Pioneer Square Trail to Treasure Master Plan

Trail to Treasure

The Alliance for Pioneer Square

Pioneer Square Pergola, 1910 courtesy Seattle Municipal Archives, 11922

Master Plan May 18, 2011 Prepared by The Portico Group and CollinsWoerman

Trail to Treasure | Master Plan

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The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Table of Contents I. Design Considerations Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Audience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Trail Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Main Street Approach. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Business Perspective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 What Makes a Trail? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 What's the Treasure?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Main Message. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 II. Route & Design About the Route . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Overall Route . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Primary Story Stops . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Secondary Story Stops . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Tertiary Story Stops. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Historic Shoreline Markers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

People Cutout Potential Subjects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Event Timeline. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Interpretive Elements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Kiosk Design. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Secondary Sign Design. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Sign Graphic Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Exhibit Text: Goals & Style. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Trail Marking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Website and Hand-Held Devices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Branding & Identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

16 17 18 20 22 24 25 26 27 33 35 36 37 38 39 41

III. Implementation Priorities & Phasing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Potential Partnerships & Funding Sources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Cost . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Code & Regulatory Considerations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Maintenance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

48 49 50 51 51

IV. Appendix Cost Estimates Provided By Vendors of Materials and Services

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

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Trail to Treasure | Master Plan

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The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Design Considerations

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

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Trail to Treasure | Master Plan

Introduction This document presents a master plan for the "Trail to Treasure," a recreational and interpretive trail that seeks to connect people to the fascinating history, ecology, and culture of Seattle’s Pioneer Square neighborhood. While the trail is firmly rooted in the neighborhood’s past, the aim of the project is to enhance the current and future vibrancy and resilience of Pioneer Square. By engaging visitors and residents with compelling stories and by increasing the presence of people on the street (and therefore in businesses), the trail aims to expand appreciation for, and support the ongoing economic health of, Pioneer Square.

The Trail to Treasure is about bringing to life a collection of stories associated with the Pioneer Square neighborhood: »» Stories of people who were born and grew up there and who came from afar »» Stories of the special places that define the area »» Events in the history of Seattle and the region »» Stories of local legends that cross generations These stories illuminate the area’s historical and cultural resources, inviting residents and visitors – and generations of visitors to come – to experience firsthand the rich cultural landscape of Seattle’s founding neighborhood.

Interpretive messages and the trail itself is brought to life thorough a range of media, from printed maps and digital interactive elements to very tangible kiosks, trail markings, and public art installations. Elements of the trail also represent a range from temporary to permanent, and respond to the ever-changing character and needs of Pioneer Square’s businesses and community.

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Listening to the Community

Background and Process

From its conception, the Trail to Treasure planning process has sought to actively engage the neighborhood’s business and artistic communities to find opportunities for the trail project to benefit the neighborhood. It incorporates a number of elements specifically conceived to address the needs of these stakeholders. The Alliance for Pioneer Square Trail to Treasure project is in a unique position at the nexus of community, business, and visitor interests and can thus serve as a catalyst for positive responses to some of the challenges that have consistently faced the neighborhood. It will continue to evolve in the coming years.

In the summer of 2008, the Alliance for Pioneer Square began discussions with the National Park Service and local stakeholders to develop a recreational and interpretive trail through Seattle’s Pioneer Square.

Project Impact A well designed and effectively implemented recreational and interpretive trail will contribute to the marketability and economic vitality of Seattle’s historic neighborhood by increasing interest, strengthening neighborhood and pedestrian connections, and re-connecting Pioneer Square and the larger Puget Sound area to its past. Overall, the Trail to Treasure will bring a larger sense of pride to the neighborhood and the city as a whole.

The Trail to Treasure will be a premiere experience that fosters a sense of community, commemorates heritage, and enriches the lives of residents and visitors to Seattle’s historic Pioneer Square neighborhood. The trail will provide a diverse range of activities and opportunities that allow people to embrace, learn, and care for the region’s natural environment and cultural history.

The Trail to Treasure title was initially chosen to symbolize the Seattle experience of the typical Klondike Gold Rush stampeder in pursuit of gold and fortune.

In the fall of 2008, the Alliance for Pioneer Square received a National Park Service grant for technical planning assistance to prepare a conceptual plan and help organize public involvement. The initial work focused on building interest and gathering stakeholders. Discussions with the resulting Advisory Committee expanded the scope of the project beyond a Klondike-focused trail to encompass more of Pioneer Square’s natural and cultural history.

In subsequent conversations, the trail concept expanded significantly to cover a broader history and experience of Pioneer Square. The title was kept to signify people’s search for other treasures: land and property, employment, vice, fame and fortunes, as well as the cultural and artistic treasures of Pioneer Square.

design workshop in January 2010. A group of highly energized designers, historians, civic leaders, and community members formulated ideas and designs at the workshop. Their work formed the basis of the Trail to Treasure Concept Plan, which was compiled and released in August of 2010.

In the fall of 2010, the Alliance for Pioneer Square selected The Portico Group and CollinsWoerman to develop this master plan for the Trail to Treasure. The plan builds on the ideas and themes that emerged during the earlier Concept Plan design workshop and makes them more concrete, with a specific trail route, interpretive elements, costs, and an implementation strategy for the project to move forward. The master planning process in early 2011 included several meetings with the Pioneer Square business community and the general public, with specific focus on how the trail and businesses can work together. Stakeholders also participated in a walk of the trail, which yielded a slight reroute and change in designated stops.

The Trail to Treasure master plan will launch in May of 2011 with a printed walking map as the first manifestation of the trail. Other portions of the trail plan will be implemented strategically as resources become available.

After a year of building stakeholder engagement and collaborating with the initial Advisory Committee to develop the foundation for the Trail to Treasure, the planning phase was kicked off at an all-day

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Audience Trail to Treasure Concept Plan Vision Statement Trail to Treasure is a premiere experience that fosters a sense of community, commemorates our heritage, and enriches the lives of residents and visitors to Seattle’s historic Pioneer Square neighborhood. The trail provides a diverse range of activities and opportunities that allow people to embrace, learn, and care for the region’s natural environment and cultural history.

The trail and support facilities: »» Conserve, promote, and educate people about the region’s authentic natural and cultural history. »»

Provide physical and social connectivity between Pioneer Square and adjacent neighborhoods, facilities, resources, and attractions.

»»

Contribute to the diversity of regional, family oriented, recreation opportunities for residents and visitors.

»»

Promote and encourage partnerships among local stakeholders for coordinated management and ongoing stewardship.

»»

Encourage and promote healthy recreational activities.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

In order to develop a trail and accompanying media, it is important to understand the audience that will be using it. Through a series of workshops with community members, businesses, and Alliance staff, it was determined that there are two primary audience groups: 1. Out-of-town tourists and families who are interested in history and/or architecture. This includes international tourists.

2. Local residents who live in the city, but do not currently go to Pioneer Square for recreational purposes.

Tourists have certain needs and requirements that have been taken into account in planning the trail.

Trail planning has taken into account the following requirements: 1. Indeterminant time constraints that may very between one hour and half a day.

2. Ability to plan from a distance.

3. Varying levels of interest in trail content or specific interests in a particular topic.

4. Varying ages.

5. Varying learning/engagement styles.

6. Diversity in languages.

7. Unfamiliarity with neighborhood.

8. Comfort needs such as bathrooms and food.

9. Desire for authentic and unique experiences.

10. Need to feel physically safe.

11. Ability to record or share experiences.

In addition to the primary audiences, there are other groups that will utilize the trail. These include: 1. Youth as family members or part of school groups.

2. Informal visitors who come to the area for "First Thursday" art walk and sporting events.

3. Interested visitors, carried over from Bill Speidel's Underground Tour and Klondike Gold Rush National Historical Park.

4. Neighborhood residents and people who work in Pioneer Square.

While these groups are not the primary target audience, design of the trail, media, and physical elements have been considered for them as well. For example, changing exhibits have been implemented to capture people who may interact with the trail on a daily or weekly basis, special events that may happen monthly or yearly and involve the community, a trail presence that adds to the aesthetic quality of the neighborhood, and layered experiences that can be explored on multiple visits or unfolded over time.

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Trail to Treasure | Master Plan

Trail to Treasure Concept Plan Goals 1. Facilitate Accessibility and Connectivity

Trail Goals Throughout the master planning process, the planning team worked with Trail to Treasure's original vision and goals. The trail master plan directly supports these goals and is evident in the physical trail route, interpretive matrix, media, and community/ business participation plans.

Through discussion, it was evident that there are also two larger goals for the Trail to Treasure plan. These goals are: 1. Embrace the systematic orientation of “Discover, Linger, Learn, Return” in crafting the visitor experience.

2. Support the endeavor to make Pioneer Square one of the top visitor destinations in Seattle.

Objectives: »» Provide connections for residents and visitors to local businesses, adjacent neighborhoods, and Pioneer Square "anchor" points (King Street Station, Klondike Gold Rush NHP, Chinatown/International District, Washington Street Boat Landing, etc.). »» Provide a variety of access points, to meet the needs of all populations. »» Integrate the trail with public transit. »» Build connectivity and linkage between new and existing residential areas, public spaces, parks, paths, and sidewalks. »» Provide signage that is clear, easy to read, and aesthetically pleasing. »» Provide maps and brochures that are easy to read and contain high-quality graphics and technology. »» Integrate the Trail to Treasure with other existing area and regional trails.

2. Provide educational and interpretive opportunities for people to learn about the complete natural, cultural, and social history of the area.

Objectives: »» Plan and develop interpretive and educational materials on the natural history of the area (geology, hydrology, flora, and fauna). »» Plan and develop interpretive and educational materials on the human history, culture, and past and present land uses of the area (Native Americans, pioneer settlement, immigrants, Klondike Gold Rush, and present day culture). »» Utilize a wide array of traditional and modern technologies and media to communicate information. »» Be creative, fun, and artistic in messaging. »» Emphasize youth programming throughout the trail.

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3. Develop and manage a family-oriented recreational opportunity that is fun, real, and experiential.

