Revitalizing State Street focus of new plan
A new report released Tuesday, July 20, outlines several recommendations to improve the business climate, enhance the physical appearance and streamline the management of one of Madison’s greatest downtown assets: State Street.
 State Street – 100 Block (Larger version)
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The State Street Strategic Plan is the culmination of a months-long community planning effort sponsored by Downtown Madison Inc., the City of Madison, UW–Madison and other private contributors.
“We’re in the midst of a downtown renaissance that’s going to rejuvenate State Street and bring more excitement and activity downtown. The strategic plan for State Street is a comprehensive guidebook to the changes that may lie ahead,” says Madison Mayor Susan J.M. Bauman.
“It reflects the desired goals of the city, university, State Street merchants, downtown residents and other groups that are committed to make the most of Madison. The plan is really a work in progress that will continue to evolve as we implement many of its recommendations.”
The strategic plan focuses on revitalizing State Street – the eight-block pedestrian mall that runs between the Capitol Square and the university campus – along with the Frances Street connection to the Kohl Center and the Gilman Street connection to the Fluno Center for Executive Education at UW–Madison.
Prepared by JJR Incorporated of Madison, the plan was unveiled during a luncheon presentation at the Memorial Union on the UW–Madison campus.
“State Street is an important and symbolic connection between the university and the city and state government,” says UW–Madison Chancellor David Ward. “The strategic plan outlines a comprehensive vision for strengthening that connection for students, downtown businesses, residents, the city and UW–Madison. We look forward to contributing to the plan’s implementation in the months and years ahead.”
The plan’s recommendations call for improving the existing mix of businesses along State Street and adding 22,000 square feet of new space for retail shops and restaurants. The initial improvements are projected to boost sales in existing businesses by 5 percent and add another $5.25 million in new sales, according to the report. Over time, the report adds, the improvements could lead to further expansion of the shopping district.
“The strategic plan contains recommendations to benefit everyone and bring together downtown residents and employees, people who look to State Street for their retail and entertainment needs, patrons of the arts, and Madison in general,” says Regina Millner, chair of the board of Downtown Madison Inc. “The plan has the capability to keep vital the center of downtown Madison’s retail economic activity.”
Proposed physical enhancements – signs directing people to and around State Street; remodeling of storefronts; improved landscaping; additional parking – would revitalize the street’s public realm, which the report describes as “worn and dated.” The physical improvements, the report adds, should be linked to the university’s effort to revitalize Murray Mall, a proposed pedestrian walkway between Lake Mendota and the Kohl Center.
The management recommendations propose creating a business improvement district. A BID district is a self-help venture organized by property owners and local governments to identify and develop areas of cities where a more successful and profitable business climate is desired. These management districts plan for and execute business recruitment and retention, improve security and cleanliness, spur revitalization and property/business value enhancement and undertake marketing and development. The proposed BID district includes the State Street area, King Street and the Capitol Square.
Other management proposals include keeping the current vehicle restriction on State Street, except for buses and delivery vehicles. Deliveries would be limited to four hours each day during the week and prohibited on weekends to improve pedestrian and bus flow and make the street more aesthetically pleasing.
Improvements are recommended to start first in the 100 and 200 blocks of State Street near the Capitol Square, to coincide with efforts from the Overture Foundation to implement an arts district financed by a $100 million gift from Jerry Frautschi. The suggested improvements would then move down State Street toward the university, eventually linking with the Murray Mall project.
Following the public unveiling, the plan will be forwarded to the Madison Common Council for approval. The plan contains recommendations for implementing short-, medium- and long-range goals.