THE BLOC PUBLIC SPACE PUBLIC LIFE STUDY Q2 BENCHMARK REPORT 2017
“We see it as a physical and cultural beacon, a truly transformative force, at the very heart of a rapidly revitalizing downtown Los Angeles.� -Wayne Ratkovich
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TABLE OF
CONTENTS
6 12 26
approaching our study project history testing design assumptions timeline & methodology
primary data & analysis pedestrian counts activity mapping intercept surveys programming
our initial learnings validating design assumptions additional conclusions what’s to come
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APPROACHING
OUR STUDY
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PROJECT HISTORY: STUDIO ONE ELEVEN’S INVOLVEMENT WITH THE BLOC The Bloc—formerly The Broadway Plaza and then Macy’s Plaza—was designed and constructed by Charles Luckman in 1973. The original design featured a multistory, enclosed mall connected to The Hyatt Regency Hotel. Once referred to as, “an ocean of space in the heart of a megastructure,” the Broadway Plaza acted as a fortress against the city (The Los Angeles Times). The suburban, inward facing structure, which blocked off all of 7th Street, kept the city out and created an artificial, mall-like quality inside. The completely brick-clad façade created a homogeneous structure atop an entire city block and unfortunately, lacked urban permeability and appropriate city and human scale. The Bloc’s lack of connectivity to Downtown’s urban fabric became one of the most difficult yet exciting challenges Studio One Eleven faced when beginning work on the project. It not only separated those inside from the pedestrians on the sidewalk, but also the thousands of daily Metro riders on the other side of its walls. It was therefore of paramount importance that Studio One Eleven’s design encouraged permeability by providing new connections to the sidewalks and streets of Downtown. By connecting the Bloc directly to the bustling 7th Street Metro station, the project acts as a window into Los Angeles—connecting transportation to the places where we live, work and play. Additionally, one of the largest design moves was the removal of the previous Macy’s Plaza roof in order to open the fortress and invite the city back in to the space. Though privately owned, by repositioning the Bloc as an open-aired, multi-story, mixed-use space, it now serves as a public, urban living room in the heart of the city. 8
PROJECT TIMELINE PROJECT TIMELINE
STUDIO ONE ELEVEN STUDIO BEGINS ONE ELEVEN AS LEAD BEGINS ARCHITECT AS LEAD [OCT 2013] ARCHITECT [OCT 2013]
RENOVATION BEGINS RENOVATION [Q2 2014] BEGINS
METRO PORTAL METRO OPENS PORTAL [FEB 2017] OPENS
OPENS [JUNE 2016] OPENS [JUNE 2016]
[Q2 2014]
[FEB 2017]
SHERATON & DISTRICT SHERATON OPEN POST & DISTRICT RENOVATION OPEN POST [AUG 2015] RENOVATION [AUG 2015]
ROOFTOP OPENS ROOFTOP [MAY 2017] OPENS [MAY 2017]
METRO BIKESHARE METRO MOVED BIKESHARE TO BLOC MOVED [MAY 2017] TO BLOC
2019 2019
2018 2018
2017 2017 [2 01 7]
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An open, flexible space, unconstrained by fixed elements such as built-in planters and walls, would be more accessible to visitors and allow a larger variety of programming events to occur. Loose, movable furnishings and simple paving could be used to create flexibility. How the public interacted with the furnishings (placement, use, preference) was of interest to us.
SE CO ND SE Q CO U ND Q U M
APRI L
OPENS NS SWALK LK OPE BRAND NDSWA
•
It was assumed that the lower level plaza would be difficult to activate and lease based on case study literature reviews suggesting disconnection from the sidewalk, especially below grade, is a detriment to active, open spaces. To counter that concern, the design incorporated a deck platform to transition pedestrians on 7th Street down in to the plaza. Increasing the physical opening from the street level to the plaza level would be critical in letting in light, maximizing sightlines and minimizing the perception of the plaza level as a “basement.” In addition, the direct connection to the 7th Street/Metro center from the plaza level would help to activate the plaza and encourage pedestrian flow through the space.
8] END 01 [2 NCDH ER 18] ER A T M 0 R [2 Y RCH ER AR MA RT U
VE NO VE R BE NOA U D EC E M Q R BE TH UA DECEM OUR Q F TH UR FO
•
In order to integrate The Bloc into the urban life of Downtown Los Angeles, we would need to create a large, privately-owned public open space. In the age of experiential retail, the former enclosed mall was viewed as a dated, dark space insufficient to attract retail visitors.
