Azalea Square doc - Urban and regional studies/planning

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Azalea Square Revitalization Plan
Studio II
Virginia Commonwealth University
L. Douglas Wilder School of Government & Public Affairs
Masters of Urban and Regional Planning Program
Prepared by
Shelly Aprill
Panel Members
Dr. John Accordino, Chair, Associate Professor, Virginia Commonwealth University
Ms. Mary Reynolds, AICP, Commercial Assistance Planner, Henrico County
Dr. Morton Gulak, Associate Professor, Virginia Commonwealth University
May 2008
Masters of Urban & Regional Planning Program
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Acknowledgements
I wish to thank the Studio II panel members for their assistance in
the creation of this plan:
Dr. John Accordino, Chair, Associate Professor, Virginia
Commonwealth University
Ms. Mary Reynolds, AICP, Commercial Assistance Planner, Henrico
County
Dr. Morton Gulak, Associate Professor, Virginia Commonwealth
University
In addition to the panel members, I would like to thank the other
individuals that provided assistance in the creation of this plan.
Mr. Alfred Arzguaga, Commercial Assistance Planner, Henrico
County
Mr. Leonard Cake, Administrative Director, Henrico County
Economic Development Authority
Mr. Rowland Williams, Agent, Thalhimer/Cushman Wakefield
Mr. Chris Porter, Agent, Porter Reality
Mr. John Taylor, Planning and Preservation, City of Richmond
Mr. Bill King, Vice President of Marketing, Westminster Canterbury
Richmond
Masters or Urban & Regional Planning
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Contents
Azalea Square Revitalization Plan ...................................................... 1
List of Figures ..................................................................................... 5
List of Tables ...................................................................................... 6
Executive Summary............................................................................ 7
Introduction ....................................................................................... 9
Part One: Assessment of Existing Conditions and Development
Potential ........................................................................................... 10
History .............................................................................................. 10
Modern History ............................................................................ 11
Previous Plans .................................................................................. 12
Brook Road Enhancement Study ................................................. 12
Henrico 2010 Land Use Plan ........................................................ 13
Brook Road Amendment.......................................................... 14
Other Neighborhoods .............................................................. 22
Retail Centers ............................................................................... 22
Current Land Use ............................................................................. 24
Parcels .......................................................................................... 24
Buildings ....................................................................................... 25
Building Condition Analysis .............................................................. 25
Design............................................................................................... 25
Infrastructure ............................................................................... 26
Circulation ........................................................................................ 27
Road Network .............................................................................. 27
Annual Average Daily Traffic Count ............................................. 27
Parking ......................................................................................... 28
Public Transit .................................................................................... 28
Richmond 2020 Master Plan ........................................................ 14
Other Modes of Travel ................................................................. 29
North Amendment ................................................................... 15
Zoning............................................................................................... 29
Surrounding Influences .................................................................... 16
Henrico County ........................................................................ 30
Schools ......................................................................................... 16
City of Richmond .......................................................................... 31
Parks and Recreation Facilities .................................................... 19
Public Safety ..................................................................................... 33
Minor Facilities............................................................................. 20
Richmond ..................................................................................... 33
Major Employers .......................................................................... 20
Demographics .................................................................................. 35
Neighborhoods ............................................................................ 21
Bellevue.................................................................................... 21
Ginter Park ............................................................................... 21
Trade Area .................................................................................... 35
Stakeholder Views............................................................................ 38
Property Owners .......................................................................... 38
Business Owners .......................................................................... 38
Lakeside.................................................................................... 21
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Residents ...................................................................................... 39
Assets and Liabilities ........................................................................ 39
Assets ........................................................................................... 39
Liabilities ...................................................................................... 40
Section Two: Azalea Mall Site Highest and Best Use Analysis ......... 41
Highest and Best Use ....................................................................... 41
Physically Possible ........................................................................ 41
Legally Allowable ......................................................................... 42
Feasibly Possible and Maximally Productive ............................... 43
Industrial .................................................................................. 44
Retail ........................................................................................ 44
Office ........................................................................................ 45
Residential................................................................................ 45
Optimal Use ................................................................................. 46
Section Three: Preferred Use .......................................................... 48
Azalea Square................................................................................... 48
Housing ............................................................................................ 56
Circulation ........................................................................................ 56
Urban Design.................................................................................... 57
Potential Funding Sources ............................................................... 58
Conclusion ........................................................................................ 59
Works Cited ...................................................................................... 60
Technical Appendices....................................................................... 62
Appendix A ....................................................................................... 62
Traffic Count................................................................................. 62
Building Conditions ...................................................................... 64
Customer Zip Code Survey ........................................................... 65
Demographic Data ....................................................................... 67
Stakeholder Interviews ................................................................ 73
Property Owners ...................................................................... 73
Business Owners ...................................................................... 74
Residents ...................................................................................... 76
Appendix B ................................................................................... 80
Why Mixed-Use............................................................................ 48
Table 11 Annual Consumer Expenditures by Household ......... 80
Development Concept ..................................................................... 50
Land Use....................................................................................... 50
Table 12 Convenience Trade Area: Estimated Annual
Expenditures ............................................................................ 81
Housing ........................................................................................ 51
Table 13 Estimated Expenditures and Development Potential 81
Circulation .................................................................................... 51
Table 14 Estimated Expenditures and Development Potential 81
Design........................................................................................... 52
Table 15 Categories from Dollars and Cents of Shopping
Centers ..................................................................................... 81
Section Four: Goals, Objectives & Strategies ................................... 54
Land Use........................................................................................... 54
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List of Figures
Figure 1 Study area. ........................................................................... 9
Figure 2 Plat map of Jefferson Gardens recorded in 1949 .............. 10
Figure 3 The former Azalea Mall at its peak. .................................. 11
Figure 4 The Azalea Garden Center ................................................ 11
Figure 5 The Azalea Mall site today. ................................................ 12
Figure 6 Geographic sub-areas ........................................................ 13
Figure 7 City of Richmond North Amendment ................................ 15
Figure 8 Surrounding influences ..................................................... 18
Figure 9 Entrance of Joseph Bryan Park.......................................... 19
Figure 10 Arch at the entrance of Bellevue. ................................... 21
Figure 11 Homes in Lakeside and Ginter Park. ............................... 21
Figure 12 Some of the surrounding retail competition. ................. 22
Figure 13 Surrounding Shopping Centers. ..................................... 23
Figure 14 Land use on Azalea Avenue and Brook Road. ............... 24
Figure 15 Lack of street trees and sidewalks ................................. 25
Figure 17 City of Richmond pedestrian improvements. ................. 26
Figure 16 One of two benches in the study area. ........................... 26
Figure 18 Lack of defined crosswalks .............................................. 26
Figure 19 Traffic counts for nearby streets.. .................................. 27
Figure 20 Areas with few parking spaces. ....................................... 28
Figure 21 Bus routes and bus stops in the study area. ................... 29
Figure 22 Zoning patterns. ............................................................ 30
Figure 23 Convenience trade area of the Azalea Square ............... 35
Figure 24 2000 Median household income .................................... 36
Figure 25 The former Azalea Mall sign today. ................................. 41
Figure 26 Topography of vacant mall site. ...................................... 41
Figure 27 Former Azalea Mall site zoning. .................................... 43
Figure 28 Azalea Square Site Plan. ................................................... 47
Figure 29 A bandstand can be a focal point .................................... 50
Figure 30 A pedestrian mall . ........................................................... 50
Figure 31 Mixed-use development. ................................................ 50
Figure 32 A park provides a place for recreation. ............................ 51
Figure 33 Bike lanes provide transportation options for many. ...... 51
Figure 34 On-street parking provides traffic calming. ..................... 52
Figure 35 A bus station.................................................................... 52
Figure 36 Small set backs from the street ....................................... 52
Figure 37 Wide sidewalks ................................................................ 53
Figure 38 Street furniture provides pedestrian comfort. ................ 53
Figure 40 Location of zip codes. ...................................................... 66
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List of Tables
Table 1 Public School Enrollment and Employees ........................... 17
Table 2 Henrico County crime data 2005-2007 ............................... 34
Table 3 City of Richmond crime data 2005-2007............................. 34
Table 4 Study Area Demographics. .................................................. 37
Table 5 Supportable unmet new uses. ............................................ 45
Table 6 Annual Average Traffic Count in Henrico County. .............. 62
Table 7 Annual Average Traffic Count in the City of Richmond....... 63
Table 8 Dunbar Criteria .................................................................... 64
Table 9 Customer Zip Code Survey. ................................................. 65
Table 10 2000 Demographic Data Source: 2000 U.S. Census .......... 67
Table 11 Annual Consumer Expenditures by Household................. 80
Table 12 Estimated Annual Expenditures ........................................ 81
Table 13 Estimated Expenditures and Development Potential ....... 81
Table 14 Estimated Expenditures and Development Potential ....... 81
Table 15 Categories from Dollars and Cents of Shopping Centers .. 81
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Executive Summary
The former Azalea Mall was once a busy shopping center located
near the intersection of Azalea Avenue and Brook Road in Henrico
County. Over the years, retail competition from other shopping
centers lured customers from the mall and eventually forced the
mall to close. Today, the vacant site has the potential to serve as a
catalyst for revitalization on Azalea Avenue and Brook Road. The
Azalea Square Revitalization Plan details a mixed-use town center
on the former Azalea Mall site that can act as that catalyst.
The former Azalea Mall and the surrounding area have a long
history in transportation. Brook Road continues to be an important
route in the Richmond region, as demonstrated by the high average
daily traffic counts.
Several activities and employers in the area bring thousands of
people to the area daily. Coupled with steady population growth in
the trade area, access to public transportation, and a large lot at the
former Azalea Mall site, the Azalea Avenue-Brook Road area is an
attractive place for any new business or development.
In spite of the assets the area has, there are has many obstacles to
overcome. Competition from other retail centers, the auto-oriented
nature of the area, lack of pedestrian amenities, and a problem with
crime encourages few people to stop and shop there.
Highest and Best Use
The vacant Azalea Mall site has the potential to change what has
become an eyesore for the Henrico County and the City of
Richmond to a vibrate neighborhood. A highest and best use
analysis determined which uses would provide a developer a
reasonable return on their investment to develop the former Azalea
Mall site and fit into the community. Residential and office uses
could provide the developer with a potential gross profit of 12.8
percent and 17.7 percent, respectively. Both uses fit well into the
community and generate the fewest negative impacts.
Azalea Square
Based on this information, the former Azalea Mall site would best
serve the community as a mixed-use development. Known as
Azalea Square, the new development provides a focal point for the
community and a center of activity for residents and visitors.
Azalea Square has a town square at its center. The town square is
the focal point of the community with a bandstand and public
performance space for community use. The areas adjacent to Brook
Road and Dumbarton Road are a mixed-used district that functions
as a central business district. The central business district is a mix of
office, retail, and residential uses.
Adjacent to Westbrook Avenue, is a traditional neighborhood with
single-family homes targeted toward families with children or those
who want a larger home. West of the business district and near the
town square is a multi-family district. The multi-family district is an
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option for those households that prefer a smaller living space and
less responsibility for maintenance.
Near the multi-family district and adjacent to I-95 is a community
park for recreation and a buffer between the multi-family
residential area and I-95.
Azalea Square has tremendous potential to become a focal point of
activity in the community. A renewed interest in urban living adds
to its potential and appeal. The revitalization of Azalea Square is
important not only to generate interest in the community, but also
to sustain growth in the community for years to come.
Streets in Azalea Square are grid network for easy navigation that
incorporates bicycle lanes for travel within the neighborhood.
Streets also incorporate on-street parking as a traffic-calming
measure for pedestrians and cyclists. Clearly identifiable crosswalks
provide other traffic calming measures to encourage pedestrians to
walk in Azalea Square.
Sidewalks provide connections to the adjacent neighborhoods and
encourage circulation within the neighborhood. Sidewalks are well
lit and have street trees to add interest to the streetscape.
The addition of a bus station could be a major selling point for new
residents looking for other forms of transportation to and from
work or school.
Building facades, public spaces and streetscape provide a sense of
cohesive design using architectural styles, materials, and building
mass. In the businesses district and multi-family residential area,
buildings would be set back from the street a minimum distance
and main entry doors and windows face to provide an additional
connection to the street.
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Introduction
The Brook Road-Azalea Avenue became a popular retail area when
the Azalea Mall opened in 1962. The Azalea Mall was Richmond’s
first enclosed mall with a variety of stores to serve the community.
Today, the mall is gone and the businesses are losing customers to
other retail centers in the area. It does not have to remain that
way. New development on the former Azalea Mall site has the
potential to breathe new life into the area.
The Azalea Square Revitalization Plan is a guide for future growth
and improvements at the former Azalea Mall site. These
recommendations are intended to make the area competitive with
surrounding retail centers and encourage the neighborhood
residents to shop there for more goods and services rather than
bypass the area for other shopping centers.
The plan includes goals and objectives to guide new development
on the former Azalea Mall site, referred to as Azalea Square. Azalea
Square is a walk-able, mixed-use town center. It provides the
community with a focal point to distinguish it from others and
provides a gathering place for residents and neighbors alike. There
is a network of sidewalks and streets to establish connections with
adjacent neighborhoods and encourage neighbors to shop and
participate in activities at Azalea Square. A mix of housing types
and affordable units provides opportunities for a diverse mix of
residents. Azalea Square has many other features that will serve as
a catalyst to revitalize the Azalea Avenue-Brook Road area.
Figure 1 Study area.
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Part One: Assessment of Existing
Conditions and Development
Potential
The name Brook Road is derived from the Brook Hill Estate of the
Robert Carter Williamson family. Constructed between 1839 and
1841, the estate is located on the east side of Brook Road just south
of Upham Brook. The toll keeper’s house still stands just off Brook
Road on the Brook Hill Estate.
