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DOWNTOWN MASTER PLAN UPDATE
CITY OF GEORGETOWN, TX
FINAL PLAN | MARCH, 2014
ii
City of Georgetown | Downtown Master Plan Update
CREDITS
CITY OF GEORGETOWN
CITY COUNCIL
George Garver, Mayor
Patty Eason, District 1
Keith Brainard, District 2
Troy Hellman, District 2
John Hesser, District 3
Steve Fought, District 4
Jerry Hammerlun, District 5
Rachel Jonrowe, District 6
Tommy Gonzalez, District 7
Former Council Members
Troy Hellman, District 2
DOWNTOWN MASTER PLAN ADVISORY
COMMITTEE
Phillip Baker, Arts and Culture Board
Anna Eby, Historic and Architectural
Review Commission
Bob Johnson, Parks and Recreation Board
David Kellerman, Main Street Advisory
Board
Linda Nix, Library Board
Roland Peña, Planning and Zoning
Commission
Georgene Richaud, Convention and Visi-
tors Bureau Board
Tim Todd, Housing Board
CITY STAFF
Paul Brandenburg, City Manager
Laurie Brewer, Assistant City Manager
Jackson Daly, Executive Assistant
Matt Synatschk, Historic Planner
Jennifer Bills, Housing and Community
Development Block Grant Manager
Kimberly Garrett, Parks and Recreation
Director
Shelly Hargrove, Main Street Manager
Keith Hutchinson, Public Information
Officer
Eric Lashley, Library Director
Cari Miller, Convention and Visitors
Bureau Director
Mark Miller, Transportation Services
Manager
Paul Pausewang, Support Services
Manager
Andrew Spurgin, Planning Director
Mark Thomas, Economic Development
Director
SPECIAL THANKS
A special thank you to all the Downtown
Overlay District property owners, tenants
and interested persons who participated
in the workshops and public hearings dur-
ing the planning process.
CONSULTANTS
Winter & Company
1265 Yellow Pine Avenue
Boulder, CO 80304
(303) 440-8445
Urban Advisors, Ltd.
1211 NW Glisan Street
Portland, OR 97209
(503) 248-4030
iii
TABLE OF CONTENTS
INTRODUCTION .................................................................1
PLAN PURPOSE 1
THE PLANNING PROCESS 2
PLAN BOUNDARY 2
MASTER PLAN UPDATE 4
PROGRESS SINCE ORIGINAL MASTER PLAN 4
DOCUMENT ORGANIZATION 7
1-EXISTING CONDITIONS ....................................................9
HISTORIC OVERVIEW 9
GEORGETOWN TODAY 11
PREVIOUS PLANNING EFFORTS 11
ISSUES AND OPPORTUNITIES 12
2-FRAMEWORK STRATEGY ...............................................29
A VISION FOR DOWNTOWN 29
A MARKET STRATEGY 30
THE FRAMEWORK STRATEGY 32
ACTIVITY CENTER CONCEPT 39
3-DEVELOPMENT STRATEGY.............................................43
CHARACTER AREAS 43
DEVELOPMENT PROTOTYPES FOR DOWNTOWN 50
OPPORTUNITY AREAS 59
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City of Georgetown | Downtown Master Plan Update
4-PEDESTRIAN & BICYCLE CIRCULATION & STREETSCAPE
DESIGN ...........................................................................75
PEDESTRIAN CIRCULATION ROUTES 75
SIDEWALK DESIGN 81
CROSSWALKS AND INTERSECTION DESIGN 84
STREETSCAPE STRATEGY 87
5-AUTOMOBILE CIRCULATION & PARKING .........................93
AUTO CIRCULATION 93
PARKING 99
6-GATEWAYS, WAYFINDING &
PUBLIC SIGNS ...............................................................105
GEORGETOWN ENTRANCE 105
GATEWAYS 107
WAYFINDING AND SIGNAGE 110
7-PARKS, OPEN SPACE & PUBLIC ART ............................115
PARKS AND PLAZAS 117
PUBLIC ART 119
8-IMPLEMENTATION STRATEGIES ....................................121
A STRATEGY FOR IMPLEMENTATION 121
EXISTING FUNDING SOURCES 122
POTENTIAL FUNDING SOURCES 124
PRIORITIZATION 126
APPENDIX ......................................................................127
PRELIMINARY MARKET OVERVIEW FOR THE GEORGETOWN STUDY AREA
1
Introduction
INTRODUCTION
PLAN PURPOSE
The purpose of this document is to up-
date the overall vision for downtown and
and revise previous concepts and design
ideas in order to enable the city, property
owners and citizens to make informed,
strategic decisions about future devel-
opments and enhancements. Changing
demographics, new priorities and recent
development success have driven the
desire to update downtown priorities and
concepts. The concepts provided herein
were vetted and largely developed by
community members, stakeholders, and
political leaders in an intensive public
outreach process.
This Plan establishes a policy base regard-
ing capital improvements and other public
investments, new private-sector develop-
ment, and opportunities for public-private
partnerships. It is a tool to guide policy de-
cisions rather than mandate them, i.e. all
private development projects still have to
follow specific requirements in regulatory
documents such as Downtown and Old
Town Design Guidelines and Downtown
Overlay District standards in the Unified
Development Code. However, this Plan,
in some cases, might suggest updates to
those documents based on the preferred
vision as established by the public.
The updated plan details a downtown
framework system and identifies the ele-
ments that interface most closely with it:
new development, pedestrian circulation,
streetscape design, wayfinding systems,
parks and open space, and circulation
and parking. Finally, an Implementation
chapter lays the steps for the City to fol-
low in terms of prioritization and funding.
This Plan is based on three fundamen-
tal elements for a successful downtown
Georgetown:
1. It is a pedestrian-oriented place.
2. It is the heart of the city.
3. It is a key economic center for the
entire business community.
Over the past ten years the City of Georgetown has worked dili-
gently to implement the vision of the Downtown Master Plan, which
seeks to maintain the city’s unique character while maximizing op-
portunities for economic development and for enhancing the quality
of life for its residents. While many decisions have been made and
new development has occurred in Downtown, it is time to update
the Plan. Many original master plan ideas are still valid and con-
tinue to be supported, while others have changed due to various
reasons. The Downtown Master Plan Update of 2014 seeks to pro-
vide an updated framework for the citizens of Georgetown to use
in planning for the future of the downtown through the year 2030.
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City of Georgetown | Downtown Master Plan Update
THE PLANNING PROCESS
The City of Georgetown sponsored the
development of this plan and established
an Advisory Committee, comprised of
staff members and heads of local boards
and commissions, who helped establish
basic goals and objectives.
The City of Georgetown embraces open
communication and interaction amongst
community members, acknowledging that
when neighbors work together toward
a common goal, positive and proactive
planning can occur. Community par-
ticipation was a key part of the planning
process. Residents, property owners,
business and civic leaders participated
in a series of public workshops. These in-
cluded a design charrette, which allowed
participants to illustrate their visions for
downtown. Attendees helped identify key
issues, goals and objectives and created
key concepts for redevelopment. Informa-
tion from previous planning efforts, com-
munity workshops, committee reviews
and on-site observations also inform the
plan recommendations.
PLAN BOUNDARY
The plan boundary follows that of the
Downtown Overlay District, which was ad-
opted in 2001. It also includes the 9-block
Historic Overlay District surrounding the
courthouse square. The Downtown and
Historic Overlay Districts define an area in
which special design guidelines apply for
many types of improvements. In terms of
permitted land uses, the boundary follows
the Mixed Use Downtown (MU-DT) zone
in the Unified Development Code (see
Chapter 5 of the UDC for permitted uses.)
This boundary is used for the Downtown
Master Plan because it includes all of the
properties that have the potential to rede-
velop with a mix of uses. The planning area
is framed by established neighborhoods,
which the comprehensive plan envisions
remaining stable residential places.
Through development of this Plan, it
became apparent that the Downtown
Overlay District should be extended to
include city-owned properties that will
likely redevelop into a Municipal Center.
The extension is shown in a dashed black
line throughout the document. There was
also discussion of including some proper-
ties in the northwest quadrant, however
this change would warrant more studies.
A series of community workshops helped identify
key issues, goals and objectives.
Residents, property owners, business and civic
leaders came together to discuss critical issues.
3
Introduction
1 inch = 500 feet±
Downtown Overlay District Boundary
Historic Overlay District Boundary
Proposed Extension of District Boundary
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City of Georgetown | Downtown Master Plan Update
PROGRESS SINCE ORIGINAL
MASTER PLAN
Since the adoption of the 2003 Master
Plan, the citizens and staff of Georgetown
have utilized the document as intended
and numerous projects have been initi-
ated as a result of the planning effort. Even
through a national economic recession,
the City was able to make smart invest-
ments and emerge as a community with
momentum focused on advancing quality
of life. The numbers speak for themselves:
in 2002, the city’s valuation was approxi-
mately $2.4 billion and by 2013 the tax
base was approximately $4.7 billion. Sales
tax generation went from $3.54 million in
2002 to $8.84 million in 2013. The Down-
town TIRZ (Tax Increment Redevelopment
Zone), which has the same boundaries as
this Plan, shows that property values have
continually increased over time. In 2004,
the downtown TIRZ combined property
values equaled about $37 Million. In 2012,
that value had increased to over $70 Mil-
lion - almost double! The overall bond
rating for Georgetown is scored at an AA+.
Downtown TIRZ property values have continually
increased since its creation in 2004.
MASTER PLAN UPDATE
In the past 10 years, Georgetown has been
quite successful in preserving historic
resources and promoting economic de-
velopment downtown, particularly in the
blocks framing and adjacent to the historic
courthouse. A new library and arts center
add to the civic and cultural purpose of
the area and new restaurants, retail busi-
nesses and wineries have helped enliven
and enrich the downtown experience.
New townhomes have also presented
new housing options. Pedestrian circula-
tion and trails, a major component of the
original Master Plan, have improved and
each year new capital improvements are
made to accommodate more pedestrian
activity downtown.
Even with recent success, downtown still
faces some challenges that could threat-
en its competitive advantage. It lies in a
corridor of other communities that can
attract desirable businesses by offering a
“small town” atmosphere. If Georgetown
fails to maintain the character of its down-
town core and enhance its vitality, then
its competitive edge in a broader arena
of regional economic and community de-
velopment would be diminished.
The city has therefore taken the initia-
tive to update their master plan to stay
competitive. The ideas presented in this
document, the Downtown Master Plan
Update, are for a future character, one
that is not yet realized, but that can eas-
ily be achieved if City, County, and busi-
ness leaders put forth a concerted effort
towards implementation. All of the recom-
mendations in this plan are designed to
work together, in a cohesive urban design
system.
5
Introduction
PRIVATE INVESTMENT
Two Rivers Residential Development -
not in the study area, but influential to
downtown resurgence (Austin Avenue
& San Gabriel Village Blvd.)
Grape Creek and Georgetown Winer-
ies (downtown square)
El Monumento restaurant (2nd Street
& Austin Ave.)
Ruby K’s restaurant (8th Street &
Church Street)
Thundercloud Subs restaurant (9th
Street & Main Street)
Gumbo’s restaurant (downtown square)
The Hollow restaurant (downtown
square)
Hummingbird Hollow retail (9th Street
and Austin Ave.)
Union on 8th event center (8th Street
and Myrtle Street)
All Things Kids retail (downtown
square)
The Escape retail (downtown square)
The Southern Hippie retail (8th Street
& Main Street)
New restaurants have helped enliven downtown.
PUBLIC INVESTMENT
Justice Center, County Jail and Public
parking structure (4th Street & Rock
Street)
Georgetown Central Library (8th Street
and Forest Street)
Public Parking Lot (9th Street and Main
Street)
Streetscape improvements (mainly
along Austin Avenue and Main Street)
Signage and wayfinding improve-
ments (throughout downtown)
Downtown Art Center and Splash Pad
(9th Street & Main Street)
Streetscape improvements and an upgraded public
parking lot along Main Street have helped activate
it and make it more walkable.
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City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±
Downtown Overlay District Boundary
New Public Project
New Private Project
New Private Business
New Public Streetscape
Proposed Extension of District Boundary
7
Introduction
DOCUMENT ORGANIZATION
The plan is organized in eight topic areas:
1. EXISTING CONDITIONS
Reviews guiding city policies
Notes opportunities and issues
2. BASIC FRAMEWORK
Explains and illustrates the com-
prehensive vision for downtown
3. DEVELOPMENT STRATEGY
Introduces the character areas
Introduces new development pro-
totypes
Introduces development scenarios
for key opportunity areas
4. PEDESTRIAN AND BIKE CIRCULA-
TION AND STREETSCAPE DESIGN
Recommends priorities for pedes-
trian improvements
Recommends sidewalk and cross-
walk enhancements
Provides hierarchy of design ele-
ments
5. AUTOMOBILE CIRCULATION AND
PARKING
Recommends circulation improve-
ments
Provides parking strategy
6. WAYFINDING AND PUBLIC SIGNS
Identifies locations for wayfinding
and public signs
Provides recommendations for
sign design improvements
Recommends design solutions for
accenting important gateways
7. PARKS AND OPEN SPACE
Identifies sites for new parks, pla-
zas and open space in downtown
Public art placement
8. IMPLEMENTATION STRATEGIES
Identifies funding mechanisms
Identifies criteria for setting priori-
ties
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City of Georgetown | Downtown Master Plan Update
ILLUSTRATIONS NOTE:
The Downtown Master Plan Update
incorporates several illustrations
that demonstrate design concepts.
These include sketches of some
specific development opportunities.
Note that the sketches illustrate
how the principles would be applied
to these situations, but they do not
dictate that the sites are to be de-
veloped as shown.
PLAN BOUNDARY NOTE:
This plan establishes policies for
the Downtown Overlay District only,
as shown in the Plan Boundary (Map
#1.) In some cases, maps within the
document include diagrams that
extend beyond this area, for the
purposes of illustrating functional
relationships with adjoining neigh-
borhoods. This does not mean that
policy ideas from the Downtown
Overlay District should extend be-
yond the boundaries and into those
areas.
9
1-Existing Conditions
HISTORIC OVERVIEW
Georgetown was founded in 1848, and
named county seat of Williamson County
that same year. At that time the “town”
was little more than an undeveloped tract
overlooking the confluence of the North
and South San Gabriel Rivers. Founding
father George Washington Glasscock do-
nated 173 acres of land which was quickly
surveyed and marked off in a uniform grid
of lots and blocks and offered for sale at
a public auction on July 4, 1848. This grid
system of development, with a central
public square donated for governmen-
tal purposes, is typical of county seats
throughout the state.
Farming the surrounding land appeared to
be the principal endeavor of most George-
town families at this time according to
census records of 1850. Other occupa-
tions listed in the census records were
merchant, trader, grocer, hotelkeeper, and
lawyer. Commercial and mercantile estab-
lishments were concentrated in the center
of the community around the square. The
expanded labor force included a com-
paratively large number of blacksmiths
in addition to a tanner, gunsmith, wheel-
wright and millwright, each serving a criti-
cal need in the settlement activities of the
young town.
It was not until 1857 that a courthouse
stood in its designated central loca-
tion. Official county business was origi-
nally conducted beneath an oak tree two
blocks southeast of the square, at the
intersection of 9th and Church Streets
(now Founder’s Park.) Next, a log building
located on the east side of Main Street
across from the square, and later a wood
frame residence served as the courthouse
before a two-story, rubble stone building
was erected on the square in 1857.
The last two decades of the 19th century
brought great and lasting changes to the
appearance of Georgetown. It was a time
of robust economic development activ-
ity and physical expansion. Having been
established as the home of Southwestern
University in the late 1870s and tied into
a rapidly expanding railroad network in
1878, it was apparent to all that the county
seat of Williamson County had a promis-
ing future.
Arrival of the railroad facilitated expanded
retailing activities as well. Local mer-
chants could stock their stores with prod-
ucts from regional and national manufac-
turing centers. Downtown Georgetown
became an important commercial center
for the surrounding area, which supported
widespread agricultural and ranching
pursuits. First floor storefronts were de-
This chapter of the Downtown Master Plan Update acknowledges
recent success and documents existing opportunities and issues
that were compiled from the public process. This chapter lays the
foundation for ideas presented in subsequent chapters of the plan.
1-EXISTING CONDITIONS
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City of Georgetown | Downtown Master Plan Update
voted primarily to retail activities with the
second floors utilized for residential and
more commonly, professional occupa-
tion. Attorneys were particularly attracted
to available spaces with close proximity
to the courthouse.
Once the construction boom began, it
swept throughout the central business
district and lasted into the early 20th
century. The county constructed its fourth
courthouse in 1879, a stylized example of
the French Second Empire style designed
by architects Preston and Ruffini. This
high Victorian structure was deemed too
small in the early 1900s and razed to allow
construction of the present structure in
1910. The current courthouse, visible for
miles in all directions, is a restrained ex-
ample of Beaux Arts Classicism, designed
by Austin architect Charles Hall Page.
When completed, the imposing structure
featured terra cotta pediments with base
relief carving and a terra cotta balustrade
encircling the roof. These decorative ele-
ments were removed from the structure in
1965 to relieve potential safety hazards.
Though the boom period ended in the
early 20th century as the population de-
clined slightly between 1910 and 1920,
this robust Victorian era left its mark
on the city. The growth trend resumed
in 1930, but setbacks from the Depres-
sion, World Wars, and a regional drought
weighed heavily on the local economy. Fi-
nancial activities in this agricultural region
became decidedly conservative and the
face of downtown Georgetown changed
very little until later in the 20th century.
The advent of the automobile and result-
ing increased mobility of the local popu-
lation, coupled with the development of
regional shopping centers and malls in
nearby Austin, caused a tremendous de-
cline in downtown Georgetown retailing
in the 1970s and early 80s. In response,
concerned citizens and property own-
ers entered into the Texas Main Street
Program in 1982. The program was very
successful and resulted in the restoration
of the majority of buildings on the square
and revitalization of the downtown. The
program was enabled because of the prior
designation of the Town Square Historic
District in 1975 which had helped bring
attention to preservation in the area. In
1997, Georgetown was named a “Great
American Main Street City.” The district
was expanded in 1999 and encompasses
the eight blocks that surround the historic
courthouse and the block on which it was
built, which make up the square.
Georgetown Square (Austin Avenue) circa 18??
Georgetown Square (Austin Avenue) today.
