NEXT STOP: Place-making along the Milwaukee Streetcar route

Place-making along the Milwaukee Streetcar route

Craig HuebnerMaster of Architecture

Master of Urban PlanningReal Estate Certifi cate

University of Wisconsin-MilwaukeeSchool of Architecture and Urban Planning

Spring 2012

N E X T S T O P

MILWAUKEE STREETCAR

TABLE OF CONTENTS

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4652566474808698

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PROBLEM

GOALS

THESIS

BACKGROUND Project Approach.................................................................................................................................... Current Public Transit Trends................................................................................................................. History of Milwaukee Public Transit...................................................................................................... Project Site............................................................................................................................................

MASTER PLAN Catalytic Projects................................................................................................................................... Economic Impact....................................................................................................................................

DESIGN INTERVENTIONS Haymarket............................................................................................................................................ Bradley Center...................................................................................................................................... Convention Center................................................................................................................................. Station District...................................................................................................................................... Third Ward............................................................................................................................................ City Center............................................................................................................................................ City Hall................................................................................................................................................ Cathedral Square................................................................................................................................... Downtown Living................................................................................................................................... Lakefront..............................................................................................................................................

special thanks

Thesis Committee Members:Larry WitzlingCarolyn EssweinGreg Patin

Thank you to all my family, friends and co-workers who have supported me throughout my years at UW-Milwaukee

Craig HuebnerNEXT STOP 3

The proposed Milwaukee Streetcar provides a modern way for people to connect with their jobs, their homes, and their entertainment destinations. The route is located within downtown Milwaukee, runs 3.5 miles long, and joins eleven different downtown neighborhoods. The route not only connects some of Milwaukee’s existing great places such as the Historic Third Ward, Milwaukee Riverwalk and Cathedral Square, but it also runs adjacent to hundreds of acres of vacant or underutilized land and buildings. In this way, the Streetcar route acts as a bridge to promote development, raise property values, attract new businesses and help keep Milwaukee on track with other U.S. cities moving forward with transportation alternatives.

The thesis will identify ten nodes along the streetcar line and propose urban design solutions within each node that embrace the social, cultural and ecological context along the route. The design interventions will not only propose development at vacant parcels, but also show how existing buildings and places can become even stronger with the addition of the Streetcar.

thesis abstract

4

PROBLEM

High acreage of vacant land

Lack of mobility choices

Lack of connection between downtown areasPhysical barriers, psychological separations and an inconsistent, walkable atmosphere all contribute to the prevention of residents, employees and tourists traveling from one downtown area to another.

Downtown Milwaukee is host to not only large tracts of vacant land like the Park East Corridor shown to the left, but also a large number of individual vacant parcels that create gaps within the urban fabric.

With essentially one mode of public transportation within downtown Milwaukee, residents, employees and tourists reside in isolated pockets and fi nd it inconvenient to move from one area to another resulting in a lack of activity within downtown.


GOALS

Connect

Infi ll

Identity

MILWAUKEE STREETCAR

Create a new “place” that is the Milwaukee Streetcar route that residents, employees and tourists can recognize as a memorable experience within Milwaukee.

Promote development within Milwaukee’s underutilized land that creates new places for transit riders to experience.

Connect underutilized areas as well as already great downtown destinations through a variety of multi-modal options, thus creating a strong network of connected experiences.

6

THESIS “Streets as Places”

Planning for street corridors needs to shift from the more commonly seen technical engineering solutions, to a more comprehensive approach that examines the physical, social, cultural and ecological elements of a street and surrounding context. With the new proposal of a Milwaukee Streetcar line, an opportunity exists to create a new “place” that is the street. The streetcar will undoubtedly support development along the streetcar route. But, it is also necessary to examine how the physical, social, cultural and ecological context along the route (past, present and future) can conversely support the streetcar.


[We must]...”see the possibility of re-examining even the most challenging infrastructural landscapes and a new attitude to infrastructure that goes beyond technical considerations to embrace issues of ecological sustainability, connection to place and context, and cultural relationships.”

-Elizabeth Mossop, Landscape Architect

BACKGROUND

8


MILWAUKEE STREETCAR

10 BACKGROUND

APPROACH

Why start Downtown?• 80,000 employees• 25,000 residents• 1.4 million Intermodal Station passengers annually• 5.5 million visitors per year• 726,500 annual hotel stays• 2% of City land but 13.3% of City tax base

Environmental Assessment

Prepared by the City of Milwaukee in cooperation with the Federal Transit Administration

Environmental Assessment Report required by the FTA completed in

October 2011

Within a quarter-mile of the route the starter system will connect:• 100% of downtown hotel rooms• 91% of occupied fi rst fl oor retail space• 90% of occupied offi ce space• 77% of downtown housing units• 77% of downtown parking facilities• Lakefront and Riverwalk attractions


Map showing how downtown route is just the starting point of a future streetcar expansion

12 BACKGROUND

CURRENT TRENDS

COMMUTER RAIL

Metra Commuter Rail-Chicago

• Electrically propelled by electric 3rd rail

• Fully grade-separated rights-of-way

• High capacity• 4-10 cars• 25-40 mph typical speed

HEAVY RAIL

Elevated Train-Chicago

• Sometimes referred to as inter-city rail

• Diesel-electric propelled• Operates over existing railway

trackage• High capacity• 30-50 mph typical speed

Rail transportation comes in many different forms and often gets confused with each other by the general public. The columns to the right show a comparison of 4 different modes of passenger rail systems that operate in the U.S.


