Document Sample
                S AINT L OUIS C OUNTY , M ISSOURI

                                        MAY 2011
                               J AMESTOWN M ALL A REA P LAN
                                                                     was created by:

                                  Client Team                                              Design Team

                              St. Louis County                                         Dover, Kohl & Partners
                   County Executive Charlie A. Dooley                                        town planning
                  Mike W. Jones, Senior Policy Advisor                                       Victor Dover
         Andrea Jackson, Special Assistant to the County Executive                           Pamela Stacy
           Thomas Curran, Director of Intergovernmental Affairs                            James Dougherty
                                                                                              Jason King
                      Councilman Mike O'Mara, 4th District                                  Justin Falango
                  Jo Roche, Executive Assistant to Mike O’Mara
                                                                                             H3 Studio
                                Planning Department                                          town planning
                         Glenn Powers, Director of Planning                                   John Hoal
                   Lori Fiegel, Comprehensive Planning Manager                             Bryan Robinson
                  Justin Carney, Comprehensive Planning Planner                            Timothy Breihan
                 Gail Choate, Current Planning Land Use Manager                             Carolyn Gaidis
                    Mike Duncan, Research & Statistics Manager                                Tim Busse

                         St. Louis County Highways & Traffic                              Urban Advisors
                     Mike Bardot, Planning Division Manager                                 economic analysis
                      Gus Heck, North/West Area Engineer                                    Glenn Kellogg
                                                                                             Ed Starkie

                   St. Louis County Economic Council                                   Vector Communications
                                                                                           public participation
                       Denny Coleman, President & CEO
                                                                                            Laurna Godwin
                 Jacqueline Wellington, Executive Vice President
                                                                                            Rachel Powers
                        Real Estate & Community Development
                         Timothy Tucker, Vice President                                 Stock and Associates
                                                                                            civil engineering
                        Edgar Velazquez, Project Manager
                                                                                             George Stock
                                                                                             Doug Bruns
                            Marketing & Communications
                         Katy Jamboretz, Vice President
                     Corrie Hendrix, Marketing Coordinator

May 2011 DRAFT                                                                                                    JAMESTOWN MALL AREA PLAN
                                                                    Special Thanks To:

              St. Louis County Community College
                    Florissant Valley Campus                                                   Missouri Department of Conservation
                              Adria Werner                                                           Tracy Boaz, Community Planner
                              Karen Wade
                              Kedra Tolson                                                            Property Representatives
                               Deb Neale                                                         Thomas Fear, Carlyle Development Group
                                Jen Orzel                                                Michael Kohan, Jamestown Mall Realty Management, LLC
                               Jill Hussey                                               Marilyn Oliver, Jamestown Mall Realty Management, LLC
                                                                                         Kathy Hoffman, Jamestown Mall Realty Management, LLC
    U.S. Congressman Hon. William Lacy Clay, 1st District                                        Joseph Buehrer, Macy's Department Store
              Sandy Houston, Special Projects Coordinator                                            Helmut Starr, Polsinelli Shughart
                                                                                                   Drew McElligott, Marcus & Millichap
                Missouri House of Representatives                                                 Scott Ruswick, Sears Holding Company
                 Representative Steve Webb, District 74
                Representative Rochelle Gray, District 81                                                   Local Experts
                                                                                                    Dean Wolfe, Wolfe Properties, LLC
                          City of Black Jack                                                           Alan Bornstein, THF Realty
                        Mayor Norman McCourt                                                          Rick Randall, Pace Properties
                        Councilman Don Krank                                                     Richard Shephard, Real Estate Strategies
                        Councilman John Taylor                                                   Bob Lewis, Development Strategies, Inc.
                         Councilman Ben Allen                                                   Arnold Spirtas, Spirtas Wrecking Company

                          City of Florissant                                                              Christian Hospital
                         Mayor Robert Lowery                                                                 Ron McMullen
              Bob Russell, Economic Development Director
                                                                                                     North County Associations
                Black Jack Fire Protection District                                           Rebecca Zoll, North County Incorporated
                     Michael J. Gantner, Fire Chief                                 Diana Weidinger, Greater North County Chamber of Commerce
                                                                                       Dora Gianoulakis, Spanish Lake Community Association
                                                                                               Ken Smith, Old Jamestown Association
             Missouri Department of Transportation
                Larry Welty, North County Area Engineer
         Steven H. Lockett, Senior Traffic Engineering Specialist                                             Volunteers
                                                                                                              Atia Thurman
                                                                                                              Leann Smart
                           Metro St. Louis
                                                                                                               Lora Gulley
     Jessica Mefford-Miller, Chief of Planning & System Development
                                                                                                              Paula Hughes
               Lance Peterson, Director of Service Planning
                                                                                                              Richard Ward
                    Mark Phillips, Long Range Planner
                                                                                                              Kristen Moore
                      Jayson Hagen, GIS Specialist
                                                                                                          Stephanie Von Drasek
                    Hazelwood School District
                                                                                   . . .and hundreds of North County residents
ACKNOWLEDGMENTS                                                                                                                             DRAFT May 2011
St. Louis County and the St. Louis County Econom-
ic Council commissioned Dover, Kohl & Partners, a
town planning firm, to act as an extension of County
staff to create a conceptual plan for the redevelop-
ment of the Jamestown Mall that balances the inter-
ests of the community, property owners, developers,
and the County.

Dover, Kohl & Partners teamed with H3 Studio (lo-
cal town planners), Urban Advisors (market and
economic analysts), Stock & Associates (civil engi-
neers), and Vector Communications (public partici-
pation strategists) to complete this planning effort.

The charge for the planning team was to balance
their professional expertise as town planners, civil
engineers and economists with the knowledge of
developers' and retailers' business models and in-
corporating the needs and desires of the commu-
nity. The Dover-Kohl team sought to find common
ground between all of these interests; the consen-
sus reached through the planning process became
the foundation for the Jamestown Mall Area Plan.

The Jamestown Mall Area Plan is the result of neigh-
borhood residents, civic leaders, business owners,
St. Louis County, St. Louis County Economic Coun-
cil, local developers, and property owners coming
together to proactively plan for the future. The
Plan builds upon previous planning efforts already
undertaken by the County and Economic Council,
and it addresses market and economic challenges
and realities, transportation, community needs, and
funding challenges for the redevelopment of James-
town Mall. The Plan incorporates community input,
illustrating the desired evolution of the area, and
outlines achievable steps to get there.

May 2011 DRAFT                                          JAMESTOWN MALL AREA PLAN
                                                                                                         J AMESTOWN M ALL A REA P LAN
                                                                                                                 E XECUTIVE S UMMARY
                                                                                                                                     S AINT L OUIS C OUNTY , M ISSOURI
BACKGROUND                                                                                        PROCESS
Jamestown Mall opened in 1973 offering regional commercial merchandise on                         As a first step, in the fall of 2009 the Urban Land Institute (ULI) conducted a
the suburban fringe of St. Louis, in anticipation of residential development mov-                 panel study of the North County area to identify the issues contributing to the
ing into the area. The anticipated residential units never materialized and un-                   decline of retail and to provide realistic recommendations for the best use of
fortunately, in recent years, new regional shopping destinations that are located                 commercially zoned lands, particularly at the Jamestown Mall location. As a
closer to larger populations of shoppers have degraded the effective trade area                   result of the study, ULI suggested a two-part solution that included the creation
of Jamestown Mall, causing a decline in sales and foot traffic. Over time, the                    of a coordinated vision and public participation from the community. ULI deter-
quality of merchandise offered has declined and is now misaligned with the                        mined that the best use for the land given the constraints on the property was
needs of the North County community. Today, although two of the mall's anchor                     to demolish the existing mall and replace it with a smaller scaled, neighborhood
buildings are occupied, its other two anchor buildings are vacant and portions of                 oriented mixed-use development.
the mall have been walled off to reduce the appearance of vacant space.
                                                                                                  Taking the next step recommended by the ULI study, St. Louis County com-
North County residents remember Jamestown Mall's days as a shopping destina-                      missioned Dover, Kohl & Partners, a nationally-recognized town-planning firm
tion and want something more positive for their community in this location. In                    to create an Area Plan for the Jamestown Mall site. Beginning with a kick-off
response to the community, St. Louis County investigated what could be done to                    presentation in July 2010 and a six-day design charrette in September of 2010
improve the site's performance.                                                                   the County brought together community members, community leaders, elected
                                                                                                  officials and the design team to work together toward a common solution.

                                                                                                  The County’s initiative came at a time when the Mall's owners were burdened
                                                                                                  with a worsening national recession. Reimagining the future of Jamestown Mall
                                                                                                  requires a long-range perspective and broad consideration of possibilities. Do-
                                                                                                  ver-Kohl's multi-disciplinary design team of national and local experts provided
                                                                                                  necessary outside perspective for the future of the site.

                                                                                                  As an important first step, the design team helped to establish community con-
                                                                                                  sensus and reset the community's expectations through hands-on design exer-
                                                                                                  cises with the general public and meetings with neighbors. The building of this
                                                                                                  general consensus was used to create a shared vision and lay the groundwork for
                                                                                                  future public support necessary to obtain approvals required for the redevelop-
                                                                                                  ment of the site.

A village center with neighborhood serving retail could create a new identity for North County.

                                                                                                                                                                         Page ES.1
EXECUTIVE SUMMARY                                                                                                                                                  DRAFT May 2011
FIRST PRINCIPLES                                                                     PLAN STRATEGIES
Through the public design process, community members and the design team             In order to compete with the newer retail formats emerging closer to large con-
worked together to develop a series of economic and placemaking principles to        centrations of consumers, the Jamestown Mall site needs to become a walkable
guide the appropriate redevelopment of Jamestown Mall. Shaped from public            environment, with shared parking, housing, and workplaces in a mixed environ-
input during the charrette, the “First Principles” embody the public’s vision for    ment that provides on-site support for retail activities. Creating this environ-
the future of this important property.                                               ment with its diverse housing opportunities could encourage the location of new
                                                                                     employment at the site.
Due to many variables and unknown factors, the plan must remain flexible to
accommodate changing economic forces, developers’ pro-forma, existing anchor         In order to make the site a viable place, the current large expanses of surface
tenants and unforeseen needs or uses. While the built-in flexibility leaves some     parking should transition over time into an interconnected network of streets
uncertainty about the exact form, layout, and use of the property, the First Prin-   forming coherent blocks. Parking should be located in mid-block locations be-
ciples help to create stability and certainty about future development.              hind buildings in order to create a pedestrian-friendly village center streetscape.
                                                                                     These streets should be equipped with the components necessary to make pe-
                                                                                     destrians comfortable, such as street trees, benches, narrow traffic-calmed travel
                            FIRST PRINCIPLES                                         lanes, and on-street parking.
                                                                                     Diversification of uses will also make the site more resilient to the ups and downs
         "Reset" the Property in                  Seek to Establish a New            of economic markets. Imagine if it were possible to live in a townhouse only
            Everyone's Mind                      "Heart of the Community"            blocks away from shopping and from one’s office; if restaurants, a grocery store,
                                                                                     dry cleaners, and daycare were also located nearby. If the development plan pro-
             Balance Private                   Design Mixed-Use, Walkable,           vided opportunities for families to live in a walkable village, close to shops and
            & Public Interests                        Smart Growth                   employment, and insured a high quality of design and construction, this location
                                                                                     could provide a competitive alternative to New Town St. Charles.
            Keep it Phase-able             Emphasize the Strengths of the Site
            to Keep it Feasible
                                                 Build for the Coming Era,
    Balance Neighborhood Desires                     Not the Last One
        & Developer Priorities
                                                Build Well, or Do Not Build

                                       The vacant Sears as it exists today.          The northwest (Sears) site is transformed over time from a single-use mall to a village center.

Page ES.2
May 2011 DRAFT                                                                                                                                     JAMESTOWN MALL AREA PLAN
ECONOMIC ANALYSIS                                                                      CONCEPTUAL PLAN SCENARIOS & ALTERNATIVES
The large open parking lots and vacant outparcels comprising Jamestown Mall            Alternatives for the best use and form of development for each parcel, based on
represent a tremendous opportunity for future diversification of the site’s uses.      its location on the site and its proximity to surrounding uses and roadways are
                                                                                       illustrated in this plan. The plan areas also illustrate four main plan scenarios,
As evident by the closing of national retailers at the Jamestown Mall site, this       shown on the following page, that represent varying development strategies
location is not well suited for a regional retail center. However, as demonstrated     for the entire site. Different aspects of each of the plan strategies can be mixed
by analysis in the Jamestown Mall Area Plan report, in the format of a village         leaving maximum flexibility while maintaining a cohesive plan for the site. All
center there is a potential current market for 76,000 to 200,000 square feet of        plans adhere to the First Principles and create a village center for the surround-
new retail on the site serving the local economy.                                      ing community.

Based on the economic findings of the trade area for this location, the James-         The proposed development scenarios allow for phasing that permits the James-
town Mall Area Plan is centered on one main idea – transforming the single-use,        town Mall site to develop incrementally. Single or multiple parcels may be re-
large footprint buildings of Jamestown Mall into a mixed-use village center that       developed while others may remain in operation. The end result of incremental
can easily adapt to changing economic needs and pressures.                             development is that each new construction project helps to add to a cohesive,
                                                                                       complete village. The plan works equally well should the property come under
In reconfiguring the Jamestown Mall site for uses that better serve the adjacent       single ownership and be redeveloped all at once.
neighborhoods, there is an opportunity to provide the community with a village
center. The size of the site, approximately 142 acres, could allow up to 1,400
new single-family attached and detached dwellings and apartments units in ad-
dition to the 200,000 square feet of retail, and 80,000 square feet of offices or
varying combination of the above.

The analysis also identifies a potential market for senior living in small lot hous-
es and townhomes which could account for 600 of the new households. The
importance of this residential and employment base is essential to make the
retail component more attractive to retail developers, investors and successful
as a business location.

At the lower range, the site could support 700 new units which would significantly
contribute to the viability of local-serving retail by providing customers with this
as their most convenient shopping location. Providing a concentration of middle-
income households is attractive to retailers and is the best chance the site has at
insuring the success of services like a grocery store and restaurants.

                                                                                       Senior housing, shown above, is an integral part of the proposed new walkable village.

                                                                                                                                                                                Page ES.3
EXECUTIVE SUMMARY                                                                                                                                                    DRAFT May 2011
TRADITIONAL NEIGHBORHOOD DEVELOPMENT PLAN                                                             GARDEN SUBURB PLAN

                                                     vard                                                                                                vard
                                      Lindbergh Boule                                                                                     Lindbergh Boule
                                                                                  Robbins Mill Road                                                                                       Robbins Mill Road
                 Old Jamestown Road

                                                                                                                     Old Jamestown Road
  City of                                                                                               City of
  Black                                                                                                 Black
   Jack                                                                                                  Jack

                                                                        eek                                                                                                 eek
                                                                    r Cr                                                                                                r Cr
                                                                wate                                                                                                wate
                                                            Cold                                                                                                Cold

                                                                           0   200'   400'       0'
                                                                                               800'                                                                            0   200'   400'        0'

The Traditional Neighborhood Development Plan features a block and street                             The Garden Suburb Plan features curvilinear streets, center median boulevards,
network creating a complete village. A diverse village center is focused                              and larger parks and retention areas throughout the village. Neighborhoods are
on the northwest parcel and could extend to the plaza at the center of the                            planned around a network of enhanced natural systems that connect throughout
neighborhood. This scenario develops the site fully including the southern parcel                     the site and to the natural flowways of Coldwater Creek through the open space
by Coldwater Creek. The operating anchor stores remain as the village center                          systems of neighboring subdivisions. Retail is contained within the northwest
and neighborhoods develop around them. If the existing anchor stores close, the                       parcel, resulting in a focused amount of neighborhood retail. The plan identifies
parcels can be redeveloped to create a more complete neighborhood. As with                            a potential location for a sports complex prominently on Lindbergh Boulevard.
the other scenarios, a diversity of housing is offered including townhomes, live/                     The southern portion of the site is illustrated with an amphitheater and a large
work units, duplexes, multi-family buildings and small homes on private lots.                         park that would connect to the Great Rivers Greenway trail system.

Page ES.4
May 2011 DRAFT                                                                                                                                                         JAMESTOWN MALL AREA PLAN
CENTRAL COMMON PLAN                                                                                      PARK & VILLAGE PLAN

                                                   vard                                                                                                     vard
                                    Lindbergh Boule                                                                                          Lindbergh Boule
                                                                                     Robbins Mill Road                                                                                       Robbins Mill Road

               Old Jamestown Road

                                                                                                                        Old Jamestown Road
  City of                                                                                                  City of
  Black                                                                                                    Black
   Jack                                                                                                     Jack

                                                                      eek                                                                                                      eek
                                                                  r Cr                                                                                                     r Cr
                                                              wate                                                                                                     wate
                                                          Cold                                                                                                     Cold

                                                                         0   200'   400'        0'
                                                                                              800'                                                                                0   200'   400'         0'

The Central Common Plan starts with the premise that all of the mall property                            The Park & Village Plan is one in which portions of the site are transformed
comes under single ownership of a master developer. This scenario allows the                             into a regional park while others are cleared of their existing conditions to
property to be developed in a manner irrespective of the existing property lines,                        reduce blight, but are held until economic conditions are more favorable to
roadways, underlying infrastructure, and buildings. With more freedom to                                 development. The northwest parcel could develop with a small village center
form plan geometries, a larger central gathering space surrounded by shops                               with a neighborhood serving retail and expand in the future. Farming may
and townhomes, similar to Lafayette Square in St. Louis, could be possible. It                           continue on the eastern outparcels. This scenario could be considered an interim
should be stated that any of the four scenarios would benefit from and could be                          stage to the other development scenarios.
implemented under single ownership and a master developer.

                                                                                                                                                                                                          Page ES.5
EXECUTIVE SUMMARY                                                                                                                                                                                   DRAFT May 2011
NEXT STEPS                                                                                                 STEPS FOR IMPLEMENTATION
Due to the current economic downturn, development at the Jamestown Mall site                                                                                    short term        mid term        long term
faces many challenges in the near term and it will take time before the private                                                                                 1-5 years        6-15 years       15+ years
sector has an appetite for new development. The public sector may need to take                              MARKETING
a leadership role to set the stage to attract private investment.                                           1. Promote North St. Louis County
                                                                                                            2. Promote the Jamestown
Ultimately, it will take a coordinated effort between the public and private                                   Mall Area Plan
sectors in order to achieve the desired community results. St. Louis County
should take an active role in continuing the efforts to redevelop Jamestown Mall                            POLICY & REGULATORY CHANGES
into an economically sustainable development by clearing obstacles and setting                              3. Adopt the Plan
the stage for future development effort. But the County cannot do this on its                               4. Develop an Acquisition Strategy
own. Knowing that the public sector is committed to the plan, the private sector                               4A. Engage the Property Owners
should also take an active role in the redevelopment of this site.                                             4B. Acquire the Property
                                                                                                               4C. Clear the Land
Expectations for this project need to be placed in a realistic context. Depending                              4D. Create a Public-Private
on market and credit conditions it could take time to produce substantive                                          Partnership
change on this site. Redevelopment of the property will not happen overnight                                5. Revise the Zoning
but there are steps that can be taken now to set the stage for development. As
the economy recovers it will become more economically viable for development                                ECONOMIC STRATEGIES
to occur in this location. Some steps toward implementation will set the stage                              6. Create a Detailed Strategy for
for development of the site while also enhancing the retail and community                                      Retail, Office & Residential Uses
environment throughout North County.                                                                        7. Use Smart Phasing & Incremental
                                                                                                               Steps to Implement Detailed Plan
For example, because most of North County has developed along conventional
suburban road networks and formulas, there is now an excess of regional
commercial space available, causing lowered performance from all locations.
Removing excess commercial space on the Jamestown Mall site from the regional
surplus would help make other commercial locations in North County more viable.

In the table that follows, steps that address marketing, policy and regulatory
changes, and economic strategies are presented along with an estimated timeline
for implementation. They have been broken into short term (1-5 year range)
mid term (6-15 year range), and long term (15 years and beyond) goals.

Following this long-range, phased plan for redevelopment, the Jamestown Mall
site promises to become a memorable part of the North County community once

Additional information on the Background, Process, First Principles, Details of the Plan, Economics, and
Next Steps can be found in the Jamestown Mall Area Plan Report.

                                                                                                           A variety of residential building types would be located within walking distance to shops.

Page ES.6
May 2011 DRAFT                                                                                                                                                           JAMESTOWN MALL AREA PLAN
                    T ABLE     OF     C ONTENTS                2
                                               BACKGROUND      1
                                                   PROCESS     2
                                            FIRST PRINCIPLES   3
                                        DETAILS OF THE PLAN    4
                                                 ECONOMICS     5
                                                NEXT STEPS     6


TABLE OF CONTENTS                                         DRAFT May 2011
        B ACKGROUND                            1
                            INTRODUCTION       1.1
                                 LOCATION      1.2
                   PROPERTY OWNERSHIP          1.3
                    EXISTING CONDITIONS        1.4
                    ZONING & LAND USE          1.6
                     SCALE COMPARISONS         1.8
                    MARKET CONDITIONS          1.12

                          RETAIL COMPETITION

                        EFFECTIVE TRADE AREA


                         TRANSPORTATION        1.20
                REGIONAL COORDINATION          1.22

                                          DRAFT May 2011
In the 1960s residential development in St. Louis
was spreading north of I-270 and along Highway
367 into North St. Louis County. The land between
I-270 and the Missouri River was primarily zoned
residential with relatively low densities. The area
north of Lindbergh Boulevard was zoned with a
minimum of three acre lots. At that time few par-
cels were zoned commercial in the North County
area, requiring residents to travel great distances in
order to meet their commercial needs.

Jamestown Mall opened in 1973. The opening of
the mall was an indication that commercial devel-
opment was trying to get ahead of residential devel-
opment in the suburban fringe of St. Louis County.

Since the opening of the mall, new regional shop-
ping destinations, located closer to larger popula-
tions of shoppers, have degraded the effective trade
area of Jamestown Mall causing a decline in sales
and foot traffic. An expansion of the mall was com-
pleted in 1994 in an effort to revitalize the mall
by adding two new anchor tenants, expanding the
movie theatre, and consolidating the food court.
                                                         ,PDJH RI -DPHVWRZQ 0DOO ZKHQ LW ¿UVW RSHQHG LQ                                    6RXUFH &UXL]LQ
Stable for a brief time, the quality of merchandise
offered declined and is now misaligned with the de-
mands of the North County community.

Although two anchor tenants remain in operation, the
two other anchor buildings are vacant. The southern
wing of the mall leading toward the former Dillard's
has been walled off and the remaining interior shop
fronts have a high vacancy rate, with the majority of
the stores being lower end discount stores.

                                                                                                               -DPHVWRZQ 0DOO RQ RSHQLQJ GD\
                                                                                                                                               6RXUFH &UXL]LQ

                                                                                                                                                               Page 1.1
BACKGROUND                                                                                                                                          DRAFT May 2011
Jamestown Mall is located in unincorporated
                                                                              3HOLFDQ ,VODQG                                                                                     0L
North St. Louis County. It is bounded by Lindbergh                                                                                                                                 VVL
Boulevard to the north, Old Jamestown Road to                                                                                                                                                        LYH
the west, Coldwater Creek to the south, and Fox
Manor to the south and east. Highway 367 is half                                                                                                               West Alton

a mile from the mall property, and one mile from
the intersection of Lindbergh Boulevard and Old
Jamestown Road.

The City of Black Jack is on the opposite side of
Coldwater Creek and the City of Florissant is located                                                                                       0L
                                                                                                                                                    UL 5
2.4 miles to the west down Lindbergh Boulevard.                                                                    .DUVW 7RSRJUDSK\                     LYH
Downtown St. Louis is 14 miles away, Lambert St.
Louis International Airport is approximately 9 miles
away, and I-270 is 3.4 miles to the south.
                                                                                                                                      Jamestown Mall
North County is unique in that it sits by the
confluence of the Missouri, Mississippi, and just
south of the Illinois Rivers. Wide floodplains create
large barriers between Alton in Illinois and North                                            %RX
                                                                                                  OHY                                                                                     &ROXPELD
County. Coldwater Creek, a tributary of the Missouri                                      UJK
                                                                                      G EH                                                                                               &RQVHUYDWLRQ
River, runs along a portion of the southern edge of                                                                                                                                         $UHD

the Jamestown Mall property and has floodplain
associated with it that affects the southern portion
of the property.

A geological condition known as karst topography is
located between the bluffs of the Missouri River and
Jamestown Mall. Karst topography is a limestone
formation characterized by sinkholes. It is created by
the erosion of the limestone by the movement and
flow of water underground. The karst topography is
protected and prevents the area from being densely


The agricultural and natural features adjacent to

Jamestown Mall are a benefit to St. Louis County.

                                                         -DPHVWRZQ 0DOO DHULDO YLHZ

Page 1.2
May 2011 DRAFT                                                                                                                                                     JAMESTOWN MALL AREA PLAN
The Jamestown Mall site consists of approximately
142 acres divided between five primary property                                                                YDUG
                                                                                             /LQGEHUJK %RXOH
                                                                                                                       'HYHORSPHQW *URXS                        5REELQV 0LOO 5RDG
Three of the anchor tenants, JC Penney Outlet,
Macy's, and Sears (now vacant), each own their                                                   6HDUV +ROGLQJ
building, and portions of the parking lot. Access
to each property is provided from either Lindbergh
Boulevard or Old Jamestown Road.

                                                                           ZQ 5RDG
                                                                                                                                                Mall Realty
                                                                                                                        -& 3HQQH\ +ROGLQJ     Management, LLC
The former Dillard's building, portions of the                                                                              &RPSDQ\
parking lot, two outparcels, and the majority of the

                                                                             2OG -DPHVWR
lands to the south adjacent to Coldwater Creek are
owned by the Carlyle Development Group.                                                               Jamestown
                                                                                                      Mall Realty
                                                                                                    Management, LLC
The interior portion of the mall, the movie theatre,
a retention pond, and one of the outparcels on
Lindbergh Boulevard are all owned and operated by
Jamestown Mall Realty Management, LLC.                                                                                                                'HYHORSPHQW

Multi-parcel ownership complicates the development        City of
of the site so the conceptual plans were developed        %ODFN
                                                           -DFN                              &DUO\VOH
to allow for single parcel development as other                                            'HYHORSPHQW
parcels become available.                                                                     *URXS

                                                                                               Mall Realty
                                                                                             Management, LLC



                                                       3URSHUW\ RZQHUVKLS PDS

BACKGROUND                                                                                                                                                                 DRAFT May 2011
The mall buildings consists of 1.2 million square feet
of retail space including four anchor stores, a movie
theatre, and a food court. Today, two of the anchor
store buildings are vacant and the wing of the mall
attached to the movie theatre has been vacated and
partitioned off. The remaining 412,000 square feet
of retail space is sparsely occupied by approximately
48 tenants.

Even with a large portion of the vacant retail square
footage out of sight, a gap tooth effect is created by
the leasing of occupied and vacant storefronts.
                                                         $ QHZ VLW GRZQ UHVWDXUDQW 2
The mall is surrounded by large, mostly empty,
deteriorating, surface parking lots. Parked cars tend
to concentrate around the food court, movie theatre
entrance, and by the two anchor stores. Weeds
grow out of the parking lots by the old Dillard's
department store adding to the sense of isolation
and disinvestment.

The outparcels around Jamestown Mall were never
developed as intended. The outparcels are currently
being leased to a farmer that grows soybeans and
corn in an effort to utilize the land.


Page 1.4
May 2011 DRAFT                                                                                                                                      JAMESTOWN MALL AREA PLAN
Jamestown Mall's two operating anchors are the
JC Penney Outlet Store and Macy's. The stores are
located in the anchor buildings that were added
in 1994. The fountains at the crossing of interior
hallways still have their original artwork and several
kiosks are in operation.

The food court has two remaining stores in operation.
Old signs give the promise of more establishments
opening soon. A new sit-down restaurant has
recently opened across from the movie theatre.

In the mornings the mall is active with recreational
walkers; however, most supply their own water
and coffee. Throughout the day the mall has few
shoppers. Most people that come to the mall visit
one of the anchor stores, but rarely enter the interior
corridors or visit the independent in-line stores
between the anchor stores of the mall itself.

                                                                Page 1.5
BACKGROUND                                                DRAFT May 2011
The zoning map illustrates the current zoning for Jamestown Mall and surrounding properties. There
are additional commercial properties across Old Jamestown Road and by Highway 367 that are zoned
commercial but that have never been developed, just like the outparcels of Jamestown Mall.

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May 2011 DRAFT                                                                                                                     JAMESTOWN MALL AREA PLAN
The land use map illustrates the current land uses for Jamestown Mall and surrounding properties. The
outparcels of Jamestown Mall, along with several other commercially zoned properties, appear as open land
in the land use map.

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BACKGROUND                                                                                                                               DRAFT May 2011
To put the scale of the Jamestown Mall site in per-      square mile centered on the highlighted shopping    known shopping areas in St. Louis. They also il-
spective, scale comparisons helped community par-        area with an outline of the Jamestown Mall super-   lustrate the characteristics of the areas immediately
ticipants relate the scale of the Jamestown Mall         imposed around each area.                           surrounding each destination. Each area is either
property to other familiar shopping areas in St. Louis                                                       located adjacent to highways, at major intersections,
and the French Quarter in New Orleans. All of the        These diagrams show the abundance of land at the    or within a dense network of residential streets.
plans are shown at the same scale and illustrate one     Jamestown Mall site in comparison to many other

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Page 1.8
May 2011 DRAFT                                                                                                                        JAMESTOWN MALL AREA PLAN
For the pedestrian, the most walkable parts of towns       The area of Jamestown Mall not only encompasses        The final example of the French Quarter in New
and cities are where the block size is the smallest. Pe-   the commercial district of the Central West End,       Orleans at the mouth of the Mississippi River illus-
destrians prefer highly interconnected areas because       it also covers portions of the residential neighbor-   trates that much of the historic portion of the city
it is easier to get from one destination to another        hoods, the hospital district and Forest Park.          would fit within the Jamestown Mall property.
when they do not have to walk along the perimeters
of large blocks. Where there are multiple block faces
there are also likely to be more destinations.

