10. North Vallco Master Plan Study
10300 Torre Avenue
Cupertino, CA 95014
(408) 777-3308
FAX (408) 777-3333
Community Development Department
CITY OF
CUPEIUINO
SUMMARY
AGENDA NO.~
AGENDA DATE: August 15, 2006
Application Summary: Approve a contract with Freedman Tung and Bottomley
as urban design consultants for the North Valko Master Plan Study
RECOMMENDATION:
Approve a contract with Freedman Tung and Bottomley as urban design
consultants for the North Valko Master Plan Study
BACKGROUND:
The City Council approved a work program and budget item to support Phase
One of the North Valley Master Plan Study. Phase One consists of gathering
information about the area, convening an approximately 15-member Study
Committee, holding three Community Workshops and recommending a
conceptual Master Plan to the Planning Commission and City Council. The City
Council will determine at that time what additional work, if any, is required.
Preparation of a conceptual master plan and facilitation of the Community
Workshops require the services of an urban design team.
DISCUSSION:
A Request for Proposal was sent to nine potential urban design firms; two
responded. Staff, Marty Miller and Bruce Liedstrand, who is consulting on the
process for this project, met with the two firms and selected Freedman Tung and
Bottomley. Two principals of the firm who will work on this project, Michael
Freedman and Ellen Greenberg, have extensive urban design and community
participation experience, as shown in the enclosed proposal. Also, Michael
Freedman previously consulted for Cupertino on the Heart of the City Specific
Plan. Staff is very enthusiastic about their selection.
Background work is underway at this time, and the first Community Workshop
is tentatively scheduled for October.
I D-I
Printed on Recycled Paper
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Enclosures:
Freedman Tung and Bottomley Proposal
Prepared by: Ciddy Wordell, City Planner
Submitted by:
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City Planner, Community Development
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Approved by:
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David W. Knapp
City Manager
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Proposal for
NORTH VALLCO
MASTER PLAN STUDY
PHASE ONE
Submitted to
CITY OF CUPERTINO
July 13, 2006
Updated July 21, 2006
July 13, 2006
Updated July 21, 2006
Ms. Ciddy Wordell
City Planner
City of Cupertino
10300 Torre Avenue
Cupertino, CA 95014
Re: Proposal for North Vallco Master Plan Study - Phase One
Dear Ms. Wordell:
Thank you again for inviting us to propose for the Phase One portion of the North Vallco Master Plan Study.
This letter updates our submittal of July 13, 2006 with a listing of work tasks, a refined cost breakdown and a
graphic overview of the planning process we are recommending. We look forward to discussing our proposal
with you on July 26. We will be happy to modify our proposal as needed after that meeting, based on a more
thorough understanding of the City's needs.
For the last twenty years, the focus of Freedman Tung & Bottomley's practice has been to assist communities
to build understanding and consensus for the restructuring of city districts, in order to realize community
goals for enhanced livability, new and continued investment, and distinctive placemaking. We have an
outstanding record in implemented strategies (including policy tools and capital improvement projects) and
real revitalization. As you know, FTB had its start in the Silicon Valley and we are very familiar with the
community and development context.
Work on the Vallco North Master Plan will benefit from FTB's earlier work on behalf of the Hacienda Business
Park Owners' Association. That effort, with Ellen Greenberg as FTB's Principal in Charge, included
investigation of employment centers in five U.S. states, all seeking to re-structure and re-develop properties in
order to respond to the needs of employers and their host communities. Each of the efforts studied involved
introducing mixed-use development along with a variety of strategies to increase the use of walking, biking
and transit. All of the business parks that undertook these efforts were seeking to differentiate themselves in
the marketplace through high quality urban design and amenities that would build long-term value.
As well as in district restructuring, FTB has demonstrated leadership and innovation in transit-oriented
planning and design. During work on the Santa Clara Valley Transportation Authority's Valley Transportation
Plan 2020, Ms. Greenberg developed and led a Workshop series for local decision makers and agency
department heads to share information and knowledge about the relationships between land use, urban
design, and transportation. The VTA's Best Practices Guide for Integrating Transportation and land Use was
a product of Ms. Greenberg's contributions to the countywide Transportation Plan.
This proposal includes a phase one scope of work, a budget summery, a listing of meetings and workshops,
project staffing, references, and an overview of the recommended planning process. Qualifications of project
staff and overviews of FTB's previous work are also provided.
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74 New Montgomery Street. 5uite 300 5an Francisco. California 94105
Tel: 415.291.9455 Fax: 415.291.9633 Email: infoOftburbandesign.com
We hope these materials are clear. Should you have any questions in advance of Wednesday's meeting,
please do not hesitate to contact us. We look forward to meeting with you to discuss this very exciting effort.
Sincerely yours,
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Ellen Greenberg, Principal
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URBAN DESIGN
74 New Montgomery Street. Suite 300 San Francisco, California 94105
Tel: 415.291.9455 Fax: 415.291.9633 Email: infoOftburbandesign.com
Ms. Ciddy Wordell
Re: North Vallco Master Plan Study - Phase One
July 21, 2006
Page 3 of8
NORTH V ALLCO AREA MASTER PLAN STUDY - PHASE ONE
SCOPE OF WORK
You have identified five tasks in your June 26,2006 letter. We propose to define these tasks as including the
activities listed below and summarized in the graphic Overview of the Recommended Planning Process. A
budget summary follows the task list.
