15206
BRIDGING PENN one row one life
Alison Schloemer | Annie Bodhidatta | David Eskenazi |
Amrit Kaur
the village of eastside giant eagle bakery row penn avenue schenley high school mellon park |
Christian Wagner | Diana Miller | Jessica Kim
Anchors
1. existing SITE Giant Eagle Trader Joe’s Staples
Shady Ave
nue
Eas
t Lib
erty
Blvd
Bakery Square
Retail n
n Pe
Office
en Av ue
Residential
Fif t
hA ve n
ue
Institutional Industrial Park Construction Public Parking Private Parking
nue
Fifth Ave
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Local COMMERCIAL Dollar Bank Wine and Spirits Modern Beauty Supply Rent a Center Family Dollar
National COMMERCIAL Giant Eagle
RESIDENTIAL The Village of Eastside
ZONE 1
Analysis
National Commercial Local Commercial Residential
Secondary
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Primary
In Zone 1, the major anchor business is the Giant Eagle. This zone is very separated from the rest of Penn Avenue. The shopping complex is surrounding by parking. The main facade faces Shady Avenue while the loading docks face the main corridor. Behind the shopping complex is a gated community that can only be accessed off of Shady Avenue. The Village of Eastside uses trees and other vegetation to block the vehicular noise from Penn Ave.
COMMERCIAL Service
Club One Fitness
Relax the Back National / Grocery Office
Trader Joe’s United Post Office Children’s Community Pediatrics
COMMERCIAL National Retail
Service
Petland Tuesday Morning Staples Vikram Yoga Family Services of Western PA Every Child Inc. Penn Avenue Nail Center
FedEx
COMMERCIAL McDonald’s
Restaurant China Garden China Buffet
Subway
Commercial Vacant
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Entertainment Game Stop Eastside Gallery Speciality TNTfashions Hair Master Natural Stitches Lachina Drapery Vacant
ZONE 2
Analysis
The major anchors in Zone 2 is McDonalds, Staples, and Trader Joe’s. This shopping complex caters to a more suburban than an urban shopping experience. Much of the activity surrounds the area between the two major bussinesses, leaving the right side of the complex ill used. The right side of the complex also had a few vacancys. Minor shops include a video gaming store, Subway, beauty store, and an art gallery.
INSTITUTIONAL Schenley High School
PARK
Mellon Park Baseball Field
ZONE 3
Analysis
Institutional Park
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Zone 3 consists of the Schenley High School and the Mellon Park. These institutional and public venues have potential to become integrated into the commercial corridor of Penn Avenue, but currently lack the necessary connections and activities that will link them to the other side of the street. The high school students are another group of potential users with buying demand and power that is still being overlooked.
COMMERCIAL / CONSTRUCTION
Bakery Square
INDUSTRIAL Solar Control Window Tinting
INSTITUTIONAL / GOV. Port Authority
OFFICE Business Records Management CMU Storage Management Science Associates
ZONE 4
Analysis
Zone 4 has the future of becoming the major economic anchor of Penn Avenue and East Liberty, with the current development plan and contruction of Bakery Square. However, the adjacent office buildings are currently economically and socially passive. The potential of this zone includes the large amount of existing parking spaces available in addition to the new parking garage of Bakery Square.
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2. Key Anchors HAIR MASTER TNT Fashions Nail Center
Lifestyle
Local Retail
China Garden
Restaurants
Trends
Services
National Retail
Powerhouses BRIDGING PENN one row.
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This area is unique due to the three developments that currently exist in the region - the area around Giant Eagle, The Village of EastSide (anchored by Trader Joes and Staples), and the new Bakery Square Development (which is now attracting further developers into the region). Within these developments, one can begin to see how grocery stores, followed by national retailers dominate the urban scene.
3. COMPETITION
Anchors: Retailers, parks, and residential neighborhoods that will provide a consistent stream of customers Competition: Retailers that may draw money away from Penn Ave. Opportunities: Areas that provide the greatest potential and feasibility for development to bring in people from surrounding neighborhoods and further regions.
Potential Target
Shadow Lounge
Pen n
Red Room Starbucks
Bakery Square
Ave
Residential Surroundings
Whole Foods
Mellon Park
e e Av r t n Ce
ile 1/2 m 1 mi
le
e Fifth Av
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4. Demographics 0R
400,0
ENTS
00
HO
DEMOGRAPHIC DATA FOR 15206 AREA CODE US E
0
H O LD S SE
3 0, 0 0
FEMALE
MALE
OU
R
SEX
H
1
000 5,
350,0 00
1 5 4, 0 00
NT S IDE S E
S LD
95
0,
HO
00
ID ES
PENN AVENUE SITE
Median age within a 5-mile radius is 38.8
1 MILE RADIUS 2 MILE RADIUS 5 MILE RADIUS 10 MILE RADIUS
Analysis
52% of the population within a 1-mile radius are college educated Three of Pittsburgh’s top 10 employers are located within a 2-mile radius, including UPMC hospitals, University of Pittsburgh, and Carnegie Mellon University, with a combined total of 38,700 employees and 41,500 students
How many people live and work here? The population is quite dense around the site, both in close proximity and in the greater context of Pittsburgh. The surrounding site has a young resident population, with an average of 35.5 in a 1-mile radius. Additionally, the area has an even greater amount of foot traffic due to the close proximity of several major employers. UPMC hospitals, Carnegie Mellon University, and the University of Pittsburgh are all located within 2 miles of the site.