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BACKGROUND                                                                                                                                             DRAFT May 2011
                                                                 THE EVOLUTION OF THE AMERICAN MALL
                                                                   & ITS IMPLICATIONS FOR JAMESTOWN MALL
  The history of the American Mall is very similar                                                                          The next two shopping centers, Market Square,
  to that of America’s Main Streets which the                                                                               built in 1916 outside of Chicago, and Country
  mall seemed, for a time, to have replaced: rise,                                                                          Club Plaza which opened in 1925 on the edge of
  decline, and adaptation to market trends and new                                                                          Kansas City, Missouri, were also both part of master
  consumer preferences. Ironically, over time the                                                                           plans that included garden suburbs integrated
  malls in America that have continued to succeed                                                                           around the shopping plazas. Each also showcased
  have come more and more to resemble our historic                                                                          quality architecture, though both were built with
  Main Streets.                                                                                                             inexpensive materials. Each was constructed by
                                                                                                                            one developer, with plenty of parking located
  Malls across the country are being transformed,                                                                           at the rear of the lots, but with street-oriented
  wholly or incrementally, from single use shopping                                                                         architecture to draw nearby residents on foot.
  destinations into mixed-use communities with                     5RODQG 3DUN 6KRSSLQJ &HQWHU %DOWLPRUH 0DU\ODQG    Both continue to function as true town centers for
  vibrant Main Streets, residential uses, entertain-                                                                        the surrounding communities.
  ment, and dining experiences.
                                                                                                                            During the Great Depression and through World
  The precursors to the regional mall were the                                                                              War II very few shopping centers were built, but
  “shopping centers” of the turn-of-the last century.                                                                       by 1950 the economy had recovered and car
  Shopping centers had three things in common                                                                               ownership had become nearly universal. A very
  with the standard American mall: they consisted of                                                                        different approach was utilized by the first shopping
  stores built and leased by the same developer, had                                                                        mall built in the manner of Jamestown Mall.
  plenty of free on-site parking, and were located
  at the center of an emerging suburban area1 – all                                                                         The first such enclosed mall, Northgate Mall,
  similar to Jamestown Mall.                                                                                                built outside of Seattle in 1950, was developed
                                                                                                                            as a free-standing project, inward-looking, facing
  The first shopping center, Roland Park Shopping                  0DUNHW 6TXDUH /DNH )RUHVW ,OOLQRLV                a central corridor and surrounded on all sides by
  Center of 1907 in Baltimore, was part of a                                                                                a 4,000-car parking lot. A car trip was necessary
  complete community planned by the Olmsted                                                                                 to reach Northgate Mall, especially as nearby
  brothers and George Kessler. Roland Park is a                                                                             neighborhoods were demolished to make room
  walkable, connected, mixed-use community.                                                                                 for a growing parking field.
  The design was standard for its time, but would
  likely to be labeled a “traditional neighborhood                                                                          The spread of shopping malls followed post-war
  development” if planned today. Perhaps because of                                                                         sprawl construction which provided housing,
  its memorable multi-story Tudor style architecture                                                                        offices, and shopping to the growing population
  and its reliable base of shoppers close by, Roland                                                                        at relatively inexpensive prices to the consumer.
  Park Shopping Center is still in operation today.                                                                         However, these land uses were all separated from
                                                                                                                            one another across the landscape causing huge
                                                                                                                            environmental, social, aesthetic, and highway
  1 Rybczynski, Witold. City life: urban expectations in a new
                                                                                                                            infrastructure costs that America is paying for
     world. New York: Scribner, 1995.                              &RXQWU\ &OXE 3OD]D .DQVDV &LW\ 0LVVRXUL 

Page 1.10
May 2011 DRAFT                                                                                                                                      JAMESTOWN MALL AREA PLAN
 today. Car ownership thus became a de facto                                                        the form of a so-called “urban village” which is
 requirement for nearly every American.                                                             home to shops and restaurants.

 Jamestown Mall was one of the 25,000 auto-                                                         A true village, however, also requires a residential
 oriented shopping centers or malls built between                                                   component. The soundest long term model for
 1950 and 1990. In 1995 Witold Rybczynski wrote,                                                    the Jamestown Mall site may be some of the
 “The debate about whether shopping malls could                                                     continuously successful first shopping centers like
 or should replace or augment the downtown is                                                       Roland Park Shopping Center, Market Square,
 academic...there is little doubt that the shopping                                                 and Country Club Plaza: complete communities
 mall is the new downtown.”2 He describes                                                           with a built-in pedestrian-based consumer market
 walking a deserted downtown Main Street at that                                                    unaffected by rises in fuel and transportation
 time that sounds very similar in its description      1RUWKJDWH 0DOO 6HDWWOH :DVKLQJWRQ    costs and customer loyalty by proximity.
 of closed or barely surviving stores and empty
 passageways to a walk through Jamestown Mall                                                       The books Greyfields Into Goldfields3 and Malls
 today. Yet, throughout the country, main streets                                                   Into Mainstreets4 talk about examples throughout
 are in a period of rediscovery and resurgence as                                                   the country where former malls and greyfield sites
 people look for unique experiences that offer a                                                    have been turned into thriving mixed-use town
 variety of activities, not just shopping.                                                          centers and walkable residential neighborhoods.
                                                                                                    In most cases these new centers are weathering
 In 2008 Newsweek featured an article entitled “Is                                                  today's national economic downturn more
 the Mall Dead?” describing how throughout the                                                      successfully than malls or lifestyle centers as
 country mall vacancies are rising significantly and                                                they more easily adapt to constantly changing
 malls are closing in record numbers. Many malls                                                    markets.
 are being demolished to make room for big box
 discount stores but others are being converted
 to open-air “lifestyle centers” which resemble
 traditional Main Streets by providing a comfortable
 place for pedestrians amid restaurants, movie
 theatres, offices, and even civic uses.

 Lifestyle centers are places where people can
 do more than shop – they can gather, exercise,
 socialize, and enjoy a sense of community.
 Northgate Mall, for instance, the first example
 of a completely enclosed, exclusively shopping
                                                                                                       %RG]LQ 6WHYHQ DQG 6REHO /HH *UH\¿HOGV ,QWR *ROG¿HOGV
 experience, has since built multiple open-air                                                          &KLFDJR &RQJUHVV IRU WKH 1HZ 8UEDQLVP 
 additions with tight pedestrian street segments in                                                    &RQJUHVV IRU WKH 1HZ 8UEDQLVP 0DOOV ,QWR 0DLQVWUHHWV
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 2 Rybczynski

                                                                                                                                                             Page 1.11
BACKGROUND                                                                                                                                           DRAFT May 2011

As part of Saint Louis County, "North County"
identifies itself as a distinct entity with an economic
character that does not always parallel the rest
of the county. While most data is available at the
county level, much of this study required separating
or estimating North County data wherever possible.

For the purpose of this study, the North County area
is defined by North County Incorporated service area
highlighted in the map to the right. It is bounded
by the Missouri River on the north and west, the
Mississippi River and the City of St. Louis to the
east, and Page Avenue or State Road to the south.

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Page 1.12
May 2011 DRAFT                                                                                                                        JAMESTOWN MALL AREA PLAN
The median household income in the North County
area around the Jamestown Mall is relatively high
(see map at upper right); however, the population
density is among the lowest in the region (see map at
lower right). This correlation indicates that although                                                               Jamestown Mall
the immediate area surrounding Jamestown Mall
has above regional average incomes, Jamestown
Mall is not well located for a regional retail center.
The site is located on the fringe of the population
center, where it is not convenient or accessible to
concentrations of residents.

When the Jamestown Mall property was developed
there were few other retail options in the North                                                                                                                     2010 Median HH Income
                                                                                                                                                                        by Census Tracts
County area. The developers of the mall anticipated                                                                                                                      $72,178 - $178,047
that as other retail options became available, new                                                                                                                       $57,839 - $72,177

residential units would be added around the mall,                                                                                                                        $46,474 - $57,838
                                                                                                                                                                         $33,622 - $46,473
especially north of Lindbergh Boulevard, even                                                                                                                            $0 - $33,621

though it was not zoned to hold much residential
                                                         -DPHVWRZQ 0DOO LV ORFDWHG LQ D KLJKHU LQFRPH DUHD                                                            6RXUFH (65, %$2
also counted on serving the growing communities to
the north and east around Alton.

However, the karst sinkholes and the floodplain
prevent any significant development on the land
                                                                                                                      Jamestown Mall
north of Lindbergh Boulevard around the mall.
Alton Square opened in 1978 in direct competition
to Jamestown Mall, providing more convenient
service to residents on the other side of the Missouri
and Mississippi Rivers.

The geologic and geographic constraints of the site
leave the immediate trade area characterized by
low density neighborhoods and agricultural uses.
                                                                                                                                                                     2010 Population Density
This provides an amenable setting for living close                                                                                                                      by Census Tracts
to nature, but does not provide a strong primary                                                                                                                           5542.7 - 15941.7

market to support a regional mall.                                                                                                                                         3637 - 5542.6
                                                                                                                                                                           2604.9 - 3636.9
                                                                                                                                                                           1103.8 - 2604.8
                                                                                                                                                                           0.0 - 1103.7

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BACKGROUND                                                                                                                                                               DRAFT May 2011
The lack of critical mass in population surrounding
the mall is visible when compared to the 1 mile
surrounding Jamestown Mall and the Shoppes
at Cross Keys. Much of the land surrounding
Jamestown Mall cannot be developed with more

residential homes. By increasing the number of                                                                                                                 0L

residential households on the mall property itself,                                                                                                                   XUL



                                                                                                                                                1 Mile
some new retail in addition to the existing anchor

stores will be sustainable in this location.

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Page 1.14
May 2011 DRAFT                                                                                                                                                                      JAMESTOWN MALL AREA PLAN
Although Jamestown Mall is located half a mile from
Highway 367, it is not in the regionally preferred
high traffic corridor of Route 40 (I-64). The map
of local retail facilities begins to communicate that,
like most of America, this region has far more retail
space than is supportable by the population. Area
retail professionals have suggested that the “center
of gravity” for retail in the North County area is
closer to Lindbergh Boulevard and New Halls Ferry
Road, 3 miles to the west of the site. Discussions
with local development consultants revealed
that the Jamestown Mall site is better suited to
neighborhood type uses because regional draws
would not likely locate, or be adequately supported,
in this location.

Other mall locations, outside of the central business
corridor, are also underperforming.

Regional malls typically draw from a primary
market of over 200,000 households; North County
has 150,000 households.

Regional malls typically locate near concentrated
employment centers with around 180,000 jobs5;
while all of North County is home to 180,000 jobs,
                                                                 PRUH FRQYHQLHQW WR WKH FRQFHQWUDWLRQV RI KRXVHKROGV                                               6RXUFH *RRJOH 0DSV 8UEDQ $GYLVRUV /WG
Jamestown Mall is in the northeast.

Typical required traffic counts for a regional mall
are over 30,000 trips per day; Lindbergh Boulevard
itself only has 17,500 trips per day and Route 367
has 24,000.                                                           THIS SITE DOES NOT HAVE THE MINIMUM
                                                                       REQUIREMENTS TO BE CONSIDERED FOR
                                                                       A REGIONAL SHOPPING DESTINATION IN
                                                                                      TODAY'S MARKET.

5   Professional concurrence with ULI, Advisory Services Panel
    Report, Jamestown Mall, 2009.
                                                                                                                                                                                              Page 1.15
BACKGROUND                                                                                                                                                                             DRAFT May 2011
Drive time trade areas are one way economists and retailers determine where the                  The seven minute driving radius around Jamestown Mall is home to 11,700
majority of shoppers will come from for a given retail location. Given a choice,                 households which could support around 600,000 square feet of retail6. Since
customers will shop at stores that are closest and most convenient to their homes                this trade area already includes the Crossings at Halls Ferry, Shoppes at Cross
that have the products they want to buy. In evaluating the local capacity to sup-                Keys, existing anchor stores at the Jamestown Mall, and all the other miscella-
port retail in this location, a seven minute driving time was looked at. The seven               neous retail and restaurant offerings along Lindbergh Boulevard and the front-
minute driving time is a typical trade area for local serving retail.                            age roads of Highway 367 already exceed this figure it limits the amount of
                                                                                                 auto-oriented retail able to be supported in this location.

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                                                                                                                                                   Jamestown Mall

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3DJH                                                                                         6   ESRI BAO, BizStats.com & Urban Advisors Ltd

May 2011 DRAFT                                                                                                                                         JAMESTOWN MALL AREA PLAN
The driving radius around Jamestown Mall intersects with the radius around the                      Jamestown Mall’s trade area also overlaps with the Crossings at Halls Ferry, with
Shoppes at Cross Keys. The centers are in competition for local retail dollars. Notice              which the market must also be shared, further reducing the effective primary
that Cross Keys is located near the intersection of New Halls Ferry and Lindbergh,                  trade area of Jamestown Mall. The Crossings at Halls Ferry has approximately
with better access to the more densely populated areas to the west. The Shoppes                     140,000 square feet of commercial space.
at Cross Keys has approximately 340,000 square feet of commercial space.

                                               Jamestown Mall                                                                                    Jamestown Mall

               Cross Keys                                                                                         Cross Keys

                                                                                                                                      Crossing at
                                                                                                                                      Halls Ferry

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BACKGROUND                                                                                                                                                                DRAFT May 2011
Jamestown Mall must share its primary market with the other two, better located                 The resulting effective trade area, highlighted in blue below, contains 4,700
local centers. The effective primary market (in blue below) is the area for which               households which can potentially support a maximum of around 200,000
Jamestown Mall is the most convenient alternative.                                              square feet of retail within the next 5 years, depending on the type of retail and
                                                                                                restaurants that are offered.

                                            Jamestown Mall                                                                                   Jamestown Mall

              Cross Keys

                                 Crossing at
                                 Halls Ferry

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Page 1.18
May 2011 DRAFT                                                                                                                                     JAMESTOWN MALL AREA PLAN
The site is not located in proximity to other clusters
of employment, which in the North County area
gravitate to the I-270 corridor. The closest major
employer to the Jamestown Mall property is
Christian Hospital, with 2,100 employees.

A loss of jobs in the North County area was
experienced several years ago due to cutbacks in the
defense and auto industries.                                                                                            Jamestown Mall

Attempts by the property owners to lure health
service corporate offices away from downtown have
been unsuccessful. One of the existing buildings on
the Jamestown Mall property has been marketed
for use as a call center, but due to the high cost of
infrastructure improvements needed to re-purpose
the building for the necessary communications
access and the competitive nature of the market for
a stagnant industry, it is an unlikely prospect at this

A new facility for the National Archives and Records
                                                                                                                                      6RXUFH %XUHDX RI /DERU 6WDWLVWLFV /RFDO (PSOR\PHQW '\QDPLFV 
national archives facility outside of Washington, D.C.
and will relocate approximately 800 jobs from south
of the airport to the North County area. Employees
for this facility may find housing in a village setting
at Jamestown Mall desirable.

BACKGROUND                                                                                                                                                                       DRAFT May 2011
Jamestown Mall is located at the northeastern
end of Lindbergh Boulevard. Daily car trips in
this segment along Lindbergh Boulevard average
17,000 a day. Although Jamestown Mall is located
at the intersection of Lindbergh Boulevard and
Old Jamestown Road, Old Jamestown Road is a
local serving street and does not have a significant
amount of daily use.                                                                                                                                      0L


Alternately the Shoppes at Cross Keys, which

replaced a dead mall in 2004, has approximately

                                                                                                                                                    Jamestown Mall

50,000 daily drive-by car trips. The Shoppes at                                                                               /LQGE DUG


Cross Keys has the added benefit of being at the
intersection of a major crossroads so it receives an                                                                    6KRSSHV DW
                                                                                                                        &URVV .H\V
additional 30,000 daily car trips as people travel
along New Halls Ferry Road.

To improve traffic, safety, and congestion problems                                                                                                                                                     L5
along Highway 367, the Missouri Department of                                                                                                                                                    LVVLS
Transportation (MoDOT) reconfigured the road in                                                                       ,

2007. The road was reconfigured to have grade
separated intersections north of I-270 while south of
I-270 the road is configured as a four-lane divided
parkway with a landscaped median.







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Page 1.20
May 2011 DRAFT                                                                                                                                                                 JAMESTOWN MALL AREA PLAN
                                                                                                                                                                                                                                                                                                                                                                                   ffe tive Date                            st 3 2 1
                                                                                                           Effective Date: AUGUST 30, 2010
Jamestown Mall is currently served by two bus

                                                                                                                                                      Old Jamestown Rd.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Old Jamestown Rd.
                                                                                                                                                                                                                       Lewis & Clark
routes: the 27 - North County Shuttle and the 47                                                                                                                                                                                                                                                                                                                                                                                45, 174X                         Flower Valley

- N Hanley Route. With both of these bus routes                                                                                                                                          Lindberg
                                                                                                                                                                                         Lindbergh              67


combined, there are still less than 100 boardings per                                                                                                                                                                                                                                                                                                                                                                            Cross Keys





                                                                                                                                                                                                                                                                                                                                                                                                                                           New Halls Ferry
                                                                  New Halls Ferry Rd.



day at Jamestown Mall.

                                                                                                                                                                                7                                                                                                                                                                                                                              44
                                                                                                                                                                                                                                       New Jamestown Rd                                                                                                                                                                                                                                                    1
                                                                                                                                                                               47                                        6                                                                                           44                                 W. Washington St.                                                                                                                                  27

                                                                                                                           Old Halls Ferry
The bus stops at Jamestown Mall are located out in                5                     Parker Spur Rd.
                                                                                                           1RUWK                                        d.
                                                                                                                                                    er R                                                                               Parker
the parking lot along Old Jamestown Road. Often                                           Parker Rd.                                            Park

riders will have a 20 to 30 minute wait at the bus

stop if someone is transferring between the two                                                                            4                     Redman                                     36


routes. If the bus routes were located closer to one

                                                                                                                                                                                                                                                                                                                                                                                                     &HQWUDO $YH
                                                                                                                                                                                                                                                                                                       nd stries
                                                                                                                                                                                                                                                                                                                               Fleischer                 6         Airport Rd          45, 61
of the entrances to the mall then riders could wait                                             HOODS Park Ride Lot
                                                                                                                 36X,                                                                                                                                                                                                                                                     (YDQV $YH
inside, shop, or get a bite to eat while they wait for                                                  VSDFHV 174X                                                           Dunn Rd.
                                                                                                                                                                              Pershall Rd.
                                                                                                                                                                                                                                          Veterans Home                                                                                                                    4
                                                                                                                                                                                                                                                                                                                                                                             University              5

the next bus.

                                                                                                                                                                                                                                                             2                                                                                                    ort Han e Place Dr

                                                                                                                              Old Halls Ferry
                                                                                                                                                                                                                                                                                                                                                                   Station                                           College
                                                                                                                                                                                                                                                                                                                                                                  04, 34, 36, 44
                                                                                                                                                                              Ainsworth                                                                                                                                                                          45, 49, 61, 75, 98                                                                                              Legend
Metro Ridership statistics are broken down by

                                                                                                                                                                                                                                        Lewis & Clark Blvd
                                                                                                                                                                                                                                                                                                                                                                                                                                                             T                   Time Point

                                                                                                                                                                                                                                                                                                                                                        3            St. Charles Rock Rd             32, 33

political districts with North County primarily being            N
                                                                                                                                                                                                                                                                                                                                                                 Page        94
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Intersecting Bus Routes


                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Limited Service
part of District 4. Within District 4, approximately
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 MetroLink Station
1% of the population regularly relies upon transit.                                                                                                 61                    Chambers                        3                                                                                                                                              2           Olive        91

In addition, it costs Metro more subsidies in order                                                                                                                                Berwyn

                                                                                                                                                                                                                                        Lewis & Clark Blvd
to bring transportation out to the suburban fringe               Legend
                                                                                                                                                                                                                                                                                                                                                                  Delmar       97

than it does to provide services for areas closer to     T                Legend
                                                                 Time Point                                                                                                                                                                                                                                                              Forsyth
                                                                                                                                                                                                                                                                                                                                                                                                                                               T                    Time Point
the city center.                                             T   Intersecting Bus Routes
                                                                           Time Point

                                                                                                                                                                                                                                                                                                                    St Lo is Co nt
                                                                                                                                                                                 Jennings Station Rd.                                                                                                               overn ent Center                                                                                                                                Intersecting Bus Routes
                                                                          Intersecting Bus Routes                                                                                                                                                                                Riverview   16, 36,
                                                                 MetroLink Station                                                                                                                                                                                                                                          1
                                                                                                                                                                                                                                                                                  Tansfer    40, 41,
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    Limited Service
                                                                                                                                                                                                                                                                                             61, 90,                                                C a ton
                                                                                                                                                                                                                                                                                  Center                                            Dr
                                                                                           MetroLink Station                                                                                                                                                                                  36X                  Shaw Park
According to Metro, the Jamestown Mall location                                                                                                                                                                                             Riverview                                 1                                                             Station
                                                                                                                                                                                                                                                                                                                                                    01, 58, 66,
                                                                                                                                                                                                                                                                                                                                                                                                                                                                    MetroLink Station
                                                                                                                                                                                                                                                                                                                                                   97, 158, 258
will never be a priority for light rail transit.
                                                         0HWUR%XV 5RXWH   1RUWK &RXQW\ 6KXWWOH                                                                                                                                                                                                      0HWUR%XV 5RXWH   1 +DQOH\
However, they may consider Jamestown Mall as a
location for a bus route that would to connect to a
transit hub located farther south in North County,
thereby increasing transit connections throughout
the system as a whole.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  Page 1.21
BACKGROUND                                                                                                                                                                                                                                                                                                                                                                                                                                                   DRAFT May 2011
The Great Rivers Greenway District is connecting the
region to the rivers by linking greenways, trails, and
paths that primarily follow the waterways and then
connect into populated areas. They are working on
implementing the network one project at a time.

Although Coldwater Creek has been on the map of
greenways since the District’s inception, no projects
have been completed yet. Attention is currently
focused on linkages in other areas.

Future development at Jamestown Mall should take
the adjacency to Coldwater Creek and the connection
between the Creek, the Great Rivers Greenway, and
the region into consideration.

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Page 1.22
May 2011 DRAFT                                                                                      JAMESTOWN MALL AREA PLAN
    PROCESS                     2
            INTRODUCTION        2.1



               KICK-OFF EVENT


            TOURING ST. LOUIS

          THE CHARRETTE         2.6



                  OPEN HOUSE



                           DRAFT May 2011
Many North County residents remember Jamestown           With the ULI’s recommendations in hand, the
Mall as a destination and desire to see something        County and Economic Council commenced the                 What is a Charrette?
more positive for their community in this location.      next phase in development for Jamestown Mall              Charrette is a French word that translates as “little cart.”
                                                         – creating a site specific plan that takes all of the     At the leading architecture school of the 19th century, the
St. Louis County and the St. Louis County Economic       stakeholders interests into consideration, including      École des Beaux-Arts in Paris, students would be assigned
Council heard the plea from the local community,         the community, property owners, local developers,         a tough design problem to work out under pressure of time.
                                                                                                                   They would continue sketching as fast as they could, even
assessed the problem, and decided to take a stand        elected officials, and the County, balanced against       as little carts, charrettes, carried their drawing boards away
against the continued decline of the mall site. They     the economic realities of today and into the future.      to be judged and graded. Today, “charrette” has come
embarked on a long process to create a plan for the      The St. Louis County Economic Council issued a            to describe a rapid, intensive and creative work session
property that would meet the needs and desires of        request for proposals (RFP) to select a consultant to     in which a design team focuses on a particular design
                                                                                                                   problem and arrives at a collaborative solution. Charrettes
the community, and be economically viable.               lead the design phase of the planning process.            are product-oriented. The public charrette is fast becoming
                                                                                                                   a preferred way to face the planning challenges confronting
In the fall of 2009 the Urban Land Institute (ULI), a    Through an RFP and interview process the Dover,           American communities.
nonprofit research and education based organization      Kohl & Partners team was selected to conduct an
focused on the responsible use of land and the           intensive public planning process, or charrette, to
creation of sustainable thriving communities,            create a detailed area plan for the future of the
conducted a panel study of the North County area.        Jamestown Mall property.
The purpose of this study was to identify the issues
contributing to the decline of commercially zoned        The community and team of design professionals
properties and to provide realistic recommendations      worked together to create the Jamestown Mall Area
for the best use of these parcels, particularly at the   Plan. A design charrette was held over the course of
Jamestown Mall location, that would help revitalize      six days in September 2010. “Designing in public,”
the area and become a significant asset to North         North County residents and stakeholders were
County once again.                                       offered the opportunity to give continual input on
                                                         the creation of a plan.
The ULI suggested a two-part solution that
includes the creation of a coordinated vision and        Over 400 interested residents and stakeholders
public participation from the community. The             participated in the planning process. The
ULI determined that the best use for the land            visualizations, plans, and recommendations found
given the constraints on the property is to create       in the Jamestown Mall Area Plan are the result of
a smaller scaled, mixed-use, community oriented          this extensive public input.
development by demolishing the existing mall. ULI
recommended that the County should take a leading
role in encouraging and fostering that development
beginning with hiring an independent consultant
to develop a detailed area plan incorporating new
urbanists and smart growth concepts.

                                                                                                                 The Urban Land Institute's advisory panel report, 2009.
                                                                                                                                                                         Page 2.1
PROCESS                                                                                                                                                        DRAFT May 2011
St. Louis County, Economic Council, and Vector
Communications endeavored to get maximum
participation throughout the public planning
process. Beginning in late May 2010, flyers began
to be distributed at community events, and save the
date cards were sent out to residents.

Representatives spoke and handed out flyers at
Black Jack and Florissant City Council meetings,
the Labyrinth Festival and Picnic, North County
Community Festival, Fiesta in Florissant,
neighborhood association meetings, community
events, and neighborhood gatherings to publicize
the planning process and encourage people to
spread the word.

The Economic Council updated their website page
for Jamestown Mall with information regarding
the planning process and charrette events. Press
releases were sent out from the County for each
of the public meetings that resulted in wide media
coverage in both TV print, internet, and radio.
Coverage included segments on News Channel 4,
FOX2now.com, articles by stltoday.com, St. Louis
Beacon, St. Louis Post-Dispatch, St. Louis Business
Journal, Suburban Journals, and KMOX.

Page 2.2
May 2011 DRAFT                                        JAMESTOWN MALL AREA PLAN
County Executive Charlie A. Dooley held a press
conference on the morning of Thursday, July 15,
2010 to raise awareness of the public process and
the initial Kick-off Presentation that was to be held
that night. The purpose of the Kick-off Presentation
was to introduce the design team to the public, have
an informational discussion, and to raise additional
awareness for the charrette.

Over 300 residents, County leaders, elected officials,
and local stakeholders gathered in Theatre 2 of the
Jamestown 14 Ciné for the event. The theatre was
filled to capacity.                                      County Executive Charlie A. Dooley kicked-off the process by             Audience members were invited to share questions and com-
                                                         welcoming the community and stressing the importance of be-              ments about the mall and the upcoming planning process.
The evening began with an introduction by County         ing involved in the plan.
Executive Charlie A. Dooley, who emphasized the
importance of citizen involvement throughout
the process to ensure the creation of a plan truly
representative of their ideas. James Dougherty,
Director of Design at Dover, Kohl & Partners, outlined
a summary of the previous planning efforts and
provided an introduction to the upcoming charrette
process, an overview of planning principles, and
a description of successful mall retrofit projects
around the country. At the end of the presentation
the floor was opened to the public for questions and

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                                                                                                                                                                                  Page 2.3
PROCESS                                                                                                                                                                  DRAFT May 2011
Dover-Kohl gathered base information, studied
the existing physical and economic conditions,
reviewed previous plans and studies, examined
existing County ordinances and land development
regulations, and analyzed the physical, social, and
economic characteristics of the Jamestown Mall site
and its surroundings.

Members of Dover, Kohl & Partners’ team joined
local team members in St. Louis County to meet
with elected officials, County and Economic Council
staff, property owners, business owners, residents,
local ministers, local developers, development
consultants, community groups’ leaders, and other
local stakeholders in preparation for the September
charrette. The meetings, interviews, and research
helped the team to better understand the dynamics
of North County, the local development community,
and gain a full appreciation for the challenges and
opportunities facing Jamestown Mall.

                                                      The design team and County met with development consultants, local ministers, and others during the site visit.

                                                                                                      The team reviewed
                                                                                                      background infor-
                                                                                                      mation including
                                                                                                      previous plans and
                                                                                                      studies of the North
                                                                                                      County area.

Page 2.4
May 2011 DRAFT                                                                                                                                       JAMESTOWN MALL AREA PLAN
The design team spent a few days studying and
touring the Jamestown Mall property and well-
loved, historic and mixed-use areas in St. Louis
and St. Louis County. Team members explored
the Boulevard, Historic Florissant, Wildwood Town
Center, New Town St. Charles, the Shoppes at Cross
Keys, the Loop, Maryland Plaza, Lafayette Square,
Washington Avenue, and Tower Grove Park, studying
characteristics such as building form and placement,
architectural elements, street design, and natural

While in the downtown St. Louis area, the
team explored City Garden and enhanced their
understanding of local vegetation and landscaping
and how it can be incorporated into parks in an
attractive, low maintenance manner. The study
tours familiarized the team with local precedents
which the community values, offered examples of
recent mixed-use developments, and showcased the
historic building tradition and development patterns
prevalent in St. Louis City and St. Louis County.

                                                       The team noted local urban features such as street widths, placement of buildings, and building use.

                                                                                                                                                                     Page 2.5
PROCESS                                                                                                                                                       DRAFT May 2011
The six day charrette was held September 9 – 14,
2010, at the St. Louis County Community College
Florissant Valley Campus in the Student Center Multi-
Purpose Room.

On Thursday, September 9 the Hands-on Design
Session officially marked the beginning of the
charrette. Over 100 community members, County
leaders, elected officials, and local stakeholders
gathered for an evening presentation and interactive
hands-on table session.

The evening began with a brief presentation by
Victor Dover, principal–in–charge of Dover-Kohl and
charrette team leader. The presentation outlined the
challenges and opportunities facing Jamestown Mall,
laid out the goals for the table session, introduced
participants to the base maps, and set ground rules
for the evening.

Working in small groups of eight to ten people per
table, participants gathered around ten tables to
draw and share their varied ideas for the future of
Jamestown Mall. Each table was equipped with a
base map of the site, markers, measuring tools, and
a table facilitator from the Dover-Kohl team, County
planning department, or a local planning volunteer.

Participants were given the premise that the mall is
unlikely to become viable again in its current form
and asked to discuss and illustrate how they might
like to see the Jamestown Mall site evolve over
time. Groups drew on the base maps describing the
building forms, open spaces, and services they hoped
to one day see at this location.

                                                        The community worked together in small groups to establish a vision for the future of the Jamestown Mall site.

