HomeMy WebLinkAboutChapter 3 - Development Strategy 43
3-Development Strategy
CHARACTER AREAS
The Character Areas are:
1. Downtown Core
The retail, dining and entertainment des-
tination of Georgetown and Williamson
County.
2. Downtown North
A residentially-focused mixed-use area
with housing, offices and other retail
venues.
3. Government Center
The civic spine for the community.
4. Downtown South
A commercially-focused mixed-use area
with retail, offices and some housing.
The development strategy for downtown is composed of a set of char-
acter areas, development prototypes, and development opportunity
areas. The character areas suggest concentrating uses and special
features within certain areas of downtown. Development prototypes
explore a variety of new building and site configurations for new
downtown development. These are broad concepts that could apply
to various sites and blocks. The development “opportunity areas”
are located within the character areas, and show different scenarios
of how redevelopment could occur over time. Focusing development
into these character and opportunity areas will help establish a “criti-
cal mass” of desired uses and development pattern. A Transition
Zone is also indicated, which overlaps with the designated character
and opportunity areas. For all new development, it is important that
it be consistent the Downtown and Old Town Design Guidelines.
3-DEVELOPMENT STRATEGY
ILLUSTRATIVE CONCEPT NOTE:
The goal of this chapter is to provide
an overall, long-term vision for new
development in the study area. The
development scenarios illustrate
new buildings throughout down-
town, with suggestions about how
the character of development might
vary, according to the context, as
defined by the Character Areas, and
by abutting zoning categories. Most
new development is likely to occur
as two and three story structures,
but in some cases, four stories may
be appropriate. This added build-
ing height may only be achieved
through a special review process,
which includes a recommendation
from HARC. This includes consider-
ation of view corridors, and impacts
on adjacent properties.
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City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
March, 2014
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MAP 8 | CHARACTER AREAS
LEGEND:
Downtown Core
Downtown North
Government Center
Downtown South
Opportunity Areas
Transition Area
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3-Development Strategy
DOWNTOWN CORE CHARACTER AREA
While the success of the block faces
immediately surrounding the historic
courthouse is evident, extending this
traditional urban form and atmosphere
into more of the surrounding blocks will
strengthen downtown’s role as a regional
shopping center, living place and destina-
tion. Specialty retail, dining and entertain-
ment venues should be present to position
the downtown core as an exciting place
distinct from regional suburban shopping
centers. Generally, everything within a
block and a half of the historic courthouse
is termed the “Downtown Core” in this
plan. The Downtown Core is shown in red
on Map #8.
KEY FEATURES
This area retains the best definition of a
retail-oriented street edge surrounding
the Town Square Historic District. It has
a collection of historic buildings that pro-
vide interest and is served by on-street
parking. The existing streetscape ame-
nities consist of brick pavers, benches,
decorative lights with banners and way-
finding signs. It is, by far, the most active
part of downtown.
DEVELOPMENT RECOMMENDATIONS
This area should strengthen as the spe-
cialty shopping and dining destination for
the county; it should be entertaining and
highlight the unique qualities of a down-
town shopping experience, including
shops, restaurants and specialty stores.
Office space and apartments on upper
floors should be promoted that will help
energize this area and support the street
level businesses. Existing historic assets
should be preserved whenever feasible,
and be adapted to a new uses as needed.
Surface parking should be kept to a mini-
mum and landscape standards should be
applied that will maintain an attractive
street edge for pedestrians.
RECOMMENDED PROJECTS
• Promote individual retail store reha-
bilitations through the Main Street
Program.
• Facilitate adaptive reuse of historic
buildings and redevelopment of va-
cant lots.
• Continue to promote the historic sig-
nificance of the courthouse through
guided tours and allow flexible use of
the interior space (Georgetown His-
torical Society, Arts & Culture, etc.)
• Continue outdoor activities in the
square, including the Poppy Festival,
Christmas Stroll, Market Days, First
Fridays and Music on the Square.
• Promote new activities such as a
Farmer’s Market or Wine/Art Walk.
• Stage small outdoor arts venues.
• Continue to promote dining and spe-
cialty retail businesses, such as the
wineries.
• Promote development of downtown
living and professional offices on
upper floors.
• Promote development of more cul-
tural facilities and entertainment
venues.
• Continue to improve pedestrian cir-
culation with upgraded, continuous
and accessible sidewalks with a higher
level of streetscapes and landscapes
than other parts of downtown.
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City of Georgetown | Downtown Master Plan Update
DOWNTOWN NORTH CHARACTER AREA
The neighborhood north of the downtown
core along Austin Avenue is positioned
to orient development towards the South
San Gabriel River, which was a popular
theme at community workshops during
the downtown planning process. Doing so
will engage the river with the downtown
environment as an actively used ame-
nity. Main and Rock Streets should serve
as popular pedestrian and bike routes
that link to the river trails and therefore
new development should orient to those
streets as well as Austin Avenue. The
Downtown North Character Area is shown
in purple on Map #8.
KEY FEATURES
This area includes many residential struc-
tures that have been converted to com-
mercial uses as well as vacant lots. New
commercial and mixed use buildings such
as El Monumento, Monument Café and
Tamiro Plaza have helped activate this
area and draw more people to the river;
however continuity of circulation and
a distinct identity are still lacking. The
river, including historic Blue Hole Park,
provides a wonderful amenity, but it is
not developed to its potential as a major
amenity to downtown. The historic Wil-
liamson County Jail also is located in the
Downtown North Character Area, which
could be repurposed as a community-
wide amenity in a way that supports heri-
tage tourism initiatives.
DEVELOPMENT RECOMMENDATIONS
This area is envisioned as a new “urban
village,” where a mix of moderately higher
density single family and multifamily infill
housing should be promoted, much like
the Two Rivers project north of the river.
Office space and restaurants are also en-
couraged for this area, as well as mixed
use projects that overlook the river. New
development opportunities also exist
along Austin Avenue to help create a more
pedestrian-friendly environment along
the corridor. Chapter 8 explores develop-
ment ideas for the Austin Avenue North
Opportunity Area, which is highlighted in
a dashed yellow line on Map #8.
