Bethlehem Pike Vision Plan: Implementation

POLICY ISSUES

The economic development strategies identified in this plan involve five types of actions: 1) public infrastructure investment, 2) private investment in specific development and redevelopment projects, 3) civic/governmental participation in specific development projects, 4) public policy regarding zoning, design standards, historic preservation and other public regulation of development, and 5) private recruitment of retail and office tenants.

Each of these actions will be looked at in more detail and will be followed by an Implementation Plan that indicates the specific tasks and phasing needed to bring about the goals for Flourtown-Erdenheim's revitalization.

PUBLIC INFRASTRUCTURE INVESTMENT

There are two basic areas of public infrastructure investments to be made: 1) roadway adjustments, streetscape enhancements, gateways; and 2) park and recreation facilities

Lead participants: the two municipalities

Funding: various state & federal programs; private contributions; township capital investment

Key issues: recreation needs programming and planning process; the need to develop phasing of improvements because the municipalities will probably need to raise money over a long period of time.

PRIVATE INVESTMENT AND CIVIC/GOVERNMENTAL PARTICIPATION

There are several smaller opportunities for private investment, but the two key activities are the development of the front portion of the Flourtown Plaza property and the Rittenhouse Lumber property.

For the Flourtown Plaza property, the participation of the Fire Company in providing parking needs to be negotiated for lease. Then, Springfield Township needs to determine how it will modify zoning/ parking/design requirements to allow extensive additional development by the Flourtown Plaza owner. This probably involves an overlay zoning initiative or some other kind of extensive control mechanism so that the nuances of the desired design and tenancy are incorporated in the development. Finally, the owner needs to recruit tenants and build the new development per the Vision Plan.

For the Rittenhouse Lumber property, the School Board needs to determine whether it will make its parcel available and when. Then a developer should be recruited to develop the two properties together. Springfield Township will need to develop guidelines with that developer to assure that the desired benefits of the project occur. It is recommended that the School Board only give the developer an option contingent on the developer getting Township concurrence with a specific site plan. Again, an overlay zoning ordinance would have to be developed.

Private investment should be able to meet the funding requirements of these two projects and also provide sufficient financing to build the parking facility in Flourtown on the Fire Company property and to beautify the creek in Erdenheim.

An additional issue is the Carson Valley School property. Planning for this property should be coordinated with Springfield Township's recreation activities plans to create a comprehensive entertainment/cultural/recreational program for the Flourtown Village Center. Financing of this project may require a public/private fundraising campaign, but that is difficult to predict at this point.

PUBLIC POLICY

The public policy zoning strategy involves two municipalities. Public policy involves the following initiatives: recommended changes to each municipal zoning ordinance, incorporation of design standards, incorporation of an historic district, recommended changes to the subdivision and land development, and implementation through the subdivision and land development review process.

Zoning Recommendations

In order to help facilitate the themes and design standards proposed within this Plan, the following zoning amendments should be made to each of the municipal zoning ordinances. Since many of these recommendations are specific to this area of the Township, it may be appropriate to address all of these changes within an overlay district. The overlay district standards can be designed to allow positive incentives with bonus development standards, provided that the design and architectural guidelines within this Plan are met. Standards should be designed to respond to the desired scale and purpose for commercial, office and residential uses in each area. To create a successful mixed-use shopping, office and residential district, the use of Traditional Neighborhood Design (TND) principals is encouraged.

In order to adopt these changes it is recommended that each municipality adopt this Revitalization Plan as an addendum to their Comprehensive Plan so that it can become an official document. Then, upon review by each Planning Commission for each municipality, zoning amendments can be drafted for review and recommendation to their respective governing body for adoption.

Within Springfield Township, the following zoning changes should be made:

Service Uses: The by-right uses within the B-2 district permit and encourage automotive, mechanical service, and non-retail service uses within two locations that are most appropriate for pedestrian oriented village retail commercial uses. These uses within Erdenheim and south of the Flourtown Shopping Center appear incompatible with the goal of establishing a village commercial area. These uses should be either eliminated from this district or permitted only by conditional use, special exception, or as part of an overlay district.

Shopping Centers: Within the Shopping-S District, if the maximum lot coverage of 30% includes all impervious surfaces, then this restriction may be unnecessarily tight. In addition, the minimum side yards for adjacent commercial districts seem unnecessarily wide.