Page 2.6
May 2011 DRAFT                                                                                                                                         JAMESTOWN MALL AREA PLAN
At the end of the session, a spokesperson from each
table presented their table’s map and ideas to the                          Big Ideas
entire assembly so everyone would be able to hear
the results of conversations happening around the
room. In addition to the table maps and group                       A Center of the Community
presentations, participants were also asked to fill out
an exit survey as an additional way to express their             A Place to Dine, Shop, and Visit
ideas, hopes, and vision for the property.                                  Neighbors

                                                                    $ 3ODFH IRU .LGV    )DPLOLHV

                                                                 Indoor (year round) Recreational

                                                                  Outdoor Recreational Spaces

                                                                    Diversity of Housing Types

                                                                Preserve Environmentally Sensitive
                                                                                                     Sample table map

                                                                  A New Draw for North County

Each group had a representative from their table, like Rep.                                          Sample exit surveys
Steve Webb from table 8, present their work to the larger as-
sembly.                                                                                                                           Page 2.7
PROCESS                                                                                                                    DRAFT May 2011

    Of the many ideas you heard tonight, which ones
            seem the most exciting to you?

    Outdoor Areas                                            ‡   Great signage and lighting                                   Vibrancy, full of life, etc.
     ‡ Walking/Bike trails (12)                              ‡   High School                                                   ‡ “In forty years I will have passed on. Hope this space will
     ‡ Green Space (7)                                       ‡   Convention Center                                                be ‘ALIVE"
                                                             ‡   ¼ mile track                                                  ‡ Vibrant, meeting needs of communities
    Retail and Dining                                        ‡   Concert hall                                                  ‡ The area would look clean and professional and feel
     ‡ Restaurant (12)                                       ‡   Recreation                                                       clean and positive and a beautiful place to live
     ‡ Upscale (11)                                          ‡   Hall of Fame                                                  ‡ Hopefully a place to be enjoyed, a lively place to be
     ‡ Coffee shop (1)                                       ‡   “For dining attract what St. Louis Is known for”              ‡ A vibrant addition to the community
     ‡ Retail shops (9)                                      ‡   Branson Landing Design
     ‡ Specialty Stores (4)                                  ‡   Hotel (2)                                                    Upscale feel
     ‡ Trader Joe’s (2)                                      ‡   Gardening                                                     ‡ “The look should be environmental friendly and upscale”
     ‡ Whole Foods (1)                                       ‡   Tear the mall down (3)                                        ‡ Upscale community environment for entertainment,
     ‡ Small Shops (2)                                       ‡   Promotion of healthy life style                                 socialization, healthy living, recreation
     ‡ With lofts (1)                                        ‡   Open air mall—similar to Atlantic Station in Atlanta, GA      ‡ Upper scale stores
     ‡ Off a central town square (1)
    Family and youth                                                                                                           ‡ Combination of areas for recreation, shopping and living
     ‡ Aquarium world largest (7)                                                                                              ‡ “Recreational/food grown and sold”
     ‡ Youth center/Organized youth activities (6)                                                                             ‡ New—center hub with living and retail areas together
                                                                 In 40 years, what will the look and feel of this
     ‡ Sport complex (6)                                                place and surrounding area be?
     ‡ Amphitheater (4)                                                                                                       Miscellaneous
     ‡ Cultural Center/Performing Arts Center (6)                                                                              ‡ Very Unique
                                                            Green Space                                                        ‡ Surrounding for all of the community young and old alike
     ‡ Black Cultural Center (1)
                                                             ‡ Open, More green space                                          ‡ I think it will be great
     ‡ Jazz Museum (3)
                                                             ‡ I would like to see the area transform into a Forest Park-      ‡ It will keep its appeal and will be a place for future
                                                               like atmosphere                                                   generations
                                                             ‡ Clean, architecturally sound and detailed, mature green         ‡ Progressive
     ‡ Green Industries: Whole Foods, Service Centers (6)
                                                               space                                                           ‡ Community viability, growth, sustainability, extension to
     ‡ Senior Living (6)
                                                             ‡ Being green, still intact                                         other communities
     ‡ College/Educational Facility (4)
     ‡ Housing (3)                                                                                                             ‡ .HHS VRPH RI WKH HOGHU EXLOGLQJV HOLPLQDWLQJ WKH FORVHG
                                                            Fear, anxiety, tentative hope                                        mall area
     ‡ Upscale housing to support retail (1)
                                                             ‡ “In need of updates if it’s not built sustainable [sic]”        ‡ It will still be in the remodeling stages
     ‡ Gathering place for families (3)
                                                             ‡ “Both rivers will still be there cutting off access from the    ‡ Well-maintained
     ‡ Companies to support retail (2)
                                                               north and east”                                                 ‡ A safe environment that draws people who reside in the
     ‡ Medical Center (2)
                                                             ‡ ³7KH .DUVW IRUPDWLRQ LV VWLOO JRLQJ WR EH UXUDO DQG NHHS          community and those from throughout the metropolitan
     ‡ Town square (2)
                                                               that part of the environment sparsely populated.                  area.
     ‡ New streets (2)
                                                             ‡ “Hopefully, the redevelopment will result in a sustainable      ‡ Hopefully it will still be a great place to patronize
     ‡ Tree-lined (1)
                                                               SURSHUW\ WKDW ZLOO QRW EH ¿OOHG ZLWK WKH SUREOHP RI ZKDW WR     ‡ More population better tax base
     ‡ Grand entry with architectural details (2)
                                                               do with it in 40 years or more”
     ‡ Upscale Spa (2)
                                                             ‡ Who knows—things get torn down for not obvious
     ‡ Fountain as a common point of interest
                                                               reasons over time
     ‡ Drive-in Theater
     ‡ All of them
     ‡ “An Attraction"

Page 2.8
May 2011 DRAFT                                                                                                                                             JAMESTOWN MALL AREA PLAN
            And how will that place meet the                                                                                                             Additional
              needs of your community?                                                                                                                   Comments

  Nearby retail/shopping                                           Engage Outside community                                       ‡ Due to limited access, this location will NEVER be a
   ‡ I now travel 30 minutes to walk at Creve Coeur Park            ‡ Engage the surrounding community and will attract             “destination.” You MUST build a self-contained in a
   ‡ I now drive 45 minutes to whole foods                            people from other areas who may come to walk, shop,           sustaining area expecting to draw only from limited
   ‡ Provide more of a hub than currently exists in the existing      and/or enjoy some of the other features or attractions of     current surrounds.
     3 mile radius                                                    the development.                                            ‡ No Fast food, no Walgreens. Leave Target, etc. at Cross
   ‡ Unique shopping                                                ‡ Make it unique to the St. Louis Area.                         .H\V
   ‡ Upscale housing and Restaurants (1 or 2)                                                                                     ‡ “I thought that the presentation took resulting ideas
   ‡ Bakery, Deli, Coffee and Deli                                 Job Creation                                                     from the various groups was very enlightening and
   ‡ It will be a place where I can stay near my residence—         ‡ Provide employment                                            productive”
     that excites me.                                               ‡ The place will meet the needs of the community and will     ‡ “We don’t need any more residential housing, just senior
   ‡ Most need will be met in your local area                         provide jobs.                                                 living”
                                                                                                                                  ‡ “Agree with most of the ideas presented”
  All-ages, attracting families                                    Miscellaneous                                                  ‡ “Happy I came and was a part of this. Please let it
   ‡ It will meet the needs of everybody.                           ‡ Very good                                                     happen”
   ‡ We should include ideas that meet the needs of all age         ‡ “Only time will tell”                                       ‡ “I believe the opportunity should still be open to the
      groups.                                                       ‡ Greenspace for relaxing                                       public to have continued input on various stages of the
   ‡ It should meet the needs of everyone.                          ‡ Provide an interesting place to come for our needs.           development on this project”
   ‡ It will be a family-oriented, comfortable yet still remain     ‡ Community                                                   ‡ “I will love if the plans will focus on children, middle age,
      private and slightly exclusive                                ‡ Senior Living                                                 and elderly—Family”
   ‡ “It is a place for all generations”                            ‡ Middle age living                                           ‡ “The needs of the North County Community seem to go
   ‡ Shops that appeal to everyone: supermarkets, Macy’s,           ‡ If young people are coming in the area, that will enhance     unheard here”
      Trader Joe's, Old Navy, etc.                                    their living.                                               ‡ “Good idea you guys are doing. Thank you."
   ‡ There will be something for everyone to enjoy                  ‡ Promote residential living—people come here to live         ‡ Thanks for the opportunity—can’t wait to see the
   ‡ A destination for the whole family                             ‡ Provide for young families and seniors                        presentation
                                                                    ‡ Sales                                                       ‡ I hope it happens!
  Bring Revenue to Community                                                                                                      ‡ Continue efforts along with community involvement
   ‡ Also make sure the ideas bring revenue to the                                                                                ‡ Lindbergh Place for a name
      community.                                                                                                                  ‡ I hope there will be funds to pay for the change
   ‡ Bring in revenue                                                                                                             ‡ I think that there should be more skating rinks made for
   ‡ Revenue                                                                                                                        all people to come and a dance club for all ages. I also
   ‡ .HHS UHYHQXH LQ RXU FRPPXQLW\ WR VXSSRUW RXU VFKRROV                                                                           think people should come and volunteer to build the new
   ‡ Generate revenue                                                                                                               Jamestown
   ‡ Continue to take and put money back into the community                                                                       ‡ Hope all of these ideas get off the ground.
                                                                                                                                  ‡ I trust that this sharing of ideas and priorities from people
  Place for Youth                                                                                                                   in the community will be taken seriously by developers.
   ‡ Provide youth with a place to visit                                                                                          ‡ Different specialty stores that aren’t in North County: Ice
   ‡ Youth development, social services for            seniors/                                                                     cream store, record store, rainforest café.
     accommodate handicap
   ‡ I will spend my money in this area
   ‡ Youth Growth and Development
   ‡ Attract young people
   ‡ Social needs for youth under served in NC
   ‡ Youth projects

                                                                                                                                                                                            Page 2.9
PROCESS                                                                                                                                                                           DRAFT May 2011
From Friday, September 10 through Monday,
September 13 the design team continued working
alongside the community in an open design studio in
the Student Center Multi-Purpose Room. The studio
was open day and night, offering community members
the flexibility to come by when they were available to
check the status of the plan, provide further input, and
to make sure the design team was on the right track.

The convenient location of the studio, as well as the
community interest, led over 50 people to participate
throughout the weekend. The table drawings and
plans from Thursday night’s Hands-on Design Session
were placed around the room for easy review as new
people became involved. While community members
visited the studio, the design team analyzed the
information gathered during charrette preparation
and from the community to formulate the concepts
and First Principles of the plan.

The design team began with creating a synthesis plan
combining the ideas of all 10 table groups. The plan
highlights the locations of varying uses such as retail,   Synthesis Plan: A combination of the overlapping ideas from
                                                           the Hands-on Design table session.
residential, mixed-use, and open space where there
was the most consistency throughout the table groups’
plans. The synthesis plan became the foundation for
the vision developed throughout the charrette.                                                                                  The design team worked on multiple versions of the plan.

Glenn Kellogg and Ed Starkie of Urban Advisors
worked throughout the week to analyze the economics
and practicality of various plans. They examined the
potential market for development at Jamestown
Mall and researched potential funding sources and
mechanisms for implementation.

                                                           Planners worked on details of how to phase the implementation of the plan. Experts in local real estate conditions assisted the team.

Page 2.10
May 2011 DRAFT                                                                                                                                            JAMESTOWN MALL AREA PLAN
Each evening the design team gathered for informal
evening “pin-ups” of the plans. Most pin-ups were
attended by members of the public that were visiting
the studio. Plans, renderings, and initial concepts
created during the day were pinned-up to the walls
and discussed. Technical aspects such as economics,
land ownership, phaseablity, and first steps were
discussed. Members of the public listened in and
added their comments and observations to the plan
as it was developed and refined.

On Sunday, September 12 the design team was
joined by Tim Busse, the town architect of New
Town St. Charles. He sat with Urban Advisors
and the design team to give realistic costs in
today's market in the St. Louis area. He also gave
recommendations from a developer’s perspective to
give the team further insight on what developers are
willing to take on in today's market that can also be

                                                                   The team's Director of Design presented an early version of the plan to the design team and members of the public during an evening
                                                                   pin-up session.

Many versions of plans and renderings were created to narrow down the most suitable options for the redevelopment of the site.

                                                                                                                                                                                              Page 2.11
PROCESS                                                                                                                                                                               DRAFT May 2011
On Saturday, September 11, a formal Open House
was held at the studio. The public was invited to
review and provide feedback on the work produced
by their fellow community members during the
Hands-on Design Session, and see how those ideas
were being translated into the plans being drafted.

The design team was available to answer questions,
and several residents took the opportunity to sit
with the designers to discuss their long term vision
for the site. Of the input received, some of the
most prevalent ideas centered around children's
development services and having a place for families
to go and be a part of their community.

Members of the St. Louis County Department of
Planning and St. Louis County Economic Council
were available throughout the Open House to meet
with residents and review the evolving plan for
themselves.                                            7KH 2SHQ +RXVH ZDV DWWHQGHG E\ UHVLGHQWV SXEOLF RI¿FLDOV DQG &RXQW\ DQG (FRQRPLF &RXQFLO VWDII

                                                       Community members sat with the design team to incorporate their ideas into the overall vision for the property.

Page 2.12
May 2011 DRAFT                                                                                                                                        JAMESTOWN MALL AREA PLAN
Members of the design team met with County,
regional, and State representatives in a series of
technical meetings and conference calls. Technical
meetings included meetings with developers,
Missouri Department of Transportation, Metro, the
Black Jack fire chief, Department of Conservation,
Great Rivers Greenways as well as others. During
these meetings the team answered design questions
and discussed the draft plan to gain input and
ensure that the ideas being pursued were balanced
by many viewpoints.

Economic Council staff and representatives from the
County Executive's office were on hand throughout
the charrette to see the progress being made on the
vision and plan. The feedback received from these
two groups was vital to the design team creating a
realistic vision that the County could support and
that would be economically sound.

On Monday, September 14 a special walk-through
with elected officials was scheduled. Sandy
Houston, a representative with Senator William
Lacy Clay's office, Councilman Mike O'Mara, and
State Representative Steve Webb stopped by to see
the community’s ideas and how they were being
translated into a single vision.                      5HSUHVHQWDWLYHV IURP WKH (FRQRPLF &RXQFLO DQG &RXQW\ ([HFXWLYH

                                                      Councilman Mike O'Mara and Sandy Houston met with the            Technical meetings were held throughout the week.
                                                      planning team in the design studio.
                                                                                                                                                                           Page 2.13
PROCESS                                                                                                                                                              DRAFT May 2011
The charrette ended with an evening “Work-in-
Progress” Presentation at 6:00 PM on Tuesday,
September 14 at the Community College. Over 60
citizens gathered at the college for the presentation.
After an introduction by the Senior Policy Advisor
to the County Executive, Mike Jones, Victor Dover
began the presentation with a summary of the
week’s events.

Victor Dover reviewed the concepts gathered
from the public at the Hands-on Design Session
and throughout the week and pointed out ideas
found within the plan that came directly from
local residents. The plan was discussed in a series
of phases. Change will not happen overnight,
but progress can be expected one step at a time.
Renderings illustrated how the property could
redevelop over time.

The presentation was concluded with words from
County Executive Charlie Dooley as he addressed
the audience and expressed his enthusiasm for the
plan and his continued commitment to better the

At the end of the presentation, attendants were given
a survey to assess if the design team had accurately     Victor Dover welcomed everyone back and detailed the vision created during the charrette.
captured their ideas into the vision for the future of
Jamestown Mall. Survey results showed that 83%
of the audience believed the plan was on the right
track and 89% believed the County leaders should
initiate the redevelopment possibilities using all of
the tools available to them.

At the conclusion of the charrette, the design team
departed St. Louis and returned home to their
offices. Over a period of seven weeks the illustrative
master plans produced during the charrette were
refined and the report was created.
                                                         County Executive Charlie A. Dooley addressed the audience          Following the presentation, people were able to see the plans
                                                         and expressed his support for the plan.                            up close and ask any remaining questions of the design team.
Page 2.14
May 2011 DRAFT                                                                                                                                        JAMESTOWN MALL AREA PLAN

   Were you able to attend any of the previous    Of the ideas you heard tonight, which did you                ‡ The variety of possibilities presented in the redevelopment
               charrette events?                        ¿QG WKH PRVW UHOHYDQW RU H[FLWLQJ"                       process
                                                                                                               ‡ I like the ideas proposed
                                                                                                               ‡ Senior living, sports complex, and housing
           .LFNRII 3UHVHQWDWLRQ LQ -XO\       ‡ Walkable, mixed used community with a true center.
                                                                                                               ‡ Mixed use facility with small town feel
V +DQGVRQ 6HVVLRQ          ‡ None
                                                                                                               ‡ I like the idea of a total community
                                                  ‡ 0L[HG XVH VHQLRU KRXVLQJ OLJKW UHWDLO VPDOO IDUPHUV
V 2SHQ +RXVH                                                                          ‡ Town center
                   2SHQ 6WXGLR                 ‡ It's a draft-good way to start
           1R WKLV ZDV P\ ¿UVW HYHQW          ‡ Only the word "sustainable"                                     Additional Comments & Suggestions
                                                  ‡ Internal approach
                                                  ‡ Connecting to greenway bike trails                         ‡ Many of my neighbors have moved because they have
                                                  ‡ 6HDUV SURSHUW\ GHYHORSPHQW DV D ¿UVW PRYH                    to drive to West County to shop.
                                                  ‡ The site goes from concrete to charming-it draws you in    ‡ No big box or big stores
                                                  ‡ The one that included housing for all age groups,          ‡ Include a plan for our youth.
                                                    VKRSSLQJ GLQLQJ                                           ‡ After picture of the Sears area didn't show wind towers.
   Do you believe that the plan is generally on   ‡ Changing the landscape of the community within the         ‡ Make it into a place that is busy and attracts people.
                the right track?                    environment's strength of tranquility                      ‡ Too exclusive. Not open to everyone.
                                                  ‡ The Village Concept!                                       ‡ Great job!
                      Yes - 61%                   ‡ ,QWHJUDWLRQ RI KRXVLQJ UHWDLO                              ‡ Obviously well thought out and planned. Thank you!
                    3UREDEO\                   ‡ Green space and recreational opportunities                 ‡ Need a main attraction that would encourage someone
                                                  ‡ Mix use area                                                 to move into the area.
                  , 'RQ
W .QRZ  
                                                  ‡ Senior housing, assisted living, mixed residential,        ‡ The Village Concept needs an appropriate name.
                   3UREDEO\ 1RW                                                                              ‡ Capitalize on nature.
                                                    ZDONLQJ FRPPXQLW\ FRPPXQLW\ JDUGHQLQJ
                       1R                                                                                    ‡ .HHS -& 3HQQH\
                                                  ‡ That we are planning for the future
                                                  ‡ The trail connecting the Coldwater Creek area              ‡ People may not come in the winter months, if the open
                                                  ‡ The "village" look and concept                               space concept is used.
                                                  ‡ We need youth development                                  ‡ Plan seems geared toward the elderly. I would like diversity.
                                                  ‡ 8VH UHJXODWLRQV WR PDNH WKH EXLOGLQJV VLPLODU FRKHVLYH     ‡ 'H¿QLWHO\ PRUH VKRSSLQJ
                                                  ‡ 8WLOL]H WKH ORFDWLRQ RI WKH PDOO IRU D PL[WXUH RI UHWDLO   ‡ STL doesn't offer college town activities
                                                    housing                                                    ‡ $VVLVWHG XQDVVLVWHG VHQLRU OLYLQJ LV QHHGHG EDGO\
         Should County leaders initiate the                                                                    ‡ Better shopping
                                                  ‡ All
   redevelopment possibilities described using    ‡ 7KH LGHDV WKDW EHQH¿W WKH VHQLRUV DV ZHOO DV RXU \RXWK     ‡ :H KDYH WR FRQVLGHU WKH SUHVHQW IXWXUH VWDWH RI RXU
     all of the tools available to them such as   ‡ 7KH PL[HG XVH SODQ ZLWK VSRUWV FXOWXUDO XVH DSSHDO           economy
      funding, incentives, regulations, etc.?     ‡ Incremental successes                                      ‡ The time line is too long!
                                                  ‡ Redevelop the font of the mall to accommodate shops        ‡ Options!
                       Yes - 67%                       UHWLUHPHQW KRPHV                                        ‡ Sculpture park
                                                  ‡ The people's achievement in something positive             ‡ I would like to see a pond or a lake
                                                    happening                                                  ‡ Good Job!
                   , 'RQ
W .QRZ                                                                              ‡ $ IUDFWLRQ GHYRWH WR VHQLRU FRPSOH[ D IUDFWLRQ GHYRWHG
                                                  ‡ 7KH SRVVLELOLW\ WKDW 0DF\
V -& 3HQQH\
                   3UREDEO\ 1RW                                                                                to early retirees
                                                  ‡ The "what if" shops
                        1R                      ‡ What if!                                                   ‡ It would be best if property lines do not inhibit the
                                                  ‡ Villages and mixed use                                       development
                                                  ‡ %XLOG ZHOO GRQ¶W EXLOG IDUPHUV PDUNHW                      ‡ Include component that will draw revenue
                                                  ‡ 0L[HG XVH YLOODJHV KRXVLQJ UHWDLO HQWHUWDLQPHQW        ‡ $ PLQL RXWOHW DUHD LV QHHGHG .HHS WKH DUHD FODVV\
                                                    children's area                                            ‡ Please construct site as upscale
                                                  ‡ The timeline                                               ‡ .HHS FRPPXQLW\ FHQWHU IRU WKH SHUIRUPLQJ DUWV

                                                                                                                                                                       Page 2.15
PROCESS                                                                                                                                                       DRAFT May 2011
FIRST PRINCIPLES                 3

          ECONOMIC PRINCIPLES    3.2


                            DRAFT May 2011
This chapter presents the broad scope of the vision
for the future of the Jamestown Mall property; spe-
cific design components of each principle are fur-
ther described and illustrated in Chapter 4: Details
                                                                           FIRST PRINCIPLES
of the Plan.
                                                            ECONOMIC PRINCIPLES             PLACEMAKING PRINCIPLES
Through the charrette process, community members
and the design team worked together to develop a             "Reset" the Property in          Seek to Establish a New
series of basic design and policy principles to guide
the appropriate development of Jamestown Mall.
                                                                Everyone's Mind              "Heart of the Community"
Shaped from public input during the charrette, the
“First Principles” outlined in this chapter embody              Balance Private                 Design Mixed-Use,
the citizenry’s vision for the future of this important        & Public Interests             Walkable, Smart Growth

The First Principles are divided into two categories.
                                                               Keep it Phase-able        Emphasize the Strengths of the Site
Economic principles are those that guide the mar-              to Keep it Feasible
keting approach and implementation. Placemaking                                              Build for the Coming Era,
principles concern the design and physical attri-         Balance Neighborhood Desires           Not the Last One
butes of the development scenario.                            & Developer Priorities
The specifics of each principle reflect the site’s
                                                                                                    Build Well,
unique needs, summarize the results of the public                                                 or Do Not Build
planning process and promote responsible growth,
planning, and development.

                                                                                                                           Page 3.1
FIRST PRINCIPLES                                                                                                    DRAFT May 2011
                                                          Places like Lafayette Square, Euclid Avenue, and the      When new development begins to occur it will be
                                                          Delmar Loop once had a mixed reputation but have          beneficial to differentiate the new development
 "RESET" THE PROPERTY IN EVERYONE'S MIND                  seen dramatic reinvestment in recent years. A re-         from the mall. One way to accomplish this would
                                                          birth has occurred because these areas have public        be to change the name so that people will under-
                                                          gathering places that reinforce their community's         stand that something different is destined for the
As with any redevelopment site, the Jamestown             identity, and contribute to a complete urban fab-         site. Jamestown is the historic name of the area and
Mall site would benefit from a new outlook. Similar-      ric not so dependent on the automobile. They have         so utilizing the historic portion of the name may be
ly, the North County area can showcase its assets as      commercial, workplace, and civic activity embed-          appropriate. Other suggestions reference the names
a place of social diversity, community, rural charm,      ded in neighborhoods and districts, and have streets      of adjacent roadways such as Lindbergh Place.
and, ultimately, investment potential. Any plan for       that encourage walking. They enable neighbors to
the site should seek to improve the perception of the     know each other. These areas are complete places.
mall site and the surrounding community.                  The design for Jamestown Mall should draw from
                                                          other St. Louis resurgent communities.
Often the charrette team was told by residents that
the outside perception of the area does not meet the      This formula is not evident in recent disconnect-
reality of what North County is, what it has to of-       ed strip-shopping centers and isolating single-use
fer, and the great communities within it. This was        neighborhoods that depend on a car for every er-
evident to the team. North County has several tight-      rand, every daily need. Much of what has been con-
knit communities and a wealth of rural charm, large       structed in the Jamestown Mall vicinity in the last
riverfront public parks, uncongested roadways, and        50 years lacks the vibrancy of the region’s mixed-
congenial people who have worked hard to move             use walkable places. The neighborhood centers that
to the area and are proud of their neighborhoods,         have been revived in St. Louis offer lessons for fu-
farms, meadows, and woodlands.                            ture development.

                                                          Great new places are created all the time, and in
What North County does currently lack may provide
                                                          discussions with the surrounding community there
the key to future opportunities. The charrette team
observed that the area is presently seen as a center-     seems to be a strong customer base for a different
less suburban fringe by some. This suggests that a        format of development. What is clear is that while
new village center may be a welcome addition.             the customer base is not present for a large regional
                                                          mall, a walkable, mixed-use village that is supported
Outside of St. Louis it is difficult to find high-qual-   by the immediate community holds promise. More
ity pedestrian environments in the region. Yet, the       than that, if built well, a new place that provides so-
central City and its first ring of neighborhoods have     cial interaction with a unique sense of place, might
                                                          have a broader draw.
seen a renaissance in the last 20 years precisely
because they offer quality public spaces, timeless
architecture, tree-lined sidewalks, a mix of uses
within walking distance of homes, and a diversity
of people.

Page 3.2
May 2011 DRAFT                                                                                                                           JAMESTOWN MALL AREA PLAN
                                                          Increasingly the public sector is playing an active
                BALANCE PRIVATE                           role in the planning and facilitation of village cen-
               & PUBLIC INTERESTS                         ters and main streets. To the degree the public is
                                                          invested, the goal should be the best possible liv-
                                                          able community with the strongest sense of place.
                                                          Typically this means keeping close to the publicly-
Today there are many precedents around the coun-
                                                          designed plan. Through the creation of a publicly
try for the redevelopment of shopping centers into
                                                          informed plan and zoning or development regula-
main streets, town centers, and villages. Malls that
                                                          tions that foster the public plan, the County sets the
are candidates for these transformations are dying
                                                          direction for the property that is in the best interest
or troubled in their current form. Dying malls typi-
                                                          of the community.
cally have sales less than $100 per square foot.
                                                                                                                    Existing Conditions
                                                          Once the community plan and development regu-
While some mall retrofits have involved total demo-
                                                          lations are set, the County is able to advertise to
lition like Mizner Park in Boca Raton, Florida or Up-
                                                          developers that will develop the property is accor-
town District in San Diego, California, others have
                                                          dance with the public plan. In addition the County
transformed gradually, like Mashpee Commons in
                                                          can provide incentives that help facilitate the pre-
Mashpee, Massachusetts.
                                                          ferred development of the site.
The anchor tenants currently own their buildings and
                                                          Public budgets must be kept in mind as develop-
land, have sufficient parking, and have both visibility
                                                          ment incentives and public/private partnerships
and access from Lindbergh Boulevard. Although con-
                                                          are discussed. Taxpayers alone can't rescue this site
ditions may change in the future, they should not be
                                                          and there is no bottomless well of unlimited public
hindered by the plan from continuing to operate as
                                                          funds. Public money that is used to foster redevel-
they currently do. Redevelopment on adjacent prop-
                                                          opment at the Jamestown Mall site must be targeted        Initial Redevelopment - Constructed
erties should not hinder these existing stores. The
                                                          toward clear public benefits and result in a positive
plan for redevelopment should be configured so that
                                                          impact on the community without unreasonably
properties can redevelop while businesses on other
                                                          burdening public funds.
portions of the site remain in operation.
                                                          Overall the process should be driven by the creation
Property owners should be able to respond to the
                                                          of the plan and carried out by a developer.
markets with alternate types of uses as long as they
are in accordance with the area plan, such as office
spaces. What is key is that plans and development
regulations give property flexibility on issues like
use and program while holding to planned street
connections, networks of streets, and public spaces.
                                                                                                                    Long Term Redevelopment
                                                                                                                    Winter Park Village Mall was redeveloped from a mall into a
                                                                                                                    main street village center. The Dillard's department store build-
                                                                                                                    ing remains throughout the transformation as it was still in opera-
                                                                                                                    tion at the time of redevelopment.
                                                                                                                                                                             Page 3.3
FIRST PRINCIPLES                                                                                                                                                  DRAFT May 2011
                 KEEP IT PHASE-ABLE
                TO KEEP IT FEASIBLE

Redevelopment at Jamestown Mall may not occur
all at once. The plan must be phaseable over time.

A phaseable plan recognizes current economic reali-
ties which require small increments of development
that can grow over time. In today’s difficult fiscal en-
vironment, it is hard to gather the funding from insti-
tutions to acquire and develop large parcels of land
and to build large single-use mega projects.

For redevelopment to occur a maximum amount of
flexibility and phase-ability needs to be worked into
the plan. This allows developers to create programs
that are supportable by the surrounding community
                                                           Existing Conditions              Step 1: The western portion of the site redevelops
and that make financial sense. By allowing devel-
opment to be of adjustable scale, developers have
greater flexibility to work with financial institutions.
With the ability to have smaller increments of devel-
opment, lending institutions do not have as much
financial risk.

In addition, a successful redevelopment sequence
can increase the worth of future phases. Early phas-
es can be used as financial comparables for future
development, making financing for later phases of
the development on the site easier to secure.

Redevelopment should start small and grow a com-
plete community while enhancing the surrounding
neighborhoods and surrounding development. This
will increase the value of subsequent phases and cre-
ate the potential for higher profitability of the devel-
oper and create higher tax revenues for the County.

                                                           Step 2: The outparcels develop   Step 3: The anchor stores redevelop

Page 3.4
May 2011 DRAFT                                                                                                        JAMESTOWN MALL AREA PLAN

While the Jamestown Mall site holds tremendous
potential, many uses suggested by the community
during the charrette are unlikely given the site's lo-
cation and market conditions. For instance, these
include a larger regional mall, or Class "A" office
space. Although not all of the desires of the com-
munity will be met, many of them can be.

