Clma Serramnte Blvd. and Cllins Ave. Master Pan Stakehlder Interviews Mem February 2018 Prepared by
Clma Serramnte Blvd. and Cllins Ave. Master Pan Stakehlder Interviews Reprt February 2018 Prepared by
Table f Cntents 1 Intrductin... 1 1.1 Gals and Objectives f Prject... 1 1.2 Purpse and Frmat f Stakehlder Interviews... 2 2 Stakehlder Cmments... 3 2.1 Key Themes... 3 2.2 Stakehlder Cmments... 3 Appendix A: Stakehlders Interview Questins... 8 Appendix B: Stakehlders Interviewed... 10
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1 Intrductin 1.1 Gals and Objectives f Prject Serramnte Bulevard is an east-west arterial street with tw lanes in each directin that serves Clma s cmmercial area and is a thrughfare that cnnects traffic t and frm the Interstate 280 freeway, Daly City, Juniper Serra Bulevard, El Camin Real and Hillside Bulevard. Cllins Avenue is a tw-lane cllectr that cnnects El Camin Real and Serramnte Bulevard, and serves a retirement cmmunity, car dealerships and aut bdy shps, and a variety f light industrial activities. Due t incremental develpments alng bth Crridrs ver the last few decades, bth lack unifrmity in mbility imprvements, including safe pedestrian infrastructure, n-street parking, and turn lanes serving businesses, as well as appearance. The Twn f Clma is in the prcess f preparing a Master Plan fr the Serramnte Bulevard and Cllins Avenue Crridrs. Mre specifically, the plan will utline a visin fr this key cmmercial district and prvide guidance fr strategic imprvements t circulatin, streetscape, infrastructure, and aesthetics t imprve the verall design and functin f this imprtant business center in the years t cme. Specific bjectives identified fr the Master Plan include: Streetscape and Traffic Imprvements. Carry ut streetscape and traffic imprvements t prvide safe, accessible, attractive, and vibrant crridrs with a chesive design and aesthetic elements. Ecnmic Develpment. Supprt and increase cmmercial business activities while fstering a dynamic and sustainable business district that can respnd t changing market cnditins. Land Use and Urban Design. Incrprate land use and urban design elements that sustain and enhance the functin and unique identity f Serramnte Bulevard and Cllins Avenue. Sustainability. Create design alternatives that prmte sustainable develpment and green infrastructure alng the crridr.
Stakehlder Interviews Reprt 1.2 Purpse and Frmat f Stakehlder Interviews Stakehlder interviews are ne tl by which the planning team learns frm cmmunity members abut the challenges facing the Crridrs and the pprtunities fr the future. As part f the cmmunity utreach effrt fr the preparatin f the Serramnte Bulevard and Cllins Avenue Master Plan, the planning team interviewed 12 stakehlders n February 8, 2018. All interviews were cnducted at the Clma Plice Department. The interviews were cnducted in grups f three t fur, with ne hur alltted fr each interview sessin. Stakehlders included business wners and representatives and prperty wners. The purpse f the interviews was t learn abut stakehlders experiences living, wrking, and wning businesses and prperty in the Crridr, and t learn frm their perspectives abut what is wrking well, and nt s well, in the study area. Specifically, interviewees were asked abut their pririties and visin fr the Crridrs. Stakehlders were asked hw they wuld priritize the accmmdatin f bike infrastructure, parking, and pedestrian facilities in the Serramnte Bulevard and Cllins Avenue radways. They were als asked what types f streetscape imprvements and parking management strategies they wuld like t see. Business and prperty wners/managers were asked abut the peratinal and lgistical challenges they currently face and hw public imprvements t the Crridrs culd help mitigate them. In additin t these particular tpics, interviewees were given the pprtunity t discuss issues f significance t them. It is imprtant t recgnize that the issues presented in this mem may nt necessarily be representative f the cmmunity at large, r a cmprehensive assessment f pprtunities and challenges faced alng the Crridrs. While the stakehlders represented a diversity f business interests alng the Crridrs, the results cannt be generalized as the sentiments f the cmmunity at large. Resident and visitr pinins and cmments are anticipated t be captured by the nline survey. It is als imprtant t recgnize that infrmatin presented by the stakehlders included perceptin and pinin. Nnetheless, the valuable insight shared during the interviews greatly infrms the planning prcess fr the Serramnte Bulevard and Cllins Avenue Master Plan. The full list f discussin questins and prmpts are included in Appendix A. The list f participants is included in Appendix B. The fllwing summary presents the range f respnses rganized by tpic area, withut attributing any remarks t specific individuals. 2