Objectives: »» Provide a variety of facilities that support the recreation, education, and health interests of individuals, groups, and families. »» Make the trail safe, comfortable, and easy to follow. »» Develop a recreational amenity that is known throughout the country as one of the top "things to do" when visiting Seattle. »» Maintain a clear and visible management presence that demonstrates the trail is clean, well maintained, and regularly patrolled.

4. Promote stewardship by providing partnership opportunities for local stakeholder involvement in the design and management of the trail.

Objectives: »» Develop good relationships with community residents and businesses to ensure the trail design is compatible with their needs. »» Promote and advertise the trail to contribute to the economic sustainability of the tourism sector of the local economy. »» Establish a volunteer program for trail management, maintenance, and construction to increase community ownership of the trail. »» Seek individual, corporate, and government sponsors to help with the cost of the trail development and management.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Main Street® Approach The Trail to Treasure project corridor is intimately linked to a classic main street setting, the downtown district of Pioneer Square. Every facet of trail location, design, interpretation, and placemaking should be crafted in ways that build a substantial symbiotic relationship with the Main Street framework.

A program of the National Trust for Historic Preservation, the Main Street approach addresses four main points: 1. Organization 2. Promotion 3. Design 4. Economic Restructuring These points are aimed at helping historic neighborhoods revitalize their economies and preserve their character. Though the Trail to Treasure Master Plan is most clearly related to the design aspect, the ultimate success of the trail will depend on thoughtful coordination with organizational, promotional, and economic elements.

Organization

Promotion

Design of Place

Economic Restructuring

One of the primary goals of the Trail to Treasure is to promote Pioneer Square and keep people coming back to the neighborhood. Trail design supports this goal by considering what users – both visitors and locals – really want in the course of a stroll through the city. Some trail interpretive elements have been sited in places that provide safe, comfortable "eddies" that allow people to stop, rest, get their bearings, and learn something about the area. Interpretive nodes co-located with benches, shade, or shelter from the rain provide for comfort along the route.

The Trail to Treasure is conceived and will be implemented at both micro and macro scales.

The Main Message, big stories, trail alignment, and identification of key interpretive nodes are all considered at the macro scale. Also critical are the design details at a micro scale, the specific stories, and the materials – paving, interpretive kiosks, and other elements – that will constitute visitors’ intimate and tactile interaction with the trail.

The trail can garner more neighborhood support and ultimately be a strong force for economic revitalization in Pioneer Square by actively collaborating with local businesses. The trail alignment and placement of stops consider existing businesses that might be able to add value for trail users and, in turn, benefit from the additional traffic.

Visual and intellectual rewards along the trail and throughout the neighborhood will lure visitors onward and enrich their experience. Collaboration with local artists will be a great way to create visual "breadcrumbs" at locations along the trail to draw people along the route. Integrating place-based public artworks will also deepen the trail’s connection to the specific character of Pioneer Square and serve as an opportunity to connect with galleries and local arts organizations.

The Main Street® “organization” component focuses on building partnerships and alliances in support of the neighborhood’s common goals. The Alliance for Pioneer Square has already done a great deal of this work by engaging a number of organizations and local businesses throughout the development of the Trail to Treasure vision. The trail Master Plan and subsequent construction can serve to deepen these alliances, especially once people are able to see the first physical manifestations of the trail vision. The trail will consider soliciting sponsorship of individual trail elements so enthusiastic partners can tangibly show their support for the trail mission and for the success of Pioneer Square as a whole.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

While the Trail to Treasure is, on the surface, primarily an interpretive project, its design and execution consider other social and economic elements of the neighborhood, so that the trail can benefit and contribute to the district. The people who are drawn to the neighborhood by the trail will naturally provide additional “eyes on the street” to enhance public safety. The trail has potential to help activate areas that are presently under-used and under-appreciated, though its route and stop locations have been planned with attention to visitors’ perceptions of safety and comfort. In some cases the trail might be able to serve as a catalyst for other neighborhood infrastructure improvements. If one of the interpretive nodes is in an area where the sidewalk is deteriorating or that presents accessibility challenges, the installation of the trail can be coordinated with city streetscape improvements. The design for physical elements of the trail – like interpretive signs and kiosks – considers vandal-resistant measures to help maintain an appearance of care.

A coffee stand in downtown Seattle has a handwritten sign listing prices for directions to various tourist destinations: $0.50 to point the way to Nordstrom, $1.00 to the Space Needle, etc. This tongue-in-cheek price list clearly grew out of employee frustration at having to serve as an informal tourist information service. However, the fact that visitors need services and directions could actually be a boon to local businesses that choose to affiliate themselves with the trail. Imagine a coffee kiosk where a sign (with the clearly recognizable Trail to Treasure logo) reading, “Ask me about Kate Sadler,” is posted right next to the menu that lists latte prices. By involving the local businesses and employees that have direct interactions with visitors, the trail gains ambassadors and stewards.

Trail interpretive elements will have to live up to a high standard of design sophistication to reflect the high-tech and creative industries that are such an important – if less visible – part of Pioneer Square’s economic underpinning. The trail can also work to increase the visibility and public awareness of these firms in the district, thereby helping shift public perception toward an understanding that Pioneer Square’s economic strength goes far beyond restaurants, retail, and sports.

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Trail to Treasure | Master Plan

Business Perspective (Means to Benefit Business) The Trail to Treasure master plan intends to: 1. Encourage and anticipate business connections to the trail.

2. Integrate business development concepts and opportunities into the fabric of the trail system.

The Trail to Treasure initiative provides substantial potential for increased business opportunities in Pioneer Square. The degree to which this potential is tapped depends upon many factors. The most fundamental of these is intent. The Alliance for Pioneer Square encouraged dialogue about this from the earliest stages of conceptual planning. While most trail advocates focused on heritage, education, and recreation, a clear priority was heard and a baseline for business development was voiced in Goal 4 of the Conceptual Plan: Goal 4: Promote stewardship by providing partnership opportunities for local stakeholder involvement in the design and management of the trail. »» Objective 1: Develop good relationships with community residents and businesses to ensure the trail design is compatible with their needs. »» Objective 2: Promote and advertise the trail to contribute to the economic sustainability of the tourism sector of the local economy. »» Objective 4: Seek individual, corporate, and government sponsors to help with the cost of the trail development and management.

This goal and its objectives were organized as an initial guide to ensure that businesses and economic sustainability were explicitly addressed in programming. In the process of preparing the

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more detail-oriented master plan, considerably more feedback and dialogue with the business community confirmed the importance of an economic orientation in planning. In fact, the combined guidance from all sources suggests support for building synergies between business and other trail development priorities in all phases of planning, development, and ongoing management.

to build a thicker fabric of business development objectives, program tools, and implementation ideas.

The three original objectives stated above were left nearly unchanged, with only Objective 1 being slightly refined. Nine programming priorities were specified as means for accomplishing the three objectives.

This system, as presented in the table below, is the direct reflection of community feedback and guidance during the master planning process.

Toward this end, brainstorming sessions were facilitated with dozens of Pioneer Square advocates.

Ideas were recorded, organized, and analyzed

Framework for Evaluating Programming Alternatives OBJECTIVES Priorities Actions ENGAGE THE BUSINESS COMMUNITY AS A PARTNER IN THE T2T PROGRAM FOR MUTUAL BENEFIT Create an ongoing communication process with businesses to build sense of ownership and pride in the project Create a system of multiple levels and means for participation by the business community Build business participation systematically Track and report key Trail to Treasure usage and participation trends Create and promote a system of multi-layered Trail to Treasure elements to encourage repeat visits PROMOTE AND ADVERTISE THE TRAIL TO CONTRIBUTE TO THE ECONOMIC SUSTAINABILITY OF THE TOURISM SECTOR OF THE LOCAL ECONOMY Create a system of information tools that can be distributed and communicated by individual businesses Craft and promote Trail to Treasure as a package, a whole/collective Pioneer Square experience Integrate Trail to Treasure with existing tourism-related efforts SEEK INDIVIDUAL, CORPORATE, AND GOVERNMENT SPONSORS TO HELP WITH THE COST OF THE TRAIL DEVELOPMENT AND MANAGEMENT Create a sponsorship benefits package to highlight benefits and costs of participation

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Opportunities for Business Development at Trail Stops The master plan's intention is to weave together a fabric of sites, corridors, nodes, activities, amenities, and conveniences that make the Trail to Treasure experience extraordinary. In this context, the Trail could be great for business; business could be great for the Trail. If this relationship is considered at a strategic level, the two become one – much like trees, wildlife, and view corridors are fundamental elements of a trail in the nearby Cascade Mountains.

Integration The ideal way to perceive business development is to consider how it can be integrated into the essence of the Trail to Treasure experience. An interpretive site at Occidental Park may be nicely complemented by enterprises that provide food, refreshments, performing arts, books, mementos, tour guides, and a wide variety of entertainment, to name only a few possibilities. To help the site, interpretation, and businesses integrate, the question is: "What facilities, infrastructure, regulatory refinements, lighting, amenities, changes to landscaping, etc., would help?"

Perhaps a stage, interactive art, electrical outlets, and street lamps wired to connect to speaker systems?

Benches that encourage lingering and eating near a "to-go" food outlet? A drinking fountain that doubles as art and even as an amusing "toy" that makes noise or squirts water overhead to entertain people who linger in the area. Indeed, amenities that encourage people to linger…longer are very good for business.

Encouraging businesses (even in the form of vendor

carts) to locate in strategic places is good for the trail system. It puts eyes on the street, increases the sense of safety of the area, discourages crime, and provides for more color, variety, change, activity, and amenities that will bring people back and build the district’s reputation.

Audience Speaking of people(!), there is no such thing as generic beautification when it comes to target marketing. When designing an interpretive site, it is important to consider the characteristics of the people chosen to attract. Children? Teens? Seniors?

If the desire is for seniors to linger, high benches with arm rests are necessary. If the goal is for children to nag their parents to return to Pioneer Square, they must be delighted with inventive designs of benches and the arts/amenities surrounding them. A bench can be an adventure – just like a drinking fountain. If young adults are the audience to attract, they must be charmed with the sort of seating arrangements and environments (including music and food) that will make them comfortable.