The redevelopment of the mall site and the new or
revamped uses that will be located there need to
make sense from a banker's and developer’s per-
spective. Developers will not invest in a venture
that they do not believe will be profitable. With that
said, it makes sense for a developer to meet the mar-
ket demand.
The plan leaves open the possibility for many al-        spaces, other residences, and shops.
ternatives for uses. The most successful uses of the
property will be those for which the desire of the
community and developers' priorities overlap. One
such overlapping item is the demand for senior liv-
ing and creating a diverse mix of housing, not avail-
able elsewhere in North County.

A variety of housing types makes it possible to ac-
commodate a more vibrant and diverse population,
including a full range of age groups. Several hous-
ing types are offered in North County, however,
there appears to be a shortage in smaller homes on
smaller lots for senior housing needs or young first
time home buyers. In a sustainable community, one
should be able to buy a first home, then later move
to a larger home as one’s family grows, and after-
wards downsize as one ages, all without leaving the
support of familiar neighborhood services and social
connections behind.
                                                                                                                                                                                           Page 3.5
FIRST PRINCIPLES                                                                                                                                                                DRAFT May 2011


St. Louis County is comprised of many individual
communities linked together. The North County
community is comprised of Florissant, Black Jack,
and unincorporated County. This area makes up a
large portion of greater North St. Louis and the com-
munities should work together to be a complete com-
munity within the makeup of the larger metropolis.

There is a strong church centered community based
at several churches within the North County area.
These churches, and at church activities are where
people gather to meet one another.

Yet, when asked where the center of their community
is, other than meeting at their individual churches,
no one in North County seemed to have an answer.
Where do you go to meet your neighbor, meet up with
friends, or go on a Friday night in North County?

During the charrette the community expressed the
desire for a center to their community that seems to
be lacking. Jamestown Mall may have operated as
the center of the community at one time, but it no       for activity, making it the ideal location for retail,   and walkable way with retail, synergies develop.
longer does.                                             commercial and office buildings. The center is like-     Residents and office workers provide ready
                                                         wise the ideal location for civic buildings such as      customers throughout the day within walking
Communities should have a definable center. A cen-       meeting halls and farmers’ markets.                      distance of retail. Retail and restaurants likewise
ter enhances the collective identity of the commu-                                                                become valuable amenities, giving those selling
nity. An identifiable active center encourages civic     Expectations for shopping environments have been         or leasing housing and office space a competitive
pride and a sense of responsibility for the communi-     evolving. Nationally, there is a growing desire for      advantage over nearby single-use suburban sites.
ty’s upkeep and continued well being.                    the kind of vibrant, open air, mixed-use places often
                                                         associated with our best historic shopping districts.    As the site redevelops it should help to revitalize
The center is usually a public space such as a square,                                                            North County as a whole by creating a center for
a green, or an important intersection that allows        Mixing uses provides a range of benefits. When           the community – a place that the entire community
neighbors to meet, gather, and recreate. It is a focus   residential and office are mixed in a fine-grained       looks to as their heart.

Page 3.6
May 2011 DRAFT                                                                                                                         JAMESTOWN MALL AREA PLAN
             DESIGN MIXED-USE,

When an area has a vibrant, lively mix of uses, the
fate of that place is not determined by the success or
failure of a single use.

One of the key desires of North County residents is
increased walkability. Residents would love the free-
dom and convenience of a park-once environment
where they could leave their cars and walk to make
purchases, go to the park with their children, or meet
friends at a neighborhood restaurant or coffee shop.

Although internal trips may be captured within the
site, this location will always be a drive-to destina-
tion for most North County residents. Any devel-
opment at this location must account for cars. The
plan provides an interconnected network of streets
with on-street parking. Larger parking lots should
be hidden mid-block behind buildings so that they
are convenient but don’t dominate the ambiance.

Multi-story buildings within a mixed-use environ-
ment help create the spatial definition necessary for       A restaurant, homes, and institutional uses sit side by side in Florissant.
a place to feel relaxed and well-proportioned. Pe-          One of the first considerations in achieving a walk-                    Finally, the streets that connect these various destina-
destrians should feel like they are walking through a       able system is to ensure that a mix of housing, retail,                 tions must be designed for pedestrian use, with gen-
series of beautiful and properly-sized outdoor rooms.       office space, civic institutions, and public open space                 erous sidewalks, shade trees, protection from passing
Buildings must be tall enough to provide "walls" for        are located within a five-minute walk of one another.                   cars, and street-oriented buildings rather than park-
these rooms.                                                                                                                        ing lots. A detailed, 10-step plan for achieving walk-
                                                            The second step is to ensure that an interconnected                     able streets is outlined in the following pages.
Multiple events associated with daily living should be      street system binds these uses together, so that pe-
within a short walking distance of one another, giving      destrians can choose the most convenient path.
freedom and independence to people who do not drive,
such as seniors and children. Today, activities such as     Sidewalks should be wide to allow for pleasant
these are difficult, if not impossible, to achieve due to   strolling and outdoor dining while pedestrians are
the current state of the street network and streetscape.    shaded by regularly-spaced street trees and awnings
These places are composed of an interconnected net-         above shopfronts.
work of well-shaped streets and public spaces.
                                                                                                                                                                                   Page 3.7
FIRST PRINCIPLES                                                                                                                                                           DRAFT May 2011
10 Steps for Making Walkable Streets
1. Design for pedestrians first.
Great streets are designed to provide a high-caliber
experience for pedestrians foremost; once this is ac-
complished, great streets generally accommodate a
wide range of other modes of travel.

                                                                                                                                                                                     building height
2. Proportions matter.
A street should function as an outdoor room, sur-
rounding its occupants in a space that is welcoming
and usable. A 1:3 ratio for building height to street
width is often cited as a minimum section for a
sense of enclosure. Creating this sense of enclosure
involves more than just narrow street width, how-
ever. There are well-defined eight-lane roads just             Ratio 1:3.
as there are two-lane roads that seem to be impass-
                                                                                                                      street width
able. Streets must be sized properly for their use and
                                                                Proportions of Street Space
should be defined with appropriate building sizes.
                                                                The height-to-width ratio of the space generates spatial enclosure, which is related to the physiology of the human eye.
Street trees and features such as lighting also play a          If the width of a public space is such that the cone of vision encompasses less street wall than sky opening, the degree
critical role in defining the space of the street.              of spatial enclosure is slight. The ratio of 1 increment of height to 6 of width is the absolute minimum, with 1 to 3 being
                                                                an effective minimum if a sense of enclosure is to result. As a general rule, the tighter the ratio, the stronger the sense
3. Design the street as a unified whole.                        of place and, often, the higher the real estate value. Spatial enclosure is particularly important for shopping streets that
                                                                must compete with shopping malls, which provide very effective spatial definition. [emphasis added]. In the absence of
An essential distinction of great streets is that the en-
                                                                spatial definition by facades, disciplined tree planting is an alternative. Trees aligned for spatial enclosure are necessary
tire space is designed as an ensemble, from the trav-           on thoroughfares that have substantial front yards.
el lanes, trees and sidewalks, to the very buildings                                                                                                      Excerpted from AIA Graphic Standards
that line the roadway. Building form and character
is particularly important in shaping a sense of place.
                                                            4. Include sidewalks.                                               with townhouses and multi-family buildings re-
The best streets invariably have buildings fronting
                                                            Appropriately designed sidewalks are essential for                  quire a more generous sidewalk. On Main Streets,
them, with a particular height and massing that cre-
                                                            active pedestrian life. Pedestrians will be more will-              fourteen feet is an ideal minimum sidewalk width,
ates an appropriate sense of enclosure. The random
                                                            ing to utilize sidewalks if they are protected from                 which must never fall below an absolute minimum
setbacks generated by conventional zoning rarely
                                                            automobile traffic. One of the simplest ways to buf-                of eight feet.
produce this effect; form-based regulations must
                                                            fer the pedestrian is to place street trees between
be put in place to control building form and place-
                                                            the street and the sidewalk. Other street furniture                 5. Provide shade.
ment. Furthermore, urban buildings must front the
                                                            such as streetlights, bus shelters, and benches oc-                 Motorists, pedestrians, and cyclists typically prefer
street with features such as doors, windows, balco-
                                                            cupy wider sidewalks and provide additional sepa-                   shady streets. Shade provides protection from heat
nies, and porches. These features promote a lively
                                                            ration between pedestrians and automobile traffic.                  and sun and contributes to the spatial definition of
streetscape, and ultimately provide passive security
                                                            The width of the sidewalk will vary according to the                a street. Shade can be provided with canopy trees
for pedestrians by focusing “eyes on the street.”
                                                            location. On most single-family residential streets,                or architectural encroachments over the sidewalk.
                                                            five or six feet is an appropriate width, but streets               Canopy trees should be planted in a planting zone

Page 3.8
May 2011 DRAFT                                                                                                                                            JAMESTOWN MALL AREA PLAN
between the sidewalk and the street in order to pro-    8. Use smart lighting.                                     10. Avoid parking lots in front of buildings.
vide continuous definition and shade for both the       Streets should be appropriately lit for automobile         The bulk of a building’s parking supply should oc-
street and the sidewalk. Architectural encroach-        and pedestrian safety. Pedestrians naturally avoid         cur behind the building. The conventional practice
ments over the sidewalk such as awnings, arcades,       streets where they feel unsafe. Widely-spaced,             of placing surface parking lots in front of buildings
and cantilevered balconies are another way to pro-      highway-scaled “cobra head” light fixtures do not          results in a disconnected pedestrian environment.
tect pedestrians from the elements and shield store-    provide appropriate light intensity and consistency        If current zoning regulations are reformed to pro-
fronts from glare.                                      for pedestrian well-being. More frequently-spaced,         vide “build-to” lines rather than mandatory front
                                                        shorter fixtures are more appropriate, and provide         setbacks for commercial buildings, parking can be
6. Make medians sufficiently wide.                      light beneath the tree canopy as street trees mature.      accommodated in the interior of the block. As a re-
Where divided thoroughfares are unavoidable, me-                                                                   sult, the pedestrian realm of the sidewalk will be de-
dians must be generous enough to serve as a pedes-      9. Allow on-street parking in suitable locations.          fined by shop fronts and building entrances rather
trian amenity. A minimum median width of 8’ will        On-street parking buffers pedestrians from moving          than parking lots.
accommodate a row of street trees and will provide      cars and calms traffic by forcing drivers to stay alert.
adequate refuge for pedestrians crossing a wide         Parallel parking is the ideal arrangement, because it
roadway.                                                keeps streets as narrow as possible. Diagonal park-          It is not surprising that, given their multiple roles in
                                                        ing is acceptable on some shopping streets, as long          urban life, streets require and use vast amounts of
                                                                                                                     land. In the United States, from 25 to 35 percent of
7. Plant the street trees in an orderly manner.         as the extra curb-to-curb width is not achieved at
                                                                                                                     a city's developed land is likely to be in public right-
Great streets are typically planted with rows of reg-   the expense of sidewalk width. Parking located in            of-way, mostly streets. If we can develop and design
ularly-spaced trees, using consistent species. This     front of a street-front business encourages people           streets so that they are wonderful, fulfilling places
formal tree alignment has a powerful effect; it at      to get out of their cars and walk, and is essential to       to be, community building places, attractive public
once shapes the space and reflects conscious design.    leasing street-oriented retail space.                        places for all people of cities and neighborhoods,
More importantly, the shade produced by the trees                                                                    then we will have successfully designed about 1/3
will be continuous enough to make walking viable.                                                                    of the city directly and will have an immense impact
Furthermore, the spatial impression of aligned trees                                                                 on the rest.
also has a traffic calming effect.                                                                                                         - Allan Jacobs, Great Streets

Euclid Avenue, Central West End                         Maryland Avenue, Central West End                          Waterman Avenue, near the Delmar Loop

                                                                                                                                                                      Page 3.9
FIRST PRINCIPLES                                                                                                                                             DRAFT May 2011

St. Louis has a vital but fragile relationship with its farming and natural lands.
The relationship is environmental, economic, social, and cultural. Farming and
natural open space are as integral to the city as a garden is to a house.

North County is fortunate in its unique relationship to nature and natural sys-
tems that have an impact on the rest of the County. Wide floodplains caused
by the confluence of the Missouri, Illinois, and Mississippi Rivers create fertile
soil for farmlands. This important convergence also caused the unique geologic
condition of the karst topography, found in North County between the Missouri
River and Lindbergh Boulevard. The frequent sinkholes caused by the erosion
of the soft limestone by the movement of underground water create challeng-
ing conditions for large scale development thereby preserving a rural commu-
nity feel throughout the area.
                                                                                     Missouri River as seen from Fort Bellefontaine
The Jamestown Mall site is geographically related to all of the unique attributes
of North County. The southern portion of the study site is bounded by Coldwa-
ter Creek, a tributary of the Missouri River which is just over a mile away. The
karst topography is located across Lindbergh Boulevard. The outparcels of the
Jamestown Mall site are used for farming lending the surrounding neighbor-
hoods a small town/rural setting. This relationship to nature should be contin-
ued at the Jamestown Mall site.

Conservation areas and open lands should be used to define the edges of the
village and new neighborhoods while creating a connection to surrounding
natural attributes such as Coldwater Creek, the Great Rivers Greenway trail
system and the adjacent subdivisions. Parks and open space should enhance
the natural environment with native, low maintenance landscaping as demon-
strated at City Garden in downtown St. Louis.

St. Louis has a rich building tradition. The design of buildings and landscape
should be formed by St. Louis’ climate, historic development patterns, and
building practices. A trip through St. Louis' historic neighborhoods shows the
prominence of a strong building culture.

                                                                                     Small brick homes in historic Florissant

Page 3.10
May 2011 DRAFT                                                                                                                        JAMESTOWN MALL AREA PLAN
          BUILD FOR THE COMING ERA,                          (Population)
              NOT THE LAST ONE                                              44

Development during the past 60 years has been
characterized by an economic boom that incentiv-
ized development outside city centers, cheap oil that                       42
enabled improved road networks and commuting,
and a growing population of young families wanting                          41
lower density single-family homes in the suburbs.

Some of the things that will be different in the com-                       40
ing era of development include a slow recovery to
an economic downturn, peak oil and the increas-                             39
ing number of Baby Boomers and Millennials (also
known as Generation Y and tends to include peo-                             38
ple born between 1977 and 1996) desiring smaller            20 to 29
housing opportunities.
Municipalities like St. Louis County are facing small-      50 to 59
er budgets at the same time that their communities                          36
have more need. Incentives from public entities for
development to continue expanding into the unde-
veloped landscape are becoming more limited as                                   2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024

municipalities look to get more return on their in-       The Great Convergence. This graph shows the convergence Baby Boomers and their children, Millennials, in segments of their life
vestment by encouraging reinvestment in areas with        that have smaller households.                                                                  Source: Zimmerman/Volk Associates, Inc.
existing infrastructure.
                                                          to downsize at the same time that their children                        A range of additional housing types such as small
Peak oil is a term used for when each barrel of oil       are leaving home and starting professional careers.                     single family homes on small lots and rowhouses
extracted from the earth will cost more than the          Both of these groups of consumers are looking for                       can accommodate the housing needs of both the
last. Peak oil will cause prices for gas and oil to in-   smaller homes, with small yards or courtyards in                        Baby Boomers and the Millennials. By arranging the
crease making long commutes to work or shopping           areas close to amenities such as shopping, a corner                     housing in conjunction with a village atmosphere
less desirable.                                           store, and entertainment.
                                                                                                                                  The amenity of creating a village atmosphere at the
Current housing trends are being driven by the con-       We need to plan and build for this future now. De-                      Jamestown Mall site would not only benefit new
vergence of the two largest generations in the his-       velopment patterns should reclaim underperform-                         homes created on site, but would provide neighbor-
tory of America: the 79 million Baby Boomers, and         ing, marginal and abandoned areas by encouraging                        hood diversity and amenities for the North County
the 77 million Millennials. The baby boomer gen-          infill development within existing communities that                     community as well.
eration that drove the trend for single family homes      reuse existing infrastructure investments.
outside the city centers are now aging and wishing
                                                                                                                                                                                            Page 3.11
FIRST PRINCIPLES                                                                                                                                                                   DRAFT May 2011
                      BUILD WELL,
                 OR   DO NOT BUILD

Creating a village center that creates a unique sense
of place while connecting to the existing community
can be difficult. The creation of a viable village cen-
ter and the prospects for creating an economically
supported development may depend on the form of
development and quality of the structures built in
order to create a sustainable village center.

A coherent block and street network helps set the
framework for good development. Individual proj-
ects can then be built on individual lots within a
block structure or an entire block of structures can      Wood frame homes are prominent in North County.
be built at one time. Each new building will add
to the form of the village center. Individual build-
                                                          Lessons from St. Louis' historic communities, like       Whichever material is used, the quality of the archi-
ing projects fit within the context of the surrounding
                                                          Florissant, are one thing that should be kept in         tecture should be of the highest quality in order to
neighborhood and block and be designed with the
                                                          mind as development at Jamestown Mall progress-          create timeless buildings that will last for genera-
larger project in mind.
                                                          es. New buildings have been fit into Florissant's grid   tions and stand the test of time.
                                                          over time and uses were allowed to evolve without
One of the main functions of good architecture and
                                                          changing the neighborhood fabric.
landscape design is to help physically define pub-
lic space such as streets and park edges as places
                                                          At the same time Florissant's churches and historic
of quality public space. These quality public spaces
                                                          buildings reserve small forecourts and plazas for
have a greater positive effect than any one architec-
                                                          public uses, frame the street and created outdoor
tural project, and neighborhood streets provide the
                                                          rooms for activity.
best opportunity to create public spaces.
                                                          The building tradition in St. Louis County is single
Special spaces for civic buildings and public gather-
                                                          family wood frame homes while the town and city
ing spaces should be reserved at prominent locations
                                                          centers tend to be of brick construction. A mix of
within the site such as at the termination of a long
                                                          frame homes and brick mixed use building can be
view or at a main intersection. This reinforces com-
                                                          used for the creation of the village center while cre-
munity. These prominent buildings or civic spaces
                                                          ating a new identity for the place.
should be given a distinctive appearance, because
they serve a different function from other buildings
and places that make up a community.

Page 3.12
May 2011 DRAFT                                                                                                                           JAMESTOWN MALL AREA PLAN
D ETAILS        OF THE           P LAN            4
                              INTRODUCTION        4.1
                      WHY MULTIPLE PLANS?         4.4
                                 PLAN AREAS       4.8
                       NORTHWEST (SEARS) PARCEL   4.8

                        EXISTING ANCHOR PARCELS   4.14

                                CENTRAL PARCEL    4.16

                            EASTERN OUTPARCELS    4.18

                               SOUTHERN PARCEL    4.20

                      GARDEN SUBURB PLAN          4.28
                     CENTRAL COMMON PLAN          4.30
                      PARK & VILLAGE PLAN         4.32

                                             DRAFT May 2011
The large open parking lots and vacant outparcels
comprising Jamestown Mall represent a tremendous
opportunity for future diversification of the site’s
uses. Although the mall property is divided between
several owners, each of the parcels of a significant
size making redevelopment strategies possible that
would otherwise be difficult on sites with smaller or
more fragmented parcels. While the first priority
in any strategy should, of course, be to enhance
the success of current owners, large parcels make it
possible to think in a big picture, coordinated way
while planning for incremental change over time.

This location could provide a competitive alternative
to New Town St. Charles. The primary goal in the
redevelopment of Jamestown Mall should be to
grow an urban fabric that reduces dependence on
the automobile. A wide range of benefits will flow
from the pursuit of this goal.

In order to make the site more walkable, the current
large expanses of surface parking should transition
over time into an interconnected network of streets
forming blocks. These streets should be equipped
with the components necessary to make pedestrians
comfortable, such as street trees, benches, narrow
traffic-calmed travel lanes, and on-street parking.     Aerial view of Jamestown Mall.
Ample sidewalks must be provided.

                                                                                                Page 4.1
DETAILS OF THE PLAN                                                                      DRAFT May 2011
In order to provide reasons to walk, the site must
be diversified beyond its current retail-only mix. By
breaking the site down into new walkable blocks
filled with buildings containing a diverse mix of
uses. The more finely intermixed and inclusive
the range of uses, the more walkable the site will
become. Diversification of uses will also make the
site more resilient to future market ups and downs.

Imagine if it were possible to live in a rowhouse only
blocks away from shopping and from one’s office.
Imagine if restaurants, a grocery store, dry cleaners,
and daycare were also located nearby. It would
begin to be possible to accomplish much of one’s day
without ever needing to get in the car. Being able to
walk to daily needs represents a tremendously rare,
desirable, and valuable amenity.

Signature public places such as parks, plazas, and
squares enhance the attractiveness of living in a
walkable environment. Anchoring these public
spaces with civic uses such as an amphitheater,                                                                                                                           Existing
learning centers, and a public meeting hall will help     The vacant Sears as it exists today.
to complete the transition into a fully walkable,
village neighborhood.

The gradual conversion of the site’s huge parking         Through the transition of the mall from a drive-
fields into blocks and streets can improve the site’s     to place to a walkable center, dependence on the    Urban Heat Islands
environmental performance. Proper redevelopment           automobile will gradually be reduced for some       Modern research about energy conservation and climate
can lead to a reduction of impervious surface and         residents, and replaced over time with a greener,   have revealed a phenomenon called the “urban heat
storm water runoff. Reduction of the parking field        more sustainable, diverse, and enjoyable daily      island.” This describes the buildup of heat (in urbanized
will lessen the site’s heat island effect, and a mix of   experience.                                         areas in both downtowns and suburbs) that results in part
                                                                                                              from the increased amount of unshaded pavement, dark
uses can greatly reduce daily car trips needed and                                                            rooftops and other darkened surfaces; experts tell us this
fossil fuels consumed.                                                                                        brings about energy waste, not to mention summertime
                                                                                                              discomfort. However, the urban heat island is tamed by
                                                                                                              the shade produced by street trees. Street trees are thus
                                                                                                              essential for not only controlling glare and improving our
                                                                                                              air, but also for conserving energy.
                                                                                                                     The U.S. Environmental Protection Agency (EPA) has a Heat Island
                                                                                                                   Reduction Initiative (HIRI). For more information, refer to www.epa.gov.

Page 4.2
May 2011 DRAFT                                                                                                                              JAMESTOWN MALL AREA PLAN
The northwest (Sears) site is transformed overtime from the single use mall to a village center.

                                                                                                          Page 4.3
DETAILS OF THE PLAN                                                                                DRAFT May 2011
The Jamestown Mall Area Plan is centered on one main idea – transforming the
single-use, large footprint building of Jamestown Mall into a mixed-use village                                         Lindbergh Boule

center that can easily adapt to changing economic needs and pressures.
Due to many variables and unknown factors, the physical layout of the plan
must remain flexible to accommodate changing economic forces, developers’
pro-forma, and unforeseen needs or uses. While the built-in flexibility leaves

                                                                                                  Old Jamestown Road
some uncertainty about the exact form, layout, and use of the property, the First
Principles, detailed in Chapter 3, help to create stability and certainty about                                                                Existing
future development.                                                                                                            Central         Anchor
                                                                                                                               Parcel          Parcels              Eastern
The variety of proposed development scenarios allows for phasing that permits                                                                                      Outparcels
the Jamestown Mall site to develop incrementally. Single or multiple parcels
may be redeveloped while others may remain as they are.

                                                                                      City of
The overall plan integrates the geometries of the existing buildings and main         Black
roadways so that access to parcels and businesses is not hindered. The end             Jack
result of incremental development is that each new construction project helps
to add to a cohesive, complete village. The plan works equally well should the
property come under single ownership and is redeveloped all at once.
The conceptual plan scenarios and alternatives look at each large parcel and
illustrate the best use and form of development for that parcel based on its
location on the site and its proximity to surrounding uses and roadways.
Redevelopment can begin with any of the plan areas.                                                                                                   r Cr

The different plan areas are:
                                                                                                                                                             0   200'   400'    800'
    ‡      Northwest (Sears) Parcel
    ‡      Existing Anchor Parcels                                                  Plan Areas
    ‡      Central Parcel
    ‡      Southern Parcel                                                          Economic development strategies are described in detail in Chapter 5: Economics
    ‡      Eastern Outparcels                                                       and implementation strategies and funding mechanisms are detailed in Chapter
                                                                                    6: Next Steps.

In this chapter, potential development scenarios will be described for each of
the plan areas. The plan areas are then stitched together to illustrate overall
plans that represent development strategies for the entire site. The plan areas
can be mixed and matched with one another leaving maximum flexibility while
maintaining a cohesive plan for the site.

Page 4.4
May 2011 DRAFT                                                                                                                                       JAMESTOWN MALL AREA PLAN
In addition to following the First Principles (see
Chapter 3), each plan scenario also adheres to four
basic urban design principles that are common
in historic and new mixed-use communities and

suburban villages.

  1. There is an identifiable center and edge,

  2. Special places are reserved for civic purposes

  3. Each is of a walkable size so that residences
     are within a five to ten minute walk from
     daily needs

  4. There is a connected network of walkable

                                                      ,GHQWL¿DEOH FHQWHU DQG HGJH                                5-minute walk

                                                      Special reserved sites for civic buildings and functions   Connected network of walkable streets

                                                                                                                                                                    Page 4.5
DETAILS OF THE PLAN                                                                                                                                          DRAFT May 2011
TRADITIONAL NEIGHBORHOOD DEVELOPMENT PLAN                                                             GARDEN SUBURB PLAN

                                                     vard                                                                                                vard
                                      Lindbergh Boule                                                                                     Lindbergh Boule
                                                                                  Robbins Mill Road                                                                                       Robbins Mill Road
                 Old Jamestown Road

                                                                                                                     Old Jamestown Road
  City of                                                                                               City of
  Black                                                                                                 Black
   Jack                                                                                                  Jack

                                                                        eek                                                                                                 eek
                                                                    r Cr                                                                                                r Cr
                                                                wate                                                                                                wate
                                                            Cold                                                                                                Cold

                                                                           0   200'   400'       0'
                                                                                               800'                                                                            0   200'   400'        0'

The Traditional Neighborhood Development Plan balances the costs of                                   The Garden Suburb Plan has more curvilinear streets, center median boulevards,
development with the community’s desires for the site. The plan features a                            and larger parks and retention areas throughout the village neighborhood than
block and street network throughout the site creating a complete village                              the Traditional Neighborhood Development Plan. Neighborhoods are planned
neighborhood. A diverse village center is focused on the northwest parcel and                         around a network of connected natural systems that connect throughout the
continues down to the plaza at the center of the neighborhood. A diversity of                         site and to the natural flowways to Coldwater Creek preserved in the Fox Manor
housing is offered in addition to the single family lots prevalent in North County                    neighborhood. The retail is contained within the northwest parcel, resulting in a
that include townhomes, live/work units, duplexes, multi-family buildings and                         focused amount of neighborhood retail. The plan identifies a potential location
small homes on private lots.                                                                          for a sports complex prominently on Lindbergh Boulevard.

Additional detail on the Traditional Neighborhood Development Plan scenario                           Additional detail on the Garden Suburb Plan scenario including an extended
including an extended development is on page 4.22.                                                    development is on page 4.28.
Page 4.6
May 2011 DRAFT                                                                                                                                                         JAMESTOWN MALL AREA PLAN
CENTRAL COMMON PLAN                                                                                      PARK & VILLAGE PLAN

                                                   vard                                                                                                     vard
                                    Lindbergh Boule                                                                                          Lindbergh Boule
                                                                                     Robbins Mill Road                                                                                       Robbins Mill Road

               Old Jamestown Road

                                                                                                                        Old Jamestown Road
  City of                                                                                                  City of
  Black                                                                                                    Black
   Jack                                                                                                     Jack

                                                                      eek                                                                                                      eek
                                                                  r Cr                                                                                                     r Cr
                                                              wate                                                                                                     wate
                                                          Cold                                                                                                     Cold

                                                                         0   200'   400'        0'
                                                                                              800'                                                                                0   200'   400'         0'

The Central Common Plan starts with the premise that all of the mall property                            The Park & Village Plan scenario is one in which portions of the site are
comes under single ownership of a master developer. This scenario allows the                             transformed into a park while others are cleared of their existing conditions
property to be developed in a manner irrespective of the existing property lines,                        to reduce blight, but are held until economic conditions are more favorable to
roadways, underlying infrastructure, and buildings. With more freedom to form                            development. This scenario could be considered an interim stage to the other
different geometries, a larger central gathering space surrounded by shops and                           development scenarios.
townhomes, similar to Lafayette Square, would be possible. It should be stated
that any of the scenarios would benefit from and could be implemented under                              Additional detail on the Park & Village Plan scenario is on page 4.32.
single ownership and a master developer.

Additional detail on the Central Common Plan scenario is on page 4.30.

                                                                                                                                                                                                               Page 4.7
DETAILS OF THE PLAN                                                                                                                                                                                 DRAFT May 2011
The northwest parcel is located at the intersection of                                                                                                                                   Legend
Lindbergh Boulevard and Old Jamestown Road and                                                                                                                                                 Buildings
is currently home to the vacant Sears building. The                                                           Lindbergh Boule
                                                                                                                                                                                               Civic Buildings
entrances to the parcel are close to this intersection,                                                                                                         I
and it is the most visible parcel from the existing                                                               Access Lane
roadways. The visibility from the intersection                                                                                                                                                 Parking
presents an opportunity for redevelopment of                                              D                                                                              A
                                                                                                                                                                                               Street Trees
the northwest parcel to be the first phase of                                                                     G                                                                            Green Space
redevelopment.                                                                                                                                          F

The northwest parcel is the ideal location for                                                                                                          E           H
creating a village center to meet the local retail and
entertainment needs of the surrounding community.

A new street connecting Lindbergh Boulevard and                                                                                                    et
Old Jamestown Road is seen as a future “high”                                                                                         High
street, while a new access lane along the north and

west sides of the site allows for on-street parking                                                                                            B

and access away from the busy intersection.                  Old Jamestown

Two schemes showing potential development of the
northwest parcel are illustrated to emphasize that                           I

the street network and park spaces can be laid out
before all final development decisions are made.
Both scenarios use the same basic block and street                                                                                                                           0          100'        0'
network but reveal the versatility of the plan.
                                                          Village redevelopment on northwest parcel: Scenario A

                                                                      Plan Features

                                                            A         Farmers' Market ties the community to   G   Grocery Store is within walking
                                                                      its rural surroundings.                     distance of many new homes.

                                                            B         Squares and greens are spatially        H   Movie Theatre
                                                                      defined by building frontages.
                                                                                                              I   Multiple entrances into the community
                                                            C         Senior Living Facility                      prevent bottle-necking and
                                                                                                                  disconnectedness of one-way-in / one-
                                                            D         0HGLFDO 2I¿FHV                              way-out communities.

