Click and drag the map below to scroll across Bethlehem Pike, noting the sections as designated by the Vision Plan.

Here are excerpts from the Vision Plan

Source: Vision Plan [pdf], Prepared for the Flourtown-Erdenheim Enhancement Association, January 2004

INTRODUCTION

Bethlehem Pike between Flourtown and Erdenheim represents one of the oldest commercial corridors in the Delaware Valley. What makes the area unique is that many of the inns and mill buildings that tell the history of the early development of the corridor still remain, providing a unique identity to the corridor. A rich resource of available historic properties within the corridor provides an exciting foundation for rehabilitation of the corridor. However, despite these resources, what remains is fragmented with large separations between historic properties and commercial enterprises. Consequently, as trends change, the economic vitality of the corridor has suffered as newer markets in the region have begun to attract business from the corridor.

Recognizing that the Flourtown and Erdenheim corridor was not operating at its full potential, a group of business people and neighbors banded together to form the Flourtown-Erdenheim Enhancement Association (FEEA). After extensive research, they coordinated with the governing bodies of Springfield and Whitemarsh Townships to raise both private and public funds to hire a team of consultants to develop a new vision for the corridor. The team chosen was composed of economic planners, transportation engineers, architects, planners and landscape architects. Together they provided the necessary direction to develop the vision for the revitalization of the corridor. After extensive public participation to review the issues and alternatives, this vision plan evolved.

THE STUDY AREA

The Flourtown-Erdenheim Vision Plan includes the Bethlehem Pike Corridor within Springfield and Whitemarsh Townships. The study area is bounded on the north by Valley Green Road, where Bethlehem Pike continues toward Fort Washington, and to the south by Bells Mill Road where the study area abuts the border of Chestnut Hill in the City of Philadelphia. The study area is limited to properties fronting on the east and west sides of Bethlehem Pike. The area is dominated by adjacent pedestrian-oriented residential neighborhoods. A number of residences still remain within the study area. However, the focus of this study is the revitalization of the commercial pockets along the corridor.

For the purposes of this study, five distinct and separate commercial districts were defined. The areas themselves fall into three "theme" categories, based on the type of buildings, businesses, traffic concerns, etc.: gateways, highway corridors, and villages. Both the districts and themes will be explained more completely in the report that follows because there are different approaches to planning and redevelopment for the different areas.

DEFINING ISSUES AND GOALS FOR FLOURTOWN-ERDENHEIM

Based upon input from public meetings and observations from the consultant team, the primary challenges for the revitalization of the Flourtown-Erdenheim corridor are outlined within the following goals and objectives:

• Develop economic strategies to support the commercial districts of Flourtown and Erdenheim
• Protect residential quality of life
• Strengthen the identity and sense of place for Flourtown and Erdenheim
• Analyze economic strengths and weaknesses of the business district to guide individual business plans and strategic planning throughout the area
• Assess commercial vacancies to guide and recruit new businesses that complement the commercial district strategies
• Enlist the participation and support of both Springfield and Whitemarsh Township leaders
• Expand the entertainment, restaurant and recreation opportunities available to families, especially during evening hours.
• Identify opportunities to create and enhance public plazas and open space along the corridor to enhance the economy and livability of the area
• Create a quality public environment where attractive streets, buildings, signs and landscapes enhance the caliber of individual businesses and the district
• Preserve historic buildings and properties along the corridor where economically feasible, while recommending appropriate adaptive reuse strategies
• Capitalize on the increased traffic projected on Bethlehem Pike during the Route 309 construction process.
• Enhance the viability of the road network and parking resources
• Enhance SEPTA bus service as an amenity for employment and shopping
• Enhance the commercial tax base for the area
• FEEA should establish continuity and sustain the commercial revitalization process

THE VISION

The Flourtown-Erdenheim Vision Plan builds upon the area's existing strengths as an historic corridor with the existing mixture of commercial nodes. The plan promotes a vision that improves the commercial districts by developing the following interrelated initiatives:

• economic development strategies
• transportation improvements to improve parking, provide traffic calming, and increase pedestrian safety
• streetscape enhancements which help to define gateways and a sense of place
• recommendations and examples for architectural enhancements that will improve the value of commercial properties and develop a unifying theme to the character of the area

Each of these initiatives needs to be implemented for this plan to succeed. The interrelationship of the separate strategies is critical. Implementation of the initiatives involves both public and private participation to provide the necessary policy and zoning changes, incentives for new development and redevelopment, and funding for the work. This plan is the starting point of an ongoing process to make Flourtown and Erdenheim unique destinations and remarkable places to live.