There is an opportunity to provide a stron-
ger pedestrian connection to the river
trails along Main and Rock Streets and
from the bridge. From the bridge, a stair
and ramp leading to the trail below and
an overlook area should be considered,
to provide a direct connection to the river
trail. This would be an amenity that would
aid in stimulating development along
Austin Avenue, and would be especially
appealing to visitors. This also could in-
clude interpretive markers, which would
be a key element in a heritage tourism
program. Upgrading the sidewalks along
Rock and Main Streets should also occur
to promote pedestrian access from down-
town to the river trails.
RECOMMENDED PROJECTS
• Retail along Austin Avenue
• Repurpose the historic jail
• Hotel or Bed and Breakfast
• Restaurants
• Multifamily housing
• Law and professional offices
• Neighborhood-based services, in-
cluding day care
• Neighborhood parks
• Amphitheatre at the river’s edge
• Improved sidewalks, streetscapes and
landscaping
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3-Development Strategy
GOVERNMENT CENTER CHARACTER AREA
Three government centers have emerged
in the history of downtown’s develop-
ment. One is around the historic Wil-
liamson County Courthouse. A second
consists of the various city offices, police
department and fire department, scat-
tered throughout the downtown area.
The last is the Williamson County Justice
Center located to the northwest of the
downtown core. Map #4, City and County
Owned Properties, illustrates this current
distribution of governmental office space.
The Government Center Character Area is
identified in blue on Map #8.
The City has relocated some of its office
space to areas outside of the downtown
area. This decentralization of space weak-
ens the role of downtown as the govern-
ment center. In time, those offices that
are oriented to serving the public should
return to downtown. The Police headquar-
ters have outgrown their current space in
the historic Light and Water Works build-
ing and are relocating in late 2013. This
provides opportunity for city offices to
relocate into this iconic building, creating
a civic synergy with the central library.
KEY FEATURES
The area defined as the Government Cen-
ter currently is home to the police depart-
ment, justice center, county jail, public
library a number of law office buildings
and support services. Several surface lots
also are used for parking. These existing
buildings and undeveloped lots form the
basis of a potential municipal center. This
area is prime for redevelopment, espe-
cially surrounding the new library, which
is a prominent civic space for the com-
munity and could help pull the downtown
core energy to this area.
DEVELOPMENT RECOMMENDATIONS
City government functions should be con-
solidated into a single Municipal Center
anchoring the western edge of downtown.
Chapter 8 explores ideas for a consoli-
dated Municipal Center surrounding the
new library with new buildings and re-
purposing old buildings such as the old
library and Light and Water Works build-
ing. The City should consider extending
the Downtown Overlay District to include
the old library and the block south of the
old library housing the GCAT building, as
these blocks would potentially be used
as part of an expanded Municipal Center.
Special attention to design and building
use should be given to areas abutting the
existing west-side residential area, to be
compatible with the residential character
of that area. Chapter 8 explores develop-
ment scenarios for the Municipal Center
Opportunity Area, which is highlighted in
a dashed yellow line on Map #8.
RECOMMENDED PROJECTS
• New City Hall (potentially phased,)
housing city offices, Municipal Court
and Council Chambers
• New public plaza/amphitheater, festi-
val street and park
• New public parking structure (could be
phased from surface lot to structure)
• Flexible meeting space
• Incubator space for start-up busi-
nesses
• Improved sidewalks, streetscapes and
landscaping
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City of Georgetown | Downtown Master Plan Update
DOWNTOWN SOUTH CHARACTER AREA
The area south of the downtown core
along Austin Avenue and University Av-
enue is an important “service” area for
the primary retail and entertainment focus
of the Downtown Core. Today, it contains
many buildings that have a strip commer-
cial character, but in the future it should
be more urban in character, with build-
ings constructed to the street edge and
continuous sidewalks accommodating
pedestrian activity. The Downtown South
Character Area is identified in green on
Map #8.
KEY FEATURES
University Avenue is a major point of
access into the downtown and the his-
toric Old Town neighborhood from the
interstate. It does not provide, however,
a strong image for the downtown experi-
ence. It is not pedestrian-friendly. This
southern portion of Austin Avenue has
followed this auto-dominated pattern.
Sidewalks are lacking with the exception
of the new retail center on the northeast
corner of University and Austin. New
sidewalk upgrades have occurred along
Main Street in this area, which has helped
elevate the character and identity of this
area.
This area includes a mix of traditional
commercial storefronts, transitional busi-
ness uses and residential structures that
have been converted to commercial uses.
Other houses remain residential in use.
A recent adaptive use project, the con-
version of Wesleyan Retirement Center
to office space, has demonstrated the
potential for larger companies to locate
in the downtown when adequate space
is available. At the same time, more ser-
vices are needed in this area to cater to
this employment base.
DEVELOPMENT RECOMMENDATIONS
Commercial uses that support the sur-
rounding residential neighborhoods are
encouraged to locate in this area. A mix
of retail and office space should be pro-
vide with new buildings that are located
at the street edge with parking to the rear
are preferred. The eastern, western and
southern edges, should continue to serve
as a transition to the abutting neighbor-
hoods.
Development along Austin Avenue and
University Avenue should be the most
intense uses. The intersection of Univer-
sity and Austin should be enhanced as
a pronounced “gateway” into downtown
with signage and landscaping. The inter-
section of Main and University should also
be upgraded as a secondary gateway.
Chapter 8 explores development ideas
for the Southeast Quadrant Opportunity
Area, which is highlighted in a dashed
yellow line on Map #8.