                                                            E         Retail Street                           J   Parking is located mid-block with
                                                                                                                  garages placed on alleys.
                                                            F         Bus Stop Location

                                                                                                                                                                        Plan Area Key

Page 4.8
May 2011 DRAFT                                                                                                                                                          JAMESTOWN MALL AREA PLAN
Scenario A shows a minimal amount of development                                                                                                                                      Buildings
with a small mixed-use area along with townhouses                                                                 Lindbergh Boule
                                                                                                                                                                                      Civic Buildings
and single-family homes. Scenario B demonstrates
the potential for more intense development. The                                                                       Access Lane
block and street network accommodates a mix of                                                                                                                                        Parking

uses including retail, coffee shops, live/work units,                                                                                                                                 Street Trees
attached dwelling units, offices, and a senior living                                                                                                                                 Green Space
facility.                                                                                                                                                   F

In both scenarios, several small greens provide                                                                                                              E
spaces for community gatherings and civic art. A
farmers’ market building faces onto a green along
the north side of the property and acts as a focal                                                                                                                       D
point for the neighborhood.                                                                                                                          e et
                                                                                                                                             h   Str

                                                                                                                                    C              B

                                                           Old Jamestown


                                                                                                                                                                     0       100'         0'

                                                        Village redevelopment on northwest parcel: Scenario B

                                                                    Plan Features

                                                          A         Residential lots back toward existing         E   High Street is still the main retail street.
                                                                    back of house areas and parking lots.
                                                                                                                  F   Bus Stop Location
                                                          B         Buildings facades should be aligned, as
                                                                    walls form a room.                            G   Additional retail space replaces resi-
                                                                                                                      dential uses.
                                                          C         A corner store and/or civic building at the
                                                                    heart of the community allows residents       H   Live/work units add additional home
                                                                    to walk to the market instead of having to        work or small retail opportunities.
                                                                    drive out of the neighborhood.

                                                          D         Outbuildings offer      additional   living
                                                                    space and storage.

                                                                                                                                                                                               Page 4.9
DETAILS OF THE PLAN                                                                                                                                                                 DRAFT May 2011
Sample land use diagrams illustrate in more detail the way that the same                                                                      vard
                                                                                                                               Lindbergh Boule
block and street network can accommodate varying densities. In Scenario
B, some parking may need to be accommodated mid-block on adjacent

 Scenario A

                                                                                                  Old Jamestown Road
 Mix of Uses - Development Area             Footprint (sf)   Space (SF)           Units
                           5HWDLO 2I¿FH      60,000           120,000                -
               Live/Work Ground Space         28,000           28,000              29
                Multifamily/Senior Living     35,000           87,500              88
            Single Family & Townhouses            -               -                29
                        Parking Spaces            -               -               448
                Total Residential Units                                           146                                                                        0   100'     0'

                                                                                                 Sample Land Use: Scenario A

 Scenario B                                                                                                                    Lindbergh Boule

 Mix of Uses - Development Area             Footprint (sf)   Space (SF)           Units
                           5HWDLO 2I¿FH      120,000          240,000                -
                        Live/Work Units       15,200           15,200              16
                Multifamily/Senior Living     45,000           112,500             113
            Single Family & Townhouses            -               -                17
                        Parking Spaces            -               -               448
                Total Residential Units                                           146

                                                                                                  Old Jamestown Road

                                                                 5HWDLO2I¿FH %XLOGLQJ

                                                                 Live/Work Building

                                                                 Multifamily & Assisted Living

                                                                 Single Family & Townhouses

                                                                 Civic Space

                                                                 Right-of Way & Parking                                                                      0   100'     0'

                                                                                                 Sample Land Use: Scenario B

Page 4.10
May 2011 DRAFT                                                                                                                                       JAMESTOWN MALL AREA PLAN
A mixed of uses contribute to vibrant public places.

The new “high street” is the central shopping          Ample sidewalks, street trees, and on-street parking      return to their routes. In addition, the activity on
district of the village center. It is to become the    are envisioned to create an outdoor public room of        high street makes it an ideal bus stop location.
center of the community by providing needs such        activity. Parking lots are located mid-block and do not   People can wait for the bus with dignity and run
as shopping, restaurants, entertainment venues,        detract from one’s experience while in public spaces.     a few of their daily errands at the neighborhood
and places to gather. Retail opportunities can be                                                                stores while they wait for the bus.
supported by creating medical and office spaces as     The high street creates a perfect location for access
well as providing different types of housing options   to public transit. The linkage between Lindbergh          A range of housing can be provided on the northwest
not offered elsewhere in North County.                 Boulevard and Old Jamestown Road creates a loop           parcel such as live/work units, multifamily dwellings,
                                                       that will be easy for buses to navigate and quickly       townhomes, and senior living facilities.

                                                                                                                                                              Page 4.11
DETAILS OF THE PLAN                                                                                                                                   DRAFT May 2011
Senior housing, such as shown at left above, is an integral part of the proposed new walkable village.

Complete neighborhoods should have a range of                        Baby Boomers in the country who will soon be             productive, independent lifestyle for much longer.
residential unit types and living options that cater to              empty nesters and many are headed back to new
all age groups. A range of housing types makes it                    and existing walkable urban centers. This growing        Seniors benefit from close proximity to the diverse
possible for a person to stay in their neighborhood                  senior population will be in particular need of living   range of age groups attracted to vibrant mixed-use
and close to family and social contacts as they mature.              environments that do not depend on the use of the        places. Daily contact with people of different ages
                                                                     automobile. When seniors have the option to live         is stimulating and can increase longevity. Younger
Zimmerman/Volk Associates and other population                       within a short walk of a grocery store, pharmacy,        age groups can likewise benefit from the lifetimes of
trend analysts estimate that there are 77 million                    and other shops, they are able to maintain a healthy,    experience that seniors have to share.
Page 4.12
May 2011 DRAFT                                                                                                                                      JAMESTOWN MALL AREA PLAN
A variety of residential building types would be located within walking distance to shops.

A mix of residential housing could be within the same
block. A corner store could be adjacent to attached
townhomes which would be next to single family
homes. Buildings meeting the public space of the
street in a consistent way allow a variety of building
types to coexist seamlessly with one another.

                                                                                                   Page 4.13
DETAILS OF THE PLAN                                                                          DRAFT May 2011
Each plan scenario is designed to incorporate the existing anchor tenants
buildings – with their requirements for large-scale parking, direct visibility, and
ample loading areas – into the walkable village center. Ideally this synthesis will
result in a pedestrian-scaled place that is also anchored by the existing retail

shopping. However, should the anchor tenants eventually close, the plans are

designed to extend the block and street network onto these parcels creating a

more complete and cohesive village.

The anchor owners would be located amidst a variety of urban building types,                                         E
including street oriented mixed-use buildings with commercial shopfronts on the
ground floor and offices on above, townhouses with dooryards or porches, and
courtyard apartment buildings set close to the streets. These building types can                                           D
respond to a variety of needs and their uses can change over time because of the
way they address the public spaces is more important than the interior function
of the building. The anchor stores that front large expanses of parking have less
flexibility in use. The integration of the village center and the neighborhood                                           JC Penney
with the anchor stores may be important should the anchor stores, which have
less programmatic flexibility and a shorter design life, one day close.                                                                        B





                                         Plan Features
                                     A   Existing anchor stores coexist alongside new

                                     B   Existing Parking Fields                        Legend
                                                                                            Existing Buildings                     B
                                     C   Entrances into anchor stores from the plaza
                                         replace interior corridor entrances.               Civic Buildings

                                     D   Existing loading docks are preserved.
                                     E   New development on adjacent parcels back
                                                                                            Street Trees
                                         WRZDUG SDUNLQJ ¿HOGV DQG ORDGLQJ GRFNV
                                                                                            Green Space                                            0   100'    200'         300'

Plan Area Key

Page 4.14
May 2011 DRAFT                                                                                                                                 JAMESTOWN MALL AREA PLAN
If the existing anchor tenants choose to relocate in the future, the street network
can be extended across the sites and completed with the fronts of buildings
facing fronts and the rear of buildings facing alleys. Blocks from adjacent parcels
can be completed, culminating in a cohesive block and street network. New

green spaces could be formed creating identity for the final portion of the


Commercial or apartment buildings would then frame the end of the plaza
where the large anchor buildings once stood.                                                                                              E

The plaza would then be seamlessly connected into the neighborhood with
additional street connections and links to Lindbergh Boulevard.                                                                               D






      Plan Features

  A   New development completes the block             D   Squares and greens are spatially defined
      and street network begun with previous              by building frontages.
      development.                                                                                      Legend
                                                      E   Greens can be used as playgrounds and             Buildings
  B   A direct east-west connection across the            temporary stormwater retention.
                                                                                                            Civic Buildings       A
      site is completed.
                                                      F   Small civic buildings terminate long views.       Lots
  C   Green spaces serve the surrounding resi-
      dences. As a general rule the tighter the ra-   G   Direct connections are made between the           Parking
      tio of the width of greens and streets to the       greens within each segment of the neigh-
                                                                                                            Street Trees
      height of surrounding buildings the stronger        borhood.
      the sense of place.                                                                                   Green Space                               0   200'   400'                 800'

                                                                                                                                                                                           Page 4.15
DETAILS OF THE PLAN                                                                                                                                                          DRAFT May 2011
The central parcel is located next to Old Jamestown              Plan Features
Road and is currently occupied by the movie theatre
and inline portion of the mall. It has one entrance to       A   Neighborhood Plaza has a
                                                                 small civic building as focal
Jamestown Mall, but additional access is provided                point for the neighborhood.
through the northwest parcel.
                                                             B   Neighborhood Green
CONCEPTUAL DEVELOPMENT SCENARIO                              C   Attached green serves dual
The design for the central parcel is focused around              purpose of community amenity
a new additional entrance to the site along Old                  and stormwater retention.
Jamestown Road. The existing homes on the west               D   *UHHQ EXIIHU KHOSV GH¿QH WKH

                                                                                                                                       F        I
side of Old Jamestown Road would face a 150’                     edge of development.                                      D
greenbelt which would transition into a well-defined                                                                                                                          JC Penney

                                                                                                       Old Jamestown
                                                             E   Plaza is framed by attached                                                                                    Outlet
outdoor space along a linear green.                              residential or commercial uses.                                                            E

A variety of neighborhood uses could be located              F   Parking is located mid-block
                                                                 and can serve as parking for
along the linear green. A corner store or small                  the village center.

cafe could be located at the end of the green and                                                                      H
attached townhouses, multifamily units, or senior            G   Garages are placed on alleys.
living facilities along the sides. Just as with the high     H   New entrance are added onto                                                                                      Macy's
street, on-street parking will be provided, but the              Old Jamestown Road.                                       D
majority of the parking would be located in mid-                                                                               I
                                                             I   Street trees, on-street parking
block locations.                                                 and properly sized sidewalks
                                                                 along streetscapes create
An axial plaza is the center of the parcel and overall           desirable addresses and
                                                                 enhance the pedestrian envi-
village. While high street is the commercial focus               ronment.
of the village center on the northwest parcel, the                                                                                                  G
plaza is the center of the neighborhood focused on                                                                                                                     C
the central parcel. As with the village center, with
a coherent block and street network, the focus of
the plaza can either be additional neighborhood
commercial and office activities, or be more
residential in nature.
                                                                                                        Civic Buildings

The exact mix of retail, office, residential, and                                                       Lots
recreational uses can be increased or decreased                                                         Parking
depending on what is needed. The plaza could                                                            Street Trees
be fronted with retail or office, or it could be lined
                                                                                                        Green Space
with live/work units or residential townhomes. The
important thing is that the fronts of buildings define                                                  Plaza Space                                 0   100'    200'       300'

the perimeter of the plaza.                                Plan Area Key

Page 4.16
May 2011 DRAFT                                                                                                                                 JAMESTOWN MALL AREA PLAN
The plaza is intended to be all at one level with             Plan Features
the interior space protected by bollards. The plaza
could either be fully urban, with brick, stone, or        A   Residential units complete the
                                                              block begun on the northeast
cobblestone, or less urban with grass and native              parcel.
                                                          B   Community Gardens
If the anchor tenants remain, the plaza would             C   Cafe
provide a new front door at entrances currently
entered via the interior of the mall. The entrances       D   Soccer Fields
                                                                                                                            A               E
would face a high quality public space in addition to     E   Tennis Courts

the parking lots they face now. If the anchor store
parcels redevelop, streets can extend out from the        F   Basketball Courts - Some                                                                         JC Penney

                                                                                                    Old Jamestown
                                                              courts may be enclosed in a                                                                        Outlet
plaza continuing the street and block network.                building for year round play.

CONCEPTUAL PARK SCENARIO                                  G   Parking                                                       I
An alternative for this parcel is that it could also be   H   Overflow parking is accommo-
developed as a recreational park. The block begun             dated in existing parking lots.                       K                                  C
on the northwest parcel is completed with a row of
                                                          I   Baseball / Softball fields
buildings.                                                                                                                                                        Macy's
                                                          J   Event Lawn
                                                                                                                            D       J
The streets running north-south can remain intact
                                                          K   Small Retail or Civic Buildings
while the other streets are removed or replaced
with pedestrian paths. When a coherent block and          L   Civic Plaza                                                                                              H
street network is in place, blocks can be joined
                                                          M   Pedestrian connection to the                                      L
to accommodate larger uses and create cohesive                village center.
pedestrian environments.
                                                                                                                        B                                  G

In both scenarios, the anchor tenants can remain in
operation while development occurs around them.

                                                                                                    Civic Buildings



                                                                                                    Street Trees

                                                                                                    Green Space

                                                                                                    Plaza Space                         0   100'    200'     0'

                                                                                                                                                               Page 4.17
DETAILS OF THE PLAN                                                                                                                                 DRAFT May 2011
The eastern outparcels include the two entrances to Jamestown Mall
from Lindbergh Boulevard. The parcel is made up of three outparcels
currently being used for agricultural purposes.
                                                                                                  E                       Robbins Mill Road
Just as in the village center, an access lane would be created adjacent
to Lindbergh Boulevard. This separation from the existing roadway
adds to the greenbelt around the site and makes a more resilient
street address and provides on street parking.

The access lane could continue all the way to the village center on the

northwest parcel or it could turn earlier and leave a remnant of the

agricultural lands by the farmers market. This vestige of agricultural

land could also be reconfigured as a community garden, linking the

village center to its rural neighbors in North County.

The Fox Manor subdivision wrapping the east and south sides of the
Jamestown Mall site include stub out street connection points for
inter-connectivity. The plan utilizes these potential connections and
links into the existing community. Residential lots, comparable in size
to the adjacent lots, border the existing units to form complete blocks.
Green space flowways protected in the surrounding subdivisions are
continued onto the site.

                                         Plan Features

                                     A   Natural drainage pattern to Coldwa-                                     C
                                         ter Creek is continued with a park
                                         system that serves as both civic
                                         space and stormwater management.

                                     B   "Stub outs" from Fox Manor are                                                                                       D
                                         connected to, creating complete
                                                                                  Legend                             A
                                     C   The ring road becomes a tree-lined
                                         avenue with a median making resi-
                                         dential uses more attractive.                Civic Buildings
                                     D   Edge lots allow parking from drive-          Lots
                                         ways on the sides of lots; however           Parking                                                                     B
                                         garages are always located at the
                                         rear of the lot.                             Street Trees                   A

                                     D   Indoor Sports Facility located next to       Green Space
                                         the Village Center.                                             B
Plan Area Key                                                                         Agriculture Land                         0        100'       200'   300'

Page 4.18
May 2011 DRAFT                                                                                                           JAMESTOWN MALL AREA PLAN
During the charrette a desire for indoor basketball or an indoor quarter
mile track and fieldhouse was expressed. TO be built in this location,
they would need to be financially viable and supported by additional
feasibility studies. They have been included as an option to illustrate                                                            Robbins Mill Road
how they could be incorporated into the village neighborhood.

These types of facilities do not need to take up large portions of the
site. Just as with the Park Plan scenario, a few blocks can be joined
to create an appropriately sized parcel for these facilities. A potential

location could be to face Lindbergh Boulevard along the eastern

portion of the site.

The sports facilities' main parking would be provided within the

interior of the block. The existing parking fields can be used for
overflow and event parking. In the event that the existing parking
fields no longer exist, parking would be accommodated in mid-block
locations throughout the village center and neighborhood. The tree
lined streets will provide a nicer atmosphere to walk the short distance
to the facility than the large open parking lots would.                                               JC Penney

The long, and likely blank, facades of the indoor sports facility and
fieldhouse are adjacent to the rear lot lines of homes, minimizing
their visual effect on public spaces.



      Plan Features
                                                                                                                                                 C                              C
  A   Indoor sports center can be           F   2YHUÀRZ SDUNLQJ LV SURYLGHG LQ
      integrated into the village               H[LVWLQJ SDUNLQJ ¿HOGV RU LQ IXWXUH
      neighborhood.                             mid-block locations.                  Legend
  B   Fieldhouse with quarter mile track    G   Residential development backs
                                                toward parking lots and are               Civic Buildings
  C   /RQJ EODQN ZDOOV RI WKH ¿HOGKRXVH         accessed through rear alleys.                                                                                        D
      do not detract from the public
      realm by being located in mid-block   H   Preserved agricultural land could         Parking
      location.                                 also become a community garden.
                                                                                          Street Trees
  D   Drop-Off for Fieldhouse               I   An access lane permits on-street          Green Space
                                                parking and makes a better street
  E   Parking is in mid-block location.         address than Lindbergh Boulevard.         Agriculture Land                              0        100'         200'       300'

                                                                                                                                                                            Page 4.19
DETAILS OF THE PLAN                                                                                                                                           DRAFT May 2011
The southern parcel dips below the rest of the site and borders
Coldwater Creek. The majority of the land in this area is in the

floodplain and is shown remaining in its natural state. An existing

retention pond is also located in this area.

Coldwater Creek is also part of the Great Rivers Greenway regional

trail system, making this an ideal location to create a stop along this

important regional project. Paths and trails adjacent to Coldwater
Creek can lead through the park up to the village center.                      City of                                                                               D
During the charrette North County residents requested numerous
park and outdoor amenities such as an amphitheater. The southern
parcel holds the potential to create an outdoor amphitheater space
for events and neighborhood gatherings. Parking for the amphitheater
would be provided within the village center.

The existing retention pond would be expanded to provide an attractive                                                                                   E
amenity and serve as a drainage retention area for stormwater
                                                                                                                        F               G
management. A public gazebo or pavilion would be located on the new
pond. A field would be located between the amphitheater and pond,
crisscrossed with nature paths and native plantings. At the axis of these
trails a children’s splash area provides recreation during the hot summer
months. The nature trails would extend into the village neighborhoods
and along the greenbelt encircling the village neighborhood.

                                          Plan Features
                                      A   Amphitheater

                                      B   Retention Pond

                                      C   Great Rivers Greenway Trail

                                      D   Bike Shop (Trailhead)
                                                                            Legend                                                                                        eek
                                                                                                                            F                                       r Cr
                                      E   Drop-Off Area                                                                                     C                wate
                                                                                Civic Buildings                                                        Cold
                                      F   Naturally Preserved Open Space        Street Trees
                                      G   Recreational Lawns                    Green Space                                                        0         100'        200'   300'

Plan Area Key

Page 4.20
May 2011 DRAFT                                                                                                                                  JAMESTOWN MALL AREA PLAN
A limited amount of residential, senior living or other types of
development could be built in this location. This parcel has many

constraints and development in the area may be difficult, but is


An additional street connection could be added to connect to the Fox

Manor neighborhood. This would improve connectivity of the Fox

Manor neighborhood to the village center while not burdening the                                                                                 D
neighborhood with additional traffic.                                      City of





                                       Plan Features
                                   A   Neighborhood Greens
                                   B   Retention Pond

                                   C   Great Rivers Greenway Trail      Legend
                                                                            Civic Buildings                                                              eek
                                   D                                                                                    F                            r Cr
                                       Bike Shop (Trailhead)                                                                C                 wate
                                                                            Lots                                                        Cold
                                   E   New Street Connection
                                                                            Street Trees
                                   F   Naturally Preserved Open Space       Green Space                                             0         100'     200'    300'

                                                                                                                                                                  Page 4.21
DETAILS OF THE PLAN                                                                                                                                     DRAFT May 2011
While buildings may come and go over time, streets         Once fully implemented the pattern of thoroughfares
and public spaces tend to last through time. A             and blocks becomes the most discernible. The design
network of streets and blocks provides a framework         uses a hierarchy of diagonals for through traffic and
for development; however, density, land use, and           an even dispersion of traffic through the web of
architectural character are interchangeable elements       streets. Deflected street views produce interesting
which great streets merely facilitate. Great streets set   vistas. This model is similar to John Nolen’s plan for
the tone for new development and will demonstrate          Mariemont, Ohio from 1921 and relates loosely to
confidence in the future of the village center.            the ideal city diagrams of the European Renaissance.
                                                           The web-shaped plan combines the intelligibility of
One can learn from historic cities across the              the orthogonal grid with a radial pattern.
country, such as Downtown St. Louis, Savannah,
or New York, to better understand that a network           All residential units would be within the radius of
of blocks and streets provides flexibility for the         a five to ten minute walk of the village center. The
continued evolution of a place. Over time lots             larger commercial components at the intersection of
may be assembled and subdivided to accommodate             Lindbergh Boulevard and Old Jamestown Road would
buildings of various sizes, depending on the market        be within a short walk. The highly visible intersection
demand and community needs. Parks and open                 satisfies the marketing requirements of retail while
spaces also endure and are important to the long           the seamless connections to neighborhood streets
term prospects of a neighborhood.                          provide a reliable base of customers.
                                                                                                                        Traditional Neighborhood Development Plan as shown on page
While uncertainty about the exact type of                  Squares, greens, and parks are distributed                   4.6 with existing anchor buildings.
development and uses for the Jamestown Mall                throughout the neighborhoods, many containing
site may linger, an investment in constructing a           public buildings. Larger civic buildings are
thoughtful framework of streets and public spaces          prominently sited, terminating vistas, and ending
will establish addresses which can accommodate a           streets memorably. The green spaces are designed
wide range of development over time.                       for informal social activity with recreation as well
                                                           as larger civic gatherings. Pocket parks, dog parks,
The County or a master developer could lay out             flower gardens, playgrounds, community supported
the streets before knowing exactly what buildings          small agricultural plots, places for worship, and
will go there. Alleys aid in the flexibility of blocks,    other public facilities – all of the social, cultural, and
and should be used for utilities, as well as for rear      religious activities present in complete communities
vehicular access to buildings and parking. Parking         – are integrated into the community.
is accommodated along the streets and in mid-block
lots accessed from the alleys, and out of view from

                                                                                                                        John Nolen's plan for Mariemont, Ohio, 1921

Page 4.22
May 2011 DRAFT                                                                                                                                   JAMESTOWN MALL AREA PLAN
                                                      vard                                                                                                       Traditional Neighborhood Development
                                       Lindbergh Boule
                                                     D                                                                                                           Plan Features
                                                                                                                            Robbins Mill Road
                                                                                                                                                             A   Village Center
                                                                                                                                                             B   High Street is the main commercial street.
                                                                                                                                                             C   An outdoor plaza at the village center creates a unique
                                                                                                                 D                                               space for neighbors to meet. Buildings around the
                               F           M
                                                                                            E                                                                    plaza should be built up to the right-of-way in order to
               wn Road

                                                                                                                                                                 frame the plaza.
                                                                                                                                                             D   A continuous greenbelt defines the edge of the village
                 Old Jamesto


                                                                                                                                                             E   A central neighborhood green provides a place for
                                                                 C                                                                                               children to play.

                                                                                                                        K                                    F   Community gardens create a different way to socialize
                                                                                                  I                                                              with neighbors while growing vegetables and flowers.
                                                                                                                                                             G   Within residential areas, a few homes may front on
                                                                           M                                                                                     pedestrian paths or civic spaces, rather than directly
                                                                                                                                                                 onto streets.
                                           J             I                                                   M
  City of                                                                                                                                                    H   A site is reserved for a civic building such as a small
  Black                                                                                                                                                          church, school, or community center.
                                                                                                                                                             I   Alleys allow garages to be located at the rear of the
                                   L                                                                                                                             lots so that the front facades of homes face one an-
                                                                                                                                                                 other across the street.

                                                                                                                                                             J   A grid of streets connects the entire settlement.

                                                                                                                                                             K   A fieldhouse and indoor sports facility front the street,
                                                                                                                                                                 but have the mass of their long blank facades hidden
                                                                                                                                    Legend                       from the public realm in mid-block locations.
                                                                                                                                                             L   Amphitheater
                                                                                                                                          Civic Buildings

                                                                                                                                          Lots               M   Guest parking is provided on-street while private
                                                                                                                                                                 parking for residences is provided off of alleys at the
                                                                                                                                          Parking                rear of the lots.
                                                                              ter   Cree
                                                                     Co  ldwa                                                             Street Trees
                                                                                                                                                             N   Additional parking for the village center, amphithe-
                                                                                                                                          Green Space            ater, and sports facilities are provided in mid-block
                                                                                                                                                                 locations to not detract from the public realm of the
                                                                                                                                          Plaza Space            street.
                                                                                0          200'       400'       800'                     Agriculture Land

                                                                                                                                                                                                                     Page 4.23
DETAILS OF THE PLAN                                                                                                                                                                                        DRAFT May 2011
The transitioning of unit type and use is typically coded with a transect system.   detached homes of increasing size and acreage, many with accessory dwelling
The transect is a classification system describing a cross section through the      units or granny flats. The variety facilitates mixed income and household
various environments and functions of the human habitat. Each transect zone         characteristics.
has a set of parameters that describe the physical form of development such as
building type, placement on a lot, and height.                                      The Transect Maps illustrates how the street network can remain the same while
                                                                                    the intensity of development can vary based on the allotment of transect zones
A diversity of residential types from most urban to least would transition from     throughout the village center.
neighborhood center to edge. Courtyard apartment buildings and townhouses
would transition to small cottages, duplexes with edge yards, and single-family

                                   vard                                                                               vard
                    Lindbergh Boule                                                                    Lindbergh Boule
                                                                Robbins Mill Road                                                                                Robbins Mill Road

  City of                                                                             City of
  Black                                                                               Black
   Jack                                                                                Jack

                                                        Creek                                                                                          Cr  eek             Center
                                                w  ater                                                                                        w  ater
                                            Cold                                                                                           Cold


                                                                                                                         0   200'   400'            800'                   Open Space

Page 4.24
May 2011 DRAFT                                                                                                                                      JAMESTOWN MALL AREA PLAN
T1: Natural                                           T3: Edge
The natural transect is generally located outside     Edge consists of the primarily residential areas,      T5: Center
the boundary of the neighborhood and consists         but includes some mixed-use such as corner stores.     Center comprises the most highly walkable
of undeveloped lands including lands unsuitable       Home occupations and accessory dwelling units          environment and has the greatest mix of uses. It
for settlement due to topography, hydrology, or       are allowed. Plantings are naturalistic and setbacks   consists of a higher intensity mix of uses that includes
vegetation. Trails and utilities may be situated in   are may vary from the public streets. Blocks may       retail, offices, and live/work units and multi-family
this transect.                                        be large and the roads irregular to accommodate        residential. T5 areas typically have fairly small
                                                      natural conditions.                                    blocks with wide sidewalks, regularly-spaced street
T2: Open Space                                                                                               planting. Buildings are taller and would be between
Open space consists of sparsely settled lands in      T4: General                                            two and four stories with narrow or no setbacks
an open or cultivated state. These include parks,     General maintains a residential village fabric         from the right-of way.
squares, woodland, grasslands, trails, stormwater     coupled with mixed-use buildings. This transect
management features, and open space areas. Typical    may have a wide range of building types, such as
buildings are civic and recreational in nature.       single-family, cottages townhomes, duplexes, and
                                                      multi-family buildings. Setbacks are minimal and
                                                      landscaping varies. Streets typically define medium-
                                                      sized blocks.

T1: Natural Zone

         T2: Open Space

                                                      T3: Edge

                                                                                             T4: General

                                                                                                                               T5: Center

                                                                                                                                                           Page 4.25
DETAILS OF THE PLAN                                                                                                                                 DRAFT May 2011
The plan for the village center provides an
interconnected network of walkable streets. By                                                     vard
                                                                                    Lindbergh Boule
providing multiple routes within the neighborhoods,
and multiple connections to surrounding streets,                                                                                                   Robbins Mill Road
traffic can be distributed more efficiently than in the
conventional suburban pattern which is characterized
by cul-de-sacs that empty traffic onto large streets.
The interconnected street network provides alternate
routes throughout the neighborhood which lessens
the impact on any one roadway.

                                                                    wn Road
Street sections would be organized using a hierarchy

                                                                      Old Jamesto
of types that relate to the gradation of intensity from
village center to rural edges.

Village center street types with tree wells and wide
commercial sidewalks transition to neighborhood
yield streets with wide planting strips and slower
design speeds. Buildings would be set farther from
the thoroughfare yet stay close enough for front
porches to be within conversation distance of the         City of
sidewalk on all but the largest edge lots.                Black

In addition to the street network, the proposed
system of alleys and pedestrian trails and paths
will provide enhanced connectivity for vehicles,
pedestrians, and bicyclists. Alleys provide rear
access to residences and businesses, which reduces
curb cuts along streets, improving the pedestrian
experience. The system of alleys and paths serves as
a secondary means of pedestrian circulation through
the entire village. The trail system would provide
access to the open space amenities on the site, as
well as provide opportunities for recreation.                                                                              k                              Legend
                                                                                                               water                                            Existing Streets
                                                                                                                                                                Proposed Streets


                                                                                                                   0          200'   400'   800'                Pedestrian Path

Page 4.26
May 2011 DRAFT                                                                                                                              JAMESTOWN MALL AREA PLAN
The network of neighborhood parks and open spaces
make up the green network. The interconnected                                                     vard
                                                                                   Lindbergh Boule
green network will provide neighborhood access to
parks, trails and open spaces, as well as to the Great                                                                                            Robbins Mill Road
Rivers Greenway Regional Trail planned along
Coldwater Creek. Civic spaces within the village, such
as greens and squares, will provide opportunities for
both formal and informal gathering, and may also
serve stormwater retention purposes.

                                                                   wn Road
Landmark buildings or civic buildings, together with
the system of green spaces, will provide identity

                                                                     Old Jamesto
for each parcel that makes up the village. These
buildings would be located in prominent locations,
marking the entrance to the village or adjacent to
the main civic space.