TASK 1 - OPPORTUNITIES AND COMMUNITY ASPIRATIONS
This Task includes analysis of existing land uses, opportunities and constraints for change, including all
relationships as described in the City's letter of June 26, 2006.
A. Project Start-up
1. Request/Receive base maps, ownership information, parcelization data, & policy documents from City
staff
2. Kickoff j Orientation Meeting with Core Team in Cupertino
3. Prepare project base maps using data provided by City
B. Existing Conditions Inventory and Analysis
1. Survey Policy Context - review zoning, land use, existing area guidelines, other documents
2. Field Reconnaissance and Photography
a) Initial fieldwork and photography of North Vallco Study Area, adjoining properties and districts
b) Set up project database (slides, field notes & sketches)
3. Existing Conditions Maps and Diagrams
a) Map study area boundaries, current use, street and block pattern and building type
b) Summarize existing conditions data in annotated diagram(s)
C. Opportunities for Change, including North Vallco Study Committee Meeting #1
1. Site and Opportunities Investigation
a) Consultant Site Visit (2 FTB Principals)
b) Internal FTB work session
2. Prepare Synthesis Diagram(s) describing key opportunities
3. Community Workshop #1 (hosted by Study Committee)
a) Meeting logistics
b) Preparation of presentation materials
c) Meeting Participation
d) Follow up with City Staff
D. Task I Project Management
Ms. Ciddy W ordelI
Re: North Valko Master Plan Study - Phase One
July 21, 2006
Page 4 of8
TASK 2 - DEVELOPMENT OF PRIMARY ISSUES OF THE 21 ST CENTURY HIGH TECH
WORKPLACE
This investigation into High Tech workplace issues will address all topics identified in the City's letter of June
26, 2006.
A. Compile and review relevant professional and academic literature
B. Convene industry experts for roundtable discussion or one-on-one interviews
(reserved subconsultant budget may be fully or partially used in this subtask)
C. Compile and review material on comparable workplace projects throughout the US
D. Prepare memorandum andlor diagrams summarizing workplace trends and factors relevant to
planning for the North Vallco area
E. Core Team Workshop (same day as Community Meeting)
1. Meeting logistics
2. Preparation of presentation materials
3. Meeting Participation (2 FTB principals, 1 associate)
F. Community Workshop #2 (or bus tour; hosted by Study Committee)
1. Meeting j Tour logistics
3. Meeting (or bus tour) Participation
4. Follow up with City Staff
G. Task 2 Project Management
TASK 3 - 2 MEETINGS WITH APPLE COMPUTER (AND HEWLETT PACKARD, IF INTERESTED).
Two FTB Principals will attend each of these meetings. The project budget provides flexibility by allowing for
up to three meetings with representatives of key stakeholder groups. Two meetings with Apple Computer are
anticipated.
A. Coordinate with City staff and Corporate Representatives
B. Prepare Meeting Agenda and Presentation Materials
C. Participate in Meetings during work in Tasks 2 and 5 (maximum of three meetings)
D. Task 3 Project Management
Ms. Ciddy Wordell
Re: North Vallco Master Plan Study - Phase One
July 21, 2006
Page 5 of8
TASK 4 - THREE COMMUNITY WORKSHOPS
This Task is identified separately for cost estimating purposes; the workshops are listed as part of the
individual project Tasks and summarized in Task 4. An FTB Principal and Associate will facilitate each
community workshop. We suggest that members of the Study Committee host all community meetings. The
cost of bus charter and other direct expenses are not included in the contract amount. Bus tour logistics
would be handled by the City.
A. Community Workshop #1: Project Kickoff: Aspirations and Opportunities
B. Community Workshop #2 (or bus tour): High-Tech Workplace Futures
C. Community Workshop #3: Urban Design Concepts for North Vallco Area
TASK 5 - NORTH V ALLCO STUDY PHASE ONE REPORT
Subtasks A through D provide support for in-house charrettes and meetings to develop and refine the
material that will be included in the Project Study report. Subtasks E through l support preparation of a
Phase One illustrated written report for approval by the North Vallco Study Committee. The report will
present Phase One approved concepts and recommended next steps.
A. Develop Broad-Brush Urban Design Concepts for North Vallco Area
B. Supplemental Field Work, Photography, Review of Exemplary Projects
C. Internal FTB Work Session
D. Prepare Urban Design Concept Alternatives
E. Core Team Workshop (same day as Community Meeting)
1) Meeting logistics
2) Prepare presentation materials
3) Meeting Participation
F. Community Workshop #3
1) Meeting logistics
2) Prepare presentation materials
3) Meeting Participation
4) Follow up with City Staff (telephone or meeting in San Francisco)
Ms. Ciddy Wordell
Re: North Val1co Master Plan Study - Phase One
July 21, 2006
Page60f8
G. Finalize Conceptual Master Plan and Related Illustrative Material
H. Prepare Draft of Phase One Report, including narrative and illustrative material
I. Core Team Review following FTB receipt from City of one set of consolidated comments on the draft
report (same day as Study Committee meeting)
J. Study Committee Meeting to present Phase One Report and receive comments
K. Follow up with City Staff (telephone or meeting in San Francisco)
L. Finalize Phase One Report
M. Task 5 Project Management
Task 5 deliverables will be:
1 Administrative Draft review version of the Phase One Study Report, for review by City staff and Study
Committee
1 Final Phase One Study Report
The final submittal will be an electronic document and one bound hard copy of the report. If requested, FTB
will coordinate the printing of additional copies by an outside vendor, which will be paid directly by the City.