11
1-Existing Conditions
GEORGETOWN TODAY
Today, Georgetown is a community of
more than 50,000 located approximately
26 miles north of Austin, Texas. In recent
years, the downtown core and adjacent
residential neighborhoods have experi-
enced revitalization. Recent success has
raised Georgetown’s competitive edge as
a desirable place to start a career, raise
children and retire.
Known for its rich history and Victorian
architecture, Georgetown has over 200
homes and buildings listed on the Na-
tional Register of Historic Places and
was the recipient of the Great American
Main Street Award in 1997, the first Texas
city ever so recognized. The continued
success of the Main Street Program and
historic district is apparent, which has
enabled restoration of the courthouse
and other historic downtown buildings
to bring back a sense of heritage. The
Downtown Overlay District and mixed use
designation of the UDC, design guidelines
and the 2003 Downtown Master Plan also
set forth a modern vision for the future of
Georgetown while respecting its past. As
growth in Georgetown continues, it will be
important to sustain its rich history. A re-
evaluation of historic resources, including
a historic building survey that follows Na-
tional Register standards, is encouraged.
PREVIOUS PLANNING
EFFORTS
Reinvigorating downtown as the heart of
the community is well established in ex-
isting policies and studies. Background
materials that relate to the Downtown
Master Plan include the Downtown and
Old Town Design Guidelines (2001), Uni-
fied Development Code (2003), 2030
Comprehensive Plan (2008/09), Future
Land Use Plan (2010), and the Market
Study for Downtown District (2011). Major
policy documents that relate to this plan
are described below.
DOWNTOWN AND OLD TOWN DESIGN GUIDELINES
The Downtown and Old Town Design
Guidelines outline proper treatment and
design options for historic and modern
properties in downtown. Any modifications
to existing historic properties, as well as
new construction, additions and signs
in the Downtown and Old Town Overlay
Districts must follow the parameters set
forth in this document. They were adopted
in 2001 (revised in 2012) as one of the first
products spurred by a commitment to the
continued redevelopment of downtown.
UNIFIED DEVELOPMENT CODE
The Unified Development Code estab-
lishes overlay districts which contain spe-
cific development and design standards
for special areas within Georgetown. The
Downtown Overlay District, which cor-
relates to the Downtown Master Plan Up-
date study area, is intended to provide for
12
City of Georgetown | Downtown Master Plan Update
the protection of the aesthetic and visual
character of the square and downtown
Georgetown. It permits a mix of uses and
establishes regulations for building height
(40 feet maximum,) setbacks, parking,
signs and landscaping and buffering.
All development, except for ordinary
maintenance and repair, is reviewed in
accordance with the adopted Downtown
and Old Town Design Guidelines by the
Historic and Architectural Review Com-
mission (HARC). The location, character,
and appearance of proposed develop-
ment, renovation or redevelopment activ-
ity is considered by the committee.
According to Section 4.08.010(C)(2), Gen-
eral Review Criteria:
The proposed work complies with the
Design Guidelines;
The integrity of an individual historic
structure is preserved;
New buildings or additions are de-
signed to be compatible with sur-
rounding historic properties; and
The overall character of the Downtown
Overlay District is protected.
2030 COMPREHENSIVE PLAN
The 2030 Vision Statement supports pro-
moting and revitalizing the downtown by
stating:
“In 2030, Georgetown is a growing city, recog-
nized throughout the region and the nation as
a premier community of choice by virtue of its
exceptional livability; proud historic heritage;
welcoming, engaging people; safe neighbor-
hoods; variety of well-paying jobs; excellent
public schools; vibrant arts and cultural offer-
ings; and well-planned infrastructure, transpor-
tation, and public facilities...”
ISSUES AND
OPPORTUNITIES
Existing issues and opportunities relating
to downtown were identified in a number
of public meetings, on-site inspections
and focus group sessions. In these meet-
ings, attendees participated in several
exercises designed to discuss the state
of downtown Georgetown and elicit public
opinion on the future of the downtown.
Their observations are included in this
section.
DOWNTOWN FRAMEWORK
Downtown is organized in a grid system,
with the courthouse square at its center.
The South San Gabriel River winds along
the northern and western edges of down-
town, establishing a distinct boundary.
Well-established residential neighbor-
hoods frame the southern, western and
eastern edges of downtown, which make
up the key users of downtown.
Flanking Interstate 35, north and west of
the river, lie commercial properties, ho-
tels, auto-oriented commercial centers,
as well as multifamily housing.
University Avenue, the primary east-west
axis, lies along the southern edge of
downtown. The major north-south street,
Austin Avenue, cuts through the center of
downtown. Both streets have exits from
I-35. These streets establish a linear qual-
ity to key circulation patterns and land
uses within Georgetown.
13
1-Existing Conditions
1 inch = 1,000 feet±
Primary Auto Route
Recreational Landmark
Downtown Overlay District Boundary
Residential Edge
Secondary Gateway
Primary Gateway
Institutional Landmark
Existing Trails
Proposed Extension of District Boundary
14
City of Georgetown | Downtown Master Plan Update
FRAMEWORK ISSUES AND OPPORTU-
NITIES:
The downtown core is clean, pedes-
trian-friendly and safe
The downtown core has an “urban,”
character, but streets like Austin and
University Avenues remain auto-dom-
inated and “suburban”
The Town Square Historic District of-
fers historic downtown charm, but
pedestrian circulation and ameni-
ties outside the square is lacking
The North and South San Gabriel Riv-
ers provide opportunities for open
space and views, but connections
to the rivers and across them to outly-
ing neighborhoods and amenities are
lacking
Healthy, close-in neighborhoods
abut the downtown core
Southwestern University is close by,
but not well connected
Government offices are downtown,
but not concentrated
The Central Library serves as a down-
town anchor
The Palace Theater is an entertain-
ment amenity
The Historic Courthouse is an icon
for the county
The Courthouse Square has historic charm and is
pedestrian-friendly and safe.
MARKET CONSIDERATIONS
Georgetown’s population is predicted
to increase 15.5 percent by 2017, add-
ing another 7,000 or more residents in a
short amount of time. The largest growth
in population is predicted for ages 55 and
older, and young families with children.
National trends indicate that these co-
horts are seeking more active lifestyles
in urban environments with cultural, rec-
reational, shopping and dining opportuni-
ties within walking distance of where they
live. In other words, they wish to live near a
true downtown. The Main Street Program
has somewhat answered the call to this
trend, particularly around the courthouse
square, by building partnerships, pro-
moting a positive image, offering design
assistance and identifying new market
opportunities to strengthen the downtown
core. However, more focus and invest-
ment is needed.
Commercial
Opportunity exists in the appeal of the
historic character of downtown to attract
more residents from the outlying region,
for specialty shopping, dining and en-
tertainment. A new conference center
(The Rivery) and special events such as
downtown festivals and sporting events
(Southwestern) will add to commercial
market opportunities for downtown. More
specialty shopping would support a stron-
ger tourist-oriented market as well.
A continuing dilemma is the lack of con-
sistent hours of operation and limited ser-
vices in the evenings. The square is said
to feel “closed” after dinner and residents
would like longer hours and more sup-
portive uses that activate the downtown
longer. This in part is a result of a low resi-
15
1-Existing Conditions
dent population within the district itself
that would patronize evening businesses,
as well as the lack of a critical mass of
uses that would support businesses being
open in the evening hours.
New efforts have been made to support
students at nearby Southwestern Univer-
sity, such as Burger University, a Town/
Gown committee and football events on
the square; however, this user group could
still use more focus. Providing music and
other performances that draw University
students, as well as connecting the Uni-
versity and downtown via bike routes for
students to have better access would be
beneficial.
Finally, commercial market opportuni-
ties exist to provide basic services to
existing and future downtown residents.
The likelihood of developing high quality
residential will be limited without these
additional amenities. The following is a list
of preferred retail and dining businesses
voiced by the public:
More restaurants (including walk-in
fast food)
More outdoor dining
Groceries, including natural foods
Bakery
Brewery
Clothing, including men’s clothing
Variety / drugstore
Mail and shipping service
Computers and electronics
Cinema
Art and photography galleries
Furniture stores
Specialty stores (card shops, music,
hand crafts)
More specialty shopping would support a stronger
tourist-oriented market.
Professional office
Downtown is well established as a center
for professional offices, particularly those
who provide services to individuals and
businesses. Attorneys, architects and
accountants are among those who have
offices in the area, which are mainly lo-
cated in transformed single family homes.
Some “high tech” offices also exist, but in
limited numbers, which is another market
segment could be better addressed.
Recent trends nationally and in the region
show that many smaller technology-ori-
ented businesses will locate in a down-
town when floor plate size is adequate
(approximately 10,000 square feet,)
sufficient telecommunications access is
available and amenities for workers are
located nearby. Access to restaurants
and cafes that may be open late, banks
or ATM facilities, and an overall attrac-
tive location is desired. For this reason,
16
City of Georgetown | Downtown Master Plan Update
developers elsewhere in the country have
been successfully locating new offices in
downtown mixed-use projects that create
a lively retail environment. Tamiro Plaza is
an example of a new, modern answer to
mixed use with professional offices.
Tamiro Plaza is a modern example of mixed use with
professional offices.
Residential
A market opportunity for housing also ap-
pears to be un-met. Such housing could
be accommodated in upper story apart-
ments of mixed-use buildings or newly
constructed townhouses, duplexes and
apartments. Nationally, trends demon-
strate an interest in urban living when the
appropriate amenities are in place. These
include attractive streets, parks, dining,
entertainment, and employment oppor-
tunities. Young professionals and empty
nesters are major parts of this market,
although many families also enjoy this
life style choice, especially in communi-
ties such as Georgetown where close-in
neighborhoods are attractive and good
schools are nearby. Finally, retirees and
senior citizens that reside in assisted liv-
ing facilities are also a potential housing
market that can have a positive affect on
the downtown. A market for senior hous-
ing downtown exists, as well, which is not
met adequately.
Recent construction of townhomes in downtown
should set a precedent for new housing options.
Cultural and Tourism
While much effort has been made to cel-
ebrate cultural aspects and promote tour-
ism in the community, there may still be a
larger market opportunity for these uses,
especially with the addition of the Rivery
Conference Center. Community com-
ments accentuate the desire to add more
arts and culture throughout downtown,
such as arts spaces and meeting facili-
ties. The recent wine recruitment program
could also help boost the viability of more
cultural uses and attract tourism.
There have been recent efforts to better
market downtown’s venues to a larger
audience through the Main Street Pro-
gram, Visitor’s Center and Williamson
Museum. Guided tours of the restored
historic courthouse are given on Fridays
and Saturdays and various self-guided
walking tours are available at the Visitor’s
Center on the town square.
17
1-Existing Conditions
Downtown Georgetown was recently
awarded “cultural district” designation by
the state. It’s assets include:
Georgetown Public Library
Georgetown Palace Theater
Williamson Museum and Williamson
County Courthouse
Georgetown Art Center
Grace Heritage Center
Downtown art and craft galleries
Festivals on the Square
Public Art
Southwestern University
Georgetown should market its cultural
assets to establish a unique identity for
itself and attract more heritage tourism.
Other assets that should be highlighted
include Blue Hole Park, river trails and the
Shotgun House Living History Museum.
Downtown could also benefit from more
interpretive markers to highlight the his-
tory and attract heritage tourism.
Guided tours of the historic courthouse are given
on Fridays and Saturdays.
MARKET ISSUES AND OPPORTUNITIES:
Georgetown includes a diverse resi-
dent group to market to - young fami-
lies, University students, and retirees
- but some opportunities are missed.
Downtown lacks restaurants, night-
life and specialty stores with longer
hours to enliven evening activity, serve
its diverse resident groups and attract
visitors.
City and County government of-
fices (and other professional offices)
located in the downtown also provide
a daytime market that isn’t fully met.
Downtown lacks high-tech profes-
sional office space to activate down-
town daytime businesses.
Downtown has historic charm that
could attract visitors seeking cultural
attractions, historic resources and
specialty shopping.
Downtown lacks basic services (gro-
cery/food, health and personal care
and home furnishing stores) that could
attract more downtown living.
Downtown lacks housing options to
support and encourage more down-
town activity and general service
needs.
More detail about market opportunities
is provided in the Urban Advisors, Ltd.
study, Preliminary Market Overview for the
Georgetown Study Area.
18
City of Georgetown | Downtown Master Plan Update
DEVELOPMENT PATTERNS
A variety of commercial, institutional and
residential uses are permitted within the
Downtown Overlay District. In general, the
greatest concentration of development
is around the courthouse. The intensity
of use diminishes in outlying blocks to
the east and west and along the Austin
Avenue corridor at its northern and south-
ern limits. Transition areas, where the
Downtown Overlay District meets existing
residential neighborhoods, have been an
area of concern as some area residents
feel the allowable downtown overlay
zoning, in some cases, may disrupt the
quaint residential character of abutting
neighborhoods. Specific exercises were
used in public workshops and focus
groups to establish the residents’ areas
of concern and wishes for future uses
and building types. While it is generally
agreed upon that more intense uses are
needed downtown in order to support the
vision, new uses and buildings should be
context-sensitive and “good neighbors”
no matter where they are located. More
discussion on the transition zones is pro-
vided in Chapter 3.
Governmental and Institutional uses
Downtown remains a focus of governmen-
tal services (both city and county,) which
is an important facet of the city center
character that should be maintained.
While some city services have been relo-
cated to outlying areas, important compo-
nents remain downtown but are scattered.
A long-range goal should be to refocus
city offices that serve the public directly
in the core area.
A concentration of county offices is also
found downtown, most of which is located
in the Williamson County Justice Center,
which establishes an activity anchor in the
northwest section of the business district.
The county continues to be a key stake-
holder in downtown and their commitment
to downtown should be fostered. The
county should look at new opportunities
that fit their needs, as well as contributes
to the overall downtown vision.
Other institutional functions are located
downtown, most notably churches along
the eastern edge. These form a transition
into the residential neighborhood and pro-
vide a range of services, including child-
care, and youth-oriented activities. They
also help to fulfill some needs for meet-
ing and assembly space. They should be
recognized for the positive contribution
that they bring to the downtown and the
community as a whole.
Commercial land use
Commercial uses are scattered through-
out downtown. There has been a modest
increase in retail and dining within down-
town, as well as professional office space.
Many existing buildings and tenant spac-
es have been remodeled to accommodate
new uses. Former single family residences
have been transformed into professional
office space in outlying blocks from the
square, which provide a pleasant transi-
tion to the residential neighborhoods.
This level of activity is good and continues
to be desired. More intense mixed-use
development should be supported in the
future, especially along Austin Avenue,
to help bring a more diverse commercial
sector offering and desired urban form to
Georgetown.
19
1-Existing Conditions
Former single family residences have been trans-
formed into professional office space.
Residential land use
The expansion of residential uses down-
town is an issue that relates to the viability
of the service retail, dining and entertain-
ment uses, which are a part of the vision
for the area. While a mix of uses exists in
the downtown, more housing is needed to
help support these uses and to establish
a secure, active feeling for the area both
daytime and night.
There are some loft spaces and apart-
ments located in the upper stories of
some downtown buildings, but many are
unoccupied and need to be rehabilitated.
New townhomes within the district and
upper-scale multifamily units just out-
side the district have begun to respond
to this land use gap. In general, there are
insufficient amenities, such as parks and
service-oriented businesses, to attract
people to live in the core as well as a
“critical mass” of residential units in close
proximity to one another.
Property Ownership
Downtown properties are owned by a di-
versity of groups and individuals, which
reflects the tradition of small-scale en-
trepreneurial activity. Some exceptions
of larger holdings do exist, most notably
lands owned by the city and the county.
Aside from these large holdings, the task
of assembling properties into a parcel
large enough for efficient redevelopment
could impede improvements in the area.
Map #4 on the following page identifies
city and county owned properties in the
downtown. Individual parcels are also
indicated.
General character and identity
While the town square conveys a distinct
identity, the remainder of downtown lacks
focus, in terms of built character and iden-
tity. Retail tends to diminish away from the
square, and outlying blocks have a mix of
low intensity uses. Some new develop-
ment has added value to the character
and identity outside of the square, but
has happened intermittently and not been
well connected via continuous pedestrian
upgrades and streetscapes. This lack of
identity is an impediment to desired de-
velopment prototypes.
DEVELOPMENT PATTERN ISSUES AND
OPPORTUNITIES:
Governmental offices located down-
town is good, but they should be
concentrated to further maximize
their benefit.
Commercial uses are thriving, but
downtown could benefit from more
intense uses that reach a diverse
market segment.
Recent higher density residential de-
velopment in and around downtown is
successful and should continue to be
implemented.
Assemblage of smaller parcels for
higher intensity development could
be difficult.
20
City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±
County-Owned Property
City-Owned Property
Downtown Overlay District Boundary
Proposed Extension of District Boundary
21
1-Existing Conditions
PEDESTRIAN CIRCULATION AND TRAILS
Pedestrian circulation is well established
around the square and some recent up-
grades outside the square have occurred.
Most notably, the improvements along
South Main Street have been a huge suc-
cess. Better walkability and use of the
upgraded public parking lot (9th & Main)
have generated more pedestrian activity
along Main Street. However, the pedes-
trian system is not continuous, and as
a result, outlying businesses miss a lot
of potential foot traffic. For example, in
some locations (especially along Austin
Avenue,) no sidewalks exist and the entire
front of the property is allocated to pull-
in parking. In these areas, no safe place
exists for pedestrians. This discontinuity
of clearly defined, safe and comfortable
sidewalks is a significant impediment to
new development and economic activity.
Other safety concerns include the lack of
safe crosswalks, especially at busy inter-
sections along Austin Avenue.
Aesthetic concerns within the pedestrian
system include the lack of a consistent
design and hierarchy of sidewalks. Over-
head power lines are also unsightly, al-
though a program is in place to relocate
them and should be continued.
A recreation trail exists along the banks
of both the North and South San Gabriel
Rivers, but its location is not identified for
downtown users and connections to the
trails from downtown are not apparent.
This will become even more important
when the new conference center is built.
Public art also contributes to a positive
pedestrian experience. The existing pub-
lic art program, which is run by the Arts
and Culture Board, has helped escalate
the quality of the pedestrian environment
and should be continued. Numerous con-
temporary sculptures and artistic “wraps”
of power transformers can be found sur-
rounding the downtown square.
PEDESTRIAN SYSTEM ISSUES AND OP-
PORTUNITIES:
Sidewalks are deteriorated or miss-
ing in outlying areas of downtown,
which hurts business.