                                                         City of

                                                                                                                                                                Green Space

                                                                                                                  0          200'   400'   800'                 Civic Building

                                                                                                                                                                      Page 4.27
DETAILS OF THE PLAN                                                                                                                                         DRAFT May 2011
The Garden Suburb Plan contains many of                   A second rural village center off of Old Jamestown
the features of the Traditional Neighborhood              Road, with small mixed-use or attached residential
Development Plan with some programmatic and               units, continues from the northwest parcel
stylistic differences.                                    down to a large green. Unlike in the Traditional
                                                          Neighborhood Plan, a more direct pathway for the
The plan is similar to the organic plans of Frederick     neighboring subdivision located to the south of the
Law Olmsted and John Nolen, both prolific land            rural village center is proposed. The green belt in
planners of national repute at the turn of the last       the Traditional Neighborhood Development Plan
century who designed or inspired many of St. Louis’       would be eliminated along Old Jamestown Road
most prized neighborhoods and parks, like University      and buildings front toward the existing roadway
City and Tower Grove Park. The plan uses irregular,       and face the neighborhood across the road.
elongated blocks and lots, and terrain-responsive
winding streets and greens evocative of the plan for      Residential lots line the edges of the plan with
Riverside, Illinois created in 1869 by Olmsted.           smaller lots and smaller blocks located in the central
                                                          areas. The open space pathways of the neighboring
The open spaces throughout the neighborhoods              southern subdivision carry through to larger parks
form a network of undulating greens planted with          in the plan.
native landscaping. Pedestrian promenades with
double rows of trees and paths are located at the         Like the Traditional Neighborhood Development
center of median boulevards which connect the             Plan, the street network has both a clear east/west
various greens. At the geographic center of the plan      and north/south orientation but in this plan the path
is an informal green rather than an urban plaza.          is more winding, angles are softened, and there is a
                                                          more discernible hierarchy of streets by use of the
The distortion of the grid integrates nature and parks,   center median boulevards.
mixing regularity with the picturesque. Curvilinear
rather than orthogonal blocks create curved roads
that lead the eye to the front doors of homes as
one travels along the thoroughfares. Facades follow
the right-of way smoothly along shallow curves by
maintaining side lot lines that are perpendicular to
the front lot line. Frontages of adjacent blocks are
typically not parallel along the main boulevards,
and the roads look as if they follow well-worn paths
around natural features.

Page 4.28
May 2011 DRAFT                                                                                                     JAMESTOWN MALL AREA PLAN
                                                  vard                                                                                            Garden Suburb Plan Features
                                   Lindbergh Boule

                                                                                                                                              A   Village Center
                               E                                                                              Robbins Mill Road
                                                                                                                                              B   Residential Center

                                                                                                                                              C   Greens extend natural flowways to Coldwater Creek.
                                                                                                                                              D   A variety of lot sizes and price points allows for a diverse
               wn Road

                                                                                                                                              E   Civic sites are reserved in prominent locations.
                                                                                                                                                  Playgrounds, squares and greens are located at the
                 Old Jamesto

                                                                                                                                                  center and edge of neighborhoods.

                                                                                                                                              G   An alternate location for an indoor sports facility.
                                             B                                                 D


  City of


                                                                              k                                             Civic Buildings
                                                                    ter   Cree
                                                             Coldwa                                                         Lots


                                                                                                                            Street Trees

                                                                      0          200'   400'           800'                 Green Space

                                                                                                                                                                                                       Page 4.29
DETAILS OF THE PLAN                                                                                                                                                                           DRAFT May 2011
The Central Common Plan ignores existing lot             The central common is a large-sized public space
lines and assumes simultaneous and complete              available for unstructured recreation, defined by
redevelopment of all portions of the site. If the        building facades, with a landscape of grass and
property is to be redeveloped all at once this plan      trees, paths, and open shelters. Trees would be
is not necessarily preferred over the others, which      dispersed around the center and arranged along the
work equally well if the existing lot lines are          edges of the park so that their canopies cast shade
extinguished. However this plan provides green           over the sidewalks. A fountain at the center of the
spaces and a street network of a different character     green would serve as a focal point and be visible at
than the other two plans.                                the end of the main street. Diagonal avenues radiate
                                                         from the central common to the amphitheater and
A main street leads from Lindbergh Boulevard             linear open space near the corners of the plan.
to a central common. The multi-story, mixed-use
buildings present a combination of frontage types.       As in the other plans a transect system would
On the first floor, forecourts suitable for outdoor      order elements along an urban-to-rural continuum
dining, shopfronts with awnings, and galleries and       outward from the central common. Building, street,
colonnades cantilevered over the sidewalks and           and open space characteristics would go from
casting complete shade are all intended. Office uses     more to less dense. Primarily mixed-use buildings
are located on higher floors.                            transition to residential. Attached buildings lead
                                                         to detached buildings. Shallow setbacks give way
The Central Common plan presents an uninterrupted        to deeper setbacks, masonry buildings give way to
orthogonal grid, rotated 45 degrees perpendicular        wooden buildings; generally flat roofs to generally
to the curve of Old Jamestown Road, running              pitched roofs; streets and alleys to roads and lanes;
diagonally across the site, with a large central         wide sidewalks to narrow paths; plazas and squares
square planned near the geographic center of the         to greens and parks, street lighting to starlight. The
plan. Similar to the Traditional Neighborhood            variety that characterizes enduring communities is
Development plan, a continuous greenbelt on the          present in this plan as much as in the others.
periphery of the development reserves open space
in perpetuity.

The street network and use of a large central square
are reminiscent of county seat towns of the westward
expansion; however the Central Common plan
nevertheless shifts grid orientation and adjusts block
sizes to relate to the neighboring subdivisions and to
incorporate environmental features. The open space
corridors of the subdivision to the south extend north
into the plan and become significant elements.

Page 4.30
May 2011 DRAFT                                                                                                    JAMESTOWN MALL AREA PLAN
                                                   vard                                                                                                       Central Common Plan Features
                                   Lindbergh Boule
                                               E                                                                                                          A   Central Common
                                                                                                                          Robbins Mill Road
                                                         G                                                                                                B   Indoor Sports Facility
                                                                 C                                                                                        C   High Street, the main commercial street, leads directly
                                                                                                                                                              from Lindbergh Boulevard to the Central Common.
                                                                         G                                     F
                                                                                                                                                          D   A splash fountain at the center of the common is a
                                                                                                                                                              place for children to play.
               wn Road

                           F                                             A
                                                                                                                                                          E   Access Lane
                 Old Jamesto

                                                     H                                                                                                    F   A greenbelt differentiates the village neighborhoods
                                                                                  B                                                                           and provides opportunities to reshape flowways to-
                                                                                                                                                              ward Coldwater Creek.

                                                                                                                                                          G   The village center may host a grocery store, daycare
                               I                                                                                                                              center, live/work buildings, farmers' market and transit
                                                                                                                                                              stop. The defined edge preserves nearby farms and
                                                                                                                                                              green spaces.
                                               H                                                                                  H

                                                                                                                                                          H   Unit types are mixed. Attached townhouses neighbor
                                                                                                                                                              detached homes on the same block.
  City of
  Black                                                                                                                                                   I   Multiple connections between the neighborhood and
   Jack                                                                                                                                                       the local street system reduce traffic at peak times.


                                                                                                                                        Civic Buildings

                                                                                              k                                         Lots
                                                                                    ter   Cree
                                                                             Coldwa                                                     Parking

                                                                                                                                        Street Trees

                                                                                                                                        Green Space

                                                                                      0          200'   400'       800'                 Plaza Space

                                                                                                                                                                                                                Page 4.31
DETAILS OF THE PLAN                                                                                                                                                                                    DRAFT May 2011
There is the possibility that the economic               A smaller amount of retail can give this site a sense of
development potential will not be realized in this       place and still become the center of the community,
part of North County for many years. Land banking        even if most of the site remains undeveloped.
is a method used by investors, city, county or state
governments where they purchase and hold land            Some streets would be pedestrian-only, with parking
that is vacant, rural or underutilized in anticipation   access provided through a rear alley. Homes on such
of future development. A few methods of land             a street would face quiet garden paths. A pedestrian
banking may be utilized at Jamestown Mall in order       network of parks, squares, sidewalks along streets,
to preserve the land until economic forces make          and walkways cutting through blocks would link
developing in this location more desirable.              all parts of the plan, making walking easier than
Along the site’s Lindbergh Boulevard edge, farming
uses currently provide a greenbelt around the site.      A community park can be developed on a portion of
The greenbelt could be considered a placeholder use      the site while retaining most of the land as a land
until redevelopment is ready to occur at this site.      bank for future development.

It may be in the interest of the community to
demolish the mall buildings and parking lots in an
effort to reduce the blighting effect of the vacant
structures and expanses of asphalt. The demolition                                                                  Park and Village Plan as shown on page 4.7 with existing
of the existing buildings would remove an obstacle                                                                  anchor buildings.
and cost that could delay development of the site in
the future.

Page 4.32
May 2011 DRAFT                                                                                                                                JAMESTOWN MALL AREA PLAN
                                                  vard                                                                                                  Land Bank / Park Plan Features
                                   Lindbergh Boule
                                                                                                                                                    A   Large community or privately-owned farms are an
                                                                              A                                    Robbins Mill Road
                               H                                                                                                                        amenity that preserves the area’s identity. Agricultural
                                                                                                                                                        land can also preserve land for future development.

                                                                                                                                                    B   Municipal Park
                                                                                                                                                    C   Open green space preserves land for future develop-
                                                                                                    A                                                   ment opportunities.
               wn Road

                                                                                                                                                    D   Amphitheater
                 Old Jamesto

                                                                                                                                                    E   Village Center
                                                                                                                                                    F   High Street

                                                                                                                                                    G   Farmers' Market

                                                                                                                                                    H   Special prominent sites are reserved for civic
                                                                                                                                                    I   Houses front a well-proportioned green to form a
                                                                                                                                                        community outdoor room. These units are accessed
                                                                                                                                                        by the rear alley only with no street between them and
  City of                                                                                                                                               the green.



                                                                                                                                 Civic Buildings


                                                                        ter   Cree
                                                                 Coldwa                                                          Street Trees

                                                                                                                                 Green Space

                                                                                                                                 Plaza Space

                                                                          0           200'   400'       800'                     Agriculture Land

                                                                                                                                                                                                          Page 4.33
DETAILS OF THE PLAN                                                                                                                                                                              DRAFT May 2011
E CONOMICS                   5
         INTRODUCTION        5.1
     RETAIL POTENTIAL        5.3
               HOUSING       5.6
     COMMUNITY IDEAS         5.9


            INTERIM STAGES

                        DRAFT May 2011
Jamestown Mall has been in a state of slow eco-          At the same time, local residents are looking for a              include a residential component that provides pri-
nomic decline for many years. The Jamestown Mall         different mix of services and retail than they feel the          mary market support for this location.
Area Plan discusses opportunities for repurposing        mall currently delivers; they feel it does not provide
the land use at Jamestown Mall to address commu-         the kinds of quality merchandise they are seeking.               Throughout this chapter the boundaries for North
nity concerns and create new economic vitality in                                                                         County are as defined by North County Incorporat-
this important sector of the County. Many knowl-         The charrette revealed that North County residents               ed Service Area. It is bounded by the Missouri River
edgeable observers, including a ULI panel and a for-     desire a place where they can shop, eat, find enter-             on the north and west, the Mississippi River and the
mer operator of the mall itself, agree that the site,    tainment, and gather; a center for the community.                City of St. Louis to the east, and Page Avenue or
currently occupied by Jamestown Mall, is not likely                                                                       State Road to the south.
to survive as a regional mall because of location, ac-   The solution to this conflicting set of perceptions
cess, and surrounding demographics, despite above        and community desires will not be a conventional                 This chapter details the economic and market op-
average incomes in the area.                             single-use master plan. The creation of a village cen-           portunities available at the Jamestown Mall site.
                                                         ter is feasible through building synergies between               Additional information on background information
The effective primary trade area for the mall is de-     different land uses. The combination of uses and                 and constraints can be found in Chapter 1: Back-
scribed in detail in Chapter 1: Background. The          design of the place can create a destination that ap-            ground, and design details of the conceptual plan
effective primary trade area is a geographic area        peals to a wider market by offering amenities that               scenarios and alternatives are in Chapter 4: Details
around the Jamestown Mall site that is closest and       are not frequently available in the region and can               of the Plan.
most convenient for residents. Given a choice and
                                                         Effective Primary Trade Area (outlined in blue)                  North County Boundary
offering the services that people desire, people with-
in the effective primary trade area would shop at
the Jamestown Mall site due to its convenient loca-
tion to them.

In addition, the karst topography, Missouri River
floodplains, and sinkholes impose a physical con-
straint on development north of Lindbergh Boule-                                      Jamestown Mall
vard. The geologic and geographic constraints of
the site leave the immediate trade area character-
ized by low-density neighborhoods and agricultural
uses. Such uses provide an pleasant setting for liv-
ing close to nature, but do not provide a strong pri-
mary market for regional retail.

Interviews with developers, retail consultants, and
property owners indicated a need for a pro-active ap-
proach to changing land use. The planning team was
told by retail professionals that the “center of grav-
ity”, or most viable location for retail in the North
County area, is closer to Lindbergh Boulevard and        The Effective Primary Trade Area for Jamestown Mall (in blue)    1RUWK &RXQW\ ERXQGDU\ DV GH¿QHG E\ 1RUWK &RXQW\ ,QFRUSRUDWHG
                                                         contains 4,700 households which can potentially support a max-   Service Area.
New Halls Ferry Road, 3 miles to the west of the site.   imum of around 200,000 square feet of retail.
                                                         Note: 7-minute drive area is outlined in brown.
                                                                                                                                                                             Page 5.1
ECONOMICS                                                                                                                                                           DRAFT May 2011
Local residents are frustrated with Jamestown Mall
because it does not provide the kinds of and quality
of merchandise they desire. The decline in retail op-
tions and in high end stores can be attributed to the
lack of access, depth of market (number of overall
shoppers) in the area, and a changing preference for
the environments where people shop.

Over time, retailers seem to have misunderstood the
lifestyle segments and preferences of the surround-
ing community. Many members of the community
have stopped frequenting the mall as the selection
of products they were looking for declined, creating
a cycle of the breadth of merchandise being reduced
even though the typical incomes of the immediately
surrounding community are above average.

At the same time the market analysis suggests that
the location of the mall does not have access to the
number of households required to support a 1.2
million square foot regional mall with numerous
national tenants. Without competitive access and
proximity to higher concentrations of households,
the site cannot support the large scale national re-
tailers the residents would like to see, and residents
do not support the existing retail as it is not appro-    Jamestown Mall Redevelopment SLCEC Website Survey. http://www.slcec.com/jamestownmallsurvey.html
priately targeted to the people within the primary        This graph shows a tally of votes in a survey of desired possible uses for the Jamestown Mall location.
trade area.                                                                                                                       Source: St. Louis County Economic Council, survey as of September 9, 2010

                                                          The St. Louis County Economic Council (SLCEC)                     A second major concern was voiced for a place to
Macy’s is undergoing a national restructuring that        hosts an active survey on their website asking resi-              gather such as an amphitheater, public green space,
allows local managers to better address the con-          dents what services they would like to see at the                 or community center. While the results of this sur-
cerns of their markets. As Macy’s attempts to recali-     Jamestown Mall site. The survey indicates a popu-                 vey do not necessarily suggest market support for
brate their inventory to local preferences, their sales   lar desire to maintain the existing retail stores while           any particular retail use, they do help articulate the
are said to be improving. The decision for the exist-     adding in other uses, most notably restaurants, a                 aspirations of the community.
ing anchor tenants to remain in operation at this         farmers’ market, and coffee shops.
location will be based on corporate business models
and volume of sales.                                      This matches the community input throughout the
                                                          charrette, where neighbors voiced a desire for high-
                                                          er quality retail services, particularly mentioning
                                                          business apparel and local restaurants.

Page 5.2
May 2011 DRAFT                                                                                                                                              JAMESTOWN MALL AREA PLAN
In general, new retail uses tend to locate close to                                                                                               Support for Village Retail
new households. Although North County antici-
pates limited growth, there is an existing market for                                        Groceries: Food at Home
local services and a potential to create a new walk-                       Restaurants/Cafes: Food Away from Home
able community.                                                        Household Furnishings, Equipment & Supplies
                                                                                                  Apparel and Services
Support for village retail is determined by examin-                                                        Pet Supplies
ing the effective primary trade area (described on                                 Reading/ School Books & Supplies
page 5.1) household spending by retail category1.                                                    Lawn and Garden
The aggregate spending of the area is divided by the
                                                                             Computer/Video/Audio/Phone Equipment
average sales per square foot of each category to de-
                                                                                                     Smoking Products
termine the amount of supportable space. To proj-
                                                                                                Drugs & Personal Care
ect future support, the existing household spending
patterns are applied to the potential number of new                                          Toys & Sports Equipment
households in the development program.                                                                       square feet 0                 15,000              30,000             45,000              60,000

The spending patterns of existing (2010) residents                                                                                 2010               2030 Support from On-Site Housing
in the effective trade area suggest there is support
                                                                     This graph shows the estimated amount of retail space supportable by spending from households in the effective primary trade area
for up to 200,000 square feet of local serving retail.               of the study site. While little growth has been anticipated for this area, a redevelopment of Jamestown Mall that included up to 1,100
The Jamestown Mall site is in competition with oth-                  QHZ KRXVLQJ XQLWV ZRXOG VLJQL¿FDQWO\ LQFUHDVH WKH ORFDO VXSSRUW IRU UHWDLO VHUYLFHV DW WKLV ORFDWLRQ  Source: ESRI BAO & Urban Advisors Ltd
er small strip center commercial offerings within the
trade area. However, development of a walkable vil-                  Retail spaces within the proposed village center at                     Attracting new retailers, especially a grocery store,
lage, as described in Chapter 4: Details of the Plan,                Jamestown Mall can vary in size. Retail spaces can                      and reconfiguring existing businesses into a “main
would be able to rely on this market. The existing                   be as small as 500 square feet up to 15,000 square                      street” environment will be greatly facilitated by in-
anchor tenants may interfere with some amount of                     feet. The sizes offered here are attractive to local,                   corporating new housing within a short walk of the
supportable apparel and service offerings; however,                  regional, and national tenants. Some national re-                       amenities. Housing will provide additional support,
they do not rely exclusively on this curtailed trade                 tailers are now downsizing, making the spaces more                      in the form of a “captive audience,” to secure the vi-
area for support, so smaller boutique shops may be                   attractive. Staples, according to the Wall Street Jour-                 ability of retail on this site.
possible.                                                            nal, is opening 4,000 square foot stores and Tesco,
                                                                     a grocery chain, is opening 10,000 square foot food
                                                                     stores. These smaller sized stores are better able to
                                                                     fit into more urban or village type settings. They
                                                                     are also more attractive to elderly patrons who do
                                                                     not need to walk as far within a store to get what
1   Like the existing anchor stores, the movie theatre draws from    they need.
    a regional trade area and is less dependent on the local area
    support from within the effective primary trade area. Unlike
    the apparel sector, there is less competition with fewer the-
    aters in the region. Based on a separate trade area analysis,
    it appears that 8 screens are supportable at this location and
    could be a central component of the village retail concept.

                                                                                                                                                                                                       Page 5.3
ECONOMICS                                                                                                                                                                                    DRAFT May 2011
Support for retail within the village center is trans-   Sample Village Retail Program
lated into a sample program based on an average                                                                           Near Term           Mid Term           Long Term
(or minimum) size facility for each retail category                                                                      (square feet)      (square feet)       (square feet)
and standard lot sizes compatible with the village                                     Groceries: Food at Home                  0               25,000             50,000
design. The near term scenario assumes a 50% cap-
                                                                 Restaurants/Cafes: Food Away from Home                      12,000             33,000             42,000
ture of local spending. The mid and long term sce-
                                                            Household Furnishings, Equipment & Supplies                      12,000             32,000             40,000
narios assume full capture of local spending with an
increase in households as the residential component                                           Apparel & Services              8,000             22,000             28,000
of the development is built out.                                                                      Pet Supplies            4,000              8,000             12,000
                                                                          Reading / School Books & Supplies                   4,000              8,000             12,000
Typical local serving retail developments expect a                                                 Lawn & Garden              4,000              8,000             12,000
capture of around 60% of local spending category               Computer / Video / Audio / Phone Equipment                     3,000              9,000             12,000
dollars, and this primary market usually represents
                                                                                          Drugs & Personal Care                 0                8,000              8,000
only 60% of the total anticipated market, so we use
                                                                                             Toys & Sports Equip                0                6,000              6,000
the full spending number to gauge the scale of sup-
portable retail.                                                                                     Movie Theatre           32,000             32,000             32,000
                                                                                                                Total        79,000            191,000             254,000
supportable uses for the proposed village center.        Jamestown Mall site at the low and high end of the development spectrum.
In the near term, the village may support a movie
theatre with several restaurants and boutique shops
totaling around 76,000 square feet. In the mid- and
long term, the village may include a grocery store
along with more restaurants and cafes, and bou-
tique shops. A seasonal farmers' market may be pos-
sible and could complement a grocery store, but is
not included in the sample program as a retail use.

It should be noted that the sample program assumes
the demolition of the in-line portion of the mall, en-
visioning the ability to relocate current tenants as
part of the new village center. The current anchor
stores are not included or subtracted from this pro-
gram since they draw from a wider, regional area,
although they may indeed capture some portion of
the local support for apparel and services. The esti-
mates of this study are intended to be in addition to
the existing anchor stores.

Page 5.4
May 2011 DRAFT                                                                                                                                                         JAMESTOWN MALL AREA PLAN
There are 30,000 people within the 7-minute drive time (illustrated on page            North County Projected Employment Change (2008-2018)
5.1) study area surrounding the Jamestown Mall site, representing 7.9% of the                       Health Care and Social Assistance
377,000 people in North County. According to employment projections from
                                                                                                                  Educational Services
the Bureau of Labor Statistics, Local Employment Dynamics & Missouri Eco-
                                                                                                   Arts, Entertainment, and Recreation
nomic Research and Information Center, and Missouri Department of Economic
Development, North County is expected to add 6,400 new jobs between 2008                           Accommodation and Food Services
and 2018.                                                                                 Management of Companies and Enterprises

                                                                                        Professional, Scientific, and Technical Services
If the Jamestown Mall site captured a proportion of growth equal to the exist-
ing percent of the population within a 7-minute drive, over 500 new jobs in the
immediate area could be created. This could be achieved by providing a setting                                  Finance and Insurance
with the amenities of local retail, availability of quality housing, and an existing               Real Estate and Rental and Leasing
trained workforce.                                                                                                    Wholesale Trade

                                                                                       Admin & Support, Waste Mgmt and Remediation
The largest categories of projected employment growth in North County are
Health Care and Educational Services. These categories each include a wide             Other Services (excluding Public Administration)

range of professions housed in many different building typologies. Health Care                                    Public Administration
includes hospitals, doctor’s offices, nursing and assisted living care. Educational                                                Jobs    0                  750                 1,500                2,250
Services include K-12, colleges, trade schools and tutoring. Christian Hospital,
                                                                                       This graph shows the projected change from 2008 to 2018 in employment by industry in North
three exits south of the site on Highway 367, anticipates continued modest             County. Bars to the right anticipate growth of jobs in that industry and bars to the left suggest a net
growth at this location although most of their growth will be located at facilities    loss of industry jobs. These projections are useful in understanding what types of new jobs the area
5.5 miles west on I-270 on Graham Road.                                                might accommodate and in anticipating what types of facilities a location might provide to foster
                                                                                       economic development.
                                                                                                                             Source: Bureau of Labor Statistics, Local Employment Dynamics & Missouri Economic
A representative from Christian Hospital suggests that North County is under-                                                   Research and Information Center, Missouri Department of Economic Development

served by general practitioners, and that the most efficient business model is for
about 3 offices of 3 to 5 practitioners to share back-office space and staff in a      Imputed Average Wage
                                                                                                               Industry                               Imputed
facility that totals around 20,000 square feet.
                                                                                                                                                    Average Wage
                                                                                                        Health Care and Social Assistance                $42,000
Attracting educational uses to this site might be more difficult since there are
                                                                                                                        Educational Services             $27,000
few educational organizations in the St. Louis metro region requiring space, and
this location is not regionally accessibly by mass transit. Still, a small educa-                      Arts, Entertainment, and Recreation               $35,000
tional campus or facility would fit well with the community’s desires.                                 Accommodation and Food Services                   $15,000
                                                                                             Management of Companies and Enterprises                     $81,500
Study Area Potential for New Employment Space                                             3URIHVVLRQDO 6FLHQWL¿F DQG 7HFKQLFDO 6HUYLFHV                $65,000
               North County Square feet / North County 7.9% of new      7.9% new                                                  Construction           $55,000
 Type of Space
                 new jobs    worker (sf) req space (sf)   jobs          space (sf)
                                                                                                                      Finance and Insurance              $65,000
     2I¿FH         2,000          400         800,000         160         60,000                      Real Estate and Rental and Leasing                 $40,500           The imputed average wage
    Medical        2,000          470         940,000         160         70,000                                                                                           is based on the number
                                                                                                                             Wholesale Trade             $62,000
                                                                                                                                                                           of employees and the
Other/Unknown      1,000          300         300,000         80          20,000        Admin & Support, Waste Mgmt and Remediation                      $34,000           annual wages paid for each
   Education       2,000          970        1,940,000        160        150,000         Other Services (excluding Public Administration)                $28,500           industry.
                                                                                                                                                                                   Source: US Census Bureau

                                                                                                                                                                                                  Page 5.5
ECONOMICS                                                                                                                                                                             DRAFT May 2011
Although North County has been slowly losing                               that has been named the top-selling new home com-                         Trends in age and income suggest that while over
households over the last 10 years, the 7-minute                            munity in St. Louis for the last five years.                              the last decade upper income families aged 35 to
drive radius around Jamestown Mall has grown by                                                                                                      54 left North County, the next five years may see
500 households, and is projected to attract another                        Senior Residences, Retirement and Assisted Living                         an in-migration of households with above average
130 households in the next five years.2 This projec-                       Five year projections in the 7-minute trade area                          incomes in all age groups.
tion is important in suggesting that even while the                        suggest an increase of over 500 households over
larger area of North County has been loosing house-                        65 years old with above average incomes, and an                           The Household Change by Age and Income graphs
holds and population, the neighborhoods in this                            increase of over 5,000 similar households in North                        show the historic and projected change in house-
area remain stable and continue to attract a modest                        County.4 As these households age, and are unable to                       hold age and income in North County. Rather than
number of new residents, even without the forma-                           continue auto-oriented lifestyles, they may provide                       total growth or loss, these graphs present the details
tive effects of planning for growth and coordinating                       a market for houses and senior living units within                        of who is moving in and out and how a neighbor-
highly desirable, amenity-filled places to live.                           a short walking distance of community amenities.                          hood is changing over time.

The St. Louis metropolitan area (including St. Louis                       In other markets, homes with smaller lots and luxu-                       Over the course of the selected time period, these
City, and St. Louis, St. Charles, Jefferson and Frank-                     ry condominiums are popular “move-down” options                           graphs break the number of households who came
lin Counties) is expected to grow by about 65,900                          for seniors. Many of the existing options in North                        and went into age groups (rows on the left), and
households, or 8% between 2010 and 2030. The                               County provide luxury living space and some in-                           then income groups by shade (darker represent
Jamestown Mall site is not far from the fringes of                         ternal services they typically do not offer the broad                     higher incomes). Rather than just showing the net
projected growth and may be able to capture some                           range of community amenities and services that                            change of all in and out migration, this identifies
of that growth.                                                            could be offered in this location (such as local serv-                    shifts in age and in income. Bars to the right of the
                                                                           ing retail and medical offices).                                          graph represent growth while bars to the left rep-
If future growth patterns reflect current urbaniza-                                                                                                  resent out-migration. In this way, dark bars on the
tion preferences, 31% of growth will be in the “sub-                       Upwardly Mobile Families                                                  right represent attraction of upper income house-
urban periphery”, which includes places like James-                        Similar 5 year projections suggest an increase of over                    holds of those age groups to the area.
town Mall, that border on rural areas and 20% will                         4,000 households aged 25 to 44 in North County
prefer “urban outskirts” in traditional suburban                           with above average incomes, and an increase of over                       If 100 households aged 75 and up with incomes
communities like Florissant and Black Jack.                                300 such households within the 7-minute driving                           over $100,000 a year moved out (or died) and
                                                                           area of Jamestown Mall. This matches the narrative                        175 households of the same category moved in (or
These urbanization groups would suggest a region-                          the team heard in interviews about upwardly mobile                        up from other age and income groups), the chart
al market (St. Louis metropolitan area) for about                          professionals moving to this part of North County.                        would show a positive change of 75 households in
33,600 new households over the next 20 years. The                                                                                                    that category.
Jamestown Mall site could offer a compelling mix of
amenities with a location closer to the employment                                                                                                   The graphs show that over the last 10 years lots of ex-
center and urban amenities of St. Louis than New                                                                                                     iting households had upper incomes and were aged
Town St. Charles. Despite its remote location, New                                                                                                   35-54, but not necessarily all of the upper income
Town St. Charles has provided a rural village setting                                                                                                families left. In the future, there is not a projected
                                                                                                                                                     net loss, but a net gain in upper income families.
2 Source: ESRI BAO. Although projections are less accurate as
  future growth.                                                            6RXUFH (65, %$2 :KLOH GHWDLOHG OHYHO SURMHFWLRQV DUH QRW FHU-
  souri Department of Economic Development                                   KRXVHKROGV
Page 5.6
May 2011 DRAFT                                                                                                                                                              JAMESTOWN MALL AREA PLAN
North County Historic Household Change by Age & Income 2000-2010                         North County Projected Household Change by Age & Income 2010-2015

  Age 75+                                                                                   Age 75+

Age 65-74                                                                                 Age 65-74

Age 55-64                                                                                 Age 55-64

Age 45-54                                                                                 Age 45-54

Age 35-44                                                                                 Age 35-44

Age 25-34                                                                                 Age 25-34

  Age < 25                                                                                 Age < 25

Households   -5000
                 0   -3750
                      3750   -2500
                              2500   -1250
                                      1250   0    1250         2500         3750         Households   -3000
                                                                                                        000   -2250
                                                                                                               2250   -1500
                                                                                                                       1500   -750
                                                                                                                               750   0      750         1500          2250
                                                 Source: ESRI BAO & Urban Advisors Ltd                                                   Source: ESRI BAO & Urban Advisors Ltd

                                                                                                                                         Income Range
                                                                                                                                                $25,000 - $49,999
                                                                                                                                                $50,000 - $99,999
                                                                                                                                                $100,000 plus

                                                                                                                                                                  Page 5.7
ECONOMICS                                                                                                                                              DRAFT May 2011
Urbanization Groups
Although housing patterns are likely to change in the              and employment, and insure a high quality of de-                              will likely include a range of apartments averag-
near future with Baby-Boomers retiring and mov-                    sign and construction.                                                        ing 800 square feet that could sell for an average of
ing into smaller units and, along with Millennials                                                                                               $135,000 or rent for around $700 a month, 1,400
(also known as Generation Y and tends to include                   A range of housing sizes, formats and prices should                           square foot townhouses priced around $198,000,
people born between 1977 and 1996), shifting their                 be available to provide a balanced community with                             and a range of single-family houses up to 2,400
preferences to more urban products. Looking at the                 young professionals, families, retirees, and seniors.                         square feet that would be priced around $355,000
existing settlement patterns of the Saint Louis met-                                                                                             or higher. This price range should be affordable to
ropolitan area can help determine a preliminary mix                Based on comparable price ranges at a development                             households in the $30,000 to $90,000 range and
of housing for the redevelopment of the Jamestown                  similar to the proposed development and the design                            above, which is where growth trends are projected.
Mall site.                                                         for this community, the product mix for this location

The Jamestown Mall site could reasonably be clas-
sified as either urban outskirts or suburban periph-
ery. These two household urbanization segments
represent 52% of the Saint Louis metropolitan area.
Based on the current settlement proportions, these
two urbanization categories would be expected to
account for 33,600 new households out of 65,800
new households in the metropolitan area over the
next 20 years.5 The sample development programs
on pages 5.13 through 5.16 anticipate less than a
3.5% capture of this growth over the next 20 years.