START START
RT ER
•
TENANT OPENINGS TENANT OPENINGS
MR. M GR ’S. G O’S PEON PSEN S
In approaching the renovation of the space and to meet our goals for the project, we knew we were going to have to test certain design assumptions. Some of these key principles were:
PUBLIC SPACE PUBLIC LIFE STUDY TIMELINE
FIR ST FQIR USA JANUA T RY Q UA JANUA F RY EB R F EB R
TESTING DESIGN ASSUMPTIONS
2016 2016
2015 2015
2014 2014
2013 2013
[MAY 2017]
PUBLIC SPACE PUBLIC LIFE STUDY METHODOLOGY We therefore wanted to do a public space public life study to test our design assumptions while analyzing user activity, the transformation of the space and the success of the project’s design. This study is an ongoing documentation of public life and public space at The Bloc. The data collection methodology for the study includes the analysis of three primary data sets—pedestrian counts, activity maps and intercept surveys—as well as three secondary data sets— programming, business surveys and parking passages. 9
DATA COLLECTION METHODOLOGY AT DATA COLLECTION METHODOLOGY AT Studying the daily Studying the daily parking passages— including short-term parking passages— visitors, contract visitors, including Macy’s guestsshort-term and valet visitors, guests—cancontract be used tovisitors, identify trends Macy’smonthly guests and valet and draw further insights guests—can be used to by comparing to other identify monthly trends data collection methods.
and draw further insights A ING P SSAGE by comparing to other RK S A data collection methods. P
A ING P SSAGE K R S PA
ITY MAPPIN Twice weekly mapping TIV G C A of stationary activity on the street and plaza levels to understand how day of week, time of day, programming and other variables influence the Bloc’s usage. Mapping Y completed on street and IVIT Twice weekly mapping T plaza levels to compare AC of activity on thestationary success of each as differing public spaces. the street and plaza
MAPP ING
levels to understand how Interviewing various business managers day of week, time of day, on a quarterly basis to evaluate the effects programming and other of the Bloc’s progress on variables influence businesses. the Surveys include Bloc’s usage. Mapping legacy and new tenants, grab n’ go and sit down dining completed on street and and the hospitality and plaza levels to compare service industries. the success of each as differing public spaces.
SS SURVE INE YS S BU
Interviewing various business managers on a quarterly basis to evaluate the effects of the Bloc’s progress on businesses. Surveys include legacy and new tenants, grab n’ go and sit down dining and the hospitality and service industries.
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ESS SURVEY N I S S BU
I
Twice monthly interviews to better understand what brings people to the Bloc, how frequently they visit, how they are getting there and what their thoughts are on the space, as well as any additional insights that may be gathered in conversation. EPT SURVE RC YS E T N
ED AC TIV AMM R G IT O
Y
PR
P
Collecting data twice weekly— in the morning, mid-day and evening—to understand which entries are most active and when. Contributes to a better understanding of pedestrian activity on the street versus plaza level. IAN COU STR NT E S ED
Tracking recurring and special events to measure their success in drawing people to The Bloc and activating the plaza. Weekly events include food trucks, Taco Tuesday and an artisan market while special events include live concerts, seasonal holiday celebrations and more. 11
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PRIMARY
DATA & ANALYSIS
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PEDESTRIAN COUNT METHODOLOGY
CONDITIONS TO CONSIDER
WHY The Bloc is a full-block site in Downtown Los Angeles bound by Hope, Flower, 7th and 8th Streets. At roughly 4.5 acres in size, a critical component of Studio One Eleven’s design is ensuring the project exists as a seamless space within the urban fabric of DTLA. Additionally, because the Bloc is inherently split into two levels, it is important that we activate and connect both across the length of the block. Therefore, the design utilizes the project’s existing pedestrian entry points, as well as four new openings, to increase connectivity and provide full accessibility from all corners and levels of the block. Currently, both the plaza and street levels have eight pedestrian entry points each and eventually, the street level will have a ninth entry along Flower Street. However, because the Bloc is a mixed-use project including retail, a large office tower and a hotel, the space is used very differently throughout the day and week. We therefore wanted to utilize pedestrian counts to enhance our understanding of the relative levels of activity at the various entries. To do so, we studied 14 of these entries throughout the week and weekend, as well as morning, mid-day and evening, to better understand from a design and placemaking perspective which are most lively, inviting and successful. Some of these are direct entries into the project—for example, directly off the sidewalk on Flower, 7th or Hope Streets—while others are entries into the buildings from the Plaza—like the office tower lobby. Using pedestrian counts, the questions we want to answer are: • Which entries at the Bloc are most active on the weekdays vs. weekends? • Which entries at the Bloc are most active during the morning, mid-day and evening? • What is the Bloc’s ground level vs. street level usage?
