HomeMy WebLinkAboutR-84-0339J-84-202
3/6/84
RESOLUTION NO. 840'0335'
A RESOLUTION APPROVING, IN PRINCIPLE, THE
MIAMI DESIGN PLAZA DISTRICT DEVELOPMENT PLAN
AS AN ANCILLARY TO THE MIAMI COMPREHENSIVE
NEIGHBORHOOD PLAN FOR THE AREA GENERALLY
BOUNDED BY NORTHEAST 36TH STREET AND 38TH
STREET ON THE SOUTH, NORTHEAST 39TH STREET
AND 42ND STREET ON THE NORTH, NORTH MIAMI
AVENUE ON THE WEST AND THE F.E.C. RIGHT-
OF-WAY AND BISCAYNE BOULEVARD ON EAST,
PROPOSING STREET IMPROVEMENTS, EXPANDED
PARKING, BEAUTIFICATION AND LANDSCAPING,
IMPROVED SIGNAGE AND SIGNALIZATION, URBAN
DESIGN GUIDELINES, PROMOTIONAL ACTIVITIES,
AND FUNDING ALTERNATIVES, A COPY OF WHICH IS
ATTACHED HERETO AND MADE A PART HEREOF; AND
MAKING FINDINGS.
WHEREAS, under provisions of Chapter 163, Part III of
Florida Statutes known as the "Community Redevelopment Act of
1969," as amended, the City of Miami is authorized to prepare,
adopt, and revise from time to time a general plan for the
physical. development and to identify potential project areas and
types of action contemplated; and
WHEREAS, the Miami Planning Advisory Board, at its meeting
of February 15, 1984, Item No. 1, following an advertised
hearing, adopted Resolution No. PAB 6-84, by a 7 to 0 vote,
RECOMMENDING APPROVAL of the Miami Design Plaza District Develop-
ment Plan in principle, as an ancillary to the Miami Compre-
hensive Neighborhood Plan.
NOW, THEREFORE, BE IT RESOLVED BY THE COMMISSION OF THE CITY
OF MIAMI, FLORIDA:
Section 1. The Commission approves in principle the
Miami Design Plaza District Development Plan, a copy of which is
attached hereto and made a part hereof, for an area bounded
generally by Northeast 36th Street and 38th Street on the South,
Northeast 39th Street and 42nd Street on the north, North Miami
Avenue on the west and the FEC right-of-way and Biscayne Boule-
vard on the east, substantially in the form attached hereto. Said
plan proposes street improvements, expanded landscaping, improved
signage and signalization, urban design guidelines, promotional
activities, and funding alternatives.
CITY COMMISSION
MEETING OF
MAR S�ON Ilia
ION no.
Section 2. The Commission approves in principle the
approval of this plan as an ancillary plan to the Miami Com-
prehensive Neighborhood Plan for the above -described areas.
Section 3. The Commission finds that this Plan conforms
to the comprehensive plan of the City of Miami and to the general
plan for development of the municipality as a whole.
PASSED AND ADOPTED this 29th day of March , 1984.
/�-�r�7 Maurice A. Ferre
EST: L./ a MAURICE A. FERRE, Mayor
RALPH G. ONGIE
City Clerk
PREPARED AND APPROVED BY:
," f C . %`^ Z"W
(9 EL E. MAXWELL
sistant City Attorney
JEM/wpc/ab/259
APPROVED AS TO FORM AND CORRECTNESS:
I
Jk /49 ds
SE GARCIA-PEDROSA
ity Attorney
2
e4-33s :
.M
e
CITY OF MIAMI. FLORIDA
7 INTER -OFFICE MEMORANDUM
TO Howard V. Gary
City .Manager
\ / 1(
04elio_4,
.�---
_Ra%, z-Lu o sZ
D i re'cT r 95
Planning and Zoning Boards
Administration Department
DATA February 23, 1984
SUBJECT RESOLUTION - RECOMMEND APPROVAL
MIAMI DESIGN PLAZA DISTRICT
DEVELOPMENT PLAN
RE.FFRENCCS
COMMISSION AGENDA - MARCH 29, 1984
NCLOGURFS PLANNING AND ZONING ITEMS
It is recommended that the
Miami Design Plaza District
e�pment—Plan; in principle,
as an anc ary to the Miami
Comprehensive Neighborhood Plan, for
the area bounded by NE 36 Street
and 38 Street on the sour, NE79
Street and Street on the
north North iami venue on the
west and the FECFE right-of-way��
and Biscayne Boulevard on tFe
east be approved.
The Planning Advisory Board, at its meeting of February 15, 1984, Item 1,
following an advertised hearing, adopted Resolution PAB 6-84 by a 7 to 0
vote, recommending approval of the Miami Design Plaza District Development
Plan, in principle, as an ancillary to the Miami Comprehensive Neighborhood
Plan, for the area bounded by NE 36 Street and 38 Street on the south, NE
39 and 42 Street on the north, North Miami Avenue on the west and the FEC
right-of-way and Biscayne Boulevard on the east, which plan proposes street
improvements, expanded parking, beautification and landscaping, improved
signage and signalization, urban design guidelines, promotional activities
and funding alternatives.
Two proponents present at the meeting.
Backup information is included for your review.
A RESOLUTION to provide for the above has been prepared by the City
Attorney's Office and submitted for consideration of the City Commission.
AEPL:111
cc: Law Department
NOTE: Planning Department recommends: APPROVAL
84--33: `
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APPLICANT
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PLANNING FACT SHEET
City of Miami Planning Department:
January 25, 1984
PETITION 1. Consideration of recommending the Miami
Design Plaza District Development Plan, in
principle, as an ancillary document to the
Miami Comprehensive Neighborhood Plan, for
the area bounded by NE 36th Street and 38th
Street on the south, NE 39th Street and 42nd
Street on the north, N. Miami Avenue on the
west and the FEC right-of-way and Biscayne
Boulevard on the east, which plan proposes
street improvements, expanded parking,
beautification and landscaping, improved
signage and signalization, urban design
guidelines, promotional activities and
funding alternatives.
REQUEST To approve in principle the Miami Design
Plaza District Development Plan as a guide
for City agencies and departments.
BACKGROUND The Miami Design Plaza (MDP) area is located
in the northeast section of the City of
Miami. It is primarily composed of
decorator showrooms, interior furnishing
galleries, designers' offices and other
related businesses. This area ranks as one
of the top interior design centers in the
country, generates substantial employment
and has significant impact on the local
economy.
Previous public action includes large scale
tree plantings, development of the Miami
Design Plaza Park, sponsorship of Miami
Market Week and an area business directory,
increased police protection, study -of
parking problems, a feasibility analysis of
a parking garage, and the establishment of a
special zoning district for the area. In
addition to that an economic assessment
study of the District is underway.
ANALYSIS In developing the Miami Design Plaza
District Development Plan it was determined
that a program of both managerial and
physical improvements was necessary to
improve the Design District's competitive
position. Thus, the study emphasizes the
84-338
W.
E.
RECOMMENDATIONS
PLANNING DEPT.
r
•
a��,T
need to comprehensively manage the District
in a manner similar to that of a regional
shopping center, in addition to that it
proposes urban design solutions as a part of
the overall development program.