This section will explore the existing conditions of the Azalea Mall
area and the surrounding neighborhoods. It will examine the
history and previous plans that shape the area, surrounding uses
and their influences, demographic trends, urban design, circulation,
and other factors that shape that area today. Each aspect can be a
liability to overcome or an asset to build upon in the future.
Frank Jay Gould purchased Brook Turnpike in 1902 with plans for an
electric rail line to run from Norfolk to Fredericksburg by way of
History
Brook Road played a significant part in the history of transportation
in the Richmond region from its very beginning. Today, Brook Road
is designated as U.S. Route 1, but it had its beginning as an old
Indian trail that stretched from the northern tip of Maine to the
southern tip of Florida. In 1812, the Brook Turnpike Company was
established to construct a 30 feet wide turnpike from the City of
Richmond to Dabney Williamson's Tavern, present-day Solomons’
Store near the intersection of Mountain Road and Brook Road.
Brook Road vastly improved travel to northern areas. It was the
first improved road leading out of the city; for a long time it was the
only road leading north out of the city.1
1
Figure 2 Plat map of Jefferson Gardens recorded in 1949. Source: Henrico
County Planning Department
Richmond and Petersburg. After receiving a charter in 1905, the
Richmond and Chesapeake Bay Rail Company constructed and
opened the Richmond to Ashland portion of the line in 1907. The
line stopped operations in 1917, but resumed operations as a
streetcar line after Oliver J. Sands and Jonathon Bryan purchased
Ryan 1991
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the line in 1919. The line continued to operate until March 22,
1938.2
Growth of the streetcar line and Brook Road encouraged the growth
of subdivisions in the Brook Road-Azalea Avenue area. Jefferson
Gardens was recorded in 1949 in Henrico County. The area
included the land west of Brook Road, from the point where the
railroad tracks crossed Brook Road to Wilmer Avenue.3 Although
the area west of Brook Road was intended to be residential,
businesses that catered to travelers grew in this area.
Modern History
The Azalea Mall opened its doors in August 1962 near the corners of
Azalea Avenue and Brook Road in Henrico County. It was the first
enclosed mall to open
in the region attracting
customers from across
the area. The mall
contained Ward’s TV,
Peoples Drug, The
Home Shop, Food Fair
Supermarket and Thom
McAn Shoes with
anchors Woolco and
Figure 3 The former Azalea Mall at its peak.
2
McKenney 1986
3
W.W. LaPrade & Bros. 1949
Thalhimer's.4 At just over 200,000 square feet, the mall also
contained “Safety Town”, a child sized village to teach children
safety in daily life. The mall site also had a bowling alley in the
northwest corner of the property. Charles C. Gillette, a prominent
Richmond landscape architect, designed the landscaping for the site
and the fountain at center court.5
The mall served
as a regional
shopping center,
but started
losing customers
after The Shops
at Willow Lawn
expanded; after
Figure 4 The Azalea Garden Center continues to
occupy space on the vacant mall site.
the opening of
Regency Square Mall in 1975; and the opening of Virginia Center
Commons in 1991. In spring 1991, May Department Stores
(Thalhimer’s parent company) announced the closing of the store at
Azalea Mall. Later that same year, May would discontinue the
Thalhimer’s name.
Woolco survived until 1993, when its parent company, Woolworth,
announced the closing of all the Richmond stores. The Azalea Mall
finally closed its doors in 1995 and remained empty until it was
razed in 1998.
4
5
Ryan 1991
Gillette 1962
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Today, the site remains empty with the exception of the Azalea
Garden Center and the Azalea Mall directory sign. The Azalea
Garden Center was the Woolco garden center until 1993 when
management decided to close the store. One of Woolco’s garden
center managers took over the garden center and opened the
Azalea Mall Garden Center in April 1994 on the southwest corner of
the site. It remains open today.
Previous Plans
The study area is addressed in three previous plans. Because the
site is in two jurisdictions, both the City of Richmond and Henrico
County address the area in their master plans. There was also a
special plan done to address aesthetic and organizational issues
facing Brook Road and merchants located along Brook Road. Only a
small portion of the Azalea Avenue-Brook Road study area was
included in that plan. While each plan deals with the area in some
way, each plan addresses different issues facing the area.
Organization
Land use, preservation, opportunity sites, and redevelopment
opportunities
Traffic pattern and signalization
Streetscape and environmental enhancements
Organizational recommendations included the creation of a
business association to coordinate the efforts of businesses and
property owners to coordinate and implement ongoing marketing
and business development, coordinate a cleanup day for the
corridor, and seek funding sources for activities. A neighborhood
civic association of residents in the neighborhoods adjacent to
Brook Road Enhancement Study
The Brook Road Enhancement Study, completed in 2002 by
McKinney and Company, focused on the Brook Road corridor from
Parham Road, south to the Henrico County line. The study provided
a coordinated revitalization strategy focused on organizational and
physical improvement recommendations. The recommendations
were broken down into four elements:
Brook Road was suggested to work with the business association on
the clean-up day, organize a neighborhood watch program, expand
Figure 5 The Azalea Mall site today.
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the Brook Road website to include information on the benefits of
living near Brook Road, and monitor development activities along
the corridor.
focused on economic restructuring of existing businesses.
Preservation suggestions included preserving existing historical
structures and promoting them as tourist destinations.
Land use, preservation, opportunity sites and redevelopment
opportunity recommendations were intended to address growth
pressures outside the Brook Road study area and undeveloped
areas on Brook Road. It was recommended that the corridor be
designated a special strategy area in the Henrico County Master
Plan to ensure cohesive, well-maintained development by providing
guidelines for new development and maintenance of existing
Suggestions to improve traffic patterns included providing left turn
arrows at key intersections and landscaping improvements in the
right-of-way.
Figure 6 Geographic sub-areas for the Brook Road Enhancement Plan.
Source: Brook Road Enhancement Plan 2003.
development. Land use recommendations focused on development
opportunities of vacant sites and underutilized sites by providing
guidelines for decision makers. Redevelopment recommendations
Streetscape and environmental enhancements addressed the need
to create a cohesive, attractive corridor for potential shoppers. To
address those needs, the corridor was divided into four areas.
Specific recommendations for the Azalea Commercial Area from
Azalea Avenue south to the I-95 interchange include the addition of
a sidewalk on the east side of Brook Road, the addition of street
trees on both sides of the road, and landscaping the existing
medians and islands where possible. The plan also suggests
providing screening of the VDOT storage facility located near the I95 interchange and promoting cross-site access at Seminary Road to
the east.
Although the plan suggested many improvements for the Brook
Road corridor, to date the only action has been to designate the
area as a special study area in
the Henrico County Land Use
Plan.
Henrico 2010 Land
Use Plan
Henrico County adopted the
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current land use plan in 1995 to serve as a guide for future
development. Goals contained in the plan are broken into five
areas to support the land use categories established in the plan.
The economic goals are intended to guide office, commercial or
industrial use land categories to achieve a diversified and balanced
economy in the county. Goals covered include:
Preserve prime economic development sites.
Maintain a diverse economy and provide a range of services and
employment.
Minimize environmental and financial impacts of development.
Attract business to increase economic base.
Revitalize older commercial areas to meet neighborhood needs.
Strengthen efforts to promote economic development in the
Richmond Region.
Coordinate all elements of the Comprehensive plan to provide a
guide for development.
Promote mixed-use planned development to achieve
economies of scale and meet neighborhood needs.
Brook Road Amendment
The Henrico Land Use Plan was amended in 2005 to include the
Brook Road Special Strategy Area. The plan amendment is intended
to promote redevelopment and guide new development in the
corridor. The plan outlines several strategies to encourage
development, including:
Work with the local business association and neighborhood
citizen groups to attract new businesses that can provide goods
and services for the surrounding neighborhoods.
Create a more pedestrian friendly environment with sidewalks
and crosswalk signals.
Create gateways at each end of the corridor to welcome
visitors.
Promote Enterprise Zone incentives.
Encourage property owners to increase maintenance of their
property.
The plan also outlined design guidelines to achieve cohesive
development throughout the corridor. New construction should
provide a cohesive design, use common materials, and setbacks
should be uniform in the corridor. Existing building owners are
encouraged to use façade design services offered by Henrico County
if they plan to expand. Sidewalks should be provided where
feasible. Buffers are encouraged to separate residential and
commercial areas. New sign guidelines were suggested along with
updating outdated signs. Landscaping and lighting should be
cohesive throughout the corridor and VDOT should be encouraged
to incorporate plantings in medians. Screening is required around
dumpsters and loading areas to hide them from view of the road.
Lastly, emphasis is placed on historic and architectural elements in
the corridor.
Richmond 2020
Master Plan
Adopted in January 2001,
the Richmond Master Plan
addresses the Richmond as a whole, focusing on neighborhoods,
economic development, and city image. Healthy neighborhoods are
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the building blocks of a healthy city. A strong economy supports the
city’s tax base and encourages the creation of jobs. In addition, the
city image is important in marketing the city’s assets.
Based on the greater vision of Richmond, goals focus on
transportation, natural resources, public facilities and services,
housing and neighborhoods, community character and land use.
Transportation goals focus on providing efficient local and
regional multi-modal transportation for the city without
disrupting neighborhoods.
Environmental goals focus on protecting water and air
quality, preserving the James River and preserving
environmentally sensitive land.
Public facilitates and service goals state that citizens will be
served by accessible, modern and efficient recreational and
educational facilities.
Neighborhood and housing goals assert that neighborhoods
are desirable places to live, providing a variety of housing,
and new development is sensitive to the scale of existing
neighborhoods; substandard housing will be eliminated and
market-rate housing will continue to be available.
Community character goals focus on using cultural
resources to improve quality of life, providing a sense of
cultural identity, enhancing economic development, and
retaining and attracting residents, business, and visitors.
Future development ensures a quality urban environment
that is functional and accessible. Community character,
cultural resources and public art are promoted and public
and private artistic and cultural resources are supported.
Gateways and corridors are maintained, which contributes
to the overall image of the city.
Land use goals are focus on allowing the city to have
sufficient opportunities for residential, commercial, and
industrial development, and encourage resident access to
commercial services and employment. Outmoded
structures and uses will be transformed into productive
uses to support the city and its residents and as the regional
economy changes, the city will respond positively to those
changes.
North Amendment
In keeping with the neighborhood theme established in the City’s
Master Plan, the North Planning District Plan covers the area north
of Downtown Richmond bounded by I-95 to the west, I-64 to the
south and the City
limits on the east
and north. The
North Amendment
portion of the
Master Plan
concentrates on
land use of the
northern area of
Richmond.
Guiding land use
principles suggest
Figure 7 City of Richmond North Amendment
planning area. Source: City of Richmond Master Plan
the residential
2001.
nature of the area
remain intact and
infill development be similar in density and character to existing
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neighborhoods. Historic preservation efforts should be continued in
areas where supported by residents, and design controls should be
encouraged where residents are supportive. Commercial and retail
activities should remain within their service area and near the
Azalea Mall site. Any land use conflicts should be resolved giving
those that exist near residential uses priority. Multi-family
developments should be limited to senior housing along major
streets. Environmentally sensitive areas and single-family
residential areas should be protected from development. No
additional adult care facilities should be located in the area and
expansion of assisted living facilities is only appropriate in areas
where it will not encroach on adjacent residential areas.
The plan suggests that the commercial area around the former
Azalea Mall site and the adjacent Brook Road should not be allowed
to expand beyond the current area. Any new development should
only happen on out-lots of the former mall site with access only
from the mall site. Transportation recommendations suggest the
addition of bike lanes on Brook Road as part of a comprehensive
bikeway system.
Although the focus of each of these plans is slightly different, each
plays a critical role. The Richmond Master Plan identifies the need
to preserve the residential neighborhoods while allowing
community commercial businesses to remain and serve the
community. The Henrico County Land Use Plan also encourages
growth of economic opportunities, but it is also concerned with
encouraging mixed developments to better utilize land without
disrupting communities. Although the Brook Road Enhancement
Plan is limited in scope, it serves as a base for making improvements
in the area.
Surrounding Influences
Surrounding the study area are many schools, recreation facilities,
and large employers that bring thousands of people to the area
every day. All of these people can be potential customers at local
businesses and users of other facilities. These are people who
currently pass through the area to shop at other shopping centers.
(See Figure 8 page 18 for locations.)
Schools
The City of Richmond and Henrico County maintain several schools
within a two-mile radius of the Brook Road-Azalea Avenue
intersection. Enrollment for the 2007 school year in a two-mile
radius is 4,863 students and 533 employees.
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There are also a number of colleges and universities nearby. On
Brook Road, approximately two miles south of the study area is
Union Theological Seminary and Baptist Theological Seminary.
Virginia Union University is also on Brook Road about three miles
from the site. J. Sargeant Reynolds Community College is located
on Parham Road, three miles north of the site. Virginia
Commonwealth University is approximately four miles from the site.
6
7
Table 1 Public School Enrollment and Employees6
Distance7
(miles)
Henrico County
Henrico High School
Lakeside Elementary
School
Richmond
John Marshall High
School
Ginter Park
Elementary
Linwood Holton
Elementary
Henderson Middle &
REAL Special
Education Center
Total
Total
Enrollment
Number of
Employees
1½
2
1902
426
145
53
1
955
92
1¼
533
77
1½
502
72
1
545
94
4863
533
Henrico County Public School and Richmond Public Schools 2007
Distance from the former Azalea Mall site.
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Figure 8 Surrounding influences. Prepared by Shelly Aprill. March 2008
Masters or Urban & Regional Planning
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Parks and Recreation Facilities
Lewis Ginter Botanical Gardens, Lakeside Avenue
1 ½ Miles8
Founded in 1984, the Lewis Ginter Botanical Gardens was once the
site of the Lakeside Wheel Club founded by Major Lewis Ginter. The
Botanical Garden offers a vast array of gardens and activities year
round including A Million Blooms in spring, A Feast for the Senses
and Flowers After 5 in summer and early fall and the GardenFest of
Lights during the Christmas season. The Garden employs 50 people
full-time, utilizes 200-400 volunteers every year and has
approximately 250,000 visitors every year.