RECOMMENDED PROJECTS
• Mixed-use buildings with retail on the
ground floor along Austin Avenue
• Restaurants
• Multifamily housing
• Professional offices, including start-
up incubator space
• Neighborhood-based services, in-
cluding day care
• Neighborhood parks
• Improved sidewalks, streetscapes and
landscaping
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3-Development Strategy
DOWNTOWN TRANSITION AREA
The area shown in gray on Map #8 indi-
cates an area of transition between the
Downtown Overlay District and the sur-
rounding residential neighborhoods. This
“transition area” is of special opportunity
for unique design solutions. Here, de-
velopment that is compatible in design
and scale with abutting residential uses
is especially important. Providing places
that serve residents nearby is also key
and measures to mitigate impacts of new
uses should be a priority.
Improved streetscape amenities should
occur in this transition area as well, where
sidewalks are to be enjoyed by neighbor-
hood residents as well as downtown us-
ers. In the private sector, it is important
to include small plazas or courtyards
that residents may use and to provide
pedestrian connections among buildings
to invite interaction along these edges.
The UDC assumes setbacks in the entire
overlay district to be zero feet, however
HARC reviews setbacks on a case-by-
case basis. This is an area where varia-
tions in setbacks may be appropriate.
Compatible building designs that draw
upon residential forms, have variation in
massing, and maintain view opportunities
and pedestrian circulation through blocks
should be particularly welcomed. Note
that while the transition area is shown
on both sides of the overlay district, the
recommendations herein relate only to
the Downtown Overlay District properties.
However, there may also be opportunities
to add more moderate density residential
uses in some lots presently zoned resi-
dential that abut the mixed use context
of the downtown zone. Uses such as
townhouses and duplexes would offer
compatible transitions between the two
zones. Please note that permitted uses,
standards and guidelines of the Old Town
District Overlay would still apply, i.e. this
Plan does not recommend inserting a mix
of uses into established residential zones.
DEVELOPMENT RECOMMENDATIONS
Some compatible redevelopment, such as
repurposing existing single family homes
into professional offices or restaurants,
has already begun and is particularly wel-
comed by the abutting residents. In addi-
tion, new construction of townhomes and
small lot single family homes have been
built, which help increase the density of
downtown and provide new housing op-
tions, and are welcomed by the commu-
nity. Other transitional uses such as Bed
and Breakfast establishments, profes-
sional offices and light commercial uses
may be considered in this area as long as
their architecture is context sensitive and
responds to the surrounding residential
character and their business hours and
uses are limited in hours and intensity. For
example, a late night bar with live music
and an outdoor patio would not be an ideal
use for the transition area.
RECOMMENDED PROJECTS
• A bed and breakfast or boutique hotel
• Multifamily housing of 2-3 stories
• Townhomes, duplexes and small lot
single family homes
• Professional offices
• Neighborhood-based services, in-
cluding day care
• Small parks, plazas and courtyards
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City of Georgetown | Downtown Master Plan Update
DEVELOPMENT PROTOTYPES
FOR DOWNTOWN
In order to remain competitive, downtown
should offer a range of building types and
site configurations that can help to estab-
lish a pedestrian-oriented environment
and accommodate desired uses. This in-
cludes projects of moderately increased
densities, of two to four stories (where
view protection policies and the UDC
Code permit.) Recent trends in successful
downtowns include mixed-use projects,
which incorporate retail, professional of-
fices and residential together. These uses
may be distributed horizontally across a
property, or they may be stacked verti-
cally.
New development will happen in different
fashions. In some cases, a whole block
might redevelop at once if it is individually
owned or parcels are assembled. In other
instances, single property owners within a
block might decide to redevelop on their
own. This is called “infill” development. In
any case, development that helps to de-
fine the street edge with features that are
appealing to pedestrians is a major goal.
New development in the transition zone,
or properties along the border of the
Downtown Overlay Zone, should comply
with the guidelines established in the se-
ries of workshop activities. These areas
will most likely redevelop in a piecemeal
fashion, one property at a time. This incre-
mental, small-scale type of development
is ideal for those edges to blend the com-
mercial with the residential.
The prototypes presented on the follow-
ing pages reflect development successes
in other communities that can serve as
models for new development in downtown
Georgetown. Note that many of these also
reflect a response to the local context in
terms of building materials, scale and de-
sign character and that literal translation
of some of these projects to Georgetown
may not be appropriate. Each of these
projects does, however, demonstrate
principles of compatible infill that would
apply when adapted to the local setting.
The following new development proto-
types are likely to occur throughout the
district:
1. Commercial Infill
2. Mixed Use Infill
3. Horizontal Mixed Use Block
4. Vertical Mixed Use Block
5. Moderate Density Residential
6. Transitional Infill
7. Parking Structure with Retail Wrap
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3-Development Strategy
Diagram illustrating a commercial infill develop-
ment and parking scenario.
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Surface
Parking
Commercial infill development could occur in one or two stories, depending on the location and zoning
requirements, but should orient to the street and activate the sidewalk.
COMMERCIAL INFILL
The following images are of new commercial buildings that are constructed in the
core and on the edges of traditional downtowns. They reinterpret traditional design
elements with a “contemporary” feel. Parking is usually provided on-site in a surface
lot configuration, but is subordinate to the building and pedestrian.
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City of Georgetown | Downtown Master Plan Update
Diagram illustrating a mixed use infill development
and parking scenario.
Surface
Parking
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Mixed use infill from 2 to 4 stories could occur in the downtown and should respond to their surrounding
context.
MIXED USE INFILL
These images show how a mixed use building can be incorporated into a larger block
within a single parcel or group of parcels. These buildings should respond appropri-
ately to their surrounding context with similar mass and scale. The ground floor should
include an active use to animate the sidewalk while the upper stories could be office
or residential uses. Parking is usually provided on-site in a surface lot condition or
shared amongst neighboring properties in a parking structure.
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3-Development Strategy
Comm
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Surface
Parking
Diagram illustrating a horizontal mixed use block
development and parking scenario.
A horizontal mixed use block incorporates a mixture of uses within a single block, but the uses are iso-
lated. For example, a small grocery store might be located on a prominent corner with an office building
or multifamily residential units surrounding it.
