STARLAND
ECLECTIC, FUNKY & QUIRKY Nese Gunduz | Design Management MA | Final Project DMGT-748 | Professor Tom Hardy | Spring 2017
WHAT IS DESIGN MANAGEMENT? Design management is a practice that combines design and research with business strategy. The main goal of design managers is to create human-centered innovation and their best chance to achieve this lies in the intersection of ideas, disciplines and cultures. Design managers focus on details while understanding the whole picture with regards to social, technological, environmental, economic and political factors. They are able to empathize with people, tell a visual story to capture their audience and solve problems creatively to add meaningful value.
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TABLE OF CONTENTS THE FRAME Problem Statement Opportunity Statement Target Audience Purpose of Study Scope of Study Research Methodology Research Matrix Research Activities Map of the Research Space Gantt Chart
RESEARCH Gentrification Examples Savannah Downtown Map South of Forsyth Maps Graph of Property Values Art March Parade & Festival Cultural Probe Thomas Sq Meeting Interviews Findings
4 5 6 8 9 10 12 13 16 17 18
19 20 24 27 29 32 34 38 41 56
RESEARCH SYNTHESIS Personas and Empathy Maps Affinity Mapping Insights Opportunity Map Value Proposition ZAG Steps
PROTOTYPING Starland Zoning Framework Neighborhood Character Neighborhood Plan
FINAL DESIGN Business Model Canvas SWOT Analysis Implementation Plan
APPENDICES Consent Forms SAGIS Data
REFERENCES Annotated Bibliography
57 58 66 68 71 72 73 78 80 82 102 113 114 115 116 117 118 122 125 126
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THE FRAME
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PROBLEM STATEMENT Gentrification is the conversion of socially marginal and working-class areas to middle-class use. (Zukin, 1987) The immediate effect of gentrification is seen on architectural restoration, but it also implies a shift in economy with the rise of a new urban middle class. (Zukin, 1987) Which brings along the displacement of locals and destruction of existing culture while creating a new identity.
Savannah is known for historically preserved Victorian houses, though its Starland district has been going through gentrification last 20 years, which might create identity conflict. There is a distinct socio-economic difference between downtown and Starland area. If upper/ middle-class invades Starland district, locals will be displaced further away from the inner city.
In the “new� Lower East Side, images of the past would be either sanitized or eradicated. Proximity to work would continue to be vaunted, but middle-class consumers would be targeted. Poor residents, especially ethnic and racial minorities, would be displaced or confined to certain portions of the city, a practice augmented by federal, state, and local housing policy. (Friedman, 1973)
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OPPORTUNITY STATEMENT There is an opportunity to create a new framework for gentrification in Savannah Georgia’s Starland district that avoids displacement. Savannah is known for its well-preserved historical scene with Victorian houses. But at the same time, developing Starland District brings life to the slow-paced city.
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TARGET AUDIENCE
STARLAND RESIDENTS STARLAND BUSINESS OWNERS DEVELOPERS SDRA & CITY PLANNERS *SDRA is an abbreviation for Savannah Development and Renewal Authority 8
PURPOSE OF STUDY “By gentrification I mean the process by which working class residential neighborhoods are rehabilitated by middle class home-buyers, landlords, and professional developers. ... It is often true that very vital working class communities are de-vitalized through gentrification� (Neil Smith, 1982) The focus of this project is to create a new framework and spatial design strategy for gentrification in Starland District of Savannah, GA in order to preserve the historical scene in both architectural and cultural aspect while renovating, repurposing and adding to the arts identity of the neighborhood. The framework can be adjusted and applied to different cities and neighborhoods which go through similar phases.
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SCOPE OF STUDY CONTEXT
For design and innovation consultancies that want to help drive social and cultural change. This study will explore the role of design management methodologies to guide neighborhoods going through the process of gentrification to maintain their existing cultures.
CONTENT
To guide the gentrification process of Savannah, Georgia’s Starland District while adding to its arts identity, protecting the existing culture and avoiding the displacement of locals.
SUBJECTS
Design and Innovation Consultancy Firms, Department of Housing and Urban Development, City Planners, Starland District locals and small business owners, Sociologists.
LOCATION
City of Savannah, mainly its Starland District. Georgia, USA
TIMELINE
January - June 2017 This study is not looking to gentrify Starland District. It aims to develop a new framework of gentrification where existing culture is protected while emerging arts identity is embraced. Existing culture in Starland is known for their community and Savannah’s historical preservation. Starland District will be used as an example for this study. 10
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RESEARCH METHODOLOGY Qualitative research methodologies will be used in this case study with an ethnographic approach. “Contextual research involves a researcher going out into the users environment to observe and understand, first-hand, how an existing or potential product or system is influenced by the wider context of users lives.� (Miriam, 2008)
This project is concerned with identifying themes and patterns of a gentrifying neighborhood. In-depth understanding of human behavior needs to be gathered. The scope of the study is limited to the city of Savannah, GA mainly focused in the Starland District. Instead of mathematical and statistical methods, due to the socio-economic aspect of the study, methods will concern examination, analysis and interpretation of observations. This will help discover the underlying reasons of why the neighborhood is going through this change and how this affects people in relation.
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RESEARCH MATRIX How might we use design management methods to create a gentrification framework without the destruction of an existing culture in Starland District of Savannah, GA? How might we use design management methods to enable gentrification without the destruction of an existing culture in Starland District of Savannah, GA? RESEARCH QUESTIONS
WHAT do I need to know?
WHY WHAT TYPE OF do I need to know DATA this? is needed?
WHERE can I find this data?
WHAT TYPE OF DATA COLLECTION METHODS are needed?
WHO do I contact for collecting this data?
WHEN do I need to get a hold of this data?
WHAT will I be taking away from this data? What will 
 I be learning?
WHAT might I be missing? How might I be wrong?
HMW define design management and its methods to nurture the design thinking process? HMW define design management as a discipline?
DMGT as an academic field and professional practice
To understand the scope of my final project
Qualitative; descriptions of discipline, understanding of methods
Required and Recommended readings, DMI Website, SCAD DMGT curriculum
Trends experts interviews, publications research
DMGT Professors, DMI, research librarian
Winter + Spring Quarter (before midterms) 2017
How to articulate design management knowledge for my final project
HMW define the design thinking process?
Design thinking process as a methodology of design management
To incorporate relevant aspects of the process to my study
Qualitative; articles, books
DMI Website, SCAD Library, online libraries, Gulfstream Center for Design, SCAD DMGT curriculum
Trends experts interviews, publications research
DMGT Professors, DMI, research librarian
Winter + Spring Quarter (before midterms) 2017
Ways of incorporating design thinking into my study. I will learn how design thinking affects socio-economic aspects
HMW describe and incorporate design management methods and what methods might be useful in the study of Gentrification in Starland District?
DMGT methods that are best suited for my project and how, where to use them
To understand how Qualitative; DMGT is applied, articles, books and how I can apply it to my final project
SCAD Library, online libraries, Gulfstream Center for Design, SCAD DMGT curriculum
Trends experts interviews, publications research
DMGT Professors, DMI, research librarian
Winter + Spring Quarter (before midterms) 2017
Which DMGT methods are best suited for my final project and why
May not be able to learn every existing DMGT method
note taking,
My sociology professors from undergrad, urban planning
Winter + Spring Quarter (before midterms) 2017
What level of gentrification is happening at Starlandia and
Some of the reasons behind why different neighbors are
Design Management as a profession rather than an academic field
HMW describe gentrification and other forms of urban renewal?
*HMW is an abbreviation for How Might We HMW define gentrification and its different levels?
Gentrification as a process and its different levels
To understand what kind of change neighborhoods go
Qualitative; Secondary and Existing Primary Research frameworks and strategies, analysis,
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methods to nurture the design thinking process? HMW define design management as a discipline?
DMGT as an academic field and professional practice
To understand the scope of my final project
Qualitative; descriptions of discipline, understanding of methods
Required and Recommended readings, DMI Website, SCAD DMGT curriculum
Trends experts interviews, publications research
DMGT Professors, DMI, research librarian
Winter + Spring Quarter (before midterms) 2017
How to articulate design management knowledge for my final project
HMW define the design thinking process?
Design thinking process as a methodology of design management
To incorporate relevant aspects of the process to my study
Qualitative; articles, books
DMI Website, SCAD Library, online libraries, Gulfstream Center for Design, SCAD DMGT curriculum
Trends experts interviews, publications research
DMGT Professors, DMI, research librarian
Winter + Spring Quarter (before midterms) 2017
Ways of incorporating design thinking into my study. I will learn how design thinking affects socio-economic aspects
RESEARCH MATRIX
Design Management as a profession rather than an academic field
How might we use design management methods to create a gentrification framework without the destruction of an existing culture in Starland District of Savannah, GA?
DMGT methods To understand how Qualitative; SCAD Library, Trends experts DMGT Professors, Winter +District Spring of Which DMGTGA? HMWmight describe How weand use design management methods to enable gentrification without the destruction of an existing culture in Starland Savannah,
incorporate design management methods and what methods might RESEARCH be useful in the study of QUESTIONS Gentrification in Starland District? HMW describe define design gentrification and its other management and forms of urban renewal? methods to nurture the design thinking process? HMW define HMW define design gentrification and its management as a different levels? discipline?
that are best suited for my project and how, where to use WHAT them do I need to
DMGT is applied, articles, books and how I can apply itWHY to my final WHAT TYPE OF project do I need to know DATA
Gentrification as a process and DMGT as anits different academiclevels field and professional practice
know?
this?
