THE RICHMOND LIBERTY TRAIL

Heather AshlineMaster of Urban & Regional Planning ProgramL. Douglas Wilder School of Government & Public Affairs Virginia Commonwealth UniversitySpring 2015

Capital Improvements Plan

Introduction

Liberty Trail CreationCreated in April, 2013Liberty Trail Committee

Greater Richmond Chamber City of Richmond Department of Economic & Community Development Richmond Region Tourism The Valentine Richmond History Center

Existing FundingGreater Richmond ChamberPrivate Donations

Cash In-Kind

Volunteers Media

The Clients

PurposeRegional IdentityPermanent MarkersSupplementary

SignageMulti-Modal Trailheads

Existing Conditions

Temporary Markers6.2 Miles (10k)50 Historic SitesNo Formal Parent

Organization

Liberty Trail Route

Richmond Downtown Plan“[Downtown improvements should]…celebrate and promote Richmond’s history with an aggressive historic preservation program and a coordinated system of history trails, museums and interpretive sites.”

-Richmond Downtown Plan, 2009-

Richmond Downtown Plan

Recent DevelopmentsRichmond Slave Trail

Addition of Permanent Markers and Informational Signage to the Richmond Slave Trail (2013)

Recent DevelopmentsVirginia Capital Trail

Richmond Riverfront Portion of the Capital Trail to be completed by Fall 2015

Recent DevelopmentsWorld Cycling Championships

Arrival of the UCI Road World Championships

Heritage Tourism

“Traveling to experience the places, artifacts, and activities that authentically represent the stories and people of the past.”-National Trust for Historic Preservation-

Heritage TourismBest Practices

New Urbanism“…urban places should be framed by architecture and landscape design that celebrate local history, climate, ecology, and building practice.”-Charter of the New Urbanism, 2001-

Walkable Urbanism

“While the physical and social rewards of walking are many, walkability is perhaps most useful as it contributes to urban vitality and most meaningful as an indicator of that vitality.”-Jeff Speck, 2012-

WayfindingBest Practices

The Boston Freedom Trail Master Plan

Constitutional Walking Tour of Philadelphia Master Plan

Approach & Methods

Plan OverviewProposed Improvement Locations

Supplementary Signage

Trailhead Kiosks

Permanent Trail Markers

Market Analysis

Virginia Tourism Industry $21 billion Industry

24 thousand jobs

City of Richmond 3rd most visited in Virginia

Heritage tourism ranked among top reasons to visit Virginia

Median household income between $75,000 and $150,000

Majority report an average household size of 1 individual

Visitors most likely to stay for less than 1 week

Day trips are the second most common trip length

Visiting friends and sightseeing are the two most common reasons for visiting Virginia

Visitor Profile

Study Area Overview

53 % live in the City of Richmond

47 % live outside of the city

37 % live and/or work Downtown

Most likely to dine or engage in cultural activities while downtown

Public Outreach

Attendance by District

Preferred Method of TransportationWhile in Downtown Richmond

Walking Driving Bicycling Public Transportation0%

10%

20%

30%

40%

50%

60%

70%

Drivers of activity

“Establishments operating in sectors which are traditionally highly impacted by tourism activity.”-Fretchling & Horvath, 1999-

“…factor[s] which draw tourists away from their customary environment”-Lew, 1987-

ATTRACTIONS

KEY ESTABLISHMENTS

The Library of Virginia

Virginia State Capitol

American Civil War Center

Museum of Confederacy

The Valentine

The Holocaust Museum

St. John's Church

Richmond Region Visitor Center

Maggie Walker House

Poe Museum

John Marshall House

0% 10% 20% 30% 40% 50% 60% 70% 80%

2012 2013

Attendance by Attraction

Comfortable Walking Distance Popular Attractions

Top Tourism Industry Sectors

Arts & Entertainment• Performing Arts,

Spectator Sports & Related Industries

• Museums, Historical Sites & Similar Institutions

• Amusement, Gambling & Recreation

Food & Beverage• Full Service

Restaurants• Limited Service

Eating Places• Drinking Places• Food & Beverage

Stores

Retail• Sporting goods,

hobby, book & music stores

• General merchandise stores

• Miscellaneous store retailers

• Electronics & appliance stores

• Building material & garden equipment and supplies dealers

• Health & personal care stores

• Clothing & clothing accessories stores

Location of Key EstablishmentsBy Industry SectorComfortable Walking DistanceKey Establishments