A management and promotion program is
outlined to provide a paid full time
district manager and staff and creation of a
large scale promotional and communication
program for the District. Recommender)
physical improvements include the
development of District entrances, new brick
sidewalks, extensive landscaping,
underground utilities, improved freeway
access, expanded parking and guidelines for
infill development. The plan's proposals
were developed in conjunction with the
Merchants Association and the City of Miami
to complement the City's on -going area
improvement program.
The proposed improvements will facilitate
expanded sales within the District and make
it a more attractive location for new
businesses. Development of design related
activities, such as an exhibition center,
design school, limited specialty retailing,
more restaurants, art and antique galleries,
as well as an extensive Arts in Public
Places program, will help to continue the
position of the District as the premier
center of the interior design trade in
Florida.
The responsibility for implementation of the
above is divided between the Miami Design
Plaza Merchants Association, Dade County and
the City of Miami. Given the increasing
fiscal limitations upon public revenues, a
substantial commitment from the merchants
association and property owners will be
necessary to implement the plan. A special
taxing district which would require further
action from the City Commission and property
owners is recommended by the consultant as
the primary funding source to implement the
plan.
Approval.
PLANNING ADVISORY BOARD: At its meeting of February 15, 1984, the Board
adopted Resolution PAB 6-84 by a 7 to 0 vote,
recommending approval of the above. $i3
.00 1
Design t,ict
Boundaries
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NE 39th St.
NE 38th St.
.......................
Airport ExpreSSW3Y
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...................
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• � �Il l l
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0 100 250 500
.0-
s
Playa
District Development Plan
Prepared for
City of Miami
Planning
Department
4
I
i
Redevelopment Options, Inc.
84-335
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NH*,%lrni
Design
Plaza
District Development Plan
Prepared for
City of Miami
Planmzng
Department
i
Redevelopment Options, Inc.
84-33S
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Funding Alternatives
The private sector must make a serious financial
committment to the Design District for•it to be
ultimately successful. To fully develop the area
and correct its problems, merchants and owners
need to develop a continual source of funds that
can be used to leverage city and federal resources.
To provide this source of funding on an equitable•
basis it is suggested that a special assessment
or an Overlay Tax District be established.* Using
the Urban Land Institute's Dollars and Cents of
Shopping Centers, 1980 as an example, typical
common area charges for regional shopping centers
in the Southeast averaged $1.18 to $2.25 per
gross leasable foot of retail area.* Applying
this example locally, if there were a tax district
for the 211** design industry, service and office/
commercial uses in the area which comprise
+1,210,000 sq. ft.,** of $1.00 per square foot
per year, an estimated $1,210,000 could be raised
annually. The typical firm in the District
occupies less than 2,500 square feet of floor
area and based upon the above example would pay
an average of $2,500 yearly, or $200 monthly.
Assuming that $1,210,000 could be generated yearly
within the District, the cost of a paid District
• manager and staff, newsletter, annual promotion
program, security, and perhaps a number of projects
could be funded without city or governmental
assistance.
* Source: Urban Land Institute, Shopping Center
Development Handbook, 977.
**Source: Miami Desi n Plaza Parking Study, City
o Miami Planning Department, June 1981,
Page 8.
62
i
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.- - *-
parking
•.
Vv
40th
Street a•
Court14.E. 1st
institute
parking
•
• .t
eMloy_-
a.••. •• parking 2
area under
.•
Design
..
..
ELizinate
an street
parkings. North
_ ,m. AVWUO
betWem
36th and ♦ •
Streets
nqprove parking
railroad
PHASE TZ
NjAprivate
,
city of
i
Off Street Park
WA
Auth=itYr
mercSanta Assocf a i(M
Off Street Parking
Off Street
$ 85,000
Authority
parking
ty
{off Street Parking
N/A
N/A
Autt1wity, Dade
County,
F.E.C.
$ 10,000 ' F.E.C.
.4— 3] .-
PROPOSED TRAFFIC AND PARKING IMPROVEMENTS PHASE I (1984-1986)
Project
..rr-. r...r.rrr.rrr..�.�r.�
Priority
Estimated Cost
Impleenentadtf ors
Funding
Study I-195 -
1
$ 5,000
City. of Muni.,
State of
North Miami
State of Florida,
Florida D.O.T.
Avenue Access
Proble m
Dade Coumty
Signage - I-195
1
$ 10,000
State of Florida,
State of
at Biscayne
Dade County,
Florida D.O.T.
Boulevard
Offccuv
City of Mimi
juvrove
1
N/A
Dade County
Dade County
Signaliaaation
N.E. 39th and.
Federal High-wy
• Rebuild N.E.
1
$500,000
City of Miami
Highway Hand
41st Street
Fund
Rebuild N.E.
1
$100,000
City of Miami
Highway Bond
lst Avenue
Fwid
59
84-339
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TramcJpazieum
•rne urban design improvements proposed for the
Design District are significantly influenced by
the traffic and parking system within the area.
The following projects are proposed to be supportive
of and complementary to the total range of improvements
as well as enhance the flow of traffic, District
access and alleviate parking problems.
ARey
_yABoy
Row Mahogany Trees
.E. 38th St
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57 I' .
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Sidewalk Paving
Sidewalk paving materials should be a full range
of gray to gray -brown colors to create a neutral
"floor" surface. Pavers should be 1 to lh inc-hes
in thickness, 4 by 8 inches in dimension, of a
fired clay material having a wire -cut surface.
Pavers should be set on an asphalt or lime
screenings base. Crosswalks, driveways and
handicapped access ramps should have concrete
bases with pavers installed over the base. Pavers
should not be grouted, but rather butt -jointed
and sand swept.
Paving patterns should he varied from block to
dock, as shown in the landscape plan details
following, to provide subtle interest and
differentiations in surface patterns.
The following six drawings represent typical
plantings, landscaping and paving improvements
proposed for streets within the Design District.
The cost of implementing these designs is
included within the Phase II New Streetscape
Program.
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84-335
W
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Y
Gumbo LimFfo It.�`
❑ calophyilm ?3»s'.". a i»•
0
rriaitOgatly
() Double Row Mahogany =r �:'.'..•-••..•.-
Q Pink Tabebuia NE 41 st St.
s::
A acacia :�_
Rosewood ` '~
Royal Palm "
.HMMU.
` Royal Poinasna _" '"
Q Black OUve NE 40th St.
Queen Patch
NE 39th St.
NE 38th St. .........
Airport Expressway
* ......... �!'
• .
NE 36th St.
so
i
84t335
Seasonrl plantings in pots should be a part of
the overall landscape plan.
The estimated cost to implement the design
represented in the following District Landscape
Plan id approximately $450,000, and is proposed
to be carried out during Phase I.
Trees
Trees should be planted at the curb edge and
spaced closely together. Spacing trees between
10 and 25 feet is most desirable for the District
as it will permit effective design, healthy
growth and ample shade. The distance between
trees is critical in urban design. If the
distance between trees exceeds the recommended
spacing the unity is weakened. The distances
between trees was established on an aesthetic
basis giving considerations to scale relationships,
surrounding geometry, paving pattern, height of
canopy, rhythm of movement through the space,
light quality and desired tree form.