Economic Development Initiatives

BACKGROUND

The Bethlehem Pike Commercial Corridor encompasses retail, service, and office activity from Gordon Lane to Valley Green Road. Included along the Corridor are two older retail nodes, in Erdenheim between Gordon Lane and Montgomery Avenue and in Flourtown between Bysher Avenue and Mill Road, each with a cluster of small retail stores fronting directly on the Pike. The Flourtown node also includes the newer Flourtown Plaza development anchored by Acme and the larger Flourtown Shopping Center (Genuardi's and the recently closed K-Mart), located independently farther north. Additional scattered retail activity occurs elsewhere along the Pike, interspersed with office commercial development.

The southern gateway to the Corridor enters at the Erdenheim node, while the northern gateway is north of the Flourtown Shopping Center in the Valley Green area.

The historic character of the Pike is present in the four historic inns that recall the area's significance as a nineteenth century stopping place for travel coaches leaving Philadelphia. Two of these inns are used as restaurants today, while a third operates as a lamp and furniture store and the fourth is currently vacant.

Bethlehem Pike currently hosts 74 retailers, mostly auto-oriented businesses with very little opportunity or appeal for shoppers to linger or walk from store to store. 64% of all retail space is occupied by the 25 businesses located in Flourtown Plaza and Flourtown Shopping Center. The 74 retailers provide products and services in 37 different retail categories, chiefly serving Flourtown, Erdenheim, Oreland, Wyndmoor and Chestnut Hill in addition to drawing some customers from Glenside, Fort Washington, Ambler, Lafayette Hill, Blue Bell, and Plymouth Meeting. This total retail trading area had a year 2000 population of 93,691 spending $1.4 billion on retail goods annually. However, Bethlehem Pike stores are capturing only 8% of this market ($115.8 million in sales). On the positive side, retailers report that sales volume has grown over the past five years, supported by the high volume of traffic bringing customers through the area, store visibility from the Pike, public transit access, the large retail anchors which draw customers, the diversity of businesses and architecture, and the Corridor's ability to draw lunchtime sales from the large medical office and Fort Washington Industrial Park employee market.

ECONOMIC DEVELOPMENT STRATEGIES

Commercial district enhancement in Flourtown-Erdenheim is based on an approach that recognizes the significant market opportunities available while respecting the physical constraints of retail development on Bethlehem Pike. The economic basis for revitalization of the Pike draws on four enhancement strategies:

Diversify the range of shopping goods and freestanding retailing within the context of the existing small village store space.

New small-scale retail development can occur despite physical space constraints with proper consideration for customer parking needs. The Pike includes a reasonably diverse array of shopping goods stores, but notable gaps exist in the mix. Bethlehem Pike as a whole is only capturing 5% of shopping goods purchases, but certain categories such as cameras, videos, miscellaneous home furnishings, paint and wallpaper stores, antique shops, and art dealers are performing at much higher levels. All these store categories tend to attract single-destination customers, suggesting that strong individual stores can be effective in attracting large numbers of customers to themselves and to the Pike.

Under this enhancement strategy, perhaps a dozen smaller shops totaling up to 35,000 SF of space would be added, providing a more complete array of apparel, home furnishings, and other shopping goods. These smaller shops would include retail types not currently found on the Pike, as well as other categories present on the Pike but capturing a very small percentage (less than 5%) of the overall trade area demand. Store recruitment candidates under this strategy include clothing boutiques (men's, women's, children's, uniforms, work gear, shoes, jewelry); another optical store; a sewing and fabric shop; a musical instrument store; a CD/tape store; and one or two gift shops. These smaller shopping goods stores, as well as additional smaller freestanding retailers (garden center, florist, pet supply, etc.) could reinforce a village atmosphere. This strategy will be most effectively implemented in the current Flourtown and Erdenheim retail nodes.

Enhance the Flourtown-Erdenheim Commercial Corridor as an evening and weekend restaurant and café destination.

Good quality restaurant operations can be added in multiple locations; in recent years, Starbucks, Halligan's, and Fairlane Grill have been successful in developing niches that draw customers from a wide geographic range. Significantly increasing the number of full-service restaurants and cafés and encouraging nearby businesses to extend evening hours-of-operation will create an after-work and evening destination for trade-area residents. Full-service restaurants currently capture only 9% of trade area purchases, while limited-service restaurants capture a mere 5%. The district could certainly increase its capture of these restaurant sales to 15% given the Pike's current success in attracting the same nearby trade area customers to supermarkets (25%+ sales capture), specialty food vendors, beverage distributors, hair salons, and dry cleaners. At a modest target capture rate of 15%, 19,000 SF of additional full-service and 18,000 SF of limited-service restaurants could be added. These restaurants would help intensify retail activity in the Flourtown and Erdenheim retail nodes and would also be appropriate as freestanding enterprises in the Valley Green area.