As the Trail to Treasure evolves, it is important to continually review its primary target markets, node by node, street by street, and the attractions that will delight them. Delighted visitors will return – and that is good for business. To delight target markets, it is important to know the difference between essence and variety. Some of the district’s key ingredients must be eternal – essence that reflects the brand, builds tradition, and guarantees familiarity. The Waiting for the Interurban sculpture in Fremont is part

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

of that district’s essence. It is always there and never changes! Yet it is changed (dressed up) constantly by the people who have come to be so connected to it. Discovery of something new should be a reliable expectation for every Trail to Treasure visitor. New vendors, new activities, and changing events are possible and can become a substantial part of the draw that brings people (back) in ever-increasing numbers. “You never know what you’ll see next,” should be just as strong an expectation as seeing much-loved essence every time a visitor returns.

Experience In preparing each node for its transformation into a key component of the Trail to Treasure, it is essential to visit it and linger – as is contemplating what might be added to establish its essence and provoke variety. How can it be supported by neighboring businesses? How do the trail and the business activities blend into one wonderful experience? Those who remember the original Starbucks at Pike Place Market will recall that it was the poor cousin for a time to a much more popular nearby bakery whose aroma of fresh baked bread and cinnamon brought people to the walk-up window in crowds. And next door was Starbucks – with coffee to accompany that bread. It's fairly safe to say that customers didn’t see purchases of these items as “business.” Rather, they were part of a great day at the Market.

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Trail to Treasure | Master Plan

What Makes a Trail?

The idea of a "trail" implies a linear path from a starting point to a destination, or a series of destinations. The beauty of an established trail when hiking through the woods is that, as long as a hiker identifies and stays on the path, it is not necessary to make decisions about which direction to go, at least until a fork in the trail emerges. The Trail to Treasure may be a path that leads from destination to destination, but it’s clear that the most important part of the experience is what the visitor encounters along the way.

The Trail to Treasure will need to provide a clear, legible thread that leads through the complex environment and narrative of Pioneer Square. The neighborhood is a rich visual and spatial context full of things to look at – historic plaques and other existing interpretation, architectural details, art, businesses, construction projects, and people to watch. Similarly, the story of Pioneer Square is a dynamic one, with a layering of stories, eras, people, and themes. All this complexity can at first seem overwhelming, especially to a new visitor. It is critical that the Trail to Treasure acknowledge and present this complexity while telling a compelling story that leaves the visitor with a strong sense of the neighborhood’s character and history.

What's the Treasure? trip, while having confidence that they will be able to reorient themselves and find their way back to the primary trail. The trail experience should be organized but not predictable – presenting clear information and route marking while offering surprises and discovery.

The primary trail route outlined in this master plan connects thematically-linked interpretive events, passing through the heart of the neighborhood, Occidental Park. This main trail route might be ideal for someone who has about an hour to spend exploring the neighborhood and would provide him or her with a range of experiences and a good sense of some of the stories. Additional stories will be layered atop the primary trail through secondary trail stops, tertiary stops/side trips, and interventions throughout the neighborhood.

A trail is not just a line on the ground, but experientially a corridor that includes the "viewshed" of all that’s visible from the trail route. Beyond the primary corridor itself, the master plan envisions interpretive elements "sprinkled" throughout the neighborhood. Some of these elements that are "of the trail" but not "on the trail" could even reach beyond the physical neighborhood to help draw visitors from other parts of the city and further afield.

Trail to Treasure was first envisioned as the Gold Rush stampeder’s trail to the treasure of gold in the Yukon. During the early planning processes for the trail, however, the idea of treasure was expanded beyond the literal treasure of gold from Alaska to the treasured richness of Pioneer Square as Seattle’s first neighborhood. Pioneer Square is full of treasures, from beautifully-preserved buildings to the ever-changing art in galleries and studios. Today's businesses are an essential part of the story and neighborhood experience. The neighborhood has many stories to tell, including the early settlement of Seattle and the Yukon Gold Rush, but also massive land regrading, ecological systems, Native Americans, immigrants, the labor movement, vaudeville and entertainment, artists, and the battle to preserve the historic neighborhood. These stories stretch from the glacial modification of the land to the present aspirations and ongoing development of Pioneer Square as it is shaped by economic forces and large construction projects, like the upcoming removal of the Alaskan Way Viaduct.

Treasure Hunt - Sense of Discovery People connect with things they discover themselves.

There’s a reward in exploration and finding things that aren’t obvious at first glance. A sense of discovery and challenge creates more of a connection, both for people who are new to a place and for locals who may be looking at it with fresh eyes.

One of the goals of the trail is to inspire people to look around them and notice the interesting things in their environment that might not rise to the surface without a little prompting. In addition to the primary trail route, this master plan identifies opportunities to play up and point out features of the neighborhood, including populating the neighborhood with interesting characters and prompts to "look up!" to focus visitors’ attention on interesting things they might not otherwise notice. The idea of a treasure hunt or scavenger hunt could even be played up more literally by establishing something like a Pioneer Square Passport, whereby visitors can record their stops at particular destinations, including neighborhood businesses. Examples of this are featured in the interpretive media section of this report.

Paradoxically, making the trail simple and clear, even marking it as literally as possible with a continuous line or "bread crumbs" to follow, will allow people the freedom to leave and return from the linear route. If the trail is clearly marked and easy to follow, visitors can feel free to make their own excursions to get a coffee or a sandwich or explore an interesting side

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The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Main Message

People’s needs and desires flow across time to shape Pioneer Square.

Trail name: Trail to Treasure Tag line: Learn how people’s needs and desires flow across time to shape Pioneer Square.

The main message is a thread that continues through all the stories that are told as part of the trail.

Ebbs & Flows

Needs & Desires

Reshaping Land & Water

Arrivals & Departures

The land that became Pioneer Square is a dynamic landscape at the edge of the water. The ebbs and flows of tides and other natural forces – such as ice age glaciers, earthquakes, rivers and fires – have continually shaped the land over millennia, just as the dynamic economic and cultural forces of more recent times have shaped both the physical and the human landscape. The idea of ebbs and flows is a particularly apt metaphor for the history of Seattle, because the development of the city has been influenced by a series of booms and busts, including national economic depressions, the gold rush, and the dot-com boom of the 1990s.

People make choices and reshape the environment for reasons that relate to their needs and desires.

Native Americans took advantage of the rich natural and ecological resources of the area around what is now Pioneer Square to meet needs for shelter, food, and livelihood, as well as the need and desire for spiritual connection to place. The early settlers who built the City of Seattle also sought to meet their basic human needs and create new opportunities for themselves and their families. Many of the people who have helped shape Pioneer Square over the years have also been motivated by strong desires, including the desire to strike it rich in the Yukon, to experience pleasure and entertainment in its various forms, to generate beauty and meaning by creating art, and to respond as entrepreneurs to the everevolving demands of the neighborhoods, visitors and residents.

The landform of Pioneer Square tells fascinating stories of ecological forces and human ambition. It was dramatically reshaped over the course of the 20th century to a form that is barely recognizable from the original tidal islands, mud flats, and the Duwamish River delta that were here when the first European settlers arrived. The land will continue to change in the 21st century in response to large-scale construction projects and environmental factors such as global climate change. This reshaping of the land is one of the most fascinating and important stories to be told by the Trail to Treasure.

Multiple waves of people have come to Pioneer Square seeking to fulfill their needs and desires, including early settlers, gold seekers, and immigrants from China and Japan, among many others. These arrivals and departures have been enabled by various modes of transportation. Native Americans navigated the Puget Sound by canoe and had an important landing place around 1889 at what is now the foot of Washington Street. This boat landing was also used by the founders and early residents of the settlement called "Seattle." Over the years, other forms of transportation have played an important role in the development of the neighborhood and the city. Trains connected Seattle commerce to the rest of the United States and made it a hub for international commerce.

The rise of the automobile later replaced the streetcar system and reshaped the neighborhood.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

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Trail to Treasure | Master Plan

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The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Route & Design

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

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Trail to Treasure | Master Plan

About the Route One of the greatest challenges of the Trail to Treasure project is to cover a wide range of themes and tell the great diversity of stories that make up Pioneer Square, while maintaining clear legibility and a sense of focus and cohesion. The route and stories identified in this master plan emerged through a process that evaluated options from both macro/ conceptual and a site/story-specific levels. All stories/ stops will be thoroughly fact-checked upon installations. As the trail comes to life, stops and stories may evolve over time.

Story Stops Trail stops are divided into three types. Primary story stops have been given the greatest physical presence and are considered to be the most important stories to support the trail message.

Secondary story stops contribute to the trail message as well, but are given a less pronounced physical presence. Tertiary stops do not have physical presences on the street, but are discussed in distributed trail media (map, audio, website).

The Primary Story Stops were selected both to tell a balanced and comprehensive history of the neighborhood, and to take advantage of opportune locations for visitors to linger and learn. Some of the stories were clearly connected to a specific place, while others could be told in any number of locations in the neighborhood.

Story stops are sited to take advantage of locations – such as Occidental Park and Pioneer Place – that are already focal points and gathering places, as well as opportunities to team with other projects. In these places, interpretive elements can be integrated

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with other infrastructure development. As much as possible, primary stops were located in places with a bit of "breathing room" rather than in the limited and already densely occupied street rights of way.

The opportunity to expand the trail has been accounted for. Secondary stops or tertiary stops may be added to the route and could focus on particular stories. Potential future partners may feel that funding these expansions is in their interest and part of their mission.

The trail route emerged by connecting the dots between identified story stops, optimizing contact with local businesses, and providing visitors with a sampling of portions of the neighborhood that express different aspects of its character – taking advantage of routes that are already pleasant to walk, while being cognizant of areas that could possibly feel uncomfortable to a visitor.

Shoreline Markers The reshaping of the land and manipulation of the shoreline of the area that now makes up Pioneer Square has consistently emerged as one of the most compelling stories that should be told by the Trail to Treasure. There’s a strong "aha moment" when residents and visitors realize that the solid ground where they are standing was once an island isolated from the mainland by a tidal channel, or an expansive tide flat stretching toward the Duwamish delta.

The Waterlines Project has done a great deal of work to identify the location of the former shoreline and propose ways to help the public visualize Seattle’s past landscapes, including literal markings of the

shoreline, art installations, and electronic elements.