LIGHT RAIL STREETCAR

Portland Streetcar

Phoenix Light Rail

• Electrically propelled by overhead wires

• Operates at surface level over exclusive rights-of-way or public streets

• 1-3 cars• 20-30 mph typical speed

• Electrically propelled by overhead wires• Operates at surface level within existing travel lanes allowing

automobiles to drive in the same lane as the streetcar• 170-240 passengers• 10-25 mph typical speed

14 BACKGROUND

CURRENT TRENDS 1. New York, NY

2. Los Angeles, CA3. Chicago, IL4. Houston, TX5. Philadelphia, PA6. Phoenix, AZ7. San Antonio, TX8. San Diego, CA9. Dallas, TX10. San Jose, CA11. Jacksonville, FL12. Indianapolis, IN13. Austin, TX14. San Francisco, CA15. Columbus, OH16. Fort Worth, TX

Top U.S. city populations with some form of passenger rail system listed on the previous page:

17. Charlotte, NC18. Detroit, MI19. El Paso, TX20. Memphis, TN21. Boston, MA22. Seattle, WA23. Denver, CO24. Baltimore, MD25. Washington, D.C.26. Nashville, TN27. Louisville, KY28. Milwaukee, WI29. Portland, OR30. Oklahoma City, OK

Out of the 30 most populous cities in the U.S., only six (red color) have no passenger rail transportation option.

*U.S. Census Bureau 2011 Population Estimates


Map showing strictly streetcar transit systems across the U.S. that are either in operation or in the planning phases

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1890-1950’sPrivately-owned, electric

streetcars were primary source for public transportation in

Milwaukee

1950’s-1960’sElectric streetcar and bus

systems run in tandem

Wisconsin Ave - 1920

In the early 20th century, streetcars were the most prevalent mode of transportation in Milwaukee. However, with the invention of the automobile, streetcars were seen as large, slow-moving objects that got in the way of the new mode of transportation and were no longer a viable transit option. The modern streetcar currently proposed for Milwaukee is not the same streetcar of the past. Modern streetcars run smoother, quieter and more effi ciently than their 20th century counterpart.

MKE PUBLIC TRANSIT HISTORY

BACKGROUND


1960’s-present dayBus is primary source for public transit

2014•Construction of Phase 1 of Milwaukee Streetcar slated for 2014•Bus and streetcar system working together again

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MKE PUBLIC TRANSIT HISTORY

BACKGROUND

The maps to the right show Milwaukee’s extensive streetcar, trolley and bus networks. Notice how the routes run along almost every main street of Milwaukee. Compare this to the 2011 proposed streetcar line(in blue) that runs on a majority of current day, non-arterial streets. This creates the opportunity to create a new identity for these previously “unknown” streets in Milwaukee.

1903 map of transit routes in Milwaukee

Craig HuebnerNEXT STOP 191927 map of transit routes in Milwaukee

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PROJECT SITE

BACKGROUND

Primary Impact Zone:•1-2 block adjacency to streetcar route•Land Area: 622 acres (62 Miller Parks)

City of Milwaukee proposed streetcar route

While the City of Milwaukee has proposed the streetcar route shown to the right, this thesis proposes a slight change to the 4th Street extension. Instead of turning west and connecting to The Brewery development, I have extended the route north to McKinley and then terminating at MLK Drive.

The focus area refers to the physical boundary that will be the focus of analysis, impact and intervention of this project. The primary impact zone is within 1-2 blocks of the streetcar route and will have the greatest potential for streetcar related development. The secondary impact zone is drawn to show how even though an area may not be directly adjacent to the route, the opportunity for development still exists.


Kilbourn Blvd.State St.

Juneau Ave.

Pros

pect

Ave.

Lincol

n Mem

orial D

r.

Wisconsin Ave.

Mason St.

Wells St.

Ogden Ave.

Farwe

ll Ave.

Brady St.

Water S

t.

Water St.

Broadway Ave.Milwaukee St.

Jackson St.

Van Buren St.

4th St.

McKinley Ave.

Michigan St.

Clybourn St.

St. Paul Ave.

6th St.

Old World 3rd St.PRIMARY IMPACT ZONE

SECONDARY IMPACT ZONE

Thesis focus area - notice the slight difference from the City of Milwaukee’s proposed route

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PROJECT SITE

BACKGROUND

Images to the right show just a few of the current physical conditions of parcels directly adjacent to the streetcar route. These parcels have enormous potential for redevelopment, especially with the addition of a new proposed streetcar.

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25 26

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PROJECT SITE

BACKGROUND

Downtown Milwaukee is home to 11 different neighborhoods each with its own attractions and personal identity. With the introduction of the streetcar, some of Milwaukee’s greatest attractions will be better connected and allow people to move easily and conveniently throughout Milwaukee’s downtown.

Cathedral Square

Milwaukee Intermodal Station

Wisconsin and Water Street

Historic Third Ward


Connecting 11 different downtown neighborhoods:• Hillside• Haymarket• Schiltz Park• Kilbourn Town• Menomonee River Valley• Third Ward• Juneau Town• Yankee Hill• Lower East Side• Lake Park• North Point

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PROJECT SITE

BACKGROUND

This image below shows a number of red shaded areas. These areas identify a vacant parcel of land or a building that is past its effective lifetime and is prime for renovation or new development.


The image below shows 10 branding nodes along the streetcar route. The shape of each node is determined by the physical, social, political and economic characteristics of the area. The branding of each node is an important step for the streetcar planning process in that it helps to create a memorable identity for each area.

HAYMARKET

BRADLEY CENTER

CONVENTION CENTER

STATION DISTRICT 3RD WARD

CITY CENTER

CITY HALL CATHEDRAL SQUARE

DOWNTOWN LIVING

LAKEFRONT

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PROJECT SITE

BACKGROUND

MLK & McKinley

4th & Juneau

4th & Highland

4th & Kilbourn

4th & Wisconsin

4th & Michigan

4th & St. Paul St. Paul & PlankintonSt. Paul & Broadway

Broadway & Michigan

Broadway & Wisconsin

Broadway & Wells

Wells & Jackson

Van Buren & Kilbourn

Van Buren/Jackson & Juneau

Van Buren /Jackson & Ogden

Ogden & Astor

Ogden & Farwell/Prospect

Farwell/Prospect & Albion

Farwell/Prospect & Brady

Within the 10 nodes identifi ed on the previous page are 20 individual station stops. Each station location was taken from the City of Milwaukee’s plan except for the Haymarket stops, which replace the City’s plan for two stops near The Brewery Development. The map to the right shows every station, each spaced 1 to 3 blocks apart.


