense of arrival downtown. Improvements shown, including mast-arm traffic signals, large-canopy street trees, and ADA-accessible crosswalks help unify the appearance of this area and extend the look of downtown northward along White Street.

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P r o p o s e d , O p t i o n I I : This option shows the previously proposed streets-

caping improvements along White Street with the addition of angled on-street parking along College Street adjacent to White Street Market.

P r o p o s e d , O p t i o n I I I : This third option shows parallel on-street parking along College Street. Parallel parking allows for sidewalks in this area to be expanded for more outdoor activity at businesses like White Street Market.

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S t y t r i e C e ts y l d n Frie

downtown streetscaping

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hile much of downtown Athens features attractive streetscaping, street trees, generous sidewalks, and other amenities, locals noted several elements that could be improved. While the downtown core surrounding the McMinn County Courthouse features pedestrian improvements including crosswalks and wide sidewalks, these important features often drop off when leaving the immediate downtown area. Irregular pedestrian connections to surrounding neighborhoods and destinations like TWU hampers overall connectivity and encourages local residents to drive even when making short trips downtown. This lack of connectivity further increases demand for the limited on-street parking downtown, a frequent topic among local residents and downtown business owners.

Particularly surrounding the McMinn County Courthouse, many sections of downtown streets feature unnecessary additional turn lanes that could be put to better use as expanded on-street parking and pedestrian infrastructure.

As is the case elsewhere, the one-way vehicular circulation in the area also increases the likelihood of speeding, particularly along stretches of road without frequent stop signs or red lights. Instituting traffic-calming measures along excessively wide segments of East Madison Avenue, South White Street, and North Jackson Street could significantly improve the experience of visiting downtown, enhance pedestrian safety, and help expand the economic vitality of downtown in all directions. The designs that follow showcase a variety of traffic-calming measures that could be used to bring additional on-street parking, pedestrian infrastructure, and landscaping to Athens’ historic downtown core. Following the input of local leaders, planners and designers at the University of Georgia’s Carl Vinson Institute of Government also included plans for potential reverse-angle parking downtown. A mixture of the elements that follow could be used to help expand welcoming, accessible, and safe streets in the heart of The Friendly City.

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The roads surrounding the McMinn County Courthouse in the heart of downtown Athens are significantly oversized for current demand.

Particularly in downtown areas, wide one-way streets encourage speeding and create unsafe conditions for pedestrians. A continuous, unnecessary turn lane encircles the entirety of the courthouse, taking up space that could be used to expand downtown parking and sidewalks. While this area does feature planted bump-outs, many of these are smaller than they could be.

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Following conversations with community members, planners at the UGA Carl Vinson Institute of Government developed a streetscaping plan to address issues of parking, pedestrian connectivity, and more downtown. This plan shows proposed improvements to the streetscape surrounding the McMinn County Courthouse. This plan utilizes the existing right-of-way and the unnecessary third travel lane to bring angled parking to both sides of the streets surrounding the courthouse. Converting parallel parking to 19-foot minimum angled parking, as shown, significantly expands downtown parking capacity. In addition to new parking, this proposal shows expanded landscaped bumpouts at corners and landscaped planting beds in the center of downtown’s most prominent streets.

Many of these landscaping beds occupy the site of unusable striped asphalt paving. Side streets, including Madison Avenue, have been redesigned where possible to incorporate on-street angled parking, extend sidewalks, and introduce landscaping improvements. This plan shows a total of 210 on-street parking spaces surrounding the courthouse and along adjacent side streets, an addition of 30 new parking spaces downtown.

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E x i s t i n g : This image shows the inter-

section of White Street and Washington Avenue in the heart of downtown Athens.

The underutilized third lane surrounding the courthouse creates a wide crossing distance for pedestrians. Wide paved areas encourage dangerous speeds, particularly in pedestrian-heavy downtown areas.

