HomeMy WebLinkAbout2000_Downtown_Action_Plani
Oshkosh Downtown Design and
Development Plan
Oshkosh, Wisconsin
Downtown Action Plan
Prepared for:
The City of Oshkosh
The Oshkosh Commercial Development Corporation /
Oshkosh Chamber of Commerce
The Oshkosh Community Foundation
Submitted by:
LDR International, Inc.
10 October 2000
[approved by Oshkosh Common Council on October 10, 2000]
Oshkosh Downtown Design and Development Plan Downtown Action Plan
10 October 2000
Page i
Table of Contents
1.0 Introduction .......................................................................................................................... 1
1.1 Background ................................................................................................................................................... 1
1.2 Study Area Boundary ................................................................................................................................ 1
1.3 The Oshkosh Downtown Design and Development Planning Process ................................. 2
1.4 Organization and Content....................................................................................................................... 3
1.5 Acknowledgements ................................................................................................................................... 3
2.0 What The Residents Are Saying About Oshkosh ............................................................... 7
2.1 Information Gathering Process Summary ......................................................................................... 7
3.0 Analysis/Framework of Downtown Oshkosh’s Conditions ............................................... 5
3.1 Regional Context......................................................................................................................................... 5
3.2 Downtown Districts .................................................................................................................................... 9
3.3 Existing Conditions ..................................................................................................................................... 8
3.4 Downtown Oshkosh Zoning ................................................................................................................... 9
3.5 Existing Land Use ..................................................................................................................................... 10
3.6 Summary Analysis .................................................................................................................................... 11
3.7 Citywide Framework ............................................................................................................................... 12
3.8 Downtown Framework .......................................................................................................................... 14
3.9 Conclusion .................................................................................................................................................. 14
4.0 Zoning Ordinance Review and Recommendations .......................................................... 15
4.1 Residential Uses........................................................................................................................................ 18
4.2 Overlay Districts ....................................................................................................................................... 19
4.3 “Suburban” vs. “Urban” Environment .............................................................................................. 16
4.4 Waterfront Development ...................................................................................................................... 16
4.5 Design Guidelines .................................................................................................................................... 16
4.6 Pedestrian-Friendly Zoning Ordinance ........................................................................................... 17
4.7 Pedestrian/Bicycle Pathways ............................................................................................................... 17
4.8 Shared Parking .......................................................................................................................................... 17
4.9 Landscaping Requirements ................................................................................................................. 17
4.10 Signage ........................................................................................................................................................ 18
4.11 Cell Towers in Downtown ..................................................................................................................... 18
4.12 Review Process .......................................................................................................................................... 18
5.0 Oshkosh Downtown Design and Development Plan ....................................................... 20
5.1 Phase One – 100, 200 and 300 Blocks of N. Main Street ......................................................... 22
5.2 Riverfront Park .......................................................................................................................................... 23
5.3 N. Main Street ........................................................................................................................................... 24
5.4 E. 9th Avenue and Pioneer Drive Development Zone ................................................................ 25
6.0 Organizing for the Future .................................................................................................. 26
6.1 Maximize Economic Development and Land Use Opportunities Within Downtown
Oshkosh and Along the Fox River ..................................................................................................... 27
6.2 Create a Special Place to Celebrate Community Life. ............................................................... 28
Oshkosh Downtown Design and Development Plan Downtown Action Plan
10 October 2000
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6.3 Celebrate the City’s Cultural Heritage and Enhance its Civic Image ................................... 28
6.4 Provide Safe, Efficient and Convenient Vehicle and Pedestrian Transportation and
Circulation Throughout the City and Make Downtown User Friendly ............................... 29
6.5 Maximize Riverfront Linkages and Pedestrian Connectivity to the Downtown and
Surrounding Community ...................................................................................................................... 29
6.6 Create Open Spaces and Recreational Linkages and Promote Environmental
Preservation ............................................................................................................................................... 30
6.7 Enhance and Maintain the Public Realm ........................................................................................ 30
6.8 Increase Downtown Residential Development ............................................................................ 31
6.9 Establish Mechanisms to Make Plans Happen ............................................................................. 31
6.10 Conclusion .................................................................................................................................................. 31
7.0 Implementing the Vision.................................................................................................... 32
7.1 Introduction ............................................................................................................................................... 32
7.2 Part One: Public Improvement Initiatives ..................................................................................... 34
7.3 Part Two: Private Development Initiatives .................................................................................... 37
7.4 Oshkosh’s Downtown Future: Conclusion ..................................................................................... 39
Oshkosh Downtown Design and Development Plan Downtown Action Plan
10 October 2000
1.0 Introduction
In January 2000, the City of Oshkosh, the O shkosh Area Community Foundation, and the
O shkosh Chamber retained LDR International, Inc., of Columbia, Maryland, to help the
community prepare for the turn of the century by assisting in the creation of a Downtown Design
and Development Plan. City leadership recognized that a re-examination of downtown was
necessary in light of the economic and physical changes taking place along Highway 41 to the
west of downtown. These changes would certainly influence the future of the downtown area
and hope fully create a sense of energy and momentum that would spin-off economic
development and other needed physical improvements. The goal of this increased level of
investment is enhanced property values, a higher quality of life for area residents and business
owners, and new uses for underutilized parcels throughout the downtown area.
LDR International, Inc. was hired not only to develop a Downtown Design and Development
Plan for the future of Oshkosh’s downtown, but also to craft that vision from a thorough
consensus building process that involved the representatives of the community, the key
stakeholders in downtown Oshkosh, and the city/downtown leadership.
LDR was also asked to conduct a cursory review of the city’s zoning ordinance and provide a
Strategic Assessment Report and Downtown Action Plan that would document the planning
process and outline a variety of projects and programs that can serve to rejuvenate Downtown
O shkosh. The resulting products are this report and a companion Strategic Assessment Report
that can be used to promote and market the planning effort to a broader audience.
1.1 Background
When LDR International was retained to create a Downtown Design and Development Plan , the
area had not experienced significant investment in a number of years. However, several
initiatives are setting the stage for future investment: the development of the Bridgeview Center,
six tax increment finance districts, a business improvement district, and two historic districts; the
1993 Comprehensive Plan update; redevelopment potential of the 100 block of N. Main Street;
proposed convention center expansion; and the Marion Road redevelopment project. The city
has augmented these improvements through its governing committees and general funds.
1.2 Study Area Boundary
The boundaries of the Downtown Design and Development Plan study area were determined by
the O shkosh Partnership Committee and staff. From this initial assessment of the area, the Plan’s
boundaries are defined by Irving Avenue to the north and Broad Street to the east with South
Park Avenue defining the southern limits and western limits defined by Ohio and Wisconsin
Streets. As the planning process got underway, the focus shifted to the immediate development
and redevelopment efforts of the historic downtown area. The study area was reduced slightly
by shifting the northern boundary south to Parkway Avenue.