MLK & McKi

nley

4th & Ju

neau

4th & High

land

4th & Kil

bourn

4th & Wisc

onsin

4th & Mich

igan

4th & St. P

aulSt. P

aul & Pla

nkinto

n

HAYMARKET BRADLEY CENTER CONVENTION CENTER STATION DISTRICT

St. Paul

& Broadw

ay

3RD WARD

Broadw

ay & Wisc

onsin

Broadw

ay & Wells

Wells & Ja

ckson

Van Bure

n & Kil

bourn

Van Bure

n/Jackso

n & Ju

neau

Van Bure

n /Jac

kson &

Ogden

Ogden &

Astor

Ogden &

Farwell/

Prospe

ct

Farwell/

Prospe

ct & Alb

ion

Farwell/

Prospe

ct & Brad

yCITY CENTER CITY HALL CATHEDRAL SQUARE DOWNTOWN LIVING LAKEFRONT

Broadw

ay & Mich

igan

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The diagram to the right shows currently existing amenities that are high activity zones for pedestrians. Each streetcar station stop has amenities that will benefi t from the implementation of the streetcar. People will be able to access different areas of downtown with greater ease than pre-streetcar. The addition of the streetcar will also increase the chances for more development at nodes that are currently lacking amenities.

PROJECT SITE

BACKGROUND

HAYMARKET BRADLEY CENTER CONVENTION CENTER STATION DISTRICT

MLK & McKinley

4th & Juneau

4th & Highland

4th & Kilbourn

4th & Wisconsin

4th & Michigan

4th & St. Paul

S

t. Paul & Plankinton

Water St. barsw xyz bar (aloft)

Water St. barsw xyz bar (aloft)

Old World 3rd St. bars

Hyatt bar Miller Time Pub

StarbucksStone Creek

Coffee Roasters

AloftModerne

AloftModerne

Hyatt

PereMarquette

Park

HiltonBest Western

Courtyard Marriott

Zeidler Union Square


3RD WARD CITY CENTER CITY HALL CATHEDRAL SQUARE DOWNTOWN LIVING LAKEFRONT

St. P

aul & Broadway

B

roadway & Michigan

Br

oadway & Wisconsin

Broadway & Wells

Wells & Jackson

V

anBuren & Kilbourn

VanB

uren/Jackson & Juneau V

anBur

en/Jackson & Ogden

Ogden & Astor

Ogd

en & Farwell/Prospect

Far

well/Prospect & Albion

Fa

rwell/Prospect & Brady

Wicked HopCafe Benelux

3rd Ward CafeStarbucks

Swingin’ Door Exchange

Steamers CoffeeThe Soup House

Milwaukee St. bars

Milwaukee Bagel Bruegger’sStarbucks

Whiskey BarMikey’sTaylors

Flannery’sBad Genie

Classy Girl Cupcakes

Mykonos Gyro & Cafe

Mykonos Gyro & Cafe

Victor’s

Panera BreadStarbucks

Karma Country Clare Shank Hall

Sphinx CafeStarbucks

Halliday’s Irish Pub

Brady St. bars

Milwaukee Marriott

Pfi sterHotel Metro

Red Arrow Park

InterContinental

Cathedral Square

Cathedral Square

Astor Hotel Knickerbocker

Burns CommonsVeterans Park

Burns CommonsVeterans Park

Veterans Park

taverns hotels parks

cafes restaurants groceries

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MASTER PLAN


MILWAUKEE STREETCAR

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CATALYTIC PROJECTS

MASTER PLAN

1 Mixed residential/offi ce/entertainment-related land use

2 Multi-purpose sports arena with infi ll tourist attractions

3 Major chain retail store

4 Transit hub; mixed-use, adaptive re-use of post offi ce

5 Public art below I-794 freeway

6 Boutique movie theater

7 Infi ll offi ce and new City Hall plaza

8Cathedral Square redesign with adjacent mixed-use residential

9 Ogden sustainable transformation

10 Burns commons pavilionThe images to the right show the master plan for new development adjacent to the Milwaukee Streetcar route. Within each of the ten nodes are a variety of catalytic projects. While each of the catalytic projects help to create an individual destination within each node, it is the overall network of connected places via the streetcar that generates a stronger identity for downtown Milwaukee.

Existing Buildings

Proposed Buildings


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2

3

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6

7

8

9

10

HAYMARKET

BRADLEY CENTER

CONVENTION CENTER

STATION DISTRICT3RD WARD

CITY CENTER

CITY HALLCATHEDRAL SQUARE

DOWNTOWN LIVING LAKEFRONT

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ECONOMIC IMPACT

MASTER PLAN

RETAIL• 1,636,000 square feet of new retail space• $163.6 million increased value

OFFICE• 2,472,000 square feet of new offi ce space• $321.2 million increased value

$1.05 billion in increased valueWhile the costs associated with implementing Milwaukee’s streetcar are typically at the forefront of people’s concerns, what often gets overlooked is the positive economic impact that is possible through new development adjacent to the streetcar route. This development potential far outweighs the construction and operating costs for the streetcar.

An estimated $1.05 billion in increased value is possible within the 2-block boundary of the streetcar route.

In addition, a new mode of transportation provides an opportunity to re-examine the existing high demand for parking. Reducing the amount of parking spaces for new building projects can decrease total development costs by a considerable margin and generate more opportunity for development.

RESIDENTIAL• 2,472 new housing units• $445.2 million increased value

HOTEL• 832 new hotel rooms• $124.8 million increased value


Offi ce• 1 parking space for every 1,000 square feet• 2,472,000 square feet new offi ce space• Total parking construction cost: $74,160,000

Streetcar Parking Considerations:

EXISTING DEVELOPMENT STANDARDS POSSIBLE DEVELOPMENT STANDARDS

*Typical parking garage costs $30,000 per parking space

Retail• 1 - 3.5 parking spaces for every 1,000 square feet• 1,636,000 square feet new retail space• Total parking construction cost: $147,240,000

Residential• 2 parking spaces for every 3 units• 2,472 new housing units• Total parking construction cost: $49,440,000

Hotel• 1 parking spaces for every 2 sleeping rooms• 832 new housing units• Total parking construction cost: $12,480,000

Offi ce• 1 parking space for every 2,000 square feet• 2,472,000 square feet new offi ce space• Total parking construction cost: $37,080,000

Retail• 1 parking spaces for every 1,000 square feet• 1,636,000 square feet new retail space• Total parking construction cost: $49,080,000

Residential• 1 parking spaces for every 3 units• 2,472 new housing units• Total parking construction cost: $24,720,000

Hotel• 1 parking spaces for every 4 sleeping rooms• 832 new housing units• Total parking construction cost: $6,240,000

$117,120,000$283,320,000 vs.