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W h i t e S t r e e t at W a s h i n g t o n Av e n u e P r o p o s e d , o p t i o n I : This conceptual rendering shows on-street angled parking

in place of the unnecessary turn lane. To accommodate 19-foot minimum angled parking and expanded sidewalks, the landscape strip on the left has been removed. Bump-outs at corners reduce pedestrian crossing distances and provide planting beds for large-canopy laurel, willow, or Shumard oak street trees, creating an impressive shade canopy over time. Attractive, easy-to-install “Coming Soon� signage covers the plywood surround of the building being renovated midblock.

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W h i t e S t r e e t at W a s h i n g t o n Av e n u e P r o p o s e d , o p t i o n I I : This rendering shows improvements like landscaped bump-

outs, improved pedestrian crossings, and more, but with the addition of reverse-angle on-street parking. Designed to prevent drivers from backing into traffic, reverse-angle parking has gained traction in many communities. Any move to implement reverse-angle parking in downtown Athens should include clear signage and a robust publicity campaign to educate visitors and locals about potential parking changes.

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W h i t e S t r e e t at M a d i s o n S t r e e t E X I S T I N G : This photo at the corner of White Street and Madison Avenue shows parallel parking and the existing turn lane surrounding the courthouse block.

P R O P O S E D : Removing the turn lane surrounding the courthouse creates opportunities for extended angled parking on both sides of White Street and Madison Avenue. This rendering also illustrates expanded pedestrian bump-outs at intersections. These elements reduce crossing distances for pedestrians, help buffer pedestrians from traffic, and create planting areas for street trees.

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E X I S T I N G : There is an unnecessary third lane circling the McMinn County Courthouse. This additional paved area could be better utilized to expand sidewalks or downtown parking.

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M a d i s o n S t r e e t at J a c k s o n S t r e e t P R O P O S E D : Removing the turn lane creates space for angled parking, planted bump-outs, and expanded sidewalks. By reducing crossing distances and slowing traffic speeds, bumpouts make downtown streets safer for pedestrians.

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E X I S T I N G : This image shows the intersection of Washington Avenue and Jackson Street in downtown Athens.

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Wa s h i n g to n Av e n u e at J a c k s o n S t r e e t P R O P O S E D : This conceptual streetscape design removes the unnecessary third lane along Washington Avenue and Jackson Street, creating the space needed for angled parking and pedestrian amenities like landscaped bump-outs. In addition to large-canopy street trees, a prominent new corner mural or art installation beautifies this portion of downtown.

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e x i s t i n g : This image of Washington Avenue at White Street shows wide crossing distances and excessive pavement.

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W a s h i n g t o n Av e n u e at W h i t e S t r e e t P R O P O S E D : This perspective shows the turn lane reclaimed for use as angled downtown parking. Landscaped bump-outs like those shown here help restrict vehicular movement and discourage speeding, while reducing crossing distances for a safer and more attractive pedestrian experience.

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ocated in the very heart of downtown Athens, the block housing the historic McMinn County Courthouse was planned

by Athens settler William Henry Cooke and has served as the center of local civic life for nearly 200 years. Ringed by the corridors of White Street, Madison Avenue, Jackson Street, and Washington Avenue, the courthouse square is the most prominent and visible block downtown. Currently, the courthouse is surrounded by on-street parking and an unnecessary continuous turn lane. The designs that follow repurpose existing rights-of-way and underutilized paved areas to create a beautified and more accessible courthouse square. By expanding sidewalks, gathering spaces, and landscaping, the plans and renderings included here are intended to elevate and restore this important public space to the center of community life.

At the request of local leaders and planners, the designs that follow include plans for potential

s q u a r e

reverse-angle parking surrounding the square.

While occupying the same amount of physical space as traditional angled parking, back-in or reverse-angle parking has grown in popularity in recent years. Reverse-angle parking creates a clear line of sight for parked vehicles reentering traffic, and removes the danger of backing into moving traffic. While reverse-angle parking is a safe alternative to traditional angled parking, it comes with a significant learning curve and other considerations.

