HomeMy WebLinkAboutRegency Mall And Surrending Area Development
Augusta Richmond GA
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DOCUMENT TYPE:
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FILE NUMBER: J56Gt q
NUMBER OF PAGES: .fI q.
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A Redevelopment Strategx for
I
Regency JYlall and
Surrounding Area
Prepared for:
Greater Augusta Progress, Inc.
Prepared By:
Winward-Properties, LLC.
in association with
Glatting Jackson Kercher Anglin Lopez Rinehart, Inc.
Robert Charles Lesser & Company
January 2000
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Table of Contents
Acknowledgements................................................... 3
Executive Summary.................................................. 5
1.0 The Process....................................................... 12
· The Public Charrette................................. 13
. Context Analysis....................................... 14
. Urban Design Principles........................... 16
2.0 Market Analysis................................................ 18
3.0 Town Making Principles................................... 22
4.0 Redevelopment Strategy.................................... 29
. Redevelopment Strategy........................... 30
. The 5- Year Plan........................................ 31
. The 10-Year Plan...................................... 38
. The Long-Term Plan.............................. 40
5.0 Implementation.................................................. 45
A Redevelopment Strategy for Regency Mall & Surrounding Area
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Acknowledgements
Greater Augusta Progess
Augusta- Richmond County Commissioners
Mayor Bob Young
Augusta Housing & Neighborhood Development
Augusta Richmond County Planning Commission
Augusta Tomorrow
We especially want to thank the many People that came
to the public events to offer ideas, suggestions and
VISiOns.
A Redevelopment Strategy for Regency Mall & Surrounding Area
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A Redevelopment Strategy for
Regency JVlall and
Surrounding Area
Prepared for: I
Greater Augusta Progress, Inc.
Prepared By:
Winward Properties, LLC.
in association with '
Glatting Jackson Kercher I'nglin Lopez Rinehart, Inc.
Robert Charles Lesser &Company
Executive Summary
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Windward Properties, LLC along with Glatting Jackson et aI,
and Robert Charles Lesser & Co. were retained to create a
redevelopment plan for the Regency Mall and surrounding
properties in Augusta, Georgia by Greater Augusta Progress,
Inc. The study area includes Regency Mall property and
surrounding nearby properties. The project includes real estate
market context, supply and demand, community participation,
retail assessment, real estate market overview, alternative use
assessment, alternative re-use concepts, a redevelopment
strategy and an implementation strategy.
Executive Summary
and was once referred to as Georgia's largest mall. It is located
at the intersection of Deans Bridge Road and Gordon Highway,
and generally in a geographic center of the Augusta Richmond
County area. The same year Regency Mall was built Augusta
Mall was constructed only 3 miles away. ]n the late 1980's
household growth trends shifted towards the northwest and
closer to the Augusta Mall. As these trends continued,
population and traffic dropped in the Regency Mall area.
Currently, the mall is largely vacant and as described in detail in
the Market Analysis, for this piece of real estate to be revital-
ized and to become a catalyst for other revitalization, it has to
be something different than a retail mall.
Regency Mall, built in 1979, was Augusta's first enclosed
shopping center. Regency has more than 800,000 square feet
_' a"V
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A Redevelopment Strategy for Regency Mall & Surrounding Area
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Executive Summary
The opportunity is strongest for the redevelopment of Regency
Mall as a mixed-use development with office, entertainment
retail, sports-oriented retail and value-oriented outlet retail. In
the future, some housing and local serving retail may be
feasible at the site once the project has established itself in the
market.
reality. We were able to accomplish this by having a team of
professionals with different specialties work together. Robert
Charles Lesser & Co. led the market analysis, Glatting Jackson
led the urban design and transportation and Windward led the
public process and managed the project.
Within a mixed-use development the various users supply each
other with patrons so it is very important that the design of the
development be friendly to automobile, transit and the pedes-
trian and that a defined core of mixed use buildings be orga-
nized around grand civic streets and public spaces. Also,
making the natural element, Rocky Creek, a part of this redevel-
opment will help make this development unique. The creek is a
recognizable natural element that is significant to this study
area and provides a great opportunity for a community
greenway.
We also had a significant public involvement process that
included approximately 200 people. Through this we were not
only able to confirm the market research but we were able to
hear the public's concerns, ideas and visions.
There are three (3) different sections to this final report. The
first is the Executive Summary; the second is the Redevelop-
ment Strategy, which gives a brief overview ofthe market
analysis and development program but primarily concentrates
on how to redevelop this mall including the phasing and who to
involve. The third and last section of this report is the full
Market Analysis, which is a separate document.
It is important to our team and to our client that we develop a
plan that is not only visionary but well grounded in market
A Redevelopment Strategy for Regency Mall & Surrounding Area
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Executive Summary
Aerial Be/ore
Aerial A./ier
d. g Area
M II & Surroun In
t Strategy for Regency a
A Redevelopmen
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Next Steps: What an Owner Should Do
1. Meet with the Mayor and Commissioners to ensure that the
City is committed to this project and this plan.
2. Hire a Public Relations Firm to assist in removing the "bad"
perceptions and feelings people have regarding Regency Mall.
This would also include a confirmation of any potential name
change to the new development.
3. Get on the Speaking Circuit to Realtors and Chamber
organizations to announce and describe the vision and
commitment you have as a new developer to this city, and this
plan. Be prepared to offer Realtors good commissions for
tenants they bring to your door. It is important that you get
them on your side.
4. You may bave to Make A Sacrifice on the first building and
tenant improvement. The first has to be done correctly and set
the tone for the remainder of the project. On this first improve-
ment you may have to cut a very good deal for the tenant to get
them to commit.
