How can we state goals that are far-reaching and ambitious when the city has such limited financial resources?
Goals are essential to planning; without a plan, little can be achieved. Goals are needed to guide decision-making in the near term, and to provide for the longer term future. In the near term, they establish a district-wide context for day to day City government and private sector decisions on matters concerning development, investment, zoning, budgeting, legislation and redevelopment. These incremental decisions can over time make a significant contribution to long term improvements of the area if they are made within the framework of a comprehensive plan.

Goals are also important in the long term. Citizens and government officials need to think beyond immediate problems and crises and consider how the city should change over an extended time period. Our vision of the future of West Philadelphia should not be constrained by current limitations.

Maintain and Revitalize West Philadelphia's Neighborhoods
Since West Philadelphia's primary role in the city is to house people, it follows that the first goal is to maintain and revitalize its neighborhoods. Healthy neighborhoods must be maintained; the characteristics that make these neighborhoods desirable places to live must be protected and enhanced. Deteriorated neighborhoods need to be revitalized, and the priorities for accomplishing revitalization must be established.

Maintaining Neighborhoods:
Most West Philadelphians live in well-kept rowhouse neighborhoods where the majority of the homes are owner-occupied. They live in pleasant, healthy surroundings but there is the occasional vacant house or store nearby. Many homes are owned by senior citizens who are finding it difficult to manage the household on a fixed income.

These residents are proud of their block and their neighborhood. However, they often realize that the major, more commercial streets that they use to get to and from their own neighborhood are deteriorated; the condition of these streets gives a false impression that belies the strengths within these neighborhoods, creating a negative image. Unfortunately, that is the image that will be remembered by most visitors to the area.

In response to this situation, the goal for many West Philadelphia neighborhoods is to preserve and maintain the high quality of the housing stock by focusing on the rehabilitation of scattered vacant buildings, by facilitating upkeep and repair of occupied homes, and by addressing deterioration along the major streets.

Revitalizing Neighborhoods:
Other West Philadelphia neighborhoods have severe problems with large numbers of vacant, deteriorated homes, vacant lots, poverty, drugs and crime. Residents of these areas have watched most of the more prosperous families move away, their houses successively being reoccupied by families with lower and lower incomes who are unable to adequately maintain them. Eventually, many of these properties have become abandoned. The remaining residents have witnessed the closing of corner stores, pharmacies and dry cleaners, and they know that drugs are sold openly on nearby street corners.

In response to these challenging circumstances, the goal is to revitalize these deteriorating neighborhoods through targeted housing rehabilitation, retail commercial development, constructive use of vacant land, new housing construction, improved playgrounds, and in tackling the unmet social needs that are the root cause of most of the physical problems in the neighborhoods. The focus of this revitalization will be to benefit people currently living there: families and individuals with low to moderate incomes.

Enhancing Neighborhoods Through New Development:
New development opportunities exist in almost every West Philadelphia neighborhood. These opportunities, some of which can be undertaken by local non-profit development corporations, should be promoted to the benefit of each neighborhood and for the overall improvement of West Philadelphia. New development that is compatible with existing uses, and thoughtfully designed and executed, can positively impact a residential area. Promoting and guiding the design of new development will be a continuing part of the effort to protect and enhance West Philadelphia's neighborhoods.

Expand And Strengthen The Diverse Economic Base That Exists In West Philadelphia.
This goal encompasses the desire to (1) accommodate the growth of West Philadelphia's universities, hospitals and research park, to (2) promote private investment in the retail commercial strips and office commercial zones, to (3) encourage industrial development in the Parkside Enterprise Zone, and, (4) for the entire district, to establish development guidelines and urban design policies which ensure that new construction is well-designed and compatible with the surroundings.

Accommodating the Growth of Institutions:
West Philadelphia's greatest economic asset, and its largest category of employers, is the concentration of universities and hospitals of University City. The location of these institutions in one small area of West Philadelphia which has a distinctive campus flavor is unique in the Philadelphia region. However, many of these facilities must continue to grow to remain competitive. Therefore, another objective of this plan is to encourage and facilitate the expansion and continued competitiveness of University City's institutions. But the growth and success of these institutions must be accomplished in accordance with the needs and aspirations of surrounding neighborhoods.

