Overview
An adequate range of convenient and competitive shopping opportunities is, historically, one of the strengths of urban neighborhoods. In West Philadelphia, however, not all neighborhoods can now support the range of stores, personal services, and business services to meet local needs that existed in decades past.

The retail conditions of distressed neighborhoods are of particular concern. Decreases in the population of these areas and in the disposable income of area residents have eroded available buying power. Changes in retail practices and consumer preferences have also made many of the retail facilities in distressed areas obsolete. As a result, many residents of distressed areas have limited access to basic, competitively-priced goods and services. Also, physical deterioration, management problems, and security concerns threaten to further undermine retail services and weaken surrounding neighborhoods.

During the past decade, the City has claimed part of the responsibility for improving the conditions of retail corridors. Recent studies and reports have reiterated the need for public involvement in corridor revitalization. (Philadelphia City Planning Commission, Philadelphia Shops,1989, and Bell of Pennsylvania/LaSalle University, Urban Small Business Outreach Program; West Philadelphia Small Business Areas, 1989)

Reasons to Stabilize and Enhance West Philadelphia's Commercial Corridors

• Corridors are the commercial and institutional "town centers" for older neighborhoods and communities that contribute density, diversity, street life, and a sense of place. Older commercial corridors in West Philadelphia already offer many of these attributes.
• Corridors are a convenient way for all nearby residents to shop for necessities and household goods. Corridors are also a particularly equitable way to provide shopping opportunities for poor and transit-dependent residents.
• Corridors' compact scale and accessibility by foot or transit makes them an important energy-efficient alternative to auto-oriented centers.
• Corridors' relative abundance of inexpensive space provides good locations for small, locally-owned business.
• Corridors contain buildings of historical and architectural significance.

1. Improve the management, store mix, and physical conditions of existing retail centers.
   
2. Redevelop for other purposes, areas no longer needed for retail or service activities.
   
3. Attract modern retail facilities where they are most needed and where they will best complement existing retail centers and adjacent uses.
   

The loss of population and households within West Philadelphia's core (Table 15) has overshadowed the relative stability of many areas of the district. From 1960 to 1990, Census tracts within the central area of West Philadelphia lost 34 percent of their population compared to the overall district loss of 27 percent (Tables 13, 15). During the same period, core tracts lost more than 20 percent of their households while the district lost only 12 percent of its households overall. Tracts outside the core area, primarily in University City and near City Line Avenue, actually posted a net gain of 1,222 households between 1960 to 1990.

According to the 1985 City-wide Retail Buying Survey (Philadelphia Commercial Development Corporation, 1985), most of West Philadelphia's consumer demand for convenience goods and necessities is satisfied within the district. In contrast, most of the district residents' spending for comparison goods, including clothing, gifts, shoes, and restaurant dining, has been captured by regional-scale shopping destinations in Center City and the surrounding suburbs. Similar buying patterns exist throughout Philadelphia.

Table 13

Buying Survey respondents from the sub-district called Overbrook/ Wynnefield/ Cobbs Creek (tracts 82,83, 96-101, 112-123) said they did more of their shopping within the district than residents of other sub-districts. Residents of the sub-district called "West Philadelphia" (described as tracts 79-81, 84-86, 92-95, 102-107, 110, 111) were the least likely to shop within the district. The "West Philadelphia" sub-district closely approximates the "core" area referred to above (see maps on page 89). Residents' tendency to shop elsewhere may reflect the poor conditions of local retail facilities and the ease of transit or auto access to other large shopping destinations nearby. Residents of University City were more likely than other West Philadelphia residents to purchase items such as clothing and shoes in Center City.

Table 14

Table 15

The substitution of newer, larger stores for older, smaller stores is reflected in data from 1972 to 1987. During this time, the total number of retail establishments in the City dropped by nearly 50 percent even though total retail employment declined only 2 percent. Moreover, according to Planning Commission estimates, more than 4 million square feet of new retail space was built in Philadelphia during this period. This means that an inventory of newer, larger stores handled roughly the same amount of total retail activity.