To understand what kind of the To understand change scope of my final neighborhoods go project through and how they are affected by Design thinking To incorporate HMW define the design different levels process as a relevant aspects of thinking process? Urban renewal as a To understand HMW describe urban methodology of the process to my concept gentrification as a design and study renewal? gentrification management as a concept and where form of it along it fits in a broader with other forms aspect, what are different alternatives to it DMGT methods To understand how HMW describe and that are best suited DMGT is applied, incorporate design HMW describe the History of urban for my project and To andunderstand how I can how management methods in to use Starland how, where apply it todistrict my final history of methods urban renewal and what might renewal can be renewed, them project of GA? beSavannah, useful in the study of Savannah, preservation what framework Gentrification in Starland regulations should be followed
online libraries, Gulfstream Center for Design, SCAD WHERE DMGT can Icurriculum find this
interviews, publications WHAT TYPE research OF DATA
DMI, research librarian
Qualitative; Existing Qualitative; frameworks descriptionsand of strategies, discipline, analysis, images of understanding of gentrified methods neighborhoods Qualitative; articles, books Qualitative; Existing frameworks and strategies, analysis, images of neighborhoods went through Qualitative; urban renewal articles, books Qualitative; observation, analysis
Secondary and Primary RequiredResearch and Recommended readings, DMI Website, SCAD DMGT curriculum
note taking, Trends experts interviews, publications research
DMI Website, SCAD Library, Secondary and online libraries, Primary Research Gulfstream Center for Design, SCAD DMGT curriculum
Qualitative; Existing frameworks and Qualitative; strategies, analysis, articles, books,
is needed?
District?
methods are best suitedWHAT for my final project why will I and be taking
away from this data? What will I be learning?
might I be missing? How might I be wrong?
My sociology professors from DMGT Professors, undergrad, urban DMI, research planning librarian professors, research librarian
Winter + Spring Quarter+(before Winter Spring midterms) Quarter (before 2017 midterms) 2017
What level of gentrification is How to articulate happening at design Starlandia and management what levelsfor it might knowledge my reachproject final
Some of the reasons behind Design why different as a Management neighbors are profession rather gentrified in than an academic different levels field
Trends experts interviews, Sociology & urban publications planning articles, research books on gentrification, expert interviews
DMGT Professors, DMI, research My sociology librarian professors from undergrad, urban planning professors, research librarian
Winter + Spring Quarter (before Winter + Spring midterms) Quarter (before 2017 midterms) 2017
-
SCAD Library, online libraries, Secondary Gulfstreamand Center Primary Research. for Design, SCAD SCAD’s historical DMGT curriculum preservation department
Trends experts interviews, Trends experts publications interviews, research publications research, case studies
DMGT Professors, DMI, research SCAD’s Historical librarian Preservation department.
Winter + Spring Quarter (before Winter + Spring midterms) Quarter (before 2017 midterms) 2017
Ways of incorporating Understanding design thinking into urban renewal my study. I willand its other as a learn howforms design concept affects will help thinking understand socio-economic gentrification in a aspects deeper manner Which DMGT methods are best Understanding the suited for my final scope ofand why project gentrification that can take place in Starlandia.
Secondary and Primary Research
note taking,
Sociology, anthropology and
Secondary and Primary Research
My sociology professors from undergrad, urban Sociology planning professors from
Winter + Spring Quarter (before midterms) Winter + Spring 2017 Quarter (before
What level of gentrification is happening at With a deep Starlandia and understanding of
Some of the reasons behind why different May not want to go neighbors are deep into racial
data?
COLLECTION METHODS are needed?
WHO do I contact for collecting this data?
do I need to get a hold of this data?
HMW describe gentrification and other forms of urban renewal? HMW define the existing
*HMW is an abbreviation for How Might We culture of Savannah, HMW define GA’s Starland District? gentrification and its different levels?urban HMW describe
Gentrification as a process and its different levels Urban culture in as a concept and
To understand what kind of change To understand the neighborhoods go urban culture of
May not be able to learn every existing DMGTWHAT method
Quarter (before midterms) 2017 WHEN
May not be able to learn every existing urban renewal form
May not be able to learn every existing I can’t learn every DMGT method detailed data on Savannah’s urban renewal history. Basic understanding of regulations should be adequate.
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gentrification and its different levels?
process and its different levels
what kind of change neighborhoods go through and how they are affected by different levels
Existing Primary Research frameworks and strategies, analysis, images of gentrified neighborhoods
To understand gentrification as a concept and where it fits in a broader aspect, what are different alternatives to it
Qualitative; Secondary and Existing Primary Research frameworks and strategies, analysis, images of neighborhoods went through urban renewal
RESEARCH MATRIX HMW describe urban renewal?
Urban renewal as a concept and gentrification as a form of it along with other forms
Sociology & urban planning articles, books on gentrification, expert interviews
professors from undergrad, urban planning professors, research librarian
Quarter (before midterms) 2017
gentrification is happening at Starlandia and what levels it might reach
reasons behind why different neighbors are gentrified in different levels
My sociology professors from undergrad, urban planning professors, research librarian
Winter + Spring Quarter (before midterms) 2017
Understanding May not be able to urban renewal and learn every existing its other forms as a urban renewal form concept will help understand gentrification in a deeper manner
How might we use design management methods to create a gentrification framework without the destruction of an existing culture in Starland District of History Savannah, GA? HMW describe the of urban To understand how Qualitative; Secondary and Trends experts SCAD’s Historical Winter + Spring Understanding the I can’t learn every
How might we renewal use design management methods to enableobservation, gentrification without the destruction of an existing culture in Starland Savannah, GA? renewal in Starland district Primary Research. interviews, Preservation QuarterDistrict (before of scope of history of urban of Savannah, GA?
RESEARCH QUESTIONS
HMW define the existing design culture of Savannah, management and its GA’s Starland District? methods to nurture the design thinking process? HMW describe urban culture? HMW define design management as a discipline?
HMW define the design HMW describe thinking process? Starlandia’s culture of today?
HMW describe and HMW foresee what will incorporate design happen in Starlandia in management methods ten andyears? what methods might be useful in the study of Gentrification in Starland District?
Savannah, preservation WHAT regulations
can be renewed, what framework should WHY be followed
analysis
Urban culture in as aDMGT concept as and an process in field its and academic sociological professionalform practice
To understand the urban culture ofthe To understand Savannah and scope of my final Starland project district
Qualitative; articles, books, Qualitative; observations and descriptions of analysis discipline, understanding of methods
Design thinking What is as theaplan of process Starlandia like,ofhow methodology do locals interact design with the district? management How does the Starland community function? DMGT methods The that possible are best suited effects of for my project and gentrification how, where toinuse Starland them district
To incorporate To understand the relevant aspects of ties of localstoofmy the process Starlandia have to study the district, what is their view towards gentrification To understand how To understand how DMGT is applied, locals may be and how I can affected from apply it to my the final gentrification of the project district
do I need to know?
do I need to know this?
SCAD’s historical preservation WHAT TYPE OF department WHERE
publications WHATcase TYPE research, OF DATA studies
department.
Sociology, anthropology Required and and ethnology Recommended academic articles, readings, DMI expert Website, SCAD interviews DMGT curriculum
Secondary and Primaryexperts Research Trends methods (literature interviews, review, expert publications interviews...) research
Qualitative; Qualitative; articles, books images, photos of Starlandia, observations
DMI Website, Savannah Art SCAD Library, Informer, Savannah online libraries, newspapers and Gulfstream Center magazines, for Design, SCAD interviews with DMGT curriculum locals and experts
Trends experts Secondary and interviews, Primary Research; publications research
Qualitative; Qualitative; articles, books images, photos of Starlandia, observations
SCAD Library, Expert interviews, online libraries, online articles Gulfstream Center for Design, SCAD DMGT curriculum
DATA is needed?
can I find this data?
gentrification that WHAT can take place in will I be taking Starlandia.
Sociology professors from DMGT Professors, undergrad, DMI, research Design Research librarian professors from SCAD, research librarians DMGT Professors, Art Rise Savannah DMI, research founder and board librarian members, local store owners, people living in Starland district
Winter + Spring Quarter+(before Winter Spring midterms) Quarter (before 2017 midterms) 2017
With a deep understanding of How to articulate what urban culture design is, i will be better management identify thefor culture knowledge my of Starland final projectdistrict
May not want to go deep into racial Design aspects of urban Management as a culture if it rather is not of profession concern of my final than an academic project scope field
Winter + Spring Winter +(before Spring Quarter Quarter (before midterms) midterms) 2017 2017
May miss some different point of views of locals since I won’t be able to i nterview every resident of the area
Trends experts Interviews with the interviews, locals of the district publications and leaders of the research community, observations, questionnaires, shadowing.
DMGT Professors, Art Rise Savannah DMI, research founder and board librarian members, SCAD urban design, design research professors
Winter + Spring Winter +(before Spring Quarter Quarter (before midterms) midterms) 2017 2017
Ways of I will understand incorporating how people design thinking into approach the my study. to I will area, their learn how design community and the thinking affects gentrification socio-economic happening in the aspects area Which DMGT Understand methods arewhat best level offor my final suited gentrification is project and why expected in the area, what locals think of this and how will they be affected
note taking,
My sociology professors from undergrad, urban planning
Winter + Spring Quarter (before midterms) 2017
What level of gentrification is happening at Starlandia and
Some of the reasons behind why different neighbors are
COLLECTION METHODS are needed?
WHO do I contact for collecting this data?
WHEN do I need to get a hold of this data?
HMW describe gentrification and other forms of urban renewal?
*HMW is an abbreviation for How Might We HMW define gentrification and its different levels?