BUDGET SUMMARY
FTB will complete the Scope of Work described above for a budget of $100,000. The project budget by task is
shown below to illustrate the level of effort expected in each task. Billings will be monthly on a time and
materials basis.
The allowance for subconsultant participation will provide for consulting with an economist and/or traffic
engineer to provide targeted support for our efforts during Tasks 2 and/or 5. Should this amount not be
needed for consultation it will be added to the FTB budget to allow for additional effort to be spent in
preparing project deliverables.
North Vallco Area Master Plan Study - Phase One
Pre ared for The Cit of Cu ertino - Jul 21,2006
Task 1: Opportunities and Community Aspirations
I Task 2: Investigate High-Tech Workplace Needs
15,663 I
6,5471
16,290 I
27,960 I
I Task 3: Meetings with Apple Computer and Other Stakeholders
I Task 4: Community Workshops
I Task 5: North Vallce Study Phase One Report
86,753
7,808
5,439
$100,000
Ms. Ciddy Wordell
Re: North Vallco Master Plan Study - Phase One
July 21,2006
Page 7 of8
MEETINGS AND WORKSHOPS
The proposed Scope of Work includes attendance at meetings as follows:
Core team: Four Meetings
Meetings with Apple Computer or other corporate stakeholders: Up to three
Community Workshops: Three meetings, one of which may be scheduled in combination with a bus
tour
North Vallco Study Committee: One Meeting in addition to Community Workshops to be hosted by
the Study Committee
About the Core Team
To achieve the maximum benefits that can be gained from the interaction of specialized consultants and
professional city staff, we recommend the assembly of a five to seven member project "Core Team." The
City's Project Manager will lead selection of core team members, who should be senior representatives from
the Community Development Department, Public Works Department, and others who will be involved in
developing, building support for and ultimately implementing the study's recommendations. The City
Manager or a designated representative is a key member of the Core Team.
The Core Team must be active throughout the project, and particularly during concept development, by
attending Community Workshops and Core Team Sessions. The Core Team members are responsible for
coordinating the project work with Non-Core Team people in their own departments, bringing to Core Team
discussions the perspectives of those "Non-Cores," and conveying to the Non-Cores the results of the Core
Team process.
About the Community Workshops
Community workshops are publicly noticed meetings open to anyone in the community who wishes to be a
part of the planning for the North Vallco area. Workshops should be hosted by the Study Committee in order
to both engage Committee Members in community dialogue and to communicate their status in decision-
making to the full group of project participants. The public participation process proposed herein has been
developed over twenty years of community participation workshop facilitation by Freedman Tung &
Bottomley. It is based on the observation that workshop participants will only enthusiastically support plans
that they understand and believe in. Workshop series blend educational with participation techniques.
Educational components are engaging presentations that bring participants up to speed with regard to the
effective means by which properties can maximize their value to employers, businesses and property owners
while contributing to enhanced livability and city identity. Workshop techniques ensure that even the most
reluctant participants express their opinions and provide input to the process.
Ms. Ciddy Wordell
Re: North Vallco Master Plan Study - Phase One
July 21, 2006
Page 8 of8
PROJECT STAFFING
The project will be staffed as follows: Ellen Greenberg, AICP will serve as the Principal-in-Charge, and will
lead all meetings and workshops. Michael Freedman, Principal and Hiro Sasaki, Principal will serve as a
consulting Principals. Ian Ross, Senior Associate, and Sarah Patrick, Associate, will also serve on the team.
Their resumes are attached. Other FTB staff will provide graphic and administrative support as needed.
To provide additional information about related project experience, we have submitted to the City Project
Description Sheets for seven related projects, the first two of which were led by Ms. Greenberg. If you require
higher resolution files for printing or color copies, we will be happy to provide them.
As references, we refer you to the following former clients:
Mr. Bruce Liedstrand
Community Development Director (former)
City of Redwood City
Phone: 650-428-1700
E-mail: bliedstr@pacbell.net
Mr. larry Patterson
Director of Public Works
City of San Mateo
Phone: 650-522-7303
E-mail: Ipatterson@cityofsanmateo.org
Mr. James Paxson
General Manager
Hacienda Business Park Owners Association
Phone: 925-734-6510
E-mail: james@hacienda.org
CUPERTINO NORTH VALLCO MASTER PLAN STUDY:
OVERVIEW OF RECOMMENDED PLANNING PROCESS
Existing Conditions:
Opportunities and Constraints
"..
TAS K 2
INVESTIGATE
DEVELOP
High Tech Worl<ptace
Needs
High Tech
Workplace
Needs
Meeting #1
~ with Apple
Computer
~
Summary of Trends
and Factors Relevant to
North Valleo Area
"..
Broad Brush
Urban Design ~
Concepts for
North Vallco Area
DIALOGUE
TYPES OF MEETINGS:
[::J CORE TEAM WORKSHOPS AND REVIEWS
COMMUNITY WORKSHOPS AND STUDY
COMMITTEE MEETING
~
~
~
~
Complete Phase One
~ Illustrated Written Repo
ELLEN GREENBERG, AICP
Principal
EXPERTISE
Ms. Greenberg's work is focused on resolving problems at the complex intersection of land
use, transportation, and urban design. Her ability to solve questions that cross the usual
boundaries between both professional disciplines and governmental agencies have made her
a highly-regarded contributor to many types of projects, Ms. Greenberg's talents are put to
use in comprehensive plans, corridor studies, specific plans, long range policy formation, and
research. She is an authority on new techniques in emerging practice areas including zoning
reform, transit oriented development, and arterial corridor re-design. Ms. Greenberg's skill at
verbal and written communication is coupled with a keen ability to present complex informa-
tion with clarity and purpose.