HOW •
DISCREPANCIES •
•
Pedestrian counts captured using existing security cameras; therefore, certain angles could not be captured including the Macy’s entry at street level. Unpredictable camera variables, like redirection or blockage, occasionally result in minor data discrepancies.
PEDESTRIAN COUNT INSIGHTS OVERALL INSIGHTS For both the plaza and street levels during the weekday and weekend, pedestrian activity is greatest coming from 7th Street, through the plaza via the grand escalator and staircase and either through the elevators leading to the 6-story parking garage or through the Metro portal leading to the 7th Street Station. Activity was generally similar between weekdays and weekends at both the street and plaza levels, which suggests overall pedestrian activity at the various entries seems less dependent on day of week than one may initially conceive. Of the two levels, the street level experiences a greater change in use between a typical Tuesday and typical Saturday. Being that the interface with the street is more active on the weekends, the shift in activity could be a reflection of the change in audience, with the weekdays catering to a more professional environment and the weekends reflecting everyday life in DTLA. However, throughout the week activity levels from Hope & 7th slow while Flower & 7th is much more active. This could potentially be symptomatic of fewer open stores near Hope and will be validated looking at trends over time.
Security footage collected every Tuesday and Saturday from 8:30-8:40am, 12:30-12:40pm and 5:30-5:40pm. Pedestrians counted at 14 points either entering or exiting the Bloc. Counts averaged over an hour to capture average morning, mid-day and evening activity. 15
PEDESTRIAN ACTIVITY BY LEVEL AND DAY OF WEEK •
•
Street Level | Weekday: At the street level on a typical weekday, the three most active entries are the Bloc Office Tower entry, 7th Street coming from Flower and the grand escalator and stair from the plaza below. The higher activity levels are most likely attributed to general day-to-day activity in and out of the 32-story office tower, including people coming to and from work in the morning and evening, as well as those going out mid-day around lunch.
Street Level | Weekend: At the street level on a typical weekend day, the 7th Street entry coming from Flower is most active, followed closely by the grand escalator and stair from the plaza below, as well as 7th Street coming from Hope. The increased pedestrian activity at 7th Street coming from outside the Bloc could be attributed to a higher portion of local, DTLA residents using the space during the weekend.
STREET LEVEL | WEEKDAY
SEVENTH
OFFICES
PLAZA
*Data is unavailable for the Macy’s entry at Street Level.
PLAZA SEVENTH
N
HOPE
STREET LEVEL | WEEKEND
SEVENTH
OFFICES
PLAZA
*Data is unavailable for the Macy’s entry at Street Level.
PLAZA SEVENTH
N
HOPE
16
•
Plaza Level | Weekday: At the plaza level on a typical weekday, the most active entry is the grand escalator and stair, connecting the plaza to 7th Street, followed by the elevator entry leading to the parking garage and the Metro portal. Being that the average weekday is sampled on Tuesdays, some of the heightened activity at the grand escalator and stair could be attributed to Tuesday’s programming, which includes a three-hour taco stand in the plaza.
•
Plaza Level | Weekend: Similar to the plaza level on a weekday, on a typical weekend day the most active entry is the grand escalator and stair, followed by the elevator entry to the parking garage and the Metro portal. However, generally there is less activity coming from the street level and more activity coming from the garage and Metro, which could be a result of factors like increased gym usage and shopping over the weekend, as well as those coming by Metro to explore Downtown Los Angeles.
PLAZA LEVEL | WEEKDAY FLOWER
SEVENTH SEVENTH
HOPE
MEZZANINE
HOPE
PLAZA LEVEL | WEEKEND FLOWER
SEVENTH SEVENTH
HOPE
MEZZANINE
HOPE
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ACTIVITY MAPPING METHODOLOGY
CONDITIONS TO CONSIDER
WHY Activity maps are conducted to help us understand stationary activity throughout the Bloc. By observing human behavior, we are able to better understand the ways in which the multi-level public space is used, the activities it encourages and the influence of design on public life. In addition, the maps help us capture this data in relation to variables like weather, time of day, programming and tenant openings. As the project continues to evolve and more restaurants and retailers open, such maps will allow us document the success of the space in encouraging public life and activity over a period of time. Activity maps are conducted to help us understand:
DISCREPANCIES
•
•
•
The success of the plaza level vs. street level as spaces for public life in DTLA How time of day and day of week influences the way the space is used, including factors like shading, flexible seating, store openings and programming
HOW •
•
Stationary activity mapping conducted on the street and plaza levels every Tuesday/Friday and first Saturday of the month. Mapping conducted once throughout the day between 7am-8pm. Activity maps separated by morning (7am-11am), midday (11am-4pm) and evening (4pm-8pm).
