TACTICAL REVITALIZATION PLAN FOR DOWNTOWN ALBANY NY

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Project Approach, Scope of Work, and Deliverables A major element of the success of Downtown Albany will be a strong, creative, and appropriate marketing effort. Many Downtowns struggle with the “right time” to create or develop such a branding or theming effort, and we understand this dilemma. The collective experience of our team members suggest that it is first necessary to determine the authenticity of a Downtown – its sense of place – and develop the brand around the assets that define this authenticity. These may be obvious, such as the river, or perhaps somewhat under the radar, which provide new opportunities. We have been involved in a number of projects where the true authenticity, and thus the base of an authentic brand, evolves out of the master planning or project planning process, and is much stronger as a result. As such we would propose that wayfinding and marketing would emerge from the masterplan process rather than be developed during the process. Our early efforts to understand the experience of the Downtown (mystery visitor, Pecha Kucha, activity mapping and visual essays) and lessons learned from any beta testing will form the basis of future detailed wayfinding and branding efforts to come. Deliverables • A marketing and promotion strategy (the basis of a marketing plan) that articulate the authentic strengths of the larger Downtown district(s) that are outlined in the Vision. • Wayfinding and Placemaking strategies and Branding strategies that identify brand opportunities. E5. Quality of Life and Infrastructure Initiatives Signature Elements that Solve Real Problems: Focus on the connection between the riverfront and Downtown, which is a REAL need and must be addressed through the overall planning process. However, we suggest that this not be thought of as merely a pedestrian connection, but as a signature element that becomes an iconic and celebratory element in and of itself, especially since the span across the highway is very long. We would show examples from Columbus and elsewhere to illustrate our point of having this become a main element of Downtown, as opposed to merely a way to reach the other side...It would be expressed as a way to integrate the riverfront with the Downtown, rather than merely to connect them. • Identification of priority development and infrastructure projects that will have catalytic impacts on the district, improve connectivity and create excitement and vitality. Identify key catalytic development sites and programmatic opportunities • A set of actionable strategies to enhance quality of life issues and add to the vitality of Downtown with events, arts and high quality public realm. Our proposed method of beta testing, may inject various new forms of public programming, events or cultural events. We would delay the generation of a stand alone entertainment and cultural program that will support the plan, rather than develop one concurrently with the plan.
Section 2 • Parking Strategy: (included in base bid) The NBBJ development implementation team has extensive experience in planning, managing and developing parking assets. Additionally the team has extensive experience in public private partnerships involving parking and real estate assets. Specific parking management experiences includes Louisville, New Haven, Hartford and Springfield, MA. Development experience includes Louisville, Boston and San Jose, CA. Public-private transactions includes TF Green Airport, New Haven, Providence, Hartford and Louisville. Deliverables: • Parking Strategic Plan • Parks Open spaces streetscape plan • Summary of applicable best practices (and results of beta testing) • Implementation Plan (including results of beta testing) • Performance Reporting (included analysis of beta tests) F. WOW FACTOR The following items are Wow factor extras that we believe will add value to the typical public planning process to allow for a more creative approach to information gathering, community visioning, and early actions. Storytelling as a Way to Discover Albany’s Identity Utilizing a TedX format for a community meeting, NBBJ will bring in experts and development professionals (not necessarily from the consultant team) from across the country that have focused on temporary and short term projects that have served to catalyze Downtown/ warehouse district regeneration. We foresee sessions on temporary strategies, pop up entrepreneurism, tactical urbanism, proof of concept planning, among other potential topics. It is the team’s firm belief that the initial catalyst will likely come from within Albany. The goal of this session is to provide inspiration for a series of temporary and short term action strategies that work for Albany and creates the momentum Albany desires. Testing New Ideas With Modest Budgets….. Before committing to major public investments to recreate public spaces, pedestrian improvements or related infrastructure, temporary strategies modeled after the idea of beta testing may serve a useful purpose of helping to understand how concepts will work in real world environments. An interim approach particularly for concepts being introduced from other markets allows for the opportunity to refine the projects to fit the realities of Albany before committing resources toward final design and construction. The NBBJ team would advocate strongly for early implementation actions, “beta testing”, as a priority during the planning process. This strategy puts people on the ground who are both
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TACTICAL REVITALIZATION PLAN FOR DOWNTOWN ALBANY NY

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