Plantings
Plants for the District should be low maintenance,
low level, hardy material, well suited to heavily
trafficked urban areas. They should be densely
planted at the time of installation to provide
a "completed" appearance at the outset.
Given the areas available with the existing street
rights of way, plantings should be installed at
intersections and mid -block crossing areas, or
• landscaped islands which separate parking areas.
Landscape materials should not interfer with
visual sightlines at intersections.
48
84-333
J,
-- --- - ---- ---
s.'
-„4
� � Typical Street Secti�
North Miaan Avenue
= 9' NO. ' "•....
54' R.O.W.
Typical Street Section
30th, 39th, ast Streets
47
Typical Street Section
Northeast 1st Avenue
Typical Street Section
40th Street
4)
R
It Suet Cmu Sew
The following cross sections of typical District
streets indicate the relationship between
buildings, the sidewalk and street with the
implementation of the design proposals. By
expanding to the maximum extent feasible,
sidewalk areas and plantings as-described.in
the previous sketches, the District can reduce
the existing conflicts between pedestrians
and autos.
I45
Extended sidewalks, coupled with shade trees
provide greater opportunities for outside
activities. vendor carts, flower pots and street
furniture could be placed out of doors by shop
owners.
84-335
i
NE:QAlip.
Before
17
.00.
ov
5�7
j Ar
43
10
6
A
Mp
NE a SLIIlbcayne Blvd. EutmIce
WON
This view shows how the character of the District
can change by installing banners and new
streetlighting. The use of decorative pavers
for crosswalks and sidewalks break up the monotony
of large asphalt areas, while placement of flower
pots and trees unify and soften the streetscape.
40
84-335
T�17
MIMT
This perspective shows how the introduction of
large shade trees, street furnishings and extended
corners of sidewalks will visually impact.a
N.E. 40th Street. The regularly spaced trees
frame both the sidewalks and streets while large
palms placed in existing planters provide greater
definition between the street and larger buildings.
Palms lend a "Florida" flavor to the streetscape.
38
84'-339
1�
Extensive landscaping reinforces the significance
of the Miami Design Plaza Park as a major District
entrance. Tree buffers screen from view much of
the elevated expressway and F.E.C. Railroad
while signage reinforces "entry" into the District.
Placing utility lines underground removes visual
clutter and allows new streetlighting and
landscaping to become dominant elements in the
streetscape.
�36
84-339
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37
NE "'1 Ave./NE 36th St. Entrance
I
—1----- . - - ..::. _.� __ Kam;.,. ... _ .. •
- - ---- .. _ _ ..� - vim--r____ _._..='-�•�;t�� ..,,.,_. � �• ,�..�
CCU..-� - - _i. ..�w•w
Indicated on the opposite map, Ket to Dravings*
are the locations of each of the urban design
proposals shown following.
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PEASE II (1987-1990)
.
priorityFatimAteci cAsL -- --
Pro•ectistrict•
� and p=PeCty Tax
Build I. $ 3, 000 , 000 NL{,ani,
commity
new
r DWORIOPMent
ss;gpg r Various Ut31i
wig sideway ► Capital.
Uotall rWw
F<�d r
Utility
install . Cogmnies
utilitiesp
install new
street lights
and traffic
signals
84-335
PROPOSED URBAN DESIGN PROJECTS PHASEI (1984-1986)
!� Project , Priority
Estimated Cost
N Peitiara
F�adit
Plant tress/
1
$450,000
City of Miami,
RJ9*ay Bond
landscape all
Florida D.O.T.,
Etudes Tent
District streets
Merchants Association
District.
State of
r
Florida
Mpais sidewe] %s
rtt area
1
$
25,000
City of Miami
Higt*W Booed
Funds
• Develop entramas
1
$
25,000
City of Miami
Capital
with sigzm go and
avements
Ping
Funds
Placement of
1
$
50,000
City of Miami.
City of Miami.
District
Merchants
identificatjon
Association
signagae.
_ ciirectori�es and
parking location
Outdoor Arts
1
$
20,000 Yr
Local Art Galleries,
Arts in
in Public Plaoes
City of Miami,
Public
National Endowment
Places/NEA
for the Arts
Freeway and wall
1
$
50,000
City of Miami,
Arts in
mLwal and banners
National Endowment
Public
competition
for the Arts,
Places/NE�,
-
Merchants Association
Publish "Area
1
$
5,000
City of Mi ami.
General. Fund
_
Development
' Guidelines"
Establish Uri
2
N/A
Merchants Association,
N/A
Design Review
City Planning and
Panel
Zoning Department
e Replant Planters
1
$
10,000
City of Miami
Highway Bond
N.E. 4Oth Stet
Funds
The following proposed urban design improvements
are recomnnAnded to be implemented in two phases.
Phase I would address those elements having
major visual impact at a low cost while Phase II
implements larger, more costly projects.
i 31
84-339
4
To'relieve the monotony of the numerous large blank
walls throughout the District a graphic identity
program is recommended using painted designs on
walls. There are two primary areas where wall
graphics may be effectively used to improve both
the area's visual appeal and identify it as a
special place. The sides of buildings that face
parking areas, buildings with large blank walls
and walls which face alleys and walkways. The
other prime use of wall graphics is to use upper
level walls visible from I-195 to identify the
area, as shown on the following map (wall Graphics/
Freeway Identity).
It is recommended that the Merchants Association,
in association with the City of Miami Arts in
Public Places program, institute a design
competition for wall graphics throughout the
District. A sample "Graphics Design Competition"
outline is attached as an Appendix.
The proposed streetscapes shown in the following
sketches are designed to convey the above concepts
and create a unique showroom district environment
that functions as an elegant background for
commercial activities whose purpose is the marketing
of fine design.
U
84-335
The placement of signage in and around the
District should also serve to enhance its image
while directing traffic into the area, to parking
and to showrooms. The "Proposed Signage Placement"
map identifies those locations most suitable to
achieve maximum visibility and usefulness for each
type of sign identified.
Extensive placement of outdoor artworks are
suggested both as attracters to the area and
image building devices. Creating the image of
a highly artistic and sophisticated shopping area
through an "Arts in Public Places" program will
also enhance the area's uniqueness and
attractiveness. Such a program would establish
the area as an "arts district", drawing a
greater number of galleries and other art
oriented businesses. A secondary effect of such
action would be the increased attraction of the
area to artists as a place to work and possibly
live. Creation of an arts oriented environment
should be carried out jointly by the City and the
Merchants Association, with the Merchants Association
and the City sharing in the funding.
A major educational facility to train new
designers should be considered for development
in :he District. Such a center would focus
greater attention on the area and stimulate its
attraction to more support facilities such as
restaurants, specialty retail stores and services.
A conference and product display facility should
also be explored as a means to attract national
seminars and exhibits. Implementation of both
a design school and a conference center would
"anchor" the District as one of the major
American centers of the interior design industry.