Upgrade the overall draw of the district through the addition of anchor stores and larger freestanding stores.

A third enhancement strategy would broaden the overall customer draw to Flourtown-Erdenheim by recruiting additional regionally-drawing shopping goods anchors to the district. Prime candidates for which there is sufficient market demand and limited specific competition within the trade area include up to two 30,000 SF family clothing stores (Marshall's; T.J. Maxx), a 30,000 SF furniture store, or a 10,000 SF high-end electronics store such as Tweeter. These viable anchors could ultimately add up to 100,000 SF of store space in the district. The most likely locations for these anchors are as replacement users for the closed K-Mart at the Flourtown Shopping Center or as new anchors for expansion of the Flourtown Plaza within the Flourtown retail node.

In addition, there is market potential to add up to 61,000 SF of larger anchor-like freestanding stores including up to two 15,000 SF pharmacies, a larger hardware store, and another auto parts store. Only a 25% capture of trade area purchases would be necessary for these stores to be successful. The greater challenge will be finding appropriate sites for such facilities.

Expand office and other commercial activity along the Pike, especially in locations less conducive to concentrated retail activity.

Bethlehem Pike has proven attractive for several forms of commercial activity apart from concentrated retailing. Office users, banks and other financial services institutions, new car dealerships, auto service facilities, and other commercial users have also been successful here. Further expansion of these activities, especially commercial businesses requiring office space, will be an effective strategy to utilize and enhance properties outside the Pike's concentrated retail nodes and single-owner shopping centers.

In some cases, second floor office use may also be an attractive development component in the planned retail nodes. However, the parking needs of these uses must be balanced with the needs of retailers and shoppers there. This can be effective where there are concentrations of full-service restaurants that have peak parking requirements in the evening. In these cases shared parking arrangements with office users can be developed.

TARGETED ECONOMIC DEVELOPMENT STRATEGIES

Applying these enhancement themes to the various locations along Bethlehem Pike suggests specific development strategies for the five individual areas.

Encourage appropriate redevelopment of the Valley Green Gateway area.

This strategy involves gateway enhancement and private development to create a clearer and more attractive gateway to the Corridor at Valley Green.

Key activities within this strategy would include:

• Creating a clear perception of this location as the Valley Green Gateway. Developing and installing landscaping and signage marking this gateway to the Bethlehem Pike Corridor.
• Encouraging new pedestrian-friendly infill of retail store development and/or redevelopment of parcels along the west side of the Pike. Appropriate uses might include such freestanding retailers as a full-service restaurant, garden shop, or pet supply store.

Upgrade the Highway Shopping Corridor with the addition of anchor and larger freestanding stores.

The third enhancement strategy of recruiting new anchor and large freestanding stores is especially appropriate to the Highway Shopping Corridor, where the Flourtown Shopping Center is located. The Center offers both sufficient space and need for a replacement for the closed K-Mart. Specific strategies for the Corridor districts are covered in more detail in the Mixed-Use Corridor recommendations that follow.

Evolve the blocks north of the Black Horse Tavern site to Mill Road into the Flourtown Village Center.

This strategy would involve several private development, civic investment, business recruitment, and public infrastructure elements intended to create a pedestrian-oriented retail district combining an expanded array of full-service restaurants with smaller shopping goods boutiques and freestanding shops. This collection of stores might be further enhanced through expanding development of the Flourtown Plaza property to provide space for larger stores such as a family clothing anchor, an electronics store, or a hardware store.

