Bright Ideas: Report from 2nd Economic Summit in Huntsville, AL

THE IDEAS MAP

CITY OF HUNTSVILLE

Introduction The City of Huntsville’s Ideas Map was an interactive tool that allowed residents to post and share their ideas on the direction of the city’s future in economic development and planning. The map was hosted by SeeClickFix, a website that allows citizens to report municipal maintenance issues. While the Ideas Map was primarily used to gather information on the most desired retail and restaurants, non-retail ideas were accepted as well.

The map was launched on January 14, 2011 and closed on February 1. During that 19-day period, 927 ideas were posted on the map, with over 4,800 votes. A summary of the most popular ideas in several categories is on the next page.

Top Ideas Individual- ranked based on popularity of individual ideas placed on the map 1.

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Kroger at Martin/Zierdt Five Points Streetscape Trader Joe’s at Lincoln Mill Joe’s Crab Shack at Bridge Street Target in Northeast Huntsville

Cumulative- ranked based on popularity of similar ideas placed in the same area 1.

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Trader Joe’s in Southeast Huntsville Macy’s at Bridge Street Target in Northeast Huntsville Downtown Ideas Trader Joe’s in West Huntsville

Top Retail Ideas, Cumulative 1.

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Trader Joe’s in Southeast Huntsville Macy’s at Bridge Street Target in Northeast Huntsville Kroger at Martin/Zierdt Kohl’s in Southeast Huntsville

Top Restaurant Ideas, Cumulative 1. Cheesecake Factory in Downtown Huntsville 2. Chipotle in West Huntsville 3. Dave and Buster’s at Bridge Street (tie) Joe’s Crab Shack at Bridge Street (tie) 4. Olive Garden in Southeast Huntsville 5. Dunkin Donuts in Southeast Huntsville Top New Restaurants, Cumulative 1.

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Cheesecake Factory Chipotle Joe’s Crab Shack Dunkin’ Donuts Dave and Buster’s

Top New Retailers, Cumulative 1.

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Trader Joe’s Macy’s Ikea Container Store Whole Foods Market

Top Ideas, West Huntsville 1.

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Macy’s Trader Joe’s Kroger Cheesecake Factory Chipotle

Top Ideas, South Huntsville 1.

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Trader Joe’s Kohl’s Olive Garden Ikea Dunkin’ Donuts

Top Ideas, Bridge Street 1.

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Macy’s Cheesecake Factory Dave and Buster’s Joe’s Crab Shack H&M

Top Ideas, Downtown/Five Points 1.

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Five Points Streetscape Downtown Retail/Restaurant Rezoning Cheesecake Factory Bakery/Sandwich Shop Whole Foods (tie) Small Business Incentives (tie) Brewpub (tie)

*NOTE: Ideas in North Huntsville centered on a new grocery store, while East Huntsville rallied for a Target.

Retail Trader Joe’s

Population recommended: 400-500,000+ Space required: 12-15,000 sq. ft.

Renovate or build? Both How many [locations can Huntsville sustain]? One Nearest Store: Nashville

Likelihood [of coming to Huntsville]: High Potential locations: Downtown, Lincoln Mill, Five Points, Near Southside Commentary: Trader Joe’s prefers to locate in established high-wealth neighborhoods. An example of this type of neighborhood in Huntsville is the area bounded by Interstate 565 to the north, Memorial Parkway to the west, Monte Sano to the East and Airport Road to the South. With stores in Huntsville-sized cities like Des Moines and Lincoln, NE, and new stores opening soon in Spokane, WA and Charleston, SC, population requirements should be met.

Macy’s

Population recommended: 100-200,000+ Space required: 100-150,000 sq. ft.

Renovate or build? Both How many? 1-2 Nearest Stores: Birmingham/Nashville

Likelihood: Medium Potential locations: Parkway Place, Bridge Street (preferred by voters), Madison Square Commentary: Looking at other cities where there are Macy’s stores, Huntsville is capable of sustaining one, if not two locations. However, the department store chain has remained stagnant during the recession, announcing only two new stores in 2010 (both in California). Most new-build stores are between 120,000 and 150,000 square feet, but Macy’s will consider renovating existing anchor spaces.

Ikea

Population recommended: 2 million+ Space required: 400,000 sq. ft.

Renovate or build? Build How many? 0 Nearest Stores: Atlanta

Likelihood: Very Low Potential locations: None Commentary: Despite its popularity on the Ideas Map, Ikea is unlikely to look at Huntsville. The Swedish furniture chain looks for metro areas of greater than two million to build their stores. Nashville, a city with a metro population of 1.6 million (three times the size of Huntsville), is struggling to recruit an Ikea due to its “small� size.

Container Store

Population recommended: 800,000+ Space required: 25,000 sq. ft.