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Oshkosh Downtown Design and Development Plan Downtown Action Plan
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1.3 The Osh kosh Downtown Design and Development Planning
Process
The Downtown Oshkosh Planning Team
The City and three organizations assembled a steering committee, the “Oshkosh Partnership
Committee,” to work on various facets of the study. The committee included representation from
the City, the Oshkosh Area Community Foundation, the Oshkosh Chamber of Commerce, the
O shkosh Commercial Development Corporation, the Downtown Oshkosh Business
Improvement District, Winnebago County, the University of Wisconsin Oshkosh, the Oshkosh
Northwestern newspaper, and the Experimental Aircraft Association. The Oshkosh Partnership
Committee led the effort with by holding public meetings, helping to identify local neighborhood
leadership, gathering data for the consultants, and maintaining open communication between
the City Councils and public interest groups. LDR was responsible for conducting the public
sessions, conducting research, providing recommendations for implementation strategies and
developing the Downtown Design and Development Plan.
Input Process
With these tasks in mind, LDR embarked on a thorough process to garner stakeholder input for
the plan. The team conducted one-on-one interviews, small group sessions, telephone
conference calls and community “town hall” meetings. During this process, the LDR team
gathered input from approximately 400 people. The objective of these e fforts was to listen to
what Oshkosh stakeholders had to say about the future of Oshkosh and its downtown and to
guide the Plan’s development.
Area Analysis
In addition to the listening process, LDR conducted a thorough site analysis to categorize
opportunities and challenges within the study area, establish land use patterns, and identify key
development and redevelopment sites. The LDR team reviewed existing documentation
provided by the City of Oshkosh. This included the zoning ordinance, prior planning documents,
historic literature, marketing and demographic data. The team also conducted field research
including a detailed photographic inventory as well as a walking tour and windshield survey.
LDR also produced electronic base maps for the project area.
Strategy Development
It was through this process that the final plan was developed. Each of the steps of the process
outlined above was synthesized into the key issues that faced the community and was compiled
into an overall plan for downtown O shkosh . The Plan is a long-term vision for the future that
will be implemented over time. A strategy for implementation that helps prioritize the
recommended actions and projects is included in this report. The plan is intended to be flexible
in order to respond to changing conditions in Oshkosh and can be molded as opportunities and
challenges are confronted. Finally, the plan is a result of a consensus building process that
acknowledges that compromises will need to be made in order for successful implementation to
occur.
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1.4 O rganization and Content
This document is organized into seven key sections including:
1.0 Introduction
2.0 What The Re sidents Are Saying About Oshkosh
3.0 Analysis/Framework of Downtown Oshkosh’s Conditions
4.0 Zoning Ordinance Review and Recommendations
5.0 O shkosh Downtown Design and Development Plan
6.0 O rganizing for the Future
7.0 Implementing the Vision
1.5 Acknowledgements
LDR wishes to thank the many people involved in the planning process for developing the
Downtown Design and Development Plan. The process has been one that relied on the
participation and support of the Oshkosh Partnership Committee, the interviewees, and the
citizens of Oshkosh. They adopted a consensus approach to strengthening the downtown’s
competitive position and downtown’s role in the Oshkosh region. Their input contributed greatly
to this process.
LDR thanks all the stakeholders who participated for their time and effort. LDR also wants to
extend a special thanks to the members of the Oshkosh Partnership Committee, the Mayor, the
City of O shkosh, the Oshkosh Commercial Development Corporation, the Oshkosh Chamber of
Commerce, The O shkosh Area Community Foundation and the residents of Oshkosh, for their
insight and input throughout this process. The individuals who have participated in the Oshkosh
Partnership Committee are identified below
Oshkosh Partnership Committee Members
The O shkosh Downtown Design and Development Plan is a collaborative effort initiated by The
City of O shkosh, the Oshkosh Chamber of Commerce (Oshkosh Commercial Development
Corporation) and the Oshkosh Area Community Foundation. To facilitate the planning process
and involve the community, the aforementioned organizations created the Oshkosh Partnership
Committee. The committee representatives are members of City Council, the Mayor, city
employees, community organizations, and other members of the community.
Ms. Melanie Bloechl /
Mr. Jon Dell’Antonia
Mr. Tom Grogan
(co-facilitator)
Mr. Alan Hartman
(co-facilitator)
Ms. Eileen Connolly-Keesler
(staff)
Chancellor John Kerrigan
Mr. Jackson Kinney (staff)
Mr. Rob Kleman (staff)
Mr. Sheldon Lasky
Mr. Stan Leedle
Mr. Phil Martini
Mr. Norm Packer
Ms. Michelle Robbins (staff)
Mr. Tom Poberezny
Mr. John Ruppenthal
Mr. Sam Sundet
Ms. Jane Van De Hey
Ms. Alyson Zierdt
Mr. Kevin Doyle
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Oshkosh Downtown Design and Development Plan Downtown Action Plan
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2.0 What The Residents Are Saying Abo ut Oshkosh
2.1 Info rmation Gathe ring Process Summary
Based on the information gathering process from the small group sessions, telephone
conference calls, interviews, and work sessions with the Oshkosh Partnership Committee
eleven recurring issues became evident. They are as follows:
1. Promoting the city, its amenities and attractions to market downtown as a
destination
2. Building on and promoting community/civic pride
3. Creating a special place to celebrate community life
4. Enhancing greater dialogue and partnership opportunities
5. Enhancing the quality of the public realm
6. Improving accessibility to and within downtown
7. Creating more free and easily accessible parking
8. Maximizing waterfront development/redevelopment opportunities
9. Linking the waterfront to the downtown, neighborhoods/districts, and region
10. Marketing, retaining and attracting businesses
11. Promoting diverse economic development (i.e. residential, neighborhood
commercial, professional office, mixed-use, civic services and specialty stores)
For more detail on the information gathered during this process, reference LDR’s Strategic
Assessment Report.
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3.0 Analysis/Framework of Downtown Oshkosh’s
Conditions
The assets, liabilities, and ideas about Oshkosh and its downtown expressed during the public
interaction process were aggregated into broad categories. This information was augmented
by a thorough analysis of the study area, both through field and document research. Among
the items examined were the downtown’s context in relation to the region, the numerous
districts within the study area, land use, and existing conditions. The project team then
began synthesizing the information from the interview and public interaction process to
produce a Summary Analysis, Citywide Framework and Downtown Framework diagrams.
3.1 Regional Context
The city’s municipal boundaries are approximately 10 miles long in the north/south direction
and 5 miles wide in the east/west direction. The city has an approximate population of
62,000. The Downtown Oshkosh study area is approximately 700 acres with emphasis on
the area located along N. Main Street and portions of the downtown along the Fox River.
The Regional Context diagram places
the Downtown Oshkosh study area in
context within the City of Oshkosh. It
highlights the primary and secondary
vehicular routes, primary gateways
from Highway 41 to Downtown
Oshkosh, secondary gateways
adjacent to the study area, park and
recreational sites, potential heritage
trail linkages, and proximity of
Wittman Regional Airport. It also
highlights the competing strip
commercial along Highway 41.
The development of Highway 41 led
to a shift off commercial activity and
growth to the west of the historic
downtown. This development
refocused the primary commercial
and business activity to that highway
corridor area. Once these
development activities to the west got
underway, residential construction
followed. This shift has had a
detrimental impact on the
downtown’s development and
redevelopment potential.
With the recent renewed interest in
Regional Context Map
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the downtown and the creation of the Downtown Design and Development Plan, the city is
hoping to re-energize Downtown Oshkosh by boosting the economy, maximizing
development along the Fox River, improving linkages to the riverfront, and enhancing the
public realm within the downtown area.
