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Virginia Street Placemaking Study Recommendations and Implementation Phases
Virginia Street Placemaking Study Recommendations and Implementation Phases
Virginia Street
Placemaking Study
3 How to Read this Document 75 Project Vision & Goals
Contents 4 Executive Summary 76 Vision Statement
5 Project Context 77 Project Goals
6 Project Premise 81 Recommendations & Concept Alternatives
7 Project Process 82 Strategic Moves Overview
8 Project Site 83 Strategic Moves and Placemaking Actions
9 Site History
120 Implementation Plan
10 What is Placemaking?
121 Roadmap to Success
12 Why Now?
122 Placemaking Pillars
18 Local and National Placemaking Trends
124 February 2023 Engagement Outcomes
23 Change Process
125 Placemaking Funding Initiatives
25 What We Heard & What We Saw 126 Prioritization and Phasing
30 Virginia Street Today 133 Roles And Responsibilities
70 Aspirations for a Future Virginia Street 134 Cost Examples
73 November 2022 Engagement Outcomes 139 Placemaking Targets and Evaluation
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 2
This document begins with setting the Project Context and overviews the
How to read this process of this work.
document Then, we present the What We Heard, What We Saw Insights documenting
learnings about people and their experiences and aspirations for a future
Virginia Street
Next, we share the Project Vision and Goals, based on the Insights in the
previous section and further input from Renoites, organized around four
emergent themes.
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 3
Why take a people-first approach to
Downtown Virginia Street placemaking?
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 4
Project Context
Setting the Stage For Placemaking on
Virginia Street
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 5
Project Context
Change is coming to Downtown Reno. With an influx of housing, jobs, students, and
neighborhood amenities, Downtown is at a critical moment to set a vision for the
Project premise future. Virginia Street is the spine of the city–it has tremendous opportunity to support
authentic growth in Downtown Reno and improve quality of life for Renoites and
Putting people at the visitors alike. Today, there is a need to strengthen offering, diversify the public life
profile and public space quality along Virginia Street. This placemaking study for
center of change Virginia Street can have greater impact across the city than solely within the physical
boundaries of the project. As one of the main corridors in the city, there is much to be
done to increase invitations to walk and spend time here, and to overall identify how
Virginia Street becomes a place to stay, not just move through. While there is
opportunity for change, there is also a lot to build on.
The Placemaking Study is a unique opportunity for Virginia Street to become a better
version of itself. The groundwork has been laid with the City of Reno Master Plan;
Placemaking is the process of creating quality
places that people want to live, work, play, and Reimagine Reno. Now is the time to prepare for growth and embrace change, and
learn in, through participatory processes. bring this vision to life on Virginia Street. Virginia Street holds the potential to become
Understanding how people experience their a truly great street that cater to both special events and the everyday life of Downtown
environment is fundamental to creating good
Reno. The process of this project led to a vision, goals and concept designs for the
public spaces.
future of Virginia Street and placemaking actions that support the kind of public life
that Renoites want to see downtown. Change will be an incremental process. This
placemaking initiative is the start of a new era for Virginia Street!
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 6
Project Context
What is Placemaking?
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 7
Project Context
Project process
Identify Virginia Street’s current Draft a succinct vision statement Draft design and programming Client and consultant co-create a
challenges via site visits, and clear measurable goals with responses to the Vision and Roadmap for Implementation,
surveys, and interviews metrics, based on phase 1 input, Goals, and solicit input from including mapping out potential
and solicit input from Renoites Renoites ranking the concepts project phases, comparable cost
Output: What We Heard What before moving into the next phase before moving into the next estimates, roles and
We Saw presentation of the project. phase of the project responsibilities
Output: Shared Vision with Output: Design and Output: Implementation Roadmap
Measurable Goals and Metrics + Programming Concepts
Design Ideas
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 8
Project Context
To UNR
15 min walk or 5
minute bike ride
Project site
UNR + Student
residences
While the project focus is Virginia Street from
Liberty to UNR, the Placemaking Study
speaks to downtown changes overall.
To 4th St Station
As the central spine of Downtown, Virginia
Street connects various context and with To Neon Line
Areas of Influence
To Midtown 0’ 250’ 500’ 1000’
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 9
Project Context
Charles Fuller builds The Central Pacific The Reno Arch is built Nevada legalizes I-80 construction The RTC Rapid bus Reno’s gaming market
the first bridge across Railroad arrives, to celebrate the gambling and finishes, linking Reno line opens along starts to contract, and
the Truckee. “Fullers laying out a street completion of the liberalized divorce to San Francisco but Virginia Street, following the
Crossing” lays the grid as Reno Lincoln and Victory laws. Downtown Reno isolating UNR from making it the city’s recession the
foundation for Reno consolidates around Highways. Reno’s becomes a Downtown Reno. primary multi-modal economic vitality of
and Virginia Street. the new train station. slogan is added three destination for hotels transit corridor. Virginia Street
Photo: Neal Cobb via Reno
years later. and casinos. declines.
