Greensboro Downtown Design Considerations | Summer 2019

GREENSBORO DOWNTOWN DESIGN CONSIDERATIONS | SUMMER 2019

TABLE OF CONTENTS 10

INTRODUCTION

12

OBJECTIVES & SCOPE OF WORK

16

DOWNTOWN DESIGN CONSIDERATIONS

18 26 30 40 44 50 51

COURTHOUSE PLANS QUILT MUSEUM BOUTIQUE HOTEL OPTIONS GREENSBORO COMMONS BREWERY/DEPOT COMPLEX SITE PLAN HISTORIC GLASS SITE & PECAN GROVE IMPLEMENTATION GOALS

OUR PARTNERS

Helping MAKE downtown dreams a

reality since 2013.

The City of GREENSBORO Glenn Wright, Mayor Larry Postell, City Manager Cail Hammons, Community Development Director Located between the Ogeechee and Oconee rivers in Georgia’s formerly rich cotton belt, Greensboro lies at the heart of Greene County, 70 miles east of Atlanta, 35 miles south of Athens, 80 miles west of Augusta, and 65 miles north of Macon along Georgia Highway 15.

Public initiatives and active downtown development efforts have established present-day Greensboro as a progressive town interested in preserving its rich cultural and historic resources, revitalizing its downtown commercial district, celebrating the arts, promoting recreation and tourism, and continuing to recruit entrepreneurial activity.

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The Georgia Municipal Association

carl vinson institute of government

Stephanie Aylworth, Downtown Development Manager

Danny Bivins, Senior Public Service Associate

Chris Higdon, Community Development Manager

T. Clark Stancil, Creative Design Specialist & Fellowship Coordinator

Created in 1933, the Georgia Municipal Association (GMA) is the only state organization that represents municipal governments in Georgia. Based in Atlanta, GMA is a voluntary, nonprofit organization that provides legislative advocacy, educational, employee benefit, and technical consulting services to its members. GMA’s purpose is to anticipate and influence the forces shaping Georgia’s communities and to provide leadership, tools, and services that assist local governments in becoming more innovative, effective, and responsive.

Kaitlin Messich, Senior Designer

Allison Cape, Graphic Designer Karen DeVivo, Editor For more than 90 years, the Carl Vinson Institute of Government at the University of Georgia has worked with public officials throughout Georgia and around the world to improve governance and people’s lives.

From Georgia’s early days as a largely agrarian state with a modest population to its modern-day status as a national and international force in business, industry, and politics with a population of over 10 million, the Institute of Government has helped government leaders navigate change and forge strong directions for a better Georgia.

College of Environment + Design

The GEORGIA CITIES FOUNDATION Perry Hiott, Director of Community Development & Financial Services Founded in 1999, the Georgia Cities Foundation is a nonprofit subsidiary of the Georgia Municipal Association. The foundation’s mission is to assist cities in their efforts to revitalize and enhance downtown areas by serving as a partner and facilitator in funding capital projects through revolving loan fund. Its services include the Revolving Loan Fund Program, the Peer-to-Peer Mentoring Tour, Downtown Development Authority Basic Training, and the Renaissance Award.

The COLLEGE OF ENVIRONMENT + DESIGN Liz Solomon, Downtown Renaissance Fellow The University of Georgia’s College of Environment and Design (CED) has been consistently ranked among the top schools in the nation for both undergraduate- and graduate-level landscape architecture. Students are challenged to explore their unique, individual interests and creatively problem-solve contemporary issues, working with faculty to solve community issues in design charrettes. They also interact with clients, community organizations, and planning agencies.

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THE GEORGIA DOWNTOWN RENAISSANCE FELLOWS

A COMPONENT OF THE GEORGIA DOWNTOWN RENAISSANCE PARTNERSHIP, the Georgia Downtown Renaissance Fellowship pairs emerging design professionals from the University of Georgia College of Environment and Design with local governments to enhance downtown development in communities across Georgia.