Key activities within this strategy include:

• Creating a clear perception of this node as Flourtown Village Center. Developing and installing imagery and signage (such as a Township sign) emphasizing the Village Center character of the location. Adjusting on-street parking, pedestrian crossings, and traffic flow to encourage store-to-store pedestrian activity.
• Negotiating a central parking facility to support village businesses. To help facilitate the new parking development, the landowners of the parking facility could lease parking spaces on an annual basis to new businesses or a parking corporation.
• Redeveloping the Bethlehem Pike frontage of the Flourtown Plaza property to create a collection of smaller Pike-oriented shops and restaurants that will still maintain clear visibility for the Acme Supermarket. This development could include expanding the Flourtown Plaza center to provide space for larger stores such as a family clothing anchor, an electronics store, and/or a hardware store or considering the relocation of the Wawa to the Flourtown Plaza side of the Pike to become a center of village activity.
• Encouraging new infill retail store frontage along the west side of the Pike between Mill and Grove.
• Recruiting additional full-service restaurants, smaller shopping goods boutiques, and freestanding shops to Flourtown Village Center
• Supporting two-story mixed use development where possible. Encourage second floor office or apartment uses.
• Adding more civic, cultural, and recreational uses within the Flourtown Village area. This might involve developing a range of family-oriented recreation uses at the north end of the Fire company property and Township Country Club to enhance Flourtown's role as a civic center. Potential uses could include an arts center/playhouse or a year-round recreation uses — possibly including a community recreation center or YMCA facility. This would also involve evaluating civic/retail uses at the Carson Valley School site on Bethlehem Pike and potentially adding a public band shell at Bysher Park (possibly to be named McCloskey Park at Bysher Avenue).
• Negotiating with the vehicle service operators of the gas stations in this area so that auto repair activities and car storage parking can occur off the Pike and the portions of Pike frontage that are devoted to driveways can be reduced.
• Creating a Town Green along Bethlehem Pike in front of the Acme between new infill buildings to establish a town center image and a public space for special events.

Encourage office, commercial, and residential revitalization in the Mixed-use Corridor between the Erdenheim and Flourtown Village Center.

This strategy would involve design standards, zoning, and private revitalization efforts to preserve and enhance the architectural and landscape features of this area.

Key activities within this strategy include:

• Establishing design standards for residential, office/commercial, and institutional properties. Encouraging property owners to maintain and upgrade their properties in accord with these standards.
• Encouraging shared parking arrangements wherever possible.
• Encourage restoration of historic facades and enhancement of other facades in sympathy with nearby older properties.
• Recruit office and other commercial users that can effectively utilize and enhance the existing building stock.
• Expand the commercial center at the Flourtown Farmers Market and connect it to nearby business activity.

Redevelop and revitalize properties in the Rittenhouse Lumber vicinity into the Erdenheim Village Center.

This strategy would involve private redevelopment, civic investment, business recruitment, and public infrastructure elements intended to create a compact pedestrian-oriented retail district emphasizing apparel and gift boutiques and small specialty-interest shops (sewing, musical instruments, CDs, collectors items). One or two additional full- or limited-service (ice cream, coffee) restaurants could also complete this mix.

Key activities within this strategy include:

• Creating a clear perception of this node as Erdenheim Village Center. Developing and installing imagery and signage emphasizing the Village Center character of the location, as well as marking the gateway to the Bethlehem Pike Corridor.
• Jointly redeveloping the Rittenhouse Lumber property and the School District bus operations property to create a complex of retail shops benefiting from their adjacency to Hillcrest Park. This effort would include adapting existing Rittenhouse Lumber buildings to specific retail uses and constructing new buildings to create a village-like orientation within the property (visible from, but off the Pike). To accomplish this, School District bus operations would need to be relocated elsewhere. One or two smaller adjacent commercial properties should also be revitalized and reoriented to coordinate with this redevelopment focus.
• Upgrading pedestrian connections from this property to businesses on the west side of the Pike (crossing at Montgomery).
• Recruiting apparel and other shopping goods boutiques, as well as targeted restaurants to meet the desired programming of Erdenheim Village Center.
• Effectively screening auto repair activities within the village area.
• Upgrading the appearance of the creek in this area to turn it into an asset for the shops.
• Adapting the 600 Bethlehem Pike property so that it is incorporated into this new village approach.

NEW TRAILS STRATEGY

As part of the overall pedestrian strategy, new trails should be established to link the study area with the surrounding parks and open space. The opportunity exists to connect The Green Ribbon Trail, which exists through the adjacent Wissahickon Valley Park to Bethlehem Pike in two locations. One connection along Sunnybrook Creek and one connection at the target open space along the abandoned rail line, in Springfield Township.

Although Springfield Township has no existing trails, the opportunity exists within the Flourtown-Erdenheim Study Area at two target open space lands, as noted in the Wissahickon Riparian Restoration Trail Link Master Plan, to connect to existing trail systems. The opportunity exists to connect to the existing Fairmount Park Trail in the City of Philadelphia at both Carson Valley School and Mt. St. Joseph's Academy.