PN-
84-335
Entryways into the area, as shown on the "District
Entrances" map should receive careful attention
to landscaping and signage in order to convey
a dramatic sense of entry into the area. The use
of striking art work at each of these points
would significantly enhance its qualities as a
gateway to a unique place. The Miami. Design Plaza
Park presently makes such a statement.
i
_I
0
rx�
Urban Desip
The ambiance of the District is intended to be
elegant and "designed". Clients and customers
would have a comfortable, secure feeling in a
streetscape that complements the showroom quality
of the area.
it is recommended that a unified design approach
incorporating specially designed streetscapes,
landscaping, signage, entranceways, lighting and
underground utilities be used to tie the District
together.
Design solutions for the area should concentrate
on public access areas and street rights of
way as shown on the "Proposed Improvement Areas"
map. By using these areas no land assembly or
owner consent is required to implement solutions.
To make the area more attractive pedestrian zones
throughout the entire Design District should be
widened to the maximum extent feasible. The
continuous use of special paving and landscaping
provide a unique identity that unites the District
and defines its boundaries.
I
23
84-339
LZ
DISTRICT MANAGEMENT PRASE I (1984-1986)
Project
WeKLtj
Estimated Cost
z�m l,a�ttationFurxIinq
Paid District
1
$1150-000 Yr
Merchants Association
Special Taut
Management
City of Miami
District and
•
CM03nity
t
Ammal Pxrncticn
1
$100,000 Yr
Merchants Association
EtuXds ,
City of m4aud
pro9ram
City of Miami
Merchants
Association
Newsletter
$ 25,000 Yr
Merchants Association
Merchants
Association
and
Advertisixq
Audio/Visual
2
$ 10,000
Merchants
Merchants
Presentation
Association
1
$ 5,000
City of Miami
Cityu. Mhan
Develqmmt
Ecmxmic
Ccaatittee
Developrent
Chamber of
1
N/A
Merchants Association
Merchants
Commerce
Association
Arts District
I
$ 10,000 Yr
Merchants Association
City of Miami
Promotion
City of Miami. Arts in
Arts in
Public Places
Public Places
Security
1
$10 0, 000 Yr
Merchants Associ ati,ort
Merchants
Association
ParkiM Plan
I
N/A
Off -Street Parking
N/A
Authority, City of
Miami 0 Merchants
Association
Long Range Development
- Convene a committee of development experts
to create a long range strategy for promoting
and facpanding the District - the following
groups are suggested:
- The Rouse Company - Leasing/Management/
Development
- The Trammell Crow Company - Merchandise
Mart Division
- Knoll Furniture Company - Marketing Division
- Major ad agency with national showroom
clients
84-339
- Work with television and movie companies to
encourage their use of the area for filming
in exchange for locational credits
- Work with local and regional cultural
organizations to develop the District as a
highly artistic and sophisticated "Arts
District"
- Work with the City Arts in Public Places
Program to commission and install art works
throughout the District
security
- Place all employees of the District in uniforms
to enhance the perception of security in the
area
- Develop a special escort service for female
employees to walk them to their cars at night
- At opening and closing times station uniformed
guards in parking areas
Parking
- Require all employees to have stickers on their
cars and park in the lots under the freeway
- Work with off-street parking authority to
enforce employees to park in designated areas
- Work with merchants to facilitate customer
parking in the area
s
District Management
r
- Employ a District manager and staff and
establish an office within the area
- Work with the City of Miami and Dade County
to develop an overlay tax district as an
equitable, permanent funding source
? District Promotion
Establish an annual promotions budget in excess
of $100,000
- Develop an annual calendar of events
- Develop a promotional plan for the District
- Develop a quarterly newsletter (similar to
Miami's Downtown Development Authority)
- Develop a monthly calendar of events
- Develop an audio visual presentation to show
to promote the area as "the" design center of
Florida
- Work closely with the Greater Miami Chamber
of Commerce to promote the District
- Develop area %irectories of available goods
and services
District Development
- Work with art and antique galleries to sponsor
openings or art festivals within the District,
attract a greater number of art galleries and
art oriented businesses to locate in the area
19
84-33S
5
LA
The key to the success of the development strategy
for the District is that a centralized communication
system and a defined, controlled decision -making
process be instituted. Once this has been
• implemented the strategy for District development
should focus upon the implementation of phased,
multi -year programs which include:
- A merchant -funded managerial system employing
'a full-time manager and staff
- A district -wide permanent funding source such
as an overlay tax district
- Communications to attract new promotions, sales
and businesses
- Improved security, parking and traffic
- Continued liaison with the City of Miami and
other local entities to implement area -wide
design improvements
is
L J
The key to the success of the development strategy
for the District is that a centralized communication
system and a defined, controlled decision -making
process be instituted. Once this has been
implemented the strategy for District development
should focus upon the implementation of phased,
multi -year programs which include:
- A merchant -funded managerial system employing
'a full-time manager and staff
- A district -wide permanent funding source such
as an overlay tax district
- Communications to attract new promotions, sales
and businesses
- Improved security, parking and traffic
- Continued liaison with the City of Miami and
other local entities to implement area -wide
design improvements
is
Dedp Distrid
D"dopnwnt Strategy
The threat of competing suburban "design centers"
continues to exist. The best way to compete with
this threat and accentuate the economic potentials
of the area is by affirmative action.
It should be understood that an area development
plan is not "designed" or "created"; it is
worked out, calculated, negotiated and financed.
Economic growth in the Design District includes
a state of opinions, attitudes, investments, cash
flows, competitions, precedents, initiatives and
simple politics. There are no quick, simple or
magic solutions; there are no "free" handouts
,.federal, state or city) to resolve all the
problems.
.The implementation of a development plan requires
patience, public initiative and private leadership,
and money. Additionally, it requires a gradually
created singularity of purpose between the city
government, local businesses, bankers and property
owners. To come to life, the plan must have
merchant support and joint public -private financing.
The Miami Design District possesses two specific
characteristics which have created economic
problems for other downtown business districts
throughout the nation:
- The multiple ownership of properties
- The lack of a unified approach to promotional
activities
To develop the District into a national focal
point for showroom activity, the local merchants
will have to unite and fund a program of coordinated
improvements designed to provide the area with a
competitive advantage over other showroom centers.
i
}
i
i
84-335
84-335
0
- To draur the area together into a cohesive
district
- To strengthen the "core" of the District by
providing visual focal points and outdoor
activity areas
- To encourage opportunities for infill rather
than expansion
- To enhance and stimulate more pedestrian traffic
16
NE 41st St.
NE 40th St.
NE 39th St.
NE 38th St.
Airport Exp
NE 36th St.
Priority
Development Areas
1 Main Entrance/Core Area
2 Boulevard Showrooms
3 Secondary and Enfill Area/North Parking Lots
4 Expansion Areas
ad
0 100 250
I
84-335
i
M
:1
M
Street_ scape
- Develop a phased capital improvements program
` - Plant shade trees, install awnings/canopies
and street furniture
improve area -wide maintenance of landscaping
- Improve signage
- Soften color scheme of both buildings and
streetscape to reduce glare and reflected
heat
Identity
- Develop "entries" to District
- Create a pedestrian -oriented identity that
invites customers to travel between more
showrooms
Unify the "image" of the District through
landscape, furnishings, awnings, paving and
public art displays
Develop activity areas that the entire District
'can use for promotions.
