Recommendations / Downtown Development / Big Idea #1: Creativity Corridor

Big Idea #1: Creativity Corridor

Part of the "ACDC - Arts & Culture Douglas County" initiative

Downtown DevelopmentDouglasville/Douglas$500,000–$1,000,000

Overview

Implement a Creativity Corridor through Downtown Douglasville that promotes existing assets including the plaza, dining, shops, museum, conference center, and community theatre, while encouraging new community centerpieces that connect residents and visitors. The corridor would run from the old jail site to Campbellton St., tie together the Douglas County Museum of History and Art, O’Neal Plaza, and the Conference Center, and include mixed-use, arts-focused redevelopment of the 10-acre vacant jail site through a likely public-private partnership.

Action plan

Short-term
Organize a charrette to include redevelopment of the old jail with assistance from development professionals, including Urban Land Institute, and underutilized parcels in the district; include performance space, open-air market, and retail/manufacturing spaces for new businesses; meet with Douglas County Convention and Visitors Bureau Director to determine participation level.
Medium-term
Apply for a Brownfield grant to clean up the site; review current zoning ordinance, alcohol ordinance for outdoor concerts/events, and development standards to encourage loft development, outdoor eating, and business types that Millennials and Generation X frequent; consider forming a development entity of the DDA to take advantage of real estate financing opportunities; incentivize loft development in the district with density bonuses.
Long-term
Adopt an overlay district with corresponding zoning, development standards, and public art requirements; adopt a public art initiative administered by the Cultural Arts Council to guide art installation throughout the district, including murals and street furniture; partner with a hotel developer/investor to build a facility adjacent to the conference center; pursue mixed hotel and loft development; consider using former trailers from the school system to host an artist residency program.

Expected impact

New Investment AttractedEconomic

Tracks attraction of new investment and creation of linkages between existing and future community anchors.

Greater Sense of Community and IdentityEconomic

Tracks the expected fostering of a greater sense of community and identity for Douglasville/Douglas County.

Brownfield Grant ApplicationSustainability

Tracks applying for a Brownfield grant to clean up the site.

Timeframe: Medium-term
Economic and Social BenefitsInfrastructure

Tracks expected economic and social benefits from the Creativity Corridor.

Desired Activity: Outdoor RecreationCommunity

Tracks respondents who wanted outdoor recreation available locally.

Projected: 26; 19.7% Responses; Percent
Increased Downtown Business RevenuesEconomic

Tracks increased business revenues downtown.

Overlay District AdoptedEconomic

Tracks adoption of an overlay district with corresponding zoning, development standards, and public art requirements.

Timeframe: Long-term
CVB Director MeetingInstitutional

Tracks the meeting with the Douglas County Convention and Visitors Bureau Director to determine participation level.

Projected: 1 Meeting · Timeframe: Medium-term
Event Motivation: Socializing with Family or FriendsCommunity

Tracks respondents who said socializing with family or friends was a major motivation for attending events.

Projected: 59.50% Percent
DDA Development Entity ConsideredInstitutional

Tracks consideration of forming a development entity of the DDA for real estate financing opportunities.

Timeframe: Long-term
Desired Activity: ShoppingEconomic

Tracks respondents who wanted shopping activities available locally.

Projected: 52; 39.4% Responses; Percent
Event Motivation: Support Community Organization or CauseCommunity

Tracks respondents who said supporting a community organization or cause was a major motivation for attending events in Douglasville/Douglas County.

Projected: 77.60% Percent
Desired Activity: Farmers MarketsCommunity

Tracks respondents who wanted farmers markets available locally.

Projected: 44; 33.3% Responses; Percent
Desired Activity: OtherCommunity

Tracks respondents who selected “Other” in the activity chart.

Projected: 8; 6.1% Responses; Percent
Increased Quality of LifeCommunity

Tracks the corridor’s appeal to residents and visitors through increased quality of life in Douglasville.

Public Art Initiative AdoptedInstitutional

Tracks adoption of a public art initiative administered by the Cultural Arts Council.