$166,200,000 savings

Total cost to construct parking Total cost to construct parking

38

DESIGN INTERVENTIONS


MILWAUKEE STREETCAR

DESIGN INTERVENTIONS40

HAYMARKET Throughout Milwaukee’s history, the Haymarket district has had a rich pattern of uses, serving as the support area for much of the brewing industry, as well as housing small businesses, manufacturers, and enclaves of residents. The Haymarket District currently houses mostly light industrial and offi ce uses, though the character of the area has started to shift . New businesses have settled along Martin Luther King Jr. Drive, and the now vacant Park East Freeway corridor has allowed more people to catch a glimpse of the Haymarket District. This increased visibility for the neighborhood has helped more people take notice of the area.

Haymarket contains the highest acreage of vacant land compared to all other nodes along the streetcar route. The majority of this vacant land lies within the former Park East Freeway location south of McKinley Avenue. Redevelopment will not happen all at one time. It is important to establish key hinge developments in order to nourish future development of the former Park East Freeway land, as well as land north of McKinley. The urban design solutions shown on the following pages envision a number of entertainment and creative industry uses intertwined with a series of exciting public plazas and pathways.

NEXT STOP Craig Huebner


HAYMARKET

2010 aerial image of node

Streetcar Station Stops:•MLK & McKinley•4th & Juneau

Development Opportunities:•130,000 sq. ft. of new retail/entertainment [$13.0 million in added value]•430,000 sq. ft. of new offi ce [$55.9 million in added value]•435 new residential units [$78.3 million in added value]•500 new hotel rooms [$75.0 million in added value]

Key Design Interventions:•Entertainment-related land use including hotels, restaurants and bars•Mixed-use offi ce/residential buildings•Network of connected public spaces•Adaptive-reuse of warehouse buildings to residential lofts

Craig HuebnerNEXT STOP 43Haymarket Master Plan

Existing Buildings

Proposed Buildings

Renovated Buildings


Mix of public space types:•plazas•parks•trails•streets•alleys

HAYMARKET

Stadium Plaza:•large, fl exible space•24/7 activity

Nokia Plaza, Los Angeles, CA

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Manpower

Time Warner

The Brewery

1

222

At each streetcar stop, different types of spaces engage pedestrians and draw them through the entire stretch of the Park East land.


Haymarket Triangle Plaza:•streetcar stop•public art•cafe•residential lofts

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Open space at the NW corner of MLK and McKinley - BEFORE; underutilized green space and vacant warehouses

Open space at the NW corner of MLK and McKinley - AFTER; Haymarket Triangle - A new plaza with sculptures, adjacent residential lofts and a cafe


BRADLEY CENTER

Built in 1988, the BMO Harris Bradley Center is one of the oldest active NBA arenas in the United States. An opportunity for change exists. And not just in the form of a new stadium, but an entire entertainment district that includes a multi-purpose arena, hotels, restaurants, museums, theaters, public space and more. The Bradley Center node on the following pages shows a variety of entertainment-related development that creates a 24/7 atmosphere, and could create a positive economic impact of enormous proportions.

Craig HuebnerNEXT STOP


BRADLEY CENTER


Streetcar Station Stops:•4th & Highland•4th & Kilbourn

Development Opportunities:•803,000 sq. ft. of new retail/entertainment [$80.3 million in added value]•375,000 sq. ft. of new offi ce [$48.7 million in added value]•262 new residential units [$47.2 million in added value]•120 new hotel rooms [$18.0 million in added value]

Key Design Interventions:•Entertainment-related land use surrounding a new, multi-purpose arena•Visually-stimulating public realm and streetcar stations•New offi ce complex at the Milwaukee Journal Sentinel•Redesign of Pere Marquette Park•Reconfi guration of Kilbourn Avenue to include tree-lined, separated bike lanes

Examples of dynamic lighting that could be located at streetcar stops and main public spaces


Bradley Center Master Plan

Existing Buildings

Proposed Buildings


BRADLEY CENTER

L.A. Sports and Entertainment District, Los Angeles, CA

Phase 1: Staples Center•6 acres•$375 million construction cost•20,000-seat arena completed in 1999•design focused not only on the interior function as a sports arena, but has become an integral part of the urban fabric

Phase 2: L.A. Live•27 acres•$2.5 billion construction cost•Nokia Plaza (2009)•Nokia Theatre (2007)•Grammy Museum (2008)•Hotels and condos (2010)•ESPN Zone (2009)•Regal Entertainment Group (movie theaters)•Multiple restaurants

Los Angeles Sports and Entertainment District (LASED)•Sited on a former blighted industrial area adjacent to the convention center and downtown’s South Park district•Public/private partnership formed in 1997 between a master developer (AEG), the City of Los Angeles, and the Community Redevelopment Agency of Los Angeles (CRA/LA)


Site plan of a new multi-purpose arena located 1 just north of the existing BMO Harris Bradley Center

The placement of a new multi-purpose arena within Milwaukee’s downtown is of the utmost importance. Positioning the arena to the south of Juneau Avenue (as shown to the right) provides a number of benefi ts including the following:

• allows Park East land to be developed for entertainment-related uses and be used as more of a transition zone between Haymarket and Downtown

• keeps stadium in closer proximity to Wisconsin Avenue and the heart of Downtown

Milwaukee’s Entertainment District


CONVENTION CENTER

Milwaukee’s convention center is at the heart of Downtown Milwaukee at the corner of 4th and Wisconsin. Yet when tourists come for conventions, they most likely fi nd themselves questioning where are the Downtown destinations typically seen near convention centers? While the implementation of the Milwaukee streetcar would help to better connect convention-goers to hotels, restaurants and retail stores in other locations around Downtown, the properties directly adjacent to the convention center should look to attract uses that tourists can easily see and access with ease.