Gentrification as a process and its different levels
To understand what kind of change neighborhoods go
Qualitative; Secondary and Existing Primary Research frameworks and strategies, analysis,
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detailed data on Savannah’s urban WHAT renewal history. Basicmight I be away from this understanding missing? How of data? What will regulations might Ishould be I be learning? wrong? be adequate.
midterms) 2017
May not be able to May not beexisting able to learn every determine the DMGT method future of the area as well as what it is now
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RESEARCH ACTIVITIES DATA COLLECTION
Secondary research is currently under way; academic articles from journals, online publications and books on gentrification and design management methodologies have been studied. Popular Media Scan, Buzz Reports, Key Facts from Vijay Kumar’s 101 Design Methods will be used. Primary research will include interviews, field trips, surveys and questionnaires, cultural probes, fly-on-thewall observations.
DATA PROCESSING
Research data will be collected on a working wall in the forms of sticky notes, print-outs and visual maps. Interviews conducted during primary research will be transcribed during this phase. Tools such as Affinity, ERAF Systems (entities, relations, attributes, flows) and Convergence Maps will be used to identify emerging themes.
DATA ANALYSIS
Once the themes are detected, data will be analyzed by creating personas and empathy maps. This will help define the user. To identify the opportunities, Opportunity and Findings-at-a-Glance Maps will be developed. Tools such as 2x2 Axis Charts, Different-and-Good Charts and Trends Matrices may be used during this phase.
DATA SYNTHESIS
With all the analyzed data, I will be able to synthesize the information. Synthesized information can be displayed using storyboarding and scenario maps.
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MAP OF THE RESEARCH SPACE DESIGN MANAGEMENT
GENTRIFICATION
Bridge (2001)
Kolko (2015) Brown (2008) Rittel, Webber (1973) Sanders, Stappers (2008)
Zukin (1987) McKinnish, Walsh, White (2010) Hamnett (1991) Smith (1982) Molotch (1976) Mele (1996) Zukin (1998) Florida (2002) Wacquant (2007) Wirth (1938)
Transform Insights
Starland Cultural Preservation Cultural Insights
Identity Insights
STARLAND CULTURE Primary Research Connect Savannah
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GANTT CHART WEEK
Review
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2
3
4
5
6
7
8
9
10
DATE
Jan - Mar
Mar 27 Apr 2
Apr 3-9
Apr 9 - 15
Apr 16 22
Apr 23 29
Apr 30 May 6
May 7 - 13
May 14 20
May 21 27
May 28 Jun 3
Develop and Refine Project Project Plan Secondary Research Primary Research Primary Research Preparation Market Analysis Research Synthesis Initial Exploration Redefined Exploration Prototyping Assessment and Validation Final Prototype Business Implementation Plan Process Book Graduation Show Poster
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SECONDARY RESEARCH
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WILLIAMSBURG, BROOKLYN Williamsburg is a neighbourhood of incredible diversity in terms of race, ethnicity, religion and class. Although originally conceived as an upper-class residential neighbourhood, land speculators quickly turned the area into an industrial enclave (Danforth, 1978). People came to Williamsburg for one reason: jobs (Brooklyn Historical Society, 2000, p. 5).
Williamsburg strike similarities to Starland. Starland is also very diverse like Williamsburg, in terms of race, ethnicity, religion and class.
Williamsburg has become an attractive locale for gentrification for many of the same reasons it became an industrial centre: easy access to Manhattan, a waterfront location and industrial architecture. Williamsburg has been targeted for gentrification specifically because of its stock of industrial loft space, a necessary component of the loft-living habitus (Podmore, 1998; Zukin, 1989).
Again, one may identify Starland as an industrious area considering that it used to be a bustling area, having the first supermarket of Savannah and of course the dairy.
Another factor that makes Starland a good candidate for gentrification is its easy access to downtown (Landmark District), just like Williamsburg’s easy access to Manhattan.
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WYNWOOD, MIAMI Wynwood Art District is the link between Miami’s Design District to the north, and Downtown’s Performing Arts Center to the south allowing neoliberals (artists) and production industry members to flourish and develop. Every second Saturday of each month the Design District holds a community art walk from 7 to 11 pm; this is the only time when the Wynwood area becomes a safe place to walk in the evening, drawing a wide range of neoliberals. Just a few years ago, walking through Wynwood at night would have been inviting danger at worst, and taking monotonous stroll, at best. (Brebbia, 2010)
Wynwood is Miami’s art district, like Savannah’s art district Starland. They also have art walks every month. Safety is a similar concern in both districts; not as much of a concern any more, but used to be very dangerous - and still not the safest. Another similarity is the contribution of the colleges and universities in neighborhood’s improvement. SCAD has a lot to do with developing Savannah. One can argue that Miami International University of Art & Design, MIU have enliven the area.
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SAVANNAH DOWNTOWN MAP
RIVER River St
LANDMARK DISTRICT All the area covered in the map displayed is considered the larger downtown area of Savannah and all designated as National Register Historic Districts. Forsyth Park
Broad St
MLK BLVD
Landmark District has a total of 24 public squares. This district is also lauded for its outstanding variety of architectural styles, including residential, commercial, and institutional buildings. Washington, Warren, and Greene Wards hold examples of Savannah’s early architecture.
Gwinnett St
VICTORIAN DISTRICT Anderson St
THOMAS SQUARE STREETCAR DISTRICT 37th St
STARLAND Victory Drive
Price St
Victorian District does not continue with squares rather, the streets were arranged on a grid pattern and each house has a small garden in front. Frame constructions did not extend to this area either. Sturdy frame houses with exuberant architectural details were built in the Victorian District.
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SAVANNAH DOWNTOWN MAP
RIVER River St
LANDMARK DISTRICT
Gwinnett St
Forsyth Park
Starland is a part of Thomas Square Streetcar District.
Broad St
MLK BLVD
VICTORIAN DISTRICT Anderson St
THOMAS SQUARE STREETCAR DISTRICT 37th St
STARLAND Victory Drive
Price St
Thomas Square Streetcar Historic District contains a collection of historic, intact residential, commercial, and community buildings associated with the Thomas Square Neighborhood. In this district one finds significant examples of Queen Anne, Folk Victorian, Italianate, Neoclassical Revival, Colonial Revival, Greek Revival, and Craftsman style residential architecture.
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Gregor, A. (2015, June 16). In Savannah where change is slow, an art district is catching on. New York Times. 26
SOUTH OF FORSYTH 5 YEARS AGO
FORSYTH PARK PARK ST
Sentient Bean Betty Bombers American Legion Local 11 Ten Peking House
Anderson ST
Broughton street - on the North of the park - had already been gentrified about 10 years ago, and is more of a commercial street today. The process of gentrification had been moving
Bobbie’s Diner
Blowin’ Smoke
PRICE ST
BULL STREET
JEFFERSON ST
South of Forsyth Park used to look like the map on the left 5 years ago. Starland had been a bustling area back in the day. The first supermarket in downtown Savannah opened up in Starland decades ago (David’s). And we can see here that Starland was still busier than Victorian District. That is because Starland area has mixed user - it is both residential and commercial.
Butterhead Greens Cafe Narobia’s Grits & Gravy 37th ST
Elizabeth’s on 37th
Graveface
Wormhole Cha Del’s
Boyz II Men Barber Shop Russo’s Seafood
Back in the Day Bakery
Al Salaam Deli
Green Truck
Musik Haus DeSotoRow Gallery
VICTORY DRIVE
Starland Cafe
Sey Hey’s
Drayton Glassworks
Tricks
Popeyes
520 Wings The Florence
Pars Oriental Rugs 27
SOUTH OF FORSYTH TODAY
FORSYTH PARK PARK ST
Sentient Bean Betty Bombers American Legion Local 11 Ten
Savannah’s Fresh Catch Seafood Peking House
Anderson ST Henny Penny Art Space & Gallery La Terra Natural Oils Non-Fiction Gallery Natural Selections Cafe
There are a lot of new businesses opened up in the last 5 years, South of Forsyth Park. Especially on and around the Bull Street corridor.
Bobbie’s Diner
Blowin’ Smoke Sly’s Sliders
PRICE ST
BULL STREET
JEFFERSON ST
Cotton & Rye
Butterhead Greens Cafe Narobia’s Grits & Gravy
Foxy Loxy Cafe
37th ST
Graveface
Sulfur Studios Wormhole Cha Del’s Back in the Day Bakery Gypsy World
VICTORY DRIVE
Elizabeth’s on The Vault 37th The Creative Coast Bull Labs Boyz II Men Barber Shop Save-a-Lot
Russo’s Seafood
Vicar’s Wife Starlandia
Musik Haus
DeSotoRow Gallery House of Strut Sey Hey’s
Drayton Glassworks
Tricks
Popeyes
520 Wings The Florence
Al Salaam Deli
Green Truck
Starland Cafe Picker Joe’s Pars Oriental Rugs The Atlantic
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PROPERTY VALUES COMMERCIAL
2000 2008 2015
2005 2010 2014
2003 2008 2015
2005 2008 2014
STARLANDIA
STARLAND CAFE
SULFUR STUDIOS
BACK IN THE DAY 29
PROPERTY VALUES RESIDENTIAL
2005 2010 2015
22 E 41ST ST
2001
2011
2015
18 W 40TH ST
2005 2010 2015
2006 2010 2015
2217 BULL ST
2411 BULL ST 30
PRIMARY RESEARCH
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ART MARCH PARADE & FESTIVAL Art Rise Savannah used to coordinate Art March first Fridays every month in Starland. The non-profit organization did an amazing job on raising awareness and promoting the area. To focus on different areas now, Art Rise Savannah left it to the businesses, residents, and artists of the Starland District to coordinate it. Art Rise Savannah started coordinating Art March in a quarterly basis accompanied by a parade. I attended to the first Art March Parade and Festival to do observations and generate a cultural probe.