Visitors, in particular, would likely be unfamiliar with this parking strategy. Combined with the one-way circulation pattern downtown, reverse-angle parking could make the area challenging for first-time visitors. If desired by the community, conversion to reverse-angle parking should be publicized and accompanied by appropriate signage. This type of parking should also be installed on side streets first to allow drivers to become familiar with the concept of backing into parking.

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D ow n tow n St r e e ts c a p e P l a n w i t h R e v e r s e- A n g l e P a r k i n g The second redesign option replaces traditional angled parking with reverse-angle parking. This plan shows transitioning all parking on both sides of the street around the courthouse to reverse-angle back-in parking. This also includes the few spaces to the east of the courthouse along East Madison Street. Similar to the plan shown on page 103, South Jackson Street and the existing public parking lot have been narrowed and beautified with the addition of shade trees. Not including additions to parking on surrounding streets, this plan shows 66 on-street parking spots on the block immediately surrounding the McMinn County Courthouse, four less than at present. Parking could be expanded more by shrinking midblock landscaped bump-outs.

cou rthouse square pl an By reclaiming an unneeded traffic lane, angled parking can be added on three sides of the square, increasing the number of parking spaces downtown. In this plan, the area once occupied by the unnecessary third lane has been reclaimed as an improved entrance to the courthouse. This improved pedestrian space includes a new, attractive seating area, shade trees, and an expanded sidewalk. Pedestrian bump-outs with shade trees have been added to each corner, reducing the pedestrian crosswalk distance and improving intersection safety. In the northeastern corner of the square, a curved set of seat stairs have been added to create a useable outdoor space to enjoy during a lunch break or morning coffee. These improvements elevate the utility and aesthetic value of the courthouse while creating more usable outdoor space for Athens residents to enjoy. Although parking spaces on the south end of the courthouse are lost, this plan shows a total of 73 spaces immediately surrounding the courthouse, three more spaces than at present.

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e x i s t i n g : While featuring a prominent stairway, currently the McMinn County Courthouse lacks significant outdoor public space. The block surrounding the McMinn County Courthouse would benefit from reclaiming excess drive lanes as space for pedestrians. Currently, the area has no outdoor seating, narrow sidewalks, limited shade, and underused landscaped spaces that reduce the utility and aesthetic value of the complex.

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Courthouse Entry Plaza e x i s t i n g : Expanding sidewalks and parking in this area could improve the appearance and ease of visiting downtown. This conceptual design shows a wide pedestrian area along the southern entrance of the courthouse. With new seating, large-canopy street trees, and other improvements, this expanded area welcomes community members and creates a new venue for community events. It also adds a sense of grandeur that delineates the main entrance.

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Courthouse Corner e x i s t i n g : Currently, this corner of the McMinn County Courthouse is underutilized and inaccessible. The existing retaining wall and perimeter shrubs create a barrier between the sidewalk and the sunken landscaped area surrounding the building. The lawn at this corner of the building is a pleasant space with a mature magnolia tree that could be made accessible to increase the usable outdoor space for county employees and the public.

The street corner and sidewalk are currently narrow spaces that do not allow for gathering or use of the landscaped area. Additionally, the perimeter shrubs limit the ability of the sidewalk to be widened for increased accessibility. p r o p o s e d : A curved set of stairs act as informal seating and create access to the lawn area.

Casual cafĂŠ tables and chairs create a pleasant space to enjoy lunch or a book. A retaining wall replaces the perimeter shrubs to provide seating and allow the sidewalk to be widened surrounding the courthouse. A landscaped brick bump-out extends the corner, adding a shade tree and an expanded pedestrian area while accommodating angled parking.

This area is now a pleasant, functional space for informal gatherings or workday breaks.

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e x i s t i n g : The prominent corner of Jackson Street and Washington Avenue is currently a vacant space in the center of downtown Athens.

Filling this void could bring more activity and vibrancy downtown.

p r o p o s e d , M u r a l O p t i o n : This prominent corner is a prime location for a large-scale mural or vinyl wrap featuring the Athens Friendly City brand.