Historical Photo: Nevada Historical
Society Photo: UNR Libraries Photo: Reno Gazette-Journal
Photo: Philip Galbraith
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 11
Project Context
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 12
Project Context
Downtown Reno is
changing from an
event-based 40%
expected
destination to an 1,342 6,707 sq.ft. +4500 more increase in
Residential Commercial
everyday units under space under
students at
UNR
travelers
construction at Reno
neighborhood Adding up to 3000 new
construction
Adding to today’s +20K Airport
Adding to today’s 576 students
residents to today’s Adding to today’s 3.7
Downtown businesses
+4500 Downtown million annual Reno
and +12K workers
population visitors
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 13
Project Context
More residents
Downtown means
that the public realm
will need to work
harder to support
everyday life and
economic
development
Live
Work
Play
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 15
Project Context
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 16
Project Context
Residents
Cultural producers
The time is now
To unite all Students
Artists
Renoites
Property owners
around a Makers
of Virginia
Street Decision makers
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 17
Project Context
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 18
Project Context
30%
Increase in people
spending time on the
street
157%
Increase in commercial
activities
Baseline
Gehl — Making‘all about
Cities moving
for People people through’ Placemaking pilot ‘increasing stickiness’ Vision for capital improvements
Virginia Street Urban Placemaking Study 19
Project Context
Gehl — Making Cities for People Inactive ground floor of parking garage Replacement of 12 parking stalls with 4 Street
Virginia micro-retail units Study
Urban Placemaking 20
Project Context
35% 98%
Of businesses reported Of survey respondents
increase in sales and business owners
between 2019 and 2021 approve
Only 12 vacancies
out of 110 ground
floor units
Baseline
Gehl — Making=Cities
localforF&B’s
Peoplewith limited outdoor serving Pilot = outdoor serving and public seating attracting locals Incremental change before permanent
Virginia redesign
Street Urban Placemaking Study 21
Project Context
X3
People walking and Businesses reported
spending times increased increased
demand for outdoor
seating
Baseline
Gehl — Making=Cities
just for
like any
People other street in the city Investment in flush pavers, a lush tree canopy and quality seating = supporting the existing use whileStreet
Virginia increasing public life
Urban Placemaking Study 22
Project Context
VISION
Set goals & project
ambitions
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 23
Project Context
A successful
process requires
shared ownership
based on a shared
understanding of
challenges and
opportunities
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 24
What We Heard
& What We Saw
Defining Success Criteria for Virginia
Street by aligning around challenges
and opportunities
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 25
02
Virginia Street has a rich
history, but does not reflect
the culture of creativity
cherished by Renoites and
visitors alike
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 26
Project Context
Mobility Models +
Placemaking
opportunities on
Virginia Street we Amenity
mapping
Open source &
applied a Work session &
Census data
Interviews
multi-method
research approach
Site Online survey
observations
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 27
Project Context
I love/like…
“Cruising under the
Reno arch.”
We heard from “ It would be good to have
cafes and restaurants where
you can sit outside. It would
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 28
What We Heard, What We Saw
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 29
What We Heard, What We Saw
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 30
What We Heard, What We Saw
Today, Virginia
Street…
01 02 03 04
draws locals and visitors has a rich history, but physically connects is home to businesses
alike for events, but is does not reflect the well-visited downtown that are an important part
not a place that culture of creativity destinations, but few of the Downtown DNA,
Renoites gravitate cherished by Renoites Renoites choose to walk but lacks amenities and
towards everyday and visitors alike between them businesses with a local
draw
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 32
Public Life Health Check
for programming,
more public life, and
“eyes on the street” “There is not enough
activity for people to feel
…Because of the casinos, there can
safe, because it feels be entire blocks where the whole
for them to visit on desolate.” building is just a fake wall, it makes
it feel eerie and scary at night.
an everyday basis
→ Source: The Future of Virginia Street online survey.
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 33
What We Heard, What We Saw
Virginia Street is
famous for events
that bring 4-5X the
number of visitors to
Virginia Street than
on non-event days…
64% of survey respondents state they
primarily use Virginia Street to pass
through, not to linger
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 34
What We Heard, What We Saw
Bus stops
When no events,
there are few
invitations to linger
on Virginia Street
benches on the
street
Commercial outdoor seating
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 35
What We Heard, What We Saw
to spend time…
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 36
What We Heard, What We Saw
Inactive facades
No people
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 37
What We Heard, What We Saw
In fact, 70% of
Virginia Street is That is a
Under Construction:
lot!!!
fronted by inactive Compass Point
facades, parking
garages and empty Under Construction:
uncomfortable 0’ 250’
Inactive Facade
500’ 1000’
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 38
What We Heard, What We Saw
Tree canopy
Active Edges
Shade
Human Scale
Vehicle access
Bike Access
Event space
Seating Local Businesses
Greening
Lighting
Public seating
Active Edges
Outdoor serving
Sun / Shade
Loading zones
Greening
Vehicle access
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 41
What We Heard, What We Saw
history of Virginia
Street, the Arch, and
the art… I love/like…
“Cruising under the
Reno arch.”