STREETSCAPE ENHANCEMENT STRATEGIES

Streetscape enhancement is the coordinated planning of gateway entrances, street trees, planting areas, streetlights, street furnishings, crosswalks and sidewalks. The goals of streetscape enhancement for the Flourtown-Erdenheim Community is to strengthen the quality of the street experience to increase pedestrian-oriented and friendly shopping, to enhance pedestrian networks, and to link villages and community together with a common theme. When implemented successfully, these strategies can improve retail revenue and increase the Flourtown-Erdenheim corridor's viability as a place for office development. Streetscape enhancement also plays a vital role in calming traffic speeds and creating the sense of place that is essential in successful communities.

The new streetscape enhancements include special colored and textured paving at driveways, village style and pedestrian-scale streetlights, street trees, street banners, graphically bold crosswalks with pedestrian signals, overhead utilities relocated to poles at the rear of properties, shared parking in the rear of properties, hedges and fences as a buffer where front yard parking exists, and special colored and textured paving medians for automobile turning lanes.

GATEWAYS

The Flourtown-Erdenheim community has a number of superb opportunities to celebrate arrival to the district. At the north entrance of the study area (Valley Green) at Bethlehem Pike architectural piers with a District entrance sign and low landscaping in combination with street trees would create a welcome district entrance. At Flourtown's east entrance at E. Mill Road and Penn Oak Road a gateway park including a District identification sign along with planting a stately oak tree would highlight the importance of this entrance where the historic oak tree used to stand. At the south entrance on Bethlehem Pike (Erdenheim), architectural piers which include a Township and District entrance sign in conjunction with a double row of street trees would enhance this important gateway.

The secondary gateways into the community should also be accentuated. At key locations from the east and west District Directional signs and low landscaping would further strengthen the identity of the district. Once in the center of Flourtown, a town green and district signs in combination with site features such as a sculpture or fountain and a sitting area can further establish the sense of place and identity for Flourtown.

STREETSCAPE ELEMENTS

The Flourtown-Erdenheim Commercial Corridor extends 1.5 miles along Bethlehem Pike, too great a distance to function as a single pedestrian-oriented district since this constitutes a thirty-minute walk. Two streetscape environments, corresponding to the corridor and highway road alignment types detailed in the Traffic and Parking Strategies chapter, are recommended to alternate along the length of the corridor. Each theme will have a slightly different landscape treatment to provide visual variety along the corridor and a degree of unity within each study area, and to lessen the perception of the distance. These design themes are the Village Streetscape and the Corridor Streetscape.

Village Streetscape Theme

This area will feature street trees on both sides of the street, pedestrian scale street lighting, a strong relationship between the street and the building, and overhead utilities relocated to the rear to encourage slower traffic speeds and enhance the pedestrian experience and provide a positive first impression of these village districts. This area will also have on-street parking with pedestrian curb bumpouts at corners, graphically bold crosswalks, and a textured center median which will encourage a safer and more attractive commercial district. A full range of pedestrian-oriented shopping and outdoor plaza experiences will also be featured.

Corridor Streetscape Theme

The corridor theme also features street trees on both sides of the Pike. The trees need to be selectively placed; a species that will not conflict with existing utility wires such as the Japanese Tree Lilac is recommended. Within the corridor lighting will be a taller streetlight that is consistent with the village theme to create a sense of consistency while distinguishing the different district themes. Street trees, streetlights and improved pedestrian crosswalks are all designed to slow traffic, encouraging a safe, more attractive mixed-use district. Low hedges and fences are recommended as a buffer for off-street parking. This is predominantly a car-oriented environment but, in time, we expect it to become more welcoming to pedestrians.

Additional Landscaping

In addition to the street trees the plan provides for some type of hedge or landscaping to screen all parking areas from the street and adjacent sidewalks. Within the Village areas a volunteer-based program should be developed to plant and maintain hanging baskets and window boxes. This will establish needed uniformity and color for the village areas.

Lighting Themes

Within the Corridor areas of Bethlehem Pike we recommend that the streetlights be tall overhead antique light fixtures. These would be placed on the opposite sides of the street in staggered rows set one hundred fifty feet apart (see page 22). Within the vicinity of the village areas of Bethlehem Pike it is recommended that pedestrian scale antique lights be proposed. These would be placed on the opposite sides of the street in staggered rows set one hundred feet apart (see page 20).