The Trail to Treasure aims to complement the work of the Waterlines Project and leverage shared resources and opportunities to help people understand this important landscape story.

Waterlines interpretive resources to other areas of the city, including the Puget Sound shoreline north and south of the central waterfront, the lake and canal system, and the Duwamish/Black/Green river system.

The trail route intersects with key points of the former shoreline in several locations, including the "Little Crossing Over Place," where at low tide there was a crossing from the island that is now Pioneer Square to the mainland. Some of these locations intersect with a trail story stop that will allude to the former landscape, while others have been identified as opportunities to mark the shoreline independent of a specific stop.

Trail Markings

Methods of marking the shoreline may vary from an applied marking on the ground through paint or concrete stain, to a plaque embedded in the sidewalk, to a larger imbedded item that crosses the sidewalk and the street. Embedded items could be bronze or metal or more natural such as round stones of varying sizes. If possible, a partnership with the Waterlines Project could focus on the exact method of denoting the original shoreline. If the Waterlines Project has developed a standard method by then, having these markers match would create a cohesive system.

The Waterlines Project initially focuses on Seattle's central waterfront district (including historic Pioneer Square). This area was the site of a major Duwamish village before American settlement, and its landscape was radically transformed by those settlers after the 1850s. It is now densely populated, pedestrian oriented, heavily used by both Seattle residents and tourists, and is the site of several major construction projects in the near future, making it an ideal place to launch the project. Later the plan involves extending

Any good trail needs to be easy to follow. Urban trails, like trails in a natural space, have a number of ways to lose people. It is proposed that Trail to Treasure incorporate a continuous line or line that emerges in certain places to act as the major wayfinding method. A continuous line on the ground plane is the most easy way for visitors to move from one stop to the next. It is free from other wayfinding/signage distractions and the marking of the path is on the same location as where they walk. Being in the same exact location for the entire time also allows visitors to find it again easily if they take side trip or step into a business.

People Cutouts Another key element of the trail experience is a cast of historical figures sprinkled throughout the neighborhood. These cardboard cutouts are to be placed in business windows, empty storefronts, or empty offices. They are intended to bring the "trail" off the trail, pull visitors eyes up and to allow a way for businesses to take part in the trail.

Characters should be located in related businesses, as either having inhabited the building, having a similar businesses, or having another connection that the business is interested in promoting. It's intended that the cast of characters change over time and are a dynamic aspect to the trail.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Overall Route

People’s needs and desires flow across time to shape Pioneer Square.

At left is the proposed Trail to Treasure route and set of highlighted stops that have been integrated with the interpretive messages.

Three levels of stops distribute messages and stories along the path. While no one story is more important than another, the eight Primary Story Stops are meant to represent a comprehensive sense of the Trail to Treasure story. Secondary and Tertiary Stops further reinforce the trail message and allow more exploration opportunities into the neighborhood.

The trail allows entrance at any place and does not require the visitor to follow in one direction or start at any one location. For clarity in this report, we have numbered the stops and developed the route starting from the Cadillac Hotel (site of the Klondike Gold Rush National Historical Park Visitor Center, and likely starting point for many visitors) and moving clockwise.

Trail Route

Historic Shoreline

Primary Story Stops

Secondary Story Stops

Tertiary Story Stops

Historic Shoreline Markers

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

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I

n 1852 Pioneer Square was an island surrounded by tide flats and forests.

Duwamish Indians outnumbered new settlers. Henry Yesler arrived

P5

Mill Cookhouse

How did a pile of logs launch a city?

st Fir r's sle Ye

Primary Story Stops

n go Wa

Trail to Treasure | Master Plan

5 STATION

What do you see?

A whole village grew to serve them: cookhouses, saloons, stores, brothels, and hotels.

P4

ck Do e Th

a year the mill ran 24 hours a day.

Hundreds of single men worked here.

ing

from Ohio with big plans and a steam engine to start a sawmill. Within

P6

P3 P2

INTRO

P1

18

P7

Typical Primary Story Stop Kiosk

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Primary Story Stops # INTRO

Location

Subject

Potential Big Question

Topics (See walking map)

Media

Cadillac Hotel

Introduction to Trail to Treasure

N/A

Orientation to "Trail to Treasure" walking tour.

Map of Trail to Treasure

Ebb & Flow Connection

P1

Qwest Field North Lot pre-1852, Shape of land (Occidental & S King St)

How did water turn into land?

Connection on walking trail route from what used to be an island to tideflats where person is now standing.

Link between Seattle's development and infill of tidelands that surrounded Pioneer Square. Infill and regrades created heart of Seattle.

Link with Secondary Stop S1.

Historic illustrations showing island of Pioneer Square.

Viewing scope or digital interactive with views of tidelands.

Land and water.

P2

Occidental Park

What do you need to start a village?

Shelter, food, and freshwater. Occidental Park used to be part of a tidal island. The lagoon to the east (between here and 2nd Avenue) was home to flounder, providing a good fishing spot. A stream provided freshwater near where 3rd and Main intersect today. The stream is now buried under the city streets. When European-American settlers came, they forced the Duwamish to move. Today their a longhouse is located along the Duwamish River.

Historic map showing shoreline. Images of contemporary Duwamish longhouse.

Flow in of people, water.

P3

Washington Street Boat 1889, Landing Place Landing

Who docked their boats here over the last 200 years?

Story of small craft landing here for hundreds of years.

Landing place for Duwamish, then European-American settlers, then prospectors and trade.

Photos of canoes landing 3D/Art Opportunities: 3rd canoe or boat; place to touch the water.

Flow in of people and goods.

P4

Yesler's Mill

1852—1853, mill construction

How did a pile of logs launch a city?

Early settlement driven by mill. Businesses rose up to meet needs of large workforce of single men.

Historic photos of mill, cookhouse, etc.

Represent mill or historic buildings on construction fence.

Boom time, desire to get rich.

P5

Pioneer Place Park

1889, Fire destroys most of downtown Seattle

Why do most of the buildings in Pioneer Square look so similar?

Fire of 1889 and rebuilding of Pioneer Square in consistent architectural style.

Historic photos.

Flow of people in to rebuild.

P6

Tashiro Kaplan Gallery (Prefontaine & Yesler) Former Japantown

1980s-present: Art & gentrification/displacement of artists

Why are there over 100 art venues in Pioneer square?

Downturns make cheap spaces available, but then gentrification happens and they become expensive.

3D/Art opportunities: Work with 4-culture.

Economic booms & busts.

P7

King Street Station

1893, Trains arrive in Seattle Who built the railroad tracks Immigration of Chinese laborers to Northwest to build railroads. Seattle's and arrived through train first Chinatown was in Pioneer Square. Many immigrant groups arrived stations? thoughout 19th and 20th centuries.

TBD

Inflow and intermingling of people

1850, Duwamish Island

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

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Trail to Treasure | Master Plan

Secondary Story Stops Why does a train go under a city?

I

Trail to Treasure Logo

5 STATION

n 1852 Pioneer Square was an island surrounded by tide flats and forests.

Duwamish Indians outnumbered new settlers. Henry Yesler arrived from Ohio with big plans and a steam engine to start a sawmill. Within a year the mill ran 24 hours a day.

Hundreds of single men worked here.

A whole village grew to serve them: cookhouses, saloons, stores, brothels, and hotels.

S6

In 1852 Pioneer Square was an island surrounded by tide flats and forests.

S5

S4

S8

S7

S1 S3

S2

Typical Secondary Story Stop Plaque

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The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Secondary Story Stops #

Location

Subject

Potential Big Question

S1

Occidental & Jackson

1850, Duwamish island

S2

1st & King

S3

Media

Ebb & Flow Connection

How did an island become Connection on walking trail route from what used the mainland? to be an island to tideflats where visitor is now standing.

Link between Seattle's development and infill of tidelands that surrounded Pioneer Square. Infill and regrades created heart of Seattle. Links to P1.

Map showing island.

Illustrations.

Flow of water and land.

1897, Gold Rush

How did the Alaskan gold rush make Seattle a bigtime city?

Klondike suppliers and money made in local commerce. Promotion of the city nationwide.

Prospectors had to be outfitted for an entire year before they could head to Alaska. Boom of gold rush following a nationwide recession.

Historic photos, map plats showing different types of businesses.

Photos of prospectors with goods.

TBD

1st & Jackson

1920s-1950s, Jazz Scene

How did this street go from jazz to Jimi?

Jazz scene in Seattle, transition to rock.

Historic photos.

Flow in of people.

S4

Occidental Park

1910, Speaker's Corner, Labor movement in Seattle

When was this a spot for speeches?

Labor movement in Seattle, IWW, General Strike.

Historic photos, soap box, audio.

People cut-outs or profiles: labor organizers, workers.

Changing ideas, response to economic forces.

S5

Little Crossing Over Place (On Washington between 1st & Occidental)

pre-1852, Shape of land

Why do the Duwamish call this "Little Crossing Over Place"?

Historic shoreline, Duwamish settlement and use of land/water. Natural spring.

Illustrations, map.

Shoreline markings.

People cut-out: specific Duwamish Indian (contemporary or historic).

Changing landscape.

S6

Sinking Ship View (SW corner 1st & Yesler)

1970s, Historic Preservation

How did a parking garage Demolition of Seattle Hotel galvanized the public to help save a neighborhood? help preserve Pioneer Square.

Historic photos.

Down and out neighborhood.

S7

Railroad Tunnel (viewed from Main between 3rd Ave S & 4th Ave S, looking toward Washington)

1904, Train tunnel & development

Why does a train go under a city?

RR & Seattle development.

Historic photos.

Flow of transportation.

S8

Chin Gee Hee Building (building at 2nd & Washington - view and potential stop location at 2nd Ave Ex & Main)

1880s, Seattle's First Chinatown

Why were Chinese immigrants forced out of Seattle in 1886?

Importance of Chinese immigrants to growth of Seattle; anti-Chinese sentiment and Chinese Expulsion; Japanese laborers, early Japantown.

Historic photos; People cut-outs: Chin Gee Hee.