Renovate or build? Build How many? 1 Nearest Store: Atlanta, Nashville (opening late 2011)

Likelihood: Medium Potential locations: Bridge Street Commentary: The Container Store is a smaller chain that is expanding in larger cities with populations of 1 million-plus. However, a minority of stores are in cities such as Little Rock, which has a metro area slightly larger than Huntsville’s.

Whole Foods Market

Population recommended: 500,000+ Space required: 25,000-50,000 sq. ft.

Renovate or build? Both How many? 1 Nearest Stores: Birmingham, Nashville, Chattanooga (as Greenlife)

Likelihood: High Potential locations: Downtown, Near Southside (Airport/Whitesburg, preferred) Commentary: Like Trader Joe’s, Whole Foods prefers to locate in established high-wealth neighborhoods. Minimum population concerns shouldn’t be a problem here; many stores are located in cities smaller than Huntsville (mostly college towns).

Restaurants Cheesecake Factory

Population recommended: 1 million+ Space required: 8,000 sq. ft.

Renovate or build? Build How many? 1 Nearest Locations: Birmingham, Nashville

Likelihood: Medium Potential locations: Downtown (preferred), Bridge Street Commentary: Cheesecake Factory almost always locates in cities with more than one million people in the metro area. Some notable exceptions—Boise, Des Moines, and Omaha—are hundreds of miles away from the nearest major city. Huntsville, with two major cities 100 miles away (both with Cheesecake Factory restaurants), seems unlikely to be an exception. However, Cheesecake Factory is experimenting with a smaller restaurant format that could be used in smaller cities such as Huntsville.

Chipotle Mexican Grill

Population recommended: 100,000+ Space required: 5,000 sq. ft.

Renovate or build? Build How many? 1-2 Nearest Locations: Birmingham, Nashville

Likelihood: High Potential locations: University Drive Commentary: Huntsville can handle one, if not two locations of this popular Mexican chain. Chipotle is continuing to expand nationwide, and a Huntsville location appears likely in the near future.

Joe’s Crab Shack

Population recommended: 500,000+ Space required: ~6,000 sq. ft.

Renovate or build? Both How many? 1 Nearest Locations: Birmingham, Nashville

Likelihood: High Potential locations: Bridge Street, Downtown Commentary: With locations in similar-sized cities like Shreveport, LA and Fayetteville, NC, Huntsville can probably support a Joe’s Crab Shack. However, the chain has struggled recently, but seems to be slowly expanding again. Their Shreveport location is in a Bridge Street-like development, and the Nashville restaurant is located downtown, so either site in Huntsville seems feasible.

Dunkin’ Donuts

Population recommended: 100,000+ Space required: 1,000 sq. ft.

Renovate or build? Both How many? 5-30 Nearest Locations: Birmingham, Nashville

Likelihood: High Potential locations: Anywhere (Southeast HSV preferred) Commentary: Dunkin’ Donuts is a franchisee away from opening their first stores in Huntsville in over a decade. In cities of Huntsville’s size, Dunkin’ opens up to thirty locations. A franchisee must commit to opening five stores in their designated territory.

Dave and Buster’s

Population recommended: 1 million+ Space required: 25,000 sq. ft.

Renovate or build? Both How many? 1 Nearest Locations: Atlanta

Likelihood: Low Potential locations: Bridge Street (preferred), Downtown Commentary: Dave and Buster’s rarely, if ever, opens a restaurant in a city with a metro population of less than 1 million. Their Nashville restaurant at Opry Mills closed last year due to flooding and has yet to reopen or relocate.

Honorable Mentions- Stores/restaurants that just missed the “Top 5,” but have a good chance of entering the Huntsville market: World Market Home Décor Store Space required: 15-20,000 sq. ft.

Renovate or build? Both How many? 1 Nearest Locations: Chattanooga, Nashville, Birmingham Potential locations: University Drive (preferred), South Huntsville, Jones Valley H&M Clothing store Space required: 20,000 sq. ft.

Renovate or build? Both How many? 1 Nearest Locations: Atlanta Potential locations: Bridge Street (preferred), Parkway Place REI Outdoor/Recreation store Space required: 20,000 sq. ft.

Renovate or build? Both How many? 1 Nearest Locations: Nashville (Brentwood) Potential locations: Bridge Street (preferred), Airport/Whitesburg

California Pizza Kitchen Pizza restaurant Space required: 5,000 sq. ft.

Renovate or build? Both How many? 1 Nearest Locations: Birmingham, Nashville Potential locations: Bridge Street Home Goods Home dĂŠcor store Space required: 25,000 sq. ft.

Renovate or build? Both How many? 1 Nearest Locations: Birmingham, Nashville, Chattanooga Potential locations: University Drive (preferred), South Parkway, Jones Valley Qdoba Mexican restaurant Space required: ~5,000 sq. ft.