5. Make Improvements That WILL Be Seen. The entire
community will be watching and you are basically putting your
money where your mouth is at this point and will be showing
the entire community that this redevelopment is for real and that
it is going to be successful. The major improvements should be
made in a very visible location from the every day drivers along
Gordon Highway and Deans Bridge Road. The general public
will see improvements being made on a daily basis.
6. Build the park and greenspace infrastructure towards the
beginning of the redevelopment while the land is still relatively
inexpensive and not in demand. As the development grows and
demand increases it will be more difficult to make the decision
to carve out an acre of parking lot for green space. Work with
the City officials to layout, design and commit to building the
greenspace areas, as indicated on the plan.
7. Start With an Area and Stick to It, instead of maki ng small
minor repairs throughout the entire property. This will signal to
the community that major changes are in store for this develop-
ment and the public will be able to gain an understanding of the
changes that are happening.
8. Currently the majority ofthe leases in the mall bave
expired. Montgomery Ward is paying a fixed fee for security
and GNC is paying a common area maintenance (CAM) fee. A
new owner has the opportunity to work with new tenants on
special CAM rates or special fees.
A Redevelopment Strategy for Regency Mall & Surrounding Area
Executive Summary
Next Steps: What Augusta - Richmond County Could Do
I.Take Ownership of the Plan - The City should proudly take
responsibility of this plan. Greater Augusta Progress the
Development Authority of Augusta Richmond County and
other economic development oriented organizations should be
well versed and supportive of this redevelopment project.
2. Adopt the Plan in Concept - The City should officially adopt
this plan in concept at a Council Meeting. This would also lead
to incorporating the needed transportation improvements into
the Regional Planning Process, Submitting the Livable Commu-
nities Grant Application and Embracing the Regional Greenway
System.
3. Assist in Development of Civic Space - There are many
opportunities for local government to become involved in this
development. All of these possibilities become incentives to the
developer and begin partnerships with the developer. To
become a mixed-use town center, civic space plays a strong role
and enhances the overall development. The Square off of
Gordon Highway is critical as a first step to this redevelopment.
Other park space includes a park along Rocky Creekwhich can
tie into the regional green way system. We have estimated that
the planned park space will cost close to $1.5 million. Average
annual maintenance cost on one (I) acre of high profile urban
park space is estimated between $19,000 and $32,000. Estimated
costs for greenways vary according to the the amenities
provided. Some greenways can be very minimal in maintenance
cost where it includes walkway maintenance and litter control.
Although this is a significant investment the value of this plan
would be lessened without the park space. It adds economic
value to the project. It becomes yet another reason for people
to come to this area. The timing of building this park space is
very important because as the development grows the demand
for land will increase. It is important to layout, design and
construct the civic green space early in the redevelopment
stage. This park space will become part of the significant
public infrastructure, just as water and sewer, that helps
breathe life back into this center.
Other Civic space: Opportunities exist for a community center,
meeting space and some outdoor sctivities such as an amphi-
theater.
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4. Other opportunities for Augusta-Richmond County that are
not as cost driven:
· Assist in Public Relations - Speak positively about the
opportunities for Regency.
· Make Drawings Readily Available - Something as simple as
researching, finding and delivering some of the building /
construction drawings of the Regency Mall can help a devel-
oper understand the construction of the building. Make
available any structural and environmental reports that have
been completed on the property.
· Inventory Existing Infrastructure in the Area - Giving a
developer a basic drawing that shows existing infrastructure
including right-of-way widths, all utilities and their respective
sizes, and any plans for improvements will assist the developer
in gaining a quick understanding of the property and the
utilities available and potential upgrades that may be necessary.
This can potentially be done with the assistnace of the City-
County GIS Department.
· Neighborhood Reinvestment - To enhance the entire commu-
nity, one potential opportunity is to begin developing a special
taxing district, where the existing taxes or any tax increase in the
area would go directly back into the neighborhood.
· Distribute Development Package - All of the organizations
and individuals involved in the Redevelopment project should
have copies readily available and should assist in disctributing
these plans around the community to maintain a certain level of
public awareness about the strategy.
· Special Zoning I Development District - I n order to compete a
mixed use town center redevelopment, some special zoning
district guidelines may have to be developed. This can be done
in a variety of ways including an overlay district, a rezoning
with particular guidelines attached, or a design review system.
This should happen relatively quickly after the local jurisdiction
adopts the plan in concept. The purpose of a new zoning
district is to make sure that the developer can build what is
designed in the master plan which would require more of an
urban code versus a suburban zoning code. Working with the
developer and the neighborhood to develop this code should
be a priority to give flexibility and guidelines to the develop-
ment.
· Advertise property in Urban Land magazine and Shopping
Center world magazine. Both of these publications focus on
real estate developers. Very similar to a Request for Proposals
for consultants, this advertisement would be a request for
developers to submit a proposal to you that would include
completing a mixed-use development which maintains this plan.
A Redevelopment Strategy for Regency Mall & Surrounding Area
Executive Summary
· Understand and explain to the new owner/developer about
the EDA Grant opportunities. Augusta is designated as a EDA
status and if the property owner is willing to sign the Civil
Rights Fonn (Fonn 612) then the property may be available for
up to $1.5 million depending on the types and the amount of
jobs created by this new development. The money would go
towards the public portion of the redevelopment i.e. the parks
and open space, infrastructure improvements, community
spaces. The development of these spaces will enhance and
encouage the successful redevelopment of this piece ofreal
estate.
