Design Workshop724 SOUTH SPRING STREET
SUIT 701
LOS ANGELES, CA 90014
213.426.1760
PROPOSAL FOR
THE DEVELOPMENT OF
AN AREA PLAN FOR THE
HIGHWAY 111 CORRIDOR
PREPARED FOR THE CITY OF LA QUINTA, CA
Design Workshop, Inc.
Landscape Architecture
Planning
Urban Design
724 South Spring Street,
Suite 701
Los Angeles, CA 90014
213.426.1760
designworkshop.com
Primary Point of Contact:
Jason Ficht
724 South Spring Street
Suite 701
Los Angeles, CA 90014
213.426.1764
jficht@designworkshop.
com
Acknowledgment of
Addenda:
We Acknowledge
receiving Addendum
#1 dated November 9,
2018.
November 16, 2018
Danny Castro, Design & Development Director
City of La Quinta
78-495 Calle Tampico
La Quinta, CA 92247-1504
Re: Proposal for the Development of an Area Plan for the Highway 111 Corridor
Dear Mr. Castro and the Selection Committee,
We are delighted to present Design Workshop’s proposal for consulting services for the
development of an Area Plan for the Highway 111 Corridor. This project is a remarkable
opportunity to set a new trajectory for ensuring stable revenues; balancing the needs of
automobiles, transit, bicycles and pedestrians; creating an exceptional public realm and providing
confidence and clarity for the private sector to invest in the area. We believe that this process
and project will set a new paradigm for corridor revitalization, public process, urban design,
connection and community within the city of La Quinta and beyond.
Highway 111 is one of Coachella Valley’s great economic corridors and yet it must reposition itself
to ensure stable revenues in a changing retail market environment. The corridor’s transformation
will form an integral part of the city’s identity. Converting this corridor into a series of walkable
districts emphasizing experiential retail, civic, hospitality, recreation, and both horizontal and
vertical mixed-use will help to ensure the competitiveness of the city. Connecting the Highway
111 Corridor in a stronger way to the CV Link, adjoining neighborhoods, parks and schools and
the region will help to establish a resilient framework on a regional scale. The master plan for
Highway 111 will address iconic place-making, environmental sensitivity, community inclusivity,
economic sustainability and city-making.
The paradigm for corridor redevelopment is changing, from convenience and automobile
orientation to multi-modal mobility, finer-grained projects and an emphasis on the public realm.
With this in mind, we have brought together an experienced team that balances visionary thinking
with a broad spectrum of local knowledge and experience.
Design Workshop is a world-renowned urban design and landscape architecture firm with an
award-winning portfolio of large-scale master plans and corridor master plans that have catalyzed
economic revitalization. Our plans have received accolades for public engagement, revealing the
local context, history, and sense of place through tailor-made solutions reflecting the values of
the communities where we work. Design Workshop’s plans think big, addressing larger issues
of economics, new technology, demographics, real estate development, resiliency, urbanization
and infrastructure, while providing innovative solutions in challenging environmental conditions,
including desert landscapes. We truly believe that the design of a walkable and inviting corridor
that draws people in, for a variety different reasons, will have a profound effect on the fabric of
the city, for the better.
Design Workshop will lead the planning, public realm design, wayfinding, branding, project
management and public outreach for the project. Design Workshop’s recent corridor planning
expertise throughout the nation is evidence of our success in leading this type of project and our
experience has taught us that no two-corridor projects are the same. We will bring solutions that
are tailored to La Quinta. Our approach is flexible and largely informed by a robust public process.
Our process for Highway 111 will largely be the result of understanding existing policies and
guidelines; listening to stakeholder and public input; meshing it with market and transportation
realities to come up with the optimal vision and implementation strategy.
Design Workshop’s lead planners and designers are distinctly suited to address the complexity,
context and scale of this project. Jason Ficht, AICP-CUD, a planning and urban design leader at
Design Workshop, brings two decades of international planning and design experience in the
revitalization of districts and a legacy of directing international teams for the world’s highest
profile design projects. Jason will be the primary point of contact for the project and is based
in Design Workshop’s Los Angeles Office. Jim MacRae, Principal-in-Charge, has widespread
experience on complex master plans requiring coordination, clear identity and creative
approaches. Jim is a licensed landscape architect in California and will lead the design of public
realm improvements and participate in design workshops, public meetings and will provide quality
assurance.
Design Workshop will be supported by a stellar team of design and technical subconsultants,
with experience working in the Coachella Region, Southern California and throughout the country.
Spanning over 11 different disciplines, our consultants are leaders in their respective fields. Our
core “think tank” team includes: The Concord Group, Katalyst and Fehr & Peers.
The Concord Group (TCG) will lead the economic and market analysis and provide
recommendations for land use programming and catalytic site design. With extensive experience
working with both the private and public sectors resulting in recommendations that consider each
point of view, The Concord Group will help to ensure the plan meets the challenges of changing
market demand and will result in sustainable long-term revenues for the City of La Quinta.
Katalyst is a national urban design firm focused on walkable urbanism with expertise in mixed-use
design and how to blend flexible building types to meet market demand while considering how
programming provides activation of the public realm. Katalyst will provide urban design strategies
for integrating market potential and “buildable” real estate projects and ensure development
standards balance specificity and flexibility.
Fehr & Peers is known nationally for thought leadership of multi-modal street design and planning
that reinforces community goals and objectives. They are experts in parking management, future-
proofing circulation systems and ensuring pedestrians and bicycles are seamlessly integrated
with automobiles and transit. Fehr & Peers will lead the planning and design for all circulation
systems and for integrating the CV Link into the study area.
Complementing our team of subconsultants will be periodic peer review of the Highway 111 plan
by members from the Urban Land Institute’s Suburban Development and Redevelopment National
Product Council (SDRC). The Council is comprised of selected developers, financial experts and
consultants, who are leaders focused on the redevelopment and revitalization of the suburbs.
Richard Gollis, Principal of The Concord Group is the Council Chair and Jason Ficht of Design
Workshop is a council member. Together they will coordinate the Council’s review of the ongoing
work of our team at closed sessions at ULI’s upcoming Spring and Fall meetings. The review
sessions continue the engagement of independent ULI experts in the Highway 111 Plan process
and will help to ensure the plan is both cutting edge and grounded with implementable solutions.
As trusted advisors, this carefully assembled team will provide technical expertise, foundational
analysis, and an understanding of challenges and opportunities. This group of experts will ensure
that the master plan vision is underpinned by robust and feasible thinking that will guide the
project from concept through to implementation.
Design Workshop is excited about the opportunities to reshape Highway 111 into the defining
economic center for La Quinta and a place that goes beyond the project’s boundary. We
hope this proposal provides an illustration of our enthusiasm for the project, demonstrates our
understanding of the City’s goals and objectives, and commitment to realizing this transformative
project to the best of our abilities. We appreciate your consideration of the proposal package and
look forward to engaging with you on the project’s next steps.
Regards,
Jim MacRae, PLA, LEED AP
Principal-in-Charge
ii iii
CONTENTS
01 STATEMENT OF QUALIFICATIONS
02 PROJECT UNDERSTANDING & APPROACH
03 SCOPE OF WORK
04 SCHEDULE/TIMELINE, REFERENCES &
COST PROPOSAL
05 APPENDIX
1
17
45
55
61
ASPEN DOWNTOWN ENHANCEMENT PLAN | Aspen, CO
COVER: SHENZHEN VANKE PLAZA | Shenzhen, China
v
STATEMENT OF QUALIFICATIONS
01
CHERRY CREEK NORTH STREETSCAPES | Denver, CO
1
OUR LEGACY
The DW Legacy Design® process is defined by
four guiding principles: Environment, Community,
Art, and Economics.
CRITICAL SUCCESS FACTORS
Each project begins with identifying what
“success” means for the project. This initial
exercise identifies and confirms for the team the
project outcomes required in order for them to
consider the project a success.
DW LEGACY DESIGN® METRICS
Legacy Metrics are a discovery-oriented tool
to shape a collective point of view about a
project’s aspirations. This is how we set goals,
integrate strategies from all four circles and
measure outcomes. Metrics lead to a distilled
set of goals that are applied to design solutions
resulting in physical outcomes that evidence the
comprehensive direction set by the team.
LEGACY FOUNDATION BUILDING
The DW Legacy Design® method builds a
foundation for projects. We establish a dilemma to
describe the project’s predicament. This sums up
the major challenges and answers the question:
“What is standing in the way of a project’s
potential for success?” To address this dilemma,
we develop a hypothesis about the project to be
tested and resolved through design and planning.
The best design solution is backed by research and
validated through iterative design.
ABOUTDESIGN WORKSHOP ABOUTTHE CONCORD GROUP
Design Workshop is dedicated
to creating Legacy projects–for
our clients, society, and the
well-being of our planet.
Design Workshop is a firm committed to the
development of ideas. Over our fifty years, we
have earned a reputation for solving design
problems with complex conditions. From
fragile ecosystems to urban sites in rapidly
changing cities, we have the experience to
address challenging environments around the
world. We are dedicated to the collaborative
dynamics of workshops to produce quality design.
This approach remains the hallmark of our firm.
The Concord Group (“TCG”) is among the nation’s
leading real estate strategy consulting firms. We
rely on incisive research, accurate interpretation
of market trends and creative problem-solving
built on decades of on-the-ground experience. Our
firm was founded in 1995 and is headquartered
in Newport Beach. Since then we have expanded
to include offices in San Francisco, New York and
Atlanta.
We adhere to a high standard of attentive service
orientation, with an emphasis on establishing long-
term relationships with our clients. This allows us
to anticipate, rather than to respond to our client’s
needs. Our objective of maintaining a small and
selective client base allows our Principals to stay
heavily involved in all projects we undertake and
to be fully accountable to the client team. TCG’s
network includes marketing, planning and design
professionals, engineers and others required to
create a full-service real estate advisory team.
Civic planning is one of the firm’s core practice
areas, and the firm is expertly skilled in the
analysis of market dynamics impacting financially
successful mixed-use development plans. The
Concord Group and its Principals have performed
numerous market and economic analyses for
throughout the nation involving large-scale projects.
A background in economic, market and financial
analysis is TCG’s foundation for providing realistic,
achievable advice. Our clients include land owners,
developers, builders, financial institutions and
public agencies. We collaborate with our clients
through these core services:
»Market and feasibility research, including
historical analysis and forecasting
»Land-use programming and phasing to
maximize occupancy and absorption
»Highest and best use analysis through supply/
demand and surplus/leakage projections
»Product segmentation, positioning and pricing/
proforma strategy
»Financial modeling, including land residual,
cash flow and profitability analyses
»Demographic and lifestyle trend forecasting
»Fiscal impact and sales tax revenue analysis
TCG provides guidance on a full range of land-
uses and product types, including residential,
commercial, resort/hospitality and mixed-use
development. Our expertise ranges from infill and
urban revitalization projects to suburban master
planned community development, including:
RESIDENTIAL & MIXED USE
»Mixed-use/urban infill and transit-oriented
development
»Single-family detached, multi-family attached
(condominiums and apartments)
»Master-planned communities and new towns
»Low-moderate income housing (rental and
for-sale)
»Active adult
»“Green” development
COMMERCIAL
»Retail (entertainment, regional, lifestyle,
community and neighborhood)
»Office
»Industrial
»Light industrial/flex space
HOSPITALITY & RECREATION
»Hotel/resort
»Condotel, branded residences and timeshare
OUR PROCESS
Rigorously analyze the site’s extant
qualities to identify opportunities
and constraints
Match site qualities to client
objectives and market reality.
Iteratively engage stakeholders
and clients to reconcile conflicting
priorities.
Post-occupancy evaluation to
measure success.
1
2
3
4
2 3
Our mission is to empower every
employee to develop effective and
innovative transportation solutions that improve communities
FEET FIRST. Our solutions are pedestrian-driven.
Why? Because an interactive experience is the
foundation to great neighborhoods, communities
and cities. Pedestrian-driven developments are
also inherently conducive environments for biking,
transit, and automobiles to interact in a balanced
manner. Our focus on the pedestrian experience is
what enhances value creation for existing and new
development, captures the culture of a place, and
promotes long-term economic success.
WHAT WE OFFER
»Mixed-use Development
»Planning & Land Use Typologies
»Transit & Transit-oriented Development
(TOD) Design
»Public Realm Planning
»Enhanced Pedestrian/Bicycle Connectivity
»Preservation & Adaptive Reuse
»Place Branding
»Visual Identity/Logo Design
»Visual Communication Systems
»Brand & Identity Guidelines
»Environmental Design/Signage
ABOUTKATALYST
Katalyst is an integrated practice of creative
designers and innovators in urban design, graphic
design and planning. We are dedicated to a
collaborative place-making process, resulting in a
vision that is unique, sustainable and memorable.
Katalyst offers more than 25 years of national
and international design experience with offices
in California and Colorado. We emphasize direct
involvement from principal and senior leadership
throughout the duration of every project — building
a relationship that extends long after a project is
complete.
CATALYTIC CHANGE. The ability to be a catalyst
isn’t easy. It’s a belief that something can and will
be better and inspiring. This is the fundamental
principle by which Katalyst was founded and gets
its name. Our creative problem-solving ability and
transparent process bring together the ideas and
interests of many, channeling design solutions that
are rooted in market and economic realities, while
building upon what makes every place unique. A
brand that transcends time. This is the essence of
who we are and what it means to be an agent of
change. We are focused on improving the overall
quality-of-life for the people who live, work, and
visit the projects and places we impact.
ABOUTFEHR & PEERS
Fehr & Peers has specialized in providing
transportation planning and engineering services
to public and private sector clients since 1985.
We develop creative, cost-effective, and results-
oriented solutions to planning and design problems
associated with all modes of transportation.
We offer our clients the right combination of
leading-edge technical skills and extensive
knowledge of the communities in which we work
to deliver comprehensive solutions and superior
client service. We are nationally-recognized
experts who routinely publish original research,
serve on national committees, and teach courses
to others in the industry. We do this while
maintaining our commitment to translating those
techniques into practical solutions. At Fehr & Peers,
we take a creative, data-driven approach to each of
our practice areas:
»Travel behavior & forecasting
»Multimodal operations & simulation
»Transit planning
»Bicycle & pedestrian planning
»Sustainable transportation
»Freight systems & airports
»Integrated land use & transportation plans
»Conceptual street & trail design
»Transportation engineering & ITS design
Clients hire Fehr & Peers because of our
commitment to being the best at what we do.
We live out this commitment in three distinct
ways. First, we invest heavily in our culture to
ensure that we are attracting and retaining the
best and brightest staff in the industry. Second,
we have a robust, internally-funded research and
development program that enables us to develop
new analytical methods and advance the state
of the practice. And third, we survey every client
at the completion of every project to assess their
satisfaction and to identify areas for improvement.
We are very proud of the impact this commitment
has had on the communities we have been
fortunate to serve.