Bryan Park, Lakeside Avenue 1 Mile
Bryan Park is part of the Richmond
Park System. It offers an 18-hole disc
golf course, walking trails, azalea
gardens, soccer fields, picnic shelters
and plenty of space for outdoor
activities. An estimated 450,000
people use the park each year.
Figure 9 Entrance of Joseph Bryan Park
Jefferson Lakeside County Club, Lakeside Avenue
1¼ Miles
Jefferson Lakeside County Club is a private club that offers many
activities including an 18-hole golf course, tennis, a pool and a
clubhouse with banquet facilities. Membership is about 500
families.
Belmont Golf Course, Hilliard Road
1 Mile
Belmont Golf Course is a PGA championship public golf course
owned by Henrico County. Albert Warren Tillenghast designed the
18-hole course in 1916 and Sam Sneed won the PGA championship
on the course in 1949. Today Belmont offers a pro shop, snack bar
and meeting place. The course has an average of 42,000 visitors
each year and 30-60 employees.
Pine Camp Arts and Center, Old Brook Road
¼ Mile
Pine Camp Arts and Community Center is a facility of the Richmond
Parks Department. The complex includes a large outdoor play area
and a community center with space for pottery, weaving,
photography, dance, theater and other activities. The center offers
classes and special activities throughout the year. Each year an
estimated 40,000 people participate in programs and activities at
the center.
Three Lakes Nature Center & Aquarium, Sausiluta Drive 2 Miles
The Three Lakes Nature Center and Aquarium provides educational
activities centered on the plants and animals of the area. The lakes
at the park were created by old borrow pits created during the
construction of I-64. Self-guided tours, hands-on activities and a
50,000 gallon aquarium gives visitors the opportunity to experience
nature first-hand. Each year nearly 200,000 people use the park.
8
Richmond Raceway Complex, Laburnum Avenue
2 Miles
Distance from the former Azalea Mall site.
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The Richmond Raceway Complex is an 800-acre multi-purpose
facility that includes Richmond International Raceway and Virginia
State Fairgrounds. There are facilities for trade shows, concerts,
special events and corporate meetings. In 2007, more than 1.2
million people attended events at the complex.
Northside YMCA Community Center, Old Brook Road
¾ Mile
The Northside YMCA provides a variety of programs for the
community including childcare, youth sports camping, wellness and
aquatics. The Northside YMCA is one of 15 YMCA facilities in the
Greater Richmond Region serving 1200 members.
United States Post Office, Chamberlayne Avenue
¼ Mile
Located adjacent to the Brook Road-Azalea Avenue study area, the
Post Office is a full service post office.
Minor Facilities
Arthur Ashe Center
The Diamond
Virginia Union University
Baptist Theological Seminary
Union Theological Seminary
Major Employers
Imperial Plaza, Bellevue Avenue
1 Mile
Imperial Plaza is an independent and assisted living center for
seniors located on Bellevue Street approximately one mile from the
site. Established in 1978, the center provides a community type
atmosphere with 900 apartments. There are almost 250
employees.
Westminster Canterbury, Westbrook Avenue
¼ Mile
Westminster Canterbury is a continuing care retirement facility for
active seniors. The complex expanded in 2005 to offer more
housing choices, a theater and library for residents. Currently the
center has just over 900 residents and over 800 employees.
St. Joseph’s Villa, Brook Road
2 Miles
Established as an orphanage in 1834 by Daughters of Charity, St.
Joseph’s Villa is the largest and longest continuously operating nonprofit organization in Virginia. Once located in downtown
Richmond, St. Joseph’s Villa opened its current location on Brook
Road in 1931 after purchasing the 246-acre Hollybrook Farm in
1898. Today, St. Joseph’s Villa offers a variety of educational,
residential and day programs for children and families dealing with
autism, physical and mental disabilities, or “at-risk” behaviors.
More than 300 employees serve as many as 600 families each day.
Each of these surrounding schools, employers and recreational
facilities attracts thousands of people each year. Unfortunately,
many drive to other commercial areas to shop. All of these people
are potential customers that can be encouraged to shop in the
Azalea Square commercial area.
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Neighborhoods
The Azalea Square area is surrounded by many neighborhoods that
are rich in history. Early history of many of the neighborhoods leads
back to the WestbrooK Estate owned by Robert Price and later by
Major Lewis Ginter.
Bellevue
The Bellevue neighborhood is located south of the study area in the
City of Richmond. Once
part of the Westbrook
Estate owned by Robert
Price in 1787 and later
by John Pope, the land
was subdivided for
homes in the early
1900s. In 1940, the City
of Richmond annexed
the land from Henrico
County. Today, the
Figure 10 Arch at the entrance of Bellevue.
neighborhood’s
architecture varies greatly. It includes both large homes and small
cottages in styles ranging from American Foursquare to Italianate.
Ginter Park
Ginter Park is one of the oldest planned neighborhoods in
Richmond. Known as the “Queen of the Suburbs,” the area contains
a variety of architecture, including Colonial Revival, Tudor Revival,
American Foursquare, Bungalow and Queen Anne style. Lewis
Ginter’s niece, Grace Arents, continued Ginter’s work in developing
the Ginter Park area
after his death in 1897.
At that time, there
were homes on
Chamberlayne,
Hawthorne and
Westwood Avenues
and facility residences
around the seminary.
Ginter Park was
incorporated as a
town in 1912, but was
annexed by the City in
1914.
Lakeside
The Lakeside
community is located
northwest of the study
area along Lakeside
Avenue. Major Lewis
Figure 11 Homes in Lakeside (bottom) and Ginter Park
Ginter opened
(top).
Lakeside Park in 1896 at the present location of the Lewis Ginter
Botanical Garden. To bring people to the park, Ginter built a trolley
line from the intersection of Laburnum Avenue and Hermitage Road
to the park. With the trolley line and the amenities that Lakeside
Park offered, many people and businesses moved to Lakeside.
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Today, Lakeside is primarily a working class community with a
growing businesses district. Architectural styles include Cape Cods,
bungalows and cottages.
Other Neighborhoods
There are numerous other neighborhoods in the area of Azalea
Avenue including Brook Hill, Dumbarton and Bloomingdale. They
contain a variety of architecture from small cottages and Cape Cods
built in the 1920s and 1930s to contemporary styles built in the
1970s and 1980s.
The surrounding schools, uses, and employers bring people
to the area for many reasons. Their decision to stay for
shopping, recreation, or entertainment is critical to the
success of existing businesses and potential new
developments.
Retail Centers
One of the largest challenges facing retailers in the area is
competition from other retail centers. There over 10 retail
centers within a two- mile radius, such as Brook Run
Shopping Center, that contain national and regional chains and offer
a variety of goods. There also are smaller
neighborhood retail centers with locally owned
shops that draw people from the businesses in
the area. Each retail center is unique and serves
a slightly different portion of the customer base.
Figure 12 Some of the surrounding retail competition.
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The challenge facing Brook Road-Azalea Avenue is finding the right
combination of businesses that will draw people into the area from
the surrounding neighborhoods or encourage those who drive
through to stop and shop or enjoy other uses in the area.
Figure 13 Surrounding Shopping Centers. Prepared by Shelly Aprill. March 2008
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Current Land Use
Existing land uses can influence new development positively or
negatively. Uses that encourage people to stay can exert a positive
influence on a community and businesses, while uses that fail to
encourage people to stay can make attracting customers difficult for
some businesses. The Azalea Avenue-Brook Road area has many
businesses that do not encourage people to stay in the area for
other activities.
Parcels
The Azalea Square study area encompasses 125 acres and 76
parcels. Retail uses make up most of the area with 65 percent of
the total parcels. To further break that number down, 18 percent of
all parcels are dedicated to auto-orientated uses, such as gas
stations and auto repair facilities. Retail uses make up 20 percent
and residential makes up 21 percent. Fast food makes up seven
percent of the parcels. Vacant parcels only make up seven percent
of the available parcels.9 The largest available parcel is the former
mall site, which is 49 acres. All of the vacant parcels have the
potential for development that would complement the existing
businesses and attract different types of customers.
9
The former mall site is indicated as vacant, but there is a small, viable
garden center operating in the southwest corner of the lot using only a
small portion of the lot. There also are lots that are designated as vacant,
but they serve as access for businesses.
Figure 14 Land use on Azalea Avenue and Brook Road. Source: City of
Richmond GIS and Henrico County GIS. Prepared by Shelly Aprill. March 2008.
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Buildings
Design
All of the buildings in the study area are intended for single tenants,
with the exception of the Brookhill Azalea Shopping Center. The
shopping center contains approximately 160,000 leasable square
feet leased to several tenants. At the time of this writing, the
shopping center had seven vacancies. There is one other vacancy in
the area at a former bank located on Brook Road adjacent to the
former Azalea Mall site. With the exception of the Brookhill Azalea
Shopping Center, the remaining buildings have remained
continuously occupied with successful businesses.
Brook Road and Azalea Avenue are the typical suburban autooriented shopping corridors. Businesses are located for the
convenience of people who are driving through the area.
Businesses have drive-through windows facing a large parking lot,
which encourages people to use the drive-through window rather
than get out of the car and walk from business to business, if
necessary.
While there are few vacant parcels, the Azalea Avenue-Brook Road
area has potential for new development on the former Azalea Mall
site that could potentially attract a diverse mix of people to the
area. Vacancies in the Brookhill Azalea Shopping Center offer other
possibilities to attract new businesses and uses.
Building Condition Analysis
Using criteria developed by Peter Dunbar & Associates, buildings in
the study area were evaluated to determine their condition.10 All of
the buildings in the area were found to be in sound condition with
only a few having minor deficiencies, such as needing paint.
Buildings in good building condition have the potential to contribute
to an overall improved image of the area.
10
See Appendix A for further explanation of the Dunbar & Associates
criteria.
Streetscape
The overall streetscape lacks interesting features to draw people to
Figure 15 Lack of street trees and sidewalks
the area. Many of the
directly adjacent to the street are not inviting
buildings utilize standard
pedestrian features.
architectural styles with flat
or gabled roofs and brick or
concrete block exteriors.
Buildings are oriented to
their parking lots or drivethrough windows and
parking lots are situated
between the street and the
front of the business to
provide convenient, safe
parking for customers.
Parking lots that have been
in place for many years lack
any landscaping to make
them visually appealing.
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Setbacks from the street and the distance between buildings vary.
Streets have few trees at the edge in the right-of-way or in the
medians. Azalea Avenue has a few trees in the median east of
Brook Road, but there is little room for trees at the edges. Brook
Road does have a center median south of the Azalea Avenue
intersection and it is landscaped with trees and a small flowerbed.
North of the Azalea Avenue intersection, Brook Road does not have
a center median. Chamberlayne Avenue has a large center median
with trees. Seminary Avenue
does not have a center median
and the vegetation at the edges
of the street is overgrown.
There is a lack of street
furniture with only two benches
and trash receptacles located at
bus stops on Azalea Avenue and
Brook Road. Street trees and
furniture add interest to the
Figure 17 One of two benches in the
study area.
area and can attract possible
customers.
Infrastructure
Brook Road does not have sidewalks the entire length of the study
area. There are short sections of sidewalk in front of some
businesses and near the intersection with Azalea Avenue. South of
the Azalea Avenue intersection, there is a sidewalk on both sides of
the street. All of the sections
of the sidewalk are narrow,
usually less than three feet
wide, and directly adjacent to
the street.
Azalea Avenue has sidewalks
on both sides of the street, but
like the sidewalks on Brook
Road, they are directly
adjacent to the street. This
configuration leaves little room
for street furniture or trees.
The City of Richmond is making
some improvements to
pedestrian access by
installing handicap
accessible ramps at the
intersections of
Seminary Avenue,
Brook Road and
Figure 18 Lack of defined crosswalks
makes crossing the street difficult.
Figure 16 City of Richmond pedestrian
improvements.
Chamberlayne Avenue with Azalea Avenue. Other areas also need
improvement, such as the crosswalks and safe-to-cross lights. The
crosswalks have painted strips, but they are in need of repainting
and there are safe-to-cross lights at one intersection in the study
area.
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Poor crosswalks and lack of sidewalks discourages many potential
customers from taking advantage of the compact nature of the
area. This also emphasizes the lack of connection between the
adjacent neighborhoods and a community retail center.
Circulation
The ability to get from one point to another with ease is very
important. In a retail shopping center, it can mean the difference
between a customer choosing to shop at one center or traveling to
another shopping center. The same holds true for any other activity
— if the user cannot get there, they may forgo the activity or travel
else. The Azalea Square area faces the same struggles that other
auto orientated corridors face—lack of pedestrian access. People
can walk from a business’ parking lot, but residents of local
neighborhoods that want to walk to the area must deal with narrow
sidewalks and fast moving traffic.
Road Network
Azalea Avenue and Brook Road (U.S. Route 1) are classified as minor
arterial streets. Both streets are four lanes with center medians,
left turn lanes and traffic signals at major intersections. Brook Road
and Chamberlayne Avenue (U.S. Route 1 and U.S. Route 301) run
parallel going north and south just north of the study area
continuing to Hanover County. Seminary Avenue also runs parallel
to Brook Road from Wilmer Avenue south.
Annual Average Daily Traffic Count
Brook Road and Azalea Avenue have significant traffic counts that
are comparable to or even better than neighboring corridors. In
2006, the year of the most recent traffic counts by the Virginia
Department of Transportation (VDOT), Brook Road has an average
of 12,000 vehicles per day in the City of Richmond and 20,000
vehicles in Henrico County. The sharp increase in traffic in Henrico
County can be attributed to access to I-95 near Wilmer Avenue.