Change in neighborhood demographics.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Topics

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Trail to Treasure | Master Plan

Tertiary Story Stops (Side Trips) It is anticipated that tertiary stops do not have a physical presence. These stops are interpreted through the map and a hand-held device. This allows flexibility in stop changes and additions.

T1

T5

T4 T3

T2

T6

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The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Tertiary Story Stops (Side Trips) #

Location

Subject

Potential Big Question

Topics

Media

Ebb & Flow Connection

T1

Smith Tower- Chinese Room

1900s, development

TBD

Development

TBD

Boom time, desire to get rich.

T2

Alleys (Nord Alley between Occidental & 1st)

2000s, Alleys, urban development

What happens when you take the trash out of the alley?

Neighborhood revitalization, new and exciting things happening.

Nord Alley Art Installation Spring 2011 - may not need formal kiosk display.

Change in neighborhood conditions.

T3

Shelley's Leg (75 S Main, next to viaduct)

1970s, Gay Pioneer Square

How did a cannon accident help open Seattle's first openly gay bar?

Gay Pioneer Square, vice & virtue.

People cut-out: Shelley Bauman.

Needs/desires.

T4

Waterfall Gardens Park

1907 - UPS & pioneering Seattle businesses

How did a messenger boy start an international corporation?

Entrepreneurial spirit, from Gold Rush era to dot-com and beyond.

TBD

Ambition & entrepreneurship.

T5

Lou Graham's Parlor House (SE corner of 3rd & Washington)

1880s?, Vice in Pioneer Square

How did a notorious Madam help establish Seattle's public school system?

Vice and desire in Pioneer Square Women's roles in the early development of the city.

TBD

Needs/desires.

T6

King Street Station Lobby

Early 2000s, Historic Preservation & Restoration

TBD

Transportation and trains.

Restoration of station.

Existing King St. Station Interpretive Information.

Flow of people in to rebuild.

Arrivals/departures of immigrants and people.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

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Trail to Treasure | Master Plan

Historic Shoreline Markers Shoreline markers denote where visitors cross from land to the historic location of the water.

The Waterlines Project has done a great deal of work to identify the location of the former shoreline and propose ways to help the public visualize Seattle’s past landscapes. The Trail to Treasure aims to complement the work of the Waterlines Project and leverage shared resources and opportunities.

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The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

People Cut-out Potential Subjects

Person

This list represents a suggested intial group of people for the People Cut-out media. Further options are presented in the Trail to Treasure Concept plan.

Location and list of people is dependent on participating businesses/building owners and relation to the story in that location.

Brief Description

Dates

Potential Locations

Main Message Connection

Tribal Leader

died 1866

SE corner of 1st & Main

Water/land, needs/desires

1810-1892

Mill site at base of Yesler

1844-1930

Chin Gee Hee Building 208-210 S Washington & 400 2nd Ave Extension General area of original Chinatown.

Needs/desires, arrival/departures reasons for people come to Seattle

died 1939

Speakers' corner - Occidental & Washington

Needs/desires - working class struggle to get by

Native Americans Chief Seattle

Early Pioneers Yesler, Henry

Sawmill Owner

Water/land, needs/desires

Immigrants

Chin Gee-hee (aka Chang-ting)

Chinese Businessman

Early 20th Century Sadler, Kate

Labor activist, Radical Orator

Late 20th Century & Contemporary

Bauman, Shelly

Cannon victim, Owner of gay disco

1970s (born 1947, died 2011)

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Shelly's Leg bar - Main & Alaska (77 S Main Street)

Needs/desires - pleasure & entertainment

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Trail to Treasure | Master Plan

Events Timeline Below is a timeline that charts trail stop content along the continuum of Pioneer Square's history. This demonstrates that stops are spread along Pioneer Square's entire history, but that certain historic events shaped the neighborhood and are given greater prominence in the interpretive approach.

Primary Stop

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Secondary Stop

Nisqually Earthquake 2001

Pioneer Square Historic District 1970

Sinking Ship Garage 1963

Viaduct completed 1953

Japanese internment 1942

Seattle Jazz Scene 1920s - 1950s

Seattle General Strike 1919 Washington Street Boat Landing 1920

King Street Station 1906

Chinese Expulsion 1886 Great Seattle Fire 1889 Train lines arrive 1893 Klondike Gold Rush 1897

Trail to Treasure - Story Stop Timeline

2000

1900 Yesler builds mill 1852

1800

1700

Tertiary Stop

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Interpretive Elements

The following illustrations depict the range and relative scale of interpretive elements.

Audio Tour Initially included as a stand-alone feature accessible with any cell phone, an audio tour could be integrated into a hand-held device system.

Brochure / Map This printed map shows the trail route and all stops. There is limited printed information related to all stops. The brochure tells visitors how they can connect with the trail via web or mobile phone.

Stained Path / Glass and LED Inserts The trail path will be a continuous line or line that emerges in key locations linking all primary stops and providing a clear way of finding the stops. In combination, for lower light-level times, illuminated existing sidewalk glass and the addition of solar-powerd LED pavers will create an easy-to-follow path.

Smart Phone A component of the trail website will be accessible and optimized for use with smart phones. This can supplement the printed brochure and provide expanded information for all the stops. It will also provide the ability for more interactive experiences.

Personal items

Trail markings

These are carried with visitors as they walk the trail. The items provide interpretive messages and wayfinding.

Trails or prescribed paths work best when they are easy to follow and return to, if strayed from.

Continuous markers do not need to be found again at every turn and using the ground plane provides a canvas that is relatively free from other environmental distractions.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Painted or stained path

Solar-powered LED pavers

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Trail to Treasure | Master Plan

Spotting Scope This feature allows visitors to look through a spotting scope and turn a wheel.

In one instance, they will see a view of an existing building that relates to the kiosk content. As they turn the wheel, the real-life view will be changed to historic or related images.

Rotating disk of related, actual, or historic views

How did a pile of logs launch a city?

In 1852 Pioneer Square was an island surrounded by tide flats and forests.

Duwamish Indians outnumbered new settlers. Henry Yesler arrived from Ohio with big plans and a steam engine to start a sawmill. Within a year the mill ran 24 hours a day.

Hundreds of single men worked here.

A whole village grew to serve them:

Rubbing Station Each kiosk has a rubbing feature that relates to the stop's story. These rubbings integrate into a printed "book" available in businesses or at the Klondike Visitor Center. The ability to print and make a book from the website will also be available.

5

Public Artwork Where space permits, public art related to the trail messages can greatly enhance the experience. It also provides participation by the community to interpret the "ebb and flow" of Pioneer Square.

STATION

What do you see?

Sculptures Kiosk The Primary Story Stop kiosks all have a large evocative question and supporting text. They are numbered and have solar-powered lighting features for low light situations. They are sized to fit into tight spaces along the sidewalk and to be noticeable from multiple angles and via foot or vehicle.

Primary Story Stops All Primary Story Stops house the top-level interpretive messages.

Each stop also contains a "kiosk" that is freestanding and contains several key features. In locations that allow it, the kiosk may be accompanied by public artwork that engages the interprteive message in a three-dimensional way.

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The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Business Decals Businesses that sponsor, participate, or are otherwise part of the trail, display decals with trail brand for identification.

Treasure Hunt Pre-printed or self-printed treasure hunt books incorporate kiosk rubbings and activities performed within the neighborhood.

Completed books may be redeemable for discounts or "treasures" within participating businesses.

Storefront Windows Windows in participating businesses or empty windows can house temporary displays related to the trail. These can be storyspecific, re-creations of historic windows, or traditional interpretive displays.

Cut-out figures in windows

There are other types of known "treasure hunts" such as geocaching or letterboxing that also add an ever evolving type of interactivity to the trail.

Empty store window display

Business treasure hunt

Participating business decals

Cut-out Figures Windows in participating businesses or empty windows above the sidewalk can display historic cut-out figures of people. These act as a discovered feature and can change throughout the year to create new discoveries.

Figures can relate directly to the building they are in, or be a place they may have visited, or refer to the current business there.

Business Participation Opportunities The following items add to the trail experience but are not necessarily on the prescribed trail route. The goal of these items is to draw visitors further into the neighborhood and to provide experiences that are discovered.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

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Trail to Treasure | Master Plan

Banners The neighborhood is outfitted with banner hangers on light poles that can also be used to announce the trail.

Public Transportation Hubs Transportation is a key component of the trail message, and can be a key place to capture people's attention. Transportation hubs like bus stops, train depots, or ferries can contain trail messages and advertising.

Banners on lamp poles

Advertising on busses and trains

Public transportation hubs

Ambassadors

Partner Ambassadors Several neighborhood organizations have people on the street that can act as trail interpreters or guides in a limited capacity.

In the Neighborhood Beyond the actual trail or immediately off the trail, there are opportunities to involve the casual passer-by, resident, or commuter. These items are meant to advertise the trail and entice people to come back later to visit the trail or pass the word along.

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Public Transportation In addition to the transportation hubs, busses, trains, and ferries are mobile advertising opportunities with a large contact base. Busses that move or pass the trail can be themed specifically to Trail to Treasure.

Look UP! Sidewalk graphics can direct people's attention to a neighborhood feature that is not in the average pedestrian's cone of vision. This allows people to take in and experience aspects of the environment beyond the sidewalk.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Transportation Advertising Using major transportation hubs beyond the neighborhood provide advertising opportunities to capture people's attention.

Trail Website A well-developed website can be a very powerful tool. The potential for virtual tours, expanded stories, downloaded content, and communication of additional information, without a physical staffed location, is important.

Websites are increasingly relied upon for looking up information and trip planning.

Website Brochure / Map

Airport Advertising Smart phone

Ferry Advertising

Train Advertising Trail Map The trail map is an item that can be taken home, kept, or given away, and can provide advertising and a way to follow up with the trail or its partners after the initial visit.

Bus Advertising

Beyond the Neighborhood It is possible for the trail to have a life beyond the neighborhood and to be available for interaction at all times. These items can provide for virtual tours, advertising, planning, or partnering opportunities.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

31

Markets & Events Markets and other retail events can be sponsored by the trail to get community and businesses together.

Flicker User: Si1very

Building Projections Projections on the sides of buildings can be art pieces or variations on the current historic painted text.