EDUCATION
Ellen Greenberg received the degrees of Master of City Planning and Master of Science in
Transportation Engineering from the University of California at Berkeley. Her undergradu-
ate education was also at UC Berkeley, where she received a Bachelor of Arts in Geography
awarded with highest honors.
KEY PROJECTS
Ellen Greenberg is FTB's Principal-in Charge for the Westside Cities (Los Angeles) Livable
Boulevard project, and for the Saint Louis Missouri Region's "Great Streets for St. Louis,"
both of which address design of private properties and the public realm. She is leading the
Victoria Avenue Corridor Study for the City of Ventura and is Contributing Principal on the
Sprague-Appleway Corridor Study for the City of Spokane Valley Washington. Ms. Green-
berg serves on the Project Management Team for ajoint project between the Congress for the
New Urbanism and the Institute of Transportation Engineers to develop new national design
guidance for major urban streets Major projects completed by Ms. Greenberg while serving
as Director of Policy and Research at the Congress for the New Urbanism included research
on land development and design regulations to implement compact, walkable communities,
with an emphasis on transit oriented development.
Ms. Greenberg was consulting team Project Manager for Envision Oakland: the City of
Oakland's General Plan Land Use and Transportation Element, winner of an award for Best
Comprehensive Plan - Large Jurisdiction from the California Chapter of the American Plan-
ning Association. She also led work on the City ofTurlock General Plan, winner of a Best
Comprehensive Plan award from the Central Valley Section of the California Chapter.
LECTURES AND PUBLICATIONS
Ms, Greenberg has lectured on zoning reform, new urbanism, transit oriented development,
and street design at meetings sponsored by the Local Government Commission, the American
Planning Association and the Congress for the New Urbanism,
Ellen Greenberg is author of "Using Zoning to Reap the Benefits ofTOD," in Zoning Practice
Issue 8 (August 2004), She is contributing author of The New Transit Town (Island Press.
2004), and the American Planning Association's Planning Advisory Services Report "Codify-
ing New Urbanism" of which she was also general editor.
MICHAEL FREEDMAN
Founding Principal
EXPERTISE
As the Founding Partner of Freedman Tung & Bottomley, Mr. Freedman has become widely
known for providing communities with creative and effective solutions to revitalize their
downtown districts and regional retail centers, to restructure failing or stagnated commercial
corridors and workplace districts, and to create special streets, boulevards, and public places
that stimulate new investment and vitality. He specializes in redevelopment and infill master
planning, policy writing and in the design of special streets and public places, especially where
strategies, plans and designs must be coordinated to achieve successful beneficial change to
existing cities, His professional experience spans strategy, economic development, policy and
built design, ranging to include the development of land use policy, building standards and de-
sign guidelines; master plans for districts, redevelopment and infill sites, and civic centers; and
transit-oriented planning and design, Mr, Freedman's special skills in community workshop
facilitation, urban design education and training presentations are a key component ofFTB's
well-respected process of open public participation, and he frequently provides seminars to
both public and private organizations on urban design topics targeted at the special needs of
changing cities.
EDUCATION
Michael Freedman received a Bachelor of the Arts in City Planning and Public Policy from the
University of California at Santa Cruz; and holds a Master's Degree in Urban Design from the
Department of Landscape Architecture at the University of California at Berkeley.
KEY PROJECTS
As Principal in Charge and chief designer, Mr. Freedman was responsible for the revitalization
plan for Mountain View, which included a Precise Plan for the City's downtown; streetscape
design for its main street, Castro Street; and Design Standards for Evelyn Avenue. Other major
projects led by Mr. Freedman include the design for Palm Canyon Drive in downtown Cathe-
dral City, a Strategic Visioning Program and Downtown Streetscape for the City of Phoenix,
Arizona; a Revitalization Strategy for Downtown Arcadia. Recent projects include a Redevel-
opment Plan and design for a Workplace District in East Palo Alto, California; a revitalization
plan for Downtown Livermore, California; the restructuring of several commercial corridors
including Whittier Boulevard in Whittier, California and in Portland, Oregon; a revitaliza-
tion plan for Brentwood, California's Downtown and adjacent corridors; and several projects
in Downtown Redwood City, including a master plan for its transit center, a new courthouse
plaza, an outdoor dining street and a Precise Plan to direct Downtown development.
SERVICE AND AFFILIATIONS
Mr. Freedman is the Founding Director of Communities by Design, a nonprofit training
resource to help improve the livability of cities. He is a Fellow of the Urban Design Institute,
and an active member of the Urban Land Institute, the American Planning Association, and the
Local Government Commission, and frequently contributes to the efforts of the Congress for
the New Urbanism.