Timeframe: Long-term
Desired Activity: NightlifeEconomic

Tracks respondents who wanted nightlife activities available locally.

Projected: 62; 47% Responses; Percent
Higher Local Hotel Occupancy RatesEconomic

Tracks higher occupancy rates in local hotels.

Vacant Jail Site SizeInfrastructure

Tracks the size of the vacant jail site proposed for mixed-use, arts-focused redevelopment.

Projected: 10 Acres
Corridor Geography DefinedOperational

Tracks whether the Creativity Corridor is defined as running from the old jail site to Campbellton St.

Missing Activity Survey ResponsesCommunity

Tracks the number of responses to the report chart asking what activities not currently offered respondents would like to stay within Douglasville/Douglas County for.

Projected: 132 Responses
Community Core ComponentsInfrastructure

Tracks whether the proposed Community Core includes housing, retail, performing arts/open air market, and creative makerspace components.

Timeframe: Short-term
Increased Taxes from Business OperationsSustainability

Tracks increased taxes from increased business operations.

Desired Activity: Gardens / NatureCommunity

Tracks respondents who wanted gardens/nature activities available locally.

Projected: 34; 25.8% Responses; Percent
Increased Business LicensesEconomic

Tracks increase in business licenses for both permanent and temporary entities.

Development Professionals EngagedInstitutional

Tracks whether development professionals, including Urban Land Institute, are engaged to assist the charrette.

Timeframe: Medium-term
Community Survey RespondentsCommunity

Tracks the number of respondents to the community survey conducted in Douglasville and Douglas County.

Projected: 152 People
Desired Activity: Movies / FilmCommunity

Tracks respondents who wanted movies/film activities available locally.

Projected: 26; 19.7% Responses; Percent
Younger Generations Drawn DowntownInfrastructure

Tracks the expected ability to draw younger generations into the downtown corridor.

Importance of Arts and Cultural OfferingsCommunity

Tracks respondents who indicated it was somewhat or very important to have arts and cultural offerings in Douglas County.

Projected: 69% Percent
Desired Activity: Community EventsCommunity

Tracks respondents who wanted community events available locally.

Projected: 56; 42.4% Responses; Percent
Brownfield Clean-Up CostOperational

Tracks medium-term budget for Brownfield clean-up for the former jail site.

Projected: $600,000 Dollars · Timeframe: Long-term
Artist Residency Trailer ReuseCommunity

Tracks consideration of using former school system trailers to host an artist residency program.

Desired Activity: Stage TheatreCommunity

Tracks respondents who wanted stage theatre available locally.

Projected: 50; 37.9% Responses; Percent
Downtown Visitation NeedCommunity

Tracks the report finding that a majority of Douglasville residents never or rarely visit the downtown district.

Desired Activity: Wine, Beer or...Economic

Tracks respondents who selected the report chart category labeled “Wine, Beer or...”.

Projected: 42; 31.8% Responses; Percent
Desired Activity: DiningEconomic

Tracks respondents who wanted dining activities available locally.

Projected: 55; 41.7% Responses; Percent
Proposed Focal PointsInfrastructure

Tracks the number of proposed focal points in the corridor.

Projected: 2 Focal points · Timeframe: Short-term
Long-Term Preliminary Development Public CostEconomic

Tracks long-term projected public costs for preliminary development.

Projected: $1.5 million Dollars
Stay in Douglas County if Activity Quality Were ComparableCommunity

Tracks the share of respondents who would choose to stay within Douglas County if the same quality of experience were available there.

Projected: 87.70% Percent
Mixed Hotel and Loft DevelopmentInfrastructure

Tracks advancement of mixed hotel and loft development.

Refreshed Douglasville IdentityCommunity

Tracks the corridor’s role as a catalyst for refreshing Douglasville’s identity.

Improved Environmental HealthCommunity

Tracks environmental health improvement through remediation of the land.

Corridor Focal PointsInfrastructure

Tracks the number of focal points anchoring the Creativity Corridor.