Stakehlder Interviews Reprt 2 Stakehlder Cmments 2.1 Key Themes During the stakehlder interviews, several themes were identified. Thse mentined by many stakehlders are summarized belw fr quick reference. The fllwing sectins prvide the varying individual perspectives n these tpics as well as additinal issues that were raised. Parking is a cncern n bth Crridrs, particularly in terms f a shrtage f emplyee parking. Serramnte Bulevard shuld be safer and easier t crss and mre pleasant and attractive t walk alng. Vehicular traffic and cngestin is a significant cncern; any streetscape imprvements shuld manage r mitigate cngestin in sme fashin. Increasing the public s knwledge f Aut Rw and ther businesses in Clma thrugh the use f mnument signage wuld help t increase traffic and sales alng the Crridrs. Speeding is an issue n bth Serramnte Bulevard and Cllins Avenue. The Cllins Avenue/ Serramnte Bulevard and Cllins Avenue/ El Camin Real intersectins are unsafe and lead t many clse calls. 2.2 Stakehlder Cmments A cmprehensive summary f cmments made by the stakehlders, rganized by tpic, fllws. MOBILITY In general, stakehlders were cncerned abut pedestrian safety, a lack f parking, particularly fr emplyees f Clma businesses, vehicular traffic, and certain unsafe intersectins. Several stakehlders acknwledged that a shuttle frm the BART statin t businesses alng the Crridrs wuld be useful, and that cycling culd be anther way f cnnecting emplyees and visitrs cming frm BART t Clma businesses. Pedestrian Facilities Safe crsswalks at varius lcatins alng Serramnte Bulevard are needed t facilitate efficient pedestrian mbility and t discurage jaywalking. Raised r signalized crsswalks culd be cnsidered. Crsswalk lcatin suggestins include the fllwing: 3
Stakehlder Interviews Reprt Between the Frd prperty/ aut-dealerships and Vivana Fair. A fair number f peple that wish t take an efficient rute frm the dealerships t g t Starbucks, Chiptle etc. can be bserved crssing here. The intersectin/crsswalk in frnt f Target shuld be lit up r signalized; it is currently nt a crssing that feels safe. Between the Dllar Tree site and Lexus and Nissan sites. Sme stakehlders wndered hw many pedestrians actually walk alng Serramnte Bulevard, and whether prpsed pedestrian infrastructure investments wuld be wrthwhile. Stakehlders pinins regarding pedestrian infrastructure n Cllins Avenue tended t reflect a desire fr imprvements t the existing sidewalk n the nrth side f the street while maintaining the suth side f the street as space fr parking. Bicycle Facilities While sme supprt fr a bicycle lane n Serramnte Bulevard existed amng stakehlders, stakehlders were generally wary f supprting bicycle lanes if that meant reducing the number f lanes n Serramnte Bulevard. A Frd representative brught up the pssible intrductin f Frd G-Bike bikeshare dcks and bicycles in Clma. Transit Traffic Sme stakehlders, particularly thse that transprt vehicle service custmers, agreed that a crdinated shuttle service frm BART t the Crridrs wuld be a great additin given that peple dn t like walking frm BART. Lucky Chances ffers shuttles frm the Clma BART statin fr patrns and emplyees. It was nted that there culd be ptential t align with Charit r anther such service. Sme stakehlders agreed that traffic seems t be manageable at the mment, while thers stated that cngestin was the number ne issue, especially alng Serramnte Bulevard. Many stakehlders agreed that taking away ne lane in either directin t accmmdate a center turn lane n Serramnte Bulevard culd alleviate cngestin. Anther suggestin t this end was t allw fr right turns nly ut f businesses. Sme stakehlders raised the cncern that additinal crsswalks alng Serramnte Bulevard wuld impede the flw f traffic. The Cllins Avenue and Serramnte Bulevard intersectin (at Juniper Serra Bulevard) was seen by mst as a prblematic, unsafe intersectin. Suggestins fr imprvements included the fllwing: Traveling westward alng Cllins shuld be right turn nly nt Serramnte. 4