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Executive Summary
Property Ownership
Understanding the different ownerships of the property plays a
critical role in the redevelopment effort. The actual mall
building is owned by 3 different owners while the property
surrounding the mall has 3 additional owners. To have a
successful redevelopment these variuous owners have to all be
committed to the same plan and vision. Because it is often
difficult to get everyone in agreement, one recommendation is
to try to get the mall building under one single ownership and
then begin working with the property owner along the creek.
This wilI give the new owner flexibility in the nature of the
design and implementation of the strategy. Also, even if the
different ownership parties can come to an agreement verbally,
legally, there are sometimes details in the lease and ownership
structures that will not allow anchor stores such as a Dillards
store to be a part of a mixed use center or to allow certain
tenants to share parking.
Regency Mall, LLC
Mercantile Properties
Montgomery Ward
Regency Mall
501,120sqftGLA
162,391 sqftGLA
138,489 sqft GLA
802,000 sqft GLA
52.68 acres
12.15 acres (Dillards/JBWhite)
10.18 acres
75.0 I acres
Surrounding Property
Raymond Barton 0 GLA
Hull McKnight ? GLA
Hull McKnight ? GLA
Total
8.96 acres (Flood Plain)
9.55 acres (General Cinema)
12.03 acres (Sears Call Center)
105.55 acres
A Redevelopment Strategy for Regency Mall & Surrounding Area
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The Process
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The Process
Upon completing initial site visits, interviews with individuals,
case studies, and traffic studies the consultant team led over
200 community participants in a 4-day process called Rethink-
ing Regency. This process was held in an empty storefront
inside the mall. The community participants included local
business owners, neighbors, the Mayor, City-County Commis-
sioners, government staff and more.
The public meetings began with a brief overview of the initial
findings of the market analysis by Robert Charles Lesser &
Company, Glatting Jackson gave a presentation on the context
of Regency Mall and how it fits in within its surroundings. This
led into asking the audience to separate into 8 different groups
each led by a facilitator. These groups were not only asked
about the types of things they wanted in the area but what type
of atmosphere they preferred, where the buildings should be
placed, what to do with the mall structure, and what about the
surrounding neighborhoods and the creek. The participants
began drawing, writing and talking. Later that evening, a
spokesperson from each table presented their plan for Regency
Mall and the surrounding area.
The remainder of the week the general public was invited to
come back and offer ideas to the team. The team held more
interviews, had a review session with the client then began to
integrate the market analysis, the initial site analysis, the design
principles and the public input into an overall master plan.
Additional work and refinements were made to the plan by the
consultants after the 4-day public process.
A Redevelopment Strategy for Regency Mall & Surrounding Area
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Page 12
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Summary of October 11 Communitty Workshop and
October 12, 13 Drop-Ins
Some ofthe Major Issues and Concerns expressed by the
Community:
Safety and Security: The negative perception of Regency
Mall being an unsafe place has a significant impact on the
community feeling uncomfortable coming to Regency.
Media Involvement: The negative media attention that
Regency Mall and South Augusta has received over the
past several years has helped to confirm the perception of
this area of town as being an unsafe place to be.
The Neighborhood: Regency Mall is cut offfrom the
surrounding neighborhood. Although the community has
strong emotion and thoughts about the Mall they feel
physically disconnected from it.
Some of the Major Ideas and Visions expressed by the Commu-
nity:
Neighborhood Services (grocery, drug store, doctors
office, post office, day care)
Retail (Outlet Shopping, more stores)
Recreation / Park Space (rocky creek, trails)
Entertainment (family oriented, restaurants "Dave &
Busters")
Office Space (selected government offices, small local
business offices, Call Center)
Civic Space (auditorium, place for meetings)
Senior Needs (senior housing, senior community center)
Sports Oriented Entertainment (bowling, miniature golf,
skating, basketball)
Design Issues (connect to creek, walkable neighborhoods,
civic space)
Medical Component (doctors office, medical clinic. senior
care)
Housing (apartments for students, efficiencies for seniors)
A Redevelopment Strategy for Regency Mall & Surrounding Area
Executive Summary
Page 13
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An anlysis of the context in which Regency Mall sits helps us
understand how this piece of real estate can be redeveloped as
a part of the community.
Development Patterns
As identified in the "Augusta 2001 -A Strategic Assessment",
the direction offuture growth is moving north away from
Regency Mall. Commercial strip continues to expand along
major corridors such as Gordon Highway and Deans Bridge
Road.
Strategic Growth and Development
The Strategic Growth and Development plan envisions a series
of cluster commercial developments at the intersections of
major corridors, radiating from a strong downtown commercial
core. The intersection of Gordon Highway and Deans Bridge
Road, where Regency Mall is located, is planned as the Central
Augusta Mixed Use Center setting the stage for the redevelop-
ment of Regency Mall.
Street Network
The mall is located at the intersection of two regional corri-
dors, Gordon Highway and Deans Bridge Road. The sur-
rounding neighborhoods are separated from the mall by both
these regional roads and the mall's interior loop road circula-
tion.
Building Patterns
The large mass of the mall is in sharp contrast with the finer
grain pattern of surrounding residential neighborhoods. Both
the scale of commercial buildings and their required parking
serve to totally separate residential and commercial uses.
A Redevelopment Strategy for Regency Mall & Surrounding Area
Context Analysis
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Page 14
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Commercial land Use
The pattern of commercial land use stretches along both
Gordon Highway and Deans Bridge Road. The result is single
use strip commercial separated from the surrounding neighbor-
hoods.