HIROYUKI SASAKI, AICP
Principal
EXPERTISE
Hiroyuki Sasaki is a gifted urban designer, His master plans for mixed-use districts and cor-
ridors are a highlight of Freedman Tung & Bottomley's work. Prior to joining FTB in 2001,
Mr. Sasaki sharpened his urban design skills and understanding over a 14-year period as an
architectural and urban designer practicing in his native Japan. Since then, Mr. Sasaki has led
FTB teams on projects including the design of downtowns, transit districts, and urban public
spaces that make cities and towns recognizable and unique, His work focuses on the creation
and evolution of compact town patterns and is enhanced by his deep knowledge of architec-
tural design, Mr. Sasaki's talent for designing richly detailed public environments and urban
fabric of fine-grained mixed uses is enabling many of our client communities to achieve their
aspirations,
EDUCATION
Hiroyuki Sasaki received a Master of City Planning from the School of Environmental Design
at the University of California at Berkeley and a Bachelor of Engineering in Architecture from
the University of Tokyo in Japan.
KEY PROJECTS
Mr, Sasaki serves as project manager for the Tukwila Urban Center Plan for the City of
Tukwila, WA, which directs the restructuring of a built-out 1,000 acre commercial center,
to bolster its market position as a destination for southern King County. One of the center's
subareas is a transit-oriented district linking an existing employment center to a new urban
planned neighborhood planned by Mr. Sasaki. He is lead designer on the revitalization of
Downtown Redwood City, which includes the concept design of Courthouse Plaza, Theatre
Way streetscape, Caltrain Station and its vicinity, and the entire downtown master plan. Recent
projects with FTB include urban design work on corridors and centers for Portland Metro; an
urban design study on Silicon Valley Rapid Transit Corridor for VTA; a site specific master
plan in San Mateo, CA; and design review services for Tukwila, WA.
Mr. Sasaki led the 120-acre Myoden land adjustment project as a chief designer collaborating
with the SWA Group for the City of Ichikawa, Chiba in Japan and successfully transformed a
disorganized town pattern to a compact TOD neighborhood, Other projects in Japan include
architectural design of Onward R&D Center in Kanagawa, Japan; a development plan for
Suginoi Water Park in Oita, Japan; and a master plan for Nishi-Hiroshima Project, a 750-acre
mixed-use development in Japan, in cooperation with Calthorpe Associates.
Mr. Sasaki is FTB's Studio Director, maintaining the highest quality standards for the firm's
work overall and directing studio staff.
SERVICE AND AFFILIATIONS
Mr. Sasaki is a licensed member of the American Planning Association and the American
Institute of Certified Planners, as well as a member of the Congress for the New Urbanism.
He is also a registered architect of the first class and an authorized supervisor of real estate
transactions in Japan.
IAN WOLFE ROSS
Senior Associate
EXPERTISE
Mr, Ross came to the practice of urban design through a process that included the study of
economics, landscape architecture and urban design. He is focused on design and the prin-
ciples of place making as a means through which to heal, revitalize, transform, and restructure
existing cities for current and future inhabitants. His broad experience in the practice of urban
design includes the development and design of the public realm through master planning, the
design of public open spaces, and the crafting ofland use policies. His broad ranging efforts
at FTB have focused on the structuring of specific 'pieces of the city' including infill and re-
development plans for mixed-use neighborhood centers; downtowns; workplace districts; and
corridors. He is also well versed in the detailed design of streets capes and public open spaces
as well as the production of construction documents to transform these visions into built real-
ity. Mr. Ross has been instrumental in the design and facilitation of numerous community
workshops and regularly takes the lead in presenting FTB's strategies and recommendations.
EDUCATION
Ian Ross received Bachelor of Arts degrees in the fields of Economics and Religion from the
University of Rochester in New York and studied Geography at the University of Edinburgh
in Edinburgh, Scotland, Ian received his Master's degree in Landscape Architecture from
Cornell University in New York. In his Master's Thesis work, Mr. Ross devised a system of
'place-based' design guidelines to create a master plan for new residential infill development
within an existing quarry located in his hometown of South Orange, New Jersey,
KEY PROJECTS
Mr. Ross served as lead designer to transform an outdated strip commercial center into a
new mixed-use neighborhood center while managing the 42nd Avenue Center Specific Plan
project in San Mateo, California. He produced land use policy, revitalization strategies, and
streetscape designs for the restructuring and revitalization of three corridors while manag-
ing the Corridors Specific Plan for the City of San Fernando. Mr. Ross also served as project
manager and designer for streetscape improvement projects including Cinema Streetscape in
Downtown Redwood City, Other recent projects with FTB include the restructuring of the
commercial framework including the Downtown, primary Boulevard and regional retail center
in preparation of two Specific Plans for the City of Brentwood California, He participated
in the master planning and development of land use policy for a new workplace district for
East Palo Alto, California; provided design services and managed the streetscape design and
construction documentation for the revitalization of an inner ring downtown main street in
Marin County, California; and worked in close collaboration with traffic engineers and land
use economists for the preparation ofa new 'Heart of the City' Specific Plan for the City of
Redondo Beach, California.
SERVICE AND AFFILIATIONS
Mr. Ross is in his fifth year of active membership in the Congress for the New Urbanism
where he has joined the 'Transportation' Task Force.
SARAH PULLEYBLANK PATRICK
Associate
EXPERTISE
Sarah Pulleyblank Patrick joins FTB as an Associate in October 2005, following two years
as Project Planner at Design, Community & Environment in Berkeley, California. Tasks
performed by Ms. Patrick include project management, client contact, community facilitation,
presentations, marketing, existing conditions analyses covering all site characteristics and
policy issues, GIS and other data manipulation, policy development, and report writing includ-
ing comprehensive plans, environmental review documents and policy reports.