West Philadelphia's retail centers also have strong, easily accessible competition from outside the district. Center City's more than 7,000,000 sq. ft. of retail space includes three major department stores and several specialty districts. Sixty-Ninth Street in Upper Darby may again be considered a regional shopping center by virtue of its new anchor department store (Sears), extensive store and streetscape improvements, and 2,000 free parking spaces. The recently renovated Bala Cynwyd Center on City Line Avenue, at 275,000 sq. ft, is anchored by a specialty department store and a supermarket.

Market erosion, potential land use conflicts, and barriers to site assembly have stymied most attempts to replace or consolidate obsolete storefronts with more modern facilities. The resulting surplus has led to abandonment, demolitions, conversions to non-retail uses, and vacancy rates in excess of 40 percent in some corridors. Vacancy rates in most corridors worsened between 1987 and 1991 as corridors' chronic problems remained untreated and the regional economic expansion lost momentum.

Each corridor is centered around the intersection of two or more transit routes. The district's transit routes form a grid pattern with parallel lines 1/2 mile or less apart. This spacing corresponds to the general rule that people will not walk more than 1/4 mile (5 minutes) to take transit, shop, or use other services. As a result, almost every corridor commands a distinct trade area of at least 1/4 mile radius. None of the corridors has its main frontage on Chestnut or Walnut Streets, the busiest auto routes through the core.

Despite residents' increased access to automobiles and the proliferation of small auto-oriented retail centers in or near the core, older corridors still serve as convenience-goods shopping resources for pedestrians from surrounding neighborhoods. Support for accessible older corridors is reflected in the percentage who reported that they use transit or walk for shopping trips. West Philadelphia (core) and University City residents said they walk or use transit for shopping much more often than residents who live in more auto-oriented neighborhoods such as Overbrook, Wynnefield, and Cobbs Creek. Only residents of Center City and North Philadelphia report more transit usage, and North and South Philadelphia residents say they walk more than West Philadelphians. (PCDC, City-Wide Buying Survey, 1985)

The central location and transit service of older corridors does not eliminate the need for convenient, safe, and affordable parking. Most older centers in West Philadelphia currently have less than the two parking spaces per 1000 sq.ft. of retail gross leasable area (GLA) recommended for pedestrian-oriented corridors in Philadelphia Shops (PCPC, 1989). However, most existing off-street lots are also unsafe, poorly maintained, and underutilized. This suggests that improvements to the quality of existing parking may be more important than the addition of new spaces. Generally, West Philadelphia's newer suburban-style retail centers already meet the Urban Land Institute's standard of at least 4 parking spaces per 1000 sq.ft. of retail GLA.

Despite numerous liabilities, West Philadelphia still offers substantial buying power and retail investment opportunities. West Philadelphia's total 1990 population of 220,000 was greater than the combined populations of Allentown, Bethlehem, and Easton. Additional stores and services will be required to meet demand from expected growth in University City and along City Line Avenue. In West Philadelphia's core, new investment will be necessary to update or replace uncompetitive facilities.

In order to make the most of West Philadelphia's size and spending potential, choices will have to be made between different locations and types of development. The potential for development in the district, though real, does have limits. Planning is necessary to identify options that best serve consumer needs and complement overall development objectives.

Problems and Liabilities

• Reduced neighborhood buying power
• Obsolete building stock
• Ineffective marketing and merchandise mix
• Lack of maintenance
• Many marginal and informal buisnesses
• Vacant storefronts
• deterioration ner core area
• Vunerable to competition from new strip centers
• Crime and vandalism
• Sanitation, cleanliness
• Dependent on City services
• Business disincentives (taxes, red tape)
• Vendors (sidewalk congestion)
• Liquor stores, bars, taverns

Opportunities and Assets

• Viable walk-in trade area exists
• Public transit users as customers
• Architectural and historic character
• Effective models are available for improved management
• Many long-established businesses
• Affordable space available
• Many stable residential areas nearby
• Low overall vacancy of core blocks
• Potential to redevelop

"In serious problem areas, such as Baltimore Avenue (50th to 52nd), we must question the effectiveness of short term renewal of small business. Rather, new long term usages for such sites, such as a combination of parking, residential development and public open spaces should be considered." (p. 15)

"Strips with spot vacancies should be given primary attention in the immediate future to prevent further decay. Corridors must be consolidated around successful businesses. The surrounding neighborhoods can no longer support these long extended strips of stores with less than adequate household purchasing power." (p.16)

The long-term revitalization of older retail centers will require that corridors be consolidated to an amount of space that can be supported by remaining households. Also, corridors must be strongly encouraged to make use of new management and development tools that can help them compete more effectively in the future. It will be difficult to preserve the vitality of important residential areas around retail corridors if the corridors continue to decay.