Residential land Use
The pattern of residential land use represents the inverse of the
commercial pattern, illustrating the complete separation of
commercial and residential uses. The result is an urban form
that requires the use of the car for all routine daily needs.
Floodplain
The floodplain along Rocky Creek is an important constraint to
future development. Responsible development should avoid
impacting the floodplain with new construction except for
passive park and open space uses.
Rocky Creek
Rocky Creek is an important regional asset and is a dominant
feature of the Regency Mall site. The creek also serves as an
important drainage way for surrounding development.
A Redevelopment Strategy for Regency Mall & Surrounding Area
Context Analysis
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Page 15
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Urban Design Principles
Reconnect to Rocky Creek
Rocky Creek represents an invaluable natural regional re-
source. The redevelopment of Regency Mall should take
advantage of this resource establishing it as a regional
greenway and a valued public amenity.
Extend the Street Network
New development should be organized around a network of
streets that provide multiple access points through the site,
while establishing rational blocks and parcels for new develop-
ment.
Create a Mix of Uses
Consistent with the regional vision, the redevelopment of the
mall should incorporate a mix of uses including residential,
commercial, office, parks, and civic uses creating a self-
contained town center.
Recol/I/ect to Rod.y Creek
1:.:rlend the Street NelworJ:
A Redevelopment Strategy for Regency Mall & Surrounding Area Page 16
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The Market analysir establishes an eco-
nomic basis JOr the redevelopment of thi.s
property. This section is a briif overview
of the results of the analysis. The fit/I
market analysis is provided as a seperate
document.
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Market Review
Analysis Description
. Preparing economic and market supply and demand analysis
. Conducting case studies
. Identifying and analyzing potential land uses
. Determining levels of risk and market opportunities
Strengths:
. Local gov't support for project
. Large site
. Bounded by two main roads
. Regency Mall is a quality structure
Challenges:
. Not in favored quarter
. No household growth in area
. No direct interstate access or visibility
. Located in an older residential area
A Redevelopment Strategy for Regency Mall & Surrounding Area
o Upscale Housing
o Moderately Priced
Housing
, .MIIe Radius
3-Mile Radius
S.Mlle Radius
Ttw/e Area Al1a~l'sis
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Market Review
Development Program
Office Call Center-200,000 SF - Phase 1
Redevelop 200,000 sf of Mall or anchors with large office
spaces to attract call centers.
General Office- 300,000 SF - Phase '1
Redevelop 300,000 sf of Mall as office space for small and
medium sized companies.
Sports Oriented Entertainment Retail- 50,000 SF - Phase 2
Develop 50,000 sfas bowling center, bike store, skate shop,
arcade and 3 acres for mini golf.
A Redevelopment Strategy for Regency Mall & Surrounding Area
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Market Review
Entertainment Retail - 60,000 SF - Phase 2
Develop 60,000 sf of entertainment retail including bookstore,
outdoor cafes, restaurants, dinner theater, and music venues
(such as jazz clubs and blues clubs).
Outlet Retail- 100,000 SF - Phase 3
Redevelop 100,000 sf of Mall as value-oriented retail, accessed
from outside with fayade on building for each shop.
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Civic Space - Phase 1 .-J ')
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Construct parks and open space, walking trails, landscaped ...
areas possibly an amphitheater for concerts and events.
A Redevelopment Strategy for Regency Mall & Surrounding Area
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A general understanding of the major
. principles that make great towns last
througll time give direction to items
necessary to include in the redevelop-
ment of this property.
Town Making Principles
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Town Making Principles
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Town Centers
Town centers provide the places to work and shop that are essential to community life. Downtown
Broad Street is Augusta's most identifiable town center, historically the center of business and
commerce in the region. As Augusta and Richmond County have grown new centers emerge like
Regency Mall. The patterns should however remain the same, a defined core of mixed-use buildings
accessible by foot, car, and transit, organized around grand civic streets and public spaces.
A Redevelopment Strategy for Regency Mall & Surrounding Area
Page 22
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Town Making Principles
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Neighborhoods
=-
Neighborhoods form the foundation of communities providing places to live and socialize. Augusta
has a rich history of beautiful neighborhoods. The redevelopment of Regency Mall should incorpo-
rate new residential neighborhoods located within walking distance of retail and office uses. These
new neighborhoods will support the redevelopment and help link the mall to the community.
=-
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A Redevelopment Strategy for Regency Mall & Surrounding Area
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Town Making Principles
Community Buildings
Community buildings such as town halls, schools, and places of worship, define the civic architec-
ture and space of a community. Civic uses should be incorporated into the redevelopment of
Regency Mall. These uses establish the civic quality of the community and should be designed and
located as part of the town center core. Again, Augusta's rich history of public buildings should be
carried forward in new development such as Regency Mall.
A Redevelopment Strategy for Regency Mall & Surrounding Area
Page 24
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Town Making Principles
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The Environment
The natural environment, lakes, rivers, wetlands, and wildlife are the ecological features that make
communities unique. The Augusta region is dominated by the Savannah River and the associated
streams, creeks, and canals that feed it. One of these, Rocky Creek, runs along Regency Mall. Like
the important civic value the community has placed on the Savannah River downtown, Rocky Creek
should be integrated as a significant feature of the redevelopment of Regency Mall.
A Redevelopment Strategy for Regency Mall & Surrounding Area
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Town Making Principles
Parks and Open Space
Parks and open spaces provide the public spaces and recreational facilities where communities come
together fix play and celebration. New public parks and open spaces should be incorporated into the
redevelopment of Regency Mall providing for both recreational passive enjoyment. The grand civic
design of Augusta's historic parks should be extended to these new public spaces creating a citywide
system of valued parks and open spaces.