Handicap accessibility is limited.
More trash and recycling receptacles
are needed.
More public art to enhance the walk-
ing experience is needed.
More trees and landscaping are
needed.
Continue program to relocate over-
head power lines.
Austin Avenue crosswalks are unsafe
because of the lack of signalized
crossings.
Pedestrian scaled lighting in outlying
blocks is lacking.
More bicycle racks are needed.
A bike rental program would promote
bicycling downtown.
Sidewalks are missing in
areas of downtown and
overhead power lines are
unsightly.
More bike racks are
needed downtown.
22
City of Georgetown | Downtown Master Plan Update
AUTOMOBILE CIRCULATION
While convenient automobile access into
downtown is an important consideration,
and a certain degree of “busy-ness” in
traffic helps to animate the area, it should
not constrain pedestrian activity. Achiev-
ing a balance of efficient automobile and
pedestrian circulation is a key concept.
Reallocating Austin Avenue from a state
highway to a local street has helped
automobile circulation and volumes im-
mensely. While Austin Avenue traffic has
improved, it is still seen as a major bar-
rier between the east and west sides of
downtown. A more defined streetscape
with trees, landscaping, on-street parking
and other amenities would help to reduce
the scale of the street and slow down traf-
fic. More traffic or pedestrian-activated
signals along the corridor could also help
facilitate slower speeds and invite pedes-
trian activity, which would contribute to
the overall sense of identity and entrance
to downtown.
University Avenue, the main east-west
entrance into town, continues to be a
concern. Its auto-oriented uses promote
high traffic volumes and speeds which
makes it very unpleasant to walk along.
New sidewalks and streetscaping are pro-
posed for this corridor.
One special asset to note is the fact that
all downtown streets are two-way. This is
generally a positive element for promoting
retail development and is an asset to be
maintained.
AUTO CIRCULATION ISSUES AND OP-
PORTUNITIES:
Austin and University Avenues con-
tinue to be auto-dominated and un-
comfortable for pedestrians.
A more defined streetscape will help
slow down traffic and accommodate
pedestrians better.
More signalized pedestrian cross-
ings on Austin Avenue are needed.
More public transit options are
needed.
Austin Avenue (shown) and University Avenue carry high traffic volumes but are unpleasant for pedestrians
to walk along.
23
1-Existing Conditions
PARKING
Parking downtown is provided in a variety
of on-street and off-street configurations
(see Map #5.) The classic comments about
lack of sufficient parking arise in George-
town, as it does in most communities of
this size. However, survey results suggest
that most people only find downtown
parking to be an issue at peak times and
most people will walk at least four blocks
to get to their destination once parked.
To some extent, additional parking may
be needed and a public parking struc-
ture with a retail component is desired.
But first, the community should confirm
that existing parking resources are used
to their highest potential. A recent staff
parking count suggests that within a two
to three block radius of the courthouse,
there are approximately 1,270 spaces.
However, a more detailed parking inven-
tory could be useful to evaluate potential
growth impacts on parking supply.
In some cases, off-street lots are re-
stricted for use by individual businesses
and their patrons. Others are public, but
not well identified. These lots and their
restrictions should be made apparent
through proper signage and pedestrian
links should be enhanced. Effective
management of on-street parking is an
improving, but continuing issue. Close-in
spaces are restricted to three hours to
insure short-term turnover for customers.
Programs to encourage employees to park
farther away are still cited as being less
effective than they should. A key issue is
the lack of a formal parking district, which
could address management and enforce-
ment of existing parking resources and
construction of new facilities.
A special issue is the relationship of
parking to development density. Ideally,
parking would be concentrated in mul-
tilevel structures, to reduce the amount
of land area that is allocated to it. This
then permits more intensive development
of preferred uses on nearby parcels. The
dilemma is that construction costs of
structured parking are high and current
land values may not justify it when as-
sociated with market rate development.
In almost every community of this scale,
structured parking must be developed
through a district mechanism (more dis-
cussion on parking districts is discussed
in Chapter 5,) to overcome these costs.
In time, the benefit to the community is
realized through increased value and eco-
nomic activity. This means that structured
parking must be addressed more as a
policy decision rather than a short term
cost/benefit question. It is in essence an
economic development strategy.
PARKING ISSUES AND OPPORTUNI-
TIES:
Existing surface parking lots are not
clearly marked and accessible.
Surface parking lots take up valuable
land.
Public parking is not evenly dispersed
throughout downtown.
Time limits for parking are not strictly
monitored.
Employee parking should be limited
to nearby off-street surface lots to free
up convenience (on-street) spaces for
customers.
A public parking structure and park-
ing district could increase develop-
ment opportunities.
24
City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±
Parking Available for Public Use
Private Parking Lot
Downtown Overlay District Boundary
3-hour On-Street Parking
Proposed Extension of District Boundary
25
1-Existing Conditions
GATEWAYS, SIGNAGE AND WAYFINDING
Many of the resources of downtown are
well-kept secrets. To the infrequent user
and visitor, even the location of downtown
as a whole may be a question. A Wayfind-
ing and Signage Master Plan was created
in 2005 and numerous signs around town
were implemented as a result of it. How-
ever, the program ceased shortly after it
was implemented and so downtown still
lacks proper signage and wayfinding in
many areas. The public recommended
sprucing up the signs with better graphic
appeal, perhaps incorporating something
like the poppy icon to bring a local iden-
tity to them. Residents also desired more
interpretive signs around town.
Gateways provide a sense of “arrival” to
a destination or place. Major gateways
into downtown have been identified as
the intersection of University Avenue and
Austin Avenue to the south and at the
historic bridges crossing the San Gabriel
Rivers to the north. These areas still lack a
sense of arrival and should be enhanced.
The bridge over the South San Gabriel River could
be enhanced to become an apparent gateway into
downtown.
GATEWAYS, SIGNAGE AND WAYFIND-
ING ISSUES AND OPPORTUNITIES:
There are only a few signs along auto-
mobile routes that tell motorists where
destinations are. Most of these signs
are too close to the destination itself
and do not help with wayfinding.
Signs to and from downtown parks
and surrounding hike and bike trails
are limited.
Signs along river trails and urban trails
are needed that tell pedestrians where
downtown resources are located.
Coordinated signs to locate parking
facilities are needed.
Signage is lacking for downtown
amenities and public restrooms.
No directories are provided in parking
lots for pedestrians.
Gateways are not clearly marked, so
it is not apparent that one has entered
downtown.
The signage program should be reimplemented and
improved with better graphics.
26
City of Georgetown | Downtown Master Plan Update
PARKS & OPEN SPACE
The courthouse square remains the most
important piece of open space downtown.
It is a symbolic focus, as well as the lo-
cation for many events. Founder’s Park
is historically significant, but residents
complain that the size of it is too small to
be actively used. In addition, portions of
some streets around the square are occa-
sionally closed to accommodate festivals
and market days, which are successful
events that should be continued.
Blue Hole Park, located at the edge of
downtown on the South San Gabriel River,
is a wonderful amenity, although the pe-
destrian connections to it for downtown
and other area users are not well devel-
oped or defined. The new trail along the
western edge of the district, flanking
Scenic Drive, will improve connections to
the park, but more connections and vis-
ibility are needed, as well as more active
uses along the park to increase safety.
New user groups such as families should
be targeted and more active uses such
as housing and a playground could help
activate the park and make it more of a
destination.
Blue Hole Park should be better promoted and pe-
destrian connections to it and the river trails from
downtown should be improved.
Other park space is limited. The down-
town lacks a sufficient amount of plazas
and green spaces to attract the diversity
of users that is desired. This is particu-
larly an issue for providing amenities that
downtown residents would seek. Even
providing sufficient playground space for
day care services is an issue. Providing
sufficient space for larger outdoor events
is also a need.
PARKS & OPEN SPACE ISSUES AND
OPPORTUNITIES:
More public art is needed.
More shaded plazas with seating is
needed.
Downtown lacks space for festivals
and events outside the square.
Outdoor amenities for families and
children such as tot lots/playgrounds
are lacking.
Blue Hole Park is a wonderful ame-
nity, but not successfully marketed as
such.
Founder’s Park is a wonderful amenity, but is too
small to be actively used.
27
1-Existing Conditions
SUMMARY OF ISSUES AND OPPORTUNITIES
The recent and projected growth of the
City of Georgetown presents great oppor-
tunities. In response, the issues as out-
lined in this chapter, need to be addressed
and a sustainable vision must be guided.
The issues facing the long-term success
of downtown can be summarized into
the following eleven general statements.
These “summary statements” form the
basis for key strategies in this plan. This
plan addresses these issues and recom-
mends appropriate actions for improving
them.
1. While the square is an attractive
place to do business, activity dimin-
ishes just past the four primary block
faces. The intensity of uses in these
outlying areas should be built up and
redevelopment of under-utilized land
should be promoted.
Redevelopment of underutilized land should be
promoted.
2. Georgetown should cater to its di-
verse population and market segments
while also attracting outsiders through
cultural offerings and heritage tourism.
3. There is a strong need for more basic
services, retail, restaurants and enter-
tainment venues, and for businesses to
stay open longer.
4. There is a need for more downtown
residential development to help sup-
port the retail and commercial uses.
5. The pedestrian system is good
around the square, but it erodes once
away from it. While some recent im-
provements have been made, the sys-
tem as a whole is still unconnected.
Priorities for downtown sidewalks need
to be made and implemented.
Priorities for downtown sidewalks need to be made
and implemented.
6. Traffic volumes and speeds along
Austin Avenue, as well as the lack of
marked crossings, discourage pedes-
trian activity.
28
City of Georgetown | Downtown Master Plan Update
7. Parking that is currently available
is not clearly marked and managed to
the extent possible and excess surface
parking lots take up valuable land for
redevelopment.
Parking that is currently available is not clearly
marked and managed to the extent possible.
8. Some downtown assets are not well-
known and others are not used to their
potential levels.
Some downtown assets (Blue Hole Park and river
trails) are not well-known or used to their potential
levels.
9. There is a lack of signage to lead
visitors into the downtown and to sur-
rounding amenities and downtown
lacks an identity outside of the square.
There is a lack of signage and identity outside the
square.
10. The primary gateways into down-
town (University/Austin intersection
and San Gabriel River bridges) should
be enhanced to provide an identity
and awareness that one is entering the
downtown.
11. The downtown lacks formal parks
and plazas with amenities for all ages.
29
2-Framework Strategy
A VISION FOR DOWNTOWN
Downtown should remain the heart of the
community, with an even more vigorous
economy and diversity of offerings. It
should be the center of specialty retail,
dining and entertainment. In the business
sector, it should maintain a key position
in professional services and establish it-
self as a focus of high technology firms,
especially innovative start-ups.
Downtown also should strengthen its role
as the center of government, with major
concentrations of city and county offices
in the form of a Municipal Center as well
as some state and even federal workers.
In addition, it should be the cultural center
of the city. Museums, galleries and per-
formance venues should thrive here and
the central library should continue to be
a key activity center. Conferences from
the Rivery should bring regional residents
to downtown, and festivals and outdoor
markets should continue to add accent to
daily life here.
Downtown also should be an affordable
place for people to live. In that regard,
new housing should be developed that
caters to “urban” markets.
HOW WILL THE DOWNTOWN APPEAR?
With the implementation of this plan,
downtown will be an exciting, attrac-
tive place to work, live and visit. As one
approaches the downtown, one sees
established residential neighborhoods
that are well maintained, and that are
easily accessible to downtown. Within
the downtown district itself development
along the edges of these established
neighborhoods blends, with compatible
buildings housing services for downtown
residents. In some areas townhouses and
apartments/condos create a transitional
edge between single-family homes and
the commercial core.
People of all ages come downtown to
make use of many community facilities,
including youth and senior centers, the-
aters, outdoor parks and plazas. Visitors
find their way about through a series of
custom-designed signs that are attrac-
tive and easy to understand. Outlying
signs highlight entry into the city core.
Gateways into downtown are apparent
and the feeling that one has entered a
special place is recognized. As one nears
parking facilities, it is easy to find parking
lots by following other specially illustrated
The Downtown Master Plan Update is based on a framework of
organizational concepts that should guide investment in the area.
All of the components of the plan build on these general pre-
cepts. This chapter presents a summary of all of the components
of the plan as they would work in concert in a basic framework.
These are then explained in more detail in subsequent chapters.
2-FRAMEWORK STRATEGY
30
City of Georgetown | Downtown Master Plan Update
signs. One can park in a landscaped lot
that is screened from pedestrian view by
storefronts and other buildings or in a
well-designed, multi-level parking struc-
ture with retail to activate the ground floor.
Landscaped sidewalks invite pedestri-
ans to walk comfortably for four or more
blocks while they conduct their business,
visit with friends and check out entertain-
ment venues. Sidewalks are extended
throughout the downtown and crosswalks
with special decorative paving identify
key intersections and enhance safety.
The east and west sides of downtown are
seamlessly connected with an attractive,
pedestrian-friendly atmosphere along
Austin Avenue, where pedestrian-activat-
ed crosswalks make crossing it more safe
and convenient.
At the western edge of downtown near
the library, a Municipal Center includes
a new city hall and various city service
offices. The northern portion of Austin
Avenue has redeveloped with a mix of
retail, office and residential buildings.
Within the historic district, buildings are
restored to a functional beauty. Numerous
institutional facilities provide services for
those who live, work and visit downtown.
In the southern portion of downtown, a
mix of offices, retail and residential uses
have filled out vacant lots and helped to
create a pedestrian-friendly environment.
In the core area, street level storefronts
are occupied by specialty retail establish-
ments, including clothing, gifts, galleries,
housewares and furnishings. Restau-
rants, theaters and youth activity centers
enliven this mix of customer-oriented
activities.
With more people living in the downtown
core, streets remain active into the eve-
ning, such that the area genuinely func-
tions as a twenty-four hour place—busi-
ness and cultural activity during the day
and evening and residential throughout
the night. Citywide residents and visitors
enjoy using the downtown’s evening busi-
ness hours and entertainment venues.
A MARKET STRATEGY
The vision for a vital downtown is based
on some key market-driven principles.
These provide opportunities for strength-
ening the core. This renaissance must
concentrate on enhancing the core with
a mix of uses, including higher density
residential, commercial and cultural at-
tractions.
The downtown revitalization strategy fo-
cuses on several key market segments:
CITY RESIDENTS
The spending power of many Georgetown
residents is comparatively high. Taking
advantage of this disposable income
is important for downtown. Expanding
the market of people that want to live in
the core will help. Residents of Sun City
and other established neighborhoods
throughout the city are also part of the
general market.
DOWNTOWN WORKERS
New venues are needed for innovative
technology-based enterprises. Goods
and services targeted at this group should
be expanded.
31
2-Framework Strategy
A special target group consists of gov-
ernment employees who work down-
town. Providing coffee shops, cafes and
personal services are among the uses
that will appeal to this group. While this
segment is well established, it does not
patronize downtown businesses as much
as it could.
REGIONAL VISITORS
Regional visitors with sufficient dispos-
able income will come downtown for
specialty retail, restaurants, cultural at-
tractions and special events if the setting
is appealing and access is easy. This in-
cludes those who come for performances
and festivals as well as conferences. Busi-
nesses that cater to visitors also should
be expanded, including lodging for visi-
tors and tourists.
HERITAGE TOURISM
Heritage tourism, a growing national
movement, includes travel to natural, his-
toric and cultural attractions and focuses
on historical authenticity, accessibility
and local involvement.
Heritage tourism balances visiting inter-
esting places with preservation of history
and the built environment. Georgetown is
well positioned to expand its market to
include those visitors interested in visiting
a historic Texas city.
Downtown, therefore, should be designed
to appeal to this group. The Visitor’s Cen-
ter is a wonderful asset that promotes
this type of tourism with special flyers,
guided tours and advice. The wineries
have also helped elevate heritage tourism
in Georgetown. Promoting other heritage
icons like Blue Hole Park and the Shot-
gun House Museum is desired. Gifts and
other specialty retail, entertainment and
exhibits should be available.
STUDENTS
Georgetown is home to the oldest char-
tered institution of higher learning in the
state: Southwestern University. With an
enrollment of nearly 1,400 students, the
university provides an opportunity for
businesses to address students’ needs
and interests. Expanding the dining and
entertainment venues, as well as other
goods and services that appeal to this
group is a priority.
SENIOR CITIZENS
Services that cater to independent se-
nior citizens who choose to live within
walking distance of downtown are also
encouraged. These include services such
as cleaners, drugstores and restaurants,
as well as cultural opportunities, com-
munity services, churches and medical
practitioners. Living downtown could be
a very attractive housing opportunity for
this market segment that makes up nearly
25% of Georgetown’s population.
URBAN DWELLERS
For the first time in post-World War II his-
tory, city centers are growing faster than
their suburban counterparts. Nationally,
cities of this size are demonstrating that
approximately 4% to 6% of area residents
would choose to live downtown if high
quality housing is provided in an enriched
environment with sufficient amenities.
People considered “empty nesters” and
“young professionals” are among those in
this group that should be targeted to help
enliven downtown.
32
City of Georgetown | Downtown Master Plan Update
THE FRAMEWORK STRATEGY
Downtown should be strengthened by
providing safe connections for pedestri-
ans, offering adequate parking for both
local and tourist traffic, enhancing the
visual character and encouraging devel-
opment of key “opportunity areas.” All
of this can and should be accomplished
while respecting its heritage. Map #6 on
the following page illustrates this basic
strategy.
MAJOR FRAMEWORK STATEMENTS
The following statements and their intents
are described to explain the major themes
for this plan. Each element is described
in more detail in later chapters. They all
relate to Map #6 on the following page.
EXPAND THE PEDESTRIAN-ORIENTED
CORE.
While enhancing the pedestrian environ-
ment throughout downtown is a general
goal, a key concept is to expand the area
in which the appeal to pedestrians is the
strongest. Conceptually, the expanded
pedestrian-oriented core would extend
an additional block and a half, or approxi-
mately one-eighth of a mile radius in each
direction from the historic courthouse.
(This area is shown in yellow on the map.)
In some cases, specific existing devel-
opments and abutting land uses would
modify the actual layout of this area, but
diagrammatically, this should be consid-
ered to be a larger city center.
ENHANCE THE PEDESTRIAN EXPERI-
ENCE
Pedestrian ways, trails and streets should
be considered in a broader context. They
are a means of circulation that strengthen
business centers and link neighborhoods.