Within Whitemarsh Township, the following zoning changes should be made. The by-right uses within the CR-L district permit mechanical service and non-retail service uses within locations more appropriate for pedestrian oriented village retail commercial uses. These uses should be either eliminated from this district or permitted only by conditional use or special exception.

Within both municipalities the following zoning recommendations apply:

Excessive Parking Ratios: Regarding parking requirements, most of the proposed parking ratios appear excessive and should be evaluated for reductions, especially in conditions where pedestrian access to businesses, shared parking and other multi-modal transportation methods are in use. For example, retail parking should be in the range of 4 to 5 per 1000 s.f. (not 10 per 1000), offices should be 3 to 4 per 1000 s.f. (not 5 per 1000) and restaurants should be 10 spaces per 1000sf (not 20 per 1000). The effect of overstating parking requirements is to discourage renovations and expansions and undervalue commercial real estate. It also destroys the character of the corridor.

On-Street Parking: At present the ordinance does not appear to offer full credit for on-street parking spaces along a property line towards fulfilling the off-street parking ratios. This is essential for many small and impulse oriented retail and restaurant purchases. In addition, there should be provisions for leasing parking from non-adjacent properties within a commercial district.

Excessive Front Yards: The minimum front yard setback of 50 feet appears excessive. In most cases, parking should be prohibited from the front yards and required at the side or rear. A build-to line of 10 to 30 feet is preferable in settings such as this.

This will also discourage parking in the front of the building, which is very destructive to the pedestrian character of the streetscape. In most cases the setback between adjacent buildings should be with 5 to 10 feet of the adjacent front building facade.

Building Design Standards: Adopting this report as an addendum to each municipal plan will allow the municipality to use these architectural design and sign standards by reference in a future overlay zoning district.

Historic Preservation

The Flourtown-Erdenheim area should be included within an historic district that is administered by a local Historic and Architectural Review Board (HARB). The advantages include: an overview organization (the Historic and Architectural Review Board) to provide technical support and ensure adherence of the architectural design guidelines that are recommended within this Plan; a process to limit the demolition of historic properties that may contribute to the character of the corridor; the opportunity for individual historic properties to qualify for up to twenty percent Federal tax credits for the restoration of commercial buildings; and an the ultimate increase in property values.

Each municipality must complete an historic inventory of historic properties per the guidelines of the State Historic and Museum Commission in Harrisburg. Once the boundaries of the district have been approved by the state the National Park Service should be petitioned for possible inclusion as a National Register District, which is a necessary certification to qualify for the tax credits. Then upon acceptance by the State and Federal agencies, each municipality must adopt an ordinance to create the designated historic district as an amendment to the zoning ordinance and establish the Historic and Architectural Review Board.

Establish Funding Sources for Preservation

The following funding strategies and sources should be evaluated to accomplish the preservation recommendations:

• Implement a Revolving Low-Interest Loan Program to create the necessary incentives for major renovation to existing buildings in need of renovation and rehabilitation
• Implement a Maintenance Grant Program to comply with the Design Guidelines and to be administered by FEEA or the Townships
• Matching Grant to fund the premium costs associated with historically appropriate façade enhancements
• Investigate additional funding strategies for preservation and maintenance of historic properties
• Federal Tax Credits to property owners

Prepare and adopt amendments to the Subdivision and Land Development Regulations

Each municipality should revise aspects of the regulations to include appropriate village buffer standards between parking and adjacent residential uses, and improved stormwater management that will preserve the village character. For example, it is recommended that all new stormwater management devices be placed underground in seepage beds so that they are not visible. This will preserve the historic character of the corridor and not create unsightly stormwater detention pits that are not suitable for pedestrian movement.

TENANT RECRUITMENT

This is a private obligation. In the economic development portion of this report there are many recommendations for the type of successful tenants that should be groomed for this corridor.

GETTING STARTED

There are many small steps that can initiate the implementation process, even before specific government action is taken. FEEA can meet with the owners of smaller properties in both Townships to encourage compatible redevelopment. This would be especially useful in the Valley Green area and between the two Village Centers. Area realtors and developers could aggressively begin compatible tenant recruitment. Individual arrangements for shared parking could be negotiated and implemented.

Building Facades and Signs

A coordinated program of signs, facade enhancement grants, and voluntary design guidelines will assist Flourtown-Erdenheim businesses in creating and sustaining an effective sense of place that will appeal to patrons. The following policies should be adopted:

• Encourage each Township to adopt District Architectural Design Guidelines for buildings and signs.
• Initiate a facade improvement program for existing businesses. State-funded programs allow businesses to qualify for up to fifty percent of the cost of a facade improvement up to a maximum of $5,000 per each five years.
• Strongly encourage businesses to adhere to the architectural design guidelines for all new construction.