CONVENTION CENTER


Streetcar Station Stops:•4th & Wisconsin•4th & Michigan

Development Opportunities:•240,000 sq. ft. of new retail [$24.0 million in added value]•343,000 sq. ft. of new offi ce [$44.6 million in added value]

Key Design Intervention:•Attract major retail at the southwest corner of 4th and Wisconsin

Downtown Target, Minneapolis, MN

Example of a good, urban retail store design at a major intersection within downtown Minneapolis. A similar retail tenant should be sought after for Milwaukee’s Downtown.

Craig HuebnerNEXT STOP 55Convention Center Master Plan

Existing Buildings

Proposed Buildings

Renovated Buildings

56 DESIGN INTERVENTIONS

STATION DISTRICT

Welcome to Milwaukee...well, kind of. A majority of visitors to Milwaukee enter through our Intermodal Station located at St. Paul and 5th Street. The station is serviced by both Amtrak and Greyhound Bus Service. The Amtrak Hiawatha line brings 1.4 million people annually through the intermodal station and is the 2nd fastest growing line in Amtrak’s national rail network (2nd behind Maine). When visitors exit the terminal they are greeted by numerous parcels of vacant land, empty warehouse buildings and minimal options for reaching other Downtown destinations.

The urban design solutions shown on the following pages envision a new transit hub with a mix of offi ce, residential and retail uses. From this point in Milwaukee, tourists should be greeted by multiple transit options (bus, car rental, bike, streetcar) as well as public outdoor and indoor spaces that create both a welcoming atmosphere and a new gateway to Downtown.



STATION DISTRICT

The master plan shows major transformations including the adaptive reuse of the current USPS distribution center into a new residential mixed-use complex. A new public street runs along the Menomonee River creating great views along the waterfront and opportunities to extend Milwaukee’s riverwalk. Land located below the freeway is occupied by a variety of transportation uses including a streetcar maintenance/storage facility and a new MCTS bus layover location.


Streetcar Station Stops:•4th & St. Paul•St. Paul & Plankington

Development Opportunities:•84,000 sq. ft. of new retail [$8.4 million in added value]•416,000 sq. ft. of new offi ce [$54 million in added value]•600 new residential units [$108.1 million in added value]

Key Design Interventions:•Parking/Offi ce/Milwaukee Transit Center at corner of 5th & St. Paul•Adaptive reuse of existing Post Offi ce into mixed retail/residential/offi ce use•Enhanced pedestrian walkability


Station District Master Plan

Existing Buildings

Proposed Buildings

Renovated Buildings


STATION DISTRICT

Existing Milwaukee Transit Center on Lakefront Vacant land at 5th and St. Paul across from Intermodal Station

Diagram showing how the Milwaukee Transit Center is in close proximity to streetcar line and Intermodal Station

A new Milwaukee Transit Center building is constructed at the corner of St. Paul and 5th Street. This building would allow the current MTC on the Lakefront to be demolished and make way for other, more suitable lakefront development. The design of the new MTC is focused on welcoming pedestrians not only through its programmatic uses, but also through a series of physical design components including a plaza, outdoor mezzanines, movable seating, and large billboards.

INTERMODAL STATION

MTC


Southeast view of new Milwaukee Transit Center across the street from the Intermodal Station


STATION DISTRICT

Milwaukee Transit Center Ground Floor Plan

The programmatic uses of the new Milwaukee Transit Center are aimed at meeting the transit needs of Milwaukee residents, employees and tourists. The ground level includes convenience-type retail, a restaurant and car/bike rental stores. The ground level also includes a MTC lobby that would have ticketing kiosks for all transportation options including the streetcar.


7 levels of prime office space

public access from 6th Street viaduct onto elevated walkway that wraps building

LED lit advertising mesh screens

sit-down restaurant that breaks out into plaza

terrace seating facing active St. Paul Ave.

weather-protected bike lockers beneath terrace seating

convenience type retail for grab and go items

current Milwaukee Transit Center on lakefront moves to site

600 parking stalls with downtown employees occupying the majority of spaces. Employees are able to park in the structure and take an alternative means of transportation to get to work

•600 parking stalls•MCTS bus marshall area (8 bus capacity)•4,000 square feet retail•10,000 square foot sit-down restaurant•6,000 square foot car rental•3,000 square foot bike storage, lockers, showers, repair•50,000 square feet of offi ce space

Milwaukee Transit Center Program:

Looking across 5th Street at new Milwaukee Transit Center


THIRD WARD

The Historic Third Ward is a top destination not only for visitors to Milwaukee, but also for local residents and employees. The local shops, eateries and historic atmosphere all make the area a great place to enjoy. However, unless you have access to a car, the Historic Third Ward becomes a disconnected neighborhood with its physical boundaries of the Milwaukee River and Interstate 794 freeway.

In an effort to better connect the Historic Third Ward with its neighbor East Town to the north, the following pages suggest a dynamic design intervention that bridges the gap between the two areas and breaks down the physical barriers.



THIRD WARD


Streetcar Station Stops:•St. Paul & Water (southbound)•St. Paul & Broadway (northbound)

Development Opportunities:•10,000 sq. ft. of new retail [$1.0 million in added value]•50 new residential units [$9.0 million in added value]•212 new hotel rooms [$31.8 million in added value]

Key Design Interventions:•Boutique hotel at corner of St. Paul & Water•Interactive public art beneath Interstate 794 freeway

H

HH H

HH H

H

H

HH

H HH

HHH

H

H

H H

18 existing downtown hotels3 proposed hotels

Connection between hotels and downtown destinations is of the utmost importance for tourists. The Milwaukee Streetcar route would run within 2 blocks of every downtown hotel.

Craig HuebnerNEXT STOP 67Third Ward Master Plan

Existing Buildings

Proposed Buildings


THIRD WARD

Kinetic Illumination: Connecting the Historic Third Ward with East Town via interactive public art

Location of public art installation

Existing dark, unwelcoming approach to I-794

Kinetic Illumination is focused on embracing the different scales of movement or kinetic energy that currently exist on the project site through both passive and interactive lighting displays. The variety of lighting schemes aim at breaking down the existing physical and mental barriers in an innovative way. Kinetic Illumination not only solves the problem of existing barriers, but also creates excitement, utilizes materials that are practical and fl exible and addresses long term issues.