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CULTURAL PROBE I asked people attended to the festival to think of Starland District as their significant other, and list the things they love and want to change about them. Handing out candy in return was a good way to attract attention! Around 80 people participated and 150 data points were gathered. 35 of the data points were from Starland residents, 110 from Savannah residents and 5 from tourists.
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CULTURAL PROBE
WHAT DO YOU LOVE ABOUT STARLAND? NOT TOURISTY
INDEPENDENT NOT CORPORATE
ARTISTIC CULTURE COOL STRONG COMMUNITY WORMHOLE UNIQUE FRIENDLY, NICE PEOPLE ECLECTIC
CREATIVE
BACK IN THE DAY BAKERY
QUIRKY
THE ENERGY LOCAL BUSINESSES DIVERSITY AUTHENTICITY FUNKY NOT COMMERCIAL 35
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CULTURAL PROBE
WHAT WOULD YOU CHANGE IN STARLAND?
DANGER
RENT PRICES MORE DENSITY MORE DIVERSITY
CRIME MORE FESTIVALS & EVENTS MORE EATIRIES, FOOD VIOLENCE LIGHTING NOTHING! MORE ADVERTISEMENT SAVE-A-LOT
PARKING
BETTER SIDEWALKS
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THOMAS SQUARE NEIGHBORHOOD MEETING
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THOMAS SQUARE NEIGHBORHOOD MEETING Thomas Square Historic Neighborhood Association Meeting took place on April 11, 2017 at Bull Street Labs. A space that has been recently opened up in Starland by the Creative Coast - an organization that supports entrepreneurial community and the network of local businesses. Even though it had not been the case before, the neighborhood association tries to meet every month now.
Starland residents and business owners ideated on what they love about Starland, how they would improve it and what the association’s role would be for the improvements.
The agenda of the meeting consisted of Neighborhood Committee Development, Setting Association Goals and a Guest Presentation. Litter/Clean-up Committee, Neighborhood Watch and Historic Savannah Foundation Historic Preservation Committee chairpersons talked about their roles and asked for more members to join.
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THOMAS SQUARE NEIGHBORHOOD MEETING LOVE
IMPROVE
ASSOCIATION’S ROLE
Diversity Proximity to restaurants & park Mixed Use Foot traffic & Bike traffic Arts Community History Architecture Wormhole Trees Community Garden Great Restaurants Transitional Neighborhood that allows for participation in future Back in the Day Starlandia Local - not touristy Easily Navigable Not corporized Independent Organic Business Opportunities Art March
Litter Crime More trash cans Traffic calming More bike lanes & pedestrians Crosswalks! Change our image / narrative Community events Maintenance More murals & public art More neighborhood potlucks Neighborhood Initiative Small Business Incentives
Small Business Incentives Utilize expertise Creating a map of where members live Outreach to more of the neighbors More inclusive marketing Help people be social Creating a singular voice to speak with Keeping residents informed No ban on liquor / bars Police presence - engage the police!
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CLINTON EDMINSTER
STARLANDIA STORE OWNER, ART RISE SAVANNAH EXECUTIVE DIRECTOR, RESIDENT QUOTES “the starland district now is like a self-generating thing. People know about it, people talk about it, people do things here.” “i think it’s a great community. i think it’s growing and shifting and learning about itself. it’s really open to meet new people, those could be people that are new in town, recently moved here or new in terms of kind of that they are meeting for the first time. it’s really charged and passionate and energetic.” “if starland was going through gentrification, advantages would be the increasing value of the properties, more economic activities, more foot traffic. disadvantages would be that it would become more touristic, the activities would revolve around tourists instead of locals. community concept would disappear.”
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EMILY EARL & ALEXIS PEREZ JAVIER ARTISTS / SULFUR STUDIOS OWNERS
QUOTES “we are in the perfect location, right in the middle of the heart of the walks; first fridays, the art march. right on bull street and on that bull street corridor a lot of busineses opened up. before us and since we’ve been there now. a little over 2 years and more will be opening up soon too.” “i remember saying at the time like ‘look at this, we’ll be kind of filling in one of those dead zones once we were open from foxy to graveface and when the desoto row gallery was over there. there was kind of nothing in between there.” “we have investors, developers coming in, often maybe they are not from Savannah, they are coming here because everybody’s trying to invest in Savannah right now.” “i love the rough edges of starland, i like it’s grittiness. i feel comfortable in it in a weird way. it’s not so clean cut and manicured. which allows for a room to grow. there’s a challenge about what can make it better. have more influence on what it can look like as opposed to having a business on Broughton St. where all the rules are set in place.” 44
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CLEARANCE MONTGOMERY BOYZ II MEN BARBER SHOP BARBER SINCE 1991
QUOTES “during the 60s when we had the integration and all that, that’s when people began to move out and black people began to move into these neighborhoods. when i was here 20 years ago, it was all black people here. now it’s changing, most of the blacks are moving out.” “we get a few more white guys. yeah we got whites that come into the shop now. because of the scad kids moving into this neighborhood like you said because its changing, they all come by the shop.” “yeah they’ve been gentrifying the neighborhood, that’s obvious. i feel good about it. It’s just growth. I was here for 20 years, it was a lot different.”
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ERICA C. JARMAN HOUSE OF STRUT OWNER
QUOTES “i knew of the starland district. i knew that the creative community lived here. and this is where the locals were. and i wanted to be where the locals were, i wasn’t interested in having a space on broughton street. of course i wanted tourists to come and visit my shop, but i didn’t need it to be all for tourist. i wanted to create a clientele that would come back. and i felt like this particular community, had the artist element, a local vibe and it was not completely tapped.” “this was a neighborhood. a district. there really isn’t any other neighborhood or district that was cool and artsy and gritty and had those elements that reminded me of nyc, brooklyn or alphabet city or the lower east side. it kind of had that flavor and i was looking for that flavor. and i liked being a part of a community. and i really look at the starland district as that.”
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Back in the Day Bakery Photo. Gregor, A. (2015, June 16). In Savannah where change is slow, an art district is catching on. New York Times. 49
CHERYL DAY
BACK IN THE DAY BAKERY OWNER QUOTES “we wanted to become a part of a growing neighborhood. we just saw the potential i guess you could say. we wanted to figure out a way to corporate ourselves into the neighborhood without it being like we were coming in and gentrifying the neighborhood. we wanted to become a part of the community.” “we wanted to kind of immerse ourselves in the culture of the neighborhood. i think that’s why it’s been successful. we get people come over from all the different businesses here. african-american businesses come in, it’s not like its separated. ” “at one time this was a bustling neighborhood, there used to be the first grocery store ever, across the street, david’s was the first supermarket that ever opened in savannah. this whole neighborhood back then was a very bustling business district. So we just kind of figured that with the cycle of how cities grow, we knew that that would happen again.”
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RYAN MADSON
CITY PLANNER, SCAD ARCHITECTURE AND URBAN DESIGN PROFESSOR QUOTES “starland is very slowly transitioning and there are positive and negative signs of gentrification but i can’t say that its gentrified yet. in starland it’s a really complex kind of urban ecology because there’s a lot of residential, also commercial and vacant properties. so one of the positive effects of this kind of transformation is that there were a lot more vacant store fronts, properties like starlandia. they were vacant, there still are some that are vacant, but now they have activities in them so i think that’s positive. one of the negative consequences is when you have existing businesses that are long standing and they are desired by the residents, people who use them. but those get pushed out because of the rising rent or other reasons. some of the negative ones might be that rents for both commercial and residences apartments are rising and some people may not be able to afford to stay there. property taxes are going up and that means people who own their business may not be able to afford the property tax. or they may be encouraged to sell out or to rent to somebody else for more money.“
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KEVIN KLINKENBERG
SAVANNAH DEVELOPMENT & RENEWAL AUTHORITY DIRECTOR, URBAN PLANNER, ARCHITECT QUOTES “we’re really excited about what the potential of the neighborhood is and some of the great things going on, we’re also very concerned about being able to facilitate enough residential growth so that prices don’t get too expensive. so we’ve been working closely with the city to try to alter some of the zoning rules so it’s easier to build residential in the neighborhood. because the reality is there is increasing demand to live here, which is great. but if you don’t expand the supply of apartments and homes in the neighborhood, then what will happen is the prices will just go up dramatically. so we need to add more residents to the area and more apartments especially that people can afford to live here.” “you can’t fix a neighborhood in place. when demand is increasing to live in a place, if you don’t build new, or you try to hold supply down here, prices will only go up, even more quickly.”
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RACHEL UMBREIT
REAL ESTATE AGENT - CORA BETT THOMAS REALTY & ASSOCIATES, SAVANNAH QUOTES “i think starland will be revitalized sooner because businesses can get in there. and you know people are going to go where businesses are that they want to frequent.” “i think there are a lot of investors looking in the starland area, usually because investors have more of a cash flow than an occupant would. so they can get in there, make any updates, do any improvements that a property might need and then turn around and either flip it or rent it out. i have had some people that are looking at duplexes, looking to maybe live in side and rent out the other. kind of still occupants but more on the investor side. i think people see it as a good area for rentals for scad. there are people moving in as owner occupants but i think it’s kind of started, it’s still more in the investor and rental side. the potential for that is bigger right now. not a lot of families, i’m seeing maybe younger couples, or young professionals, sometimes you’ll get older, retired second home kind of thing but it’s definitely a younger demographic right now.”