The development of a signage program which better announces the existence of retail locations to drive-by and walk-by traffic will greatly improve the marketability of these properties and the ability of businesses to attract customers to these sites. This represents a small investment for the retailer, but the impact upon businesses and the community is major.

IMPLEMENTATION STRATEGIES FOR THE FLOURTOWN-ERDENHEIM VISION PLAN

The Implementation Strategies Table is provided as an initial outline, with the expectation that ongoing changes will be made by the various Township administrations to respond to community concerns, sequential construction and available funding.

Phasing Strategy

The phasing strategy is designed to accomplish two goals: 1) Identify easily achievable projects that will have a high and visible impact upon the short term, and 2) Identify the important phases of the more ambitious projects that will require many years to implement. The project years in the phasing plan will begin once this Plan is adopted. The project years in the following table indicate the year the task will begin. As with any large multi-tasked project, the key is to enlist partners early, keep people informed, and adjust the schedule as necessary to address changing priorities.

Implementation Partners

To coordinate implementation activities for the Plan, the following groups have been identified as potential partners with the Township:

• Springfield Township Commissioners
• Springfield Township Manager and Assistant Manager
• Whitemarsh Township Supervisors
• Whitemarsh Township Manager and Assistant Manager
• Flourtown-Erdenheim Enhancement Association (FEEA)
• Montgomery County Commissioners
• Montgomery County Planning Commission
• Local State Representative
• Local State Senator
• Pennsylvania Department of Community andEconomic Development
• Pennsylvania Department of Transportation
• Pennsylvania State Historic and MuseumCommission
• Southeast Pennsylvania Transportation Authority
• National Park Service
• Federal Transportation Enhancement Programs
• Local lenders and developers
• Private land owners and business owners
• Township residents

STEP-BY-STEP IMPLEMENTATION

It is anticipated that the bulk of the implementation strategies described within this report may take upwards of ten or more years. It is not uncommon to reevaluate the implementation plan and strategies within five year periods. Market trends will dictate changes to some of the public/private initiatives as described within this Vision Plan. Ownership changes and reinvestment of private property will also set in motion changes that will enhance the overall impact of this Plan. Even if all of the tasks defined within this report are completed, there will still be a need to continue to define new projects and further upgrade the study area.

The following is a step-by-step approach for implementing the plan.

Year One

Goals: Set into motion some cost effective improvements that are readily seen so that people know the new changes are underway. Start planning the process toward a first phase of the major public improvements. Complete the regulations that will improve the opportunities for private investment.

1. Planning:

1.1 Organization: The first objective is to organize FEEA into various working organizations that are necessary to implement the Vision Plan. It is recommended that the following sub-committees be developed. Each of these sub-committees will then report to the full board of FEEA on a monthly basis.

• Capital Improvements Committee: The role of this committee is to recommend contracts for professional services, such as engineering of the roadway improvements, landscape architectural design of the streetscape enhancements and town center, design of the banners, etc., coordinate and review the design details of all improvements, and review the work in progress.
• Architectural Design Committee: Membership of such a committee should include a realtor, architect, business owner, resident, and at least three members of the Flourtown-Erdenheim Enhancement Association (FEEA) and a representative of the manager's office from each municipality. The role of this committee is to market the grants for façade improvements, review and further develop guidelines for architectural façade enhancements, review all grant applications for façade improvements and review the work in progress, assist in the development of an inventory of historic properties for historic preservation, coordinate with the State Historic and Museum Commission in the certification of the historic district, lobby businesses and the townships for the adoption of the establishment of an historic district and establishment of a historic and architectural review board, and review all recommendations for zoning amendments per the vision plan.
• Economic Enhancement Committee: The role of this committee is to set up a program to market the Flourtown-Erdenheim Corridor to the public and to prospective commercial businesses and developers. Flyers should be developed to identify all of the businesses and special events. It will be their role to identify the types of businesses that should be attracted to the corridor and work with landlords to make affordable space available. This committee may hire the services of a Main Street Manager. It will also be their role to work with area properties, the school district and each municipality to facilitate the new development recommendations identified within the Vision Plan.
• Finance Committee: The role of this committee will be to organize fund raising events, petition businesses and individuals for banner and lighting programs, assist with grant writing, and lobby municipal, county and state agencies for funds.
• Improvement Committee: The role of this committee will be to coordinate with each Townships' Shade Tree Commission on the planting of the shade trees and take ownership of a hanging basket program, banner program, and seasonal decorations.