HORIZONTAL MIXED USE BLOCK
Horizontal mixed use is where various uses are provided on a block, but each use is
isolated within an individual building. This configuration is useful when multiple uses
on a site is desirable, but a vertically mixed-use building is not financially or logisti-
cally feasible.
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City of Georgetown | Downtown Master Plan Update
Diagram illustrating a vertical mixed use block de-
velopment scenario.
Vertical mixed use blocks tend to be larger in mass and scale. Stepping back upper floors, as shown in
some of these examples, is one way to reduce the scale of the building from the street level. Parking is
generally located underground or in a structure. (Note that a fourth floor, such as the one illustrated at the
left, would require special review in Georgetown, but is used to illustrate principles of varied massing.)
VERTICAL MIXED USE BLOCK
A vertical mixed use block is usually more intensive than a horizontal mixed use block,
often requiring underground or above-grade structured parking to accommodate the
on-site needs. These examples show how vertical mixed use development can be suc-
cessfully integrated into a historic downtown with similar form and massing as historic
buildings, but with a contemporary feel.
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3-Development Strategy
New residential prototypes of moderate density should be added to the downtown district. Stacked flats,
apartments, rowhouses, townhouses, duplexes and small lot single family homes are all ways too accom-
plish additional density in a manner that is responsive to the context of downtown.
Diagram illustrating a moderate density residential
development and parking scenario.
MODERATE DENSITY RESIDENTIAL
Downtown Georgetown could benefit from an increase in residential density within the
downtown core. These prototypes express ways to accommodate higher density within
a downtown context. Parking could be provided in a surface lot condition, tucked
under the building or in attached or detached garages.
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City of Georgetown | Downtown Master Plan Update
NARROW LOT WIDTH
In some areas of Georgetown, especially along South Austin Avenue, narrow lot widths
will pose a challenge for intensifying the parcel and still being able to provide parking
on-site. One solution to increasing intensity while providing parking is to offer a multi-
story building with “tuck-under” parking. This allows the “front” side of the building,
facing the prominent street edge, to include a narrow depth retail use and the “back”
side, facing an access drive, to include parking on the ground floor that is covered by
the upper floors of the building. Another solution, as shown in the diagram below, is
to include an urban, mixed use building along the street edge with carriage houses, or
small apartments, behind the mixed use building that include parking on the ground
floor in a tuck-under condition with the housing units on the upper floor(s).
Diagram illustrating a narrow lot width development
and tuck-under parking below carriage houses.
Tuck-under parking can be provided with secure
garage doors (for residential) or open-air (for com-
mercial)
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3-Development Strategy
Diagram illustrating a transitional infill development
and parking scenario.
Transitional infill architecture should blend the commercial feel of downtown with the surrounding resi-
dential neighborhoods.
TRANSITIONAL INFILL
Development along the edges of the Downtown Overlay District should be sensitive
to the existing established residential neighborhoods. These examples show how new
development can positively contribute to both a downtown context and a neighbor-
hood context.
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City of Georgetown | Downtown Master Plan Update
PARKING STRUCTURE WITH RETAIL WRAP
Structured parking is mentioned several times in this plan and is anticipated for down-
town as the density increases. If the structure flanks a significant street, it is important
to “wrap” the parking structure with an active use to animate the sidewalk and make
the walking experience to and from more destinations more pleasant.
Diagram illustrating a parking structure with retail wrap scenario.
In locations where space is limited, active uses can
be “inserted” into the parking bays, which serve to
activate the sidewalk, but some parking may be lost
on the ground floor.
Whenever feasible, a building “wrap” that abuts
the parking structure and adds activity to the street
edge is desired.
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3-Development Strategy
would also provide an additional space to
have festivals, farmer’s markets and other
special events. This street could serve
vehicle traffic on most days, but would
be closed for special events and become
a pedestrian plaza. This would result in
less road closures around the square and
provide another place within downtown
to host special events, thus helping to
broaden activities within downtown.
SOUTHEAST QUADRANT
The Southeast Quadrant includes the
area along Austin Avenue from 10th to
University and along University from
Austin to Myrtle. Multiple development
scenarios are shown for this area which
is envisioned as being more commer-
cially focused. Just as new development
in the Austin Avenue North opportunity
area is intended to pull activity north of
the square, the Southeast Quadrant op-
portunity area is intended to pull activity
south of the square. Recent pedestrian
improvements along Main Street set the
stage for new development to orient to
this important street in downtown. The
southern gateway to town, at the intersec-
tion of University and Austin, should also
be enhanced with new development and
streetscaping.
OPPORTUNITY AREAS
Three opportunity areas are determined
as focus areas for redevelopment in the
near future. Multiple scenarios are shown
for each opportunity area as a basis for
envisioning future development opportu-
nities.
The Opportunity Areas are:
AUSTIN AVENUE NORTH
Development scenarios are shown for
the Austin Avenue corridor from ap-
proximately 5th Street to the river. This
area is envisioned as redeveloping into
a pedestrian friendly corridor with active
uses along Austin Avenue that encourage
people to walk from Downtown to the river
and vice versa. This area also has a lot of
opportunity for infill residential uses that
could complement downtown businesses
and help activate the downtown core.
Residential uses would also help create
a seamless transition into the Old Town
residential area as well as the residential
neighborhood west of the study area and
north of the Justice Center.