The public sector can help create market conditions so that new investment opportunities either directly complement existing corridors or compete for customers in locations or products not already provided by nearby corridors. Available tools include zoning, condemnation and redevelopment, and capital improvements. Limitations in City, State, and Federal budgets will limit the public sector's role in commercial revitalization and force the private sector to accept greater responsibility for planning, funding, and implementation of retail corridor revitalization. The following questions can help focus the use of increasingly scarce public resources:

• Will overall shopping opportunities for residents be improved? (Will project provide tangible improvement in quantity or quality of area goods and services?)
• Will the economic impact be beneficial for the City and surrounding community? (Will project increase or stabilize employment, tax revenues, and private investment?)
• Are corridor businesses and property owners willing and able to accept additional managerial and financial responsibilities? (Will dependence on City assistance be significantly reduced?)
• Will new investment enhance the urban fabric and complement existing commercial concentrations and residential neighborhoods? (Will new projects or renovations be sensitive to corridors' scale, business mix, transit-orientation, and adjacent land uses?)

The City's overall planning and development policy for West Philadelphia retail centers should follow the general, interrelated recommendations below. The recommendations cover such issues as corridor management, store mix, physical conditions, public regulations, contraction and redevelopment of surplus areas, and the attraction of needed investment. For each recommendation, organizations most appropriate to be involved in implementation are shown in parentheses.

Many downtowns throughout the U.S. have already adopted management techniques used by privately-owned malls. These techniques ensure a competitive shopping environment by requiring all businesses to contribute to common services. Specific activities may include street and sidewalk cleaning, parking, joint advertising, security, special events, store recruitment, physical improvements, and real estate development.

The specific type of management organization depends on a corridor's size and capability. At a minimum, each existing corridor should have an active business association or business-oriented section of a local community association. As needs increase, more flexible and powerful forms of organization may be considered. Options include community development corporations (CDCs), voluntary special service associations, and business district authorities (BDA) based on mandatory special assessments.

Small corridors may not have sufficient resources to support management activities on their own. An umbrella organization supported by numerous centers could enable some centers to share management costs and benefits. (Implementation: corridor representatives, City Commerce Department, PCDC, Small Business Outreach Task Force, Center City District, West Philadelphia Partnership)

Merchandise Mix: Identify types of establishments that are appropriate but missing from each corridor or trade area. Recruit desired, feasible businesses to fill merchandise and service gaps. (Implementation: corridor organizations, West Philadelphia Partnership, PCDC)

Physical Conditions: Review design and infrastructure needs in each corridor and develop a plan for sensitive, low-maintenance improvements to streets, signs, facades, street furniture, and architecturally or historically significant structures. (Implementation: corridor organizations, Planning Commission, Streets Department, PCDC, Redevelopment Authority, Historical Commission, West Philadelphia Partnership)

Targeted Action: Focus public revitalization efforts on centers with the best locations and relatively healthy core blocks. These centers should include:

• 52nd and Market (#92*)
• Lansdowne Avenue (#119)
• 40th and Lancaster (#134)
• 50th and Baltimore (#82)
• 60th and Market (#103)
• North 52nd Street (#118)

Geographic boundaries for revitalization activities in each center should be scaled to reasonable expectations for market support. (Implementation: Planning Commission, City Commerce Department, PCDC, corridor organizations, West Philadelphia Partnership)

The South 40th Street retail area, extending from Market Street to Locust Street, is also categorized as a "Retail Core Area." However, the recommendation for public revitalization efforts does not apply to 40th Street because private funding should be relied upon for improvements at this location. Some of the potential private contributors are the University of Pennsylvania, the University City Science Center, Presbyterian Medical Center of Philadelphia and the Elwyn Institute. Merchants and other property owners should also participate.