“Love the history and the beautiful historic
but also state that buildings… the Downtown Post Office,
“The Reno Arch sign
Piazzo Building (St. Francis Hotel), Reno
there is a disconnect National Bank and Washoe Savings Bank,
and art additions are
nice.”
and the Reno Arch”
between the street
today and its glory
days
→ Source: The Future of Virginia Street online survey.
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 42
What We Heard, What We Saw
appreciated by
locals and visitors,
and it is a perfect
Instagram moment…
…but needs a
platform for No space for
appreciation
appreciation for
non-drivers too
Source: Reno-Sparks Convention & Visitors Authority Visitor
Profile Survey.
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 43
What We Heard, What We Saw
Limited sidewalk
balance can be Large asphalt
surface adding to
heat island effect
struck
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 44
What We Heard, What We Saw
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 45
What We Heard, What We Saw
in Reno, arts
programming could But nowhere to sit and wait
do more to activate
Downtown…
→ Source: Reno-Sparks Convention & Visitors Authority Visitor
Profile Survey
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 46
What We Heard, What We Saw
Edge activation
Wayfinding
Historical signage (art)
Historical details
Lighting
Edge activation
Eyes on the street
Gehl — Making Cities for People Viewing platform Virginia Street Urban Placemaking Study 49
03
Virginia Street physically
connects well-visited
downtown destinations, but
few Renoites choose active
mobility to get around
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 50
What We Heard, What We Saw
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 51
What We Heard, What We Saw
drive to Virginia
Street. But! After
parking, drivers
becomes pedestrians Virginia Street carries an annual
too! average of 12,670 vehicles daily across
2-4 lanes. Sierra and Central support
<7,000. At these low levels, the space
devoted to cars is mismatched
Yet, streets with In comparison, Vesterbrogade in Copenhagen carries
18,000 vehicles daily across 2 lanes
Missing links
Parallel Streets for cars only Missing links between event centers,
between North South 4th St Station, Riverwalk, + brewery
destinations.
destinations for
people walking and Critical E-W bike corridor
between river and interstate
wheeling, make
traveling without a
Missing links between To Riverwalk +
car less desirable plazas + Riverwalk Pyramid Lake Trail
Project Area
Missing Links:
Existing Strong Connection downtown connectivity
To Riverwalk + Missing links between Civic
highest-lowest priority
Missing Links: Lake Tahoe Trail Buildings, Cultural Attractions, and
immediate context Midtown.
Existing Bike Link Connections to existing
highest-lowest priority
N-S bike corridors 0’ 250’ 500’ 1000’
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 53
What We Heard, What We Saw
When Renoites DO
walk and wheel, they
brave low quality
sidewalk conditions,
limited bike Wide streets and exposure to traffic Narrow, exposed sidewalks
infrastructure, and
are exposed to
traffic and the
elements…
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 54
What We Heard, What We Saw
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 55
What We Heard, What We Saw
UNR Connection
conds 1:09
43 se
minutes
onds
45 sec The average
Intersection signaling 1:10 m
inutes wait time at
intersections
approximately
11:30
minutes tes
minu
when walking 1:30
from Liberty to Midtown
9th St Connection
tes 30-60 second wait
minu
1:20
0’
! 1+ minute wait
250’ 500’ 1000’
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 56
What We Heard, What We Saw
and biking on
Virginia Street… 15% +80%
Less than 5% biking and taking transit
representative of the 3%
Reno population 80% 17% Trip taker age split on Virginia Street
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 58
What We Heard, What We Saw
cycle tracks
Pedestrian
refuge islands
Elevated crosswalks
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 59
What We Heard, What We Saw
Shade
Lighting
Even more shade!
Parking
Travel lanes
Buffered bike lanes
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 60
04
Virginia Street is home to
businesses that are an
important part of the
Downtown DNA, but lacks
amenities and a local draw
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 61
What We Heard, What We Saw
important part of
Reno’s DNA… “I would love to see more restaurants,
gift shops, clothing stores, and
businesses that bring in the right crowd.
“I think more shops, entertainment, and Less convenience stores, pawn shops,
restaurants (fun stuff) on Virginia street
…but want to see would be awesome. There are many
and things of that nature.”
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 62
What We Heard, What We Saw
Large singular
businesses turn
their backs to the
street with no or few Entrances?
entrances…
… limiting access to
existing businesses
Looks like entrances, but it is not
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 63
What We Heard, What We Saw
Health
Mobility
Civic
Green Spaces
Grocery
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 64
What We Heard, What We Saw
Green buffer
More of THIS!