MUNICIPAL CENTER
Relocating and consolidating city offices
downtown in a campus-like environment
is desired. Multiple scenarios are shown
for this area which runs along 8th Street
from Rock Street to West Street. It in-
cludes multiple city-owned properties,
some of which consist of existing build-
ings that could be repurposed for Munici-
pal Center uses. Multiple amenities for the
public are showcased in each scenario,
including enhanced public parking and
numerous parks, plazas and pedestrian
ways. A “festival street” along 8th street
60
City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±Georgetown Master Plan Update
Georgetown, TX
March, 2014
E. 3rd St.
E. 4th St.
E. 5th St.
E. 6th St.
E. 7th St.
E. 8th St.
E. 9th St.
E. 10th St.
E. 11th St.
E. University Ave.
W. 4th St.
W. 5th St.
W. 6th St.
W. 8th St.
W. 9th St.
W. 10th St.
W. 11th St.
W. University Ave.
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MAP 9 | OPPORTUNITY AREAS
LEGEND:
Austin Avenue North
Municipal Center
Downtown Overlay District Boundary
Southeast Quadrant
Proposed Extension of District Boundary
61
3-Development Strategy
The recommended land uses are based on
the principles of this plan and preliminary
market analyses. In general, new develop-
ment should:
• Positively engage the pedestrian
realm, i.e. the sidewalk and street.
• Include more development intensity
along major streets such as Austin
Avenue and less intense uses in areas
abutting existing residential areas.
• Provide uses and services that are cur-
rently lacking in downtown.
• Incorporate more housing choices to
activate downtown.
• Incorporate more open space in the
form of small parks and plazas for
residents and visitors to enjoy.
The following list explains intentions of
the land uses shown in the following op-
portunity area development scenarios:
EXISTING BUILDINGS
Buildings remain in their current state.
Interior and exterior renovations may be
necessary.
MEDIUM INTENSITY MIXED USE
Buildings are more urban in form, much
like the historic buildings around the
square. Ground floor uses should activate
the pedestrian realm and upper floor uses
could include residential or office space.
LOW INTENSITY COMMERCIAL
Buildings are lower in intensity and height
than medium density mixed use and more
commercially focused, i.e. retail or office
uses.
RESIDENTIAL
Buildings consist of residential uses in the
form of small lot single family, attached
two-family, or multifamily configurations.
HOTEL
Buildings consist of lodging uses. These
could be in the form of a small, boutique
style hotel or a larger, more regional hotel.
MUNICIPAL CENTER
Buildings consist of Municipal Center
uses such as Council Chambers, Munici-
pal Court, City Manager’s Office, Finance
and Administration, Economic Develop-
ment, Planning and Downtown Commu-
nity Services, among others.
PARKS
Open space which includes more green-
ery. These could include playgrounds,
workout equipment, performance areas
or general passive open space.
PLAZAS
Open space which is more formal and
hardscaped. These could include outdoor
seating areas or performance spaces.
ILLUSTRATIVE CONCEPT NOTE:
Many variables will determine how
new development actually occurs,
and it should be noted that while
multiple scenarios are shown, other
development scenarios are pos-
sible as well. Phasing will be an
important consideration. Property
ownership, infrastructure improve-
ments, financing options and other
incentives and opportunities will
determine the evolution of down-
town development.
62
City of Georgetown | Downtown Master Plan Update
AUSTIN AVENUE NORTH OPPORTUNITY AREA
A key development opportunity exists
along Austin Avenue from 5th Street to
the river (see Map #9.) New development
in this area will help build on the momen-
tum of recent projects (Monument Café,
Tamiro Plaza, Townhomes, and El Momu-
mento) and develop a stronger northern
gateway and connection from the river to
downtown.
Basic Objectives
Any development on these blocks should
be knit into the surrounding downtown
context and should serve to extend Austin
Avenue as a pedestrian-oriented street
by adding retail activity at the sidewalk
edge. Residential prototypes are ideal in
this area, especially in the transition areas
adjacent to Old Town. New development
in this area should also strengthen Main
and Rock Streets as major pedestrian
spines to the river from downtown.
Automobile Access and Parking
Automobile access and visibility is ideal,
as this area is located along Austin Av-
enue, the city’s main north-south spine.
An existing public parking lot, owned by
the city, exists on the northwest block of
5th and Austin. Any development should
replace these existing spaces. Some
blocks in this area could take advantage
of topography to create a two-level park-
ing deck with upper and lower entrances.
Any large parking areas on these sites
should be planned such that they can help
to serve the historic district as well. All
parking should be located to the interior
of parcels and should be well landscaped
per design guidelines.
A public parking lot exists on the northwest block
of 5th & Austin, across from Monument Cafe.
Pedestrian Connections
Pedestrian connections across Austin
Avenue are weak and many blocks lack
basic sidewalks. Austin Avenue should
be enhanced with improved crosswalks
and preferential treatment for pedestrian
crossings at intersections. At least one
pedestrian-activated control should exist
between 2nd and 7th Streets. Connec-
tions to other amenities in the area, such
as Blue Hole Park and the Courthouse
Square should be provided.
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3-Development Strategy
Edges to Abutting Neighborhoods
Edges to abutting neighborhoods should
be considered. The eastern side lies
along Main Street and is flanked by the
established residential neighborhood of
Old Town. Development should be sensi-
tive along this edge. Residential functions
will be most appropriate, to serve as a
transition into the residential context. The
county Justice Center frames the western
edge, along Rock Street. This edge could
work well as a service-oriented side for
some development scenarios, such as
parking. New residential development
west of Rock Street and north of 2nd
Street should also be considered to help
activate Blue Hole Park and its pedestrian
connections along Rock Street. Neigh-
borhood parks are also an appropriate
transitional use.
The existing townhomes along Main Street, flanking
Old Town, is a good example of a way to transition
into the residential neighborhood while densifying
downtown.
OVERALL ADVANTAGES:
• Good automobile access
• Many blocks include large, assembled
properties
• Ability to engage river as major devel-
opment amenity
• Builds off of recent development mo-
mentum
• New retail could serve employees from
Justice Center during daytime
OVERALL ISSUES:
• High traffic volumes and speeds im-
pede pedestrian flow across Austin
Avenue
• Institutional use on the western edge
could limit the ability to stimulate
nearby redevelopment for residential
• Residential neighborhood along the
eastern side is a sensitive edge
• Austin Avenue in this area has a sig-
nificant grade change, limiting retail
building prototypes (would have to be
stepped) and willingness to walk long
distances.