AVERAGE NUMBER OF PEOPLE AT AVERAGE NUMBER OF PEOPLE AT
46.2 46.2
28 28 14.2 14.2 MORNING [7AM-11AM] MORNING
MID-DAY [11AM-4PM] MID-DAY
ACTIVITY MAPPING INSIGHTS OVERALL INSIGHTS The activity maps indicate the most popular time of day for stationary activity is always mid-day (11am-4pm), followed by evenings (4pm-8pm). The most people doing stationary activity in the mornings and evenings occurred in June while the most mid-day stationary activity occurred in April. Such trends in June could be the result of Starbucks opening mid-month and in April the weather was cooler mid-day than in May or June. AVERAGE BY MONTH AVERAGE BY MONTH 60
OVERALL AVERAGE OVERALL AVERAGE 50
50 45 45 40 40 35 35 30 30 25 25 20 20 15 15 10 10 5 5
Assumptions made about individuals’ gender and age during activity mapping.
EVENING [4PM-8PM] EVENING
60 55 55 50 50 45 45 40 40 35 35 30 30 25 25 20 20 15 15 10 10 5 5
61.8
41.5 41.5 35.6 33
35.6
33
29 27
29
27 22.3 22.3
11.3 11.3
8 8
MORNING [7AM-11AM] MORNING
[7AM-11AM] [11AM-4PM] [7AM-11AM] *Averages are reflective of activity maps completed on Tuesdays, Fridays and [4PM-8PM] Saturdays from April-June 2017. **Averages are reflective of the combined total of people on the street and plaza levels. ***Number of samplings gathered vary by month and time of day. Averages are not based upon equal quantities of data sets. *Averages are reflective of activity maps completed on Tuesdays, Fridays and Saturdays from April-June 2017. **Averages are reflective of the combined total of people on the street and plaza levels. ***Number of samplings gathered vary by month and time of day. Averages are not based upon equal quantities of data sets.
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61.8
MID-DAY [11AM-4PM] MID-DAY [11AM-4PM]
EVENING [4PM-8PM] EVENING [4PM-8PM]
APRIL
MAY
JUNE
APRIL
MAY
JUNE
50%
40%
30%
20% MORNING
10%
MID-DAY
O TH ER
RE A D IN G
SL EE PI N G
H O M EL ES S
SM O KI N G
PE T
E
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E
EX ER C IS
E
PE RF O RM A N C
W PE A O TC P H L IN G EL EC TR D ON EV IC IC
E
PL A YI N G
EVENING TA LK IN G
]
60%
E D AT RI IN N G K / IN G
G
ACTIVITY BY TIME AT
*Percentages are reflective of activity maps completed on Tuesdays, Fridays and Saturdays from April-June 2017. **Percentages are reflective of the combined total of people on the street and plaza levels. Those observed can be mapped as doing multiple activities at once. ***Number of samplings gathered vary by month and time of day. Averages are not based upon equal quantities of data sets.
Of the various stationary activities taking place, the four primary activities consistently observed are:
Through April, May and June, the actions of talking and using one’s electronic device showed an inverse relationship. While more people are talking mid-day compared to mornings and evenings, more people are on their electronic devices mornings and evenings than midday, indicating the Bloc functions as a more social space mid-day than at other times observed.