Themed Interpreters Themed interpreters could be employed to walk the neighborhood and interact with the public.

University of Washington Libraries

Flash Mobs Flash mobs could be used for surprise reenactments or trail-related collaborations.

Flicker User: poweron

Flicker User: Bsivad

Flicker User: empracht

Trail to Treasure | Master Plan

Historic Portraits The trail can sponsor historic photo studios outside and invite people to have a themed photo taken.

Limited Edition Maps For the official release or for events, maps can be distributed in Trail to Treasure tubes that double as spotting scopes.

Food Carts The Trail to Treasure can partner with food carts and other vendors to generate a presence on the street.

Events Trail sponsored events have the capability to capture a larger audience and provide a unique experience that can be unannounced. This creates something to look forward to and brings people back repeatedly. Collaboration with neighborhood businesses and residents involves the community in ways that the permanent trail does not.

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The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Rain/debris cover over rotating disk Illuminated logo and lettering Solar panel

Kiosk Design

Top

Open area Rotating disk for changing spotting scope view

Typical for all Primary Story Stops Internal lighting element

Reverse photo low resolution for far viewing

Trail logo STATION

Trail to Treasure Logo

g Wa

on

irst

g Wa

sF ler'

st Fir

s Ye

lers

Mill Cookhouse

ing ck Do

ck

e

Do

Hundreds of single men worked here.

A whole village grew to serve them:

ing

from Ohio with big plans and a steam engine to start a sawmill. Within a year the mill ran 24 hours a day. e

Supporting text

5 STATION

What do you see?

Th

n 1852 Pioneer Square was an island surrounded by tide flats and forests.

Duwamish Indians outnumbered new settlers. Henry Yesler arrived

Mill Cookhouse

I

s Ye

How did a pile of logs launch a city?

Th

Primary question

on

Illuminated kiosk number

cookhouses, saloons, stores, brothels, and hotels.

Spotting scope eye piece

Relief rubbing plaque

Printed graphics, high pressure laminate or "Alto" sub-surface graphic on aluminum

Graphic elements easy to remove and replace

Child-height view peek in

Tr ail to Tr e asu r e

Trail to Treasure Logo

5

Post from footing, sign sleeved over post

Side

Front

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Side

Back Footing 33

Trail to Treasure | Master Plan

View of kiosk on sidewalk

34

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Secondary Sign Design

Why does a train go under a city?

I

Typical sign types for secondary stops. These are standard 2'x3', horizontal or vertical, National Park Service wayside standard signs. Graphics visually match Trail to Treasure, but sizes and structural components follow the NPS wayside types.

Why does a train go under a city?

Trail to Treasure Logo

I

5 STATION

Trail logo

n 1852 Pioneer Square was an island surrounded by tide flats and forests.

Kiosk number

from Ohio with big plans and a steam engine to start a sawmill. Within a year the mill ran 24 hours a day.

Why does a train go under a city?

cookhouses, saloons, stores, brothels, and hotels.

In 1852 Pioneer Square was an island surrounded by tide flats and forests.

I

Trail to Treasure Logo

5 STATION

from Ohio with big plans and a steam engine to start a sawmill. Within a year the mill ran 24 hours a day.

Duwamish Indians outnumbered new settlers. Henry Yesler arrived

Hundreds of single men worked here.

A whole village grew to serve them:

n 1852 Pioneer Square was an island surrounded by tide flats and forests.

Duwamish Indians outnumbered new settlers. Henry Yesler arrived

Trail to Treasure Logo

Hundreds of single men worked here.

A whole village grew to serve them: cookhouses, saloons, stores, brothels, and hotels.

5 STATION

n 1852 Pioneer Square was an island surrounded by tide flats and forests.

Duwamish Indians outnumbered new settlers. Henry Yesler arrived

Primary question

from Ohio with big plans and a steam engine to start a sawmill. Within a year the mill ran 24 hours a day.

Hundreds of single men worked here.

A whole village grew to serve them: cookhouses, saloons, stores, brothels, and hotels.

Supporting text

In 1852 Pioneer Square was an island surrounded by tide flats and forests.

Supporting photo

"Wall-Mounted"

"Low-Profile" (shown not at an angle)

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

"Low-Profile" (side)

"Upright"

35

Trail to Treasure | Master Plan

Sign Graphic Elements Graphic samples used the following colors and typefaces. As further Trail to Treasure branding occurs, these may be adjusted to create a cohesive look.

How did?

Titles Proxima Nova Extra Bold - 200/200pt & 276/221pt

PMS: 7456

Black

I

n 1852 Pioneer Square was an island surrounded by tide flats and forests. Duwamish Indians

Body Copy Proxima Nova Regular -48/72pt with some words bolded for emphasis Tiger Drylac Powdercoat - Black Fine Texture 39/80200 (for structural elements) 36

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Exhibit Text: Goals and Style The goal for exhibit text along the Trail to Treasure is to engage viewers and passer-bys with easy-to-read and relevant information.

The target audience is adults and families visiting Seattle. This audience includes international tourists.

The secondary audience is residents of the greater Seattle area who visit Pioneer Square.

The exhibit text serves as a friendly guide to tell some of the story gems of Pioneer Square. The voice of the text is engaging, enthusiastic, and polite.

Exhibit Text Guidelines: 1. Lead with questions to “hook� readers.

2. Limit text to an amount that is easy to read while standing in the midst of the busy urban landscape. Maximum word count for main exhibit copy per panel is 65-70 words.

3. Write text at 6th-8th grade reading level.

4. Use short and active sentences.

5. Relate text to visible elements in the landscape and imagery.

6. Ground the text in concrete examples.

7. Use a friendly, cordial tone.

8. Design and write for reading aloud.

9. Highlight key words in the body copy for emphasis.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Sample text:

I

n 1852 Pioneer Square was an island surrounded by tide flats and forests.

Duwamish Indians outnumbered new settlers. Henry Yesler arrived from Ohio with big plans and a steam engine to start a sawmill. Within a year the mill ran 24 hours a day.

A whole village grew to serve the laborers: cookhouses, saloons, stores, brothels, and hotels.

37

Trail to Treasure | Master Plan

Trail Marking It is proposed that the trail be marked with a continuous line painted onto the sidewalk surface that allows users to visually follow. A continuous line as used in IKEA showrooms is easily recognizable. The sidewalk plane is typically more free from distracting visual competition than walls or anything in a vertical plane. A continuous line is also easy to return to if ever strayed from, and can serve as a fun activity for children.

The trail mark can be applied via paint or a concrete stain. A thorough review of code regulations, sidewalk conditions, and paint/stain products will determine which method proves the most maintenance-free and long-lasting option.

Boston Freedom Trail painted path and brick path with inset plaque

If a continuous line is not feasible, it is recommended to install a line or Trail to Treasure emblem/symbol that emerges in key locations. In this case the trail marking will act as "breadcrumbs" through the neighborhood.

It is also proposed that LED pavers be added to the trail marking to provide nighttime or low-light interest.

Pavers can be installed with long-lasting, solarpowered LED lighting. During the day the colored pavers will mimic the historic purple glass in the sidewalks and also serve as a path marker.

At the time of implementation any type of trail marking will need to be developed in accordance with any regulations and with existing infrastructure and organizations sharing the street space.

LED solar pavers 38

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Website and Hand-held Devices An integral part of the Trail to Treasure experience will take place on the internet and through hand-held mobile devices such as smart phones. Having these options available to trail users presents the following benefits: 1. 24-hour access to trail information.

2. Accessibility to trail information from any location on the trail or at home.

3. Centralized location for trail orientation information and interpretive stories.

4. Minimal staffing infastructure for maintenance of content.

5. Direct ability to connect with other online social media networks or future web "hot spots."

6. Potential for expanded content or media, such as videos, photos, and audio.

7. Potential for interactive experiences such as puzzles, games, or content-driven activities.

There are a multitude of ways to incorporate handheld devices within the trail context. A series of discussions, research, and a workshop with Belle & Wissell (http://www.bwco.info/) proved that a "webbased" or "application-based" approach are worth considering for further development.

Website functions: 1. Act as a place for trail information (orientation).

The website is the most likely destination for tourists and visitors before they arrive in Pioneer Square. The website also can allow users to extend their experience beyond their visit to Pioneer Square.

2. Able to provide a place for an expanded map/ brochure that may provide more detail than the walking map. The website could provide additional content in greater detail than is appropriate in a mobile device experience. There may also be more opportunities to promote neighborhood events, participating merchant promotions, and provide links to related tripplanning and city resources.

3. Provide another place to access potential translated information for non-English readers.

4. Act as an accessible, virtual tour for visitors once they are back at home, or for interested parties that can't get to the trail.

5. Serve as a place to announce related events or updates about the trail (inaccessible areas).

Advantages of web browser-based content (versus specific applications for smart phones): 1. Familiar functionality for broad base of users.

2. QR codes (a type of bar code that smart phones scan with built-in cameras) can be used to send links to mobile web browsers (QR code reader app required on smart phone).

3. Flexible for adding content via CMS (Content Management System.)

4. Ability to serve a larger audience swath (possible to include more devices than just the top two or three smart phones). Technology decisions will still need to be made based on target audience (tiered approach is recommended).

5. Not necessary to download device-specific applications.

Functions of web-based smart phone application design and programming: 1. Wayfinding (with potential to integrate existing web-based tools or create a custom application).

GPS features on some devices can support the success of this.

2. Supporting content can be provided in context of location (depending on device). When device can’t determine location, easy navigation can help them orient themselves and get to the content they need.

3. Content easily updatable from central server location for route and content changes.

4. Potential to use built-in camera to capture photos or to read QR tags (via separate reader app) to trigger a web-based URL. 5. Potential to use built-in email capability to participate in a reward-based interaction. Email addresses captured for use in neighborhood programs/events, tourism, or merchant promotions.

6. Translated text could be made available for nonEnglish readers.

It is suggested that the first development of any hand-held device is produced as a "web-based" experience. Development time, cost, and ease of updating through traditional website development and maintenance make the "web-based" approach a better first implementation.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

39

Trail to Treasure | Master Plan

Summary of recommendations for smart phone programming for Trail to Treasure: 1. Mobile versions of web pages can be optimized to run on any phone or device that can access the web (target devices will need to be ranked and prioritized as there is a wide range of phone functionality and screen resolutions).