Perspective image of the new interactive lighting elements beneath I-794

I-794 cross section showing different lighting elements


THIRD WARD

OBSERVE IT Kinetic Illumination allows for passive viewing of real-time traffic activity on the freeway above. Motion sensors record traffic flow on freeway above and send information to LED lights below freeway. White canvas is hung from the freeway and creates a clean, ambient lighting for the three underpass streets while being able to create a visual connection between cars above and pedestrians below.

Int. 794

Water St.

High traffic frequency on freeway above

Low traffic frequency on freeway above

Motion Sensor

Hung canvas with LED back lighting

23,000 SF of solar PV space

POWER IT Kinetic Illumination uses the concrete decking above the Public Market parking lot as a surface for solar PV panels. These panels serve as a renewable energy source for the interactive LED lighting below the freeway.

Seating with integrated lighting LED lighting between canvas and freewayAn interactive public art piece:>power it>observe it>interact with it>learn from it

Components:>LED lighting>seating>paving patterns>hanging canvas

Kinetic Illumination uses the concrete decking above the Public Market parking lot as a surface for solar PV panels. These panels serve as a renewable energy source for the interactive LED lighting below the freeway.

Kinetic Illumination allows for passive viewing of real-time traffi c activity on the freeway above. Motion sensors record traffi c fl ow on freeway above and send information to LED lights below freeway. White canvas is hung from the freeway and creates a clean, ambient lighting for the three underpass streets while being able to create a visual connection between cars above and pedestrians below.


LEARN FROM IT Kinetic Illumination serves as a learning tool to visitors to the site. Benches provide flat surfaces that open the possibility of inscribing educational information on the seating surface. This educational information could range from Milwaukee settlement history, Third Ward/East Town Facts, etc. The benches could also serve as elements that local companies could purchase and inscribe facts about their individual company.

Highway construction displaced the close-knit

Italian Third Ward community in the 1960's. The trucking industry and suburb growth led to the

decline of warehouse operations and industry. Ironically, Milwaukee's

first architectural landmark was named in 1967, the Blessed Virgin

of Pompeii Catholic Church, the same year it

was demolished for construction of the I-794

freeway.

INTERSTATE 794 MACKIE/GRAIN EXCHANGE

Designed by Edward Townsend Mix, the old Grain Exchange Room

inside the Mackie Building has been refurbished to its original luster. Its 175-ft. bell tower in the room’s center, soaring ceiling,

frescoes, and handsome stonework will take visitors back to the

elegance and grandeur of a bygone era.

1 block North of this point

1912

Construction begins on what will become the six story headquarters and main factory building at

Juneau Ave. in Milwaukee. A separate Parts and Accessories Department is formed.

HARLEY-DAVIDSON

Top view of bench with inscribed educational facts

or or

INTERACT WITH IT Kinetic Illumination allows pedestrians to create an artistic lighting display of their own when passing through the freeway underpass. Column LED uplighting is triggered when pedestrians step down on an impact pad that completes an electronic circuit to turn on the LED light for that particular column. Light turns back off when pedestrian steps off of the impact pad. Ambient lighting beneath benches as well as colored concrete strips establish a rhythm along the sidewalks to lead people through the passage.

Column light triggered by pedestrian stepping on impact pad

Impact pad waiting for pedestrian impact to turn on column light

Light remains off until pedestrian impact

Kinetic Illumination allows pedestrians to create an artistic lighting display of their own when passing through the freeway underpass. Column LED uplighting is triggered when pedestrians step down on an impact pad that completes an electronic circuit to turn on the LED light for that particular column. Light turns back off when pedestrian steps off of the impact pad. Ambient lighting beneath benches as well as colored concrete strips establish a rhythm along the sidewalks to lead people through the passage.

Kinetic Illumination serves as a learning tool to visitors to the site. Benches provide fl at surfaces that open the possibility of inscribing educational information on the seating surface. This educational information could range from Milwaukee settlement history, Third Ward/East Town Facts, etc. The benches could also serve as elements that local companies could purchase and inscribe facts about their individual company.


THIRD WARD

Concrete Seating

Sidewalk Impact Pad

Milwaukee Public Market

Clybourn Street

Water Street

Broadway Street

Site plan

Ceiling plan

An interactive public art piece:>power it>observe it>interact with it>learn from it

Components:>LED lighting>seating>paving patterns>hanging canvas


Pedestrians enjoying both passive and interactive lighting elements below I-794


CITY CENTER

The City Center Node is a destination along the streetcar route that perhaps receives the highest amount of pedestrian activity. Employees get off at Wisconsin and Broadway and head to work while tourists look east and west along Wisconsin Avenue and decide which attraction they want to go to fi rst. The City Center node demands a clustering of different modes of transportation (bus, streetcar, bike sharing, etc.) in order to provide convenient options for residents, employees and tourists to reach their next destination.

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiNEXT STOP Craig Huebner


CITY CENTER

Key Design Interventions:•Large, public plazas to accommodate street vendors and bike share hubs•High-end, boutique retail/entertainment buildings


Streetcar Station Stops:•Broadway & Michigan•Broadway & Wisconsin

Development Opportunities:•270,000 sq. ft. of new retail/entertainment [$27.0 million in added value]•120,000 sq. ft. of new offi ce [$15.6 million in added value]

Mackie/Mitchell Buildings at Michigan Street Food vendors at Wisconsin Avenue

The master plan shows a heavy focus on new ground-level retail along Broadway Street. This ground level activation would create a much more walkable street and better connect the City Center to the Historic Third Ward. Streetcar stations are positioned within new curb bump-outs along Broadway that allow for additional space for food vendors and bike sharing stations.


City Center Master Plan

Broadway and Wisconsin intersection

Broadway and Michigan intersection

Existing Buildings Proposed BuildingsRenovated Buildings


CITY CENTER streetcar stop 10-min walk

bradley center

turner hall

milw. theater

u.s. cell.

public museum

public library

harley museum

marcus center

pabst theater

milw. art museum

war memorial

discovery world

children’s museum

henry maier festival park

broadway theater

MAM

Map showing some of the cultural attractions located within the downtown area

Wisconsin Ave.