The same goal and the same principles pertain, of course, to the important institutions located outside University City such as Misericordia Hospital, Philadelphia College of Osteopathic Medicine, City Avenue Hospital, Jefferson Park Hospital, St. Joseph's University, the Urban Education Foundation and the Institute of Pennsylvania Hospital. Many of these facilities are also experiencing growth pressures whose impact on the surrounding community must be carefully considered.

Promoting Private Investment in the Retail Commercial Strips:
The availability of retail services is not one of West Philadelphia's strengths. Residents who rely on neighborhood shopping areas often cannot find the goods they need, and they do not always have the opportunity to shop in a clean, safe environment. West Philadelphia residents who have a car at their disposal often travel relatively long distances to attend to daily shopping needs. For all families, having access to a broad range of goods and services is essential to satisfaction with their neighborhood. The plan will focus on ways to improve West Philadelphia's retail commercial services.

Promoting Investment in the Office Commercial Sector:
West Philadelphia's office employment will never rival that of Center City. However, office activity and new opportunities for office development exist in West Philadelphia near 30th Street Station, at the University City Science Center and in other parts of University City, at 46th & Market Streets and along the City Avenue corridor.

In view of these opportunities, the goals for improving the service sector of the economic base in West Philadelphia are: to promote office growth by providing information about the advantageous business environment and office development opportunities in West Philadelphia; to devise land use and development strategies that reinforce emerging office zones and, most importantly, to identify ways to improve the way these office districts function. This last objective involves several considerations: improving the experience of arriving by foot or by transit, dealing with traffic and parking issues, and helping to create a proper environment for office buildings -- by having appropriate retail services available to employees and by helping create safe and aesthetically pleasing surroundings for employees, customers and clients.

Encouraging Industrial Development in the West Parkside Enterprise Zone:
Manufacturing activity continues to be on the decline in Philadelphia, but West Philadelphia can contribute to the industrial job base through continued development of the Parkside Industrial Park and continued support for the businesses in the larger West Parkside Enterprise Zone. The State Enterprise Zone initiative, which provides a variety of low-interest loans, state tax credits, security rebates, utility discounts and job-training and placement services, increases West Philadelphia's potential for future job growth and will also improve that area's physical appearance.

Planning for Quality and Compatibility of New Construction:
Supporting new development and new construction is another objective that The Plan for West Philadelphia will seek to achieve. There is much capacity for growth through new construction - the Planning Commission has identified 70 major parcels of land that await development. Realizing quality development on these parcels must be integral to efforts to strengthen the neighborhoods, commercial areas and institutions of West Philadelphia. Greater awareness of the opportunities for new development can be promoted through the information contained in this plan, and standards for the quality of new construction will be recommended.

Create A More Attractive Urban Environment In The Neighborhoods And Public Areas Of West Philadelphia.
This goal relates to how West Philadelphia is experienced by both residents and visitors; specifically, how its streets, sidewalks and other public spaces contribute to the quality of the urban environment.

Enhancing the Pedestrian Experience:
Walking through the 52nd Street commercial area is an interesting and often stimulating experience, but walking from 30th Street Station to an office at the University of Pennsylvania can be a battle against traffic, wind, nondescript buildings and visual monotony. Strolling past the renovated storefronts of Lancaster Mews in Powelton is a delight, but walking out of City Avenue Hospital to go to lunch at a restaurant is the start of a much less pleasant journey for the pedestrian. A vibrant pedestrian experience should be an inherent advantage of a city, and it is a goal of the Plan to recommend ways to realize this potential in West Philadelphia.

