REGULAR AGENDA: OLD BUSINESS  5.

COMMITTEE MEMORANDUM

HISTORY:

This item is presented as an update on the programming of Rue Vendome plaza.

Background

A key component of the North Beach Master Plan was to transform the Normandy Isles fountain area into a vibrant, pedestrian-oriented commercial district. The Master Plan recommends that the fountain transition from the previous automobile-centric layout to better accommodate pedestrian activity and connectivity around the corridor. 

Within this recommendation, the Master Plan highlighted transforming Rue Vendome into a pedestrian street to create a larger plaza connecting to the Normandy Fountain. The City Commission approved this recommendation during the March 1, 2017 Commission meeting and the Administration moved to close this street and reimagine the space used for on-street parking. 

The City permanently closed off Rue Vendome on Friday, March 31, 2018. Staff further contracted with the urban design firm, Street Plans, to create an art deco sunburst mural which is currently painted on Rue Vendome. Additionally, staff worked with Greenspace Management to enhance the plaza by block the sides of the street with planters and installed bistro lights throughout the plaza to increase visibility and activity. This activation was completed on April 7, 2018 with a celebration on the regularly scheduled First Friday music night that includes food trucks and family music entertainment. Likewise, the regularly scheduled Farmer’s Market was activated on Saturday mornings with a diverse group of products, florals and other small commercial items.

During the Finance and Citywide Projects Committee (“FCWPC”) on June 29, 2018 the Committee expressed concern that Rue Vendome needed additional activities during the week and weekend. Accordingly, the Committee directed Staff to explore and create an activation plan for Rue Vendome that included programming of events that would encourage and attract community and neighborhood engagement and to explore the creation of a user friendly, and easy to activate special events permit to allow such additional activation in Rue Vendome in the short term. Staff was asked to return with viable ideas and a draft budget for a short-term activation. 

At the July 2, 2018 Commission meeting, rather than add to the agenda a discussion item on Rue Vendome activation as requested by Commissioner Rosen Gonzalez, the item was referred to the July 25, 2018 Commission meeting.

ANALYSIS:

Staff has been working on a short-term activation plan for Rue Vendome that would allow for weekly and daily programming in the plaza; launching this program the week of July 23. The goal of these programs is to increase visibility of the local businesses in Normandy Isle and to create a place for North Beach residents to gather and engage with one another, supporting the idea of placemaking in this corridor. Staff is continuing to reach out to other neighboring businesses to determine their interest in programming the space, and to roll out a user friendly, quick and accessible permit process specific to activity in this area. 

Summer Activity Schedule:

NoBe Yoga - Tuesday and Thursday 6:00pm

Modern Om Meditation - Monday and Wednesday 7:00am

MDPL Mobile Book & Reading Circle - Monday and Wednesday, Afternoon*

Zdance Fitness Studio - Thursday, Evening*

Melted Scoop (Frozen Ice Concession) - On rotation 

(* indicates programs that are still being finalized)

Additionally, staff has created and launched a pop-up park on Rue Vendome that will encourage people to relax, sit and play in the plaza throughout the week. This pop-up setting includes various styles of seating and shading along with life-size games. This concept has been successfully piloted in a number of cities in America (including Philadelphia, Detroit, Wichita, Miami) and should compliment the scheduled programming and prove an community environment that is welcoming and engaging. A copy of the materials and programs are attached to this memo. 

The City will continue to host the First Friday music events, which brings live entertainment to the plaza for the community at no cost. This space will also continue to function as the Farmers Market on Saturdays and staff are looking into how to further enhance the weekend experience. 

Lastly, the City is creating a new special event permit for Rue Vendome which should encourage more businesses, in the area, to explore operating out on the space for short term on-time and recurring events. This new special permit is in final stages and staff is actively promoting this new opportunity and process with the local businesses and the community. 

These short-term activations should help better inform staff as to long-term and short-term potential purposes of the space. Staff will continue to work with the non-profit, business, and cultural anchors in the community and beyond to program Rue Vendome throughout the coming months, monitor the activation progress and growth, and report back on the results.

CONCLUSION:
The Administration has a number of initiatives underway and in development for the Rue Vendome plaza utilizing existing FY 2018/19 funding.