Hull Street Road Revitalization Plan - College of Humanities and ...

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Hull Street Road Revitalization Plan goals and objectives • Objective 4: Develop an open-air farmers market that includes Hispanic food and goods among produce from local farmers. Why: The farmers market can be quickly established and implemented as a weekly event on Hull Street Road. It will serve the local communities by supplying fresh food in close proximity to their neighborhood as well as bring people to this section of Hull Street Road for unique Hispanic foods that can only be found in this area. Where: Develop on site of the open-air shopping mall. Who: Private Developers in cooperation with the City of Richmond Departments of Economic Development and Minority Business Development. When: The farmers market should be in operation within one year. • Objective 5: Create an Hispanic Community Center. Why: The community center will be a place where members of the Hispanic community can learn English, gather resources for their business, and hold special events; and where members of the non-Hispanic community can learn more about Hispanic culture. Where: Within the Second Phase of the Hispanic Business Cluster on the south side of Hull Street Road. Who: Virginia Hispanic Chamber of Commerce in Cooperation with the City of Richmond Department of Park, Recreation and Community Facilities. When: The Hispanic Community Center should be operational within seven years. Goal 2: Create a thriving entertainment cluster in the study area by encouraging the placement of moderately-priced restaurants, bars, and a movie theater at opportunity sites along the corridor. • Objective 1: Identify potential development sites near the intersections of major corridors, yet far enough away from existing activity nodes to enable the new entertainment venues to compete effectively. Why: The various surveys, market analysis, and consideration of existing restaurant locations show a market demand for primarily fast-food restaurants, and to some extent moderately-priced sitdown restaurants. Where: Parcels adjacent to Skateland and two small out-parcels in front of Food Lion in the City of Richmond. Who: Chesterfield County Department of Community Revitalization; Chesterfield County Department of Economic Development; City of Richmond Department of Community Development; City of Richmond Department of Economic Development; Greater Richmond Partnership. When: Parcels capable of development for these uses will be identified should within one years. • Objective 2: Attract a small movie theater to the Hull Street Road Corridor. Why: A quantitative market analysis of the defined trade area revealed a demand for a small theater, equipped with as many as four screens. What: A theater that caters to the Hull Street Road corridor’s residents could succeed by offering a mix of second-run movies, old films, and Spanish-language films at reduced ticket prices. Page 31
Hull Street Road Revitalization Plan goals and objectives When: Within five years Where: In the Entertainment Cluster Who: Hull Street Road Merchants’ Association; Richmond Chamber of Commerce; Chesterfield County Chamber of Commerce; Greater Richmond Partnership; Chesterfield County Department of Economic Development; City of Richmond Department of Economic Development. • Objective 3: Identify potential moderately-priced restaurants, or individuals planning to start independent restaurants, who are willing to locate on the Hull Street Road corridor. Why: Targeted recruitment is more likely to be successful, as some types of restaurants are more suitable than others for the market’s study areas. What: The marketing program should utilize brochures and other advertising strategies to emphasize the area’s suitability for business development with its proximity to major transportation corridors, the abundance of nearby moderate-income households requiring everyday goods and services, and existing economic development programs. Who: Hull Street Road Merchants’ Association; Richmond Chamber of Commerce; Chesterfield County Chamber of Commerce; Greater Richmond Partnership; Chesterfield County Department of Economic Development; City of Richmond Department of Economic Development. When: The marketing program should be operational within two years. Where: Regionally, statewide, and nationally. Who: Virginia Hospitality and Travel Association; Virginia Small Business Association; Richmond and Chesterfield Chambers of Commerce; students from culinary training programs (such as those offered by local community colleges or vocational schools intending to open new restaurants; Chesterfield County Department of Economic Development; City of Richmond Department of Economic Development. When: Negotiations with potential restaurant owners or franchises will begin within five years. • Objective 4: Promote and advertise the development of an entertainment and retail activity node. Figure 13: Attract moderately priced restaurants. Why: To generate interest and excitement among entrepreneurs and business owners for opening locations in the Hull Street Road study area. Page 32
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