STREET VS. PLAZA LEVEL ACTIVITY In trying to understand the success of the plaza level versus the street level as spaces for public life in DTLA, we looked closely at user profiles to identify any unique trends between the two levels. We considered data such as user’s age, positioning and grouping, regardless of time of day. When considering a user’s age, individuals are characterized as less than 16, between 16 and 65 and older than 65. From April-June, those older than 65 more commonly utilized the street level, while at the plaza level the main age group was 16-65. The increased presence of older people at the street level (roughly 12% more than the plaza level) could be attributed to ease of accessibility (no grade change), as well as the shading provided by the
colonnade versus the open plaza below. More mid-age adults at the plaza level (roughly 18% more than the street level) could be attributed to strong programming in the plaza throughout the work day. When considering a user’s position, individuals are marked as either standing, leaning, formally seated (E.g. a chair) or informally seated (E.g. laying on the turf). Throughout the quarter, activity maps indicated more people were standing or leaning at the street level (roughly 18% more than the plaza level) whereas more people were formally seated in the plaza (roughly 20% more than the street level). Standing activity at the street level could be attributed to less opportunities for seating than below, the public enjoying the vantage points from the balcony looking down into the plaza or up at the city skyline and naturally, the continuous railing lends itself to leaning. Seated activity in the plaza is likely due to more flexible and permanent seating opportunities throughout the space. When considering a user’s grouping, individuals are marked as either single, in a pair or in a group. From April-June, the street level encouraged more individual activity (roughly 13% than the plaza level), which could be due to the increase in individual seating opportunities, like rocking chairs, as well as curvilinear benches that are more conducive for individuals than groups. The plaza level generally encouraged more paired or group activity, which could be attributed to the two top and four top tables, group interaction and activity encouraged by programming and flexible furnishings and turf more conducive and friendly for larger groups and families. 19
ACTIVITY MAPPING ADDITIONAL OBSERVATIONS STREET LEVEL OBSERVATIONS
Steady flow from office tower to the Macy’s entry to access parking structure at end of day .
OFFICES
SEVENTH
All six rocking chairs often completely full - particularly as weather cools down mid-afternoon. Frequently used to charge phones and people watch.
PLAZA
People lineup every day beginning at 9:30 AM waiting for Macy’s to open at 10 AM.
Strong security presence throughout space.
People from office tower often bring/eat lunch on deck. Popular spot for laptops and meetings. Lots of shade provided by umbrellas.
PLAZA SEVENTH
FLOWER
N
PLAZA LEVEL OBSERVATIONS
HOPE
Taco Tuesday lunch line often spans the entire plaza. Very popular place for professionals to grab a bite with coworkers. Popular area mid-morning for Starbucks spillover as well as on site construction workers who take a break to eat. SEVENTH SEVENTH
Frequent spot for individuals and pairs of people to meet either before or after going to LA Fitness. HOPE
Common meeting place for running groups in the evening. Popular space throughout the day for people to congregate, relax, nap, people watch, eat and play. Most commonly used area in plaza for seating.
MEZZANINE
20 N
H
INTERCEPT SURVEY METHODOLOGY
CONDITIONS TO CONSIDER
WHY Intercept surveys—a key component of primary data collection—provide a direct interface with the users of a space. By going out and interviewing various people at not only different times of the day, but also different days of the week, we can build a more comprehensive understanding of who the Bloc’s users are and what brings them to the space. Additional insights can also be gained that may otherwise be difficult to gather through other data collection methods. Intercept surveys are conducted to understand the profiles of different Bloc users, including: • • • • •
Who are they? What brings them there? How do they get there? What do they think of the space? Are there any additional insights to be gathered?
•
• • •
Difficult to engage professionals who are eager to get back to work and have little time to stop and talk. Could affect data pertaining to reason for visiting the Bloc. Potential gender bias by those willing to stop and talk. Typically survey people who are single rather than in a group to provide a more varied sampling of responses. Could affect responses.
INTERCEPT SURVEY INSIGHTS
HOW •
DISCREPANCIES
Survey 10 people the first Tuesday/Saturday of every month. Provide each interviewee with a $5 Starbucks gift card. Rotate surveying in the morning, mid-day and evening to provide more well-rounded responses.
Of the 60 people interviewed, roughly half (49%) came to the Bloc for shopping and entertainment—24% of those shopping were going to Macy’s and 21% to LA Fitness. Combined, these two anchor tenants drew 45% of the interviewees to the Bloc—a testament to their draw and popularity. The second and third most popular reasons for visiting were to explore (24%) or for work (19%); however, it is important to note that many professionals were in too much of a rush to be surveyed in comparison to those shopping or exploring with flexible schedules.