Therefore, roadways, sidewalks and trails
should be coordinated in a comprehensive
hierarchical system that assures continu-
ity of circulation, especially for pedestri-
ans and bicyclists. Installing streetscape
improvements throughout the area will
help, as well as pedestrian-related signs,
such as ones that indicate walking dis-
tance or time to certain destinations.
ACCENT GATEWAYS
“Gateways” should be established at key
points along Austin Avenue. They would
incorporate design elements that convey
the theme for downtown and should fit
within a hierarchy of wayfinding signs and
landscapes. Other wayfinding signs and
landscaping should be installed at key
intersections.
CREATE A DESTINATION WITH A DI-
VERSE MIX OF USES
Downtown Georgetown should retain its
role as the community’s center. Retail
uses, government services, county offic-
es, professional offices, cultural, art and
entertainment facilities, support services,
and residential uses should combine to
create the mix that is downtown. A diver-
sity of employment opportunities should
be provided to encourage a diversity of
people, ages and income levels. Doing
so means that a wide variety of personal
services are necessary to meet the needs
of these people. Improved parking and
pedestrian systems should support ac-
cess to these features.
33
2-Framework Strategy
1 inch = 500 feet±
Close-in Gateway
Courthouse Square
Development Anchors
Primary Circulation Axis
Enhanced Pedestrian Core
Opportunity Areas
Active Frontage
Existing Traffic Control
Proposed Pedestrian Control
Public Parking
34
City of Georgetown | Downtown Master Plan Update
ANCHOR ACTIVITY
Certain “anchors” of activity will pull pe-
destrians outside the courthouse square.
These anchors of activity should offer a
range of services and amenities that do
not exist in the downtown core. Some of
these anchors already exist, or are begin-
ning to be developed, while others should
be cultivated in time. They include:
North Anchor: the Monument Café
and Tamiro Plaza at 5th and Austin
offer a mix of uses that currently draw
pedestrians from the square. More
development should follow in this di-
rection, continuing north along Austin
Avenue to the river, while also activat-
ing Rock and Main Streets.
West Anchor: the new central library
serves as an important anchor of ac-
tivity. Existing government facilities
should be reconfigured and expanded
into a Municipal Center at this location
to further anchor this area and draw
people from the downtown core.
East Anchor: a collection of churches
and a new events center, Union on 8th,
serves as an informal anchor east of
the square. Grace Heritage Center and
the redevelopment of the old post of-
fice, once city offices relocate, should
also contribute to the east anchor of
activity.
South Anchor: new mixed-use devel-
opment along Austin Avenue south of
the square will help anchor the south-
ern edge of downtown. This could in-
clude the redevelopment of the blocks
around 10th Street and Austin Avenue,
where a new pedestrian-activated
crossing is proposed. New develop-
ment should orient to Austin Avenue to
create a more pedestrian-friendly at-
mosphere and southern entry to town.
ACTIVATE PUBLIC REALM
Encouraging new development to include
active ground-floor uses in targeted areas
of downtown (shown on Map #6 in purple
lines) will help to create the sense of
identity and desired vision for downtown.
Currently, the blocks directly facing the
square are the block faces in downtown
that include a majority of active front-
ages. This vision would help extend this
building type and uses into outlying areas
as well. Expanding concentrations of ac-
tive ground floor uses like specialty and
service retail, dining and entertainment
will help position the entire downtown as
an exciting place, distinct from regional
suburban mall models.
IMPROVE ACCESS FOR VISITORS
It is important for all users to know the
most convenient route to their destina-
tion. Signs that identify these routes, as
well as the location of parking lots and
other regional attractions are necessary.
Re-implementing a town-wide sign sys-
tem, with design improvements, would
greatly aid both downtown entities and
other local facilities and attractions.
MARKET DOWNTOWN ASSETS
Establish a Retail Recruitment Program to
target specific businesses and industries,
and strengthen marketing and events pro-
gramming. Implement a heritage tourism
plan and facilitate compatible develop-
ment projects.
35
2-Framework Strategy
URBAN DESIGN SYSTEMS
Urban design systems should be coordi-
nated to achieve this plan’s objectives.
Among these are: circulation systems for
pedestrians, bicyclists and automobiles,
as well as street design, public informa-
tion, parks and open space.
Urban design system improvements to
be made include:
Enhancing the pedestrian experience
Extending streetscape elements be-
yond the historic core
Expanding and enhancing parks and
open space in downtown
Balancing auto circulation with other
circulation and functional require-
ments for pedestrians
Improving the use of existing parking
resources and developing new parking
such that it will stimulate construction
of other desired uses
Re-implementing a cohesive wayfind-
ing and signage system
Managing and promoting historic re-
sources
PEDESTRIAN SYSTEMS
Pedestrians circulate throughout down-
town using the grid of sidewalks that frame
the city blocks. Enhanced sidewalks exist
in the Town Square Historic District and
in some locations along Main Street and
Austin Avenue. The city has been quite
aggressive with previous pedestrian cir-
culation systems and this plan will build
on top of those recommendations to offer
priority treatment and updated designs.
Pedestrian system enhancements to
be made include:
Improving connections from major
destinations to public parking.
Enhancing connections between
downtown and the University.
Providing pedestrian-controlled cross-
walks at key intersections on primary
pedestrian routes.
Enhancing pedestrian connections to
the river trails to access residential
and overnight accommodation es-
tablishments across the South San
Gabriel River.
Enhance pedestrian connections to the river trails.
36
City of Georgetown | Downtown Master Plan Update
STREETSCAPE ELEMENTS
Streetscape enhancements, which fol-
low recommendations from the original
Master Plan, have been provided for the
Town Square Historic District and along
portions of Main Street and Austin Av-
enue. The enhancements include deco-
rative paving, ornamental street lights,
benches, waste receptacles, signs and
plantings. These landscape and furniture
palette elements are organized in a hierar-
chical system that relate to the pedestrian
circulation recommendations, but they
are not continuous. Some signs have also
been implemented to direct users to the
retail core.
Streetscape enhancements to be made
include:
Establishing priorities for sidewalk
improvements and streetscapes.
Reimplementing the signage program.
Enhance pedestrian systems and connections.
PARKS AND OPEN SPACE
Parks and open spaces help establish a
network that relates to both the built envi-
ronment and the pedestrian systems that
connect them. Public open spaces also
serve a wide range of downtown users and
should provide a diverse range of venues
for activities, events and recreation. The
downtown needs more of such park space
in order to attract new residential and
commercial uses.
Parks and open space enhancements
to be made include:
Expanding active and passive parks
and plazas in the downtown core.
Providing additional space for events
and festivals.
Establishing an integrated parks
system by linking them with clearly
marked pedestrian trails.
Expand active and passive parks and link them with
clearly marked pedestrian trails.
37
2-Framework Strategy
AUTOMOBILE SYSTEMS
The character of the streets downtown
greatly influences the type of develop-
ment that will occur and therefore they
should be planned to help create distinct
neighborhoods and not be perceived as
thoroughfares. That is, street designs
should focus on improving access into
the core, not through it. Buildings and
streetscapes should help frame the street
and make it inviting to pedestrians.
Automobile system enhancements
should include:
Basing street improvements on up-to-
date data and coordinated planning.
Avoiding widening any streets in the
downtown. Instead, consider reducing
street sections by widening sidewalks,
adding parking or bicycle lanes.
Providing a coordinated sign system
to direct traffic efficiently.
Buildings and streetscapes should help frame the
street and make it inviting to pedestrians.
PARKING SYSTEMS
The City and County should coordinate a
system of parking structures and surface
lots within downtown and manage them
in an aggressive fashion to promote high
utilization rates. Parking coordination and
management is a major public investment
strategy that could set the stage for pri-
vate investment. This includes physical
improvements, in the parking facilities
themselves, enhanced pedestrian con-
nections to them, and ongoing marketing
and promotions. Additional public parking
facilities should be planned in conjunc-
tion with key development projects as
well. Existing downtown facilities such as
churches could also be targeted for inclu-
sion in a parking district as they are prime
candidates for shared parking.
While new parking structures are sug-
gested as a part of this plan, there are a
few basic principles to keep in mind. First,
the city and county should actively man-
age current parking resources. Second, a
clear understanding is needed of who the
users are and of their needs. The actual
demand for additional parking may be less
than expected.
Parking system enhancements should
include:
Enhancing streetscape connections to
and enhancing landscapes in existing
parking facilities.
Instituting a parking district to effec-
tively manage parking resources.
Installing appropriate signage to direct
autos to parking and pedestrians to
their destinations.
38
City of Georgetown | Downtown Master Plan Update
HISTORIC RESOURCES
Historic buildings are a major part of what
makes downtown a unique destination. In
fact, this genuine heritage is often what
developers try to recreate in newer devel-
opments that compete with downtown.
Strengthening the role that these impor-
tant buildings play is a fundamental part
of the basic framework strategy.
The historic courthouse located in the
heart of downtown is a special asset to
the community, and its preservation is
critical. Williamson County should con-
tinue to rehabilitate it and promote its
significance through guided tours. Private
rehabilitation efforts should also be con-
tinued. Owners are encouraged to follow
city, state and federal guidelines in order
to be eligible for incentives.
Existing building codes can have mea-
surable impact on rehabilitation projects.
When extensive rehabilitation work is
planned for an older building, it may trig-
ger code compliance actions that may in-
crease costs and/or significantly alter the
historic character of the building. Inroads
have been made by city agencies around
the country that address this issue. Many
cities have adopted Guidelines for the Re-
habilitation of Existing Buildings, formerly
the Uniform Code for Building Conser-
vation (UCBC). This document contains
guidelines for preserving existing build-
ings while achieving appropriate levels
of safety. It discusses repairs and altera-
tions, change of occupancy, enforcement
and permits, historic buildings, life-safety
requirements for existing high-rise build-
ings, accessibility, energy conservation,
and more. It may be adopted as a code
or used as a guideline.
Historic resource enhancements
should include:
Develop a heritage tourism program.
Provide grants and loans for the reha-
bilitation of historic resources.
Study the benefits of offering tax re-
bates for appropriate rehabilitation of
historic buildings.
Install interpretive markers throughout
the downtown.
Make use of special historic building
code provisions that are available.
Study the benefits of rehabilitating
historic buildings/homes in all overlay
districts, which could directly benefit
downtown.
DESIGN CHARACTER
Overall, buildings throughout downtown
should have a sense of “relatedness” in
their design character, while at the same
time allowing room to express individual
variations in details and styles. Within
the historic district, buildings should
more closely relate to the older traditional
buildings. Outside the historic district,
buildings should relate at a basic level,
in terms of building to the street edge,
being of a human scale and creating a
pedestrian-friendly context, as stipulated
in the Downtown and Old Town Design
Guidelines.
39
2-Framework Strategy
ACTIVITY CENTER CONCEPT
One special concept is to organize de-
velopment around a series of activity
centers. Much like the “anchors of activ-
ity” shown on the Framework Map, this
concept serves to draw people outside
of the downtown core and into the rest
of downtown. Providing community focal
points for development will strengthen
the overall civic, cultural and business
environment in downtown, and will also
provide “mini-destinations” that help to
reduce the scale of downtown. The court-
house square should continue to serve as
the primary activity center, or a central
anchor for wayfinding and community
activities.
Each activity center should include uses
that will attract people to downtown and
encourage pedestrian activity. They also
should include opportunities for outdoor
spaces where people can gather.
The Activity Centers should be:
1. El Monumento Cafe
2. Historic Williamson County Jail Re-
use
3. Monument Café/Tamiro Plaza/New
Development
4. Justice Center
6. New Municipal Center/Festival Street
6. New Mixed Use Development at 10th
and Austin
7. New Gateway Activity at University
and Austin
8. New Public Parking Structure with
Retail Wrap
9. Neighborhood Church & Event Center
EL MONUMENTO CAFE
This city icon already acts as an activity
center in its own right. Improved trail con-
nections to the river trails and pedestrian
connections along Austin Avenue will
further activate this area. New modest
liner buildings could be built along Austin
Avenue on this property to help frame and
activate the street.
l Monumento terrace helps establish an activity
center focused on the river.
PROPOSED REUSE OF HISTORIC WIL-
LIAMSON COUNTY JAIL
The block containing the historic William-
son County Jail, built in 1888, offers an
opportunity to build on the heritage tour-
ism strategy. Re-purposing the old jail at
4th and Main Streets was a very popular
idea proposed by community residents.
Some ideas for reusing the jail consist of
a Bed and Breakfast, Art Gallery, Museum
or Visitor’s Center. The addition to the
jail should be demolished to re-enact the
original setting, and a park-like setting
should surround the jail.
40
City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±
Primary Activity Center(Courthouse Square)
Secondary Activity Center
Downtown Overlay District Boundary
Support Area
Proposed Extension of District Boundary
41
2-Framework Strategy
The historic jail is envisioned as redeveloping into
a bed and breakfast, art gallery, museum or similar
use to benefit the public and activate this area of
downtown.
MONUMENT CAFÉ/TAMIRO PLAZA/
PROPOSED NEW DEVELOPMENT
Indicated as one of the major activity
centers in the Framework Strategy, this
intersection at 5th and Austin already
includes increased activity due to Monu-
ment Café and Tamiro Plaza. New mixed-
use development on the northern corners
of the intersection should further activate
this area.
The Monument Cafe and Tamiro Plaza have added
a new level of energy north of the square. New
development north of the 5th & Austin intersection
will help further activate this area.
JUSTICE CENTER
The Justice Center acts as a civic activity
and employment center. It is important to
locate commercial uses that serve Justice
Center employees to help enliven this area
with daytime activity.
The new jail and justice center acts as a civic activ-
ity and employment center.
PROPOSED MUNICIPAL CENTER AND
FESTIVAL STREET
This site is also proposed as a major activ-
ity center in the Framework Strategy. It lies
between Rock Street and Martin Luther
King, and is centered along 8th Street. The
existing civic icon is the central library. In
the long term, this area should develop
as a campus for city offices. The street
would be designed as a flexible space,
to be closed for festivals and markets, to
complement activities around the court-
house square. A few build-out scenarios
are proposed in Chapter 8.
The old police station is envisioned as becoming
part of a new municipal center centered around 8th
Street, which will be a flexible-use festival street
for special events.
42
City of Georgetown | Downtown Master Plan Update
PROPOSED NEW MIXED USE DEVELOP-
MENT AT 10TH AND AUSTIN
Another major activity center as pro-
posed in the Framework Strategy is the
intersection of 10th & Austin. This area
has potential to redevelop into more ur-
ban buildings of 2 to 4 stories that frame
Austin Avenue and extend the character
of the courthouse square south.
PROPOSED NEW GATEWAY ACTIVITY
AT UNIVERSITY AND AUSTIN
This area is well suited for commercial
development because of the high traffic
this intersection experiences. Primarily,
the street edge should be defined by a
storefront wall along Austin and Univer-
sity. A small entry plaza/park or expanded
pedestrian zone would be included at the
corner(s). This site should also include an
important visual link to help guide visitors
towards the downtown. The building use
is not as important as the provision for
landscaping and directional signage. The
new retail center at the northwest corner
of the intersection is a good example of
development orienting to the street.
The new retail center at the northwest corner of the
intersection is a good example of how new develop-
ment should orient to the street.
PUBLIC PARKING WITH PROPOSED
NEW RETAIL
The southeastern block of 9th and Main
includes a public parking lot. The long-
term vision for this block would be to
redevelop into a public parking structure
that is wrapped with a retail component
to activate Main Street.
CHURCHES, EVENT CENTERS, RES-
TAURANTS
This area is designated as the major east-
ern development anchor in the Framework
Strategy. The churches that are clustered
in this area form an anchor for the eastern
edge of the downtown and the new Union
on 8th Event Center will help enliven this
area with small local events. The Grace
Heritage Center, redevelopment of City
Hall (once offices relocate) and new res-
taurants also add to the vibrancy of this
area. These uses would be enhanced with
extension of sidewalks, redesign of some
on-street parking and perhaps develop-
ment of a small park. These facilities have
some open space associated with them,
which should be preserved to the extent
feasible.
The existing parking lot at 9th and Main Streets
should redevelop into a public parking structure
with a “wrap” of retail uses fronting Main Street.
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.
44
City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±
Downtown Core
Downtown North
Government Center
Downtown South
Opportunity Areas
Transition Area
45
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.
46
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
47
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.
Commercial
Commercial
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.
52
City of Georgetown | Downtown Master Plan Update
Diagram illustrating a mixed use infill development
and parking scenario.
Surface
Parking
Retail
Office
or
Resi
d.
Residential
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
Commercial
Commercial
Resid.
Resid.
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.
54
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.
55
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.
56
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)
57
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.
59
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±
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.
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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.
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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
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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.
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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
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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
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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.
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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
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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
75
4-Pedestrian & bicycle Circulation & Streetscape Design
Presently, sidewalks are still intermittent
in the downtown, with substantial gaps in
the overall system. This discontinuity in
the pedestrian system is a major impedi-
ment to development of a healthy retail
sector and it also negatively affects the
ability to attract offices and residences
into the area. The sidewalk system should
be extended to all block faces within the
planning area. Priorities for constructing
sidewalks are shown on Map #10.
PEDESTRIAN CIRCULATION
ROUTES
Pedestrian ways, bike trails and streets
should be considered in a broad context.
They should facilitate non-motorized cir-
culation that strengthens business cen-
ters and link neighborhoods. Therefore,
roadways, sidewalks and trails should be
coordinated in a comprehensive system
that assures continuity of circulation for
pedestrians and bicyclists.
Links for pedestrian and bike circulation
between downtown development an-
chors are defined in the basic framework
strategy. These links should be enhanced
to connect established improvements
to nearby neighborhoods. Connections
should also be expanded to regional trail
connections.
In recent years, the City has constructed new sidewalks and enhanced
existing ones in the historic core with brick pavers, lighting, benches,
signs and plantings. This has established a distinct and attractive im-
age around the square. In addition, the city has been working diligent-
ly to implement pedestrian and streetscape improvements elsewhere
throughout downtown as recommended in the original master plan.
This chapter seeks to update the pedestrian and bicycle circulation
needs throughout downtown and offer priorities for implementation.
4-PEDESTRIAN & BICYCLE CIRCULATION
& STREETSCAPE DESIGN
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City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±
Existing Open Space
Proposed Open Space
Downtown Overlay District Boundary
Existing Sidewalks (Good Condition)
1st Priority Upgrades
2nd Priority Upgrades
3rd Priority Upgrades
Proposed Trail Connections
Existing Controlled Intersection (Auto)Proposed Controlled Intersection (Pedestrian)
Existing River Trails
Proposed District Boundary Extension
?