Stakehlder Interviews Reprt Fr thse turning left nt Cllins frm Serramnte, a flashing yield sign wuld help alert drivers that they must yield t eastbund traffic cming frm Serramnte. In additin t ther lading and unlading lcatins in the study area, car haulers use Cllins Avenue t lad and unlad vehicles and it shuld be kept this way by giving specific instructins t car hauler peratins. Hwever, Cllins Avenue gets tight as a result f these peratins and traffic can pile up. If parts f Cllins were widened r imprved in sme ther manner fr car haulers, aut dealers wuld benefit. Several stakehlders advcated fr a stp light at El Camin and Cllins; the number f screeching brakes heard all day is astunding. Speeding is an issue alng bth Crridrs. Cllins Avenue in particular wuld benefit frm mre prminent speed limit signs r speed humps t discurage speeding, especially at the curve lcated n the east sectin f the radway. Parking Requirements Cllins Avenue is in need f parking regulatins that wuld prhibit parking between 2am and 5am, as sme vehicles are parked there fr weeks. Permits culd be issued fr trucks laded up vernight that will leave in the mrning, as drivers are being ticketed. There are nt enugh parking spaces fr ther businesses because lcal car dealers are using Cllins Avenue as their persnal parking lt. Preference was expressed that mre parking n the nrth side f Cllin s Avenue wuld be mre beneficial than a sidewalk. Off-Street Parking There is nt enugh ff-street parking t accmmdate demand; emplyees park very far away frm their place f wrk. Sme businesses parking lts are underutilized (Khl s and Christy Vaults mentined); Khl s has parking agreements with sme businesses already. A public parking structure wuld be useful it wuld increase business. Opprtunity sites include the fllwing: On-Street Parking Khl s site The backside f the Serra shpping center behind Aarn Brthers Vacant lt n Cllins near the flwer shp Nt enugh n-street parking alng the Crridrs; Cllins Avenue is ver-parked as a result. 5
Stakehlder Interviews Reprt ECONOMIC DEVELOPMENT Stakehlders were asked abut prspects fr grwth and ecnmic develpment, and hw public investments in the Crridrs culd help businesses remain cmpetitive and relevant. Several stakehlders highlighted that better interstate signage wuld help attract business. Aut-dealer representatives and sme retail representatives reprted that their utilizatin f their respective prperties weren t likely t change much with the arrival and adptin f evlving technlgies such as autnmus vehicles. The wrd needs t be put ut there mre abut Aut Rw and ther stres retail sales peaked last year and have slightly drpped since. Better interstate signage culd help attract mre traffic t the area. Similarly, crdinatin with Caltrans is required t trim the trees blcking the Target sign and Serra Center. An Aut Rw assciatin might help increase reginal visibility f Clma aut dealers. Dealerships feel they may need mre space nce autnmus vehicles take ff since they wuld essentially becme fleet managers. Tw dealers indicated that their cmpanies have predicted that between nw and 2030, autmated features in cars will imprve, and that fleets wuld nt becme fully autnmus until 2030. Target is unsure abut the change in their prperty utilizatin given the arrival f new business ventures including a cllabratin with Shipt, a same day hme delivery service, thugh it is predicted that physical infrastructure needs will nt grw as Target stres transitin frm traditinal big bx stres t a mixture f brick and mrtar retail and nline shpping fulfillment center. Target indicated that they may be requesting a separate entrance n the suth end f the stre, with a crrespnding curb pick-up lane fr custmers picking up rdered merchandise. STREETSCAPE Stakehlders were asked what streetscape imprvements and amenities they wuld like t see alng the Crridrs. Sme stakehlders suggested imprvements t lighting, while thers believed it wasn t an issue. Mst stakehlders shared a desire t add aesthetic elements in rder t make the Crridrs mre attractive. Lighting Midnight/2am lighting turns ff at the dealerships. Crdinatin fr timing culd be useful. Aut dealerships are the main surce f light, s when they g ff it is very dark verall. Lighting n Cllins is fine accrding t sme, and very dark accrding t thers. The vergrwth f trees was said t wrsen this. Aesthetics/Beautificatin Light psts that are aligned and visually pleasing when yu lk dwn Serramnte. Mre greenery wuld be nice, but nt if it wuld take up space n the radway. 6