Previously, Ms. Patrick worked as an independent consultant in San Francisco, California and
Portland, Oregon, and served on the staff of the Congress for the New Urbanism as Task Force
and Program Manager. At CNU, Ms, Patrick authored Civilizing Downtown Highways, a
guidebook on building and retrofitting major arterial streets and researched policy and practice
innovations in new urbanist land development regulations, environmental performance mea-
sures and transportation policy.
EDUCATION
Sarah Pulleyblank Patrick holds a Master of City Planning from the University ofPennsyl-
vania, with an emphasis on Inner-City Revitalization and Economic Development, and a
Bachelor of Arts in American Studies from the University of California, Berkeley, where her
emphasis was on Urban Environments and Ethnic Studies. At the University of Pennsylvania
Ms. Patrick was awarded the Lewis Mumford Merit Scholarship (1997 through 1999), and the
Paul Davidoff Award in 1999. At UC Berkeley Ms. Patrick was the recipient of the Hewlett
Packard Merit Scholarship (1991-1992),
KEY PROJECTS
While at DC&E, Ms. Patrick was responsible for policy research, comprehensive planning,
and environmental review on a variety of projects including the Central Valley I Bay Area
Interregional Partnership Evaluation Study, the Metropolitan Transportation Commission's
Bay Area Pedestrian Districts Study, the Public Health Criteria Study for LEED Neighborhood
Development, a General Plan for the Unincorporated Eden Area in Alameda County.
SERVICE AND AFFILIATIONS
Ms. Patrick is a member of the American Planning Association and the Congress for the New
Urbanism.
LECTURES AND PUBLICATIONS
Ms. Patrick was the author of the CNU publication "Civilizing Downtown Highways: Putting
New Urbanism to Work on California's Highways".
HACIENDA BUSINESS PARK TRANSIT-ORIENTED SPECIFIC PLAN
The owners of the 900-acre
Hacienda Business Park are
contemplating ways of transforming
this suburban employment center
into a more vibrant mixed use
environment As part of this effort,
FTB is advising the Owners'
Association and a team of
consultants on how concentrating
activity, deploying urban design
techniques and altering the
transportation system can influence
travel patterns and take advantage
of the adjoining Dublin/Pleasanton
BART station.
BEFORE
· Premiere suburban business park in outer ring
suburb
· Largest business park in Northern California with
limited mix of uses and range of FAR from .25
to .6
· Development agreements make intensification
contingent upon ability to limit traffic impacts
· BART station (terminal of Dublin/Pleasanton line)
at northern edge of property
ASSIGNMENT
· Investigate case studies of "business park
urbanism" to learn about transformation efforts
nationwide
· Analyze transportation / land use research to
understand the potential transportation impacts
of creating an urban character at the Park,
characterized by a finer scale of development,
greater intensity and greater mix of uses
· Formulate specific plan strategies with Project
Team and Business Park owners
OUTCOMES
Specific Plan studies underway (2005)
· Preliminary conclusions report on interest
nationally in diversifying business park uses and
distinguishing locations through creating urban
character
· Identifying a possible "smart growth" scenario
that addresses local community concerns about
traffic, open space, fiscal impact and regional
housing needs through intensification and
diversification of business park properties under
an integrated urban plan
el,e:nt EDAW for Hacienda Business Pork
Owners' Association
In Collabr:rCltle,r witl EDAW, Strategic
Economics, Fehr & Peers
Pleasanton, CA
Located within the great activity concentration of the Boy Area's 1-680 corridor, Hacienda Business Pork is on employment
center contemplating a transformation to a more urban character
Surface porking and the constraints of existing development agreements pose 0 challenge to intensificotion.
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The Dublin Pleasanton BART station offers on attractive commute option to some commuters, but only provides direct
connections to destinations located west of the pork. The station's potential os 0 center for IransitDriented development
is diminished by its location in 0 freeway median.
ENVISION OAKLAND:
GENERAL PLAN LAND USE AND TRANSPORTATION ELEMENT
Oakland's integrated land use and
transportation element updated
the City's comprehensive plan,
infused it with the spirit of an
active citizen's committee and
sparked Oakland's emphasis
on downtown housing. Ellen
Greenberg was Project Manager for
the General Plan consulting team,
working closely with City staff in a
collaborative effort that resulted
in an adopted Land Use and
Transportation Element less than
two years after the team began its
work.
BEFORE
Decades-old General Plan failed to address
current issues or to have relevance to Planning
Department activities
Citizen's committee worked for three years
prior to Consulting Team effort, resulting in
a Goal and policy report not tied to specific
opportunities and challenges in different parts
of the City
ASSIGNMENT
Workwith staff and cilizen'scommitteetocomplete
General Plan land use and transportation element
Identify implementation activities in the General
Plan
Make community goals meaningful through
distinguishing where in the dty preservation is the
priority, and where transformation is envisioned
OUTCOMES
Plan odopted February 2004
General Plan Land Use and Transportation
Element adopted 1997
Recipient of 1998 Comprehensive Planning
Award: Large Jurisdiction from the American
Planning Association California Chapter
Client: City of Oakland Community and Economic
Development Agency
In Collaboration with: Simon Martin-Vegue
Winkelstein Moris, Barry Miller, AICP, Dowling Assoc..