C o r n e r I n f i l l , P r o p o s e d : A signature downtown infill development in the formerly vacant lot could help bring consistent activity and energy downtown. The compatible scale of this design, combined with timeless materials like brick, helps this new construction blend in with the more historic structures of downtown. As envisioned, this property features active storefront retail and two upper floors of downtown residences.

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S t y t r i e C e ts y l d n Frie side streets a n d e n t r y wa y s

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hile improved streetscaping and amenities like wide sidewalks, crosswalks, and street trees make walking in the center of downtown safe and enjoyable, many streets leading into and away from the area could be improved. Moving away from the courthouse, many downtown streets widen and expand to three or more lane roads. Particularly where they intersect with Green Street/ Tennessee-30, major downtown streets widen and lack important pedestrian safety features. Combined with a lack of consistent sidewalks and safe crosswalks along Green Street, the width of these major corridors at key intersections inhibits safe pedestrian travel between downtown and surrounding residential neighborhoods. While these roads are able to move vehicles quickly out of town, they could be improved and made safer for all users by reducing pavement width and installing traffic-calming measures where possible. After all, the goal of local leaders and downtown merchants is to attract shoppers to the area, not simply provide fast throughways out of town. The following designs show how excessive paved areas on the corridors leading into and out of downtown Athens could be reclaimed for on-street parking, expanded sidewalks, landscaped bumpouts, and more. While some of the infrastructure updates shown require a long-term investment of time and money, many of the improvements are as simple as planting trees in landscaped beds that already exist. By working to improve the streets radiating from downtown, local leaders could help connect downtown to surrounding neighborhoods, creating a more integrated, visually unified district and expanding the economic footprint of the area.

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e x i s t i n g : Approaching downtown along Madison Avenue, this downtown street features three lanes of traffic. Unnecessary additional lanes and wide paved areas encourage drivers to speed through downtown.

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Madison

Av e n u e

at

Church

Street

p r o p o s e d : Removing one lane at this intersection could help calm traffic entering downtown.

With the space formerly occupied by the unnecessary third lane, expanded angled parking and new landscaped bump-outs and sidewalks could benefit adjacent businesses including The Beanery.

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e x i s t i n g : This image shows Washington Avenue approaching the McMinn County Courthouse. Numerous paved, striped areas along this street could be used to create landscaped bump-outs and other features.

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Wa s h i n g to n

Av e n u e

p r o p o s e d : Installing landscaped bump-outs in unutilized paved areas could help slow vehicular traffic and improve the experience of visiting downtown. Using existing planting beds for large-canopy street trees maximizes the potential of these existing assets.

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e x i s t i n g : Extending through downtown and terminating at Green Street (TN-30), Jackson Street serves as a primary downtown corridor and gateway to the area. This image shows deteriorating pavement and a lack of clear pedestrian crossings at the intersection with Green Street. Moving toward downtown, Jackson Street is significantly wider than necessary, encouraging speeding and creating potentially unsafe conditions for pedestrians.

Jackson

Street

Entry

p r o p o s e d : Entering downtown Athens from Green Street, this perspective illustrates improvements including freshly painted crosswalks, mast-arm traffic signals and lighting, resurfaced paving, street trees, landscaped bump-outs, and on-street parking along Jackson Street.

Such improvements help reduce oversized pavement width, encouraging slower vehicular speeds and enhancing pedestrian safety.

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e x i s t i n g : Much of South Jackson Street is significantly wider than necessary for current vehicular demand. Unbroken asphalt paving and a one-way road arrangement encourage speeding along Jackson Street. While the public parking area on the right of the image includes planting beds, this area has a noticeable lack of street trees.

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South

Jackson

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P r o p o s e d : This conceptual rendering shows unused portions of Jackson Street transformed into a flexible outdoor parklet. While adding visual interest and bringing much-needed shade, regular planting of street trees helps to calm traffic and reduce traffic speeds.

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e x i s t i n g : Jackson Street turns noticeably at the intersection with College Street, making Trinity United Methodist Church a focal landmark downtown. Currently, this area features a number of striped, paved areas that could be better utilized. While not visible here, College Street is being transformed into a pedestrian-only plaza to the right of this image.

