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HomeMy WebLinkAboutA048 - Observations and Recommendations from Zimmerman/Volk e ZIMMERMAN/YOLK ASSOCIATES, INC. 17 East Main Street RECEIVED Clinton, New Jersey 08809 908-735-6336 • 908-735-4751 facsimile FEB 0 82001 Research &Strategic Analysis CITY OF AMES,IOWA DEPT.OF PLANNING&HOUSM6 M EMORANDUM DATE: February 5, 2001 PROPERTY: Somerset City of Ames Story County, Iowa RE: Observations and Recommendations FOR: City of Ames This memorandum outlines observations and recommendations after review of physical conditions at Somerset, visits to new subdivisions and apartment communities, and informal discussions and interviews with Somerset's developers, Ames builders, allied real estate professionals and City staff. Although we have not conducted a market position analysis on the property, we remain reasonably confident that the reason for slow sales is not the lack of market potential for housing within a genuine traditional neighborhood but rather the development's execution and positioning. Poor sales seem to be attributable to an incorrect housing mix, flaws in the site plan, and poor phasing. The combination of these problems has created a negative image for Somerset among builders, real estate brokers and, to some extent, the buying public. There are, however, several positive factors that should not be underestimated: • Somerset's developers—because of the quality of their work and commitment to Ames-based builders and subcontractors—are held in high regard by the real estate community. MEMORANDUM Page 2 Somerset City of Ames, Iowa February 5, 2001 • Somerset has what is probably the best new housing location in Ames. • The attached housing, both rowhouses and small-scale apartment buildings, have been generally well executed. • Elements of the commercial core that have been completed are both attractive and functional. Recommendations for reversing the current situation are as follows: 1. Expand the potential market by correcting the housing mix. The current mix does not serve the full range of household types. Notable in their absence are ownership units appropriate for older residents. It also seems probable that attached housing units are too heavily represented in the mix. Although specific recommendations can only be made based on a detailed understanding of the market through a Market Position Analysis, it is clear from observation that older households have few if any ownership options at Somerset; empty-nesters and retirees always represent some portion of the market for traditional neighborhoods. Empty-nesters prefer a ground-level master suite. One-level plans are not required, however; secondary bedrooms can be located on the second floor. Steps from grade level to the main living level are typically not a deterrent to empty-nester buyers. To accommodate these housing types, some rowhouse lots must be made wider. Appropriate locations for detached cottages must be identified. ZIMMERMAN/YOLK ASSOCIATES,INC. sp MEMORANDUM Page 3 Somerset City of Ames, Iowa February 5,2001 2. Reverse the impact of phasing errors by completing an area within Somerset that includes several housing types. Despite the extensive infrastructure that has been completed, Somerset has yet to achieve the first marketing objective of traditional neighborhoods: to demonstrate the superior public realm through the completion of a street. The area that holds the best potential for completion is Camden Drive west to Stange Road north to Bristol Drive west to the end of the first rowhouse building. This would require the following: — Complete missing buildings: north on Bristol Drive around The Grove < On Camden Drive; < On Bristol Drive facing The Grove and the completed rowhouses; and < On Lot 19 on the corner of Sherwood Avenue and Bristol Drive. — Adjust detailing of The Grove to correct for the adjacency of the backs of the houses on Lots 19 and 20. A screen or evergreen hedge at the lot line should be sufficient to make The Grove feel like a public place. Future phases should also be completed with the same objectives in mind. The sales price and rent premiums typical to well-executed traditional neighborhood developments only come when the superior streetscapes are evident. ZIMMERMAN/YOLK ASSOCIATES,INC. Page 4 ' MEMORANDUM Somerset City of Ames, Iowa February 5,2001 3. Focus architectural style regulations so that they are less costly, and yet maintain a consistent design quality. The design review must be pared down to only essential elements. Expensive trim is wasted when basic non-historical finish details (e.g.— cantilevered, vinyl-clad chimneys, "porkchop" rake ends, portico columns in the wrong place) are allowed. In many cases there are less expensive solutions to finish problems. For example, in instances where the long sides of multifamily,garages face streets (itself a flaw in the plan) windows are required; "closed" shutters would provide the same relief at a much lower cost. 4. Offset negative market perception by generating more activity on the site. Once the first two items above have been completed, Somerset should be more presentable and the qualities of the community will be more evident to visitors. The property must be re-introduced directly to the market, rather than relying on real estate brokers who may be skeptical that Somerset houses can bring them a commission without significant extra effort. Several tactics should be employed to bring households to the site: — Hold regular events on site, such as: < Farmers' market in town center parking lot; and < Community events (fishing derby, etc.) on Somer Pond. — Recruit destination uses in center. The potential restaurant, bakery, and bar are important adjuncts, not just for the commercial center, but also to demonstrate the benefits of a traditional neighborhood to potential residents. ZIMMERMAN/YOLK ASSOCIATES,INC. MEMORANDUM Page 5 Somerset City of Ames, Iowa February 5,2001 5. Market Somerset, not simply dwelling units. A professional sales and marketing program should be established that is designed to sell the quality and lifestyle of the traditional neighborhood. An on-site welcome center should located in the commercial center. Staff must be trained to outline and market the vision of Somerset first before marketing a specific housing type. 6. Adjust plan to recover the traditional neighborhood characteristics. The plan has many "problem areas" where the advantages of the traditional neighborhood have been lost. There are many places where there is a confusion of front and back, with the front of dwellings facing the rear-loaded garages of other units—particularly in the "townhome district." In those places where infrastructure has not been completed, these conditions must be corrected; otherwise, these dwellings will require significant price discounts. A more gentle transition between housing types should be accommodated on the plan. Like housing types should face each other across streets, with transitions occurring at the rear of lots or at alleys. An exception can be made at parks, where a variety of housing types can face each other across public space. Transition from type to type across alleys or rear lot lines should not be abrupt, but rather moving from detached to townhouses to two-story multifamily to three-story multifamily. To show the walkable streets of the traditional neighborhood to best advantage, there must be significant destinations for walkers. The commercial center is one such destination. The community center should be another. Therefore, the clubhouse must be connected physically and visually as the terminus of Northridge Parkway. The visual terminus should be in the form of a vertical element, such as a ZIMMERMAN/VOLK ASSOCIATES,INC. Page 6 MEMORANDUM Somerset City of Ames, Iowa February 5, 2001 tower; the physical terminus should be based on the extension of Northridge Parkway to the clubhouse. Walkability would also be enhanced by the creation of marked and measured routes along Somerset's sidewalks for exercise walkers and runners. These routes should include various loops, including all the important locations and parks. As noted here and in our previous memorandum, the completion of a Market Position Analysis would be fundamental to any further recommendations and would inform decisions relating to each of the recommendations above. The results of the Market Position Analysis would provide the basis for: • Adjustment of the mix of housing types to match the characteristics of the market potential; • Establishment of appropriate pricing; • Proposed changes to the plan that would improve the marketability of the units; • Modifications and/or additions to specific models; • An effective phasing plan; and • Advice on marketing. ZIMMERMANNOLK ASSOCIATES,INC. vq Alsc ; 7,-'� r `,''SL`S a£��4� � _. � err.�• / ., '�"-�.' - t 1