Additional Streetscape Enhancements

In addition to the street trees the plan provides for some type of hedge or landscaping to screen all parking areas from the street and adjacent sidewalks. Within the village areas it is recommended that a volunteer based program be developed for hanging baskets and window boxes. This will establish needed uniformity and color to the village areas. In addition to the streetscape elements listed above, we recommend a range of benches, trash and recycling receptacles, and fabric banners all complementing the theme, along the entire Flourtown-Erdenheim Commercial Corridor to provide other unifying elements. Recommended sign types include directional, identity, street, and traffic.

Architectural Design Guidelines

The following Architectural Design Guidelines have been developed to assist the Townships and individual business owners in making key architectural design decisions for both new construction and improvements to existing construction. The determination of which guidelines should be considered for a specific storefront must ultimately be based on appropriate architectural planning and design. Proper attention to these guidelines will improve the value of individual properties and enhance the corridor as a whole.

GENERAL BUILDING CHARACTER, SCALE AND RHYTHM

The construction and renovation of buildings should either promote the architectural traditions of Bethlehem Pike or create landscape screening to minimize the visibility of incompatible structures. The architectural traditions along Bethlehem Pike feature pitched roof buildings; buildings located within 40 feet of the Pike; entries and porches facing the Pike; stone, clapboard, brick or stucco exterior surfaces.

Buildings with a footprint of less than 5,000 SF should feature traditional pitched roofs. For buildings of 5,000 SF or greater flat roofs are permitted; however the parapets and walls should demonstrate a rhythm of horizontal and/ or vertical shifts. These parapets should be interrupted with vertical shifts, horizontal setbacks, and/or pitched roofs.

Building height in comparison to neighboring buildings. Building facades should introduce cornice lines, overhangs, or changes of material to generally reflect the scale of neighboring buildings within 100 feet — especially historically significant buildings. Where building height exceeds the dominant pattern for adjacent buildings, consistent cornice lines between buildings or building setbacks for upper floors should be created to reduce the scale of the building.

Building separation in comparison to neighboring buildings. Except where open space corridors and vistas have been identified, the separation between the buildings should be designed to promote the continuity of the street wall and create a continuing rhythm of spaces between buildings. Buildings of 2 to 3 stories are strongly encouraged to create a well-defined street edge.

Facades should be designed with architectural features at the human scale. The impact of large facades should be minimized by designing with respect with the human scale and classic proportions and compatible with the architectural traditions of the Pike. Human scale detailing is the treatment of elements of a building facade at a smaller scale based on human vision, proportion, height and rate of movement to add interest to the pedestrian passerby. Examples include patterned tiles, textured stone or brick, carved wood, or decorative metalwork.

At least thirty percent of primary building facades should front along public streets and create a street wall that extends the dominant pattern of front yard setbacks for adjacent properties. This frontage should feature architectural detailing, arcades, dormers, entrances and/or gables toward the public street. Continuity of the street wall edge is more important than an actual dimension; therefore front yard averaging will be permitted and encouraged. Where the ideal front yard build-to line cannot be achieved, secondary structures such as trellises, porches, towers, awnings, trees or decorative fences (less than four feet high) should be located along this frontage to reinforce the street wall edge.

Facades should be articulated with vertical divisions to reduce the scale and uniformity of large-scale buildings. Street-side building facades should be designed to reflect the community's identity, character, and scale as well as the human scale. Where building facades exceed 100 horizontal feet, vertical divisions every 20 to 40 feet shall be designed on all street-side building facades. Vertical divisions may be defined by wall plane projections no less than 4 feet in depth featuring a combination of piers, projecting bays, arcades, or changes of roof configuration.

Facades should be articulated with horizontal divisions to reflect the traditional building elements of cap, wall and base. The cap should feature either pitched roofs or articulated cornices and a change of color and material. The wall should include a horizontal division for the top of the ground story. The base traditionally includes a watercourse line and is often a more durable material that articulates how the mass of the building meets grade.

Well-defined entrances approximately every 50 feet on street frontages. In successful pedestrian oriented places, the continuity of regularly patronized entrances enhances the viability of a place. Where large-scale retail businesses are proposed, place smaller in-line tenants along the front façade with the large-scale retailer behind or above these tenants. This will allow the primary tenant to occupy less frontage while maintaining the continuity of entrances.

Rear Facades in Public View. Where facades other than the street-side facades are in Public View, the architectural treatment should be consistent with the street-side facades, however it may be less detailed.

Screen Mechanical Equipment, Storage Areas and Trash Storage. Nuisance views of mechanical equipment, storage areas or trash storage areas should be screened and buffered by the use of architectural enclosures and landscape buffers.