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J a c k s o n S t r e e t at College Street P r o p o s e d : Using unnecessary paved areas for planted bump-outs and planting the existing landscape strip helps bring shade and slow traffic nearing the campus of Tennessee Wesleyan University. Installing traffic-calming measures in this heavily pedestrian area helps protect the safety of Athens residents and students at TWU.

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The Friendly City F a c a d e s a n d S t o r e f r o n t s

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he buildings found in downtown Athens speak to the history of the community. With some buildings dating back to the 1820s, the architectural heritage of downtown tells the community’s story. The façades of these buildings are also the public face of downtown businesses and make an important first impression for visitors. The abundance of historic architecture downtown and in surrounding neighborhoods provides an important reason visitors throughout the region and beyond enjoy spending time in Athens. Since the formation of Main Street Athens in 2016, the city has done an admirable job partnering with over a dozen property owners to improve the façades of downtown properties. The city, Main Street Athens, and partners have also worked to tell the story of various buildings with interpretive signage and the Historic Walking Tour of Downtown. Further, in 2019, the city also developed and adopted Athens Design Review Guidelines to guide the preservation and maintenance of historic properties downtown. During conversations with local leaders and stakeholders, several additional properties were identified as potential locations for targeted beautification and improvements.

The following designs help build on the progress that has already taken place, expanding façade improvements to beautify and invest in a more economically vibrant downtown.

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Athens Area Council for the Arts Plan A booming hub for the arts in the community, the Athens Area Council for the Arts recently purchased a building adjacent to its Arts Center. Arts Council leaders plan to expand the facility and requested an updated design for the exterior.

This plan builds on existing improvements, including the landscaped fountain area, while proposing additions like improved sidewalks, angled and parallel on-street parking, landscaped bump-outs, and a terraced patio area. In this design concept, poorly laid-out parking and continuous curb cuts have been replaced to better define pedestrian areas, improve public safety, and bring amenities like sidewalks and an outdoor dining area. Corridor improvements including on-street parking will likely require working with the city and outside organizations, but could bring lasting benefits to the Arts Center and surrounding area.

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Arts Co u n c i l existing: This image shows the present condition of the building recently acquired by the Arts Council. The site includes three distinct storefronts and oversized 90-degree parking with a continuous curb cut.

Proposed: This rendering shows the following improvements: • The buildings painted the same color as the main Arts Center building to make them look like a continuous extension of the Arts Council property • New storefront window and door systems that allow more natural light into the space • Midcentury-inspired flat metal awnings and signage that give each of the three separate storefronts their own entry • A terraced patio with steps to create a level outdoor space that could be used for events and as an outdoor classroom • New seating and railings that add to the visual appeal and usability of the outdoor space

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E x i st i n g : The building adjacent to the Arts Center features a prominent corner that could be used to promote the center. This photo shows the building surrounded by an asphalt parking area.

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A r ts Co u n c i l P r o p o s e d : The corner of the new Arts Center addition offers the perfect location for a unique mural welcoming visitors to Athens.

Prominently featuring the Arts Council logo, the mural encourages visitation and connects this building to the surrounding complex.

Landscaping improvements, including a treelined terraced dining patio, are shown in the space formerly occupied by a continuous asphalt parking area.

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W h i t e S t r e e t Fa รง a d e e x i s t i n g : These unoccupied businesses along White Street are among the first things visitors see when entering downtown. Working to improve and unify the appearance of these faรงades could help invite new businesses to this corridor.

P r o p o s e d , O p t i o n I : Faรงade improvements like fresh paint, attractive signage, new or restored commercial windows and doors, and more telegraph that this area is worthy of care and investment.

p r o p o s e d , o p t i o n I I : This additional perspective shows the same businesses with streetscaping improvements including six angled on-street parking spaces, planted bump-outs, and improved sidewalks to enhance connectivity and invite more visitors downtown.

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e x i s t i n g : This building, occupied by local restaurant Mexi-Wing, could use some updates to help the business thrive even more. Several modifications to the façade over the years such as the vinyl shutters are not historically appropriate, and the current awning is beyond repair. A few simple changes could help highlight the historic brick and brighten up the appearance of this downtown business.