1.2 Revise Ordinances: As noted within the Plan it will be necessary to revise the zoning ordinances and subdivision and land development ordinances for each of the municipalities in order to foster private development and enhancements. This should be done as soon as funds are appropriated.

1.3 Engineering: It is recommended that the first phase of the public street improvements include only restriping, signals, and signs. This is a cost effective method of obtaining on-street parking, even if it will be on only one side of the street. The engineering for this first phase will require three separate tasks: conceptual engineering, construction documentation, and funding coordination.

1.4 Historic District Designation: Each municipality should seek funds for professional assistance to develop the necessary inventory of historic properties within the Vision Plan Area. While most of this work can be achieved through the assistance of volunteers, the professional assistance will help in facilitating the process so that it is completed within the first year. Once the work is complete and the district has been approved by the State Historic and Museum Commission and the National Park Service, then each municipality will have to adopt an ordinance to create the historic districts and establish an Historic and Architectural Review Board (HARB) to administer the permit process.

2. Marketing:

2.1 Grant Writing: This will involve contacting county and state sources for implementation funds. Grants for economic development and street trees can be made to the county. Grants for the street, sidewalk, and streetscape enhancements should be made to PennDOT with the assistance of the local State Representatives and Senators.

2.2 Fundraising: There are a number of fundraising initiatives that can be developed by the community. As described above, it is recommended that there be a campaign to sell streetlights that would acknowledge the donor.

Other campaigns would be to solicit local businesses to fund street trees or hanging basket programs.

2.3 Market the Facade Improvements: FEEA needs to set up a sub-committee to set up the grant program with the State ( Note: This may have to be in conjunction with the Town Manager of each Municipality), begin to market the grant aspects of the façade improvements, and set up procedures for reviewing the grant requests. FEEA should also encourage businesses to contact an architect to develop the necessary documentation to obtain bids from reputable contractors and apply for a grant. As improvements are underway, make certain that it is written up in the local newspaper.

2.4 Market New Development: Begin the process of encouraging new businesses to implement some of the private improvements that are recommended within the Plan. It may take years to show the fruits of this labor, so it is important to plant the seed early in the program.

3. Implementation:

3.1 Banners: Design and install banners at Flourtown Village Center and Erdenheim Village Center. It is recommended that these be canvas banners at this time. It will be necessary to coordinate this with PECO since they will be installed on their utility poles.

3.2 Street Trees: Each municipality should apply to Montgomery County for grants for tree installation or use general funds. A goal of ten to fifteen trees per year should be set for each municipality. The first trees should be placed in those areas where the street will not require widening. If each municipality has a Shade Tree Commission, it is recommended that this work be coordinated through the individual Shade Tree Commission upon review and coordination of a Capital Improvements Subcommittee of FEEA.

3.3 Lighting: The community should initiate a campaign to start the installation of street lights. At a cost between $4,000 to $5,000, depending upon the type of light, individuals and businesses should be contacted to dedicate a light. In addition, each municipality should have a policy to require any application for a permit for improvement or redevelopment include the installation of new light fixtures and trees as part of the improvement process. It is anticipated that approximately ten to twenty lights could be initially purchased in this method. Again, the placement of the lights should be limited to those areas where it is certain that the street will not require later widening.

Year Two

Goals: Continue some cost effective improvements that are readily seen so people know the new changes are ongoing. Start construction of the first phase of the transportation improvements. Begin to implement the grants for façade improvements and have the HARB actively review all building permits.

1. Planning:

1.1 Engineering: This will include construction observation for the first phase of construction.

1.2 Architectural Review Committee:

Architectural Review Committee to review and approve grant requests for façade improvements.

1.3 Historic District Designation: The Historic and Architectural Review Board (HARB) to administer the permit process.

1.4 Landscape Architecture: Develop plans for town signs and the gateways.

2. Marketing:

2.1 Grant Writing: This will involve contacting county and state sources for implementation funds. Grants for economic development and street trees can be made to the county. Grants for the street, sidewalk, and streetscape enhancements should be made to PennDOT with the assistance of the local State Representatives and Senators.

2.2 Fundraising: Continue fundraising initiatives that can be developed by the community. Target funds for two community signs; one at Flourtown and the second at Erdenheim.