The goal of each improvement to the area should
be to build the maximum number of clients and
customers with the least investment. Thus, the
first priority should be to build a strong
management and promotion system. The second
priority should be area -wide design improvements.
The "Priority Development Areas" map on the
following page indicates the suggested priority
for the implementation of urban design improvements.
Priority areas are suggested for these reasons:
14
µ
• .fY-
Opportndodes
?L
It is felt that the most effective means of
addressing those areas identified as problem
situations is in - a simple, economical manner
as suggested below.
Management
- Employ a District manager
- Develop a continual source of revenue to
fund District projects
- Develop a unified approach to promoting the
1; Design District Locally and nationally
- Develop a specific District business plan
- Develop a pool of funds to leverage public
and private investment within the District
Security
- Increase private/public police visibility
over longer hours
- Improve lighting of entire area
- Install public telephones
- Develop a greater mix of uses and staggered
pattern of operational hours
Parking
- Develop more private parking
- Control location of employee parking
- Develop area -wide parking control/security
system
- Expand parking areas below expressway
$ 13
84--335
e
«.
1. Management
2. Security
3. Parking
4. Streetscape
S. Idgntity
Detailed examination of the causes of these
problems indicates that simple "physical"
improvements, such as sidewalk beautification,
the development of more parking and security
will not solve them. An approach that also
addresses how the District operates as a
promotional entity is needed.
Urban design improvements need to be an integral
part of the area's continued development; however,
initial emphasis should be to develop a district
management system to overcome its image problems,
provide for unified promotions and systematically
solve traffic and development problems.
M
i ow
Based upon field observation, examination of
previous reports and discussions with merchants;
the "parking problem" within the area is primarily
one of inconvenience of available spaces rather
than a numerical deficiency. Observations*
indicate that a significant number of autos are
parked in the same on -street space for the duration
of the business day. T"As indicates a heavy use
of these spaces by employees. Conversely, the
covered parking under I-195 is not fully utilized
nor are all on -street spaces off N.E. 40th Street
to the South or North.
The principal point of entrance into the Design
District is the east -bound off ramp I-195 at
North Miami Avenue. One of the area's most
significant problems exists with this intersection
in that direct access from I-195 to the District
is extremely difficult. Customers are forced to
enter the area by either turning left (East) at
N.E. 36th Street or turni-ng right (West) at N.E.
36th Street. Left turns at 36th Street and North
Miami Avenue are very difficult throughout the
business day. This situation forces excessive
stacking and congestion of south -bound traffic.
To avoid being delayed most vehicles turn right
at 36th Street and enter the District through
the adjacent residential neighborhood. This
condition increases traffic on congested residential
streets and creates an unfavorable impression
upon customers.
Based upon meetings and discussions with area
merchants, city staff and field observations,
the following were identified as the five primary
problem areas of the Design District:
*Source: Redevelopment Options, Inc. Visual
Surveys conducted August 2, 3 and 4, 1983
between 10:00 AM and 4:00 PM
11
84-335
Like other enterprises related to the construction
industry many of the businesses have experienced
their inherent cyclical variations and downturns.
Present trends seem likely to continue the
"pulling -in" or contraction of the area's outward
growth. Although showrooms and businesses located
away from the area may be able to achieve lower
rents, they tend to suffer by not being adjacent
to other showrooms.
Those areas within the District evidencing the
lowest rates of vacancy and the highest levels of
activity are the densely concentrated showrooms
on N.E. 40th Street and N.E. 2nd Avenue.
Vacancy levels appear to increase the further
businesses are located away from 40th Street.
These areas also tend to offer the least in
relation to streetscape amenities. Although
they do tend• to have adequate on -site or adjacent
parking, whereas N.E. 40th Street and N.E. 2nd
Avenue have the least amount of adjacent or
available parking.
N.E. 40th Street continues to serve as the
primary focal point of the Design District.
N.E. 2nd Avenue is presently the secondary
focal point within the District. Significant
competition has been and continues to be
developed along N.E. 2nd Avenue in Plaza I, II,
III and IV, and in the Miami Interdesign Complex.
If the plans for these centers are fully realized,
the prime concentration of showrooms may well
shift to N.E. 2nd Avenue. The following map
• indicates the present (mid 1983) concentrations
of business activity within the District.
`E
}
9
-1
84-335
The existing architectural framework within the
area reflects a simple, straightforward, storefront
oriented business community. The main elements
of the streetscape are 1) showroom windows,
2) sign bands, 3) building color, 4) awnings,
and 5)'entranceways
The majority of buildings in the area are low
one and two story structures, generally housing
only one or two showrooms.
The structures maintain even building lines
which abutt the sidewalks. Most buildings are
devoid of elaborate architectural ornamentation,
giving the area a stripped -down modern appearance.
Along the principal north -south streets of North
Miami Avenue and N.E. 2nd Avenue are concentrated
the larger, more massive structures which house
multiple showrooms and offices. These buildings
tend to be a mix of old and new and are generally
compatible with one another in both rhythm,
scale and proportion. Overall, there is not a
great deal of architectural contrast throughout
the area. Primary variations are building colors,
applied architectural elements, types or lack of
awnings, signage and merchandise in the windows.
The District's boundaries are N.E. 36th Street on
the South; N.E. 41st Street on the North; North
Miami on the West and Biscayne Boulevard on the
East. Within the past several years the boundaries
expanded to include several blocks South of N.E.
36th Street along both North Miami and N.E. 2nd
Avenues. An area between 38th and 39th Streets,
Biscayne Boulevard and Federal Highway also
experienced growth in the showroom and related
design industry. With the advent of the 1981-1983
recession these newly expanded showroom areas
became for the most part vacant or subsequently
leased by non -"design" businesses. Thus, the
present District has contracted in size to its
earlier boundaries.
V
g. •
and tin
Existing Conditions
The Miami Design Plaza is a unique area. 1w
cities in the United States have such a
concentration of "design" oriented businesses
within a well defined district. This specialty
shopping district is comprised primarily of
decorator showrooms and related offices and
businesses catering to the interior design
and decorating industry.
The District, as it is referred to in this study,
is in essence a specialized wholesale shopping
center for interior furnishings, fixtures and
services. Sales of goods are, for the most part,
made "to the trade", or contract buyers. Retail
sales are discouraged, as most showrooms are not
open to the general public.
The Miami Design Plaza is characterized by small
scale, simple buildings punctuated by an occasional
major structure, usually at key intersections.
As shown on the following map the area has several
architecturally and historically significant
buildings which give it a continuity with the past.
It is the District's low human scale and pedestrian
character that provide it with its greatest
qualities. The area is reminiscent of what
commercial areas used to be prior to the advent
of shopping centers. The uniqueness of having a
"village" or "town center" of strictly showrooms
and design functions is one of the area's main
resources.
S
84-338
# i• � i i . • � 1 i i t i ....
84-339
RO
Um
After extensive analysis it was concluded that
a program encompassing both a managerial system
and physical improvements was necessary to improve
the District's competitive position. Thus,
this report emphasizes the need.to comprehensively
manage the District in a manner similar to that
of a regional shopping center, as well as offers
design solutions as a part of the overall development
program.