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3.2 Downtown Districts
The Downtown Districts exhibit revisits the 1993 Comprehensive Plan and compares it to
current market activity within Downtown Oshkosh. The 1993 Plan divided Downtown
Oshkosh into four sub -areas: Ohio Street, Brooklyn/Oregon Streets, Marion Road and
Downtown/CBD. These sub-areas are indicated on the exhibit along with additional sub-
areas that expand upon the 1993 plan. The additional sub-areas are:
§ The Bridgeview Center office development that is occurring along the east side of Ohio
Street at the intersection of Ohio and Wisconsin Streets
§ The transitional residential area located between the current City Hall and Wisconsin
Street
§ The Government/
Institutional center that
flanks both sides of
Jackson Street.
§ The industrial area
adjacent to the Fox River
and potential riverfront
mixed-use development
district
In analyzing the different
sub-areas, the consultant
team observed that the area
south of the Fox River is
fairly stable. The Oregon
Street commercial area has
seen reinvestment with new
streetscape, lighting,
banners, and façade
improvements. Commercial
activity along Ohio Street
also appears to be stable.
Similarly, the residential
areas that surround both
commercial streets are
stable.
Downtown Districts Diagram
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Oshkosh Downtown Design and Development Plan Downtown Action Plan
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3.3 Existing Conditions
The Existing Conditions assessment documents the context within the Downtown Design and
Development Plan’s study area. The diagram identifies the major and minor vehicular
routes, Downtown Oshkosh district, industrial land uses, attractions, and green space. It also
illustrates the location of the following items:
Ÿ Historic districts
Ÿ Tax increment finance
(TIF) districts
Ÿ Business Improvement
District (BID)
Ÿ Churches
Ÿ Cultural attractions
Ÿ Historic attractions
Ÿ Institutional facilities
Ÿ Significant intersections
Ÿ Downtown Oshkosh
gateways
Ÿ Potential gateway
linkages between South
Main Street/North Main
Street and Ohio
Street/Wisconsin Street
Some of the attractions/
landmarks located within the
study area are the Court
House, City Hall, post office,
library, a bus transfer facility,
Grand Opera House, Pioneer
Re sort, Park Plaza Hotel,
Rebel Alliance Theatre,
restaurants (e.g. the Granary,
the Globe, the Roxy, and the
New Moon Café), and the
O shkosh Convention Center.
Existing Conditions Diagram
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Oshkosh Downtown Design and Development Plan Downtown Action Plan
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3.4 Downtown Oshkosh Zoning
Downtown Oshkosh is made up of three primary zoning categories: residential (R-2, R-2 PD,
R-4, R-5, R-5 PD), commercial (C-2, C-2 PD, C-3, C-3 DO, C-3PD), and industrial (M-2, M-2
DO).
The heart of the downtown along N. Main Street is zoned commercial and is surrounded by
residential zones with the exception of an industrial zone to the southwest. The Fox River is
flanked by industrially zoned land on both sides except for the area between Jackson Street
and N. Main Street. The southern portion of the study area, south of the Fox River, is
primarily residential with commercial uses along Oregon and Ohio Streets.
Central City Zoning
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Oshkosh Downtown Design and Development Plan Downtown Action Plan
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3.5 Existing Land Use
Land uses in Downtown Oshkosh closely approximate the zoning categories. The core of the
community along North Main Street is primarily commercial and service businesses.
Government services are located to the west and industrial uses are to the southeast and
border the Fox River. Residential uses surround the commercial uses of downtown and
O regon and Ohio Streets. Seventy-percent of the prime real estate along the Fox River is
consumed by industrial uses.
Central City Existing Land Uses
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Oshkosh Downtown Design and Development Plan Downtown Action Plan
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3.6 Summary Analysis
This Summary Analysis diagram overlays all the information from the data gathering process
and analysis stages. The following items are highlighted in this analysis:
Ÿ High Street realignment
Ÿ 5-minute walking distances within the historic downtown and Oregon Street
Ÿ Governmental core
Ÿ Recreational opportunities
Ÿ Future expansion of University of Wisconsin – O shkosh
Ÿ Closing of Algoma Boulevard within the UW-O shkosh campus
Ÿ Potential development linkages to Fox River
The diagram also illustrates the following:
Ÿ Gateways
Ÿ Significant intersections
Ÿ Business improvement
district (BID)
Ÿ Significant commercial
structures
Ÿ Cultural attractions
Ÿ Institutional facilities
Ÿ Churches
Ÿ Major arterials
Ÿ Minor arterials
Ÿ Primary redevelopment
opportunities
Ÿ Longer-term redevelopment
opportunities
Summary Analysis Diagram
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Oshkosh Downtown Design and Development Plan Downtown Action Plan
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3.7 Citywide Framework
The Citywide Framework identifies the redevelopment potential for the corridors within
Downtown Oshkosh. The corridors are North Main Street, Algoma Boulevard, Washington
Avenue, Division Street, Oregon Street, and the Fox River.
N. Main Street: This corridor is the heart of the historic downtown. Development and
redevelopment efforts should be prioritized here to encourage spin-off economic activity on
adjacent properties.
Citywide Framework Diagram
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Oshkosh Downtown Design and Development Plan Downtown Action Plan
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Algoma Boulevard and High Avenue: Vacating a portion of these streets through the
University’s campus, as proposed, will allow for the creation of a ‘true’ campus quadrangle
and a more cohesive, ‘traffic-free’ pedestrian core to the center of campus. Algoma
Boulevard, as it is proposed to terminate in a central cul-de-sac at the quadrangle, will be the
p ortal access towards Main Street. Thus, this street should be reinforced as the primary,
pede strian-friendly linkage to downtown, stimulating a stronger linkage between the student
critical mass and downtown amenities.
Washington Avenue: Washington Avenue provides the main residential link for the
neighborhoods located east of downtown. It is also the signature residential block for historic
homes.
Division Street: This short corridor provides the link between Jackson Street and Algoma
Boulevard with the Chamber of Commerce building located at its southern terminus. The
Chamber building provides visitor information and welcomes residents and visitors to the
downtown.
Oregon Street: The city should continue to promote development and redevelopment
opportunities within the Oregon Street area.
Fox River: O f all the corridors, the Fox River corridor is the most underutilized. The potential
de velopment and redevelopment opportunities are limitless. Unfortunately, there are three
major issues to be addressed. First, seventy-percent of the land adjacent to the Fox River is
currently industrial. Second, en vironmental contamination may become an issue for these
properties if existing industrial users were to relocate to new industrial parks. Lastly, Park
Plaza backs up to the Fox River with massive concrete structures – thus blocking access to a
view of the river and serving as an obstacle to redevelopment efforts that should focus on and
linking to the waterfront amenity.