DETAILED ARCHITECTURAL DESIGN GUIDELINES

Walls
Use and/or Consider	Avoid
Preservation / rehabilitation and use of traditional materials such as brick, stone, stucco, wood shakes / shingles and horizontal wood siding Materials consistent with the historic architectural character of the Pike and compatible with historic or architecturally significant buildings, such as concrete siding Materials that complement existing and surrounding buildings Existing materials of fine detail and architectural character should be retained and preserved, or modern low-maintenance replacement materials that are architecturally accurate Awnings for providing a visual focus to windows/ entrance, weather protection, concealment of security gratings, and coordinated signage	Blank facades on any stories facing streets or public ways Materials that appear temporary or artificial such as aluminum and vinyl siding — these can cause damage to underlying materials Materials that are of limited durability and difficult to maintain such as exterior finish systems incorporating foam insulation in areas of moderate to heavy use
Roofs
Use and/or Consider	Avoid
Roof slopes of 8 in12 minimum to 12 in 12 maximum wherever possible. Roof forms and materials consistent with the historic architectural character of the Pike and compatible with historic or architecturally significant buildings Traditional materials such as tile, slate, and wood or asphalt or concrete shingles/shakes that complement existing and surrounding buildings or materials that are close in visual appearance Recreating original roof forms that have been modified or removed Gutters and downspouts of traditional shapes and materials Restoring original cornices and roof features such as dormers	Flat roofs wherever possible False mansards and other roof shapes out of character with the district Materials that appear temporary or artificial such as thin low grade asphalt shingles White aluminum gutters and downspouts; "K" gutters Unsightly roof objects, mechanical & electrical equipment, vents, hatches, etc. exposed to streets and public ways Covering existing original features such as cornices, dormers and wood trim with aluminum, vinyl or other contemporary materials, which can rot underlyinh wood and cause strucutral damage Materials that are difficult to maintain
Windows/Doors
Use and/or Consider	Avoid
Windows / doors consistent with the historic architectural character of the Pike and compatible with historic or architecturally significant buildings Multi-paned windows and doors with true divided lights Untinted glass: keep glass clean Window/door designs that are simple, well proportioned, fill all of the building's original window openings and are appropriate to the overall architectural character of the building Attractive, well lit merchandise displays with displays to the front; use the full extent of the glass for displays Fully accessible entrances that are inviting to all shoppers and meet all applicable accessibility standards Displaying merchandise in vacant upper-story windows Window planter boxes	Contemporary materials that appear artificial such as vinyl and aluminum Snap-in window and door muntins (grilles) Tinted or opaque glass "Strip" windows (continuous horizontal) Exposed exterior security gratings and coil boxes Blank facades on any story facing the street
Scale and Proportion
Use and/or Consider	Avoid
Façade dimensions and proportions that are consistent with the historic architectural character of the Pike and compatible with historic or architecturally significant buildings Façades divided into smaller scale widths not exceeding the typical district commercial façade width Facades incorporating the rhythm of window, door and structural bay of existing historic or architecturally significant buildings	Building fronts wider than typical width in district Building setbacks from street greater than typical setback in district Theatrical effects or giant features
Color
Use and/or Consider	Avoid
Colors that are consistent with the historic architectural character of Bethlehem Pike and compatible with historic or architecturally significant buildings Colors that are considered carefully so as to produce a unified but appropriately varied effect throughout the district	Inconsistent colors on different facades.
Lighting
Use and/or Consider	Avoid
Lighting design and fixtures that are consistent with the historic architectural character of the Pike and compatible with historic or architecturally significant buildings After hours lighting on timers to encourage window shopping Lighting to highlight significant building features	Unshielded security lighting Excessive interior lighting
Signs
Use and/or Consider	Avoid
Signs that are consistent with the historic architectural character of the Pike, compatible with historic or architecturally significant buildings and compliant with Township ordinances Colors: Signs of generally darker backgrounds with text of lighter colors. Distinctive sign letters, logos and artwork specific to the store Limiting number of signs to three per business Moderately sized and attractive sign design for both pedestrian and vehicular traffic Signs integrated within a building's overall appearance; work within existing architectural features Short and simple sign text Pedestrian-scale letters on glass; limit window signs to about 30% of glass area Sign light sources hidden from view; the lighting should be shielded so that no direct light shines onto sidewalks, streets, or adjacent properties. Back lit signs are not recommended. Banners and flags specific to the store Small pedestrian-scale projecting or freestanding signs may be permitted provided that they are no larger than six square feet in area per each side. Signs constructed of natural materials. Modern plastic materials should not be used. Awning signs should not be permitted	Using more than three signs per business Colors: Signs of generally lighter backgrounds with text of darker colors. Box signs Paper signs on windows Temporary or portable signs; freestanding and on building facades Internally illuminated signs, except possibly at large shopping centers Wall signs above first floor levels, except for small projecting signs Rooftop signs Free standing signs; consider only when mounted sign cannot be used and consider grouping several store signs together; maintain low height Long and complicated sign texts Signs painted on facades Signs covering important building features Revolving signs Projected V-shaped signs without roof or ceiling Signs on utility poles A-frame signs Signs projecting over public property or legal right of way Unused sign standards, mechanical equipment, etc.