Azalea Avenue, from
the Brook Road to
Chamberlayne
Avenue averages
18,000 vehicles per
day. At the northern
boundary of the
study area is an exit
to southbound I-95,
the main interstate
highway on the east
coast running from
the Maine to Florida.
In 2006, the stretch
of I-95 from the I64/I-195 interchange
to Chamberlayne
Figure 19 Traffic counts for nearby streets. Source:
Virginia Department of Transportation. Prepared by
Shelly Aprill. March 2008.
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Studio II
Avenue had an average of 110,000 vehicles per day.11 These are
potential customers that are driving through the area to another
destination.
Parking
Most businesses have large, ample parking lots to handle their
current parking needs. Only three businesses have very small lots
with three or less spaces. Two of those businesses do not rely on
the parking for customers.
The biggest challenge facing some of the business is not the size of
the parking lot, but rather access to the lot. In some cases, access is
limited by the median in the street and customers can only get into
the lot from one direction and leave in one other direction.
Public parking lots are non-existent and there is limited on-street
parking. Parking is allowed on Brook Road south of Azalea Avenue
and on Seminary Avenue with no time limit.
Public Transit
Greater Richmond Transit Company (GRTC) operates three routes
near the Azalea Commercial area as shown in Figure 21. Route 22
extends from the downtown area near the Capitol building and
makes its way to Westbrook Avenue and the former Azalea Mall
site.
Figure 20 Areas with few parking spaces. Source: Visual survey Prepared by Shelly April
March 2008.
Route 37 also begins in downtown Richmond and makes its way to
Chamberlayne Avenue and Azalea Avenue before returning to the
downtown area.
Route 93 is the Azalea Avenue connector that travels east on Azalea
Avenue from the vacant mall site to Wilkinson Road to the east.
11
This is a combined total for the north and southbound lanes of I-95.
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The area has five bus stops; one located on the former Azalea Mall
site near the library, three on Brook Road and one on Azalea
Avenue.
Easy access to bus service has the potential to bring more people to
the area from other areas of the city and nearby counties and make
it an attractive place to live.
Other Modes of Travel
The area does not have designated facilities for other modes of
transportation, such as bicycle lanes or pedestrian paths.
Despite poor pedestrian access, the area has the potential to
capitalize on access to public transportation and high traffic counts
on streets and highways. Access to public transportation can serve
as a catalyst for new development, while high traffic counts have to
potential to attract businesses that rely on traffic for customers.
Zoning
The Azalea Square study area contains a mix of zoning classifications
geared to community businesses and office uses. The zoning in
Henrico County allows for a variety of business from restaurants
and garden centers in the B-2 business district to medical offices
and retail businesses in the O-3 office districts. The B-2 district
limits hours of operation to 6:00 a.m. to 12:00 midnight. A small
portion of the area is zoned for light industrial manufacturing.
Zoning in the City of Richmond allows for a wide range of
community businesses in the B-2 community business district
Figure 21 Bus routes and bus stops in the study area. Source: GRTC.
Prepared by Shelly Aprill. March 2008.
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Studio II
including banks, grocery stores and dry cleaners. The R-5 residential
district is intended for single-family residential uses with a variety of
community uses including parks, community centers, and museums.
The RO-2 residential office district provides for a mix of office and
other nonintrusive uses with single and multi-family residential
uses.
Henrico County
B-2 Business District
44 acres
The purpose of the B-2 Business District is to provide community
shopping, recreation and services serving several neighborhoods.
This district is not intended for uses that generate heavy trucking,
dust, noise, or other nuisance factors. Hours of operation are
limited to 6:00 a.m. to 12:00 midnight. Some permitted in the B-2
district include office and office buildings, restaurant, catering
establishments, furniture sales and garden centers.
B-3 and B-3C Business District
41 Acres
The B-3 Business District classification is intended to serve a large
area of the county with commercial, automotive, recreational and
service uses. Districts are generally located on arterial streets with
a mix of activities. Uses generating heavy truck traffic, noise, dust
or other nuisances are not intended for this district. Permitted uses
include multi-family development, animal hospital or industrial
training school. Possible provisional uses include bus passenger
station or drive-in theater.
Figure 22 Zoning patterns. Source: City of
Richmond GIS and Henrico County GIS. Prepared by
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O-2 Office District
1.5 acres
The purpose of the O-2 office district is to provide for office
buildings in areas compatible with medium density residential.
Some permitted uses include office and office buildings, medical
offices and childcare centers.
O-3 Office District
1.5 acres
The purpose of the O-3 district is for office buildings that contain
uses that are compatible with high-density residential uses. The
district is intended for areas on heavily traveled arterial streets
where large employment centers would be appropriate. Retail uses
are permitted as an accessory use in larger buildings. Some
permitted uses include artist studios, medical offices and retail or
service businesses.
M-1 Light Industrial District
5 acres
The M-1 district provides for manufacturing, assembling,
compounding, processing and packaging operations near business
districts. Uses generally do not generate nuisances such as heavy
odors, vibrations, wastes, smoke, noise, cinders or explosions. All
outside storage must be enclosed and screened with a masonry
wall. Some permitted uses include manufacturing of food and
pharmaceuticals, milk bottling and bulk storage of inflammable
materials.
R-3 Residential District
.3 acres
The R-3 residential district provides for medium density singlefamily residential uses. Permitted uses include single-family
dwellings, churches, farming, conservation areas, childcare facilities
operated between 6:00 a.m. and 12:00 midnight and temporary
displays of housing for sale. Conditional uses include railroad lines,
electric lines, private recreation areas and public utility structures.
Adjacent zoning to the area includes C-1 conservation district, R-3
residential, A-1 agricultural, M-1C light industrial, B-1 and B-1C
business district, R-3 residential, and R-6C residential.
City of Richmond
R-5 Single-Family Residential
12 acres
The R-5 single-family residential district is intended to serve
detached single-family residential districts and allow for
recreational and institutional uses in that district.
Permitted uses include single-family detached homes, libraries,
museums, schools, parks, churches, private parks, recreational
facilities, pools and community centers.
Permitted accessory uses include garages, day nurseries in churches
or community centers, accessory living units, swimming pools,
temporary homeless shelters in churches or community centers
B-2 Community Business District
14 acres
The community business district is intended to provide retail and
services for several neighborhoods.
Permitted uses include adult daycare facilities, art galleries, auto
service centers, banks, churches, catering, dry cleaners, dwellings
on upper floors, funeral homes, grocery stores, hospitals, hotels and
motels, libraries, museums, schools, gas stations, offices, parking
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Studio II
structures, personal services, schools, recreation and
entertainment, restaurants, retail and auto service stations.
RO-2 Residential Office District
5.6 acres
The residential office district is intended to provide a mix of single,
two-family and multi-family dwellings mixed with offices and other
nonintrusive uses.
Some permitted uses include any use permitted in R-1 districts,
single, two and multi-family dwellings, nursing homes, day
nurseries, parking structures, offices, private schools, banks, funeral
homes and hospitals. Adult care residences, group homes and
lodging houses are permitted as conditional uses. Permitted
accessory uses include guest units in multi-family dwellings and
dwelling units located in accessory buildings.
Adjacent zoning includes R-6 residential and R-48 multi-family
residential districts.
Current zoning allows for a wide variety of uses that complement
current business and encourage neighboring residents to patronize
the businesses. Restaurants and medical facilities are just a few
examples of businesses that have the potential to attract people
from local neighborhoods and cause few disruptions in the
community.
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Public Safety
Crime, or the perception of crime, can be a deterrent for potential
customers or users of other facilities. They are less willing to
patronize a business if crime is perceived to be a problem. Users
who have the opportunity to walk to a shopping center or other
activity are less likely to walk to the business. Many will opt to
travel to other businesses perceived to be safe.
Henrico County
The portion of the study area in Henrico County also experienced a
decrease in crime. The biggest decreases were in the nonviolent
crimes of burglary, larceny and auto theft. The highest number of
crimes involved drug violations for possession and selling of
narcotics.
Between 2005 and 2007, the total number of crimes in the area was
only a small portion of the total number of crimes in the county for
the same period. The highest percentage of the total crimes in the
county was drug-related crimes with nearly four percent of all
crimes. Overall, the area experienced about two percent of the
total crime in the county.
Richmond
The Azalea Square area in Richmond experienced an 18 percent
decrease in crime between 2005 and 2008. The biggest decreases
were in assaults and thefts, while the biggest increase was in
robbery. This increase is a significant difference from the city where
robbery decreased 19 percent. In comparison to the entire city, the
area makes up less than one percent of the total crime.
Although there was an increase in some crimes in the area, an
overall decrease in the total number of crimes is a positive thing for
the area. Potential shoppers and users can feel safe in their
surroundings, which may encourage them to visit more merchants
or participate in other activities.
Table 2 below contains crime statistics for the portion of the study
area in Henrico County. The date includes small reporting areas
318, 401, and 402. Table 3 includes crime statistics for the portion
of the study area in the City of Richmond. The data includes the
appropriate address ranges on Brook Road from Westbrook Avenue
north to the city line and Azalea Avenue from Chamberlayne
Avenue west to the city line.
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Table 2 Henrico County crime data 2005-200712
2005 2006 2007 Percent Change
Homicide
0
0
0
NA
Rape
0
1
1
100.0%
Robbery
11 5 10
-9.1%
Assault
17 18 15
-11.8%
Burglary
9
6
1
-88.9%
Larceny
94 68 51
-45.7%
Auto Theft
10 7
4
-60.0%
Drug Violations 60 68 55
-8.3%
Total
201 173 137
-31.8%
Total County Total 2005-2007 Percent of County Total
0
43
0.00%
2
114
1.75%
26
1042
2.50%
50
8982
0.56%
16
4650
0.34%
213
25,687
0.83%
21
3015
0.70%
183
5250
3.49%
511
48,783
1.05%
Table 3 City of Richmond crime data 2005-200713
2005 2006 2007 Percent Change Total City Total 2005-2007 Percent of City Total
Homicide
0
0
0
NA
0
211
0.0%
Rape
0
1
1
100%
2
771
0.3%
Robbery
0
0
4
400%
4
3172
0.1%
Assault
11
7
4
-64%
22
16,877
0.1%
Burglary
10
33
7
-30%
50
6675
0.7%
Vice
5
3
3
-40%
11
8630
0.1%
Theft
41
26
20
-51%
87
19,407
0.4%
Vehicle Theft
7
6
8
14%
21
4886
0.4%
Other
47
59
53
13%
159
58,182
0.3%
Total
121 135 100
-18%
356
118,811
0.3%
12
13
Henrico County Police Department 2008
City of Richmond Police Department 2008
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Demographics
This section examines the demographic trends that have taken
place in the area surrounding Azalea Square. These trends can give
clues to the needs of the community now and in the future.
Demographics are helpful to retailers in understanding their
customers’ wants and needs. The area closest to the area is the
convenience trade area. The convenience trade area is defined as
the distance that shoppers are willing to travel to buy everyday
items, such as groceries, gasoline, and drugs. Beyond the
convenience trade area is the shoppers’ goods area. The shoppers’
goods area is defined by the distance that shoppers are willing to
travel to purchase items such as clothing, garden supplies, and fine
dining.
Trade Area
The convenience trade area for the Azalea Avenue-Brook Road
commercial area was established with the help of a customer zip
code survey conducted in mid December.14 The survey indicated
that most of the customers that shop in the area come from areas
north, east and west. Based on this information, the convenience
trade area extends approximately two-miles from the Azalea Square
area. The convenience trade area surrounding Azalea Square is
increasing in population.
Population
Overall, the population of the convenience trade areas increased
between 1990 and 2000 from 26,209 to 32,722 people, nearly a 25
percent increase. This is a slightly higher increase than Henrico
County’s total population growth for the same period.
The population in the shoppers’ trade area is increasing, but at a
slightly slower rate. The shoppers’ trade area includes tracts in
Richmond, Henrico, and Hanover County approximately three miles
from the area. In this area, the population did not increase as much
as the convenience trade area, but it was a substantial increase of
20 percent.
Figure 23 Convenience trade area of the Azalea Square study area. Prepared by
14
See Technical Appendix A for results of the zip code survey.
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Income
The median household income of the convenience trade area
declined eight percent between 1990 and 2000, dropping eight
percent to $36,221 from $39,360.15 This is a notable decrease in
comparison to Richmond with only a 1.6 percent decrease and
Henrico County with a 2.8 percent increase. Beyond the shoppers’
trade area, the median household income increased over five
percent.
convenience trade area, that number drops to 25 percent of the
total households.
Housing and Households
Although there was an increase in population between 1990 and
2000, there was a slight decrease in the number of housing units.
At the one-mile radius the number of housing units decreased from
4492 to 4242, but the largest loss was at a three-mile radius.
Between 1990 and 2000, the number of units dropped from 40,049
to 38,947.
Education
There is a high number of people in the convenience trade area that
have less than a high school education, more than 27 percent. In
contrast, 25 percent of the population has at least a bachelor’s
Household structure in the one-mile radius consists primarily of
married-couple households, although this is not the case in the
convenience trade area and beyond. Female-headed households
make up 45 percent of the households in the convenience trade
area.
At the convenience trade area level, renters occupied 51 percent of
the housing units, while owners occupied 48 percent of the units in
2000. The trend shifts to more owner occupied housing units three
miles from the site. In 2000, 53 percent of the occupied housing
units were owner occupied.
Household composition shifts to family households farther from the
Azalea Square area. At the one-mile radius, 30 percent of the
households were non-family households. In the two-mile
15
1990 median household income is adjusted for inflation to be
comparable with the 2000 median household income.
Figure 24 2000 Median household income for convenience trade area. Source:
2000 U.S. Census. Prepared by Shelly Aprill. March 2008.
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degree and ten percent have a graduate degree or beyond.