The diagram also highlights the following:
Ÿ Downtown Oshkosh district
Ÿ Significant attractions
Ÿ Primary pedestrian priority
Ÿ Secondary pedestrian priority
Ÿ Fox River opportunities
Ÿ Open space opportunities
Ÿ Primary redevelopment opportunities
Ÿ Longer-term redevelopment opportunities
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Oshkosh Downtown Design and Development Plan Downtown Action Plan
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3.8 Downtown Framework
After the consultant team created the Citywide Framework diagram, they created the
Downtown Framework diagram to concentrate the Plan on the heart of the historic
downtown and the area to the immediate south. The diagram sets the framework for the
entire Plan. It identifies where enhancement, such as the riverfront promenade, pedestrian
and development linkages to the river and downtown, development opportunities within a
five-minute walking radius from the heart of downtown, and parks/recreational opportunities,
could occur. The framework diagram also illustrates the following:
Ÿ Existing parking resources
Ÿ Potential parking resources
Ÿ Churches
Ÿ Institutional/government facilities
Ÿ Significant attractions
Ÿ Significant gateways/intersections
Ÿ Primary pedestrian priority
Ÿ Secondary pedestrian priority
Ÿ Primary redevelopment opportunities
Ÿ Longer-term redevelopment opportunities
3.9 Conclusion
These initial analysis drawings formed the basis for the Downtown Design and Development
Plan. They are the foundation for a future plan that incorporates the research and
experiences of the project team with input from the Oshkosh Partnership Committee, staff
and other community stakeholders.
Downtown Framework Diagram
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4.0 Zoning Ordinance Review and Recommendations
The ph ysical improvements to Downtown Oshkosh can be enhanced and encouraged with a
zoning ordinance that is clear, direct, and conducive to the development recommended in
this Plan. The review process for development should also be development-friendly to
encourage development in the downtown. The following is a review of the existing zoning
ordinance and recommendations for changes that would encourage the proper siting, quality,
and appearance of development.
This review and subsequent recommendations are the result of a “quick look” at the
ordinance and do not represent an in-depth or comprehensive analysis. The primary
objective is to highlight aspects of the existing regulations that may warrant enhancement,
amendment or reconsideration as related to development in the Downtown Oshkosh. The
focus is on highlighting desirable changes that will further the Oshkosh Partnership
Committee’s objectives of improving the Downtown Oshkosh’s prosperity as well as its
appearance.
4.1 Residential Uses
Ÿ Residential is not allowed on properties zoned “industrial” (M-1, M-2, M-3)
Ÿ Residential is allowed, however, in M districts with a Downtown Overlay ”DO” District::
- C-3 allows all R-5 uses and C-2 uses
- R-5 is a multi-family zoning district, but it allows single-family as long as the single
family conforms to the zoning bulk regulations used in the relevant zoning district
(e.g., single family detached must meet R-1 bulk regulations)
- C-3 also has a “mixed commercial residential” conditional use
o Residential is allowed only on upper floors but no “separate” residential
structures are permitted
o Residential units must be a minimum 400 square feet
Recommendation: Create incentives for the development of projects that incorporate
residential uses.
(Note: Appendix: 30/1A has table of all allowed/conditional uses by Zoning District)
4.2 Overlay Districts
In the Planned Development District, density bonuses are offered for developments in return
for more city review of development and open space plans. Also, the C3DO removes the
height limitations from the bulk requirements.
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4.3 “Suburban” vs. “Urban” Environment
Except for C-3 and C3DO, there appears to be no real attempt to divide the zoning districts
into urban or suburban, e.g., low-density R-1 uses are allowed in R-5. The main “special”
districts are the Agricultural and Highway Districts (as well as the C3DO ).
Recommendation: Within the Downtown Overlay District, structure provisions to encourage
a greater level of mixed use activities.
4.4 Wate rfront Development
The floodplain overlay zone is very detailed and applies to all “shoreland” (1,000’ from lakes
and 300’ from rivers). State regulations control uses of these areas. Additional Federal and
State wetland permits may be required. Article XV of these regulations (p. 30/13.FF) provides
detailed “floodway”/ “floodfringe” requirements.
There does not appear to be any other regulations addressing waterfront uses. A waterfront
development overlay zone could be created or the designated waterfront development area
could be considered a special mixed-use district.
4.5 Design Guidelines
Currently, there are no established design guidelines actively being used by the city. If it is the
goal of the city to promote good design and development in accordance with the historic
character of the downtown, the city should establish and implement good, easy to follow
design guidelines. The city should also create a local historic district review board. Good
guidelines with poor interpretation or a difficult to follow process usually yield poor results.
The city should also set a good example by practicing good planning and design in creating or
caring for the public realm.
The City should develop provisions that incorporate design guidelines and building
architecture standards as part of the zoning ordinance.
At a minimum, the zoning design, regulations and subdivision regulations should address in
more detail such issues as street trees, location of buildings in relation to sidewalks, parking,
height, bulk and signage. Other jurisdictions design guidelines should be consulted for
examples of regulations that aim at preventing “suburban” solutions that are inappropriate to
“urban” environments.
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4.6 Pedest rian-Friendly Zoning Ordinance
The existing zoning ordinance does not cater to creating a pedestrian-friendly environment.
Sidewalks are not required on dead ends or cul-de-sacs that are less than 150’ in length.
There are no “connectivity” requirements between subdivisions, streetscape furnishings, and
landscaping. Additionally, there are no design standards to increase comfort or visual appeal
(e.g., street trees).
Recommendation: Require sidewalks and other amenities to create a pedestrian-friendly
environment. Require pedestrian connections between subdivisions, benches, and other
amenities. Create design standards to increase comfort and visual appeal at the pedestrian-
level.
4.7 Pedest rian/Bicycle Pathways
The Planned Development Overlay District has potential to address “circulation” issues as
part of its review process and requirements but the needs of pedestrians and cyclists are not
specifically cited. Typically, it would be part of a planned community process, or be
addressed as part of open space requirements.
Pedestrian and bicycle pathways should be addressed as part of the overall circulation plan to
improve connectivity in Downtown Oshkosh and beyond.
4.8 Shared Parking
The only reference to shared parking is in Section 30-36.A.7 where it is allowed in
commercial/industrial districts as long as the parking is within 300’ of the buildings served.
It appears to be allowed in mixed-use developments but the total spaces must equal the sum
of all requirements for each use. There is no reduction in spaces due to presumed
“timesharing”, e.g., office workers during the day and restaurant users at night.
4.9 Landscaping Requirements
The existing landscaping requirements are designed to temper visual impacts of
development. The y do not go very far to create positive environments or to improve the
aesthetic of the Downtown Oshkosh.
The following are recommendations to improve these requirements:
Ÿ Amend Section 30.71.m to add urban design goals to the list of “subdivision policies”
[30.71.m(3)]. This, however, only covers subdivisions.
Ÿ Amend Section 30.72 “submittal requirements” to add screening/buffering
requirements and “landscape plans.”
Ÿ Amend Section 30.72 Design Standards to specify minimum landscape requirements
or to refer to a landscape manual that covers all landscape needs
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Oshkosh Downtown Design and Development Plan Downtown Action Plan
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4.10 Signage
The O shkosh regulations are aimed at preventing certain undesired results but lack any
“positive” guidance for signage. The current regulations are confusing and could be
improved to further the goal of enhanced downtown development. Regarding billboards, it
seems that new billboards are not allowed in any district. “Billboard” is not defined but “roof
signs” are not allowed nor are “off premise” signs except for hotels/motels. Existing, non-
conforming signs can remain with normal maintenance. This issue needs further clarification
before recommendations can be provided.
Recommendation: O shkosh should consult sign control ordinances from other communities
with historic districts. These “comparables” would give examples of how to control sign
proliferation and implement guidelines that match signs with architectural standards.