77
4-Pedestrian & bicycle Circulation & Streetscape Design
ESTABLISH PRIORITIES
Priorities for upgrading sidewalks in the
Downtown Overlay District are shown on
Map #10. Some of these block faces have
sidewalks that exist, but are in poor con-
dition or have significant grade change
issues that need to be addressed. Others
do not have sidewalks at all.
1st priorities (dotted blue line) include:
“connecting the dots” within the his-
toric overlay district
extending sidewalks along Austin
Avenue north to the river and south
to University
improving University Avenue at the
major intersections, and
connecting to the library and future
Municipal Center along 8th Street.
2nd priorities (dotted red line) include:
“connect the dots” within the oppor-
tunity areas
connect to Southwestern University
via 7th Street, and
link into the San Gabriel River trails
at various locations.
3rd priorities (dotted brown line) include:
filling in all the missing links within the
Downtown Overlay District, including
more connections to the river trails.
A 1st priority should be improving connections
along 8th Street to the Library.
ESTABLISH HIERARCHY
The primary routes that pedestrians are
expected to use the most should receive
hierarchy for design and streetscape de-
tail. Improved intersections with pedes-
trian controls are proposed along Austin
Avenue based on hierarchy of the pedes-
trian system to help facilitate crossing
Austin Avenue. Map #11 shows the level
of sidewalk designs that should be used
downtown in order to establish a hierar-
chy of primary, secondary and tertiary
pedestrian routes. Within this hierarchy,
the amount of decorative paving used
varies, in response to the levels of use
anticipated. The city has already begun
implementing upgrades as a response
to the 2003 Downtown Master Plan. This
plan updates those recommendations.
STRENGTHEN FUNCTIONALITY
The pedestrian system is a complex net-
work of sidewalks, paths, trails, alleys,
and crosswalks. Lighting, benches, waste
receptacles, bicycle racks and signs ac-
company the pedestrian systems and
strengthen their functionality. These com-
ponents should be assembled in various
ways, from block-to-block to respond to
specific conditions. Expanding the pe-
destrian system “kit of parts” throughout
much of the downtown will strengthen
the role pedestrians play in Georgetown’s
economy.
To strengthen functionality, the pedes-
trian system should include:
Plazas, parks and other places to rest
and refresh
Directional signs and wayfinding
devices tailored to the pedestrian,
including possible integration of signs
that indicate walk times and distances
for “healthy walking trails” and,
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City of Georgetown | Downtown Master Plan Update
A series of destinations that make
downtown a fun place to explore at all
times during the day, week, and year.
A series of destinations and mini plazas and parks
with amenities for pedestrians will help strengthen
the overall functionality of the system.
TRAIL CONNECTIONS
The City of Georgetown’s Parks and
Recreation Department has an expansive
trails system in and around Georgetown.
Connections to these trails to and from the
downtown area should be provided. Prior-
ity should be given to trail improvements
that would link downtown to outlying
neighborhoods. Of particular importance
are the trails found along the banks of the
North and South San Gabriel Rivers.
Providing better connections from apart-
ment complexes and overnight accom-
modations located to the north of the river
from downtown is an important action.
Presently there are no convenient routes
for these residents and visitors to walk
to the downtown, which is conveniently
close. Because connections to down-
town are less attractive and accessible,
these residents may be more inclined
to patronize other commercial areas of
Georgetown.
Trail improvement actions:
Provide clearly defined paths between
the river and downtown.
Install markers as important parts of
these regional trail connectors.
Study the feasibility of providing pe-
destrian connections across both
the rivers, that are separate from
those used by automobiles.
Study the feasibility of adding a can-
tilevered sidewalk with a look-out
area to the historic bridge over the
South San Gabriel River with a grand
staircase and accessible ramp to the
existing trail.
Study the feasibility of installing a
pedestrian bridge across the river
to link downtown with development
to the west.
Provide clearly defined paths between the river
and downtown.
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4-Pedestrian & bicycle Circulation & Streetscape Design
BICYCLE CIRCULATION
Bicyclists do use the many regional trails
in and around Georgetown. Strengthen-
ing the linkages to the downtown and
improving signage to key destinations will
improve the role in which this user group
plays in the economy. This includes link-
ing existing and planned trails, as well as
providing designated routes for bicyclists
on some streets. Map #11 indicates sug-
gested on-street bicycle routes within
downtown. (Bicycle routes are indicated
with signs or sharrows and do not nec-
essarily mean that bikes have their own
dedicated lanes. Shared streets are often
a part of this system.)
Bicycle system actions:
Bike routes should be clearly defined
and implemented to provide continuity
of access from outlying areas to the
downtown.
Bicycle racks should be provided at
activity centers.
Bike routes should be clearly defined with sharrows
and signs on specific city streets.
CONNECT TO UNIVERSITY
An important asset to the community and
market for the downtown businesses is the
student body at Southwestern University.
Clear and safe pedestrian routes should
be provided. The most popular pedestrian
route from Southwestern to downtown is
7th Street, which has been labeled as a
2nd level priority and is shown as a sug-
gested bike route to serve students. Note
that this particular pedestrian connection
should be well lit as an extra measure of
security for those students who travel this
route at night.
University connection actions:
Improve walking conditions to the
university with new sidewalks, where
conditions permit.
Install decorative lighting and direc-
tional signs along the route.
Improve crosswalks as indicated on
the intersection improvements plan.
80
City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±
Type C Crosswalk
Downtown Overlay District Boundary
Level I Sidewalk
Level II Sidewalk
Level III Sidewalk
Type A Crosswalk
Type B Crosswalk
Proposed Bike Route
Existing River Trails
Proposed District Boundary Extension
81
4-Pedestrian & bicycle Circulation & Streetscape Design
SIDEWALK DESIGN
To help guide pedestrian activity in and
around the downtown, four types of
sidewalk designs are recommended. The
designs range from basic scored concrete
to routes with brick pavers, benches and
decorative lighting to help establish the
hierarchy of the pedestrian system. Map
#11 illustrates where these different levels
of sidewalk designs should occur.
Decorative paving should be used stra-
tegically, to express a visual theme for
downtown. Decorative paving should
denote special activity zones, such as
intersections and pedestrian crossings,
street furniture areas and public plazas.
The decorative paving design proposed
in the sidewalk typologies that follow
are based upon those developed for the
Town Square Historic District. The basic
approach here is to expand these exist-
ing elements into the surrounding blocks.
In some areas of intense pedestrian activ-
ity, decorative paving should be installed
throughout the entire intersection. This
will help to identify these intersections
as places of major pedestrian use and
will establish the downtown as a strongly
pedestrian-oriented area.
LEVEL I SIDEWALK
In this classification, the entire sidewalk
is constructed of brick paving, in order to
indicate its high level of pedestrian use.
These sidewalks offer the highest level
of pedestrian enhancement. This design
is currently in place on the four blocks
facing the Courthouse Square and along
Main Street from 5th to 10th Streets. It
should be continued along 8th Street from
the courthouse to the new library and
proposed Municipal Center festival street.
KEY FEATURES
Brick pavers laid in a herringbone
bond
Brick paver bands on both sides of
central pavers, laid in a stack bond
(use of both single and double bands
of these accent bricks are seen)
Concrete band (curb and gutter) on
street side of pavers
Tree and flower planters
Decorative lights, benches and
waste receptacles
A 10’ width is preferred in Level I.
Level I sidewalk
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City of Georgetown | Downtown Master Plan Update
LEVEL II SIDEWALK
This sidewalk has a band of brick pavers
at the outside edge of the walk. The re-
mainder of the walk is finished concrete,
scored in 2-foot square modules. This
provides texture and interest in a more
economical manner, and helps to distin-
guish these streets from those that are
all brick.
KEY FEATURES
Modular pavers along the sidewalk
edge, laid in a common bond
Concrete bands (curb and gutter) on
street side of pavers
Tree and flower planters
Decorative lights, benches and
waste receptacles
An 8’ width is preferred in Level II.
Level II sidewalk
LEVEL III SIDEWALK
In this classification, the sidewalk is con-
structed of scored concrete, in the 2-foot
square module. Brick pavers would be
used for accents, at special seating areas
or corner landscape features. These side-
walks can either be installed detached
from the street and separated by a land-
scaped planting strip or attached to the
street with a concrete curb and gutter.
Installation is dependent upon the exist-
ing streetscape character along the block.
KEY FEATURES
Scored concrete in 2-foot modules
Decorative lights, benches and
waste receptacles should be in-
stalled on the 7th Street route to
Southwestern University, which is one
route designated for this application.
A 6’ width is preferred in Level III.
Level III sidewalk
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4-Pedestrian & bicycle Circulation & Streetscape Design
LEVEL IV SIDEWALK
In this classification, the entire sidewalk
is constructed of scored concrete. These
sidewalks may be installed as detached
from the street and separated by a land-
scaped planting strip or they may be at-
tached to the street with a concrete curb
and gutter. Installation depends upon the
existing streetscape character along the
block.
KEY FEATURES
Scored concrete sidewalk
A 6’ width is preferred in Level IV.
Level IV sidewalk
SIDEWALK IMPLEMENTATION
A key issue in downtown is how a con-
sistent sidewalk layout can occur when
irregular setbacks exist and parking var-
ies from diagonal to perpendicular to
parallel. On-street parking configurations
are described in Chapter 5 and should be
consulted in conjunction with this chapter
for establishing a cohesive street design
and sidewalk system. Because of varied
conditions throughout downtown, each
situation must be considered on a case-
by-case basis.
The sidewalk system may be extended
incrementally, as properties redevelop.
When this occurs, the site should be eval-
uated to determine which sidewalk layout
is most appropriate, taking the use of the
property and the setback of the building
into consideration. Wherever feasible,
pull-in parking that obstructs pedestrian
flow should be eliminated or redesigned.
Sidewalks with curb and gutter should
then be installed, and on-street parking
should be re-established.
While incremental construction of the
sidewalk system is possible, a preferred
alternative is to construct several blocks
of sidewalks at one time. In order to do
so, an improvement district should be
considered, as described in Appendix A.
ACTIONS
Develop an improvement district to
construct sidewalks. (See Appendix A
for potential funding tools.)
Construct sidewalks in a phased pro-
gram, as described in Map #10.
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City of Georgetown | Downtown Master Plan Update
CROSSWALKS AND
INTERSECTION DESIGN
Safe street crossings are essential for a
pedestrian-oriented environment. Cross-
walks should be clearly identified and
ample space should be provided to allow
groups of pedestrians to cross.
Attractive crosswalks are especially im-
portant in encouraging downtown patrons
to use off-street parking lots. Because
sidewalk amenities and pleasant street
crossings enhance the walking experi-
ence from these locations, they can help
to reduce traffic congestion and relieve
demand for on-street parking spaces.
In particular, Austin Avenue crossings
should be given high priority, as crossing
Austin Avenue has been stated as a major
barrier to pedestrian movement down-
town. There are a few simply marked pe-
destrian crossings along Austin Avenue,
including signalized auto intersections
at 2nd, 7th, 8th and University. A couple
pedestrian-controlled signals along Aus-
tin Avenue should be placed at key inter-
sections. These should include detailed
and highly visible intersection treatment
with flashing lights and signage to direct
autos to slow down when a pedestrian is
present. One popular method that could
be considered is using rapid rectangular
flashing beacons (see illustration.)
This maps and diagrams within this Plan
shows pedestrian controls at 5th and
10th Streets, as they are evenly spaced
between the traffic lights at 7th and 8th
Streets. However, more traffic and pe-
destrian analysis should be studied to
place them at the best possible loca-
tion for pedestrian usage and safety. For
example, 4th, 6th and 9th Streets could
also be viable options. The questions to
ask when deciding on pedestrian control
placement is:
How do the priorities for auto traffic
flow and pedestrian system continuity
interact?
How do current pedestrian crossing
patterns relate to future patterns?
What are the policies for traffic flow
and speeds, pedestrian counts, etc.?
What is the benefit of slowing traffic
to make a more pedestrian-friendly
environment?
An RRFB pedestrian crossing control signals to
autos to slow down when pedestrians are present
and allows them to safely cross at their leisure.
In response to the varying levels of use
of intersections within Georgetown, a
range of crosswalk designs should be
employed. Many of the intersection de-
signs include the use of decorative pav-
ing to more clearly identify the crossings,
establish visual continuity and enhance
the pedestrian experience downtown.
Intersection typologies are identified on
Map #11.
The following intersection design catego-
ries should be used:
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4-Pedestrian & bicycle Circulation & Streetscape Design
TYPE A INTERSECTION
Type A intersection
In this classification, the intersection is
constructed of decorative paving, in order
to indicate its high level of pedestrian use.
In some cases, the existing curb line and
corner radius should be retained, but in
some special conditions, “bulb-outs” at
corners may be expanded to better delin-
eate parking lanes and provide additional
area for street furniture and plantings,
similar to those around the square. This
also increases visibility and decreases
pedestrian crossing time, thereby improv-
ing pedestrian safety. The radius of the ex-
panded corner should also be designed to
facilitate turning for large delivery trucks.
KEY FEATURES
Decorative paver at corners
Decorative paver in center of intersec-
tion
Scored concrete crosswalks
Pedestrian controlled crossing signals
TYPE B INTERSECTION
Type B intersection
In this category, either decorative pav-
ers or scored concrete is used within
the sidewalk boundaries at corners. The
crosswalk areas are defined by scored
concrete. The “paver” treatment is de-
pendent upon the type of sidewalk des-
ignation for the intersection and should
be consistent.
KEY FEATURES
Decorative pavers at corners
Scored concrete crosswalk
Type B intersections include a band of pavers with
scored concrete crossings.
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City of Georgetown | Downtown Master Plan Update
TYPE C INTERSECTION
Type C intersection
In this category, scored concrete is used
within the sidewalk boundaries at corners
only, while the crosswalk areas are de-
fined by conventional stripes. This level of
intersection design is appropriate in areas
of lower crossing conflict.
KEY FEATURES
Striped crosswalk
Scored concrete corners
Type C intersections include a striped crosswalk.
TYPE D INTERSECTION
In this category, intersections appear as
conventionally designed. No upgrades or
enhancements are necessary.
INTERSECTION IMPLEMENTATION
ACTIONS
A series of intersections should be
constructed at one time, as a set, such
that one of the key pedestrian routes
is completed. These may be financed
as a part of the city’s capital improve-
ments program, or through a special
improvement district. These tech-
niques are described in the appendix.
As an initial step, detailed designs
must be developed, based on the con-
ceptual sketches provided in the plan.
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4-Pedestrian & bicycle Circulation & Streetscape Design
FURNITURE COMBINATIONS
#1 - Historic District
Street furniture within the historic district
should continue the use of the wood slat
benches and wood slat waste recepta-
cles, along with the historic acorn street
light design. Ornamental hanging flower
baskets and banners should be used
within the historic district.
The courthouse square has implemented this
streetscape strategy, but the surrounding blocks of
the historic district are lacking formal streetscape
elements.
Street furniture throughout the historic district
should continue to use wood slat benches and
waste receptacles.
STREETSCAPE STRATEGY
Streetscapes refer to elements that com-
plement pedestrian circulation. Elements
include benches, trash receptacles, light-
ing, public art, trees and landscaping.
The design recommendations for side-
walks and crosswalks are based on hier-
archy of how much they are currently used
in addition to their anticipated future use
based on new development and destina-
tions. The streetscape strategy should
also relate to this hierarchy with varied
design and content based on its location
within downtown (see Map #12.)
STREETSCAPE KIT OF PARTS
The Town Square Historic District has sev-
eral streetscape features that give it a dis-
tinct identity: street trees in grates, period
lighting fixtures with banners, decorative
paving and landscape elements at several
corners. While these elements contrib-
ute to an identity for a few blocks in the
downtown, extending these elements into
the surrounding blocks would enhance
the overall pedestrian experience. The
design and treatment should help create
a more pleasant downtown experience,
and help identify the downtown area as
a cohesive, inviting place to work, live,
shop and conduct business.
Different combinations and materials of
street furniture should be placed in the
two sub-areas of downtown to distinguish
the historic core from the surrounding
areas of downtown.
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Downtown Overlay District Boundary
Proposed Extension of District Boundary
Furniture Combination #1
Furniture Combination #2
Lighting Strategy #1
Lighting Strategy #2
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4-Pedestrian & bicycle Circulation & Streetscape Design
#2 - Downtown District
Street furniture outside of the historic
district, but within the Downtown Over-
lay District, should continue to use black
metal slat benches and waste recepta-
cles, along with the historic acorn street
light design. These should remain simple,
without use of hanging baskets. This will
provide a subtle distinction between the
two areas.
Portions of area 2 have incorporated the black metal
streetscape furniture, which should be continued.
Street furniture in area 2 should use black metal
slat benches and waste receptacles.
LIGHTING STRATEGY
Lighting is one of the most important
methods of creating a sense of place with-
in a streetscape environment. Hierarchy
in where certain lights are placed within
downtown can send important wayfinding
messages. For downtown Georgetown,
lighting should consist of 3 types:
Lighting Strategy #1
- historic lights with
banner.
Lighting Strategy #1 -
historic lights without
banner.
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City of Georgetown | Downtown Master Plan Update
#1 - Historic Lights with Banners
These lights are currently present only
around the courthouse square. They
should be extended throughout Austin
Avenue, on University from Main to Rock
Streets, along 8th Street to the Library/
Municipal Center and along Main Street
from 6th to 9th Streets. These lights will
include banners to give a unique identity
to these streets and alert visitors of spe-
cial events coming up.
#2 - Historic Lights
Continuation of the historic light design,
without banners, will provide a secondary
hierarchy of lighting design. These lights
will highlight certain streets as “pedes-
trian-focused” and direct people to the
downtown core.
#3 - New Lights
A new light design should be incorporated
everywhere else throughout downtown.
These lights should be noticeably dif-
ferent from the historic lights, but still
complement them.
PUBLIC ART
Public art should be a part of the
streetscape enhancement program. As
such, it may be integrated into sidewalks,
street furnishings and signage. A few con-
temporary sculptures, such as Growing
Old Together (shown to the right,) have
been wonderful additions to the George-
town streetscape around the square and
library. A new effort to wrap utility boxes
with artwork has also been initiated down-
town, which positively contributes to
the streetscape. These efforts should be
continued.