The plan stresses the implementation of realizable
goals and objectives that will provide the
District with a competitive posture that improves
its ability to attract both new businesses and
clientele.
Sesponsibility for implementation is divided
between.the Merchants Association and the City
of Miami, with the merchants assuming the
leadership position.
Funding for improvements is based upon the
Merchants Association's ability to substantially
contribute to the area's development. Given the
increasing fiscal limitations upon public
revenues, substantial merchant contribution is
seen as the only viable means to effect the
changes necessary to help the District in a
timely fashion.
The following report is intended to outline
specific mechanisms and projects that will provide
for the continued growth and development of a
very significant sector of the city's economy.
4
nhoductiti._W` A
Like most "in -town" shopping areas, the Miami
Design District is experiencing changes in both
the nature and pattern of consumer attitudes
towards shopping in older urban areas. Although
a well established and highly specialized
district, merchants find themselves facing
increasing competition from new suburban centers
for a shrinking clientele.
The health and growth potential of the Design
District is important to the entire city's
economy. Despite the current recession, the
District is a vital shopping area which is at a
pivotal point in its economic life.
In many respects, the city government is like
the owner of a regional shopping center with
percentage leases. If sales and new businesses
increase, the city will -realize higher property
values and thus increased property taxes, employment
opportunities and increased spending in the city
and region. Conversely, if sales decrease,
property values and property taxes will decline,
as well as employment opportunities.
To assess the range of problems and effectively
develop proposals and alternatives, the firm
of Redevelopment Options, Inc. was retained
in mid 1983. The firm was charged with developing
a set of physical recommendations that would
enable the area to more effectively compete in
the marketplace.
3
- 84-339
The proposed improvements will facilitate expanded
sales within the District and make it a more
attractive location for new businesses. Development
of design related activities; such as an exhibition
center, design school, limited specialty retailing,
more restaurants, art and antique galleries, as
well as an extensive Arts in Public Places program,
will establish the District as the premier center
of the interior design trade in Florida.
The phased plan includes the development of
District entrances, new brick sidewalks, extensive
landscaping, underground utilities, improved
freeway access, expanded parking and guidelines
for infill development. The plan's proposals
were developed in conjunction with the Merchants
Association and the City of Miami to complement
the City's on -going area improvement program.
Previous improvements have included large scale
tree plantings, development of the Miami Design
Plaza Park, sponsorship of Miami Market Week and
an area business directory, increased police
protection, study of parking problems and a
feasibility analysis of a parking garage.
Presently the City is planning to invest $600,000
to rebuild and improve several area streets,
in addition to funding a portion of the anticipated
costs to establish a management system for
the District.
The Miami Design Plaza District Development Plan
is intended to catalize past and future investments
and improvements in a master blueprint for the
area's continued growth. implementation of the
plan sets the stage for the District to attract
an increasing number of showrooms and design
related businesses and become one of the leading
centers of fine design in the nation.
2
The Miami Design Plaza District Development Plan
has been prepared as a guide to implementing those
mechanisms and projects that will enhance the
continued economic growth of Miami's "Design
Center".
In developing the plan it was determined that
superficial physical improvements alone would
not adequately strengthen the District from
increasing regional and national competition.
Thus, the plan has focused on developing both a
system of management and promotions to enhance
District sales as well as urban design improvements
to enhance the area's physical character.
The key points within the plan involve:
- Establishing a permanent funding mechanism
for District activities
- Hiring a full-time District manager and staff
- Creating a large scale promotional and
communications program
- implementing phased physical design improvements
- Broadening the area's appeal as an "arts
district"
- Attracting more design related offices and
shops to the area
The responsibility for implementation of the above
is divided between the Miami Design Plaza Merchants
Association and the City of Miami.
1
84-339
-ti
Gn�rbe�-
Summary
Existing Conditions and Opportunities
- 4isting Conditions
- Opportunities
Design District Development Strategy
- Strategy
- Proposals
- District Management/Promotion
- Urban Design
Landscaping
- Traffic/Parking
- Funding Alternatives
Guidelines For Development
- Architecture
- Urban Design
- Color
- Signage
- Street Furniture
- Awnings
- Windows
Appendix
1
3
5
13
17
17
19
19
23
48
58
62
65
66
68
68
71
74
75
76
84-339
"
REDEVELOPMENT OPTIONS,
INC.
P`
Michael J. Maxwell, AICP
Project Director/Designer
t
=
Steve Wolf, ALGA
Graphic Design
€r-
Bruce Malinowski, LA
Landscape Architecture
A<
Mauricio Cabal
Renderings
=
Funds for this report were provided, in part,
through the Community Development Block Grant
Program, U.S. Department of Housing and Urban
Development.
84-339
THL CITY OF MIAMI COMMISSION
Maurice A. Ferre Mayor
Joe Carollo
Miller*Dawkins
Demetrio Perez, Jr.
J.L. Plutmner, Jr.
Howard V. Gary
City Manager
MIAMI DESIGN PLAZA MERCHANTS ASSOCIATION
REVIEW COMMITTEE
+ ,terry Cody
President, Miami Design Plaza
Merchants Association
Jack Gordon
Chairman, Economic Development
Subcommittee
Nancy Felber
Bill Smith
Gordon Williams
CITY OF MIAMI
Sergio Rodriguez
Director, Planning Department
Magie Genova-Cordovi
Area Planner
Matthew Schwartz
Redevelopment Project
Fred Fernandez
Department of Community
Development
Charlotte Galloghy
Director, Department of
Economic Development
Albert Ruder
Department of Economic
Development
Bill Mackey
Department of Public works
Charles Hudson
Department of Parks
and Recreation
84--33S,
The merchants association must work closely with
the City of Miami Planning and Economic Development
Departments to devise the most appropriate funding
mechanism, such as an overlay tax district, or
other means. The financing method selected
should be implemented as the top priority of the
Phase I Development Program. Merchant/owner
funding contributions should also be a first
priority.
Other funding sources for capital and operational
projects could be obtained using the City of
Miami's Community Development Fund, Capital
Improvements Program, Franchise Taxes and Highway
Bond Funds.
To maximize present funding alternatives and
generate future monies a merchants association,
City of Miami Planning and Economic Development
Department task force should be assembled to
compile a financing plan for annual and long range
financing of projects. The resulting plan
would be a Capital Improvements Program for the
District.
�63
84-335
61 r"°r
DISTRICT FUNDING PHASE I (1984-1996)
Project Priority EstiMated Cost lemen at3on Pmdir>ra
Establish Tax 1 N/A Merchants Association, Staff
District City of Miami Resources
ces
Develop 1 N/A Merchants Associatirori, Staff
District . DRe�n^oes
Fimm Plan/ EEom-cmic Dleveormmt
Capital pnUp
rntx.avefraitBudget
64
84-33S
�eel�rtes�ir
Devd"ment
W
The following guidelines for new buildings and
infill are suggested as positive concepts that will
enhance new structures and be sympathetic to the
District's overall urban design qualities. To
implement these guidelines it is recommended that
a Design Review Board be established for the area
by city ordinance. The ordinance could model
itself after the Latin Quarter Review Board.