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SHEILA EDWARDS
SCAD FURNITURE DESIGN PROFESSOR, STARLAND RESIDENT 10+ YEARS
QUOTES “i worry a lot about white middle class or upper class investors coming in and making it all white or all corporate. if starland or thomas sq. and metropolitan neighborhood associations come together and say ‘hey, diversity is important to us, we want to put forth these rules for development, we want to ensure that there are different nationalities represented as business owners, there’s a limit to how much external corporate business can come in. ’that is what they should have done downtown too, but they messed it up. it’s getting ruined.” “the home immediately west of us, was owned originally by a woman who bought it in early 1970s and she raised her two children there, african-american single mother. after she passed away, the son wanted to keep the house and renovate it but got into jail because of drug related issues. he was a nice guy but had to sell it to a couple who are investors that don’t live in town. that’s the first sort of fall of gentrification.”
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FINDINGS Since Starland has a strong community, once you get ahold of one business owner, it is easier to get connected to others. They all know each other and referred me to each other, made recommendations to me who I should interview. It is also not very hard to get ahold of the business owners by walking into their stores. They care about their neighborhood, therefore they are eager to both help me and hear about the insights I gathered. They are interested.
Most interviewees do not prefer to be in their offices. The selected environments are usually loud and not very convenient for voice recording. Some are very hard to reach - John Deaderick, Michael Pritchard (the names behind the original Starland Plan and owner of some real estate in the area.)
Interviews also led to community events; Emily and AJ invited me to an Emergent Savannah Event that takes place every second Monday. Clinton invited me to a Thomas Sq Neighborhood Association Meeting led by himself.
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RESEARCH SYNTHESIS
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LOU TYSON
LONG LASTING AFRICAN-AMERICAN COMMUNITY GOALS AND MOTIVATIONS
! Demographics: Ages 17-80 ! Primary Occupation: Small business owners, employees, students ! Motivations: Doing well in business, being able to stay in the same neighborhood.
DESCRIPTION
AGE: OCCUPATION: LOCATION:
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Lived in Starland before it was a destination. Had been working in the same barber shop since it was established, for over 20 years. Excited about the change happening in the area, though he does not believe that it affects their business. The barber shop he had been working in had always been a bustling business, people were coming from all over for the good haircut even before.
BARBER SAVANNAH, GA
INTROVERT
EXTROVERT
SENSING
INTUITION
THINKING
FEELING
JUDGING
PERCEIVING
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EMPATHY MAP ! Lou feels good about the change happening in Starland. ! Lou thinks this growth is harmless.
THINK & FEEL?
! Lou hears that some people move out of the area due to increasing rents. ! Lou hears stories from the diverse customer portfolio they have being one of the oldest barber shops in town.
HEAR?
! Many customers every day, back of their heads and their cheeks! SEE?
! Oak trees with Spanish moss ! New businesses emerging around ! Art on the streets
SAY & DO?
! Lou says that there used to be a lot more black people in the area, now there are more white kids ! Lou says that the neighborhood is being gentrified.
PAIN
GAIN
! Lou does not like that the streets are dangerous sometimes.
! Lou likes having a lot of customers
! Lou also does not like people getting displaced due to gentrification.
! He likes it even more when celebrities show up at their barber shop! ! He enjoys the new diversity in their shop.
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KATHRYN STEVENS
NEW COMING MIDDLE CLASS COMMUNITY GOALS AND MOTIVATIONS
! Demographics: Ages 35-80 ! Primary Occupation: Managerial positions in different industries, doctors, architects, stay-home moms, housewives... ! Motivations: Being one of the early ones to move into a neighborhood that is becoming more desirable! DESCRIPTION
AGE: OCCUPATION: LOCATION:
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Kathryn had been living on Liberty Street (one of the nice streets in Landmark District) with her husband for a while. They love the Landmark District but they are also aware of the upcoming part of the town. They bought a house in Starland District, while the prices are still reachable. They are decorating the house now, but they are not sure what to do with the place yet. Their younger daughter is about to graduate from SCAD, it might be a good place for her to live, if she plans on stay in Savannah!
HOUSEWIFE SAVANNAH, GA
INTROVERT
EXTROVERT
SENSING
INTUITION
THINKING
FEELING
JUDGING
PERCEIVING
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EMPATHY MAP ! Kathryn thinks it would be good for her daughter to stay in Savannah, in that new place they recently bought in Starland. ! Kathryn feels happy about the change happening in the South, she hopes it gets safer. THINK & FEEL?
! Kathryn hears a lot about what is going on in Savannah’s higher class people’s lives. ! Kathryn hears inside information about the projects happening in Savannah.
! Oak trees covered with Spanish mosses ! Old Victorian houses
HEAR?
SEE?
! A lot of tourists around where she lives ! Interiors of her Audi
SAY & DO?
! Southern dishes
! Kathryn manages the house. ! She takes care of herself, to feel and look good all the time
PAIN
GAIN
! Kathryn is worried about the safety issues in Savannah.
! Kathryn thinks they were lucky to find such a good house in Starland for such a cheap price.
! Kathryn is also worried the last investment they made with her husband, buying a house in Starland. She hopes the area improves as fast as they imagined it would.
! She thinks it would be good for her daughter to live in a diverse area.
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HALEY ROGERS
PROFESSIONAL CREATIVE ENTREPRENEUR COMMUNITY GOALS AND MOTIVATIONS
! Demographics: Ages 25-45 ! Primary Occupation: Marketing her brand ! Motivations: Becoming an untraditional clothing store that hosts fashion shows, launch record parties. Improving the safety, life quality in her neighborhood. DESCRIPTION
Haley is from a suburb near Atlanta; Marietta, GA. While studying in Georgia Southern she would spend her weekends in Savannah. She enjoyed what Savannah had to offer; so she moved there after graduating.
AGE: OCCUPATION: LOCATION:
34 CLOTHING STORE OWNER SAVANNAH, GA
Haley opened her store in Starland because she wanted a returning clientele, not only tourists shopping from her store. She also wanted to be a part of the Starland community that had the artist element, a local vibe and that was not completely tapped.
INTROVERT
EXTROVERT
SENSING
INTUITION
THINKING
FEELING
JUDGING
PERCEIVING
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EMPATHY MAP ! Haley thinks it’s great that Starland is going through a change, and she is proud to be a part of it. ! Haley hates the Save-a-Lot and the litter problem in Starland.
THINK & FEEL?
! Record labels that she works with ! Inside information about the developments and projects happening in Starland.
! Fashion magazines ! Fashion shootings
HEAR?
SEE?
! A lot of clothes! ! Starland business owners like herself
SAY & DO?
! She throws parties for her business and people of Starland ! She dresses in a certain style to represent her brand
PAIN
GAIN
! Haley is very much bothered by the Save-a-Lot in Starland. She hates the smell in that place and that people hangout there with the booze they buy from liquor store across and throw plastic bags on the streets.
! Haley is happy that the boarding house in the area is being unboarded. ! Haley is glad that there is a food truck park coming up right across the street of her business.
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JAMES GILMORE
COMMUNITY OF DEVELOPERS & INVESTORS GOALS AND MOTIVATIONS
! Demographics: Ages 25-60 ! Primary Occupation: Part owner in some of the real estate in Starland, food truck park and a brewery ! Motivations: Family vacations out of the country.
DESCRIPTION
AGE: OCCUPATION: LOCATION:
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James is from Toledo, Ohio. He moved to Savannah 5 years ago, and he is living with his wife and newborn child out in Skidaway. He owns real estate in Starland, and interested in turning one of the vacant parks into a food truck park. He is partners with another developer, who lived in Savannah all his life, and has a better understanding of the historical changes/progress and upcoming projects.
DEVELOPER SAVANNAH, GA
INTROVERT
EXTROVERT
SENSING
INTUITION
THINKING
FEELING
JUDGING
PERCEIVING
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EMPATHY MAP ! James thinks it is a great time to invest in Starland ! He thinks that the food truck park will be a success ! James feels welcomed by the other businesses around and Starland’s people THINK & FEEL?
! James heard of the demand for food trucks in Savannah ! James hears
HEAR?
! James sees all the people he is meeting up for various projects SEE?
! James sees his partner, wife and kids every day ! Interiors of his BMW
SAY & DO?
! James works with the city of Savannah to get permits for his development projects ! James promotes his projects in the neighborhood
PAIN
GAIN
! James is not from Savannah, so he does not know much about the area that he is investing in and developing.
! James thinks he bought all the real estate in Starland for good prices
! James is worried about not being able to get a drinks license for the brewery he is opening in the area.
! James gained by investing early in an area that is developing
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AFFINITY MAPPING I had 300 data points from my primary research. The first phase was to cluster them into groups of similar themes in the voice of the user under blue post-its. There were 56 of the Blue post-its. In the second phase, again similar, recurring themes were grouped together in the voice of the user and I had 20 Yellow post-its. After grouping every theme that can possibly go together, I had 10 Pink Insights.
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INSIGHTS Developers and investors should recognize Starland’s identity and protect it. Starland has a local vibe, it is not so touristy. It has local, independent businesses. Embracing new housing will help Starland to keep being affordable. The change in Starland is exciting. We want more of the empty spaces utilized, better streetscapes, more trees and less litter. Starland has a great, diverse community. It’s supportive, collaborative and friendly. Starland’s young, creative entrepreneurs, SCAD, students, and the art scene helped it grow. Starlanders should work with the city to create regulations that avoid unwanted results of gentrification. Gentrification is moving from Broughton to Starland because of its central location and mixed use. Starland used to be a dangerous place, but its not more dangerous than any other place if you’re smart about it. There is disconnect between newer and older businesses. Newer businesses have a more creative type of clientele.
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INSIGHTS
HOW MIGHT WE...