In spite of steady population growth in the convenience trade area,
characteristics have changed that would suggest portions of the
trade area are becoming fragile. The population is less educated
1 mile18
2 miles
3 miles
5 miles
10 miles
Henrico County
City of Richmond
16
1990
6293
26,209
66,844
153,725
372,589
217,881
203,056
and there is a higher incidence of female-headed households. This
may not be the case in every tract of the trade area, but it is
important to keep in mind. New businesses and developments can
meet the needs of a broad range of people in the trade area.
Table 4 Study Area Demographics.16
Total Population
Median Household Income
2000
Percent Change
1990
Adjusted Income(1999)17
2000
8062
28.1%
$23,080
$31,009
$36,221
32,722
24.9%
$29,296
$39,360
$36,221
80,341
20.2%
$25,718
$34,553
$36,454
19,8179
28.9%
$25,205
$33,846
$34,669
517,656
38.9%
$27,203
$36,548
$39,463
262,300
20.4%
$35,604
$47,835
$49,185
197,790
-2.6%
$23,551
$31,642
$31,121
Percent Change
—19
-8.0%
5.5%
2.4%
8.0%
2.8%
-1.6%
Source: 1990 and 2000 U.S. Census
17
Median household income in 1990 is adjusted to account for inflation and make the information comparable to the 2000 US Census information. Adjusted
incomes were calculated using the Bureau of Labor Statistics Inflation Calculator.
18
Due to changes in Census tract geography, percent change was calculated using census tract data and block data for the 1990 total population.
19
Due to changes in Census geography and unavailability of median household income data at the block level, it is impossible to calculate percent change.
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Stakeholder Views
Interviews were conducted with four property owners, six business
owners and seven neighborhood residents to determine their views
on new development on the former Azalea Mall site, what they
would like to see on the site, and the Azalea Avenue-Brook Road
area in general.20 All agree that something new is needed to bring
the area back to life, but crime is a problem.
Property Owners
All of the property owners stated that they perceive that the area is
in a great location and has a lot of potential. Most said access to I95 is the best asset of the area has at this time. One owner went on
to point out that access to I-95 could be a big selling point to bring a
big-box retailer to the area.
Three owners think crime is a problem for the area and is affecting
growth of the area. One pointed out that it is evident in the
vacancies at the Brookhill Azalea Shopping Center and frequent
police presence at the shopping center.
All of the property owners want to see a high quality development
on the former Azalea Mall site. Some suggestions they made
include baseball diamonds for neighborhood youth, big-box
retailers and a shopping center, housing, restaurants and a movie
theater.
20
Interviews were conducted with members of the Bellevue Civic
Association.
When asked about the remainder of the area, property owners said
other property owners need to do a better job with up-keep of their
property. Two stated that they were aware that there was a
business association formed for businesses on Brook Road, but
neither participated in the association.
Business Owners
Business owners also said that one of the biggest assets the area
has is access to I-95. They also said high volume of traffic on the
streets is almost bigger than access to I-95. Two owners said access
to I-95 does not make much difference for their business because
most of their customers came from nearby neighborhoods.
Owners stated that crime is a problem in the area. Most have basic
concerns involving crime, which is usually theft, but drug
transactions in parking lots were mentioned.
Most business owners are aware there was a business association
formed for businesses on Brook Road several years ago. No one
was involved with the organization when it was active, but today
some said the organization may be an asset to the revitalization of
the area.
Some business owners said the area lacks an image. Most people
associate the area with the former Azalea Mall and the large vacant
site.
All of the business owners said they would like to see the vacant
mall site developed, although one did express concern about
competition for their business.
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Residents
Neighborhood residents did not express an optimistic view of the
area as the property owners did. They do patronize businesses in
the area, mostly the grocery store, electronics store, restaurants
and auto repair shops—but most expressed concerns about crime.
Some residents would like to be able to walk to the grocery store,
but the perception of high crime and fast moving traffic is a
deterrent.
The vacant mall site is a concern of many residents. They stated
that the Azalea Mall site could help generate more variety for
shopping, but they concerned that a new development would add a
lot of traffic. Some want to see the site developed for small “mom
and pop” type businesses similar to those on Bellevue Avenue.
Other suggestions for the site include outdoor performance space, a
farmers’ market, hardware store, and dog park.
Residents said they would like to be able to walk to the site if there
were activities they would attend.
Each group has a slightly different view of the area, but all of them
agree that crime is an issue in the area. Property owners see the
value that access to I-95 brings to the area; business owners realize
that adjacent neighborhoods are valuable sources of customers;
and residents want more retail choices. Each of these points can be
addressed and utilized in new development and the existing retail
area.
Assets and Liabilities
Assets
The Azalea Avenue-Brook Road area has many assets that can be
capitalized on as a strong base for revitalization. A long history as a
transportation route and the continued importance of Brook Road
make it attractive to developers and new businesses looking for
high traffic volumes to broaden their potential customer base. The
historic past of Brook Road as US Highway 1 can be an asset to bring
people to the area for tourism.
Large employers, recreational facilities, schools, and a United States
Post Office attract high numbers of people to the area. These
people are potential customers and users for new businesses and
other uses. Coupled with steady population growth in the area,
makes the Azalea Square area much more attractive to potential
developers and new businesses.
Access to public transportation is an additional asset that can be
used to attract people to the area. In a time of rising gas prices,
public transportation can be an attractive alternative to the
personal automobile for many. Availability of multiple routes
available near Azalea Square enhances the attractiveness of public
transportation.
The Azalea Square area has a high development potential with
existing businesses and a large vacant lot. The grocery store at the
Brookhill Azalea Shopping Center serves as an anchor for other
retail businesses in that area. Retailers understand that the grocery
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store is a business that draws a variety of people to the area. The
vacant site of the former Azalea Mall is a prime opportunity for
developers to capitalize on the assets the community already has
and build on those to create a destination in the community to draw
more customers and users.
Liabilities
Despite the many assets the area has to work with, many liabilities
can hinder the revitalization process. The lack of a business
association to organize efforts of businesses and property owners is
an area that that is important to the overall revitalization of a
commercial area. Business associations can take the lead to
organize others to help with the efforts to revitalize the Azalea
Square Area.
Competition from other retail centers is a growing concern. Nearby
retail centers, such as those on MacArthur Avenue and Bellevue
Avenue, are drawing customers from the Azalea Square area with
greater variety or merchandise and businesses and pedestrian
friendly streets. The Azalea Square area lacks businesses to keep
shoppers in the area for any length of time to shop at more than
one business. The high number of convenience businesses and
businesses orientated to the automobile discourages shoppers from
getting out of their car to shop at other businesses. Lack of
Interesting features and pedestrian friendly sidewalks also
contributes to fewer people getting out of their car to shop at other
businesses.
The area also suffers from crime that deters many neighborhood
residents from walking to the area and others from farther away
from shopping there. Residents of some neighborhoods also have a
poor opinion of the area because of the crime problem.
Other non-physical liabilities include a decline in median household
income in the consumer trade area. Although there are several
areas with higher household income, the overall median household
income has declined.
Lastly, the vacant Azalea Mall site is not being used to its full
potential when it become a place that defines the area and draws
people there for a variety of reasons.
The Azalea Square area has a great number of assets to capitalize on
and a number of liabilities to address. Potential new development
on the Azalea Mall site is an excellent opportunity to focus on the
assets, such as access to public transportation. It can be an
opportunity to improve the community by addressing liabilities such
as issues with crime.
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Section Two: Azalea Mall Site
Highest and Best Use Analysis
A highest and best use analysis is a tool used in real estate analysis
to identify a use that will provide the highest return on the owner’s
investment and is compatible with the surrounding community.
This can include leaving the land vacant or developing the land fully.
Land use also needs to consider the psychological aspects, or the
satisfaction that the owner and neighborhood receives because of
developing the land.21
This analysis will focus
on not only the
potential profit, but
also the satisfaction
the neighborhood
could get out of new
development on the
former Azalea Mall
site.
The site is
Figure 25 The former Azalea Mall sign today.
approximately 49
acres, 39.5 acres in
Henrico County and an additional ten acres located in the City of
21
Barrett and Blair 1987
Richmond. The Azalea Mall was demolished in 1998, leaving only
the signs at the entrances, parking lots and the foundation of the
building. In the southwest corner of the property is the Azalea
Garden Center and employee parking for Westminster Canterbury.
A vacant bank building stands on one of the outparcels on Brook
Road. All of these uses
rent the space they
utilize.
Highest and Best
Use
This portion of the
analysis focuses on the
legal parameters and
potential monetary
returns of development.
It is based on four criteria:
physically possible, legally
allowable, financially
possible and maximally
productive.
Physically Possible
Physically possible
examines any physical
attributes of the site,
that may hinder
Figure 26 Topography of vacant mall site.
Source: City of Richmond GIS and Henrico
County GIS Prepared by Shelly Aprill. March
2008.
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development of the site including, but not limited to size, slope, and
shape.
The site has few physical limitations that would hinder
development. The only issue that may influence development on
the site is the slope in the area adjacent to I-95. The slope in that
area is approximately four percent.
The size shape of the site will allow for many different types of
developments in many different configurations.
Legally Allowable
Legally allowable refers to those uses that are allowed under
current zoning and not prohibited by restrictions or covenants.
Other considerations are the ability to change legal restrictions. It is
possible to change zoning to allow a wider variety of uses or a use
that was previously restricted. For this portion of the analysis only
uses allowed under current zoning will be considered.
Henrico County
The portion of the site in Henrico County is zoned in three
classifications: B-2 and B-3 business district and O-3 office district.
Most of the site falls into the B-2 business district classification.
Some of the permitted uses in the B-2 district include:
any uses permitted in R-6 district such as nursing home,
childcare centers or multi-family development
any uses permitted in the B-1 district such as antique shops,
banks, convenience stores, pet shops, restaurants, or
artists’ studios
automotive filling and service stations
department stores
drapery and furniture making and sales
garden centers
office and office buildings
accessory dwellings as provisional uses
Permitted uses in the B-3 district include:
any uses permitted in R-6 districts
any uses permitted in B-1 or B-2 districts
animal hospitals or kennel s
automobile service stations
farm supply and implement services
printing and publishing
Provisional uses permitted under the B-3 zoning include:
amusement parks
bus and railroad passenger stations
drive-in theaters
outdoor recreational facilities
The O-3 district permits:
any uses permitted in an O-2 district including medical
offices and laboratories, employment agencies and artist
studios
general hospitals and charitable institutions for human care
trade or business schools
hotels or motels
City of Richmond
The portion of the site in the City of Richmond is zoned RO-2
residential office district and R-5 single-family residential.
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offices
private schools
banks
The R-5 district allows any uses permitted in an R-1 district
including:
single-family detached housing
churches
museums
accessory uses including garages, pools, tennis courts, and
similar recreation facilities
Zoning allows for a wide variety of uses centered on commercial
and office uses in Henrico County and residential uses in Richmond.
The mix of zoning types is an opportunity to make more efficient
use of the land.
Feasibly Possible and Maximally Productive
Feasibly possible examines the costs associated with development
and the ability of the property to cover construction costs and
generate a profit.22
This portion of the analysis focuses on four general types of land use
that may be acceptable uses of the vacant mall site.
Figure 27 Former Azalea Mall site zoning. Source: City of Richmond GIS and
Henrico County GIS. Prepared by Shelly Aprill. March 2008.
Some permitted uses in the RO-2 include:
any use permitted in the R-1 district, such as single
detached dwellings, churches, museums and recreational
facilities
two and multi-family dwellings
Assumptions:
Purchase price of the property is $4,000,000 in all cases.23
22
American Instititute of Real Estate Appraisers 1981
Purchase price of the property is based on recommendations during
interviews with Chris Porter of Porter Realty and Rowland Williams of
Thalhimer/Cushman Wakefield.
23
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vegetative buffers to be able to accommodate such uses near a
residential area.
Industrial
Square Feet of New Construction24
Cost of Construction @ $59/ s.f. 25
Market Value @ $34 /s.f.26
Potential Gross Profit
398,000
$25,047,000
$13,532,000
-103%
Current market conditions and construction costs for industrial
properties show that the cost of construction outweighs any
potential return on the investment.
Retail
Although the site has excellent access to I-95, the area is not
appropriate for heavy industrial uses. The residential nature of the
area and the possible negative externalities that go with heavy
industrial uses, such as noise and odors, make heavy industrial uses
a poor choice. Light industrial and warehousing would be more
compatible with the area, but the site would require large
24
Square feet of new construction was determined using a proposal for a
new development on the vacant Azalea Mall site submitted by Dewberry
Capital Corporation. The proposed development never reached the
construction stage. Actual square footage for each type of use will vary
depending on site design and uses.
25 Construction costs are based on RS Means data for Richmond, VA for
2007.
26
Market values are based on interviews with Chris Porter of Porter Realty
and Rowland Williams of Thalhimer/Cushman Wakefield. Sales data for
2007, including square feet of building and purchase price were used to
determine average market value.
Square Feet of New Construction
398,000
Cost of Construction @ $78 /s.f. $31,044,000
Market Value @ $87 /s.f.
$34,626,000
-1.2%
Small retail businesses would be a good choice and would be
compatible with the adjacent retail area, but competition with
other retail areas is an issue. The close proximity to large retail
centers farther north on Brook Road and lack of interest by large
retailers to locate in the area is a problem. There are also negative
issues with increased retail activities, such as increased traffic.
Retail uses would produce a greater variety of retail the community
is looking for. Unfortunately, the current market for retail space
would not generate sufficient profit for a developer to justify
construction costs.
Market Analysis
If retail uses were included in new development on the former
Azalea Mall site, there are many unmet needs in the retail market to
fill those spaces. Not every unmet need would be a suitable use for
the area, but there are many possibilities.