Following a competitive selection process, graduate-level student fellows are selected for their design and communication skills as well as overall commitment to community design.

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Over the course of the 12-week | RENAISSANCE FELLOW LIZ SOLOMON

program, Renaissance Fellows work directly with their partner city, producing renderings and plans in a studio environment at the Carl Vinson Institute of Government. Fellows hone their designs and planning expertise under the direction of four full-time design faculty and staff members. With backgrounds ranging from historic preservation and landscape architecture to graphic design, these experts help guide the creation of profession-

Liz Solomon, a graduate student

al-level plans and renderings produced

studying landscape architecture at

by student fellows over the course of

UGA’s College of Environment & Design,

the program.

worked directly with Community

Since 2013, the Georgia Downtown

Development Director Cail Hammons

Renaissance Fellows have assisted 20

to address specific design oppor-

communities across the state. With the

tunities in downtown Greensboro.

assistance of the Georgia Municipal

Solomon created unique design solu-

Association and the Georgia Cities

tions and technical recommendations

Foundation, the City of Greensboro was

for several underutilized downtown

selected as one of two communities to

blocks. Redevelopment of city-owned

take part in the 2019 Fellowship. Partner

properties, the relocation of downtown

cities are selected based on the criteria

institutions, and identifying possi-

of strong local leadership, community

ble locations for redevelopment and

commitment, and fiscal readiness to act

greenspace were the focal points of

on projects.

the project.

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| RIP E THING MA RK E T

8

Public initiatives and active downtown development efforts have established present-day Greensboro as a progressive town interested in preserving its rich cultural and historic resources, revitalizing its downtown commercial district, celebrating the arts, promoting recreation and tourism, and continuing to recruit entrepreneurial activity.

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INTRODUCTION T

he Greensboro Downtown Renaissance Fellowship follows significant reinvestment and development in downtown Greensboro over the past fifteen years.

This document is designed to build and expand major successes, including the following: • A 2005 UGA CED charrette plan focused on downtown development • Greensboro’s participation in the 2018 Georgia Placemaking Collaborative • Ongoing installation and restoration of downtown murals • Ongoing expansion of downtown streetscaping • The opening of Oconee Brewing, restoration of the historic Mary-Leila Lofts, and other key developments

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Building off of these efforts, this document provides a vision to help guide the future of downtown development in Greensboro.

The purpose of this report is to visualize and conceptualize options for the future growth of downtown. Expanding on the streetscaping and placemaking efforts that have already been completed, this report is intended to help guide strategic land-use planning and development. Current relocation plans for Greensboro City Hall has opened up opportunities to rethink the relationship of downtown amenities and spur economic investment.

Expanding downtown development northward offers the ability to incorporate new businesses and institutions downtown.

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OBJECTIVES •

Determine the best locations and spatial relationships for the following desired future land uses: community greenspace/gathering space, institutional uses, and mixed-use infill development

•

Spur economic investment and redevelopment of underutilized parcels in a manner that expands and reinforces the downtown core

•

Visualize future infill development, including site locations, land uses, and aesthetic potential

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SCOPE OF WORK C I T Y H A LL B LO C K & ADJACE NT PARCE LS

•

Create a phased concept plan with potential uses from the CSX railroad to Greene Street and from the Episcopal Church of the Redeemer property to the historic depot • The phased concept plan should include an AutoCAD base map that shows building footprints, roads, sidewalks, landscape features, and other elements.

• The plan should include uses that reflect those proposed by the city and local developers/property owners, including a potential anchor, parking, and other uses as requested.

•

Create illustrative renderings showing proposed redevelopment and potential uses

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DOWNTOWN GREENSBORO CURRENT CONDITIONS Current Plan

Greensboro’s downtown core features effective streetscaping and active local businesses.