REASON REASONFOR FORVISITING VISITING Other Other[6%] [6%]
Exploring Exploring[24%] [24%]
Work Work[17%] [17%]
Hotel Hotel[2%] [2%] Visiting/Convention Visiting/Convention[2%] [2%]
21% 21% Shopping/Entertainment Shopping/Entertainment [49%] [49%]
OTHER OTHER RETAILERS ATRETAILERS AT
24% 24% 4% 4% 21
When asked how interviewees arrived at the Bloc, the three main modes of arrival were by Metro (39%), foot (19%) and car (18%). In all three instances, people’s primary reasons for using these modes were firstly convenience and secondly speed. Regardless of mode of transportation, visitors generally choose whichever proved most convenient and fast, indicating factors like cost were less of a concern for Bloc users. Additionally, when considering trends of how often people visit the Bloc, daily visits saw a large increase while first time visitors decreased greatly. The scatter plot on p. 24 depicts the neighborhoods where the interviewees live. Overall, a significant portion live in the Downtown, Westlake and Koreatown neighborhoods. Additionally, there is a strong correlation between individuals’ neighborhoods of residence and LA’s Metro lines—particularly on weekdays. When comparing surveys from Tuesdays and Saturdays, during the week, individuals come from all over LA City and County, while on the weekends more individuals live in Downtown and nearby neighborhoods.
survey—particularly when conducted during the morning or mid-day—many interviewees expressed a need for increased shading. In particular, people pointed to areas of the plaza with seating and suggested more furnishings like umbrellas and shade structures. Because people enjoy the project’s openness to the sky, very few desired increased shading through built space.
INTERCEPT SURVEY ADDITIONAL OBSERVATIONS When asked what people like most about the Bloc, repeated comments included the openness to the city and the convenience of tenants like Macy’s and LA Fitness. Several people commented on the liveliness of the space, including features like the colorful, flexible seating, the “squishy” turf for relaxing and playing and the exciting, vibrant graphics throughout the space. When asked if there is anything people would change, many expressed a desire for more stores to be open, greater tenant diversity and construction completion. Depending on the time of the
HOW DO YOU GET TO HOW DO YOU GET TO
Metro [39%] 29% Metro [39%]OF METRO 29% RIDERS
27% 27%
OF METRO RIDERS CHOOSE THIS CHOOSE THIS MODE DUE TO MODE DUE TO OF METRO RIDERS OF METRO CONVENIENCE SPEEDRIDERS CHOOSE THIS CHOOSE THIS MODE DUE TO MODE DUE TO CONVENIENCE SPEED
Bike [3%] Bike [3%][2%] Carpool
Bus [15%] Bus [15%]
Carpool [2%] Taxi/Uber [3%] Taxi/Uber Other [1%] [3%] Other [1%]
54% 23% 54% 23%
OF DRIVERS CHOOSE THIS MODE DUE TO OF DRIVERS CONVENIENCE CHOOSE THIS MODE DUE TO CONVENIENCE
22
OF DRIVERS CHOOSE THIS MODE DUE TO OFSPEED DRIVERS CHOOSE THIS MODE DUE TO SPEED
Car [18%] Car [18%]
Foot [19%] 41% Foot [19%] OF PEDESTRIANS 41%
14% 14%
OF PEDESTRIANS RIDERS CHOOSE CHOOSE THIS THIS MODE DUE TO MODE DUE TO OF PEDESTRIANS OF PEDESTRIANS CONVENIENCE SPEED RIDERS CHOOSE CHOOSE THIS THIS MODE DUE TO MODE DUE TO CONVENIENCE SPEED
OPTIONS FOR WHY PEOPLE CHOSE THEIR OPTIONS FOR WHY MODE OF TRAVEL: PEOPLE CHOSE THEIR (*IN ORDER OF MOST MODE OF TRAVEL: POPULAR) (*IN ORDER OF MOST POPULAR) CONVENIENCE SPEED CONVENIENCE COST SPEED OTHER COST RELAXATION OTHER TO AVOID PARKING RELAXATION TO AVOID PARKING
HOW OFTEN DO YOU VISIT HOW 8
OFTEN DO YOU VISIT
78 67 56 45 DAILY
34 23 12 1
APRIL
MAY
JUNE
APRIL
MAY
JUNE
SEVERAL TIMES/WEEK DAILY SEVERAL TIMES/MONTH SEVERAL TIMES/WEEK ON OCCASION SEVERAL TIMES/MONTH FIRST VISIT ON OCCASION FIRST VISIT
During the first few rounds of intercept surveys, many interviewees were unaware of the Bloc’s Metro portal; however, as time passed and Metro signage was installed, there seemed to be an improved awareness of its presence. Overall, commentary was very positive and people expressed excitement about the improvement of the space from its prior condition, as well as eager anticipation about all that is to come—particularly tenants like Starbucks and Alamo Drafthouse. Additionally, people were very positive when discussing the cleanliness, maintenance, safety and friendliness of the space. When comparing other public spaces in Downtown, people spoke very highly of the Bloc’s openness, seating variety and programmed activity.