4 5
CITY OF LA QUINTA
URBAN DESIGN
KATALYST
TRANSPORTATION
PLANNING
FEHR & PEERS
REAL ESTATE
STRATEGIST
THE CONCORD GROUP
JASON PACK
PRINCIPAL
DELIA VOTSCH
TRANSPORTATION ENGINEER
JIM MACRAE
PRINCIPAL-IN-CHARGE
JASON FICHT
PROJECT MANAGER
ASHLEE WELLS
PROJECT DESIGNER
ZOEY ZHANG
ENVIRONMENTAL GRAPHIC
DESIGNER
RICHARD GOLLIS
PRINCIPAL
MARLON BOARNET
SENIOR ADVISOR &
PROFESSOR
RICHARD FLIERL
URBAN DESIGNER
KAY FLIERL
URBAN DESIGNER
DESIGN WORKSHOP PRINCIPAL-IN-CHARGE
Jim is a Principal and Shareholder at Design Workshop and has worked on transit-
oriented development, commercial corridors, urban entertainment projects, city
streetscapes and public spaces both in a planning and technical capacity with built
projects in the U.S. and abroad.
For over three decades, he has led the planning and design of many notable projects
in the United States including the 135th Avenue Corridor Implementation Plan in
Leawood, Kansas, East Colfax Re-Urbanization Corridor Study in Denver, and the
Academy Corridor Revitalization Plan and North Nevada Streetscape Enhancement
Study in Colorado Springs. Jim’s leadership in the content and delivery of his team’s
work has resulted in several award-winning projects including Scottsdale Quarter and
Gardens of El Paseo, both recipients of ICSC Design and Development awards.
SELECTED PROJECT EXPERIENCE
Academy Corridor Transportation Plan - Colorado Springs, Colorado
Leawood 135th Corridor Plan - Leawood, Kansas
Tempe Downtown TOD & Housing Plan - Tempe, Arizona
Eastlake TOD Sub Area Plan - Thornton, Colorado
Erie Town Center Plan - Erie, Colorado
Thornton Health Care District - Thornton, Colorado
North Nevada Streetscape Enhancement Plan - Colorado Springs, Colorado
MCA CityWalk - Universal City, California*
Pine Avenue Corridor Redevelopment Project - Long Beach, California
Grand Junction Revitalization Plan - Westfield, Indiana
Springwoods Community Transit Study - Houston, Texas
The Domain - Austin, Texas
Getty Center - Los Angeles, California*
Hebrew Union College/Skirball Museum - Los Angeles, California*
Camrose/Highland Park - Los Angeles, California*
* Completed prior to joining Design Workshop
EDUCATION
Master of Urban Design,
University of Colorado.
Outstanding Graduate Student
Bachelor of Science in
Landscape Architecture, Cal
Poly San Luis Obispo
LICENSURE &
CERTIFICATION
Licensed Landscape Architect:
Colorado, Arizona, California,
Texas
LEED Accredited Professional
CLARB
PROFESSIONAL
AFFILIATIONS
International Council
of Shopping Centers
American Society of
Landscape Architects
HONORS & AWARDS
2011: Colorado Chapter
American Society of
Landscape Architects,
Planning & Urban Design Merit
Award for Springwoods Village,
Houston, Texas
2011: Colorado Chapter
American Society of
Landscape Architects,
Planning & Urban Design
Merit Award for Cadence,
Henderson, Nevada
TEAMORGANIZATION
LEAD CONSULTANT
MASTER PLANNING, PUBLIC
REALM, WAYFINDING
& BRANDING, PROJECT
MANAGEMENT, PUBLIC
OUTREACH
JIM MACRAE, PLA, LEED®AP
6 7
Jason has 18 years of experience as an urban designer, master planner and city
planner. He has led multi-disciplinary teams on new town master plans, mixed-use
infill projects, redevelopment urban design strategies, town center designs, design
guidelines, city comprehensive plans, and strategic planning efforts. He has experience
in both private and public sectors, which gives him a first-hand understanding of how
to balance diverse goals and objectives and an appreciation for how the public and the
private sectors shape the form and livability of communities.
In 2017 and 2015 Jason won the Grand Award from the Pacific Coast Builders
Conference for Best International Master Plan for the Al Houara Master Plan in Tangier
Morocco and the Mivida Downtown Urban Design Plan in Cairo Egypt.
SELECTED PROJECT EXPERIENCE
Highway 84 Corridor Master Plan - Dothan, Alabama
Broadway Corridor Master Plan - Galveston, Texas
Northside Specific Plan - Riverside, California
Queen Creek Station - Queen Creek, Arizona*
Shaw Avenue Corridor Specific Plan - Clovis, California*
Harbor Boulevard Corridor Specific Plan - Santa Ana, California*
City of Clovis General Plan - Clovis, California*
City of Mission Viejo General Plan - Mission Viejo, California*
Infill Redevelopment Vision Plan - Los Alamitos, California*
Infill Vision Plan for Hospital Campus - Clovis, California*
Nelles Redevelopment - Whittier, California*
Transit-Oriented Development - Laguna Niguel, California*
Tustin Legacy - Tustin, California*
Jeddah Airport City - Jeddah, Saudi Arabia*
Tong Shan Street Redevelopment - Shanghai, China*
Qualcomm Stadium Redevelopment Plan - San Diego, California*
Museum Park - Tustin, California*
Town Center Revitalization Strategy - Mission Viejo, California*
Tech Park - Santa Clarita, California*
Cultural Terrace - Irvine, California*
General Dynamics Redevelopment - Santa Clarita, California*
One Paseo Redevelopment - San Diego, California*
Irvine Student Housing - Irvine, California*
Irvine Transit District Strategic Plan - Irvine, California*
* Completed prior to joining Design Workshop
EDUCATION
Master in Urban and Regional
Planning, University of
California, Irvine
Bachelor of Landscape
Architecture, Cal Poly San Luis
Obispo
PROFESSIONAL
AFFILIATIONS
Urban Land Institute
American Institute of Certified
Planners
American Planning Association
AWARDS & HONORS
2017 Grand Award Best
International Master Plan: Al
Houara Master Plan, Morocco
2015 Grand Award Best
International Master Plan:
Mivida Downtown
SPEAKING
ENGAGEMENTS
2017 ULI Orange County Public
Realm Initiative Council
2017 Pacific Coast Builders
Conference, “Lessons from
Sonoma Mountain Village”
2012 Metropolitan Plan for
Southern California
Ashlee’s background in landscape architecture ranges from residential design
to international master planning. A 2015 Virginia Tech graduate with honors, her
academic research explored how shared ecological resources become a catalyst for
community resiliency and conflict mitigation. This work earned her many accolades
including 2015 LAF University Olmsted Scholar and 2015 ASLA Merit Award Winner.
In addition, she worked with struggling rural communities in Virginia, North Carolina,
and Kentucky providing pro-bono landscape architectural design. With a focus in
foreign markets, Ashlee’s projects allow her to think creatively on a broad range of
scales and geographies. Ashlee is passionate about urban design, planning and public
park projects. She especially enjoys master planning work that incorporates creative
solutions for environmental, social, and economic development.
SELECTED PROJECT EXPERIENCE
The City of Riverside Northside Specific Plan - Riverside, California
The Villages at Montclair - Montclair, California
676 Mateo Street - Los Angeles, California
940 E 4th Street - Los Angeles, California
1100 E 5th Street - Los Angeles, California
Kline Hotel 6th Street - Austin, Texas
Eko Atlantic City - Lagos, Nigeria
Chengdu Xindu District Waterfront Park - Chengdu, China
Jigna Recreation Area & Nature Preserve - Abuja, Nigeria
Bao’an Xiwan Waterfront Design Competition - Shenzhen, China
Bluewaters Island & Jumeriah Beach Residence Development - Dubai, UAE*
1 Hotel South Beach - Miami, Florida*
Aramco Community Development - Dhahran, Saudi Arabia*
Atlantis Sanya Hotel & Resort - Sanya Hainan, China*
* Completed prior to joining Design Workshop
EDUCATION
Bachelor of Landscape
Architecture, Virginia
Polytechnic Institute & State
University
CERTIFICATIONS
LEED Green Associate
CSI CDT Technician
PROFESSIONAL
AFFILIATIONS
American Society of
Landscape Architects
Urban Land Institute YLG
AWARDS & HONORS
Sigma Lambda Alpha
Outstanding Achievement in
Landscape Architecture
2015 Virginia Tech Olmsted
Scholar
2015 ASLA Student Honor
Award
2015 Stanley Abbot Thesis
Award Finalist
VT Community Engagement
Showcase Award
2014 VT E-Portfolio Showcase
Finalist
DESIGN WORKSHOP PROJECT DESIGNERDESIGN WORKSHOP PROJECT MANAGER
ASHLEE TAYLOR WELLS, PLA, LEED®GAJASON FICHT, AICP
8 9
EDUCATION
Bachelor of Arts in Design
California State University at
Long Beach
Interior Architecture Design
Santa Monica College
PROFESSIONAL
AFFILIATIONS
Society for Experiential Graphic
Design
American Institute of Graphic
Arts
Zoey Zhang is an accomplished and highly specialized environmental graphic designer
who has studied and practiced internationally in China and the United States. She
holds the belief that environmental graphic design is a key media that leads greater
user experience between the people and the community via both 2D and 3D designs.
After gaining strong background of interior architecture design, Zoey earned a
Bachelor of Arts Design from one of the top programs in the country at California
State University Long Beach and started her career in architectural and interior design.
It was while working on interiors that she discovered her love for environmental
and wayfinding graphic design. She has since developed her skills working on high-
profile projects throughout the state of California including parks, educational facilities,
government offices, residential spaces, outdoor plaza spaces, and high-end retail.
SELECTED PROJECT EXPERIENCE
VanPlay Visual Branding & Identity - Vancouver, Canada
Northwest Detroit Revitalization - Detroit, Michigan
Westheimer Road Streetscape Improvement - Houston, Texas
Story Mill Community Park Wayfinding - Bozeman, Montana
Walnut Bend Streetscape Development - Houston, Texas
Westchase District Identity Design - Houston, Texas
Roaring Fork Club Wayfinding - Aspen, Colorado
Austin Ridge Bible Church Wayfinding - Austin, Texas
Aspen Police Station Wayfinding - Aspen, Colorado
84th Street Wayfinding - La Vista, Nebraska
Houston Arboretum & Nature Center Environmental “Graphics” - Houston, Texas
El Dorado Nature Center Wayfinding - Long Beach, California*
One Paseo Mixed-Use Environmental Graphic & Wayfinding - Del Mar Heights,
California*
Bespoke Westfield Environmental “Graphics & Wayfinding” - San Francisco,
California*
255 Grand High End Residential Wayfinding - Los Angeles, California*
* Completed prior to joining Design Workshop
EDUCATION
Bachelors of Art, International
Relations, Brown University
PROFESSIONAL
AFFILIATIONS
ULI Suburban Redevelopment
Council, Chair
ULI Redevelopment Council,
Chair
Jamboree Housing Corporation,
Advisory Board
Richard M. Gollis is a co-Founder and Principal of The Concord Group based in the
Newport Beach office. Since 1995, Richard has crafted and cultivated the firm’s
unique approach to advisory services, integrating deep market knowledge with
creative analytics to provide best-in-class solutions to a diverse range of private and
public sector clients.
Richard’s expertise in strategic market analysis, development programming,
transaction due diligence and valuation extends across all real estate asset classes.
With a career in real estate spanning New England, Atlanta and Southern California,
Richard offers an exceptional breadth of experience that makes him a trusted advisor.
He works frequently with cities on solving complex development challenges in
partnership with world-class developers and financial institutions.
Across the country, Richard has led TCG teams on projects that have positively
influenced infrastructure and development patterns including: new redevelopment in
the urban core; redevelopment of suburban retail to mixed use; transit-oriented nodes
and corridor development plans.
Respected as a thought leader in real estate, Richard is often quoted in major
publications and he is frequently sought after as a speaker at key industry events.
Richard was elected a Trustee to the Urban Land Institute in 2012 and has been a
Governor of the ULI Foundation since 2006. He is also a Past Chair of the Community
Development Council and Juror for the Awards for Excellence and Chair/Past Chair of
the Orange County District Council. In addition, he serves on the Leadership Board
of The Department of Urban Planning and Public Policy at the University of California,
Irvine.
EDUCATION
Ph.D., Public Affairs, Princeton
University
Master of Arts, Public Affairs,
Princeton University
Master of Science, Physics, Rice
University
Marlon Boarnet is a Senior Advisor to TCG and Professor of Public Policy and Chair
of the Department of Urban Planning and Spatial Analysis in the Sol Price School
of Public Policy at the University of Southern California. Boarnet’s research focuses
on land use and transportation, links between land use and travel behavior and
associated implications for public health and greenhouse gas emissions, urban
growth patterns, and the economic impacts of transportation infrastructure. He is co-
author of Travel by Design (Oxford University Press, 2001), a comprehensive study of
the link between land use and travel.
Boarnet is a fellow of the Weimer School of the Homer Hoyt Institute for Real Estate,
and he received the 2013 David Boyce award for service to regional science from the
North American Regional Science Association.
He currently serves on the governing board of the Association of Collegiate Schools
of Planning. From 2002 through 2014 Boarnet co-edited the Journal of Regional
Science, a leading international journal at the intersection of economics and
quantitative geography. Boarnet also serves as an associate editor of the Journal
of the American Planning Association (since 2005) and is on the editorial boards of
several other academic journals.
Boarnet’s academic web page is at: http://priceschool.usc.edu/marlon-boarnet/
THE CONCORD GROUP PRINCIPAL
THE CONCORD GROUP SENIOR ADVISOR & PROFESSOR
DESIGN WORKSHOP ENVIRONMENTAL GRAPHIC DESIGNER
RICHARD GOLLIS
MARLON G. BOARNET
ZOEY ZHANG, SEGD
10 11
Kay is responsible for guiding the Katalyst creative team toward insightful and relevant
brand design and implementation for print, social, and built environments. She brings
more than 20 years of experience in place branding, visual identity/logo design,
corporate literature and environmental graphic design. An entrepreneur herself, she
knows first-hand the importance of crafting an identity and story that communicates
the essence of a brand. She enjoys a collaborative approach, carefully listening,
observing and integrating multiple entity objectives toward thoughtful, effective,
creative solutions. Kay has worked within multi-disciplinary and multi-sector teams,
managing and designing ideas from concept to viable design, specifically in the areas
of brand creation, development and implementation, and design and coordination of
environmental graphic design. Her 25 year career includes working within corporations
and ad agencies, in addition to her entrepreneurial roles as a graphic artist and fine
artist.
SELECTED PROJECT EXPERIENCE
DEVELOPMENT COMMUNICATIONS / PRINT
Chagrin Highlands - Cleveland, Ohio***
Downtown Cleveland Vision - Cleveland, Ohio*
Downtown Doral - Miami, Florida
Downtown Arvada Plan - Arvada, Colorado
Flying Diamond Ranch - Santa Fe, New Mexico***
The Quarter: North End Urban Village - Charlotte, North Carolina*
West University Place - Houston, Texas***
CIVIC BRAND STRATEGY / IDENTITY / PRINT
Greenwood Village Chamber of Commerce - Greenwood Village, Colorado**
Larimer Square - Denver, Colorado**
Sarah Smith Elementary - Atlanta, Georgia
Stone Mountain - Stone Mountain, Georgia*
Union Plaza - City of El Paso, Texas***
West University Place - Houston, Texas***
DEVELOPMENT BRAND STRATEGY / IDENTITY / PRINT
Downtown Doral South - Doral, Florida
Flying Diamond Ranch - Santa Fe, New Mexico***
Grand Lowry Lofts - Denver, Colorado
Mount Vernon Plantation - Dunwoody, Georgia
One Polo Creek - Denver, Colorado***
Winding River - St. George, Utah**
* Denotes project in collaboration with Cooper Carry, Inc.