Flush pavers
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 65
What We Heard, What We Saw
Entrepreneurship
Human scale lighting
Local businesses
Outdoor seating
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 66
What We Heard, What We Saw
Creative
Colorful
Small scale
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 68
What We Heard, What We Saw
Seating
Signage
Shade
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 69
What we heard, what we saw
Future Virginia Street From a street with little public life and To a vibrant and lively street with
low sense of safety high sense of safety
Insights are informed by: From an Instagram only art An ever-evolving canvas for
● Workshops with City staff experience… arts and creativity
● Conversations with Council members
● Responses to an online survey open to all From a place with history… To a place that celebrates the
Renoites through an online survey history and looks to the future
● Site surveys
● Observational studies From a drive to destination place… To a connected network to safely
and comfortably walk and wheel
These guide the project vision and goals on the
following, that will set the stage for concept design
From a “grey” street exposed to the To a “green” street with shade,
recommendations
elements shelter and ample tree canopy
Change to become
more like we are
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 71
What we heard, what we saw
Change to
become different
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 72
What we heard, what we saw
Engagement
Summary Online and In-Person Survey
From November 2 to November 17,
November 2022 481 Renoites responded to the Second
Stakeholder Conversations “Future of Virginia Street Survey. An
In November 2022, the project team conducted in-person
With Local Businesses and Property additional 25 responded to an
and online engagement focused on understanding the
Owners, Downtown Residents and identical physical survey at the open
common challenges with Virginia Street today, and the
UNR Students, the DRP Board, local house.
desired qualities that Renoites would like to see on Virginia
Street in the future. and regional transportation authorities,
the ROW, and the RSCVA
The purpose with the engagement was to develop a
consensus-based vision and series of goals for a future of Open House Presentation and Mixer
Virginia Street, to serve as the guiding north star for On November 2, the “What We Hear and What
conceptual programming and design recommendations. We Saw” chapter of the placemaking study
was presented at the McKinley Arts & Culture
Center. The presentation was open to the
public, live streamed online, and the recording
of the presentation was posted to the project
website. Approximately 60 Renoites attended
the event live and 45 attended virtually.
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 73
What we heard, what we saw
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 74
Project Vision
& Goals
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 75
Project Vision & Goals
B
18/7 Activation & Programming
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 76
Project Vision & Goals
Strengthen the
invitations for
everyday life with… Winter programming Evening programming Mood lighting
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 77
Project Vision & Goals
street through…
➔ Incentives for local makers to create installations
and deliver engaging activation and programming
➔ Leveraging the iconic signage and facades with
stronger viewing platforms that spark curiosity
Games for all ages Playful, interactive Maker fairs
and social connection sculptures
➔ Celebrating the historic alleyways with activation
turning them from backsides into complementary
public spaces and shortcuts for people on foot
and wheels
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 78
Project Vision & Goals
Support connectivity
and climate with…
Epic tree canopy Accented tree plantings More green!
➔ A well-defined identity that invites visitors from
adjacent districts and provide a sense of
belonging for downtown residents
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 79
Project Vision & Goals
Focus economic
growth on local
entrepreneurship Local food and beverage Repurpose design pop up Small scale shared
workspace and business
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 80
Recommendations
& Concept
Alternatives
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 81
Recommendations & Concept Alternatives
Strategic moves
01 02 03 04 05
Celebrate the Elevate the Connect the dots Activate the Activate the
character areas baseline underutilized edges
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 82
Recommendations & Concept Alternatives
1
Employees
Young Professionals
Strategic move
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 84
Placemaking Profile
Who is here Measures of success
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 85
Placemaking Profile
Who is here Measures of success
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 86
Recommendations & Concept Alternatives
UNR Buildings and
Student Housing
Upper Area
2
“C”
ns
ns+Pla
Sectio
Strategic move Parking garages and
apartment housing
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 87
Recommendations & Concept Alternatives
2
Secure continuous, Integrate event
Invest in furnishing zone
generous, and infrastructure into the plan
improvements, with public
unobstructed sidewalks, for the redesigned
seating of varying types
Placemaking actions that invites for shorter and
building on today's ample streetscape, with electrical
sidewalks access and operational
longer stays
Elevate the baseline Implement continuous
plans for pre and post
event staging
protected bike lanes for
The placemaking actions in Strategic Move 2 focus on Integrate shade and people biking and
improvements to the existing conditions that can be protection from the wheeling, complementing Pilot a public seating
achieved within the public right of way for better access elements, such as tree the ongoing program that invites local
canopy, awnings, and downtown-wide plan for a artist and entrepreneurs to
people of all modes, ages and abilities, alongside
free-standing shade connected micro-mobility submit ideas for a ‘Reno
small-scale placemaking improvements to invite people to network
structures in targeted Bench’ through an artist
stop and stay. locations within the call for submissions
furnishing zone. Identify
Include short term pick up
where tree planting is not
drop off (PUDO) and
a viable solution due to Invest in a Downtown Reno
loading zones in select
underground utilities or branding and identity
locations on each block
structures and consider strategy that showcase the
shade structures diversity of experiences
Design for slow speeds, that Downtown has to offer
with two-way access for
vehicles, while limiting
Integrate native planting through traffic with signal Consider how new street
zones within the timing that promotes slow furniture can complement
furnishings zone for speeds and encourages and enhance the character
improved stormwater through traffic to take of the street with its
management and heat other North / South historic facades and iconic
island effect mitigation parallels routes signage
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 88
Recommendations & Concept Alternatives
2 Placemaking actions
2 Placemaking actions
Sidewalk
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 90
Recommendations & Concept Alternatives
2 Placemaking actions
Additional Considerations
● Provide bike lanes through the intersection of
Virginia and Liberty Streets to prioritize people
biking and wheeling as they transition from a
protected lane to a sharrow lane.