DEVELOPMENT SCENARIOS
With these basic planning principles in
mind, two alternative scenarios are il-
lustrated to demonstrate potential rede-
velopment that would be compatible with
the objectives of this downtown plan.
In these scenarios, the area redevelops
with a combination of vertical mixed
use buildings (retail at the street level
and professional offices and residential
above), purely residential buildings, one-
story retail buildings and lodging uses.
New open space is proposed to support
the area as well. The presented ideas are
only conceptual at this point. Timing, land
ownership and willingness to redevelop,
among other factors, may change how the
area actually redevelops.
64
City of Georgetown | Downtown Master Plan Update
Scenario A – Mixed Use Development
In this scenario, Austin Avenue includes
a mixture of commercial and residential
uses. More intense mixed use develop-
ment is placed closer to the square, while
lower intensity buildings would be pres-
ent further from the square and along the
transition edges. Two new parks are pro-
posed: one at the historic jail site (which
includes an addition and repurposed use)
and one at the western terminus of 2nd
Street, which would move the existing
detention into an underground tank with
access points. A new pedestrian-activat-
ed signalized crossing is provided at 4th
Street in this scenario, which connects
into the new hike and bike trail along the
river to the west. A large mixed-use de-
velopment is proposed at 2nd Street east
of Austin to help activate the river trails.
Key Features:
• Buildings orient to Austin Avenue.
• A mixture of residential uses, includ-
ing apartment/condos, townhomes
and small lot single family homes are
provided.
• Two new parks provide passive open
space for residents to enjoy.
• The historic jail is repurposed as a Bed
and Breakfast, museum or other use
with a proposed compatible addition.
• A new mixed use development and
large plaza is proposed across Austin
Avenue from El Monumento.
• The historic bridge over the South San
Gabriel River includes an expanded
sidewalk with an overlook area and a
grand staircase and ramp connecting
into the existing trails on either side of
Austin Avenue.
Existing
Building
Medium Intensity
Mixed Use
Low Intensity
Commercial Residential Parks Plazas
Austin Avenue North Opportunity Area - Scenario A
MonumentCafe
Tamiro Plaza
TownhomesOld Jail
El Monumento
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3-Development Strategy
Scenario B – Mixed Use Development
with Hotel
In this scenario, Austin Avenue includes
a mixture of commercial and residential
uses and numerous existing buildings
are retained. A hotel is placed at 2nd and
Austin, across from El Monumento, which
engages the river with a terraced land-
scape and small stage for performances
or special events such as weddings. Some
existing buildings are repurposed such as
the historic jail and adjacent county office
building. A park is provided at the historic
jail and above the existing detention fa-
cility at 2nd and Rock. New pedestrian-
activated crossings are proposed along
Austin Avenue at 5th Street and mid-block
between 3rd and 4th Streets.
Key Features:
• Buildings orient to Austin Avenue.
• A mixture of residential uses, includ-
ing apartment/condos, townhomes,
multiplexes and small lot single family
homes are provided.
• Two new parks provide passive open
space for residents to enjoy.
• A new terraced park at the river’s edge
provides open space and a venue for
outdoor entertainment.
• The historic jail is repurposed as a Bed
and Breakfast, museum or other use
with a proposed compatible addition.
• A new hotel brings lodging into down-
town.
• The historic bridge over the South San
Gabriel River includes an expanded
sidewalk with an overlook area and a
grand staircase and ramp connecting
into the existing trails.
Existing
Building
Medium Intensity
Mixed Use
Low Intensity
Commercial Residential Parks PlazasHotel
Austin Avenue North Opportunity Area - Scenario B
MonumentCafe
Tamiro Plaza
Townhomes
Old Jail
El Monumento
66
City of Georgetown | Downtown Master Plan Update
MUNICIPAL CENTER OPPORTUNITY AREA
The Municipal Center opportunity area
lies along West 8th Street and is framed
by Rock Street on the east and West Street
on the west. It is envisioned as a new
municipal center for city government and
related services that builds off the synergy
from the popular new Central Library.
Basic Objectives
The focus of this development would be
a new city hall that would accommodate
key administrative and service functions
in one central location. Ideally, offices
that are presently distributed downtown
as well as in outlying areas would relo-
cate there, although some could remain
in satellite locations within walking dis-
tance. The existing police station build-
ing, which is a historic resource, would be
retained and repurposed when the police
headquarters are relocated. The old li-
brary building could also be retained and
converted into a civic or arts use. A se-
ries of new, connected walkways, plazas
and small pocket parks would help serve
employees and the larger public as well.
The existing police station should be retained and
repurposed when the police headquarters relocate.
Automobile Access and Parking
Automobile access for this area is pro-
vided by 8th Street from Austin Avenue
or by MLK Street. Parking for the library
and surrounding buildings is currently
provided per individual site with overflow
parking provided across 8th Street from
the library on land owned by the county.
A parking structure is envisioned for the
long-term in this area to serve govern-
ment facilities as well as businesses in the
area. However, an interim solution might
be to use the existing county land for an
upgraded surface parking lot that could
be flexible in use.
The existing overflow parking lot on county land
could serve as an interim surface parking lot until
a parking structure is built.
Pedestrian Connections
Pedestrian connections from the court-
house square to this area are weak. Al-
though a signalized intersection exists
at Austin and 8th which makes crossing
Austin Avenue quite easy, sidewalks along
8th Street to the library are deteriorating
and not handicap accessible. These side-
walks should be a major priority for the
city to improve access from the square
to the library and the potential future mu-
nicipal center. One concept that is carried
over from the previous master plan is to
develop 8th Street from Rock to Martin
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3-Development Strategy
Luther King Street as a “festival street”
that can be closed off to autos for street
fairs, farmer’s markets, and other special
events and performances. This would of-
fer more opportunities for large events
downtown, in addition to the festivals in
the square. Another pedestrian corridor
that is recommended in each of these
scenarios is the Forest Street right-of-
way. Restoring this as a pedestrian con-
nection between 7th and 8th Streets will
be consistent with new development in
the area and provide a focal point for the
library’s main entry and spine.