PROGRAMMING Recurring programming has proven to be tremendously successful in activating the Bloc with professionals who work in the tower, shoppers from around the city and local DTLA residents. Weekly events include:
While mid-day programming often caters to a more professional crowd, special events—which typically take place in the evenings—often draw a local, Downtown audience. Events that are full sensory experiences—like the Concerts on The Bloc: Free Summer Concert Series curated by Sofar Sounds—have been well attended, particularly as they market food, free beer and live music in addition to a variety of activities and seating.
SECONDARY DATA In addition to primary data collection, for future analysis we will utilize secondary data sets and compare them by quarter. Reports will look more closely at individual tenant success and parking volume by utilizing business surveys and parking passage counts. This analysis will include tracking how tenant openings and programming affect the business of legacy and new tenants. In addition, we will look to parking data, Metro ridership and intercept surveys to see if mode of arrival shifts and if there are correlations to microclimate and season.
Most recurring programming includes a live DJ, as well. On Tuesdays, the Taco Truck, which is located in the middle of the plaza, has been instrumental in drawing a busy lunch crowd, including employees and professionals from inside the tower and around the city. During this time, lines weave through the plaza, groups gather and seats are almost always filled. While Taco Tuesdays are fantastic for activating the plaza below, on Fridays, the food trucks lining 7th activate the Bloc at the street level. Groups congregate while waiting for food, after which many frequently move to the deck or plaza below to enjoy their food. 23
INTERCEPT SURVEY SCATTER PLOT
BURBANK VAN NUYS GLENDALE
HOLLYWOOD KOREATOWN
SANTA MONICA
CULVER CITY
SOUTH LA
HUNTINGT PARK
INGLEWOOD
COMPTON
TORRANCE
KEY SATURDAYS TUESDAYS METRO LINE 24
SAN PEDRO
T
3M
I LE RADI US
SILVER LAKE
ECHO PARK
KOREATOWN
CHINATOWN WESTLAKE
BUNKER HILL
DOWNTOWN UNIVERSITY PARK
PASADENA
ARTS DISTRICT
VERNON SOUTH PARK EAST LA
TON
DOWNEY
ANTELOPE VALLEY, CA
FULLERTON SACRAMENTO, CA
LONG BEACH TALLAHASSEE, FL
NORTHERN SPAIN
25
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OUR INITIAL
LEARNINGS
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VALIDATING DESIGN ASSUMPTIONS As we continue to collect and analyze data, we want to call out our findings from testing our initial design assumptions (p. 9). We have compiled a list of observations and learnings gathered over the past three months of the Public Space Public Life Study that validate many of our assumptions, as well as provide further insights into people’s day to day interactions with the project. One of the most valuable observations has been the day to day diversity of the users at the Bloc. As an open public space and integral part of Downtown’s urban fabric, the project draws a diverse group of visitors and activities. From blue-collar workers to seasoned professionals, university seminars to running groups, the Bloc has proven to be a space in Downtown where all Angelenos can congregate and go about everyday life.
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1
People love edges – Those who congregate on the turf gravitate towards the seating located at the edge. Alternatively, because the furnishings are flexible, people move the furniture so that it is at the edge of the space.
2
Turf in a plaza works – In the plaza, the public prefers the furnishings on the turf to those on the concrete adjacent. The plaza seating is more spacious and reclined and includes arm and foot rests, making them a more popular choice for the public.
3
People enjoy vantage points – People enjoy leaning on the street level railing while overlooking the plaza. Many rest to observe the activity throughout the plaza below, look up at the city skyline or stop to take pictures.
4
The deck is a success – The deck has proven to be a tremendously well-used space. The area provides intimate seating opportunities, ample shade and a unique vantage point midway between the street and ground level plaza.
5
Flexible furnishings are a win – Flexible seating has been extremely helpful in allowing for various activities and programming. Such flexibility accommodates shifting activity throughout the day so that the plaza may serve multiple programmatic needs.
ADDITIONAL CONCLUSIONS: IMPROVEMENTS TO ENHANCE THE PUBLIC EXPERIENCE
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Open Tenants – Throughout Q2, particularly in the earlier months, many people expressed a desire for more tenants, as well as increased tenant diversity, including amenities like a grocery store or movie theater. The Ratkovich Company and National Real Estate Advisors are in the process of curating a diverse tenant experience and are taking intermediate programming measures, like pop-up shops, to activate the plaza.
