District 6 Neighborhood Revitalization Main Street Project

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District 6 Neighborhood Revitalization Main
Street Project

• Status Report on the Plan for
• Commercial Revitalization and Community
  Empowerment in District 6
• October 9, 2004

Presented by
OCCUR / OCIS Mills College Northern Real Estate,
LLC
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Community Revitalization Process

• TASK 1 Community Assessment
• TASK 2 Community Organizing
• Merchant Evaluation and Empowerment
• Organizational Development
• TASK 3 Leadership Development Training
• TASK 4 Program Management Plan
• Operational Plan
• Succession Planning and Implementation

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DISTRICT 6 NEIGHBORHOOD REVITALIZATION PROJECT
BASELINE TASKS
COMM. BLDG. TOOLKIT
STREET VICTORIES
Community Building
Community Research
Implementation Plan
Property Inventory
Business Directory
Expand Merchant Assn.
Merchants Database
Merch. Empowerment Series
Form BID / NID
Comm. Town Meetings
Merchant Surveys
Community Mobilization
Comm. Leadership Dbase
Bus Tour / Events Calendar
Streetscape Improvements
Comm. Assets Inventory
Neigh. Profile (street-sheet)
Façade Improvements
Market Analysis
Economic Profile
Attract New Retailers
Redevelopment Activities
Redevelopment Projects
Community Resource Dbase
Competition Analysis
Community Capacity Building
Website Development
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Community Assessment and Research

• Economic Analysis
• Retail Supply and Demand
• One-Mile Market Area
• 73rd Ave. MacArthur Blvd.
• Trends in Population, Income Spending Power
• Inventory of Retail Shops
• Compare retail supply and demand

MARKET OPPORTUNITIES
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One-Mile Market Area
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Neighborhood Revitalization Target Area
Target Corridors Foothill Blvd from Avenal to
73rd Ave. MacArthur Blvd from 73rd Ave. to 82nd
Ave. Secondary Target Corridor MacArthur Blvd.
from Seminary to 64th Ave.
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Market Summary

• RETAIL DEMAND
• estimates from a national data provider
• Population expected to increase
• No new households expected to be formed
• Average income expected to increase significantly
• Current spending power of approx. 225 Million
• Forecast 20 increase in spending power by 2009

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Spending Power Comparison

• ONE MILE MARKET AREAS FOR NEIGHBORHOODS
• Central / East Oakland 171 Million
• Fruitvale Ave International Blvd 180 Million
• Elmhurst (98th International Blvd) 165
  Million
• West Oakland (7th Mandela Parkway) 67 Million

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County and City Profile

• Alameda County
• Population 2000 1,451,109
• Population 2010 1,651,164
• Households 2000 523,366
• Households 2010 609,286
• Average HH Size 2.71
• Median Age 34.5
• Owner Occupancy Rate 54.7
• Per Capita Income 26,680
• Median HH Income 55,946
• Total Study Area Income 38.7 Billion