Jeannette Dinwoodie-Moore
Oakland, CA
City Strut.re DbCnll
C1lDA.~.....It'
This City Structure Map supplements the conventional Land Use Diagram to convey information about the parts of
Oakland that give the city its identity. The districts and corridors are addressed through text and policy that guides
future public and private investment in these areas.
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.... CHANGE A.REAS
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S" INFLUENCES
. ACTIVITY CENTERS
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In contrast to a conventional approach that offers only an end state view of the urban pattern. this diagram
emphasizes the nature of change desired in different parts of Oakland. The "preserve and enhance" designation
means that existing context will guide future change, while the "change and revitalize" designation identifies zones
where the City's future vision should direct decisisons about regulation and investment.
TUKWILA HEART OF THE REGION PLAN AND CODE
The Tukwila Urban Center Plan
and Regulating Code restructures
a built-out 1,000 acre commercial
area into a social and symbolic
regional center. With greater
attention to street hierarchy, multi-
modal connectivity, and pedestrian
networks, the Plan transforms a
haphazardly developed urban
environment into a series of mixed-
use, pedestrian scaled districts.
BEFORE
· Commuter rail facilities entirely cut off from their
surroundings
· Complete absence of pedestrian amenity and
walkability
· 1,000 acres of sprawling, low-intensity, surfoce-
parked development with no housing
· Development projects turn their backs to the
Green River
· Located in a city that has no center, no
downtown
The train tracks lorm the easternmost edge 01 a rnall-
anchored study area now characterized by one-story,
sUlloce parked, commercial development arranged in
supelblocks
ASSIGNMENT
· Bolster the economic fortunes of the regional
shopping center
· Plan a TOD neighborhood with optimal
connectivity to surroundings
· Identify priority capital improvements
· Engage stakeholders in the planning process
· Provide standards for new development
OUTCOMES
Public Workshop Phase Completed
· Primary Plan Concepts Approved by City
Council
· Drah Plan submitted for final City Review and
Adoption
· Adoption anticipated 2006
Client The City of Tukwila, Washington
In Collobolotlor' wltr ECONorthwest Economics,
Perteet Engineering, Mirai Transportation Planning
& Engineering
Tukwila, WA
The Town Center designed by FTB will extend from the regional moll toward the transit center,
activity center of the TOD neighborhood
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forming the primary
Boulevard with central green
along power line right-of-way
Townhomes
Riverwalk
- Riverfront shops
Pedestrian & bike path
Relocated and enhanced
multi-modal transit center
Mlxed-uoe building with
station shops
Riverfront nelghbomood
convenience center
Pedestrian bridge
Linear public green of the
town center core
ourtyard Housing
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The overscoled street network of the proiect area is transformed into 0 fine grained network of streets and blocks
THE EAST PALO ALTO REVITALIZATION PLAN
This Revitalization Plan restructures
the suburban workplace far Silicon
Valley Instead of low density
business" parks", the plan provides
a framework far the largely
minority, low-income community
to benefit from higher value
workplaces. It promotes reuse
of underutilized land to create
clearly Identifiable, economically
viable Districts - each with a
unique character, center, and
edge. Safety and mobility are
enhanced by reducing automobile
dependency
BEFORE
· Ravenswood District: 1 30 acre underutilized
industrial land at the heart of Silicon Valley
· Weeks Neighborhood: Low and moderate
income single-family neighborhood
· University Avenue Corridor: Connects Highway
101 and the Heart of the City
· Heort of the City IFourCorners/Bay Road: City's
major crossroads; site of future Civic Center.
Industrial uses currenrly in the Ravenswood District.
ASSIGNMENT
· Leverage the enviable location to create a job
center with a mix of workplace types, live-work
and residential uses.
· Encourage new residential investment with new
land-use policies and a community-based site-
selection process.
· Create a 'Setting for Community' by ensuring
that new public and private investment contribute
to a vibrant pedestrian realm.
OUTCOMES
Complete
· The plan was submitted to the city.
· The city is implementing it on a project by project
basis.
Clie"t City of East Palo Alto
Ie Collaboration wltr Mundie & Associates and
MGH Consulting
East Palo Alto, CA
RA V E\;S\\()()D
IlI'SI!\ESS DISTRICT
Vison for the future Rovenswood Mixed,Use Workplace District with 0 central public plaza to be located at Boy Rood,
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Architectural guidelines illustrate proposed development on the site to ensure goals ore met. Left: live-work Lofts. Right:
Residential T ownhomes
"Heort of the Community". The proposed civic center at the intersection of Bay Road and University Avenue. Capitol
improvements including streetscape design will set the stage for new investment and illustrate the community's commit
ment to revitalization.
CENTRAL CITY SPECIFIC PLAN AND REVITALIZATION STRATEGY
The Specific Plan for an
underutilized 320-acre area by
the Feather Piver was adopted
by Yuba City in 1992. It has
reshaped the vestiges of industrial
and downtown uses into a new
central city workplace anchored by
a town square The development
of the workplace district further
catalyzed the revitalization of the
downtown along Plumas Avenue
and helped knit together adjoining
neighborhoods to create a vital city
center.
BEFORE
· Underutilized 320-acre vacant site adjacent to
the Feather River, small downtown and existing
residential neighborhoods.
· Minimal investment in new workplace
development; low levels of job-creation.
· Lack of a "heart" of the city.
Vacant parcel: Future home of the Town Square
ASSIGNMENT
· Restructure a vacant industrial area into a new
workploce district that is well integrated into the
city core.