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Seating Opportunities – The popularity of weekly programming, like Tuesday’s Taco Truck, results in peak hours during which seating can be scarce. Interviewees expressed a desire for more places to sit at these times, and through both observation and commentary, we learned many prefer the reclined seating to the folding chairs and tables. The Ratkovich Company and National Real Estate Advisors recently purchased additional furnishings to add to the turf, including foot rests, chairs and love seats.
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Increased Shading – Many interviewees, in particular those who were interviewed mid-day, expressed a need for increased shading at peak sun hours. The Ratkovich Company and National Real Estate Advisors have since provided several more umbrellas throughout the plaza, which allow for temporary shading when need be, but can be moved throughout the day to accommodate various activity.
From both our observations and intercept surveys, we’ve identified five key areas of improvement to enhance the public’s interface with the project. •
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Bike Parking – Several interviewees, particularly office tenants, stated a need for increased bike parking. Current options are in the public right of way, which people feel uncomfortable using for extended durations of time, or are within the Bloc but difficult to locate and access by bike. Studio One Eleven is working with The Ratkovich Company and National Real Estate Advisors to increase bike parking opportunities for both tenants and Bloc visitors while identifying the most easily navigable and accessible bike parking locations within the project. Wayfinding and Bloc Navigation – It has been identified through both observation and conversation that the Bloc is sometimes challenging to navigate, particularly for new visitors or those accessing the site by Metro. Due to the project’s complexity on account of its multiple levels and access via different modes of transit, wayfinding could be improved to help individuals’ experience when entering the space. In particular, those coming or leaving via the Metro portal would benefit from better signage to help people navigate from the street, through the shops and to the Metro.
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ADJUSTING OUR APPROACH As we continue the process of data collection and analysis, we are gaining valuable knowledge and want to ensure our future practices reflect our learnings. Upon reviewing quarterly data, we are making any adjustments necessary to ensure we seek the most valuable data in order to meet the goals of our study. Throughout Q2 the pedestrian counts yielded very consistent data and we therefore plan to reduce our data collection from every Tuesday/Saturday of the month to the first Tuesday/Saturday of the month. Additionally, when we began the study in April, Starbucks had yet to open. However, since opening in June, we are starting to notice trends in activity within three areas of the plaza level—the deck, the Starbucks patio and the main plaza. Therefore, throughout the next quarter we will record stationary activity by area to see how activity differs in each. We are also considering a potential increase in intercept surveys as speaking to the public has not only proven to be informative, but also provides value without much investment. By collecting data and anecdotes regarding seating, umbrellas and other flexible furnishings, we can work with the landlord to help adapt the space to the community’s desires throughout the process of the study. When Studio One Eleven began the setting up the framework for our Public Space Public Life Study of The Bloc, we had originally planned to collect data for a four quarter (12 month) period. This timeline was based on both anchor and smaller retail tenants opening so that we could compare public life against the tenanting, programming and evolution of the space. However, due to some delays in tenant openings, we are considering analyzing Q2 and Q3’s data and then taking a potential one to two quarter break. The break would provide us more time to gauge the effects of changes and additions to the project—for example, the opening of new anchor tenants—and allow such changes to shape users’ day-to-day activity. The break could provide us an opportunity to observe users’ responses, and provide us with the opportunity to compare public life and the space in two more differentiated states—a key goal of ours when beginning the study.
WHAT'S TO COME Studio One Eleven will follow up with the Q3 Benchmark Report, which will encompass data from July, August and September. The second benchmark report will include data analysis similar to the first report, but will also look at the project’s continuous transformation as we aim to identify trends by quarter. In continuing this study, we will be able to share insights as architects and urban designers to create improved public spaces for all. 30
SEPTEMBER 2017
ALAN PULLMAN [SENIOR PRINCIPAL]
ALEXANDRA BURKHARDT [DESIGNER & RESEARCH ANALYST]
MARCUS LUCIANI [ASSOCIATE PRINCIPAL]
SHRUTI SHANKAR [URBAN DESIGNER]
INTERNS: BENNY FRIEDMAN, VICTORIA CUENCA-ARENA PHOTO CREDITS: CARLOS HERNANDEZ *This was an internal study conducted by Studio One Eleven and includes our assessment of the project. 31