A Redevelopment Strategy for Regency Mall & Surrounding Area
Page 26
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Town Making Principles
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Streets
Streets and roads connect the community together for all modes of travel including pedestrians,
bicyclists, transit, and automobiles. Here again Augusta has a strong tradition of well-designed
public streets that serve both a transportation and civic function. Regency Mall should be redevel-
oped to include a network of streets and blocks that reconnect the mall back to the surrounding
neighborhoods and provide a rational framework for future development.
A Redevelopment Strategy for Regency Mall & Surrounding Area
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The redevelopment strategy consists 0./
three (J) d(/ferent stages 0./ develop-
ment in time.. the 5 year horizon, the
10 year horizon and the long term
horizon. These time periods indicate
development that could take place
given the current trends, data; and
ana(ysis. All owners and developers
are d(/ferent and have d(/ferent tenant
demand'i', and d(/ferent investors but
this strategy is meant to give the
owner a strategy and a vision to fOl-
hwwmak~~~deMak~a~*1
Redevelopment Strategy
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Redevelopment Strategy
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A Redevelopment Strategy for Regency Mall & Surrounding Area
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The S-Year Plan
1. Conversion of Department Stores to Back Office Use
2. Enhancement of Entrances and Gateways
3. Completion ofa New Town Square
4. Development of Commercial Out-Parcels
5. Completion of a Joint-Use Multimodal Transit Center
6. Enhancement of Rocky Creek
The 10-Year Plan
1. Development of a Rocky Creek Greenway and Community
Park
2. Neighborhood Redevelopment
3. New Multi-family Residential Development
The Long Term Plan
1. Demolition of the Existing Mall/ New Mixed-use Redevel-
opment
2. Completion of Esplanade Park
3. Completion of Rocky Creek Parkway
4. New Multi-family Development
5. New Single-family Development
Redevelopment Strategy
5 Year Plan
10 Year Plan
Key:
Long Term Plan
New Roads
Greenway
Parks / Open Space
Office (Mixed Use)
Commercial (Mixed Use)
Civic
Multi-Family Residential
Single-Family Residential
A Redevelopment Strategy for Regency Mall & Surrounding Area
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The 5- Year Plan
. d' g Area
. ..... --. . II & Surroun In
R ency Ma
I Pment Strategy for eg
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The 5- Year Plan
Conversion of Department Stores to Back Office:
The local market analysis has identified a strong demand for
"back" office space, most typically used as call centers for
telemarketing, customer service, and/or catalog sales, Potential
office tenants have already identified Regency Mall as a
possible location, this translates to an immediate opportunity to
convert the department store anchors at Regency Mall to back
office use, and, The vacant department stores are ideal for this
type of conversion for several reasons, First, the large open
floor plans of typical department stores are flexible and easily
converted to office cubicles, the resulting cost of renovation is
generally 50%-75% that of new office construction, Secondly,
back office uses do not attract outside public visitors and
therefore do not require highly visible suburban locations or
premier downtown sites, Finally, back office uses house more
employees per square foot than traditional office uses, through
efficiently spaced cubicles, requiring a large supply of parking Existing JB White Department Store
that conventional malls are ready to provide,
The exterior redesign of these department stores is critical to
establishing a new image for Regency Mall, Regency Mall's
negative perception, mentioned repeatedly during the design
charrette, is an obstacle to redevelopment. The exterior
redesign of these department stores will have an immediate and
a dramatic impact public perception of the mall, A potential
redesign of the J,B, White department store shown here
illustrates the impact of a traditional approach to the facyade
with windows on the first and second stories, an articulated
main entrance, and brick and cornice details reminiscent of
historic Augusta architecture,
A Redevelopment Strategy for Regency Mall & Surrounding Area
JB White Department Store A/ier OJ/ice COlJversiolJ
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The 5- Year Plan
Gateways/Entrances:
Concurrent with the office conversions, design enhancements
should be made at the important entrances on Gordon Highway
and Deans Bridge Road, These improvements are a quick way
to change the negative perception of the mall and signify that
change is occurring, The proposed improvements include
gateway signs along Gordon Highway and Deans Bridge Road,
and design enhancements to the bridges crossing Rocky Creek,
/fody Creel: Be/Ore
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/foc!.y Creel: Ajier
A Redevelopment Strategy for Regency Mall & Surrounding Area
TOWII Square ElltlY Be/ore
j:;,i;:"rc"/";<:~~~~::<>i4?~.J;':;~~f';t
. .. k;'-Y..c" . -
Page 33
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The 5- Year Plan
Town Square:
A new neighborhood square designed on axis with the
Kissingbower Road entrance to the mall property creates an
identifiable image for new development and a central focus for
the redevelopment. The square provides needed public space
and creates a marketable amenity for surrounding new com-
mercial development. The design of the square reflects the
character of public spaces in downtown Augusta, extending a
long local tradition of valued public placemaking, A renovated
Montgomery Wards department store would serve as the
anchor for the square prominently framing this new public
space,
Commercial Out-parcel Development:
With excellent exposure along both Deans Bridge Road and
Gordon Highway, new out-parcel development can occur
around the square, activating the space, The over supply of
parking resulting from the underutilization of the mall makes
this new development possible as excess parking is
reconfigured into parcels for redevelopment. Additional
commercial out-parcel development is proposed framing one of
the entrances off of Deans Bridge Road,
A Redevelopment Strategy for Regency Mall & Surrounding Area
PlolI Detail {j/ ToWII Square
Page 34
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The S-Year Plan
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ToWII Square A./ier
A Redevelopment Strategy for Regency Mall & Surrounding Area
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The 5-Year Plan
Joint Use Multimodal Transit Center:
Through the Federal Transit Administration's (FTA) Livable
Communities Initiative grant program the Augusta Public
Transit Authority has plans to expand their Regency Mall bus
transfer stop into a joint-use transfer facility to accommodate
additional bus routes, bus storage, park and ride, and joint ~use
commercial space. This joint-use transit facility is integrated
into the design of the town square, placing the bus transfer
bays and park and ride behind joint-use commercial/civic
buildings that front on the square, The joint-use commercial!