2.3 Market the Facade Improvements: Begin the first facade improvements. As improvements are underway, make certain that it is written up in the local newspaper.

2.4 Market New Development: Encouraging new businesses to implement some of the private improvements that are recommended within the Plan.

3. Implementation:

3.1 Street Trees: Continue to meet the goal of ten to fifteen trees per year to be set by each municipality. These trees should be placed in those areas where the street will not require widening.

3.2 Lighting: Continue the campaign for the installation of street lights. Continue the policy for each municipality to require that any application for a permit for improvement or redevelopment include the installation of new light fixtures and trees as part of the improvement process. Again, the placement of the lights should be limited to those areas where it is certain that the street will not require later widening.

3.3 Striping, Signals, and Signs: Coordinate with PennDOT for the new striping, coordination of the signals, and new signs for on-street parking and new pedestrian crosswalks. (Note: This would be for two dedicated travel lanes, one median lane, and one parking lane that would alternate from one side to the other.)

3.4 Design and install the Township signs.

Years Three through Ten

Goals: Continue ongoing improvements that are readily seen so people recognize that this is part of an ongoing process. Start the engineering of the next phase of the road improvements. Continue to implement the grants for façade improvements and have the HARB actively review all building permits. Expand the street tree planting, hanging basket program, street light and banner programs

This Implementation Plan shows how the projects can be developed over a ten year period. This schedule should serve as a guideline only and should be reviewed and updated on an annual basis.

Potential Funding Sources for Streetscape Improvements

Many of the streetscape improvements recommended for the projects identified above will require the expenditure of public money. Appropriate sources of these funds include the federal government — through PennDOT. For example, the first phase of the street improvements, such as the striping, signalization and signage, may be possible through an annual maintenance budget or through the trading of services with PennDOT with the two municipalities. Additional funding sources include the Commonwealth of Pennsylvania, Montgomery County, Springfield and Whitemarsh Townships. Efforts should be made through the State Representative's office to identify commercial district streetscape improvements to be given priority for federal and state financing through the Transportation Enhancement program. Grant requests are due by end of October. State grants that could facilitate part of the effort are the Community Conservation Partnership Program with a 50% match for Planning to a maximum of $50,000.00 or a 50% match construction to a maximum of $200,000.00, Urban and Community Forestry Grant can provide a 50% match for trees, Neighborhood Assistance Program, a tax credit per year to a business that sponsors a neighborhood organization in a revitalization effort.

The cost of some streetscape improvements may be significantly lessened if completed with townships' existing road crews and equipment. A financing approach that would not require a private assessment process is for Whitemarsh and Springfield Townships to invest in certain improvements and lease them back to area merchants or property owners as a way to help cover its debt service obligations. Ornamental street lights could be purchased and installed by the Townships and the lights leased on a monthly or yearly basis to commercial district merchants in order to help recoup debt service costs. This cost-sharing approach also allows retail tenants to participate in area infrastructure improvements that their landlords are unwilling to finance. The debt service on one ornamental lighting fixture could be financed through a thirty-year tax-exempt bond.

Many of the recommended physical improvements — banners, street trees and shrubs, benches, bollards, etc. — are relatively inexpensive items that can be financed by individual participants or project sponsors.

Many of the property improvements recommended for Flourtown-Erdenheim will require the direct participation of independent, small business entrepreneurs. In order to support these efforts, it is necessary to make available affordable financing for start-up ventures and expansion/improvement projects. A below-market interest rate loan pool should be established through a local financial institution for these purposes. Private bank financing can be augmented by the Small Business Administration's available programs, which can easily be incorporated into banks' small business lending program.

Potential Funding Sources for Shared Parking

The coordination of shared parking is recommended as a means to improve the access to and appearance within the Flourtown and Erdenheim areas. These types of arrangements require the joint participation of several property owners and the determination of how any improvement costs are to be distributed. In some cases, such as at the Acme site, Township participation may be required to finance necessary improvements. Local financial institutions should be approached by the Townships to determine their interest in developing a special loan program for such shared cost projects. By creating a method through which financing for a particular project is underwritten as a single loan to multiple property owners — with each participant responsible for his proportionate share of the project's cost — local banks can help expedite the process which would, typically, require each participant to individually seek his share of project financing. Additionally, this package lending approach may meet Community Reinvestment Act requirements, especially if offered at slightly discounted interest rates.