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A retail market analysis was conducted to determine what types of
goods and services have large amounts of unmet demand that the
current population of the convenience trade area could support. 27
Based on information collected on the annual expenditures in
various product categories, square feet of existing businesses,
median sales per square foot and number of supportable square
feet in several product categories, several categories of goods
emerged that could be potential new businesses. Some of the
unmet demands already have a significant presence in the area, but
there is still adequate room for more businesses.
Table 5 Supportable unmet new uses.
Gasoline and motor oil
Major appliance
Laundry
Specialty food
Tobacco
Education
Fast food
Barber
Women and girls clothing
Medical facility
27
See the discussion of the convenience trade area on page 34 for further
information.
Office
398,000
Market Value @ $146 /s.f.
$58,108,000
17.7%
Office uses would be an ideal fit with the Azalea Avenue-Brook Road
area. They do not produce the negative externalities that industrial
uses produce, but Azalea Avenue and Brook Road lacks an image
that would attract high-end office tenants. High-end tenants are
not necessary for office uses to be successful, but it helps to attract
and keep other smaller tenants that may locate nearby to take
advantage of the increased traffic and potential shoppers.
High potential gross profits make office uses an attractive option for
a developer.
Residential
398,000
Market Value@ $132/ s.f.
$52,536,000
12.8%
Residential uses are a great fit with the area. The site is adjacent to
residential uses on two sides and has a large area that could be used
for several different types of housing on the same site.
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Like retail uses, residential uses will generate increased traffic on
already busy streets. The site does have access to public
transportation, which could help to alleviate increased traffic
congestion.
Though potential gross profit for residential uses may not be as high
as offices uses, they are still attractive to potential developers.
the highest return on their investment. In meeting the legally
allowable and physically possible criteria, office and residential uses
are a good fit. It is important to note that with any project that
relies on the market, conditions may change to influence the value
of the project.
Optimal Use
In this case, economic feasibility is the driving force in determining
the maximal use of the site. Based on construction costs and
market values, office and residential uses will allow the developer
Page 46
Figure 28 Azalea Square Site Plan.
Studio II
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Section Three: Preferred Use
This section will present a development concept for the former
Azalea Mall site. Despite its current state, the site has potential to
enhance the quality of the surrounding neighborhoods, provide
opportunities for new businesses and activities.
Referred to as a greyfield, the former Azalea Mall suffered the same
fate as many other malls around the United States.28 Changes in
regional transportation, retailing, and lack of investment forced a
once viable shopping center into obsolescence, ultimately resulting
in a vacant site.29
Azalea Mall is only one of many malls to have suffered this fate.
PricewaterhouseCoopers conducted a study for the Council for New
Urbanism in 2001 that determined that seven percent of existing
malls were greyfield malls and another 12 percent were vulnerable
to becoming a greyfield.30
Greyfield sites represent a great opportunity for the community to
pursue something that it needs. Whether it is retail opportunities,
28
The term greyfield refers to the vast asphalt parking lot left behind by
after a mall outlives its usefulness. See Appendix A for characteristics of a
greyfield mall.
29
Sobel, Greenberg and Bodzin 2002
30
PricewaterhouseCoopers 2001
housing, offices, or a mix of uses, there is always something a
community needs. The Azalea Mall site has the potential to provide
a much-needed catalyst for the community to bring its retail
businesses to back to life and provide other opportunities for the
community.
Azalea Square
There are numerous development possibilities for the former Azalea
Mall site. As outlined in Section Two of this plan, office and
residential uses would offer a developer the highest return on his or
her investment. However, these uses on an individual basis may not
be the ideal fit with the surrounding neighborhood. Another option
is a walk-able mixed-use development. Mixed-use developments
combine a variety of uses on a single site, such as a retail building
with living quarters on upper floors.
Why Mixed-Use
Mixed-use development offers many advantages to both the
community and the developer. From the developers’ standpoint,
mixed-use development offers four advantages over single use
development.
Ability to spread Market Risk
o
Developers will have the option to go ahead with
portions of the project as the market allows.
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Public Assistance
o In the case of greyfield redevelopment, a mall is
replaced with a desirable development that the
municipality wants to see succeed, especially if the
community was involved in the design process. The
municipality is more likely to approve the
development project.
Opportunity to Create Long-Term Value
o The property will likely appreciate in value as
increased pedestrian traffic is reflected in rents.
Possibility of Creating Higher Short-Term Value31
o Portions of the site can be sold to third-party
developers at a price higher than that of the original
purchase price.
The community gains a walk-able neighborhood with a diverse mix
of uses and a final product that has less of an impact on the
community than a single-use development.
Mixed-use development has tremendous potential for the
developer and the community where it is located. Not only can it
provided much needed uses in the community, but it can provide
the developer with a steady income from the property.
31
Congress for the New Urbanism 2005
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Development Concept
The former Azalea Mall site will serve the community best as a
mixed-use town center. The town center concept can provide
retail, residential, office, public, and civic spaces in a compact
development. The town center provides a focal point for the
community that distinguishes it from other places.
A private developer would be responsible for the majority or Azalea
Square. The City of Richmond and Henrico County would work
together to resolve any issues that would arise relating to
establishing the development in two jurisdictions. In addition,
Richmond and Henrico County would be responsible for
constructing and maintaining the streets. The public parks would be
the responsibility of Henrico County.
Land Use
At the heart of Azalea Square is a town square that is the focal point
of the community. The town square contains public outdoor
performance space and a bandstand. Community groups can use
the space for outdoor
concerts or performances.
Businesses can use the space
to sponsor different types of
performances to draw
potential customers.
The areas adjacent to Brook
Figure 29 A bandstand can be a focal point
of the neighborhood.
Road and Dumbarton Road
are a mixed-used district that functions as a central business district.
The central business district is a mix of office and retail uses. Many
of the businesses are neighborhood convenience businesses to
serve the immediate neighborhoods, such as insurance agents,
doctors’ and dentists’
offices, and banks. These
businesses are located on
the lower levels of the
buildings, usually those
buildings fronting Brook
Road and Dumbarton
Road. Upper floors of
Figure 30 A pedestrian mall encourages people
multi-story buildings
to walk through Azalea Square.
contain a mix of
apartments and condominiums for sale or rent and some office
uses. This provides an opportunity for individuals to live in close
proximity to their place of employment if they work in Azalea
Square.
Spaces between buildings in the
business district are a
pedestrian mall. The
pedestrian mall is a pedestrian
oriented space that creates
connections to the retail and
office uses in the business
district. The mall is lined with
storefronts, trees, benches and
Figure 31 Mixed-use development with living
space on the upper floors.
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other amenities for pedestrians to encourage guests and residents
to walk in Azalea Square.
The business district includes a parking structure near the entrance
at Dumbarton Road. The structure includes space for retail and
offices uses at ground level
and parking above.
The area of Azalea Square,
adjacent to Westbrook
Avenue, is a traditional
neighborhood with singlefamily homes. The houses
have a similar relationship
to the street as the
adjacent neighborhood and
access to parking is from an alley at the rear of the house.
Architectural styles and materials are complementary to existing
houses in nearby neighborhoods.
Figure 32 A park provides a place for
recreation and acts as a buffer from I-95.
West of the business district and near the town square is a multifamily district. The area contains townhouses in various sizes for
sale and rent. Architectural styles and materials are complementary
to existing styles in nearby neighborhoods. The townhouses have
minimal setbacks from the street and access to off-street parking
through alleys at the rear, where possible.
Near the multi-family district and adjacent to I-95 is a community
park. The park provides green space for recreation and a buffer
between the multi-family residential area and I-95. The park
contains a playground for community children, naturalized areas, a
dog park, and open space for other activities. Benches are scattered
throughout the park.
Housing
In Azalea Square, the potential population of 3,500 residents has
the opportunity to own or rent their home. The single-family
district is low-density residential district targeted toward families
with children or those who want a larger home. The district will
resemble the layout of the adjacent neighborhoods. The multifamily district is an option for those households that prefer a
smaller living space and less responsibility for maintenance. The
business district provides apartments and condominiums in a
variety of sizes. Some of those units should be high-end units to
appeal to potential residents with more disposable income.
Circulation
Streets in Azalea
Square are a grid
network that
facilitates easy
navigation. Streets
also incorporate
bicycle lanes for
travel within the
neighborhood.
Figure 33 Bike lanes provide transportation
options for many.
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Sidewalks also provide
connections and
encourage circulation in
the neighborhood.
Sidewalks should be well
lit and wide enough for
pedestrians to easily pass
each other. Sidewalks
should also be wide
enough to allow for street
trees. Street trees provide comfort for pedestrians and add visual
interest to the streetscape.
Figure 34 On-street parking provides traffic
calming.
A grid network of streets with on-street parking provides easy,
efficient navigation in Azalea Square. On-street parking serves as a
traffic-calming tool
to slow traffic for
pedestrians and
cyclists. It also
encourages
motorists to spend
additional time
browsing shops or
participating in
other activities
while making their way to or from their car. Clearly identifiable
Figure 35 A bus station could encourage some to live
crosswalks provide
at Azalea Square.
other traffic
calming measures to encourage pedestrians to walk in Azalea
Square. Distinct materials, such as brick or stone, mark crosswalks.
Considerations should be made for the addition of a bus station at
Azalea Square in the future. Azalea Square would be a great
location for people from areas north, east, and west to catch a bus
to downtown or another location. The promise of public
transportation could be a major selling point for new residents
looking for other forms of transportation to and from work or
school. The large established residential neighborhoods and the
new development at Azalea Square have the potential to provide
even greater demand.
Design
Building facades, public spaces and streetscape provide a sense of
cohesive design using
architectural styles, materials,
and building mass. Form,
height, and materials should
be complementary to the
nearby existing neighborhoods
and to other new construction
in Azalea Square. Consistency
of mass, set back, height, and
orientation to the street is
critical in achieving this. For
Figure 36 Small set backs from the
street create a consistent relationship
example, although many of
the existing buildings in adjacent neighborhoods are two stories,
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four story buildings would be acceptable and encouraged in the
business district to complement the larger buildings at Westminster
Canterbury Richmond.
In the businesses district and multi-family residential area, buildings
would be set back from the street a minimum distance,
approximately ten feet. Main entry doors and windows facing the
street provide an additional connection to the street.
These features have the potential to transform the former Azalea
Mall site into a great asset in the community and allow a developer
to make a potential profit on the project. The community will gain
an activity center that provides a mix of housing and other activities
that appeal to a wide range of people.
Buildings create “urban rooms” with facades that face the street.
Building heights in the business district at a ratio of 1:1 and 2:1
create pleasing spaces and lends a sense of enclosure to
pedestrians. These “enclosed” rooms lead to areas of expose in
green and open spaces, such as the town square.
The Azalea Square streetscape contains elements that enhance the
experience of pedestrians. Sidewalks should be large enough to
accommodate a group of pedestrians so they may pass each other
easily, usually not less than eight feet. Sidewalks should
accommodate street trees at the edges between the street and
pedestrian. Street trees provide a buffer between the pedestrian
and traffic and provide shade from the sun for pedestrian comfort.
Street furniture, such as benches and trash receptacles, and
pedestrian scale lighting should be coordinate with the overall
design of Azalea Square available at regular intervals and in
strategic locations.
Crosswalks should be well defined and with different materials that
the street, such as brick or stone.
Figure 38 Street furniture provides
pedestrian comfort.
Figure 37 Wide sidewalks allow
pedestrian enough room to
accommodate street trees.
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Section Four: Goals, Objectives &
Strategies
Azalea Square is a vibrant, mixed-use community that provides the
neighborhood with a variety of shopping, entertainment and
services in a walk-able environment. Constructed entirely by a
private developer, it is a place that is known for its town center
where community groups perform in the bandstand. Residents can
stop at the bandstand to listen to a jazz quartet and then continue
on to the dog park with their pets for some exercise and social time.
Other residents can return home to their townhouse near the park,
single-family homes near Westbrook Avenue and the Bellevue
neighborhood, or their condominium located over a retail store in
the business district near Brook Road to enjoy the comforts of
home.
Visitors enter through one of the gateways to the neighborhood;
they are greeted by a pleasing landscape with tree-lined streets.
After parking their car, visitors can visit their favorite retail shop and
continue shopping in the business district making their way from
business to business on the wide, pedestrian friendly sidewalks.
They can also easily make their way to the town square to take in
the jazz quartet before returning home. Whether you are visiting
Azalea Square or living in one of the many great homes available
there, Azalea Square has unlimited possibilities.
Land Use
Goal1: An energetic community highlighted by a distinct mix of
residential, commercial and office uses.
Objective 1.1: A pedestrian orientated business district with a mix
of residential, commercial, and office uses in each building.
Implementation 1.1: Henrico County should change the zoning of
the site of Azalea Square to urban mixed-use at the request
of the developer. The urban mixed-use zoning allows for a
mix of residential, retail, and office uses in a walk-able
environment. This will allow for a mixed-use business
district near Dumbarton Road and Brook Road.
Objective 1.2: A walk-able district of single-family residential
housing neighboring already established neighborhoods.
Implementation 1.2: A portion of this area is in the City of
Richmond and zoned R-5 residential. This area should
remain zoned R-5. The intent of the R-5 zoning is to allow
for single-family homes at higher densities than other lowdensity single-family residential districts. Densities up to
seven units per acre are allowed. The portion of the district
in Henrico County will have the same density and remain
zoned urban mixed use. This will allow for the area near
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Westbrook Avenue to function as a single-family residential
neighborhood.
Objective 1.3: A pedestrian orientated, moderately dense multifamily district.
Implementation 1.3: The multi-family district will contain multifamily townhouse units with densities up to 12 units per
acre in the area west of the business district and near the
town square. Zoning should be urban-mixed use.
Objective 1.4: Attract businesses that meet unmet demand in retail
markets.