civic buildings could house such uses as a daycare, branch
library, retail shops, and/or community service facilities,
A Redevelopment Strategy for Regency Mall & Surrounding Area
Proposed Tral/sll /follIes
Mlllli Modal li'allsil Cenler
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The 5-Year Plan
Rocky Creek Enhancement:
Another key component of the long-term redevelopment of the
mall is establishing a strong and enhanced connection to Rocky
Creek, The creek represents a valuable feature of the local
environment serving both as a functional drainage way and a
natural environmental corridor. The Five Year plan calls for the
enhancement of Rocky Creek between the mall and Gordon
Highway, This enhancement would include clearing and
landscaping the creek embankment and adding a multi-use trail
for public access,
A Redevelopment Strategy for Regency Mall & Surrounding Area
/focJ.y Creek Be/ore
Rody Cree/.: A/ier
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The 1 0- Year Plan
A Redevelopment Strategy for Regency Mall & Surrounding Area
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The lO-Year Plan
Rocky Creek Greenway and Community Park:
With the first phase of the Rocky Creek enhancement com-
pleted, the 10- Year Plan proposes implementing a regional
greenway system along the creek, This greenway system could
include multi-use trails and passive park spaces utilizing the
redeveloped mall as a key trailhead, In addition, a larger active
community park is proposed within thl~ floodplain of the creek
that will become the focal point of potential future residential
development.
Adjacent Neighborhood Residential Redevelopment:
Along with the redevelopment of the mall steps should be
taken to strengthen the surrounding neighborhoods, The 10-
Year Plan illustrates the potential redevelopment of an adjacent
residential area prime for redevelopment. This redevelopment
reconfigures an outmoded multifamily site into a series of
streets and blocks that could accommodate new multifamily
(duplex) development surrounding a small neighborhood park,
New Multi-family Residential Development:
The Rocky Creek Greenway and Community Park serve as
amenities for new multifamily development which will link the
creek to the existing neighborhood, This new residential
development fronts on the new Community Park and provides
street connections back to the neighborhood, Future residen-
tial development on and surrounding the redeveloped mall will
be critical to the future success of the site, New residents and
office employees as pan of a mixed-use redevelopment will
support new commercial development.
A Redevelopment Strategy for Regency Mall & Surrounding Area
Page 39
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The Long-Term Plan
A Redevelopment Strategy for Regency Mall & Surrounding Area
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The Long Term Plan
Demolished/Redeveloped Mall:
The long-term vision for the redevelopment of the mall
includes the complete demolition of the main mall structure,
The market analysis does not support the possibility of leasing
the amount of commercial space the mall now holds, The Long
Term Plan illustrates the impact of demolishing the mall with
new smaller scaled mixed-use commercial/office development.
In replace of the mall is a new network of streets that connect
through the site and organize new parcels for development.
This mixed-use development faces these new streets with
parking located behind the buildings, The proposed mixed-
used development also includes new multi-family residential
filling unused portions of the mall parking lot, which have
been converted into streets and blocks establishing ideal
parcels for redevelopment.
Esplanade Park:
An esplanade park is created where the mall used to be, siting
between the converted office buildings (former J,B, White and
Belk department stores), This esplanade gives a new front
door to these converted office buildings and provides a clear
connection back to the Neighborhood Square, the new com-
mercial core of the mall redevelopment. Due to the existing
mall site grading this new esplanade sits 17 feet below the
parking lot to the north between the two office buildings, This
grade difference is resol ved in a design treatment that anchors
the esplanade with a tower, potentially housing an elevator, and
a formal stairway that connects the esplanade to the parking lot
above,
Rocky Creek Parkway/New Residential Development:
With the implementation of the Rocky Creek Greenway a
parkway connection is proposed that connects Gordon
Highway to Wheeless Road, This new parkway simply
extends Regency Boulevard to Wheeless Road, following the
outer edge of Rocky Creek's floodplain, This new parkway
will open up access to Rocky Creek and the Community Park,
while facilitating new residential infill developme~t. This new
residential development will extend from the parkway con-
necting back to the surrounding neighborhoods, Residential
redevelopment continues, converting underutilized property to
new residential development.
A Redevelopment Strategy for Regency Mall & Surrounding Area
Esp/aI/ode
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The Long Term Plan
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A Redevelopment Strategy for Regency Mall & Surrounding Area
Page42
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The Long Term Plan
Exisling /fegency Mall
LOl/g Terlll /fedel'e/oplllenl
A Redevelopment Strategy for Regency Mall & Surrounding Area
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'lb help make this plan successfUl we
have included an implemtation section
that recognizes potential incentves avai/-
able, the key contact people, property
ownership issues, and the next critical
actions that we think should take place.
This wi/I attract the attention ofinves-
tors:. developers, a.s well as tenants and
it will serve as a gwde to the community
leaders.