The purpose of such authority would be to assist
in the design development for public and private
improvements to the District and to certify
whether area improvements are in'conformance
with the development guidelines.
The human scale and "village" qualities of the
Design District are among its strongest features.
While the area includes numerous styles of
buildings it has generally retained its
traditional low-rise scale.
Recent trends indicate a growing change from
the traditional small, single showroom building
to large structures housing multiple showrooms.
Present zoning encourages maximum lot coverage
in keeping with the area's traditions and
character. Opportunities exist for new buildings
to harmonize with those existing and to maintain
the character and scale of the area.
65
84-339
Architecture
Infill buildings should be of contemporary
design, sympathetic to the scale and "showroom"
qualities of a commercial area which merchandises
high style, "designed" elegance.
- Siting of infill buildings must reflect the
# density and cohesiveness of the District.
-1 Buildings should not be set back from the
! lot line to maintain the density of facades
along the street.
Massing is the most important consideration in
designing compatible infill. The volume of
new structures should relate in scale to that
of the adjacent buildings on both sides of
the street. If the existing buildings are two
stories, then the infill should -respect the two
story•facade. Set backs should be employed to
gain upper story space. Set backs should be
stepped back at least the height of one story
for the increment in building height exceeding
15 percent of the adjacent buildings' height.
Buildings that offer colonnades or permanent
full sidewalk cover should be allowed to project
over sidewalks with their structural envelope.
The traditional Miami commercial structure
extensively used colonnades and is still in
evidence on N.E. 2nd Avenue. Building design of
this type breaks the uniformity of the street,
providing interest and expanded opportunity for
creative design.
66
W
- Rhythm of solids and voids on the building facade
should be complementary with those of adjacent
buildings. All infill buildings should have
showroom windows on the first floor. Showroom
windows should be as large as possible and
respect the height and proportions of adjacent
showrooms.
- Materials and textures.of new buildings should
I be reflective of those traditionally in the
area. All glass buildings should be avoided,
with emphasis of glass reserved gor showroom
viewing at street level.
- Detailing of infill structures should reflect
the character of the Design District and be
compatible with surrounding structures.
67
84-33S
F_
S
Urban Design
The aesthetic of a unified and harmonious area
design depends on the character and quality of
the various architectural elements employed to
relate the structures to each others. This
involves enhancing the good qualities of the
existing building framework and unifying the
area with good infill design harmonious in scale,
proportion and character to the District.
The urban design guidelines following are oriented
to maximize the best qualities of the area and
offer a framework from which to develop specific
plans for individual buildings within the Design
District.
-010C
The identification of the District as a unique
commercial area offers building owners the
opportunity of enhancing the visual aspects of
their properties through the use of cosmetic
color. A major step toward the visual
identification of the area is a color palette
for buildings, awnings and showroom window
trim/highlights. It is recommended that a range
of colors be adopted as a palette to ensure a
cohesive sense throughout the area. A color
palette should be a dynamic tool that maximizes
the sen;�e of "design" within the area while
allowing �ndi.vidual owners the greatest latitude.
68
J
Buildings should have a three color paint scheme.
The main body of the building should be a muted
light color, with window trim c lighter color
and window sashes or frames a darker color.
Awning colors should be a complementary color
to the building facade.
Light, neutral colors such as gray and off-white
are preferred as overall 'juilding colors as they
act as backdrops for brighter colors applied
to trim work around showroom windows.
Generally, walls should be painted in a single,
light base color that smooths over imperfections
and minimizes any variations in material. Trim
work or architectural detailing should be painted
in colors other than that of walls to highlight
and emphasize the building's details. Accent
colors should be dark, rich colors, such as
green, blue, yellow or burgundy.
Care is to be exercised so that repetitive color
patterns or schemes do not occur within the
same street.
69
84-33S
L_Jd�!de Colors
I— Accent Colors
PMS 420
Pale Warm Grey
PMS 427
Pale Cool Grey
PMS 434
Light Putty
PMS 441
Sea Foam
PMS 454
Ecru
PMS 482
Blush
PMS 538
Pale Lavender
PMS 504
Sanguine
PMS 497
Dark Peat
PMS 161
Earth-
PMS 202
Cherry
PMS 195
Wine
PMS 484
Navajo Red
Pantone Black
PMS 432
Slate Grey
PMS 425
Lead Grey
PMS 262
Aubergine
PMS 276
Deep Violet
PMS 209
Plum
PMS 343
Dark Fern
PMS 316
Mediterranean
PMS 553
Old Money
PMS 546
Night Sky
PMS 282
Pacifica
PMS 539
Gravy Blue
Colors are specified to the Pantone Matching Symm.
Actual manufachire�'s paint cobra should be
chosen to match
PMS swatches as closely as possible.
�70
I
Signage greatly contributes to the character and
excitement of the streetscape as well as enhances
the image of the commercial establishment. Store
and building signs should communicate as both
decorative and informative elements. Store signs
are best seen on the edge of the awning or in
the showroom window when viewed from autos.
Pedestrians most easily view signs within the
showroom window, on the awning face or hung from
the awning perpendicular to the walkway.
There should be limitation on the size and
placement of signs within the District. Signage
pegulations should be a function of the Merchants
Association and possibly a city special district
sign ordinance for the area. Such regulation
should allow maximum creativity, use of neon
and other lighting techniques to create diversity
and stimulate storefront viewing during evening
hours.
The implementation of consistent foliage as shade
elements along the streetscape makes it unlikely
that signs placed above awnings, at 12 to 20 feet,
will be easily seen by either pedestrians or
motorists. Shop signs should therefore be placed
within the confines of the display windows and/or
on the front (vertical) edge of awnings. An
alternative not currently employed within the
Design District is the traditional suspended
panel sign, placed perpendicular to the facade
and allowing sufficient clearance for pedestrians.
71
84-33.5
SJtoitdront Signage '
JI
IMIFO M
Existing shopfront signage along a section of
40th street: a wide variety of sign types, in
I various lomthns on the street facade. Most of
these signs would not be visible once shade
trees (dotted below) are plapted.
The same street facade, showing placement of
shade trees (dotted) and appropriate placement
of shop signs on display windows and awning
bands. Second -story signs are consolidated into
"directory" format on ground floor entrance
door. Street numbers are placed in consistant
size and style to lower right of each door.
72
This type of sign, used along with a display
window sign, provides maximum visibility from
both the sidewalk and the street. It is also
recommended that street numbers be prominently
displayed in storefront windows to provide
complete assurance of a business location and
to unity stores throughout the Design District.
73
84-33S,
W
Shed Fumituze
The addition of street furniture to sidewalks
and activity areas is intended to make the area
a more"habitable plabe in which to be. Street
furniture should generally be placed outside
of but adjacent to pedestrian areas. There needs
to be an array of "furniture" to accommodate
the needs of people using the area.
Benches
Benches should be plastic -coated metal, placed
ynder trees or shade structures, and anchored to
the ground. Benches should be placed in areas
where people congregate and at selected mid -block
crossings.
Telephones
Telephone kiosks should be placed adjacent to
parking facilities.