Establish clear purposes and definitions for each element of the code. Draw on other
examples and graphic illustrations.
4.11 Cel l Towers in Downtown
Cell towers are permitted as a conditional use in C-1, C-2, and C-3 and a use by right in M-1,
M-2, M-3. Zoning preference is to use existing structures to mount antennas and applicants
must demonstrate that all alternatives to a tower are not feasible. Towers are also permitted
on any city-owned property in any district.
Section 30-35.J cites all the regulations pertaining to towers. All jurisdictions are faced with
the federal requirements that limit ability of a jurisdiction to regulate towers if such
regulations would impair the efficiency of telecommunications or impair competition. This
usually is not a problem unless a community resists towers in residential or rural areas.
4.12 Review Process
The site plan approval process is not described in the Zoning Ordinance. This approval
process, for concept plans and high-intensity redevelopment projects is the most critical for
the type of downtown development included in this Plan.
The review of subdivisions is typical for an established urban jurisdiction. The Common
Council has 90 days to approve preliminary plat and 60 days to approve final plat. Having
the Council approve subdivision plans may add a “political” dimension to the process. An
administrative decision could be made at the department/staff level to avoid this problem.
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Ÿ Adopt a landscape manual or a set of urban design guidelines
Ÿ Change plant/square foot formulas (Section 30.35.H.3) to plant/linear foot and increase
minimum plant size for all streetscape/buffering
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5.0 Oshkosh Downtown Design and Development Plan
The Downtown Action Plan and the Oshkosh Downtown Design and Development Plan
were generated through a public process that involved approximately 400 people. Based on
the public process, nine critical focus areas were created:
1. Maximize economic development and land use opportunities within Downtown
O shkosh and along the Fox River
2. Create a special place to celebrate community life
3. Celebrate the city’s cultural heritage and enhance its civic image
4. Provide safe, efficient and convenient vehicle and pedestrian transportation and
circulation throughout the City and make downtown user-friendly
5. Maximize riverfront linkages and pede strian connectivity to the downtown and
surrounding community
6. Create open spaces and recreational activities and promote environmental preservation
7. Enhance and maintain the public realm
8. Increase downtown residential development
9. Establish mechanisms to make plans happen
These focus areas created the foundation for the development of the O shkosh Downtown
Design and Development Plan (see the plan on the following page). The plan serves as a
blue print to guide future p lanning and development efforts.
After the plan was developed, the project team selected the following four priority sub-areas
for the implementation of the Oshkosh Downtown Design and Development Plan.
1. Phase One – 100, 200 and 300 Blocks of N. Main Street
2. Riverfront Park
3. N. Main Street
4. E. 9th Avenue and Pioneer Drive Development Zone
These sub-areas are discussed in further detail in the following sections.
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Oshkosh Downtown Design and Development Plan
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5.1 Phase One – 100, 200 and 300 Blocks of N. Main Stree t
The 100, 200 and 300 blocks of N. Main Street create the heart of downtown. The project
team has selected this area as its primary focus for the implementation of the Oshkosh
Downtown Design and Development Plan. Based upon public input and feedback from the
“Oshkosh Partnership Committee,” the project team generated the following enhancement
recommendations:
Create a new major public plaza/park on the
Walgreens’ site.
Enhance the streetscape along the western and
southern edges of the proposed public plaza/park.
Enhance the streetscape along Commerce Street
between High and Pearl Avenues.
Extend the streetscape improvements from the 400
block south to the bridge.
Install a 8-10 median with trees along N. Main Street
between Ceape and Washington Avenues.
Promote the redevelopment of the 100 block. The
new development should reinforce the character of
N. Main Street.
100, 200, and 300 Blocks of N.
Main Street
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5.2 Rive rfront Park
The Riverfront Park sub-area is located within the downtown along the Fox River. The
northern and southern boundaries are defined by Otter Avenue and the Fox River and the
eastern and western boundaries are defined by Broad and N. Main Streets, respectively. This
is the area where the community comes together to enjoy the natural beauty of the Fox River
and to celebrate community activities such as the Waterfest concert series. To build upon
these riverfront activities, the project team has recommended the following enhancements:
Enhance riverfront pede strian accessibility by constructing a public promenade along the
river’s edge.
Expand the existing riverfront park eastward to Board Street and create recreational and
development opportunities by constructing a band shell and by attracting restaurants and
other shops.
Expand the convention center to attract larger venues and integrate the expansion into
the riverfront park.
Relocate the surface parking lot
behind the convention center to
the Wisconsin Public Service site.
Also, expand the proposed new
surface parking lot to
accommodate new development
and visitors coming to the new
riverfront park.
Increase boat berthing along the
river’s edge.
Create a development opportunity
on the south side of the 200 block
of Ceape Avenue.
Expand the existing surface
parking lot on the north side of the
200 block of Ceape Avenue.
Provide pedestrian linkages across
the N. Main Street bridge.
Provide streetscape enhancements
throughout the riverfront park
area.
Riverfront Park
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5.3 N. Main Stree t
N. Main Street is the historic center of Oshkosh rich in
architectural character. It contains 62 contributing buildings,
10 noncontributing buildings, and one contributing object
(Soldiers’ Monument). The earliest buildings date back to the
1870’s. The recommendations highlighted below build on
the history of N. Main Street, reinforce the enhancement
and maintenance o f the public realm, and focus on retaining
existing business and attracting new business to downtown.
Maximize riverfront linkages and pedestrian connectivity
to the downtown, riverfront, and surrounding
community.
Create development and redevelopment opportunities.
Increase downtown residential development by adding
more apartments and/or town homes along the western
side o f Division Street between W. Parkway Avenue and
IDA Avenue. Also, by creating residential development
opportunities on the upper floors above retail /
commercial uses.
Enhance the streetscape environment by introducing
traffic calming measures, reducing the scale of the street
(with expanded pedestrian sidewalks and improved
crossings at major intersections, and tree planting.
Establish a façade improvement program to assist
business with renovations that comply with the new
downtown design guidelines.
Create addition surface parking areas behind the
buildings located along 400 and 500 blocks of N. Main
Street.
Create pedestrian connections between surface parking
lots located behind buildings along N. Main Street.
Explore the feasibility of attracting a grocery store to the
downtown.
Create a new major public plaza/park on the Walgreens’
site.
Promote the redevelopment of the 100 block. The new
development should reinforce the character of N. Main
Street.
Improve pedestrian accessibility along the N. Street
Bridge.
N. Main Street
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5.4 E. 9th Avenue and Pioneer Drive De velopment Zone
The E. 9th Avenue/Pioneer Drive area is one of the primary development/redevelopment sites
within the study area. The site’s boundaries are defined by S. Main Street, Fox River, Pioneer
Drive, and E. 10th Avenue. Its proximity to downtown and its adjacency to the Fox River
create an ideal setting for residential, commercial, and office development opportunities.
Due to this de velopment/redevelopment potential, the “Oshkosh Partnership Committee”
and the consultant team created the following development recommendations:
Maximize development along the riverfront by abandoning that portion of Pioneer Drive
immediately adjacent to the Fox River to facilitate development and redevelopment
opportunities (e.g. a mix of residential, commercial and office uses).
Enhance riverfront pedestrian accessibility by constructing a public promenade along the
river’s edge. The promenade
should serve as a link between
the N. Main Street bridge and
Pioneer Inn.