EXAMPLES

The following photos and sketches illustrate the application of the architecutral guideline principles to a sampling of buildings from the study area.

601 Bethlehem Pike

629-631 Bethlehem Pike

735 Bethlehem Pike

1107 Bethlehem Pike

1225-1301 Bethlehem Pike

1409-1411 Bethlehem Pike

1600 Bethlehem Pike

1800 Bethlehem Pike • Sorella Rose Cafe

Special Study Areas

The following three areas, Valley Green, Flourtown Village, and Erdenheim Village, were developed in further detail to illustrate the key strategies for these locations, but also to give an example of how these concepts can be developed elsewhere.

Vision Plan for Valley Green Center

In order to enhance the western gateway into the corridor, the recommendations include:

• Establish gateway medians and new street trees to delineate the entrance to the corridor
• New buildings and building additions are recommended to create more of an edge and defined corridor
• Facade enhancements are proposed along all commercial properties facing Bethlehem Pike
• Streetscape improvements should include pedestrian-scale light fixtures that will make the corridor more pedestrian-friendly
• Parking lots should be interlinked to increase the efficiency of the parking
• Create linkages to the network of regional trails

Vision Plan for Flourtown Village

The intent of this plan is to create some infill development with a town green that will create a greater sense of a destination and a downtown center. The special recommendations include:

• Encourage new building development on East Mill Road, Bethlehem Pike, and in front and along the side of the existing Acme store to create shops that are linked by pedestrian walks
• Encourage the Fire Company to create a separate green with a new building that will house antique fire fighting equipment below with a new banquet facility above
• Create a small Town Green along Bethlehem Pike that will be used for community events, the Town Sign, and casual gathering
• Develop a plaza for a restaurant in front of the building just east of the proposed Town Green
• Facade enhancements are proposed along all commercial properties facing Bethlehem Pike
• Coordinate with the Fire Company to permit a lease arrangement to allow for the expansion of the parking for the new retail facilities
• Reconfigure Bethlehem Pike to allow for on-street parking that will expand parking within the area
• Provide for streetscape improvements, such as banners, hanging baskets and pedestrian-scale light fixtures that will make the corridor more pedestrian-friendly

Vision Plan for Erdenheim Village

The Erdenheim Village recommendations are intended to take advantage of the existing park and the underutilized lands owned by the school district to create a destination.

• Establish gateway medians and new street trees to delineate the entrance to the corridor
• Work with the school district to eliminate the school bus depot and create in its place an exciting retail facility with pedestrian walkways facing Hillcrest Pond
• To highlight that this was once a trolley stop, create a new road called Trolley Way that provides access to other new retail development and will feature a trolley and a restaurant
• For a greater sense of destination and linkage with the adjacent park, Paper Mill Run should be improved with a pedestrian promenade and bridge
• Facade enhancements are proposed along all commercial properties facing Bethlehem Pike
• Reconfigure Bethlehem Pike to allow for on-street parking that will expand parking within the area. Curb bump-outs and street trees will also help to slow traffic
• Provide for streetscape improvements, such as banners, hanging baskets and pedestrian-scale light fixtures that will make the corridor more pedestrian-friendly

SUMMARY

Experience in Philadelphia and other cities show that dramatic effects on retail sales have been made when improvements to property by private store owners are combined with enhancements via public investments.

What is set forth within this report is a master plan that identifies recommendations and strategies for the revitalization of the Flourtown-Erdenheim corridor for both the private and public sectors. The final design and the details of these recommendations and strategies still need to be developed as part of an ongoing process. The report identifies many new committees that will be necessary to shepard the revitalization through the many years that it will take to implement this plan. The end result is that the Flourtown and Erdenheim communities will significantly improve their physical, economic and community value. Studies have shown that not only the businesses along the corridor are the benefactors, the adjacent residential neighborhoods benefit as well with increased property values.

Bethlehem Pike Vision Plan: Implementation

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