2. Content can be optimized for smart phones (these usually have larger screen sizes and more functionality); however, it is possible to present “lighter” content for mobile phones with built-in web browsers.

3. There is a wide range of screen sizes and presentation formats on smart phones/mobile devices. It is possible to create an interface optimized for each, or rather a “catch-all” target to best serve the top devices of the audience.

4. Website version of the content should be based in HTML, or have entire dataset and content separately available so that it can be appropriately served via computer web browser, or via supported mobile devices. Mobile device presentation should be built-in HTML, as opposed to Flash or otherwise (potentially utilizing HTML 5). HTML will allow for cross-device and cross-browser compatibility while enabling integration for media assets (without plug-ins).

That said, it might be useful and cost-effective to leverage existing web technologies such as YouTube/Vimeo, Flickr, GoogleMaps, etc.

5. Website version will recognize if device accessing it is a mobile device (and which device) or if a PC is connecting.

40

6. Content management is important. Since the content assets (consisting of text, photos, videos, audio, and location data) will be presented via multiple interfaces (web pages and mobile devices), it is very helpful to have that content managed from a single location. A Content Management System (CMS) tool can be built or purchased to manage and edit this content – and then easily publish updates to all platforms.

7. Google Maps or other similar systems could be integrated to support the trail layout and hotspot functionality. This could be beneficial since all of that functionality could be available without building a mapping system from scratch.

More importantly, the Google Map interface is something that most people are familiar with and extends the potential of functionality to include directions, bus tracking, partnering merchants, and GPS positioning, while still allowing for custom “skinning” of the map interface (icons, typography, pop-ups/overlays, and buttons).

8. Partner websites can share content from the same CMS (database). Also, Trail to Treasure interfaces can pull from content served by partner websites, as long as that content is available as a separate dataset with isolated data fields (database or XML).

9. Audio component available as cell phone dialup tour (way to access more content with a cell phone only; no smart phone required). Audio content that is developed for the Trail to Treasure experience can be presented side-by-side with other content on smart phone devices, but alternately, that same content can be used for dial-up tours (phone numbers included at Trail to Treasure kiosk stations).

Look and feel of website and mobile device interfaces The look and feel of the website and mobile interfaces could be designed to reflect the Trail to Treasure aesthetic. Programming would determine how the user is connecting (which web browser, PC or smart phone, connection speed, etc.) and then deliver the appropriate content via dynamic page presentation.

The mobile and PC interfaces will look different, but will be served from the same content sources. All interfaces will have shared interface components (type styles, graphic buttons, etc.) and style elements that are determined by the overall project parameters.

With this approach, there will clearly be a branded connection between all of the ways that Trail to Treasure communicates with its audience.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Branding & Identity The following pages present four logo approaches for the Trail to Treasure identity program. The mark will be utilized on all media that is associated with the trail.

This can include trail markings, kiosks, advertising, web pages, smart phone applications, collateral, and other items that may present themselves over the years.

Adherence to a selected color scheme, logo usage rules, and selected typeface will aid in the recognition of the trail brand by users, supporters, and administrators.

Concurrent with development of this master plan, the Alliance for Pioneer Square is developing branding guidelines for the Pioneer Square neighborhood.

Once this endeavor is complete and further implementation of this master plan is begun, it is anticipated that refinement or new development of a Trail to Treasure logo will be completed to successfully work within the Pioneer Square brand system.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

41

Trail to Treasure | Master Plan

Arrow Approach This approach is directly related to the concept of a trail and presented in a graphic, symbolic way. It is contemporary and playful. The shape of the arrow reflects historic uses of ribbons in logos and the winding of a path that makes turns and is not just straight in nature. The use of the arrow also harkens back to environmental signage used to direct people into shops or to specific locations of importance.

PMS: 7446

42

PMS: 1495

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Neighborhood Approach This approach references the Pioneer Square neighborhood directly. It uses iconic buildings that represent different stages in the neighborhood's history. Other buildings could be used in place of the ones presented. Inclusion of water flowing at the bottom of the logo speaks to the water on the neighborhood's edge and the flow of people to and from the neighborhood. In general, it encapsulates the main message of the trail more directly than the other approaches.

PMS: 483

PMS: 138

PMS: 624

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

43

Trail to Treasure | Master Plan

Glass Grid Approach This approach also reference the Pioneer Square neighborhood, but utilizes a purple grid which relates to the colored glass found in the sidewalks. The grid is a motif that can be utilized on interpretive media to reinforce the trail brand without using the entire logo. An additional technique could incorporate a similar material on built items to further tie the visual experience together.

PMS: 7446

44

PMS: 7530

PMS: 7470

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Simple Grid Approach These approaches utilize a grid referencing the glass windows found in sidewalks, as well as a shape evocative of a trail or curtain. Both suggest something to be discovered, while the grid is place-specific.

Color combinations for the grid can also be explored when used in various media. These samples show a "T" shape.

TRAIL to TREASURE TRAIL to TREASURE

PMS: 7446

PMS: 483

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

45

Trail to Treasure | Master Plan

46

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Implementation

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

47

Trail to Treasure | Master Plan

Priorities & Phasing This master plan outlines an ambitious vision for the Trail to Treasure’s elements and programs. It is an important step in realizing a crucial addition to the neighborhood. While it would be ideal to launch a full-fledged interactive program, install every kiosk and artwork, and mark the entire trail on the ground all at once, the planning team understands that a large-scale, wide-ranging project such as the Trail to Treasure will likely need to be implemented in stages.

Plans don’t implement themselves. The trail will take well-planned strategy, thoughtful prioritization, and the flexibility to take advantage of opportunities when they arise. It will be important to get a manifestation of the trail on the ground, or at least in people’s hands, early in the process, to establish the trail’s momentum and tangibility.

As media is added to the neighborhood for the trail, especially the physical items, existing interpretive or trail material (such as the signage in Occidental Park) should be inventoried, evaluated, and removed in a manner that is not detrimental to the units or space where they were installed.

1. Walking Map A trail walking map will be produced concurrently with the launch of this master plan in May of 2011. This will allow visitors to experience the trail route and some of the content.

It should be noted that as other trail elements are installed or created, the walking map will need to evolve to account for the

48

added infrastructure. Other items, such as construction projects, may also warrant updates to the map, which serves as the most basic and accessible media item for the trail.

2. Website and Audio Tour A website and audio tour – similar to 4Culture’s Destination Heritage audio tour – is intended as the next trail component. Content should be accessed through downloadable podcasts and cell phones (with a call-in number or other methods warranted by technologies advance). If funding is available, the audio tour component could be developed concurrently into a full-fledged interactive experience available on the web and mobile devices.

However, a simple audio tour still gives visitors a chance to walk the route and experience a majority of the content.

3. Temporary Installations, Business Engagement and Programs In tandem with, or once the audio tour is completed enough to make the trail a credible draw, the Alliance should start in earnest to work with participating businesses and develop trail programming. At a fairly minimal cost, Pioneer Square can be populated with historical figures and window decals advertising business participation in the trail. Fun events, like scavenger hunts, geocaching opportunities, etc. could be launched at this stage.

Construction in the neighborhood may preclude installation of some of the more permanents trail elements, but the trail can

capitalize on construction fences and other temporary structures to convey some of the trail message. The simple historical photos attached to the chain link fence at the Qwest Field North Lot are an excellent example of the potential impact of low-cost, temporary installations that announce the intent for something bigger in the future. The construction activity itself might even be a contemporary and very relevant topic for some of the temporary installations, as excavation will doubtless uncover layers of neighborhood history. Temporary installations related to the trail can mitigate some of the impacts of ongoing construction by helping to maintain visitor and resident appreciation for the neighborhood.

4. Primary Kiosks The primary kiosks will be a clear and visible manifestation of the trail and will help establish its presence and brand throughout the neighborhood. A prototype of the primary kiosk should be constructed and installed for at least one winter to test how it holds up to use, the weather, and the challenges of an urban neighborhood.

5. Secondary and Tertiary Story Stops Once the Trail’s primary kiosks are in place, the secondary and tertiary story stops should be added throughout the neighborhood, in stages or all at once. These stops are identified in the master plan, but locations may evolve and stories may be added or subtracted depending on developments in the neighborhood.

6. Hand-held Device Application An interactive, mobile interface will complement the physical elements of the trail and give visitors access to additional content and experiences. Depending on funding, it might make sense to start implementing this web and mobile content earlier in the process, but a comprehensive hand-held device application will be a significant investment that has to come after some of the physical elements of the trail are in place.

7. Trail Marking A trail marking will be one of the most difficult elements to implement, since it’s such a largescale endeavor and has to navigate a number of permitting issues. That said, once the trail is established, having a clear and very concrete marking of the route will be one of the things that makes it easy to follow. It will give visitors the freedom to diverge from the trail to discover other parts of the neighborhood, including local businesses, without worrying about finding their way back to the route. While a comprehensive route marking might be far in the future, the implementation team should be aware of other projects going on in the neighborhood and take advantage of opportunities to install trail markings when, for example, sidewalks are being repaved or other street improvements are in process.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Potential Partnerships & Funding Sources The planning process for the Trail to Treasure has involved a number of critical partners who have contributed financial resources, expertise, and a great deal of enthusiasm for the project. These partnerships will continue to be essential as the trail project gathers momentum and begins to be installed in the neighborhood.

Project work to-date has resulted in significant interest in the Trail to Treasure from the local community, adjacent neighborhoods, Seattle city government, the National Park Service, and Seattle-area historical and maritime organizations. With this support, the trail has the opportunity to be a national destination.

Precedent trails across the U.S. include the “Freedom Trail” in Boston and the “Constitutional Walking Tour” in Philadelphia.

The Alliance for Pioneer Square is leading the Trail to Treasure planning efforts, and working in collaboration with the National Park Service and the City of Seattle.

The Trail to Treasure project has been funded through the generous support of business donations and in-kind support, the National Park Service, Klondike Gold Rush National Historical Park - Seattle Unit, the Rivers, Trails, and Conservation Assistance Program, 4Culture, and the City of Seattle Department of Neighborhoods.