Determining Primary Trail SectionsIntersection of Proximity to Key Establishments + Attractions

Implementation should be targeted: High-traffic areas Proximal to drivers of activity Near existing or planned multi-modal

infrastructure

Walkability Assessment

Strengths

Weaknesses

Proposed Designs

Design Approach

Existing Conditions

Stakeholder

Engagement

Inspiration Case

Studies

Established Signage

Established Trail Markers

Trailhead Kiosk Inspiration

Trailhead Kiosk Design Inspiration

Alexandria, VA Lacrosse, WI

Proposed Trailhead Kiosks Placed at strategic

locations in each district

District history & Sites

Wayfinding

Activity Promotion & Sponsor Information

Trailhead KioskIn ContextLocation: Public parking beside The Carpenter Theater at CenterStage

Permanent Trail Marker Preferences

Permanent Trail Marker Design Inspiration

Proposed Permanent Trail Markers Large: 24” diameter

Small: 12” diameter

District logos included in the designs

Space for sponsor information

Trail MarkerIn ContextLocation: St. Paul’s Episcopal Church

Supplementary Signage Inspiration

Supplementary Signage Design Inspiration

Proposed Supplementary Signage

Columnar Base

Vertical Layout

Additional Wayfinding

Activity Promotion

Supplementary signage should facilitate accessibility for populations with limited mobility

Supplementary SignageIn ContextLocation: St. John’s Church at the intersection of East Broad Street and North 24th Street

Goals & Vision

Plan Vision“The inclusion of tangible enhancements along the Liberty Trail route will serve to solidify the trail’s regional identity as well as further connect Richmond’s historic assets. Aesthetic improvements along the trail route will be the first step in creating an asset for the City of Richmond which is appealing to visitors and local residents alike.”

Goal 1: Implementation of aesthetic trail enhancements will be completed over the course of several phases.

Identify appropriate phases of implementation.

OBJECTIVE 1.1:

City of Richmond Capital Improvement Program FY 2014-2019

Determine accurate traffic levels by district

OBJECTIVE 1.2:

Popular “Friday Cheers” concert series hosted by Venture RichmondImage Source: Erin Barton, 365richmondva.wordpress.com

Examine pricing optionsOBJECTIVE 1.3:

Location of public parking lots in Downtown RichmondImage Source: RideFinders

Goal 2: The Liberty Trail Committee will garner support for trail enhancements from key stakeholders and potential investors.

Determine the most effective methods for generating external funding

OBJECTIVE 2.1:

Virginia Capital Trail signage funding optionsImage Source: The Virginia Capital Trail Foundation

Renew interest in the advantages of the Liberty Trail

OBJECTIVE 2.2:

The Valentine History Center offers guided tours along the trail route in conjunction with other community events

Keep stakeholders and investors informed

OBJECTIVE 2.3:

Example of a formalized web presenceImage Source: The Boston Freedom Trail Foundation

Goal 3: Ensure that the Liberty Trail is accessible to a variety of populations

Enhance accessibility for populations with limited mobilityOBJECTIVE 3.1:

Image Source: U.S. DOT Designing Sidewalks and Trails for Access Best Practices Guidelines

Engage Youth OBJECTIVE 3.2:

School buses parked outside of Historic Tredegar

Ensure that self-guided tours are user-friendly

OBJECTIVE 3.3:

Tourist Tracks provides specialized audio walking tours for cities throughout the United KingdomImage Source: http://www.tourist-tracks.com/tours/Canterbury.html

