The Orange Avenue Corridor Specific Plan - City of Coronado

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APPENDIX 4 MARKET STUDY SUMMARY As part of the Orange Avenue Corridor Specific Plan effort (formerly called Downtown Specific Plan), a Market Study with a demographic overview and evaluation of current conditions for commercial, residential, and hotel land uses within and around the Specific Plan area was prepared by Keyser Marston Associates (June 2002.) The reader is encouraged to read the entire Market Demand Study on file in the Community Development Department at City Hall. The following is a summary of the Market Demand Study. MARKET OVERVIEW Introduction This section identifies Coronado’s demographic trends; provides an overview of market conditions for retail, residential, office, and lodging; and includes KMA’s key observations on real estate market conditions; the City’s assets and constraints; and main factors affecting various land uses. The conclusions were reached through a process of interaction with stakeholders, City staff, and Navy service providers as well as through research and analysis of market conditions and economic trends. Demographic Overview Coronado has approximately 24,500 residents -- one-third are military personnel (8,100 persons) and two-thirds are civilians (16,400 persons.) Coronado’s overall demographic characteristics reflect an affluent non-ethnic community with high proportions of seniors/retirees and youthful military personnel. The following bullet points summarize demographic characteristics of Coronado’s combined APPENDIX 4 – MARKET STUDY SUMMARY Page 120 military and civilian population, unless otherwise indicated. Population and Income • Population growth declined slightly between 1990 and 2002 (-0.61%). • Over the next five years, population growth is expected to be relatively static (0.76% annually), adding about 950 persons by 2007. • Household incomes are strong -- approximately 69% of households have yearly incomes more than $50,000 and roughly 51% have incomes more than $75,000. • Per capita income (PCI) in 2002 was estimated at approximately $40,000, which is much higher than City of San Diego ($27,500) or the County ($26,400). • Coronado’s median household income in Coronado ($76,900) far outpaces the City ($54,833) and County ($56,039.) • If looking only at civilian census tracts, Coronado’s PCI rises by more than $11,000 to approximately $51,300, equating to an annual spending potential of $842 million. Median household income increases to nearly $81,000. Age Coronado is a mature community with many Seniors, and for the most part, Coronado’s age distribution is similar to age distributions in the City of San Diego and the County of San Diego. Notable exceptions include: • Coronado has a lesser share of residents in the Under 20 Years age group, 20.5%, as compared with the City and County of San Diego at 27.3% and 28.7%, respectively. ORANGE AVENUE CORRIDOR SPECIFIC PLAN
• Coronado’s share of 20-24 Year olds is much higher than the City of San Diego’s share and nearly double that of the County of San Diego. This is attributable to the large proportion of the military population within this age category. • Coronado has a higher proportion of seniors, aged 60 and above. This age segment represents nearly 20% of the City’s population, at least 5% higher than metropolitan or regional geographies. Ethnicity The resident population in Coronado is less ethnically diverse than in the City/County of San Diego. Whites are the predominant ethnic group comprising 83.8% of the population. Other Ethnicities, 7.1%; African Americans, 5.2%; and Asians, 4.0%. Approximately 10.3% indicate Hispanic heritage. Many of these statistics change dramatically when the military census tracts are removed, as detailed below: • Coronado’s civilian population becomes more elderly and even less ethnically diverse. Retail Market Overview This section describes Coronado’s Commercial Zone, identifies year 2000 trends in retail sales (the most recent year for which complete data is available), and provides key retail findings and recommendations. Retail Market Districts The retail concentration along the Orange Avenue Corridor is segmented into two main districts, north of Second Street and south of Eighth Street. The intervening blocks from Second Street to Eighth Street are dominated by dense rental housing, condominiums, and small hotels/motels. North Commercial Area. The area north of Second St. is primarily restaurant anchored, including eating and drinking establishments and a grocery store. The north area’s retail mix includes approximately 39,000 SF of tourist-serving uses located at Coronado Ferry Landing, a tourist-oriented specialty retail center. Although the Ferry Landing is outside the Specific Plan boundary, its size and proximity influence the Specific Plan area. • The median age rises from 34 years to 46 years. • The proportion of residents aged 20 to 24 years falls from 15.9% to just 3.6%. • The proportion of residents aged 45 and over increases from 35.3% to 51.4%. • The 60 and Over age category jumps from 19.1% of the population to 28.4%. • The proportion of ethnic residents declines from 16.3% to 6.90% and the percentage of Whites rises from 83.8% to 93.2%. APPENDIX 4 – MARKET STUDY SUMMARY ORANGE AVENUE CORRIDOR SPECIFIC PLAN Page 121