Several changes are on the horizon, including city hall moving from its current location, which will free up a large city-owned parcel for redevelopment. The city is currently in the process of expanding streetscaping and extending downtown amenities eastward on Broad Street and toward the north side of town, connecting downtown to the recently opened Oconee Brewing Company Complex. Greensboro recognizes the need for additional institutional space downtown. This study seeks to identify potential locations for additional institutional space in the city center. Additionally, the city seeks to find suitable locations for potential greenspace and mixeduse infill development that extends the downtown district. Several parcels, outlined in red, were identified as currently underutilized with potential for redevelopment.

W Broad St

W South St S Main StD

OWNTOWN CORE

LEGEND

Crosswalks Sidewalks Parking

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Caldwell Laundry Site (Vacant) S East St

Green Count Courtho

Private Ownership

Court St

E Broad St

Potential Redevelopment Parcels

City Owned (Vacant) N East

Mill St

7+ Acre Parcel (City Owned) N Spring St

Historic Mill Mary-Leila Lofts Development Feed & Seed

Oconee Brewing Historic Depot N West St

AT&T

Current City Hall

Walgreens

W North St

W Greene St

City Owned Parcel

Glass Site (Vacant)

Family Dollar

N Main St

Fred’s

St

E North St

Old Gaol

E Greene St

ne ty ouse

Historic Episcopal Church

N 15

DOWNTOWN GREENSBORO STRATEGIC DEVELOPMENT This conceptual design suggests an arrangement of infill development that follows the city’s existing design characteristics: zero-lot-line setbacks, rear parking, and mixed-use buildings.

Development is concentrated at the north end of downtown to extend the feeling of the downtown business district and create opportunities to attract visitors. A boutique hotel, quilt museum, and convention space are just a few potential options for the types of mixed-use development that could activate this area. Institutional uses are suggested to be located at prominent intersections, such as on Broad Street entering downtown, to increase visibility and serve as gateways to downtown. Several options are presented for potential parking structures to accommodate downtown business as well as institutional needs.

Rendering View Guide

3

Quilt Museum Concept

4

Boutique Hotel and Quilt Museum

5

Hotel, Retail, and Integrated Parking

6

Greensboro Commons with Infill Development

7

Pedestrian Bridge Midblock

8

Brewery Complex Site Design

9

Boxcar Businesses

S Main St

(Rendering by: DMMA Architects)

10 11

16

Historic Depot Restoration

(Rendering by: DMMA Architects)

Glass Site Historic Pecan Grove

Co

Court St

Institutional Use with Parking across from Courthouse Annex

E Broad St

2

Planned Streetscape Additions

Courthouse Annex and Greenspace/Pedestrian Link

W Broad St

1

W South St

(In order of appearance)

Courthouse Parking Option with Ground Level Institutional Use

S East St

Greene Co Courthouse Annex

2

Gre Pe Co

E Mill St

N Spring St

Historic Mill Mary-Leila Lofts Development Boxcar Businesses

9 Oconee Brewing

N West St

Feed & Seed Winery Tasting Room

Planned Streetscape Additions

8

5

W Greene St

AT&T

N Main St

Greensboro Commons

Boutique Hotel

4

ourthouse

E North St

E Greene St

eenspace edestrian onnection Old Gaol

Convention/Event Space with Shared Parking Deck

Preserved Pecan Grove Passive Recreation Space

Quilt Museum/ Institutional Anchor

6 Festival Hall

11

W North St

7

Retail Infill

1

10

3 Historic Episcopal Church

See Detail Plan

N N East St

17

S Main St

N

Planned Streetscape Additions

Courtho

Court St

E Broad St

Courthouse Parking Option with Ground Level Institutional Use

Greene Co Courthouse Annex

S East St

Greenspa Pedestria Connecti

Street Par Added

COURTHOUSE ANNEX AND PARKING DECK 

In anticipation of future growth in Greene County, the Greene County Courthouse may need

to expand with the addition of an annex building nearby. The city-owned parcel at 122 East Broad Street would be an ideal site for a future annex building. Locating the annex on this parcel at the intersection of East Broad Street and North East Street would provide a civic anchor at a prominent downtown corner. To accommodate parking needs, the parcels opposite on Broad Street could house another institutional use on the ground level with an integrated parking facility to the rear of the building, as illustrated here.