Cost Estimations

Estimated Cost

Base Cost per Unit

Simple Installation

Complex Installation

Total Cost per Unit (20% Contingency)Proposed Number of Units

Total Estimated Cost

$3,995

$1,000

$5,000

$5,994-$10,794

20

$119,880-$215,880

Trailhead Kiosks

Estimated Cost

Base Cost per Unit

Simple Installation

Complex Installation

Total Cost per Unit (20% Contingency)Proposed Number of Units

Total Estimated Cost

$293

$1,000

$2,500

$1,552-$3,352

70$108,640-$234,640

Large Trail Markers

Estimated Cost

Base Cost per Unit

Simple Installation

Complex Installation

Total Cost per Unit (20% Contingency)Proposed Number of Units

Total Estimated Cost

$200

$1,000

$2,500

$1,440-$3,240

461$663,840-1,493,640

Small Trail Markers

Estimated Cost

Base Cost per Unit

Simple Installation

Complex Installation

Total Cost per Unit (20% Contingency)Proposed Number of Units

Total Estimated Cost

$531

$500

$2,000

$1,237-$3,037

191$236,267-$580,067

Supplementary Signage

Total Cost EstimationItem Estimated Cost

Trailhead Kiosk

Large Trail Marker +

Small Trail Marker +

Supplementary Signage

+

Total

$119,880-$215,880$108,640-$234,640$663,840-1,493,640$236,267-$580,067

$1.2 m - $2.5 m

Implementation Matrix

Phase I Phase II Phase III Phase IV Phase V

Focus Marketing24” Permanent Markers Installed at Each Stop

24” Permanent Markers Installed at Each Intersection

Installation of Trailhead Kiosks & Supplementary Signage

12” Permanent Trail Markers Installed Along the Remainder of the Trail Route

Implementation Time Frame

1-3 years 3-5 years 3-5 years 5-7 years 6-10 years

Phase Estimated

CostDependent upon marketing tactics

$77,600-$167,600 $31,040-$67,040 $356,147-

$795,947 $663,840-$1,493,640

Associated Objectives

• Identify appropriate phases of implementation

• Determine accurate traffic levels by district

• Examine pricing options

• Determine the most effective methods for generating external funding

• Renew interest in the advantages of the Liberty Trail

• Keep stakeholders and investors informed

• Enhance accessibility for populations with limited mobility

• Engage youth

• Ensure that self-guided tours are user-friendly

N/A N/A

ConclusionProviding increased access to historic assets allows visitors and

residents alike to reflect upon their shared history. The City of Richmond is well known as a city founded on its history, and it is essential that this foundation be understood. Efforts such as the Richmond Liberty Trail are essential to realizing this greater goal.

The inclusion of amenities such as permanent trail markers and wayfinding signage along the Liberty Trail route is the first step

in engaging the community and solidifying the trail’s regional identity. It is critical that stakeholders in these initial improvements remain involved and enthusiastic so that the trail may be utilized for expanded purposes in the future.

Thank you!

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http://www.dimensionsthruart.com/• California State Parks (2008). Materials and Processes for Outdoor Interpretive Signs.

Retrieved from http://www.parks.ca.gov/• Chmura Economics and Analytics (2014). Tourism Works for Virginia. Retrieved from

www.vatc.org. • EASI Analytic (2014). Amusement Index, 2014. Retrieved from www.simplymap.com• EASI Analytic (2014). Culture Index, 2014. Retrieved from www.simplymap.com• EASI Analytic (2014). Restaurant Index, 2014. Retrieved from www.simplymap.com• TNS Travels America. (2014). Central Virginia Region Travel Profile, 2013. Retrieved

from www.vatc.org.• TNS Travels America (2014). Travel Profile to Virginia, 2013. Retrieved from

www.vatc.org. • U.S. Travel Association. (August, 2014). The Economic Impact of Domestic Travel on

Virginia Counties, 2013. Retrieved from www.vatc.org.• University of Delaware Institute for Public Administration (August, 2010). Healthy

Communities: The Walkability Assessment Tool. Retrieved from http://www.ipa.udel.edu/

Sources• Barnett, J. (2011). A Short Guide to 60 of the Newest Urbanisms. Planning, 77(4),

19-21.• Charter of the New Urbanism. (2001, January 1). Retrieved November 4, 2014, from

http://www.cnu.org/charter

• The Constitutional Foundation (2005). “The Constitutional Walking Tour of Philadelphia Master Plan”.

• Cultural Heritage Tourism. (2011, January 1). Retrieved November 4, 2014, from http://www.culturalheritagetourism.org/

• Goody, Clancy (1995). “The Freedom Trail Study for a Renewal Vision.” Developed by Goody, Clancy and Associates for the Boston National Historic Park.

• Speck, J. (2012). Walkable city: how downtown can save America, one step at a time. New York: Farrar, Straus and Giroux

• Urban Wayfinding Planning and Implementation Manual. (2013, January 1). Retrieved November 4, 2014, from http://www.thesignagefoundation.org/Portals/0/UrbanWayfindingPlanningImplementationManualWebsite.pdf