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AGE
UNDER 20
WHITE
ETHNICITY
65+
BLACK
LESS THAN HIGH SCHOOL
0%
10%
HIGH SCHOOL DIPLOMA
20%
30%
40%
50%
OTHER
UNEMPLOYED
EMPLOYED
EMPLOYMENT
EDUCATION
45 to 65
20 to 44
COLLEGE DEGREE
60%
70%
GRADUATE DEGREE
80%
90% 100%
What are those people like? The site resides in the 15206 zip code, which is host to about 31,000 people. The population is predominantly white with a black contingent mainly residing in the Larimer community. The unemployment rate is somewhat high compared to the national average, and it will be important to provide jobs for local residents in future developments.
Av e E. Lib ert y
Shady Ave
4. Demographics Granola Lovers- Trader Joes
Av e
Av e
n
E. Li be
rty
Shady Ave
Bakery Square
Pe n
n
Av e E. L
Shady Ave
Marching Band- School
Av e
Families- Gated Community
e Fifth Av
commercial
ibe rty
Shoppers- Commercial
Pe n
Pe n
n
Nature Fanatics- Park
Pe n
n
institutional
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Fifth Ave
Pe n
n
Av e
parks
Fifth Ave
Av e
e Fifth Av
E. Lib ert y
Av e
Shady Ave
residential
E. Lib ert y
Shady Ave
E. Lib ert y
Av e
Shady Ave
e Fifth Av
Pe n
Av e
n
industrial
e Fifth Av
Av e
Av e
5. PROPOSALS 1FO O
"WF
Z "WF
4IBE
A. unify building typologies
1 year Immediate ideas for developing new connections to surrounding blocks.
'JGUI "WF
B. EXPRESS
5 years Plan to attract people from surrounding communities to come and stay in Bakery Row.
C. dream
20 years Long term plan to integrate Bakery Row as part of the surrounding neighborhoods. Rather than somewhere just to go, create an identity for the place where people can live, work, and entertain themselves.
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a. Unify 1FO O
"WF
"WF
Z 4IBE
Spaces to linger
Armatures Parking
Linking Penn Context This scheme will bring the residents in the gated community and beyond across Penn Ave to potential retail environments. With the inclusion of landscape elements, new infrastructure armatures, and cash generating underground parking, linking across Penn Ave will create a new destination in Larimer that spills out to surrounding communities.
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'JGUI "WF
Landscape
LIB
ER
TY
BO
ULE
VAR D
b. express ACTIVITY LEVEL
ML KB
EAS T
US WA Y
PROPOSED
EXISTING
PE
AV EN U
6
12
18
24h
THU
FRI
TIME
E
FI FT
H
AV EN UE ACTIVITY LEVEL
NN
O
EXISTING
PROPOSED
RE TO
T KE EX YS PL AR P Y TY PL E D UB NT OM ILI HO E ER RE SM UP ’ C OR FOO S C L CL O R S RA T L A R T A S E E F TO S TS EE K AU ALTH OK T G OFF FIC T S O GA OR OD UIC ST RM E O E F E R P O A S Q A O C H P R B Y F F
WEEKDAY WEEKNIGHT WEEKEND DAY
ENUE
FIFTH AV
WEEKEND NIGHT
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MON
AREA OF FOCUS BUILDINGS LEFT UNCHANGED BUILDINGS TO CHANGE
TUE
WED
DAYS
SAT
SUN
a restaurant allĂŠ will attract families at various times
PRECEDENTS
WALNUT STREET the new sports complex will enhance the street life
EAST CARSON STREET
BRIDGINGPENN PENNone ONE ROW.one ONE LIFE. 14 BRIDGING row. life.
Today Giant Eagle Trader Joe’s
Shady Av enue
Eas
t Lib
erty
Blvd
Staples
nn Pe Fif t
hA ve n
ue
e
u en Av Retail Office Residential Institutional Industrial Park Construction
ue
Fifth Aven
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Public Parking Private Parking
C. DREAM
MORE PEOPLE
Thriving Businesses
Regional Transportation Hub
Key existing anchors
quality of Life Mixed-Use Living
Connection
to Developing Neighborhood
high income
Shady Av enue
Eas
t Lib
erty
Blvd
Pedestrian Promenade
nn Pe ue en Av
Success
Fif t
hA ve n
ue
Bakery Square
Retail Office Residential Institutional Industrial Park Construction
Greenscape
Unifying existing Neighborhood
ue
Fifth Aven
Public Parking Private Parking
Thriving Lifestyle
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20 YEARS FROM NOW
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6. Conclusion PHASING WILL GENERATE MANY OPPORTUNITIES WITH A COHESIVE, NEIGHBORHOOD VISION FOR DEVELOPMENT. attract surrounding demographics while connecting to all close neighbors. create an identity for bakery row separate from other places in pittsburgh.
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