The implementation of a bike sharing program in Milwaukee would provide a number of benefi ts for residents, employees and tourists. Bike sharing systems are often more convenient and affordable than bike ownership for many residents; they help overcome barriers to using a bike in a city, such as theft and storage; they both connect to and relieve pressure on transit; they provide branding opportunities for the city and private companies; and they introduce new audiences to bicycling.


Bike Sharing in Milwaukee_ how it could work•bike docks located at key streetcar stops and major downtown attractions•meant be used for short trips >annual member fee of around $50-$75 >trips under 30 minutes are generally free for members; low cost to non-members >around $2-$5/additional 30 minutes

5-min ridestreetcar stop MAM

Example of bike sharing system Example of bike sharing system

U.S. Cities with Bike Sharing Programs:•Denver, CO•Minneapolis, MN•Chicago, IL•Washington, D.C.•Miami, FL

•Boulder, CO•Madison, WI•New York, NY•Portland, OR•Boston, MA


CITY HALL Milwaukee’s City Hall was fi nished in 1895, at which time it was the tallest habitable building in the United States. The city hall’s bell tower, at 353 feet (108 m), also made it the second tallest structure in the nation, behind the Washington Monument. Today the historical structure still stands as one of Milwaukee’s most recognizable architectural icons.

What is lacking from the area is a feeling of civic pride. While the beautiful building stands majestic on its site, it offers little physical engagement with adjacent buildings. The following pages suggest a quality civic plaza at the base of City Hall as well as improved streetscaping elements that aim to draw visitors from the streetcar station one block east down to the historical landmark. With these new design elements, a new civic complex is created that residents, tourists and government employees can take pride in.



CITY HALL


Streetcar Station Stops:•Broadway & Wells

Development Opportunities:•7,000 sq. ft. of new retail [$0.7 million in added value]•190,000 sq. ft. of new offi ce [$24.7 million in added value]

Key Design Interventions:•Offi ce and retail infi ll•New City hall plaza with entrance to City Hall museum•Historical information about City of Milwaukee

Craig HuebnerNEXT STOP 83City Hall Master Plan

Existing Buildings

Proposed Buildings


CITY HALL

Existing view down Wells St. towards City Hall

Existing space between municipal buildings and City Hall

Milwaukee’s City Hall was fi nished in 1895, at which time it was the tallest habitable building in the United States. The city hall's bell tower, at 353 feet (108 m), also made it the second tallest structure in the nation, behind the Washington Monument.


new entrance to City Hall museum located in lower level of City Hall building

curb bump out replaces right turn lane

New City Hall plaza mixes employee lunch space with tourist attractions


CATHEDRAL SQUARE

Thursday night jazz music. Saturday morning farmers markets. Carols around the Christmas tree. The attractions of Cathedral Square already make this park one of Milwaukee’s great, urban places. However, when taking a wider lens to the Cathedral Square area, one can see a number of development opportunities both within and adjacent to the park. The following pages suggest a number of new residential buildings as well as a redesign for Cathedral Square that attempts to better connect the park to its surrounding context and provide uses during non-event planned days.



Key Design Interventions:•Narrow Kilbourn Avenue to increase public space for pedestrian activity•Better defi ned northern edge of Cathedral Square >pavilion, cafe, playground, vegetation•Repaving of Jefferson Street•Iconic residential towers fl anking Kilbourn Avenue

Streetcar Station Stops:•Wells & Jackson•VanBuren & Kilbourn (northbound)•Jackson & State (southbound)

Development Opportunities:•41,000 sq. ft. of new retail [$4.1 million in added value]•580,000 sq. ft. of new offi ce [$75.4 million in added value]•580 new residential units [$103.2 million in added value]


CATHEDRAL SQUARE

Craig HuebnerNEXT STOP 89Cathedral Square Master Plan

Existing Buildings

Proposed Buildings


CATHEDRAL SQUARE

Kilbourn Avenue arkJuneau Pa

rallCathedrCCathedrSquareS

•Street takes the form of a boulevard•Central median green spaces are underutilized by pedestrians due to lack of access and no reason to occupy the spaces

Kilbourn Commons:>A 1-acre linear park connecting Juneau Park and Cathedral Square

EXISTING

Existing photo of Kilbourn Avenue Existing photo of Cathedral Square’s northern edge

The most notable difference one can see from the existing composition of the park to the proposed design is a new stretch of linear public space on the northern edge of the park named Kilbourn Commons. The new 30 foot wide space would stretch 4 blocks and include a mixture of green space, walking paths, seating, public art and interactive water elements. This new linear park helps to physically connect Cathedral Square to Juneau Park.


Kilbourn AvenuearkJuneau Par

al CathedraathedrCCathedraC aSSquareSS

•Boulevard has been eliminated•Public space has been created on the northern edges of the blocks adjacent to Cathedral Square•Green spaces are approximately 30’ wide and run the entire length of each block

INTERVENTION

Kilbourn Commons site plan


CATHEDRAL SQUARE

Cathedral Square Redesign:

Bike sharing/shelter located behind cafe

The redesign for Cathedral Square takes a contemporary design approach by improving the current programmatic elements of the park as well as adding some new features that help to better connect the park to its surrounding context. Interactive fountains, a new pavilion and a small cafe are placed along the northern edge of the park that help create a stronger edge to the park that is currently lacking. The introduction of the cafe helps support pedestrian activity during non-performance days at the park. The new pavilion is designed with a main performance stage facing south towards the park as well as a second performance area on the north side of the pavilion that engages Kilbourn Avenue (labeled Joshua Glover Memorial Stage on plan). With the City of Milwaukee’s initiative to bring bike sharing to Milwaukee, Cathedral Square is an obvious choice for one of the bike sharing stations. Such a space has been designated behind the cafe that is partially enclosed and would have room for additional bike storage.