City of Oakland Population 2000 399,484 Populat
ion 2010 408,068 Households 2000 145,720 Househo
lds 2010 148,930 Average HH Size 2.74 Median
Age 33.3 Owner Occupancy Rate 41.4 Per Capita
Income 21,936 Median HH Income 40,050 Total
Study Area Income 8.8 Billion
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City and District Profile
City of Oakland Population 2000 399,484 Populat
ion 2010 408,068 Households 2000 145,720 Househo
lds 2010 148,930 Average HH Size 2.74 Median
Age 33.3 Owner Occupancy Rate 41.4 Per Capita
Income 21,936 Median HH Income 40,050 Total
Study Area Income 8.8 Billion
Central East Oakland One mile area from 73rd and
MacArthur Population 2004 32,678 Population
2009 33,302 Households 2004 10,769 Households
2009 10,781 Average HH Size 3.02 Median
Age 31.2 Owner Occupancy Rate 52.8 Per Capita
Income 17,283 Average HH Income 52,120 Median
HH Income 41,068 Total Study Area Income
565 Million
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Purchasing Power Profile 73rd and MacArthur
Grocery and Convenience Stores Grocery
Stores PP w/in ½ mile 19.6 million Supportabl
e SF space 38,357_at_ 512/sf Estimated Supply
(SF) Eating Places PP w/in ½ mile 10.3
million Supportable SF space 21,241_at_
486/sf Estimated Supply (SF) Drinking Places
PP w/in ½ mile 0.44 million Supportable SF
space 937 _at_ 474/sf Estimated Supply
(SF) Gas Stations w/Convenience stores PP w/in
½ mile 4.5 million Supportable SF space
3,314 _at_ 1350/sf Estimated Supply (SF)
Grocery and Convenience Stores Grocery
Stores PP w/in 1 mile 62.4 million Supportabl
e SF space 122,012 _at_ 512/sf Estimated
Supply (SF) Eating Places PP w/in 1 mile 32.5
million Supportable SF space 66,883 _at_
486/sf Estimated Supply (SF) Drinking
Places PP w/in 1 mile 1.4 million Supportable
SF space 2,968 _at_ 474/sf Estimated
Supply (SF) Gas Stations w/Convenience
stores PP w/in 1 mile 14.3 million Supportable
SF space 10,105 _at_ 1350/sf
Estimated Supply (SF)
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Purchasing Power Profile 73rd MacArthur
Essential, Durable Goods Health Personal Care
Stores PP w/in ½ mile 4.5 million Supportable
SF space 12,832 _at_ 351/sf Estimated Supply
(SF) Personal and Household Services PP w/in ½
mile 4.8 million Estimated Supply
(SF) Clothing and Accessories PP w/in ½ mile
6.0 million Supportable SF space 26,973 _at_
224/sf Estimated Supply (SF) Shoe Stores PP
w/in ½ mile 0.84 million Supportable SF space
3,967_at_ 212/sf Estimated Supply (SF)
Essential, Durable Goods Health Personal Care
Stores PP w/in 1 mile 14.8 million Supportabl
e SF space 42,231 _at_ 351/sf Estimated Supply
(SF) Personal and Household Services PP w/in 1
mile 16.1 million Supportable SF
Space Estimated Supply (SF) Clothing and
Accessories PP w/in 1 mile 19.1
million Supportable SF space 85,371 _at_
224/sf Estimated Supply (SF) Shoe Stores PP
w/in 1 mile 2.6 million Supportable SF space
12,443 _at_ 212/sf Estimated Supply (SF)
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Purchasing Power Profile 73rd and MacArthur
Home Improvement / Furnishings Building
Material / Garden Supply PP w/in ½ mile 2.0
million Supportable SF space 9,182 _at_
214/sf Estimated Supply (SF) Hardware
Stores PP w/in ½ mile 0.23 million Supportable
SF space 1,643 _at_ 140/sf Estimated Supply
(SF) Lawn / Garden Equipment Supply PP
w/in ½ mile 0.29 million Supportable SF space
1,347 _at_ 213/sf Estimated Supply
(SF) Furniture Stores PP w/in ½ mile 1.7
million Supportable SF space 6,211 _at_
280/sf Estimated Supply (SF)
Home Improvement / Furnishings Building
Material / Garden Supply PP w/in 1 mile 6.7
million Supportable SF space 31,332 _at_
214/sf Estimated Supply (SF) Hardware
Stores PP w/in 1 mile 6.7 million Supportable
SF space 31,332 _at_ 140/sf Estimated Supply
(SF) Lawn / Garden Equipment Supply PP
w/in 1 mile 0.95 million Supportable SF space
4,474 _at_ 213/sf Estimated Supply
(SF) Furniture Stores PP w/in 1 mile 5.7
million Supportable SF space 20,450 _at_
280/sf Estimated Supply (SF)
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Purchasing Power Profile 73rd MacArthur
Home Improvement / Furnishings,
contd. Household Appliances PP w/in ½ mile
0.48 million Supportable SF space 1,280 _at_
386/sf Estimated Supply (SF) Other Home
Furnishings PP w/in ½ mile 1.2
million Supportable SF space 2,295 _at_
207/sf Estimated Supply (SF) Radio/TV/Electroni
cs PP w/in ½ mile 1.1 million Supportable SF
space 1,710 _at_ 620/sf Estimated Supply
(SF) Department Stores PP w/in ½ mile 8.6
million Supportable SF space 29,973 _at_
288/sf Estimated Supply (SF)
Home Improvement / Furnishings, contd.
Household Appliances PP w/in 1 mile 1.6
million Supportable SF space 4,352 _at_
386/sf Estimated Supply (SF) Other Home
Furnishings PP w/in 1 mile 3.9
million Supportable SF space 7,527 _at_
207/sf Estimated Supply (SF) Radio/TV/Electroni
cs PP w/in 1 mile 3.4million Supportable SF
space 5,463 _at_ 620/sf Estimated Supply
(SF) Department Stores PP w/in 1 mile 27.3
million Supportable SF space 94,955 _at_
288/sf Estimated Supply (SF)
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Market Opportunity