● Explore expanding tree coverage in front of historic
buildings such as the Reno Court House.
Through Zone
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 91
Recommendations & Concept Alternatives
2 Placemaking actions
Additional Considerations
Through Zone
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 92
Recommendations & Concept Alternatives
2 Placemaking actions
Additional Considerations
Through Zone
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 93
Recommendations & Concept Alternatives
2 Placemaking actions
While most Renoites currently access Virginia Street via Move loading of goods Improve enforcement of Add designated pickup/dropoff
private vehicles, the demand for on-street parking needs to off of Virginia Street and into loading zones and times to pre-existing loading spaces
be weighed against the project vision of a more inviting and alleys/side streets on Virginia Street
vibrant Virginia Street for walking and spending time.
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 94
Recommendations & Concept Alternatives
Additional Considerations
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 95
Recommendations & Concept Alternatives
2 Placemaking actions
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 96
Recommendations & Concept Alternatives
2 Placemaking actions
Additional Considerations
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 97
Recommendations & Concept Alternatives
Clear adjacent
Bike lane, buffers, and portions
2
sidewalks
of vehicular travel lanes used
for event setup
Placemaking actions
Existing rolled
curbs maintained
Elevate the baseline
Events along Virginia Street
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 98
Recommendations & Concept Alternatives
U Upper Area
3 Strategic move
U
U
N
0’ L 250’
Linear500’
Improved 1000’
Intersection, pg. 104-105
Gehl — Making Cities for People Virginia Street Urban Placemaking Study
Recommendations & Concept Alternatives
3
Upgrade all intersections Develop a wayfinding Tie intersection redesigns
along Virginia Street with strategy that leverages to the downtown-wide
tightened corner radii and the Reno culture of micro-mobility network
Placemaking actions upgraded crosswalk and creativity with wayfinding planning, and double
bike markings solutions beyond down on additional safety
traditional signage.
Connect the dots Consider a wayfinding
pilot program through an
measures at
intersections, such as
Change the downtown bollards, staggered signal
The placemaking actions in Strategic Move 3 focus on signal timing to slow traffic artist call for creative timing, and vehicle
improvements to the existing conditions that can be speeds and better cater to wayfinding turning restrictions
achieved within the public right of way of Virginia Street people walking, biking, and
itself and the intersect with all cross streets. wheeling
Pilot a shuttle bus Include the alleyways in
program that connects planning for improved
Consider how further across downtown – East connectivity between
upgrades to special to West and North to destinations for people
condition intersections South – linking together walking
along Virginia Street, like districts and destinations
the northern freeway for non-drivers and
access intersections and promoting less driving. Consider lowering the
the southern intersection Consider how the traffic speed limit across
at Liberty Street, can be program can be tied to Downtown. Further
implemented to further reoccuring programming explore this limit as part
improve conditions for and activation in long term network
people walking, biking, Downtown, from larger planning. Consider
and wheeling. annual events to weekly convert of one-way
programming like a streets in Downtown to
Note: Changes to the complex
intersections around the freeway will farmers’ market, to better two-way streets to further
require further studies and engineering link Reno residents to promote traffic safety and
detailing to determine feasibility and
design solutions Downtown offerings access for all modes
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 100
Recommendations & Concept Alternatives
3 Placemaking actions
Pages 103-105 explore how these principles could be Neckdowns Signal timing + prioritization
arranged, with conceptual layouts for intersections at the Reduce crossing distances for Prioritizes active modes of
core of Downtown Virginia Street. pedestrians, calm traffic, and transportation, calm traffic, and
create opportunities for bus reduce conflicts. Consider
stops and parking. removing right-on-red.
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 101
Recommendations & Concept Alternatives
3 Placemaking actions
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 102
Recommendations & Concept Alternatives
3
Bike boxes for left turns
Parking protected active
mobility lanes
Intersection Concepts
Excess vehicular capacity
becomes on-street parking
Connect the dots
Upgraded neckdown intersections
Additional Improvements
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 103
Recommendations & Concept Alternatives
3 Intersection Concepts
Bike marking continue through
intersection with bike boxes for turning.
Requires no “right-on-red.”
Additional Improvements
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 104
Recommendations & Concept Alternatives
3 Intersection Concepts
Bike marking continue through
intersection with bike boxes for turning.
Requires no “right-on-red.”
Tightened corner radii to
reduce waking distance and
calm traffic
Additional Improvements
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 105
Recommendations & Concept Alternatives
Upper Area
Activate the
underutilized Middle Area
Casino Plazas
0’ 250’
Potential
500’
Future Activation Site
1000’
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 106
Recommendations & Concept Alternatives
4
Develop an incentive or Break down the scale of Establish a
partnership program for Believe Plaza with comprehensive
privately-owned, publicly sub-areas that invite downtown public space
Placemaking actions accessible open spaces different uses, such as plan that promotes
and setbacks along skateboarding, seating in streets as public spaces.