** Denotes project while at X Design Co.
*** Denotes project in collaboration with EDAW
EDUCATION
Bachelor of Science, Landscape
Horticulture, Landscape Design
Colorado State University,
PROFESSIONAL
AFFILIATIONS
Art Students League of Denver
AWARDS
Landscape Architecture
Magazine’s 2001 Excellence in
Communication & Marketing-
Reports & Proposals
In 2013, Richard co-founded Katalyst, a dynamic new design firm which employs
a catalytic engagement with clients, community members, and stakeholders, as
well as collaborating with other design professionals such as landscape architects,
architects, engineers, park programmers, and artists in a personal hands-on approach.
Richard has over 25 years of experience leading teams, designing and executing
urban placemaking assignments both domestically as well as internationally. Richard
began and grew his career in Denver as a lead designer and Senior Associate for the
firm EDAW, working in multiple offices on project specific assignments in intense
urban environments such as London, Tokyo, Osaka, and others. In 1999, Richard
became a principal with Cooper Carry and started a nationally recognized think tank
studio that participated in large-scale mixed use urban design focused on downtown/
neighborhood revitalization, transit and TOD, corridor visioning, redevelopment, and
urban infill. In 2006 Richard opened the firm’s California office after winning a design
competition to be the lead designer on the Transit-Oriented Development District and
the Lifelong Learning District at Heritage Fields, the redevelopment of the former El
Toro Marine Base in Irvine, California. While leading the Southern California office,
Richard worked across the United States in cities such as: Manchester, England;
Tokyo, Japan; Houston, Texas; Flushing, Queens, New York; Washington, D.C.;
Cleveland; Raleigh; Denver; Pomona; Long Beach; and Omaha. Richard is a frequent
public speaker, Chair of the Urban Land Institute (ULI) Metropolitan Plan 2025, the
former Vice Chair of the ULI Place Initiative Council for Orange County and the Inland
Empire, and participates as a design juror, panelist, and symposium leader on topics
of urban redevelopment.
SELECTED PROJECT EXPERIENCE
Long Beach Boulevard Specific Plan & EIR - Long Beach, California
Connect Cobb Arterial Rapid Transit (ART) - Cobb County (Atlanta), Georgia
Houston Main Street Vision - Houston, Texas
Vancouver 3 Street Design Project, 4th Plain Blvd BRT - Vancouver, Washington
East 4th Street - Cleveland, Ohio*
Houston Transit Streets Urban Design Plan - Houston, Texas*
San Bernardino TOD Overlay, E Street sbX BRT Corridor - San Bernardino, California*
Raleigh Fayetteville Street Renaissance - Raleigh, North Carolina*
Willets Point Neighborhood Plan - Flushing, Queens, New York*
Berry Street Corridor Neighborhood Plan - Fort Worth, Texas*
Austin 7th Street Corridor - Austin, Texas*
Berry Street Corridor Neighborhood Plans - Fort Worth, Texas
Village Square 24th Street Corridor Neighborhood Plan - Omaha, Nebraska*
Blount Street Neighborhood Plan - Raleigh, North Carolina*
* Completed prior to joining Katalyst
EDUCATION
Bachelor of Science, Landscape
Horticulture, Landscape Design,
Colorado State University
LICENSURE
Council of Landscape Architects
Review Board (CLARB):
Arizona, California - LA3613,
Colorado, Georgia, Kansas,
Michigan, Missouri, Nebraska,
New Mexico, New York, North
Carolina, South Carolina, Texas,
Utah, Virginia, Washington
PROFESSIONAL
AFFILIATIONS
Chairman of the Urban Land
Institute (ULI) Metropolitan Plan
2025; Orange County & the Inland
Empire
Chairman of the Urban Land
Institute (ULI) Place Making
Initiative Council for Orange
County & the Inland Empire
Vice Chairman of the Urban Land
Institute Public Realm Initiative
Council
Urban Land Institute (ULI), Full
Member
American Society of Landscape
Architects (ASLA)
KATALYST URBAN DESIGNERKATALYST URBAN DESIGNER
KAY FLIERLRICHARD J FLIERL
12 13
EDUCATION
Bachelors of Science, Civil
Engineering, Drexel University
REGISTRATION
Engineer-in Training: California
(#154923)
Delia has three years of experience. She joined Fehr & Peers after completing her
college education in Philadelphia. She was drawn into transportation engineering
because of the potential to improve the built environment and to solve exciting and
complex problems. She has worked on a variety of projects since joining Fehr &
Peers, gaining experience and interest in travel demand forecasting, design, and
project management.
SELECTED PROJECT EXPERIENCE
BART Iron Horse Trail Gap Closure - Dublin, California
Delia is managing the ongoing effort to redesign the Iron Horse Trail through the
Dublin/Pleasanton BART station. Delia has prepared cross sections, concept plans
and cost estimates for a new station layout, including new pavement, cycle track,
sidewalk, lighting and wayfinding signage.
County Connection Inductive Charging Station - Walnut Creek, California
Delia is involved with the ongoing coordination and design support for the installation
of an inductive electric charging station at the Walnut Creek Bart Station for a County
Connection bus route. As a project engineer, Delia has prepared plans, specifications
and estimates for multiple project submittals, attended meetings and coordinated
communication between BART, PG&E, the City of Walnut Creek, County Connection
and other engineering consultants.
Foothill Road Pedestrian Hybrid Beacon - Pleasanton, California
Delia is managing the ongoing coordination and design support for the installation of a
new pedestrian hybrid beacon in Pleasanton. Delia has prepared design plans for the
installation of the pedestrian signal, and overseen coordination between the City of
Pleasanton and PG&E.
SR 84 Relinquishment - Fremont, California
Delia contributed to the preparation of cross sections, concept plans, and cost
estimates for four segments of State Route 84 in Fremont that will be relinquished to
the City. Delia developed recommendations for pedestrian crossing treatments.
Oakland Bonded Wear Course Striping Plans - Oakland, California
Delia designed signing and striping plans to include complete streets elements for 7
streets in Oakland. Complete streets projects include analysis of pedestrian crossings
and recommendations for additional enhancements. Delia also designed a road diet
and bike facility improvements for corridors throughout the city.
EDUCATION
Bachelor of Science in Civil
Engineering, University of
California, Davis
REGISTRATION
Licensed Traffic Engineer:
California (TR2402)
Mr. Pack began working for Fehr & Peers after receiving his degree in Civil
Engineering from the University of California, Davis in 1999. He worked in the Bay
Area market for over four years and worked in the Sacramento market for another five
years before moving to Southern California in 2008. He has worked on a wide variety
of transportation projects, from general plans and specific plans to detailed corridor,
interchange, and signal coordination studies. Additionally, he has applied or developed
travel demand forecast models on over 50 projects in the State of California. Jason
services our clients throughout Southern California and Arizona, with projects
from Bakersfield to San Diego, and Phoenix to Long Beach. Jason has had papers/
presentations accepted to the TRB National Roundabout Conference, the ITE National
Conference, and the California APA Conferences. Jason also teaches two classes for
the ASCE national webinar series on Roundabout Feasibility Assessment and Process
of Signal Coordination.
SELECTED PROJECT EXPERIENCE
GENERAL PLANS
Jason has worked on a wide variety of General Plans throughout the state of
California. Most of these projects included Complete Street elements, extensive
travel demand forecasting, and some level of multi-modal transportation assessment.
SPECIFIC PLANS/MASTER PLANS/CORRIDOR PLANS
Jason has completed assessment for more than 20 specific plans, master plans, and
corridor plans.
CEQA/NEPA ASSESSMENT
Jason has completed transportation assessments for over 100 projects dictated
by either CEQA or NEPA. These projects included impact assessment to support
negative declarations, transportation sections for EIRs, and transportation sections for
EISs or joint EIR/EISs.
TRAVEL DEMAND MODEL DEVELOPMENT
Jason has completed applied or completed travel demand models on over 50
projects in the State. His use of models has given him an extensive understanding of
forecasting and its integration with operations assessment.
FEHR & PEERS TRANSPORTATION ENGINEERFEHR & PEERS PRINCIPAL
JASON PACK, PE DELIA VOTSCH, EIT
14 15
PROJECT UNDERSTANDING & APPROACH
02
KIERLAND COMMONS | Phoenix, AZ
17
LINCOLN P STREET | Lincoln, NE
A VISION KEEP THE MOMENTUM
THE DILEMMA
Imagine…In 20 years a La Quinta Highway 111
corridor that has been rendered unrecognizable. A
new place, transformed from an auto-dominated,
big-box retail corridor into a regional center of
distinct districts where walking, biking and
ridesharing provide most transportation modes.
A network of trails connects you to the CV Link.
There is an enhanced level of connectivity fueling
an expansion of boutique artisan shops, craft
breweries, restaurants, entertainment uses,
hospitality, apartments, senior housing and condos.
Only the strongest big-box retail remains with the
other boxes having been converted into cutting
edge residential, office, parking, small industrial, a
food hall and incubator commercial.
A series of walkable streets paralleling and
perpendicular to the highway have dispersed traffic
volume allowing Highway 111 to be road-dieted
and reconfigured into a “Grand Boulevard.” A Great
Street…with managed speeds, lower-volume
traffic, fronted with beautiful urban buildings, and
protected bike lanes. A Great Street…planted with
native drought-tolerant landscape and plenty of
shade.
The result of this transformation is an increase in
the City’s tax revenues ensuring La Quinta’s public
services are second to none in the Coachella
Valley. Planners, policy makers and real estate
experts from around the country have come to
study Highway 111’s transformation as an example
of “suburban renaissance,” a transformation that
is the result of a comprehensive planning process
based on market fundamentals, sound real estate
development principles, application of public input
and careful phasing.
Is this a fanciful dream or within reach of La
Quinta?
In the summer of 2018 the City of La Quinta
engaged the Urban Land Institute to complete a
Technical Assistance Panel (TAP) focused on the
Highway 111 Corridor. The conclusion of the TAP
resulted in a series of specific recommendations
for the study area including:
»Identification of short, medium and long-term
catalyst sites.
»Reorganization of the area into a series of
pedestrian-themed districts.
»Identification of event locations to host large
and small gatherings.
»Unifying and improving the area with cohesive
public realm design, branding, wayfinding, a
signage program and connectivity to the CV
link.
»Enacting new Development Regulations
allowing for flexibility of use and parking
reduction.
»Identifying and utilizing appropriate funding
mechanisms to stimulate private investment.
»Increasing residential densities
»Adding a boutique hotel
»Working with neighboring cities to establish a
regional brand.
This report was comprehensive, and the
momentum established in the TAP should be
leveraged into the final plan. A key distinction our
team proposes for ensuring continued momentum
is to lead a “Design Week” with the public and
stakeholders focused on the market demand and
design of short-term catalyst projects identified in
the TAP Report. We proposed this Design Week
to be an early action in the planning process for
Highway 111.
A design week is a 5-day workshop. During the day
the design team prepares site plans and visions.
Highway 111, like many retail corridors, was
developed in response to public investment in
suburban street infrastructure catering to the
automobile. The area is La Quinta’s primary sales-
tax revenue source, fueled with big-box retail.
This revenue source is at risk of decline with the
increase of online sales, changing demographics
and demand for experiential retail, restaurants
and entertainment. In order to ensure the City
can preserve and even grow its revenue, a
Highway 111 renaissance is required…a visionary,
comprehensive, yet practical plan; a plan that
is focused from day one on implementation
strategies grounded in market realities.
In the evening the public reviews the work and
actively participates in shaping the plan. The focus
of the design week is to achieve detail for how
the catalyst projects will be designed to meet the
market and address existing conditions. Designing
specific sites early in the process allows the design
and planning team to clearly understand what
changes are required to the city guidelines and
codes, to test the public’s acceptance and to keep
the momentum achieved with the TAP process.
At the end of the week we will accomplish the
following:
»Design visions for 1 – 2 catalyst projects
that build upon the ULI TAP initial
recommendations for early-phase projects.
»Specific recommendation for how the public
and private sectors can come together to
realize the plans.
»Having the support of staff, stakeholders and
the general public for these projects.
»Expediting the drafting of the Highway 111
Area Plan.
»Highlighting necessary changes to
development standards to ensure the catalyst
projects can be accomplished.
»Understanding of market demand and
financing opportunities for public and private
investments.
»Giving property owners and development
community confidence in the planning process
Too often the typical planning process results in
years of work studies and reports only to discover
at the end that implementation is not realistic. By
starting with the visioning process and hosting a
design week, we will be able to identify challenges
and solutions early in the process, which will result
in a successful plan.
18 19
DESIGN WORKSHOPKIERLAND COMMONS
PHOENIX, ARIZONA
Located in Phoenix, Arizona, Kierland is a 730-acre master-planned
community development that includes 216 acres of single and
multi-family residential, 123 acres of office space, 107 acres of
retail, entertainment and restaurants, and 284 acres of resort and
recreational features. At the heart of Kierland, Kierland Commons
provides the commercial, social and cultural focus of the community
with 73 restaurant and retail stores in one- to three-story buildings that
feature condos and office space on upper levels.
Design Workshop worked with Nelsen Architects to create the land
planning, urban design, landscape architecture and guidelines that
have made Kierland a signature destination. Climate enhancement
and a central plaza featuring grass, palms and pop-jet fountains make
Kierland Commons not only the most distinguished public destination
in the area but a model for similar mixed-use development worldwide.
SERVICES PROVIDED
• Urban Design
• Landscape Architecture
• Signage & Wayfinding
• Permitting
• Construction Observation
20 21
DESIGN WORKSHOPGARDENS ON EL PASEO
PALM DESERT, CALIFORNIA
The Gardens on El Paseo is an upscale retail complex in the heart of
a premiere shopping district known as El Paseo. The two-level retail
environment offers a variety of shopping and dining experiences
within a fashionable, pedestrian-friendly retail setting. Within the
development, a series of gardens, featuring areas of sun, shade,
color and bold patterns reflecting the character of the arid climate,
showcase water features and landscaped areas that offer visitors
respite from the heat of the California desert. Environmental art and
graphics represent and explain the desert region and its rich history.
Natural stone materials and palms, flowering trees and succulents
form a large garden floor at the center of the site. In the spring,
flowering native annuals emerge from the desert arroyo, signaling the
vitality of the desert and the Gardens on El Paseo.
SERVICES PROVIDED
• Urban Design
• Landscape Architecture
2000 WINNERINTERNATIONAL COUNCIL OF SHOPPING CENTERS DESIGN & DEVELOPMENT AWARDS
2005 COLORADO CHAPTERASLA MERIT AWARD OF DESIGN
22 23
DESIGN WORKSHOPDOTHAN HIGHWAY 84 CORRIDOR MASTER PLAN
DOTHAN, ALABAMA
Currently Highway 84 does one thing well, it moves cars as quickly
as possible. It does not accommodate pedestrians, bicyclists, transit,
or slow speed vehicles. Development facing the highway logically
responds to the character and speeds of Highway 84. Buildings are
economical, surrounded by parking and do not attempt to relate
to each other. The public realm is devoid of anything that can be
described as artful. There are limited sidewalks, no bike paths and lack
of street trees, resulting an environment inhospitable to anything but
fast-moving automobiles.