The Forest Street right-of-way should be preserved
for a pedestrian spine, which would provide a view
corridor to the central library’s main entry and
spine.
Edges to Abutting Neighborhoods
Edges to the abutting residential neigh-
borhood to the west should be consid-
ered. Buildings proposed along these
edges should serve as a transition into
the residential area and be compatible in
mass and scale. Commercial and retail
uses could be sprinkled into the civic
buildings to help serve these residents as
well, much like the cafe at the library does.
OVERALL ADVANTAGES:
• Provides a centralized location for city
government offices such that services
are convenient to patrons.
• Creates a focus of activity for the west-
ern edge of the downtown.
• Creates additional outdoor space for
general public use as well as for spe-
cial events.
• Supports job creation and economic
development programs.
OVERALL ISSUES:
• North side of 8th Street is currently
primarily owned by the County and
would require a land swap or purchase
in order to develop city hall in this
location.
• Reusing existing buildings would
save time and money, but would still
separate government uses that might
function better together.
DEVELOPMENT SCENARIOS
With these basic planning principles in
mind, three alternative scenarios are il-
lustrated to demonstrate future oppor-
tunities for a new municipal center. Each
scenario suggests future development
for the county and surrounding private
properties as well to illustrate the overall
vision of this plan. Participation from the
county is encouraged and future county
uses could fit in with the theme of a mu-
nicipal center. The presented ideas are
only conceptual at this point. Timing, land
ownership and willingness to redevelop,
among other factors, may change how the
area actually redevelops.
*A detailed Municipal Center Study was
conducted separately and is provided as
an appendix to this Plan.
68
City of Georgetown | Downtown Master Plan Update
Scenario A.1 – City Hall North
In this scenario, a new city hall is proposed
north of the library to bring a true civic
presence to 8th Street. Another building
is illustrated just west of city hall on 8th
Street, which could serve the county or
private development. This area could be
temporarily used as a surface parking lot
until a parking structure is developed. The
existing police station, GCAT building and
old library are kept and reused as munici-
pal center and/or public space. A parking
structure is considered at the corner of 7th
and Rock Streets, which would serve the
municipal center and surrounding busi-
nesses. The placement of the structure
would allow for vehicles to not interfere
with the pedestrian-focus of 8th Street,
as drivers could use 7th Street for ac-
cess. New private development is shown
south of 8th Street along Rock Street as
well to help strengthen Rock Street as a
pedestrian corridor. A series of connected
public walkways, plazas and pocket parks
are provided throughout, with the main fo-
cus on 8th Street, the Forest Street spine
and behind the library.
Key Features:
• New City Hall north of Central Library
• Retain and reuse old library, GCAT
building and police station
• Temporary parking lot at corner of 8th
and MLK (on County land)
• Festival Street along 8th Street
• Series of connected public walkways,
plazas and pocket parks that could
transform into event spaces
• New public parking structure at 7th
and Rock Streets
Municipal Center Opportunity Area - Scenario A.1
Existing
Building
Medium Intensity Mixed Use
Low Intensity
Commercial
Municipal
Center
Parks
Plazas
Parking Structure
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3-Development Strategy
Scenario A.2 – City Hall East
In this scenario, reuse of existing facilities
(old library, GCAT building and old police
station) would be the same as scenario
A.1. A new city hall would be constructed
east of the library at the corner of 8th
and Rock Streets. A parking structure is
placed at the intersection of 9th and Rock
Streets, which would be shared with the
bank (existing spaces would be replaced
in structure.) It would include a small retail
component on the ground floor facing 9th
Street to help activate the sidewalk. New
private (or county) development could oc-
cur north of the library along 8th Street
to enclose the festival street space. This
area could be temporarily used as a sur-
face parking lot until new development
is built. A series of connected public
walkways, plazas and pocket parks are
provided throughout, with the main focus
on 8th Street, the Forest Street spine and
behind the library.
Key Features:
• New City Hall east of Central Library
• Retain and reuse the old library, GCAT
building and police station
• Temporary parking lot at corner of 8th
and MLK (on County land)
• Festival Street along 8th Street
• Series of connected public walkways,
plazas and pocket parks that could
transform into event spaces
• New public parking structure at 9th
and Rock Streets
Municipal Center Opportunity Area - Scenario A.2
Existing
Building
Medium Intensity Mixed Use
Low Intensity
Commercial
Municipal
Center
Parks
Plazas
Parking Structure
70
City of Georgetown | Downtown Master Plan Update
Municipal Center Opportunity Area - Scenario B
Scenario B – City Hall West
In this scenario, a new city hall (either an
addition to the old library or new construc-
tion) is illustrated on the old library block.
This new building would become the civic
anchor to 8th Street and the Municipal
Center campus. The old police station
and GCAT buildings would be retained
and repurposed with municipal uses as
well. A new parking structure would be
provided at 8th and Rock Streets to serve
the Municipal Center, Library and sur-
rounding businesses. It would include a
building “wrap” of retail uses to activate
8th Street. New private (or county) devel-
opment could occur north of the library
along 8th Street to enclose the proposed
festival street space. This area could be
temporarily used as a surface parking lot
until the parking structure is developed.
A series of connected public walkways,
plazas and pocket parks are provided
throughout, with the main focus on 8th
Street, the Forest Street spine and behind
the library.
Key Features:
• A new City Hall (addition or new
construction) is proposed on the old
library block
• Retain and reuse GCAT building and
police station
• Temporary parking lot at corner of 8th
and MLK (on County land)
• Festival Street along 8th Street
• Series of connected public walkways,
plazas and pocket parks that could
transform into event spaces
• New public parking structure at 8th
and Rock Streets
Existing
Building
Medium Intensity Mixed Use
Low Intensity
Commercial
Municipal
Center
Parks
Plazas
Parking Structure
71
3-Development Strategy
SOUTHEAST QUADRANT OPPORTUNITY AREA
The Southeast Quadrant opportunity area
lies along Austin and Main Streets from
9th Street to University Avenue. This area
along Austin could benefit from pedestri-
an prioritization. Main Street has recently
been upgraded with pedestrian facilities
and is quite pleasant to walk along. New
development could help energize this area
and accent it as a major gateway into
downtown.