• RETAIL SUPPLY
• Inventory of neighborhood retail shops
• Supply still needs to be measured
• Clear market opportunities
• Timing is key (to capitalize on opportunities)

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Retail Sales Leakage

• Leakage
• Spending power is leaking out of the community
• Most of the 225 Million goes to other shopping
  areas
• Money Multiplier 2 to 3 per 1 of spending
  power
• Central / East Oakland can support 600,000 SF
• Competitors have plans for expansion
• Shopping centers and districts on outskirts of
  community

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Major Development Pipeline

• Leona Quarry
• Eastmont Mall Expansion
• Gazzalis Supermarket
• DDs Stores
• AutoZone
• Foothill Square Expansion
• Hegenberger Gateway

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Opportunity Sites

• Property Inventory Database
• Opportunity sites
• Façade Improvement Prospects
• Vacant storefronts
• Vacant lots
• Attract New Retailers
• Construction of new buildings

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Marketing Strategy

• Guiding Principles
• Leverage existing resources in District 6
• Offer products/services to better serve local
  residents
• Learn from regional, successful models
• Adapt to unique character of Foothill / MacArthur
  Corridors

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Shopping Centers
Montclair
Fruitvale Station
Hegenberger
Fruitvale Transit Village
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Healthy Corridors

• Grand Ave

Piedmont
Lakeshore Ave
College Ave
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Community Action Plan

• Empower District Six Stakeholders
• Identify and address the challenges to
  revitalization
• Convene A Series of Community Building Events
• Engage in community action
• Promote The Districts Street Victories
• Let the world know District Six is where the
  community comes together

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Community Building Calendar

• Community Town Hall Meeting
• October 9th Introduction of the New Façade
  Improvement Program
• Edwards Avenue Beautification Project
• October 16th Community Clean-up Day
• District 6 Merchant Meeting
• October 20th Introduction of the Merchant
  Empowerment Series
• Millsmont Farmers Market
• October 30th Childrens Costume Parade

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Façade Improvement Project

• Goals and Objectives
• opportunity to renovate commercial property
• Enhance commercial appeal
• How it Works
• City of Oakland Matching Grant
• Architectural drawings
• Construction
• Community Benefit
• Improved commercial corridor

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Façade Improvement Project
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Expected Outcomes

• Increased Number of Façade Improvements
• Enhanced Streetscape
• Business Directory
• Community Resource Database
• Strengthened Merchants Association
• New Development Projects
• New Retailers
• Increased Foot Traffic

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DISTRICT 6 NEIGHBORHOOD REVITALIZATION PROJECT
BASELINE TASKS
COMM. BLDG. TOOLKIT
STREET VICTORIES
Community Building
Community Research
Implementation Plan
Property Inventory
Business Directory
Expand Merchant Assn.
Merchants Database
Merch. Empowerment Series
Form BID / NID
Comm. Town Meetings
Merchant Surveys
Community Mobilization
Comm. Leadership Dbase
Bus Tour / Events Calendar
Streetscape Improvements
Comm. Assets Inventory
Neigh. Profile (street-sheet)
Façade Improvements
Market Analysis
Economic Profile
Attract New Retailers
Redevelopment Activities
Redevelopment Projects
Community Resource Dbase
Competition Analysis
Community Capacity Building
Website Development
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Website Development

• Marketing Tool
• Promote District 6 Revitalization
• Highlight opportunity sites
• Provide summary of Spending Power and Market
  Opportunities to Developers and Retailers
• Information Hub
• Provide important information about community
• Calendar of Events
• Increase community awareness and participation