Enhance pedestrian access along
the N. Main Street Bridge to link
south side development /
redevelopment to downtown.
Provide alternative access to the
Pioneer Inn (perhaps through an
extension of Ninth Avenue east
to reconnect with a remaining
portion of the existing Pioneer
Drive).
Explore the feasibility of
expanding the Pioneer Resort
Marina to attract more boaters to
downtown O shkosh.
E. 9th Avenue and Pioneer Drive
Development Zone
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6.0 Organiz ing for the Future
The Downtown Design and Development Plan illustrates the vision for the future of
Downtown Oshkosh. It should be looked upon as a long-term development strategy that
involves an incremental approach and a key partnership between the public and private
sectors. The public sector should be the initial investor, providing seed projects to “jump
start” the private development. The private sector, however, becomes the economic engine
in Oshkosh. As infrastructure is upgraded and installed, the reliance on the public sector seed
money becomes less important as the economy of the private sector takes over.
Before the Oshkosh Partnership Committee and the consultants initiated the goal setting
process, the project team established the following mission statement: Establish Downtown
Osh kosh as a great place for all visitors by making it a great place for community
residents first. The mission statement is the baseline for the Downtown Action Plan and
capitalizes on the opportunities that became evident throughout the process. The needs of
Downtown Oshkosh are addressed in nine critical focus areas:
a. Maximize economic development and land use opportunities within Downtown
O shkosh and along the Fox River
b. Create a special place to celebrate community life
c. Celebrate the city’s cultural heritage and enhance its civic image
d. Provide safe, efficient and convenient vehicle and pedestrian transportation and
circulation throughout the City and make downtown user-friendly
e. Maximize riverfront linkages and pede strian connectivity to the downtown and
surrounding community
f. Create open spaces and recreational activities and promote environmental preservation
g. Enhance and maintain the public realm
h. Increase downtown residential development
i. Establish mechanisms to make plans happen
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6.1 Maximize Economic Development and Land Use
Opportunities Within Downtown Oshkosh and Along the Fox
Rive r
This economic development goal for Oshkosh is twofold. Existing Downtown O shkosh
businesses are important to the future of the community and have been a mainstay to the
success of the downtown for many years. Retaining these businesses as they grow and
expand becomes particularly important as Oshkosh continues to develop. Attracting new
businesses is also an important goal to encourage the continued growth of the downtown.
a. Create and strengthen public/private partnerships to facilitate development
b. Strengthen existing/emerging activity anchors
c. Develop specific plans and market evaluations for target redevelopment sites in the
Downtown Oshkosh
d. Initiate and/or provide assistance for the redevelopment of target sites
e. Provide assistance to older industries and heavier commercial businesses in areas
proposed for redevelopment to relocate into planned industrial and business parks
f. Work with individual industries in Downtown Oshkosh and in residential
neighborhoods, to investigate opportunities for the phased relocation of industries from
older outdated facilities to new plants in industrial parks
g. Continue to stabilize and fill in both existing sub-commercial corridors along Oregon
and Ohio Streets in the south downtown area
h. Promote development efforts that maximize the waterfront amenity and create linkages
within the community connecting the waterfront to downtown, surrounding
neighborhoods and the region
i. Preserve ground-floors along North Main Street for predominately commercial and
retail uses
j. Create a marketing plan that focuses on marketing the downtown, business retention
and attraction, and promoting diverse economic development
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6.2 Create a Special Place to Celeb rate Community Life.
Public gathering places become the heart of activity for Downtown Oshkosh. These places
are where people congregate and socialize creating a lively atmosphere for the downtown.
They are complemented by recreational opportunities for more active participation in events
and concerts in the community.
a. Convert the Walgreen’s site into a public plaza/park to create a public gathering space
in the heart of downtown
b. Extend the park behind the convention center to the east allowing for more
recreational facilities along the river and to expand the Waterfest Concert series seating
capacity
c. Coordinate efforts with the University of Wisconsin-O shkosh to link the Downtown
Plans with the University’s master plan to expand public access to the riverfront
d. Promote the expansion of marinas and riverfront boat berthing areas
6.3 Celeb rate the City’s Cultural He ritage and Enhance its Civic
Image
Celebrating the city’s cultural heritage and enhancing its community image involves the sense
of pride that a community feels for itself. The image is also how a community portrays itself
to the outside world of visitors and potential investors. Oshkosh is fortunate in that its rich
heritage lends itself to crafting a themed community image.
a. Preserve and enhance the historic buildings to attract quality tenants and customers
b. Promote civic, cultural and heritage attractions
c. Create a Pleasure Craft/Recreational Boating and Fox River Heritage Corridor Museum
d. Develop historic preservation design-development guidelines/ordinance
e. Educate the community on the importance of Oshkosh’s heritage
f. Work with the City of Oshkosh and Winnebago County to support ongoing efforts to
enhance public accessibility to governmental services in the central downtown area
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6.4 Provide Safe, Efficient and Convenient Vehicle and Pedest rian
Transportation and Circulation Throughout the City and Make
Downtown User Friendly
This planning endeavor originated with an effort to better understand the parking and
circulation implications of Downtown Oshkosh. These strategic initiatives relate to both the
addition of new parking and the enhancement of vehicle and pede strian circulation in the
downtown. Other initiatives focus on making Downtown Oshkosh a place people enjoy
visiting. Simple improvements can contribute to the success of downtown and make it a
place people want to live, work, and play.
a. Expand the downtown’s parking resources by increasing surface parking, creating
structured parking, and promoting shared parking
b. Implement a wayfinding signage system that directs motorists and pedestrians to
parking resources and attractions from Highway 41 to Downtown Oshkosh and
throughout the downtown. This can be achieved through a variety of ways such as a
trail blazer system, signage, and maps.
c. Create a people-friendly, traffic-calmed Main Street to stimulate investment
d. Enhance crosswalks at key intersections
e. Provide downtown directories
f. Encourage business owners and employees to park behind businesses
g. Provide public restrooms
h. Continue to improve parking resources behind existing buildings through a cooperative
partnership with private property owners for joint development and management of
these resources
i. Promote transportation accessibility to Downtown Oshkosh
j. Create pedestrian linkages between N. Main Street and the parking lots located behind
the buildings that flank N. Main Street
k. Study the one-way street system to see if they can be converted back to a two-way
system. This will increase accessibility to businesses and calm traffic
6.5 Maximize Rive rfront Linkages and Pedest rian Connectivity to
the Downtown and Surrounding Community
In order to open the Fox River to the community, development and pedestrian linkages need
to be created. These linkages should also be extended throughout the community linking
downtown with adjacent neighborhoods, activity centers and attractions.
a. Create opportunities for pedestrian linkages to the riverfront to provide greater access
to this community amenity
b. Extend the WIOUWASH Recreation Trial into Downtown Oshkosh
c. Develop a system of local trails, pede strian ways and bicycle routes that will connect
downtown into the regional trail system
d. Negotiate public access to the riverfront as part of joint public/private development
agreements
e. Integrate the proposed UW-O shkosh master plan with the downtown action plan
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6.6 Create Open Spaces and Rec reational Linkages and Promote
Environmental Prese rvation
Well-defined and useable open space and recreational areas contribute greatly to the
livability of a community. While individual open space and recreational amenities provide
much needed resources, linking these amenities into an open space/greenway network
strengthens them into a comprehensive system.