The Design Workshop team led a facilitated series of public workshops
focused on values, vision, alternatives and implementation strategies.
Three mixed-use walkable nodes are proposed for downtown, the area
around the hospital and the medical college. Modifications to Highway
84 are proposed to be compatible with the character of the mixed use
nodes.
SERVICES PROVIDED
• Urban Design
• Master Planning
24 25
DESIGN WORKSHOPBROADWAY CORRIDOR STREETSCAPE & REDEVELOPMENT PLAN
GALVESTON, TEXAS
The City of Galveston retained the services of Design Workshop
to provide professional planning, corridor design and fiscal policy
incentives for Broadway Avenue. Galveston is a city located on
a barrier island on the southeast coast of Texas. The City has a
population of approximately 51,000 residents and sees an influx of
over 5 million visitors annually. Broadway Avenue is the primary means
of entry and exit for visitors coming to Galveston-as such, it not only
needs to move traffic efficiently but should also act as a prominent
gateway to the island creating a welcoming first impression for
tourists.
The corridor is 6.7 miles long and the redevelopment study focused
on the roadway corridor as well as the adjacent one-block areas on
the north and south sides of the corridor. One main purpose of the
study was to efficiently and effectively update the City’s design
guidelines to enhance density and diversity along the corridor while
maintaining the existing character of each distinct character zone.
Then Design Workshop analyzed auto, transit, bicycle, and pedestrian
circulation in and around Broadway as it relates to land use, design
guidelines, zoning, and historic landmarks and districts. Three
stakeholder engagement meetings were conducted. With input from
the public and local business owners and the City, the design team
created a vision, identified preferred streetscape sections, updated
design guidelines, and prioritized public space improvements. The
design team synthesized this information and created clear, concise,
and compelling graphics that will be included in design guideline
recommendations and adopted by the City to guide development
decisions along Broadway.
SERVICES PROVIDED
• Stakeholder Engagement
• Design Guidelines
• Project Management
• Data Collection & Needs Analysis
• Concept Development
• Implementation Strategies
STREETSCAPE CONFIGURATION OPTIONS
26 27
DESIGN WORKSHOPANGELS CAMPMAIN STREET PLAN
ANGELS CAMP, CALIFORNIA
DESIGN WORKSHOPDOWNTOWN REDDING TRANSPORTATION PLAN
REDDING, CALIFORNIA
Design Workshop was hired to assist the City of Angels and the
Calaveras Council of Governments (CCOG) in preparing a Main
Street Plan. This project addresses community design, public spaces,
bicycle and pedestrian facilities, and parking facilities along the
City’s SR 49 “Main Street.” The Plan provides the tools, designs
and strategies necessary to facilitate physical and policy changes to
enhance multimodal mobility, accessibility and connectivity, while also
enhancing community identity and quality of life.
The first phase explored the current site conditions through site
inventory, data gathering and stakeholder input. Following this
process, the consultant team developed ideas and alternatives that
were reviewed and cycled with the management team, Advisory
Committee, stakeholders and public for comments and feedback
through a series of public outreach events. These concepts were
refined to a final set of recommendations, and design guidelines
developed for how to support these alternatives. Following the final
set of alternatives, strategies were developed for how to implement
these plans over time. Quick wins as well as long-term efforts were
outlined for a study that will be a vision for the future.
Downtown Redding was suffering from a lack of connectivity in
the downtown from one-way streets and street closures, which
contributed to safety issues and business vacancies in the core area.
Design Workshop, as a sub-consultant to Omni-Means, worked
with Caltrans and the City of Redding to engage the community and
stakeholders in developing vehicular, bike and pedestrian connections;
to support residential and business growth through extensive public
outreach; and to coordinate feedback on transportation and land
use planning. Primary goals of the planning effort looked to connect
downtown to the Sacramento River Trail and Turtle Bay Conference
Facility/Sundial Bridge through more walkable and bikable network of
streets. The central downtown core was studied to look at reopening
streets through the existing mall promenade to create opportunities for
a more vibrant downtown and a stronger sense of place, along with a
unified parking and implementation plan.
SERVICES PROVIDED
• Planning
• Public Facilitation
• Site Analysis
• Implementation Strategies
• Streetscape Design
SERVICES PROVIDED
• Public Facilitation
• Site Analysis
• Illustration
28 29
CONCEPT 3: CUSTOM FOLDED-STEEL BOARD SIGNS WITH CUSTOM GRAPHICS
Briarpark
Drive
NEXT SIGNAL
S. Gessner
NO RIGHT
TURN
NO ENTRY
NO ENTRY
NO
PARKING
ANYTIME
COMPLETELY CUSTOM
SIGNAGE AND GRAPHICS
BENEFITS: ICONIC SIGNAGE, FULLY CUSTOM-DESIGNED, MOST OPPORTUNITY FOR BRANDING
CHALLENGES: MOST EXPEN-SIVE TO INSTALL AND REPLACE.
This iteration shows what signage
could look like with completely
custom graphics where available.
The sign boards are made out of
a single piece of aluminum cut
on a diagonal at the top and bent
backward to create stability. The
aluminum board is powder coated
a matte black with white vinyl
lettering applied to it for maximum
legibility.
Each sign board would/
could feature a version of the
Westchase pattern at the bottom.
Speed limit, tollway, and signs
with height-requirements would
remain at a legally required height.
While the most expensive, this
method of signage is most iconic
to completely tie back into the
overall identity of Westheimer as a
street and as a district.
8 | Chapter Title
STREET SIGNAGE FAMILY
WESTHEIMER ROAD SIGNAGE PLAN
MISSINGSIGN?MISSINGSIGN?
MISSINGSIGN?MISSINGSIGN?
MISSINGSIGN?MISSINGSIGN?MISSINGSIGN?MISSINGSIGN?MISSINGSIGN?
WESTHEIMER ROAD SIGNAGE PLAN
MISSINGSIGN?MISSINGSIGN?
MISSINGSIGN?MISSINGSIGN?
MISSINGSIGN?MISSINGSIGN?MISSINGSIGN?MISSINGSIGN?MISSINGSIGN?
WESTHEIMER ROAD SIGNAGE PLAN
DESIGN WORKSHOPWESTCHASE DISTRICT SIGNAGE & MONUMENTATION MASTER PLAN
HOUSTON, TEXAS
Located in vibrant West Houston and growing up around the Sam
Houston Tollway/Beltway 8, the Westchase District was in desperate
need of a branding refresh. The existing branding guidelines were
designed back in the mid-nineties when the district’s footprint and
management team was one-fourth the size it is today. With the
exponential growth in size and population the Westchase District
turned to Design Workshop for three new streetscape designs and a
master plan for branding through monument, wayfinding, and signage
design.
Existing signage and monuments were designed and fabricated in
the most cost-effective manner. As a result, both follow a one-size-
fits-all approach and are now dwarfed by the building development
in West Houston. Design Workshop performed a complete and
thorough SWOT analysis of the district, conducting population,
demographic, traffic flow, and usage studies to determine key points
for monumentation. From there, the team determined that a variety
of sign types and monument sizes would be necessary to create
meaningful impact in each key location.
SERVICES PROVIDED
• Landscape Architecture
• Urban Design
• Signage & Wayfinding Design
MULTI-MESSAGE RENDERING
FRONT VIEW LEFT, RIGHT, AND REAR VIEW
PLAN VIEW PERSPECTIVE
30 31
Cherry Creek North is a premier outdoor retail mixed-use center in
central Denver. Together with the Cherry Creek Mall it has become
the most popular tourist destination in Denver and it has always
been well-loved by locals for its urban village ambiance and mix of
small independent shops and national retailers. In 2007 the Business
Improvement District members voted to approve $18.5 million in
bonds for capital improvements. Design Workshop, in association
with Henry Beer, redesigned this iconic shopping district. One of
the challenges was to make improvements to the district without
destroying the assets that were still viable. The process involved a
wide range of stakeholders including the BID members—which now
includes small independent store owners, major national retailers, a
luxury hotel operator, office managers, residents and developers—the
surrounding residential organizations, the City and County of Denver
and the Cherry Creek Mall.
SERVICES PROVIDED
• Urban Design
• Landscape Architecture
• Signage & Wayfinding
• Construction Observation
TOP 10 MOST VIBRANT SHOPPINGDISTRICTS
CHERRY CREEK NORTH WAS
NAMED ONE OF THE
IN THE UNITED STATES BY
USA TODAY.
ASLA COLORADOMERIT AWARD FOR DESIGN
2011 WINNER
DENVERMAYOR’SAWARD
RECIPIENT OF THE
DESIGN WORKSHOPCHERRY CREEK NORTHSTREETSCAPES & FILLMORE PLAZA
DENVER, COLORADO
32 33
KATALYSTCLEVELAND PLAN-EUCLID AVE
CLEVELAND, OHIO
For the Downtown Cleveland Master Plan, the design team created a
place-based vision by adopting an overall strategy of converting issues
to assets, filling the gaps, and generating synergies centered on the
importance of Euclid Avenue in the renaissance of downtown. Vital
to the implementation of this vision, a new bus rapid transit (BRT)
system was needed on Euclid Avenue, and a center-lane configuration
was adopted to create the optimum interface for successful and
vibrant retail.
Through repositioning districts and establishing new districts in
downtown, distinct neighborhoods were created, interconnected to
each other through transit, great streets, and a renewed focus on Lake
Erie and the Cuyahoga River.
SERVICES PROVIDED
• Urban Design
34 35
KATALYSTEAST 4TH STREET
CLEVELAND, OHIO
As a result of the Downtown Cleveland Master Plan, the future of
downtown pointed toward a fundamental shift to the creation of
neighborhoods and districts connected along key transportation
corridors. East 4th Street, a one-block, 40-foot-wide street between
Euclid Avenue and Prospect Street became an important location
in the Gateway District of downtown. Located one block from the
Quicken Loans Arena, home of the Cleveland Cavaliers, and one block
from Progressive Field, home of the Cleveland Indians, and in close
proximity to other cultural amenities in downtown, the goal of East 4th
Street was to create a mixed use, retail and entertainment destination
with residential units above.
House of Blues sits as an anchor to an eclectic mix of retail tenants
offering a food experience that is one-of-a-kind in Cleveland. With
more than 250 different landowners, the project took more than a
decade to implement, illustrating the importance of having a strong
vision, belief in that vision, and the commitment to see it through.
SERVICES PROVIDED
• Urban Design
36 37
KATALYSTHERITAGE FIELDS TOD DISTRICT
IRVINE, CALIFORNIA
Heritage Fields TOD District, awarded from a national competition,
is a transit-oriented, mixed-use neighborhood that creates a system
of urban green spaces and great streets that connect pedestrians
to the Irvine Transit Center and Orange County Great Park. The
district is divided by the rail corridor servicing Metrolink, commuter
rail, and Amtrak with 30’ of grade separating both sides. The district
plan focused the greatest densities in the “crescent-shaped” land
north of the tracks and urban, lower density development in the
south, all connected along the district’s main boulevard, Marine
Way. Development is oriented to activate streets and public spaces,
collectively designed to promote pedestrian-friendly streets and
enhanced quality of life. Development in the crescent is oriented
around a linear public promenade with the Great Park as one terminus
and a proposed new center as the other terminus. As the southern
terminus, the new transit center is positioned over the tracks, utilizing
a series of connected public spaces and private development around
the center to transition to the lower density neighborhoods south of
the tracks. This allows the Irvine Transit Center to become the mixed
use cultural heart of the district neighborhood, physically linking both
sides of the tracks and becoming the iconic gateway to the Great Park.
SERVICES PROVIDED
• Urban Design
38 39
KATALYSTLAKE ELSINORE MASTER PLAN
LAKE ELSINORE, CALIFORNIA
The Lake Elsinore Downtown Master Plan created a vision, form-
based code and guidelines for the creation of a revitalized downtown
area. Main Street, as the “great street” of downtown, became the
organizing element for creating five walkable districts: Gateway
District, Garden District, Cultural District, Historic District, and
Waterfront District.
The Downtown Master Plan places great emphasis on the quality
of the public realm and its role in creating an integrated urban fabric.
From the 15 Freeway gateway entry, Main Street’s entire public
realm culminates at the waterfront with the creation of a world class
waterfront park and pier. This establishes the lake as the most valuable
resource within downtown, both from an environmental perspective
and as an economic generator.
SERVICES PROVIDED
• Urban Design
40 41
FEHR & PEERSHUNTINGTON PARK COMPLETE STREETS PLAN
HUNTINGTON, CALIFORNIA
FEHR & PEERSOCCOG ORANGE COUNTY COMPLETE STREETS
ORANGE COUNTY, CALIFORNIA
Fehr & Peers led a team preparing the City of Huntington Park’s
Complete Streets Plan. Following an existing conditions analysis, we
conducted a series of outreach meetings to familiarize ourselves with
project partners, local stakeholders, problem areas, and opportunity
areas, and to identify strategies for enhancing community engagement
for all stakeholders. A significant component of the community
engagement process included a bilingual community charrette
process that is intended to create a digestible, implementable, and
easily understandable plan for the City of Huntington Park. This
included recommendations for making local streets complete through
conceptual designs, recommendations and development standards for
specific improvements, streetscape recommendations, and policies
and programs that will enhance safety, design, and the capacity of
local streets to serve various travel modes, such as people walking,
biking, driving, and taking transit.
Fehr & Peers, as part of a team, supported the Orange
County Complete Streets Initiative undertaken by the
Orange County Council of Governments. The objective
of the final Design Handbook was to support the phased
enhancement of Orange County’s street system to
accommodate growing multi-modal transportation
needs as the county redevelops and invests in transit
improvements, bikeway facilities, and mixed-use/transit
oriented development. Fehr & Peers is supporting the
team by engaging with Orange County jurisdictions,
local stakeholders, and the general public. Fehr & Peers
also helped in reviewing existing Federal, State, and
local policies and guidance regarding Complete Streets,
assisting with the development of a needs assessment
survey, and providing expert technical input that included
design components for all forms of transportation and
street typologies.
Fehr & Peers also helped with the development of a
companion document, the Orange County Complete
Streets Initiative Funding Toolkit. This toolkit provides
guidance for jurisdictions on the fundamentals of funding
for Complete Streets plans and projects in Orange
County. Fehr & Peers provided expertise on costing
information for retrofitting and building Complete Streets
and created several case studies describing successful
grant and funding opportunities that have supported
Complete Street efforts across the region.
SERVICES PROVIDED
• Transportation Planning
• Community Outreach
SERVICES PROVIDED
• Transportation Planning
42 43
LINCOLN P STREET | Lincoln, NE
SCOPE OF WORK
03
ORCHARD TOWN CENTER | Westminster, CO
45
PHASE 1
INVENTORY &
ANALYSIS
TASK 1: STRATEGIC KICK OFF MEETING
Our team will meet with the City of La Quinta staff for
half a day to:
• Finalize the schedule for the project.
• Finalize communication plan, methods, schedules
and expectations.
• Outline the project vision, goals and objectives.
• Identify critical success factors (those factors that
must be addressed for the project to be considered a
success).
• Identify a project steering committee who are a
diverse group of stakeholders.
• Identify data needs and availability including base
maps, GIS Data, and CAD Plans.
• Tour the Study Area and solicit input on the points
above while in the field.