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 107
Recommendations & Concept Alternatives
Shade covering and additional Weekly / Monthly recurring Public seating
lighting advertised event
Locomotion Plaza 2.0
Activation of parking
garage frontages
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 109
Recommendations & Concept Alternatives
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 110
Recommendations & Concept Alternatives
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 111
Recommendations & Concept Alternatives
Concession stand to provide 18/7 Playful installation Bleacher seating for people watching,
draw, lunch, snacks, and beverages for (splashpad) for family draw located near pickup/dropoff zone
BELIEVE Plaza 3.0 all seasons, hot or cold
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 114
Recommendations & Concept Alternatives
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 115
Recommendations & Concept Alternatives
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 120
Implementation Plan
Successful public spaces support local businesses, build social capital, foster health
and sustainability, and connect people to their communities with vibrant public life. As
A roadmap to the backbone of a changing Downtown Reno, Virginia Street is well-positioned to
success become a thriving main street and key public space in the City serving locals and
visitors alike.
The future of Virginia Street A successful transformation process requires intention, constant assessment and
adaptability, and is contingent upon more than physical roadway improvements.
Placemaking is never finished. It requires continuous project stewardship, dialogue,
and documentation of the impacts of implemented actions, whether physical or
programmatic.
The implementation plan for the future of Virginia Street is a guide and a starting
point. It serves as a roadmap to success and builds on ongoing efforts, such as the
City’s allocation of $2 million in American Recuse Plan Act [ARPA] funding for
placemaking. It outlines an implementation process to continuously be assessed and
adapted as placemaking efforts are carried out and lessons are learned.
Through this effort, the stage is set for a future of Virginia Street that puts people and
place at the center of the decision making process and reinvests in Virginia Street as
Downtown Reno’s main street.
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 121
Implementation Plan
Placemaking pillars
The future of Virginia Street
Economic
Success = Economic Development + Mobility &
Development
Public Space Design + Operation & Stewardship
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 122
Implementation Plan
Economic Development Mobility & Public Space Design Operation & Stewardship
Long-lasting and sudden crises bring accelerated When reinvesting in Virginia Street as a key public A strong framework for operation and stewardship is
needs for economic change. The pandemic spurred space in Downtown Reno, the goal is to create a essential to coordinate hard and soft investments, from
an increased focus on the need to invest in stronger balance between movement and place while branding, wayfinding and identity, to streetscape
mixed-use areas that are walkable and host key expanding on the invitations for people to stop and improvements and ground floor activation, to programming
amenities to secure local resilience. This will be stay by implementing creative and experiential and events.
critical to the future Virginia Street and Downtown placemaking solutions.
Reno, as the number of local residents increase Throughout the Placemaking Study, Renoites voiced that
and the need and desire for an environment that An iterative approach is recommended to redesign the safety is a major concern. This is addressed through the
caters to living local continues to grow alongside street, starting with the actions outlined in this increased collaboration between the City of Reno and DRP
continued private sector investments in housing, document. It will be critical to continuously assess the with the Ambassador Program and planned placemaking
tourism, and entertainment. success of the implemented changes and consider efforts. The collaboration between the City of Reno and
next steps throughout the process. As the impacts of DRP, with the City being responsible for capital
As part of and alongside the Placemaking Study, the multi-pronged placemaking actions brings more improvements and DRP investing in events and ongoing
the City of Reno is rethinking its urban and people to Downtown Virginia Street, steps towards operation and maintenance, mirror successful models from
economic development endeavors as a unified greater change to the street can be taken. It is other North American downtowns, such as Brooklyn,
strategy. The implementation of planned programs recommended that placemaking actions related to Denver, Santa Monica, and Calgary AB. Continued cross
for facade improvement and investments in the changes to the street right of way are implemented as sector collaboration will be critical to the placemaking
built edges along Virginia Street and its adjacent capital improvements, and the data supports these efforts’ success. The City of Reno cross departmental
open spaces will be key to the success of the changes. The proposed concept designs are cost agencies, DRP, RTC, private sector, local creatives, and
placemaking efforts. efficient, and the baseline safety and comfort for entrepreneurs can all play a role in the successful future
people of all modes, ages, and abilities should not be Virginia Street and Downtown Reno.
negotiable.
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 123
Implementation Plan
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 124
Implementation Plan
A step by step
approach to change
Placemaking actions prioritization
and phasing
Alongside the engagement input, other factors for The following 3 pages outlines a proposed buildings, and signage is celebrated throughout
prioritization of the approved placemaking actions needs to prioritization of the proposed placemaking actions future transformation of downtown Reno. It is also
be considered. This includes the following factors: as a 3 step process. This is intended to serve as recommended that the City of Reno develops
guidance and to be further developed and detailed ground floor guidelines for new developments.
● Resources, implementation, maintenance, and
as part of the continued Virginia Street Placemaking
operations costs A part of, or alongside the placemaking effort, it is
effort.