When public art is to be part of the
streetscape, it should be designed to
complement the basic urban design
principles set forth in this plan. That
is, it should help to reinforce the visual
continuity of the downtown at large,
while also expressing the distinguishing
characteristics of the different character
areas that are envisioned. It also should
be consistent the hierarchy of sidewalk
and intersection designs and should be
compatible with the palette of paving
materials and street furniture that are set
forth in the plan.
Public art in a broader sense should also
be installed in plazas and other gathering
spaces. A description of range of types of
public art to be used in downtown appears
in Chapter 7.
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4-Pedestrian & bicycle Circulation & Streetscape Design
Contemporary sculptures have added to the down-
town streetscape and should be continued.
The effort to wrap utility boxes with artwork posi-
tively contributes to the streetscape and should
be continued.
Streetscape elements such as bike racks can be
designed in an artful manner.
Whimsical lighting can add an artistic sense to an
otherwise “overlooked” space.
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City of Georgetown | Downtown Master Plan Update
TREES AND LANDSCAPES
The hot and humid Georgetown climate
needs to be considered when designing
trees and landscapes for the downtown.
Shade is highly desirable and therefore,
more street trees were a popular recom-
mendation in public meetings. Integrating
more shade into the streetscape by plant-
ing more trees will increase the willing-
ness of patrons to walk longer distances.
Street trees should be installed in mid-
block locations wherever possible. How-
ever, in some cases, room may only exist
at corners where expanded “bulb-outs”
provide additional room.
One particular treatment for new street
trees that should be considered is the use
of Silva Cell technology. Urban conditions
do not allow for the best tree life due to
constrained conditions and compacted
soil, which constrain air and water. The
Silva Cell is a modular underground frame
that uses lightly compacted soil volumes
to support larger tree growth. It also man-
ages stormwater efficiently at the same
time.
Street trees, and more shade in general, were highly
recommended in public meetings.
Silva Cell technology is a modular underground
frame that uses lightly compacted soil volumes to
suport larger tree growth.
93
5-Automobile Circulation & Parking
In many ways, auto traffic and some
level of congestion is a good sign that
downtowns are thriving. There needs to
be a balance between healthy levels of
automobile traffic and the ability and ap-
peal to walk along it at the same time.
Automobile access should focus on being
efficient and convenient to bring people
into downtown. A hierarchy for streets
should be established, just as it was for
sidewalks, in order to direct automobile
traffic most efficiently.
Parking should also be convenient, as
congestion is often caused by people
driving around looking for places to park.
While several locations are shown for po-
tential parking structures (see Map #12,)
it is important to remember that it is not
necessary that they all get built. This
study provides several possible locations
for structures as they relate to the over-
all proposed urban design framework so
that the city has options to consider. Any
parking structure should happen in con-
junction with other future development.
AUTO CIRCULATION
The network of streets should be well or-
ganized and hierarchical. On-street park-
ing configurations, curbs and sidewalks
should be consistent to help organize the
street system and therefore help the flow
of auto circulation. A few street designs
and layouts are proposed on the follow-
ing pages for the most common street
right-of-ways in downtown. In general,
improvements should follow the same
prioritization as sidewalks from Chapter 4.
AUSTIN AVENUE
Downtown Georgetown is bisected by
Austin Avenue. While much effort has
been put into turning it from a state high-
way to a local street, it still is seen as a
barrier. Traffic flow has improved, espe-
cially because interstate business route
traffic is diverted, including large trucks.
However, the character along the corridor
is still auto-dominated along some por-
tions and does not lend itself to foot traf-
fic. Instead, pedestrians use other routes
or hop in their cars to cross it.
Parking and automobile circulation are always popular topics for
downtowns. Citizen concerns in Georgetown have to do with high
traffic volumes and speeds, specifically along Austin and University
Avenues, and proper designation of and access to public parking.
Many community members were unaware that so many public park-
ing lots exist downtown, as they are not properly designated as
such with signage. They community also thought that pedestrian
safety and comfort should not be compromised for traffic flow.
5-AUTOMOBILE CIRCULATION &
PARKING
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1 inch = 1,000 feet±
Primary Auto Route
Downtown Overlay District Boundary
Secondary Downtown Gateway
Primary Downtown Gateway
Destination(Future) Primary I-35 Gateway
Primary Pedestrian Zone
Primary Bike Route
Proposed Extension of District Boundary
Interstate 35
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5-Automobile Circulation & Parking
The historic bridges crossing the North
and South San Gabriel Rivers should be
modified to accommodate pedestrians
better. These bridges are assets that fit
into an overall heritage tourism opportu-
nity that would have positive benefits to
the city’s economy if properly promoted
as part of a historic tour experience.
The primary role of Austin Avenue should
be to serve downtown circulation. This
includes pedestrians as well as motorists.
First and foremost, Austin Avenue should
be engineered to support the vision for
development of the downtown as outlined
in this plan. This includes wide sidewalks,
streetscape designs, on-street parking
and pedestrian crossings. As an initial
action, pedestrian crossing problems
should be minimized by providing better
signs, installing pedestrian-controlled
crossing signals and constructing “tex-
tured” crosswalks in prominent locations
that encourage slower speeds.
Recommendations for Austin Avenue
(80’ ROW):
Two narrow (11’) travel lanes in each
direction
Parallel on-street parking (8’) on either
side of the street (except between 7th
and 8th streets where the existing
condition - diagonal parking along the
courthouse side - should be kept.)
10’ sidewalks on either side of the
street
Consistent placement of street trees in
grates, decorative lighting, streetscape
clusters and signage.
New buildings should be built to the
property line, as the UDC suggests.
Textured crosswalks at key intersec-
tions
Downtown-sensitive speed limits
10’8’11’11’11’11’8’10’
80’ R.O.W.
TLTL TL TL P SPSAustin Ave.TL = Travel Lane
P = Parking
S = SidewalkBuilding BuildingBuilding
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City of Georgetown | Downtown Master Plan Update
MAIN STREET
Main Street curb, gutter and sidewalk has
been recently upgraded from University
to 9th Street. The following design rec-
ommendations build off of the work that
has already been completed. Main Street
should therefore include two travel lanes
(one in each direction) and an asymmetri-
cal on-street parking configuration with
one side being diagonal and the other
side being parallel. The diagonal parking
should be placed in the northbound direc-
tion from University Avenue to the Square
and in the southbound direction from 2nd
Street to the Square. If residential uses
exist on both sides of Main Street, then
the traditional neighborhood street con-
figuration (parallel parking on both sides)
should be used.
Street trees should be placed consistently
and depending on the adjacent building
form and use, could either be placed in
grates, or in a tree lawn. Main Street lends
itself to smaller scale buildings than Aus-
tin Avenue and therefore could include
mid-block pedestrian walkways to break
up the rhythm of the block and offer ad-
ditional pedestrian access points.
Recommendations for Main Street
(70’ ROW):
One travel lane (12’) in each direction
Parallel on-street parking on one side
and diagonal parking on the other side.
10’ sidewalks on either side of the
street
Consistent placement of street trees
in grates or a tree lawn.
Decorative lighting, streetscape clus-
ters and signage as needed.
Textured crosswalks at key intersec-
tions (refer to Chapter 4.)
10’8’12’12’18’10’
70’ R.O.W.
TLTL P SPSMain St.BuildingBuildingBuildingBuildingWalkwayWalkway
TL = Travel Lane
P = Parking
S = Sidewalk
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5-Automobile Circulation & Parking
7TH & 8TH STREET (FROM CHURCH TO ROCK)
One unique street section includes diago-
nal parking on both sides of the street.
This condition should occur on 7th and
8th Streets within the historic district
from Church to Rock Streets where the
right-of-way supports this configuration.
This additional parking will help support
the downtown retail core. This configura-
tion already exists, for the most part, but
sidewalk conditions are sub-par in this
location and need upgraded.
The street should be redesigned with new
curb, gutter and sidewalks. Sidewalks
should be upgraded and grade issues re-
solved. A wide, 10-foot sidewalk should
be provided and street trees should be
placed consistently in grates. Refer to
Map #11 for actual sidewalk design rec-
ommendations.
Recommendations for 7th & 8th Streets
(80’ ROW):
One travel lane (12’) in each direction.
Diagonal parking on both sides of the
street.
10’ sidewalks on either side of the
street.
Consistent placement of street trees
in grates.
Decorative lighting, streetscape clus-
ters and signage as needed.
Textured crosswalks at key intersec-
tions (refer to Chapter 4.)
10’18’12’18’10’
80’ R.O.W.
TLTL P SPS
12’7th & 8th St.BuildingBuildingBuildingTL = Travel Lane
P = Parking
S = Sidewalk
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City of Georgetown | Downtown Master Plan Update
NEIGHBORHOOD STREET
Another common street configuration in
downtown includes a 60-foot right-of-
way. This is typical of a neighborhood
street. Uses along these streets could be
commercial or residential.
The configuration includes a 12-foot
travel lane in each direction and parallel
parking on either side of the street. Street
trees should be placed consistently and
mainly in a tree lawn, although if a more
urban condition is desired for commercial
uses, tree grates could be used as well.
Refer to Chapter 4 and Map #11 for actual
sidewalk design recommendations.
Recommendations for Neighborhood
Streets (60’ ROW):
One travel lane (12’) in each direction.
Parallel parking on both sides of the
street.
Either a 6’ sidewalk with a 4’ tree lawn
or a 10’ sidewalk with trees in grates.
Decorative lighting, streetscape clus-
ters and signage as needed.
10’8’12’12’10’
60’ R.O.W.
TLTL P SPS
8’BuildingBuildingBuildingWalkway
TL = Travel Lane
P = Parking
S = Sidewalk
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5-Automobile Circulation & Parking
PARKING
There is some perception that more
parking is needed downtown. However,
truly successful downtowns are ones in
which parking spaces are in high de-
mand because the activities there attract
large numbers of users. That means that
parking demand is related to the quality
of businesses, services and amenities
in the area that attract users. Parking
strategies for downtown also must be
carefully considered in terms of the im-
age they convey. The “urban” experience
involves walking, albeit with limitations
of climatic conditions in mind. Nonethe-
less, if Georgetown’s downtown is to be
the preferred choice in the region, parking
must be subordinate to the mix of uses
that is envisioned.
When considering the need for more park-
ing, the first step is to assure that the
existing parking resources are being used
to their maximum efficiency. The variables
to consider are:
current number of spaces available,
convenience of their location,
ability of users to find them and
policies used to manage turnover,
including charging a fee for parking.
While there are a number of existing park-
ing lots in Georgetown (see Map #5), the
connections between them and points of
activity are weak. In addition, little has
been done to mitigate their visual impact
(except for the city lots along Main Street
at 9th and 6th.) They should be buffered
from the public right-of-way with land-
scaping or other appropriate design ele-
ments, per the adopted design guidelines.
The public parking lots at 6th/9th and
Main Street are examples of improved
surface lot design. Landscaping make
them more attractive, and in combination
with the streetscape improvements that
enhance the connections to them and sig-
nage to direct users to them, has resulted
in downtown parking resources that are
much more actively used.
Attractive landscaping, improved streetscapes
and signage make using public parking lots more
attractive.
Not having a policy for downtown em-
ployee parking is a problem. Without des-
ignated employee parking, or a charge for
on-street parking, employees take prime
on-street spaces which reduces spots
available for patrons.
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1 inch = 500 feet±
Existing Public Parking Lot
Existing Parking Structure
Downtown Overlay District Boundary
Potential Locations for New Parking Structures
2.5-minute Walk
Primary Auto Access
Parking Access Routes
5-minute Walk
Proposed Extension of District Boundary
Existing Auto Control
Proposed Pedestrian Control
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5-Automobile Circulation & Parking
On-street parking also plays an impor-
tant role. Most on-street parking in the
downtown is provided in both diagonal
and parallel layouts. In many places,
these have generous time limits and are
not monitored diligently. For example,
the area bounded by 6th and 9th Streets
and Rock and Church Streets includes a
3-hour maximum time limit for on-street
spaces. With these permissive policies,
it is difficult to shift employee parking to
outlying areas.
Map #14 shows the locations of existing
parking lots and the one county parking
structure that is available for public use.
Potential locations for a new parking
structure are also illustrated. Perhaps one
or two of these might get built over time
in conjunction with new development; this
plan does not assume a need for four or
more public parking structures in down-
town. A detailed parking study would be
helpful to examine existing needs and
ideal locations.
PARKING FACILITIES
In general, there are three basic types of
parking facilities that may be considered
in downtown Georgetown: surface lots,
parking decks and parking structures.
Each type of facility has features that are
appropriate for different applications.
SURFACE LOT
Surface lots can be stand-alone park-
ing facilities (e.g., the City block-sized,
asphalt-covered lot), or parking lots at-
tached to a specific commercial building
(e.g., beside an office building). They are
used when expense is a concern, visual
aesthetic expectations are low, or when
the dedication to parking is not long-term.
PARKING DECK
A parking deck is a simple structure of
only two levels, with the lower level con-
structed into the grade of the site. This
will frequently allow the two levels of the
deck to be accessed from the street by
separate access points, if the topography
slopes sufficiently to do so (as is the case
for many blocks in downtown.) This allevi-
ates the added expense of constructing
ramps to connect the levels. The funda-
mental design principle for a deck is that
the street edge be designed to provide
interest to pedestrians. In the simplest
model, the edge of the deck would be
screened with decorative railings or
plantings. In more elaborate models, the
perimeter of the deck is animated with
commercial space.
PARKING STRUCTURE
Parking structures generally have two
to four levels of parking with at least
one ingress and one egress point. Also,
many communities now require a parking
structure, which is otherwise an unat-
tractive addition to the streetscape, to be
“wrapped” with retail spaces to activate
important street edges.
Parking structures should be “wrapped” with active
ground floor uses on prominent streets to activate
the sidewalk and street.
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City of Georgetown | Downtown Master Plan Update
PARKING MANAGEMENT
A parking district is a tool used by many
communities to provide for an adequate
supply of well-managed parking in a cost-
effective manner. In a district, funds are
generated by a dedicated mechanism,
usually an assessment program or a tax
increment financing action. (These meth-
ods are described in Appendix A.)
In either case, an income stream is
established that can be used to finance
construction, maintenance and opera-
tions of parking facilities. Parking districts
are particularly useful in small cities for
the financing of structured parking, which
otherwise would not be cost effective to
build. By voting to establish a parking
district, businesses and property owners
within the boundary of the district are
able to create public parking facilities that
make more efficient use of land, thereby
facilitating redevelopment of individual
parcels. Having a parking district is also
a useful promotional tool, in that users
understand that major public parking fa-
cilities exist and that a reasonable supply
will be available. In a parking district, en-
forcement can be managed in a focused
manner. Issues of employee parking and
time limits can be addressed as well.
Modern-day technology can also be used
to support programs such as a parking
district, where a phone application could
be developed to identify parking locations
and availability.
PARKING CONSIDERATIONS
There are a number of considerations that
should be factored into parking planning
and development.
Think of parking as a utility, not a
land use (i.e., it provides a service that
customers use.) Viewing parking from
this perspective makes one ask the
question of “where should parking be
located to best serve demand?” This
also means setting limits on its use,
either through time limits or charging
for this service.
Take a systems approach to viewing
parking decisions. This requires that
all parking structures, lots and on-
street spaces be viewed holistically
to evaluate how well they are serving
overall demand. A systems approach
evaluates how well the facilities func-
tion together, and whether they are
integrated so that customers know
where to go to find the next lot if the
first one they go to is full. Parking
facilities should be located so that
they form a loop within the downtown
such that traffic around the courthouse
square itself is avoided when access-
ing parking. It also should be well
marked and be accessible. Signage
that notes the location of additional
nearby lots also should be installed.
Combine other uses with new public
facilities whenever possible. Multi-
ple-use parking facilities that include
parking are preferred from an urban
design perspective because they are
more attractive than just a single-use
parking facility. They are desirable
from the public’s point of view because
they can often park closer to their
destination.
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5-Automobile Circulation & Parking
Design a public parking facility to be
flexible in use so that it might serve
as a temporary event space for down-
town festivals or events. Designing a
surface parking lot as an “event space”
is an example.
Parking lots can be designed to serve as temporary
event spaces for downtown.
Create pedestrian-friendly edges
with landscaped edges and interiors
of lots to better encourages the use of
these parking facilities. See also the
Design Guidelines for the Downtown
Overlay District.
Locate a new public parking facil-
ity where it will serve the broadest
range of users and not just one spe-
cific commercial site.
Ensure that new public facilities
have enough spaces not only to meet
the expected demand from the com-
mercial or civic uses the facility is ex-
pected to support but also to provide
“extra” parking spaces for use by other
developments in the area.
Encourage workers to park in less-
er-congested areas, to free up close-
in parking in the more intensively used
areas for customers. If this is too much
of an inconvenience, then the City or
County should consider an employee
satellite lot with shuttle service.
Seek opportunities to share park-
ing. For example church parking lots
sometimes lie vacant much of the time
that businesses are open. Sharing
these spaces is more efficient and can
result in cost savings to all.
RECOMMENDED ACTIONS
While there are a number of significant
parking projects being discussed for de-
velopment in the downtown, it is not nec-
essarily clear that three (or more) separate
parking structures are currently needed
for a community the size of Georgetown.
When it does become clear that additional
off-street parking is needed in the down-
town, the following concepts should be
considered.
ESTABLISH PARKING IN THE FOUR
QUADRANTS
City and County planners should resist the
temptation to put surface lots randomly
throughout the downtown area, since
they do little to enhance the urban land-
scape. Instead, parking facilities should
be concentrated in the four quadrants
of downtown to service the entire area.
One way to illustrate this concept is by
drawing circles around proposed parking
locations that represent a distance that a
pedestrian can comfortably walk - gener-
ally 2 to 5 minutes (see Map #13.)
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City of Georgetown | Downtown Master Plan Update
An initial surface parking lot should be
constructed as soon as possible in the lot
across from the library at 8th & MLK. This
land is currently owned by the County and
would need to be leased. This lot should
be constructed much like the one at 9th
& Main, with attractive landscaping and
streetscape improvements, and should
consider being designed to accommodate
flexible uses such as events.
New developments around parking facili-
ties should be comprehensive, with initia-
tives to revitalize the area. The strategy
should be to stimulate activity with a mix
of uses, including retail and office and
residential functions.