Stakehlder Interviews Reprt Palm trees were a divisive tpic. Urban prgressive the ppsite f suburban a mdern lk. Mre trashcans are needed t get rid f the prblem f trash n streets. Large cement structure with Clma written n it using greenery but this wuld need t be maintained. Brick sidewalk r radway elements instead f cncrete. Sme stakehlders wndered whether beautifying the space wuld generate mre ft traffic, given that their impressin that it s mstly emplyees wh walk arund. The wrd needs t be put ut there mre abut Aut Rw and ther stres retail sales peaked last year and have slightly drpped since. Need t attract mre traffic t the area, which culd be accmplished thrugh an increase in freeway signage, billbards, and electric signs. Opprtunity area fr signage n suth side f Serramnte Bulevard alng Juniper Serra Bulevard (1500 Cllins Avenue). 7
Stakehlder Interviews Reprt Appendix A: Stakehlder Interview Questins Challenges and Opprtunities 1. What s wrking well n Serramnte Bulevard and Cllins Avenue tday? 2. What d yu think are the greatest challenges facing these Crridrs tday? 3. What are yur biggest peratinal r lgistical challenges? 4. What is yur visin/ what are yur pririties fr hw these Crridrs shuld develp r change ver the next 20 years? What d yu think will be the key challenges alng the Crridrs in that time perid? Transprtatin and Parking 1. Where wuld yu say the majrity f yur emplyees and patrns are cming frm? 2. Where d yur emplyees park? 3. Where r hw d yu take delivery f vehicles? 4. There is limited space n the radway t accmmdate different features and mdes f travel: vehicle/truck travel lanes, sidewalks, bicycles, parking, medians, turn lanes, and landscaping. Is the space allcated apprpriately nw? What changes wuld yu like t see? 5. Where d yu cnsider t be the mst prblematic ht spts within ur study area? Think abut safety (fr peple driving and n ft), cngestin, and similar cncerns. Shw us n the map. 6. What types f streetscape imprvements wuld yu like t see alng the Crridr? Think abut elements that wuld cntribute t the creatin f a unique identity alng the Crridr such as gateway elements, lighting, landscaping, street furniture etc. 7. What imprvements are needed t imprve cnnectins t the Crridr frm the surrunding area? 8. Are yur prperty/ business s parking and lading needs currently being met? Ecnmic Develpment 1. What is the current status f the reginal aut sales market, and what are the majr challenges that Clma aut dealers face t remain cmpetitive in the cming years? 2. Where d yu see yur industry heading r evlving ver the next 5 r 10 years? 3. Given the realities f the cmpetitive market, what is a realistic percentage that verall aut sales in Clma culd increase ver the next 10 years, under favrable circumstances? 8
Stakehlder Interviews Reprt 4. Thinking abut the range f factrs, including evlving technlgies, such as autnmus cars, car sharing services, etc., and hw thse changes may affect traditinal car dealers, hw d dealers expect their lcal peratins t change ver time? 5. Hw will these changes affect the utilizatin f yur prperty? 6. Given answers t prir questin, what kinds f things can Clma d t help lcal aut dealers remain cmpetitive and relevant? a. Shrt term next 1 t 5 years b. Lnger term 6 years and beynd 7. What kinds f public imprvements will generate the best return n investment in terms f supprting increased aut sales [r, fr nn-aut riented businesses, general sales] ver time? Lighting 1. D we need t crdinate lighting alng the tw Crridrs better? Are lights kept n all night? Wrap-up 1. D yu have any ther ideas r cncerns that we haven t asked abut? 9
Stakehlder Interviews Reprt Appendix B: Stakehlders Interviewed Stakehlder Anthny Caprini Arash Haidari Bb Christiansen Catherine Hughes Dustin Chase James Carlsn Jhn Saddi Lu Hanhan Shail Tabar Tny Uccelli Victr Hung Affiliatin Precisin Autbdy Subaru/Vlkswagen Christy Vaults Serra Center Lucky Chances Hme f Peace Target Precisin Autbdy Frd 480 Cllins Avenue Vivana Fair 10