Within the urban outskirts, Americans are increas-
ingly choosing traditional town and village settle-
ment patterns over conventional suburban hous-
ing. In the Saint Louis metropolitan area there are
several old town and village centers, but few new
developments that increase the stock of housing to
accommodate the projected growth of over 33,600                    Urbanization
households within existing towns and villages.                           Group
Jamestown Mall provides a location to accommo-
                                                                   St. Louis Metropolitan Area Household Urbanization Groups: The lifestyle segments (ESRI calls them "Tapestry") of the top 75% of households6 in the St.
date some of the projected housing stock growth.                   Louis metropolitan area have been sorted by urbanization group. Based on its location the Jamestown Mall site will be competing for household growth
                                                                   in the large segments of urban outskirts and suburban periphery.                                                                     Source: ESRI BAO
The conceptual plan for the Jamestown Mall site
provides opportunities for these urban-fringe dwell-
ers to live in a walkable village center, close to shops
  Economic Development.

Page 5.8
May 2011 DRAFT                                                                                                                                                                 JAMESTOWN MALL AREA PLAN
During the charrette, the community identified            Sr Housing / Asst Living
many ideas about what they would like to see on
the site of Jamestown Mall in the future. Recurring
ideas from the community were evaluated for                                 Movies
viability based on several factors including:                               Office
                                                                    Medical Office
   Risk - estimates the difficulty of                                        Parks
           implementation including finding                          Village Retail
           a user or partner, and likelihood of                   Farmers Market
           success.                                                        Grocery
                                                                  Sports Complex
   Cost - looks at the overall required public
           and private investment and subsidy                                Hotel
           for the project.                               Waterpark / Indoor Pool
   Return - considers the financial benefit to                      Amphitheater
         the developer, the County, and the                     Reuse Mall: Retail
         community for a successful use.
                                                                   Cultural Center
   Need - considers both the non-financial                       Amusement Park
          benefit to the community for public              “IKEA” / Big Box Retail
          uses as well as the market demand                              Aquarium
          for goods and services in this                       Convention Center
                                                      Economic Evaluation of Community Ideas: This chart rates the community's use ideas based on their viability for
   Location - evaluates the suitability of the        implementation and likelihood for success. Dark blue bars to the right represent uses that ranked highly when ranked
          site for a use and considers the            for viability, and light blue bars to the right are items that ranked low.
          requirements necessary to support
          that use.

                                                                                                                                                                  Page 5.9
ECONOMICS                                                                                                                                                 DRAFT May 2011
Senior Housing/ Assisted Living                            enough households with sufficient spending on enter-         a park may be possible through a partnership with
There is a possibility of offering both assisted living    tainment in North County to support several screens.         developers or public entities such as Great Rivers
and retirement communities, and smaller homes in           While this may not be the ideal location for a movie         Greenway.
connected communities for seniors and empty nest-          theatre in its current configuration, it is already estab-
ers. The community identified senior housing as a          lished and it is frequented by the community.                Village Retail
need and the site holds no impediments for this use.                                                                    Village Retail is an assembly of a variety of shops,
While local retirement living facilities provide lux-      Office & Medical Office Space                                services, and restaurants within a compact walkable
ury space and some services. The Jamestown Mall            Medical office space could be built in a cluster with        main street environment. The costs for this use would
site has the ability to offer a unique environment of      assisted living and senior housing. There may also           be absorbed by private development, and the returns
a community complete with local serving retail and         be a market for small offices. Since there are many          would include both improved real estate taxes and
future medical offices. The addition of these uses in      commercial developers and builders individual proj-          increased sales taxes. While this site is not ideal for
a walkable environment close to where people are           ects do not need to be large in order to succeed.            retail, the effective trade area has spending potential
living provides the ability of seniors for remaining       Proximity to Christian Hospital makes this an ap-            to support 76,000 to 200,000 square feet of local-
independent even after the ability to drive a car is       propriate site for medical offices, and if coordinated       oriented services. Coordinating a development plan
gone. This site could support between 130 to 640           with local amenities, could also provide a competi-          with new housing and employment would provide
senior housing or assisted living units.                   tive location for small offices.                             the needed additional support for the primary mar-
                                                                                                                        ket to adequately support retail in this location.
Housing                                                    Open Space/Parks
Analysis suggests that with a compelling design and        Parks and open space are commonly part of new de-            Farmers’ Market
quality construction, this location would be suit-         velopment programs since they provide an amenity             The most difficult aspect of organizing a farmers’ mar-
able for a variety of new housing. Implementation          that makes the site more attractive, are often used          ket is finding farmers. Several successful farmers’ mar-
would generate greatly improved real estate taxes          for stormwater management, and are typically re-             kets exist in the St. Louis region, and may be able to
for the County. If the development plan provided           quired by land development regulations.                      assist with necessary organization required for imple-
opportunities for families to live in a walkable vil-                                                                   mentation. In other places, seasonal farmers’ markets
lage, close to shops and employment, and insured           Public space unrelated to new developments is diffi-         provide an additional draw and complementary use for
a high quality of design and construction, this lo-        cult to finance because it does not provide a stream         full service grocery stores. While this location does not
cation could provide a competitive alternative to          of revenues sufficient to cover either land acquisi-         necessarily lend itself to a farmers’ market, initial imple-
New Town St. Charles. A range in housing size and          tion or maintenance costs. Where parks are an im-            mentation costs are low and there is local demand.
cost is provided for within a complete community           portant public amenity, they are usually paid for, im-
starting with 800 square foot apartments that could        proved, and maintained by the government. Budget             Grocery Store
sell for $135,000 or rent for approximately $700 a         constraints could make acquiring and managing the            Attracting a quality grocer to this location will be
month to large single family homes in the $355,000         land as park space without the benefit of recouping          difficult, but may be possible by providing a sig-
or higher price ranges.                                    costs with future development difficult. The acqui-          nificant amount of new housing for primary market
                                                           sition of land and use as park space can be used as          support coordinated with a plan for other walkable
Movie Theatre                                              an interim place holding strategy while waiting for          village retail. The benefits of this use would be the
One of the existing assets of Jamestown Mall is the        new development to occur on the site.                        improvement in taxes generated by property and
movie theatre that is still in operation. There are only                                                                sales, as well as meeting the desires of the commu-
a few other theatres in North County: one at St. Louis     This location is well suited for a small park on pa          nity and providing for the local market.
Mills, 10 miles away, and another outside the Coun-        portion of the site due to its adjacency to a poten-
ty in Alton, also about 10 miles away. Yet, there are      tial greenway along the creek. The creation of such

Page 5.10
May 2011 DRAFT                                                                                                                                   JAMESTOWN MALL AREA PLAN
Sport Complex                                             location is unsubstantiated. While there are impedi-       ing, backstage accommodations or dressing rooms,
A new sports facility center with a quarter mile in-      ments to developing a hotel in this location, a small      a business office, ticket gates, and restrooms. Am-
door track was suggested. This use could draw not         hotel may eventually be possible as part of a village      phitheaters require a staff to book acts, sell tickets,
only a regional but national competition audience as      program that includes new office space and neigh-          provide logistical support, year-round security and
well. However, the facility requires in the range of      borhood amenities.                                         various other trades for specific events including
$50 million to $90 million dollars to construct and an                                                               electricians, stage managers and hands, etc.
organization to program, manage, and maintain it.         Water Park/Indoor Swimming Pool
                                                          Specific and infrequent uses such as water parks           While the location is suitable, the implementation is
Funding would need to be obtained either from a           are difficult to find developers and operators for         difficult. A simple sloped lawn or steps with a ce-
public organization, a private foundation or private      since there are so few. This makes implementation          ment stage would rank at the lower end of the cost
enterprise. With few obvious developers and inves-        unlikely. An indoor pool/water park facility with          spectrum, but management would be required for
tors, it would be difficult and costly to implement       year-round use costs from $200 to $600 per square          event programming.
such a large facility.                                    foot. As part of a sports or entertainment complex, a
                                                          20,000 square foot facility would thus cost between        Operational costs are either paid by a for-profit
A smaller sports facility, such as a basketball center,   $4 million for a bare bones facility, to $12 million       concert management company, sponsored by local
would not require as much capital for initial con-        for a more sophisticated facility.                         companies, subsidized by a government entity, sup-
struction and may be more feasible.                                                                                  ported by a foundation or, typically, by a combina-
                                                          There are examples of successful water parks where         tion of these sources.
Many needs for indoor and outdoor sports facility         revenues generated have been sufficient to allow
are accommodated at the Jamestown Sports Com-             for expansion after the initial build out. However, to     Re-use of the Existing Mall for Retail
plex (www.jamestownsports.net) which operates             determine the feasibility of this in this location will    Many of the charrette participants asked for na-
one mile west of Jamestown Mall on Lindbergh              require further study specifically for the need of a       tional anchors, restaurants, and upscale amenities.
Boulevard. The facility has an outdoor pool and of-       water park in this location.                               Adding retail uses into the existing mall poses cer-
fers recreational and league play for soccer, softball,                                                              tain challenges.
baseball, volleyball, football, and kickball.             The use would not likely generate significant reve-
                                                          nues for the County, although the site location is not     National retailers now locate stores using geographic
Hotel                                                     necessarily inappropriate as it would meet neigh-          information systems (GIS) to find the most densely
It will be very difficult to attract a hotel developer    borhood needs.                                             populated markets that match their targeted custom-
and operator to this location. Hotels typically lo-                                                                  er base. The retailers will survey the entire nation for
cate one room for every 3,000 square feet of oc-          Educational                                                prospective sites, and choose those with the greatest
cupied office space as well as tourist or visitor at-     This site could provide a small campus setting for an      likelihood of success. The consequence of this is that
tractions. A small hotel typically requires 30 rooms      educational facility as part of the village center, how-   the Jamestown Mall site is not just in local competi-
to be feasible. Until approximately 90,000 square         ever such uses might prefer locations on major public      tion, but is in national competition for these retailers.
feet of office uses have been integrated into the pro-    transit routes where they can better serve the region.
gram, there is a use established that requires consis-                                                               Traffic and regional access are critical for regional
tent out of town travelers such as expansion of the       Amphitheater                                               malls, and the Jamestown Mall site has neither. A
hospital to regional specialized care from existing       Costs to construct an amphitheater range from $4           good location would have over 100,000 drive-by car
emergency and local services or the development           million to over $50 million. A full facility includes,     trips per day and direct access from a freeway or
of a world-class sports complex that requires rooms       at minimum, a stage, equipment storage, electrical         interstate. This site has around 17,000 car trips per
for traveling athletes, the demand for rooms in this      and mechanical systems for the stage, area light-          day passing by and is half a mile from Highway 367.

                                                                                                                                                                    Page 5.11
ECONOMICS                                                                                                                                                   DRAFT May 2011
To support 1.2 million square feet of retail requires      Amusement Park                                              Other: Other big-box retailers, such as Target,
sales of approximately $300 per square foot or $360        The Jamestown Mall site is large enough to accom-           Home Depot, Barnes and Noble, etc., have al-
million for the facility. This would require support in    modate a small amusement park and still have room           ready found North County locations closer to
the range of 67,000 households who shop regularly          for additional uses. A local amusement park takes           New Halls Ferry Road, with better access to
at the mall. Unfortunately, other development has          around 15 to 20 acres of land including parking. The        large population densities.
located within the center of the nearby local popu-        outlook for such parks, however, is not reassuring.
lation, making the capture of households even less                                                                 Aquarium
likely. The local trade area has approximately 4,700       According to an amusement industry consulting           Aquariums can cost between $15 million and $99
households. Since a good capture ratio for people          firm, spending on local out-of-home entertainment       million, with operating costs between 75% and
who drive to shop is around 30 percent, the support        is declining. Spending is rising for out-of-home en-    100% of admissions cost. All new large aquariums
provided locally would be in the range of 76,000 to        tertainment while on vacation. Venues catering to       are located on aquatic sites and are in part funded by
200,000 square feet of retail.                             the vacation amusement park experience are typi-        research activities. Implementing this would be dif-
                                                           cally coupled with resort areas and may be as large     ficult and costly, and the site is simply inappropriate.
Currently, few retailers are interested in this site be-   as 500 acres.                                           In addition, a small aquarium exists in downtown
cause the design is outmoded, the building is poorly                                                               St. Louis at City Museum.
maintained, traffic volumes are too low, general ac-       Big Box Retailers / “Ikea”
cess is poor, and the location is not in a center of       These retailers look for freeway visibility on inter-   Convention Center
population but on the outer edge of the metro area.        states with high traffic volumes, preferably where      Convention centers are typically located in desti-
The rental rates for storefronts are low and do not        they can access multiple markets with one facility.     nations that are desirable and attract visitors. The
support the operational expenses of the building.          Jamestown Mall does not offer such a location. This     booking of conventions depends upon the desir-
                                                           makes the likelihood of implementation extremely        ability and amenities of the location rather than the
Cultural Center                                            low, and would likely require subsidies and incen-      presence of a convention center. Most convention
Similar to a park, a cultural center would require a       tives from the County. Although it would provide        centers require subsidy.
public entity or beneficent organization to purchase       increased revenues to the County, this location does
the land and develop the center. St. Louis County's        not have the market support or access to multiple       The need for this use is already met regionally by
current budget constraints make acquiring the land         markets to be a suitable location.                      the America’s Center Convention Complex in down-
and managing a cultural center on the site without                                                                 town St. Louis, which is located close to historic
the ability to recoup County money with the sale               Ikea: prefers high visibility sites, visible from   buildings, hotels restaurants and amenities and
of land and collection of future taxes unlikely. This          airports, and major highway intersections, as       served by the light rail. Consequently, a convention
makes implementation difficult of what is likely to            well as locations that have access to multiple      center at the Jamestown Mall site would be difficult
be a costly project with no or little financial return.        urban centers.                                      and costly to implement, would require an ongo-
                                                                                                                   ing subsidy, is not in a preferred location and is not
                                                               Walmart: already has locations in the area and      needed by the community.
                                                               has shifted its national policy to expand with
                                                               smaller stores in urban environments with high
                                                               population densities.

Page 5.12
May 2011 DRAFT                                                                                                                            JAMESTOWN MALL AREA PLAN
Jamestown Mall is currently owned by five different parties. One development
strategy suggests a master developer to purchase the land, assembling the par-
cels under single ownership. This may require assistance from the County but
would greatly facilitate the phasing of construction and particularly land im-
provements. This strategy allows for the most efficient reuse of the land and a                                          Lindbergh Boule
planned community that is not constrained by the lines of ownership drawn for
                                                                                                                                                                                    Robbins Mill Road
an obsolete development model.

A full redevelopment of the site could include 200,000 square feet of local serv-

                                                                                                      wn Road
ing retail, with a 50,000 square foot grocery store, movie theatre, drug store, res-
taurants and cafes, and boutiques. The plan could also include 120,000 square
feet of offices and medical offices, around 260 senior living and multi-family

                                                                                                        Old Jamesto
units and about 910 townhouses and single family homes designed around a
20 acres feature park, with 5.5 acres of additional open space, squares or parks.
This scenario provides a developer with maximized use of the site and should
require lower public subsidies to be profitable.

                                                                                        City of
 Sample Full Site Redevelopment Program                                                 Black
 Redevelopment Program                         %     Acres                               Jack

 Site                                         100%   142
                                Circulation   25%    35.5
                      Open & Park Space       4%      5.5
                                Floodplain    14%     20
             Mixed-Use Development Area       57%     81                                                                                                              Legend
 Mixed-Use Development Area                    %     Acres   Space (SF)      Units
                                                                                                                                                                          Multifamily & Assisted Living
                                     Retail   6%               200,000         -
                                                      6.5                                                                                                         k
                                    2I¿FH     2%               120,000         -                                                                             Cree         Townhouses & Single Family
                                                                                                                                                Cold                      Parking
                Multifamily/Assisted Living   3%      2.5      232,000        260
        Townhouses & Single Family Homes      78%     63      1,563,000       910                                                                                         Circulation

                                   Parking    11%      9       405,000       1,350                                                                                        Open & Park Space

                                     Total    100%    81          -          1,170                0          200'     400'        800'                                    Floodplain

                                                                                       The Full Site Redevelopment strategy is illustrated in the Traditional Neighborhood Development
                                                                                                                                                                                             Page 5.13
ECONOMICS                                                                                                                                                                           DRAFT May 2011
Alternatively, the site could be built with a lower density but this may require ad-
ditional financial support from the County. The additional community benefit of
this plan is the increased amount of open space, including a 20 acre floodplain
park extended with 35.5 acres of parks and neighborhood open spaces. This
program of uses could include 76,000 square feet of village retail with restau-                                          Lindbergh Boule
rants, cafes, and boutiques along with 60,000 square feet of medical and general
                                                                                                                                                                                      Robbins Mill Road
office spaces. The plan could include 160 senior living and multi-family units
and about 540 townhouses and single family homes.

                                                                                                      wn Road
This lower density scenario would require additional development assistance
from the County. If the County were to assemble the site, as part of a develop-
ment agreement it could offer the land at a lower cost as a way to incentivize

                                                                                                        Old Jamesto
development. Other development assistance may include Tax Increment Financ-
ing, Community Improvement Districts, Tax Abatement and/or Neighborhood
Investment District bonding.

                                                                                        City of
 Sample Full Site Lower Density Redevelopment                                           Black
 Redevelopment Program                         %     Acres                               Jack

 Site                                         100%   142
                                Circulation   25%    35.5
                      Open & Park Space       25%    35.5
                                Floodplain    14%     20
             Mixed-Use Development Area       36%     51                                                                                                                Legend
 Mixed-Use Development Area                    %     Acres   Space (SF)      Units
                                                                                                                                                                            Multifamily & Assisted Living
                                     Retail   3%               76,000          -
                                                      2.5                                                                                                         k
                                                                                                                                                             Cree           Townhouses & Single Family
                                    2I¿FH     1%               60,000          -                                                                     water
                                                                                                                                                Cold                        Parking
                Multifamily/Assisted Living   4%      1.5      120,000        160
        Townhouses & Single Family Homes      84%     43       918,000        540                                                                                           Circulation

                                   Parking    8%       4          -           600                                                                                           Open & Park Space

                                     Total    100%    51          -           700                 0          200'     400'        800'                                      Floodplain

                                                                                       The Full Site Lower Density Redevelopment strategy is illustrated in the Garden Suburb Plan.

Page 5.14
May 2011 DRAFT                                                                                                                                                        JAMESTOWN MALL AREA PLAN
Understanding that the County or a private developer may not acquire every
parcel or that the existing property owners may retain control of their prop-
erty, a plan can be developed with an incremental approach. The plan could
be implemented on most any parcel or combination of parcels without requir-
ing full control of the site provided an overall plan for the site is adopted. This                                     Lindbergh Boule
would allow anchor tenants to remain in operation while development is shaped
                                                                                                                                                                                          Robbins Mill Road
around them.

This conceptual plan excludes development on the anchor tenants sites. An

                                                                                                     wn Road
incremental plan, for example, could still accommodate 200,000 square feet of
local serving retail (the two existing anchors rely on a different trade area and
market than the local serving uses proposed) along with 120,000 square feet

                                                                                                       Old Jamesto
of offices and medical offices. Residential uses could include 180 senior living
and multi-family units and another 640 townhouses and single family homes                                                                                    Existing Conditions:
designed around a 20 acre park with 5.5 acres of squares, greens, and neighbor-                                                                               Area Not Included
                                                                                                                                                                  in Sample
hood open space.                                                                                                                                               Redevelopment

                                                                                       City of
 Sample Partial Site Redevelopment: Excluding Anchor Tenants Parcels                   Black
 Redevelopment Program                         %     Acres
 Site                                         100%    115
                                Circulation   25%    28.5
                      Open & Park Space       5%      5.5
                                Floodplain    17%     20
             Mixed-Use Development Area       53%     61                                                                                                                  Legend
 Mixed-Use Development Area                    %     Acres   Space (SF)    Units
                                                                                                                                                                                Multifamily & Assisted Living
                                     Retail   8%              200,000        -
                                                       6                                                                                                         k
                                                                                                                                                            Cree                Townhouses & Single Family
                                    2I¿FH     2%              120,000        -                                                                      water
                                                                                                                                               Cold                             Parking
                Multifamily/Assisted Living   3%       2      137,000       180
        Townhouses & Single Family Homes      73%    44.5    1,100,000      640
                                   Parking    14%     8.5        -         1,260                                                                                                Open & Park Space

                                     Total    100%    61         -          820                  0          200'     400'        800'                                           Floodplain

                                                                                      The Partial Site Redevelopment strategy is illustrated in the Traditional Neighborhood Development
                                                                                      Plan with the anchor tenants parcels remaining.
                                                                                                                                                                                                   Page 5.15
ECONOMICS                                                                                                                                                                                 DRAFT May 2011
An short term approach for development could be to begin with redevelopment
of a single property, such as the Northwest (Sears) property. The new village on                       Lindbergh Boule
this 19-acre site could contain 76,000 square feet of local serving retail, 60,000
square feet of offices and medical offices, and 160 senior living and multi-family
units with 60 townhouses and single family homes. Because the village center
parcel holds the most intense land uses and the floodplain is provided off-site,
this scenario provides the highest yield to a developer.

A plan for the entire site will need to be adopted so that there is some assurance
of what type of development will occur on the remaining parcels in the future.
Development could take place on one or several properties to begin with, leav-
ing some parcels to remain or continue with their existing uses.

                                                                                      wn Road
                                                                                        Old Jamesto
                                                                                                                                                      0      100'    200'

                                                                                     The Partial Site Redevelopment strategy is when only the     Legend
                                                                                     northwest (Sears) parcel redevelops as a village center.

                                                                                                                                                      Multifamily & Assisted Living
 Sample Partial Site Redevelopment: Northwest (Sears) Parcel Only                                                                                     Townhouses & Single Family
 Redevelopment Program                         %     Acres                                                                                            Parking
 Site                                         100%    19                                                                                              Circulation
                                Circulation   21%      4                                                                                              Open & Park Space
                      Open & Park Space       11%      2                                                                                              Floodplain
                                Floodplain    0%       -
             Mixed-Use Development Area       68%     13

 Mixed-Use Development Area                    %     Acres   Space (SF)   Units
                                     Retail   13%              76,000       -
                                    2I¿FH     5%               60,000       -
                Multifamily/Assisted Living   12%     1.5     139,000      160
        Townhouses & Single Family Homes      38%      5      108,000      60
                                   Parking    32%      4         -         620
                                     Total    100%    13                   220

Page 5.16
May 2011 DRAFT                                                                                                                                  JAMESTOWN MALL AREA PLAN
Farmers’ Market:                                         Temporary Retail:
One element of the plan that is not contingent on        Project phasing or transitional space could be pro-              can be placed on small foundations giving them
other development is to establish a farmers’ market      vided for existing in-line tenants while newer, better           the look and feel of permanent structures, yet they
on an outparcel or in the parking lot of Jamestown       space is being designed and constructed. One op-                 have the ability to be relocated as more permanent
Mall. This was a frequently requested use, whose         tion could be the development of moveable retail                 structures replace them. Moveable retail units can
primary obstacle is organization. Learning from the      units, such as those at New Town St. Charles or as               be configured into a temporary main-street, in an-
existing farmers’ markets in the region for organiza-    seen in the image below of a restaurant structure                ticipation of more permanent structures taking their
tional structure and contacts with local farmers, this   at Hampstead in Montgomery, Alabama. Similar                     place. The use of temporary moveable retail is a
is an opportunity that could be implemented imme-        structures could be utilized adjacent to the farmers’            technique often used in New Urban communities as
diately by one of the existing owners.                   market, building off of the traffic and energy cre-              the community is developing and retail support in
                                                         ated at a chosen site. These small retail structures             the area grows.

Farmers Market                                           Moveable structure at Hampstead in Montgomery, Alabama. The structure can be unbolted into three pieces and relocated on
                                                         ÀDWEHG WUXFNV
                                                                                                                                                                            Page 5.17
ECONOMICS                                                                                                                                                           DRAFT May 2011
   N EXT S TEPS                  6
                   MARKETING     6.2
          ECONOMIC STRATEGIES    6.9

                            DRAFT May 2011
St. Louis County, property owners, residents, and        Some market conditions to remember while consid-
developers should work together to bring about           ering implementation include:
the future of the Jamestown Mall property. The vi-       ‡ Strip center retail is built for the short-term and                   MARKETING
sion for the redevelopment of the property has been          decline as newer strip centers are developed.
documented in the preceding chapters of this report      ‡ Older strip center retail centers decline as new          1. Promote North St. Louis County
through plans, illustrations and text.                       ones are built resulting in an oversupply of re-
                                                             tail space that then must survive on lower sales.
Expectations for this project need to be placed in       ‡ When retail is oversupplied on a corridor, the
                                                                                                                         2. Promote the Jamestown
a realistic context. Depending upon market condi-            retail market becomes diluted and the quality                     Mall Area Plan
tions, it will take time and financial resources to          of services that can be offered on any individual
produce substantive change on this site. However,            site declines.
there are shorter term goals that can be accom-          ‡ Strip center retail relies solely on auto access.         POLICY & REGULATORY CHANGES
plished in the interim.
                                                         For these reason, the program for the Jamestown
It will take a coordinated effort between the public     Mall site places retail in a walkable format sur-                     3. Adopt the Plan
and private sectors in order to achieve the desired      rounded by housing that if constructed in the pro-
community results. St. Louis County should take          posed ratios will be sufficient to support at least fifty   4. Develop an Acquisition Strategy
an active role in continuing the efforts to redevelop    percent of the needed sales to sustain retail busi-            4A. Engage the Property Owners
Jamestown Mall into an economically sustainable de-      nesses. The advantage for the site is that retail and               4B. Acquire the property
velopment by clearing obstacles and setting the stage    service businesses will now be able to capture cus-                    4C. Clear the Land
for future development efforts.                          tomers through both automobile access and an ap-             4D. Create a Public-Private Partnership
                                                         propriate surrounding density.
This chapter identifies necessary steps for transform-                                                                       5. Revise the Zoning
ing the site from its current regional format into the   The public sector will need to take a pro-active ap-           5A. MXD - Mixed Use Development
community vision and a built reality. Redevelop-         proach to help set the conditions for future develop-                5B. Form-Based Code
ment of the property will not happen overnight but       ment. Under current economic conditions the plan
there are steps that can be taken now to set the stage   will not occur by itself. Some additional market con-
for redevelopment. As the economy recovers it will       cerns include:
become more economically viable for development          ‡ National economic downturn in both housing                     ECONOMIC STRATEGIES
to occur in this location. Some steps towards imple-          and retail markets.
mentation will set the stage for redevelopment of the    ‡ Housing prices have declined nationally to what            6. Create a Detailed Strategy for
site which will enhance the retail and community              they were in 2000s.                                     Retail, Office & Residential Uses
environment throughout North County.                     ‡ Banks have become extremely risk-averse and
                                                              are requiring considerably more stringent re-
Steps that address marketing, policy and regulatory           quirements on borrowers.                               7. Use Smart Phasing & Incremental
changes, and economic strategies are presented in        ‡ It will take time before private investors sift            Steps to Implement Detailed Plan
the following pages. In addition, a timeline of short         through existing stressed real estate opportuni-
term (1-5 year range) mid term (6-15 year range),             ties and have an appetite for new development.
and long term (15 years and beyond) for these steps
are outlined.                                            While the economy recovers there are important
                                                         things that the public sector can do to prepare for
                                                         future development of the plan.                                                                   Page 6.1
NEXT STEPS                                                                                                                                         DRAFT May 2011
1. Promote North St. Louis County
The perception of the greater North County com-
munity by media and residents in other parts of the
region do not meet the realities of the area. With a
high degree of community input during the char-
rette process, the message is clear that North Coun-
ty residents are proud of their community.

North County offers a unique side to St. Louis with
its history, location by the confluence, geologic for-
mations and rural landscapes. It is important to cele-
brate North County’s strong community and unique
geological features and discover ways to promote its
rural character in its public places.

Improving the perception of North County both re-
gionally and nationally will benefit not only the
Jamestown Mall property but all of North County.
The County should continue to partner with North
County Incorporated and other municipalities to pro-
mote North St. Louis County throughout the region.