Implementation
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Implementation'
The Master Plan was completed by Windward, Glatting Jackson
and Robert Charles Lesser & Comapny, This document
includes the Executive Summary, a brief review of the Market
Analysis and Recommendations, the basic Town Making
Design Principles, the Redevelopment Strategy and the
Implemetation Strategy, The document will guide the local
jurisdiction on official actions to take, and will guide the
developer on the basic design principles necessary to make this
center a successful redevelopment.
The Market Analysis was completed by Robert Charles Lesser
& Company, This report can be a stand alone document that
provides full market and real estate information about Regency
Mall. This full report provides the basis for a viable redevelop-
ment plan, This report recommends a development program
and a phasing schedule,
A Redevelopment Strategy for Regency Mall & Surrounding Area
Redevelopment Strategy for Regency Mall and
the Surrounding Area
~
Prepared for:
Greater Augusta Progress, Inc,
Prepared By:
Winward Properties, LLC.
in association with
Glatting Jackson Kercher Anglin Lopez Rinehart, Inc,
Robert Charles Lesser & Company
,0 Upscale Housing
iii! Moderately Priced
Housing
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Implementation
Potential Incentives
There are many potential incentives and partnerships that can
be offered as a part of getting this development started with the
right developer,
* Flexible Zoning
* Parking Assistance
* Identifying Available Land
* Tax Credit / Exemptions
* Impact Fee Credits / Exemptions
* Tax Incentives directed and reinvested in the district
* Infrastructure Improvements including civic space
* Financing Programs (Public / Private)
* Fast Tracking Development Review Process
Contacts
These are key people and organizations involved in the
planning of the repositioning of Regency Mall. Please
feel free to make contact with any and all ofthese indi-
viduals and their respective organizations regarding their
supporting of the role of the redevelopment of Regency
Mall,
Regency Mall
Diane Faircloth, Property Manager
706-790-6535
Regency Mall, LLC
Haywood Whitchard - Owner
Greater Augusta Progress
Monty Osteen
706-733-4422
Augusta Richmond County Chamber of Commerce
706-821-1300
Mayor Bob Young Office
706-821-1831
Windward Property (Consultant)
423-855-5570
A Redevelopment Strategy for Regency Mall & Surrounding Area
Be a Business Partner
Community + Government + Developer
= Project Success
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Implementation
Property Ownership
Understanding the different ownerships of the property plays a
critical role in the redevelopment effort, The actual mall
building is owned by 3 different owners while the property
surrounding the mall has 3 additional owners, To have a
successful redevelopment these variuous owners have to all be
committed to the same plan and vision, Because it is often
difficult to get everyone in agreement, one recommendation is
to try to get the mall building under one single ownership and
then begin working with the property owner along the creek,
This will give the new owner flexibility in the nature of the
design and implementation of the strategy, Also, even if the
different ownership parties can come to an agreement verbally,
legally, there are sometimes details in the lease and ownership
structures that will not allow anchor stores such as a Dillards
store to be a part of a mixed use center or to allow certain
tenants to share parking,
Regency Mall, LLC
Mercantile Properties
Montgomery Ward
Regency Mall
50l,120sqftGLA
162,391 sqftGLA
138,489 sqft GLA
802,000 sqft GLA
52.68 acres
12,15 acres (Dillards/JBWhite)
10,18 acres
75,01 acres
Surrounding Property
Raymond Barton 0 GLA
Hull McKnight ? GLA
Hull McKnight ? GLA
Total
8,96 acres (Flood Plain)
9,55 acres (General Cinema)
12,03 acres (Sears Call Center)
105.55 acres
A Redevelopment Strategy for Regency Mall & Surrounding Area
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Implementation
Next Steps: What an Owner Should Do
1. Meet with the Mayor and Commissioners to ensure that the
City is committed to this project and this plan,
2. Hire a Public Relations Firm to assist in removing the "bad"
perceptions and feelings people have regarding Regency Mall.
This would also include a confirmation of any potential name
change to the new development.
3. Get on the Speaking Circuit to Realtors and Chamber
organizations to announce and describe the vision and
commitment you have as a new developer to this city, and this
plan, Be prepared to offer Realtors good commissions for
tenants they bring to your door. It is important that you get
them on your side,
4. You may have to Make A Sacrifice on the first building and
tenant improvement. The first has to be done correctly and set
the tone for the remainder of the project. On this first improve-
ment you may have to cut a very good deal for the tenant to get
them to commit.
5. Make Improvements That MLL Be Seen. The entire
community will be watching and you are basically putting your
money where your mouth is at this point and will be showing
the entire community that this redevelopment is for real and that
it is going to be successful. The major improvements should be
made in a very visible location from the every day drivers along
Gordon Highway and Deans Bridge Road, The general public
will see improvements being made on a daily basis,
6. Build the park and greenspace infrastructure towards the
beginning of the redevelopment while the land is still relatively
inexpensive and not in demand, As the development grows and
demand increases it will be more difficult to make the decision
to carve out an acre of parking lot for green space, Work with
the City officials to layout, design and commit to building the
greenspace areas, as indicated on the plan,
7. Start With an Area IIlnd Stick to It, instead of making small
minor repairs throughout the entire property, This will signal to
the community that major changes are in store for this develop-
ment and the public will be able to gain an understanding of the
changes that are happening,
8. Currently the majority of the leases in the mall have
expired. Montgomery Ward is paying a fixed fee for security
and GNC is paying a common area maintenance (CAM) fee, A
new owner has the opportunity to work with new tenants on
special CAM rates or special fees,
A Redevelopment Strategy for Regency Mall & Surrounding Area
Next Steps: What Augusta - Richmond County Could Do
l.Take Ownership of the Plan - The City should proudly take
responsibility of this plan, Greater Augusta Progress the
Development Authority of Augusta Richmond County and
other economic development orie'nted organizations should be
well versed and supportive ofthis redevelopment project.