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Orange Avenue Corridor Specific Pla
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Orange Avenue Corridor Specific Pla
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F. CONTEXT/GENERAL PROJECT CONSIDER
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LIST OF TABLES Table IV-1 COMMERCIA
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Chapter I INTRODUCTION The Specific
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Figure I-2 Limited Vicinity Map Cha
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B. BACKGROUND Coronado’s distinct
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Coronado’s approximately 60,000 S
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Figure I-6 Generalized Existing Lan
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Chapter 9: Infrastructure This non-
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“What are Coronado’s strongest
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• October 31, 2002 The Committee
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The Village Theater holds special m
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military for services is a positive
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• Continue sidewalk and streetsca
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When used in this Specific Plan, th
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B. REVIEW OF PROJECTS B.1. Purpose
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Permitted Minor SUP Prohibited Loca
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Treatment (non-toxic Light coating/
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Industry (sculpture, Handicraft-typ
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D. PERMITTED USES D.1. Community Se
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. Formula Retail (see Section G. Fo
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E.7. Transportation a. Parking Stru
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H. FORMULA FAST FOOD H.1. Purpose T
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J. OFF-STREET PARKING J.1. Purpose
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trator shall provide written interp
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Chapter V R-4 MULTIPLE-FAMILY RESID
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of the width or depth of the lot, r
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three feet and need not exceed five
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projects out at least 6 feet from t
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Chapter VI COMMERCIAL ZONE DESIGN C
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Photo 10: Maintain Downtown as a fr
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character of the building and the s
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C.3. Facade Treatment a. The use of
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a. The use of clear glass on the fi
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a. Building heights shall relate to
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Photo 21: Potted plants and paving
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Page 85 and 86: J.2. Public Art c. Freestanding art
Page 87 and 88: K.3. El Cordova Complex Photo 45: E
Page 89 and 90: Street trees provide much needed sh
Page 91 and 92: This R-4 Zone shares the commercial
Page 93 and 94: a. New multiple family residential
Page 95 and 96: should embrace Coronado’s village
Page 97 and 98: Photo 70: Attractive alleyways incl
Page 99 and 100: Chapter VIII MOBILITY, WAYFINDING A
Page 101 and 102: Improved Transit. Properly configur
Page 103 and 104: D. BICYCLING/PEDESTRIAN CIRCULATION
Page 105 and 106: E.2. Directional Signage Visitors a
Page 107 and 108: Figure VIII-8 Parking Study Area Ch
Page 109 and 110: Figure VIII-10 On-Street Parking In
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Page 113 and 114: C. WASTEWATER SERVICE D. STORM DRAI
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Page 117 and 118: Figure IX-3 Storm Drainage System C
Page 119 and 120: APPENDIX 1 GLOSSARY OF TERMS Alter
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Page 123 and 124: APPENDIX 2 LIST OF LOCATIONS FOR PH
Page 125 and 126: APPENDIX 3 GENERAL PLAN CONSISTENCY
Page 127: with the listed discussion items of
Page 131 and 132: strongest potential to succeed in t
Page 133 and 134: These factors indicate that Coronad
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The Orange Avenue Corridor Specific Plan - City of Coronado

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