COORDINATE A WAYFINDING AND SIG-
NAGE SYSTEM
Clearly identify routes to parking with a
comprehensive wayfinding and signage
system that minimize potential conflicts
with primary pedestrian routes. This
should have a distinctive image that is
unique to downtown and should be easily
readable. See also Chapter 6: Wayfinding
& Public Signs.
INITIATE A PARKING STUDY
Additional parking is likely to be needed in
the downtown as development increases
the density of uses. While this plan iden-
tifies possible locations for new parking
structures, the estimates of required new
parking need to be refined as the plans
for new development and redevelopment
downtown materialize. As an initial step,
the city should confirm the current quan-
tity and distribution of parking in order to
determine projected parking needs and
whether a parking structure is feasible,
as well as its location.
ESTABLISH A PARKING DISTRICT
A district would help manage parking as
a “utility” that is provided by the City and
County, as well as some private sources.
It should be regularly inventoried and its
use should be managed and monitored.
This includes the use of metered or time-
limited parking spaces. It will also help
fund construction of a parking structure.
TRANSIT OPPORTUNITIES
Currently there are no public transit facili-
ties in Georgetown. Community members
are interested in a number of different
transit opportunities. These range from a
shuttle or trolley that circulates through
the downtown, to the possibility of a pas-
senger rail line being established between
Georgetown and Austin.
These opportunities should be kept in
consideration during the development
of the plan recommendations. Potential
transit stops are not located on the frame-
work map, but could be integrated into the
plan on an as-needed basis. Future stops
should be located by activity centers and
at key sites. New street designs, especial-
ly along Austin Avenue, should take into
consideration the long-term possibility of
incorporating bus stops. If a rail line were
to be developed, links between the depot
or end point of the train and the downtown
would need to be investigated further.
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6-GATEWAYS, Wayfinding & Public Signs
GEORGETOWN ENTRANCE
The primary source of entry into the
historic downtown from the interstate is
currently by way of University Avenue,
which runs on an east-west axis. This
approach forces automobiles to have to
turn at the intersection of University and
Austin Avenues, which is not pronounced
and therefore is easily overlooked. An-
other issue, which is confusing to users,
is that the City of Round Rock also has a
University Avenue exit off I-35.
The city has recently begun dialogue
about the potential to re-sign the George-
town I-35 exits to direct visitors to enter
from the north and south, rather than from
the west, or University Avenue. This would
include a primary northbound exit from
the new service road to Austin Avenue and
a primary southbound exit from Williams
Drive to Austin Avenue.
Directing traffic into the city on a north-
south axis provides direct access to
downtown and offers natural wayfinding
opportunities with vistas of the historic
Williamson County Courthouse dome,
which naturally informs people that they
are approaching their destination.
Downtown Georgetown has a strong base of local users as well as
seasonal tourists and visitors. Many first-time visitors, and those
who only visit downtown infrequently, do not know how to get to
downtown or where individual destinations are once they arrive.
Providing a highly visible, and distinctive wayfinding system is an
essential component of a downtown plan. In response to original
master plan recommendations, the city adopted a Wayfinding and
Signage Master Plan in 2005 and subsequently installed several
wayfinding signs downtown. However the program ceased shortly
afterward, so the system remains incomplete. Prominent thresholds
into downtown should also be celebrated as iconic “gateways.”
6-GATEWAYS, WAYFINDING &
PUBLIC SIGNS
SIGNAGE GRAPHICS NOTE:
All signage designs shown herein
are conceptual, and are not intend-
ed to be exactly replicated. Actual
sign designs should be bid on and
reviewed by the City.
Vehicular and Pedestrian Signs, are
as shown in the Wayfinding and Sig-
nage Master Plan of 2005 as devel-
oped by Barbendure Design Group.
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City of Georgetown | Downtown Master Plan Update
1 inch = 1,000 feet±
Primary Auto Route
Pedestrian Sign
Downtown Overlay District Boundary
Vehicular Sign
Identifier Sign
Landscaped Gateway
Close-in Gateways
Proposed Extension of District Boundary
River Trails
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6-GATEWAYS, Wayfinding & Public Signs
CLOSE-IN GATEWAYS
Close-in gateways to downtown are still
not well defined and therefore it is not
overly apparent when one has entered the
downtown. Close-in downtown gateways
should be identified with coordinated
directional signs, distinct landscaping,
iconic urban design gateway elements
and clear pedestrian crossings. These
gateways should indicate a unique iden-
tity for the city and appear as “grand
entrances” into downtown. New develop-
ment should orient to the gateways and
complement them as special places. The
two close-in gateways are identified as:
Northern Gateway - South San Gabri-
el River Bridge (and adjacent proposed
development)
Southern Gateway - intersection of
University and Austin Avenues (and
adjacent proposed development)
New development should orient to the gateways
and complement them as special places.
GATEWAYS
LANDSCAPED GATEWAYS
Landscaped gateways should be con-
structed at key traffic decision points.
These should serve as “previews” of
downtown and all should have a consis-
tent landscape palette that is associated
with the downtown streetscape.
Landscaped gateways should serve as “previews”
of downtown and include a similar landscape pal-
ette.
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City of Georgetown | Downtown Master Plan Update
NORTHERN GATEWAY
The northern gateway is identified as the
historic bridge over the South San Gabriel
River. There are opportunities to create
a significant identity here. Public com-
ments suggested the idea of cantilever-
ing a wider sidewalk on either side of the
bridge to accommodate pedestrians bet-
ter. This new sidewalk could incorporate
a “look-out” area with benches and other
amenities to provide views up and down
the river and overlooking the trails (also
refer to Chapter 3 North Austin Avenue
opportunity area concepts.) The existing
trails could then be accessed by a grand
staircase and ramp. The stair access
point could be a pronounced architectural
element that would accent the threshold
into downtown and therefore significantly
pronounce this area as a “gateway.” Other
ways to pronounce this area as a major
gateway is to provide lighting, perhaps
incorporated into the existing bridge rail-
ing, and to significantly landscape the
area just south of the bridge as one enters
downtown.
A “look-out” area could be incorporated into a new
sidewalk over the South San Gabriel River.
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6-GATEWAYS, Wayfinding & Public Signs
SOUTHERN GATEWAY
The southern gateway is identified as
the intersection of University and Austin
Avenues. This intersection is currently
a missed opportunity to pronounce the
major entry into downtown as something
special.
Incorporating an iconic “gateway” with a
pronounced threshold into downtown will
serve as a reminder that one has entered
a special place. This could be accom-
plished in various ways. Two possible
options are shown below: one with pylons
(or other vertical elements), and a banner
or sign overhead, and one showing im-
proved landscaping and a smaller-scaled
gateway sign.
Other streetscape and landscape im-
provements should be made along each
block face of the intersection to make
it more pedestrian-friendly and inviting
and new building should be encouraged
to orient to the streets and intersection.
The intersection of Main and University
should also include improvements as a
secondary southern gateway.
New
Bldg.
The intersection of University and Austin should
include a prominent gateway sign over Austin
Avenue and include streetscape and landscape
improvements.
University Ave.Austin Ave.New
Building
New
Building
An overhead sign establishes a threshold and lets
one know they are crossing into a special place.
Corner signs, perhaps made from area limestone,
and improved landscaping also serves as a gateway.
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City of Georgetown | Downtown Master Plan Update
WAYFINDING AND SIGNAGE
Georgetown’s current signs begin to con-
vey a distinct image for the downtown, but
more signs are needed for the wayfinding
strategy to become truly effective.
The public critiqued the existing signs,
saying that a more unique identity is
needed. Community members expressed
ideas about adding graphic icons such
as an historic courthouse dome or poppy
emblem to signage or changing the color
scheme to be more vibrant. Moving for-
ward, there may be ways to use the al-
ready implemented signs while sprucing
up the design of new ones. The important
thing is to propel the existing system, not
start over.
Georgetown should also consider inte-
grating technology into new signs. Includ-
ing QR codes on pedestrian signs that
sync to the city’s smart phone application
or website. Other ideas about interactive
kiosks throughout downtown, especially
around the square, were also expressed
through the public process. This type of
technology could allow user interaction
through touch screen options and would
also allow information on upcoming
events to be updated in real time.
The wayfinding and public signs strategy
should include the following components:
Identification signs at major entries
into the city.
Vehicular signs that lead autos to key
community resources and public park-
ing and improve overall circulation.
Pedestrian signs that orient users
with maps of downtown, give informa-
tion about a particular place, or note
the direction and walking distance
or time it takes to walk to a specific
destination.
Map #15 illustrates locations for the way-
finding strategy elements. At this point,
the locations shown are approximate,
and more detail would be needed moving
forward.
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6-GATEWAYS, Wayfinding & Public Signs
IDENTIFICATION SIGNS
Provide large signs in combination with
landscaping and streetscape elements
at key locations to call out the entry to
the City of Georgetown. This level of sig-
nage should be placed at predominant
intersections or locations along major
vehicular routes into the city. They should
be designed with a grand appearance and
large enough text to be read at higher
traffic speeds.
Identification Signage PlanStreetPlanting StripSidewalkStreet
Planting Strip
Sidewalk
Planting Area
Sign
Bench
Sign
Identification Signage Elevation
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City of Georgetown | Downtown Master Plan Update
VEHICULAR SIGNS
This level of signage is the majority of
what has been implemented since the
2003 Master Plan. These signs provide
information to help visitors locate broad
resources within downtown. These signs
are located in close proximity to the actual
site and consideration for turning and en-
try points should be integrated into circu-
lation framework actions. Consideration
should be given to redesigning them for
higher visibility and identity.
There are different levels within the ve-
hicular signage package, as identified in
the Signage and Wayfinding Master Plan.
Vehicular Directional
These signs are larger to accommodate
higher speeds of vehicles. They should
be placed on major arterials, such as
University and Austin Avenues. The text
on vehicular directional signs should be
generic, such as to direct visitors to “park-
ing,” “shopping,” or “historic downtown”
as opposed to identifying specific busi-
ness names.
Vehicular Trailblazer
These signs should also be used on major
arterials. These allow single destinations
to be called out, such as “post office” or
“courthouse.”
Small Vehicular Directional
These signs should be placed on minor
arterials within downtown. They include
similar content as the larger signs, but
can be smaller in scale based on lower
traffic speeds.
Vehicular Directional Sign - major arterials
Vehicular Trailblazer Sign - major arterials
Small Vehicular Directional Sign - minor arterials
EXISTING WAYFINDING
DESIGNS
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6-GATEWAYS, Wayfinding & Public Signs
PEDESTRIAN SIGNS
This level of signage should be provided
where the highest level of foot traffic is an-
ticipated. Therefore, placement of these
signs should coordinate with Map #11 in
Chapter 4. As in the vehicular category,
there are multiple levels of design within
the pedestrian signs. Refer to the Signage
and Wayfinding Master Plan for more de-
tailed information.
Pedestrian Directory
Provide orientation maps at key gathering
points in the downtown. Areas such as
parking facilities, government offices and
other key pedestrian destinations should
provide maps of downtown that identify
important civic, entertainment, dining,
emergency and personal facilities.
There is potential to make these signs
interactive through the use of high-tech-
nology. These signs could use touch-
screen technology to engage the user and
provide more detailed information when
prompted. Local advertising could be in-
tegrated into the system as well.
Pedestrian Interpretive
These signs should be used to iden-
tify significant buildings or events/places
within downtown. These signs could help
elevate the heritage tourism sector that
has been mentioned throughout this plan.
Pedestrian Trailblazer
These signs are intended to notify pe-
destrians of a singular destination. These
signs could also indicate the distance to
or time it takes to walk to certain destina-
tions to give people comfort in walking to
such places.
Pedestrian Directory Sign - major destinations and
pedestrian ways
Pedestrian Interpretive Sign - historic locations
Pedestrian Trailblazer Sign - major pedestrian ways
EXISTING WAYFINDING
DESIGNS
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City of Georgetown | Downtown Master Plan Update
RECOMMENDED ACTIONS
Installation of the major gateways and
wayfinding system should have high prior-
ity, because it yields substantial benefits
for reasonably low investment costs. Ini-
tial funding may come from the city’s CIP
program, although a more comprehensive
system could be better accomplished with
an improvement district, using tax incre-
ment financing and assessments.
IMPLEMENT IMPROVED DESIGNS AT
THE MAJOR GATEWAYS
Close-in gateways, as identified previ-
ously, need to be called out with im-
proved designs to accent the arrival into
downtown. Designs for gateways should
incorporate notions of the public wayfind-
ing sign system, as well as incorporate a
familiar landscape palette and perhaps
include notable public art installations.
RE-IMPLEMENT AND IMPROVE SIG-
NAGE PROGRAM
A well-designed, cohesive signage
program will make visitors feel at ease
and could boost tourism and therefore,
economic development. The city should
re-implement the signage and wayfind-
ing plan, but with refined designs that
provide a unique identity for Georgetown.
The city should secure funds to assure
that a complete signage package can be
implemented.
115
7-Parks, Open Space & Public Art
Outside of the courthouse square lawn,
only a few plazas and one small park ex-
ist in downtown Georgetown today. These
are used daily as places of rest and also
serve as the location for festivals and
other productions. While many success-
ful events are orchestrated downtown,
such as the Poppy Festival, Christmas
Stroll, Market Days on the Square, First
Fridays, and Concerts on the Square,
there is a need for enhanced venues for
these and future events. The challenge in
creating a variety of places such as these
is that many of them are used only for
limited periods of the year. While space
is needed for large ceremonial events at
times, on many other days, such space is
not required and, if developed to be used
exclusively for such uses, will be empty at
times. In response, the city should provide
some spaces that can flex with differing
use requirements throughout the year.
Parks provide recreation opportunities for
residents and visitors and enhance the liv-
ability of the community. Parks within the
city center should serve the Georgetown
community at-large, regional residents
and visitors, as well as downtown dwellers
and employees.
The green lawn that surrounds the historic
courthouse building should continue to
be actively promoted and used as open
space in the downtown. While it is cur-
rently used this way for events like Market
Days and Concerts on the Square, these
efforts should be continued and expanded
to bring other users downtown. Visual and
performing art venues would work very
well in this grand, central space.
The following parks, plazas and open
spaces should be added to the downtown:
Large plaza(s) for organized events
Playground for children
Passive green space to serve nearby
residents
Seating areas for pedestrians to relax
Small outdoor space for modest as-
semblies
Performance space for outdoor con-
certs and for other cultural events
The farmer’s market should be
brought back downtown and in an en-
hanced venue that can be adapted to
market days but also can serve other
purposes at other times
This chapter provides recommendations for the expansion of new
parks, plazas and open space that serve the many user groups target-
ed for downtown. Providing parks and open space that accommodate
different types of activities is essential to the vitality of downtown
Georgetown, especially if it is to serve as an active place for resi-
dents as well as customers, workers and visitors. Public art should
also be rigorously incorporated to the downtown landscape to make
Georgetown memorable and accent its focus on arts and culture.
7-PARKS, OPEN SPACE & PUBLIC ART
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City of Georgetown | Downtown Master Plan Update
1 inch = 500 feet±
Existing Open Space
Proposed Open Space
Downtown Overlay District Boundary
2.5-minute Walk
Existing Trail
Planned Trail
5-minute Walk
Proposed Trail
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7-Parks, Open Space & Public Art
PARKS AND PLAZAS
A series of new parks and plazas are pro-
posed for the Downtown Overlay District.
Each park/plaza listed should be open to
the public and be flexible to accommo-
date for special events. In addition to the
public parks/plazas listed, new develop-
ment should also incorporate semi-public
and private open space for tenants and
building users to enjoy. The following is
a list of proposed parks and plazas from
north to south:
TERRACE AND/OR PARK ON THE RIVER
A terrace or park overlooking the South
San Gabriel River on the site just east of
the Austin Avenue bridge should be incor-
porated as it redevelops. This open space
could be part of a nice restaurant, resi-
dential development, hotel or other but
regardless of the building use, the space
should be open to the public. A small riv-
erside amphitheatre or performance area
could bring events down to the river.
be activated by new residential uses that
are proposed for the area, as well as
county employees from the nearby Jus-
tice Center. This park is proposed in the
current location of the district stormwater
detention area, which would need to be
reconfigured into an underground tank.
The terrace and/or park on the river could include
a small riverside amphitheatre or performance area.
PROPOSED POCKET PARK AND PLAZA
The block where First Texas Bank sits, at
10th and Austin Avenue includes signifi-
cant trees that should be saved. There is
an opportunity to create a small pocket
park and plaza at the northwest corner of
10th and Austin, where the new crosswalk
is proposed, which would help activate
this area of Austin Avenue while keeping
the existing building and trees.
A new neighborhood park with playground should
be provided to support new residential uses.
NEIGHBORHOOD PARK
A small neighborhood park with a play-
ground is proposed at the western termi-
nus of 2nd Street. This new park would A pocket park and plaza along Austin Avenue could
help activate this area.
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City of Georgetown | Downtown Master Plan Update
OLD JAIL PARK
A portion of the block that contains the
historic jail building could be developed
as an interpretive park, with markers ex-
plaining the history of the site. This also
could serve as an amenity for the adjacent
neighborhood.
MUNICIPAL CENTER PARK
A park should be developed in conjunction
with the proposed municipal center. This
should be designed to serve as an amenity
for the library and for use during festivals.
It could include a small amphitheater for
outdoor concerts or performances and
should also include an area for a small
playground or “tot lot” for children.
FESTIVAL STREET IN THE MUNICIPAL
CENTER
One effective means of providing flexibil-
ity in open space is to design a parking lot
or a street such that it can be converted
into a plaza for special events. To do so,
decorative paving, trees, shrubbery and
ornamental lighting should be provided.
In addition, utility hookups should be in-
stalled to accommodate use of electrical
equipment and water.
8th Street between Rock and Martin Luther King
Streets is proposed as a “festival street” where
downtown farmer’s markets and other events could
be held.
8th Street between Rock and Martin Luther King Streets is proposed as a “festival street” where downtown
farmer’s markets and other events could be held.
More flexible space is needed downtown to accom-
modate a range of public events.
Library Rock St.
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7-Parks, Open Space & Public Art
PUBLIC ART
Public art can help to establish a unique
identity that cannot be copied elsewhere
and it can contribute to a special image
beyond conventional streetscape ele-
ments. Public art may include individual
art objects that are installed in gateways
to downtown, along sidewalks and in as-
sociation with public buildings, parks and
open space. It also may include spaces
or sites that can accommodate perfor-
mances and other cultural events. Other
art installations may incorporate decora-
tive painting, murals and modifications to
street furniture that provide surprise and
delight in the urban setting.