● Application for funding from federal, state, and recommended that the City of Reno, in collaboration
other sources As a central part of the placemaking effort on and with other entities such as DRP and Visit Reno,
● Project readiness, i.e. how far along is the along Virginia Street, it is recommend that a consider investing in a branding and identity strategy
coordination with impacted property owners and comprehensive downtown public space plan is that showcase and daylight the diversity of
other project partners (identified and to be developed, targeting open space transformations experiences downtown Reno has to offer. For a
identified) and programming efforts to deliver a variation of successful placemaking effort, it is furthermore
● Timing, construction obstruction and mitigation, experiences across downtown. It is recommended important to review and consider updates to
and coordination with other ongoing and planned that the alleyways are included in the public space impeding bylaw or zoning to achieving the
projects plan and that the history of the alleyways, historic placemaking vision for the Future Virginia Street.
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 126
Implementation Plan
Streetscape furnishing Facade improvement & Locomotion Plaza 2.0 The ROW Placita
zone improvements activation
❏ Site and implement event ❏ Source and implement seating
❏ Implement public seating on ❏ Develop program and source infrastructure and storage elements, movable by forklift,
every block of Virginia Street funding for facade facilities and include wayfinding with
improvement program to ❏ Source and implement walking distances to districts
❏ Pilot wayfinding signage with
manage vacancies and and destinations
walking distances to districts movable chairs and tables,
support groundfloor activation including lounge style chairs ❏ Coordinate operations and
and destinations
❏ Assess opportunities for ❏ Pilot ground floor activation, ❏ Pilot a shade structure maintenance agreement with
starting with micro-retail for the ROW and DRP, consider
integration of shade: trees ❏ Develop and communicate a
local businesses in the edge using this as a pilot for a
where not in conflict with plan for recurring events
of the Circus Circus parking partnership program for
underground, other shade
garage activation of privately owned
❏ Assess need for upgrades to public space
event infrastructure
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 127
Implementation Plan
Placemaking actions
prioritization, phase 2
Streetscape improvements Streetscape improvements Streetscape improvements Believe Plaza 3.0 initiation
across the site lower area middle area
❏ Pilot a concession stand and
❏ Implement signal timing for ❏ Implement continuous on ❏ Implement two-lane tourist information outpost.
slower speed in preparation street parking and bollard and bi-directional vehicle lanes and Consider implementation of a
for physical improvements to buffered protected bike lanes - continuous buffered bike permanent structure in
the right of way elimination of turn lane lanes - including elimination relation to further planned
of turn lanes and center improvements to the plaza
❏ Assess need and feasibility of ❏ Implement bike markings
loading ❏ Implement movable seating
implementation of PUDO’s in across intersections
middle and upper area - will ❏ Implement intersection and shade
❏ Assess how the Liberty
require curb adjustments improvements; tightened ❏ Implement bleacher seating
intersection can be upgraded
corner radii, bike marking, and
❏ Assess impact of proposed to better serve people walking and pilot a play feature
planned changes to cross
intersection upgrades to the and wheeling, including
wider bike and vehicular removal of slip lane streets within the block
network
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 128
Implementation Plan
Placemaking actions
prioritization, phase 3
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 129
Implementation Plan
1 1 1
1 1 1
1 ROW Placita 1 1
Locomotion Streetscape and signal
Plaza 2.0 timing improvements
1 1 1
2
3
Maker Row @
Court Street
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 130
Implementation Plan
Implementation process
Phase 3:
Planning and preparation Implementation, Adaptations, Continued Operations,
Adaptation, continued
and Preparation for Permanent
for implementation operation, and implementation,
Redesign
continued
13 evaluation operation, and evaluation
1
Collect baseline data in correspondence with Collect data to measure impact of implementation Conduct Phase I+II Placemaking adaptations based
prioritized placemaking actions placemaking actions, physical and programmatic on impact evaluation
Continue dialogue with interested parties to further Develop detailed implementation plans for
Conduct Phase I Placemaking adaptations based on
define roles and responsibilities through direct prioritized phase III placemaking projects, including
impact evaluation
dialogue budget requests and potential funding sources
Develop design briefs and calls for artists and Develop detailed implementation plans for Develop detailed implementation plans for
potential activators in correspondence with prioritized phase II placemaking projects, including prioritized phase III placemaking projects, including
prioritized placemaking actions budget requests and potential funding sources budget requests and potential funding sources
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 131
Implementation Plan
Roles and
responsibilities
City of Reno RTC DRP
Will be responsible for Will be responsible for Will support Placemaking
Property Business overseeing the Placemaking implementing roadway initiatives through continued
owners owners initiatives and coordinating improvements, in Ambassador support and
between involved parties. collaboration with the City of event programming
They will plan and source Reno
funding for physical
improvements and city led
Local Org’s Visitors and programs
residents
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 132
Implementation Plan
Review in Spreadsheet
Cost examples
The following pages provides cost examples based on
comparable placemaking and streetscape improvement
projects.
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 133
Implementation Plan * All projects completed by Gehl between 2018 and 2020.
Price estimates do not take market rate increase and current volatility into account.
33 parking spaces
(30,000 sq ft) Custom designed furniture including design and fabrication
The Porch at 30th Philadelphia,
transformed into $320,000 - $375,000 along with a yearly art and activation budget.The price does
Street Station Pennsylvania
pedestrian-friendly not include operations and maintenance.
public space
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 134
Implementation Plan * All projects completed in 2018.
