HyettPalma
703-683-5126
info@hyettpalma.com

Featured Project:
Downtown Medford, OR

HyettPalma completed the Downtown Center City Vision Plan for Medford, Oregon. The purpose of the plan was to assist the Medford Urban Renewal Agency (MURA) in guiding Downtown’s further renaissance.

From 1994 to 1998, MURA diligently implemented the plan — with great success. Then in 1998, MURA decided it was time to review its progress and reconfirm its priorities. MURA invited HyettPalma back to lead a goal setting session for its Board and staff. The purpose of the goal setting session was to target actions necessary to further drive the enhancement of Downtown Medford. This was viewed as building on the success of the Downtown Center City Vision Plan.

The following excerpt is taken from the HyettPalma report which outlines the results of the MURA Goal Setting Session.

Vision for Downtown Medford
As a first step in the Goal Setting Session, the Medford Urban Renewal Agency Board of Directors reviewed the Downtown vision — which was defined by the community in 1994 as part of the Downtown City Center Vision Plan.

The Board unanimously agreed that the vision remains relevant and should continue to serve as the overall guide for the further enhancement of Downtown Medford. It was noted that, while a considerable amount of work yet remains to fully attain the defined Downtown vision, a tremendous level of accomplishment has been realized since 1994 — thanks to the overall efforts of the City of Medford, the Urban Renewal Agency, and the Downtown Medford business community.

Major Accomplishments of
Downtown Enhancement Effort
As a second step in setting goals, the Board reviewed the major Downtown enhancement accomplishments which have been realized during the past several years following the course of action defined by the Vision Plan. These include the following.

• The renovation and reuse of the Craterian Theater.
• The renovation and historic preservation of the old Medford train station and opening of the Medford Depot Restaurant and Southern Oregon & Pacific Brewing Company.
• The continuation of streetscape improvements, which has created a consistent streetscape theme for Downtown.
• Redevelopment of Vogel Park.
• Development of Parking Structure #1, with first floor retail space.
• Development of the Medford Mail Tribune building, which represents a substantial private investment in Downtown and serves as an excellent and highly attractive Downtown anchor.
• Opening of the Rogue Community College in Downtown.
• Opening of US Cellular and Asante in Downtown.
• Red Lion conversion to Doubletree Hotel — rather than a lesser use.
• New City Hall annex built in Downtown.
• The opening or renovation of 9 Downtown restaurants — which are all quality, locally owned, non-chain, and ethnically diverse establishments.
• Antique and furniture business expansions of square footage and continued expansion of market — both of which have further strengthened their positions as significant Downtown anchors.
• Continued discussions concerning development of a major Downtown library facility — and evolution to discussions of possibly developing a facility that would jointly serve Rogue Community College, Southern Oregon University and users of the County library system.
• Improved level of Downtown business retention.
• Existing businesses have expanded in Downtown.
• The Downtown openings of a significant number of new, locally owned, specialty businesses, entertainment-oriented businesses, and family-oriented businesses.
• Increased sales noted by many Downtown businesses.
• Lower vacancy rate in buildings east of the rail lines.
• Improvement in the quality and longevity of Downtown businesses.
• An increasing number of private property improvements — and those done with technical assistance from MURA have given the Agency a track record of quality.
• Downtown Medford has become the “first choice” location for some offices — due to enhanced Downtown amenities, central location, good fiber optics, and Downtown being perceived as a landmark location in a major city in Southern Oregon.
• Increased number of business prospects and employers from nearby cities who are interested in Downtown Medford locations.
• Listing of Downtown on the National Register of Historic Places.
• Creation of the Downtown Medford walking tour.
• Bear Creek improvements — which continue to be a high priority of the community — are nearing completion and are on-track.
• Getting the Growers Market “off the ground.”
• More positive press coverage of Downtown and the enhancement effort.
• The community’s enhanced feeling of pride in Medford’s Downtown.
• Ensuring that all actions undertaken by MURA are of high quality, which has been noted by the community with pride.
• MURA has been operated as a fiscally sound and well-managed Agency.
• MURA’s move to a new office, which is a symbol of the Agency’s standing in the community, makes staff more accessible to the Downtown business community, and has improved staff working conditions.

Priorities
Following the discussion of key issues and projects, Board members considered which of these should be top priorities — and top work program items — for MURA. As a result, the Board of Directors agreed on the following priorities.

• Develop written design guidelines to address the appropriate treatment of Downtown’s existing buildings, private and public signs, and new building construction.
• Create the next parking structure, and take into consideration public transportation opportunities and enhancements.
• Facilitate creating a focus on Bear Creek — as desired by the community — by encouraging dialogue among all involved entities and agencies.
• Encourage and stimulate additional Downtown housing development.
• Continue to act as a facilitator for the “Big Four” projects:
• US Cellular — offer what we can to make the deal happen, but realize that it might not;
• Rogue Community College — encourage RCC to complete a long-term plan that specifies their future presence in Downtown;
• State office building — help as we can to facilitate location in Downtown, as desired by State government; and
• Joint library facility — facilitate location Downtown, and provide infrastructure as appropriate, but do not take on whole project.
• Work with art groups and corporate donors to bring public art to Downtown.
• Recruit businesses to Downtown that “fit.”
• Continue the work of the MURA Marketing Committee — via a marketing plan that includes public affairs and co-op advertising.
• Continue an open dialogue with City Council by holding two meetings with Council each year.
• Continue to focus on MURA’s “19 projects.”