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N Main St

ouse Convention/Event Space with Shared Parking Deck

E North St

E Greene St

ace an ion Old Gaol

Festival Hall

Historic Episcopal Church

N

rking

N East St



Alternatively, the large parcel currently occupied by Fred’s could potentially be converted

into a multi-use facility that would include convention or event space with an integrated parking facility. Less than a block from the Greene County Courthouse, parking on this site could serve the courthouse during weekdays and provide event/entertainment parking on weekends, maximizing the benefit of this costly investment.

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POTENTIAL INSTITUTIONAL INFILL The intersection of Broad Street and East Street has the potential to be a prominent entrance to downtown Greensboro. Siting institutional use at this intersection creates a gateway that defines the boundaries of downtown while adding a strong civic presence. A future Green County Courthouse Annex, pictured below on the right side of the rendering, could be enhanced by an additional institutional use and parking structure, pictured on the left side of the rendering.

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| EXISTING

| P ROP OSED

21

| EXIST IN G

EXISTING, ABOVE: The small parking area behind the Green County historic Courthouse currently has 32 marked spaces.

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COURTHOUSE GREENSPACE PROPOSED, BELOW: Converting the small existing parking lot between the historic courthouse and the annex site to a public greenspace would restore the block’s function as the historic town square, simultaneously improving pedestrian accessibility. Street parking on Court Street could be re-striped to create 40 spaces instead of the current 13, and converted to government-use only.

Striping an additional 5 parallel parking spaces on South East Street could equalize the number of spaces lost from the current courthouse parking lot.

| P ROP OSE D

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T

he north side of downtown Greensboro is currently occupied by the soon-to-be-retired Greensboro

City Hall and a few dated strip-commercial buildings surrounded by surface parking. An adjacent property known as the Glass site is owned by local developers engaged in downtown redevelopment.

As a part of this project, Greensboro’s Downtown Renaissance Fellow looked at both the Glass site and the adjacent block of underutilized parcels to plan for a vibrant extension of downtown. The objective of this design is to imagine a new vision for the area that continues the energy of Main Street northward and helps draw visitors to downtown Greensboro.

Significant investments have already been made in the adjacent Oconee Brewing complex, featuring a brewery, tasting room, and event space, with plans for dining options and wine tasting in the historic Greensboro train depot. This design imagines a tourism and entertainment district that links the depot complex to North Main Street, with enhanced pedestrian connections and added greenspace amenities.

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INFILL DEVELOPMENT DETAIL PLAN

CITY HALL AND ADJACENT PARCELS

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QUILT MUSEUM

n o i t a r i p s n I n g i Des

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QUILT MUSEUM F

ollowing market research, local developers proposed creating a southern location for the National Quilt Museum in downtown Greensboro. This devel-

opment could become an attraction with regional appeal. An institution like a quilt museum would help draw visitors to downtown Greensboro and serve as an anchor for an expanded retail and entertainment district on the north side of downtown. The approximately 28,000 square foot facility could also host weddings and events. Siting the museum on the available Glass site could allow for preservation of the historic pecan grove that is locate on the site, adding valuable outdoor space for additional programming and events. This area could be further developed in the future as a potential amphitheater or public grounds similar to those at the Atlanta History Center.

| QUILT MUSEUM DESIGN CONCEPT (RIGHT) inspired by local architecture and traditional quilting patterns

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| EXISTING

QUILT MUSEUM EXISTING, ABOVE: This overgrown area known as the Glass site, pictured from the front steps of the historic Episcopal Church of the Redeemer, is a vacant parcel at the north end of Greensboro's downtown.

PROPOSED, RIGHT: A new quilt museum complex adjacent to the historic Episcopal Church of the Redeemer references the church’s unique geometric stained-glass window and stained-glass façade.

Patterning in the glass façade reflects the colorful quilt designs contained within.