Regulation: Review and revise ordinances for zoning, vendors, signs, and storefronts in retail corridors. The amount of commercially zoned land should be reduced to reflect declining demand and to direct retail activity to existing centers. Vendor reform legislation should be extended to neighborhood centers to ensure the proper mix of goods, complementary locations, and enforcement of regulations. Reasonable sign and storefront regulations should be designed to make centers more attractive for shoppers. (Implementation: City Council, Commerce Department, Planning Commission, Licenses and Inspections, PCDC, corridor organizations, businesses, West Philadelphia Partnership)

Contraction: Identify blocks, structures, or parcels that have little market potential, limited connection to healthy blocks, and/or physical problems (Figure 3). Criteria could include vacancy rates, building conditions, tax delinquency, or distance from core blocks. (Implementation: corridor organizations, property owners, Planning Commission, PCDC, Redevelopment Authority, West Philadelphia Partnership)

Reuse: Review alternatives and select preferred options. These may include new or rehabilitated retail, housing, office, parking, or open space. In conjunction with property owners and investors, develop a plan for site assembly, business relocation, site preparation, and disposition. Where retail demand remains, reuse for modern retail activity may be warranted. Examples of recent retail reuse include the Firehouse Market (50th and Baltimore), Dunlap Plaza (52nd and Market), Stokes Row (Germantown), and Hope Plaza (22nd and Lehigh). In the absence of sufficient demand, other uses should be explored. Residential, service, or office uses can generate consumer demand to support remaining retail stores. (Implementation: corridor organizations, property owners, Planning Commission, PCDC, Redevelopment Authority)

Existing Centers: Identify parcels or buildings that could accommodate new development within or adjacent to existing corridors. These may include underutilized fringe properties. (Implementation: Planning Commission, PCDC, corridor organizations, property owners)

Under-Served Areas: Identify areas not currently served by retail facilities. If accessible for shoppers, such areas may be able to support new development while minimizing direct competition with existing centers. (Implementation: Planning Commission, property owners, business associations)

30th Street Station: The one area that has already been identified for new development is the 30th Street Station area and the air rights over the station's adjacent rail yards. The rehabilitation of 30th Street Station, which includes reopening of the original retail concourse, is complete. Future development at this location could provide regional-scale retail services as part of a large mixed-use development which could include office buildings, hotels, residential, and entertainment uses

46th and Market: The area within two blocks of the 46th Street El Station is a much smaller opportunity area for retail development. 46th and Market is centrally located in West Philadelphia and it is situated at least 1/2 mile distance from other centers in the district. Development of a small number of stores or restaurants (with off-street parking) in this area is recommended.

Merchandise/Development Plan: Conduct market and industry research to identify goods, services, and building types that would match the area's consumer needs and design objectives. Direct development to selected sites through land use controls, recruitment, and incentives such as PCDC programs and existing tax abatements. (Implementation: business associations, property owners, Planning Commission, PCDC)

• Establish an organization with a predictable budget, paid staff, and a credible program including maintenance, marketing and security services. With 200 establishments, funding should be from merchant and building owner contributions.
• Review store mix and recruit under-represented types of stores.
• Develop a plan for maintenance, infrastructure, regulation, and design. Key issues are: canopy maintenance, renovation of the El, parking, vendors, facade restoration, and sanitation. New guidelines or ordinances can help curb vendor, sign, and litter abuses that detract from the overall appeal of the area.
• The City should continue to support the development projects of West Philadelphia Economic Development Corporation at 52nd & Ludlow Streets. WPEDC is rehabilitating a formerly vacant seven-story office building and has opened a new parking lot for the retail area.

• Commercial uses should be consolidated into the core area shown on the map.
• The 5100 block of Market Street should be redeveloped for new parking or retail uses.
• The Delancey-to-Larchwood blocks should be rezoned and rehabilitated for residential use.
• A small retail cluster should remain at 52nd & Cedar, near Misericordia Hospital.

• Assemble and redevelop the Southeast corner of 52nd and Market Streets for new retail development.