Price estimates do not take market rate increase and current volatility into account.
Two adjacent
Helen Diller Civic San Francisco, Playgrounds include large custom built climbing structures.
playgrounds. 28,000 $10 million
Center Playgrounds California Cost estimate includes implementation.
sf ft total project site
640 sq ft commercial
Cafe Kiosk at Civic San Francisco, Kiosk has awnings that fold down into walls at night to
kitchen and $2.4 million 135
Center California prevent vandalism. Cost estimate includes implementation.
bathroom
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 135
*Price estimates do not take market rate increase and current volatility into account.
Implementation Plan
Estimates taken between 2022-2023
Cafe chairs and table set Table and four chairs $375
Seating
Philadelphia Porch Swing One swing $32,000
1 bleacher
Stephen Ave Bleacher Seating and
Climbing Structure $35,000
Custom Deck Chairs
5 deck Chairs
Game and Play Installations Musical Bench One integrated bench and xylophone $19,500
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 136
*Price estimates to be further refined by City transportation engineering consultants.
Implementation Plan
Bike lanes 5545 lin. ft. 2 Measure includes paint through intersection $
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 137
Implementation Plan
VISION
Set goals & project
ambitions
TEST
Pilot some recommendations to try things out,
ask people to ‘vote with their feet’, & make the
case for permanent change
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 138
Implementation Plan
Goal A: Strengthen invitations for everyday life with. . . Desired outcome Evaluation method
Invitations to sit, rest, and linger for shorter and longer ● Increase in # of people spending time ● Stationary Activity Mappings
periods of time ● Increase in public seating ● Public Seating Tally
High quality inclusive, intergenerational public space that ● Increase in age and gender diversity ● Age and Perceived Gender Counts
offer a variety of amenities ● Higher reported satisfaction with Downtown offerings ● Questionnaire-based Survey
18/7 activation and programming with adjacencies that ● Increase in public life AM and PM ● Stationary Activity Mappings
invite diverse groups of people to spend time and interact ● Increase in reported positive social interactions ● Questionnaire-based Survey
A programming cadence that invites people to spend time ● Increase in public life throughout the seasons ● Stationary Activity Mappings
everyday, all year, and outside of special events ● Increase in small-scale repeat events ● Event and Event Attendance Tally
Reinforced perception of safety through a more diverse ● Decrease in Ambassador and first responder calls ● Activity Reportings
public life profile, active edges, and eyes on the street ● Higher reported sense of safety ● Questionnaire-based Survey
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 139
Implementation Plan
Incentives for local makers to create installations and ● Access to diverse public art experiences ● Public Art Tally/ Questionnaire-based Survey
deliver engaging activation and programming ● Increase in local makers work on public display ● # of Makers Engaged
● Increase in art related tourism ● Tourism Survey
● Increase in # of people spending time ● Stationary Activity Mappings
Leveraging the iconic signage and facades with stronger ● Increase in social media posts ● Social Media tags
viewing platforms that spark curiosity and social
● Higher reported satisfaction with Downtown offerings ● Questionnaire-based Survey/ Tourism Survey
connection
Celebrating the historic alleyways with activation, turning ● Increased movement activity ● Movement by Mode Counts
them from backsides into complementary public spaces ● Higher reported sense of safety ● Questionnaire-based Survey
and shortcuts for people on foot and wheels
● Reno history coming to life for people to enjoy ● Stationary Activity Counts
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 140
Implementation Plan
Goal C: Support connectivity and climate with. . . Desired outcome Evaluation method
A well-defined street identity that invites visitors from adjacent ● Increase in Reno residents visiting ● Response-based Survey/ Movement by Mode Counts
districts and provides a sense of belonging for downtown ● Higher reported social connection among residents ● Response-based Survey
residents
A walking experience with convenient, direct connections and ● Increase in # of people walking ● Movement by Mode Counts
opportunities for leisurely strolls and discoveries ● Increase in Downtown leisure trips ● Response-based Survey
Clearly defined access for all modes that improves real and ● Increase in # of people biking and wheeling ● Movement by Mode Counts
perceived safety and encourages people of all ages and abilities ● Decrease in traffic accidents ● Accidents Reportings
to use active mobility
● Increase in street trees and greening ● Tree Canopy and non-paved sqft Tally
Lush planting that represents Reno’s natural beauty and
connects the Truckee River to the University ● Increase in biodiversity ● Species Richness Index
Bringing neighborhood amenities on to, and adjacent to, ● Increase in everyday neighborhood amenities ● Amenity Mapping
Virginia Street, making it possible to meet daily needs within ● Increase in local sales ● Sales Stubs Reportings and Tax Revenue
a 15 minute walk ● Higher reported satisfaction in access to affordable ● Response-based Survey/ Product Sales Reporting
and healthy food ● Movement by Mode Counts/ Response-based Survey
● Increase in # people walking, biking, and wheeling
Gehl — Making Cities for People Virginia Street Urban Placemaking Study 142