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| PROPOSED

PROPOSED |

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BOUTIQUE HOTEL/PARKING STRUCTURE

T

he block north of Greene Street was historically occupied by a few larger homes, a partial block of Main Street businesses and offices, and two

Victorian-era hotels: Hotel Richland and Hotel Crossley, dating from the early 1900s. A hotel in this block would be in keeping with the history of this neighborhood. The concepts that follow envision a 72-room boutique hotel that could serve small conventions and events, and support tourism in downtown Greensboro. Integrating parking into the design could support multiple functions nearby.

This Sanborn Fire Insurance Map from 1909 indicates two hotels on Main Street. The Hotel Richland and Hotel Crossley were adjacent buildings. Also pictured are office buildings, seen in pink to the lower left of the image. These buildings, since demolished, can be seen as a historic precedent for the downtown commercial district to expand northward.

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| OCONEE BREWING CO

| HISTORIC MARY-LEILA COTTON MILL

| 1 HOTEL CENTRAL PARK, NEW YORK Photo: 1 Hotel Central Park

BOUTIQUE HOTEL

Design n o i t a r i p s In

| THE BOHEMIAN HOTEL, SAVANNAH, GA Photo: Google Maps

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| PLANTS IN DOWNTOWN GREENSBORO

BOUTIQUE hotel option ONE VIEW ONE

I

nspired by the industrial architecture of the nearby historic Mary-Leila Cotton Mill, this design concept for a boutique hotel on the southwest corner of West North Street

and North Main Street features a classic brick faรงade with large steel window openings. Historic-style window openings help the building relate to its surroundings. This mixed-use development offers street-level retail space and dining options that will draw in hotel guests and locals. Expanded streetscaping and a tourism-generating museum activate this underutilized block of downtown.

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| PROPOSED

| EXISTING

EXISTING: Pictured from the northeast corner of Main Street and North Street, the current Greensboro City Hall is soon to be vacated. Narrow, crumbling sidewalks and missing crosswalks are a challenge for ADA accessibility.

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| EXISTING

BOUTIQUE hotel option ONE VIEW TWO, PARKING DECK EXISTING: The rear of the Greensboro City Hall site is currently used for storage. When seen from the Oconee Brewing Company site, the storage buildings do little to indicate to visitors that downtown is just up the hill.

PROPOSED: Ground-floor retail draws visitors between nearby Oconee Brewing, a new hotel, and the museum site. Activating the street level on this block encourages visitors to walk between points of interest and reduces parking demand. The site’s drastic elevation change creates an opportunity to integrate a parking structure into the lower floors of the hotel. An upper balcony takes advantage of sunset views.

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| PROPOSED

35

BOUTIQUE hotel option TWO VIEW ONE

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| PROPOSED

T

his version of the “Green Hotel” softens the building’s prominent position on the block with living walls that serve double duty as an energy saver and eye-catcher.

Emphasizing the Green in Greensboro, this building adds a progressive spin to the city brand. This version maintains the features of Option 1 with an alternative facade.

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| EXISTING

BOUTIQUE hotel option TWO VIEW TWO, PARKING DECK This version of the "Green Hotel" disguises an integrated parking deck with a living wall, drawing the eye towards ground level retail.

| PROPOSED

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greensboro commons EXISTING: This sea of parking between two strip-commercial structures contributes little to downtown Greensboro and

| EXISTING

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decreases pedestrian activity on the north side of downtown.

| PROPOSED

G

reensboro lacks a central outdoor gathering place, an important community-building amenity. As seen in Savannah’s Ellis Square and nearby Madison’s

Town Park, cities across Georgia have had tremendous success spurring economic investment through the creation of green space in downtown. Due to topographic limitations, a centrally located greenspace in downtown Greensboro would have to take up a smaller footprint than in other cities, creating a more intimate-scale public greenspace. Surrounded by infill development, this concept features outdoor café seating and a small stage area, creating a nexus for outdoor concerts, movie nights, and other events. The rear of the park features a pedestrian bridge connecting the greenspace to the depot complex.