• Establish an organization with a predictable budget, staff, and credible program including maintenance and marketing activities. With roughly 160 establishments, this area can support at least a voluntary association to perform supplemental services.
• Review the store mix and recruit under-represented retail stores.
• Develop a plan for maintenance, infrastructure, regulation, and design. Key issues are: sidewalk maintenance, property rehabilitation, parking and historic preservation. New guidelines or ordinances can help curb vendor, sign, and litter abuses that detract from the area's overall appeal.

• The 4200 block is more than 40 percent vacant and more than 50 percent tax delinquent. The 4400 block is seriously deteriorated. The blocks east of 39th Street appear attractive for private mixed-use reinvestment due to their proximity to University City and their distinctive architectural character.
• Existing establishments in the 4200 and 4400 blocks should be encouraged to move to healthier blocks or healthier portions of the same block. Healthy contiguous structures in the 4200 block should be rehabilitated for residential use. A mixture of wholesale and retail uses would be appropriate west of 43rd Street.

• The healthy 4000 and 4100 blocks need better parking. The present lot in the 4000 block is unusable and should be redesigned. The development potential exists to assemble sites for new retail-oriented development in the 3900 and 4400 blocks.

• Establish an organization with a predictable budget, staff, and credible program including maintenance and marketing activities. With 130 establishments, this area can support at least a voluntary association to perform supplemental services.
• Review the store mix and recruit under-represented retail stores.
• Develop a plan for maintenance, infrastructure, regulation, and design. Key issues are: design and upkeep of Market-Frankford El station, Market Street face-lift, architectural significance. New guidelines or ordinances can help curb vendor, sign, and litter abuses that detract from the area's overall appeal.

• Commercial uses should consolidate into the core areas shown. Stores in areas outside the core should be encouraged to relocate to healthier blocks.
• The mostly vacant 6000 block of Market is the largest reuse challenge within the core. Reuse along Market Street should relate to the commercial character of the corridor.
• The architecturally unique properties between Walnut and Irving Streets could be adaptable for residential use if further deterioration is halted.
• South of the core, the blocks between Spruce and Hazel Streets no longer serve substantial retail uses. Properties should be converted to residential use in a systematic manner.

• The 5900 and 6000 blocks of Market could become new retail development sites if rehabilitation or redevelopment for other uses proves unworkable.

• Establish an organization with a predictable budget, part time or shared staff, and a program of maintenance and marketing activities. With roughly 50 establishments in the vicinity of 60th and Lansdowne, the area should be able to support an active business association, CDC, or participation in a larger retail coalition.
• Review the store mix and recruit under-represented retail stores.
• Develop a plan for maintenance, infrastructure, regulation, and design. Key issues are: sanitation, property rehab or redevelopment, and the maintenance of a balance between street's residential and commercial character. New guidelines or ordinances can help curb vendor, sign, and litter abuses that detract from the area's overall appeal.
• Rezoning of the area is recommended.

• Commercial uses should be consolidated into the core area shown. Stores in areas outside the core should be encouraged to relocate to healthier blocks. Housing and open space should be developed in deteriorated, formerly commercial blocks.
• The vacant apartment building at SE corner of 63rd & Lansdowne must be rehabilitated or redeveloped. It is located at the western entrance of the retail corridor.

• Establish an organization with a predictable budget, part time or shared staff, and a program of maintenance and marketing activities. The roughly 30 establishments in the vicinity of 52nd and Girard should be able to support an active business association, CDC, or participation in a larger retail coalition.
• Review the store mix and recruit under-represented retail stores.
• Develop a plan for maintenance, infrastructure, regulation, and design. Key issues are: sanitation and property rehab or redevelopment. New guidelines or ordinances can help curb vendor, sign, and litter abuses that detract from the area's overall appeal.

• Commercial uses should be consolidated into the core area shown. Stores in areas outside the core should be encouraged to relocate to healthier blocks.
• Two existing concentrations should be encouraged. One concentration around Girard Avenue would serve local convenience needs and would have the (renewed) theater building as an anchor use. The other, more auto-oriented concentration would cluster around the "Five Points" intersection at Lancaster, 52nd, and Lansdowne.

• Deteriorated properties at 52nd and Lancaster should be assembled and redeveloped for auto-oriented retail uses such as family restaurants or discount variety/department stores.