Basic Objectives
Any development in this area should be
carefully knit into the surrounding down-
town context and should serve to extend
Austin Avenue and University Avenue as
pedestrian-oriented corridors by adding
retail activity at the sidewalk edge. New
development in this area should also
strengthen Main Street as a major pedes-
trian spine.
Automobile Access and Parking
Austin Avenue provides good automo-
bile access, but because of high traf-
fic volumes and relatively high traffic
speeds, it effectively divides downtown
into two halves. An existing public park-
ing lot, owned by the city, is located on
the northeast block of 10th and Main.
Each scenario proposes to replace the
existing surface lot with a public parking
structure that incorporates ground floor
retail along Main Street, a concept that
has been previously explored. Any large
parking areas on these sites should be
planned such that they can help to serve
the historic district as well. They should
be located to the interior of parcels and be
well landscaped per the required design
guidelines.
Pedestrian Connections
Pedestrian connections across Austin are
weak and many blocks lack basic side-
walks. Austin Avenue should be enhanced
with improved crosswalks and preferen-
tial treatment for pedestrian crossings at
intersections. At least one pedestrian-
activated control should exist between
University and 8th Streets. Main Street
has been upgraded with pedestrian ame-
nities in this area and should continue to
be a focus for new development in order
to accent the priority the city has placed
on it.
Austin Avenue in this area lacks basic sidewalks
and marked crossings.
Sidewalks and pedestrian amenities along Main
Street in this area have been upgraded and should
continue to be the focus for new development.
72
City of Georgetown | Downtown Master Plan Update
Edges to Abutting Neighborhoods
Edges to abutting neighborhoods should
be treated with sensitivity. East, west and
south of this opportunity area lie exist-
ing residential uses and/or single family
homes that have been converted into
commercial uses. Development along
these edges should be sensitive to the
existing building form and uses.
Some single family homes have been converted
to commercial offices in this area, which provide
smooth transitions into the abutting residential
neighborhoods.
OVERALL ADVANTAGES:
• Good automobile access and visibility
• Opportunity to create a distinctive
gateway and image for downtown
• New retail could serve employees from
medical office building at University
and Church during daytime
OVERALL ISSUES:
• High traffic volumes and speeds im-
pede pedestrian flow across Austin
Avenue
• Residential neighborhood along the
eastern side is a sensitive edge
• Parcels could be challenging to as-
semble for large redevelopment op-
portunities
• Narrow lot widths could be challenging
for urban prototype development
ALTERNATIVE DEVELOPMENT SCE-NARIOS
With these basic planning principles in
mind, two alternative scenarios are illus-
trated to demonstrate potential develop-
ment that would be compatible with the
objectives of this downtown plan. In these
scenarios, the area is developed with a
combination of vertical mixed use build-
ings (retail at the street level and profes-
sional offices and residential above) and
one-story retail buildings. Many existing
buildings in the opportunity area are
retained. A new plaza and pocket park
is proposed at the First Texas Bank of
Georgetown site to celebrate the beau-
tiful existing trees on that block. Other
open space is provided within individual
developments. The presented ideas are
only conceptual at this point. Timing, land
ownership and willingness to redevelop,
among other factors, may change how the
area actually redevelops.
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3-Development Strategy
Scenario A – Infill Development
In this scenario, new development care-
fully considers property ownership and
building age and integrity. It retains many
existing buildings, although the uses may
change over the years. It provides a bal-
anced urban form with new, multi-story
urban buildings as well as smaller-scale
infill buildings. It provides a prominent
gateway at University and Austin. A new
public parking structure is proposed
where the existing lot exists with a “wrap”
of retail uses to activate Main Street.
Some parcel widths are constrained in this
area. A solution for these sites is proposed
which allows for “tuck-under” parking to
exist on the ground floor with a retail edge
along Austin or University and commercial
office or residential uses could then be
located on the upper level(s).
Key Features:
• Infill development throughout op-
portunity area, carefully considering
property ownership and existing build-
ing inventory
• Parking structure with retail wrap lo-
cated at the northwest corner of 10th
and Main Streets
• New plaza and pocket park at 10th
and Austin
• A pedestrian-activated signalized
crossing at 10th and Austin
Southeast Quadrant Opportunity Area - Scenario A
Existing
Building
Medium Intensity Mixed Use
Low Intensity
Commercial
Parks
Plazas
Parking Structure
Church
Church
Bank
Georgetonian
Retail Center Dos Salsas
74
City of Georgetown | Downtown Master Plan Update
Scenario B – Mixed Use Block Devel-
opment
In this scenario, new mixed-use block
development is proposed that would
require assembling key properties be-
tween Austin Avenue and Main Street.
This scenario would greatly intensify the
area with both residential and commercial
activity and help frame Austin Avenue as
a pedestrian-oriented street, as well as
greatly intensifying Main Street. It would
provide a prominent gateway at University
and Austin that includes a small park on
the corner. A new public parking structure
is proposed where the existing lot exists
with a “wrap” of retail uses to activate
Main Street. Many new buildings incor-
porate courtyards or plazas that provide
outdoor amenities for the building users.
Key Features:
• Large-scale block redevelopment
along Austin Avenue
• Parking structure with retail wrap lo-
cated at the northwest corner of 10th
and Main Streets
• New plaza and pocket park at 10th
and Austin
• A pedestrian-activated signalized
crossing at 10th and Austin
Southeast Quadrant Opportunity Area - Scenario B
Church
Bank
Georgetonian
Retail Center
Existing
Building
Medium Intensity Mixed Use
Low Intensity
Commercial
Parks
Plazas
Parking Structure