2. Adopt the Plan in Concept - The City should officially adopt
this plan in concept at a Council Meeting, This would also lead
to incorporating the needed transportation improvements into
the Regional Planning Process, Submitting the Livable Commu-
nities Grant Application and Embracing the Regional Greenway
System,
3. Assist in Development of Civic Space - There are many
opportunities for local government to become involved in this
development. All of these possibilities become incentives to the
developer and begin partnerships with the developer, To
become a mixed-use town center, civic space plays a strong role
and enhances the overall development. The Square off of
Gordon Highway is critical as a first step to this redevelopment.
Other park space includes a park along Rocky Creekwhich can
tie into the regional green way system, We have estimated that
the planned park space will cost close to $1,5 million, Average
annual maintenance cost on one (I) acre of high profile urban
park space is estimated between $19,000 and $32,000, Estimated
costs for greenways vary according to the the amenities
provided, Some greenways can be very minimal in maintenance
cost where it includes walkway maintenance and litter control.
Although this is a significant investment the value of this plan
would be lessened without the park space, It adds economic
value to the project. It becomes yet another reason for people
to come to this area, The timing of building this park space is
very important because as the development grows the demand
for land will increase, It is important to layout, design and
construct the civic green space early in the redevelopment
stage. This park space will become part of the significant public
infrastructure, just as water and sewer, that helps breathe life
back into this center,
Other Civic space: Opportunities exist for a community center,
meeting space and some outdoor sctivities such as an amphi-
theater,
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Implementation
4. Other opportunities for Augusta-Richmond County that are
not as cost driven:
· Assist in Public Relations - Speak positively about the
opportunities for Regency,
· Make Drawings Readily Available - Something as simple as
researching, finding and delivering some of the building /
construction drawings of the Regency Mall can help a devel-
oper undcrstand the construction of the building, Make
available any structural and environmental reports that have
been completed on the property,
· Inventory Existing Infrastructure in the Area - Giving a
developcr a basic drawing that shows existing infrastructure
including right-of-way widths, all utilities and their rcspective
sizes, and any plans for improvements will assist the devcloper
in gaining a quick understanding of the property and the
utilities available and potential upgrades that may be necessary,
This can potentially be donc with thc assistnace of the City-
County GIS Department.
· Neighborhood Reinvestment - To enhance the entire commu-
nity, one potential opportunity is to begin developing a special
taxing district, where the existing taxes or any tax increase in thc
area would go directly back into the m:ighborhood,
· Distribute Development Package - All of the organizations
and individuals involved in the Redevelopment project should
have copies readily available and should assist in disctributing
these plans around the community to maintain a certain level of
public awareness about the strategy,
· Special Zoning I Development District - [n order to compete a
mixed use town center redevelopment, some special zoning
district guidelines may have to be developcd, This can be donc
in a variety of ways including an overlay district, a rezoning
with particular guidelincs attachcd, or a design review system.
This should happen relatively quickly aftcr the local jurisdiction
adopts the plan in concept. The purpose of a ncw zoning
district is to make sure that the developer can build what is
designed in the master plan which would require more of an
urban code versus a suburban zoning code, Working with thc
developer and the neighborhood to develop this code should
be a priority to give flexibility and guidelines to the develop-
ment.
· Advertise property in Urban Land magazine and Shopping
Center world magazine. Both of these publications focus on
real estate developers, Very similar to a Requcst for Proposals
for consultants, this advertisement would bc a request for
developers to submit a proposal to you that would include
completing a mixed-use development which maintains this plan,
A Redevelopment Strategy for Regency Mall & Surrounding Area
· Understand and explain to the new owner/developer about
the EDA Grant opportunities, Augusta is designated as a EDA
st,atus and if the property owner is willing to sign the Civil
Rights Form (Form 612) then the property may be available for
up to $1,5 million depending on the types and the amount of
jobs created by this new development. The money would go
towards the public portion of the redevelopment i,e, the parks
and open spacc, infrastructure improvements, community
spaces, The development of these spaces wi II enhance and
encouage the successful redevelopment of this piece of real
estate,
· Speak to the following companies that may serve as leads for
other companies involved with these types of projects and
redevelopments:
Development Companies:
1) Divaris Real Estate, Inc.
(a Real Estate development company)
One Columbus Center, Suite 700
Virginia Beach, VA 23462-2113
(757) 497-2113
2nd office in Charlotte, North Carolina
2) George D. Zamias, Developer
Jana K, Reeves
The Galleria at Centerville
2922 Watson Blvd
Centerville, Georgia 31028-1211
(912) 953-4462
Real Estate Brokers and Consultants:
1) Robert Charles Lesser & Company
(Chris Leinberger or Belinda Sward)
Lenox Plaza, 3384 Pcachtrcc RoadNE Suitc 500
Atlanta, GA 30326
2) Higgins Realty Group
(Jeff Higgins)
261 East Maple Street
Birmingham, MI 48009
(248) 258-0500
3) Gibbs Planning Group
(Jim Eppink or Bob Gibbs)
240 Martin Street
Birmingham, MI 48009
(248) 642-4800
4) Continuum Partners, LLC
(Will Fleissig)
16 I 0 Fifteenth Street
Denver, Colorado 80202
(303) 573-0050
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