Projected: 4 Focal points · Timeframe: Short-term
Local Employment OpportunitiesEconomic

Tracks employment opportunities for local workers from new development.

Desired Activity: ConcertsCommunity

Tracks respondents who wanted concerts available locally.

Projected: 70; 53% Responses; Percent
Desired Activity: Literary / Librar...Community

Tracks respondents who selected the report chart category labeled “Literary / Librar...”.

Projected: 8; 6.1% Responses; Percent
Increased Visitors to the CVBEconomic

Tracks increase in visitors to the CVB as a measurable result.

Ordinance and Development Standards ReviewInstitutional

Tracks review of zoning ordinance, alcohol ordinance for outdoor concerts/events, and development standards.

Timeframe: Long-term
Short-Term Art Corridor CostOperational

Tracks short-term budget for artist commissions, installation, maintenance, signs, benches, and other physical aspects of the art corridor.

Projected: $200,000 Dollars · Timeframe: Medium-term
Event Motivation: Connecting with CommunityCommunity

Tracks respondents who said connecting with the community was a major motivation for attending events.

Projected: 62.90% Percent
Loft Development IncentivesInstitutional

Tracks whether loft development in the district is incentivized with density bonuses.

Timeframe: Long-term
Desired Activity: Recreational SportsCommunity

Tracks respondents who wanted recreational sports available locally.

Projected: 15; 11.4% Responses; Percent
Activity and Vibrancy CreatedEconomic

Tracks the expected creation of activity and vibrancy throughout the downtown corridor and beyond.

Increased Tax Basis from Property ReinvestmentEconomic

Tracks increased tax basis as property taxes rise due to investment, reinvestment, and redevelopment of nearby properties.

Desired Activity: Professional SportsCommunity

Tracks respondents who wanted professional sports available locally.

Projected: 29; 22% Responses; Percent
Site Program Elements IncludedInfrastructure

Tracks whether the redevelopment site includes performance space, open-air market, and retail/manufacturing spaces for new businesses.

Timeframe: Medium-term
Hotel Developer/Investor PartnershipEconomic

Tracks whether a hotel developer/investor is partnered with to build a facility adjacent to the conference center.

Charrette OrganizedOperational

Tracks completion of the short-term charrette for old jail redevelopment and underutilized parcels.

Projected: 1 Charrette · Timeframe: Short-term
Established Focal PointsInfrastructure

Tracks the number of established focal points in the corridor.

Projected: 2 Focal points · Timeframe: Short-term

Key stakeholders

City of DouglasvilleDouglasville Main StreetDouglasville Community and Downtown DevelopmentDouglasville Convention & Visitors BureauDouglasville-Douglas County ChamberOld Courthouse MuseumCultural Arts CouncilDouglasville Conference CenterThe Douglas County Museum History and ArtO’Neal PlazaThe new proposed Community CoreOld Jail SiteDevelopment professionalsUrban Land InstituteDDAHotel developer/investorSchool systemLocal governmentDowntown residentsBusiness ownersInvestorsGovernments and organizations within the communityGeneration XMillennialsYounger generationsDouglasville/Douglas County residentsVisitorsLocal workersProperty owners adjacent to the siteLocal hotelsPermanent and temporary entitiesBrownfield Clean-Up ResourcesRedevelopment FundAppalachian Regional CommissionOne Georgia AuthorityGeorgia Downtown Renaissance FundGeorgia Downtown Revolving Loan FundGeorgia Job Tax CreditGeorgia Tourism Development ActCommunity theatreDiningShopsMarisa AntolinoChris CannonWill CurryChad GriffinKenwin HayesNicole HiltonKaty KleinEmily LightnerEmily Macheski-PrestonAngie MartinWill StanfordRebecca West

Estimated budget

Short-term: $200,000 for artist commissions, installation, maintenance, signs, benches, and other physical aspects of the art corridor, not including the mixed-use jail site anchor; Medium-term: $600,000 for Brownfield clean-up for the former jail site; Long-term: $1.5 million for projected public costs for preliminary development, including site planning, feasibility studies, promotion for RFPs, and environmental studies.