a. Create an open space network that enhances the riverfront open space and promenade
b. Link existing and proposed parks, recreation facilities, open space amenities and other
attractions via an open space/greenway network
c. Create pedestrian/bicycle linkages to the WIOUWASH State Recreation Trial
6.7 Enhance and Maintain the Public Realm
Residents and visitors to O shkosh’s downtown should feel a sense of completeness,
soundness, and strength. Downtown should feel “whole”. Think of the desired image for
people to have as they pass through downtown and the atmosphere that will compel them to
stay or return.
a. Improve N. Main Street streetscape environment
b. Encourage the appropriate use of large shade trees and small ornamental trees
c. Create major gateway statements at primary and secondary gateways that lead travelers
to Downtown Oshkosh and direct them throughout the downtown
d. Provide adequate buffering and screening between residential uses and industrial and
commercial land uses
e. Incorporate landscaping, street tree planting, sidewalks and other beautification
enhancements along major corridors and parking resources
f. Create and implement a façade enhancement program
g. Encourage developmental opportunities in Downtown Oshkosh in a manner consistent
with the historical character of the district; discourage the use of suburban site planning
and de velopment practices (e.g., relating to street frontage and associated parking
considerations)
h. Modify the signage ordinance to minimize excessive signage and to prohibit signs that
are not in scale with the urban fabric and/or architecturally compatible with the historic
character of downtown
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6.8 Increase Downtown Residential Development
Downtown Oshkosh already has a rich fabric of residential development directly adjacent to
downtown. This fabric should be maintained and enhanced around downtown to further
embrace the small-town character of the community while providing living opportunities in a
variety of housing types.
a. Increase the variety of downtown housing alternatives (e.g., inclusion of apartments,
townhouses, and small-lot single family detached homes, etc.)
b. Promote residential development on the upper floors above commercial/retail uses to
encourage 24 hour activity on the streets
c. Revitalize Downtown Oshkosh neighborhoods to attract new residents
d. Encourage the development of multi-family housing in areas convenient to employment
centers, shopping, services, bus routes, and recreational amenities
e. Encourage “market rate” riverfront housing in Downtown Oshkosh
f. Promote residential infill
g. Stabilize neighborhoods in Downtown Oshkosh by continuing housing code
enforcement, blight removal, and housing rehabilitation programs
6.9 Establish Mechanisms to Make Plans Happen
O shkosh is fortunate to have an active, concerned group of citizens working to improve the
community; long-time business owners who have committed to downtown; and downtown
pioneers paving the way for a new era of downtown investment. Coordination and focus will
be a key to future success.
a. Research, apply and obtain local, county, state and federal funding resources to assist in
the implementation of the Downtown Design and Development Plan
b. Work with local institutions on funding strategies such as a low interest loan pool
c. Designate personnel to handle downtown and community development
d. Educate public and private leadership
e. Establish a lead organization and clearly define groups’ roles and responsibilities
6.10 Conclusion
These nine strategies become the rallying call for economic development recruitment efforts.
These are all essentially physical improvements to Downtown Oshkosh. Implementing the
concept requires significant policy and programmatic commitments beyond the physical
changes that will be essential to the success of the plan. These are discussed in the following
sections of the report.
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7.0 Implementing the Vision
In Chapter 6, various goals and objectives were highlighted to assist in the implementation of
the Downtown Design and Development Plan. In this chapter, the implementation strategies
are categorized into short, medium and long term initiatives (e.g. 0 to 5 years, 6 to 10 years
and 11 years plus). Of course, these prioritizations may change as different situations and
opportunities arise. This listing, however, is intended to guide decision markers who are
considering improvements and investments in the coming years.
7.1 Introduction
The successful revitalization of downtown Oshkosh will involve a combination of public and
private initiatives of the character and quality that are set forth in this section. While it can
often be difficult to discern the dividing line between public and private initiatives, a
comprehensive set of recommendations of the sort presented here are indicative of the types
of combined effort that will be required for the ultimate success of these efforts.
A concerted, focused effort, of the sort envisioned here can create a catalytic influence on
public and private investment. A forward-looking sense of momentum can thus be created
through the use of strategic opportunities for immediate improvement, coupled with a
longer-term plan for subsequent renewal and reinvestment.
The following three over-arching policy initiatives will help ensure the ultimate success of
these efforts – Planning, Marketing and Regulation.
Planning: Continue to build upon the momentum created through this planning process by
de veloping new and ongoing (broad-based) planning efforts. Integrate downtown planning
e fforts with those taking place in other adjacent and related sections of the city and
surrounding region. One final outcome will be the formal approval of the Downtown Design
and Development Plan as an update to the City’s 1993 Comprehensive plan.
Marketing: Build on past efforts to have a renewed emphasis on integrated, coordinated
downtown marketing/promotion efforts. Use that effort to develop a comprehensive
marketing plan that focuses on promoting the downtown (eliminating the vacant storefronts
and improving the streetscape and facades), business retention and attraction, and promoting
d iverse economic development. A key component of this plan is the development of a
specific targeted effort to recruit new businesses to locate to the Downtown area. In
de veloping this plan, O shkosh may wish to consider developing a model similar to one used
in Neenah to have a central business group or organization acquire the right of first refusal to
acquire properties as they become vacant to help facilitate orderly business transition within
the Downtown area.
Regulation: Create and implement design/development guidelines for the downtown and
integrate appropriate provisions in the zoning ordinance to ensure that improvements are
undertaking in a manner that reinforces the quality of buildings and architecture in the area.
Review existing zoning requirements to promote redevelopment and improvements along the
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Fox River. Review current parking regulations to help facilitate redevelopment and
cooperative use of existing parking resources.
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7.2 Part One: Public Improvement Initiatives
A. Short-Term Public Improvement Initiatives (0 to 5 years)
1. Market Plaza – Establish a new major public greenspace to unify the center of
downtown by purchasing and converting the former Walgreen’s site into a public
plaza/park. This plaza will be designed for alternative uses and will incorporate the
existing statute and sundial.
2. Main Street Environment – Enhance the streetscape environment of N. Main Street.
This can be done by calming the traffic, reducing the scale of the street (with expanded
pedestrian sidewalks and improved crossings at major intersections), tree planting and
by adding an 8-10 foot median with trees (in selected sections from the Fox River to
Algoma Boulevard). Another important aspect will be the establishment of a façade
improvement program to assist business with renovations that comply with the new
downtown design guidelines.
3. Riverside Park & Promenade – Increase public access to the Fox River through an
expansion of the existing Riverside Park (eastward to Broad Street) and through the
construction of a band shell and other improvements to be used for the Waterfest
Concert series and other similar public events. Facilitate riverfront pedestrian access
(thus encouraging other associated redevelopment, including the possible addition of
restaurants and other shops) through the development of plans for the construction of a
public promenade alongside the river, eventually from the UW Oshkosh campus to the
expanded Riverside Park. (During the 0-5 year period, the promenade from Main
Street to the expanded Riverside Park should be constructed; the rest of the
promenade from Main Street to the UW Oshkosh campus should be built over a 6-10
year period.) Part of this plan includes the acquisition of the Hooper Building for
redevelopment.