· Put in place the necessary land-use policies,
architectural guidelines and capital improvements
to kick-start new investment.
· Create recommendations for circulation,
infrastructure, financing and phasing of future
investment.
OUTCOMES
Specific Plan adopted 1992
· Complete transformation of industrial land into
a vibrant workplace district centered on a
workplace boulevard and a new town square.
· Stimulated downtown revitalization.
· The city is implementing plan on a project by
project basis.
C I,el't City of Yuba City
Ir CoIloborotlol' Nltl. Korve Engineering, Nolte &
Associates, Mundie & Associates
Yuba City, CA
The Town Square with a FTB~esigned landmark fountain have farmed an attractive seijing for substantial new private
investment in health care facilities and other workplaces. It has also became a papular destination for community gather
ings, festivals and everyday strolling.
Illustrative master plan depicting envisioned buildout
of workplace district anchored by Town Square and
Boulevard.
New workplace development adiacent to the Town
Square, designed in accordance with FTB architectural
standards and guidelines
Perspective rendering illustrating propased streetscope environment alang Plumas Street. The success of the Workplace
district and Town Square created new develapment interest throughout Yuba City The redesign of Plumas Street will set the
stage for dawn town revitalization. [Construction of Plumas Street capital impromements scheduled for Spring 2006]
DOWNTOWN REVITALIZATION STRATEGY & SPECIFIC PLAN
The Redwood City Downtown
Revitalization Strategy & Specific
Plan will guide growth and
change in this rapidly growing
190-acre city center at the heart
of Silicon Valley. New retail and
entertainment destinations, art
and cultural opportunities and
new housing will combine with
Improved transit infrastructure,
enhanced streets and public spaces
to create an exciting centerpiece
for the city and region
BEFORE
· Historic city center with magnificent public and
historic building stock.
· Underperforming retail; almost no housing in the
district, little to no pedestrian activity.
· Existing train and bus stations in close proximity
feel cut off from the Downtown.
· Downtown district built before the age of the
shopping mall and strip center, significantly
oversized for the contemporary retail
landscape.
Plior to development, Sequoia Station is disconnected
from the Downtown.
ASSIGNMENT
· Bring activity and sales back to the flagging
Downtown Core.
· Integrate planning for downtown with planned
enhancements to regional commuter roil.
· Develop solutions to the problem of frequent
high speed trains moving through the district at
grade.
· Prepare development standards and design
guidelines to insure that new development fits in
sensitively with the best existing development.
· Add to the number and types of public spaces
on offer in the Downtown.
OUTCOMES
. Draft Plan in Review Stages
CI,crt City of Redwood City
Ir Cdlobarotlor wltr Karve Engineering and The
Concord Group
Redwood City, CA
Depot Circle will be Downtown's transit hub, containing its train station. new reloil and transit oriented design,
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The above aerial depict the proiected Downtown infill evolution over the short term. mid term, and long term.
New cinema & retail development (currently under construction!, along with with the historic Fox Theater will create on
entertainment center for the Downtown.
EVELYN AVENUE CORRIDOR TOO PLAN
Today's Evelyn Avenue Corridor
is a fully realized transit oriented
district with residential, commercial
and mixed-use components as
envisioned in FTB's TOD plan.
Each has easy walk access to
ColTrain, light rail and buses. The
area includes Mountain View's
multimodal station and links it
to Castro Street, the pedestrian-
focused downtown spine
BEFORE
· Disinvested land along the railroad right-of-way
featuring a hodge-podge of older industrial and
commercial services
· Unappealing edge to downtown residential
neighborhood
· No higher density housing or workplace uses
within walking distance of transit
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ASSIGNMENT
· Plan the TOO District and prepare master plans
for key sites
· Prepare design standards for residential and
mixed use development and for new streets and
blocks
· Create redevelopment strategies to enhance
land use efficiency and transit ridership
· Design the multi-modal station os an integrated
district component
OUTCOMES
Precise Plan Adopted 1994
· Capital improvements designed and con-
structed
· Mixed Use and Residential Development
completely built out, consistent with Precise Plan,
featuring small block structure, integration with
surrounding built fabric, and intensification in the
transit zone
· Recognized by the American Planning
Association in the 2002 National Award for
Mountain View's Plan for Integrated Transit
Oriented Development
Ck:rt City of Mountain View
CI""I't Rdr'Il'I"-P Mr. Bruce liedstrand
II' Cdlob)lolrll wltl, Korve Engineering
Mountain View, Ca
Infill development instigated by the Evelyn Avenue Plecise Plan places high-density housing and the train station at the
confluence of the Downtown Core and Downtown Neighborhood districts
Downtown Train Stalion and Transit Center
adjaceont to C.ulro Street: CalTrain~ LRT,
seer A BUBe&,. _d parking.
Central Expressway
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Inlusf'clion modifications, nf'W traffic signals
and signs, and ''S'' curve clarify Evelyn-Viii..
connection oUld Train Slillion "'cess.
Mixed-Unit Residential development: higher _
densities along Evelyn Avenue; lower densiUes
along Villa Street
New north/south streets connl!ct neighborhood
arus; street offsets and diverters discourage
through-traffic.
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Landels School
The FTB Transit Center and Station Neighborhood Master Plan illustrates the requirement for public improvements and
private investment in the station area
View of station parking lot and new service commercial redevelopment that conforms to FTB's plan specifications by
building to the street and providing voried massing and roofline to hormonize with neorby infill housing