TASK 1 DELIVERABLES
• Project schedule
• Team directory
• Project Vision, Goals and Project Critical Success
Factors
• Project Management Plan
• Meeting agenda for and minutes from the kick-off
meeting
• Identification of a Project Steering Committee
TASK 1 MEETINGS
• Kick-Off Meeting (One half day face-to-face)
TASK 2: PUBLIC ENGAGEMENT
TASK 2.1: STAKEHOLDER ENGAGEMENT
The consultant team will base its plan recommendations
on a thorough understanding of what people value – or
don’t – about the corridor; how those values can be
expressed in built forms; and what changes people
believe would influence life in this area for the better. The
community process for this project will take an inclusive
and cumulative approach that blends active community
engagement and practical, effective use of resources.
Community engagement will involve a full range of
stakeholders, including but not limited to:
• Community-based organizations
• Local utility agencies
• Residents and neighborhood groups
• City Officials from: Community Services
Commission, Housing Commission, Financial
Advisory Commission, Planning Commission, City
Council.
• City Staff from: City Manager’s Office, Community
Resources, Design and Development, Facilities,
Finance and Public Safety.
• Local business owners
• Representative from the development community
• Property owners
• Employers
• Local advocacy groups
• School district representatives
• Cal Trans
• The Desert Recreation District
• Riverside County Parks
The goal of stakeholder engagement will be to gather a
representative cross-section of community interests and
concerns.
TASK 2.2: PUBLIC WORKSHOPS
We propose three workshops within the overall process.
• Workshop #1 will be a Design Week focused on
detailed design of the short-term catalyst sites
identified in the ULI TAP Report. This workshop
may also look at other design visioning for Highway
111 and other places if time allows. (See Task 4 for
detailed description).
• Open House #1 will be a presentation of plan
alternatives for the entire study area including
catalyst sites and for the public realm.
• Open House #2 will present the preferred plan and
implementation strategies for the entire study area
including catalyst sites and the public realm.
Design Workshop has received many awards for our
public engagement processes, which are specifically
tailored to the culture and needs of each community.
We understand how important it is to listen, gain an
understanding, and come to a consensus about the
opportunities that exist for a corridor’s transformation.
From a community standpoint, citizens need to feel that
their voice is heard, and evidence of their preferences
can be found in the resulting plan. The plan needs to
have enough buy-in by the public, so the City Council
and Planning Commission can feel confident that the
conclusions from the public process are consistent with
public desire.
Our team of certified and experienced facilitators are
prepared to provide the know-how and means to engage
the public. At all workshops, the Design Workshop team
will employ the use of appropriate digital technology
to help facilitate input and collaboration from the
community on design and planning alternatives. Our
team will prepare display materials, presentations, and
handouts using easy-to-understand graphics and text.
Our expertise is presenting information in such a way
that large amounts of technical data can be absorbed
and understood quickly by the average citizen. We have
expertise in utilizing a variety of different techniques for
soliciting public engagement:
• Keypad polling
• Table discussions
• Visual preference surveys
• Design charrettes
• Creative writing
We will develop a summary report regarding the
workshops and identify critical information and issues
generated from these sessions.
TASK 2.3: MULTIMEDIA CAMPAIGN
In addition to meetings and workshops, information
will be provided to the public through a website link
to project materials and the ability for the public to
engage the planning process with online surveys. Other
multi-media campaign strategies include article writing
media announcements, TV press interviews, flyers,
newsletters, social media platforms and mailers. The
DW team will develop graphic content for multimedia
outreach for the duration of the project.
TASK 2 DELIVERABLES
• Meeting agendas
• Promotional and media blast materials
• Presentation materials for the workshops and other
meetings
• Meeting notes from workshops, one-on-one
interviews
• Surveys (online and print surveys)
• Survey summary results
TASK 2 MEETINGS (SEE TASKS BELOW FOR TIMING)
• Three (3) Public Workshops
»Design Week Workshop (Workshop 1 – 5 days)
»Alternative Vision (Workshop 2 – 1 day in person
meeting)
»Implementation Workshop (Workshop 3 – 1 day
in person meeting)
• Five (5) Steering Committee Meetings (phone and in
person during workshops)
• Eleven (11) Meetings with Staff (phone and in
person)
• Three (3) Approval Meetings (Planning Commission
and City Council)
TASK 3: EXISTING CONDITIONS ANALYSIS
TASK 3.1: EXISTING PHYSICAL & PLANNED
CONDITIONS
Prior to Workshop 1 we will review and summarize all
necessary existing planning and design documents to
understand potential opportunities and constraints for
the study area and how previous studies relate to the
desire to create a Corridor Plan for the two-mile stretch
of Highway 111. We will perform an existing conditions
analysis, including a site visit the same day as the
Strategic Kick Off Meeting in Task 1 above.
The existing conditions analysis will include maps and
diagrams of the following information:
• Existing land use and zoning including easements,
setbacks, rights of way
• Land ownership patterns (need to understand land
ownership and status of vacant lands)
• Building/lot condition, including:
»Age
»Condition
»Occupancy (Vacant or not)
»Development Potential (based on existing lot
size/accessibility and zoning)
»Property value
• Approved and proposed projects
• Transportation facilities, circulation and access
(sidewalks and street widths, parking areas, bicycle
access, curb cut locations, transit routes and
amenities)
• Performing and under performing land uses along
the corridor
• Parks, public uses and open spaces; historic cultural
resources
• Existing streetscape amenities (including benches,
public art – murals and free standing, ADA
accommodations)
• Important site amenities and public spaces, and view
and scenic opportunities
46 47
• Access to utilities and infrastructure
• Topography
• Drainage
• Vegetation
• Views
• Utilities, or future utility possibilities
• Stormwater management facilities and strategy
• Right of way and lane widths
• Crash and pedestrian accident locations
• Circulation and access
• Signalization
• Access Management Plan on Standards
• Planning regulations
• Sensitive environmental features
• Important amenities along or near the corridor
TASK 3.2: STRATEGIC ECONOMIC, MARKET &
FINANCIAL ANALYSIS
The consultant team will perform a comprehensive
market study and economic analysis of the Highway
111 Corridor to examine existing conditions, understand
market trends and to identify opportunities for future
development and redevelopment. The consultant team
will draw from the findings of the analysis for the design
of the short-term catalyst sites and for the land use,
design and implementation recommendations.
The Concord Group will lead the analysis. The Concord
Group will assess the Highway 111 Corridor and the
surrounding area to gain an understanding of the physical
conditions and how the corridor connects surrounding
neighborhoods. The site assessment will also qualify
and/or validate the short-term catalyst sites identified
in the ULI TAP as well as other sites of vacant or
underutilized properties where development would likely
have the most catalytic impacts.
The consultant team will review relevant existing
studies and findings relative to the local real estate
and development market. The team will participate in
key stakeholder meetings, particularly with real estate
brokers, economic development officials, developers
and major property owners, to understand the corridor’s
opportunities and to understand factors which have
hindered development or redevelopment. As part of this
review, The Concord Group will facilitate input from the
ULI SDRC.
The team will prepare an economic base and market
opportunity analysis for residential (for-sale and
rental), office/business, hospitality and commercial
uses (including local and visitor serving retail and
entertainment). The overview will profile current and
potential future market trends, including demographic
and lifestyle trends, as well as local and regional real
estate market conditions. The analysis will consider
La Quinta’s future growth potential to attract new
development to the Highway 111 Corridor. The analysis
will assess the competitive position of the area
compared to other commercial locations where new
development has clustered in recent years. Based
on this analysis, the consultant team will formulate
recommendations for how much development can
built and absorbed while ensuring sales tax and other
municipal revenue sources are preserved.
After one round of consolidated edits and comments,
the consultant team will revise the draft and prepare a
final Strategic Economic, Market and Financial Analysis.
This will be included in the final document memorandum
and will culminate with a series of recommendations,
including:
• Identification of possible redevelopment sites ((short-
term, medium-term and long-term).
• Realistic expectations regarding development timing
and phasing.
• The market feasibility of various land uses and
product types (including “top line” developer
revenues/values, “bottom line” land values, and tax
generation to the City).
• Conditions that need to be in place to stimulate
development and redevelopment.
• Strategies to ensure preservation, and ideally
enhancement, of the City’s tax revenues.
The final draft will reflect close coordination across all
members of the consultant team in order to integrate
transportation, land use and market analyses.
TASK 3.3: TRAFFIC ANALYSIS
We will conduct a transportation review of existing
conditions and for future preferred concepts for the study
corridor, for the following topics:
Auto Circulation – Traffic counts will be used along
with an assessment of the street hierarchy and access
patterns to define the existing functions of the Highway
111 Corridor (through-traffic versus local access), key
traffic generators, parking and key access routes. The
City will provide current traffic count information for the
corridor and will supplement this data with any additional
available traffic data from the State or County. Existing
Level of Service and queue spillback conditions will be
reviewed.
Consideration will also be given to the existing and the
potential road section of the Highway 111 Corridor with
respect to its various sections and as needed to balance
the traffic demand within the context of creating of a
vibrant mixed-use environment and visually consistent
corridor. We will also consider other critical components
of street functionality such as ingress and egress,
access management, median conditions, signalization,
existing speeds and other conditions to develop a full and
clear picture of existing automobile use and circulation
opportunities and constraints.
Transit Circulation – Existing Public Transit will be
reviewed and analyzed along and crossing the study
corridor. Ridership boarding will be summarized based
on information from the Transit Agency. We will identify
and describe all existing, planned, and proposed transit
services that operate or could operate to, from, and
within the communities along Highway 111.
Pedestrian Circulation – Pedestrian trip generators (land
uses, transit stops, parking areas) will be inventoried.
Counts and observations will be made of pedestrian
activity. Barriers to pedestrian travel and overall
pedestrian conditions (interface with traffic, traffic
signalization, and compatibility of adjacent land uses and
building façades) will be inventoried.
Bicycle Circulation – Trip generators (land uses, transit
stops, parks) will be reviewed. Observations will be
made on a route-by-route basis. Barriers to bicycle travel
and overall bicycle conditions (interface with traffic,
compatibility of adjacent land uses, traffic signalization
and available parking and end-of-trip facilities) will be
inventoried.
Other data that will be reviewed will include:
• Collision data available in the Crossroads data base
for the most current three years available;
• The City’s latest edition of the Capital Improvement
Program for the Corridor; and
• The latest draft of CVAG’s Regional Traffic Signal
Synchronization Project - Traffic Signal Interconnect
Master Plan. This plan includes the deployment and
enhancement of advanced ITS technologies along
the Corridor to facilitate autonomous and connected
vehicle travel.
TASK 3 DELIVERABLES
• Existing Physical and Planned Conditions Plan
• Strategic Economic, Market and Financial Analysis
• Traffic Analysis
TASK 3: MEETINGS
• One (1) Steering committee meeting
• Two (2) Meetings with staff to discuss existing
conditions and to prepare for Design Week (Go-To
Meeting)
PHASE 2
VISIONING
TASK 4: DESIGN WEEK – PRIMARY FOCUS ON
CATALYST PROJECT(S) & STREET DESIGN
The first step in preparing a vision for the Highway 111
Corridor is to lead a “Design Week” at City Hall or at a
suitable location near the study area. The Design Week
will focus on the short-term catalyst sites identified in
the Urban Land Institute TAP report by preparing detailed
conceptual designs for these sites. Accompanying the
site design will be massing models, perspective sketches
and diagrams. We will prepare design alternatives during
the day, working shoulder to shoulder with City Staff and
Steering Committee members. In the evening the public
will be invited to review the concepts and to interact
with the design team so their preferences can be made
known.
While the design team is preparing design alternatives,
the economics team will be refining their initial economic
and market analysis and giving development program
recommendations to the designers. The economics
team will be working with City Staff on identifying
implementation strategies and discussing redevelopment
opportunities with property owners and developers.
The transportation team will be refining their initial
transportation existing conditions report and making
design recommendations for Highway 111 and for the
other streets within the study area. The transportation
team will be meeting with representatives from Cal
Trans, La Quinta Public Works, and representatives from
CV Link to listen to the goals and concerns of these
agencies.
At the conclusion of the design week the plans
and concepts will be packaged into a summary
booklet. Preferred plans will be paired with specific
recommendations for how to achieve implementation.
These visions will become the basis for completing
the remaining part of the City’s desired Area Plan for
Highway 111.
TASK 4 DELIVERABLES
• Conceptual site plans drawn during a week-long
workshop focused on the short-term catalyst sites
identified in the ULI TAP report.
48 49
• Conceptual street section alternatives exploring
reconfiguration of Highway 111 and other streets in
the study area
• Economic / market meetings with key stakeholders
• Transportation / mobility meetings with key
stakeholders
• Facilitation of public open house in the evenings (3
evenings)
TASK 4 MEETINGS
• One (1) week-long public workshop “Design Week”
• One (1) Steering committee meeting (one during
design week, and one after design week) (Go-To
Meeting)
• One (1) Meeting with staff to evaluate outcomes
from Design Week (Go-To Meeting)
TASK 5: AUDIT OF CURRENT CORRIDOR
DEVELOPMENT STANDARDS
Using the conceptual plans produced during Design
Week the Design Workshop team will start by evaluating
the existing development standards, design guidelines,
and specific plan standards. We will look for where the
conceptual designs for the catalyst sites are in conflict
with the standards and propose alternatives, so the
catalyst sites can be developed without the need to ask
for variances or modifications.
We will then review the development standards for
areas not addressed during Design Week to further
identify what is outdated, restrict creativity and economic
development, and what is incompatible with the plan
vision.
TASK 5 DELIVERABLES
• Evaluation of existing development standards.
• Recommendation for changes required to stimulate
development / redevelopment according to the
vision.
TASK 5 MEETINGS
• One (1) Meeting with staff discuss recommendations
(Go-To Meeting)
TASK 6: COMPLETE STREETS
RECOMMENDATIONS
Based on the input from the design week, the desired
land use vision and the transportation report, the design
team will prepare recommendations for the design
and configuration of Highway 111 and the other streets
running through the study area, including:
• Avenue 48
• Washington Street
• La Quinta Center Drive
• Adams Street
• Auto Center Way
• La Quinta Drive
• Dune Palms Drive
• Jefferson Street
• CV Link
The street design solutions will attempt to prioritize
modes of mobility to achieve the optimal street design
configurations. The streets will be designed according
to the future vision of the study area, so they are
contextually appropriate to the future and not to existing
conditions.
TASK 6 DELIVERABLES
• Schematic street section alternatives exploring
reconfiguration of Highway 111 and other streets in
the study area.
• Proposed circulation hierarchy plan for study area
showing vehicular, transit, bicycle, and pedestrian
circulation.
TASK 6 MEETING
• Two (2) meetings with staff to complete streets plan
(Go-To Meeting)
TASK 7: CORRIDOR PUBLIC REALM DESIGN
TASK 7.1 CORRIDOR BRANDING
Design Workshop will create a brand identity for the
project. This will include a definition of core principles
and target audiences and will result in a distillation of the
project vision into a compelling name and cohesive visual
system that expresses the spirit of the redeveloped
corridor.
