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Midtown Specific Plan Midtown design elements that will be conditioned as developer improvements on adjacent projects indude: . Landscaping improvements. . The extension of the Ninth, Eleventh, and Fourteenth Street pedestrian connectors. . The Seventeenth Street and Civic Center Drive comer features. The urban plaza fealures at Washington and Tenth Street. Meanwhile, City capital Improvement funding will focus on streetscape improvements. These indude: A parking and streetscape program on Main Street. . An identification banner program. Entry treatments. The implementation strategy indudes phasing priorities that focus at both ends of the Midtown area and work toward the middle: . Priority 1 . Direcl slimulus 10 the revitalization of the civic/professional district is to be provided Ihrough the construction of a public parking structure on the west side of Sycamore south of the Ninth, Street extension. As part of this project, the extension of Ninth Street as a pedestrian corridor is 10 be undertaken. The Main Street parking and streetscape programs are also 10 be Implemented. The provision of a new parking in the CiviclProfessional district will provide a significant altraction for new businesses, and eventually new construction. Priority 2 - The construction of a new community shopping center along the west side of Main Street between Washington Avenue and 17th Street is to proceed. This project will require considerable Community Development Agency involvement in recruiting a developer and major tenants including a supermarket, and providing assistance wilh land assembly, The project will need to integrate the construction of a parking structure 10 serve the needs of Ihe new commercial development. The existing financial institutions also may be retained and incorporated into the development plan so that they function as key elements in the overall community serving project. The pedestrian connector shown in the plan along Fourteenth Streel also should be constructed as a central pedestrian and entertainment corridor. The development of a Midtown Business improvement district is also necessary. This district is a mechanism for business in the area to come together for marketing, self-promotion activities, 106 and business developmenl similar to what is occurring in the downtov.n area. The City will explore using capital funds, grants or other funding sources 10 purchase undeveloped parcels on the west side of Sycamore Street north of Tenth Street, which are aitical to Ihe central open space resource of the plan, This area can be developed into the proposed urban park. Priority 3 - Construct Tenth Street to Washington Avenue parking faCIlities together with the mid-block pedestrian connector along Eleventh Street. Once additional parking is provided on the east side of Sycamore Street, then action can be taken 10 develop the central open space. The node around the church and the three lots along the west side of Sycamore Street south of Washington Avenue can be combined with the iots 10 the south purchased during Priority 2 to complete the development of the urban park, This priority also Indudes the construction of a parking structure west of Broadway south of Tenth .Street with vehicular access on Birch Street and pedestrian access 10 Broadway. IMPLEMENTATION MATRIX The following matrix depicts the implementation program detailing the priorities listed above under the headings of development and parking, streetscape, open space and marketing. Projects are organized and prioritized as short, mid or long-term. Generally, short-term is within five years; mid-term is between five and 10 years, and long-term is beyond 10 years, Activities and projects are prioritized based upon their abiiily to stimulate new private investment in Midtown, The Implemenlation Program serves as a guide for allocating City resources in Midtown as well as assisting in the direction of private fundi~g and capital outiay. As funds become available, projects Identified as short-term are to be given first priority and included in the City's budgeting process. Private development interest may also effect the allocation of public resources and project priorities if it is determined that the private project promotes the goals and objectives of the Spedfic Plan. Midtown Specific Plan Ordinance NS-2671 P~gA ~7 of 51