Implementation 1.4: The developer should encourage area
hospitals or health care systems to establish a clinic or
medical offices in Azalea Square as indicated as unmet
demand in the market analysis. Other unmet demands as
indicated in Section Two are other potential businesses.
Goal 2: A focal point near the center of Azalea Square to
distinguish the area from other neighborhoods.
Objective 2.1: Establish a pedestrian oriented town center at
Azalea Square that serves as a focal point for the
community.
Implementation 2.1: Near the center of Azalea Square, a town
square should be established. The town square will serve as
a focal point and gathering place in the community.
The town square will contain a public outdoor performance
space characterize by a large open space with trees at the
fringes to provide shade for spectators. The square will also
have a bandstand for public performances. The bandstand
should be large enough to accommodate 15 to 20 people.
Construction and maintenance of the town square would be
the responsibility of the Henrico County Recreation and
Parks Department.
Goal 3: Green space promotes the character and vitality of Azalea
Square.
Objective 3.1: A park located near the single and multi-family
districts.
Implementation 3.1: A park should be established at the western
edge of the property, between I-95 and the multi-family
district. The park will extend to the single-family district to
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Studio II
allow for easy access for those residents and residents from
nearby neighborhoods. The park should be a public park
available for all the residents and visitors of Azalea Square
to use. A portion of the park should be set aside for a dog
park.
Construction and maintenance of the park would be the Henrico
County Recreation and Parks Department.
Housing
Goal 4: Various types of new housing units in Azalea Square
provide housing opportunities for a variety of people.
Objective 4.1: Various housing types meet the needs of a variety of
households.
Implementation 4.1: Henrico County should adopt an inclusionary
housing policy. The policy would encourage developers to
include reasonably priced housing units in a development.
Twelve to 15 percent of the total housing units would be
affordable to low and moderate-income households. In
return, developers would receive a density bonus to
increase the number of affordable units to make the project
profitable. In Azalea Square, many people will have the
opportunity to own their home with fewer concerns about
cost.
Circulation
Goal 5: Provide users with accessibility to Azalea Square and a
feeling of identity while circulation into and within Azalea Square
is efficient and safe.
Objective 5.1: A circulation system that provides gateways into
Azalea Square.
Implementation 5.1: Each gateway to Azalea Square should have
signs providing directional information to various activities
for visitors and residents and adequate lighting in a style
complementary to the overall design of Azalea Square.
Objective 5.2: A circulation system that accommodates
pedestrians, bicycles, and automobiles.
Implementation 5.2: New streets in Azalea Square should
incorporate designated bike lanes for cyclists. Sidewalks
should be properly maintained to encourage pedestrian
usage and large enough to accommodate street trees
between the street and pedestrians. Crosswalks are in
materials that set the crosswalk apart from the street and
make the motorist aware of pedestrians. Possible materials
would be brick or stone.
Construction of streets in Azalea Square would be the
responsibility of the City of Richmond and Henrico County.
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Continuing maintenance would be the responsibility of both
jurisdictions.
Objective 5.3: Traffic calming measures and an efficient street
network promote safe and easy navigation through Azalea
Square.
Implementation 5.3: The design of streets in Azalea Square should
be a two-way grid pattern. Streets should be wide enough
to accommodate on-street parking and crosswalks should
be located at intersections. Crosswalks should be
constructed of material distinguishable from the street
material.
Objective 5.4: A bus station at Azalea Square.
Implementation 5.4: The Developer and the Greater Richmond
Transit Company (GRTC) should work together to establish
bus station at Azalea Square that would travel to downtown
Richmond and other popular places in the region.
Objective 6.1: Streetscapes, public spaces and buildings exhibit a
sense of unified design.
Implementation 6.1: The urban mixed use zoning classification
referenced in objective 1.1 does address many of the issues
associated with design cohesion. The zoning classification is
intend to be flexible to allow for different styles of design.
Henrico County plan of development reviews projects for
not only features required by zoning regulations, but also
includes review of design elements, such as materials and
other architectural treatments, to create cohesive design.
Objective 6.2: Spaces create a connection to pedestrians and the
streetscape.
address building maximum building height that can
influence how pedestrian feel in their surroundings. The
zoning code currently allows for building of no more than 60
feet in height. The Henrico County Plan of Development
review process addresses building features, when
necessary, to ensure connection to the streetscape.
Urban Design
Goal 6: Azalea Square’s built environment portrays an image that
is cohesive, pedestrian friendly, and secure.
Objective 6.3: Azalea Square’s streetscape is pedestrian friendly.
addresses the need for adequate sidewalks, street trees, lighting,
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Studio II
and crosswalks. The developer should provide street furniture and
include unique crosswalks in new street design.
Potential Funding Sources
Azalea Square is in an established Enterprise Zone that provides
access to grants and programs to develop Azalea Square.
Real Property Improvement Grants provide funds for new
construction meeting the threshold of $250,000. Projects with less
than $5 million in investment are eligible for a grant based on 20%
of the qualified real property investments, not to exceed $125,000
within a five-year period. Projects of $5 million or more are eligible
for a grant based on 20% of the qualified real property investments,
not to exceed $250,000.32 The Commonwealth of Virginia offers
this program.
Accelerated Development Processing is offered by Henrico County
to speed the plan review and approval process.
Plan Review and Fee Permit Waivers are available for rezoning, plan
development, landscaping and lighting, provisional use permits,
conditional use permits, temporary use permits, variances, sign
permits, and building permits in Henrico County.
Some possible sources of funding for the community park and town
square may include:
32
Henrico County Department of Community Development 2008
Partnerships – Establish a joint venture with another entity
to share the costs associated with maintaining the park.
The other entity may be a non-profit organization, a
corporation, or even another government agency.
Dog Park Fees – A fee charged to users of the dog park.
Signage Fee – Signage in the park to direct people to other
uses could contain small advertisements for other activities
on a short-term basis. The Henrico County Parks and
Recreation Department could charge a nominal fee for the
advertising space.
Friend Associations – A group or association could be
established to raise funds for the maintenance of the park.
The group would also be involved in maintaining the park.
Some possible sources of funding for the construction and
maintenance of streets include:
The Commonwealth of Virginia Department of Transportation offers
funding for projects that incorporate transportation into the
community. Eligible expenses include:
Crosswalks
Sidewalks
Bike lanes
Street furniture
Bus shelters
Other transportation funding is available from the Richmond
Regional Metropolitan Planning Organization as part of the
Transportation Improvement Program.
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Conclusion
The vacant site where the Azalea Mall once stood has turned into an
eyesore for the community, Richmond, and Henrico County. Not
only does it have tremendous potential because of its location near
I-95 and other inherent characteristics; but also a renewed interest
in urban living adds to its potential and appeal. Azalea Square can
become a focal point of activity in the community providing signs of
reinvestment and urban regeneration. Access to bus service, a dog
park, a pedestrian friendly atmosphere, a mix of businesses, and
other amenities for residents will make Azalea Square a popular
place to gather and enjoy the day. The revitalization of Azalea
Square is important not only to generate interest in the community,
but also to sustain growth in the community for years to come.
Page 59
Studio II
http://www.co.henrico.va.us/revit/enterprise.html#zonewhat
(accessed May 1, 2008).
Works Cited
American Instititute of Real Estate Appraisers. Readings in highest
and best use. Chicago: American Instititute of Real Estate
Appraisers, 1981.
Barrett, G. Vincent, and John P. Blair. How to conduct and analyze
real estate market and feasibilty studies. New York: Van Nostrand
Reinhold, 1987.
Bohl, Charles C. Place making: developing town centers, main
streets and urban villages. Washington, D.C.: Urban Land Institute,
2002.
Congress for the New Urbanism. Malls into mainstreets. Congress
for the New Urbanism, 2005.
Department of Community Development. "The official web site of
the City of Richmond, Virginia." Forms and Documents. November
30, 2000.
http://www.ci.richmond.va.us/forms/docs/online/masterplan/05Tr
ansportation.pdf (accessed October 24, 2007).
Gillette, Charles F. A planting plan for Azalea Shopping Center.
Richmond , 1962.
King, Bill. Vice President of Marketing, Westminster Canterbury
Richmond (March 1, 2008).
Lacker, Jeffrey M. "News and Speaches." Federal Reserve Bank of
Richmond. January 2008.
http://www.richmondfed.org/news_and_speeches/presidents_spe
eches/index.cfm/id=106 (accessed April 8, 2008).
Lappas, Tom. "A retail relic." Richmond.com. February 1, 2007.
http://www.richmond.com/business/1120 (accessed December 30,
2007).
McKenney, Carlton Norris. Rails in Richmond. Glendale: Interurban
Press, 1986.
Porter, Chris. Porter Reality (March 21, 2008).
PricewaterhouseCoopers. "Greyfield regional mall study." 2001.
Ryan, David D. Lewis Ginter's Richmond. Richmond: Whittet &
Shepperson, 1991.
Sobel, Lee. S., Ellen Greenberg, and Steven Bodzin. Greyfields into
goldfields. Pittsburgh: Congress for the new urbanism, 2002.
Taylor, John. Planner III City of Richmond (February 22, 2008).
Henrico County Department of Community Development. Enterprise
zones. 2008.
Page 60
Studio II
Thalhimer Commercial Real Estate. Marketbeat Richmond Virginia
industrial report. Market analysis, Richmond: Cushman and
Wakefield Alliance Research, 2007.
office report. Market analysis, Richmond: Cushman and Wakefield
Alliance Research, 2007.
retail report. Market analysis, Richmond: Cushman and Wakefield
Alliance Research, 2007.
Virginia Crime Prevention Association. Safer by design: creating a
safter environment in Virginia. Virginia Crime Prevention
Association, 2004.
W.W. LaPrade & Bros. Map of Jefferson Gardens City of Richmond
and Henrico County, Virginia. 1949.
Williams, Rowland. Thalhimer/Cushman Wakefield (March 20,
2008).
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Technical Appendices
Appendix A
Traffic Count
Road
Brook Road
Brook Road
Brook Road
Chamberlayne Avenue
Chamberlayne Avenue
I-95 NB
I-95 NB
I-95 NB
I-95 NB
I-95 SB
I-95 SB
I-95 SB
I-95 SB
Lakeside Avenue
Lakeside Avenue
Hilliard Road
Chamberlayne Avenue
Chamberlayne Avenue
Hilliard Road
Dumbarton Road
Dumbarton Road
Laburnum Avenue
Azalea Avenue
Hermitage Road
Hermitage Road
33
Table 6 Annual Average Traffic Count for Roads in Henrico County.33
From
To
2006 2005
NCL Richmond
I-95
Hilliard Road
NCL Richmond
I-95
I-64 North Interchange; I-195
NCL Richmond
US 1 Brook Road
US 301 Chamberlayne Avenue
I-64 North Interchange, I-195
NCL Richmond
US 1 Brook Road
NCL Richmond
Dumbarton Road
Lakeside Avenue
NCL Richmond
I-95
Hermitage Road
Staples Mill Road
Lakeside Avenue
Richmond-Henrico Turnpike
ECL Richmond
Dumbarton Road
SR 356; Hilliard Road
I-95
Hilliard Road
Wilkinson Road
I-95
Upham Drive
NCL Richmond
US 1 Brook Road
SR 73 Parham Road
NCL Richmond
US 1 Brook Road
SR 73 Parham Road
Dumbarton Road
SR 356 Hilliard Road
US 1; Brook Road
I-95
Upham Drive
SR 161; Lakeside Avenue
Lakeside Avenue
WCL Richmond
ECL Richmond
Richmond-Henrico Turnpike
SR 356; Hilliard Road
43-7550 Woodman Road
20000
20000
20000
15000
17000
54000
54000
47000
49000
56000
56000
51000
49000
17000
14000
8100
15000
17000
21000
15000
10000
21000
16000
2800
11000
20000
19000
20000
15000
8000
55000
55000
47000
50000
56000
56000
52000
49000
16000
14000
7900
15000
8000
20000
15000
9900
21000
15000
2800
10000
2004
2003
2002
20000
19000
20000
15000
13000
55000
55000
47000
49000
56000
56000
52000
49000
17000
14000
7900
15000
13000
20000
15000
9900
21000
15000
2800
10000
20000
23000
22000
16000
16000
40000
40000
46000
49000
54000
54000
48000
49000
16000
14000
7700
16000
16000
21000
13000
10000
22000
16000
3600
11000
20000
23000
22000
15000
16000
42000
42000
48000
48000
53000
53000
55000
48000
16000
13000
7600
15000
16000
21000
13000
10000
21000
16000
3500
11000
Source: Virginia Department of Transportation
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Table 7 Annual Average Traffic Count for Roads in the City of Richmond.34
Road
From
To
2006
2005
2004
2003
2002
Chamberlayne Avenue
Chamberlayne Avenue
Azalea Avenue
Chamberlayne Avenue
Hermitage Road
Hermitage Road
Laburnum Avenue
Laburnum Avenue
Laburnum Avenue
Chamberlayne Avenue
Chamberlayne Avenue
Chamberlayne Avenue
Chamberlayne Avenue
Azalea Avenue
Brook Road
Brook Road
Brook Road
Brook Road
Laburnum Avenue
Claremont Avenue
Chamberlayne Avenue
Azalea Avenue
Westwood Avenue
I-95
Rosedale Avenue
Hermitage Road
Brook Road
Brookland Park Boulevard
Laburnum Avenue
Claremont Avenue
Azalea Avenue
Chamberlayne Avenue
Chamberlayne Parkway
Lombardy Street
Brookland Park Blvd
Laburnum Avenue
Claremont Avenue
Azalea Avenue
NCL Richmond
NCL Richmond
I-95
NCL Richmond
Hermitage Road
Brook Road
Chamberlayne Avenue
Laburnum Avenue
Claremont Avenue
Azalea Avenue
NCL Richmond
ECL Richmond
Lombardy Street
Brookland Park Blvd
Laburnum Avenue
NCL Richmond
11000
15000
18000
15000
8900
17000
20000
18000
17000
16000
11000
15000
15000
17000
6500
12000
11000
12000
11000
14000
18000
15000
8600
16000
20000
18000
17000
15000
11000
14000
15000
16000
6400
11000
10000
12000
11000
14000
18000
15000
8700
16000
19000
17000
17000
15000
11000
14000
15000
16000
6400
11000
10000
12000
14000
16000
18000
14000
9600
16000
21000
18000
17000
17000
14000
16000
14000
18000
7800
12000
12000
13000
17000
14000
16000
14000
9500
16000
20000
18000
17000
17000
14000
16000
14000
18000
7700
12000
11000
13000
34
Source: Virginia Department of Transportation.