TASK 7.1 SIGNAGE & WAYFINDING
TASK 7.2.1 CORRIDOR SIGNAGE & CITY ENTRY
MONUMENT DESIGN
Design Workshop believes in delivering user-friendly
wayfinding and signage design reflecting the personality
of La Quinta in accordance with the branding of the
corridor. We will share a visual survey through collection
of precedent images to understand the visual style
Highway 111 is looking for and how the aesthetic will
work with the surrounding architecture and landscape
architecture environment. We believe good wayfinding
and signage design allows diverse user groups including
vehicle, pedestrian, and cyclists to easily find their
destination through clarity of sign types, sign messaging
and consistently-branded elements. We will produce
corridor signage concept designs and develop a sign
program that establishes a clear and consistent set of
design elements, so they are clearly identifiable as being
from a single, memorable place.
TASK 7.2.2 RETAIL SIGNAGE GUIDELINES
With the design direction of Highway 111 branding and
signage, Design Workshop will share a visual survey
that demonstrates the possibilities for retail signage at
Highway 111. We will produce a visual design guidelines
for the future retail development at Highway 111.
TASK 7.3: LANDSCAPE DESIGN
The Design Workshop team will provide a plan for
revamping the corridor landscape unifying it visually and
providing human comfort even in the hottest months of
the year. The design for the public realm will be based on
outcomes from the public engagement.
The team will establish an appropriate palette of trees,
shrubs, groundcover, other landscape materials, site
furnishings, and lighting consistent with Corridor
branding and wayfinding. The landscape vision will be
incorporated into the street sections proposed during
Task 6.
Once the landscape character is established, the team
will create landscape guidelines incorporating low-
water requirements so property owners have a clear
understanding for how to comply with the desired vision.
TASK 7 DELIVERABLES
• Branding:
»Define the primary vision elements, proposed
target audiences and naming considerations
»Brand paradigms exercise and competitive
positioning
»Outline core principles to guide the overall brand
development
»Establish a general style direction and approach
• Project Naming:
»Development of initial naming options
»Work session to discuss alternatives and capture
feedback
»Generate refined naming options
»Confirm final name selection
• Logo Design:
»Precedent images to discuss visual style of logo
design
»Create initial logo design concepts
»Discussion and feedback on logo alternatives
»Refine logo designs and finalize the preferred
option
»Prepare final artwork
• Existing Signage Analysis:
»Review existing signage-related documents
»Inventory future user travel routes
»Identification of seasonal events
• Precedent images for stakeholders to understand
options for corridor signage and retail signage:
»Scale
»Sign types
»Materials/colors
»Lighting
»Structure
• Corridor Signage Design representing:
»Sign Types
»Location
»Quantity
»Size
»Structure
»Material/Colors
»Lighting
»Landscaping context
• Retail Signage Design Guidelines indicating:
»Sign Types
»Location
»Quantity
»Size
»Material/Colors
»Lighting options
• Rendered conceptual site plan for the public realm
within the study area. The plan will show:
»Street lanes
»Bike paths / lanes
»Walks and trails
»Wayfinding / branding structures
»Landscape including: existing trees, proposed
trees, planting beds, location of turf
»Site furnishings including: seating, shade
structures
»Pole lighting
50 51
• Identification of potential funding sources /
mechanisms.
• Recommended changes to public policy /regulations
• Recommendations of future planning efforts to be
undertaken separately from the Highway 111 Area
Plan.
• Compilation of all deliverables, reports and analysis
into a Highway 111 Area Plan Booklet.
TASK 10 MEETINGS
• One (1) Go-To Meeting to discuss implementation
strategies with staff
• Steering Committee Meeting to discuss
implementation strategies
PHASE 4
PROJECT ADOPTION
TASK 11: PUBLIC HEARINGS
The team shall attend one Planning Commission and
up to two (2) City Council Public Hearings for adoption
of the final versions of the Area Plan. Design Workshop
shall be responsible for providing the presentation
content to City staff for incorporation into the City’s
public hearing formats, staff reports, etc.
TASK 11 MEETINGS
• Two (2) Meetings with Planning Commission
• One (1) Meeting with City Council
TASK 7 MEETINGS
• One (1) Public Workshop to show design options
• One (1) Steering Committee meeting to prepare for
public workshop (Go-To Meeting)
• Two (2) Go-To Meetings with staff to discuss
massing model and renderings (Go-To Meetings)
PHASE 3
IMPLEMENTATION
TASK 8: DEVELOPMENT / REDEVELOPMENT
GUIDANCE
Based on visioning at the Design Week, our audit of
the City’s Development Standards, an understanding
of the market conditions and the input of stakeholders
and the general public, we will prepare guidance for
redevelopment and new development along the corridor.
The team will prepare development standards and
building typology standards for all properties in the
study area, ensuring clarity and giving the private sector
confidence that entitlements will be expedited if the
rules are followed.
We will prepare appropriate revisions to the City’s
development codes and adopted standards, including:
• Regional Commercial, Commercial Park, Mixed Use
Overlay.
• Nonresidential code revisions that include but are
not limited to parking, nonresidential development
standards, nonresidential permitted uses, and signs
• Existing Corridor- Specific Plans
The code will include:
• Building frontage requirements for new construction
• Building placement and parking configuration for new
development or renovated parcels
• Parking requirements
• Building mass – bulk, height, articulation
• Materiality based on existing adjacencies
TASK 8 DELIVERABLES
• Revisions to City’s development code for the study
area. Our revisions will focus on components that
impact physical design. Staff will refine our drafting
of the code to comply with City ordinances and
policies.
TASK 8 MEETINGS
• One (1) meeting with staff to discuss code revisions
and recommendations (Go-To Meeting).
TASK 9: PERSPECTIVE RENDERINGS
Our next step will be to create a computer massing
model of feasible redevelopment of the study area based
on all previous tasks. From the massing model we will
work with City Staff to choose five key perspective
views showing proposed design for streets, landscape,
wayfinding/signage, and new/redevelopment sites. Our
renderings will convey form and character for vacant
infill sites and intensified development/redevelopment
opportunities within existing commercial centers,
particularly surplus parking areas.
We acknowledge the RFP is asking for photorealistic
renderings and we will work with staff to determine the
appropriate level of detail for the renderings to convey
the character and quality of development while showing
the appropriate level of detail so future architects will
have flexibility in bringing creative solutions forward.
TASK 9 DELIVERABLES
• 3D massing model of key areas Highway 111
Corridor
• Five (5) high-resolution perspective renderings (two
bird’s eye – three ground level)
TASK 9 MEETINGS
• Two (2) Meetings with staff to discuss design
recommendations
• 1 (1) Public Workshop to Discuss Final Vision
TASK 10: IMPLEMENTATION PLAYBOOK
The next step will be to identify all necessary projects
required to achieve the Vision for the Highway 111
Corridor. With the input from the steering committee
the team will identify and prioritize the essential public
and private projects deemed “Catalyst.” The Design
Workshop team will provide a matrix indicating all the
implementation projects for downtown including their
pros and cons, their magnitude of costs, and their
timeline for implementation.
The implementation plan that will follow the ULI TAP
terminology of short-, mid- and/or long-term approaches.
The Design Workshop team will identify funding sources,
and roles and responsibilities will be identified for each
project.
TASK 10 DELIVERABLES
• Highway 111 Corridor Playbook.
• Prioritize Catalyst Projects.
• Identify the roles and responsibilities of the public
and private sectors (including Downtown Lincoln
Association or any other organization/company hired
in this capacity).
WAYNE FERGUSON PLAZA| Lewisville, TX
52 53
LINCOLN P STREET | Lincoln, NE
SCHEDULE/TIMELINE, REFERENCES & COST PROPOSAL
04
SCOTTSDALE QUARTER | Scottsdale, AZ
55
2019
PROJECT PLAN JAN FEB MAR APR MAY JUN JUL AUG SEP OCT
PHASE 1 - INVENTORY & ANALYSIS
Task 1: Strategic Kick Off
Meeting
Task 2: Public Engagement
Task 2.1 Stakeholder
Engagement
Open House #1 Design
Alternatives Open House
Open House #2 Preferred
Plan Open House
Task 2.2 Public Workshops
Task 2.3 Multimedia Campaign
Task 3: Existing Conditions
Analysis
Task 3.1 Existing Physical &
Planned Conditions
Task 3.2 Strategic Economic,
Market & Analysis
Task 3.3 Traffic Analysis
PHASE 2 - VISIONING
Task 4: Design Week
Task 5: Audit of Development
Standards
Task 6: Complete Streets
Recommendations
Task 7: Corridor Public Realm
Design
Task 7.1 Corridor Branding
Task 7.2 Signage & Wayfinding
Task 7.3 Landscape Design
PHASE 3 - IMPLEMENTATION
Task 8: Development/
Redevelopment Guidance
Task 9: Perspective Renderings
Task 10: Implementation
Playbook
PHASE 4 - PROJECT ADOPTION
Task 11: Public Hearings
denotes meeting
denotes worksession / public workshop
SCHEDULE/TIMELINE REFERENCES
FONTANA URBAN GREENING LANDSCAPE PLAN
FONTANA, CALIFORNIA
Shannon Casey, Senior Engineer
City of Fontana
8353 Sierra Avenue
Fontana, California 92335
909.350.6523
scasey@fontana.org
ANGELS CAMP MAIN STREET
ANGELS CAMP, CALIFORNIA
Amber Collins, Executive Director
Calaveras Council of Governments
444 E. Saint Charles Street, Suite A
San Andreas, California 95249
209.754.2094
acollins@calacog.orga
KINGS BEACH REVITALIZATION STREETSCAPE
PLACER COUNTY, CALIFORNIA
Peter Kraatz, Deputy Director of Public Works
Placer County Dept of Public Works-Engineering Division
775 North Lake Blvd.
Tahoe City, California 96145
530.581.6230
PKraatz@placer.ca.gov
NORTHSIDE SPECIFIC PLAN
RIVERSIDE, CALIFORNIA
Al Zelinka, FAICP, City Manager
City of Riverside
3900 Main St.
Riverside, CA 92501
951.826.5771
azelinka@riversideca.gov
56 57
The fees are estimates based
on our understanding of what
is needed to achieve the City’s
desired outcomes.
To finalize the fees we will
discuss each task with staff to
have a thorough understanding
of expectations. The fees will
be finalized prior to beginning
work. The tasks listed should
be considered a “menu” of
options.
While cost is always a
consideration in team selection
we will be flexible and
accommodating to both meet
La Quinta’s project goals while
working within the budget.
COSTPROPOSAL
FIRM DESIGN WORKSHOP THE CONCORD GROUP
STAFF ROLE Principal-in-
Charge
Project
Manager
Planner /
Designer Estimated
Total
Principal
Senior
Advisor Estimated
TotalBILLING RATE/HR $300 $225 $110 $300 $150
PHASE 1 - INVENTORY & ANALYSIS
Task 1: Strategic Kick Off Meeting 4 4 4 $2,540 4 $1,200
Task 2: Public Engagement
Task 2.1 Stakeholder Engagement 6 24 24 $9,840 8 $2,400
Workshop #1 (see Task 4 for hours)
Open House #1 Design Alternatives Open House 6 16 16 $7,160
Open House #2 Preferred Plan Open House 6 16 16 $7,160
Task 2.2 Multimedia Campaign 4 40 $5,300
Task 3: Existing Conditions Analysis
Task 3.1 Existing Physical & Planned Conditions 8 8 32 $7,720
Task 3.2 Strategic Economic, Market & Analysis 2 2 $670 60 20 $21,000
Task 3.3 Traffic Analysis 2 2 $670
PHASE 1 - INVENTORY & ANALYSIS SUBTOTAL 30 76 136 $41,060 72 20 $24,600
PHASE 2 - VISIONING
Task 4: Design Week 24 40 40 $20,600 24 24 $10,800
Task 5: Audit of Development Standards 2 8 16 $4,160 16 8 $6,000
Task 6: Complete Streets Recommendations 8 16 40 $10,400
Task 7: Corridor Public Realm Design
Task 7.1 Corridor Branding 4 8 80 $11,800
Task 7.2 Signage & Wayfinding
Task 7.2.1 Corridor Signage & City Entry Mon. Design 2 4 115 $14,150
Task 7.2.2 Retail Signage Guidelines 2 8 90 $12,300
Task 7.3 Landscape Design 24 60 80 $29,500
PHASE 2 - VISIONING SUBTOTAL 66 144 461 $102,910 40 32 $16,800
PHASE 3 - IMPLEMENTATION
Task 8: Development/Redevelopment Guidance 4 24 60 $13,200
Task 9: Perspective Renderings 4 40 80 $19,000
Task 10: Implementation Playbook 8 16 16 $7,760
PHASE 3 - IMPLEMENTATION 16 96 156 $39,960
PHASE 4 - PROJECT ADOPTION
Task 11: Public Hearings 8 16 16 $7,760
PHASE 4 - PROJECT ADOPTION 8 16 16 $7,760
Reimbursables $8,500
KATALYST FEHR & PEERS ESTIMATED FEE
Principal Urban
Designer
Urban
Designer Estimated
Total
Principal
Transportation
Engineer Estimated
Total$250 $160 $275 $145
4 4 $1,680 $5,420
$12,240
4 4 $1,680 $8,840
$7,160
$5,300
16 16 $6,560 $14,280
4 4 $1,640 $23,310
8 40 $8,000 $8,670
8 8 $8,200 52 40 $11,320 $80,300
40 40 $16,400 15 $4,125 $51,925
8 8 $3,280 $13,440
8 20 $5,100 $15,500
15 $4,125 $4,125
$11,800
$14,150
$12,300
$29,500
48 48 $19,680 38 20 $13,350 $152,740
24 24 $9,840 $23,040
$19,000
$7,760
24 24 $9,840 $49,800
$7,760
$7,760
$8,500
58 59
LINCOLN P STREET | Lincoln, NELINCOLN P STREET | Lincoln, NELINCOLN P STREET | Lincoln, NELINCOLN P STREET | Lincoln, NE
APPENDIX
05
THE DOMAIN | Austin, TX
61
NON-COLLUSION AFFIDAVIT FORM
Must be executed by proposer and submitted with the proposal
I, __________________________________ (name) hereby declare as follows:
I am ______________________________ of _________________________,
(Title) (Company)
the party making the foregoing proposal, that the proposal is not made in the interest of, or on behalf
of, any undisclosed person, partnership, company, association, organization, or corporation; that the
proposal is genuine and not collusive or sham; that the proposer has not directly or indirectly induced
or solicited any other proposer to put in a false or sham proposal, and has not directly or indirectly
colluded, conspired, connived, or agreed with any proposer or anyone else to put in a sham proposal,
or that anyone shall refrain from proposing; that the proposer has not in any manner, directly or
indirectly, sought by agreement, communication, or conference with anyone to fix the proposal price
of the proposer or any other proposer, or to fix any overhead, profit, or cost element of the proposal
price, or of that of any other proposer, or to secure any advantage against the public body awarding
the agreement of anyone interested in the proposed agreement; that tall statements contained in
the proposal are true; and, further, that the proposer has not, directly or indirectly, submitted his or
her proposal price or any breakdown thereof, or the contents thereof, or divulged information or data
relative hereto, or paid, and will not pay, any fee to any corporation, partnership, company,
association, organization, proposal depository, or to any member or agent thereof to effectuate a
collusive or sham proposal.
I declare under penalty of perjury under the laws of the State of California that the foregoing is true
and correct.