Developers and investors should recognize Starland’s identity and protect it.
Ensure that developers and investors recognize Starland’s identity and protect it?
Starland has a local vibe, it is not so touristy. It has local, independent businesses.
Ensure Starland keeps its local vibe, and not become so touristy, maintain its local independent businesses?
Embracing new housing will help Starland to keep being affordable.
Embrace new housing in Starland to keep being affordable?
The change in Starland is exciting. We want more of the empty spaces utilized, better streetscapes, more trees and less litter.
Utilize empty spaces in Starland, have better streetscapes, more trees and less litter?
Starland has a great, diverse community. It’s supportive, collaborative and friendly.
Maintain Starland’s great, diverse community that is supportive, collaborative and friendly?
Starland’s young, creative entrepreneurs, SCAD, students, and the art scene helped it grow. Starlanders should work with the city to create regulations that avoid unwanted results of gentrification.
Enable Starlanders to work with the city to create regulations that avoid unwanted results of gentrification?
Gentrification is moving from Broughton to Starland because of its central location and mixed use. Starland used to be a dangerous place, but its not more dangerous than any other place if you’re smart about it.
Decrease the crime level in Starland?
There is disconnect between newer and older businesses. Newer businesses have a more creative type of clientele.
End the disconnect between newer and older businesses?
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HOW MIGHT WE...
THERE IS AN OPPORTUNITY TO...
HMW ensure that developers and investors recognize Starland’s identity and protect it?
Communicate Starland’s existing identity to developers and investors for protection.
HMW ensure Starland keeps its local vibe, and not become so touristy, maintain its local independent businesses?
Support Starland’s local, independent businesses to keep its local neighborhood vibe.
HMW embrace new housing in Starland to keep being affordable?
Educate Starland’s residents on gentrification’s effects and how to adjust to the change in the best possible way.
HMW utilize empty spaces in Starland, have better streetscapes, more trees and less litter?
Turn the vacant spaces of Starland into housing options for affordability, improve the streetscapes working with the city and city planners.
HMW maintain Starland’s great, diverse community that is supportive, collaborative and friendly?
Raise awareness in the Starland community to on the ways of avoiding unwanted results of gentrification.
HMW enable Starlanders to work with the city to create regulations that avoid unwanted results of gentrification?
Make sure SDRA and the Starland community communicate frequently and work together for the sake of the neighborhood.
HMW decrease the crime level in Starland?
Strengthen Thomas Square Neighborhood Association’s Safety Committee.
HMW end the disconnect between newer and older businesses?
Make the connection stronger between newer and older businesses. 70
OPPORTUNITY MAP
A
Communicate Starland’s existing identity character to developers and investors to maintain neighborhood culture.
STARLAND DISTRICT PROTECTION PLAN
Support Starland’s local, independent businesses to keep its local neighborhood vibe. Educate Starland’s residents on gentrification’s effects and how to adjust to the change in the best possible way. Turn the vacant spaces of Starland into housing options for affordability, improve the streetscapes working with the city and city planners.
B
NEIGHBORHOOD EDUCATION PLAN
Raise awareness in the Starland community of ways to avoid unwanted results of gentrification. Make sure SDRA and the Starland community communicate frequently and work together for the sake of the neighborhood. Strengthen Thomas Square Neighborhood Association’s Safety Committee. Make the connection stronger between newer and older businesses.
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VALUE PROPOSITION FOR
All the stakeholders of Starland; residents, business owners, developers, investors, City of Savannah, Savannah Development and Renewal Authority, city planners. The diverse communities of Starland; the long-lasting African American community, newer creative community of students and professional entrepreneurs, people from lower to higher socio-economic backgrounds.
WHO
Are living within a collaborative, supportive community with a local neighborhood feel, and an artsy, gritty identity.
OUR MODEL
Is a new framework to guide the process of an improving neighborhood. With our model, the neighborhood that is already going through a change where it becomes busier, improves with better streetscapes, more trees, less litter, increased safety, historically preserved housing with new buildings that match the structure and the identity character of the Starland District.
UNLIKE
Neighborhoods that are going through gentrification,
WE PROVIDE
New housing options by utilizing the vacant spaces. This helps with the affordability problem, therefore avoids the problem of lower income residents getting displaced due to increasing rent prices. Guidance is also provided to ensure the identity character of the Starland District. 72
ZAG STEPS
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1. 2.
5.
WHO ARE YOU? Starland District of Savannah, GA
WHAT DO YOU DO?
Provide a neighborhood for a diverse group of people
3.
WHO SHARES THE BRANDSCAPE?
Alphabet City, Williamsburg in NYC. Wynwood District in Miami, Wicker Park in Chicago and other artsy, gritty, gentrified cities.
4.
WHAT WAVE ARE YOU RIDING? Authenticity, Local Neighborhood Culture, Artistic Community, Diversity
WHAT’S YOUR VISION? Improve and develop without getting gentrified. Embracing the positive effects of an improving neighborhood, while avoiding the displacement of locals.
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6.
WHAT MAKES YOU THE ‘ONLY’?
10.
I house a very diverse community and give them a neighborhood feel. I am rough on the edges and not so polished. I’m cool, artsy, and I give people some freedom to change me.
7.
9.
WHAT SHOULD YOU ADD OR SUBTRACT?
Add better lighting, streetscapes. Subtract danger, crime and increase in rent prices.
8.
WHAT DO THEY CALL YOU? Starland District
WHO IS THE ENEMY? Gentrification’s negative effects; displacement of locals, big corporate money, chains and franchises.
WHO LOVES YOU? Starland residents, business owners. Tourists have started showing some interest to me recently. Creative people love my energy.
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11. 12.
15.
HOW DO YOU EXPLAIN YOURSELF?
I am a friendly and supportive district that has local restaurants, cafes, shops and services, and galleries
I am supportive, friendly and collaborative. I give them more freedom than most other places.
HOW DO YOU SPREAD THE WORD?
Art Rise Savannah has done a good job spreading the word, by organizing First Friday Art March’s and other art events. I need more advertising though!
13.
HOW DO YOU EARN THEIR LOYALTY?
14.
WHAT DO THEY EXPERIENCE? Authenticity, Local Neighborhood Culture, Artistic Community, Diversity
HOW DO PEOPLE ENGAGE WITH YOU? I host events so people usually attend to them. Apart from that, i have local restaurants and cafes that they go to, they shop from the vintage stores, record stores, florists, get haircuts at barbershops and they can even get tattooed!
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16.
HOW DO YOU EXTEND YOUR SUCCESS?
By embracing the change happening, but finding ways to prevent the unwanted effects such as the destruction of my existing identity and displacement of locals.
17.
HOW DO YOU PROTECT YOUR PORTFOLIO? A Zoning Framework for the District might work!
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PROTOTYPING
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STARLAND ZONING FRAMEWORK City of Savannah defines zoning as; A power granted to municipalities by the State in order to promote public health, safety, and general welfare, and to protect and preserve areas of historical, cultural, or architectural significance.
The two sub-categories of the framework are: Neighborhood Character (appearance and preservation) and Neighborhood Plan (housing options)
Zoning is the division of land within the City into separate districts within which uses are permitted, prohibited or permitted with conditions. Zoning Districts are established to promote compatible patterns of land use within the city limits. Zoning districts also establish site development standards in order to maintain a consistent and compatible development pattern specific to a each area of the City. Additionally, the Zoning Ordinance contains requirements for off-street parking, signage, and visual compatibility within historic districts. 80
STARLAND ZONING FRAMEWORK NEIGHBORHOOD CHARACTER
NEIGHBORHOOD PLAN
RESIDENTIAL
VACANT SPACES
COMMERCIAL
UNUSED OLD BUILDINGS
STREETSCAPES
EMPTY PARKING LOTS
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NEIGHBORHOOD CHARACTER RESIDENTIAL ASPIRATIONS
Starland is not only eclectic and diverse in terms of its people, but also its architecture. It is very unique in architectural terms; there is not one style but many. Three examples of different architectural styles are shared in the next pages. Any house that will be built should be along the similar lines of such characteristics. They do not necessarily need to follow similar architectural movements, but there needs to be a certain design standards to follow. In terms of height, stories, colors, entrances and doors, exterior treatments, windows, shutters, roofs, awnings, balconies, fences, walls and parking.
‘the city obviously wants areas to kind of keep visually within the time frames of the homes because that’s what makes savannah so unique and special.’ - rachel umbreit
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NEIGHBORHOOD CHARACTER RESIDENTIAL GOALS
Starland has a lot of abandoned houses. Ideally those houses would be renovated with people living inside. On the 41st street, there is a nice little cottage with two abandoned houses on each side that belongs to one of the people I interviewed.
The cottage on p.88 has two abandoned houses (p.87,89) as neighbors on each side.
‘we’ve been totally empty, it’s like we’ve been living in the country. the houses on both sides have been boarded up and abandoned. a year ago when these shootings happened, I was like ‘what the heck, this is crazy, you know these houses are crappy next to us, and we have all kinds of bad stuff when the houses were abandoned – all kinds of bad stuff was always happening in them. like sex, prostitutes going in there, fires – we’ve had two fires in the other two houses next. like crazy stuff, not to mention they look terrible and here we are, working really hard on our little house, trying to make it nice and a family home.’ - sheila edwards
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NEIGHBORHOOD CHARACTER COMMERCIAL ASPIRATIONS
Starland has a mixed use; there are both residential and commercial buildings. To maintain Starland’s unique character, commercial buildings should also follow some regulations. There are good and bad examples in the area. Next two examples; Save-a-Lot chain grocery store (p. 91) and Cha Del’s liquor store (p.92) are not great fits to Starland’s character. ‘save-a-lot is terrible. that place is an eye sore, it’s disgusting.’
