South Main Focus Area

Purpose, Intent, and Objectives

Purpose and Intent

The South Main Street Focus Area introduces the opportunity for greater flexibility and a more dynamic mix of land uses and urban design along the properties fronting Main Street. The intent is to transition an auto-dominated corridor into a transit- and pedestrian-friendly corridor through infill development while respecting the historic past of South Main Street and maintaining compatibility with the surrounding lower density neighborhoods.

Objectives

  • Facilitate redevelopment and property improvements along Main Street
  • Create a more active and dynamic streetscape
  • Realize a low-scale, multistory frontage along the corridor with greater intensity at focus intersections 1 
  • Protect established residential and historic neighborhoods
  • Support transit, pedestrian, and nonmotorized travel

 Notes 

 1. See the Urban Design Element for the definition, locations, and policies related to focus intersections. 


Envisioned Character

The following images are illustrative, intended to convey the desired design and character of new development, improvements to the public realm, and general atmosphere envisioned for the focus area.

Enhancements to the existing commercial and industrial areas, such as wall murals, are encouraged.

New development at key intersections will activate and engage the public realm.

The Urban Neighborhood designation along Main Street allows for medium density townhomes in midblock locations that face the sidewalk and improve walking conditions along Main Street.

New development will establish and improve public outdoor space.

Existing single-family neighborhoods and institutions will be preserved.

Expanded uses allowed in the Industrial Flex areas will allow for creative office/“maker spaces,” small-scale manufacturing, coworking, and live-work units that will bring new life to the focus area.


Land Use and Urban Form

The majority of properties fronting Main Street will be designated Urban Neighborhood, allowing for future development to include commercial uses, low- and medium-density housing, or a combination of both in a vertically mixed-use format. South of Warner Avenue, the Industrial/Flex designation will offer new options for small-scale manufacturing, live-work, and retail opportunities.

New development along Main Street will support improvements that encourage nonmotorized travel and complement expanded transit service. The building and site design will incorporate dynamic spaces that activate and engage the public realm, particularly along the ground floor fronting Main Street and at focus intersections. New development will also establish public and private outdoor space working in tandem to improve the experience of walking and living along and around Main Street.

The balance of the focus area will remain designated for Low Density Residential or Institutional to reflect the existing development patterns and land uses. New buildings and spaces must be sensitive to the surrounding low- density neighborhoods while still emphasizing the creation of active and attractive urban spaces.

Low Density Residential (LR-7)

The Low Density Residential designation allows for single family neighborhoods.

Urban Neighborhood Low (UN-20)

The Urban Neighborhood land use district allows for low density urban neighborhoods with a mix of single and multifamily housing; mixed-use residential with ground-floor retail, services, and restaurants; cultural uses; and public and open spaces.

Industrial/Flex (FLEX-1.5)

The Industrial/Flex land use district South of Warner Ave offers new opportunities for office/industrial flex spaces, small-scale R&D, small-scale clean manufacturing, live-work, and retail development.

Institutional (INS)

This designation encompasses government facilities, public service facilities, and public institutions, including schools.

 Notes 

 The focus area also contains a nominal amount of land used by railroad operations and mapped with the Open Space Land Use Designation.  


Photo Simulations

The following are artistic interpretations of how new development could support the purpose, intent and objectives of the Focus Area. These illustrations do not reflect any proposed projects.

South Main Urban Neighborhood

Medium Density Housing

Human-scaled 2- to 3-story homes serve as a transition to the single-family neighborhoods.

Pedestrian Friendly Streets

New development along Main Street should encourage walking through building design that fronts the street, careful landscaping, lighting, and other placemaking elements.

Public Spaces

New development will support public outdoor spaces, including landscaping and shade trees that improve the pedestrian experience in the corridor.

South Main Urban Neighborhood at Key Intersection

Mix of Uses

Vertical mixed-use projects (with residential uses above commercial uses) are encouraged.

Engaging Pedestrians

A mix of uses that activate the sidewalk are allowed and encouraged around key intersections.

Activate Key Intersections

Dynamic spaces will activate and engage the public realm, particularly along the ground floor fronting Main Street and at key intersections.

Public Spaces

New development supports public and private outdoor spaces, including promenades and enhanced crosswalks.

South Main Industrial Flex Facade Improvement

Adaptive Reuse

Provides opportunities for existing industrial buildings to be adapted to an expanded list of uses.

New Opportunities

The Industrial/Flex designation will offer new options for small-scale manufacturing, live-work, retail, and dining opportunities.

Softening the Edge

New development will improve the experience of walking and living in the focus area by providing improvements, such as landscaping that provides a buffer between the sidewalk, parking areas, and industrial uses.

Nonmotorized Travel

The City’s 2019 Active Transportation Plan includes bike lanes along Main Street adjacent to the Industrial/Flex area south of Warner Avenue.

South Main Industrial Flex on Warner Avenue

  • Office/industrial flex spaces will accommodate new opportunities for small-scale R&D, office spaces, and retail opportunities.
  • New development will establish public and private outdoor space to improve the experience of walking and living in the focus area.
  • The Industrial Flex zone allows for new types of live-work housing.