Proposer Signature: _______________________________________
Proposer Name: _______________________________________
Proposer Title: ______________________________________
Company Name: _______________________________________
Address: _______________________________________
Services until receiving prior written authorization (in the form of a written
change order if Contracting Party is a contractor performing the Services)
from the Contract Officer, incorporating therein any adjustment in (i) the
Contract Sum, and/or (ii) the time to perform this Agreement, which said
adjustments are subject to the written approval of Contracting Party. It is
expressly understood by Contracting Party that the provisions of this Section
shall not apply to the Services specifically set forth in the Scope of Services
or reasonably contemplated therein. It is specifically understood and agreed
that oral requests and/or approvals of Additional Services shall be barred
and are unenforceable. Failure of Contracting Party to secure the Contract
Officer’s written authorization for Additional Services shall constitute a
waiver of any and all right to adjustment of the Contract Sum or time to
perform this Agreement, whether by way of compensation, restitution,
quantum meruit, or the like, for Additional Services provided without the
appropriate authorization from the Contract Officer. Compensation for
properly authorized Additional Services shall be made in accordance with
Section 2.3 of this Agreement.
1.8 Special Requirements. Additional terms and conditions of this
Agreement, if any, which are made a part hereof are set forth in “Exhibit D”
(the “Special Requirements”), which is incorporated herein by this reference
and expressly made a part hereof. In the event of a conflict between the
provisions of the Special Requirements and any other provisions of this
Agreement, the provisions of the Special Requirements shall govern.
2. COMPENSATION.
2.1 Contract Sum. For the Services rendered pursuant to this
Agreement, Contracting Party shall be compensated in accordance with
“Exhibit B” (the “Schedule of Compensation”) in a total amount not to
exceed Dollars ($)
(the “Contract Sum”), except as provided in Section 1.7. The method of
compensation set forth in the Schedule of Compensation may include a lump
sum payment upon completion, payment in accordance with the percentage
of completion of the Services, payment for time and materials based upon
Contracting Party’s rate schedule, but not exceeding the Contract Sum, or
such other reasonable methods as may be specified in the Schedule of
Compensation. The Contract Sum shall include the attendance of
Contracting Party at all project meetings reasonably deemed necessary by
City; Contracting Party shall not be entitled to any additional compensation
for attending said meetings.Compensation may include reimbursement for
actual and necessary expenditures for reproduction costs, transportation
expense, telephone expense, and similar costs and expenses when and if
specified in the Schedule of Compensation. Regardless of the method of
-
Jim MacRae
a Principal Design Workshop, Inc.
Jim MacRae
Principal
Design Workshop, Inc.
724 South Spring Street
Suite 701
Los Angeles,CA 90014
NON-COLLUSION AFFIDAVIT FORM CONSIDERATIONS/EXCEPTIONS TO THE STANDARD AGREEMENT
For the text highlighted in red below, Design Workshop requests that the number of
meetings be confirmed within the final contractual agreement.
62 63
Exhibit F
Indemnification
F.1 Indemnity for the Benefit of City.
a.Indemnification for Professional Liability. When the law
establishes a professional standard of care for Contracting Party’s Services,
to the fullest extent permitted by law, Contracting Party shall indemnify,
protect, defend (with counsel selected by City), and hold harmless City and
any and all of its officials, employees, and agents (“Indemnified Parties”)
from and against any and all claims, losses, liabilities of every kind, nature,
and description, damages, injury (including, without limitation, injury to or
death of an employee of Contracting Party or of any subcontractor), costs
and expenses of any kind, whether actual, alleged or threatened, including,
without limitation, incidental and consequential damages, court costs,
attorneys’ fees, litigation expenses, and fees of expert consultants or expert
witnesses incurred in connection therewith and costs of investigation, to the
extent same are caused in whole or in part by any negligent or wrongful act,
error or omission of Contracting Party, its officers, agents, employees or
subcontractors (or any entity or individual that Contracting Party shall bear
the legal liability thereof) in the performance of professional services under
this agreement. With respect to the design of public improvements, the
Contracting Party shall not be liable for any injuries or property damage
resulting from the reuse of the design at a location other than that specified
in Exhibit A without the written consent of the Contracting Party.
b.Indemnification for Other Than Professional Liability. Other
than in the performance of professional services and to the full extent
permitted by law, Contracting Party shall indemnify, defend (with counsel
selected by City), and hold harmless the Indemnified Parties from and
against any liability (including liability for claims, suits, actions, arbitration
proceedings, administrative proceedings, regulatory proceedings, losses,
expenses or costs of any kind, whether actual, alleged or threatened,
including, without limitation, incidental and consequential damages, court
costs, attorneys’ fees, litigation expenses, and fees of expert consultants or
expert witnesses) incurred in connection therewith and costs of
investigation, where the same arise out of, are a consequence of, or are in
any way attributable to, in whole or in part, the performance of this
Agreement by Contracting Party or by any individual or entity for which
Contracting Party is legally liable, including but not limited to officers,
agents, employees, or subcontractors of Contracting Party.
c.Indemnity Provisions for Contracts Related to Construction
(Limitation on Indemnity). Without affecting the rights of City under any
For the strike-through red text above, Design Workshop would request revising the
current language as stated.
procedures; (B) instructions in accident prevention for all employees and
subcontractors, such as safe walkways, scaffolds, fall protection ladders,
bridges, gang planks, confined space procedures, trenching and shoring,
equipment and other safety devices,equipment and wearing apparel as are
necessary or lawfully required to prevent accidents or injuries; and
(C) adequate facilities for the proper inspection and maintenance of all
safety measures.
6. Liquidated Damages. Since the determination of actual damages
for any delay in performance of the Agreement would be extremely difficult
or impractical to determine in the event of a breach of this Agreement,
Contracting Party shall be liable for and shall pay to City the sum of One
Thousand dollars ($1,000.00) as liquidated damages for each working day of
delay in the performance of any of the Services required hereunder, as
specified in the Schedule of Performance. In addition, liquidated damages
may be assessed for failure to comply with the emergency call out
requirements, if any, described in the Scope of Services. City may withhold
from any moneys payable on account of the Services performed by
Contracting Party any accrued liquidated damages.
For the strike-through red text, Design Workshop is not able to accept the text
as written.
64 65
provisions identical to those set forth herein this Exhibit F, as applicable to
the Contracting Party, from each and every subcontractor or any other
person or entity involved by, for, with or on behalf of Contracting Party in
the performance of this Agreement. In the event Contracting Party fails to
obtain such indemnity obligations from others as required herein,
Contracting Party agrees to be fully responsible according to the terms of
this Exhibit.Failure of City to monitor compliance with these requirements
imposes no additional obligations on City and will in no way act as a waiver
of any rights hereunder. This obligations to indemnify and defend City as
set forth in this Agreement are binding on the successors, assigns or heirs of
Contracting Party and shall survive the termination of this Agreement.
For the text highlighted in red, Design Workshop would need to confirm with our
selected subconsulant team that they will accept all the indemnity language Design
Workshop agrees to.
provision of this agreement, Contracting Party shall not be required to
indemnify and hold harmless City for liability attributable to the active
negligence of City, provided such active negligence is determined by
agreement between the parties or by the findings of a court of competent
jurisdiction. In instances where City is shown to have been actively
negligent and where City’s active negligence accounts for only a percentage
of the liability involved, the obligation of Contracting Party will be for that
entire portion or percentage of liability not attributable to the active
negligence of City Contracting Party.
d.Indemnification Provision for Design Professionals.
1.Applicability of this Section F.1(d). Notwithstanding
Section F.1(a) hereinabove, the following indemnification provision shall
apply to a Contracting Party who constitutes a “design professional” as the
term is defined in paragraph 3 below.
2.Scope of Indemnification. When the law establishes a
professional standard of care for Contracting Party’s Services, to the fullest
extent permitted by law, Contracting Party shall indemnify and hold
harmless City and any and all of its officials, employees, and agents
(“Indemnified Parties”) from and against any and all losses, liabilities of
every kind, nature, and description, damages, injury (including, without
limitation, injury to or death of an employee of Contracting Party or of any
subcontractor), costs and expenses, including, without limitation, incidental
and consequential damages, court costs, reimbursement of attorneys’ fees,
litigation expenses, and fees of expert consultants or expert witnesses
incurred in connection therewith and costs of investigation, to the extent
same are caused by any negligent or wrongful act, error or omission of
Contracting Party, its officers, agents, employees or subcontractors (or any
entity or individual that Contracting Party shall bear the legal liability
thereof) in the performance of professional services under this agreement.
With respect to the design of public improvements, the Contracting Party
shall not be liable for any injuries or property damage resulting from the
reuse of the design at a location other than that specified in Exhibit A
without the written consent of the Contracting Party..
3.Design Professional Defined. As used in this
Section F.1(d), the term “design professional” shall be limited to licensed
architects, registered professional engineers, licensed professional land
surveyors and landscape architects, all as defined under current law, and as
may be amended from time to time by Civil Code §2782.8.
F.2 Obligation to Secure Indemnification Provisions.
Contracting Party agrees to obtain executed indemnity agreements with
For the strike-through red text above, Design Workshop would request revising the
current language as stated.
66 67
PROJECT SAMPLE 1
HIGHWAY 84 EAST
DOTHAN, ALABAMA
APPROACH
Design Workshop is the lead consultant for the
corridor master plan for 4.5 miles of a State
Highway in Southeast Alabama. The project is
rooted in the goal of economic transformation by
establishing a clear vision and implementation
strategy to retain business and to attract new
development and investment. (see cutsheet
above).
SERVICES PROVIDED
• Public Outreach
• Corridor Planning
• Urban Design
• Public Realm Design
6968
HIGHWAY 84 EAST
DOTHAN, ALABAMA
70 71
HIGHWAY 84 EAST
DOTHAN, ALABAMA
72 73
HIGHWAY 84 EAST
DOTHAN, ALABAMA
74 75
PROJECT SAMPLE 2
BROADWAY
GALVESTON, TEXAS
80 | Implementation Strategies 81DRAFTDRAFT
9-Block Phasing Strategy
STEP 01 [2018]:
Corner (intersection) buildout
STEP 01a [2019]:
1-block buildout
STEP 01b [2020]:
3-9 block buildout
STEP 02 [2021]:
9-block buildout + TXDOT ‘Mill + Overlay’
STEP 03 [2022]:
Widened median with planted improvements and potential for recreational path
STEP 03 [2038 option]:
Transit-oriented corridor (with the potential for trolley network in median). This
is, of course, contingent upon funds available to the City and future operation of
Galveston’s trolley system.
widened median
9- block buildout development
+ streetscape amenities
streetscape mill and overlay Capital
Improvement Project
grouped
street trees/
lights
grouped street
trees/ lights grouped street
trees/ lights
designated parking,
protected crosswalks,
restripe for narrow lanes
existing development
(adhere to regulations)
designated parking, protected
crosswalks, restripe for
narrow lanes designated parking, protected
crosswalks + median extension
building above BFE +
cafe space/ shade
building above BFE +
cafe space/ shade
Figure 67: Catalyst Project Master Plan
The diagram series below shows how the phasing strategy can be implemented over time, knowing
that many existing buildings will remain in early project stages. Overtime, infill of new development
will continue on the private side, while enhancements to the public realm will improve the streetscape
environment and walkability of the Corridor.
RECREATIONAL PATH AND WIDENED MEDIAN
78 | Implementation Strategies 79DRAFTDRAFT
9-block Catalyst Project Master Plan
Figure 66: Catalyst Project Master Plan 34th Street33rd Street32nd Street31st Street30th Street9
10 10
2 2
11 7
4
10
9
6
1
1
3 2
10
11
15
6
4
4
10
9
15
3
7
2
16
6
11
4 16 16
16
9
7 29th Street28th Street27th Street26th Street25th Street16
2
1
3
11
7
9 15 15
10 10
1
LEGEND
Pedestrian crosswalks
Designated on-street parking with bulb-outs
Signalized intersections
Treewells
Raingardens and bioswales
Single-track trolley through median
Median planting
Texas Heroes Monument
Surface parking
Activated retail front
Narrowed street lanes
Median extensions
Curb cuts
Existing lots
Existing alleys
Build-to-line intersections
1 9
2 10
3 11
4 12
5 13
6 14
7 7
8 8
3
2 5
5
7
76 6
6
8
11
5 44
2 2
2
1
3
16
16
16 16
16
6
The plan above shows the 9-block catalyst project as visualized by the project team. This stretch
of Broadway takes into account the two preferred catalytic corners of 25th and 34th, and the plan
reinvisions the street in between. Key components of the plan include decreased crosswalk widths at
the median, enhanced planting and provisions for shade along widened sidewalks, a recreational path
down the widened median and private development infill that takes advantage of parking in the rear of
the buildings where possible. The team took into consideration existing single family residential and
historic structures when providing access management. The plan seeks to consolidate driveways on
lots containing both adjacent street and Broadway access. It seeks to minimize driveway widths to
22-26’. The plan also encrouages formalized parallel parking along the corridor, which allows for curb
extensions to decrease pedestrian crossing widths perpendicular to Broadway. The result is a public
realm that seeks to balance uses, increases mobility for all, enhances the landscape and pedestrian
zones, improves lighting along the street (both in the median and at back of curb) and provides overall
enhancements to the charachter of the street. This plan showcases the potential for the entirety of
Broadway to act not only as a Gateway to but an economic driver for the island.
APPROACH
Design Workshop led a multi-disciplinary
team on the revitalization of Galveston’s main
boulevard. (see cutsheet above)
SERVICES PROVIDED
• Public Outreach
• Corridor Planning
• Urban Design
• Public Realm Design
76 77
PROJECT SAMPLE 2
BROADWAY
GALVESTON, TEXAS
94 | Implementation Strategies 95
6%
(R-1)
3%
(HI)
3%
(LI)
24%
(UN)
Existing Zoning / Land Use
EXISTING ZONING STANDARDS BY USE
In March, 2015, the City of Galveston adopted the Land Development Regulations that replaced the
1991 Zoning Standards. The planning codes adopted in the 2015 regulations document ordinances
that guide development and redevelopment processes on the island, including but not limited to,
zoning districts, appropriate land uses, yard, lot, setback, PUD (planned unit development), signage,
subdivision development, lighting, parking, landscaping, Historic neighborhood standards and permit
requirements. While the zoning ordinances provide an overlay for uses along Broadway, a majority
of the coverage focuses heavily on commercial purposes (nearly 35%) and the ‘Urban Neighborhood’
category (24%), which inevitably carries similar development programs. It is important for the
proposed standards to build on the Land Development Regulations, by seeking to understand, for
example, the supply of commercial activity along Broadway in relation to the demand of the island’s
current population (50,550 total, 2016).