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Building Conditions
Buildings in the Azalea Avenue-Brook Road study area were surveyed in February 2008 to determine their conditions. Buildings were evaluated
based on the Dunbar Criteria set by Dunbar, Milby, Williams, Pittman & Vaughan, PC, a structural engineering firm in Richmond, Virginia.
Buildings were evaluated on defects in structural elements such as foundations, walls and roofs, and in other accessory elements such as trim,
gutters, chimneys, and paint. Three building condition classifications were derived from the criteria.
Table 8 Dunbar Criteria
Rating
Sound
Deteriorated
Dilapidated
Deficiencies
None or few deficiencies in the accessory element.
Several intermediate to major deficiencies in the accessory elements, one or two minor deficiencies in
the structural element.
Multiple major deficiencies in the structural elements.
Corresponding Dunbar
Classification
Sound
Deteriorated
Dilapidated
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Customer Zip Code Survey
Table 9 Customer Zip Code Survey.
Zip
23227
23222
23228
23223
23220
23111
23231
23060
23225
23230
23219
23229
23832
23005
23024
23059
23116
23141
Frequency
107
33
22
18
16
13
11
9
5
5
4
4
4
3
3
3
3
3
Percent
33.97
10.48
6.98
5.71
5.08
4.13
3.49
2.86
1.59
1.59
1.27
1.27
1.27
0.95
0.95
0.95
0.95
0.95
Zip
Frequency Percent
23150
3
0.95
23260
3
0.95
20151
2
0.63
22303
2
0.63
23030
2
0.63
23101
2
0.63
23221
2
0.63
23224
2
0.63
23226
2
0.63
23232
2
0.63
23831
2
0.63
21146
1
0.32
22044
1
0.32
22227
1
0.32
22546
1
0.32
22560
1
0.32
23027
1
0.32
23040
1
0.32
Zip
Frequency
23063
1
23067
1
23075
1
23081
1
23103
1
23126
1
23129
1
23173
1
23192
1
23203
1
23212
1
23234
1
23235
1
23249
1
23269
1
23294
1
23836
1
23924
1
Total
315
Percent
0.32
0.32
0.32
0.32
0.32
0.32
0.32
0.32
0.32
0.32
0.32
0.32
0.32
0.32
0.32
0.32
0.32
0.32
100.00
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Figure 39 Location of zip codes. Source: ESRI. Created by Shelly Aprill March 2008.
Page 66
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Demographic Data
Table 10 2000 Demographic Data Source: 2000 U.S. Census
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Table 10 Continued
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Table 10 Continued
Page 69
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Table 10 Continued
Page 70
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Table 10 Continued
Page 71
Azalea
zalea Square Revitalization Plan
Studio II
Table 10 Continued
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Stakeholder Interviews
C. The empty mall site is a drain on the area. It needs
to be developed.
Property Owners
1. How many properties do you own and how long have you
owned them?
B. Some property owners need to take better care of
their property. Some of the buildings look bad and
others just need to do some general clean up.
A. One, about 10 years
B. One, 13 years
C. One, about 25 years
D. One, 4 years
2. Are there any advantages to owning property on Brook Road,
Azalea Avenue, or Chamberlayne Avenue?
A. Location, there is a lot of traffic passing by and the
grocery store and the post office attract a lot of people.
A, D. Close to I-95.
C. The area has big potential if the Azalea Mall site is
developed.
3. Are there any disadvantages to owning property on Brook
Road, Azalea Avenue, or Chamberlayne Avenue?
A, C, D. There is a crime problem in certain places.
D. The crime problem is hurting the Brookhill Azalea
Mall. Businesses do not want to locate there.
4. What would you like to see happen on the former Azalea
Mall Site?
A. Some type of big-box store. A hardware or home
improvement store would be great. Access to I-95
could be a big selling point to attract one.
B. Expansion of Westminster Canterbury that might
include a hotel and some other businesses.
C. An office park that could include some restaurants or
a movie theater. A good restaurant would bring people
to the area. A good development on the site would
encourage more people from Bellevue to shop there
and maybe encourage them to shop at Brookhill Azalea.
D. Housing. A subdivision with a park for more baseball
diamonds and maybe with a few stores on Brook Road.
5. Are there any uses that you would not like to see on the site?
D. This area does not need any more gas stations or
service stations.
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B. Apartments, there are already too many on
Chamberlayne Avenue.
6. Are there any changes you would like to see made in the
area in the future?
A. More trees in the median and by the sidewalk. Slow
the traffic down.
B. Are aware there was a business association, but was
not interested in joining when it was formed. It could
be a good to expand it and include some of the
businesses on Chamberlayne and Azalea.
C. Not interested in a business association, just too busy
with other properties and businesses.
D, A. Were not aware of a business association.
B, C. Property maintenance and upkeep.
B. Some businesses need to clean up trash and junk
they have on their property, including vacant lots.
C. Clean up Seminary Avenue behind Brookhill Azalea
Shopping. It looks terrible with all the overgrown trees.
It also needs streetlights.
C. A larger variety of businesses. There are not enough
places to shop.
D. Change the image of the area. Many people only
know the area as the place where the Azalea Mall was.
The area is overshadowed by Brookrun because it has
Ukrop’s.
7. Were you aware there was a business association for
businesses and property owners on Brook Road? Do you think
other property owners share your opinions and would be
interested in joining together to work toward these types of
changes?
A . Lots of the businesses and owners are not be
interested because they are owned by larger companies
in the area.
Business Owners
1. Are you the business owner? If not, what is your position?
A, B Manager
C. Assistant Manager
D, E, F. Owner
2. How long has your business been at this location?
A. 15 years
B. 9 years
C. Unsure
D. 22 years
E. 12 years
F. 4 years
3. What are the top strengths/advantages of being located on
Brook Road –Azalea Avenue?
A, D, E. High traffic volume.
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A. Poor quality businesses, especially the hotels.
A. Very important to their type of business (auto repair)
C, F, E. Access to I-95.
F, A. Close to clients.
F. Most of the clients come from nearby, mostly less
than two miles away.
4. What are the top weaknesses/disadvantages of being
located on Brook/Azalea?
A, B, D, E, F. There are crime problems on
Chamberlayne Avenue and at Brookhill Shopping
Center.
B. The vacant Azalea Mall site, it has potential to really
improve the area.
6. What new businesses or activities would you like to see here
and on the vacant mall site?
A, B, D. Restaurants
B. Technology park or maybe a school of some kind.
Encourage VUU to expand. It would be good way to
bring people to the area during the day and evening.
C. A park with a public swimming pool.
D, E. Not enough variety of businesses to shop at. The
area needs something other than thrift stores and
furniture rental places.
D. Something with more than one use, possibly a
business center with small businesses, preferably locally
owned.
E. Houses, but not apartments. Something to bring
more people to the area that could attract higher
quality businesses.
B. Access to my business. It can be dangerous to get
out if you have to cross traffic.
F. A shopping center, but not a strip mall. Something
like Short Pump, but much smaller.
B. Drugs and theft are big concerns.
F. Perception of the area. Many people only see the
businesses on Brook and Azalea. Some businesses in the
shopping center do not have a lot of visibility.
C. Too many auto repair places.
7. Do you see new development on at the Azalea Mall site a
problem or a positive or negative thing for the area?
A, D, E. Definitely a good thing. It would be something
to bring more shoppers and customers to the area.
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Studio II
F. Positive overall, but concerned about competition.
Business already has a problem getting people to come
into the store, something on that site might put the
business under. Most of my customers live on
Chamberlayne Ave and lot of them do not have the
money to shop at big, high-end stores.
interested in joining together to work toward these types of
changes?
A, B, C, D, E, F. Yes, was aware of the business
association.
A, B, C, D, F. Not interested in participating.
A, B, D. I do not have time.
8. What types of changes would you like to see make on Azalea
Avenue-Brook Road?
A. Stop the crime problem. Better lighting in parking
lots and on the street may help with the problem.
F. It might be a good idea to get some changes made.
The improvements the city is making with the curb cuts
is only a small start. There needs to be more done.
Residents
B. Develop an image for the area.
1. Do you patronize any of the businesses in the area? If so,
which ones?
C. Clean up the trash around some businesses.
D. Better sidewalks and crosswalks.
E. Make the area look better. Add some trees and
landscaping in parking lots.
F. Attracted a better variety of businesses. Develop the
vacant lots or at least make them look better till they
can be developed. Some of them have a lot of trash.
9. Were you aware there was a business association for
businesses and property owners on Brook Road? Do you think
other business owners share your opinions and would be
A. RadioShack
B. Friendly’s
C,D Fast Food (2)
E, A, G. Food Lion (3)
F. La Casita
G. Tuffy Auto
B. Gas Stations
G. Azalea Garden Center
2. How do you feel about the physical appearance of the Brook
Road and Azalea Avenue? How can it be improved?
Page 76
Studio II
A. The area looks rundown. There are some businesses
that look nice and others that look unkempt and need
repairs.
B, D They should add median back in Brook Road where
it was taken out for a turn lane. It would look better
and they could plant flowers in it like on the other side
of the street in the city.
C. Some businesses could add some landscaping in front
of their business.
E, G. Close proximity to parks and the community
center.
4. What are the weaknesses of and challenges to the area?
B. There is a crime problem on Chamberlayne Avenue
and it is spilling over into our neighborhood. It is also a
problem at the Brookhill Azalea Shopping Center. A lot
of the crime is drug related.
D. There are very few businesses that I would shop at
on a regular basis. Few of them have quality
merchandise.
E. There is no consistent look throughout the area.
F. The area needs more lighting at night.
G. Seminary Avenue behind Brookhill Azalea Shopping
Center needs to be cleaned up. There is trash and
overgrown trees.
3. What are the advantages and strengths of the area?
A. Close to home and convenient. It is easy to get to
most businesses.
C, G. Cannot walk to the grocery store or the post office,
there is too much traffic.
A, F, E. The vacant Azalea Mall site.
A. It needs to be developed. It is an eyesore in the
neighborhood.
E. The current owner does not seem to be interested in
doing something with the site or selling the site.
B, F. There is a post office and grocery store nearby.
C, D. The Azalea Garden Center is a great place for
garden supplies and its close by. Access to I-95 makes
getting on the highway easy.
4. Is crime and safety an issue for shoppers and why?
Page 77
Studio II
A, B, C, D, E, F, G. Crime is a big problem.
B. The vacant lots are attracting homeless at night.
C. Safety at night is a concern.
D. It is a problem, especially at night. Some places are
not well lit and there is lot of drug deals taking place in
the neighborhood.
F. Some places are worse than others. The shopping
center is bad, but there has been some improvement.
G. Crossing the street is not safe, especially Brook Road
and Azalea Avenue.
5. What type of businesses or uses would you like to see on the
vacant mall site?
A. Something that will blend with the neighborhood, no
apartment buildings or very tall buildings. Include some
“mom and pop” businesses like Bellevue and a park or
green space. Some quality restaurants would be good.
The area needs more choices for shopping. A hardware
store would be a great addition.
B. An office park with a few stores and restaurants.
That would be great so neighbors could walk to the
restaurants and stores.
C. Something that would work with the neighborhood.
Maybe Westminster Canterbury could expand on the
site or part of it. The rest of the site could be retail or
offices. It would be nice if the shops were up-scale.
D. Single-family houses would be the best fit with the
neighborhood. It would be good to include some shops
on Brook Road. The garden center should stay
somewhere on the site.
E. A golf course or a putting green and some other
activities. The city needs baseball diamonds for the
kids. There are not enough at Henderson to
accommodate the little leagues in the area.
G. A small shopping center with a plaza or a main street.
It would be great to have a place for the community to
gather for events or socializing. It might include some
houses, but the area does not need any apartment
buildings.
F. A new single-family neighbor similar to Bellevue, with
a few stores and restaurants on one street. A farmers
market in a park would be a great addition.
Page 78
Studio II
6. Do you have any concerns about a new development on the
Azalea Mall site?
B, D, E, G. Increased crime.
A, D, G. Increased traffic at all hours of the day. Traffic is
moving too fast on some streets.
shop. We do not want another shopping center like
Brookhill Azalea that has alot of vacant spaces.
F. Poor design. The new development has to fit in the
neighborhood. Very tall buildings would not be a good
fit. Westminster Canterbury fits with the
neighborhood. That is a good example for new
development.
B. Construction noise and traffic during construction.
C. New development would be a great way to attract
new businesses, but they need to be places we would
Page 79
Studio II
Appendix B
Table 11 Annual Consumer Expenditures
by Household
Page 80
Studio II
Table 12 Convenience Trade Area: Estimated Annual Expenditures
Page 81
Table 12 Continued
Studio II
Page 82
Studio II
Table 13 Estimated Expenditures and Development Potential
Page 83
Table 13 Continued
Studio II
Page 84
Azalea
zalea Square Revitalization Plan
Studio II
Table 14 Estimated Expenditures and Development Potential
Page 85
Table 14 Continued
Studio II
Page 86
Studio II
Table 15 Categories from Dollars and Cents of
Shopping Centers
Page 87

Azalea Square doc - Urban and regional studies/planning

Transcription

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