House of Strut (p. 93) and Starland Cafe (p. 94) are the good aspired examples. The photos follow the bad examples. ‘when i walked into this particular house, i was never fond of the color pink but i walked in i knew that with a paint job, not the outside but the inside, i immediately let go of my issues with pink. this house had always been recognizable to me. when somebody said the 2-story pink house on whitaker, i knew exactly what you were talking about.’
- erica jarman - erica jarman
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NEIGHBORHOOD CHARACTER COMMERCIAL GOALS
House of Strut (p. 93) and Starland Cafe (p. 94) are commercial buildings that fit the character of Starland. Starland should aim to have all the commercial buildings as such. Just like the residential buildings, commercial buildings of Starland do not need to follow a certain architectural movement. It is better if they just re-purpose old houses of Starland and turn them into businesses. Both House of Strut and Starland Cafe look like residential properties of Starland. It would not be possible to know that they were commercial if they did not have signs in front.
Starlandia (p. 96) is also a good example. It is pretty clear that Starlandia is a business, and it does not necessarily look like one of the residential houses of Starland. But with its lively colors and energy, it reflects Starland’s funky, quirky vibe.
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NEIGHBORHOOD CHARACTER STREETSCAPE ASPIRATIONS
Starland’s streets are not in a very good shape as one can tell from photos on page 98. Bull Street (p. 99) is the main corridor of the area. Most businesses are located on two sides of Bull Street. But unfortunately the street is neither pedestrian nor bike friendly. Since it is a wide street, it actually has space for a bike lane. Crossroad implementation should not be so hard as well.
‘everything from very simple measures like crosswalks and trees and beautification and opportunities for people to do artwork in public and murals to help give the area more life. so really simple things like that to bigger ideas like bicycle lanes or narrowing bull street up, finding opportunities for more housing and reusing some spaces like the sears building or the parking lots that are not used right now.’ - kevin klinkenberg
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NEIGHBORHOOD CHARACTER STREETSCAPE GOALS
Starland’s streets are not in a very good shape. Some streets like Barnard have bike lanes. I collected insights that people want Bull street to be pedestrian and bike friendly as well. Since it is a pretty wide street, there is an opportunity to do that. Or the street can be narrowed down.
‘sdra is moving the streetscape survey we did together forward and hopefully developing some streetscape proposals (sidewalks, the street furniture, the bus stops, the lights, the signage, the way-finding) for the corridor.’ - ryan madson
Next page is a photo from Barnard street, with the bike lane.
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NEIGHBORHOOD PLAN VACANT SPACES ASPIRATIONS
One of the concerns of this study is to avoid the displacement that naturally comes with gentrification. Embracing more housing is one of the solutions for that, and Starland has a lot of vacant spaces, unused old buildings and empty parking lots that can be utilized in that direction.
‘we’ve been working closely with the city to try to alter some of the zoning rules so it’s easier to build residential in the neighborhood. because the reality is there is increasing demand to live here, which is great. but if you don’t expand the supply of apartments and homes in the neighborhood, then what will happen is the prices will just go up dramatically. so we need to add more residents to the area and more apartments especially that people can afford to live here.’ - kevin klinkenberg
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NEIGHBORHOOD PLAN VACANT SPACES GOALS
Even though Starland had been developing in the past years, there are still a lot of vacant spaces. As mentioned before, utilizing these vacant spaces will help fight the affordability problem.
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NEIGHBORHOOD PLAN UNUSED OLD BUILDINGS ASPIRATIONS There are many unused old buildings in Starland. The one Kevin mentions in the quote is not in Starland actually, but it is pretty close to the area and it is a very large building that had been standing empty for years.
‘finding opportunities for more housing and reusing some spaces like the sears building or the parking lots that are not used right now. the old sears building is on the corner of henry and bull. very large building, that’s been vacant for years. it used to be a sears warehouse.’ - kevin klinkenberg
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NEIGHBORHOOD PLAN UNUSED OLD BUILDINGS GOALS
Starland also has unused old buildings and old Starland Dairy is one of them! (p. 108)
‘i met the couple from brooklyn who bought the starland dairy location couple of years ago. they are moving to savannah in july. i was really relieved to hear that this couple recognize the importance of the dairy. they aren’t trying to change it, they are trying to enhance it. they are going to create on the second level, small airbnbs and they are going to have a different designer for each little bnb, 3 of them from new york and 3 from savannah and they are kind of going to merge the two, which i thought was kind of cool. and someone from brooklyn can understand gentrification.’ - erica jarman
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NEIGHBORHOOD PLAN EMPTY PARKING LOTS ASPIRATIONS There are a lot of empty parking lots in the area. With the improvement of the area, as the demand increases, an opportunity to utilize these spaces arise. The parking lot on the next page is on Whitaker and 40th. It stands empty for the most time.
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NEIGHBORHOOD PLAN EMPTY PARKING LOTS GOALS
There is an empty parking lot (p. 112) right across House of Strut (p. 93). It is bought by developers and will be turned into a food truck park soon.
‘the food truck park that is coming, the parking lot between 41st and runs between whitaker and desoto avenue, directly cross the street from me, has been purchased. starland partners, which is guy davidson and niko ormond. there is going to be a permanent outdoor bar, a green space, rotating food trucks. they bought that land and they are a development company and they are going to create this parking lot into a true food truck park, that has green space and permanent outdoor bar and visually upgrade what is happening across the street.’ - erica jarman
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FINAL DESIGN
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BUSINESS MODEL CANVAS KEY ACTIVITIES
KEY PARTNERS
Guide the development of Starland District by providing a framework for:
City of Savannah
Neighborhood Character in terms of historical preservation and protecting the existing identity
Developers
Neighborhood Plan in terms of avoiding the displacement of locals by fighting the affordability problem.
SDRA Investors
Business owners & Residents of Starland
KEY RESOURCES
Value driven business model.
CUSTOMER RELATIONS
CUSTOMER SEGMENTS
FOR the diverse communities of Starland,
Relations with communities
Diverse communities of Starland:
WHO are living within a collaborative, supportive, independent neighborhood with a local feel,
Co-creation
Long Lasting African American Community
OUR MODEL is a zoning framework to guide the improving neighborhoods.
Financial Resources from the City of Savannah
UNLIKE gentrified neighborhoods,
Intellectual Resources such as data from SDRA and city planners
WE PROVIDE guidance to ensure the character identity of the district and ways to fight the affordability problem.
Human Resources of support from all the stakeholders
COST STRUCTURE
VALUE PROPOSITION
New Coming Middle Class Community
CHANNELS Raising awareness by connecting Neighborhood Associations with SDRA.
Professional Creative Entrepreneur Community Community of Developers and Investors
SDRA can function as a bridge between the people and city of Savannah.
REVENUE STREAMS Funding from the government - City of Savannah Donations from investors and developers of Savannah
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SWOT ANALYSIS Strengths
Weaknesses
! Protecting the diversity of Starland District
! Depending on the City of Savannah for financial resources
! Protecting the character of the neighborhood
! Time frame of the project depending on the funding from the government
! Preserving the historical structure of Starland District ! Bringing the communities of Starland together ! Functioning as a bridge between the people of Starland, SDRA and City of Savannah
Opportunities
Threats
! Improving the streetscapes of Starland District
! Losing the existing gritty, edgy identity of Starland District
! Restoring and re-purposing Starland
! Starland District becoming a tourist destination and losing its local vibe
! Creating more housing options to fight the affordability ! Turning Starland into a busier and more lively area ! Making Starland more pedestrian and bike friendly
! Displacement of locals due to the increasing rent and property values
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IMPLEMENTATION PLAN 1 YEAR First step to make the framework come alive will be to raise awareness. There are already groups and associations to improve the neighborhood and the lives of people of Starland, like the Thomas Sq. Neighborhood Association. For the City of Savannah to work with these people, the association should come together every month regularly with an established group of 40-60 people. Creating this dynamic will be the first step of implementing the Zoning Framework.
3 YEARS After the association forms a regular attendance and clientele, the best way to reach out to the City of Savannah will be through SDRA. SDRA works as a bridge between the people and the government. SDRA already has a lot of data and information about Starland District and how to improve the area while maintaining the identity and local feel, and fighting the affordability problem at the same time. Once SDRA contacts the City of Savannah with feasible solutions and plans in the Zoning Framework direction that is created in this study, the process will begin.
5 YEARS In 5 years, hopefully the City of Savannah will start implementing the Zoning Framework. Some of the simpler measures like bicycle lanes, crosswalks, better sidewalks should have already been in process by now. Vacant spaces must be detected, and the plans of how they will be re-purposed or renovated should have been sketched, even though the processes may not have started. Ideally, the bad examples of both commercial and residential buildings should also be adapted to Starland’s character.
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APPENDICES
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CONSENT FORMS
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CONSENT FORMS
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CONSENT FORMS
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CONSENT FORMS
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SAGIS OPEN DATA
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SAGIS OPEN DATA
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SAGIS OPEN DATA
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REFERENCES 125
ANNOTATED BIBLIOGRAPHY Zukin, S. (1987). Gentrification: Culture and Capital in the Urban Core. Annual Review of Sociology, 13, 129-147. Zukin explains how gentrification is more than just a process of neighborhood change. Expansion of urban service economy comes along with the shift in corporate investment. It also results in a geographical reshuffling “among neighborhoods and metropolitan areas, of professional, managerial, and technical employees who work in corporate, government, and business services”. It is argued that urban cities become standardised attractions that reduce the uniqueness of urban identities even while claims of uniqueness grow more intense. The article is concerned with the integration of economic and cultural analysis of gentrification.