ZONING MAP
AVAILABLE VACANT PARCELS
0 1000 2000 4000
III •Development potential along the causeway and entry•Maintaining a continuous development fabric
AVAILABLE VACANT PARCELS
0 1000 2000 4000
III
•Development potential along the causeway and entry
•Maintaining a continuous development fabric
0’ 1000’ 2000’ 4000’
BROADWA
Y
S
T
35th
s
t 32nd s
t 27th
s
t 24th
s
t 17th
s
t
Mar
t
in
Lu
the
r
K
ing
s
t 7th
s
t11th
s
t
43rd s
t Mike
Ga
ido
s
t46th
s
t
50th
s
t
Post Office
Galvesto
n
B
a
y
Gulf of
Mexico
Sealy
Ave L Chris
topher
Co
lumbus
Ave M1/2
Ave N1/2 SeawallWinnie
Post Office
Mechanic
Harborside
Pelican Island CausewayMary Moody
Nor
then
6
1
s
t
S
t
5
9
t
h
S
t
77
th
S
t
35%
(C)
2%
(CBD)
15%
(RES/ REC)
12%
(HZD)
Source: City of Galveston, 2015 Land Development Regulations
Figure XX: Zoning Map
LEGEND
Broadway Corridor/ Avenue J
One-block Radius
Height-Density of Development Zones (HDDZ)
Commercial (C)
Central Business District (CBD)
Historic (R03)
Industrial, Heavy (HI)
Industrial, Light (LI)
Resort/ Recreation (RES/REC)
Urban Neighborhood (UN)
Traditional Neighborhood (TN)
Residential, SF (R-1)
Residential, Duplex (R-2)
Multifamily (MF)
Residential, SF Detached (R-0)
Figure 70: Zoning Standard by Use within Broadway’s one-block radius
COMMERCIAL ZONING (C)URBAN NEIGHBORHOOD (UN)RESORT/ RECREATION (RES/ REC)HISTORIC (R-3)
Figure 71: Zoning Standard by Use; Source: Land Development Regulations, 2015 - Note: Images and associated text are direct extracts from document.
122 | Implementation Strategies 123
T5 T 5a T4 SDT6
PUBLIC REALM CONDITIONS
The pedestrian realm includes the entire area from back of curb
to the building facade. It is made up of four zones: the Building
Transition Zone, the Sidewalk Zone, the Street Furnishings
Zone and the Planting Zone.
Sidewalks are paved linear areas where pedestrians travel
and congregate in a district. They provide a mainly functional
purpose and are regulated by federal, state and local ADA
compliance standards. These guidelines describe the desired
character anticipated in the Sidewalk Zone. Broadway
Guidelines should consider the following:
•Ensure that the Street Furnishing and Planting Zone share
the same right-of-way and are at least 5 feet.
•Connect all new sidewalks to the existing sidewalks.
•Construct the Sidewalk Zone of a continuous surface.
•Construct sidewalks out of durable materials like
concrete, brick and stone. This applies to standard,
permeable and decoratively paved sidewalks.
•Implement sidewalk bulbouts at intersections
to shorten pedestrian crossing time in areas of high
pedestrian traffic.
•Confirm the sidewalk material shall be solid paving
or pavers on concrete sub slab. Pavers shall be pre-
cast pavers, non-clay.
•Sidewalk grade shall not exceed 2 percent cross slope
and 5 percent longitudinal per the City of Houston and
Texas Accessibility Standards.
•Provide expanded sidewalk areas, or “plazas,” where
conditions permit. Work within existing extended
rights-of-way or consider expansions to existing
sidewalks at strategic locations. These expanded
areas also provide space for clustering street
furniture.
Building
Transition
Zone
SidewalkZone Street Furni
s
h
i
n
gand Planting
ZoneClear delineation between the sidewalk zone and the planting
zone increases streetscape legibility for pedestrians.
Properly located building transition zone programming
provides space for both sidewalk cafés and pedestrian travel.
Building transition zones that encroach on other areas within
the pedestrian realm can be uncomfortable for pedestrians.
1
1
2
2
3
3
Figure 97: Recommended Public Realm Strategy
Broadway Guidelines
*RECOMMENDED SIGNAGE TYPES ALONG BROADWAY ZONES
T5
T5
T5 T5T5a
T 5a
T 5a T 5aT4
T4
T4 T4SDSD SDT6T6T6 T6
TRANSIT POSTS MOUNTED OR
HANGING SIGNS
OUTDOOR CAFE
BOARDS
WALL MURAL SIGNWINDOW SIGN
MAPS AND
WAYFINDING
SIGNAGE STANDARDS
Signage and wayfinding elements have the
ability to inform users of their surroundings. It is
important to show branding and information at
strategic points for user guidance (pedestrians,
cyclists, cars and commuters). This can be
achieved through the use of directional signage,
branding and private business signs. It is vital
to develop a cohesive and articulate system
of signage elements that is a signature of the
Broadway corridor. Recommendations in
this section will provide general standards
for signage, in addition to the 2015 Land
Development signage regulations.
*2015 LAND DEVELOPMENT
SIGNAGE REGULATIONS
City Signage Standards
•Allowed: Flat signs limited to 1 sign
per 42’ of building frontage not to ex-
ceed 4 per business; Flat signs shall
be located along street frontage on
the wall of a building; Projected signs
shall not exceed 1 per each street
frontage not to exceed 40 sq ft; De-
tached sign, 1 per each 200’ of street
frontage not to exceed 60 sq ft.
•Prohibited: Signs that no longer apply
to business; signs with moving parts,
signs with flags, ribbons, lights (not
holiday or state/national flag); signs
obstructing view; portable or wheeled
signs; signs with blinking lights.
*Note: 2015 Land Development regulations
regarding signage maybe subject to additional
and future wayfinding guidelines. Recommended
signage types shall adhere to current City of
Galveston regulations on allowed and prohibited
signage.
1. DIRECTIONAL SIGNAGE
•Informs people of their surroundings
at strategic points along the corridor.
•Displays directional information and
are often regulatory in nature (bike
signs, no parking, etc).
2. BRANDED SIGNAGE/ WAYFINDING
•Directional signage that is branded for
a sense of place.
•Displays informational location about
points of interest and distances to
reach them.
3 . HANGING/ MOUNTED SIGNS
•Displayed on private property to
advertise goods or services.
•Appropriate signs may be hanging or
mounted displays.
4. BUSINESS BOARD DISPLAYS
•Displayed on property to advertise
goods or services.
•Often displayed on stable and refined
structural support.
Figure 98: Allowed Signage Components
78 79
PROJECT SAMPLE 3
VAN PLAY: PLAN TO PLAY
VANCOUVER, CANADA
FIGURE 1 - BRANDING RESOURCE BRAINSTORM
FIGURE 2 - FROM DESIGN TO REALITY
FIGURE 3 - BRAND COLOR SWATCHES
APPROACH
Design Workshop is the lead consultant crafting
a compelling brand for the project to connect the
process to the community on a visceral level.
From the design brief meetings, the team
executed a series of branding exercises to
develop a name for the master plan process
(VanPlay) and resulting master plan (the
Playbook) that connoted movement, vitality
and health. The colors of the communication
materials moved away from traditional parks and
recreation greens to reflect the vibrant colors
and dimensions of the landscapes of Vancouver.
Silhouettes used in graphic communication were
pulled from the gardens, beaches, parks and
recreation activities of the city and its residents.
The brand book ensures that the VanPlay
identity is usable by anyone and everyone
involved in the planning process to design assets
that are immediately identifiable as being “of
VanPlay” regardless of the designer, firm or city
department involved.
SERVICES PROVIDED
• Park Master Planning
• Public Outreach
• Branding Design
VibrancyVancouver-inspired
VANTONEPretty in Purple
VANTONEAboriginal Amber
VANTONECrystal Blue Persuasion
VANTONESkyline Teal
VANTONETotally Tiffany
VANTONE
Hello Sunshine!
VANTONEPure Purple
VANTONEWe’re All Pink Inside
VANTONEWhat Blue Sky?
VANTONEPurple Pastel
The team sought inspiration in the vibrant nature of Vancouver, visually and culturally. Hundreds of photographs representing color and culture were curated to become the brand’s color palette.
5
VanPink
VANTONEWe’re All Pink Inside
VANPLAY: FROM PLAN TO PLAY
Next, the Park Board and design team developed a set of novel forms of community engagement that would not only spark
interest in the plan but encourage people to get active in the city’s parks and the planning process.
8VANPLAY: FROM PLAN TO PLAY
BRUSH STROKES STOPAT BODY FRAME
WRAP 1-INCH INTOWHEEL WELL
ENSURE FRONTWINDOW WRAP OPACITY IS 15% OR LESS
DO NOT WRAPHOOD AND SCARF
ENSURE CLEARANCEOF NO LESS THAN 2-INCHESAT BOTTOM OF VEHICLE
on-roadoff-line,
Inspired by a 1970’s Vancouver Park Mobile, the team developed a tour van for the VanTour. The Van hauls the Imagination Playground and functions as a moving billboard to generate and maintain top-of-mind attention on the campaign.
10VANPLAY: FROM PLAN TO PLAY
FIGURE 4 - BRANDING GUIDELINES
FIGURE 5 - BRANDING MATERIALS
Playbookthe designer’s
To expand the reach of the brand, the team developed a complete design standards manual to enable anyone and everyone
involved in the planning process to design assets for public release, which maintained a cohesive and unified visual identity.
7VANPLAY: FROM PLAN TO PLAY
VanBranded
VanPlay The fact is Vancouver is one great city to live
in. Here are the facts to prove it. #vanplay #vancouver
#canada #vanplay #imagineparksandrec
VanPlayVancouver Parks Board
VanPlay
Vancouver Parks Board
15
Since the campaign’s inception, over 1,000 individual pieces of content have been designed, developed, and released
across every channel of communication for the VanPlay project, including a five-part lecture series, and VanSwag.
VANPLAY: FROM PLAN TO PLAY
80 81
PROJECT SAMPLE 4
4
SIGNAGE GRAPHIC ELEMENTS
TYPOGRAPHY SYMBOLS
SIGNAGE ARROWSSIGNAGE COLORS
BRIDGE
(SYMBOL TO REFLECT FINAL
BRIDGE DESIGN)
CITY CENTRE
GREY THEME OPTION
PEDESTRIAN
CROSSWALK
TYPE 1 - DIAGONAL
CAUTIOUSCROSSWALK EMERGENCYASSISTANT ECO-FRIENDLY
TYPE 2 - SMOOTH
PARKING
CIVIC CENTER
PARK
CITY HALL
Customized symbols for each destination on 84th Street to provide quick wayfinding
in a fast traffic street, more symbols can be designed for the future developments.
Simple symbol delivers a better user-friendly message system.
Maven Pro is a type of san serif modern typeface that has unqiue curvature, provides
distinguish legibility. The flowing ryhthm could soften a diagonal signage structure, yet
also blend well with organic signage structure.
The following graphic elements are recommended to express a clean and fast
wayfinding family for the rennovated, fast-trafficed 84th Street.
Customized arrows live harmonic with the overall signage
struecture, font, and symbols.
Color is a great way to categorize the purposes of different
destinations. The combination of color and symbol provide a
easier wayfinding for the developing street.
The purpose of each color to be discussed with the client.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Maven Pro Black
Maven Pro Bold
Maven Pro Medium
Maven Pro Regular
COMMUNITY SURVEY PUBLIC MEETING #2 ACTIVE POLLING
84TH STREETSCAPEWAYFINDING DESIGN
LA VISTA, NEBRASKA
FIGURE 1 - RESULTS FROM PUBLIC ENGAGEMENT
FIGURE 2 - SIGN LOCATION PLAN
FIGURE 3 - SIGNAGE GRAPHIC STANDARD
APPROACH
84th Street is a 2-mile long street located in
La Vista, Nebraska. Design Workshop has
developed and designed a fresh streetscape for
84th Street. The street is distinguished by its
iconic and welcoming design, comprehensive
access and connection to emerging
developments, the use of the most current
technologies and practices, and by its provision
for a harmonious coexistence of pedestrians,
bicyclists, transit, and automobiles.
A wayfinding and signage family was designed,
inspired from an organic graphic line articulates
the dynamic relationship between landscape
forms and the street. Applying this organic form
to various furnishings to make the form as an
icon of 84th Street.
SERVICES PROVIDED
• Landscape Architecture
• Urban Design
• Signage & Wayfinding Design
• Branding Design 2
SIGN LOCATION PLAN
TL1
TL CROSSWALK SIGNALIZED CROSSWALK UNSIGNALIZED
TL2
TL3 TL4
CW
CW1 CW2
SIGN TYPES
VEHICULAR DIRECTIONAL SIGN
PEDESTRIAN DIRECTIONAL SIGN
DIRECTORY SIGN
MULTI-PURPOSE STATION SIGN
(BUS, METRO, UBER ETC.)
INTERPRETIVE SIGN
PARK IDENTITY SIGN
CROSSWALK SAFETY SIGN
S1
S2
S5
S2
S3
S4
S5
S6
S7
S3S7
S7
S7
S5 S4 S4 S2
S5
S2
S3
S5S3
S3
S3 S4 S3
S2
S4S5
FIGURE 4 - RENDERED MODELS FOR BETTER DESIGN PRESENTATION
FIGURE 5 - SIGNAGE FAMILY WITH SCALE
13
3D ILLUSTRATIVESCONCEPT 2
Civic CenterPark
CITY CENTRE
CIVIC CENTER PARK
BRIDGE
SHOPPINGCENTER84TH STREETFRONT VIEW
BACK VIEW
BIKE RACK
TRASH/RECYCLE
CONTAINER
ICON IN
PLANTING
TOP VIEW
SUGGESTED FURNISHING
Organic graphic line articulates the dynamic relationship between landscape forms
and the street. Applying this organic form to various furnishing in order to make the
form as an icon of 84th Street.
DIRECTORY SIGN
DIRECTORY SIGN
PEDESTRIAN
DIRECTIONAL SIGN
PEDESTRIAN DIRECTIONAL SIGN
15
VEHICULAR
DIRECTIONAL SIGN
BUS/METRO
STATION SIGN
CROSSWALK
SIGN
INTERPRETIVESIGN
FRONT VIEW
INTERPRETIVESIGN
SIDE VIEW
PEDESTRIAN DIRECTINAL SIGNSTREET DIRECTORY SIGN
The colorful beacon in between each black sign panel represents the
profile of 84th street, with a branch running through the city hall.
The whole street lives as the heart and future light in La Vista. Organic
graphic line responses with landscape wall movement. The beacon
creates safety feel to new visitors.
SIGNAGE FAMILYCONCEPT 2
CITY OF LA VISTA
UrbanScramble
WE WILL NEVER FORGET
SaturdayAugust 4 , 8AM
PLAN
PLAN PLAN84TH STREETCivic CenterPark
CITY CENTRE
CIVIC CENTER PARK
BRIDGE
CITY HALL
PARKING
CROSSWALK
SHOPPINGCENTER
CITY CENTRE
CIVIC CENTER PARK
BRIDGE
CITY HALL
PARKING
CROSSWALK
BUSMETRO
HARRISONSTREET
Lorem ipsum dolor sit amet, consectetuer adipiscing Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci
Lorem ipsum dolor sit amet, consectetuer adipiscing Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut
84th StreetPAST
51 CITY HALLNEXT STOP
NEXT STOP29CITY CENTRE
PICK-UP
For more information about bus routes/schedules, please visit website:www.lavista.com or call 211.
In case of emergency, call 911.
CITY OF LA VISTA
0.5 miles
PARKING
0.3 miles
CIVIC CENTERPARK
CITYHALL
0.6 miles
82 83
WWW.DESIGNWORKSHOP.COM
DW LEGACY DESIGN®
We believe that when environment, economics, art and community
are combined in harmony with the dictates of the land and needs
of society, magical places result–sustainable places of timeless beauty,
significant value and enduring quality, places that lift the spirit.
Design Workshop is dedicated to creating Legacy projects
for our clients, for society and for the well-being of our planet.