1 12 North Wh ite Street p r o p o s e d : Painting the brick a deeper red helps highlight the historic nature of the building and unifies the façade. A new awning and painted trim refresh the building’s appearance.

A prominent painted sign will help bring customers in the door.

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e x i s t i n g : The old jail building is currently a less-than-comfortable space for a potential business.

Electrical conduit, cracking concrete, and blocked-in window openings reduce the appeal of the building.

Old McM i n n Cou nty Jai l p r o p o s e d : Installing midcentury-styled windows and a paneled front door instantly improves the curb appeal. Relocating electrical wires is a simple way to clean up the building’s appearance.

Repaving and painting make this building move-in ready for a small local business.

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1 05 N o rth Jackso n Str eet e x i s t i n g : Occupied by a karate studio and a masonic lodge, this midcentury building at 105 North Jackson Street could benefit from some minor faรงade improvements. p r o p o s e d : Removing outdated awnings, selecting a dark paint for window frames and trim, and installing large-format signage help create a bold appearance that emphasizes the midcentury character of this building.

1 09 N o rt h Jac kso n Str ee t e x i st i n g : The faรงade of this building on Jackson Street could be updated to improve the look of downtown. p r o p o s e d : Painting this faรงade, opening the building up with glass storefront windows, and installing a midcentury-inspired stainless awning update this building and improve the look of this stretch of Jackson Street. Keeping sidewalks pressure washed restores the appearance of old exposed aggregate concrete.

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e x i s t i n g : At the corner of East Hornsby and Jackson Street, this building features dramatic storefront windows and a bold outline.

1 2 5 N o rt h Jac kso n Str ee t p r o p o s e d : Minor cosmetic improvements make this midcentury commercial building shine.

Using a simple, elegant color palette of black and white restores a timeless appeal to this building. Cleaning and maintaining sidewalks and painted areas along the right-of-way shows that the community cares about downtown.

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e x i s t i n g : Adjacent to the new pocket park, this corner commercial building once housed a local radio station. Outdated paneling and other inconsistent updates over the years have significantly altered the appearance of this historic downtown building.

1 1 0 N o rt h Jac kso n Str ee t p r o p o s e d : By removing old paneling and installing a traditional commercial storefront door and windows, this building now makes downtown more vibrant and inviting. Signage and industrial-style gooseneck lamps help emphasize this storefront. Using a simple, traditional color palette will keep this design from feeling dated for years.

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Lo n g St r e e t e x i s t i n g : This photo shows the intersection of Long Street and Washington Avenue. Improving Long Street could encourage more visitors to use the public parking lot adjacent to the Athens Market Pavilion. p r o p o s e d : Where possible, adding planted bump-outs and large-canopy street trees provides shade and improves the appearance of this corridor. These bump-outs could be designed with inlets for stormwater infiltration. Improving Long Street with fresh paving and string lights invites visitors to use the existing rear parking area and explore downtown on foot.

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e x i s t i n g : Located at the intersection of Madison Avenue and Green Street, this prominent downtown property could benefit from faรงade improvements.

2 2 4 M a d i s o n Av e n u e p r o p o s e d : Attractive and functional improvements like metal garage doors and fresh paint highlight deco-style architectural details of this downtown business. While still prominently featuring business names and logos, improving properties at prominent corners like the one shown update the appearance of downtown for visitors entering the area.

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e x i s t i n g : Adjacent to Veteran’s Park and the Athens Market Pavilion, this large open lawn could benefit from more trees.

G r e e n S t r e e t L aw n p r o p o s e d : Handsome, large-canopy oak trees help screen views of unattractive back-ofhouse service areas and provide visual interest for visitors traveling along Green Street (TN-30) in this rendering. The added shade also makes parking in rear lots more appealing.

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EXPERIENCE MASTERPLAN 2020

Created for the people of Athens, Tennessee by the Carl Vinson Institute of Government

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