Trash Receptacles
Simple metal trash receptacles consisting of a
ground -mounted pole and metal frame enclosure
with a removable inner can should be placed
next to all seating areas, bus stops and at
mid -blocks.
74
Flower Pots
Seasonal color and plant variety is a delight
to pedestrians and motorists. Where in -ground
plants are not practical, large cast iron pots
are recommended for use with a variety of flowers.
Carts
To encourage and regulate certain outdoor
vending the merchants association could purchase
a limited number of wooden carts. Such carts
could be leased out to merchants for permitted
outdoor displays or sales of certain goods or
food stuff. Carts should be of a high quality
design in metal or wood.
Awnings
Besides trees, the single most important
environmental feature in the District is the
awning, which provides both protection from
sun and rain, but also functions as a
predominant visual element.
The minimum height for awnings is 7 feet, 6 inches,
which avoids problems with clearance. Awnings
should be wide enough to provide adequate
protection from both sun and rain, should cover
the full width of the storefront and connect
with neighboring awnings.
75
84-33:�
Canvas and pipe awnings are preferred for their
cost, variety and overall animated effect. The
soft texture, color variations and flexibility
of canvas relieves the hardness of buildings.
Awnings should project from buildings far enough
to shade and protect pedestrians and the showroom
window from the sun and rain. If sufficient
space is available over the sidewalk the awnings
should project between 6 to 8 feet. Awnings
should have no visible supports from the building
at the top or from the pavement.
Windows
A showroom's greatest appeal to a passerby is
its window display. Window displays can provide
a sense of drama and excitement that enhances a
streetscape and entices potential customers.
Windows in the Design District are of particular
importance because of the sales image they project
about a particular showroom. Window displays
should be emphasized by area merchants and used
to maximize visual interest on the street.
Construction of new showrooms without large
window displays should be discouraged, as blank
walls or empty glass tend to break the rhythm
and excitement created by adjacent stores.
windows can orchestrate the way viewers are
excited and drawn into the store. They can also
• be used in area -wide promotions and identity
programs, particularly during special events, such
as Market Week. Use of lighting and colorful
neon also enhances both the daytime and nighttime
ambiance of showrooms.
r
76
4,
Where ground floors contain storage or other
non -visible uses, avoid blocking windows. If
at all possible create displays which visually
separate the window from the interior use. This
will maintain interest and scale at all building
levels:'
In the case of historic or architecturally
significant buildings such as Moore Furniture
and the Mantel Shoppe, where windows have been
filled in, they should be reopened and new
windows matching the original fenestration
installed.
Should it be necessary not to have windows,
"blocking up" should be done by using a window
4ox which leaves a small area behind the window,
possibly for displays. Using this idea, upper
floors can also function as limited display areas
by using the window box to exhibit large scale
merchandise.
On identified historic or architecturally
significant buildings the original trim, windows
and sash should be retained wherever possible.
I,t is important to retain the original openings
and materials as a good deal of the architectural
quality of these older structures is derived from
their rhythm and proportion.
77
84-333.
-Awjlw 1-Ab
84--335.
SAMPLE WALL GRAPHICS DESIGN COMPETITION
The Competition
r•
The Miami Design District Merchants Association,
in association with the City of Miami Department
of Planning, announces an open competition for
the design of exterior graphics for building
facades within the Miami Design District.
Competition is open to all interested individuals
or -groups - graphic designers, fine artists,
architects - in short, anyone with the talent,
ability and vision to help transform the Miami
Design District area through visually distinctive
.r. wall graphics.
Guidelines
Although there are a total of available
walls scattered throughout the area, and
applicants may choose to regard just one or
all one of two approaches is recommended:
1) a cohe ve approach which encompasses all
the specified wall surfaces, defining the entire'
area through a singular graphic method;
2) consideration of several wall surfaces
within close proximity to each other,
establishing those walls as a series or group
through graphic and conceptual similarity.
Entries shall be mounted on one side only of a
30" x 40" mat or foam core board, presented
horizontally. Any entry not following this
format will be disqualified. Although there is
no limit to the number of illustrations mounted
on the board, all must be visible at once (no
overlays to fold back), and only one design
concept should be presented per board.
84-335
>�
AW
AFT
For locations of individual walls and wall
groupings, see attached site plan. Individual
walls and wall groupings are numbered, and
appropriate numbers must be indicated on the
lower right hand corner of the front of the<
entry board, in addition to labelling individual
drawings where applicable. An elevation
drawing of each wall is available at ,
and although the scale on the elevations provided
may vary from wall to wall, all submissions
must appear at 1/2" - 110".
Any presentation medium may be used for the
submittal (drawing, painting, collage, photography,
et cetera). Renderings should approximate as
closely as possible the actual finishes and
•r-.colors being proposed, as well as specifying,
wherever possible, actual manufacturer's
paint colors, materials, et cetera, and providing
color swatches.
Each submission must include a 5" x 7" index
card mounted on the front side of the board with
the following information typed:
- Brief description of design intent and
important features (optional).
- Entrant's name, occupation, address and
telephone.
Deadline for submittal is
Deliver entries to:
.W
Estimated cost:
x-
Build new streetscape, widen sidewalks, install new
pavers, street furnishings, tree grates, install under-
ground utilities, install new street lights and traffic
signars.
Estimated area - 250,000 sq.ft.
Estimated cost = $12 sq.ft. X 250,000 sq.ft. _ $3,000,000.
84-33S.
r
Estimated office/staff costs:
Director - $40,000.yr X 1.5 benifita - $60,C00yr
Secretary- $20,000.yr X 1.5 benifits w $30,OOOyr
Office expanses:
Rent - $12.00/ft X 600sq. ft. S 7,200yr
Supplies & Equipment - $1,000/mo $12,000yr
operating expenses - $500/mo = $ 6,000yr
Estimated minimum cost $115,200yr
Landscape/plantings costs:
• North Miami Avenue
$45,000
- 200 trees
N.E. lst Court
10,000
- 44
N.Ew lst Avenue
67,000
- 300
N.E. 2nd Avenue
20,000
- 86
N.E. 2nd Court
22,000
- 98
N.E. 38th & 39th Streets
35,000
- 70*
Federal. highway
18,000
- 72
I-195
50,000
- **
N.E. 36th Street
42,000
- 187
' N.E. 38th Street
42,000
- 187
N.E. 39th Street
42,000
- 187
N.E. 40th Street
53,000
- 216*
Miscellanous plantings
8,000
•r.
450,000
All trees are priced at $225.00
each except as noted.
*Royal Palms at $500.00 each (.38th &39th
Streets)
Queen Palms,18, at $300.00 each
(40th Street)
**Allowance
6
84-335.
i
Awards
Individual walls chosen for execution in the
Design District area will receive a $
cash award.
Wall groupings chosen for execution will receive
an award of $ for'each distinct wall
within the group, not to exceed $
Should a comprehensive design recommendation,
involving all«fesignated walls within the area
be selected for execution, a total amount of
$ will be awarded.
Submission of a proposal to this competition
signifies entrant's guarantee to consult with
the Design District Merchants Association and
its agents as required to complete execution
of the proposal, should