Renovate or build? Both How many? 1-2 Nearest Locations: Birmingham, Nashville, Chattanooga Potential locations: Downtown, Research Park (preferred), South Huntsville

Gordon Biersch Brewpub* Space required: 15-20,000 sq. ft.

Renovate or build? Both How many? 1 Nearest Locations: Atlanta Potential locations: Downtown (preferred), Bridge Street *NOTE: Potential brewpub locations are extremely limited due to current state laws.

Texas de Brazil Brazilian Steakhouse Space required: 5-10,000 sq. ft.

Renovate or build? Both How many? 1-2 Nearest Locations: Memphis Potential locations: Downtown (preferred), Bridge Street

Comments Downtown Cumulatively, downtown non-retail/restaurant ideas were ranked #2. Visitors to the map rallied around these ideas: “The only way to make Downtown Huntsville into a viable walkable community is to pass an ordinance that requires the spaces facing the street to be limited to retail and restaurants.

The attorneys, insurance companies, storage space, etc. should be only on upper floors and rear offices…”

“Downtown has no retail and limited restaurant options available to the public. The higher end restaurants seem to do ok down here, but there is a limited variety. Suggest recruiting (and subsidizing for a limited time) more restaurant options for the public to choose from downtown such as a bakery, sandwich shop, and even fast food.…”

“Huntsville leadership and community have long debated how to attract a young, educated workforce to key areas of the city…. As a former Arlington, VA native I would suggest you look into how that city developed with a key focus on accessibility, transportation, housing, and leisure/entertainment venues. Namely, Arlington has conducted a phased approach to urban development that started in the 60’s and has now grown into vibrant communities across the city. Arlington calls these hubs Urban Villages. Each urban village is a distinctive and multifaceted community with jobs, housing, and recreation all within a few blocks of each other.… Each of these "urban villages" is well-served by public transportation and amenities for bicyclists and walkers, connecting the neighborhoods to each other and to the rest of the metropolitan area. Teeming with shopping centers and lively nightlife, Arlington has a little bit of everything for everyone, exactly what Huntsville should aspire to be; albeit maybe a little less crowded. Arlington’s planned development centered around one of the best public transportation systems in the country, something Huntsville will have to consider… ” Other non-retail ideas brought forward included a new baseball stadium, riverwalk, financial incentives for small businesses, and moving Sci-Quest downtown.

Five Points This idea was ranked #2 overall for individual ideas: “I'm not sure, but I would guess that 5 Points/Old Town is one of the densest areas in Huntsville. It's also (at least east of California) one of the most affordable for young professionals and families. As a result, it could easily be one of the most vibrant, walkable areas of Huntsville, but it seems that there are power poles growing from every crack in the sidewalk, where sidewalks can be found. Also, none of the buildings in the area (with the exceptions of Star Market and 1892) have been improved lately. Landlords should be encouraged (read: incentivized) to upgrade their facilities. Ideally, buildings would be 2 or more stories with small setbacks and provide, in some cases, apartment living (like the main street in Providence). Further, I would personally love to see California turn into a 2 lane road with parallel parking and bike lanes between Randolph and Beirne. That, coupled with sidewalk improvements, would go a long way towards creating a pedestrian-friendly environment in the area of Huntsville that would be most receptive to it.�

Several other ideas in Five Points called for the expansion of the streetscape project along Andrew Jackson Way and providing more entertainment options (e.g. bars) in the neighborhood.

Public Transit Cumulatively, ideas for better transit service ranked #6. Most rallied around the ultimate goal of a rail-based system: “The key to having a great city is people being able to move around efficiently and quickly.

Huntsville should lead the US and create its own mass transit system. There are plenty of existing rail lines that could be upgraded… You could turn the downtown station back into a usable station. It would be great, because it is right by the Visitors bureau and the main Shuttle Bus station. Passengers could then rely on (a much improved version) the shuttle buses to get them exactly where they needed to be. Some major areas could be accessible by the rail network though, such as; UAH, Parkway Place, Huntsville Madison County Library, VBC, Downtown Madison, and the Arsenal. Huntsville Hospital could even offer a van service to shuttle from a station located near Gov. Dr. on the L&N Line to the hospital or extend their trams. Crestwood could also offer the van service. A special Arsenal train could be offered to get people from the Downtown station to the Arsenal. MPs could be stationed on the train to have everyone's IDs checked by the time the train arrived at the Arsenal gates. This would greatly decrease crowding at the gate in the mornings and evenings. Moreover, a efficient and useful mass transit system would greatly benefit the city both now and in the future. Don't wait to build this after the city has already expanded and needs help. Anticipate the expansion and plan for the future!”

Several other transit ideas were placed outside of city limits and therefore were not counted in the rankings. Some users called for the introduction of commuter rail service to Decatur, while others discussed streetcar lines in Downtown and Research Park and the introduction of night and weekend bus service.