Freestanding sculptures, wall murals and
decorative sidewalk mosaics are some
examples of familiar public art media.
Other more unusual forms may include
wind, water and even plant materials. An-
other unusual example is the “wrapping”
of utility boxes throughout downtown that
Georgetown has begun to initiate, which
should be continued. A series of such art
installations can add accent to the down-
town’s fabric while also challenging a new
awareness on behalf of viewers.
Art in public places should be defined
broadly to include a wide range of media
and experiences. In most cases, the City
should seek out professionally executed
public art installations. Public art installa-
tions in the downtown should include the
following types:
PERFORMANCE OR EVENTS SITES
These include small plazas or amphithe-
aters designed to accommodate perfor-
mances.
ART SITES
These sites should be installations that
are strategically located to serve as ac-
cents in the community, such as at gate-
ways into the downtown or as focal points
in public parks. In general, art sites should
consist of objects placed in or integrated
into the urban environment.
Art sites are strategically located to serve as ac-
cents to the community
STREETSCAPE ART
These installations should be designed as
integral components of the streetscape
elements. In these cases, the artist would
“customize” or reinterpret conventional
features of a streetscape design. For ex-
ample, an artist might design a special
decoration for a selection of public plant-
ers, or reinterpret a bench or bike rack
design as art.
Streetscape art should be designed as integral
components of the streetscape elements.
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City of Georgetown | Downtown Master Plan Update
SCULPTURE GARDENS
Sculpture gardens are small spaces like
plazas or courtyards that incorporate
a series of sculptures. These are to be
enjoyed as passive outdoor spaces used
for leisure, relaxation and contemplation.
One area in Georgetown that has been
envisioned as such a space is the “alley”
behind the row of buildings just south of
the courthouse, on the block between 8th
and 9th Streets and Austin and Main.
ART PARKS
These are sites where artists would be
commissioned to develop an entire site
as an art installation that would be con-
sidered a part of the parks system. An art
park could expand on a theme, such as
an interpretation of the city’s agricultural
heritage. In some cases, the artist could
collaborate with landscape architects or
other design professionals.
MURALS
Murals on buildings, as long as they do
not damage historic materials, also con-
tribute to a downtown arts appeal and
provide interest along an otherwise empty
facade. This would mainly happen on pri-
vate property.
RECOMMENDED ACTIONS
Adopt a policy to allocate a percent-
age of construction costs for public
buildings to public art.
Adopt an incentive program for private
individuals to donate or loan art to be
used in public places.
Develop a process for evaluating and
selecting public art for the downtown.
Art parks are sites where artists are commissioned
to develop an entire site as an art installation (art
credit: Joe McGrane - Longmont, CO)
Murals add interest to an otherwise empty facade.
121
8-IMPLEMENTATION STRATEGIES
A STRATEGY FOR
IMPLEMENTATION
A key concept is that the City should use
a bilateral approach for implementing the
recommendations contained in the Plan:
It should be both proactive and respon-
sive. The community should follow the
priorities presented later in this chap-
ter, which provides some scheduling for
implementing specific plan recommenda-
tions and at the same time, they should be
poised to modify strategies to respond to
projects that may be proposed by private
developers. Also, the City should coordi-
nate its planned actions with the work of
other city departments and be ready to
refine its schedule to be responsive to the
activities of others.
For example, if Public Works plans to
construct new curbs and repair sidewalks
along a section of a street, then the inter-
section improvements recommended in
this plan should occur at the same time.
In essence, implementation should pro-
ceed in the order recommended in the
plan and yet the schedule should remain
flexible to accommodate changing condi-
tions, especially where opportunities to
share construction costs and administra-
tion arise. In order to help the community
execute refinements in the implementa-
tion schedule in an orderly manner, a se-
ries of prioritization criteria is presented
later in this chapter. These can be applied
when such changing conditions merit.
However, there are clear catalyst projects
that should be pursued with great focus.
They are:
A new Municipal Center
A well-designed public parking lot
across from the Library at 8th and MLK
Improved gateways
Streetscape enhancements within
the historic district, along Austin Av-
enue, and along 8th Street connecting
to the Library and proposed Municipal
Center.
The urban design improvements recom-
mended in this plan are ambitious, and a
concerted effort on the part of downtown
organizations, the City of Georgetown, its
residents and business and property own-
ers, and Williamson County is needed to
realize their completion. To do so, multiple
funding mechanisms must be employed.
This chapter provides a strategy for implementing the actions con-
tained in the Downtown Master Plan Update. Successful implemen-
tation requires a coordinated effort between public and private enti-
ties. Economic development and revitalization of the downtown will
require vision, investment and commitment from a broad base within
the city—private citizens, public officials and many City departments.
8-IMPLEMENTATION STRATEGIES
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City of Georgetown | Downtown Master Plan Update
EXISTING FUNDING
SOURCES
The following is a list of existing funding
sources that could be explored for various
types of development both in the public
and private realms.
FOR PUBLIC INVESTMENT
MEASURE 4B
Measure 4B (Type B) is an extension of
Type A sales tax increment. For George-
town, it includes 1/2 cent sales tax incre-
ment and generates approximately $4.5
Million per year. Type B funds in George-
town are mainly used for transportation
and community development. In recent
years, Type B monies have been used
as the main road fund. Other possible
projects could include parks, a parking
structure and signage (10% may be used
for marketing.)
DOWNTOWN TAX INCREMENT REDE-
VELOPMENT ZONE (TIRZ)
The Downtown Overlay District is part of
a TIRZ district that generates approxi-
mately $130,000 per year. The district was
established in 2004 in order to “facilitate
a program of public improvements to al-
low and encourage the development and
redevelopment of downtown Georgetown
into a mixed use, pedestrian oriented
environment consistent with the goals
of the City’s Downtown Master Plan.”
TIRZ funding is particularly useful where
a major improvement will increase value
or generate substantial sales tax. For
example, El Monumento was able to use
TIRZ funds for street lights and sidewalk
improvements. The program is designed
to fund sidewalks, crosswalks, pedestrian
crossing systems, storm and sanitary sys-
tems, landscaping, streetscaping, public
art and furniture, plazas, parks, parking,
public transportation, signage, and other
public benefit projects. Since its incep-
tion, combined property values in the
district have nearly doubled.
CAPITAL IMPROVEMENT PROJECTS
FUND
Each year, the City may allocate a portion
of its General Fund toward implementa-
tion of improvements within public rights-
of-way. Generally, $200,000 to $600,000
per year is allocated to this fund. These
funds are well-suited for improvements
that benefit the community at-large.
Projects that can be completed within a
single year or that can be phased without
a multi-year commitment are best. For
example, a limited portion of sidewalks
may be constructed each year, or a fixed
number of street furnishings may be ac-
quired annually. It does require strategic
planning to allocate projects within the
annual CIP plan.
Recommended application of CIP funds
include streetscape improvements,
wayfinding, gateways and parks. In ad-
dition, these funds could be used as a
contribution to larger projects, such as the
construction of parking facilities, when
joint ventured with private development
or a not-for-profit organization.
123
8-IMPLEMENTATION STRATEGIES
FACADE IMPROVEMENT PROGRAM
The Main Street Program has initiated a
program to help with facade upgrades
and signage within the downtown. Each
year, City Council designates $15,000 to
the fund and the rest is generated through
various fundraising efforts. In the past few
years, the program has provided $30,000
to $45,000 per year for these improve-
ments. The funds are allocated through
a grant application process and must be
matched by the property owner. A maxi-
mum of $10,000 is available for facade
improvements and $500 is available for
signage.
PARKS BOND
A bond measure was passed in 2008
which is dedicated to parks. This fund in-
cludes anticipation of a festival area/am-
phitheater. This was originally thought to
be placed in San Gabriel Park, however
recent thinking suggests that downtown
is a better location for such a facility in
order to expand festival and event op-
portunities.
COMMUNITY DEVELOPMENT BLOCK
GRANT PROGRAM
The CDBG program is a federal program
of the Housing and Urban Development
(HUD) department. It provides communi-
ties with resources to address a range of
unique community development needs.
The CDBG program provides annual
grants to Williamson County and the
County allocates the funds to municipali-
ties.
In Georgetown, CDBG funds have mainly
been used for sidewalk improvements,
not actual housing. Funds are re-priori-
tized every year, however, and any non-
profit can apply for them.
FOR PRIVATE INVESTMENT
MEASURE 4A
Measure 4A (Type A) is a state-wide sales
tax measure to promote economic devel-
opment. For Georgetown, this measure
includes a sales tax increment of 1/4 cent
and generates approximately $450,000
per year. Type A funds may be used for
manufacturing and industrial facilities,
research and development, job training
facilities and corporate headquarters fa-
cilities. It is tied to private development
and could help fund land, buildings,
equipment, facilities, expenditures,
infrastructure and other improvements
that are for the creation and retention of
jobs.
Example projects in Georgetown that
have utilized Type A funds include:
Lone Star Circle of Care - offices cat-
egorized as Headquarters.
Grape Creek Winery - on-site manu-
facturing
Gumbos - grease trap considered “in-
frastructure”
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City of Georgetown | Downtown Master Plan Update
POTENTIAL FUNDING
SOURCES
The following is a list of potential funding
sources that should be explored to help
fund new development, both public and
private, in Georgetown.
FOR PUBLIC INVESTMENT
SPECIAL IMPROVEMENT DISTRICT
A Special Improvement District should
be considered for key public works proj-
ects. In a special improvement district,
a group of properties is defined that will
be assessed a designated amount for a
specific time period. An agreement from
the majority of assessed property own-
ers is necessary for the creation of a SID.
Therefore, property owners must recog-
nize the direct benefits the improvements
(and their investment) will have on their
properties. This will take leadership from
both the public and private sectors in
order to educate other assessors of the
benefits. (Note that local governments
can also participate in special improve-
ment districts as property owners.)
Bonds may be issued based on the as-
sessment’s income stream, which allows
a large project to be constructed in one
stage. The advantage is that this can ac-
celerate construction of improvements
that would otherwise have to wait for a
CIP allocation. Such districts are often
used to construct sidewalks and related
streetscape improvements in a downtown
area.
Recommended application of SID funds
include streetscape improvements, park-
ing facilities and wayfinding and signage.
Recommended target areas include Aus-
tin and University Avenues. Note that this
tool also can be used to fund maintenance
of improvements.
BONDS
General Obligation Bond
General obligation bonds (GO bonds)
commit a portion of the City’s annual in-
come stream to designated projects. City
Council authorizes GO bonds and the cost
is spread over the entire tax base (sup-
ported by property taxes.) Therefore, they
do not require tax hikes which tends to
make them less controversial. Bonds are
then issued for the work, based on the
projected revenues.
GO bonds are best suited for projects
that provide general public benefit. This
approach spreads the costs of improve-
ments over a wider population and can
speed up implementation schedules.
Recommended application of General
Obligation Bonds include the proposed
Municipal Center with new City Hall,
parks/plazas and parking facilities.
A transportation bond is being considered
for November 2014. The City should con-
sider packaging a GO bond for transporta-
tion needs as well as a Municipal Center.
Revenue Bonds
A separate bonding source is a Revenue
Bond, which does not require public
vote, and in which sales tax revenues are
pledged for a specific project. It could
be used for some of the same projects
as GO bonds.
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8-IMPLEMENTATION STRATEGIES
Certificate of Participation Bonds
A Participation Certificate (PC) bond al-
lows investors to purchase shares of lease
revenues of a particular program. They
are often used to construct a facility that
is leased to the municipality - such as a
Municipal Center.
GRANTS
In some cases, foundations and public
agencies may provide funding to assist
with projects. Federal and state agency
funding, for example, may be available
for economic development projects, as
well as development of certain types of
housing products. Other, smaller grants
may help with installation of public art
and construction of small parks. The City
should continually research and apply for
grants that could fit the needs of down-
town as outlined in this plan. Some rec-
ommended application of grants include:
incubator space for start-up/high-tech
businesses, parking facilities, environ-
mental clean-up (EPA Brown Field), and
special housing types (e.g. affordable and
senior housing.)
FOR PRIVATE INVESTMENT
COMMUNITY DEVELOPMENT
FINANCIAL INSTITUTION
A CDFI is a mission-driven financial insti-
tution backed by a diverse group of inves-
tors, mainly including individuals, banks,
non-depository financial institutions (e.g.
finance and insurance companies, mutual
funds, etc.) and corporations. CDFI’s are
appealing because of their financial as
well as social returns. They provide loans
and financial services to communities/
individuals that are otherwise difficult for
traditional financial institutions to serve.
There are more than 900 certified CDFI’s
in the Department of Treasury’s CDFI Fund
in all 50 states (54 exist in Texas.) They
are all united in their primary mission of
community development.
CDFI’s could be explored to help fund pri-
vate investment such as affordable/mixed
income housing, new businesses, or com-
munity facilities such as health centers,
daycares and education facilities.
TAX CREDITS
Tax credits are abatements of funds for a
specific period of time that would other-
wise be paid by a taxpayer to a govern-
mental entity. They are mainly granted to
encourage private investment and could
help offset costs for a developer. Federal
381 tax credits could be explored, which
include sales or property tax reimburse-
ments and are negotiated on a case-by-
case basis. State rehab tax credits could
be explored for historic structures. Finally,
New Market tax credits could be explored
to encourage mixed income housing in the
downtown.
PRIVATE FUNDS
Finally, some improvements are best
suited for funding directly by private
sources. Landscaping of private parking
lots and construction of new commercial
and residential buildings are examples.
In some cases, private sources also may
purchase individual street furnishings and
install them on or near private properties.
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PRIORITIZATION
Recommendations for phasing of im-
provements are made later in this chapter.
However, projects should be considered
to be dynamic and should be changed in
response to plans and projects by other
agencies and individuals that may pres-
ent opportunities to combine efforts and
maximize benefits.
In general, the community should set a
high priority on an improvement when it
can help support private development that
is consistent with the vision and economic
development goals of the Downtown.
However, there will still be times when
decision-makers need to reassess the
priority of a recommended action or one
of the tasks necessary to implement it.
When this occurs, the community should
use the following criteria. Projects that
meet several of the criteria should be
given the highest priority for near-term
implementation.
PRIORITIZATION CRITERIA
FINANCING
1. The project will generate funds to
cover portions of development costs.
(For example, resulting uses will generate
rental income or sales tax revenues.)
2. The project will leverage invest-
ment from other sources. (For example,
property owners will finance a portion of
sidewalk construction costs through an
assessment program.)
3. Grant funds are available to cover
portions of development costs.
4. The project fits within a larger capi-
tal improvement project, such that cost
savings will be realized. (For example,
sidewalks could be constructed when a
street is to be repaved.)
5. Funding for maintenance of the
improvement is provided. (This is an
important consideration for streetscape,
gateways and parks improvements.)
6. The project yields significant results
for the level of investment.
LOCATION
7. The project is located in a focus area
of the Downtown Plan. The high priority
areas are:
Downtown Core
Municipal Center
Austin Avenue
8. The project will have high public
visibility. (For example, a project visible
along Austin Avenue or other major public
right-of-way).
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8-IMPLEMENTATION STRATEGIES
OWNERSHIP AND PROJECT CONTROL
9. The project is under the appropriate
ownership or control.
10. The project ownership or control
can be acquired with reasonable effort.
PUBLIC BENEFIT
11. The project will provide a direct
benefit to local residents. (For example,
a new park or public building.)
12. The project will serve multiple us-
ers or interest groups. (For example, an
outdoor plaza that may be used by local
residents as well as visitors and that may
be used for festivals.)
RELATIONSHIP TO OTHER PROJECTS
13. The project will connect to exist-
ing public improvements. (For example,
extension of an existing sidewalk into
adjoining blocks.)
14. The project will enhance existing
improvements and will not cause other
desired improvements to become obso-
lete.
15. The project provides opportunities
to connect with other future public
improvements. (For example, a gateway
that can later serve as a trail head for a
river connection)
16. The project will function well upon
its completion and later phases of con-
struction are not required for this phase
to perform adequately.
COMPLIANCE WITH COMMUNITY
PLANS AND ADMINISTRATION
17. The project will help to accomplish
broader goals of the community.
18. The project fits within work plans of
downtown organizations and city staff.
19. Adequate administrative oversight
is available for the project.
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City of Georgetown | Downtown Master Plan Update
PRIORITIZATION CATEGORIES
Based on consideration of the criteria
described above, priorities for implemen-
tation are arranged in the following five
categories:
PRIORITY A
1-2 Years Post-Plan Adoption - these
are the highest priority and should be
implemented as soon as possible. Many
of these must be set in place before other
projects can be accomplished.
PRIORITY B
2-4 Years Post-Plan Adoption - these are
also of high priority, but usually require
more ground work to accomplish. In some
cases, a different Priority A category must
be in place first.
PRIORITY C
3-5 Years Post-Plan Adoption - these are
projects that require more ground work,
fund-raising and coordination with other
groups.
PRIORITY D
5-10 Years Post-Plan Adoption - these
are more complex projects, and those
that require that a strong market be
established first. They also include later
phases of special projects of systems im-
provements that may have been initiated
in early stages.
PRIORITY E
10+ Years Post-Plan Adoption - these
are long-range projects, final phases of
staged improvements, and more complex
undertakings.
IMPLEMENTATION CATEGORIES
Refer to following pages for recommended
prioritization and funding strategies, lead
and support roles and estimated costs for
the five implementation categories:
1 - NEW DEVELOPMENT IN OPPORTU-
NITY AREAS
Strategies for encouraging/implementing
new development in the 3 opportunity
areas:
Austin Avenue North
Municipal Center
Southeast Quadrant
2 - PEDESTRIAN/BIKE CIRCULATION &
STREETSCAPE DESIGN
Strategies for extending sidewalks, im-
proving intersections, implementing bike
routes, encouraging river trail connec-
tions and initiating streetscape improve-
ments.
3 - AUTO CIRCULATION & PARKING
Strategies for parking management and
construction of facilities as well as im-
proved street design and implementation.
4 - GATEWAYS, WAYFINDING & PUBLIC
SIGNS
Strategies for improving gateways and
re-implementing a comprehensive way-
finding and signage plan.
5 - PARKS, OPEN SPACE & PUBLIC ART
Strategies for implementing new parks
and open space for residents and visitors
to enjoy, as well as public art to enhance
the experience of downtown.
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8-IMPLEMENTATION STRATEGIES
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City of Georgetown | Downtown Master Plan Update
ADO = as devel. occurs