National Park Service - Klondike Gold Rush National Historical Park (NHP) The Klondike Gold Rush NHP has been an integral partner throughout the Trail to Treasure project by providing staff resources, facilities, and financial resources. The trail directly links to the mission of the Klondike Gold Rush NHP to preserve, protect and interpret the shared history represented by the historic structures, stories, artifacts, and landscapes associated with the 1898 Klondike Gold Rush for the benefit and inspiration of all people.

A concept for the Trail to Treasure was outlined in the park’s 1992 General Management Plan, which calls for the development of interpretive waysides throughout Pioneer Square to enhance visitors' experiences. Not only will the Trail to Treasure fulfill this goal, it will assist park staff with meeting the U.S. Department of Interior and National Park Service initiatives for improving the relevancy, education, and stewardship of the nation’s cultural heritage.

In addition, the trail will provide a “family-friendly” recreational opportunity within the city in alignment with First Lady Michelle Obama’s initiative for fighting childhood obesity, “Let’s Move Outdoors.”

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

City of Seattle Department of Neighborhoods (DON) In November 2009, The Alliance for Pioneer Square was awarded a City of Seattle Department of Neighborhoods (DON) Small and Simple grant to produce a Concept Plan through engaging stakeholders and hosting a design workshop.

Subsequently, The Alliance for Pioneer Square received a grant from the City of Seattle DON Large Projects Fund in September 2010 to fund this master plan and the first steps of implementation. Numerous local landscape designers, historians, consultants, and volunteers have contributed in-kind donations of labor and supplies.

4Culture Heritage Special Projects Program In May 2010, the Alliance for Pioneer Square received a grant from 4Culture to continue planning, advertising, and outreach efforts for the Trail to Treasure. This funding program provides grants for proposals that document and interpret the cultural heritage of King County.

Local Businesses There has been generous support from local businesses to fund project consultant time and graphic design, and to provide refreshments and supplies for public meetings. Local business support to-date includes: The Seattle Mariners, Bill Speidel’s Underground Tour, Elliott Bay Café, the Grand Central Bakery, and Studio SC. This master plan has given significant consideration to the needs of local businesses and their potential synergies with the trail.

Businesses will continue to be active participants in the realization of the trail.

Local Artists The arts community is one of the defining characteristics of Pioneer Square. The implementation of the Trail to Treasure Master Plan will continue to involve local artists who can help make the trail visually compelling and rooted in the neighborhood.

The Waterlines Project The Waterlines Project, based out of the Burke Museum is working to identify the original shoreline and proposing ways to bring this past landscape to life. The Alliance for Pioneer Square will work with Waterlines to complete their project.

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Trail to Treasure | Master Plan

Cost These numbers are a combination of The Portico Group's experience and input from vendors who provide the related services or items. Material provided from vendors is included in an appendix for later follow up and to provide the parameters from which the costs were derived.

It should be noted that actual costs at time of production will be different due to inflation and specifics that are not included at this master plan stage. These numbers should be used for planning purposes only. We've included generous contingencies and have rounded the numbers up in all cases.

T2T_costs_11-04-28.xls

The Alliance for Pioneer Square - Trail to Treasure Preliminary Estimate of Probable Construction Costs The Portico Group Trail Media / Interpretive Items

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Notes

Phase 1

Phase 2

Phase 3

Phase 4

Phase 5

Phase 6

Phase 7

On-Going

$62,000

$20,950

$104,000

$37,000

$144,580

$240,120

$158,500

1 2 3

$77,115 $42,413 $249,390

$400 $220 $1,294

$6,200 $3,410 $20,051

$2,095 $1,152 $6,775

$10,400 $5,720 $33,634

$3,700 $2,035 $11,966

$14,458 $7,952 $46,757

$24,012 $13,207 $77,655

$15,850 $8,718 $51,259

$1,368,082

$7,096

$109,993

$37,167

$184,504

$65,641

$256,496

$425,992

$281,192

$273,616

$1,419

$21,999

$7,433

$36,901

$13,128

$51,299

$85,198

$56,238

$8,516 $131,992

$44,600

$221,405

$78,769

$307,796

$511,191

Ď€

Total Estimate of Hard & Soft Probable Costs

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$1,000 $40,000 $22,000 $1,500 $450 $3,000 $2,000 $12,000 $20,000 $5,000 $3,000 $144,580 $5 $300 $129,000 $2,000 $5,500

Subtotal

$4,000

Soft Costs 5 Owner Admin, Permits & Testing Costs Assume @ 20% of construction budget

4 1 1 1 1 5 2 7 1 5 4 1 6,864 686 1 1 5

Unit Cost

$771,150

Total Construction Costs in 2011 $'s

per 1000 Each Each per 5 per 100 Each per 1000 Each Each Each Each Each linear foot Each Tunnel per 10 Each

Quantity

Subtotal Construction Costs in 2011 $'s

Master Plan Design Contingency @ 20%

Colorgraphics TPG Audiessy Stella Color Stella Color TPG 10 page, uncoated, heavy covers, 1/1 TPG Turner Exhibiits Turner Exhibiits upright or low profile Turner Exhibiits Turner Exhibiits See appendix Belle & Wissell TPG TPG See appendix, pioneer square tunnel, 1 year Titan vinyl, includes hardware Stella Color / See appendix, 4weeks Titan

Unit

$4,000

General Conditions @ 10% Contractor Fees @ 5% Design Fee @ 28%

sheet fed, 4/4, 10 panel basic, dev-prod, no integration with mobile See appendix Direct print on 1/2" plywood 7" diameter, second surface, window cling

Source

$4,000 $40,000 $22,000 $1,500 $450 $15,000 $4,000 $84,000 $20,000 $25,000 $12,000 $144,580 $34,320 $205,800 $129,000 $2,000 $27,500

4

Brochure / Map Website Audio Tour Character Cut-outs Business Decals Storefront Window Displays Treasure Hunt Booklet Primary Stop Kiosks Primary Stop Kiosk Prototype Secondary Stop Kiosks - Freestanding Secondary Stop Kiosks - Wall Mounted Hand-held Device Painted Path LED Pavers Public Transportation (tunnel) Advertising Banners Transit Advertising (bus sides)

18-May-11

$228,014

$1,641,698

$1,183

$40,000 $22,000

$18,332

$1,500 $450 $15,000 $4,000

$6,194

$84,000 $20,000

$30,751

$25,000 $12,000

$10,940

$144,580

$42,749

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

$34,320 $205,800

$70,999

$129,000 $2,000 $27,500

$46,865

Trail to Treasure | Master Plan

Code & Regulatory Considerations The Trail to Treasure’s interpretive elements, including kiosks, signage, trail markings, and associated artworks (both two and three-dimensional) are subject to various code and regulatory requirements.

This master plan has tried to minimize regulatory constraints and coordination challenges in the locations of interpretive nodes, but the ongoing implementation of the trail will still require coordination with and input from several agencies and organizations.

The implementation team will need to coordinate with the parties who have jurisdiction over the property where a particular element will be installed. These include Seattle Department of Transportation (SDOT) for elements in the public right-of-way, Seattle Parks Department for locations like Occidental Park and Pioneer Place, park and private landowners, such as the developer of the Qwest Field North Lot. SDOT regulates “Street Furniture, Public Art, and Unique Objects in the Public Right-of-Way” in section 4.25 of the Seattle Right of Way Improvements Manual, available at http://www.seattle.gov/ transportation/rowmanual/manual/4_25.asp.

Objects placed in the right-of-way generally require an annual street-use permit, which is accompanied by a yearly fee. The City may also require a maintenance agreement and/or a hold-harmless agreement. The Alliance for Pioneer Square and the master planning team have met with SDOT to discuss options for permitting the elements of the Trail to Treasure.

Elements of the Trail to Treasure that are “public art” may be subject to review per City of Seattle Department of Planning and Development Director’s Rule 6-2007, Review of Visual Artworks, which is available at http://web1.seattle.gov/dpd/dirrulesviewer/ Rule.aspx?id=6-2007.

The Pioneer Square Preservation Board reviews all new signage, changes to existing signs and any change in the public right-of-way in the Pioneer Square Historic District. Their review is based on design guidelines that are intended to help preserve the district’s unique character. The Preservation Board has been consulted during the development of this Master Plan and is supportive of its general direction. Ongoing implementation of the physical elements of the trail will be subject to additional review by the Board.

The elements of the Trail to Treasure, including physical elements and other methods of delivering content, are subject to the Americans with Disabilities Act. The team who continues the development of this master plan will need to apply principles of universal design to make sure the compelling stories and experiences provided by the trail are available to the widest range of people.

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Maintenance To be successful, the Trail to Treasure will require maintenance of physical, digital, and organizational components.

easy to respond to changes and update content, so it maintains continuity and relevance through technology and staffing changes.

All aspects of the trail should be resilient and flexible.

Resilience applies to physical durability as well as organizational stability. Flexibility will allow the trail to respond to changes in the neighborhood, take advantage of particular opportunities, and incorporate new stories as they arise.

In the past, Pioneer Square has seen a number of projects – including other interpretive trails – that were conceived and developed but didn’t have the organizational backing and resources to maintain their supporting materials. The Alliance for Pioneer Square will commit to being the steward of the Trail to Treasure, to make sure it does not become an abandoned project.

The kiosks and sign panels will be made of durable material that can withstand weather and the challenges of an urban neighborhood. Mountings for the interpretive panels should be detailed so panels can be replaced in the event of damage. All moveable items shall be durable and require minimal maintenance. Fabrication methods shall be current, common, and easily replicated as elements need to be repaired or replaced. Lighting elements need to be accessible and rated for exterior urban environments.

The web component of the Trail to Treasure can be designed using a CMS system with some content – like the directory of local businesses – that overlaps with some of the Alliance’s other endeavors.

Thoughtful design of the back-end, end goals, and functions of the online presence will make it

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Trail to Treasure | Master Plan

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The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

Trail to Treasure | Master Plan

Appendix

The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011

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Trail to Treasure | Master Plan

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The Alliance for Pioneer Square | Prepared by The Portico Group and CollinsWoerman | May 18, 2011