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PEDESTRIAN BRIDGE

| EXISTING

| PROPOSED

T

he City of Greensboro is working to improve pedestrian connectivity in downtown, in part to encourage people to walk between activities and reduce parking

demands. Clear sightlines and interesting pathways are essential to incentivizing walking. Currently serving as storage, this potential mid-block cut-through creates a pedestrian bridge directly to the new Oconee Brewing Company complex, connecting this development to the activity on Main Street.

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| OCONEE BREWING CO.

brewery/depot complex site plan s mentioned, investment has already

A

weddings, live music, First Fridays, and

been made in the Oconee Brewing

other events. This complex also houses

Company complex on the north side

the historic Greensboro train depot,

of town, with the brewery and tasting

which is being considered for resto-

room having opened in 2017. The brew-

ration and redevelopment into a winery

ery has already become an attraction

tasting room, adding to the activity of

for downtown Greensboro, hosting

this popular spot.

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GREENSBORO DEPOT EXISTING: Currently, the large open space outside of Oconee Brewing Company is a

EXISTING

gravel lot and is mostly used as a lay-down yard by Farmer’s Feed and Seed, located in the depot building.

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| EXISTING

| PROPOSED

PROPOSED: With some organizational changes, Farmer’s Feed and Seed could continue business as usual, while opening up opportunities for other uses of the space. Depicted here is a shared outdoor seating area with food trucks serving brewery visitors, as well as the new winery in the train depot. Permeable grid pavers direct vehicle circulation and stabilize the parking areas. A decomposed granite seating area treated with a spray-on stabilizer reduces dust while improving walkability.

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DEPOT BOXCARS RENDERING PROVIDED BY DANIEL MARTIN, DMMA ARCHITECTURE AND INTERIORS

| EXISTING Visualized by Atlanta architect Daniel Martin, this rendering depicts a redevelopment concept for part of the Oconee Brewing Company complex, just outside of the current outdoor seating area. With railroad tracks running along the back of the site, this concept imagines a “spur” with boxcars housing small businesses. This image was included to give a complete picture of potential development ideas for the site.

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| PROPOSED

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GREENSBORO DEPOT RENDERING PROVIDED BY DANIEL MARTIN, DMMA ARCHITECTURE AND INTERIORS

EXISTING

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| EXISTING

| PROPOSED

CURRENT STREETSCAPING ON MAIN STREET

| PROPOSED

Illustrated by Atlanta architect Daniel Martin, this rendering depicts a redevelopment concept for the historic train depot at the Oconee Brewing Company complex. This rendering captures the potential for a sophisticated winery tasting room, with a wraparound deck adding a touch of formality while improving walkability. Additionally, the deck would serve as a visual barrier between the building and the active rail line. This image was included to give a complete picture of potential development ideas for the site.

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HISTORIC GLASS site & PECAN GROVE

| EXISTING

L

ocated to the northwest of Main Street and North Street, the Glass house site is currently rests vacant. A mowed edge and an informal path can go a long way, turning this over-

grown lot into a downtown amenity. Under the shade of old-growth pecan trees from the historic homesite on the property, residents of downtown Greensboro can enjoy a pleasant walk, read a book, or spread out a picnic blanket. As the historic home on site is unable to be salvaged due to termite damage, preservation of the canopy trees acknowledges the site’s history while providing opportunities for public recreation. Development plans for a museum or another institutional anchor on this site should include a tree survey, siting construction to allow the healthiest trees to be retained.

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| PROPOSED

IMPLEMENTATION GOALS IMMEDIATE • Continue plans to retire and demolish the existing Greensboro City Hall. Establish a public/private partnership to facilitate development of the Greensboro City Hall site and Glass site.

MIDRANGE • Monitor institutional uses in downtown for relocation and expansion needs.

LONG-TERM • Encourage new construction that is appropriate for downtown, as well as green space development as appropriate locations become available.

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201 N. Milledge Avenue | Athens, Georgia 30602 Telephone: 706-542-2736 | Fax: 706-542-9301 www.cviog.uga.edu