McKinnish, T., Walsh, R., & White, T. K. (2010). Who Gentrifies Low-Income Neighborhoods? Journal of Urban Economics, 67(2), 180–193. http://doiorg/10.1016 /j.jue.2009.08.003 This article helps understand who are involved in the process of gentrifying neighborhoods. This will be helpful to understand who I will need to communicate with to develop a deeper insight of existing regulations and how gentrification is processed through the authorities’ eyes. The authors use confidential Census data to study the demographics processes of gentrified low-income neighborhoods in 1990s US. The paper uncovers patterns by race, education, age and family structure. The results do not provide evidence on displacement of low-income non-white households. Hamnett, C. (1991). The Blind Men and the Elephant: The Explanation of Gentrification. Transactions of the Institute of British Geographers, 16(2), 173-189 doi:10.2307/622612 Hamnett is not convinced with the existing explanations of gentrification (the rent gap and the production of gentrifers), even though he believes that they are valid and necessary. He argues that the reason why gentrification is highly debated and hardly fought is the arguments between structure and agency, production and consumption, capital and culture and supply and demand. Hamnett argues that gentrification needs to be explained by the production of devalued areas and production of gentrifiers and their consumption habits. This article gives us a look into culture and consumption of post-industrial cities. This behavioral study is a good resource for my qualitative research. Smith, N. (1982). Gentrification and Uneven Development. Economic Geography, 58(2), 139-155. doi:10.2307/143793 Smith explains the difference between gentrification and urban redevelopment. Examines whether the processes are temporary or start of a long-term restructuring of urban space. Understanding the origins of the present redevelopment process is essential to assess the future of the inner city, he argues. Smith believes that gentrification is only a small part of restructuring or urban space, but more of a wider economic restructuring. This article will be helpful to better understand the future of Starland District. 126
ANNOTATED BIBLIOGRAPHY Molotch, H. (1976). The city as a growth machine: Toward a political economy of place. American journal of sociology 82(2): 309-332. This article claims that cities are “conceived as the areal expression of the interest of some land-based elite.” There is a common interest for the elite and area’s members in the intensification of the land use of area. Land elites compete to keep the growth-inducing resources in their own areas with other land elites of different areas. Governmental authority is also utilized to assist in achieving this growth at the expense of competing localities. The article argues that conditions of community life are largely consequences of the social, political and economic forces of this growth machine. Economic and political approach of this article will help identify and understand similar aspects of Starland. The benefits of politicians, certain municipal employees and other policy makers will gain clarity. Mele, C. (1996). Globalization, Culture, and Neighborhood Change Reinventing the Lower East Side of New York. Urban Affairs Review 32(1): 3-22. In this paper, Mele argues that as production, distribution and consumption of culture globalized, the identity of neighbors shifted. Local cultural forms such as music and art have shifted in a way to appeal international consumer markets. Emerging global cultural economy is asserted as a reason for gentrification in the article. Mele makes his argument more tangible with an example; examining Manhattan’s lower east side, one of the early examples of gentrification followed by many other US cities. This more concrete approach to gentrification gives me an example to compare and contrast Starland district with another gentrified neighborhood. Zukin, S. (1998). Urban lifestyles: diversity and standardisation in spaces of consumption. Urban studies 35(5/6): 825-839. Another article by Zukin this time compares the lifestyles of urban population in different decades. She does this analysis with a focus on consumption habits like Hamnett. In this paper, it is argued that diversity of urban lifestyles has been started to be viewed as a source of cultural vitality and economic renewal. It also brings along problems; “more pressure on public space, including parks and art museums; less desire to finance such public institutions as schools; and continued instability of employment in service jobs that depend on consumers’ disposable income.” This article gives insight to behaviors of urban populations - good source for my qualitative research. Elaboration on different decades helps predicting the future of gentrification process by better understanding the history of it. Florida, R. (2002) The Rise of the Creative Class. Washington Monthly, May, 15-25. Florida’s article is one of the more contemporary articles on gentrification. It focuses on the creative class, which are also described as the marginalized segment in other articles. He argues that always existing artistic and cultural communities are getting more widespread. The creative class is shown as a new force in the economy and life of America: a fast-growing, highly educated and well-paid segment of the workforce. SCAD grows young people that will eventually become a part of that creative class. Starland district has members of that class, and might have more in the future with the on-going gentrification process. This article will help me understand artistic and cultural communities, therefore Starland District more in-depth. 127
ANNOTATED BIBLIOGRAPHY Wirth, L. (1938). Urbanism as a Way of Life. American journal of sociology 44(1): 1-24. Wirth talks about the problems caused by rapid urbanization in the US and the lack of awareness on the subject. He gives the sociological definition of city, referring architects of modern social science such as Weber and Durkheim. One major problem he mentions is the social distance and unattached individuals and rising loneliness as a result of urbanism. As well as increased mobility, insecurity, instability, causing people to move across various intersecting social groups. He argues that as personal relationships are displaced, institutions tend to cater to mass rather than to individual requirements. Starland has community consciousness that wants to be protected in this study. This article illuminates the one of the unwanted results of gentrification, that Starland might face. Kolko, J. (2015). Design Thinking Comes of Age. Harvard Business Review, September, 66-71. Jon Kolko explains design thinking, applying design principles to the way people work; focusing on emotional user experiences, creating frameworks, prototyping while embracing risk and ambiguity. He argues that this new approach of design thinking is a response to the increasing complexity of modern technology and businesses to make the systems simple, intuitive and pleasurable. Mentioned mindsets will be used while working on this study. This article also explains how large corporations such as IBM and GE started implementing design thinking as a methodology, which will help me understand how my study can use design management methodology working with city gentrifiers and developers. Sanders, E. B. N., & Stappers, P. J. (2008). Co-creation and the new landscapes of design. CoDesign: International Journal of CoCreation in Design and the Arts, 4:1, 5-18. This article explains participatory design and co-creation, where designer, researcher and user works together. It examines the evolution of design from user-centered approach to co-designing. The article argues that this evolution shifted the landscape of design practice and created new domains of collective creativity. It is hoped that with co-design, a transformation towards more sustainable ways of living in the future would take place. My study aims to connect designer and innovator with the city planner and local resident. This article will illuminate the ways for me to make that connection successfully. Rittel, H. W. J., & Webber, M. M. (1973). Dilemmas in a General Theory of Planning. Policy Sciences 4, 155-169. This article argues that while searching for a solution for social policy problems, scientific methods are of no help, due to the indescribable nature of policy problems. Rittel and Webber claim that there is no definitive formula for a “wicked problem”, they cannot be categorized as true or false but good or bad. Wicked problems have no stopping rule and they don’t have an immediate solution and each problem is unique. Also how one chooses to define the problem determines the nature of the problem’s resolution. The article argues that planning and societal problems are wicked problems. Gentrification goes under that category, therefore better understanding of gentrification’s nature can be gained with a better understanding of wicked problems’ nature. 128
ANNOTATED BIBLIOGRAPHY Brebia, C. A. (2010). The Sustainable World (Wit Transactions on Ecology and the Environment). WIT Press / Computational Mechanics; 1 edition, November 11 p. 34-35 A chapter in Brebia’s book talks about the gentrification process in Wynwood, Miami. I selected Wynwood as an example of neighborhoods similar to Starland, that already went through similar processes, because of its arts identity and southern culture.
Brown, T. (2008). Design Thinking. Harvard Business Review, June, 84-92. IDEO’s Tim Brown explains how “thinking like a designer can transform the way you develop products, services, processes - and even strategy.” Brown argues design thinker should be able to empathize, collaborate, have integrative thinking, be optimistic and ready to experiment. The mindsets and skillsets explained in the article will be used to transform the way gentrification is developed as a process. He lists the steps of the non-linear design thinking process as, inspiration, ideation and implementation. He argues that world’s most successful brands create break-through ideas followed by the essential deep understanding of their customers’ lives.
Curran, W. (2006). ‘From the Frying Pan to the Oven’: Gentrification and the Experience of Industrial Displacement in Williamsburg, Brooklyn. Urban Studies, Vol. 44, No. 8, 1427–1440, July 2007. Winifred Curran explores the effects of gentrification on industrial displacement. His paper specifically looks at the process of gentrification and experience of displacement in the Williamsburg neighborhood of Brooklyn, New York. I chose to examine some neighborhoods that are gentrified in the US to understand the similarities and differences with Starland to develop a better understanding of what is happening in Starland. Bridge, G. (2001). Bourdieu, Rational Action and the Time-Space Strategy of Gentrification. Transactions of the Institute of British Geographers, 26(2), 205-216. Bridge proposes gentrification as an activity which is a focal point of class habitus adjusting to a new field. He talks about a reframe for gentrification; a more cohesive understanding from those being gentrified and gentrifier around whats happening. People gentrifying a space becoming more sympathetic towards the residents so they are not victimized and gentrification becomes a more natural process in terms of time-space strategy. “A view of gentrification that gives greater prominence to working-class taste and habitus.” Wacquant, L. (2007). Territorial stigmatization in the age of advanced marginality. Thesis Eleven, 91(1): 66-77. This article examines the last three decades prior to when it was written of the structure, dynamics and experience of urban relegation and emergence of a new regime marginality in the US and EU. Wacquant focuses on the poverty generated by this regime of polarized socio-economic levels. Three distinctive spatial properties of this marginality according to the author are; “territorial fixation and stigmatization, spatial alienation and the dissolution of ‘place’, and the loss of a hinterland.” He talks about the loss of humanity in certain territories. This article illuminates what my study wants to eliminate in the process of gentrification. 129
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