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Midtown Specific Pia" Midtown design elements that will be conditioned as developer improvements on adjacent projects indude: landscaping improvements. . The extension of the Ninth, Eleventh, and FOIlrleenlh Street pedestrian connectors. . The Seventeenl/1 Slreet 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 slreetscape program on Main Street. . An identification banner program. . Entry treatments. The implementation strategy includes phasing pricriUes that locus at both ends of the Midtown area and work toward the middle: Priority 1 . Direct stimulus to the revitalization of the civic/professional district is to be provided through the construction of a public parking structure on the wesl side of Sycamore south of the Ninth Street extension. As part of this project, the extension of Ninth Street as a pedestrian collidor is to 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 attraction lor new businesses, and eventually new construcUon. Priority 2 - The conslruction of a new community shopping center along the west side of Main Street between Washington Avenue and 17th Street is 10 proceed. This project will require considerable Community Development Agency involvement in recruiting a developer and major tenanls including a supermarket. and providing assistance with land assembly. The projecl will need 10 integrate the construction of a parking slructure to serve the needs of lhe new commercial developmenl. The existing financial insUluUons aiso may be relai~ed and incorporaled inlo the development plan so that they [unction as key elements in the overall community serving project. The pedestrian connector shown in the plan atong Fourteenth Street also should be constructed as a central pedestlian 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 logether for marketing, sell-promotion aclivities, Ordinance NS-2649 Page 38 of 52 106 and business development similar to what is occurring in lhe dO'MlIown area. The Cily will explore using capital funds, grants or other funding sources to purchase undeveloped parcels on the west side of Sycamore S~eet north of Tenth Street, which are critical to the central open space resource of the plan. This area can be developed into the proposed urban park. Priority 3 . Construct Tenth Slreetto Washington Avenue parking facitities together with the mid-block pedestrian connector along Eleventh Street. Once additional parking is provided on the east side of Sycamore Stree~ then action can be taken to develop the central open space. The node around the church and the three lots along the wesl side of Sycamore Stneet south or Wasmngton Avenue can be combined with the lots \0 the soulh purchased during Priorily 2 to complete the development of the urban pa~. This priority also includes the construction of a parking structure west of Broadway south of Tenth .Street with vehicular access on Birch Street and pedestrian access to Broadway. IMPLEMENTATION MATRIX The following matrix depicts the implementation program detaUing 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.lerm is within five years: mid-lerm is between five and 10 years, and long.lerm is beyOnd 11) years. AcliviUes and projects are prioritized based upon their ability to stimulate new privale investment in Midlown. The ImplemenlaUon Program serves as a guide rer allocating City resources in Midtown as well as assisting in the direclion or private funding and capital outiay. As funds become available, projects Identified as shOrt-term are 10 be given first priorily and included in the Cily's budgeting process. Private development interest may also effectlhe allocation of public resources and project priorities if il is determined l/1at the private project promotes Ihe goals and objectives 01 the SpeciflC Plan. Midtown Specific Plan