Promotion of how the natural and community assets
can be accessed by the greater community should
be marketed such as the use of public parks, scenic
drives, and historic buildings found throughout the
area. This can include coordination of promotional
events including an organized farmer’s market, mu-
sic festivals, restaurant promotions, art walks, char-
ity races, or holiday events being held throughout       View of the Missouri River from Fort Bellefontaine in North St. Louis County.
the North County area.
                                                         2. Promote the Jamestown Mall Area Plan
The promotion of the high quality of life, working,      Continuing to spread the word about this plan for                    mational flyers, and press releases should continue
and recreational opportunities in North County will      the rejuvenation of the Jamestown Mall property                      to be posted to keep the public aware of the devel-
help the perception of the area to meet with the re-     and gaining public support for the plan is important                 opment progress. Promotion of the plan and suc-
ality and show North County as a place worthy of         for implementation. The commitment and leader-                       cessful initial steps will allow the plan to take on a
renewal and improvement. St. Louis County should         ship to the plan by St. Louis County is crucial for                  life of its own and continue to work for the property
also continue to promote North County with its pub-      the organization and implementation of the initial                   for years to come.
lic improvements and should play a key role in at-       steps for them to be successful. A variety of media
tracting private investment.                             should continue to be used: website updates, infor-

Page 6.2
May 2011 DRAFT                                                                                                                                      JAMESTOWN MALL AREA PLAN
3. Adopt the Plan                                       4. Develop an Acquisition Strategy                        4B.      Acquire the Property
Submit the Jamestown Mall Area Plan to St. Louis        The Jamestown Mall Area Plan was designed to be           To reduce development risk and attract a developer it
County for adoption.                                    implemented in a way that respects the property           would be ideal if the underperforming, underutilized
                                                        lines of existing properties to facilitate the individ-   properties are assembled under single ownership.
The area plan for Jamestown Mall provides a con-        ual initiative of any one owner or developer. An          Due to the slow economy and lack of interest in the
ceptual plan and an economic development strategy       ideal approach would be the acquisition and devel-        property by the private sector the first steps of assem-
for the site and the basis for a public-private part-   opment of multiple properties under a single mas-         bling the land will likely need to be a public effort.
nership that is critical to the site’s redevelopment.   ter developer. The County should take a leadership
                                                        role in assembling the land for development while         There are redevelopment tools in place to help with
The scenarios and outcomes described by the plan        remaining flexible and viewing this project as a long     the acquisition of the property. Common tools in-
were created through consensus and filtered by eco-     term investment in the future of the community.           clude the establishment of a 353 Redevelopment
nomic realities for the site.                                                                                     Corporation, or the utilization of acquisition tools
                                                          4A. Engage the property owners                          under RSMO Chapter 99. If necessary, as a last re-
The Jamestown Mall Area Plan should be adopted by         St. Louis County should continue to engage and          sort, eminent domain should be used to acquire non
St. Louis County to give it official standing. Adopt-     initiate pre-development talks with the property        conforming deteriorating property.
ing the plan sends an important message to proper-        owners.
ty owners, residents, investors and developers that                                                               The public sector can begin to acquire the site and
the elected officials and the community support the       By engaging the owners, the County will be able         seek a private development partner to develop the
Jamestown Mall Area Plan. Specifically, the James-        to determine their willingness to participate in the    land through a Request for Proposal process.
town Mall Area Plan should be adopted by the Plan-        area plan if they want to develop their own parcels
ning Commission and County Council and included           in accordance to the plan, or to allow the acquisi-
in the County's General Plan for North County.            tion of the property by others. The County can
                                                          facilitate development by encouraging participa-
                                                          tion in the area plan or by giving incentives for the
                                                          property owners to develop within the confines
                                                          of the area plan. Property owners may choose to
                                                          donate the land to the County in exchange for an
                                                          ownership interest or tax credits, or sell the land

                                                          Once the County has been able to determine the
                                                          property owners' long term goals for their prop-
                                                          erty, the County will be able to decide the best
                                                          way to proceed.

                                                                                                                                                                 Page 6.3
NEXT STEPS                                                                                                                                               DRAFT May 2011
4C.     Clear the land                                     4D.      Create a Public-Private Partnership
As parcels are acquired the structures on them             Development of the property should be accom-
should be demolished. By assuming the costs of de-         plished through the private sector. To have the most
molition, the value of the land is improved since it       control over future development, St. Louis County
removes a logistical, legal and financial burden.          should seek a partner for a public-private partner-
                                                           ship to redevelop the Jamestown Mall property.
The public sector should focus on removing poten-          This may be done by partnering with existing prop-
tial development risks. The site is more attractive as     erty owners, or by identifying a developer through a
a blank slate than with the mall structures remain-        request for proposals.
ing. The demolition of existing structures reduces
time and risk (environmental risk and/or initial site      The important factor is finding the right partner(s)
preparation) making it more appealing to develop-          who are willing, experienced, and financially ca-
ers. Bringing the site back to neutral will help set the   pable of developing the site in accordance with the
table for a developer to come in and do something          community's vision laid out in the Jamestown Mall
new with the site in the future.                           Area Plan. Perspective developer's would submit
                                                           proposals for development adjusting the area plan
As mentioned in the introduction to this section, the      to market conditions, funding availability, and de-
removal of the mall structures solves a few prob-          velopment preferences. Ideally a developer with a
lems with the site in the interim between acquisi-         proven track record in developing mixed-use, walk-
tion and redevelopment. It removes the physical            able communities would be selected.
blight of aging, underutilized, and empty buildings,
reduces the overall amount of regional retail space        A selected developer would be obligated to develop
available in the North County area, and will help          the site in accordance with their proposal submitted
prevent crime by eliminating an unsupervised area                                          .
                                                           in response to the County's RFP The County should
for people to congregate or vandalize.                     work closely with the developer as they produce a
                                                           site plan, such that it is deemed to be in keeping
                                                           with the vision presented in the Jamestown Mall
                                                           Area Plan. The partnership will be in the form of a
                                                           formal redevelopment agreement and will identify
                                                           incentives to aid development in accordance with
                                                           the plan.

                                                           However, the County may find it necessary to initial-
                                                           ly act as master developer through a land develop-
                                                           ment organization. This development organization
                                                           may act as a public-private partnership to acquire
                                                           the property, re-plat the site, install utility and street
                                                           improvements and/or sell lots to individual builders
                                                           resources permitting.

Page 6.4
May 2011 DRAFT                                                                                                          JAMESTOWN MALL AREA PLAN
5. Revise the Zoning                                      5A.      MXD – Mixed Use Development District              5C.     Form-Based Code
The concepts introduced in the Plan cannot be im-         Due to the long timeline for the area plan, it is recom-   Creating a Form-Based Code specifically for the
plemented under the existing zoning district and          mended that at a minimum the property be rezoned           Jamestown Mall property would ensure the great-
land development regulations for the site.                to MXD – Mixed Use Development District in order           est degree of certainty for future development to be
                                                          to allow the uses and structure of development de-         in a form consistent with the community's vision as
Jamestown Mall is currently zoned C-8 Planned             scribed throughout the Jamestown Mall Area Plan.           presented in the Jamestown Mall Area Plan.
Commercial which does not permit individual resi-
dential uses, has large building setbacks from right-     The creation of a MXD zoning district for Jamestown        A Form-Based Code is a land development regula-
of-ways, and encourages parking between buildings         Mall would allow greater flexibility from the exist-       tory tool that places primary emphasis on the physi-
and streets. It is important in the implementation        ing zoning regulations while specifically tailoring        cal form of the built environment with the end goal
of the Jamestown Mall Area Plan that the County re-       regulations for the village development patterns.          of producing a specific community character.
vise the zoning for the site to be more specific in its
outcomes and in keeping with the intent of creating       MXD zoning permits a mix of residential, office and        The MXD zoning would place strict controls on land
a village center for the North County community.          commercial uses on a site. When creating the MXD           use and some development aspects through abstract
                                                          zone for a specific site there is flexibility to desig-    regulatory statistics, which can result in very differ-
The County has two options for how to change the          nate desired uses, height limitations, setbacks, lot       ent physical environments. The base principle of
zoning for the property to be in keeping with the plan:   sizes, off-street parking and loading requirements.        form based coding is that design is more important
rezone the property to MXD – Mixed Use Develop-                                                                      than use.
ment, or two, create a site-specific form based code.     However, limitations on the minimum amount of
The important aspects that need to be rethought in        each land use may not allow for the maximum flex-          Simple and clear graphic prescriptions for building
either case is the relationship between buildings and     ibility needed for economic vitality and large park-       height, how a building is placed on its site, and build-
the street, the location and amount of required park-     ing requirements are required even though spaces           ing elements (such as location and configuration of
ing, and the size and make-up of streets.                 could be shared between uses.                              porches, windows, doors, etc.) are used to control
                                                                                                                     development. Land use is not ignored, but regulated
                                                          If possible a reduction in the minimum parking re-         using broad parameters that can better respond to
                                                          quirements for office and commercial uses should           market conditions while also restricting the locations
                                                          be reviewed for compatibility with the creation of a       of certain undesirable combinations of uses.
                                                          walkable village center.
                                                                                                                     A Form-Based Code would allow development of
                                                          If these standards can be revised within the MXD           property in congruence with standards set forth in
                                                          zoning, it is recommended that this be the course of       the code without the need for lengthy zoning ap-
                                                          action taken. Utilizing the MXD zoning allows the          provals processes. The Form Based Code would
                                                          County to rezone the property within their current         streamline the process of approving projects be-
                                                          zoning code, standards and review processes while          cause the investment in public process and consen-
                                                          permitting and encouraging the desired outcome             sus building for the future of the site would already
                                                          for the site.                                              been approved.

                                                                                                                                                                    Page 6.5
NEXT STEPS                                                                                                                                                  DRAFT May 2011
    Revising Parking Standards

    When planning for the future development of the             /DUJH SDUNLQJ UHTXLUHPHQWV IRU RI¿FH DQG FRPPHUFLDO       ban Land Institute (ULI) shared parking standards,
    Jamestown Mall property, it is important to provide an      portions of the mixed-use village center could make       as well as in the SmartCode. The ULI shared park-
    adequate supply of parking to accommodate future            parking areas and blocks too large to create the com-     LQJ FDOFXODWLRQV DUH GH¿QHG WKURXJK D PDWUL[ FUHDWHG
    growth and development. However, this mixed-use             fortable pedestrian environment desired.                  IRU D GH¿QHG VWXG\ DUHD XVXDOO\ D SHGHVWULDQ VKHG
    village will be a unique center of activity where parking                                                             (typically 1,320 feet or a 5-minute walk). The Smart-
    is merely one of many important considerations.             7KH EHQH¿W RI WKH PL[HGXVH HQYLURQPHQW FDQ EH FDS-       Code calculates shared parking reductions through a
                                                                italized upon by creating a shared parking plan and       shared parking “factor,” based on the particular mix of
    On-street, parallel parking is the most pedestrian-         reduction strategies. By arranging shared parking in      uses. Please note that the SmartCode parking ratios
    friendly form of parking. It provides direct access to      mid-block locations and allowing on-street parking to     and factors must be calibrated to meet the particular
    the adjacent commercial establishments and provides         count toward overall parking requirements the parking     needs of each community.
    D WUDI¿F FDOPLQJ HIIHFW RQ YLOODJH VWUHHWV                 can be distributed throughout the site.
                                                                                                                          7KH UHTXLUHG GLPHQVLRQV DQG FRQ¿JXUDWLRQV IRU SDUN-
    Parking lots need to be located away from the side-         6KDUHG SDUNLQJ LV DQ HI¿FLHQW PHWKRG IRU KDQGOLQJ         ing stalls should also be examined. The Zoning Ordi-
    walk, so that the valuable street edge can be recap-        parking in mixed-use centers. Businesses may be           nance establishes a minimum width for parallel parking
    tured for occupyable building frontage or green space.      able to use certain parking spaces during the day         stalls at 9 feet. This may be appropriate if the gutter
    Where possible, parking lots should be lined with           while these same spaces are then used by residents        width would occur entirely within the 9 feet. If the gutter
    buildings or otherwise screened from public view so         at night. Shared parking works in a mixed-use, park-      pan cannot be included in this dimension, the minimum
    that parking does not become a prominent feature of         once, pedestrian-friendly environment, all of which are   width should be reduced to 7 or 8 feet. The required
    the street scene.                                           key elements in the Jamestown Mall Area Plan. By          drive lane adjacent to parallel parking is on a one-way
                                                                utilizing shared parking reductions the overall number    street is 15 feet. This dimension is quite large and
    Off-street parking requirements should be relaxed           of required parking spaces can be reduced.                should be reduced to 12 feet. The 12 foot dimension
    from the existing standard in order to achieve a more                                                                 VWLOO DOORZV IRU ¿UH WUXFNV FRPPHUFLDO YHKLFOHV DQG
    pedestrian-oriented character and to acknowledge the        Some useful shared parking ratios that can be used        snow plows to be able to pass parked vehicles.
    VKDUHG SDUNLQJ EHQH¿WV RI D PL[HGXVH HQYLURQPHQW          as guidance for the County can be found in the Ur-

Page 6.6
May 2011 DRAFT                                                                                                                                       JAMESTOWN MALL AREA PLAN
     STUDY       Resi-     Resi-                                               Res-       Res-
                                     2I¿FH     2I¿FH      Retail    Retail                          Total     Total
     AREA       dential   dential                                             taurant   taurant                          5HTXLUHG 3DUNLQJ
                  M-F      Sa-Su       M-F      Sa-Su      M-F       Sa-Su      M-F       Sa-Su      M-F      Sa-Su
                                                                                                                                             T2 T3                           T4                         T5 T6
                230.00     230.00    219.00     219.00    604.00    604.00     100.00    100.00     1,153     1,153        5(6,'(17,$/         2.0 / dwelling                      1.5 / dwelling        1.0 / dwelling

    6SDFHV XVHG WKURXJKRXW WKH GD\ GHWHUPLQHG E\ 8/, VWDQGDUG FDOFXODWLRQ                                                     /2'*,1*        1.0 / bedroom                       1.0 / bedroom         1.0 / bedroom
     6:00 AM    230.00     230.00     6.57                                                          236.57    230.00              2)),&(      3.0 / 1000 sq. ft.              3.0 / 1000 sq. ft.        2.0 / 1000 sq. ft.
     7:00 AM    200.10     218.50     43.80     43.80      48.32     18.12      2.00      2.00      294.22    282.42               5(7$,/     4.0 / 1000 sq. ft.              4.0 / 1000 sq. ft.        3.0 / 1000 sq. ft.
     8:00 AM    181.70     202.40    137.97     131.40    108.72     60.40      5.00      3.00      433.39    397.20
                                                                                                                        6KDUHG 3DUNLQJ )DFWRU
     9:00 AM    167.90     186.30    203.67     175.20    253.68    181.20     10.00      6.00      635.25    548.70
                                                                                                                                  )XQFWLRQ                           ZLWK                           )XQFWLRQ
    10:00 AM    156.40     170.20    219.00     175.20    410.72    271.80     20.00      8.00      806.12    625.20
     11:00 AM   135.70     163.30    219.00     219.00    525.48    440.92     30.00      10.00     910.18    833.22                 5(6,'(17,$/                                               5(6,'(17,$/

    12:00 PM    138.00     163.30    197.10     219.00    585.88    513.40     50.00      30.00     970.98    925.70                     /2'*,1*                                               /2'*,1*
     1:00 PM    135.70     161.00    197.10     175.20    604.00    573.80     70.00      45.00    1006.80    955.00                         2)),&(                      1                     2)),&(
                                                                                                                                                                   1.1       1.1
     2:00 PM    138.00     163.30    212.43     131.40    585.88    604.00     60.00      45.00     996.31    943.70
                                                                                                                                             5(7$,/          1.4         1         1.4         5(7$,/
     3:00 PM    140.30     167.90    203.67     87.60     573.80    604.00     60.00      45.00     977.77    904.50                                   1.2         1.7       1.7         1.2
                                                                                                                                                             1.3         1         1.3
     4:00 PM    151.80     172.50    168.63     87.60     525.48    543.60     50.00      45.00     895.91    848.70                                               1.2       1.2
     5:00 PM    177.10     186.30    102.93     43.80     477.16    453.00     70.00      60.00     827.19    743.10
     6:00 PM    195.50     195.50     50.37     43.80     495.28    392.60     90.00      90.00     831.15    721.90    Standard Parking Ratios and Shared Parking Factors for SmartCode
     7:00 PM    216.20     200.10     15.33     43.80     537.56    362.40     100.00     95.00     869.09    701.30    Note that Ratios and Factors must be calibrated for local conditions.
     8:00 PM    220.80     211.60     15.33     43.80     525.48    332.20     100.00    100.00     861.61    687.60
     9:00 PM    225.40     218.50     6.57                368.44    241.60     100.00    100.00     700.41    560.10
    10:00 PM    227.70     220.80     6.57                193.28    229.52     90.00      95.00     517.55    545.32
     11:00 PM   230.00     225.40                          78.52     78.52     70.00      85.00     378.52    388.92
    12:00 AM    230.00     230.00                                              50.00      70.00     280.00    300.00
   Typical example of parking calculations for a mixed-use walkable community, calculated with the Urban Land
   Institute’s shared parking reduction matrix. Calculations are tailored to the particular mix of uses and intensity
   of development for each study area.

                                                                                                                                                                                                                       Page 6.7
NEXT STEPS                                                                                                                                                                                                DRAFT May 2011
  Components of a form based code may include
  a site-specific regulating plan that lays out the    6DPSOH )RUP%DVHG &RGH 6DUDVRWD &RXQW\ )/  3ODQQHG 0L[HG8VH ,Q¿OO 30, 'LVWULFW &RGH
  street network, build-to lines, and transects;       6DUDVRWD &RXQW\¶V 3ODQQHG 0L[HG 8VH ,Q¿OO 30, 'LVWULFW ZDV                                                                                streets, plazas, squares, or neighborhood parks; compact de-
  building form standards, streetscape standards,      created to encourage sustainable, mixed-use neighborhoods                                                                                   velopment, creating a walkable urban environment and conserv-
  street sections, parking requirements and land-      for the County’s aging commercial corridors.                                                                                                ing land and energy; diversity not homogeneity, with a variety
                                                                                                                                                                                                   of building and street types, open spaces, and land uses; and
  scape guidelines.                                    Proposals for mixed-use development could be eligible for re-                                                                               resilient and sustainable neighborhoods, adaptable over time to
                                                       zoning to PMI if they incorporate the principles of traditional                                                                             improved public transit and to changing economic conditions.
  For more information about form-based codes, refer   neighborhood design, including: a highly interconnected street
  to the Form-Based Code Institute website at          QHWZRUN GLVSHUVLQJ WUDI¿F DQG SURYLGLQJ FRQYHQLHQW URXWHV IRU                                                                              The new district provides form-based regulations that codify the
                                                       pedestrians and bicyclists; high-quality public spaces, with all                                                                            above goals.
  http://www.formbasedcodes.org/                       building façades having windows and doors facing tree-lined

The creation of a Form-Based Code or MXD district                                          Section 6.11.5.n                                     Article 6. District Development Review Standards     Section 6.11.5.d                                  Article 6. District Development Review Standards       Section 6.11.5.i                              Article 6. District Development Review Standards

in this location will require further community in-                                                                                                                                                   Mixed-Use Building Lot (MU):                           Character Examples:                               Street B:


put discussions and formal public hearings beyond                                                                                                                                                                                                                                                                Edge


those conducted as a part of the Jamestown Mall
Area Plan approval process.                                                                                                                                                                            Core

                                                                                                                                                                                                                                                                                                               Street C (angle parking):



During the charrette, meetings were held with
                                                                                                                                                                                                      Apartment Building Lot (AB):                           Character Examples:

the appropriate approval agencies concerning the                                                                                                                                                                                                                                                               Street D (one way):

creation of a compact community. When more de-

                                                                                                 Lot Types
                                                                                                 PB   Pedestal Building Lot                                                                                                                                                                                     General
                                                                                                 LB   Lined Building Lot
                                                                                                 MU   Mixed-Use Building Lot
                                                                                                 AB   Apartment Building Lot
                                                                                                 CO   Courtyard Building Lot

tailed, specific regulations are drafted, additional                                             LW   Live-Work Building Lot                                                                           Core
                                                                                                 RH   Rowhouse Lot
                                                                                                 AH   Apartment House Lot                                                                                                                                                                                      Preserve
                                                                                                 DU   Duplex Lot                                                                                     General
                                                                                                 CH   Cottage House Lot
                                                                                                 SH   Sideyard House Lot
                                                                                                  H   House Lot                                                                                       Edge

meetings are advised including: the Fire Marshall
                                                                                                 CB   Civic Building Lot
                                                                                                 CS   Civic Space

and their department’s needs for emergency access,                                         Sarasota County, Florida            Exhibit A – As Adopted on 8/28/07                       Page A-40     Sarasota County, Florida        Exhibit A -- As Adopted on 8/28/07                       Page A-12       Sarasota County, Florida     Exhibit A – As Adopted on 8/28/07                       Page A-28

County Highways and Traffic Department regard-         A sample illustrative plan and regulating plan are included as                                                                              Urban standards such as                                                                                  Thoroughfare standards are
ing the permissibility of more walkable streets, and   part of the PMI Code to instruct future applicants how to apply                                                                             building orientation, height,                                                                            included to regulate the con-
additional County Departments including, at mini-      the PMI District Zone to their property.                                                                                                    and setbacks, are organized                                                                              struction and reconstruction
mum, the County Planning, Parks and Public Works                                                                                                                                                   by lot type, shown above.                                                                                of streets.

Page 6.8
May 2011 DRAFT                                                                                                                                                                                                                                                                                            JAMESTOWN MALL AREA PLAN
6. Create a Detailed Strategy for Retail, Office &         In order to compete with the newer retail formats       The County can assist the creation of appropriate
     Residential Uses                                      emerging closer to large concentrations of consum-      housing shown in the plan in two ways. One is
The retail strategy for the Jamestown Mall Area            ers, the plan creates a walkable destination with       to assure that housing is compatible with existing
Plan relies upon the conversion of the mall from a         shared parking, new housing and work places.            neighborhoods but also follows the plan guidelines
large single use model surrounded by fields of park-       Walkable destinations are attractive to the residents   so that it acts as a transition in places where that
ing into a village center serving local retail needs. A    and others in the wider area. Shoppers tend to          is necessary. Another is to assist appropriate devel-
regional mall relies on capturing small percentages        spend more time at a walkable destination with a        opment with a strategy for allocating infrastructure
of spending from large volumes of pass-by traffic.         mix of uses than they do at purely retail shopping      funding to enable the production of housing to sup-
The village model provides economic utility and an         areas, increasing their potential time to be custom-    port future employment and retail uses.
enticing, entertaining environment that can be sup-        ers for businesses. Creating this environment with
ported in large measure by the residential develop-        its diverse housing opportunities will also encour-     A final element in the strategy for housing is to pro-
ment on site. The Jamestown Mall Area Plan shows           age the location of new employment.                     vide a mix and range of units. Traditional neighbor-
options for development with varying amounts of                                                                    hoods, even in villages, include a range of housing
retail, office, and residential components.                Housing:                                                from estate homes, small homes, cottages, duplexes,
                                                           The Area Plan shows housing of a variety of types       rowhouse and apartments. Providing this mix al-
In reconfiguring the Jamestown Mall site for uses          and sizes throughout the Jamestown Mall property.       lows young couples to buy a cottage in a community
that better serve the adjacent neighborhoods, there        The addition of housing on this property is essential   that they can then move up into a larger home as
is an opportunity to provide the community with a          to support new businesses at the village center.        their family grows and their housing needs change.
town center. The extensive size of the site, in one sce-                                                           As they age and their children leave the home, the
nario, accommodates 1,400 new households in addi-          One of the important features of the Plan is its care   neighborhood can also offer a more compact place
tion to the 200,000 square feet of retail, and 80,000      in ensuring that any new development adjacent to        to live. Further, the provision of senior housing
square feet of offices.                                    existing neighborhoods is consistent with the qual-     close to services means that as people age, the same
                                                           ity, character and scale of the neighborhoods.          couple can continues to live in their neighborhood,
Analysis identifies a potential market for senior liv-                                                             among their friends and relatives, instead of moving
ing in small lot houses and townhomes in addition          A range of housing sizes, formats and prices should     to a new location and starting over.
to assisted living facilities, which could potentially     be available to provide a balanced community with
account for 600 of the new households. The impor-          young professionals, families, retirees, and se-        Accomplishing the goal of creating a complete neigh-
tance of this residential base and employment uses         niors. Based on comparable price ranges and the         borhood for all ages is not the way housing is typi-
cannot be under-emphasized in their ability to make        design for this community, the product mix at the       cally done today. In order to help enable this type
the retail component more attractive to investors and      Jamestown Mall site is likely to include a range of     of neighborhood low-income housing tax credits and
successful as a business location.                         apartments averaging 800 square feet that could         senior housing programs are available. Many people
                                                           rent for around $700 a month or sell for an aver-       feel that the use of these credits and programs in-
At the lower range, the site could support at least 700    age of $135,000, 1,400 square foot rowhouses            dicate a desire to put “projects” into neighborhoods.
new units which would significantly contribute to the      priced around $198,000, and a range of single-fam-      On the contrary, given current housing costs, it
viability of local-serving retail by providing custom-     ily houses up to 2,400 square feet that would be        means providing residences for young public employ-
ers with this as their most convenient shopping lo-        priced around $355,000 or higher. This price range      ees such as fire fighters and police recruits, young
cation. Providing a concentration of middle-income         should be affordable to households in the $30,000       teachers, small business-owners, and other members
households is attractive to retailers and is the best      to $90,000 range and above, which is where growth       of the community.
chance the site has at insuring the success of attract-    trends are projected.
ing services like a grocery store and restaurants.

                                                                                                                                                                 Page 6.9
NEXT STEPS                                                                                                                                              DRAFT May 2011
7. Use Smart Phasing & Incremental Steps to
     Implement Detailed Plan                                 )81',1* 0(&+$1,606
Malls may be completed and opened on a single day,           There are multiple funding mechanisms available to developers at the Federal, State and local level.
but a village center is built over time. The James-          The following are a list of resources and agencies that can assist in land development.
town Mall Area Plan is based on the mix of uses in
a village environment and serving local community            )HGHUDO 3URJUDPV
needs to create a synergy that will make the retail, of-       ‡ Section 42 Low income Housing Tax Credits
fice, and residential uses successful. By focusing new         ‡ HUD Section 202 Elderly Housing
development on underutilized highly visible portions
of the site and creating a successful first project, early   6WDWH /HYHO 'HYHORSPHQW $JHQFLHV
phases can be used as catalysts for future phases.             ‡ Missouri Department of Economic Development
By using smart phasing strategies, operating por-              ‡ Missouri Housing Development Commission
tions of the site can remain in operation unimpeded                http://www.mhdc.com/
while underutilized portions of the site can be re-            ‡ Missouri Development Finance Board
thought and reconfigured. The portions of the site                 http://www.mdfb.org/
with the most visibility are the northeast portion of
the site and the properties along Lindbergh Boule-           6WDWH 3URJUDPV
vard. Ideally, one of these parcels should be targeted         ‡ Tax Abatement
for the first phase of redevelopment so people can                 RSMO Chapter 99 or Chapter 353
see that something new and different is occurring              ‡ Tax Increment Financing
at the Jamestown Mall property while existing busi-                RSMO Chapter 99.800
nesses can remain in operation unimpeded.                      ‡ Community Improvement Districts
                                                                   RSMO 67.1401
                                                               ‡ Transportation Development Districts
                                                                   RSMO Chapter 28
                                                               ‡ Neighborhood Assistance Program Tax Credits
                                                               ‡ Neighborhood Improvement Districts

                                                             /RFDO /HYHO 'HYHORSPHQW $JHQFLHV
                                                              ‡ St. Louis County Economic Council (SLCEC) and the Land Clearance for Redevelopment
                                                                  Authority of the County of St. Louis (LCRA)
                                                              ‡ St. Louis County Department of Planning – Office of Community Development
                                                              ‡ East-West Gateway Council of Governments – St. Louis, Missouri

Page 6.10
May 2011 DRAFT                                                                                                                         JAMESTOWN MALL AREA PLAN
The following is an estimated timeline for
implementation. It has been broken into short term
(1-5 year range) mid term (6-15 year range), and
long term (15 years and beyond) goals.

                                                     short term    mid term    long term
                                    MARKETING        1-5 years    6-15 years   15+ years
              1. Promote North St. Louis County

       2. Promote the Jamestown Mall Area Plan


                                3. Adopt the Plan

              4. Develop an Acquisition Strategy
                 4A. Engage the Property Owners
                         4B. Acquire the property
                               4C. Clear the Land
           4D. Create a Public Private Partnership

                             5. Revise the Zoning

                       ECONOMIC STRATEGIES

                6. Create a Detailed Strategy for
                 Retail, Office & Residential Uses

             7. Use Smart Phasing & Incremental
                Steps to Implement Detailed Plan

                                                                                           Page 6.11
NEXT STEPS                                                                          DRAFT May 2011
               A PPENDIX               A

                                  DRAFT May 2011
The following conceptual development cost analysis       Land Acquisition Estimate                                $ TBD*
was prepared by Stock & Associates and Urban Ad-
visors. These figures are to help conceptualize the      *Fluctuations in the market and the economy make
cost of site acquisition, site demolition and recon-     it difficult to determine the cost of land acquisition
struction costs of infrastructure and buildings into     as a set cost.
a village center format. The sample development
program used to establish these numbers is based on
the full build out of the site according to the Tradi-   CONCEPTUAL CONSTRUCTION COST ESTIMATE
tional Neighborhood Development Plan as described                                                                                   Low Estimate         Mid Estimate    High Estimate
on page 4.22 of the Jamestown Mall Area Plan.
                                                         Site Costs (Engineering, Infrastructure, Open Space)
These numbers are an estimate and intended to rep-       Demolition                                                                $    6,010,000    $ 12,740,000        $ 19,470,000
resent an order of magnitude for developing the en-      Roads, Other Infrastructure                                               $ 12,520,000      $ 12,520,000        $ 12,520,000
tire site in a village center format. Additional cost    Utilities                                                                 $    2,760,000    $     2,760,000     $   2,760,000
analysis will need to be prepared as more detailed
plans are developed.                                     Subtotal                                                                  $ 21,290,000      $ 28,020,000        $ 34,750,000
                                                         Design, Contingency, Other                                                $    5,670,000    $     8,760,000     $ 11,850,000
Land acquisition, soft costs such as legal fees, due
diligence, financing, and other pre- and post-con-       Site Costs Subtotal                                                       $ 26,960,000      $ 36,780,000        $ 46,600,000
struction costs are not included.

In addition, these numbers do not include the cost       Construction of Development
of remediation of the site. An asbestos survey needs     Retail and Commercial                                                     $ 32,000,000      $ 34,400,000        $ 36,800,000
to be performed on the buildings in order to deter-      Multifamily/Seniors                                                       $ 16,060,000      $ 17,265,000        $ 18,470,000
mine a cost for remediation of the site, due to a po-    Single Family Housing, Townhomes                                          $ 160,840,000     $ 172,905,000       $ 184,970,000
tential multi-million dollar swing the remediation
                                                         Contingency                                                               $ 31,340,000      $ 33,690,000        $ 36,040,000
scope may have.
                                                         *Development Construction Subtotal                                        $ 240,240,000     $ 258,260,000       $ 276,280,000
A specific plan, scope, and surveys are required to
arrive at more accurate development costs.
                                                         Total Conceptual Construction Estimate                                  $ 267,200,000      $ 295,040,000       $ 322,880,000

                                                                                                                                                                               Page A.1
CONCEPTUAL DEVELOPMENT COST ESTIMATE                                                                                                                                    DRAFT May 2011

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