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4

5

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7

8

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EXISTING AERIAL PROPOSED SITE PLAN

1 2 3 4 5

6 7 8 9 10

Pavilion (stages, restrooms, storage) Cafe Children’s playground Joshua Glover Memorial Stage Open green space

Bike sharing/shelter Proposed Streetcar stop Repaved Jefferson Street Wood plank boardwalk Interactive water fountains


CATHEDRAL SQUARE

Kilbourn Commons_ walking across Jackson Street and entering into Cathedral Square park

Bike sharing/shelter located behind cafe New gateway park entrance signage

Cross sections of Kilbourn Avenue show how the existing street confi guration favors heavily towards the automobile. The proposed street design replaces angled parking with parallel parking and removes the central median. The narrowing of the street and the new parking confi guration creates slower moving automobile traffi c and increased pedestrian space.


16’park

12’sidewalk

20’median

11’auto

11’auto

11’auto

11’auto

16’park

16’sidewalk Cathedral Square

124’ street right-of-way

8’park

12’auto

12’auto

16’sidewalk

12’auto

12’auto

8’park

44’Kilbourn Commons Cathedral Square

124’ street right-of-way

Kilbourn Avenue Street Sections

EXISTING STREET SECTION

PROPOSED STREET SECTION


CATHEDRAL SQUARE

Walking north along eastern edge of Cathedral Square - notice the new wood plank boardwalk that is reintroduced to resemble the historic boardwalk that once ran in the exact location in the 1800’s

View of the median streetcar stop at Wells Street

1886 photo of Cathedral Square shows former Milwaukee Courthouse and jail positioned at the northern portion of the block.

The streetcar station takes on a design theme that blends in with the overall, new design for Cathedral Square. A row of columns is shown within the street median that recall the historic colonnade that once appeared at the courthouse and jail located within the park. A colonnade at the northern edge of the green space (shown to the right) is also reintroduced into the park. The columns could serve as structures to host banners and/or sponsor signage during event venues at the park.


Night view of Cathedral Square Pavilion


DOWNTOWN LIVING

The Downtown Living Node begins to transition into more of a residential character along the streetcar route. Grocery stores, schools, Post Offi ce and residential buildings are top destinations within this node. With the streetcar operating along almost the entire length of Ogden Avenue, the street will be transformed into one of Milwaukee’s most ‘complete streets’, a street that accommodates multiple modes of transportation and supports sustainability.



DOWNTOWN LIVING

Key Design Interventions:•Sustainable complete street-Ogden Avenue >accommodates multiple modes of transportation >adds bioswales while maintaining existing street tree canopy >transforms existing, non-permeable parallel parking lane into permeable pavement >streetcar stations have roofs that capture stormwater and pour into bioswales

Streetcar Station Stops:•VanBuren/Jackson & Juneau•VanBuren/Jackson & Ogden•Ogden & Astor

Development Opportunities:•40,000 sq. ft. of new retail [$4.0 million in added value]•160 new residential units [$30.0 million in added value]



Downtown Living Master Plan

Existing Buildings

Proposed Buildings


DOWNTOWN LIVING

Astor Street

Ogden Avenue

bioswale

permeable pavement

mixed travel lane

shelterbike lane

Ogden & Astor Streetcar Stop

Examples of streetside bioswales


8’park

8’platform

11’mixed- travel

11’mixed- travel

5’bike

5’bike

12’sidewalk

8’bioswale

8’bioswale

5’sidewalk

Cross section through Ogden Avenue


LAKEFRONT Running the streetcar route through the lower east side along Prospect and Farwell Avenues connects some of the highest density of residential properties to Milwaukee’s downtown. Connecting to this high population base is essential for the success of the streetcar. The implementation of the streetcar will allow apartment dwellers to rely less on personal cars and more on public transit, reducing the high parking space demand in the area.



LAKEFRONT

Streetcar Station Stops:•Ogden & Farwell/Prospect•Farwell/Prospect & Albion•Farwell/Prospect & Brady

Development Opportunities:•11,000 sq. ft. of new retail [$1.1 million in added value]•18,000 sq. ft. of new offi ce [$2.3 million in added value•385 new residential units [$69.4 million in added value]


Key Design Interventions:•Residential and offi ce infi ll at vacant parcels•Iconic, sustainable streetcar station/pavilion at Burns Commons


Burns Commons: unique transit station/pavilion where streetcar vehicle travels off of the street right-of-way and into the northern edge of the park

Portland Streetcar Lakefront Master Plan

Existing Buildings

Proposed Buildings

108

FINAL THOUGHTS

While much attention has been geared towards the ‘problems’ or challenges of implementing the proposed Milwaukee Streetcar, little attention has been given to the development opportunities that exist adjacent to the route. In particular, a lack of a design vision for development opportunities has left residents, employers, and political leaders skeptical of any positive benefi t for implementing the streetcar.

What I hope this thesis can provide is a larger vision of what great places, new and old, the streetcar can connect. The streetcar is not just another form of public transit, but one component of a larger network of connected places around Milwaukee that together form a new identity, something that residents, employers and tourists can be excited about.


Place-making along the Milwaukee Streetcar route

MILWAUKEE STREETCAR

NEXT STOPPlace-making along the Milwaukee Streetcar route

110

BIBLIOGRAPHY

http://www.themilwaukeestreetcar.com/

Mossop, Elizabeth. "Landscapes of Infrastructure." The Landscape Urbanism Reader. New York: Princeton Architectural, 2006. 163-76. Print

http://web.archive.org/web/20090611111807/http://www.apta.com/research/stats/rail/defi nitions.cfm

http://apta.com/resources/reportsandpublications/Documents/Transit_Glossary_1994.pdf

http://www.vtpi.org/tca/tca0504.pdf

http://www.bikesbelong.org/resources/stats-and-research/research/bike-sharing-in-the-united-states/

http://www.census.gov/popest/data/cities/totals/2011/tables/SUB-EST2011-01.csv

http://www.themilwaukeestreetcar.com/pdf/Milwaukee-Streetcar-Environmental-Assessment.pdf

http://cityplanning.lacity.org/complan/specplan/pdf/lased.pdf

http://www.dot.wisconsin.gov/travel/rail/milwaukee-intermodal.htm