Improving "Gateways" and Image-Making Locations:
It is also a goal that visitors to West Philadelphia will be greeted with positive and pleasant images at the point of entry. An attractive "gateway" can be as grand as 30th Street Station or as simple as the new identification signs in the Overbrook Farms neighborhood. However, entering the city by driving through a littered section of parkland or past a graffiti-strewn bus shelter is an unpleasant experience. People coming to West Philadelphia should be welcomed by the physical environment they encounter. The first impression is a lasting impression. Creating positive gateways often involves only inexpensive improvements, regular maintenance, and attention to detail. Recommendations in this plan will also focus on public art, landmarks and important intersections inside West Philadelphia in relation to the image they project to both residents and visitors.

Preserve Individual Buildings and Areas of West Philadelphia that are Architecturally or Historically Valuable:
The Planning Commission will continue to support and encourage the preservation of historic buildings and the establishment of districts. In West Philadelphia, historic preservation initiatives have benefitted residents of all income levels by spurring housing rehabilitation. Saving distinctive architecture and providing new housing and commercial space through historic preservation is an important goal of The Plan for West Philadelphia.

Meet The Human Service Needs Of Low And Moderate Income West Philadelphians.
A general improvement in the physical and economic conditions in West Philadelphia will not necessarily produce a concomitant improvement in the quality of life for low and moderate income West Philadelphians. West Philadelphia has a high concentration of people in poverty, and others with special needs, such as female headed households, recent immigrants and the elderly poor. High quality and affordable public services and facilities are important to all residents, but for these highly vulnerable populations, they can be the difference between life and death, success or failure. Accordingly, special efforts must be made to meet the human service needs of low income West Philadelphians through the improvement in the quality of individual services and through the coordination of service delivery.

Foster Improvements in the Quality of Public Education
Like all citizens, West Philadelphians must be well educated to function as effective citizens and to hold meaningful employment. Thus, great attention must be paid to improving the public school system. Initiatives to improve learning outcomes for all students should be supported. Families and the broader community should be encouraged to participate in the life and operation of the schools, and school facilities should be made available to the community during off hours. Finally, collaborative efforts between the schools and business should be strengthened.

Promote Programs that Encourage a Healthy Lifestyle
In West Philadelphia, there is a strong correlation between poverty and poor health. Programs designed to prevent illness through the maintenance of a healthy lifestyle should be a major focus, with emphasis on particularly vulnerable populations (teenagers, pregnant women, young children and the very old) and on especially needy communities, such as Mantua and East Parkside. The City's limited resources dictate that we make maximal use of available federal and state dollars and that citizens be encouraged to use existing resources efficiently. West Philadelphia's two public District Health Centers have a major role to play in ensuring that residents have access to quality health care.

Assist Private Efforts at Human Resource Development
Reinforcing the well established network of community organizations and other resources in West Philadelphia is a high priority, as they have proven to be a cost-effective way to reach and help people. The City must support these organizations and assist their efforts to get financial help from other levels of government and the philanthropic community.

Given the extent of unemployment and under-employment in West Philadelphia, job training and referral programs must receive a higher priority with areas of greatest need to be targeted by the Private Industry Council (PIC) for these services. The City should distribute information on these programs throughout the community on a continuing basis.

In recent years, little attention has been paid to planning for human resource development. The Planning Commission should take the lead in planning a more comprehensive system for the delivery of human resource programs in West Philadelphia that can serve as a model for the City.

Increase Public Safety
Few issues tear at the fabric of urban life more than the fear for personal safety. The Police Department is faced with almost insurmountable obstacles in its efforts to prevent crime and apprehend criminals. Yet, with the Community Policing Program and community-based Town Watch organizations, the effectiveness of the Police Department can be improved and progress can be made. Programs that focus on children, youth and families can prevent crime, and are also a priority. Finally, the City must continue efforts to improve the criminal justice system, including the courts, prisons and the probation system.

Provide Improved Recreation Opportunities
The City must maintain its existing good network of active and passive recreation facilities. Private institutions, like the universities, should be encouraged to share their resources with the public, and public institutions, like the public schools system, should maximize the use of their facilities by the broader community. Finally, The City must provide opportunities for the community use and management of open space for passive recreation use that can be developed from the vacant land that has resulted from population loss.