4. Convention Center – Encourage enhanced convention and trade show business through
the design and implementation of a significant expansion to the Convention Center.
This new investment must be consistent with other goals to improve public access to
the river and an expanded Riverside Park.
5. Pioneer Inn Access/South River Promenade – Abandon that portion of Pioneer Drive
immediately adjacent to the Fox River to facilitate redevelopment, expanded public
access to the river, and the creation of a riverfront pedestrian promenade on the south
side o f the River to compliment the development on the north side. Provide alternative
access to the Pioneer Inn (perhaps through an extension of Ninth Avenue east to
reconnect with a remaining portion of the existing Pioneer Drive). In developing the
promenade, the initial effort should be focused on creating an attractive walkway from
the bridge at South S. Main Street to the Pioneer Inn.
6. Signage – Encourage more visitors to the downtown area through improved signage.
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7. Downtown Maps – Help individuals locate businesses within the downtown area
through the development of maps and signage for vehicular and pedestrian use.
8. Marion Road/Pearl Avenue – A sense of momentum and visible public improvement
can be established by successful efforts to redevelop the former Radford/Universal
Foundry sites. As part of these efforts, the City should continue to purchase the
targeted residential properties in the Redevelopment Project area and solidify
commercial and recreation oriented uses for the area.
9. Parking – Develop additional public parking on the westside of the 500 block of N.
Main Street, north of Church Avenue.
10. Division Street – Continue implementation of redevelopment project activities.
11. Re-Examine/Remove One Way Roads – Improve traffic flow, access to downtown and
visibility of commercial enterprises by carefully re-examining all downtown traffic flow
patterns with the goal of seeking to remove all of the existing one-way matched pair
streets.
B. Medium-Term Public Improvement Initiatives (6 to 10 years)
12. Mercury Marine – Improve riverfront access and appearance by undertaking the
redevelopment of the Mercury Marine properties into residential, recreational or other
uses, as consistent with the redevelopment plans for the Marion Road Redevelopment
Project (i.e., the former Universal Foundry and Radford sites).
13. Parking – Develop additional public parking on the 200 block of Ceape Avenue and
west of State Street.
14. North Riverfront Promenade – Develop the pedestrian promenade along the river from
Main Street to the UW Oshkosh campus. (This completes the promenade from the
campus to the expanded Riverside Park.)
15. Fox River Heritage Center and Recreational Boating Museum – Fox River Assess the
feasibility of constructing a major public-access facility adjacent to the Fox River.
16. City Hall – Maintain a downtown location for City Hall.
17. Pedestrian Access to Main Street – Improve pedestrian access to parking and Main
Street commerce by developing new walk-throughs along N. Main Street.
18. O ld WG&R Building – Acquire and remove the old WG&R building to expand surface
parking areas to meet the needs of downtown businesses.
19. Boat Traffic – Increase the number of finger piers and parallel boat berthing spaces
along both banks of the Fox River. This shall be an incremental and ongoing process
that will follow new development/redevelopment adjacent to the riverfront. (Note:
This effort will require a combination of public and private investment.)
C. Long-Term Public Improvement Initiatives (more than ten years)
21. Develop Northside Trail – Develop a trail from an expanded Riverside Park at the
south end of Broad Street to Winnebago County Park north of Snell Road. The trail to
follow Broad Street and the Wisconsin Central Railroad corridor.
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22. Parking – Raze the residential buildings on the west side of Jefferson Street to expand
surface parking behind the commercial buildings. Relocate J&R Auto Service and
remove the existing building in order to increase the surface parking spaces that are
needed behind the buildings to the west of the 400 block of N. Main Street
23. Pedestrian Crossing – Improve the pedestrian connection across the Wisconsin, Jackson
and N. Main Street bridges.
24. Access – To increase accessibility to the downtown area.
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7.3 Part Two: Private De velopment Initiatives
A. Short-Term Private Development Initiatives (0 to 5 years)
25. 100 Block – Redevelop the 100 N. Main Street
26. T&J Manufacturing – When T&J Manufacturing is relocated to the industrial park south
of downtown, the site should be surveyed (and an environmental assessment
conducted) to redevelop the site for mixed-use.
27. Morgan Manufacturing – An effort should be made to determine the appropriate
redevelopmental opportunities for this key river-front parcel.
28. King Clift Auto/Grocery – Convert the King Clift Auto dealership property into surface
parking and renovate the adjacent building to the south into a grocery store.
28. Pioneer Inn – Explore the feasibility of making an expansion to the Pioneer Re sort
Marina to attract more boaters to downtown Oshkosh.
29. Park Plaza – Park Plaza should be re-energized as a major downtown facility that
operates in a way that advances the needs/interests of other commercial activities. The
riverfront area, in particular, should be redeveloped to take advantage of expanded
public access to the riverfront (and the promenade) and that maximizes the
interconnection between the downtown area and the Fox River. Restaurants, shops
and other entertainment-related uses should be explored for the ripple impact they
have on other related uses (hotel, convention center, Riverside Park, etc.).
B. Medium-Term Private Development Initiatives (6 to 10 years)
30. 500 Block – Infill vacant sites along east side of the 500 block of N. Main Street.
31. Redevelopment – Create a redevelopment opportunity at the northwest corner of N.
Main Street and Parkway Avenue (Household Rentals).
32. Miles Kimball – Consolidate the Miles Kimball property located between Seventh and
Ninth Avenues and the property to the north and then convert it into a mixed-use
redevelopment opportunity.
33. Bridgeview – Expand the Bridgeview Center office development.
34. Performance Marina – Enhance the Performance Marina property to attract more
boaters and boat storage.
35. Pedestrian Access – Create pedestrian connections/pass-throughs along N. Main Street
to provide better pedestrian access to the current parking areas located behind the
buildings on N. Main Street.
C. Long-Term Private Development Initiatives (more than ten years)
36. Parking – Upon completion of the new parking deck on the 200 block of Ceape
Avenue, create a redevelopment opportunity on the southwest corner of Otter Avenue
and Court Street.
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Oshkosh Downtown Design and Development Plan Downtown Action Plan
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37. Boat Works – Enhance, expand and dredge the marina behind Boat Works Inc.
38. Town Motel – Raze the Town Motel and create a mixed-use development opportunity
that will support the commercial activity along Division Street and complement other
downtown needs.
39. Jefferson/Parkway – Create an infill residential opportunity at the northeast corner of
Jefferson Street and Parkway Avenue.
40. 600 Block – Infill the city owned property located on the west side of the 600
block of N. Main Street
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Oshkosh Downtown Design and Development Plan Downtown Action Plan
10 October 2000
7.4 Oshkosh’s Downtown Future : Conclusion
Downtown Oshkosh has a bright future. This Downtown Design and Development plan is
only the beginning. It presents a blueprint for continued growth and development in
Downtown Oshkosh that respects the small town character and rich heritage of Oshkosh.
The plan presents ways to involve the community in the downtown and encourage tourists to
visit. The plan is long term in its vision and requires a continuation of the partnership
between the public and the private sector. Oshkosh’s civic and business leadership is
committed to action as evidenced by the plan itself and the projects and programs that have
already been completed and are currently underway. It is the hope that these initial
investments will pave the way for more long-term investments in Downtown Oshkosh.
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